Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Media Summit 2008 Thursday, March 13th 12:30 PM - 1:45 PM Session B: The Future of Enhanced Advertising: Addressing Brands, Message, Technology, Media and Entertainment The ever expanding boundaries of entertainment in the national as well as global culture presents not just opportunities for specific brand extension or advertising, the merger of Hollywood and Madison Ave. represents a quantitative shift in the creative process. As the consumer alters its relationship to media, integrating broadband into every aspect of everyday life - from the mobile, to the public space and into the home - the power of the electronic message, whether delivered as advertising or via movies, TV, games, news or even as a function of the communications device itself, is a transformational tool. The industry is now experiencing its first steps in the fusion of marketing, entertainment and content. The real excitement will be found as the creative talent in the industry gets to experiment, innovate and produce new forms. David Lang, President, MindShare Entertainment John McCarus, VP Director Brand Content, DIGITAS Chet Fenster, Managing Partner, MEC Entertainment Saul Berman, Global Lead Partner and Executive, IBM Global Business Services, Media & Entertainment Industry Xavier Kochhar, Business Development, Corporate Alliances, The Walt Disney Company Brian Marin, chief executive officer, Retail Entertainment Design Patrick A. Russo, Principal, The Salter Group, LLC, Moderator David Lang, President, MindShare Entertainment: He is based in New York. David is an Emmy Award winning producer, as well as writer, director, and former on-air talent. He has developed and produced programs for cable and broadcast networks with a focus on comedy, reality, documentary and scripted genres. His interest in marketing and in linking marketers to content is a long-standing one, beginning in 1998 with his first branded program. David’s approach to production and branded entertainment is to develop balanced partnerships, multiplatform opportunities, and properties that are strategically right for the brand, as well as compelling for the audience. David joins us from Broadway Video, where he was Senior Vice President, Development & Production. David, his wife, Debra, and their two children live in Manhattan John McCarus, VP Director Brand Content, DIGITAS: As Vice President, Director of Brand Content for Digitas – A Publicis-owned full service interactive agency, John works across all Digitas client businesses to source and create digital brand content solutions on the web. Reporting to Digitas EVP, Global Creative Director, he works with the agency’s media, creative and marketing leaders to develop digital content strategy and brand content solutions across multiple channels. Digitas’ brand content unit has created and produced original digital programming for high profile brands including Delta, Kraft, GM, Holiday Inn, Miller Brewing and American Express. Examples range from original content development to integration and co-creation in partnership with existing entertainment properties and established talent as well as with the exploding number of talented content producers now working on the web. Prior to his current role, John served as Vice President of Brand Development for Alliance, an entertainment development and strategic partnership unit of WPP. While at Alliance, McCarus developed custom integrated programs in the branded entertainment arena incorporating TV, Music, Filmed Entertainment, Video Gaming and Live Event Programming. Clients included CoverGirl, Max Factor, Old Spice, Pantene, Pringles, Hasbro Games, Secret, Staples, Playtex and Taco Bell. In 2004, McCarus co-created and developed the first ever Music Upfront Conference in partnership with Adweek and Billboard Magazines, designed to give brands a first hand preview of upcoming content from the major music labels with the goal of developing brand/music partnerships and integration deals. Prior to joining Alliance, McCarus had a highly successful career in Magazine Publishing with several key posts including Director of Corporate Advertising Sales for Conde Nast Publications and Associate Publisher at both The New Yorker Magazine and Rolling Stone Magazine. McCarus was also one of the original Publishers of Saveur – an Epicurean lifestyle title launched by publishing maverick Chris Meigher in 1995. McCarus currently lives in Bronxville, NY with his wife and two daughters Saul J. Berman, Global Lead Strategy Partner, IBM Media and Entertainment Practice Global Strategy & Change Services Leader, IBM Global Business Services: Saul J. Berman is the Global Lead Strategy Partner for the Media and Entertainment Practice as well as a Global Strategy & Change Services Leader at IBM Global Business Services (GBS). Prior to joining IBM, Saul was the Global Strategic Change Leader at PwC Consulting. He was also previously with The Boston Consulting Group, and a divisional Vice President with Broadway Department Stores and an Assistant Professor of Management at the University of Southern California. Dr. Berman has more than 25 years of consulting experience advising senior management of large corporate and start-up organizations. He has directed engagements addressing issues of strategy, organization, and operations. He has worked extensively on issues of competitive positioning, differentiation, new business plans & strategies, new business models, growth, operational & cost improvement, operations/manufacturing strategy, organizational design and enterprise transformation. His clients have included most of the major media companies as well as internet companies, telecommunication companies, consumer goods manufacturers, retailers and automotive companies in the United States, Japan, Europe and Australia. Dr. Berman holds a Ph.D. in Management and Information Systems and a MBA in Production Systems and Operations Research from the Graduate School of Business at Columbia University in New York. He obtained a Bachelor of Science in Economics at The Wharton School, University of Pennsylvania, Philadelphia. Brian Marin, chief executive officer, Retail Entertainment Design: With more than 15 years experience in the entertainment industry, Brian Marin brings to Retail Entertainment Design (RED) an astute understanding of retail environments, display and audio technologies. His expertise in all aspects of music, video, advertising, and sound system design and implementation guarantees the creation of highly customized and unparalleled solutions to meet the needs of clientele. Previously an executive with DMX MUSIC and ScreenPlay, Inc., Brian received a BA in Communications from Washington State University, with an emphasis in media and advertising. Xavier Kochhar, Corporate Alliances, The Walt Disney Company: Xavier is one of three corporate executives within Disney's Corporate Alliance Group who are dedicated solely to procuring and developing new, mutually value-creating strategic relationships between outside corporations and the myriad assets across all the divisions of The Walt Disney Company. The Group sits in Corporate atop Disney and pulls resources from the respective divisions within the company---Studios, Theme Parks, Consumer Products, and Media Networks (ABC and the various Disney cable assets)---in order to work with third-party B-to-B and consumer brand companies in various aspects of strategic and/or tactical relationships. These relationships include marketing, media buys, sponsorships, promotional activity, purchasing, corporate development, joint or integrated content opportunities, or co-branded JVs. Once a formal relationship is in place, the group assigns dedicated personnel, or 'partner teams', to serve as the corporate partner's representatives within the Company. The Walt Disney Company partners with best-of-breed corporate partners across categories; select members of the Disney Corporate Alliance family include Coca-Cola, General Motors, Kellogg's, Kodak, Visa, Hewlett Packard, Siemens. Prior to Corporate Alliances at The Walt Disney Company, Xavier was a strategy consultant for London-based L.E.K. Consulting, and a corporate packaging agent at the William Morris Agency in Beverly Hills. Xavier began his professional career in corporate finance after graduating from the U.C. Berkeley's Haas School of Business, as an investment banking associate for Tucker Anthony Sutro. Xavier lives in Brentwood, California and spends much of his free time working with youth education programs, such as the Inner City Education Foundation of Los Angeles, and coaching soccer for the American Youth Soccer Organization. Patrick A. Russo, Principal, The Salter Group, LLC: Mr. Russo, a Founding Principal based in the Los Angeles Office, oversees the firms overall practice development efforts, with a concentration in the Entertainment & Media sectors. Since the formation of The Salter Group, Mr. Russo has worked with numerous Entertainment and Media clients such as The Walt Disney Company, EMI Group plc, Sony/ATV, The Shine Group, Village Roadshow, Ovation TV and Exception Wildbunch. Mr. Russo was previously a Vice President in the Entertainment & Media Group of Houlihan Lokey Howard & Zukin. In this capacity, he focused on investment banking and financial advisory projects. Prior to joining Houlihan Lokey, Mr. Russo was a Vice President in the Media and Entertainment Industries Group at SG Cowen Securities Corporation (and its predecessor companies Societe General Bannon, LLC and Bannon & Co.), specializing in mergers and acquisitions and capital raising. Prior to SG Cowen, Mr. Russo was an Assistant Vice President at ABN AMRO Bank, where he was responsible for all film financing transactions in North America and was a member of the bank’s Global Media and Communications Finance Group. Mr. Russo also served as a Senior Credit Analyst for Credit Suisse in Los Angeles and New York, with a focus on media and entertainment. Mr. Russo received his MBA from Fordham University and holds a BS in Business Management from Fairleigh Dickenson University. Mr. Russo is a member of the Finance Board of Advisors and the President’s Council of Fordham University. He is also a frequent speaker on various entertainment and media topics. Chet Fenster, Managing Partner, MEC Entertainment: Mediaedge:cia has tapped Chet Fenster to run MEC Entertainment as managing partner-director of content creation. Fenster will identify creative opportunities for client brands across all content platforms; he will split his time between MEC's offices in New York and Los Angeles. Fenster had been head of program development for music network FUSE, and earlier was part of the ESPN team that launched the sports network's first original movie. Fenster founded his own production firm, Kinetic Productions, before joining ESPN.