Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Media Summit 2008 Wednesday, March 12 12:30 PM - 1:45 PM Session B: Contextual Media & Advertising: Transforming and Redefining the Relationship Between the Consumer, Advertising and Media Platforms The world is becoming an ever growing contextual media and information experience. Consumers get to watch TV news shows that lean to the left or to the right depending on how they like it. And on the web, the degrees to the left and to the right can be calibrated down to the millimeter. Radio is broken down so that stations can reach and satisfy a distinct and unique group of listeners and the web can drill down even further than that. The web is able to distill the users experience to actual needs, to the actual and definable likes and dislikes of each and every consumer. While the system has yet to be perfected, the learning curve of contextual media content to the consumer along with its advertising and commerce-based partnering activities is moving right along. The personalized relationship between media and advertising has always been with us. Families watch TV shows that advertise soap and teenagers watch shows that advertise cola. But the degree of personalization and how fast it arrives is presenting an interesting set of musical chairs for the media, advertising and content industries. It is an interesting time. Peter Gardiner, Partner, Chief Media Officer, Deutsch, Inc. Tim Hanlon, Executive Vice President, Ventures, Denuo - A Publicis Groupe Company Christoph Stadeler, Chief Executive Officer, MRM McCann Relationship Marketing GmbH Federico Grosso, Senior Vice President, Business Development, blinkx Frank Cooper, Vice President Marketing, Pepsi-Cola North America Damon Bethel, Group Digital Director, MediaVest Worldwide Doug Scott, Senior Partner, Executive Director, Mather Productions Branded Content & Entertainment, Ogilvy & Mather, Moderator Peter Gardiner, Partner, Chief Media Officer, Deutsch Inc.: Dynamic, innovative and decidedly non-traditional in his approach, Peter joined Deutsch in 2000 to further implement media integration throughout all Agency disciplines. His strategic leadership has helped deutschMedia become one of the most results-focused media operations in the industry. In 2004, Peter’s vision led to Deutsch Inc.’s launch of Media Bridge Entertainment, a product placement company that introduced pay-for-performance as its core offering. He also launched Deutsch’s revolutionary approach to the traditional media process: Consumer Prime. A research-based course of action, Consumer Prime leverages the Agency’s Data and Customer Strategy discipline to quantify ROI and optimize clients’ media dollars. Overseeing client investments of nearly $1.2 billion, Peter and his staff of professionals have created intricate, groundbreaking and effective plans for past and present clients including Johnson & Johnson, Monster Worldwide, T.G.I. Friday’s, DIRECTV, Revlon, Bank of America and Sports Authority, among others. Frequently quoted in the pages of The Wall Street Journal and The New York Times, Peter has also provided his POV on business programs on MSNBC, CBS and ABC, and made a guest appearance on The Apprentice Season 1. He’s also been recognized by Advertising Age as a revered "Media Maven." Prior to Deutsch, Peter was media director and managing partner at Bozell/New York. His media planning strategy was recognized for clients including the "got milk" campaign as well as The New York Times, Verizon Wireless, Lycos and Datek. In 1999, Peter was honored as one of MediaWeek’s "Media All-Stars." Prior to Bozell, Peter gained significant experience at DDB Needham and with Time Warner, where he was Director of Integrated Marketing. Peter is a graduate of the University of Texas at Austin with a degree in advertising. Tim Hanlon is Executive Vice President/Ventures for Denuo, the futures consulting practice of advertising agency holding company Publicis Groupe, S.A. He is chiefly responsible for the solicitation, negotiation and oversight of the unit’s strategic partnership and equity investment activity -- focused exclusively on paradigm-changing “new media” platforms and technologies. His current role is an outgrowth of his previous work as head of Publicis Groupe Media (PGM) Ventures, and includes formal advisory positions with over 30 start-up companies. Prior to founding the PGM Ventures practice, Hanlon was Senior Vice President/Director, Emerging Contacts for Starcom MediaVest Group, a global media services network of Publicis Groupe Media and parent holding company Publicis Groupe, S.A. He was chiefly responsible for all US client activity and agency initiatives in the field of emerging media technologies, including the firm’s ground-breaking TV 2.0 Practice, centered around evolutionary television platforms such as interactive/enhanced television, on-demand video, digital video recording, interactive program guide navigation, addressable advertising, and digital broadcasting/datacasting. Hanlon has over 15 years of traditional and interactive agency media experience including roles as Vice President/Director, Strategy & Business Development for the Digital Marketing Group of Chicago-based marketing services agency Frankel, and Director of Interactive Media at Creative Alliance in Louisville, KY. He also served as the Advertising Media Manager for the in-house agency of credit card issuer MBNA America in Wilmington, DE, USA. Hanlon also has wide-ranging journalism experience, including production and writing stints at CBS News, Sports Illustrated and the Voice of America. Among numerous advertising and television industry activities, Hanlon was Chairman of the American Association of Advertising Agencies (AAAA) Advanced Television Committee from 2001-05, a founding member of the Steering Committee of the Innovation in Digital Advertising (IDiA) Consortium, and a founding member of the National Academy of Media Arts & Sciences (NAMAS). In 2004, he was an inaugural recipient of Interactive Television Today’s Leadership in Interactive Television Award, and has been named as one of MEDIA Magazine’s “100 People to Know.” His insights into the future of media and advertising are regularly seen in major electronic, print and trade press outlets. Hanlon holds an MBA from the University of Chicago Graduate School of Business, and a BA from Georgetown University. Frank Cooper, Vice President Marketing, Pepsi-Cola North America: Frank Cooper III is the vice president of marketing for Pepsi-Cola North America (PCNA). In his current role, he oversees PCNA’s entire non-cola soft drink portfolio (including the Mountain Dew, Sierra Mist, and Tropicana Twister trademarks) representing over $6 billion in revenue on an annual basis. Cooper was formerly PCNA’s vice president of promotions and interactive marketing, supervising the company’s national and account-specific retail marketing efforts and leading PCNA’s digital marketing strategy and initiatives (including digital content development, database marketing, and mobile telephony experiences). He directed the execution of the successful national Pepsi promotion “Call Upon Yoda,” in conjunction with the release of the film Star Wars: Episode III Revenge of the Sith and spearheaded the “Every 10 Minutes” sweepstakes, in association with the launch of Microsoft’s Xbox 360 gaming console. Pepsi was awarded the “Best Marketing Web Site of the Year” by Advertising Age magazine during Cooper’s leadership of the Interactive Marketing department. Cooper joined PCNA in July 2003 as vice president-multicultural marketing & strategic initiatives. In this role, he led the company’s efforts to develop marketing campaigns and retail programs to connect with African-American, Latino, Asian-American and urban-lifestyle consumers. Cooper spearheaded a number of initiatives, including the re-launch of the weekly Spanish-language music series, “Pepsi Música,” and the development of the Pepsi Smash Live concert series (featuring top hip-hop and R&B artists), and the initiation of a “cross-cultural” marketing approach. In addition, Cooper was instrumental in the debut of the first Super Bowl TV commercial produced by a minority agency. The Pepsi “Diner” ad by Spike DDB aired during Super Bowl XXXVIII in February 2004. Prior to Pepsi, Cooper spent a decade working as a senior business executive and entrepreneur behind some of the most powerful urban and new-media brands in the world. From 2001-2003, Cooper headed the Interactive Music Marketing division at America Online, Inc., where he managed the music sales and marketing teams across the country, developed music-based campaigns for consumer products and services companies and worked with advertising agencies in cooperative ventures. In 1998, Cooper co-founded the largest Internet company focused on urban lifestyle and minority markets, Urban Box Office Networks, Inc. (“UBO”). Cooper developed and assembled a network of proprietary web sites focused on producing original content, amassing over 400 employees and attaining a peak valuation of $135 million. Prior to UBO, Cooper worked at Polygram Holding, where he headed business affairs for Motown Records and Def Jam Records. He later founded the contemporary Gospel label, Tommy Boy Gospel, releasing several critically acclaimed albums. Cooper received his B.S. degree in business administration from the University of California at Berkeley, and received his juris doctorate from Harvard Law School, serving as the Supreme Court editor of the Harvard Law Review and working renowned constitutional scholar and litigator, Laurence Tribe. Damon Bethel, Digital Director, MediaVest USA: As Digital Director at MediaVest, Damon Bechtel leads the development of strategy for Coca-Cola’s portfolio of brands across all digital media touchpoints. Damon is also active in the development of new media management, accountability and analytic platforms for the Coca-Cola client. Damon’s most recent work includes development with MSN of the Diet Coke Daily Access Program, a branded online digest of culture and style (dailyaccess.msn.com). Prior to joining MediaVest in 2006, Damon oversaw the opening of the New York office of San Francisco-based agency Real Branding. He is a graduate of Denison University. Christoph Stadeler, Chief Executive Officer, MRM McCann Relationship Marketing GmbH: Christoph Stadeler, CEO MRM Worldwide Germany; In over 20 years Christoph has worked as a strategic thinker and visionary leader for marketing and integrated communications in the FMCG, Automotive, Telecom/IT and Media/Entertainment industries in Europe. Today at MRM Worldwide (McCann Worldgroup's Digital and CRM arm) he leads global clients like General Motors, Microsoft, L’Oréal, Nestlé and MasterCard into the digital brand engagement space. Christoph started his career as business consultant in 1988 working with Marketing Corporation and with The Boston Consulting Group where he consulted Fortune 500 companies in the automotive, banking and telecom industry in Germany before joining the Young& Rubicam CRM arm Wunderman in the mid-90's as CEO Germany & Central Europe. For five years at Y&R/WCJ he grew WCJ to be a market leader in its field, created the digital and data analytics capabilities and was leading the efforts in building the integrated Y&R/WCJ 360° offering and actively took leadership for clients like Ford Motor Company, Jaguar, Citibank and American Express. In 1999 he was appointed COO of Kabel New Media AG, one of the leading German and European Internet Services Companies where he was responsible for building the international footprint, acquiring and merging partner companies and leading international accounts like Mini.com, BMW.com. He the IPO in 1999 and in 2001 the company was sold to BBDO InterOne). Then in 2001 he worked for a London-based private equity firm on the portfolio side and turned around one of their major portfolio investments before moving over to join McCann Worldgroup in Germany in 2005 to lead the drive toward creating sustainable value for their clients through digital, mobile and holistic branding. Christoph is a firm believer that fundamental changes will happen at the intersection of Madison and Vine and that the fusion on creative and analytics will create a next generation of “always on” marketers. Christoph holds a master degree from the European Business School and is proud father of a 14 years old digital wizard. Federico Grosso, Senior Vice President, Business Development, blinkx: Federico Grosso, senior vice president of Business Development at blinkx, has more than nine years of international experience in digital media. From December 1997 to August 2004, he held several positions within Yahoo!, including the start-up of Yahoo! Italia and the European Commercial Team. After seven successful years, Federico joined blinkx in December 2004, leading the business development strategy for North America and Europe. In this role, Federico has created long-term partnerships with global media companies such as Reuters, MTV Networks, Sky News and Lycos. Federico received his BA in Political Sciences from the University of Torino, Italy, specialising in Communication and Digital Media Publishing. He also completed the Emerging Leaders Programme in General Management at the London Business School. Doug Scott, Senior Partner, Executive Director, Mather Productions Branded Content & Entertainment, Ogilvy & Mather: Prior to joining Ogilvy in June 2006, Douglas was Senior Vice President at Bragman Nyman Cafarelli and the General Manager of the New York office. While at BNC, he was responsible for developing original branded entertainment initiatives for Sony PlayStation, General Motors, T-Mobile and American Express and increased top line revenue for the New York office by 45%. In 2004, Scott launched MATTER, an entertainment marketing company that produced LOHAS 8, a three-day forum sponsored by Ford Motor Company, Whole Foods and GAIAM, focused on renewable energy, organic food, eco-tourism and other health and sustainability issues. In January 2004 and 2005, Scott executive produced BLENDER Sessions, in Park City, Utah during the Sundance Film Festival. This five-day music series, which was sponsored by VW, Diet Coke and Heineken, featured performances by Snoop Dogg, Nelly, Ludacris, Macy Gray, Liz Phair, Pete Yorn, Camp Freddy and Rooney. When Sean "P. Diddy" Combs decided he wanted to run the ING New York City Marathon in September of 2003, he hired Scott to co-executive produce "Diddy Runs the City" for MTV and executive direct the fundraising efforts for the program. In just seven weeks, the program raised over $2 million for New York City children and received corporate support from Nike, Pepsi, McDonalds, Time-Warner, Viacom, Lincoln and Foot Locker. Prior to MATTER, Scott was Executive Vice President, Marketing and Branded Entertainment Creative Director at Hypnotic. At Hypnotic, Scott created and executive produced the highly acclaimed Chrysler Million Dollar Film Festival in partnership with Universal Pictures and was also charged with creating innovative branded entertainment campaigns for numerous companies including Reebok (Terry Tate, Office Linebacker), Ford Motor Company (Focus Films), Nintendo (Eternal Darkness Films) and Toyota (Scion Screening Series). Prior to Hypnotic, he was EVP, Sales & Marketing and General Manager of the Hollywood Stock Exchange (HSX), where he was responsible for launching the Music Stock Exchange; developing Virtual Producer; developing and producing the Company’s annual Academy Awards event, which was supported by Toyota, Pepsi and Sun Microsystems; launching a weekly radio show on CBS Radio, and structuring and overseeing content syndication relationships with Access Hollywood, Advertising Age, Entertainment Weekly, and other national media outlets. From 1995 thru 1997, Scott was President and COO of ArtView a global network of galleries, auction houses and museums and was responsible for developing and executing highly successful strategies for e-commerce and inventory management in partnership with GE Capital. In 1993, Scott co-founded the Red Herring magazine where he served as Vice President of Sales & Marketing. Scott is an active speaker at industry conferences and guest lecturer at several business schools, and has recently been asked to teach a course at New York University on location based entertainment. He holds a B.S. in Economics from University of Maryland, College Park.