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Adverting 2.0 New York 2009 Thursday, June 11th 3:45 PM - 5:00 PM Session A: The Future of the Ad Agency: How the Emergence of Ad Networks is Impacting the Role of the Ad Agency Jason R. Krebs, co-founder and President, Sales & Marketing, ShortTail Media Sean Kegelman, SVP Partnerships, VivaKi Nerve Center Bryan Wiener, CEO, 360i Sarah Baehr, VP of Media, Razorfish Karen Feldman, Global Media & Entertainment Leader, Institute for Business Value, IBM Simon Kelly, Chief Operating Officer, Story Worldwide MT Carney, founding partner, Naked Communications New York Beth-Ann Eason, GM and COO, Beliefnet.com, Moderator
Jason R. Krebs, co-founder and President, Sales & Marketing, ShortTail Media: Over the past 15 years, Jason Krebs has been in leadership positions at Time Warner, Weather.com and NYTimes.com where he was Vice President of Sales and Marketing through 2005. More recently, Jason started the interactive division of The Condé Nast Media Group, where he was Vice President through 2007. In that role he was responsible for the leading the revenue initiatives across all of the 30+ websites within the company. He also directed all of the web and mobile operations for the signature events of the department. Krebs is actively engaged in the online industry. He is a member of the advisory boards for the Seller Summits Leadership Forum run by Upstream Group. Among a handful of professional acknowledgments, Jason was named to MediaPost Magazine's list 'Top 50 Most Influential, 2004.' Jason graduated from West Virginia University with a degree in Marketing in 1993. He resides with his family in New York City. Currently he is the co-founder and President, Sales & Marketing of ShortTail Media, which is the leading alliance of the world's greatest news, information and entertainment websites, creating an entirely new way to manage and sell premium online advertising. ShortTail offers advertisers large scale, transparency across audience channels and prominent ad spaces, all with a single point of contact and a simple buy.
Sarah Baehr, VP of Media, Razorfish: As Vice President of Media, Sarah leads the New York agencys planning and buying discipline. In addition to managing the day-to-day operations of the team, she is responsible for developing and implementing high level strategic media direction for clients such as CapitalOne, Victorias Secret, Starwood and Astra Zeneca. She also serves as an executive member of the agencys advanced media solutions group.
Bryan Wiener is CEO of digital agency 360i. Under his leadership, 360i has cemented its reputation as one of the leading independent digital agencies and has emerged as a "next generation digital agency," as pronounced by Adweek, helping clients like NBC Universal, Coca-Cola, Office Depot and H&R Block navigate and engage their target audiences across the ever-changing digital landscape. Mediaweek recently named Bryan a Top 50 person in media for his visionary leadership within the industry. Bryan's background includes a series of senior management positions at Net2Phone Global Services, a pioneer in developing VoIP communications technology. Prior to that he served as General Manager at TheGlobe.com and Director of Business Development at Standard and Poor's. Bryan holds an MBA from the Stern School of Business at NYU and serves as an advisor to NYU's Media & Entertainment Student & Alumni Associations. He also holds a BA in History from Syracuse University. Follow Bryan on Twitter at <http://twitter.com/bwiener>@bwiener.
Karen Feldman, Global Media & Entertainment Leader, Institute for Business Value, IBM: Karen Feldman is the Global Media and Entertainment Industry Leader for the Institute for Business Value (IBV) and Senior Managing Consultant within IBMs Business Consulting Services Media and Entertainment practice. Karen has over ten years of corporate strategy, management consulting and marketing experience. For the IBV, Karen oversees IBMs thought leadership program on Media and Entertainment. As a strategy consultant with PwC and IBM, Karen has led multiple engagements in the areas of: strategic business planning, new product and new company launches, market and competitive assessments, digital strategies, customer growth and marketing strategies, and customer segmentation and analytics. She has worked with clients across the media value chain, from content owners, to publishers, distributors, online aggregators, retailers and agencies. Karen is the co-author of the IBM papers, The end of advertising as we know it, and Beyond Advertising and has spoken at numerous industry conferences and events. Prior to joining IBM Business Consulting Services, Karen held marketing and advertising roles within the financial services and retail industries. She holds an M.B.A. from New York University, Stern School of Business, and a B.B.A. from Emory University.
Simon Kelly, Chief Operating Officer, Story Worldwide: Simon Kelly has been recognized as a pioneer of new media in the branded content industry and is credited with introducing a unified approach for custom publishers in the US. Kelly began his career in publishing in 1984, where he launched Lotus magazine, Macworld magazine, Macworld Exposition, and the IDG seminar series, as well as running the IDG UKs custom publishing division. In 1990, Kelly co-founded TPD Publishing, ltd, one of the leading independent custom publishers in the UK. In 1995, Kelly moved to Seattle to launch the companys US operation with the launch of Microsoft Magazine incidentally its companion web-site also marked the launch of one of the worlds first web-zines. Along the way, Kelly introduced compelling new ways to use content to meet his clients branding needs. In 1997 he spearheaded the launch of the Custom Publishing Council and in 1999 he was named to the Folio: 40 for his work integrating print and web content. Kelly won the John Caldwell Lifetime Achievement Award in 2007 for his contributions to the custom publishing industry. In 2001 TPD became part of Interpublic. In 2005 Kelly and his partners bought it back and rebranded the company Story Worldwide. (www.storyworldwide.com). Since then, Kelly and his partners have transformed what was originally a print-centric custom media company into a global, multi-channel content marketing and branding agency. Story Worldwides signature approaches, storytelling and narrative branding, help turn their clients brands into engaging media channels. Today, with over 200 employees and offices in New York, Seattle, South Norwalk, London and Hong Kong, Story Worldwide is leading the post-advertising revolution. Storys clients include Unilever, Nestle, UPS, Bank of America, Microsoft, Johnson and Johnson and Agent Provocateur.
Sean Kegelman, SVP/Digital Media Partner Development, VivaKi: As Director of Digital Media Partnerships, Sean is the primary liaison between the Nerve Center and key digital media and technology partnerships. Sean manages VivaKis external partnerships to drive scale and technological innovation for core platforms (Performance Marketing, Social and Mobile) and Audience & Messaging solutions, such as Audience On Demand.
MT Carney, founding partner, Naked Communications New York: In 2005, MT Carney was handpicked by one of the industrys leading global strategy and planning agencies, Naked Communications, to pilot its launch in NYC and bring the Naked brand and philosophy to the Americas. Known for her keen consumer intuition, earnest account devotion, and creative unconventional ideas, MT has proven to be the perfect US founding partner for this already highly decorated global agency. The Naked New York office officially launched January 2006 and made quite a splash in the American market by creating a completely new business category of communications planning. Far from being a niche proposition Naked has established relationships with premier global and local clients. These clients include Johnson & Johnson, Coca Cola, Nestle, Google, Kimberly-Clark, and Nokia, among many others. Prior to Naked, MT was Worldwide Planning Director at Ogilvy & Mather. Born in Scotland she currently lives in Manhattan and has two children, James and Matilda.
Beth-Ann Eason is general manager and chief operating officer of Beliefnet.com (http://www.beliefnet.com/), the leading multi-faith online community for faith and spirituality, and a subsidiary of Fox Digital Media. Beliefnet has more than 12 Million newsletter subscribers and averages between 2.5 and 3 million unique visitors per month. Ms. Eason, known widely as a top sales executive and dynamic Web publishing veteran, comes to Beliefnet from Martha Stewart Living Omnimedia (MSLO) where she was an SVP, responsible for leading the companys online sales and business operations and participated in the re-launch of MarthaStewart.com. Prior to MSLO, she led category development, ad solutions and sales enrichment programs at Yahoo! Inc., and held successful executive tenures DoubleClick and Ziff Davis Media in New York.