Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Adverting 2.0 New York 2009 Thursday, June 11th 3:45 PM - 5:00 PM Session B: Digital Billboards: Out-of-Home Advertising, Video Networks and Retail Just as the web, mobile and desktop technologies enhance the user experience and expand the content and commerce palate, so is the out-of-home, every-environment digital experience being revolutionized. Digital information, entertainment and advertising content are now becoming accessible wherever broadband, kiosks, and wall-screens can reach. And as the every-environment digital experience evolves, customers are being catered to in a personalized digital environment, experiencing all the audio, visual and interactive techniques otherwise available on the Net. From the personalized software to the high definition visual technology, digital environments are transforming the out-of-home experience just as it transformed the home and office. D. Scott Karnedy, Chief Sales Officer, Premier Retail Networks, Inc. Jack Sullivan, Senior Vice President/Out-of-Home Activation Director, Starcom USA Conor Brady, Chief Creative Officer, Organic Craig Hubbell, Executive Vice President, Media Services, PlayNetwork Jeff Bell, Chairman, DOmedia Dave Kupiec, President and Chairman, Cinema Advertising Council (CAC) Patrick J. Moorhead, Director – Emerging Media, Razorfish, Moderator Jack Sullivan, Senior Vice President/Out-of-Home Activation Director, Starcom USA: One sign at a time, Sullivan is reconstructing the out-of-home media buying landscape, as he is committed to creating custom planning for clients utilizing nontraditional mediums such as in-store, bar, video and mobile. His latest passion is to better reach decision makers with digital OOH at place-based venues. As director, Sullivan is responsible for managing the entire agency’s OOH planning, buying, production and trafficking for out-of-home advertising. Sullivan was recently elected chairman of the Traffic Audit Bureau, a non-profit organization dedicated to auditing the circulation of out-of-home media in the United States. He is also a member of OAAA’s Advisory Board and its Marketing and Multicultural Committees, the Ad Council’s Advisory Board and the OOH Committee for the American Association of Advertising Agencies. D. Scott Karnedy, Chief Sales Officer, Premier Retail Networks, Inc.: Scott Karnedy oversees PRN's sales organization, responsible for maximizing advertising revenue for the company while supporting retailers. He has more than 25 years of local and national media experience working with top agencies and advertisers throughout the country. Karnedy joined PRN in 2009 from XM Satellite Radio in New York, where he had been senior vice president of sales and marketing solutions since 2003. Prior to his work with XM, he was senior vice president/director of national sales at Infinity Broadcasting in New York. Before that, he was vice president of interactive marketing at AOL Time Warner. He has also served as vice president/director of sales and marketing for AMFM Inc./Clear Channel in New York and vice president of national sales for Knight Quality Stations in Boston. Dave Kupiec is president and chairman of the Cinema Advertising Council (CAC), and has been a director on the CAC’s board, representing cinema advertising vendors (5,000 screens or more) since 2007. He also holds the position of executive vice president, sales & marketing, at National CineMedia (NCM), where he supervises the company’s National and Regional Sales teams, as well as Marketing and Sales Operations, in developing and implementing in-theater marketing programs in AMC Entertainment, Cinemark USA, Regal Entertainment Group and other NCM affiliated movie theatres nationwide. Prior to joining National CineMedia in July 2002 (then called Regal CineMedia), Kupiec served as publisher of Wenner Media’s Men’s Journal magazine. He joined Men’s Journal in 1999 as associate publisher and was promoted to the magazine’s top post in February 2001. Before Men’s Journal, Kupiec was advertising director at Weider Publications’ Men’s Fitness from 1998-2000, as well as marketing director of Conde Nast’s Gourmet (1993-1998). For ten years prior to his appointment at Gourmet, Kupiec worked on the agency side of the media planning business, his last position being vice president/associate media director at Bates Worldwide Advertising (1987-1993). Jeff Bell, Chairman at DOmedia: Jeff Bell has been growing and turning around businesses in corporate America for the past 20 years. In April 2009, Bell joined DOmedia, an online marketplace for buyers and sellers of out-of-home and alternative advertising media as chairman, lending his expertise as he leads the overall vision and direction of the company. Previously, Bell served as Microsoft’s corporate vice president of global marketing for the interactive entertainment business, where he was responsible for leading Xbox to its first profitable year, and launching the Games for Windows business. In addition, Bell’s global marketing team oversaw the rapid expansion of the Xbox LIVE community from 4 million to more than 15 million members through the introduction of advertising, a video marketplace including Netflix, and a premium subscription service. On the creative front, Bell’s team produced the launch campaigns for Gears of War, Halo 3, Guitar Hero, Rock Band, Scene It! and Grand Theft Auto IV, and implemented the first global and vertically integrated Xbox marketing campaign. The Halo 3 launch campaign received the Cannes Grand Prix Lion Award for best marketing campaign in 2008. Before Microsoft, Bell was largely credited with helping revitalize the Dodge, Jeep and Chrysler businesses, returning them to profitability in a significant turnaround from 2000-2006 with the Dodge Ram, Jeep Wrangler and the Chrysler 300 product launches. Bell led the Dodge “That Thang Gotta Hemi,” “Jeep Trail-Rated” and Chrysler’s “Inspiration Comes Standard” campaigns. Bell has collected a number of awards throughout his career. He was named Interactive Marketer of the Year in 2005 by Advertising Age for his work with Dodge, Jeep and Chrysler. His work with Microsoft’s Xbox also received recognition when he was named Entertainment Marketer of the Year in 2007 for his work with Microsoft’s Xbox. Bell was also honored as one of Marketing’s Top 50 in 2008 by Advertising Age. Industry and academic audiences have enjoyed several keynote addresses from Bell, most notably Advertising Age’s 2008 Marketing 50 Awards, Kellogg School of Management’s 2008 Global Marketing Leaders Series, The Association of National Advertisers’ 2008 “TV and Everything Video Forum,” The Word of Mouth Marketing Summit 2007, and MediaPost’s 2005 Advertising Week Forum. Bell is married to his wife of 22 years, Colleen, and has three sons. He holds a bachelor’s degree in history and Spanish from Kenyon College, a master’s degree in international economics from Johns Hopkins University, and an MBA from the Wharton School of the University of Pennsylvania. He serves on the boards of numerous start-ups and as a Trustee of his alma mater, Kenyon College. He is also an Eagle Scout. Conor Brady, Chief Creative Officer, Organic: With over 16 years as an Experience Designer, Conor oversees all of Organic’s creative discipline for clients such as Bank of America, Chrysler, Nike Canada, Sony, Hess, Intel and Related Companies. Conor joined Organic from Razorfish, where he was a Creative Director since 2001 in London and New York, working with brands including Conde Nast, Taj Hotels, Ford Motor Company, HBO, and Nielsen Media, and on the redesign of the New York Times website. Sure there were others, but he wasn't that impressed with them. A native of Ireland, he has been trapped in NYC since his escape from London where he worked in the music industry for the Universal Music Group. Thus he enjoys a Guinness and plays a mean air guitar. If you need him during off hours, then he'll be on his bike in a 3 heart rate zone thinking about how to get big digital experiences down small Internet cables. Craig Hubbell, Executive Vice President, Media Services, PlayNetwork: Craig joined PlayNetwork in 2002 with more than 10 years of entertainment media experience in audio, video and systems services. He is responsible for all media services, including music services, video display, advertising, and entertainment services. He also leads the sales and marketing teams’ global approach to managing PlayNetwork’s brand relationships. Craig has held key leadership positions in sales, strategic account management, client services, and media services throughout his career. This holistic background has provided him with unique expertise integrating media for in-store and out-of-store solutions. He has worked with some of the best-known brands in the hospitality and retail industry, helping to define media solutions that promote the brand experience and drive consumer behavior. Craig’s most recent speaking engagement was at the SPECS event in February 2009 hosted by Chain Store Age. There, Craig spoke on a session entitled, “New Media in a Changing Marketplace.”. Patrick J. Moorhead, Director – Emerging Media, Razorfish: Patrick is a specialist in emerging media at Razorfish where he leads R&D efforts and implementations on behalf of the agency’s Emerging Media Practice group in the Central US. As the digital landscape evolves and new ways of accessing content proliferate, Patrick helps clients and staff understand and assess a number of emerging media technologies – whether iPTV, video-on-demand, mobile media and messaging, online gaming, digital signage or RFID (radio frequency identification) – and their practical applications as marketing vehicles. He does this through research and development initiatives that define the strategy, resources, applications, and marketplace opportunities for the agency and its global clients. His day-to-day responsibilities include research, ideation, knowledge management, and industry advocacy. Patrick joined Avenue A | Razorfish in 2005 after spending five years as assistant professor of design at Drexel University’s College of Media Arts and Design. His areas of focus at Drexel spanned a wide range of topics, including commercial publication design, brand marketing, fashion merchandising, and interior design. Prior to that, he was a partner in an advertising agency called Monsoon Microstudios, a web development consultant, and president and creative director of Burroughs/Moorhead Design Inc., a design and strategic consulting company he co-founded. A sought-after expert and evangelist for cutting-edge media technology, Patrick has counseled many executives of the agency’s Fortune 500 clientele, including JCPenney, Kraft Foods, Wyeth Pharmaceuticals, and Starwood Hotels Group. He has presented at numerous industry conferences and events, including ad:tech, OMMA Expo, SXSW (South by Southwest) Interactive, Digital Signage Expo, and Digital Hollywood Media Summit. A prolific writer on emerging media topics, Patrick was a key contributor to the 2006, 2007 & 2008 Avenue A | Razorfish Digital Outlook Reports’ and his white papers are widely read in new media and Internet advertising circles. He is active in various industry associations, including the Mobile Marketing Association (MMA), MCA-I (Media Communications Association International), PhIMA (Philadelphia Interactive Marketing Association), The Chicago Mobile Brain Trust / Chicago Interactive Marketing Association (CiMA), the Chicago Association of Direct Marketers (CADM) and is a member of PANMA (Philadelphia Area New Media Association) since its inception in 1995. Patrick holds a B.A. in fine arts and philosophy from Kenyon College and has studied at the graduate level in education, painting, architecture, and interior design. He is based in Chicago, IL. 0