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 12:30 PM - 1:45 PM Session A: 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. Alexandra Levy, Director, Branded Entertainment, Google David Keefe, Global Director, Media and Entertainment Practice, Siegel+Gale Lewis Henderson, chief executive officer, Davie Brown Entertainment Mike Kunz, Senior Product Planning Lead, Windows Live, Microsoft Pam Zucker, Executive Vice President, Marketplace Ignition, MediaVest USA Jason Forbes, Senior Vice President, Strategy, Marketing & New Products, Time Warner Cable Media Sales Jon Vlassopulos, Chief Executive Officer, Bellrock Media & Moderati Shawn Gold, Partner, SocialApproach, former CMO, MySpace, Moderator Pam Zucker, Executive Vice President, Marketplace Ignition, MediaVest USA: A 19-year MediaVest veteran, Pam Zucker, EVP, Marketplace Ignition, oversees the development of new business models for the evolving broadcast media landscape. She also leads MediaVest’s Advanced Television discipline, which includes platforms such as video-on-demand, digital video recording, interactive program guides, navigation, addressable advertising and interactive/enhanced television. In 2007, she became a member of MediaVest’s Executive Team. Pam focuses on the development of new broadband and broadcasting models. Her work includes the creation of the Viewer Connection Index, which taps variables like clutter to deliver an empirical engagement metric, and CW Content Wraps, which boast a 100% audience retention rate from program to content (Nielsen). An active industry spokesperson, in 2008, Advertising Women of New York honored Pam with its “Changing the Game” recognition for spurring real change in the industry. In 2004, Pam was named Television Week Media Buyer of the Year. Throughout her career, Pam has exemplified leadership and the ability to provide innovative solutions in the broadcast marketplace for clients including P&G, Masterfoods and Coca-Cola. In the early 90s, Pam experienced a new media frontier first-hand, taking a MediaVest position in Russia, which only started permitting television advertising in 1993. Prior to her current role, Pam was the AOR Director of the Broadcast Investment team on P&G. David Keefe, Global Director, Media and Entertainment Practice, Siegel+Gale: David brings nearly 20 years of client-side marketing, research and business development experience to Siegel+Gale, a global brand consulting firm. Over the course of his career, David has worked in both the media sector at NBC, Time Warner and Liberty Media, and in packaged goods for Unilever USA. During his tenure at Siegel+Gale, David has been an integral part of building the firm's Media & Entertainment business, which today boast a client roster that includes: Comcast, CBS, Sprint, HD Radio, Time Warner Cable, Cox Communications, Cable Television Association of Marketers (CTAM), Cable Labs, The Boston Globe and more. Here, David has worked with these clients, in both a business development and consulting role, to help them navigate the difficult task of delivering their brands across converging media platforms, to multiple audiences, in a clear and compelling manner. Earlier in his career, David was the Director of Worldwide Marketing & Advertising for Liberty Media's On Command Corporation, a $400MM firm located in Silicon Valley, which provides entertainment programming, digital communications and video-on-demand technology to the hospitality industry. Prior to that, David worked at Time Warner in marketing and business development with top-of-class brands such as: People, Money, Entertainment Weekly, Time, Fortune, Life and Warner Music. He began his career in sales and marketing while at Unilever USA, working on masterbrand franchises such as Vaseline Intensive Care Lotion, Pond's Cleaners, and Mentadent. David earned his MBA from the University of North Carolina's Kenan-Flagler Business School and his BA while at Duke University, where he was also a four-year letterman on Duke's nationally ranked men's lacrosse team. He now lives in Connecticut with his wife and two daughters and enjoys coaching lacrosse, mountain biking, playing tennis and studying Tae Kwon Do. Jon Vlassopulos holds the dual roles of CEO of Moderati and GM, North America for Bellrock Media, Moderati's parent company. He oversees the company's initiatives in branded entertainment and digital entertainment services, as well as its mobile personalization business. In this position, Jon has overseen the development of several successful branded entertainment projects, with successes such as the Virtual Zippo Lighter iPhone App, which has had over 3 million downloads thus far, and A&E?s Paranormal State iPhone App, which is the most interactive TV application, with more than 50% of people watching the show also downloading the app. He has seen similar success at Bellrock with projects under way with big-name brands such as Coca-Cola, Panasonic, Myzo and the original programming project, ?24 Hours at Sundance?, a real-time, online reality show competition broadcast live from the Sundance Film Festival with Ashton Kutcher, which received over one million views. Vlassopulos was most recently Senior Vice President, Digital Media & Branded Entertainment for Endemol, the global leader in entertainment programming. He was responsible for building Endemol's worldwide digital business and growing the company into new areas such as casual gaming and branded entertainment. He also revolutionized the interactive TV market in the U.S. with his work on hit shows like "Deal or No Deal". Prior to that, he served as Senior Director, Business Development and Strategic Partnerships at AT&T Wireless, launching major media brands on AT&T services including mMode. While at the carrier, he directed the launch of the first wireless music service, and ran major mobile marketing campaigns with brands like McDonalds and Kelloggs. His background also includes multiple executive positions at Bertelsmann in New York, Hong Kong and Tokyo. Jon received his undergraduate degree from Durham University in Chinese, Economics and Korean. He serves on the board of NATPE, the National Association of Television Program Executives. Mike Kunz, Senior Product Planning Lead, Windows Live, Microsoft: Mike’s team is responsible for product planning of the monetization effort, audience knowledge and targets, instrumentation and global experiences across the Windows Live products. He works with the design and engineering teams to help create the product vision based on requirements from the customers, consumers and the business teams across the globe. Specifically Mike works on the advertising product and the overall business strategy for Windows Live products. Mike has worked at Microsoft for 6 years during that time he has been a User experience designer, program manager and a product planner. Previous to Microsoft he worked as a design manager and creative director at Procter & Gamble and Amazon.com. Mike has a Marketing MBA from University of Phoenix and a BFA from Ohio University. He lives in Seattle Washington. Alexandra Levy, Director, Branded Entertainment, Google: Alexandra Levy is the director of Branded Entertainment at Google. In that role she is responsible for creating branded entertainment solutions for advertisers and content partners to syndicate to targeted audiences across YouTube and the Google content network. Prior to joining Google in 2007, Alex was director of business development at MTV Networks where she managed a national multimedia new business team that sold on-air, online, digital, and multi-platform packages to a national client base. Before working at MTV, Alex was director of business development at NBC/Universal, where she developed integrated marketing campaigns to sell primetime, news, sports, and late night programming. Alex is a competitive golfer and has completed eight marathons, winning the Dutchess County marathon and placing among the top two hundred finishers in the New York City Marathon. Alex holds a B.A. and M.B.A. from Stanford. Jason Forbes, Group Vice President, Strategy & New Products, Time Warner Cable Media Sales: accountable for defining and executing on the strategic direction for the Media Sales group. This includes both enhanced products on the linear side (HD targeted advertising) as well as Advanced Advertising including new products around interactivity, addressability and data monetization across VOD, online and other TWCMS joint ventures. Prior to joining Media Sales, Jason was Vice President of Strategy & Transformation with Capgemini where he lead the team in the delivery of programs across News Corp, CBS, MTV, Warner Bros and other leading media entities as well as the launch of HP’s digital media platform. Jason has spoken and shared panels at many leading industry events including Digital Hollywood, Digital Entertainment Group (DEG), ESCA and the Future of Television where he provided the key note speech on Digital Natives and implications for Advertising. He is also the author of several published works including “Digitize or Die’ the “Targeting Factory” and Dollars for Digital” and has spoken across numerous media outlets including the BBC, Sky TV and several leading online publications. Shawn Gold, Partner, SocialApproach, former CMO, MySpace: Shawn Gold is Chairman of newly formed Social Approach, a digital media advisory focused on Social Discovery platforms and technologies. Formerly, he was CMO , head of marketing & content for MySpace. At MySpace Gold spearheaded the development and implementation of marketing initiatives and campaigns for MySpace’s more than 110 million users worldwide. He also oversaw the growth and expansion of popular MySpace franchises including Music, Film, Comedy and MySpace Celebrity, as well as creating MySpace’s “Impact awards” and “Our Planet” programs to recognize and reward social responsibility. Gold has over 15 years of experience in digital marketing and content strategy, including serving as publisher of WeblogsInc, the largest publisher of professional blogs on the Web (now an AOL company). In 2000 he bacame president and chief strategy officer of Intermix (formerly eUniverse), where his team brought the online entertainment network to profitability, making it the most popular on the Web. Additionally, he headed marketing and communications for WHN, an ecommerce company that provided marketing services to the 2002 Olympics, ABC, NBC, Comedy Central, MTV and Fox. Prior to WHN.com, Shawn served as head of strategic planning at Rare Medium where he created the inaugural interactive communication strategies for P&G, General Foods, Mattel and Nestle. In 1995, Shawn was GM and Founder of Icon New media’s Advertising Division, publishing Word.com and Charged.com. There he created the first interstitial ads on the web and an industry-leading advertising system based on time rotation and contextual integration. He started developing interactive content in 1992 as a partner with TouchTunes Interactive, a telecommunications music marketing service in the USA, Japan and New Zealand. He is a founding board member of the Producers Guild of America’s New Media Council and author of The Guide to Laughing at Life book series that promotes wellness through laughter.