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Adverting 2.0 New York 2009 Wednesday, June 10th 2:00 PM - 3:00 PM Session B:
Advertising NEXT: Social Networks, TV & Video, Broadband, Mobile and Games In this session, we will look for a comprehensive understanding of what advertising in the next generation will look like. The world of advertising has been completely dislocated by the acceptance and integration of the new technologies, from PVR and Broadband to Social Networks, VOD, Mobile, Blogs and ITV, the consumer is being both barraged by content and choice, he/she is being overwhelmed by the technology itself. While the decisions being made by the advertising community are always measured and incremental, the technologies at hand are profound and will only move forward. How fast and at what rate of impact is still to be understood, but the question is no longer about consumer acceptance and proof of distribution, it is about when the roof is going to cave in. The new technologies are successfully invading traditional media and the good news is rather than leaving the advertiser without a way of reaching the audience, the new technologies may ultimately prove to be better and more comprehensive vehicle for reaching and developing relationships with an even larger customer base. James Smith, Chief Revenue Officer, The Huffington Post Anthony Di Biase, Executive Creative Director, Wunderman Southern California Doug Leeds, President, Dictionary.com Tim Shey, co-founder and Head of Networks Development, Next New Networks Brandon Berger, Vice President, Digital Innovation, MDC Partners James Cooper, Director, Interactive Creative, Saatchi & Saatchi New York Terry S. Bienstock, CEO, Mobilactive Media, LLC., former EVP & General Counsel, Comcast Cable, Moderator
Anthony Di Biase, EVP, Executive Creative Director, Wunderman Southern California: Anthony brings a depth of experience across multiple disciplines to bear upon the agencys fully collaborative approach to creative. As Executive Creative Director, he oversees the creative operations for Wunderman as well as all of Young & Rubicam Brands Southern California. His role brings a new communications model to the forefront, combining the creative leadership practices of multiple disciplines into one united front. Prior to the development of the current integrated offering, Anthony was Creative Director of Wunderman Southern California, overseeing the Taco Bell and ARCO am/pm work for five years. Before moving to California, Anthony was the Creative Director of Wunderman Toronto, where he developed award-winning work for Sony, Burger King, am/pm, and Ferrero Rocher. Having started his career in general advertising at several of Canadas top creative boutiques, Anthony has developed a creative objectivity which is reflected in the work and the culture of the agency. Building brands and driving consumer action is a tougher challenge than accomplishing either separately. For Anthony and his team, its also more rewarding
James Smith, Chief Revenue Officer, Huffington Post: As Chief Revenue Officer James is responsible for leading the sales and business development organization at The Huffington Post, one of the most talked about interactive brands on the web. Since joining HuffPost, James has built its business team from scratch and made Huffington Post a multi-million dollar advertising brand. James has over twenty years of experience in the sales and advertising world and over the past dozen years has held a variety of executive sales and management positions at major online brands including AOL, Advertising.com and Sony Online Entertainment: As Senior VP, Publisher Services at Advertising.com James was responsible for building out the companys publisher network. As Senior VP, Partner Alliances for AOL Media Networks he was responsible for partnerships with some of the largest revenue-generating advertising and commerce partnerships. Prior to AOL, James was Senior VP, GM at Sony Pictures Digital Entertainment where he ran the Sony Online Entertainment Network ad-sales and trade marketing organization which represented a broad range of -- primarily -- Sony-owned digital entertainment assets. Prior to becoming digital James held sales roles at Rolling Stone magazine, and spent his salad days at major ad agencies like BBDO and Chiat Day as an earnest but underpaid Account Executive on accounts like American Express, HBO and Dupont. James holds a MA from Columbia University and resides in Manhattan. In his spare time James focuses on the two short people in his life (5 year old twins) and is a sometime musician -- well, a drummer with a predictable history of failed pop and funk groups.
Brandon Berger, Vice President, Digital Innovation, MDC Partners: Brandon is responsible for the Digital Innovation Strategy for the MDC Partner Network; this includes investments acquisitions, and partnerships, as well as working with the partner companies to grow their digital capabilities. Brandon is responsible for identifying trends and areas for investment across the digital landscape, including incubating new digital opportunities. Brandon was most recently Partner, Senior Strategist for Digital Innovation at Ogilvy, a group that he founded in 2004. While at Ogilvy, Brandon was responsible for leading client engagements regarding the application of innovative and emerging technologies. Clients included Unilever (Dove and Suave), Hersheys, IBM, American Express, DHL, Cisco, Office of National Drug Control Policy (ONDCP), DHL, AT&T Wireless and Delta. Prior to joining OgilvyInteractive, Brandon was the director of marketing for WideRay Corp (now Qwikker), a wireless technology company he co-founded in 2000. In addition to WideRay, Brandon has been a consulting resource for entertainment, technology, gaming and mobile companies on leveraging digital media including gaming, wireless, and emerging platforms for extending a brand message into an individuals personal environment. During Brandons career in advertising and marketing, he has worked on multiple brands including: Adidas, Land Rover, IBM, Cisco, Bluenile, Clear Channel, Microsoft, Sony, Netscape, nVidia, AMD, and Red Envelope, to name a few. Brandon has spoken at numerous industry events such as CES, E3 and Digital Hollywood, and is one of the early pioneers of the intersection of Advertising and Video Games, as well as leveraging the mobile channel as a marketing platform. He is a charter member of the National Academy of Television Arts and Sciences Gaming Committee. He volunteers with the Taproot Foundation, and is an active participant with the World Wildlife Fund. Brandon has a B.A. in economics from Tufts University and has won multiple awards in advertising, such as the Clio, the Cannes Lion, the Addy, and an Effie.
Tim Shey is a co-founder of Next New Networks and Head of Network Development, responsible for the creative development of networks and programming for the company. Tim has worked in interactive media for over a decade, designing and producing experiences in a variety of emerging formats including interactive television, mobile entertainment, and social media. In 1996, Tim co-founded Proteus, a pioneering interactive agency and mobile content company, where he was responsible for the first-ever interactive television broadcast in the U.S. using mobile phones during FOXs Super Bowl XXXVI, co-produced four seasons of interactive TV for FOX Sports MLB, NFL, and NASCAR broadcasts and NBC's 2004 Olympic Games, and developed numerous other innovative projects including network-wide mobile content offerings for HBO, ABC, Discovery Channel, and FOX. His ten years' work as a creative director included major campaigns for clients including Sony, The Washington Post-Newsweek, ExxonMobil, and Motorola, among others. After Proteus acquisition in 2004, Tim worked with a number of organizations on their interactive strategies and produced original content for the web and mobile devices including Amanda Across America, with Amanda Congdon, the animated series Afterworld, and the everydog show Worldwide Fido.
James Cooper, Director, Interactive Creative, Saatchi & Saatchi New York: Campaign described James as 'one of the brightest stars in digital advertising'. He has worked in advertising for nearly fifteen years. The last seven of which he has been a digital creative director. He has picked up awards for creativity and effectiveness at the world's best award shows including The One Show, Cannes and D&AD for global and local clients such as Sony, Unilever, IBM and Vodafone. He has been creative director for London's leading independent Digital Agencies, Dare and Agency Republic, both being named Agency of the Year (in Dare's case three years in a row) but previously worked as writer for some of the most established Ad Agencies including Ogilvy and Darcy. In 2008 he left London to become a partner at Another Anomaly in New York, where he helped create YouTube sensation Lauren Luke's make up brand from scratch. James has a passion for teaching advertising. He recently taught a semester for Miami Ad School, previously taught sessions at Watford College ('The Oxbridge of Advertising') and founded Dare School, a creative graduate trainee scheme in 2006. He continues to blog and speaks regularly at industry events on both sides of the Atlantic. For one of the foremost experts in digital media he recently did a strange thing: he launched Celebrity Ping Pong a print magazine about Ping Pong. He is rated 1393 in the US at Table Tennis. He *will* beat you.
Doug Leeds, President, Dictionary.com: As president, Doug Leeds is responsible for overseeing all strategy and operations for Dictionary.com. Prior to his role at Dictionary.com, Leeds served as the Chief Strategy officer for Ask.com. Before joining Ask.com, Leeds spent almost five years at Yahoo! (including Overture Services), most recently as vice president, Global Product Justice, where he led the development of reputational products and services as well as oversaw product policy and legal compliance for all of Yahoo!'s products and services worldwide. Earlier in his career, Leeds held senior positions at mobile ISP OmniSky and mobile carrier Vodafone, and founded BootSpace, an advertising software start-up. Leeds received his B.A. from the University of California, Berkeley and his J.D. from Georgetown University Law Center.
Terry S. Bienstock, CEO, Mobilactive Media, LLC., former EVP & General Counsel, Comcast Cable, Moderator: Terry Bienstock is currently CEO of World Extend, LLC. a New Jersey-based distributor of managed application publishing and secure remote access solutions for business and consumer markets. WorldExtend has revolutionary products to deliver to a business a low cost software-based VPN, and has developed a virtual computer on a TV set to bridge the Digital Divide. He also manages and advises other ventures relating to new media platforms, such as Video-on-Demand, digital video recorders, broadband and mobile services. Prior to this, he served as Executive Vice President and General Counsel, Law and Government Affairs, for Comcast Cable Communications in Philadelphia. In this position, he maintained business responsibility for Comcasts Video on Demand platform, Comcast University and claims management. He was also responsible for overseeing the Law department for the countrys leading cable and broadband communications provider, advising senior management on legal and business issues, and for Comcasts state and local government affairs in the 5000 communities and 41 states in which it did business. Prior to joining Comcast, for 23 years Bienstock was in private practice, serving as lead counsel on numerous major communications, First Amendment and property rights cases for most of the top media and cable companies, and lead high visibility cases, from the first fully televised trial in the U.S. to the Noriega tapes case for CNN. He pioneered litigation in the cable television industry for operators, programmers and equipment manufacturers, and successfully prosecuted cases on theft of service, copyright and trademark, premises access, franchising, franchise modifications, transfers, renewals, leased access and other constitutional and Cable Act issues. He has over 100 reported decisions to his name. A graduate of the State University of New York at Binghamton in 1975 and the Rutgers-Camden School of Law in 1978, Bienstock has authored several articles in leading legal publications on cable issues such as theft of service, franchising and access to premises. He regularly lectures at numerous national trade associates and legal conferences on various communications, media, regulatory, law department management and litigation topics, and at business conferences on new media topics.