Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Digital Hollywood, October 19-22, 2009 Monday, October 19th 2:30 PM – 3:30 PM Track II - Reinventing Advertising II 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. Keith Blanchard, North American Executive Creative Director, Story Worldwide Jesse Redniss, Vice President, Digital, USA Network Kalpana Sehwani, Category Director, Entertainment - Platform-A, AOL Christian Crosier, Regional Online Sales Manager, Western US, Comcast Spotlight Jeff Ragovin, Vice President, Buddy Media Scott Ferris, GM, Microsoft Advertising Thomas F. Tafuto, SVP, Creative, D I G I T A S Edward K. Moran, Director of Product Innovation, Deloitte Services LP, Moderator Keith Blanchard, North American Executive Creative Director, Story Worldwide: As Story Worldwide’s North American Executive Creative Director, Keith Blanchard oversees the development of all brand storytelling and story-listening initiatives. His work spans all large consumer brand campaigns, business development and new product launches, such as the recent introduction of Story Worldwide’s online listening tool “InterVIEW.” Blanchard first ventured into new media in 1996, when he launched the website for Cosmopolitan magazine under the direction of Bonnie Fuller. Since then he made his mark as first the deputy editor then the editor in chief of Maxim magazine. Along the way, he also led the launch and editing of Stuff magazine in 1998, and oversaw the creation of numerous media extensions of the Maxim print enterprise. In 2006, Blanchard served as online editorial director for Wenner Media, managing all online content for US Weekly, Rolling Stone and Men’s Journal. Most recently, he worked as the vice president and director of programming at Kuma Reality Games, the world’s biggest online episodic videogame company, and as the founder of online start-up Expanding Media, LLC along with its website The Daily Lowdown. Currently, Blanchard writes for The Daily Lowdown and has a regular column for The Huffington Post. Jesse Redniss, Vice President, Digital, USA Network: Jesse Redniss is the vice president of digital for USA Network. In this position, he oversees all digital efforts for the various USA Network properties including usanetwork.com, westminsterkennelclub.com, universalhd.com, sleuthchannel.com and characterarcade.com. Jesse joined the company in April of 2005. Since joining USA, Redniss has played a pinnacle role in the digital restructuring and growth of the usanetwork.com properties, which has driven a major shift in the industry and competitor’s online efforts. Redniss’s first initiative was the complete revamping of the online destination usanetwork.com, turning it into a revenue generating entertainment destination. Beyond that Redniss has been instrumental in the development of completely new USA backed interactive properties, which allow for advertiser branded content, engaging activities and customer-friendly interactions. During his time at USA Redniss has lead the digital team to achieve unprecedented growth, resulting in triple digit increases in traffic metrics year-over-year. Redniss’s day-to-day responsibilities involve developing innovative digital growth strategies, establishing advertiser partnerships with the digital sales group and overseeing the interactive campaigns for the record-breaking launches of the network’s critically acclaimed hit series MONK, THE 4400, In Plain Sight, PSYCH, Burn Notice, In Plain Sight and the Emmy-nominated miniseries The Starter Wife. With Redniss’ guidance Usanetwork.com continues to see record breaking growth across all measurable metrics and is seen as an industry leader amongst it’s peers. Since his involvement, the digital team has gained industry recognition through various awards, including Web Marketing Association for the Broadcast and TV ‘web site of the year,’ over 15 gold and silver DBA’s and the 2008 Beacon Award. Before joining USA, Redniss worked as a digital supervisor at Tangible Media on the Atari and Midway games accounts and several leading advertising agencies specializing in media planning, buying and interactive strategy. Redniss has also held positions within the music industry at Volatile Media and SONY 550DMV. Kalpana Sehwani, Category Director, Entertainment - Platform-A, AOL: Kalpana Sehwani joined Platform-A in July 2008 with over 10 years of Marketing and Strategy experience. As the Director of Entertainment Category, Kalpana is tasked with creating and driving solutions that meet the marketing needs of our Entertainment partners utilizing Platform-A’s full suite of advertising solutions. Prior to joining Platform-A, Kalpana was the Director of Advertising Solutions at Fox Interactive Media/MySpace where she led a team that developed all ad products on the site; including sponsorship programs for key Offline and Online Marketing Events and Product Launch Sponsorships for Studio Partners such as Twentieth Century Fox, Warner Brothers and Universal Pictures. Additionally, Kalpana was an integral part of the MySpaceTV launch and helped drive the video monetization strategy at MySpace. Before MySpace, Kalpana worked at AOL where she focused on Entertainment and Import Autos Sales Strategies, leading to several large wins for the LA Sales team. Kalpana holds a bachelor’s degree from Barnard College, Columbia University, and an MBA from Thunderbird, School of Global Management. Prior to her foray into interactive media, Kalpana worked in the Insurance and Financial Services sector in New York City and now resides in Los Angeles, CA. Christian Crosier, Regional Online Sales Manager, Western US, Comcast Spotlight: Christian Crosier serves as the Regional Online Sales Manager for the Western Division, Interactive Sales for Comcast Spotlight, the advertising sales division of Comcast Cable. Since joining Comcast Spotlight in 2008, Christian has helped build a new business—selling ads on Hwww.Comcast.netH, the portal for millions of Comcast High-Speed Internet users and a top U.S. Web site—into the successful national organization it is today, offering digital marketing solutions across a range of online properties. Christian has also aided in the successful development of a company-wide online training certification program, providing more than 1,900 sales executives with expertise in selling Comcast Spotlight’s online products. He has also been instrumental in the launch of an SEM product along with many new rich media applications. Prior to joining Comcast Spotlight, Christian worked for Specific Media, an online ad network. Christian crossed over to the online world after an 11 year career in the radio industry where he managed multiple properties. Thomas Tafuto, SVP, Creative, D I G I T A S NY: where he is the creative lead on brands including Samsung and IBM. Mr. Tafuto has been a pioneer in the interactive space for over twenty two years and has collaborated with some of the world's most recognized brands including Apple, BP, IBM, Microsoft, Hewlett-Packard and Sony. Prior to joining DIGITAS earlier this year, Mr. Tafuto was the Executive Creative Director of Tribal DDB Worldwide and was the creative lead on Nokia, (RED), Pepsi, American Airlines, Exxon Mobil, AT&T, Starbucks, Ingersoll Rand and Dyson. Thomas directed Tribal DDB's effort that garnered Ad Age's Global Agency Network of the Year in 2008 - the first time a digital agency has been honored with that award. He was also the executive creative lead on several of Tribal's worldwide new business pitches the past year. Thomas began his career by founding Applied Imagination, Inc., one of the first interactive design firms and developed several of the industry's first interactive rich media applications and CD-ROMs from 1987 to 1989. His award-winning work included: software programs for Apple Computer, titles for ABC News InterActive; electronic courseware for the Harvard Business School; and Culture(R) A Multimedia Guide to Western Civilization. Thomas has also partnered with many of the world's top advertising agencies and includes working side-by-side with Jay Chiat to secure the well lauded MTV campaign, as well as stints with Ogilvy and Grey. Prior to joining Tribal DDB, Thomas was Director of Interactive at Jager DiPaola Kemp Design and worked with brands including XBOX 360, MTV, Burton Snowboards, Converse, Nike, Levis, Giant Bicycles, and Virgin Mobile. Thomas has spoken about interactive communications and design at numerous industry events each of the last 20 years. He has been quoted and interviewed by the New York Times, appeared on PBS, and taught interactive communications at institutions such as Columbia University, The Modern Museum of Art, Harvard Business School, and the Parsons New School. He is an accomplished multi-instrumentalist and producer and creates the sonic elements for much of the work he directs. Scott Ferris, GM, Microsoft Advertising: Scott brings more than 20 years of broadband, cable, internet and direct marketing experience to Microsoft. As GM of Microsoft Advertising, he is responsible for incubating new business initiatives focused on the growth of digital cable television, on demand media and emerging technology such as in-stream video, gaming and mobile. For more than two decades, Scott has played a significant role in bringing hybrid fiber-coaxial networks and the “triple play” concept to market in the broadband industry. He was part of the US WEST team that built the first digital broadband network in the U.K. with Comcast, Jones Cable and TCI (now known as Telewest) and later introduced it into the U.S. market. He was also involved in the deployment of Time Warner Cable’s ground-breaking Full Service Network iTV trial in Orlando, Fla. At MediaOne, Ferris created the MediaOne brand and developed the company’s broadband cable modem and digital video strategy. Scott is committee chair of the Data/Metrics for the Innovation in Digital Advertising (IDiA) Project and is an active member of the Cable and Telecommunications Association for Marketing (CTAM) On Demand Television Consortium. Edward K. Moran, Director of Product Innovation, Deloitte Services LP: Ed is a Global Deloitte Technology, Media and Telecommunications (TMT) subject matter specialist for Technology, and he advises TMT companies in the areas of strategic planning, product innovation, competitive positioning, and digital Convergence. Ed is the Technology Sector Leader in Tri-State, and leads the Convergence team that develops Deloitte points of view on digital Convergence and products that permit clients to exploit Convergence, digital media, Community, Social Networking and Web 2.0 tools. In addition to leading the New York Technology Fast 50 program, and being a leader in the Tri-State Venture Capital Practice, Ed also works closely with Deloitte Research in developing publications and podcasts for the Technology, Media and Telecommunications sectors. Ed leads Deloitte’s State of the Media Democracy Survey, which provides up-to-date research on different demographics’ use and consumption of technology, media, social networking, advertising, content creation tools and interactive gaming. Ed has served for a number of years as a member of the World Economic Forum’s Technology Pioneer Selection Advisory Committee, has conducted workshops at the annual meeting in Davos, and was a member of the National Academies’ National Nanotech Initiative (NNI) Review Committee, which was chartered by Congress to evaluate the National Nanotechnology Initiative program. Ed writes, speaks and lectures both in the US and internationally on the topics of digital Convergence, Community, Gen X/Y marketing principles, changing TMT business models, technology commercialization, technology trends, product innovation, business strategy, intellectual property and piracy, nanotechnology, technology transfer, and the financing of technology companies. Ed is frequently quoted in the media, and has appeared in such mainstream and trade publications, television and radio shows as CNBC’s “Closing Bell,” NBC’s Nightly News, CNNfn, BusinessWeek, the New York Times, Wired, Forbes.com, Entrepreneur, B2B, SmallTimes, Nanotech Planet, PharmaVoice, Chemical and Engineering News, Informationweek, Computer Power User, Advertising Age, PRNews and the New York Law Journal. Prior to joining Deloitte Services, Ed was managing partner of a Manhattan law firm, where he served a number of technology and entertainment clients. Ed was also a managing director of a Manhattan investment and advisory company specializing in technology and media investments. Ed holds a law degree from New York Law School (where he was editor-in-chief of the Journal of International and Comparative Law), and earned an MBA in information systems and in management from New York University (where he was elected to Beta Gamma Sigma, and where he has taught corporate finance as an adjunct faculty member). Jeff Ragovin, Vice President, Buddy Media: Jeff's experience, leadership, and execution-focused results engendered an impressive history of career achievements. He was the Director of New Business at Acronym Media, one of the largest search marketing agencies in the world, where he was responsible for closing key strategic accounts and growing the organization. His business initiatives have been honed over time and developed with one goal in mind -- making it possible for brands to engage their audiences by extending their advertising campaigns into the social world. Through Buddy Media’s Brand Advocate Process and now the new Buddy Media Platform, Jeff develops social marketing campaigns to help clients achieve their marketing goals. In his role as Vice President of Sales and Business Development at Buddy Media, Jeff is responsible for the leadership and growth of the sales organization.