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 Tuesday, October 20th SuperSessions 3:50 PM - 5:00 PM Track II: Reinventing Advertising VI 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. Adam Stewart, Industry Director of Media & Entertainment, Google Peter Daboll, CEO, Bunchball Chris Allen, Vice President/Director of Video Innovation, Starcom USA David L. Kang, J.D., Ph.D., Senior Vice President and General Manager, Rodale.com Chris Monaco, Vice President, Octagon Music+Entertainment Ro Choy, Chief Revenue Officer, RockYou Barbara Bacci Mirque, Executive Vice President, Communications and Best Practices, ANA Xavier Kochhar, Managing Partner, Media Link, LLC, Moderator Adam Stewart, Industry Director of Media & Entertainment, Google: As Vertical Director of Google's Media & Entertainment group, Adam oversees all aspects of the company's marketing and advertising relationships with the media and entertainment community. He works directly with marketing decision-makers in the TV, movie, gaming, music and web publishing industries to develop unique integrated marketing strategies. With more than 16 years experience in advertising sales and sales management, Adam managed a national sales team for one of the largest U.S. cable companies, where he developed sales strategy and built strong relationships in the sales, advertising, branded entertainment and production communities in New York, Chicago and Los Angeles. Prior to joining Google, Adam was Vice President of National Sales for Screenvision, where he was primarily responsible for spearheading media-based advertising and content deals across multiple industries. Earlier, Adam was Senior Vice President, National Sales Manager of Discovery Communications, where he was responsible for advertiser content integration, sales strategy, network positioning, earned value marketing opportunities, branded entertainment and business plan management for Discovery Channel, TLC, Animal Planet, Travel Channel, Discovery Health and BBC America. Adam earned a BA in Communications Arts and Sciences from the University of Southern California. Peter Daboll, Chief Executive Officer, Bunchball Peter Daboll is a well-known expert on consumer behavior and has spent the last 25 years working with some of the most well-respected research and Web brands in the world. He very recently left Yahoo!, where he was the Chief of Insights, to become the CEO of Bunchball, a Granite Ventures and Adobe-backed technology company that enables brands to cost-effectively connect and engage with consumers. Mr. Daboll has served as president and CEO of comScore Media Metrix, president and COO of MarketTools, COO of MediaPlan, and executive vice president at Information Resources, Inc. He has spoken at many industry events and has been involved in many industry associations including the ARF, MRC, AAAAs, IAB, IIR, and the AMA. Daboll has also appeared on CNBC and CNN and has been a contributor to Advertising Age, Adweek, Forbes and GigaOM. Chris Allen, Vice President/Director of Video Innovation, Starcom USA: In a world where emerging technology is creating more and more opportunities to contact consumers with the sight, sound and motion impact of video, each day creates new challenges for marketers to tackle. In his role at Starcom USA, Chris Allen is at the forefront of developing new models within the video space for investing marketing dollars and reaching consumers in new ways. Fortified by a strong background in national broadcast buying, he continues to make great strides in advancing an exceptionally progressive industry. He is fueled by his relentless passion for learning and his drive to obtain better, smarter and faster information to enhance agency media plans. Allen joined Starcom in 2007 from GSD&M, where he was named VP in 2003. His innovation talents were realized when he oversaw AT&T’s $2 billion rebranding effort after its merger with SBC Communications where he managed all national television and radio buying initiatives. His expert knowledge and experience was called upon a second time when AT&T partnered with Cingular and Bell South, and Allen again oversaw all broadcast buying for the client, proving that he is a top-tier media thinker. Allen also served on the agency’s Operations Committee where he was responsible for staffing and managing all operational aspects of the Chicago office. His position enabled him to shape best-practice processes for national television and radio buying. In 1997, Allen moved to GSD&M’s Chicago from its Austin office to strengthen the national broadcast buying group and he started as a national broadcast planner and was later promoted to associate director. His great capacity for learning and mastery of new skills allowed him to manage broadcast buying duties for virtually every GSD&M account, including AT&T, MasterCard, DreamWorks, the U.S. Air Force, Chili’s Grill & Bar, Pennzoil, United Healthcare and more. Allen negotiated the best value for his clients and constantly sought new and innovative ways to gain effective and significant exposure. His formidable capacity to adjust to the ever-changing landscape of media buying platforms allowed him to negotiate upfront deals and manage sponsorship contracts on Fox NFL, ESPN Radio, NPR’s acclaimed multiplatform Story Corps, and more. Allen began his career at GSD&M in 1995 as a media coordinator demonstrating leadership while working on local print and broadcasting. When he is not negotiating to find an edge for his clients, Allen can be found at his home in Lakeview or jogging by the lakefront. Allen graduated from the University of Texas in 1994 with a B.S. in advertising. Barbara Bacci Mirque, Executive Vice President, Communications and Best Practices, ANA: Barbara Bacci Mirque is executive vice president, communications and best practices. She joined the ANA as a senior vice president in December 2000 to manage special projects, including the Family Friendly Programming Forum (now ANA Alliance for Family Entertainment), and digital and industry marketing initiatives. Currently she is also responsible for ANA’s communications and marketing, ANA Magazine, ANA’s marketing accountability efforts and is co-CEO of Ad-ID. Ms. Bacci Mirque brings extensive marketing experience to her post at the ANA, which she developed as a product manager and brand marketer at a number of major companies, including Frito-Lay, Nestlé Foods, Avon, Weight Watchers and Carvel Corporation. In these posts, she launched new products and repositioned mature products, created package designs, developed distribution strategies, directed public relations campaigns and established e-commerce channels. Early in her career, she served on the staff of Senator S.I. Hayakawa. Ms. Bacci Mirque holds an M.B.A. from New York University's Graduate School of Business Administration and a bachelor's degree in international politics from Georgetown University.. Chris Monaco, Vice President, Octagon Music+Entertainment: Chris Monaco is widely recognized as an industry leader in the entertainment marketing, strategy, and branded content space. He holds the post of Vice President Music + Entertainment at Octagon Worldwide. Mr. Monaco leads Octagon client strategies, providing world-class strategic marketing solutions that span Music, Television, Film, New Media and Branded Entertainment. His key areas of expertise are within Music (live, touring, and recorded), Television, and all forms of Branded Content. As a result of his demonstrated expertise, he is constantly working with some of the most prolific entertainment properties in the world to develop equitable solutions for Octagon clients. Prior to Octagon, Mr. Monaco held the position of Director Entertainment Marketing for two of the largest spirit companies in the world, Allied Domecq PLC and Pernod Ricard USA. As a senior business leader he instituted and ran the entertainment marketing divisions for these multi-national organizations and massive portfolio of globally recognized brands; such as Stoli Vodkas, Sauza Tequilas, Malibu Rum, Kahlua, Chivas Bros, and Beefeater Gin, to name a few. During this tenure he was responsible for crafting fully integrated entertainment strategies that resulted in numerous branded content vehicles. He has also held posts at SpikeRadio International, Indi CRD, and Moonshine Music. Chris Monaco lives in Los Angeles, CA. David L. Kang, J.D., Ph.D., Senior Vice President and General Manager of Rodale.com. Mr. Kang is responsible for P/L, Marketing, Strategy, Business Development and IT for Rodale.com. Rodale is a leading publisher of health and wellness magazines and books, including Men's Health, Women's Health, Prevention, Runner's World, South Beach Diet, and An Inconvenient Truth. Mr. Kang previously managed Rodale's online paid subscription services in diet and fitness including The Biggest Loser Club, Men's Health Personal Trainer, and Prevention's Flat Belly Diet. Prior to Rodale, Mr. Kang was Senior Vice President, Entertainment at Major League Baseball Advanced Media, leading partnerships with music artists including Bob Marley, Elton John, Guns N' Roses, and The Game on official websites and developing paid content, ecommerce, sponsorship and ticketing revenue opportunities. Prior to MLB Advanced Media, Mr. Kang was Senior Vice President, Strategic Development and New Media at the artist management company The Firm, developing "new model" deals encompassing multiple revenue streams for music artists including Korn and Ice Cube. Mr. Kang also developed digital strategies for The Firm’s artists including Leonardo DiCaprio, Cameron Diaz, Jennifer Lopez, Vin Diesel, Kelly Clarkson, Linkin Park, Staind, and Criss Angel. Prior to The Firm, Mr. Kang was a media and entertainment consultant at McKinsey and Company, where he advised MTV on its digital entertainment hub and its DVD, game and merchandise businesses. At McKinsey, Mr. Kang also led due diligence for private equity firms in wireless content and in music publishing and conducted primary market research for Comcast. Prior to McKinsey, Mr. Kang was Senior Vice President, New Technology and Strategic Development at BMG Entertainment, where he led a team of technology, strategy and finance specialists with worldwide responsibility in $4.7 billion music company. At BMG, Mr. Kang developed wholesale online distribution and digital rights management strategies, negotiated BMG’s first online music download and subscription license, and managed a $50 million strategic investment fund and held board seats in two portfolio firms. Prior to BMG, Mr. Kang was an Assistant Professor of Business Administration at Harvard Business School where he published articles analyzing the effects of corporate governance on firm strategy and performance. At Harvard Business School, Mr. Kang also served as a technology evangelist for the School’s online course platform and distance learning initiatives, and taught in both the MBA and Executive Education programs. Mr. Kang holds a Joint Ph.D. degree in Organizational Behavior from Harvard University and Harvard Business School, an MA in Sociology from Harvard University, a J.D. from Harvard Law School, and an A.B. in Sociology / Organizational Behavior from Stanford University. Ro Choy, Chief Revenue Officer, RockYou: Rogelio (Ro) Choy is chief revenue officer for RockYou and is responsible for all business initiatives at the company. He joined as RockYou’s 6th employee and has helped manage its growth to over 100 employees to date. Before joining RockYou, Ro was a Director at eBay where he was responsible for managing eBay's online parts business and market development, including operation of eBay's U.S. wireless efforts. Prior to his tenure at eBay, Ro co-founded Cima Systems, a leading VOIP software provider for auto dealers. Ro is a thought leader in social media and has spoken at leading conferences and events, including Ad:Tech Chicago, Web 2.0 Expo, Engage Expo, Digital Hollywood, IAB Marketplace, iMedia Breakthrough Summit and OMMA Social. Ro also serves on the board of advisors to multiple startups focused on social media including Adnectar, GroupCard, Wildfire, J2Play, Hotprints, Socialwise and UStrive. Ro holds an MBA from Stanford University School of Business and a bachelor’s degree in Economics from Duke University. Xavier Kochhar, Managing Partner, Media Link LLC: Mr. Kochhar both manages and executes the strategic planning, business and corporate development, operations and business science advisory services for Media Link. He has spent more than a decade bringing together corporations and their brands with Hollywood and its many media and entertainment assets; both as an agent representing corporate clients, and as a principal on behalf of the media assets themselves. Mr. Kochhar recently served as one of three corporate executives within Disney’s Corporate Alliances group dedicated solely to the procuring and developing of new, value-creating strategic relationships between outside corporations and the various assets across all the divisions of The Walt Disney Company the company including Studios, Theme Parks, Consumer Products, and Media Networks (ABC, ESPN, and the various Disney cable assets) in order to work with third-party B-to-B and consumer brand companies in various aspects of strategic and/or tactical relationships. These relationships included marketing, media buys, sponsorships, promotional activity, purchasing, corporate development, joint or integrated content opportunities, or co-branded joint ventures. Prior to The Walt Disney Company, Mr. Kochhar was a corporate packaging agent at the William Morris Agency in Beverly Hills, representing the entertainment industry's top creatives and content producers. There, he represented both distributors for acquisition of programming and producers in the partnership of their content to advertisers, as well as in the network television, cable, and syndication markets. Mr. Kochhar was a managing partner for an entertainment marketing company, at which he was responsible for extending top consumer brands and retail companies into the world of media by identifying and/or generating integrated marketing opportunities based on or around top entertainment properties and franchises. Mr. Kochhar was also a strategy consultant in the Media and Entertainment group for London-based L.E.K. Consulting. He began his professional career in corporate finance, after graduating from U.C. Berkeley's Haas School of Business, working as an investment banker for Tucker Anthony Sutro, where his focus was mergers, acquisitions, and private placements of emerging growth and middle market companies. Mr. Kochhar lives in Los Angeles, California and spends much of his free time working with youth education programs, such as the Inner City Education Foundation, and coaching soccer for the American Youth Soccer Organization.