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 Wednesday, October 21st 9:00 AM - 10:15 AM Track IV: Reinventing Advertising IX Breakthroughs in Advertising, Technology and Content - Innovation in The Visual and Contextual Experience - Web, Video and Mobile Michael Scherotter, Media Experience Evangelist, Media and Communications, Microsoft Corporation Yahav Isak, Director of Interactive Production, JWT Mark Pascarella, President & CEO, Gotuit Media Corp Maurício Mota, Chief Storytelling Officer, Founding Alchemist, The Alchemists James Piper, SVP Sales & GM West Coast, Vibrant Media Bismarck Lepe, co-founder and the President of Product Strategy, Ooyala Lauren Cole, President, Cole Media, Moderator Michael Scherotter, Media Experience Evangelist, Media and Communications, Microsoft Corporation: As part of Microsoft’s Communications Sector evangelism team, Michael focuses on interactive client solutions for communications and media companies. Educated as an architect, Michael Scherotter brings a sense of creativity and design to synergistic software development and throughout his 14-year career in software development, Michael has specialized in combining software in innovative ways. He architected and developed desktop CAD applications for Boise Cascade Corporation, managed software development teams and engaged with partners as a Business Solutions Architect at Mindjet Corporation, Michael has a Bachelors of Architecture and a Masters of Architecture specializing in Design Tool Development. Yahav Isak, Director of Interactive Production, JWT: Yahav has over fourteen years of experience in the digital medium from website development to fully integrated marketing programs. Prior to JWT Yahav headed TBWA\ TEQUILA\ Interactive group where he was overseeing the project management as well as production disciplines. Managing clients such as: Sprint Nextel, Disney, Chivas, Jameson and Hotels.com. Prior to that, Yahav headed the project management group at Nurun Inc. oversaw Evian, MedPoint and L'Oreal Paris USA online marketing initiatives. Before Nurun, he spent five years with WorldNow, enabling local TV stations across the US to publish their content (stories, video, weather, etc.) online through their CMS. Focusing on digital, Yahav currently overseeing all the digital production, strategy/IA and technical staff at JWT. He works across all agency disciplines to ensure that JWT is managing and delivering all digital programs at the highest quality for our clients. As the Director of Digital Production is constantly researching new and innovative technologies to present back to JWT's clients and its internal teams. Yahav moved to the US in 1995 from Israel and got his BS in computer information systems from NYU. He lives in Scarsdale NY with his wife and four kids. Favorite quote: "There is no reason anyone would want a computer in their home." Ken Olson, president, chairman and founder of Digital Equipment Corp., 1977. Mark Pascarella, President & CEO, Gotuit Media Corp.: As one of Gotuit's founding investors, Mark has been a member of the company's Board of Directors since inception and joined Gotuit full-time in 2001. Under Pascarella's direction, Gotuit has pioneered video discovery / monetization and has become the leading provider of next-generation video products for multiple platforms including broadband, mobile, and cable. Before joining Gotuit, Pascarella teamed up with Sidney Topol, the former Chairman and CEO of Scientific-Atlanta (Cisco), to found The Topol Group, an early-stage investment firm. In addition to Gotuit, The Topol Group's investments include broadband router manufacturer RiverDelta Networks (Motorola), cable services provider Navic Networks, and VoIP switch maker Cedar Point Communications. From 1992 to 1997, Pascarella worked in Business Development at Procter & Gamble. He holds a BS in Management from Bucknell University and an MBA from Harvard Business School. Bismarck Lepe is a co-founder and the President of Product Strategy at Ooyala, a leading online video platform provider. As President of Product Strategy, Bismarck oversees all product marketing and strategy. Previously, he worked at Google as a Senior Product Manager, where he guided the development and launch of content monetization products for AdSense. He was responsible for launching click-to-play video ads and banner advertising products for the AdSense network. Bismarck began his career as a Marketing Manager at eLance. He has a B.A. from Stanford University. Maurício Mota, Chief Storytelling Officer and Founder, The Alchemists, a Transmedia Storytelling ThinkDO Tank based in Rio de Janeiro and Los Angeles. Before founding The Alchemists he was involved with branded entertainment and advertising companies where he worked for clients such as Danone, Unilever, Nokia and other important local brands in Brazil. Maurício started his career as an entrepreneur at age 15, when he developed Autoria, the first Storytelling Game in Latin America, based on a PhD thesis about Roleplaying Games in Brazil. He launched the game through his first company, Autoria C, and in two years it was applied in over 4,000 schools, sold in stores all over the country and being used as an innovation and creativity tool by companies and institutions including the United Nations, Kraft Foods, Coke and local companies such as TV networks, studios, carriers and internet portals. Maurício founded The Alchemists project with the main objective of inciting a shift in the content and storytelling landscape applying the concepts found in Jenkins' Convergence Culture, for brands and networks. Working with him on the initiative are Mark Warshaw (former Heroes and Smallville Transmedia Director), and Rafael Lazarini. The Alchemists initiative takes form in a blog, workshops, consultancies, transmedia productions and an IPTV show about the theme. The Alchemists are also involved with the Convergence Culture Consortium (C3), at the MIT. Maurício was responsible for bringing to C3 the  the first sponsors companies outside the US. While he is not telling stories he loves to surf and take her daughter to the movies. James Piper, SVP Sales & GM West Coast, Vibrant Media: A veteran with 15 years in the publishing industry, James has roots in both the editorial and publishing sides of the business. Prior to joining Vibrant over six years ago, James served as Vice President of Interactive Sales for IDG Communications, driving sales for sites such as InfoWorld, CIO, COMPUTERWORLD and PCWORLD. During his tenure at IDG, James specialized in custom online projects including the development of custom units and micro sites. As an Editor for CD-ROM Today Magazine, James analyzed and reviewed business and entertainment software as well as created multimedia interfaces for CD-ROM as a monthly companion to the magazine’s editorial content. James has since applied his deep understanding of user interfaces to the online medium and, specifically, in-text ad placements. Lauren Cole, President, Cole Media: Ms. Cole is President of Cole Media, a company that helps clients set up and launch media-related businesses. Clients include companies launching cable and satellite channels, mobile content services, video-on-demand, and broadband content, both in the U.S. and internationally. Companies that Cole Media has worked with include TV Guide, Network Live (AOL/XM Radio/AEG), TV One (Radio One/Comcast), Technicolor, Sony Pictures Entertainment, E! Entertainment, GSN, Granada America, World Championship Sports Network, National Lampoon, Wine Network, HBO Latin America, and Anthony Robbins Companies. Ms. Cole was previously Chief Operating Officer of PacketVideo Corporation, the first company with technology and applications to stream video over wireless devices, where she oversaw all of the business activities of the company. Under her supervision, PacketVideo established contractual relationships with over 200 global media and internet companies, including all of the major studios, and numerous major broadcasters, cable companies, and streaming media companies around the world. Prior to joining PacketVideo, Cole spent 8 years at Sony Pictures Entertainment in the International Television area where she was responsible for launching, making investments in, and supervising Sony’s cable channel investments in Europe, Latin America, Asia, and Australia. During her tenure at Sony, the company launched or made investments in 35 channels. She also headed up operations for Columbia TriStar International Television. Cole also worked in Warner Bros.’ Strategic Planning Dept, and at Bain and Company. She has a degree in Applied Mathematics from Harvard College and an M.B.A from the Stanford Graduate School of Business.