Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Digital Hollywood Events at CES 2010 Thursday, January 7th Noon - 1:00 PM Track I – RA7 – Reinventing Advertising Advertising Strategies in the Diversified Digital Culture: Broadband, Cable, Satellite, Games, Mobile and Social Networks The transformation of advertising continues. As the digital technologies further engage the consumer in new and better-understood ways, the relationship between the brand, the agency and the consumer is beginning to realize itself within a more fully defined business model. With a slowly recovering economy and the gaining strength in all sectors of digital transmission, from cable and satellite to mobile, games, podcasting and broadband, an advertising strategy in a diversified digital environment, while proving to be challenging, is nonetheless finding its footing. Technology has forever changed the landscape and it is up to the creative team to design and develop new tools, visions and strategies to grow within it. Rhys McLachlan, Head of Broadcast Implementation, TV, MediaCom Mark J. Penn, President of Penn, Schoen and Berland and Worldwide President & CEO, Burson-Marsteller Josh Rose, Executive Vice President, Interactive Creative Director, Deutsch Los Angeles Elizabeth Blair, CEO, Brand.Net Randy Wootton, General Manager, Microsoft Advertising Mitch Spolan, Vice President, North American Field Sales, Yahoo! Michael Kassan, Chairman & CEO, Media Link LLC, Moderator Rhys Mclachlan, Head of Broadcast Implementation, TV, MediaCom: Rhys graduated from Canterbury University (NZ) with a degree in Polynesian history in 1994. Having traveled extensively around Europe, Rhys settled in London where he found work as a TV buyer for Universal McCann. Rhys joined MediaCom in December 2003 as Head of Broadcast Implementation & Futures with a remit to ensure that the MediaCom TV planning product was of the highest possible calibre and embracive of emerging technologies. During his tenure at MediaCom, Rhys has been responsible for a significant change in agency philosophy & approach to the world of TV and he has overseen some of the more innovative commercial deals that have occurred on the new broadcast platforms. Mark J. Penn, President of Penn, Schoen and Berland and Worldwide President & CEO, Burson-Marsteller: Mark Penn is worldwide CEO of Burson-Marsteller and President of Penn, Schoen and Berland. As CEO of Burson-Marsteller, Mr. Penn oversees a global network of 94 offices and 1600 employees. As President of PSB, a position he has held since 1975 when he was an undergraduate at Harvard, Mr. Penn focuses on providing research-based communications strategy to political figures, corporations and crisis situations. He is also the author of Microtrends: The Small Forces Behind Tomorrow’s Big Changes, which was released by Warner12 in September 2007. Today, Mr. Penn serves as strategic consultant to several Fortune 500 companies and CEOs on a wide range of image, branding and corporate reputation issues. His client relationships include Ford Motor Company, Merck, Verizon, BP, McDonald’s and Microsoft. Mr. Penn has helped to elect over 25 leaders in the United States, Asia, Latin America, and Europe in addition to serving as the senior strategist for Senator Hillary Clinton’s 2008 presidential campaign. He has worked with Senator Clinton for years, including the polling and messaging for both of her successful US Senate campaigns. Previously, as an advisor to then Prime Minister Tony Blair, Mr. Penn helped create the strategy that delivered an unprecedented third term win for Labour in the United Kingdom. He is also well known for serving as President Clinton’s pollster and political adviser for the 1996 re-election campaign and throughout the second term of the Clinton administration. Elizabeth Blair, CEO, Brand.net - Prior to Brand.net, Elizabeth was Yahoo!’s Senior Vice President of Business Operations for the global operating group (sales, product, marketing, international) from 2003-7. She joined Yahoo! in 1998, working first in corporate and business development, and then as VP and SVP of the Local Media Group including Classifieds (Yahoo! Autos, Careers, Real Estate and Tickets), Local (Yellow Pages, Maps) and Search Monetization. Prior to Yahoo! she was a member of the M&A team at PRIMEDIA. She began her career as a securities and M&A lawyer. Elizabeth received a B.A. from Yale University and a J.D. from Harvard Law School. Josh Rose, Executive Vice President, Interactive Creative Director, Deutsch LA: As Executive Vice President and Creative Director, Josh Rose heads up one of the smartest and most creative digital shops in LA. Versed in both traditional and nontraditional campaign development, Josh and his team have developed large-scale interactive projects and campaigns for clients including Sony PlayStation, DIRECTV, Dr Pepper, Coors and Volkswagen. Josh brings over 15 years of experience inside national interactive pure plays, advertising agencies, entrepreneurial independents, and within the halls of The Walt Disney Company in Buena Vista Pictures’ marketing department, where he developed marketing for all Touchstone, Hollywood Pictures and Walt Disney films. After his first year at the Agency, Adweek named Deutsch’s digital group The Interactive Agency of the Year for 2002. His work has been recognized with awards from Cannes, Belding, Yahoo!, AdAge, Adweek, ID magazine, and Macromedia, and he has won two Webby Awards for Site of the Year. Josh is the proud father of two beautiful children and is an accomplished photographer and videographer. Randy Wooton, General Manager, Microsoft Advertising: Randy is currently General Manager of the US Specialist Sales Organization charged with delivering solutions for Microsoft’s clients that help them acquire, retain, engage their customers more effectively online. In addition, his team of 100+ highly specialized sales executives helps drive innovation in the marketplace by integrating myriad media & tech assets into unique solutions for Microsoft Advertising’s clients. Finally, they are responsible for delivering $1.3B for Microsoft this year. Previously, Randy was the Chief of Staff for the Online Services and Window Business Group and oversaw a staff of 14, responsible for strategic planning, business management, integrated communications, and event management to support a 600 person division and help drive $20B in revenue. Prior to his tour in Windows, Randy was the General Manager in Microsoft’s Online Services Business and responsible for managing and scaling MS’s world-wide online service operations, which included more than 300 MS personnel and 100+ vendors, to support $1.8B in 81 countries. In this role, he focused on providing scalable and global e2e seamless client service for MSN’s “enterprise” media clients. Prior to MSN, Randy spent several years at Atlas DMT, the technology division of aQuantive Inc. In his role as Director of Atlas’s International Division, he worked with resellers to launch sales and service operations in 6 countries in the EU, integrated an acquisition based in Israel, and launched a satellite office in Australia. Before this, Randy spent several years in Atlas’s product group as both a product manager and group product manager for products such as Precision E-mail and Customer Targeting. Before joining aQuantive, Randy spent time as a management consultant and VP of marketing for US Bridge. In another life, Randy was a Bombardier/Navigator in A-6 Intruders and spent several years teaching English at the US Naval Academy. Finally, Randy feels like he spent half of his life in School, receiving a BS from the Naval Academy, an MA from St. John’s College, and an MBA from Harvard Business School. Randy serves as an Advisory Board Member for Pararture (www.parature.com). Outside of work—and between commuting back and forth from Green Lake—Randy enjoys watching his two sons change with each passing day, skiing when the snow is good, reading when the snow is not good, biking in the off season, and eating great meals year round. Michael E. Kassan, Chairman & CEO, Media Link LLC: An internationally recognized business strategist operating at the intersection of the media, advertising, and entertainment industries, Michael E. Kassan is founder and managing principal of Media Link, LLC, a Los Angeles and New York City-based strategic advisory firm. Media Link provides strategic marketing and brand development, implementation roadmaps, technology solutions for media, media sales and revenue generation, business development, organizational planning, and competitive analysis many of the Fortune 100’s biggest global brands such as Microsoft, AT&T, General Motors, Unilever, Home Depot, Colgate-Palmolive, The Walt Disney Company, Viacom, Comcast, Bain & Co., Cerberus Capital Management, General Atlantic, Fremantle and Sony. Mitch Spolan, Vice President, North American Field Sales, Yahoo!: Mitch Spolan is Yahoo!’s Vice President of North American Field Sales. In this role, Mitch leads Yahoo!’s entire North American field sales organization, with a particular focus on growing revenue and share with Fortune 500 customers. Mitch has been a part of the Yahoo!’s sales organization since 1998, most recently leading the southern sales team which has offices in Atlanta, Dallas and Austin. He relies on his creative and technological background to help his team be first to take advantage of new opportunities and accelerate revenue at market leading rates. Mitch began his career as an Architect after graduating from the University of Florida with both a Bachelors degree in Design (1993) and a Masters in Architecture specializing in Architectural Acoustics (1995). He practiced at a large architecture firm in Atlanta for several years before becoming fascinated with the world wide web. The web offered both infinite creative outlets along with the ability to leverage new technologies in ground breaking ways; the same qualities that drew Mitch to Architecture and Architectural Acoustics as a career. The web’s combination of art and science was extremely appealing. In 1997, while continuing to practice Architecture, Mitch opened an interactive advertising agency out of his spare bedroom. His agency specialized in creative design along with media buying, which was concentrated on Yahoo!. In 2003, Mitch won the Yahoo! Super Star Award which is the highest distinction a Yahoo! employee can earn. He became the first winner ever from the Yahoo! Sales team. Currently, Mitch lives in New York, NY with his wife Mia of ten years, his six year old son Jesse, and his three year old daughter Rudy.