Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Digital Hollywood New York City November 10-12, 2010 Friday, November 12th 2:15 PM - 3:30 PM Track II: AdvUp-23 Non-Traditional Advertising: Word of Mouth, Blogs, Guerilla Marketing, Social Media Experiences, Events Terry Dry, President, Fanscape Tom Adamski, CEO, LEVEL Studios Josh Rogers, Creative Director, Imagination Frank O’Brien, Founder, Conversation Jan Jacobs, founder, Johannes Leonardo Jonathan Azu, EVP, Business Development & Marketing, Superfly Presents Idil Cakim, Senior Vice President of Interactive Media, GolinHarris Melody Ann Pfeiffer, Senior PR and Community Manager, Capcom, Moderator Terry Dry, President, Fanscape, Inc.: Throughout his 15-plus years of entertainment and marketing experience, Terry Dry has emerged to become a significant voice in digital marketing strategy. Terry’s expertise in the various methods used to engage and activate a niche audience led him to understand the importance of targeted consumer interactions. His desire to create a valuable dialogue between an increasingly web-savvy audience and leading brand marketers, led him to create Fanscape, Inc., a Digital Word of Mouth Marketing Agency with more than a decade of experience reaching and activating consumers through targeted online and emerging media campaigns. Ultimately, it was Terry’s eagerness to dissolve the routine marketing approach of “one-to-many” and replace it with a method more in tune with the evolving social media landscape that prompted him to start one of the first grassroots online marketing companies. Terry, a firm believer that you are only as smart as your team, enlisted the help of young and passionate web-marketing experts, dedicated to making an impact in the space. This successful strategy has since positioned Fanscape, now 12 years later, as the preeminent digital word of mouth marketing agency. Before launching Fanscape, Terry was a well-known and respected music industry executive – executing large scale marketing campaigns for multi-platinum artists such as No Doubt, Eminem, Black Eyed Peas, Counting Crows, Limp Bizkit, and Smashmouth. It was his experience in engaging fans to rally around their favorite musicians that foreshadowed the career path that he would ultimately take with Fanscape. It was his experience in engaging fans to rally around their favorite musicians that foreshadowed the career path that he would ultimately take. Identifying that the communication between bands and their followers was almost always one-sided, Terry sought out to make a change. That determination to essentially overturn the stagnant music industry model was shared with then colleague and current partner, Larry Weintraub. Together, in 1998, they invested in not just a company but a prediction that the marketing industry would drastically evolve. Fanscape began primarily as an online music marketing company helping artists to connect with their fanbase through web-based mailing lists, fan sites, early social networks, and online grassroots marketing. After years of perfecting opportunities for consumers to support and engage with their favorite musicians in online communities, Terry recognized the successful blueprint could be applied to both corporations and brands. Though emerging media and technology has evolved throughout the years, Fanscape remains on the cutting edge of innovative marketing, always keeping the consumer in mind as a benefit to the client. Fanscape is a member of WOMMA, the Word of Mouth Marketing Association, and a recipient of honors including the 2007 Wommie Award, the October 2007 FWA Award, and a 2008 Webby Award nominee. Fanscape services are enlisted by companies like MTV, State Farm Insurance, NBC, M&M’s Racing, GameStop, and Samsung Mobile. Terry graduated from University of Southern California receiving a degree in Business Marketing & Communications. He is a member of the Social Media Advertising Consortium's Standards Board and he also speaks frequently at marketing and entertainment trade conferences including Digital Hollywood, What Teens Want, Billboard, Social Media Motorsports Summit, The Mobile Entertainment Summit, MarketingSherpa, and WOMMA. He is also a frequent guest speaker at major Universities including UCLA, USC, and Vanderbilt University, and was a participant in the E2B: Connection Education to Business program at Pepperdine University’s Graziadio School of Business and Management. Terry resides in Los Angeles with his wife and young daughter, where you can find the self-professed reality TV enthusiast, catching up on missed episodes of Survivor and Big Brother. Tom Adamski, CEO, LEVEL Studios: The Believer. After 11 years at the agency (including 8 years as its CEO), Tom remains LEVEL’s biggest fan. Committed to building an organization whose purpose and identity transcend the usual agency treadmill, he remains convinced that the near future will see relevant agencies driving major socioeconomic change through the global brands they serve. Before LEVEL, Tom spent nearly 4 years in marketing and product development at Xing Technology Corporation, which was acquired by RealNetworks in 1999. Passionate about creativity since his days as a UC Davis design student, Tom balances his career with regular doses of family, surfing and strumming a vintage guitar or two. Frank O’Brien, Founder, Conversation: an agency at the intersection of traditional strategy and emerging media. Prior to starting Conversation, Frank designed, developed, and executed a number of high profile campaigns for various Fortune 500 clients while working at some of the top agencies in the world. A graduate of the University of Miami and die-hard Cane's fan, he got his start in the entertainment industry executing campaigns for artists like Outkast, Usher, and Kanye West. A passion for marketing "bands" led him to market "brands" and prompted a move to Deutsch Inc where he was a key team member on the Microsoft Intel and Tylenol Accounts. His love of the design and development process led him to Mr. Youth where he grew the Creative and Interactive division of the agency from a one man show to an award winning, internationally recognized entity while the company sustained nearly 800% growth over a three year period with a client base that included Microsoft, Neutrogena, JetBlue, Tic Tac, and Macy's. With Conversation, Frank built on his previous success and has grown the agency roster to include Johnson & Johnson, The Children's Place, Prince Sports, Sony Music, and Genentech. Jonathan Azu, EVP, Business Development & Marketing, Superfly Presents: Prior to joining Superfly in 2009, Jonathan spent ten years at CBS Radio, most recently as Vice President of Music Partnerships. Jonathan joined CBS Radio in September of 1999 as Marketing Coordinator for CBS Radio- St. Louis and later went on to oversee station events and promotions as Marketing Director. While handling his Marketing Director responsibilities, Jonathan also oversaw the development of the station’s first Internet Development department, later becoming Internet Development Director. In the spring of 2003, Jonathan accepted a position, in New York City, as Account Manager in CBS Radio’s newly formed corporate marketing and sales division, the Altitude Group. As Account Manager, Jonathan coordinated program activation for many of CBS Radio’s top grossing clients. Less than one year after joining CBS Radio’ corporate office, Jonathan was elevated to Director of Marketing and Sales. In his new role, Jonathan was responsible for managing sales development as well as a generation of new and incremental revenue opportunities from prospective and current clients. Jonathan, who is currently working towards a Certificate in Brand Strategy from New York University School of Continuing and Professional Studies, graduated with a Bachelors of Science in Marketing from Drake University in 1999. Josh Rogers, creative director, the americas. Imagination: Josh was born and raised in the woods. Then he earned his English literature degree from the University of Virginia. After graduating (and going undrafted by the Boston Celtics), he moved to New York to become an advertising executive. Stints at McCann Erickson and Berlin Cameron led Josh to Powell in 2001, where he joined founder Neil Powell as executive creative director and partner in building one of the era's most highly decorated non-traditional creative agencies. When Powell merged with Margeotes Fertitta and Partners in 2005, Josh took over as concept director and partner of the newly formed Margeotes Fertitta Powell. Before becoming the chief creative at Imagination, Josh was most recently co-founder and creative director of Operator, a new fangled new media shop where he continued to make campaigns and other things that typically defy definition. For his work with brands like Rheingold Beer, Disney, Reebok, vitaminwater, Perry Ellis, the NBA, Coca-Cola and Sundance, Josh has short-listed at Cannes, won One Show pencils, CLIOs, EFFIEs and the Jay Chiat Planning Award. He values his experience as a guest teacher, speaker and new creative voice on the EFFIE Steering Committee. He also lives in the woods again, at least part time. Jan Jacobs, Co-Founder, Johannes Leonardo: Before starting Johannes Leonardo, Jan worked in many of the major networks and impacted all of them. As Executive Creative Director of the New York office of Saatchi & Saatchi, his work took the agency to Agency of the Year at both the Clio and Cannes advertising festivals. Consequently, P&G was named Marketer of the Year. Together with his creative partner Leo Premutico, Jan was twice named among Creativity’s 50 most-influential creative people in the world. In addition, their 2008 Super Bowl spot for Tide has been named among Advertising Age’s top 20 Super Bowl commercials of all time. Jan has earned honors at every major awards show, including more than 30 Lions, a Grand Prix, and Africa’s first-ever Digital gold Lion at the Cannes advertising festival. He also twice won the Newspaper Association of America’s award for the best press advertising in the U.S. Idil Cakim, Senior Vice President of Interactive Media, Golin Harris’s Dialogue Group: She specializes in social media and word of mouth communications and works with clients from a wide array of industries, including healthcare, consumer electronics, CPG, professional services and technology. Ms. Cakim also assists non-profit clients in engaging online advocates and sustaining relations with them. Before joining Golin Harris, Ms. Cakim was the Director of the Knowledge Development Group at Burson-Marsteller, focusing on interactive marketing and custom research. She managed Burson-Marsteller's Internet-related proprietary studies, including the e-fluentials. Between 1998 and 2001, Ms. Cakim served at various posts within the Media and Entertainment Strategies Group at Fulcrum Analytics (formerly Cyber Dialogue), an Internet customer relationship management company, where she advised clients on online branding, content development, business models, customer acquisition and retention strategies. Ms. Cakim is the author of the book Implementing Word of Mouth Marketing: Online Strategies to Identify Influencers, Craft Stories and Draw Customers (Wiley, 2010), as well as numerous industry briefs and articles on online communications. She has been a public speaker on issues regarding online crisis communications, word-of-mouth, ethnic minorities' use of the Internet, and e-CRM. She has been widely quoted in trade journals and newspapers such as CNet news, DM News, CBS Market Watch, Min's New Media Report, San Jose Mercury News, Chicago Sun Times, Harvard Business Review, and the New York Times. Idil Cakim is a blogger who regularly writes about online communication and word-of-mouth marketing trends on dotWOM (www.dotwom.com). She also contributes to GolinHarris’ Dialogue blog (ghdialogue.posterous.com). Previously, she wrote for the e-fluentials blog (http://blog.efluentials.com) and the Guidewire Group (www.guidewiregroup.com). She holds an M.A. in Communication from the Annenberg School at University of Pennsylvania and a B.A. in Sociology from Bryn Mawr College. Ms. Cakim served two terms on the board of Word of Mouth Marketing Association (WOMMA) and continues to work on its research council.