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 Wednesday, November 10th 2:15 PM – 3:30 PM Track III: AdvUp-4 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. Mark Fortner, Vice President / Executive Creative Director, MTV Networks Digital Paul Woolmington, Founding Partner, Naked Communications John Gerzema, President, BrandAsset® Consulting Jeff Siegel, SVP, Worldwide Advertising, Rovi Corporation Chrysi Philalithes, Director of Digital Strategy and Marketing, Red Rick Song, Senior Director, Eastern US Sales, Microsoft Advertising Xavier Kochhar, Managing Partner, Media Link, LLC, Moderator Jeff Siegel, Senior Vice President, Worldwide Advertising, Rovi: Jeff Siegel joined Rovi Corporation in October of 2010 as senior vice president, Worldwide Advertising, bringing almost 20 years of experience at all levels of advertising sales and strong relationships with agencies, publishers, networks, leagues, vendors and distributors. His experience includes managing global sales teams, and developing and marketing world-class brands and assets on diverse platforms including cable networks, internet, mobile, VOD and iTV. Jeff also has expertise in business development, operations and distribution. Prior to Rovi, Jeff was at Ensequence – The Interactive Video Company, where he built out the programmer, distributor and advertising sales efforts and executed multiple business development opportunities to grow revenue and market share. Previous to this, Jeff was senior vice president, Advanced Media Sales and Marketing at ESPN where he led the sales, marketing and development of advanced media platforms including internet, interactive television, addressable advertising, video on demand and mobile. Jeff spent a total of 13 years at ESPN, leading teams in both the Affiliate Sales and Advertising Sales organizations, where he was responsible for driving new business and advanced media sales and marketing efforts. In these roles, Jeff created industry-leading advanced media sponsorship programs, improved operating efficiencies, managed senior-level relationships and oversaw the creation and implementation of trade advertising. Prior to his roles at ESPN, Jeff served four years as director of sales marketing at CBS affiliates in Cleveland and Orlando. Jeff is a frequent speaker at advertising industry events and is an active member of multiple advisory boards in the industry. He graduated with a bachelor of science in Business Administration from John Carroll University in Cleveland, OH. Rick Song, Senior Director, Eastern U.S. Sales, Microsoft Advertising: Rick joined Microsoft in 2006 and leads all sales efforts for Microsoft Advertising in the Eastern US. In December 2009, Rick’s regional responsibilities were increased to include the Southeastern US and he currently presides over a sales and service organization of over 230 people, overseeing offices in New York, Boston and Atlanta. Rick and his team help Fortune 1000 marketers and leading advertising agencies drive deep and profitable engagement with audiences across Microsoft’s portfolio of Owned & Operated properties as well as third-party sites that reach 80 percent of online users. Those brands include MSN, Bing, Windows Live, XBOX Live, Wonderwall, FOXSports and MSNBC and consist of all Microsoft Advertising platforms including Display, Search, Branded Entertainment, Video, Advanced TV, Gaming and Mobile. Under Rick’s leadership, revenues for the East Region grew six-fold in his first three years at Microsoft. He spearheaded Microsoft Digital Showcase in 2008, now in its third year, which is Microsoft’s first digital upfront event showcasing its investment in programming and content. Rick’s region also launched the company’s first multi-screen advertising campaign in 2009 for The Discovery Channel’s Deadliest Catch program, which resulted in the most watched season premiere in the show’s history. Rick is an 18-year veteran of media sales and management and has spent the last 13 years working in digital. He has experience in consumer brand advertising and sponsorship, B2B marketing, e-commerce and performance marketing. Prior to joining Microsoft, he spent over four years at Yahoo!, last serving as director of strategic accounts. Before Yahoo!, he served as the East Coast sales director a t Forbes.com. Rick began his media career in print working for Ziff-Davis Publishing, which led to his first online job as a regional manager with ZDNet.__Rick is active in the advertising community and currently serves as President of the 212 NYC Interactive Advertising Club and is a member of The ADVERTISING Club of New York’s Digital Action and Digital Marketing & Media committees. He also serves on the IAB’s Sales Executive Council and is also an Advisor for the Martini Media Network. He is a graduate of Carnegie Mellon University and holds a BA in Professional Writing. Rick is based in New York City and resides in Long Island with his wife and three daughters. John Gerzema, President, BrandAsset® Consulting: John Gerzema is president of BrandAsset® Consulting, the Young & Rubicam Brands company that is responsible for BrandAsset® Valuator, the world's largest global brand database and management tool that applies consumer insights, social trends and analytics into management innovation strategies. Most recently, John served as Chief Insights Officer at Young & Rubicam, a role he held since 2004. As the best-selling author of ‘The Brand Bubble’, John’s latest book, ‘Spend Shift’, offers an analysis of how the Great Recession has impacted consumer spending. A recognized industry expert, John is a frequent speaker at conferences such as The Economist, TED and Google. Chrysi Philalithes, Director of Digital Strategy and Marketing, Red: Commercial & creative marketer. Began in 1.0. Believe in power of people & digital to address the world’s injustices. Passionate & positive. Recognized in The Guardian’s “50 Women to Watch,” Management Today’s “35 Women Under 35” and as a “Face to Watch” in Campaign Magazine, Chrysi has been at the forefront of digital media and internet advertising for the last decade. Chrysi was a founding member of Espotting, the company that pioneered search marketing in Europe in 2000 and supplied pay-per-click ads to Yahoo!, Lycos, Alta Vista and Ask. As VP Global Marketing & Communications, Chrysi successfully launched the company in 8 markets before being part of the team that merged the company with FindWhat in a deal that valued Espotting at $186m. The company re-branded to MIVA following the merger. Chrysi joined (RED) as head of digital in January 2009. Created by Bono and Bobby Shriver to help fight AIDS in Africa, (RED) is a simple idea that transforms our collective power as shoppers into a financial force that helps those affected by HIV in Africa by partnering with iconic brands such as Nike, Apple and Starbucks. To date, $150 million has been generated and 5 million people have been helped through Global Fund programs that (RED) supports. Since joining, Chrysi has spearheaded the growth of (RED)’s digital presence from 800,000 to 2 million in less than a year eg: increased Twitter followers from 800 to 1 million & Facebook fans from 120,000 to 650,000; developed never been done before social network engagement strategies, eg: turned the web (RED) on World AIDS’s Day and created digital revenue streams eg: struck (RED)'s first digital deal with Shazam - a global deal across 20+ marketshttp://bit.ly/bTkziv. Before joining (RED), Chrysi was Managing Director of Steak NYC. Chrysi launched Steak - a digital agency specialising in search engine marketing - in the US. Steak has a presence in the UK, US and Australia, clients include BBC, John Lewis, British Gas and Virgin Travel and the agency has been named 'Media Agency of the Year' by NMA. Other roles include Media Offer for the Cyprus High Commission and New Business Manager at WCRS, one of the UK’s Top 20 Advertising Agencies. While she was at WCRS, the agency grew by 40% with new business wins such as Sega, Camelot, Buzz, Sharepeople.com and BUPA. Chrysi holds a BA (Hons) in Economics and Politics, an MBA from University of London where she specialised in Marketing and New Ventures and she is currently reading a Masters in Human Rights at Columbia University, NYC. In 2005 Chrysi was awarded the Fulbright Scholarship. In that same year, in her spare time, was Head of Marketing for Sound Films whose first film 'Hibernation' won 'Best British Short Film' at the Edinburgh International Film Festival. Mark Fortner, Vice President / Executive Creative Director, MTV Networks Digital: Mark Fortner is the co-founder of a pioneering in-house digital agency within Viacom focused on fusing creativity, media and technology to drive results for iconic brands across Viacom’s portfolio of digital properties. Mark has over 15 years of marketing experience. He began his career at MGM Pictures in feature development in 1995. Passionate for short-form storytelling, he then served at FOX Sports Marketing for over 4 years and was responsible for helping to create some of the most iconic and talked about advertising of the decade. During his tenure as Brand Manager, The FOX Sports Marketing Group won over 150 major marketing and advertising awards, including 17 Gold Clios, 7 Cannes Lions and the 2001 Cannes Grand Prix. As a result, FOX was the most watched network for sports programming. In 2001, he was promoted to sister network FX where in only 2 years as Director of Marketing, he helped FX grow faster than any other basic cable network at the time with the launch of The Shield and Nip/Tuck. Eager to be at the forefront of inventing new ways of marketing and communicating, he left Los Angeles and moved to New York in 2003 as a consultant and Creative Director for Heavy.com. At Heavy, his expertise in thinking outside of the :30 spot enabled them to create many new advertising models, which landed him at WPP’s Berlin Cameron/Red Cell to head up Non-traditional Advertising. He worked with many clients including Coca-Cola, Samsung, Boost Mobile and Silk Soymilk on everything from partnerships to branded entertainment. Mark currently resides in New York City. 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 MediaLink. 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.