Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Digital Hollywood, May 3-6, 2010 Monday, May 3rd 2:30 PM – 3:30 PM Track II - AdvUp-3 Advertising NEXT: Social Networks, TV & Video, Broadband, Mobile and Games In this session, we will look for a comprehensive understanding of what advertising in the next generation will look like. The world of advertising has been completely dislocated by the acceptance and integration of the new technologies, from PVR and Broadband to Social Networks, VOD, Mobile, Blogs and ITV, the consumer is being both barraged by content and choice, he/she is being overwhelmed by the technology itself. While the decisions being made by the advertising community are always measured and incremental, the technologies at hand are profound and will only move forward. How fast and at what rate of impact is still to be understood, but the question is no longer about consumer acceptance and proof of distribution, it is about when the roof is going to cave in. The new technologies are successfully invading traditional media and the good news is rather than leaving the advertiser without a way of reaching the audience, the new technologies may ultimately prove to be better and more comprehensive vehicle for reaching and developing relationships with an even larger customer base. Simon Kelly, Chief Operating Officer, Story Worldwide Jennifer McLean, Vice President of Marketing, Technorati Media Louisa Shipnuck, Managing Principal, Media and Entertainment Industry, Verizon Business Nash Parker, Director, Emerging Technology & Media, Alcatel-Lucent Phil Miano, National Director, AOL Mobile Advertising Shelby Cox, Director of Partnerships, Promotion + In-Game Media for 2K, Take-Two Interactive Thomas Lemaire, Deputy VP Marketing, North America, Orange-France Telecom Group Thomas Tafuto, CEO, Interactive Outliers (i/o inc.), Moderator Simon Kelly, Chief Operating Officer, Story Worldwide: Simon Kelly has been recognized as a pioneer of new media in the branded content industry and is credited with introducing a unified approach for custom publishers in the US. Kelly began his career in publishing in 1984, where he launched Lotus magazine, Macworld magazine, Macworld Exposition, and the IDG seminar series, as well as running the IDG UK’s custom publishing division. In 1990, Kelly co-founded TPD Publishing, ltd, one of the leading independent custom publishers in the UK. In 1995, Kelly moved to Seattle to launch the company’s US operation with the launch of Microsoft Magazine – incidentally its companion web-site also marked the launch of one of the world’s first web-zines. Along the way, Kelly introduced compelling new ways to use content to meet his clients’ branding needs. In 1997 he spearheaded the launch of the Custom Publishing Council and in 1999 he was named to the Folio: 40 for his work integrating print and web content. Kelly won the John Caldwell Lifetime Achievement Award in 2007 for his contributions to the custom publishing industry. In 2001 TPD became part of Interpublic. In 2005 Kelly and his partners bought it back and rebranded the company Story Worldwide. (www.storyworldwide.com). Since then, Kelly and his partners have transformed what was originally a print-centric custom media company into a global, multi-channel content marketing and branding agency. Story Worldwide’s signature approaches, storytelling and narrative branding, help turn their clients’ brands into engaging media channels. Today, with over 200 employees and offices in New York, Seattle, South Norwalk, London and Hong Kong, Story Worldwide is leading the post-advertising revolution. Story’s clients include Unilever, Nestle, UPS, Bank of America, Microsoft, Johnson and Johnson and Agent Provocateur. Louisa Shipnuck currently serves as a Managing Principal for the Media and Entertainment Sector within Verizon Business. In this role, she is responsible for defining and launching managed services and consulting efforts for studios, broadcasters, advertising agencies, publishers and others. The media-centric services will position Verizon Business as a one-stop-shop for digital media strategies, content management, media security and multi-platform distribution in support of diverse entertainment business models. Prior to Verizon Business, Louisa served as the Global Business Development Executive for IBM’s Media and Entertainment industry. In this role, Louisa sized new digital media opportunities for IBM, focused on emerging content and advertising services and solutions, including multiplatform advertising business intelligence, digital media managed services, and digital workflow. Elsewhere in IBM, Louisa formerly served as the Institute for Business Value’s Global Media and Entertainment Industry Leader, overseeing business research efforts and thought leadership. She has recently co-authored thought pieces, including "The end of advertising as we know it," "Navigating the media divide: Innovating and enabling new business models,” “The end of television as we know it," and "Beyond access: Raising the value of information in a cluttered marketplace," all of which focus on competitive positioning in a tumultuous Media marketplace. Louisa has served as a senior strategy consultant with PricewaterhouseCoopers and IBM Global Business Services, leading and contributing to numerous business and operational strategy engagements in technology, media and entertainment. In her prior business manifestation, Louisa worked as a political media consultant in Washington, DC. She holds an M.B.A. from Columbia Business School and a B.A. from the University of California, Los Angeles Nash Parker, Director, Emerging Technology & Media, Alcatel-Lucent: Nash Parker brings more than 20 years of telecommunications experience to his position as Director of the North American Strategy Team for Alcatel-Lucent. In this role, Mr. Parker is the lead strategist and primary liaison within for region’s content, advertising, and gaming industry activity. Previously, Mr. Parker served as Director of Strategic Alliances for Alcatel-Lucent, where he lead the company’s North American Strategic Solutions Group in support of the group’s IPTV and Mobile TV initiatives. Prior to joining Alcatel-Lucent, Mr. Parker served as Manager of Business Development for Sony Computer Entertainment America, and as Regional Manager for the General Motors Corporation. Nash Parker holds a bachelor of arts degree from Kalamazoo College, and a master in business administration degree from Wayne State University. Shelby Cox, Director of Partnerships, Promotion + In-Game Media for 2K, Take-Two Interactive: Shelby Cox serves as the Director of Partnerships, Promotion + In-Game Media for 2K’s three publishing labels: 2K Sports, 2K Games, and 2K Play. She leads partnership marketing and promotional efforts for the three labels, manages 2K’s marketing relationships with its 1st party partners (Microsoft, Sony, and Nintendo) and drives all advertising monetization efforts across 2K’s portfolio of products. Prior to re-joining 2K in 2009, Shelby was the Director of Business Development in Motorola’s Software Applications & Ecosystem division leading strategy and partner management for Motorola’s game developer network. She has also held positions at Electronic Arts and 2K/Take-Two Interactive managing their in-game advertising divisions. Before getting into gaming Shelby held various sports marketing, licensing, and promotions positions at The Coca-Cola Company, Marketing Drive Worldwide (an Interpublic company), and The United States Tennis Association. Shelby has her Masters from the University of San Francisco and Bachelors degree from the University of California at Davis. Between earning her degrees she was a professional basketball player/head men’s basketball coach in Denmark. Thomas Lemaire, Deputy VP Marketing, North America, Orange-France Telecom Group: Mr. Lemaire brings more than 10 years’ experience to his role as DeputyVP, business development, for Orange in North America, where his activities center on the detection and evaluation of business models and strategic partnerships in the content and online advertising space for the France Telecom Group, one of the world’s largest and most innovative telecommunications firms. Prior to joining the Group, Mr. Lemaire held a number of positions in new business development and project and operations management in both France and the U.S. with Bearing Point, Gemini Consulting and the Credit Lyonnais. Mr. Lemaire holds degrees from Ecole Centrale in Paris and the University of Paris –Sorbonne. Thomas Tafuto, CEO, Interactive Outliers (i/o inc.): Mr. Tafuto has been a pioneer in the interactive space for over twenty two years and has collaborated with some of the world's most recognized brands including Apple, BP, IBM, Microsoft, Hewlett-Packard and Sony. Prior to joining DIGITAS earlier this year, Mr. Tafuto was the Executive Creative Director of Tribal DDB Worldwide and was the creative lead on Nokia, (RED), Pepsi, American Airlines, Exxon Mobil, AT&T, Starbucks, Ingersoll Rand and Dyson. Thomas directed Tribal DDB's effort that garnered Ad Age's Global Agency Network of the Year in 2008 - the first time a digital agency has been honored with that award. He was also the executive creative lead on several of Tribal's worldwide new business pitches the past year. Thomas began his career by founding Applied Imagination, Inc., one of the first interactive design firms and developed several of the industry's first interactive rich media applications and CD-ROMs from 1987 to 1989. His award-winning work included: software programs for Apple Computer, titles for ABC News InterActive; electronic courseware for the Harvard Business School; and Culture(R) A Multimedia Guide to Western Civilization. Thomas has also partnered with many of the world's top advertising agencies and includes working side-by-side with Jay Chiat to secure the well lauded MTV campaign, as well as stints with Ogilvy and Grey. Prior to joining Tribal DDB, Thomas was Director of Interactive at Jager DiPaola Kemp Design and worked with brands including XBOX 360, MTV, Burton Snowboards, Converse, Nike, Levis, Giant Bicycles, and Virgin Mobile. Thomas has spoken about interactive communications and design at numerous industry events each of the last 20 years. He has been quoted and interviewed by the New York Times, appeared on PBS, and taught interactive communications at institutions such as Columbia University, The Modern Museum of Art, Harvard Business School, and the Parsons New School. He is an accomplished multi-instrumentalist and producer and creates the sonic elements for much of the work he directs.