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 January 5-7, 2011 Friday, January 7th 3:00 PM - 4:00 PM Track II - DH13 - Digital Hollywood Branded Media Marketing - Across Platforms - TV, Film, Broadband, Mobile, Virtual Worlds, Music and Games – Reinventing the Commerce & Media Model With the attention of the consumer being assaulted by a host of great technologies – from games and broadband to tablets - devices as well as content programming, the task of the client, the agency and content provider raising their message above the clutter is daunting. With every challenge, however there exists the opportunity to reinvent the process, and in the evolving world of branded media marketing, the creativity at hand is impressive. The industry’s TV, music, wireless, film and broadband marketing teams are reinventing the world of entertainment, branding and marketing. In this session, we will gain further insight into the structures of our industry’s future. Russ Axelrod, Senior Brand Strategist for Microsoft Advertising Mike Wiese, Director of Branded Entertainment, JWT Jennifer Cooper, Director, Media and Entertainment Strategy, Adobe Jane Olson, Senior Vice President, Marketing and Brand Strategy, Oxygen Media Michael Lazerow, Chief Executive Officer, Buddy Media J. Andreas Stecher, EVP, Fishlabs Thomas Ellsworth, CEO, GoTV Networks Chase Norlin, CEO, AlphaBird Neil McGinness, CEO, Weekly World News, Moderator Jane Olson, Senior Vice President, Marketing and Brand Strategy, Oxygen Media: has held this role since March 2008. She oversees the network’s marketing, brand development, creative services and on-air promotions. Olson led the network's hugely successful relaunch with a reimagined logo, new look and tagline - "Live Out Loud.” The industry took notice of the campaign with numerous recognitions in the past year, including four Promax/BDA Design Awards and a Gold Mark Award from the Cable & Telecommunications Association for Marketing (CTAM). Olson leads the marketing efforts to support all of Oxygen’s programs, including the wildly successful “Bad Girls Club,” which hit record ratings highs in 2010. Her strategic vision also led the success of 2009’s marketing campaign for the hit freshman series “Dance your Ass Off,” benefiting from innovative promotional tactics in the field that helped eventize the series and build buzz in a cluttered marketplace. In addition, the marketing efforts for “Tori & Dean: Home Sweet Hollywood” led the series to score its highest season premiere ever in key network demos. Prior to her appointment, Olson held the position of VP, brand strategy and creative director for Bravo, where she was closely involved in the re-brand efforts and developing the creative strategy across Bravo media assets. She launched numerous consumer campaigns that defined the Bravo brand to the consumer, contributing to several ratings records including two consecutive best-ever years. Mike Wiese, Director of Branded Entertainment, JWT: Mike Wiese is an established leader in branded entertainment, focused on the creation of multi-platform entertainment and integrated marketing solutions with leading brands, advertising agencies, media companies and production partners. Throughout his career he has generated critical acclaim and millions of dollars in new revenue through innovative approaches to the merger of marketing åand entertainment. Mike is Director of Branded Content & Entertainment for global advertising agency JWT, developing content across all formats, including digital, scripted and unscripted television, publishing, and live events. Clients include Microsoft, J&J, Macy’s, Nestle, Royal Caribbean Cruise Lines, Rolex, Cadbury, Smirnoff, and HSBC. Projects range from creating Bing’s experience with the Sundance Film Festival, to developing web content for Cadbury, to packaging a children’s book with Harper-Collins for Macy’s acclaimed TV special Yes, Virginia . Outside of JWT, Mike has actively developed TV programming. He is co-creator and consulting producer for the series Storm Chasers on Discovery, and the TLC’s BBQ Pit Masters, each produced with Original Media. Prior to JWT, Mike was a member of the executive team that launched United Entertainment Group, a joint venture with United Talent Agency to package entertainment marketing partnerships with brand clients. Some of the deals Mike produced included the TV special Big Green Lies with Fine Living Network, The Angie Martinez Show with BET, partnership with NASCAR superstar Carl Edwards and The American Legacy Foundation’s EX brand; and the creation of mytrainerBob.com , a social network for Bob Harper of NBC’s The Biggest Loser . Brand deals included P&G, Seventh Generation, Diageo, Clorox, and Wellpoint. Previous to his work with UEG, Mike was Vice President of Branded Entertainment at First Look Studios. His collaboration with Samsung Mobile for the film series Across The Hall , starring Adrian Grenier (HBO’s Entourage ), resulted in a successful multi-platform campaign, with digital distribution via the Web and mobile phones, and exhibition at several global film festivals. The film won “Best Short Film” awards and audience favorite honors at festivals in New York, Chicago, Palm Springs and San Francisco, and was produced and distributed as a feature film in 2009. Mike packaged a marketing partnership with Yves St. Laurent for the 2007 release of the critically acclaimed motion picture, Paris Je T’aime . Mike has worked independently with brands, including overseeing the development of an original animated television concept for Nike, with legendary Spider-Man creator Stan Lee. He consulted the American Legacy Foundation‘s acclaimed tobacco-prevention brand truth and their cessation brand, EX on branded content, entertainment strategy and strategic alliances. He managed Legacy’s value-added partnership with MTV Networks, resulting in original content and integration on MTV, VH1, Comedy Central, Spike, and Logo channels and web sites. He brokered and managed a brand integration deal with NBC for its top-rated reality series The Biggest Loser that generated Legacy’s highest volume of web traffic in 2006. Jennifer Cooper, Director, Media and Entertainment Strategy, Adobe: Jennifer Cooper brings more than 20 years of experience in sales, business development and strategy management in technology and digital media industries. Her work with C-level digital media executives provides her with extensive knowledge of the media and entertainment industries, best business practices and solutions. Prior to joining Adobe, Jennifer was Founder and CEO of Mixercast, a social applications company. Before that, she served as Executive Director of Business Development for Yahoo! Inc., where she designed and launched Yahoo!’s first video subscription service and managed large media industry relationships including ABC/Disney, Viacom, Time Warner, Fox and NBC Universal. In addition, she was responsible for crafting and implementing broadband video content strategy, sourcing and acquisitions for co-branded portals such as ATT Yahoo! DSL, Verizon Yahoo! DSL, Rogers Yahoo! and BT Yahoo!. Jennifer began her career managing sales at enterprise technology companies such as Oracle, Xerox and IBM before advancing into strategic business development positions at VXtreme Inc. (now the Microsoft Windows media platform) and Microsoft. As founder and executive vice president of nCommand, Inc, Jennifer served on the board of directors and was responsible for securing initial rounds of Venture financing, as well as creating initial client relationships for nCommand’s products. Jennifer holds a dual B.S. degree in computer science and marketing from San Francisco State University. She also participated in the MBA program at UC Davis and studied law at Golden Gate University. Russ Axelrod is the Senior Brand Strategist for MSN’s Branded Entertainment and Experiences Team (BEET), widely recognised as the leading team in the industry. Russ is responsible for heading up the team’s efforts to develop custom branded content and experiences on behalf of key clients looking to create deeply integrated programs across MSN. In addition to leading a national team of five strategists, Russ also spearheads the team’s relationships with its major content and production partners. Previously at Microsoft, Russ was on the US marketing team for the Xbox division. While there, he led the team’s branded entertainment and alternative marketing initiatives, generating over 10 on-air shows in two years, for such networks as MTV, Spike and The Speed Channel to support the Xbox 360 and the first-party game portfolio (Halo 3, Gears of War, etc.) In addition, he worked with several of the team’s strategic partners, including Pepsi, Comcast, Fox and 7-11. Prior to Microsoft, Russ was the Director of Marketing and Promotions at Zilo Networks, a leading college entertainment company. While there, he led the company’s live event division, producing over 75 sports, music and comedy events on behalf of such partners as General Motors, Coca-Cola, Motorola and the US Army. While attending NYU’s Business School, Russ co-founded ProMotion Pictures, a groundbreaking branded entertainment initiative, where he brought together grad students from both the film (Tisch) and business (Stern) schools to create short films for advertisers. The programme raised over $750,000 within the first two years, generating work for such clients as Volvo, Verizon, Heineken and Axe. Russ is still an acting member of the board and continues to help the current students in their sales and strategy efforts. He holds a M.B.A in Finance, Marketing and Entertainment from New York University’s Stern School of Business, and a B.S. Degree in Marketing from University of Maryland at College Park. Michael Lazerow, Chief Executive Officer, Buddy Media: Michael is a serial entrepreneur who has co-founded four successful internet-based media companies. He has a passion for creating, managing and growing companies from the ground up. Michael’s first foray into entrepreneurship came with the founding of University Wire, an Associated Press-like network of more than 700 student-run newspapers that is now owned by CBS Corp. Michael sold U-Wire to Student Advantage, the nation’s leading student membership organization linking 1.5 million students through one affinity card program, in May 1997. As a member of the Student Advantage management team, Michael helped grow Student Advantage from a handful of employees into the premier media and marketing company in the college market with more than 300 employees and $80 million in annual revenue. Building on his growing experience in the online space, Michael next founded GOLF.com, which was purchased by Time Warner’s Time Inc. division in January 2006. Michael led GOLF.com from a start-up to a multi-million dollar profitable golf media company and successfully funded GOLF.com by raising equity financing from private investors, leading venture capital firms and media companies, including NBC Sports and the New York Times Co. Michael left GOLF.com in February 2007 to start Lazerow Consulting, which helps finance, launch, manage and grow internet-based media businesses. His client list included CSTV, a CBS Corporation company. At CBS, Michael helped launch two new businesses in the sports community and student media spaces. Michael is currently the chairman and CEO of Buddy Media, Inc., a New York-based company whose Facebook management system is used by global brands and agencies. He lives in New York City with his wife, Kass, two sons, Myles and Cole, and daughter Vivian. In addition to investing in private companies and real estate, he enjoys live music, golf, tennis, poker, fly-fishing, reading, writing and video editing. Michael graduated from Northwestern University in Evanston, Ill. with a B.S. and M.S. in Journalism in 1996. His byline has appeared in more than a dozen newspapers, including Roll Call, the newspaper of Capitol Hill, the Fort Lauderdale Sun-Sentinel, the Miami Herald, the Delaware State-News, The Capital Times in Madison, Wis., and the Montgomery Journal. Chase Norlin is the CEO of AlphaBird, a leader in online video syndication, and has spent the last 15 years in the Internet industry as an entrepreneur and distribution executive. Prior to AlphaBird, Mr. Norlin was the founder and CEO of Pixsy, a pioneer in syndicated video search funded by TVGuide-Gemstar (now Rovi - NASDAQ:ROVI). Previously he served as a senior executive at ValueClick (NASDAQ:VCLK) where he managed publisher distribution for the display advertising network, paid search, and comparison shopping divisions. Prior to ValueClick, Mr. Norlin held the position of Senior Consultant to InfoSpace (NASDAQ:INSP) charged with publisher distribution for the paid search division. Previously, Mr. Norlin developed Sony's first online photo sharing venture and founded the web's first online video sharing company ShareYourWorld. Mr. Norlin also served as a new venture consultant in launching Boeing's (NYSE:BA) online video and image licensing division. Mr. Norlin began his career in the media business in the mailroom at Paradigm Talent and Literary Agency. Mr. Norlin serves on the advisory boards of EgoTVOnline, AdBidCentral, Kerosene and a Match, PickupPal and Adgregate Markets. Additionally, he serves as Chair of the Video Committee at the Internet Content Syndication Council. He received his BA from UC Berkeley and MA from The University of Chicago and is a regular speaker on video syndication, online advertising, and search. Recent speaking engagements include the Goldman Sachs 9th Annual Global Media Conference, NATPE, NAB, ad:tech, and PubCon. Tom Ellsworth, CEO, GoTV: Tom Ellsworth brings over 20 years of strategic experience, knowledge and insight of the wireless industry to GoTV Networks as its Chief Executive Officer. Ellsworth’s drive, determination and leadership is responsible for GoTV’s place as the largest mobile media network in the industry today. Before joining GoTV, Ellsworth served as Executive Vice President, Marketing and Corporate Development at JAMDAT Mobile. Inc. (NASDAQ: JMDT) where he helped drive the company to its highly successful IPO in 2004. Prior to JAMDAT he was Vice President of Incubator Development and Senior Director of Business Development in the wireless division of Sprint. This strategic Sprint incubator joint venture directly led to the formation of new wireless companies — including JAMDAT Mobile and Boingo. During his tenure at Sprint, Ellsworth also launched the 1st CDMA market in the US and developed what became the “Free and Clear” rate plans — a pioneering change in the wireless industry. Earlier in his career Ellsworth held senior marketing and strategy roles at California Amplifier, Inc., L.A. Cellular (acquired by AT&T) and IBM. Ellsworth received his Bachelor of Science degree in Business Administration - Marketing from California State University, Northridge and an M.B.A. from Pepperdine University. Ellsworth is active in the wireless industry and currently serves as a senior advisor to GOGII, Flexilis and Digital Sidebar. Andreas Stecher, Executive Vice President Sales, 38, is responsible for FISHLABS’ global sales activities. He is a seasoned professional with excellent contacts and more than ten years of experience in the mobile/wireless industry. In addition to managing FISHLABS’ wireless sales accounts and developing new business, he is working closely with key clients like Volkswagen and Barclaycard on premium mobile advertising projects. Before he joined FISHLABS, he was sales director at Electronic Arts (EA) Mobile responsible for central Europe and games such as Tetris, FIFA, and Need for Speed. He holds a degree in law specialized in brand licensing and contracts.