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Digital Hollywood, April 30th - May 3rd
Ritz Carlton Hotel, Marina del Rey, California
Wednesday, May 2nd
Special Workshop
2:15 PM - 3:30 PM: AdvUp-17, Screening Tent II
Branded Advertising Strategies - Content and Platform Integration
Don Scales, President and CEO, iCrossing
Perry Fair, CCO, JWT
Joseph Epstein, Chief Marketing Officer, DBG
Pirouz Nilforoush, President & Co-Founder, NetShelter Technology Media
Rob Kramer, EVP of Sales, Celtra
Karl House, VP, Sales, Deca
Claes Loberg, CEO, Guvera
Robert Gonsalves, Consultant in Online Operations, Moderator

Don Scales, President & CEO, iCrossing: As president and chief executive officer, Don Scales is responsible for worldwide operations and strategy. Don joined iCrossing as president and chief operating officer in 2006 to increase bottom-line profitability, streamline operations and improve the overall efficiency of the company. Under his management, iCrossing grew from a leader in search marketing to the largest independent global digital marketing agency to a subsidiary of Hearst Corporation. Don is an interactive industry veteran, with more than 25 years as an executive manager. Before joining iCrossing, he was chief executive officer at, where he managed all aspects of the agency's worldwide operations. Don also served as their global chief operating officer, North American president and western regional president. BtoB Magazine named Don one of the top 25 “Who's Who” newsmakers for 2000-2005 and to their list of “Who's Who in Search” in 2009. In 2010, Don won an OMMA award and was named one of MediaPost's Online All-Stars. Don was a member of the Board of Directors for the Make-A-Wish Foundation of North Texas and a member of the Internet Task Force for Make-A-Wish Foundation of America from 2006-2010. Don has undergraduate degrees in chemical engineering and mathematical physics, and a master of chemical engineering from Rice University; he also has an MBA from Harvard Business School.

Perry Fair, CCO, JWT: recently relaunched, which houses over 150 new videos using
combat cam footage live from the front lines.  The new campaign which comes out in March is based on that footage and has a series of web videos to compliment the campaign.  In January, the USMC and UFC partnered up with Fox to create a series of branded entertainment programing for the network which included the UFC fighters going through marine training.  Perry is a seasoned speaker and has created many other branded entertainment programs for brands such as Nike, Coke and Google.

Joseph Epstein, Chief Marketing Officer, Digital Broadcasting Group (DBG): the leading creator,
producer, and distributor of premium video content across digital media. Joe oversees the company's marketing and branding, including its marketing solutions, events, press, social media and research efforts, and drives key client initiatives, strategic partner programs and new content efforts. Joe joined DBG after nearly seven years at Sony Pictures Entertainment, most recently as Vice President of Digital Marketing. His work has earned him several awards over the years, including three Key Art Awards for “District 9” and the Grand Prize of Excellence from Mediaweek for “When a Stranger Calls.”

Pirouz Nilforoush, President & Co-Founder of NetShelter: As President, Pirouz oversees the
company's product and media offering roadmap and handpicks every site in NetShelter's portfolio. Under his leadership the company has grown by more than 900% in size of audience, while adding almost 300 top independent technology publishers and building the largest technology audience online. NetShelter's publisher focused vision is the direct result of Pirouz's deep experience and ties with tech's most influential independent publishers. Pirouz was the recipient of Profit 100's 2009 Young Entrepreneur Award for being the youngest President on the Profit 100 list of fastest growing companies in the country.

Rob Kramer, EVP of Sales, Celtra: Rob is a mobile industry expert who brings over 15 years of
sales, technology marketing, sports and entertainment marketing experience to Celtra. Most recently, he served as the Director of Sales for VeriSign, where he led the global sales efforts for the Mobile Messaging and Entertainment Division. Prior to VeriSign, Rob was the Director of Business Development at m-Qube, a pioneer in mobile marketing and mobile aggregation, which was purchased by VeriSign in March of 2006 for $250 Million. Rob has created, developed, and managed industry leading and award winning mobile applications and mobile marketing campaigns for major media companies, brands, agencies and wireless carriers. Rob has been a long time member of the Mobile Marketing Association (MMA) and the Mobile Entertainment Forum (MEF) and is a frequent speaker at the MMA, CTIA, PMA and Mobile World Congress.

Karl House, VP, Sales, Deca: Karl House is primarily responsible for developing new business an
d managing sponsorship sales at DECA. His team integrates top-brand advertisers across DECA’s digital lifestyle properties. Prior to joining DECA in 2008, Karl served as Group Advertising Director for Money Media, a Financial Times company, where his team generated revenue across a network of prominent financial websites. He developed and managed million-dollar relationships with clients such as Barclays, Fidelity and Charles Schwab. Before Money Media, Karl worked as National Sales Director at CampusLink, where he sold sponsorships to Fortune 500 companies targeting college students. Karl House received his Bachelor of Arts in Business Economics from the University of California at Santa Barbara, and now lives in Pacific Palisades.

Claes Loberg, CEO, Guvera. Ernst & Young's Entrepreneur of the year 2011, Australia. Claes believes the future economics of advertising and content exist within the idea of reversing the model. The advertiser can play the important role of Curator, or aggregator of content. Guvera has raised over $30million, and partnered with EMI, Universal, Sony and more to provide free music paid for by advertisers from within "brand channels" on web, social, mobile and more. One of Billboard's top 10 music startups. Claes has over 20 years of digital media experience in London, Sweden, Australia, LA & NYC. Claes is educated in Leadership, Technology & Design at Lund's University, QUT and London Business School.

Robert Gonsalves, Consultant in Online Operations: Robert Gonsalves is a highly respected
consultant to CEOs in all industries seeking to grow and profit from their online presence. His work creates lifelong online customers for his clients. His content and engagement strategies and tactics define, design, develop, deploy and extend brands, increase online audiences, and ensure the loyalty of those followers. His pioneering work at Warner Bros. Online (founding member 1995-1999) and seven years at Disney Online is supported by his work in operations, technology, customer management, production, budgeting and analysis, spanning a total of 23 years at Paramount, Disney and Warner Bros. His work has increased traffic by 600%, tripled online revenues with award-winning websites, reduced costs by double digits, and increased advertising inventory by 85%. His clients and colleagues say he is “a razor sharp strategist <who> creates actionable solutions <and> is brilliant at operations”… “with a keen sense of how things work” and “new media savvy.” They go on to say Robert is “an incredible technical visionary who has that rare gift of balancing the technical with the business requirements, <who can> harness technology to turn a vision into reality” <with his> “amazing breadth of knowledge about a very changing industry.” His core expertise is leading and growing new and existing brands online and creating/enhancing customer communities, to build new revenue streams and bottom line growth on all interactive platforms. His website is