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Digital Hollywood New York City, November 15-16, 2012
McGraw-Hill Building, 49th Street and 6th Ave., New York City
Friday, November 16, 2012
10:45 AM - Noon
Session B:
The Gallery
Branded Media Marketing - Across Platforms - TV, Film, Broadband, Mobile, Games and Music - Reinventing the Commerce & Media Model
Ross Martin, EVP, Scratch, Viacom
Stephen Baer, Managing Partner, The Game Agency
Mikhail LaPushner, CEO, OneBeat
Andrew Budkofsky, EVP, Sales & Partnerships, Break Media
Don Scales, President and CEO, iCrossing, Hearst
Paul Slavin, Senior Vice President and General Manager, Global News and Everyday Health Studios
Neil McGinness, CEO, Weekly World News, Moderator

Ross Martin is an Executive Vice President at Viacom Media Networks and runs Scratch, a creative swat team driving innovation across the company, including MTV, VH1, Comedy Central and more. Scratch channels the power of Viacom's portfolio and its unparalleled connection to youth in new ways, including consumer insights, product development, design, branding and the development, production and distribution of original content in all media. Previously, Ross served as Senior Vice President of MTV 360 Production and Development, working across MTV, MTV2 and mtvU. Ross joined MTV in 2004 as the first Head of Programming for Emmy and Peabody Award winning college network, mtvU. In this role, he oversaw the development and production of all original programming, on-air, online and on mobile. Prior to MTV, Ross founded Plant Film, a Los Angeles based production company partnered with Fox, VH1 and Dimension Films; was a development executive for Spike Lee's 40 Acres and A Mule Filmworks; and taught poetry at Washington University, the Rhode Island School of Design and The New School. His writing appears in The Kenyon Review, The Harvard Review, McSweeney's, Denver Quarterly, BOMB Magazine and multiple anthologies, and has been nominated for the Pushcart Prize. His first book, "The Cop Who Rides Alone," was published in 2002. Ross is a member of the Academy of Television Arts & Sciences, the Viacom Marketing Council, and the advisory board of St. Jude's Children's Hospital. In 2012, he was named one of Fast Company's 100 Most Creative People In Business.

Stephen Baer, Managing Partner, The Game Agency: Stephen Baer, Managing Partner, The
Game Agency: Stephen Baer is a Creator (by nature), a Marketer (by trade), and an Ideator (by passion). Since 2007, Stephen has been the Founder and Managing Partner of The Game Agency, an award winning digital marketing agency with expertise in developing and deploying campaigns powered by play. Prior to starting The Game Agency, Stephen was Director of Brand Integration at Atari. In this role, he oversaw development and marketing for all branded games. Before this role, Stephen was a marketing and sales executive for three divisions of General Electric (NBC, GE Appliances and GE Plastics). Earlier in his career Stephen was Director of Business Development at GCI Group, a public relations subsidiary of WPP. Stephen has received several corporate awards including General Electric's Marketing Excellence Award and GCI's Entrepreneurial Spirit Award. He received my BA from Oberlin College and his MBA from Columbia University.

Paul Slavin, Senior Vice President and General Manager, Global News and Everyday Health Studios: Paul Slavin is the Senior Vice President and General Manager, Global News and Everyday Health Studios. As such, his responsibilities include news operations, developing future opportunities for the company's professional business unit, MedpageToday, and for leading a new video unit, Everyday Health Studios, which encompasses video operations across the Everyday Health, Inc. portfolio and the recently launched Everyday Health television series, airing Saturdays on ABC affiliates. Additionally, Slavin is responsible for strategy, delivery and execution of innovative video channels (broadcast and digital) for the company's consumer and professional audiences. Slavin was previously a Senior Vice President, New Media, at the ABC News unit of The Walt Disney Co., where he was responsible for all of ABC News' digital content (including, mobile and broadband communications. In his role overseeing New Media at ABC, Slavin was charged with business development, revenue strategy, sales, operations, editorial, marketing, production and programming. Within six months of taking charge of this business unit, Slavin led a turnaround that reorganized the structure, re-launched the cable broadband channel, and produced a profit. He previously spent 33 years at ABC News, rising to Senior Vice President, Worldwide Newsgathering. Additionally, he was the Executive Producer of "World News Tonight with Peter Jennings." Slavin has won numerous awards for his reporting and production, including 12 broadcast Emmy Awards, the Edward R. Murrow Overseas Press Club Award and a Peabody, among others.

Ian Sander, Executive Producer & Director, Sander/Moses Productions (“Ghost Whisperer”): Ian Sander is a principal in Sander/Moses Productions where he has both developed and served as an executive producer on over 300 hours of dramatic prime-time television programming. Sander is currently the executive producer and director of the hit CBS drama “Ghost Whisperer,” and he has co-authored the show’s companion book, “Ghost Whisperer Spirit Guide.” He has also co-created the award winning Ghost Whisperer: The Other Side webseries, which is now in its third installment: “The Other Side III.” Ian has co-created (with Kim Moses) the Total Engagement Experience, a new business and creative model for television, which uses the television show as a component of a broader multiplatform entertainment experience that includes the Internet, publishing, music, mobile, DVD’s, video games and more, establishing an infinity loop driving ratings and increasing revenue streams. “Ghost Whisperer’s” fifth season will premiere on Friday, September 25 at 8 P.M. ET/PT on CBS. “Ghost Whisperer” is a Sander/Moses production in association with ABC Studios and for the CBS Television Studios Network. Ian’s other television executive producer credits include “Profiler,” “The Beast”, “New York News”, and “For the People” all of which he also directed, and “Brimstone.” Sander was a producer of the Emmy Award-winning series “Equal Justice” and the Emmy Award-winning twohour series pilot “I’ll Fly Away.” Sander became executive producer/director of the series “I’ll Fly Away,” which subsequently was the recipient of many honors including: Emmy Awards, a Peabody Award, Humanities Awards, Golden Globe Awards, The American Television Awards, Writers Guild of America Awards, Producers Guild of America Award, Directors Guild of America Awards, NAACP Image Awards, The Television Critics Association Awards and Anti-Defamation League Artistic Achievement Award. In honor of his achievements with the series, Sander was named “Television Producer of the Year” by the Producers Guild of America. Among his television movie executive producer credits are “Ali, An American Hero,” the Emmy Award-winning “Stolen Babies,” “Kansas,” “Chasing the Dragon,” which he directed, and “I’ll Fly Away: Then and Now,” which he also directed and garnered a nomination for Outstanding Directorial Achievement for a Dramatic Special by the Directors Guild of America. For the past 10 years, Sander has created and produced entertainment event programming for the Internet, including “Confessions of a Desperate Housewife” for and Electronic Entertainment Expo Internet events for Sander’s earliest producing credits include the theatrical film noir thriller “D.O.A.” and the feature “Everybody’s All American.” Sander (along with Kim Moses) produced “Hollywood and Civil Rights: Destination Freedom”, a live event for the Democratic National Committee during the 2000 Democratic National Convention in Los Angeles. After graduating with a B.S. from the University of Southern California and attending Loyola Law School, Sander began his career as an actor. He worked in both American and European television, movies and theater, including co-starring in the Pulitzer Prize-winning Broadway show, “No Place to Be Somebody.” In addition to producing and directing, Ian Sander wrote the feature scripts “The Surgeon” and “Home of Champions.” Sander and Kim Moses participated in a panel on Episodic TV: Elements of a Hit at the Produced By Conference in 2009. Ian is married to Kim Moses, and they have two children, Aaron and Declan. August 2009.

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.