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Digital Hollywood New York City, November 15-16, 2012
McGraw-Hill Building, 49th Street and 6th Ave., New York City
Thursday, November 15th
2:15 PM - 3:30 PM
Session C:
Room 209
The Future of Enhanced Advertising: Addressing Brands, Message, Technology, Media and Entertainment
David Kang, Chief Digital Officer, Wenner Media
Mike Wiese, Director of Branded Entertainment, JWT
Doug Scott, President, OgilvyEntertainment, Ogilvy North America
Seth Weisfeld, Creative Director, Huge
Xavier Kochhar, Managing Partner, Media Link, LLC
Jamie Elden, SVP Sales , Head of Entertainment, Lin Media - RMM Online
Jeff Siegel, Senior Vice President, Worldwide Advertising, Rovi
David Lang, President, Mindshare Entertainment, Moderator

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.

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.

Doug Scott, President, OgilvyEntertainment: Doug Scott has, since June 2006, been developing a
nd producing brand funded entertainment for clients, including IBM, Cisco, Unilever and BP. Prior to joining Ogilvy, Doug was co-founder of MATTER, where he developed and produced high visibility integrated marketing programs for Sean Combs, Ford Motor Company and Blender magazine. Prior to MATTER, Doug was Executive Vice President, Marketing and Branded Entertainment Creative Director at Hypnotic where he developed initiatives for Daimler Chrysler, Reebok, Nintendo and Toyota. In 1997, he was EVP, Sales & Marketing and General Manager of the Hollywood Stock Exchange (HSX), where he was responsible for launching the Music Stock Exchange; developing Virtual Producer; developing and producing the Company’s annual Academy Awards event; launching a weekly radio show on CBS Radio, and structuring and overseeing content syndication relationships with national media outlets. From 1995 thru 1997, Doug was President and COO of ArtView a global network of galleries, auction houses and museums where he was responsible for developing and executing strategies for e-commerce and inventory management with strategic investor, GE. Prior to ArtView, Doug worked at the Red Herring magazine where he served as Vice President of Sales & Marketing. Doug is a board member of NATPE and an advisor to Desi Hits, Treehugger, and Sogua. He holds a B.S. in Economics from University of Maryland, College Park.

Jamie Elden, SVP Sales , Head of Entertainment, Lin Media - RMM
Online: RMM and LIN Media (NYSE:TVL) have been delivering media solutions for over 50 years to leading agencies & clients. As operators and service providers of some of the most valuable brands in media such as CBS, NBC,ABC, CW and Fox stations across 18 markets, RMM and LIN Media are experts on delivering digital advertising campaigns. RMM, is the digital division of LIN Media, a leading ComScore Network and one of the fastest growing digital companies in the US, according to Forbes Magazine in 2011. The company’s track record and extensive growth in the digital space combined with its leading technology has made it the number one choice for ad agencies in most markets in the US. The company’s national sales organization operates from its 18 offices with sales headquarters in NYC, Chicago and Los Angeles. RMM has recently expanded its NYC and LA operations to meet with the growing demand for targeted scalable, competitive solutions for its new and existing clients





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.

David Lang, President, North America, Mindshare Entertainment: David Lang is an Emmy Award-winning producer who has brought his talents to the marketing world as President of Mindshare Entertainment. In this role, David creates innovative, engaging, groundbreaking branded content for some of the world's most recognizable brands. Under his direction, Mindshare Entertainment has garnered more awards than any other branded entertainment group. Lang oversees all creative development & production, strategic marketing and partnerships in the entertainment marketing arena, as well as focuses on the creation of new economic models in this fast-moving space. Over the past six years, he has led his team in producing more than 100 projects for Fortune 500 marketers across a vast array of categories and targets. Lang is widely regarded in the industry as an expert in melding strategy, insights and marketplace dynamics into overall marketing concepts that are compelling (good tv) and economical (good business). As an experienced television executive producer, Lang understands the entire creative process and has extensive relationships with networks, as well as other writers, producers and directors. Simultaneously, his experience as a marketer allows him to develop and implement strategically-grounded, cross-platform campaigns that create business impact and value for clients. A key component to all Lang's projects is building in social elements, whether it's in the creative, distribution or the technology. A few clients include: Unilever, Kimberly Clark, Sprint, IBM, American Express, Royal Caribbean Cruise Lines and Pepsi. High profile projects include: Karl Lagerfeld and Rachel Bilson for Magnum Ice Cream; Marisa Tomei for Bertolli; Whoopi Goldberg for Poise; 30 Rock's Jane Krakowski for Breyers; Alicia Keys/Dove for MTV, Sprint's “Create Your Hero” for NBC/Heroes; and “The Rookie” for Fox “24”. Lang has been recognized by Ad Age as one of the “17 most influential and innovative” after earning Ad Age's Media Maven award and Mediaweek's Media All Star award; and was a recipient of a Bronze Medal at the Cannes Lions International Advertising Festival. His most successful creation to date came as a result of an unprecedented marketing partnership he brokered between Unilever and Sprint. Lang created and executive produced “In the MotherHood” - a socially-driven, multi-platform online comedy series starring Jenny McCarthy, Leah Remini and Chelsea Handler. “In the MotherHood” -- with over 25 million video views - became the first-ever, web-based, branded entertainment project to cross over to broadcast television, premiering on ABC in 2009. Before joining MSE, Lang was Senior Vice President of Development & Production at Lorne Michaels' Broadway Video, where he oversaw his group's development of shows and the production process as show runner/executive producer. David sits on the North American Management Committee at Mindshare.