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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
10:45 AM - Noon
Session C:
Room 209
Entertainment Marketing Campaigns - Multiplatform Storytelling + Technology + Creativity = Strategic Vision, Virality and Mass Marketing
Serena Ehrlich, Director of Marketing, Mogreet
Alan Schulman, Regional Chief Creative Officer, New York, SapientNitro
Jeff Ratner, SVP, Digital Director, Zenith
Dan Riess, Senior Vice President, Promotions and Marketing, Turner Entertainment
Bennett Fogel, Executive Vice President, Sales & Marketing Partnerships, National CineMedia (NCM)
Andy Marks, Managing Director, MATTER, Inc.
Carlos Lamadrid, Executive Vice President/Publisher, Penske Media Corporation (PMC), Moderator


Serena Ehrlich, Director of Marketing, Mogreet: Over the last 20 years, Serena Ehrlich has worked closely with public and private companies providing guidance on investor and public relations trends. Serena continues to implement local, national and international social media campaigns for a wide range of company and brands including Kraft, Kohl's, Avon, Mattel and more. Serena started her career in advertising where she developed an understanding of branding from a large-scale perspective, but it was her 14 years in the newswire industry that placed her squarely at the forefront of a technical, sociological and influential revolution changing the face of customer communications. In 1994, Serena was part of a small team who introduced the communications industry to the Internet via a series of first-ever conferences, and her love of technology hasn't stopped since. As the director of Marketing for Mogreet, Serena has a unique perspective on the future of mobile marketing (and it ain't plain text). Serena serves on 3 board of directors, including the international Social Media Club, Social Media Club Los Angeles, and the National Investor Relations Institutes' Los Angeles chapter. Serena is a frequent speaker at on the topic of social marketing. Follow her on Twitter @serena


Dan Riess, Senior Vice President, Promotions and Marketing, Turner Entertainment: In this capacity,
Riess and his team create and implement innovative marketing opportunities for clients across the entertainment networks of TNT, TBS and truTV, notably through the “inContext” portfolio. Riess is based in New York and reports to Linda Yaccarino, executive vice president and chief operating officer of Turner Entertainment Ad Sales/Marketing and Acquisitions. Prior to his current role, Riess was vice president of marketing and ad solutions for the Turner New Products Group where he played an instrumental role in generating, executing and managing new products for strategic growth across linear and non-traditional platforms. Riess led portfolio strategy, product development, planning, sell-through and execution across multiple networks. During this time, he was part of the team that spearheaded the launch of TVinContext, which offers advertisers an opportunity to run creative adjacent to contextually relevant scene across a large in-house feature film library. Since joining Turner in 1997, Riess has held a multitude of ascending positions in key strategic groups. Prior to his position in the Turner New Products Group, Riess served as the head of marketing for GameTap, TBS, Inc.’s broadband video games network that launched October 2005. At GameTap, he oversaw all marketing and programming efforts and played an integral role in developing a brand identity that won fifteen marketing awards, including Ad Week’s “Top Spots of 2005.” From 2001-2004, Riess was director of TBS Inc. Strategic Planning where he helped build the foundation for CNN Pipeline and developed the concept for CNN’s “iReport.” From 1997-2001, he held a critical role in the positioning development for TNT and CNN Headline News as the manager, then director, of the Turner Marketing Solutions Group - the industry’s first-ever, integrated marketing and sales group. Riess began his career in marketing at EMI Music/EMI Records. Riess earned a bachelor of arts degree in international affairs at Gettysburg College and an MBA at Columbia University School of Business.

Bennett Fogel, Executive Vice President, Sales & Marketing Partnerships, National CineMedia (NCM): Bennett Fogel is executive vice president of sales and marketing partnerships with National CineMedia's NCM Media Networks in New York. He is responsible for developing new business strategy, introducing new advertisers to the cinema medium and orchestrating integrated deals across NCM's multiple platforms. Fogel joined National CineMedia in 2008 after more than a decade as executive vice president of sales and marketing with Univision, where he led a team of business development executives which helped grow the Univision Networks from $250 million in revenue to over $1billion in sales. Prior to Univision, he spent eight years with Disney in several positions, including vice president, general sales manager at KCAL, Disney's owned and operated station in Los Angeles, CA. During that time, he also helped create Disney Sports Media, a unit which handles all aspects of Disney's sports media properties and KCAL sponsorships including the Lakers, Kings, Clippers, Angels, and Mighty Ducks. A graduate of Hofstra University, Fogel holds a Bachelor of Arts degree in Business Administration.

Andy Marks, Managing Director, MATTER: the
entertainment and sports marketing division of Edelman, the world’s largest independent PR firm. He joined Edelman when it acquired MATTER, a leading branded entertainment and content development consultancy Andy co-founded to develop marketing and media partnerships between leading brands, and entertainment companies and content creators. With MATTER operating within the Edelman fold, Andy has drawn upon his expertise to create entertainment marketing and content opportunities for Edelman’s industry-spanning client roster, and has built the division into a full service entertainment and sports marketing practice operating worldwide. He provides ongoing strategic business and entertainment counsel for clients including Brita, Amtrak, Hidden Valley Ranch, Pepsi, Dove, Johnson & Johnson, and the Empire State Building; and has advised clients including Butterball, Nissan, Knitting Factory Entertainment, History Channel, and BET, among others. He has worked with non-profit organizations such as the McCormick Foundation, the American Heart Association, Step-Up Women’s Network, Music Empowers Foundation, and The Creative Coalition on developing mutually beneficial corporate and entertainment partnerships. Andy has placed a number of clients in TV partnerships with programs including The Biggest Loser, Top Chef, Cake Boss, and Project Runway, and partnered brand clients with celebrities including Natalie Portman, Wynonna Judd, Tim Burton, Joe Pantoliano, Ricki Lake, Emme, Marisa Tomei, and Bob Harper. He has developed original branded content programs for clients Anvil Organics, AstraZeneca, Hidden Valley Ranch, and ArmorAll, among others, and launched Edelman Studios, a virtual studio pairing content creators with brands looking for new ways to reach consumers; clients Burger King, Butterball, Expedia and Philadelphia Cream Cheese sourced hundreds of concepts from a community of nearly 1,000 emerging and established storytellers. Before MATTER, Andy served as executive vice president of brand partnerships at Hypnotic, a multi-media production company backed by Universal Studios, where he specialized in bridging the Madison and Vine divide. While there, Andy launched several pioneering branded entertainment initiatives including Reebok’s Terry Tate, Office Linebacker, recently voted one of the top ten best Super Bowl ad campaigns of the last decade; the Chrysler Million Dollar Film Festival, as well as programs for Ford, Coca Cola, and Nintendo. Prior to Hypnotic, Andy was director of Advertising and Sponsorship Sales at the Hollywood Stock Exchange (HSX), a simulated online stock market where consumers can buy and sell fictional “shares” in movies and stars. He spent five years as a producer and professional actor with roles in TV, feature films and theatre. He began his career at the Chubb Group in property and casualty insurance underwriting and risk management. He holds a B.A. in geology and environmental studies from Colgate University and resides in New York City with wife Nanette and their two children.

Jeff Ratner, Senior Vice President, Digital Strategy, Zenith: As Senior Vice President, Digita
l Strategy at Zenith, Jeff Ratner works with planning teams on many of the agency's key accounts including JP Morgan Chase, Nestlé, Reckitt Benckiser, Sonic, and Georgia Pacific. In addition, Jeff is a principal within the agency's Liquid team, responsible for trend spotting, advanced ideation, and platform development. Jeff's experience literally ranges from A to X - Advil to Xerox, with a career spanning both the client and agency side. Starting out at Young and Rubicam as a spot television buyer, Jeff quickly moved through the media ranks and in 1994 co-founded one of the first full-service Interactive Media and Creative production divisions within a large agency. Prior to joining Zenith, Jeff led the digital strategy team at GroupM's Mindshare and Maxus agencies where he engaged directly on accounts such as Bristol Myers-Squibb, Sprint, BP, Merrill Lynch, HSBC, Summit Entertainment, LG, and Unilever. Jeff is a graduate of Syracuse University and currently resides in Livingston, N.J. with his wife Kim, and daughter Bella, 3 and Tahlia, 1.







Carlos Lamadrid, Executive Vice President/Publisher, Penske Media Corporation (PMC): Lamadrid is
Executive Vice President at Penske Media Corporation (PMC), PMC is a leading digital media company founded by Jay Penske in 2004. PMC owns a unique and growing portfolio of lifestyle brands that provide the web's best original content in categories including entertainment, breaking news, media, finance, tech, health, shopping, fashion, beauty, and automotive. HollywoodLife, Deadline, OnCars, Movieline, TVLine, BGR, India.com, as well as, Young Hollywood Awards, The Style Awards, and Breakthrough of the Year Awards are all part of the expanding PMC portfolio. Prior to PMC, Lamadrid was Senior Vice President and Chief Brand Officer of the Woman’s Day Brand Group. Carlos Lamadrid oversaw one of the best-recognized media brands. In this capacity, Lamadrid was responsible for the advertising, business development and editorial aspects of the 21 million-reader magazine, along with 22 issues of Woman's Day special interest publications and the brand's website which saw 6 million monthly visitors. He was also responsible for creating Mobile programs, Apps, Social Media, TV specials, Licensing and Books and the very first Vook . Coming from the top ranks of global media company Conde Nast, where he served as Vice President and Publisher of JANE, Lamadrid has honed himself as one of the leading marketing experts in the media world. Creating the “Live Well Every Day” brand identity for Woman's Day, Lamadrid has been able to launch the magazine into the multimedia world as Executive Producer/Director of Woman's Day TV Show and integration into the "Hot in Cleveland" show on TV Land. He also used this platform to leverage the brand into a variety of media branches from digital, mobile, radio to events, books, online gaming and social media. Lamadrid has earned his many accolades in the media world by producing measurable results in every one of his major positions. As Publisher of JANE from 2005 to 2007, Lamadrid raised eyebrows by increasing magazine revenue by 20%. In his role as Publisher of Men's Journal magazine from 2003 to 2005, Lamadrid was credited with not just saving the magazine from foundering, but with ad pages up 14% during his tenure, turning it into a profit-engine for parent company Wenner Media. Keith Kelly of the NY Post coined him a, "turn-around specialist" in his column in 2005. And as Publisher of Conde Nast titles DNR and Menswear magazine from 1999 to 2003, Lamadrid exceeded net profit targets by as much as 11%. Prior to this, Lamadrid also worked at served at Allure, Town & Country and Traditional Home. Carlos is a board member of ILWYW.com, a young woman's fashion e-commerce site, Enthuze.com, a social media platform software company, and the School of Journalism and Communications at the University of Oregon.