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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
12:30 PM - 1:45 PM
Session A:
The Auditorium
Special Track: Women's Entertainment & Technology (WOMEN)
Women in Advertising - Innovation in Digital Technologies: From Agencies to Social Media Start-up: The Business of Monetization
Angela Wei, Chief Digital Officer, Arnoldnyc
Laura McFarlane, Vice President, Strategy, SapientNitro
Andrea Kerr Redniss, Executive Director, Chief Activation Officer, Media Storm
Lori H. Schwartz, Tech Catalyst, Principal, World of Schwartz
Alma Derricks, Director, Media & Entertainment Strategy, Technology, Media & Telecommunications, Deloitte Consulting LLP, Moderator

Angela Wei, Chief Digital Officer, Arnoldnyc: Angela Wei is the Chief Digital Officer of ArnoldNYC. In her role, Angela works alongside senior clients to provide technology and digital thinking to enhance their brand and business performance, while also identifying and creating new ways of working. She is also in charge of optimizing digital operations and innovation for the New York office. On the global front, she partners with Global Chief Digital Officer Matt Howell to help devise and execute Arnold’s digital offering across the agency’s micro-network. Previously, Angela was Executive Director, Digital Marketing Solutions in the Branded Solutions division at Time Inc. from 2009-2011. Here, by harnessing the scale of Time Inc.'s assets with Time Inc. branded programs and ideas, she developed successful, award-winning programs for advertisers including Intel, Toyota, Microsoft and Kraft. Angela also spearheaded the development of digital products, as well as audience development strategies exploring alternative revenue models in paid, owned and earned media. Prior to her joining Time Inc., Angela spent two years as the Senior Vice President of Marketing and Production at Heavy Inc. an online video entertainment company reaching 23MM men worldwide. She focused on overseeing the creation and production of branded entertainment content for Heavy.com, distributed across emerging platforms such as mobile, OVD, platform gaming and handheld devices. Angela was also responsible for day-to-day operations and the development of key relationships with a network of talent, production companies and overseas vendors and outsourced partners. Throughout her 15-year career in digital media, Angela has held various positions at entertainment media companies and agencies alike including the Sundance Channel, MTV.com, FCB and Razorfish. Angela graduated Cum Laude from Amherst College where she received a B.A. in English and Fine Arts.

Laura McFarlane, Vice President, Strategy, SapientNitro: where she leads a team of business and
marketing strategists in orchestrating multi-channel experiences for clients. As an advertising and marketing veteran with over 20 years of digital experience, Laura has focused on the seamless integration of multi-channel and interactive customer experiences enabled by technology. Her experience spans a multitude of countries, as well as industries and clients from Microsoft to P&G and has always focused on exploring the role of “interactive” and finding the best use of technology to drive engagement and tangible business results. Laura is motivated by finding new and innovative ways to deliver business results and is currently exploring new concepts and definitions of experience spaces, focusing on the seamless integration of online and offline behaviors. Prior to joining SapientNitro, Laura has worked across digital and traditional disciplines from all angles at agencies including DMB&B, Saatchi and Saatchi, Publicis, Y&R/Wunderman and Mediacom/BeyondInteraction. In each environment Laura has been responsible for introducing new ways of doing and thinking, challenging existing structures and championing digital and integrated solutions.

Andrea Kerr Redniss joined Media Storm as Managing Director, Digital, in 2011, and was named to the new role of Executive Director, Chief Activation Officer, in 2012. Ms. Redniss is responsible for leading all of Media Storm's strategic, multiplatform integration efforts, in particular the agency's substantive digital, interactive and social technologies. Through her leadership, the company has continued to evolve its Branded ROI approach, redefining media in the digital age. Prior to joining Media Storm, Ms. Redniss served as SVP, Managing Director, Digital at Optimedia, a Publicis Groupe company, where she oversaw digital media for the U.S. and handled clients such as Google, T-Mobile, Whirlpool and Payless. While at the agency she was credited with helping Optimedia become a digital powerhouse with a significant percent of billings generated from digital. She also worked at IPG's ID Media where she built their digital practice with such clients as Purina, SCJ, Nikon and Subaru. While at ID Media, Ms. Redniss led the team that created the first ever 100% digital vehicle launch for Subaru and drove the first ever client integration into the Flickr service. Her career began in general advertising at Cramer-Krasselt headquartered in Chicago. Recognized by Advertising Age as one of their "Women to Watch," Andrea is heavily involved in leading the industry as it evolves to address the changing ecosystem.




Lori H. Schwartz, Tech Catalyst, Principal, World of Schwart: Lori Schwartz works with top creative and strategic executives of multiple brands, agencies and content companies to ensure understanding of new and evolving technology as well as emerging business models. With a focus on the habits of the consumer and the evolving marketer’s goals, Schwartz provides the latest solution recommendations at the center of this ever-changing media landscape. Previously, Schwartz was chief technology catalyst for McCann Worldgroup, North America where she was responsible for driving technology innovation at one of the world's largest marketing communications companies, with a focus on igniting IP creation for marketers and their brands. Schwartz was also one of the key principals to launch the highly regarded Interpublic Media Lab. As SVP and director of the IPG Lab since 2006, Schwartz oversaw the group’s strategy, helping to keep clients and agencies ahead of the digital curve, driving innovation in the dramatically changing media landscape. She piloted brand interaction opportunities on behalf of Interpublic, as well as facilitated emerging media upfronts and exclusive deals for Interpublic agencies and clients, including Microsoft, Intel, General Motors, Nestlé and Sony. Schwartz is a frequent speaker at major industry events and has been profiled as one of the “30 Executives Shaping the Evolution of Media and Technology” by Variety and “100 People to Have Lunch with” by MediaPost Publications. Los Angeles-based, she sits on the board of The Academy of Television Arts and Sciences as an expert on the evolving nature of storytelling and new content platforms and business models for the future of television. Prior to the formation of the IPG Lab, she had various roles at the Interpublic Group of Companies as an innovations officer, pushing various business units to new grounds.

Alma Derricks, Director, Media & Entertainment Strategy, Technology, Media & Telecommunications, Deloitte Consulting LLP: Alma Derricks is a branding and marketing strategist with over 20 years of experience creating and launching cross-platform businesses that enhance the ways companies interact with customers and capitalize on the unique capabilities of digital media. Drawing on a unique combination of broadcast, cable, print, licensing, advertising, and new media experience, she has developed and produced multiple-medium programming and content networks for a range of internationally acclaimed media and entertainment franchises including Star Trek, Entertainment Tonight, Dilbert, and Peanuts and held a series of ground-breaking consultative and senior management positions at Paramount, United Media, Scient, the Los Angeles Times, Comcast, and HBO. As a Director in Deloitte's Media & Entertainment practice, Alma is responsible for leading the practice's thought leadership in multiple-medium customer experience and marketing strategy. She has managed new product launches and strategic branding, content, and go-to-market engagements for leading cable, broadcasting, live entertainment, video game, telecommunications, publishing and online music companies.