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Digital Hollywood Events at CES
January 7 - 9, 2013
Wednesday, January 9th
Track II - DH13 - Digital Hollywood
Location: North Hall N258
Branded Media Marketing - Across Platforms - TV, Film, Broadband, Mobile, Virtual Worlds, Music and Games - Reinventing the Commerce & Media Model
Breaking through the competitive cacophony vying for consumers' attention is more daunting than ever. Find out how the industry's TV, music, wireless, film and broadband marketing/creative teams are reinventing the world of entertainment, branding and marketing, with impressive results.
Todd Simmons, Executive Creative Director, Wolff Olins
Catherine Balsam-Schwaber, Senior Vice President, Integrated Media Group, NBC Universal
Smita Allex, Managing Director, Mindshare Atlanta
Andrea Kerr Redniss, Executive Director, Chief Activation Officer, Media Storm
Projjol Banerjea, VP Marketing & Talent, SponsorPay
Greg Portell, Partner, A.T. Kearney
David Katz, VP, Starz Digital Media, Moderator

TODD SIMMONS, Executive Creative Director, Wolff Olins: Todd heads up all creative in
New York for Wolff Olins, bringing over 15 years of broad, multidisciplinary design and branding experience to his team. He believes that strong intuition and guts are the driving forces behind many of the most successful brands and that the creative and strategic processes must work in tandem in order for brand work to be truly effective. These philosophies have been central to the many successful Wolff Olins' programs he has directed for OshKosh, McDonald's, PepsiCo, Starbucks, Carter's, (RED), PricewaterhouseCoopers, New York City and Living Proof. His past clients have also included Barneys New York, Kiehl's, Biotherm, Banana Republic, Gap and Geffen, among many others. His work received both national and international recognition and has been shown in most major design publications and exhibitions. Recently, he was nominated for the San Francisco Museum of Modern Art's experimental design award, the first award of its kind ever given by the museum.

Smita Allex, Managing Director, Mindshare Atlanta: As Managing Director
at Mindshare Atlanta, which sits within the JWT Atlanta office, Smita Allex is focused on getting into the mindset of the target to create innovative media strategies and plans. Her team's fully integrated planning and buying approach allows for a holistic view of all possible touchpoints and utilizes integrated campaign data to deliver actionable ROI. Over her career, Smita has led engagement strategies for a diverse group of local, national, and global clients that range from consumer to B2B, including brands like McDonalds, NEXTEL, Johnston & Murphy, CDW, RIM, BMC Software, Southern Company, SCANA Energy and The U.S. Virgin Islands. In addition to her agency experience, Smita spent time on the client side as the National Media Manager for The Home Depot.

Catherine Balsam-Schwaber, Senior Vice President, Integrated Media Group, NBC Universal: Catherine Balsam-Schwaber leads all marketing initiatives, brand strategy, cross-channel partnerships and internal relationships across NBCU. Balsam-Schwaber has extraordinary experience building brands and creating powerful marketing partnerships. At iVillage, she is focused on evolving the brand positioning as the largest content driven community for women on the Web. Before joining iVillage, Balsam-Schwaber was Vice President of Integrated Marketing for MTV Networks, where she drove content initiatives that ranged from branded entertainment to short-form programming to product placement. Her work took shape through programs that come to life on all platforms - on-air, online, in store and direct to DVD - with a special emphasis on creative development around the commercial experience. Marquee clients included Nike, PlayStation, Target, EA, Nintendo, Sprint, Pepsi and the launch initiative for Xbox 360 which won silver in the '06 Reggies. Prior to MTV, Balsam-Schwaber served as the Vice President of Marketing Partnerships & Programming for Rock the Vote where she developed RTV's media partnerships with MTV, The WB, CNN, CBS Daytime, BET, Teen People, Entertainment Weekly, Rolling Stone and AOL. These partnerships launched original on-air, in-print and online content programs driving awareness and voter registration. From 2002-2004, Balsam-Schwaber was an Executive Director in Program Development & Ideation with Time Warner Global Marketing Solutions. She successfully developed breakthrough ideas that attracted media investment and corporate commitment through creative programming and cross-platform initiatives. Balsam-Schwaber has a diverse background in multiple aspects of media. She served as a Staff Assistant in the Clinton White House which led to her position as the Technical Assistant on Rob Reiner's film "The American President." Working with former Administration colleagues, she was a co-founder of QRS New Media, a communications consulting firm in Washington, DC, which produced the first-ever live satellite uplink from a moving train on the Clinton/Gore 21st Century Express. Just after business school, Balsam-Schwaber jumped into news production as a Research Production Associate for Tom Brokaw at NBC News. Balsam-Schwaber earned her bachelors degree at Brandeis University and went on to receive her Masters of Business from New York University, Leonard N. Stern School of Business. She currently lives in Manhattan with her husband Edward Lang, but travels extensively around the globe. She owns and manages Aleuvian Vinyards based in Argentina, has family in Ireland and helps drive awareness for the National Kidney Association across the country.

David Katz, VP, Starz Digital Media: David Katz is responsible for
building Starz Media's ad-supported broadband channel businesses, as well as managing original productions developed exclusively for the Web. In his role as executive director, digital media, Katz is also closely involved with the development and implementation of mobile, gaming and digital marketing initiatives. Katz is charged with taking Starz' proprietary and licensed short-form content and licensing it to Internet and mobile distributors, in addition to making it available through ad-supported partners, Starz' own Web sites, and more. In this space, Katz' responsibilities range from business development and sales to key account management. Katz has helped build the company's digital ad-supported businesses by leveraging Starz' deep libraries of anime (, other animated content and short-form originals. He has also led Starz' online marketing efforts in support of many of its theatrical, television, DVD, and online properties, including Anchor Bay Entertainment, Starz Media and more. These digital marketing campaign tactics have included leveraging Web sites, implementing viral and guerilla marketing efforts, and other marketing and promotional efforts with motion comics, games, clip syndication and entertainment portal promotions. Katz joined Starz from Young & Rubicam/VML, where he managed their NY digital group. Prior to joining Young & Rubicam, Katz was a digital strategist for the San Francisco based Thoughtpod. He received his MBA with honors in Media, Entertainment and Finance from NYU's Stern School of Business and his BA in English from the University of California at Santa Barbara.

Andrea Kerr Redniss, Executive Director, Chief Activation Officer, Media Storm: Andrea Kerr Redniss Managing Director, Digital Responsible for the agency's digital operations, Andrea is charged with leading Media Storm's strategic integration capabilities with a specific focus on the digital landscape. Andrea is a strong creative and digital thinker who is absolutely committed to integration. She is frequently quoted in Media Week, Ad Age, Silicon Alley Insider, Ad Week and was named a “Women to Watch” by Ad Age. At Media Storm Andrea works on clients like FOX, Cisco and MTV, where she further develops her track record of developing and executing challenging and exciting work, that delivers on client business goals. Prior to joining Media Storm, Redniss served as SVP, Managing Director, Digital at Optimedia, a Publicis Groupe company, where she oversaw digital media for the US and handled clients such as Google, T-Mobile, Whirlpool and Payless. Redniss has also spent time at IPG's ID Media and she began her career in general advertising at Cramer-Krasselt headquartered in Chicago

Projjol Banerjea, VP Marketing & Talent, SponsorPay: Projjol Ba
nerjea is VP Marketing & Talent at SponsorPay, the world's leading value-exchange advertising platform. He oversees marketing, including online/offline presence, PR/communications, industry relationships, market research, business development, presales and sales support, as well as recruiting and talent management. Previously, he worked in London as VP Marketing for mobile payments company Surfpin. Projjol has had a diverse range of professional experiences that span academia, start-ups, small enterprises and large corporations in the US, UK, India and Germany. In June 2008, he was selected as a Fellow by StartingBloc, an international fellowship of young leaders who share a keen interest in corporate responsibility, cross-sector partnerships and sustainability. Projjol was awarded an MBA by the Said Business School in 2009. At Oxford, he was a member of the university's lightweight rowing programme. Prior to that, he earned degrees in computer science and informatics from DePauw and Indiana universities.

Greg Portell is a partner with A.T. Kearney's Consumer Products and Retail practice and is also a leader in the firm's global media and entertainment sector with a focus on content convergence, consumer marketing and segmentation as well as business unit strategy. With more than 18 years of consulting experience, Greg's clients include some of the world's largest and most influential media and consumer marketing companies. His counsel is sought by clients on such emerging issues as digital rights management, consumer targeting, and market acquisition strategy. Greg is a founder and former director of A.T. Kearney's Print Procurement Solution which creates private, preferred marketplaces for both buyers and sellers to improve marketplace economics. He received an M.B.A. from Washington University in St. Louis and a B.A. from DePauw University.