Click on the Video Below and Sample a Session from Digital Hollywood Spring, 2006 For Additional Video Sessions, Click Here Wednesday, August 16 9:00 AM - 10:15 AM Track II: The Future of Enhanced Advertising: Addressing Brands, Message, Technology, Media and Entertainment The ever expanding boundaries of entertainment in the national as well as global culture presents not just opportunities for specific brand extension or advertising, the merger of Hollywood and Madison Ave. represents a quantitative shift in the creative process. As the consumer alters its relationship to media, integrating broadband into every aspect of everyday life - from the mobile, to the public space and into the home - the power of the electronic message, whether delivered as advertising or via movies, TV, games, news or even as a function of the communications device itself, is a transformational tool. The industry is now experiencing its first steps in the fusion of marketing, entertainment and content. The real excitement will be found as the creative talent in the industry gets to experiment, innovate and produce new forms. Patty Mitchell, Vice President Worldwide Sales, Six Apart (TypePad, Moveable Type & LiveJournal) Lori H. Schwartz, VP, Director of Emerging Media, The Interpublic Group Jonathan Anastas, Vice President, Marketing, Network LIVE Adrian Sexton, Partner, TAG Strategic Sue Cross, Vice President, AP's Online Services, Associated Press Neil McGuiness, Vice President of Entertainment and Comedy, IMG Media, Moderator Neil McGinness is Vice President of Entertainment and Comedy for IMG Media, a division of IMG, the world's premier sports, entertainment and media Company. IMG Media produces and distributes over 10,000 hours of sports, documentary, drama, comedy, entertainment, popular factual and children's content annually, over multiple platforms across 200 countries, including award-winning television and radio programming. It also represents the broadcast rights to many of the world's premier sporting events and has the world's biggest sports archive with more than 200,000 hours of footage. McGinness was previously Vice President of National Lampoon and General Manager of National Lampoon Mobile. Prior to National Lampoon, he also served as Vice President of Marketing and Business Development for Lorne Michaels' production company, Broadway Video Entertainment, the production company for television shows such as "Saturday Night Live" and "Late Night with Conan O'Brien" as well as motion pictures such as "Wayne's World." McGinness received a Bachelor of Arts in Classics and English from Georgetown University and a Master's Degree from NYU's Institute of Film and Television. Sue Cross, Vice President / Online, U.S. Newspapers, Associated Press: Cross directs AP strategy, product development, business operations and online services for newspaper Web sites that collectively reach 55 million people a month. Current projects include launch of AP’s Online Video Network in March 2006, a new AP Travel Online service, a hosted sports service, expansion of newspaper new media services into RSS, podcasting and other formats, and the asap multimedia pilot, creating innovative news presentations for 18-34 consumers. In 2004-2005, Cross served as AP’s western regional vice president and led national expansion of AP’s services for the growing ethnic media market. With creation of new products combining AP’s domestic and international reporting strengths, she more than tripled AP’s U.S. Spanish market in two years. Cross brings to online business development a passion for news and more than 20 years of newsroom leadership. From 1998 through 2003 she was chief of bureau for Los Angeles, AP’s largest domestic news bureau, overseeing international, national and state coverage from California. Cross created a multimedia newsroom and expanded AP’s West Coast entertainment report to emphasize real-time coverage of entertainment events. She has been a bureau chief in Phoenix, assistant chief and news editor in Chicago, news editor for Texas, and covered the oil industry, environmental issues, politics, labor and immigration as a reporter in Ohio and Alaska. Cross has a BS in journalism from Ohio State University and is active in numerous journalism boards and organizations. The AP is a not-for-profit cooperative serving 1,700 newspapers and 5,000 radio and television stations in the U.S., plus more than 8,500 news media outlets in 121 other countries. Worldwide, more than a billion people every day read, hear or see AP news. Michael Kassan, Entertainment and Media Consultant: Michael E. Kassan is a internationally recognized leader in the area of media and entertainment. Mr. Kassan has acted as a development consultant presently to brands and companies including Home Depot, National Lampoon, Visible World, DIC Entertainment, Mindshare Worldwide, TV Guide, FBC (Fact Based Communications), Brandsense, Warner Home Entertainment, Revolution Studios, Entertainment Industry Foundation, Microsoft, Verizon, Constellation Ventures (Bear Stearns), Cerberus Capital Management and The Leverage Group, BNC, Cimarron Group. Previously, Mr. Kassan was the President/Chief Operating Officer and Vice-Chairman of Initiative Media Worldwide a division of The Interpublic Group of Companies (IPG:NYSE), at the time, the largest and most diversified media management company in the world, with more than 75 offices in North America, Europe and Asia. In 1997, he was named one of the top media executives in America by Advertising Age magazine. Mr. Kassan joined Initiative Media Worldwide in 1994 and was instrumental in the sale of the company to IPG. While there, he oversaw the day-to-day operations in North America and was the architect of the firm’s international expansion and grew media billings from $1.5 billion to over $10 billion. Mr. Kassan, an attorney was counsel to the Los Angeles law firm of Christensen, Miller, Fink, Jacobs, Glaser, Weil & Shapiro. He had been President and Chief Operating Officer of International Video Entertainment (Artisan Entertainment). Mr. Kassan has acted as a director and advisor to many charitable and community organizations, including The Hollywood Radio and Television Society, and previously serving on The Commission on California State Government Organization and Economy. He also has been Chairman of the Senate Select Committee on the Entertainment Industry in California and in 1998 was elected to the Board of the American Advertising Federation. Mr. Kassan has served on the following Boards as Director: H.E.L.P Group, Big Brothers of Los Angeles, Stephen S. Wise Temple and Skirball Cultural Center. Adrian Sexton, Partner, TAG Strategic: As a founding member of TAG Strategic, a digital media & entertainment advisory, Adrian Sexton brings a rich background of media branding, advertising and studio content strategy in film, home entertainment and television. Previously, he was the Vice President of Digital Media at Lionsgate Entertainment. Sexton spearheaded the studio's interaction with strategic technology partners in digital content marketing, advertising, strategy and distribution. He directly advised top management and identified multiple-platform distribution, marketing and online sales opportunities for Lionsgate's 5000+ title film library in such high-growth markets as web, mobile, digital cinema, anti-piracy/peer-to-peer and IPTV. Since joining Lionsgate in 2000, the market capitalization has risen from $60 million to $1.2 billion dollars. Sexton facilitated a $350 million credit facility with JP Morgan, involving the acquisition of Artisan Entertainment. He has also worked at Sony, HBO and Fox in their creative and corporate development divisions. Jonathan Anastas, Vice President Marketing, Network LIVE: Anastas brings 15 years of marketing and advertising experience to Network LIVE where he leads all marketing activities for the company including strategic development of corporate ID, public relations efforts, consumer and trade-facing messaging, cross-platform promotions as well as customer insights. Prior to Network LIVE, Jonathan held account management positions at the nation's top advertising agencies including Doner, Saatchi and Saatchi, DDB and Mullen, advancing to the level of Senior Vice President. During his agency tenure, Jonathan worked with clients as diverse as the youth marketing focused brands Vivendi Universal Games, Sierra and Timberland, the New York State Lottery as well as automotive leaders Toyota and Rolls-Royce/Bentley. Anastas was also a pioneer in the field of Internet advertising, holding the title of Senior Vice President, Client Service at Omnicom's Think New Ideas, the first publicly traded Internet advertising agency. Before Think, Anastas co-founded Saatchi's west coast Interactive unit, putting Toyota on the web for the first time in 1995. In addition to his marketing career, Jonathan brings Network LIVE experience from the performer’s side of the music business. Considered an influencer in the world of American punk rock, Jonathan recorded three albums, toured the US and Europe and was recently featured in the 2006 documentary movie "American Hardcore" and the book "All Ages." Patty Mitchell, Vice President Worldwide Sales, Six Apart (TypePad, Moveable Type & LiveJournal): Responsible for new advertising, sponsorship and partnership revenue for internationally acclaimed Six Apart, the company behind the weblogging tools TypePad, Moveable Type and LiveJournal, Patty Mitchell has nearly twenty years of retail and sales management, media, marketing, and Internet expertise. At Six Apart she will launch a new ad-supported model for LiveJournal, allowing marketers and content providers new access to this huge, and yet hugely difficult to reach permission-based gated community. Patty will also be developing innovative new models of advertising for Six Apart’s latest offering currently schedule for release mid-year. Later this year, Six Apart will be introducing a new web sharing and social communication tool for the next generation of mass consumer web authors and life recorders that will be ad- and sponsorship-supported. Prior to joining Six Apart in January 2006, Patty directed overall sales initiatives and strategy for Knight Ridder’s Real Cities Network, the largest national network of more local news and information web sites. She manages a nationwide sales and marketing organization and supervises the team that develops affiliate publisher relationships and she has spearheaded Knight Ridder’s first cross media initiatives with national advertisers. Previously, Mitchell served as vice president of sales and marketing at CarSoup.com, an automotive shopping portal, General manager for Ticketmaster Online-Citysearch, she managed an award-winning staff of content editors, producers, and photographers, as well as marketing, operations and sales personnel. While at Citysearch, Mitchell appeared on numerous radio and television broadcasts as an Internet expert. Mitchell served on the board of directors for the Internet Advertising bureau, speaks at online industry conferences. An honors graduate of Carleton College with a BA in psychology and film studies, Mitchell lives in the San Francisco Bay Area.