Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Adverting 2.0 New York 2008 Thursday, June 5th The Strategic Workshops - Track One The Creativity & Content Track 12:30 PM - 1:45 PM Session B: Creativity and Content in a Social Universe: Communicating in a Social Media, User Generated Media, Twitter and Texting World The language of new media is a dialect developed, nurtured and codified in a universe known only to its secret adherents. If it had been developed five hundred years ago it would have been called a cult. But in our day, the dialect of social media is spoken and communicated daily by hundreds of millions of human beings. The global internet and mobile communications phenomenon has opened the door to an entirely new way of communicating, delivering information as well as participating in commerce – through visual experience or as a purchase. The technology and advertising industries are partners in this process. The advertising industry has embraced and become equally expert in the secret codes of the social universe just as the technology industry has provided unlimited new ways for users to communicate and interact. This is a partnership that has found meaning. Dr. Augustine Fou, SVP, Digital Lead, MRM Worldwide, McCann Worldgroup Ian Schafer, President and Founder, Deep Focus David Liu, Senior Vice President, Social Media and Messaging , AOL Portals Ellen Kolstö, Senior Marketplace Planner, GSD&M’s Idea City Mark Lewis, Strategic Planning Director, DDB San Francisco Michael Litchfield, Director of Interactive, Doremus San Francisco Paul Beck, Senior Partner, Worldwide, Executive Director, Interactive Marketing & Advertising Ogilvy David Berkowitz, Director, Emerging Media, 360i, Moderator For Further Speaker Infomation - Click on highlighed Names to see their LinkedIn Profile Ian Schafer, President and Founder of Deep Focus, has been consistently redefining the way entertainment properties are marketed online. In 2002, Ian founded Deep Focus to bring a holistic suite of marketing and promotional solutions to the entertainment industry. Deep Focus' current clients include America Online, Dimension Films, HBO, MGM, Universal Music Group, 20th Century Fox, and many others. As former VP of New Media at Miramax/Dimension Films, Ian conceived and oversaw execution of their most popular online campaigns. Ian has been featured as an expert in online entertainment advertising and marketing in Variety, The Hollywood Reporter, Advertising Age, iMedia Connection, MediaPost, and on CNN. Ellen Kolstö, Senior Marketplace Planner, GSD&M’s Idea City: She’s been working in advertising and marketing for over 15 years with previous planning stints at Y&R San Francisco and Mullen. She has worked on a variety of national brands including AT&T, Adobe Software, 7-Eleven and Golfsmith. She is focused on understanding consumers and brands in virtual worlds. She has conducted research projects and event development in Second Life. In her spare time she also DJ’s in Second Life as her avatar. Michael Litchfield, Director of Interactive, Doremus San Francisco: As a 16-year veteran of interactive media, Michael has taken a multitude of brands online and shepherded the brand experience through every aspect of new media including initial concept research, analysis, design, scenario planning and due diligence of all web applications and web service initiatives. Prior to joining Doremus, Michael was Senior Creative Director at Avenue A/ Razorfish (San Francisco) where he led a cross-functional team of designers, user experience architects and project managers to deliver full online experiences for major brands Genentech, Bacardi and Microsoft. As Creative Director/Strategist at Agency.com (San Francisco), he led efforts in brand strategy, research and analysis, online brand building, interactive marketing, user experience definition and executive creative direction for all online media initiatives. He has also held executive level creative and strategic positions with an emphasis on new media at companies such as: 12 Entrepreneuring, Inc., DoubleTwist, Inc., The Jack Morton Company (all San Francisco), as well as Teramedia LLC (Washington, DC), Terabyte Interactive Limited (Auckland, New Zealand), a B2B solution practice. He was also the founder and managing director of AutoExec Infomedia, Auckland, NZ which he later sold to Terabyte Interactive. Michael holds a Bachelors degree in Engineering from the Auckland Institute of Technology and a Graduate Diploma of Fine Arts from Elam School of Fine Arts, also in Auckland, NZ. Mark Lewis, Strategic Planning Director, DDB San Francisco: Mark has worked on just about everything in his lifetime. Variety is his middle name. He began his career as a foreign exchange trader in London, then took a sabbatical to start a New York city dot-com, and ended up as a planner in San Francisco. Mark has an innate passion for technology and is consistently searching for the next tool that will further enable conversation and ability. Mark's job as a Planning Director is to help inspire creative teams by showing them a proverbial fishing pond where they can fish for more effective, interesting ideas. This means gaining a deep understanding of target audiences and the cultural context for their lives. His account experience includes Edward Jones Investments, Cadillac, US Satellite Broadcasting, AT&T Broadband, Liberty Mutual insurance and Sheraton Hotels. David Berkowitz, Director of Emerging Media, 360i: David Berkowitz is Director of Emerging Media for 360i, leveraging his insight into the forefront of media trends to deliver strategic results for 360i's clients. Every Tuesday, he pens the Search Insider column for MediaPost, with over 100 articles published to date. Prior to 360i, he served as director of marketing for Viewpoint's rich media advertising group Unicast and search engine marketing firm iCrossing. Previously, with research firm eMarketer, he interviewed 175 executives, authors, and analysts on the cutting edge of technology and business. His writing has also appeared in DM News, MarketingProfs, iMedia Connection, and other publications. Mr. Berkowitz has spoken at MediaPost's OMMA events, the Magazine Publishers of America, The Wall Street Transcript's gaming conference, Frost & Sullivan's Internet Marketing Symposium, Digital Hollywood's Games & Mobile Forum, Ad:Tech, and eComXpo. He has also blogged extensively, contributing to MarketingVox, nowEurope, AdTechBlog, and others. He is frequently quoted online and in print on technology, advertising, and media trends. He graduated from the State University of New York at Binghamton and served on his alma mater’s Alumni Association Board of Directors. Paul Beck, Senior Partner, Worldwide, Executive Director, Interactive Marketing & Advertising Ogilvy: Paul leads interactive marketing function and team with Ogilvy. He also personally provides digital leadership on IBM, American Express, Cisco, Thomson Reuters, Xohm, Unilever/Dove, among many others. His experience spans telecommunications, wireless, financial services and technology industries, in both B2C and B2B. Paul is also the founder and leader of Ogilvy’s Social Media Marketing Practice and Co-Founder of the Email Experience Council, now owned by the DMA. Prior to Ogilvy, Paul led the strategy and development of rewards-based partner-marketing programs as SVP of Marketing and Sales for Affinity Solutions. Programs included merchant-funded cash-back, rewards, eCommerce and segment focused value-added content. Clients included H&R Block, GEICO, and Chase. Paul’s client side experience in eCommerce and Digital Marketing spans nearly 7 years as VP of Direct and Interactive Marketing at Quantex and Cybermax Computer. There he helped grow these divisions of Fountain Technologies from $40MM to $380MM in revenue in under 6 years. His 13 years as a digital marketer are proceeded by 10 as a NY restaurateur where he grew his understanding and passion for Customer Advocacy. In his hometown of Middletown, NJ, Paul leads marketing efforts as a founding board member of the Ryan Andrew Kaiser Memorial Foundation, a not for profit focused on serving the families of critically ill children. Dr. Augustine Fou, Senior Vice President, Digital Strategist, MRM Worldwide: Augus tine brings to MRM Worldwide more than 12 years of experience in Internet strategy consulting, client service, multi-channel marketing programs, and technology product development. In 2001, he developed for Dr Pepper the first-ever consumer sweepstakes to utilize virtual Visa numbers to instantly award cash prizes online to winners. In 2002 for Pepsi, Augustine led the deployment of the first-ever teen-targeted marketing campaign to send ringtones directly into winners’ cell phones as digital prizes. He continues to deliver to clients innovative applications of technology to make consumer marketing programs more effective and measurable and to deliver new levels of insights and detailed data that support business decisions and strategy. He holds a PhD from MIT. Augustine joined MRM in November 2007.