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 Wednesday, June 4th 10:45 AM - Noon Session A: Media Power 2.0: The New Power Paradigm: TV, Hollywood, Technology & Advertising Hosted by: Mindshare Given the ever-expanding boundaries of entertainment, a massive shift is underway in how people consume it. Television programs are being viewed not only on TV sets but also on computer screens and mobile devices. The proliferation of mobile entertainment also has opened the door for marketers to experiment with original video online and on cell phone screens, presenting opportunities for brand extensions and partnerships between Hollywood and Madison Avenue. One such program, "The Rookie," linked Degree for Men deodorant to Fox's smash hit, 24, in an original web-based series. Using "The Rookie" as the centerpiece example, the panel will examine the partnerships across TV, Hollywood, technology and advertising necessary to activate a successful multi-platform campaign across multiple screens. David Lang, President, MindShare Entertainment Mark Pearson, Senior Vice President, Brand & Franchise Management, 20th Century Fox Television Sam Chadha, Director of Marketing, Deodorants, Unilever Jacqueline Corbelli, CEO, Brightline For Further Speaker Infomation - Click on highlighed Names to see their LinkedIn Profile Mark Pearson serves as Senior Vice President, Brand & Franchise Management for 20th Century Fox Television, a leading global supplier of entertainment programming and a division of News Corp. Mark is responsible for developing growth strategies for and maximizing the value of 20th Century Fox Television’s properties, including current programs The Simpsons, Family Guy and 24 and library assets such as Buffy the Vampire Slayer and The X-Files. Mark collaborates internally with the studio’s producers, creative executives and distribution divisions to identify new business opportunities. Mark also works outside the company with the studio’s broadcast network and third party partners to maximize viewer interest in and experience of 20th’s series and products. In his role, Mark places specific emphasis on digital distribution and new media. Prior to joining 20th Century Fox Television, Mark served as Vice President, Business Development & Brand Strategy for Universal Studios and Vice President, Franchise Strategy, for Universal Pictures. In these roles, Mark built and managed key Universal franchises including American Pie and The Fast and the Furious. Mark joined Universal Pictures as Director, Business Development and Strategic Planning where he identified, negotiated and managed investments, and provided strategic and financial consulting to senior management. Mark began his career in the music business. He co-founded Serchlite Music where he executive produced projects for the company’s Columbia Records imprint, including hip-hop icon Nas’ debut and the Zebrahead soundtrack. He later was a Partner at production and artist management company Ventrue Entertainment where he produced albums by Ruth Ruth and The Lords of Brooklyn. During his tenure the company also music supervised soundtracks for many independent films, including Beautiful Girls and She's So Lovely. Born in New York City, Mark earned an M.B.A. in Finance and Strategic Management from the University of Pennsylvania’s Wharton School and a B.A. in English and Political Science from Columbia University. He lives in Los Angeles. David Lang, President, North America, MindShare Entertainment: In this new world of marrying branded content, marketing and entertainment, David Lang has had success on all fronts – he’s won an Emmy award in television; named one of the “17 most influential and innovative” in earning Ad Age’s Media Maven award; and was a recipient of the Bronze Medal at the Cannes Lions International Advertising Festival. As President of MindShare Entertainment in North America, Lang oversees all creative development & production, strategic marketing and deal making in the entertainment marketing arena. He also sits on MindShare’s North American Management Board. Lang joined Mindshare Entertainment in March of 2005 and quickly earned notoriety for his creativity and ability to execute complex projects. In his first year, he closed three major deals starting with Dove’s groundbreaking “webisodes” starring Felicity Huffman and directed by Penny Marshall. The second was a prime time television special that was the centerpiece of a brand launch for Axe, and the third was a 10-episode, multi-platform television series for American Express entitled, Trip of a Lifetime. The next year, MSE produced 10 projects, including an innovative partnership between Fox’s Emmy-award winning show, “24” and Degree, where he helped create a new character that lived in the CTU world called, “The Rookie.” For this project, Lang and his team created and produced 2 short films and 7 national commercials, while orchestrating and overseeing the multi-platform marketing campaign. Lang’s most successful creation to date came when he brokered an unprecedented marketing partnership between Unilever and Sprint as he executive produced “In the MotherHood” - an online comedy series starring Jenny McCarthy, Leah Remini and Chelsea Handler. For this project, Lang took consumer generated interactivity to a new level by combining consumers stories with professional screenwriters and top name talent. By crafting a 360 marketing campaign that included distribution on all three screens – the first two seasons of “In the MotherHood” has over 20 million video views. As a content strategist, Lang thrives on developing branded concepts that are compelling, executable and economical, while having the ability to achieve a brand’s goals and objectives across many different channels. As an experienced television executive producer, Lang comes to the table with the understanding of the entire creative process and first hand relationships with other writers, producers and directors. His experience as a marketer has allowed him to strategically develop and sell cross-promotional campaigns to advertisers, increasing brand awareness and market share. Before joining MindShare Entertainment, Lang was Senior Vice President of Development and Production at Lorne Michaels’ Broadway Video, where he oversaw his group’s development of shows and the production process as show runner/executive producer. Jacqueline Corbelli, Chief Executive Officer, BrightLine Partners LLC: Jacqueline is the principal founder of BrightLine iTV, the company’s CEO and the architect of its unique and innovative business model. Before BrightLine, she spent more than a decade designing and effecting broad-based change programs at Aston Associates, a leading business redesign firm. Among her achievements as president of that company, Jacqueline led the business and operational redesign of ten major institutions worldwide. Jacqueline brings her unique insight and extensive expertise in delivering supernormal market performance, customer-centered design, and wholesale transformational change to the burgeoning digital television advertising space. Her leadership, innovation and guidance have set a standard for interactive advertising and new media marketers everywhere. She was recently honored as one of "the world's top interactive marketers" on the 2008 AlwaysOn "Madison Ave 'It' List" alongside many top advertising CEOs. BrightLine iTV is the market leader in transforming TV advertising into an interactive experience. The company's groundbreaking work in TV has been recognized for two consecutive years by the National Academy of Television Arts and Science, generating three Emmy nominations and an Emmy Award for "Outstanding Achievement in Advanced Media Technology for Best Use for Creation and Distribution of Interactive Commercial Advertising Delivered Through Multi-Channel Broadband Devices (Digital Set Top Boxes)". BrightLine was also named Ad Maker to Watch in 2007 by the Wall Street Journal. Sam Chadha, Director of Marketing, Deodorants, Unilever: Sam Chadha is the marketing director for Unilever's deodorant business in North America. He is responsible for a robust portfolio of brands, including leading the iconic and powerful AXE, Degree for Men and Women, Dove and Suave brands. Prior to Unilever he spent more than eight years at Jose Cuervo International in Europe and the US, heading up their global integrated and new media marketing efforts. Chadha is known for his innovative approach to marketing and has led numerous breakthrough campaigns in his career. Some highlights include the creation of Cuervo Nation, a fully integrated, multinational marketing campaign, as well as many branded entertainment, viral and digital campaigns for AXE, the leading men's grooming brand. The Degree Men deodorant's online webisode and digital series, The Rookie, featuring 24-themed content, and the Dove Go Fresh product launch with the MTV micro-series, Fresh Takes, featuring Alicia Keys, are a few recent successes. Chadha was recognized for his work in the industry with Ad Age's coveted "40 Under 40" Award in 2007. He holds a B.A. in Economics from Manchester Metropolitan University, where he graduated summa cum laude. Chadha hails from London, England, and lives with his wife in Chicago, where is passionate about tequila, travel and music, often in that order