Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Digital Hollywood Events at CES 2009 Thursday, January 8th Noon - 1:00 PM Track I – RA7 – Reinventing Advertising Advertising Strategies in the Diversified Digital Culture: Broadband, Cable, Satellite, Games, Mobile and Social NetworksA transformation of advertising is steadily taking form. As the digital technologies emerge and engage the consumer in new and better-understood ways, the relationship between the brand, the agency and the consumer is beginning to realize itself within a more fully defined business model. With a stronger economy and the gaining strength in all sectors of digital transmission, from cable and satellite to mobile, games, podcasting and broadband, an advertising strategy in a diversified digital environment, while proving to be challenging, is nonetheless finding its footing. Technology has forever changed the landscape and it is up to the creative team to design and develop new tools, visions and strategies to grow within it. Michael McLaren, President, McCann Erickson US Mark J. Penn, Worldwide President & CEO, Burson-Marsteller Jonathan Bond, CEO, Kirshenbaum, Bond & Partners Eric Hirshberg, President/Chief Creative Officer, Deutsch Inc. Jon Epstein, CEO, Double Fusion Tom Meyer, President, Davie Brown Entertainment Bettina Sherick, Vice President, International Digital Marketing, Twentieth Century Fox Dick Anderson, General Manager, IBM Global Media & Entertainment Industry, Moderator Michael McLaren, President, McCann Erickson US: Michael McLaren was named President of McCann Erickson U.S. in 2007. In this post, he is responsible for U.S.-based global client relationships, on behalf of both McCann Erickson Worldwide and the companies of McCann Worldgroup, and leads company initiatives that continue to successfully expand the seamlessness and effectiveness of cross-discipline communications programs. Today, 13 of Worldgroup’s top 15 clients use five or more of the seven Worldgroup companies. McCann Erickson is the largest agency in the U.S.; McCann Worldgroup is one of the world’s largest marketing communications companies. Previously McLaren was Worldwide Director of Global Accounts, with oversight responsibilities for the McCann Worldgroup multinational accounts based in North America, and direct responsibility for running Worldgroup’s global Intel business. Additionally he was responsible for the quality and vitality of the relationships between Worldgroup disciplines and the company’s Worldwide Account Directors. Considered one of the country’s top technology marketing experts, earlier he was Worldwide Account Director on Worldgroup’s global Microsoft account and Director of Client Services in McCann’s San Francisco agency. He led the expansion of McCann’s responsibilities for Microsoft to 34 countries and across all Worldgroup disciplines and was responsible for integrated communications programs that earned major industry awards for both effectiveness and creativity. McLaren began his advertising career in Australia, and previously worked in the U.S. and Asia with another Interpublic agency, Lintas (now Lowe). In addition to leadership roles on technology businesses, over the years he has worked on such packaged goods clients as Nestle, Unilever, Coca-Cola and Johnson & Johnson. McCann Worldgroup, with a client roster that includes preeminent global marketers and many of the world’s most famous brands, is comprised of McCann Erickson Worldwide (the world’s largest advertising agency network); MRM Worldwide (digital communications/ direct/customer relationship management); Momentum Worldwide (event marketing/sponsorship/sales promotion); McCann Healthcare Worldwide (professional/dtc communications); Universal McCann (communications architecture/media buying and planning); Weber Shandwick (public relations) and FutureBrand (consulting/design). Mark J. Penn, Worldwide President & CEO, Burson-Marsteller: As CEO of Burson-Marsteller, Mr. Penn oversees a global network of 94 offices and 1600 employees that brings world-class public relations to companies around the world. As President of PSB, a position he has held since 1975 when he was an undergraduate at Harvard, Mr. Penn focuses on providing research-based communications strategy to political figures, corporations and crisis situations. He is also the author of Microtrends: The Small Forces Behind Tomorrow’s Big Changes, which was released by Warner12 in September 2007. Mr. Penn has been called “Master of the Message” by Time Magazine; “The king of polls” by the London Times; an “incandescent intellect” by the New York Times. On his wall are notes saying “you were brilliant” from Tony Blair after his historic third win and “thanks” from Bill Clinton after his impeachment acquittal along with photos of Penn working with CEOs including Bill Gates and Bill Ford, Jr. The Washington Post, in “Politics and Policy by the Numbers” summed up his influence in the White House and the corporate boardroom as a “unique vantage point: adviser to the preeminent innovator of the past decade in the realm of politics, Bill Clinton, and the preeminent innovator in the realm of business and technology, Bill Gates.” The techniques applied to these political and corporate battles were honed from early major corporate experiences with AT&T, Texaco and others. In the “Guru of Small Things” the New York Times explains how he has combined innovative techniques of micro-targeting, issue-based messaging and visual message testing to win major corporate, marketing and political battles. Today, Mr. Penn serves as strategic consultant to several Fortune 500 companies and CEOs on a wide range of image, branding and corporate reputation issues. His client relationships include Ford Motor Company, Merck, Verizon, BP, McDonald’s and Microsoft. He has been a key adviser to Bill Gates and Steve Ballmer since 1998, helping Microsoft affect a complete corporate turnaround from anti-trust scandal to Most Trusted Company (Wall Street Journal). Mr. Penn has helped to elect over 25 leaders in the United States, Asia, Latin America, and Europe in addition to serving as the senior strategist for Senator Hillary Clinton’s 2008 presidential campaign. He has worked with Senator Clinton for years, including the polling and messaging for both of her successful US Senate campaigns. Previously, as an advisor to then Prime Minister Tony Blair, Mr. Penn helped create the strategy that delivered an unprecedented third term win for Labour in the United Kingdom. He is also well known for serving as President Clinton’s pollster and political adviser for the 1996 re-election campaign and throughout the second term of the Clinton administration. Mr. Penn won the Pollster of the Year awards, given every 4 years, in both 1996 and 2000, the top honor in his profession, from the American Association of Political Consultants. Mr. Penn has written for publications including the New York Times and the Washington Post, and has appeared frequently on networks including CNN and Fox News. Jon Bond, CEO, Kirshenbaum, Bond & Partners (kbp): a network of marketing communications specialty companies including kb, dotglu, LIME public relations + promotion and The Media Kitchen. Recently named Adweek’s 2004 U.S. Agency of the Year, kbp has offices in New York and San Francisco. A true entrepreneur, Bond combines unique business acumen with a widely respected creative reputation. Bond founded kbp in 1987 with business partner and Co-Chairman Richard Kirshenbaum. The agency had its first acclaim with the groundbreaking advertising campaign for Kenneth Cole, the long-running global campaign for Coach, as well as establishing Snapple as a household name with the launch of Snapple’s "100% natural" advertising campaign featuring "Wendy the Snapple Lady." kirshenbaum bond + partners has since grown to include over 300 employees, with combined client billings of nearly $600 million. Bettina Sherick, Vice President, International Digital Marketing, Twentieth Century Fox: Bettina Sherick is the Vice President of International Digital Marketing for 20th Century Fox, where she oversees the deployment of Internet and mobile marketing strategies and digital marketing content development for the international theatrical businesses. Under her leadership, 20th Century Fox International has actively pursued the digital space as a marketing medium. Her experience includes managing the development of international digital marketing campaigns for $100M+ box office releases such as ICE AGE: THE MELTDOWN, FANTASTIC FOUR: RISE OF THE SILVER SURFER, and THE SIMPSONS MOVIE. She has also spearheaded the development of proprietary technologies to enable the quick launch of versioned Internet campaigns globally. Ms. Sherick began her career at Fox as the Executive Director of Internet Marketing for the Home Entertainment International division. Previous to 20th Century Fox, Ms. Sherick was Director, E-Commerce Marketing, for Warner Bros. Studio Store, where she managed the marketing relationships and promotions, developed an e mail communications program, as well as launched and grew the affiliate network of e-commerce and fan sites. Before Warner Bros. Ms. Sherick was the Director of Marketing for Strouds, Inc., at the time a $200M+ company operating 52 stores across the United States, where she built and launched the company's first website in 1997, and oversaw the development of their e-commerce site in 1998. Ms. Sherick holds an MBA from Claremont Graduate University, with an emphasis in strategic marketing, and an economics degree from the University of CA, Davis. Jon Epstein, CEO, Double Fusion: Epstein brings more than 20 years of high-technology media and marketing experience to Double Fusion, and a track record of launching and building the most successful media properties that reach the gaming audience, on a worldwide basis. As CEO of Double Fusion, Epstein is responsible for providing the strategic vision and direction for the company, and for ensuring the execution of the company against its core business plan. Prior to joining Double Fusion, Epstein served as co-head of the digital media group of United Talent Agency, overseeing a wide range of transactions in the gaming, mobile, Internet and advertising technology markets and serving as a consultant to a number of leading media startups. Prior to UTA, Epstein served as executive vice president and general manager, media division, for IGN Entertainment, which was acquired by Fox Interactive Media in 2005. Epstein came to IGN with the sale of GameSpy Industries, where he served as president; while at GameSpy, Epstein established the company as a major media player and developed the companies significant subscription and middleware businesses. Before GameSpy, Epstein was the founding president and CEO of GameSpot.com, where with the other co-founders he reshaped the way by which gamers get their information. GameSpot was acquired by ZDNet (and subsequently, CNET) after which time Epstein served as EVP, International, overseeing the management and rollout of GameSpot and ZDNet sites around the world. Epstein holds a degree in physical sciences from Harvard College. Tom Meyer, President, Davie Brown Entertainment: Tom Meyer was named president of Davie Brown Entertainment (DBE) in January 2005. A full-service entertainment marketing consultancy firm with unparalleled outreach, Davie Brown specializes in strategic marketing, product placement and integration, branded entertainment, promotions, and celebrity marketing, buzz marketing for a number of global brands, including State Farm, Aquafina, HP, AT&T, Chrysler, Pepsi, Sauza, and PlayStation. An entertainment marketing veteran, Meyer has continuously been at the forefront of the hugely popular and successful branded entertainment business having created and implemented significant marketing opportunities and campaigns for dozens of multi-million dollar consumer companies within the various platforms of the industry. His most recent successful deals include a Pepsi and Frito-Lay tie-in with "Star Wars Episode III: Revenge of the Sith" and telecommunication giant SBC's tie-in with "The Incredibles." As President, Meyer manages DBE's day-to-day business, as well as charting overall entertainment strategy for clients and the agency. Specifically, he oversees entertainment marketing opportunities in film, television, video gaming and other ancillary markets for the company's roster of top-notch clients, including Pepsi, Hewlett-Packard, Cisco, and PlayStation, among others. Meyer , who began his career in TV news, joined Davie Brown after seven years at Paramount Pictures where he quickly rose through the ranks, culminating as director of theatrical marketing for the company's worldwide marketing partnerships group. In this position, Mr. Meyer was responsible for securing, coordinating and managing major corporate tie-ins for Paramount's filmed entertainment properties. During his stint, he also developed the groundbreaking Rugrats/Mercury Villager campaign, which featured the first-ever automotive animated commercial. An expert on entertainment marketing and a respected source for insight into the industry, Meyer has been quoted in a number of major publications, including The Los Angeles Times, BusinessWeek, Forbes, The Hollywood Reporter, and San Francisco Examiner. Meyer earned a bachelor's degree in speech communications and an MBA with a concentration in marketing from Colorado State University. Richard B. Anderson, IBM General Manager, Global Media & Entertainment Industry: Richard B. (Dick) Anderson has the global responsibility for the worldwide strategy, marketing, business development, industry solutions and product offerings for the Entertainment, Sports, Broadcast, Cable, Publishing and Advertising businesses throughout the world. He brings over twenty years of achievement, quantifiable results, and IBM know-how to his current positions as general manager for IBM’s Media & Entertainment Industry. Mr. Anderson has responsibility for IBM’s Media and Entertainment clients worldwide, and establishes new and innovative business strategies designed to securely position IBM as a digital solution and technological leader. He oversees global marketing, sales and solutions development for IBM’s media and entertainment customers worldwide, including broadcasting, publishing, advertising, sports, and new media. Previously, Mr. Anderson was general manager, enterprise Web management, where he was instrumental in accelerating IBM’s transformation into the world’s premier e-business, and was responsible for the development and implementation of enterprise-wide strategies for IBM’s use of the internet, highlighted by the restructuring and unification of IBM’s numerous Internet and Intranet Web sites. In addition, Anderson’s leadership also delivered increases in e-commerce and procurement via the web for IBM business partners, all of which resulted in over $1 billion of cost/expense savings. Prior to that position, he was general manager network services, IBM Global Services. Network services included the IBM Global Network, one of the world’s largest data networks. Since joining IBM in 1974, Mr. Anderson has held a succession of management positions including general manager, IBM Global Services, IBM Asia-Pacific; vice president, Networking Marketing, IBM United States, and regional manager, Los Angeles. He is a 1974 graduate of Stanford University and attended the Sloan School of Management at MIT in 1986-87 as an IBM Sloan Fellow.