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 1:30 PM - 2:30 PM Track I – RA8 – Reinventing Advertising 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. Carolyn Everson, Executive Vice President, Strategy and Operations, U.S. Ad Sales, MTV Networks Jean-Paul Colaco, Senior Vice President of Advertising, Hulu Patrick A. Russo, Principal, The Salter Group Pam Zucker, Executive Vice President, Marketplace Ignition, MediaVest USA Christopher Barry, Senior Vice President, Digital Media and Business Strategy, Sundance Channel. Matti Leshem, founder and CEO, Protagonist Kenneth Hertz, Senior Partner, Goldring, Hertz & Lichtenstein Michael Kassan, Entertainment and Media Consultant, Moderator Carolyn Everson, Executive Vice President, Strategy and Operations for U.S. Ad Sales, MTV Networks. In her role, Everson oversees strategic planning, operations and finance for MTVN’s multi-billion dollar U.S. Ad Sales department.  She reports to Hank Close, President, U.S. Ad Sales, MTVN.  Everson oversees MTVN's domestic ad sales strategy, business development and commercial operations. Everson also helps shape MTVN U.S. Ad Sales' organizational design, plan and implement talent recruitment initiatives, and select technologies and solutions that allow MTVN to better serve its marketing partners. The finance arm of MTVN U.S. Ad Sales reports to Everson and Jacques Tortoroli, EVP and CFO, MTVN. Everson joined MTVN in 2003 as Director, mtvU Ad Sales, and has been a key architect of the structure of MTV Networks’ U.S. Ad Sales division. Under her guidance, mtvU tripled its ad sales business to take its place among Viacom’s fastest growing businesses. In 2006, her responsibilities were expanded to include MTV, MTV2 and MTV.com in addition to mtvU, and she gained oversight of $100 million in revenue for MTV Networks’ most iconic brand.  For her consistently outstanding performance, she was awarded the MTV Networks Ad Sales Presidents’ Award in 2006. Everson also served as SVP, Ad Sales Strategy and Business Development for MTVN, where she led strategic planning and evaluation of deals for emerging new advertising opportunities across MTVN’s multiplatform portfolio of well-renown brands.  Before joining MTVN, Everson worked at Primedia Inc., where she was vice president and general manager of several digital businesses, including Seventeen.com and ModernBride.com. Everson has also held new business development positions at brands including Zagat Survey and Walt Disney Imagineering.  Everson holds an M.B.A. from Harvard Business School and a B.A. in Liberal Arts and Communication from Villanova University. Jean-Paul Colaco, Senior Vice President of Advertising, Hulu: Jean-Paul Colacojoined Hulu as Senior Vice President of Advertising where he is responsible for all advertising sales and operations as well as innovating on advertising products and services. Before joining Hulu, JP spent over 12 years at the Walt Disney Company, where he last served as Senior Vice President, Business Development reporting directly to CEO, Bob Iger. Previously, JP was President and General Manager of Radio Disney worldwide, a music intensive radio network for kids and families. JP's experience also includes McKinsey and Co. where he served as a consultant focused on strategic planning for entertainment and high technology companies. JP earned his Bachelor of Arts degree in economics and an honors Bachelor of Arts degree in business administration from the University of Western Ontario in Canada where he was President of the Students' Council. JP received his M.B.A. from Harvard Business School. Patrick A. Russo, Principal, The Salter Group: Mr. Russo is a Founding Principal based in the Los Angeles Office where he co-manages the firm’s overall practice and project management efforts. Since the formation of The Salter Group, Mr. Russo has overseen numerous client relationships including The Walt Disney Company, EMI Group plc, Sony/ATV, The Shine Group, Village Roadshow, Ovation TV, Exception Wildbunch and many others. Mr. Russo has extensive experience across a broad range of financial advisory roles including mergers and acquisitions, fairness opinions, intangible asset valuations, litigation support and strategic planning. Mr. Russo was previously a Vice President in the Entertainment & Media Group of Houlihan Lokey Howard & Zukin. In this capacity, he focused on investment banking and financial advisory projects. Prior to joining Houlihan Lokey, Mr. Russo was a Vice President in the Media and Entertainment Industries Group at SG Cowen Securities Corporation (and its predecessor companies Societe General Bannon, LLC and Bannon & Co.), specializing in mergers and acquisitions and capital raising. Prior to SG Cowen, Mr. Russo was an Assistant Vice President at ABN AMRO Bank, where he was responsible for all film financing transactions in North America and was a member of the bank’s Global Media and Communications Finance Group. Mr. Russo also served as a Senior Credit Analyst for Credit Suisse in Los Angeles and New York, with a focus on media and entertainment. Mr. Russo received his MBA from Fordham University and holds a BS in Business Management from Fairleigh Dickenson University. Mr. Russo is a member of the Finance Board of Advisors and the President’s Council of Fordham University. He is also a frequent speaker on various entertainment and media and financial topics. Pam Zucker, Executive Vice President, Marketplace Ignition, MediaVest USA: A 19-year MediaVest veteran, Pam Zucker, EVP, Marketplace Ignition, oversees the development of new business models for the evolving broadcast media landscape. She also leads MediaVest’s Advanced Television discipline, which includes platforms such as video-on-demand, digital video recording, interactive program guides, navigation, addressable advertising and interactive/enhanced television. In 2007, she became a member of MediaVest’s Executive Team. Pam focuses on the development of new broadband and broadcasting models. Her work includes the creation of the Viewer Connection Index, which taps variables like clutter to deliver an empirical engagement metric, and CW Content Wraps, which boast a 100% audience retention rate from program to content (Nielsen). An active industry spokesperson, in 2008, Advertising Women of New York honored Pam with its “Changing the Game” recognition for spurring real change in the industry. In 2004, Pam was named Television Week Media Buyer of the Year. Throughout her career, Pam has exemplified leadership and the ability to provide innovative solutions in the broadcast marketplace for clients including P&G, Masterfoods and Coca-Cola. In the early 90s, Pam experienced a new media frontier first-hand, taking a MediaVest position in Russia, which only started permitting television advertising in 1993. Prior to her current role, Pam was the AOR Director of the Broadcast Investment team on P&G. Kenneth Hertz, Senior Partner, Goldring, Hertz & Lichtenstein: Hertz, managing partner in the Beverly Hills law firm of Goldring, Hertz and Lichtenstein LLP, specializes in representing talent in the entertainment industries. The firm’s clients include Will Smith, Destiny’s Child, Beyonce Knowles, Christina Aguilera, No Doubt, Hillary Duff and Alanis Morissette. Prior to joining the firm, Hertz was vice president, music -- business and legal affairs -- for The Walt Disney Company. Hertz is also a principal in Membrain, an entertainment marketing strategy consulting firm that consults a number of firms engaged in businesses operating in the entertainment content, technology and marketing industries (including Hasbro, Alliance Entertainment, BMG and The Estate of Elvis Presley, Def Jam and Paul Frank Industries). Hertz is a frequent speaker on the subjects of entertainment, convergence and technology, and has been an instructor at UCLA’s Anderson Graduate School of Management. Hertz is also active in various causes and in December 2002 he, and his partner Fred Goldring, received the ACLU’s Bill of Rights Award for their extraordinary commitment to social justice. Christopher Barry, Senior Vice President, Digital Media and Business Strategy for Sundance Channel: Christopher’s responsibilities include overseeing the Channel’s website, including content strategy, creative design and third-party partnerships, and extending the Channel’s content to mobile and electronic sell-through platforms. Christopher recently led the Channel’s digital activity on YouTube, Yahoo, iTunes, Verizon’s VCast, Hulu, and Second Life.  Sundance Channel is subsidiary of Rainbow Media Holdings LLC and brings television viewers feature films, shorts, documentaries, world cinema and animation, shown uncut and with no commercials. Prior to joining Sundance Channel in 2003, Christopher was a Vice President in Morgan Stanley’s Investment Banking division (Media and Communications Corporate Finance Group). Christopher also worked as a Financial Consultant with Arthur Andersen in Chicago. Christopher earned his MBA from Columbia Business School with Beta Gamma Sigma honors along with a Master of International Affairs from Columbia’s School of International and Public Affairs. He graduated Summa Cum Laude with a degree in Accountancy from the University of Notre Dame and is a Certified Public Accountant. Matti Leshem is the founder and CEO of Protagonist, a Brand Energy company that focuses on integrating and leveraging brands holistically into populist broad platform media: TV, Broadband, Internet, and Mobile. The company’s efforts are focused on creating content at the intersection of Brand DNA, Entertainment and Marketing with a critical focus on design. Currently, Mr. Leshem guides Protagonist’s role as strategic consultant for Pepsi-Cola North America’s entire portfolio of brands. It is Mr. Leshem’s responsibility to keep Pepsi on the cutting edge of entertainment through ventures such as Mountain Dew’s DEWmocracy, an immersive online gaming experience, MDN (Mountain Dew Network), a late night variety show for SPIKE TV and “Retronym,” a Manhattan gallery dedicated to fostering and inspiring innovation at Pepsi. HE is also working with Pepsi owned IZZE sparkling juice to create The IZZE Campaign which will identify eight to ten thought leaders over the next months and create IZZE cocktails to celebrate their achievements and speak to their personality. Protagonist has also been retained by Xanadu, a two-billion dollar retail-tainment development in the Meadowlands, New Jersey. For Xanadu, Mr. Leshem has been tasked with creating new ways of connecting brands to their consumers and developing broadcast strategy for this revolutionary project. Leshem’s eye for innovation and brand integration allow him to offer a distinctive perspective, along with a fully integrative approach. His background runs the full gamut of television production, Internet content development, and product design. Mr. Leshem’s career span includes an array of high profile multi-media positions, including television producer and online content developer. Mr. Leshem created and produced the 2-hour network television special Pepsi’s Play for a Billion. Protagonist also took the lead in launching In2TV, a joint venture between AOL and Warner Bros. Mr. Leshem’s team designed eight channels of broadband, immersive, interactive digital programming utilizing the Warner library of television shows. Mr. Leshem’s aptitude for discerning creative marketing opportunities for a specific brand’s DNA is also demonstrated by unique ventures such as the USA Rock Paper Scissors League. Mr. Leshem founded the league, and then conceived of a nation-wide tournament that serves as a unique marketing platform for Bud Light (Anheuser Busch) currently in its third season. The League finals were broadcast on ESPN 2 and made headlines around the world declaring a new $50,000 winner. This year, Leshem decides to have the USARPS League, the official governing body of Rock, Paper, Scissors in the USenter the 2008 Presidential race with the release of a new online game available exclusively on the League web site, www.USARPS.com. The interactive Rock Paper Scissors (RPS) application pits Democratic presidential hopeful Barack Obama against five opponents on his way to the Oval Office. Earlier in his career, Mr. Leshem rode the first wave of Internet programming as founder of Cobalt Moon, one of LA’s seminal interactive entertainment companies. He was then recruited by Barry Diller to run an experimental television station, WAMI-TV (USA Broadcasting), where he led a team of three-hundred to the successful launch of the station and the creation of over forty hours a week of locally produced original programs. Other endeavors included: Anteye.com, a community-driven studio on the Web committed to changing the traditional development and creative process and Diplomatic, a multi-faceted production company, where Mr. Leshem started the development of integrated brand shows as well as ESPN’s 2-Minute Drill, Smush for USA Network and the documentary series Ultimate Reality on A&E. Many of Leshem’s early achievements are chronicled in John Geirland’s book Digital Babylon: How the Geeks, the Suits, and the Ponytails Fought to Bring Hollywood to the Internet. (Arcade). He is also featured in Madison and Vine: Why The Entertainment & Advertising Industries Must Converge To Survive, by Scott Donaton (McGraw-Hill). Mr. Leshem’s endeavors have been featured on MSNBC, The NewsHour with Jim Lehrer, in New York Newsday, Variety, and the Wall Street Journal. Michael Kassan, Entertainment and Media Consultant: Michael E. Kassan is a nationally recognized leader in the area of media and entertainment. Mr. Kassan is a strategic/brand development consultant presently to brands and companies including Home Depot, National Lampoon, Visible World, DIC Entertainment, Mindshare Worldwide, Ideal Entertainment, Brandsense, Warner Home Entertainment, Revolution Studios, Entertainment Industry Foundation, Microsoft, Verizon, Constellation Ventures (Bear Stearns), Cerberus Capital Management and The Leverage 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 is a director and advisor to many charitable and community organizations, currently serving on the Board of 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 serves on the following Boards as Director: H.E.L.P Group, Big Brothers of Los Angeles, Stephen S. Wise Temple and Skirball Cultural Center.