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 Wednesday, January 7th 4:00 PM - 5:00 PM Track I – RA5 – Reinventing Advertising Deconstructing Advertising: Making Choices in a Universe of Limitless Choice: Broadband, Social Networks, Mobile, TV, Cable, Games, VOD & ITV More than ever, in this challenging economy, agencies and brand managers are faced with a dual problem. First and foremost, they must get the best bang for their buck in reaching their target audience. At the first fork in the road they must choose between the “traditional” ad markets of TV, cable and print, versus the new technologies, from broadband to mobile. Once that decision has been made, understanding how to allocate within the choice-structure of “new media” – broadband, social media, search, mobile, ITV etc. – must be determined. The advertising choices of 2009 will be a fascinating reflection of the state of the actual economy as well as the trending attitudes toward the new media platforms. Brandon Berger, Vice President, Digital Innovation, MDC Partners Don McNeill, President and Executive Producer, Digital Kitchen David Katz, Vice President, Mobile Advertising and Publishing, Yahoo! Joshua Spanier, Director of Communication Strategy, Goodby, Silverstein & Partners Brad Davis, Senior Vice President, West Coast Multimedia Leader, Disney Online Marc Ruxin, Chief Digital Innovation Officer, McCann Erickson San Francisco Danielle Barbieri, Mgr, Business Development, Advertising Manager, Cisco Media Solutions Group Terry S. Bienstock, CEO, Mobilactive Media, LLC., former EVP & General Counsel, Comcast Cable, Moderator David Katz, Vice President, Mobile Advertising and Publishing, Yahoo!, Inc.: David Katz is the vice president, mobile advertising and publishing for Yahoo!, Inc., where he has global responsibility for the company’s mobile advertising and publishing strategy. Yahoo! is an early and aggressive leader in mobile advertising, with clear leadership in both display advertising and search marketing. Prior to his current role, David served as Yahoo!’s vice president of corporate strategy and head of strategy for Yahoo! Mobile. He worked with the company’s executive team on top strategic priorities including product planning and direction, significant corporate partnerships, cross-functional initiatives and M&A, including the acquisition of Right Media, the largest Internet Advertising Exchange. David was also charged with advising on top strategic priorities for Yahoo! Mobile, including Yahoo!’s industry leading mobile advertising partnership with Vodafone UK. Before joining Yahoo!, David was a consultant with McKinsey & Company’s West Coast Technology, Telecom and Media (TTM) practice with clients in the software, interactive TV and wireless industries. David also served as a strategic technology analyst for AirTouch Wireless (now Verizon Wireless/Vodafone Ltd.) where he was responsible for identifying emerging wireless technologies, defining market opportunities and evaluating corporate investments. David has also been active in political and public affairs and has held senior positions in several US Presidential campaigns, the US Department of Commerce and the G-8 Summit organizing committee. David holds a Bachelor of Arts degree and an M.B.A from the University of California, Berkeley. Brandon Berger, Vice President, Digital Innovation, MDC Partners: Brandon is responsible for the Digital Innovation Strategy for the MDC Partner Network; this includes investments acquisitions, and partnerships, as well as working with the partner companies to grow their digital capabilities. Brandon is responsible for identifying trends and areas for investment across the digital landscape, including incubating new digital opportunities. Brandon was most recently Partner, Senior Strategist for Digital Innovation at Ogilvy, a group that he founded in 2004. While at Ogilvy, Brandon was responsible for leading client engagements regarding the application of innovative and emerging technologies. Clients included Unilever (Dove and Suave), Hershey’s, IBM, American Express, DHL, Cisco, Office of National Drug Control Policy (ONDCP), DHL, AT&T Wireless and Delta. Prior to joining OgilvyInteractive, Brandon was the director of marketing for WideRay Corp (now Qwikker), a wireless technology company he co-founded in 2000. In addition to WideRay, Brandon has been a consulting resource for entertainment, technology, gaming and mobile companies on leveraging digital media including gaming, wireless, and emerging platforms for extending a brand message into an individual’s personal environment. During Brandon’s career in advertising and marketing, he has worked on multiple brands including: Adidas, Land Rover, IBM, Cisco, Bluenile, Clear Channel, Microsoft, Sony, Netscape, nVidia, AMD, and Red Envelope, to name a few. Brandon has spoken at numerous industry events such as CES, E3 and Digital Hollywood, and is one of the early pioneers of the intersection of Advertising and Video Games, as well as leveraging the mobile channel as a marketing platform. He is a charter member of the National Academy of Television Arts and Sciences Gaming Committee. He volunteers with the Taproot Foundation, and is an active participant with the World Wildlife Fund. Brandon has a B.A. in economics from Tufts University and has won multiple awards in advertising, such as the Clio, the Cannes Lion, the Addy, and an Effie. Don McNeill, President and Executive Producer, Digital Kitchen: Don McNeill is the President and Executive Producer at DIGITALKITCHEN. McNeill has over 17 years experience producing original content for advertising and entertainment. He has received numerous industry awards and recognition in both the traditional and non-traditional areas of advertising. DIGITALKITCHEN’s clients include Sundance Film Festival, Showtime, AT&T U-verse, Screenvision, and Microsoft. DK has recently received two Emmy nominations in 2007 for a total of 10 in the last 6 years. McNeill also serves as the President of the AICP Midwest and is a founding member of the AICP.NEXT committee. Joshua Spanier, Director of Communication Strategy, Goodby, Silverstein & Partners; Joshua started his advertising career at the media consultancy ZenithOptimedia in the UK. A genuine born-and-raised Londoner, Joshua first cut his teeth in the industry with the hard-nosed coal-face that is broadcast TV negotiation and buying. Subsequently Joshua moved onto a strategic-planning career path, which included placements at ZenithOptimedia offices across Europe, work with pan-European accounts and experience across multiple categories and clients. In 2002 Joshua moved to the United States, initially as a sales and marketing director for a startup film production company based in Los Angeles. He joined Goodby, Silverstein & Partners in late 2003 and has since been heavily involved in bridging the creative–media gap as consumers' media experiences have fractured. Also, Joshua has been instrumental in the development of the agency into a fully rounded, communication-agnostic idea shop where powerful brand ideas can live across all consumer touch points. In his four years at the agency, the communication strategy group has been awarded Media Week magazine Media Plan of the Year awards in the best use of emerging technology, print, television and out-of-home categories. Joshua was the architect behind the campaign that won the only gold EFFIE awarded within the inaugural Third Screen category—a new award created to celebrate campaigns specifically built around the use of cell phones. Brad Davis, Senior Vice President, West Coast Multimedia Leader, Disney Online: Brad Davis is senior vice president, West Coast multimedia leader for Disney Online a division of the Walt Disney Internet Group (WDIG), as well as the integrated Disney Media Advertising Sales and Marketing Group. In this position Davis oversees media sales efforts for all Disney-branded Internet websites, including the new Disney.com, Disney Family.com, FamilyFun.com, Wondertime.com, Movies.com and Go.com. Additionally he is responsible for all cross-media sales (cable, online, print and radio) for clients based on the West Coast. Davis joined WDIG in August 2005 as vice president of ad sales. Davis has more than 20 years of experience in advertising sales. Prior to joining Disney Online, he served as director of sales at Comcast Spotlight, Washington, DC, the advertising sales division of Comcast.  Before joining Comcast, he spent nearly a decade in online advertising with AOL, holding numerous management positions including vice president, sales and product training and vice president, local sales and marketing development. There, he supported key units such as Digital City, AOL Local including Mapquest and Moviefone, and AOL's Interactive Marketing.Davis also held positions at National Cable Communications and several local broadcast affiliates. He is an active member of the advertising community, with involvement in industry organizations including iMedia and IAB. Currently, Davis is member of IAB’s Sales Executive Council Board of Directors. Marc Ruxin, Chief Digital Innovation Officer, McCann Erickson San Francisco: Marc leads McCann’s digital strategy and innovation practice across businesses and disciplines. In this capacity he runs the Emerging Media Trials program for Microsoft, plays a key role in the agency social media practice, and works with clients and new technology companies to create scalable digital marketing opportunities for media and creative constituencies to bring to market. Before joining McCann, Marc was chief operating officer of The Mill Group, running the North American divisions of The Mill, the leader in commercial visual effects, and Beam.tv, the leading advertising digital asset management system. Prior to The Mill, Marc was executive vice president of strategy at Gyro International, a global leader in technology advertising and marketing. Before that time, Marc served as vice president of business development at iVast, the early leader in MPEG4 technology, and as vice president of business development and marketing at Eveo, Inc., one of the earliest user generated content portals. Marc also previously worked for WPP Group, where he was an MBA Marketing Fellow and ultimately led West Coast new media strategy for the company. He started his career in artists and repertoire (A&R) at EMI Records. Marc has a BA from Hamilton College and an MBA from Columbia Business School, and lives in San Francisco with his wife and three children. Marc blogs about music and film at www.snoozebutton.com. Danielle Barbieri, Mgr, Business Development, Advertising Manager, Cisco Media Solutions Group (CMSG): leads Cisco’s advertising technology strategy into the online advertising and social media industries. A Cisco veteran since 2000, Danielle was previously a business development manager in the Cisco Corporate Business Development group and focused on Cisco’s strategy in emerging countries. Prior to this, she also was a business consultant in the Internet Business Solutions Group (IBSG), where she worked with the Global 500 and public sector organizations focused on employee productivity applications and innovation practices. Prior to joining Cisco, Danielle worked as a financial consultant specializing in high-tech to high net worth/institutional accounts at Lehman Brothers and Merrill Lynch in New York. Danielle holds two bachelor’s degrees from Villanova University and an MBA from the University of Notre Dame.