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Digital Hollywood, October 18-21, 2010
Monday, October 18th
2:30 PM – 3:30 PM -
Track II - AdvUp-2
Advertising NEXT: Social Networks, TV & Video, Broadband, Mobile and Games
In this session, we will look for a comprehensive understanding of what advertising in the next generation will look like. The world of advertising has been completely dislocated by the acceptance and integration of the new technologies, from PVR and Broadband to Social Networks, VOD, Mobile, Blogs and ITV, the consumer is being both barraged by content and choice, he/she is being overwhelmed by the technology itself. While the decisions being made by the advertising community are always measured and incremental, the technologies at hand are profound and will only move forward. How fast and at what rate of impact is still to be understood, but the question is no longer about consumer acceptance and proof of distribution, it is about when the roof is going to cave in. The new technologies are successfully invading traditional media and the good news is rather than leaving the advertiser without a way of reaching the audience, the new technologies may ultimately prove to be better and more comprehensive vehicle for reaching and developing relationships with an even larger customer base.
Dax Callner, VP, Digital Strategy, Momentum Worldwide
Louisa Shipnuck, Managing Principal, Media and Entertainment Industry, Verizon Business
Simon Kelly, Chief Operating Officer, Story Worldwide
Chris Tolles, CEO, Topix
Pip Marquez de la Plata, SVP of Marketing, Meebo
Peter Levin, co-founder, GeekChicDaily
Thomas Tafuto, CEO, Interactive Outliers (i/o inc.), Moderator

Dax Callner, VP, Digital Strategy, Momentum Worldwide: Dax Callner is a strategist with 12 years of experience developing marketing programs for some of the world’s leading brands, including American Express, GE, eBay, MasterCard, Intel, Microsoft, Pitney Bowes, HP, Bloomberg, the U.S. Census Bureau, Johnson & Jonson, Dell, JPMorgan, LifeScan, Medco, Columbia University and the National Parks Conservation Association. Callner’s work has included the development of digital initiatives, event marketing strategies, tradeshow initiatives, street-marketing, user conferences and consumer events. He has also led the strategy for global product launches for Microsoft and HP and has developed multi-channel marketing plans for a number of Fortune 100 brands. The bulk of Callner’s agency career was at Jack Morton Worldwide, where he served as SVP of Strategy & Planning. In 2008 Callner created and led a global initiative to take Jack Morton “green” – developing a set of processes and tools to enable not only the sustainable operation of the company, but also the development of sustainable marketing programs in collaboration with clients. He continues to be passionate about the role of social responsibility in marketing and brand development. Callner has published numerous articles about innovations in marketing and is regularly called upon to speak at industry leadership events. He’s also a musician who regularly performs with his New York band Passion Project and is currently writing a book about the human condition called Curing the Human Disease. Callner recently joined Momentum Worldwide as VP, Digital Strategy.


Louisa Shipnuck, Managing Principal, Media and Entertainment Industry, Verizon Business:
In this role, she is responsible for defining and launching managed services and consulting efforts for studios, broadcasters, advertising agencies, publishers and others. The media-centric services will position Verizon Business as a one-stop-shop for digital media strategies, content management, media security and multi-platform distribution in support of diverse entertainment business models. Prior to Verizon Business, Louisa served as the Global Business Development Executive for IBM’s Media and Entertainment industry. In this role, Louisa sized new digital media opportunities for IBM, focused on emerging content and advertising services and solutions, including multiplatform advertising business intelligence, digital media managed services, and digital workflow. Elsewhere in IBM, Louisa formerly served as the Institute for Business Value’s Global Media and Entertainment Industry Leader, overseeing business research efforts and thought leadership. She has recently co-authored thought pieces, including "The end of advertising as we know it," "Navigating the media divide: Innovating and enabling new business models,” “The end of television as we know it," and "Beyond access: Raising the value of information in a cluttered marketplace," all of which focus on competitive positioning in a tumultuous Media marketplace. Louisa has served as a senior strategy consultant with PricewaterhouseCoopers and IBM Global Business Services, leading and contributing to numerous business and operational strategy engagements in technology, media and entertainment. In her prior business manifestation, Louisa worked as a political media consultant in Washington, DC. She holds an M.B.A. from Columbia Business School and a B.A. from the University of California, Los Angeles

Simon Kelly, Chief Operating Officer, Story Worldwide: Simon Kelly has been recognized
as a pioneer of new media in the branded content industry and is credited with introducing a unified approach for custom publishers in the US. Kelly began his career in publishing in 1984, where he launched Lotus magazine, Macworld magazine, Macworld Exposition, and the IDG seminar series, as well as running the IDG UK’s custom publishing division. In 1990, Kelly co-founded TPD Publishing, ltd, one of the leading independent custom publishers in the UK. In 1995, Kelly moved to Seattle to launch the company’s US operation with the launch of Microsoft Magazine – incidentally its companion web-site also marked the launch of one of the world’s first web-zines. Along the way, Kelly introduced compelling new ways to use content to meet his clients’ branding needs. In 1997 he spearheaded the launch of the Custom Publishing Council and in 1999 he was named to the Folio: 40 for his work integrating print and web content. Kelly won the John Caldwell Lifetime Achievement Award in 2007 for his contributions to the custom publishing industry. In 2001 TPD became part of Interpublic. In 2005 Kelly and his partners bought it back and rebranded the company Story Worldwide. (www.storyworldwide.com). Since then, Kelly and his partners have transformed what was originally a print-centric custom media company into a global, multi-channel content marketing and branding agency. Story Worldwide’s signature approaches, storytelling and narrative branding, help turn their clients’ brands into engaging media channels. Today, with over 200 employees and offices in New York, Seattle, South Norwalk, London and Hong Kong, Story Worldwide is leading the post-advertising revolution. Story’s clients include Unilever, Nestle, UPS, Bank of America, Microsoft, Johnson and Johnson and Agent Provocateur.

Chris Tolles, CEO, Topix: Chris came to Topix from Spoke Software, a business social
networking company, where he was a co-founder and VP of marketing. Before Spoke, Chris was a Director of Marketing at AOL/Netscape for AOL Music, Netscape Search and Directory Products. Chris was a co-founder and VP of Marketing at NewHoo, and led the sale of the company to Netscape. After the acquisition, NewHoo was relaunched as the Open Directory Project at Netscape and became the world's largest human edited directory of the web, and is still used by companies like Google, Alexa and AOL. Previous to NewHoo, Chris held a variety of sales, marketing and management positions at Sun Microsystems. Chris graduated from the University of California at San Diego with degrees in Computer Science and Economics, where he was awarded the Michael J. Addison award for his senior thesis about the online information industry.




Pip Marquez de la Plata, SVP of Marketing, Meebo: Marquez de la Plata i
s the Senior Vice President of Marketing at Meebo, one of the Web’s fastest growing consumer Internet companies that enables almost 170 million users to instantly connect across their favorite social media networks. Since joining Meebo in 2008, Marquez de la Plata has been responsible for defining the Meebo brand, and developing and leading the marketing, research and public relations teams for the company. Marquez de la Plata has spent the last two decades helping global companies shape their brands and execute on a range of marketing and advertising strategies. He’s worked with brands such as Mountain Dew, Electronic Arts, Ford Motor Company, Toyota, NBC and more. Prior to joining Meebo, Marquez de la Plata was Vice President of Marketing and Brand Strategy for the Entertainment Group at CBS Interactive. He also held positions as the Director of Account Management at advertising firm JWT--one of the country’s premier advertising agencies—as well as McCann-Erickson, Anderson & Lembke, Goldberg Moser O'Neill and Saatchi & Saatchi. Marquez de la Plata, who has a tremendous passion for cooking, has also tried his hand as a restaurateur and owner of a gourmet food store in San Francisco. He eventually found his way back to marketing, but remains a foodie at heart. Marquez de la Plata graduated from California State University Sacramento with a Bachelor of Arts degree, and an emphasis in communications studies.

Peter Levin is the co-founder of GeekChicDaily. GeekChicDaily is a daily free email newsletter and website dedicated to popular culture. Levin is also the principal of GYL, LLC, a technology development and investment portfolio focused on digital media companies and video game platforms. Prior to GYL, Levin served as President and Co-Founder of Bellrock Media, Inc., a mobile and broadband entertainment company creating and distributing premium content for mobile and broadband platforms throughout North America and Japan. Levin began his career at Creative Artists Agency (CAA), working in the Corporate Advisory Group with a client list including Matsushita Electric Industry Company, Sony, Nike, The Coca-Cola Company, and Credit Lyonnais. In 1996, Levin joined The Walt Disney Company in the Corporate and Strategic Planning groups and later joined Disney Online as a senior producer. Leaving Disney in 1998, Levin became managing director of Lynx Technologies. Lynx's investments included Applied Semantics (sold to Google 4/03), Gamespy Industries (sold to IGN 12/03), Ask.com (sold to IAC 3/05) and Atom Entertainment (sold to Viacom 8/06). Levin serves on the Board of Directors of Sulake, Inc. (Habbo), Double Fusion, Power Challenge, Mind Control and the Arena Football League. He is also on the steering committee of The East/West Sports Council and the Center for International Sport Business Advisory Board at the Western New England College. Levin is founder and co-owner of the 2006 World Champion Chicago Rush of the Arena Football League and a managing partner in Palisades Baseball, which owns and operates the West Virginia Power Minor League Baseball franchise. He is also a minority partner in and strategic advisor to Strikeforce, a mixed martial arts promotional entity.

Thomas Tafuto, CEO, Interactive Outliers (i/o inc.): Mr. Tafuto has been a pioneer in the
interactive space for over twenty two years and has collaborated with some of the world's most recognized brands including Apple, BP, IBM, Microsoft, Hewlett-Packard and Sony. Prior to joining DIGITAS earlier this year, Mr. Tafuto was the Executive Creative Director of Tribal DDB Worldwide and was the creative lead on Nokia, (RED), Pepsi, American Airlines, Exxon Mobil, AT&T, Starbucks, Ingersoll Rand and Dyson. Thomas directed Tribal DDB's effort that garnered Ad Age's Global Agency Network of the Year in 2008 - the first time a digital agency has been honored with that award. He was also the executive creative lead on several of Tribal's worldwide new business pitches the past year. Thomas began his career by founding Applied Imagination, Inc., one of the first interactive design firms and developed several of the industry's first interactive rich media applications and CD-ROMs from 1987 to 1989. His award-winning work included: software programs for Apple Computer, titles for ABC News InterActive; electronic courseware for the Harvard Business School; and Culture(R) A Multimedia Guide to Western Civilization. Thomas has also partnered with many of the world's top advertising agencies and includes working side-by-side with Jay Chiat to secure the well lauded MTV campaign, as well as stints with Ogilvy and Grey. Prior to joining Tribal DDB, Thomas was Director of Interactive at Jager DiPaola Kemp Design and worked with brands including XBOX 360, MTV, Burton Snowboards, Converse, Nike, Levis, Giant Bicycles, and Virgin Mobile. Thomas has spoken about interactive communications and design at numerous industry events each of the last 20 years. He has been quoted and interviewed by the New York Times, appeared on PBS, and taught interactive communications at institutions such as Columbia University, The Modern Museum of Art, Harvard Business School, and the Parsons New School. He is an accomplished multi-instrumentalist and producer and creates the sonic elements for much of the work he directs.