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Digital Hollywood New York City
November 10-12, 2010
Thursday, November 11th
12:30 PM – 1:45 PM
Track III:
AdvUp-11
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.
Dave Galvan, Vice President, Business Development, Topix
Simon Kelly, Chief Operating Officer, Story Worldwide
Dax Callner, VP, Digital Strategy, Momentum Worldwide
Claus Moselholm, co-founder, GoViral
Richard Jalichandra, CEO, Technorati
Carter Brokaw, Chief Revenue Officer, Meebo
Thomas Tafuto, CEO, Interactive Outliers (i/o inc.), Moderator

Simon Kelly, Chief Operating Officer, Story Worldwide: Simon Kelly has been recognized a
s 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.

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.


Richard Jalichandra, Chief Executive Officer, Technorati: Richard is a veteran Internet exec
utive whose media experience includes leadership roles across the media spectrum: as a client, at an agency, as a publisher, and with an advertising network. Most recently, he worked as an M&A and strategy consultant for several Internet properties and investment firms, and also served as SVP of Corporate Development for Exponential Interactive, Tribal Fusion’s parent company. Previously, he was SVP of Business Development for Fox Interactive Media, and was the Vice President of Business & Corporate Development at IGN Entertainment (acquired by Fox Interactive), where he led the company’s M&A, business development and international activities. Before joining IGN, Richard led national accounts sales at Lycos, was Vice President of Business Development at Neopost Online, served as Senior Vice President/Managing Director of Answerthink, and founded K23 Creative Services in Singapore. His early career included management roles for Ford, IBM and Siemens, and he has a B.S. in business administration from the University of Southern California and an M.B.A. from the University of Washington.


Carter Brokaw, Chief Revenue Officer, Meebo: Carter Brokaw is the
Chief Revenue Officer 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. Brokaw oversees Meebo’s direct sales team and is responsible for the company’s revenue and monetization strategies. Brokaw’s experience working with digital media and marketing platforms has helped Meebo integrate brands into consumers’ Web experiences in a complimentary and authentic way. He has spearheaded the company’s revenue picture, and continues to push the boundaries of advertising and identifying new ways to help Meebo’s publishers connect with more users. Prior to joining Meebo in 2008, Brokaw was Vice President of Digital Media at Warner Music Group, where he helped create the foundation for the direct-to-consumer business--a model that aimed to promote alliances between artists, their fans and brands. Additionally, Brokaw spent more than a decade at CNET Networks--most recently as Vice President of Corporate Sales--where he focused on building a profitable marketing platform for large technology companies to integrate their brand and product assets into the online product research process. Brokaw helped construct and pioneer one of the first pay-for-performance models for online reseller merchants, and directed CNET Networks’ Global Solutions team in establishing a major account discipline for the organization. Brokaw often speaks at industry events and occupies a seat on the Board of Directors of the Social Media Ad Consortium, where he represents the interests of social media publishers. He is a graduate of Colgate University, and is based in Meebo’s New York City office.

Claus Moseholm is co-founder and global client service director at goviral, the European market leader in branded content distribution. Headquartered in London and with offices across in Copenhagen, Stockholm, Munich and Paris the company serve leading clients and brands on a European and global level. Claus is in his role as global client service director advising a range of global accounts on video and content strategies helping them to take the right steps in the fast evolving video/content space. Claus has a broad media background within advertising and communication stretching back 13 years. Before co-founding goviral in 2005, Claus was a partner and director at creative agency Home Sweet Home which he also co-founded in his native Denmark. He started his career in 1997 in the PR industry having previously obtained a Masters degree in Economics
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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.