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Digital Hollywood, October 19-22, 2009
Thursday, October 22nd Strategic Investigation - Drill Down Day 11:05 AM - 12:20 PM
Track IV: The Advertising Platform Marketing Hollywood - Movies, Broadband, TV, Games, Music - Cross Platform Branding, Live Events & Enhanced Media Lisa Marino, Vice President, Sales, RockYou Sara Bordo, VP, Digital Marketing, MGM Jake Zim, VP, Digital Media - 20th Century Fox Jason Peterson, President, GoDigital Media Group Geoff Cook, CEO, myYearbook Craig Bland, Vice President Celebrity Programming and Development, BUZZMEDIA Adrian Sexton, Co-Founder & CEO, New Medici LLC, Moderator
Lisa Marino, Vice President, Sales, RockYou: leading all brand sales initiatives for the company. Prior to RockYou Lisa was the National Sales Manager for eBay Motors calling on all major automotive OEMs as well as their franchise dealers. Prior to eBay, Lisa co-founded Cima Systems, a leading fixed operations CRM provider for auto dealers. Lisa started her career in Silicon Valley as a technology M&A investment banker for Montgomery Securities. She earned her MBA from Stanford University School of Business and a BS in Finance from the Wharton School.
Sara Bordo, VP, Digital Marketing, MGM: Sara is currently leading Digital Marketing for MGM. Most recently, she oversaw marketing, promotions, and brand management initiatives as SVP of Marketing at SocialVibe.com. Previously Sara most worked at Paramount Pictures and DreamWorks as Executive Director of Interactive Media spearheading strategic interactive marketing and promotional programs with Yahoo!, YouTube, Google, MySpace, MyYearbook, Facebook, and Microsoft Xbox. Sara started in marketing and corporate PR at the Estee Lauder Companies in New York. She moved into advertising at GSD&M where she managed UnitedHealthcare and Kinko's accounts that were honored with Creative Effie and One-Show awards. During her tenure at DDB, she supervised the Johnson and Johnson skincare account, working on brand campaigns that broke sales records each year. Sara landed in Los Angeles to join FirstFireworks, an entertainment marketing firm, where she was a director of the GRAMMY Awards and eBay entertainment businesses. Born and raised in Austin, Sara earned a Bachelor's Degree in Advertising and Public Relations from Texas Christian University.
Jason Peterson, President, GoDigital Media Group: GoDigital, based in Santa Monica, provides full service solutions for content distribution and marketing. The company has four operational areas: (i) digital music monetization, (ii) digital movie & TV monetization, (iii) digital marketing services, and (iv) supply chain management systems & services. GoDigital represents over 900,000 music copyrights, including content from famous artists such as The Temptations, James Brown, and Akon as well as over 15,000 hours of movie & TV programming with programs such as Instant Star, Lexx, and Lunar Jim. Jason also owns Symbolic Entertainment, a music video and commercial production company based in Santa Monica. Under Jasons stewardship for the past 9 years Symbolic has grown to become a respected boutique with cutting edge directors and consistent clientele at all the major record labels. Jason has produced music videos for Sony BMG, EMI, Universal, Warner Bros, Epitaph, and No Limit Records among others. Symbolics clientele includes Master P, Lil Romeo, Ashley Tisdale, T.I., Obie Trice, Switchfoot, TobyMac, Chris Tomlin, Belinda, and Death Cab for Cutie. Symbolics commercial credits include spots for InBev S.A.s Becks Beer, Verizon DSL, and Nikes Ole campaign. In addition to videos and commercials, Jason has been involved in the production of seven feature films and nine television pilots. Jason remains the youngest producer to ever have produced a feature film in competition at the Sundance Film Festival (The Beat, Sundance 2003). The foundation for his work is a J.D. from Pepperdine University Law School and a business degree with an emphasis in Cinema / Television from the University of Southern Californias Marshall School of Business.
Geoff Cook, CEO, myYearbook: Geoff is now the CEO of his third multi-million dollar Internet enterprise, all grown from zero traffic and zero revenue to significant market-leading properties. In 1997, at age 19, Geoff founded EssayEdge.com and ResumeEdge.com from a Harvard dorm room. Each property dominated their respective niches: admissions essay and resume writing help. He then sold his companies to The Thomson Corporation where he led the Consumer Market Group for a Thomson Learning division, departing Thomson in 2005. Geoff has been featured in Wired, Rolling Stone, ABC News, CNBC, and USA Today. In 2005, Geoff became the CEO of myYearbook, joining forces with his siblings. Geoff was instrumental in raising $20+ million in angel financing, venture capital, and venture debt to build the young company into the largest US social media site. Geoff has an A.B. in Economics from Harvard University and lives in New Jersey with his wife Kerri and daughter Madeline. .
Craig Bland, Vice President Celebrity Programming and Development, BUZZMEDIA: With more than 15 years experience in online advertising and production, Bland began his career with Cox Interactive managing clients such as Prodigy, Sportsline, Hollywood.com Tripod and The Spot. As National Account Manager to Microsofts Advertising Business Unit, he broke numerous new categories and sold the first integrated sponsorship on MSNBC, CarPoint and Slate. Relocating to Los Angeles, Bland was Regional Director at Buena Vista Internet Group where he developed Mattels first-ever online ad campaign for the launch of the Barbie Digital Camera. He has also consulted for Hollywood studios such as DreamWorks and Revolution, and served as producer on more than 80 hours of reality television. Since joining BUZZMEDIA in 2006, Bland has been instrumental in developing strategic partnerships with leading Internet publishers and has worked closely with talent and their management to create and implement online strategies. Recently Bland was promoted to Vice President, Celebrity Programming and Development where he will head up BUZZMEDIA Talent Services, a new division focusing on the development and implementation of advertising sponsorships that utilize celebrities and community engagement in creative ways.
Adrian Sexton, Co-Founder & CEO, New Medici LLC: Adrian Sexton co-founded New Medici to innovate media, entertainment and lifestyle branding across digital and traditional platforms. As former digital head of two media companies, Lionsgate and Participant Media, Sexton brings a hybrid background in operational digital strategy, content and marketing/ distribution. Sexton and the New Medici team's passion is building audiences in untapped content niches. Before New Medici, Sexton was Executive Vice President, Digital at Participant Media. He was responsible for running the company's expansion into global media, digital distribution and marketing, and architecting TakePart.com, its social action network and its social issue Blog Network. Sexton recently worked on such Participant films as The Soloist, Food Inc., The Visitor, Charlie Wilsons War, The Kite Runner, and the Academy Award®-winning documentary An Inconvenient Truth. Sexton came to Participant from TAG Strategic, a digital media and entertainment agency he co-founded with EMI veteran Ted Cohen. TAGs client roster included Lionsgate, Qualcomm, Sandisk and LivePlanet. Before forming TAG, Sexton headed Digital Media as Vice President at Lionsgate, where he oversaw the day-to-day operations, production, media planning and business development for digital and mobile properties. His duties encompassed theatrical, home entertainment, television, international and physical studios. He oversaw the digital campaigns for such movies as the Best Picture Academy Award ®-winning Crash, Oscar®-winning Monsters Ball, Fahrenheit 9/11, as well as the SAW and Tyler Perry franchises. Sexton identified multiple-platform marketing, distribution and sales opportunities for the studios 8000+ title film library in such high-growth markets as broadband, mobile, digital cinema, peer-to-peer and IPTV. Lionsgates market capitalization rose from $60 million to $1.2 billion during Sextons tenure; and he was part of the team which secured the $350 million credit facility to acquire Artisan Entertainment. Sexton is an arts advisory member of non-profits American Democracy Institute, Games For Change and the Los Angeles Film Festival.