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Media Summit New York, March 4 - 5, 2014
McGraw-Hill Building, 49th Street and 6th Ave., New York City
Tuesday, March 4th
3:50 PM - 5:00 PM
Session A:
The Gallery
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.
Jason Jercinovic, President, Havas Worldwide Digital
Mike Wiese, Director of Branded Entertainment, JWT
Rich Sutton, Chief Revenue Officer, North America, Daily Mail Online
Jennifer Cooper, Director, Industry Strategy, Media, Entertainment, Social & Gaming, Adobe Systems
Matt Doherty, Associate Director, Global Digital Creative and Strategy, Ogilvy & Mather Worldwide
Greg Rivera, Senior Director, Advertising Solutions, Microsoft Advertising
Tom Flanagan, CMO, Wayin, Moderator

Jason Jercinovic, President, Havas Worldwide Digital: is a veteran digital marketer with a diverse
career in advertising and marketing. Jason has been involved in marketing on a variety of levels: from agency to client, spend to buy, as well as from startup to established global engagements. Jason's career has spanned the development of the Internet as a premiere marketing tool. With an energetic obsession in all things digital, Jason has most recently focused on successfully applying social and mobile trends to brand engagement, his work running the gamut from global marketer (Nike) to media super star (Taylor Swift and Justin Bieber). Earlier in his career Jason headed up Havas Worldwide Digital in Australia, working on Global accounts (Intel & Dell) as well as helping to establish success with local clients (Sony Australia, Northern Territory Tourism Commission, Tourism Australia). Also while living in Australia, Jason ran the Asia Pacific-based mobile connectivity and integrated marketing services provider Communicator, funded by Australia's leading private equity/VC firm Allen and Buckridge ( Prior to re-joining Havas Worldwide Digital in 2011 as the President of Havas Worldwide Digital, Jason was running the Nike Global Brand business at R/GA. Jason currently manages the Global Social Agency of Record business for IBM at Havas Worldwide. Jason is also active in preaching the Digital word to the next generation as a regular on the speaking circuit.

Mike Wiese, Director of Branded Entertainment, JWT: Mike Wiese is an established leader in bra
nded entertainment, focused on the creation of multi-platform entertainment and integrated marketing solutions with leading brands, advertising agencies, media companies and production partners. Throughout his career he has generated critical acclaim and millions of dollars in new revenue through innovative approaches to the merger of marketing åand entertainment. Mike is Director of Branded Content & Entertainment for global advertising agency JWT, developing content across all formats, including digital, scripted and unscripted television, publishing, and live events. Clients include Microsoft, J&J, Macy's, Nestle, Royal Caribbean Cruise Lines, Rolex, Cadbury, Smirnoff, and HSBC. Projects range from creating Bing's experience with the Sundance Film Festival, to developing web content for Cadbury, to packaging a children's book with Harper-Collins for Macy's acclaimed TV special Yes, Virginia . Outside of JWT, Mike has actively developed TV programming. He is co-creator and consulting producer for the series Storm Chasers on Discovery, and the TLC's BBQ Pit Masters, each produced with Original Media. Prior to JWT, Mike was a member of the executive team that launched United Entertainment Group, a joint venture with United Talent Agency to package entertainment marketing partnerships with brand clients. Some of the deals Mike produced included the TV special Big Green Lies with Fine Living Network, The Angie Martinez Show with BET, partnership with NASCAR superstar Carl Edwards and The American Legacy Foundation's EX brand; and the creation of , a social network for Bob Harper of NBC's The Biggest Loser . Brand deals included P&G, Seventh Generation, Diageo, Clorox, and Wellpoint. Previous to his work with UEG, Mike was Vice President of Branded Entertainment at First Look Studios. His collaboration with Samsung Mobile for the film series Across The Hall , starring Adrian Grenier (HBO's Entourage ), resulted in a successful multi-platform campaign, with digital distribution via the Web and mobile phones, and exhibition at several global film festivals. The film won “Best Short Film” awards and audience favorite honors at festivals in New York, Chicago, Palm Springs and San Francisco, and was produced and distributed as a feature film in 2009. Mike packaged a marketing partnership with Yves St. Laurent for the 2007 release of the critically acclaimed motion picture, Paris Je T'aime . Mike has worked independently with brands, including overseeing the development of an original animated television concept for Nike, with legendary Spider-Man creator Stan Lee. He consulted the American Legacy Foundation's acclaimed tobacco-prevention brand truth and their cessation brand, EX on branded content, entertainment strategy and strategic alliances. He managed Legacy's value-added partnership with MTV Networks, resulting in original content and integration on MTV, VH1, Comedy Central, Spike, and Logo channels and web sites. He brokered and managed a brand integration deal with NBC for its top-rated reality series The Biggest Loser that generated Legacy's highest volume of web traffic in 2006.

Rich Sutton, Chief Revenue Officer, North America, Daily Mail Online; Sutton has over 25 years of
experience in management, marketing, start-ups, turnarounds and working to grow world-class brands. Sutton was recruited from CBS, and before that ran Consumer Markets at WebMD where his tenure produced strong revenue growth and the broadening of The Company's client base. Prior to joining WebMD, Sutton served as Senior Vice President for Warner Bros. Entertainment where over a 14 year tenure he ran sales and client marketing for Warner Bros. Online. Sutton's work with brands has been recognized by Ad Age, Forbes, AAAA, Adweek and many industry publications. He's a published author (Best Practices in Branded Entertainment - for the ANA) as well as the recipient of numerous online and marketing awards. Rich lives on Long Island with his wife of 23 years Wendy, who is Vice President for Daniel Gale/Sotheby's real estate.

Jennifer Cooper, Director, Media and Entertainment Strategy, Adobe: Jennifer Cooper brings more
than 20 years of experience in sales, business development and strategy management in technology and digital media industries. Her work with C-level digital media executives provides her with extensive knowledge of the media and entertainment industries, best business practices and solutions. Prior to joining Adobe, Jennifer was Founder and CEO of Mixercast, a social applications company. Before that, she served as Executive Director of Business Development for Yahoo! Inc., where she designed and launched Yahoo!'s first video subscription service and managed large media industry relationships including ABC/Disney, Viacom, Time Warner, Fox and NBC Universal. In addition, she was responsible for crafting and implementing broadband video content strategy, sourcing and acquisitions for co-branded portals such as ATT Yahoo! DSL, Verizon Yahoo! DSL, Rogers Yahoo! and BT Yahoo!. Jennifer began her career managing sales at enterprise technology companies such as Oracle, Xerox and IBM before advancing into strategic business development positions at VXtreme Inc. (now the Microsoft Windows media platform) and Microsoft. As founder and executive vice president of nCommand, Inc, Jennifer served on the board of directors and was responsible for securing initial rounds of Venture financing, as well as creating initial client relationships for nCommand's products. Jennifer holds a dual B.S. degree in computer science and marketing from San Francisco State University. She also participated in the MBA program at UC Davis and studied law at Golden Gate University.

Matt Doherty, Associate Director, Global Digital Creative and Strategy, Ogilvy & Mather Worldwide
Matt currently reports directly to the Worldwide Chief Digital Officer at Ogilvy & Mather, overseeing global digital creative and strategic development for all client types. He ideates and creatively consults with global teams across all of Ogilvy's core disciplines and outside creative partners to integrate digital at the time of creative conception through execution. Matt aids global brands in crafting their stories' architecture in such a way so their narratives can unfold across multiple digital platforms, both online and offline. Matt combines creative with strategy and enables audiences to have participatory experiences with stories by building out the audience's creative journey through the use of digital and emerging technologies. Matt focuses on understanding the relationships between digital, story content, and culture to interconnect the audience, narrative, and brand. Prior to his latest role at Ogilvy, Matt spent time as a Transmedia Architect and Creative Producer where he began building and experimenting with branded content platforms rooted in transmedia strategy and creative thinking. While at Ogilvy, Matt conceptualized, developed and produced creative for branded entertainment, original entertainment programs and experiential event design. Matt spent his first year at Ogilvy in a multi-disciplinary rotational program upon graduating from the University of Illinois at Urbana-Champaign. Matt has worked with a variety of clients and partners over the years including: Coca-Cola, Fanta, Tang, Mondel_z International, Kimberly-Clark, Nestlé, Unilever, Time Warner Cable, TD Ameritrade, DuPont, Kodak, MTV, Spotify, ESPN, Disney, NBCUniversal, NBA, NHL, MLB, The Masters, Fox Soccer Plus, LA Lakers, Six-Flags, Nickelodeon, Facebook, Google, Comic-Con and Showtime. Outside of Matt's client experiences, he spends his time authoring, art directing and speaking at industry events that covers the expanse of creative and digital thought leadership. Matt aided launching and has monthly editorial columns at the Transmedia Coalition and Consumer Engagement Technology World (CETW) 365 publications. He's spoken at keynotes, panels and covered major worldwide events like International CES, Advertising Week, Createasphere, CETW and Microsoft's 21st Century Storytelling Conference. He has been a valued contributor to Ogilvy's ongoing thought leadership publications on Slidehare and for two years has led creative storytelling workshops with Ogilvy's creative interns from Miami Ad School called the Green House.

Greg Rivera, Senior Director, Advertising Solutions, Microsoft Advertising: His team delivers interac
tive content and experiences across all Microsoft devices and services including Xbox, Windows, Skype, MSN, and Windows Phone. Additionally, Greg's team is responsible for the go-to market strategy for all original programming produced by Xbox Entertainment Studios, Microsoft's new content production studio in LA. Greg works with large Fortune 500 brands and their agencies to execute innovative marketing strategies that leverage the unique aspects of these platforms, services, and content from an advertising perspective. Prior to this role, Greg was Sr. Director of Xbox Advertising driving the Xbox TV strategy and a Business Strategy Consultant for Microsoft helping Fortune 100 firms realize more value out of their Microsoft technology investments. Greg has held several strategic consulting and sales positions within the interactive advertising, direct marketing, and e-commerce industries for over 15 years.

Tom Flanagan, CMO, Wayin: As the former EVP for Leo Burnett, Tom launched the company's NYC office in 2011. Most recently, he is leading the company's entertainment marketing and content creation efforts. As a marketer, Tom has extensive experience in the sports, music and film industries. He has also launched digital divisions of global companies, and created start-ups focused on mobile products and technology consulting. His additional work in entertainment marketing has included that with Gatorade, MTV, Crocs, 20th Century Fox, Quiksilver/Kelly Slater, Mattel, Rockstar Energy Drink, Visa,
Element/Billabong, CCTV (China), Vision Models, Citizen Pictures, GoPro Cameras, Specialized, Pentax, and Electric/Volcom. He is a board member for the Love Hope Strength Foundation.