The Digital Hollywood Experience

The Digital Hollywood Experience


Monday, January 8th, 2018

Session II - DH4

LVCC, North Hall, Room N260

10:15 – 11:15 AM

Leveraging Content and Celebrity for Cross Platform Success

Brands, entertainment content, celebrity talent, new media startups and big marketers are teaming up in new ways for cross-platform success. Hear from top executives leveraging pop culture and content to connect with consumers.

Carol Goll, Partner, Global Branded Entertainment, ICM Partners

Evan Sroka, Co-Head, Global Client Strategy, Creative Artists Agency (CAA)

Alec Shankman, SVP and Head of Alternative Programming, Digital Media and Licensing, Abrams Artists Agency

Jason Schlossberg. Managing Director, Huge

Josh Tucker, Director,Social Content, ‎National Football League (NFL)

Moderator - Michael Heller, CEO & Founder, Talent Resources


Carol Goll is a Partner and Head of Global Branded Entertainment at ICM Partners. Ms. Goll has been a leader in breakthrough and innovative marketing, communications, branding, promotions and strategic alliances with leading

luxury brands. At ICM Partners, she is responsible for branding talent and developing marketing programs across all platforms, including the strategic development of cutting-edge branded entertainment, digital partnerships and campaigns for artists and corporate partners.  Ms. Goll has been recognized by Advertising Age and Billboard as a top entertainment marketer for brands and most recently, Variety, as one of the top women in the industry making an impact.  Since joining ICM in 2008, Goll has built one of the most coveted brand and endorsement divisions in the entertainment industry growing revenues by more than 200% over the last several years.  Prior to ICM, she was an executive at Mercedes-Benz for close to 14 years, leading the company into unprecedented sales growth and building the first partnerships with high-end luxury companies such as Saks Fifth Avenue,  Armani, Ritz Carlton and others. She fostered the first global forays outside of traditional automotive communications by repositioning the brand as a competitor in the luxury goods, fashion and entertainment industries.  Ms. Goll negotiated the brand’s top alliances, including the global initiative, Mercedes-Benz Fashion Week, which Adweek deemed “a brand buzz surefire marketing decision.” Ms. Goll has a unique background that includes an entrepreneurial and creative edge that has allowed her to align and extend top brands’ outside of traditional marketing while delivering profitable return on investment.


Jason Schlossberg, Managing Director, Communications, Huge: Jason oversees the communications discipline at global experience agency Huge, designing innovative PR, social media, content, and experiential marketing engagements for some of the world's most innovative brands. Prior to joining Huge, Jason spent 11 years as the Chief Creative Officer and Co-Founder of Kwittken, one of the most awarded boutique PR agencies in the US. Jason is well-known in the industry for his forward-thinking approach to communications. In 2009 he was included in PRWeek's esteemed 40 Under 40 list and in 2014 was identified by The Holmes Report as one of the 25 most innovative thinkers in Public Relations.


Evan Sroka co-leads the Global Client Strategy team at leading entertainment and sports agency Creative Artists Agency (CAA).   Sroka works in the Los Angeles office, where he identifies and executes new business opportunities for many of the world’s leading talent and entertainment brands. Sroka began his career at The Walt Disney Company, where he worked on the Corporate Strategy and Business Development team and helped compile the company’s annual strategic plan. Subsequently he held roles at Hellman & Friedman, where he executed a number of buy-outs and capital raisings; Inner Circle Sports, where he advised clients on the purchase and sale of several sports franchises; and Activision Blizzard, where he led Strategic and Financial Planning for the company’s production operations.   He joined CAA in the summer of 2012.   Sroka graduated from Harvard College with degrees in Economics and Statistics and Harvard Business School with an MBA.


Alec Shankman is the Senior Vice President and Head of Alternative Programming, Digital Media and Licensing at Abrams Artists Agency. He started his career in Hollywood at AAA in 2003 where he personally launched the very successful and quickly growing department. Alec and his team represent many of the top TV personalities, producers, and influencers across linear and digital media. Linear projects and talent/casts that he has been directly involved with include examples such as A&E’s Duck Dynasty, Discovery’s Gold Rush, Nat Geo’s Wicked Tuna, MTV’s Teen Mom, NBC’s The Biggest Loser, Travel Channel’s Expedition Unknown, Bravo’s Real Housewives of Beverly Hills, History Channel’s Swamp People, Travel Channel’s Ghost Adventures, Discovery’s Street Outlaws, etc. Digital clientele include personalities such as Mr. Kate, Teni Panosian, Andrea Brooks, Brodie Smith, Dove Cameron, Furious Pete, Vitaly, and Jon Rettinger, as well as many more. In 2009 Alec also co-founded, which was the Internet’s premier interactive casting site & social network for talent. Under his supervision, GotCast innovated the talent sourcing business, casting over 750,000 entertainment projects. He also launched MediaBlastr, GotCast's popular social media-based contest platform. MediaBlastr powered hugely successful campaigns sponsored by top brands like Mercedes-Benz, Sony Playstation, L'Oreal, Dove, Charles Schwab, & Garnier Fructis. In 2010, GotCast was honored by the Los Angeles Business Journal for Innovation & Vision. Alec's 1st book, ‘Moving to Los Angeles: The ABC’s of Making Your Hollywood Dreams Come True,’ was published in 2010. His 2nd book 'Moving to Los Angeles: The ABC's of Getting an Agent,' was published in 2012.


Josh Tucker is the Director, Social Content for the National Football League. He is focused on helping NFL players optimize and grow their social and digital presence, and recently launched the NFL’s made-for-social, content destination, The Checkdown. Before transitioning to the National Football League, Josh worked as the Senior Director of Digital Content for WME | IMG bringing innovative digital and social media activations to the company's diverse portfolio of Sports and Entertainment events and clients - from bull riding (PBR) to beauty pageants (Miss Universe and Miss USA). At WME | IMG, Josh led the expansion of College Colors Day, and contributed to the re-invention IMG's New York Fashion Week by implementing unique content initiatives. In conjunction with the Miss Universe Organization, he developed #FindingMiss52, a nationwide, digital search dedicated to finding a 52nd contestant for Miss USA. Josh managed content ideation and execution for an owned audience of 20.5+ million, resulting in 2.2+ billion impressions and over 100+ million video views in 2015. Prior to his time at WME | IMG, Josh worked closely with MLBAM and oversaw social media for the Los Angeles Dodgers where his efforts were recognized with a Shorty Award for Best Sports Team on Social Media in 2013. The Southern California-native attended the Annenberg School at the University of Southern California and currently lives in New York City.


Michael Heller is CEO and Founder of branded entertainment agency Talent Resources, which leverages celebrity and social influencer relationships to authentically amplify the messaging of today’s brand innovators. After completing his Bachelor’s degree at New York University, Heller went on to receive his Juris Doctorate through an advanced program from the Benjamin N. Cardozo School of Law, starting his career in entertainment law. During this time, he recognized a need for active facilitators to bridge the gap between Hollywood and Madison Avenue. Heller combined his unique experience with branded events, commercial entertainment law and celebrity management to launch Talent Resources in 2007, cementing his place as one of the first to explore the world of celebrity influencer marketing. Under Heller’s leadership, Talent Resources has earned a reputation for developing positive, healthy branding relationships by organically pairing celebrities with brands that match their lifestyles. The company has nimbly navigated changes in the entertainment industry, including the rise of reality television, the adoption of new digital platforms, and the growth of real-time social engagement. Capitalizing on its clear vision, wealth of experience, and ability to adapt, Talent Resources has grown exponentially, becoming an industry leader with one of the most powerful celebrity influencer networks to date. With Talent Resources’ extensive celebrity influencer network, the team has been the architect behind global, multi-million-dollar advertising deals between some of the most recognized celebrities and brands in the world, including Kelly Clarkson and Citizen Watches, Stephen Dorff and Blu E-Cigarettes, Lindsay Lohan and Miu Miu, and Demi Lovato and Mezzi, to name a few. In addition, Heller and the Talent Resources team are the creative force behind some of the industry’s most sought-after branded events such as the AXE Lounge and Rolling Stone’s annual Super Bowl party. Today, Heller is considered a visionary in the world of influencer marketing and has become a leading voice for the industry, having appeared in such major outlets as Business Insider, Buzzfeed, CNN, Digiday, The Hollywood Reporter, and Vanity Fair.