The Digital Hollywood Experience

The Digital Hollywood Experience


Monday, January 8th, 2018

Session I - DH6

LVCC, North Hall, Room N260

11:30 – 12:30 PM

Transforming Contextual Advertising and Media

Media and the information they deliver are increasingly contextual. Some refine messaging more precisely than others, but the personalization of news, commentary, programming, advertising and commerce is plowing ahead.  It is a fascinating mix of analytics, content, media and advertising.

Brian Benedik, Global Head of Advertising Sales, Spotify

Simon Kelly, Co-CEO and Chief Enthusiasm Officer, Story Worldwide

Joe Maceda, Invention Studio Lead, Mindshare North America

Dan Levi, EVP, Chief Marketing Officer, Clear Channel Outdoor

Oliver Laubscher, Chief Media Officer, VICE Media

Moderator - Peg Jackson, Managing Director, Mooreland Partners


Peg Jackson, Managing Director, Mooreland Partners:  Peg is a Managing Director in Mooreland Partner’s Greenwich office.  She brings more than 20 years of investment banking, venture capital and operating management experience within the media technology sector. At Mooreland, she focuses on

the digital media, marketing software and e-commerce industries.  Prior to joining Mooreland Partners, she was a Managing Director at Gridley & Co, where she worked on transactions within the digital media sector. Prior to joining Gridley, Peg worked in venture capital as a Managing Director at NeoCarta Ventures investing in media technology companies such as Silverpop and Myrio (acquired by Siemens). Prior to working at NeoCarta, Peg held corporate development and operational roles at NBC and Reuters.   Peg holds a BA in Economics from Georgetown University and an MBA from New York University.


Brian Benedik is the Global Head of Advertising Sales where directs the sales strategy and organization across Spotify’s 60+ markets.  Brian previously served as Vice President, North American Ad Sales for Spotify where he grew the advertising business exponentially and built a world-class team across the U.S. and Canada. Brian is an ad sales veteran and recognized leader in the audio industry. Prior to Spotify Brian served as President of Katz 360, the digital division of Clear Channel-owned Katz Media, where he helped build the largest online audio sales network and helped to create the emerging Digital Audio Ad marketplace.


Simon Kelly, Co-CEO Story Worldwide: Simon Kelly has been recognized as a pioneer of the branded content industry and is credited with introducing the first integrated approach for custom content providers in the US. Since then Kelly and his partners at Story Worldwide have evolved that audience-first approach to create a brand narrative practice that he believes will replace traditional advertising. Kelly began his career with IDG, then went on to co-found TPD, one of the leading independent custom publishers in the UK at the time. 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. In 1997 he spearheaded the launch of the Custom Publishing Council and in 1999 he was named in the Folio: 40 for his work integrating print and web content. Kelly was the first recipient of the John Caldwell Lifetime Achievement Award for his contributions to the content marketing industry. In 2001 TPD became part of Interpublic. In 2005 Kelly and his partners bought it back and rebranded the company Story Worldwide. ( Since then, they have transformed a custom content company into a global, multi-channel content advertising and branding agency. Story Worldwide’s signature approaches, storyfinding and making, help turn their clients’ brands into engaging media channels. Today, with over 100 employees and offices in New York and Seattle, Story is leading the post-advertising revolution. Story’s clients include FX Network, Lexus, Unilever, USVI, RCI, Pernod Ricard, Criteo and SEI. Most recently Story led the world record-breaking twitter marathon for every Simpsons episode ever.  Simon regularly addresses marketing, advertising and media professionals about the rapidly-changing advertising landscape and why it is that brands that tell the best stories will win in the post-advertising age.


Dan Levi – As Clear Channel Outdoor Americas EVP & CMO, Dan Levi oversees CCOA’s commitment to more transparent, data-driven advertising solutions. Dan’s embrace of mobile analytics and programmatic buying is delivering on the organization’s promise of bringing to the customer the integrated and sophisticated media buying platforms they’ve come to expect from their media partners. In just under two years at CCOA, Dan has guided the organization to the forefront of the rapidly evolving digital media landscape. He’s shepherded first-to-market innovations like Clear Channel Outdoor RADAR to establish CCOA as a major out of home (OOH) industry trailblazer that’s pioneering advanced advertising methods of planning, buying and measuring the effectiveness of its clients’ OOH campaigns. Named as one of Adweek’s “15 Mobile Innovators” in 2016, Dan continues to explore new avenues of integration and engagement between marketers and audiences in the campaign planning space. Dan has served as chair of the Creative Standards Committee and as a member of the Mobile Integration Committee for the Digital Place-based Advertising Association in addition to serving as a member of the Technology & Innovations Committee for the Outdoor Advertising Association of America. Dan holds a Bachelor of Science in Marketing from Penn State and lives in Brooklyn, NY.


Joe Maceda, Invention Studio Lead, Mindshare North America: Joe Maceda leads Mindshare’s Invention Studio across North America, a dedicated agency unit that brings the concept of “media-as-creative” to life. He and his team merge data, science, and creativity to ignite media plans that have a real cultural impact and real-time engagement for consumers. Working with clients such as American Express, General Mills, Unilever, and more, Maceda drives a wide range of bespoke ideas for brands—including new potential partners, emerging technologies, non-traditional uses of traditional media, and much more. Maceda’s work has been recognized by Adweek’s Media Plan of the Year Awards, Cannes Lions, the Effie Awards, Festival of Media, and more, and he himself was previously named one of MediaPost’s Rising Stars. A respected industry leader, Maceda’s insights have been featured globally across publications such as Ad Age, Campaign, MediaPost, and Warc.