The Digital Hollywood Experience

The Digital Hollywood Experience

 

Tuesday, January 9th, 2018

Session I - DH14

LVCC, North Hall, Room N262

10:15 - 11:15 AM

The Future of Brand Partnerships and Marketing Influencers

As consumers integrate broadband into every aspect of their lives, Hollywood and Madison Avenue have new opportunities to experiment with all forms of electronic messaging. Brand Marketing is transforming into Influence Marketing and the growing one-to-one consumer relationship is becoming ever stronger and more powerful.

Beau Avril, Global Head of Product Commercialization, Google

Diana Mogollón, SVP and GM, Stage 13, Warner Bros. Digital Networks

Keith Hernandez, SVP of Strategy, Bleacher Report, Turner

Ricky Ray Butler, Chief Campaign Officer, Branded Entertainment Network (BEN), a Bill Gates Company

Moderator - Ted Cohen, Managing Partner, TAG Strategic llc

Speakers to be announced

 

Beau Avril, Global Head of Commercialization, Google Preferred, Google Inc.: As Head of Product Commercialization, Beau is responsible for bringing Google’s premium cross-platform reserve (non auction) video products to global markets.  This includes partner and O&O (YouTube) inventory and is anchored

in Google Preferred, YouTube’s top 5% of content. Google Preferred is currently live in 21 markets and was introduced at the US New Fronts in Spring 2014. It provides marketers with a turn-key, scaled solution to reach the most passionate and engaged audiences in their favorite YouTube content.  Google Preferred uses real time data signals like watch time, shares, and likes to surface the most relevant content that is being watched right now.  Beau leads the group that manages all aspects of Google Preferred in-market offering, sitting between product and sales to manage the product roadmap and to develop global strategy, pricing, deal structures, packaging, measurement and promotion.  Beau also has oversight of YouTube’s Global Partner Sales Program which enables shared inventory sales between YouTube, media companies like CBS/NBC, and established multi-channel networks like Vevo, Maker Studios, Machinima, FullScreen, and Studio 71. The program provides on-going management and support for YouTube’s largest partners so they can sell effectively into their YouTube channels. The program was launched in 2011 and provides direct support to hundreds of large YouTube partners throughout the world.  Previously at Google, Beau led YouTube sales development for Priority Accounts in the Finance, Entertainment, Auto, and Travel industries, selling Google/YouTube’s suite of advertising solutions to well known brand advertisers including American Express, Mastercard, Ford, GEICO, Warner Brothers Theatrical, CBS/Showtime, NBC Universal and Disney/ABC.  This includes mobile and desktop search, display advertising via Google’s Display Network, and video solutions on YouTube. Prior to joining Google, Beau sold US first-run and off-network syndicated television for CBS Television Distribution Group, licensing TV shows and movies to domestic TV broadcast groups and network O&O’s including Gannet, Liberty, Sinclair, ABC, CBS, NBC, FOX and the CW.  During his time at CBS, Beau was responsible for negotiating programming distribution deals for shows like Frasier, Everybody Loves Raymond, Entertainment Tonight, The Insider, Oprah Winfrey, Dr Phil, Wheel of Fortune and Jeopardy.  Beau attended Cornell University and lives in Los Angeles.

 

Diana Mogollón, SVP and GM, Stage 13, Warner Bros. Digital Networks: Diana Mogollón is a leading, proven entertainment media executive who has impacted and driven content, culture, revenue, ratings and audiences for studios, networks and talent.  She has over 20 years in the business of TV, Cable, Production and digital content. She led and grew one of the most successful millennial and Hispanic content brands in mun2 (a division of NBCU), the award-winning Hispanic cable network that redefined content, culture and sales for Comcast, NCBU and Telemundo. The network led in programming, revenue growth, bilingual talent as well as double-digit audience growth during her tenure. She segued from cable to digital three years ago when she joined and helped develop the Stage 13 brand for Warner Bros. Digital Networks.  She was brought in to help develop and define how to attract the highly influential multicultural, millennial audience and the content that best serves them. Tasked with building that brand, she developed Stage 13 from a content incubator to a newly launched brand with scripted and unscripted original content. As Senior Vice President and General Manager of Stage 13 she brings an impressive background rooted in building a brand with an entrepreneurial approach that drives revenue growth, diverse and multicultural content, and leads a highly valued audience of millennials to discovering and endorsing original content on multiple digital platforms. A global leader, she leads the Stage 13 Network brand in Los Angeles, one of Warner Bros. Digital Network’s digital content creation businesses.  Stage 13 is a fearless original digital content brand, showcasing a new generation of talent and fresh creative voices, creating dynamic, unapologetic scripted and unscripted short-form series. Ms. Mogollón has been recognized as a “Woman of Impact” by Variety Magazine, one of the “Most Powerful Women in Cable” by CableFAX magazine, a “Wonder Woman to Watch” by Multichannel News, one of the “Most Influential Minorities in Cable” by CableFAX magazine, one of the “Most Powerful and Influential Latinos in Entertainment” by the Imagen Foundation, a “Top Woman in Music & Entertainment” by Billboard Magazine and a CableFAX Diversity Award nominee.

 

Keith Hernandez, SVP of Strategy, Bleacher Report: Keith Hernandez is the SVP of Brand Strategy at Bleacher Report. In this role, Hernandez is leading go-to-market strategy for social media, working with advertising clients and BR’s ad sales team to develop social and branded-content campaigns targeted at the site’s core millennial-male audience. Prior to joining B/R, he was president of Slate, overseeing all revenue, strategy and business operations. Formerly, he served as VP of brand strategy at BuzzFeed, where he lead revenue and brand strategy efforts in North America and Australia. Hernandez established BuzzFeed’s global sales operations in Canada and the United Kingdom, and extended its international footprint in Australia, Asia, and Latin America. A veteran of Microsoft, Vevo and the Onion, Hernandez is a graduate of Miami University (Ohio) with a BA in creative writing. He lives in Brooklyn, NY with his wife and daughter.

 

Ricky Ray Butler serves as the Chief Campaign Officer at the Branded Entertainment Network (BEN), a Bill Gates Company. Ricky manages all brand relationships and campaigns, supporting our capabilities that include traditional and digital integration services to an impressive global roster of clients that include General Motors, Heineken, Microsoft, Zillow, Pepe Jeans, Hyundai, Disney, Ubisoft and other major global brands we are privileged and proud to be working with. Prior to joining BEN, Ricky founded Plaid Social Labs, the leading social media influencer product integration company, which was acquired by BEN in 2015 to expand reach into the digital influencer community. Ricky has been a leader and innovator in the influencer space representing brands and helping them partner with content creators that have relevant audiences. Ricky Ray has a passion for helping brands increase awareness, establish product credibility and build an active community of brand advocates through the power of product integration. He lives in LA with his wife and daughter.

 

Ted Cohen, Managing Partner, TAG Strategic: industry luminary and former, Vice President, Digital Development & Distribution, EMI Music: As Vice President of Digital Development & Distribution for EMI Music, Ted Cohen oversaw worldwide digital business development for this "big five" record company, which includes labels such as Capitol, Virgin, Angel/Blue Note, Parlophone and Chrysalis. Under Cohen's guidance, EMI has led the industry with its initiatives in new technologies and business models such as digital downloads, online music subscriptions, custom compilations, wireless services, high-definition audio and Internet radio. In addition to seeking out, evaluating and executing business opportunities for the company, Cohen serves as both a strategist and key decision-maker for EMI's global new media and anti-piracy efforts. He has worked to establish company-wide policies, which have allowed EMI's artists and labels a substantial advantage in the digital music arena. Cohen served previously as the Executive Vice President of Digital Music Network Inc., where he co-founded and served as Chairman of the Webnoize '98 & '99 conferences. He currently chairs MidemNet, an international music/technology conference convened in Cannes each year. Cohen also held senior management positions at both Warner Bros. Records and Philips Media. Additionally, Cohen lead two highly successful new media consulting operations, DMN Consulting and Consulting Adults, attracting clients such as Amazon.com, Microsoft, Universal Studios New Media, DreamWorks Records, Liquid Audio, Wherehouse Records/Checkout.com and several other entertainment, computer and new media organizations. A 25-year industry veteran, Cohen serves on the NARAS (Grammy) Los Angeles chapter Board of Governors, the Board of Directors for the Neil Bogart Memorial Fund, Co-chairs the new media arm of the T.J. Martell Foundation, and lends his time and talents to the Grammy In The Schools Program.