The Digital Hollywood Experience

The Digital Hollywood Experience


Tuesday, January 9th, 2018

Session I - DH18

LVCC, North Hall, Room N260

3:30 – 4:30 PM

Social Media Transforms Entertainment Marketing

Social media, viral and influencer campaigns dominate today’s mobile strategy.  It’s a 24/7 blitz. From “Influencer” comings-and-goings to “Urgent News Alerts”, the mobile connection may be the consumer’s most consistent and lasting relationship.  Dependence on the smartphone is the bottom line of marketing.

Pete Spande, Chief Revenue Officer, ‎Business Insider

Tania Yuki, CEO, Shareablee

Spence Kramer, CEO, J. Walter Thompson Atlanta

Tara DeVeaux, Chief Marketing Officer, BBDO New York

Gwen Throckmorton, Head of Industry, Entertainment Division, Facebook

Moderator - Scott Lippstreu, Principal, Deloitte Consulting LLP


Scott Lippstreu, Principal, Deloitte Consulting LLP: Scott is a principal with Deloitte Consulting LLP’s US Strategy service line, Monitor Deloitte. He also serves as Deputy Media lead for Deloitte Consulting. Scott has more than 25 years of experience working with Media & Entertainment clients to improve commercial strategies, including pricing and channel management. He’s also

led Deloitte Consulting’s U.S. Customer & Commercial Strategy practice. His industry experience includes digital, broadcast, cable, print, and Out of Home, serving clients around the world. He has helped clients launch new sales channels, improve pricing methodologies, and making the transition to “as a service” business models.  In particular, he has helped numerous clients successfully re-position their products to metered and/or success-driven business models. Scott has a track record of helping clients improve operational efficiency while driving margin growth. Recent sales operating model work led to a 50% improvement in sales capacity within each market – while holding headcount constant. Scott is a co-author of Deloitte’s Digital Democracy Survey and speaks frequently on the evolving nature of digital media consumption.  The 12th edition of that survey will be launched soon. Scott is involved in his community, and serves on the Board of Junior Achievement of New York. He earned a Masters from the Kellogg School of Management at Northwestern University and his BS in Marketing from Georgetown University. He also studied at Brasenose College.


Tara DeVeaux is Chief Marketing Officer of BBDO New York and an award-winning marketer with two decades of experience in entertainment and brand marketing. Tara started her career at Y&R and then DMB&B where she gained great discipline and experience in packaged goods with marketers like Kraft and P&G. Wanting to follow her passion for pop culture and get her feet wet in digital, Tara shifted gears in 1999 at the height of the online boom. She found a home at the Oxygen television network where she was first Director of Audience Development and then Vice President of Interactive Promotions. In 2004, when mobile marketing was in its infancy, Tara showed true entrepreneurial spirit and moved to an interactive start up, pioneering wireless marketing campaigns for Vibe and Spin Magazine, the Elvis Presley Estate and The Grammy’s®. Her career has traversed advertising, entertainment and tech, giving her the experience and insights to innovate in today’s 360 marketing landscape. Tara returned to advertising in 2005. First, at Spike Lee’s agency, SpikeDDB, and then BBDO NY, where she led integrated teams in developing innovative programs—for HBO (including the pivotal ‘Imagine’ campaign), NBA on TNT, National Geographic Channel, J&J, American Red Cross and PepsiCo—that won over 200 creative awards including 19 Pencils and 13 Lions. Tara is part of the revolution of contemporary storytelling, in which the marketing of the brand is just as influential as the content itself. Today she brings her passion and commitment to BBDO NY where she leads the marketing team, focusing on business development, partnerships and agency branding. Originally from Long Island, Tara now lives in Brooklyn, NY with her two children, Jordan, 19 and Aidan, 15.


Gwen Throckmorton is the Head of Industry for Facebook’s Entertainment division. As a member of the Global Sales Group, Gwen leads a team that drives efficient, full funnel marketing strategies for a diverse set of clients across Film, Television, Streaming, Music, & Publishing industries. Focused on providing relevant insights, partnerships, and compelling solutions, Gwen is charged with strategically growing and building Facebook’s footprint and relationships across the industries she serves. Previously, Gwen was the director of Digital Product Activation for Time Warner Cable Media where she was responsible for the development, management, and growth of all multiplatform product ad offerings including interactive, video-on-demand (VOD) and online properties.  While at Time Warner Cable, Gwen also led an emerging team of digital specialists that assisted internal and external clients in building consumer relationships through engaging, multilayered solutions and leading-edge technology. During her tenure at Time Warner Cable, Gwen completed the Women in Cable Telecommunications Rising Leaders program and received a Digital Sales Certification from the IAB. Prior to joining the Time Warner Cable, Gwen worked in a variety of capacities for Sony Pictures Television coordinating the development and production of several first run cable & syndication programs including early cable standouts, Lifetime’s Strong Medicine and FX’s The Shield. Gwen is a proud graduate of Texas Christian University with a Bachelor of Science in Radio-Television-Film. She resides in Austin with her two children, Thomas and Turner. In her spare time she enjoys feeding her family, her faith, and love of the outdoors and all things sports including rooting on her beloved Horned Frogs.


Spence Kramer joined J. Walter Thompson Atlanta as Chief Executive Officer in 2016 to drive strategic direction and growth for the office. An established global business leader with a passion for creativity, he brings 20+ years of client and agency-side executive leadership to J. Walter Thompson. Spence comes to J. Walter Thompson from Crispin Porter + Bogusky. There, he served as the agency’s first ever Global Managing Director, working to improve performance, operations and communications across network’s six offices. He was also a key contributor to the global Infiniti automotive account win for the agency last year. Prior to CP+B, Spence was at Wieden + Kennedy for seven years, first serving as Global Account Director on Nike, where he oversaw teams across seven offices on the brand’s long-standing “Just Do It” campaign and Olympics work, among others. In 2009, he was promoted to Global Account Director on the agency’s Coca-Cola businesses, managing brand and product work for Coke, Diet Coke, Coke Zero and Powerade. He also led the agency’s winning pitch for Coca-Cola’s sponsorship of the 2014 FIFA World Cup. Before joining the agency world, Spence was Vice President, Marketing and Communications at Virgin America, hired as a founding member to build the airline’s brand and communications strategies from the ground up. During his tenure, he helped design and create the most advanced in-flight entertainment (IFE) system in the industry. Spence also spent six years at ESPN, serving as Vice President, Advertising and Promotion. As a primary steward of the ESPN brand, he oversaw the Company’s agency business—including campaigns for “This is SportsCenter” and ESPN College Gameday—and ESPN’s in-house promotion and production teams.


Pete Spande is Chief Revenue Officer of Business Insider. Prior to joining Business Insider, as CMO and SVP of Sales and Marketing at Federated Media Publishing, Inc., Spande built the company’s sales team from the ground up, growing revenue in Federated’s NYC office from $1 million to $13 million in on year. Prior to Federated, Spande worked in sales at CNET, TechRepublic and PC World.


Tania Yuki is the founder and CEO of Shareablee, a leading provider of social content analytics for business. She has spent most of her career in digital marketing, measurement and analytics, and was recently honored with several awards including, the SmartCEO Brava Award, Cynopsis Media Top Women in Digital Award, Direct Marketing News and Multichannel News 40 Under 40, L’Oréal Women in Digital Next Generation Award, and by Advertising Age as a 2015 Media Maven and 2016 40 Under 40. Tania began her career as a media and internet attorney, specializing in digital rights management, IP and film financing. After moving to the US from Australia she was seduced by digital and went on to run an online video content network as head of acquisitions and branding and has also led product management for comScore's Video Metrix, the world's leading online video ratings service. Tania is also the founder of wimlink, an organization that holds regular events and seminars promoting entrepreneurship, leadership and the professional development of women.'