The Digital Hollywood Experience

The Digital Hollywood Experience

 

Wednesday, May 24th, 2017

2:15 PM - 3:30 PM

Track I: Ahmanson Hall, Live Webcast from this Room

The Future of Brand Partnerships: Message, Technology, Media, Entertainment & Advertising

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. This quantitative shift in the creative process is transforming advertising, entertainment and the devices themselves.

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

Beau Avril, Global Head of Product Commercialization, Google

Lee Zellweger, Publisher, Reader’s Digest Brands

Jamie Woglom, Vice President, Marketing, Fathom Events

Steven Haft, Producer Dead Poets Society/MADtv, SVP Innovation, Time Inc.

Marci Dobrow, SVP, Advertising, HYFN

Adrian Sexton, CEO, TiTAN Platform, Moderator

 

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. (www.storyworldwide.com). 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.

 

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.

 

Jamie Woglom, Vice President, Marketing, Fathom Events: As Vice President of Marketing, Jamie Woglom oversees all marketing communications for Fathom Events and plays an integral role in the development of the company’s growth strategies and overall brand positioning.  She is responsible for expanding and strengthening partnerships with exhibitors, clients and agencies, with a focus on developing long-term marketing alliances and sponsorships. Since 2006, Jamie has built the roadmap for marketing cinema events and has helped to cement Fathom’s position as industry leaders. She has overseen the development of fully integrated marketing plans for hundreds of high-profile nationwide events in various genres, including launching the most successful ongoing event cinema series, The Metropolitan Opera: Live in HD, which is currently entering its 11th season of broadcasts. Jamie’s previous experience includes managing domestic community relations for luxury retailer Tiffany & Co. in New York City, as well as account management at Pure Brand Communications, a Denver-based advertising and public relations agency.  Jamie holds a bachelor’s degree from the University of North Carolina at Chapel Hill and resides in Denver, Colorado, with her husband and two daughters.

 

Marci Dobrow, SVP, Advertising, HYFN: Marci is passionate about formulating and implementing innovative structure to growing companies and creating workplace environments that inspire teamwork, passion and productivity. Having worked for the top companies in their industry, from content security, content creation, and digital media marketing, she maintains a 98% client retention rate and has no intention of letting that drop anytime soon. At HYFN, Marci leads our Product, Ad Operations, Client Services and Analytics teams who continue to keep our clients happy and coming back for more.

 

Lee Zellweger, Publisher, Reader’s Digest Brands: Currently Publisher of Reader’s Digest Brands.  Lee is responsible for all digital and print revenue generation for one of America’s oldest and most iconic media brands. Prior to joining Trusted Media Brands (Reader’s Digest’s parent), Lee was West Coast Corporate Director for Meredith Corporation where he handled Meredith’s largest West Coast advertising accounts across all their media properties including Better Homes and Gardens, Allrecipes.com, Parents, Family Circle and others. Lee spent almost 10 years at Us Weekly and Usmagazine.com, running their West Coast advertising sales.