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

Rich Sutton, Chief Revenue Officer, North America, Trusted Media Brands

Jason Jercinovic, Global Head of Marketing Innovation, Havas

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

Tom Flanagan, Partner, Nut + Bolt, 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.

 

Rich Sutton, Chief Revenue Officer, North America, Trusted Media Brands, Inc.: Rich Sutton has over 30 years of experience in management, marketing, start-ups, turnarounds and working to grow world-class brands. He is the author of Best Practices in Branded Entertainment for the Association of National Advertisers. His work with leading brands has been recognized by Ad Age, Forbes, AAAA, Adweek, and many industry publications. Previously, Rich served as Chief Revenue Officer for The Daily Mail and held leadership roles in digital media management, sales, and marketing at CBS, WebMd, and Warner Bros. Entertainment. He is a past Board Member of The Daily Mail US, Spectrum DNA, and Friskit.

 

Jason Jercinovic, Global Head of Marketing Innovation & Global Brand Director, Havas: Jason' s a veteran digital marketer with a diverse career in advertising and marketing. Jason has been involved in marketing on a variety of levels: from agency to client, spend to buy, as well as from startup to established global engagements. Jason's career has spanned the development of the Internet as a premiere marketing tool. With an energetic obsession in all things digital, Jason has most recently focused on successfully applying social and mobile trends to brand engagement, his work running the gamut from global marketer (Nike) to media super star (Taylor Swift and Justin Bieber). Earlier in his career Jason headed up Havas Worldwide Digital in Australia, working on Global accounts (Intel & Dell) as well as helping to establish success with local clients (Sony Australia, Northern Territory Tourism Commission, Tourism Australia). Also while living in Australia, Jason ran the Asia Pacific-based mobile connectivity and integrated marketing services provider Communicator, funded by Australia's leading private equity/VC firm Allen and Buckridge (A-B.com.au). Prior to re-joining Havas Worldwide Digital in 2011 as the President of Havas Worldwide Digital, Jason was running the Nike Global Brand business at R/GA. Jason currently manages the Global Social Agency of Record business for IBM at Havas Worldwide. Jason is also active in preaching the Digital word to the next generation as a regular on the speaking circuit.

 

Tom Flanagan, Partner, Nut + Bolt. As a co-founder and partner of Nut + Bolt, Tom is responsible for driving content strategies and creative services for global brands and entertainment companies. As a former EVP for Leo Burnett, Tom launched the company's NYC office and helped lead the company's entertainment marketing and content creation efforts. As a marketer, Tom has extensive experience in the sports, music and film industries. He has also launched digital divisions of global companies, and created start-ups focused on video production  and technology consulting. In Asia, Tom has worked closely with industry leading entertainment companies in China and Japan. His co-workers have helped him win many awards, including a Gold Cannes Lion and Gold Clio for Branded Content. He is proud to be a board member for the Love Hope Strength Foundation. www.ntblt.com