Tuesday, October 21st

12:30 PM - 1:45 PM

Track II: Salon II

Hollywood Brand Power: Strategic Concepts in Celebrity and Creativity Across Platforms

Brad Spahr, Vice President, Sony Music

Justin Hochberg, CEO, Just Entertainment

Aaron Meyerson, President, bBooth (former President of Programming and Development, CBS Television)

Bill Sanders, SVP, Personal Brand Management, PMK*BNC

Melinda Moore, President, Moore Media Ventures (Advisor for Breakr & BOOMiO)

Dominic Sandifer, President of GreenLight Media & Marketing

Alex Ben Block, Senior Editor, The Hollywood Reporter, Moderator

networks into reality programming for their first time, brokering over 20 different branding deals on them. Among them USA Network's first reality series, “The Moment”, hosted by Super Bowl MVP Kurt Warner and TNT's "The Great  Escape", an action-packed program Hochberg created and produced with Hollywood greats Ron Howard, Brian Grazer and Bertram van Munster. In addition, this past summer he launched “Race to the Scene,” a movie themed competition series for the Reelz Channel hosted by Dolph Lundgren, which Hochberg engineered the sale of to a dozen countries before its US premiere, followed by CNBC's new #1 rated show, “The Profit”. Hochberg was recently nominated for the Critic's Choice Award for Best Reality Series and Real Screen's Best Documentary, and has been recognized as Hollywood Reporter's “50 Most Powerful Reality Producers”. Prior to entering the television industry, Hochberg served as Microsoft Corporation's Director of Business Development for Interactive TV, before becoming the company's Head of Business Development for its Digital Media TV efforts.


Aaron Meyerson, President, bBooth: Aaron Meyerson is a media professional with a unique combination of creative and business experience in television, film and digital media. He has run major TV studios for both CBS and Fox, and held senior level programming positions at both MTV and Oxygen Media. Presently, Aaron is President of bBooth, a media tech startup deploying retail based recording studios in malls around the country that allow users everywhere to be discovered and cast by Hollywood TV, film and record companies. Prior to joining bBooth in 2013, Aaron was President of Programming and Development at CBS Television, responsible for CBS' massive first run syndication business. In that capacity, he oversaw the production of 10 daily shows - over 2300 episodes per year! - including Entertainment Tonight, The Insider, Judge Judy, Dr. Phil, The Doctors, Inside Edition, Rachael Ray and The Jeff Probst Show. The business generated over $650 million in revenue and over $250 million in profits per year. He supervised 17 direct reports (including all the shows' Executive Producers) and over 1,000 production personnel. Aaron was responsible for all aspects of development and current programming, including programming strategy, talent, show formatting, staffing, producing pilots, digital strategy, budgets, interfacing with the sales team and station clients and ultimate profitablility. Marketing, publicity, research and business affairs had dotted line reporting to Aaron. Aaron personally initiated and negotiated the ground breaking partnership between CBS and Yahoo to transform and rebrand The Insider TV show into OMG!Insider, thereby creating a 24/7 content experience across TV, Internet and mobile. Aaron was also responsible for bringing Arsenio Hall back to late night through an innovative partnership with Tribune Broadcasting. Prior to his position at CBS, Aaron ran development and production for cable networks Oxygen and MTV. At MTV, Aaron was in charge of MTV's west coast program development and current series' teams. His responsibilities included sourcing, developing, casting and producing original pilots, series and specials. Prior to his executive role at MTV, Aaron was Senior Vice President, Development and Production at the Oxygen Network. Recruited to turn around Oxygen's ratings, he quickly set a new course for Oxygen's brand and original programming strategy, launching in quick succession unscripted hits Tori and Dean, The Janice Dickinson Modeling Agency, The Bad Girls Club, Mo'nique's Fat Chance and Snapped, scripted critical favorite Campus Ladies, and numerous made-for-TV movies (including EMMY nominated The Robber Bride starring Mary Louise Parker) and documentaries. The effect was a dramatic increase in ratings, press, buzz and distribution for the emerging network, leading to Oxygen's successful sale to NBCU in 2007. Prior to Oxygen, Aaron was Senior Vice President, Non-Scripted Programming and Business Development at Fox Television Studios, where he oversaw two production companies - Foxstar and Natural History New Zealand - that generated over $80 million in revenue by selling and producing award winning pop culture and documentary programming for a bevy of cable networks. Aaron also had responsibility for the off-net distribution of the studio's library and managed a network of distribution partners to maximize revenue in international and home video markets. Before Fox, Aaron was Vice President, Creative Affairs at New Line Cinema and producer of such films as “Dumb and Dumber,” “Inspector Gadget,” “Meet the Deedles,” “Above the Rim” and The Disney Channel's “Genius.” Aaron received his BA in Economics from UC Berkeley, and his MBA from Stanford, where he is an alumni interviewer. He serves on the Executive Board of the non-profit organization Spark, and on the Advisory Board of interactive video startup Coincident TV.


Bill Sanders, SVP, Personal Brand Management, PMK*BNC; During his 20+ year career, Bill Sanders has established himself as one of the most foremost experts in talent marketing and brand building. His work with icons such as Yao Ming and Steve Nash in many ways set the standard for athlete marketing and brand building. By helping clients build, maintain and protect their brands, Bill’s strategic approach increases client marketability, raises brand awareness and increases their revenue. Bill believes the key to effective talent marketing is the formulation of a long-term player/brand strategy, which includes a substantial commitment to community involvement, media relations and social media plans, and the pursuit of appropriate corporate partners. Bill and his staff are dedicated to the development of individual marketing strategies that highlight each client’s strengths, talents and interests.  During his tenure at BDA Sports Management, Bill aligned his clients with numerous global brands, including: Coca-Cola, Pepsi, Gatorade, Vitamin Water, Visa, American Express, Apple, Sprint, T-Mobile, Verizon, AT&T, Guinness, Bridgestone, Raymond Weil, Tag Heuer and many more.  Prior to joining BDA Sports Management, Bill spent several years as VP of Theatrical Sales/General Sales Manager at Lions Gate Films and Trimark Pictures.  Bill earned his MBA, with an emphasis in Marketing and Entertainment Studies, at UCLA in 1998. He earned his Bachelors of Arts in Political Science from Loyola Marymount University in 1988. Bill also teaches Sports Marketing at LMU each spring semester. He resides in Pacific Palisades, California with his wife, Elizabeth and their son, Brendan.


Melinda Moore, President, Moore Media Ventures (Advisor for Breakr & BOOMiO):  As an award-winning marketing executive and technology entrepreneur with extensive connections in entertainment, technology, fashion and Fortune 100 companies, Melinda Moore has led digital strategy and integrated marketing campaigns for prominent consumer brands including Credo Mobile, Ford, LIVESTRONG, msnbc.com, Netflix, Obama for America, Sony, USA Networks and YouTube.  Ms. Moore is currently the President of Moore Media Ventures providing business and strategic consulting services to early stage technology and millennial focused mobile companies including Breakr, Brut, edtwist and exacly.me.  In this role she has developed marketing plans encompassing mobile, social media, original content, viral marketing, SEO, SEM, website development and strategic partnerships.  In the fall of 2013, Ms. Moore provided consulting services to Robin McGraw and Dr. Phil to help launch Robin’s purpose-driven beauty brand Revelation, and her domestic violence foundation When Georgia Smiled.  She oversaw the website development, emergency smartphone app, summit conference and thought leadership plan.  Another project for Dr. Phil and Robin McGraw was with the United Nations Foundation where she positioned Robin McGraw as a key spokesperson for #GivingTuesday and secured national television coverage for the #GivingTuesday campaign on the Dr. Phil show.  Ms. Moore’s passion for health and the environment led her to create and co-found LovingEco where she encouraged women to vote with their wallet for ecologically conscious companies while giving back to charity with each purchase.  At LovingEco, Ms. Moore was responsible for raising a seed round of capital from prominent angel investors, integrated marketing, public relations and to secure leading celebrity tastemakers for the site such as Maria Bello, Amy Smart and Randi Zuckerberg.  In 2012, she helped lead the successful acquisition of LovingEco by John Paul Dejoria, the entrepreneur behind Patron and Paul Mitchell. The company received ‘The Visionary Award’ by the Green Business Bureau.  In 2012, Ms. Moore co-founded TuesdayNights, a collaborative community of female executives and founders, created to empower women through a series of programs and networking.  TuesdayNights’ invite-only events are backed by sponsors such as Tory Burch, Demand Media and Nestle and have rapidly grown in popularity.  Events feature high profile female leaders to share insights such as Susan Feldman, co-founder of One Kings Lane and Kym Gold, co-founder of True Religion, as well as nonprofits affecting the lives of women and girls such as the Susan G. Komen Foundation and Make A Wish Foundation.  From 2011 – 2013, Ms. Moore served as the Senior Vice President for Entertainment Media Ventures where she oversaw media investment, talent negotiations and digital strategic consulting services for clients such as Ford and Discovery.  Ms. Moore secured media partners and corporate sponsors for Solar Impulse’s first solar-powered flight across America which garnered over eight billion media impressions in partnerships with Yahoo!, Google, Discovery Channel and Participant Media.  Ms. Moore led the business acceleration of technology companies including ACTV8, AlphaBird, Buddy Media, The Mother Nature Network, Milyoni, Sonic Notify and ThingLink.  At EMV, she negotiated talent deals with Ryan Seacrest, Jimmy Fallon, Dennis Leary, John Slattery and Hank Azaria for the Ford Motor Company.  Ms. Moore is a frequent speaker at technology and communications industry events and has won awards including a Webby, an Effie Award and a Silver MIXX Award.  She is a member of the National Association of Women Business Owners (NAWBO), Women in Technologies (WINT), the Chair of the Education Group for The Academy of Television Arts and Sciences (ATAS), StartingBloc and Step Up Women’s Network (SUWN).  Ms. Moore received a Bachelor of Arts degree at UCLA.


Dominic Sandifer, President & Founding Partner, GreenLight Media, & Marketing, LLC:  Dominic has been a leader in the branded entertainment field for over fifteen years. In 2008 he partnered with Coran Capshaw and Bruce Flohr to form GreenLight Media & Marketing, LLC, an award winning digital content studio and branded entertainment agency.  Greenlight’s clients and projects have included Hyundai ("The ReGeneration Music Project" in association with The Grammys; “Helping Parents to Rock”- on Jimmy Kimmel Live; “Legend Remixed” integrated marketing campaign and documentary film with Universal Music Group & The Bob Marley Family); Gillette (“Gillette Uncut Film Series”), Logitech Ultimate Ears (“The Social Music Experiment” on JASH & College Humor), American Express, Constellation Brands, Chase, Coca- Cola, Converse, Google/YouTube, and Verizon among others.  In addition, Greenlight created and owns the fine living brand “Pairings:Food+Wine+Music” at www.pairings.com; as well as created and launched Dreaming Tree Wines for Dave Matthews and Constellation Wines.  In 2013 Greenlight created, launched and now produces the first official country music channel, “Country Now”, as part of YouTube’s original channel initiative.  Greenlight also annually produces numerous branded concerts and events, as well as music videos with artists ranging from Tim McGraw to Skrillex.   Previous to GreenLight, Dominic led the Entertainment & Integrated Brand Marketing Group for TBA Global, a branded content and experiential marketing agency for Fortune 1000 companies including InBev, Pernod Ricard, Chase, Nestle, Nike and McDonald's., as well as having headed Universal Music Group/IGA's Strategic Marketing team.  While at UMG Dominic helped develop music-driven marketing strategies for major brands including Coca-Cola and Apple, as well as aided in the creation of tie-ins between artists and brands such as Sting/AOL and the innovative Black Eyed Peas/Apple iTunes campaign launch. Dominic led UMG's participation in the launch of Coca Cola Classic's successful integrated marketing program for its "Real" campaign. Dominic has also served as EVP of Mandalay Branded Entertainment, a division of Mandalay Entertainment Group, where he conceived and produced 65 episodes of the award winning "Go For It" series on ABC Family.


Alex Ben Block, Senior Editor, The Hollywood Reporter: Entertainment industry journalist, author, broadcaster and show business historian Alex Ben Block is Senior Editor of The Hollywood Reporter.  He is lead Editor of  “George Lucas's Blockbusting: A Decade-by-Decade Survey of Timeless Movies Including Untold Secrets of Their Financial and Cultural Success,” and author of the critically acclaimed books "OUTFOXED: The Inside Story of America's Fourth Television Network," and international bestseller "The Legend of Bruce Lee."  Block returned to The Hollywood Reporter in 2009, where he had been Editor in the 1990s.  He regularly covers major news stories for the magazine, web site and digital daily on the business of entertainment.  His previous positions have included City Editor of The L.A. Herald Examiner, columnist for the Detroit News and Editor of TelevisionWeek.  Block is a popular public speaker and frequently appears on TV and radio, including the Advertising Show,  NPR, KNBC, NBC, CBS, CNN and elsewhere.  He has won many honors, including being named Entertainment Journalist of the Year at the Southern California Journalism Awards by the Los Angeles Press Club. He also has won three other LA Press Club Awards for journalistic excellence; Hearst Awards; Will Rogers Foundation Award; and the Journalism Award from the Caucus For Television Producers, Directors and Writers.



Day Two - SuperSession Day

Justin Hochberg is the founder of Just Entertainment Inc. a Television and new media studio focusing on branded entertainment and reality TV with projects at half a dozen US networks and working with fortune 500 brands and digital agencies. Over the course of Hochberg's career he created and sold over 40 TV series and completed more than $112 million in product integration deals with broadcast and cable networks and over 150 of the world's leading brands including P&G, the NFL, Pepsi, Sports Illustrated, Royal Caribbean, Marquis Jet, Staples, DirecTV, Planet Hollywood Resorts, Fosters, Las Vegas Convention Visitors Bureau, Dick Clark's “Rockin New Years Eve”, Skype, Ask.com, Camping World, , Deutsch Advertising, NYC 2012, the N.Y.P.D., and Tony Winner “Kinky Boots”. Hochberg made TV headlines recently for guiding four different cable