Tuesday, April 28th, 2015

Track II: Salon II

2:15 PM - 3:30 PM

The Future of Enhanced Advertising: Addressing Brands, Message, Technology, Media and Entertainment

Jason Jercinovic, President, Havas Worldwide Digital

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

Joakim “Jay” Baage, Executive Director, [a]listdaily / Ayzenberg

Randy Shaffer, West & Central Region Sales Director, Xbox LIVE Specialist

Todd Hunter, Creative Executive, CAA Marketing, div. of CAA

Mike Pelletier, Marketing Director, Call of Duty

Gianelle Veis, Prize Development, XPRIZE

Tom Flanagan, (former) EVP, Entertainment, Leo Burnett, Moderator



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.


Simon Kelly, Co-CEO and Chief Enthusiasm Officer, Story Worldwide:  Simon spent three months in Minsk in 1981. One day, he and his friends decided to rent a car and explore the city. Soon, two white “Zils” started tailing them. They momentarily lost the tail, and spied a picturesque village through some woods. After wandering through the village, they stumbled upon a military base with tanks and rocket carriers. They hurried back to the car—only to find the tires slashed, presumably by their “friends.”  In Simon’s younger days, he went to Las Vegas and visited Comdex, the huge computer show. After two days of trying to recreate Andy Warhol’s sleep deprivation experiment and a series of unfortunate bad decisions, Simon found himself locked inside a 30-floor fire escape, naked as the day he was born, with the only exit being on the ground floor to the wasteland at the back of the hotel… Simon runs Story’s business in North America and Asia, and founded both the London and the Seattle offices. His career began in publishing when he launched Lotus magazine, Macworld magazine, Macworld Expo and the IDG seminar series; he also ran IDG UK’s custom publishing division. Simon cofounded TPD Publishing, a leading independent UK custom publisher, eventually moving to Seattle to launch the U.S. branch. Additionally, he spearheaded the launch of the Custom Publishing Council and was named to the Folio: 40 for his work in integrating print and web content. Simon won the John Caldwell Lifetime Achievement Award in 2007 for his contributions to the custom publishing industry.


Todd Hunter is a Creative Executive at CAA Marketing, a division of Creative Artists Agency (CAA), the world’s leading entertainment and sports agency, with offices in Los Angeles, New York, London, Nashville, and Beijing.  Hunter is based in the Los Angeles office and works with many of the world’s leading brands, including Coca-Cola, General Motors, The MacArthur Foundation, Diageo, Southwest Airlines, QVC, and Chipotle, which received numerous awards for its “Cultivate” campaign featuring the short film “Back to the Start.”  Most recently, CAA Marketing worked with Chipotle to create its new “Scarecrow” campaign.  The campaign’s short film generated more than 5.5 million viewers in its first week.  Hunter was named one of Forbes Magazine’s “30 Under 30” and is a Cannes Chimera Mentor.  He began his career at CAA in 2006. Hunter graduated from Lehigh University with a Bachelor of Science in Marketing and a Bachelor of Arts in International Relations.  He currently holds Lehigh University's Williams Prize in Business and Economics, is the winner of the 2001 Lehigh Nike/Accenture Business Competition, and is a PhiBetaDelta International Scholar.


Randy Shaffer, West Region Sales Director, Xbox Advertising, Microsoft Xbox Advertising: Randy Shaffer is the West Coast director of U.S. Xbox LIVE Advertising Sales where he is focused on connecting brands with highly-engaged audiences across Xbox 360, Xbox LIVE, Windows 8, Windows phone, Xbox.com, MSN Games, Microsoft Game Studios, and Games for Windows., In his role at Microsoft, Shaffer has served some of the biggest brands in the auto, entertainment and game publishing industries including Toyota, Disney and Electronic Arts (EA). To promote Disney's TRON movie, Shaffer helped Disney develop the world's first Kinect-enabled advertisement. His work also includes campaigns for such prominent brands as Lexus, Honda, KIA, Nissan, Hyundai, Nike, Ubisoft, Sega, T-Mobile, Microsoft, Sony Pictures, Fox, Paramount, Lionsgate, and Procter & Gamble., Prior to Microsoft, Shaffer worked for advertising agencies Foote Cone Belding, RPA, Starcom Media Vest Group (SMG) / Play, a Denuo Company., In addition to his passion for work, Shaffer is a gaming enthusiast with more than 45,000 Xbox achievements. In 2011, he was honored as one of thirty elite members of the Global Microsoft Next, a group selected by the president of Microsoft International as the next generation of Microsoft innovators., A native of southern California, Shaffer holds a BA in Advertising Account Management from Chapman University in Orange County. When he is not working, Shaffer enjoys spending time with his wife and their newborn son.


Mike Pelletier, Marketing Director, Call of Duty: Mike has spent the last six and half years working in Brand Management and Consumer Marketing at Activision, the last four on Call of Duty, most recently overseeing the biggest entertainment launch of 2014: Call of Duty Advanced Warfare, pushing the Call of Duty franchise over $10B in revenue. He has traveled to 60 countries, on 6 continents and lived in 6 of the world’s major business centers.  Mike was awarded commendations from the California Lieutenant Governor and from the California Legislative Assembly for his work in the non-profit sector where he taught a 6 week intensive course on business and leadership to 32 under-served youth ages 11-18, and still remains a mentor to many of them.  Besides travelling, Mike is a sick 90’s Hip Hop and Electronic DJ (former weekly resident DJ in Montreal) and enjoys basketball, beach volleyball, Yacht Week, strength training and scuba diving.  He also has professional marketing management experience with Dell, Newell Rubbermaid, and Disney.


Gianelle Veis, Prize Development, XPRIZE: Gianelle Veis brings 12 years of unique experience in innovation, design, marketing, and brand strategy across a broad range of industries, including technology, social entrepreneurship, sustainability, entertainment, and consumer products. Throughout her career, Gianelle has worked with a number of diverse Fortune 500, non-profit, and government clients and stakeholders. In her current role at XPRIZE, the world’s leading incentive prize institute, Gianelle works as a Prize Designer, developing and launching large-scale, multi-million, incentive competitions to tackle the toughest global grand challenges. Examples of prizes that Gianelle has developed and launched include the $15 million Global Learning XPRIZE to empower children all over the world to take control of their own learning; the $10 million Qualcomm Tricorder XPRIZE to spawn a digital healthcare revolution; and the $10 million Progressive Insurance Automotive XPRIZE to inspire a new generation of fuel-efficient vehicles. Prior to joining XPRIZE, Gianelle worked in business development, client services, and marketing roles at MacGillivray Freeman Films, an independent producer and distributor of educational IMAX® Theatre films. Gianelle received her Master of Business Administration from the University of California, Los Angeles, and her Master of Communication Management and Bachelor of Arts in Communication from the University of Southern California. She is also a graduate of Singularity University.


Jay Baage, Executive Director, Ayzenberg Group, one of the largest independent full-service ad agencies on the U.S. West Coast. Previously, he was President of VDM; Content Strategist and GM, North America, Spoon Publishing; VP of Content and Business Development for Digital Media Wire and Head of Business Development in North America for Posh Media Group. Jay has also held several journalist positions at major news organizations back in his native country of Sweden. He has been awarded Streamy and Webby Awards as well as Swedish Newspaper Publishers’ Association Scholarships for his professional achievements. He has also been awarded fellowships from the Wallenberg Foundation, Investor AB and the Sweden-America Foundation for his academic work.  Jay sits on the Advisory Boards for Mindshare LA, The Nike Foundation, Innovate Pasadena, New Filmmakers LA and is also a judge for the New Filmmakers LA Best Films of the Year Awards in the Feature Documentary and Short Documentary categories.  He is a popular speaker at top international media industry events such as the LA Film Festival, NAB, Game Developers Conference and Canadian Music Week.  Jay has been a contributing author to three books about digital media and is currently trying to find the time to write his first own one about the future of work.  Ha has a Masters Degree in Media, Entertainment and Technology Management from the Gallatin School at New York University and a Bachelors Degree in Business Administration from the School of Business and Commercial Law at the University of Gothenburg in Sweden.


Tom Flanagan, former, EVP, Entertainment, Leo Burnett: As an EVP for Leo Burnett, Tom launched thecompany's NYC office in 2011. Most recently, he is leading 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 mobile products and technology consulting. His additional work in entertainment marketing has included that with Gatorade, MTV, Crocs, 20th Century Fox, Quiksilver/Kelly Slater, Mattel, Rockstar Energy Drink, Visa, Element/Billabong, CCTV (China), Vision Models, Citizen Pictures, GoPro Cameras, Specialized, Pentax, and Electric/Volcom. He is a board member for the Love Hope Strength Foundation.


Jason Jercinovic, President, Havas Worldwide Digital: Jason Jercinovic is 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