Tuesday, October 21st

2:15 PM - 3:30 PM

Track III: Poolside Tent II

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

Randy Shaffer, West Region Sales Director, Xbox Advertising

Mark Cibort, President of Digital, Trailer Park

Chris Denson, Director, Ignition Factory, Omnicom Media Group

Christian Hughes, Principal & President, Cutwater

Jamie Reilly, Chief Creative Officer, Kastner & Partners

Charles Riotto, President & CEO, LIMA

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

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.


Charles Riotto, President & CEO, LIMA:  Charles M. Riotto is President and CEO of the International Licensing Industry Merchandisers’ Association (LIMA), the world’s leading trade group for licensing marketing professionals, with over 1,100 member companies worldwide.  LIMA is recognized globally as the authoritative voice of the licensing industry.  Under Mr. Riotto’s leadership, LIMA became the exclusive association sponsor of Licensing Expo, the world’s largest marketplace for licensed properties, attracting more than 17,000 visitors from around the globe.  He has expanded LIMA’s global footprint by growing international membership more than 90%, establishing offices in London, Munich, Tokyo, Hong Kong and Melbourne, as well as representation in seven countries – and counting.  Mr. Riotto is responsible for the day-to-day operation of the association, including serving as an industry spokesperson to the trade and consumer media, as well as interaction with the Board of Directors, which includes representation by some of the world’s largest corporations, entertainment studios and sports leagues.  He has guided the association through a period of unprecedented growth in the licensing industry.  In 2013, revenues from the sales of licensed merchandise reached an estimated $115 billion at retail in the United States, and about $195 billion worldwide.  Mr. Riotto has spent over 35 years in association management.  Prior to joining LIMA, he served as Executive Director of the International Recording Media Association and previously as Marketing Director and Executive Director of the Toy Manufacturers of America, Inc.


Mark Cibort, President, Trailer Park Digital, Trailer Park Inc.:  Mark Cibort oversees digital offerings across Trailer Park and its group companies, goodness Mfg. and Art Machine. He is responsible for delivering integrated marketing and technology solutions, ideating around new campaigns for the agency’s marquee clients, and providing mobile and digital publishing solutions.  He brings 18 years of experience with major brands in the consumer-packaged goods, healthcare, information technology and financial services industries to the role. His expertise lies in managing cross-agency and cross-functional teams in addition to integrating campaign and platform efforts.  Prior to joining Trailer Park, Mark was the group managing director at R/GA. He oversaw high-profile projects including Pepsi’s award-winning Dear Mr. President digital campaign and 1-DAY Starts Today for Johnson & Johnson’s ACUVUE Brand Contact Lenses.  For the Dear Mr. President campaign tied to President Obama’s first inauguration, he worked with a star-studded cast including will.i.am, Lady Gaga and Eva Longoria. The teen-targeted 1-DAY Starts Today campaign drove significant sales increases of ACUVUE Brand Contact Lenses as well as brand engagement across ACUVUE’s social channels. The activation featured Demi Lovato, Shay Mitchell, Joe Jonas and Dwight Howard.  Mark was also the global business account lead for Johnson & Johnson and held leadership roles on the PepsiCo, Mars, McCormick & Co., Pfizer Consumer Healthcare, Purina and SC Johnson account teams. As a partner and director of project management at OgilvyInteractive, Mark led the team launching key digital efforts for Cialis, and engagements for clients including IBM, GlaxoSmithKline-Kline and Pfizer.  Previously, he was director of project management at AGENCY.COM, New York, where he oversaw digital projects for Coca-Cola, Compaq and Gucci.  Mark holds a B.S degree in Business Administration from Bloomsburg University and an MBA in International Business from St. Joseph’s University.  After many years in New York, he relocated to Los Angeles, CA with his wife and three children. In his free time, he enjoys driving classic cars and listening to an eclectic mix of music.


Chris Denson, Director, Ignition Factory, Omnicom Media Group:  Chris Denson's career has spanned marketing, media, technology integration and product innovation.  He is currently the Director of Omnicom Media Group's Ignition Factory, one of the key groups responsible for innovation across media, technology, and marketing for OMD clients.   He most recently served as Head of Creative Solutions for Machinima, where he lead several creative business opportunities focused on the cross-roads of brand integration, content creation, business development, audience engagement, and talent development.  Additionally, he is an advisory board member of the Mobile Excellence Awards, Custom College Recruiting, Pluto TV, and a regular guest speaker at industry trade events and educational institutions. Prior to joining Machinima, Chris has worked both domestically and internationally, holding posts alongside several organizations as the Head of Marketing for American Film Institute's Digital Content Lab, Founder of Genius Effect Media Group, Director of Innovation at The Regan Group, Director of Marketing for the New York Film Academy, and consultant to organizations from Africa to Italy.  Known as a creative problem solver and idea maker, Chris has worked across multiple verticals including Consumer Packaged Goods, Social Responsibility, Entertainment, Fashion, Arts, Electrics, Technology, and multiple hybrids therein.   In addition to his day-to-day professional work, Chris hosts a #1 ranked interview series, entitled Innovation Crush, with over 500,000 listeners around the world.


Christian Hughes is a Principal & President at Cutwater, where he co-leads the cultural vision of the agency. Before moving to San Francisco, Christian led top-tier global accounts at JWT in New York. He also ran major regional business in Asia and worked in creative boutiques in Australia. He is experienced in packaged goods, sporting brands, lifestyle, and even confectionery and chocolate brands. Christian maintains a remarkable track record of building and launching strong brands, including: Cadbury, Kraft, Nike, Gatorade, Lindt, SC Johnson, and Nestlé. He has experience in building and running fully integrated teams and has been awarded multiple effectiveness awards (Effies).


Jamie Reilly, Chief Creative Officer, Kastner & Partners:  With a BFA in Book Arts from the College of Creative Studies at UCSB, Jamie embarked on 10 year long graphic design career that eventually landed him in advertising. He started working at Chiat\Day in 2003, when Apple was a computer company with one other relatively new product: the iPod. Jamie was hired as the first digital creative on Apple, a role that would evolve to working over all media as the group split off from Chiat\Day to found Apple’s dedicated agency, TBWA \Media Arts Lab, where he would spend the next eight years, at one time or another running each part of the Apple account.  During that time he helped introduce the world to things like iPhone, iPad, AppleTV, MacBook Air, countless iPods, Pixar’s “WALL-E,” the reboot of the iPod silhouettes and Adweek’s “Campaign of the Decade,” Mac vs. PC. Satisfied that Apple was finally financially stable, Jamie left MAL at the end of 2012. Enjoying a brief respite from full time employment, he wrote a screenplay, a TV pilot, worked on a short documentary with Academy Award winning director Davis Guggenheim, and still managed to sneak in a little advertising, freelancing at 72andsunny, Wieden+Kennedy, and his old home, Chiat\Day.  72andsunny so enjoyed his company that they asked him to come aboard full- time where he worked on Target, Google, and Samsung. He left 72andsunny in June of 2014 to become the Chief Creative Officer of the Los Angeles office of Kastner & Partners, Red Bull’s agency of record.


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.

Day Two - SuperSession Day

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