The Digital Hollywood Experience

Watch Videos From Digital Hollywood

Tuesday, January 6th, 2015

3:30 – 4:30 PM

Track I – MCM12 - Mobile Content and Monetization Conference

Location: LVCC, North Hall, Room N264

Branded Media Marketing - Across Platforms

Breaking through the competitive cacophony vying for consumers' attention is more daunting than ever. Find out how the industry's TV, music, mobile, film and broadband marketing/creative teams are reinventing the world of entertainment, branding and marketing, with impressive results.

Andy Marks, President, Marks Entertainment + Media

Jez Frampton, Group Chief Executive, Interbrand

Stacy Martinet, Chief Marketing Officer, Mashable

Aaron Meyerson, President, bTV

Dan Monahan, Global Business Alliances, Developer Relations Division, Intel Corporation

Christina Martin, CEO, Backstage Artist Lounge

Ken Hertz, Senior Partner, Hertz Lichtenstein & Young LLP, Moderator

Stacy Martinet is the Chief Marketing Officer of Mashable and sits on the company’s Operating Committee, which directs the company’s strategy, planning and operations.   Stacy leads integrated marketing and communications, including brand, creative services, social media, corporate communications, external affairs, events and the company's social good initiatives. Stacy joined Mashable in December 2010 and the brand has since expanded globally, doubling its social media following and significantly increasing its monthly traffic. In January 2014, Mashable secured its first external capital raise.  Stacy has spent her career at the intersection of media, technology and social media. Before joining Mashable, Stacy spent nearly a decade in corporate

communications and digital marketing at The New York Times. She was part of the team that launched the company’s first social media strategy. While at The New York Times, Stacy was recognized multiple times with the company's Chairman's Award.   In 2012, Stacy was named the youngest member of PR Week’s 40 Under 40 list. This year, she was named a Social Media MVP by PR News and was named to ExecRank’s Top CMO List 2014. Stacy occasionally writes for Mashable about marketing trends, and has contributed to The New York Times and Cosmopolitan Magazine.   Stacy is an active member of New York Women in Communications. She has previously served on the board and played an integral role in the creation and launch of the annual New York WiCi Awards. Stacy also serves on the board of Plant-A-Fish, an oceanographic and ecological health non-profit. Stacy is a graduate of Towson University.

Andy Marks is President of Marks Entertainment + Media, an independent consultancy and production company through which he advises clients on a range of issues at the intersection of branding, entertainment, media and technology.  He recently advised Lorne Michaels’ Broadway Video Entertainment and its comedy MCN Above Average on branded entertainment strategy, and is currently working with a major TV network on development of a social TV/second screen initiative in partnership with BRaVe Ventures, among others.  Prior to founding MEM, Andy was Managing Director and co-head of MATTER, Inc., a leading entertainment, sports and experiential marketing agency, and subsidiary of Edelman, the world’s largest Public Relations firm.  He co-founded branded entertainment consultancy MATTER Entertainment LLC, which was acquired by Edelman, and built it into a full service integrated marketing agency operating worldwide.  During his tenure at MATTER, Andy developed entertainment marketing strategies, and award winning branded entertainment content for the world’s leading brands including Brita, Clorox, Quaker, Johnson & Johnson, Dove, Pepsi, GlaxoSmithKline, Symantec, Phillips Van Heusen, and Activision.  He placed a number of clients in TV and digital programming partnerships including “The Biggest Loser,” “Top Chef,” “Project Runway,” “Cake Boss,” “The Doctors,” “The X Factor,” and “Cybergeddon” from “CSI” creator Anthony Zuiker.  He has worked with best-in-class TV, film, music, and digital partners such as NBCU, CBS, Broadway Video Entertainment, Sundance Channel, Scripps, Bravo, Knitting Factory Entertainment, Live Nation, Billboard, Shine, Magical Elves, FunnyorDie.com, Yahoo!, Sundance Film Festival, and the Tribeca Institute.   Andy has a passion for, and a proven track record in, helping clients reach mainstream consumers with healthy living, sustainability, and CSR messages via entertainment and media.  He consulted EcoMedia, a “green” media company, on development of its sponsorship outreach and TV partnerships strategy prior to being sold to CBS, and advised Cartoon Network on optimally positioning its “Stop Bullying: Speak Up” campaign with sponsors.  He also co-founded the “Green Apple Festival,” the world’s largest Earth Day music festival, and executive produced the LOHAS Forum, the sustainable business and healthy lifestyles conference for Gaiam.  Before co-founding MATTER, Andy served as EVP of brand partnerships at Hypnotic, a multi-media production company backed by Universal Pictures, and home to director Doug Liman (“Bourne Identity,” “Mr. and Mrs. Smith”).  He launched pioneering branded entertainment programs such as Reebok’s Cannes Gold Lion award-winning “Terry Tate, Office Linebacker,” and the “Chrysler Million Dollar Film Festival.”  Prior to that he was Director of Sales and Sponsorships at the Hollywood Stock Exchange.  He is a sought after speaker at such industry forums as NATPE, Digital Hollywood, Videonomics Summit, Streaming Media East, and Advertising Week, and is a member of the board of advisors for the Hollywood Advertising Upfronts.  He holds a B.A. from Colgate University and resides in New York City with wife Nanette and their two children.

Christina Martin, CEO, Backstage Artist Lounge: Adventurous and independent, Christina grew up dancing and riding horses in the rural aryland suburbs of Washington D.C. The eldest of four, Christina was the “trail blazer” in the family, always leading the way and excited to discover new experiences. At age 19, she enrolled in an Adventure Sports Institute to train in wilderness survival, rock climbing, military orienteering and snowboarding. Following that, Christina attended the University of Colorado at Boulder, earning a B.A. in International Affairs. CU studies abroad took her to Spain: Granada, Madrid, Barcelona and a tiny village of Cabra de Santo Cristo. Christina's professional career began with an assignment to the Board of Governors of the Federal Reserve System, launching her into the finance industry. Conducting research under Greenspan's head of International Finance, Christina was recruited to trade derivatives for Charles Schwab headquarters, where she learned the ropes in equity markets and hedging strategies. September 11th came and so did the dot com crash in the bay area. Christina headed down to Santa Barbara to work for a $200 million hedge fund, but was quickly scooped up by the $10 billion fixed income fund from Bermuda, Starbuck Tisdale & Williams. At STW, Christina led investor relations across Ireland, Scotland, England, France, Monaco, Canada and all US territories. She became the firm's international ambassador, raising $2 billion in new assets before she was even old enough to rent a car. Also during this time, Christina earned her VFR Private Pilot License from Red Baron Aviation at Santa Barbara Airport. During a stint in the UK, Christina founded Equity Strategic Relations with senior studio execs at Pinewood Studios, where Christina's love interest at the time, Gerry Butler, was busy shooting the film, “Phantom.” From there, Christina's new company became a central force at Sundance, Toronto and other film festivals. Front row to LA and NY fashion weeks, Christina was swept into the world of Emmys, Oscars, Globes, VMAS and Grammys. In 2007, Christina traveled to Venice with Emilio Estevez, Lindsay Lohan, Freddy Rodriguez and Christian Slater. To date, Christina's philanthropic work has included Make a Wish, Juvenile Diabetes Research Foundation, Covenant House of California, Clothes Off Our Back, LACMA, Sound Art and City Of Hope, which funds translational research in the battle to find cures for cancer. Christina's emphasis on giving back is the reason Backstage Artist Lounge benefits multiple charities every tour date. Also a leading California fundraiser for Senator Hillary Clinton during the primaries, Christina co-hosted Clinton's young Hollywood events with Christina Aguilera, Penelope Cruz, Will I Am, Ben Silverman, Bret Ratner, Jeremy Piven and Ron Burkle. Christina has been featured in L.A. Business Journal, Cosmo, Wealth TV, Entertainment Tonight, Celebrity Justice, 944 Magazine, Ego Magazine, Free Magazine, Revolver Magazine, Skinnie Magazine, VH1, L.A. Confidential, Metal Assault, various newspapers and Variety. In 2009, Christina hosted the monthly Beverly Hills Luncheon Circle at the Peninsula of Beverly Hills, and her business leadership also landed her a seat at the table of Forbes Women of Power dinner. Christina is currently completing her 2011 Backstage Artist Lounge™ Tour.

Aaron Meyerson is the President of bBooth's bTV business unit. Aaron 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.  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.

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 documentary television 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.

Kenneth Hertz is a Senior Partner in the Beverly Hills law firm of Hertz Lichtenstein & Young LLP.  Ken and his partners specialise in representing talent and new media companies in the sports and entertainment industries.  The firm's clients include Will, Jada Pinkett, Willow and Jaden Smith, No Doubt, Gwen Stefani, The Black Eyed Peas, will.i.am, Keith Richards, Herbie Hancock, Jason Mraz, Britney Spears, Janet Jackson, David Blaine, Shaun White, Wayne Gretzky and Alex Rodriguez.  Prior to joining the firm, Ken was in charge of music - business and legal affairs - for the Walt Disney Company.  Ken is also a principal in Membrain - an entertainment marketing and strategy consulting firm.  Membrain consults a number of firms engaged in businesses operating in the entertainment content, fashion, technology and marketing industries (Membrain's clients include JibJab, BigChampagne, Hasbro Toys, McDonald's, Intel, MillerCoors, and Coty.)  Ken is a frequent speaker and commentator on the subjects of entertainment, marketing and convergence, is often quoted in the New York Times, Los Angeles Times and Wall Street Journal, has appeared on CNBC's monthly newsmagazine Business Nation, and has been an instructor at UCLA's Anderson Graduate School of Management, and an adjunct professor of law at USC.