The Digital Hollywood Experience

Watch Videos From Digital Hollywood

"The Conference that Defines the Future of the Industry"

PDF of Summit Program

Wednesday, March 4th, 2015

3:50 PM - 5:00 PM

Session A: Grand Ballroom (4th Floor) - Live Webcast from This Room

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

Rachel Baumgarten, Senior Vice President of Integrated Marketing, Music Group, Viacom Velocity

Mike Wiese, Director of Branded Entertainment, JWT

Matt Doherty, Associate Director, Global Digital Creative Development, Ogilvy & Mather

Josh Richman, CMO, DailyMail.com

Greg Rivera, Senior Director, Advertiser Solutions, Microsoft

Sami Viitamäki, Executive Director of Digital, Havas Worldwide NY

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

Sami Viitamäki, Executive Director of Digital, Havas Worldwide NY: As Executive Director of Digital at Havas Worldwide NY, Viitamäki works across all major clients at Havas Worldwide’s flagship New York agency while expanding and integrating the agency's digital capabilities. A native of Finland, Viitamäki’s experience spans business, advertising, technology and innovation roles.   Most recently, he was Partner and Executive Digital Director at TBWA in Helsinki, where he headed the digital strategy, advertising, service and content design teams, and worked on top global brands including Nissan, McDonald’s, Adidas, Singapore Airlines and GSK. Before that, Viitamäki served as Executive Planning Director for the agency. Under Viitamäki’s leadership, TBWA\Helsinki became an innovation hub for the global network and last year was ranked among the world's top 10 digital agencies by

The Gunn Report. Viitamäki’s Helsinki team created numerous international award-winning campaigns and innovations, including the Nissan NISMO Watch product concept, Cannes-winning Nissan RUMBLE, Nissan LEAF Play Future: Today, which was selected for a Google Insights showcase, and the gold Effie-winning Angry Birds campaign for McDonald’s in China. Viitamäki has also served as the head of Digital Arts Network Finland and was a board member at DiVia, the Finnish Digital Marketing Round Table at the Aalto University School of Economics. Before TBWA, he was Online and Marketing Manager at leading Scandinavian telecommunications company TeliaSonera, where he was awarded Marketing Act of the Year.

RACHEL Baumgarten:  Senior Vice President of Integrated Marketing, Music Group, Viacom Velocity:  Rachel Baumgarten is the Senior Vice President of Integrated Marketing, Music Group, Viacom Velocity. In this role, she is responsible for overseeing all strategic, insights-driven integrated marketing campaigns and creative content solutions for a diverse cross-section of clients across all MTV, VH1, CMT and Logo TV screens.  Working closely with clients, agencies, in-house teams and outside production companies, Baumgarten’s team executes the planning and implementation of dynamic programs throughout the year that span each brand’s on-air, online, mobile and social properties as tied to series, specials and tent pole events, as well as creating custom content for partners. Earlier this year, Viacom Media Networks Music Group was voted the number one integrated marketing team in the industry by a survey conducted by the Myers Media Business Report.  Baumgarten has previously held Integrated Marketing roles at MTV and MTVi. Prior to joining the Viacom family, she worked at Griffin Bacal Advertising and Frankfurt Balkind Partners. She graduated with a bachelor’s degree from the S.I. Newhouse School of Public Communications at Syracuse University.

Matt Doherty, Associate Director, Global Digital Creative Development, Ogilvy & Mather:  Matt Doherty oversees global brand creative and digital development at Ogilvy & Mather Worldwide. He has a strong big idea creative and strategic background developing global platforms and is able to understand clients’ digital business objectives and marketplace situations based on his experience working directly for O&M’s Worldwide Chief Digital Officer. He’s crafted his creative expertise over the past 6 years producing branded entertainment series, experiential activations, global integrated marketing campaigns, and developed original transmedia platforms with major television networks. Matt aids global brands in crafting their stories’ architecture in such a way so their narratives can unfold across multiple digital platforms, both online and offline. He combines creative with strategy and enables audiences to have participatory experiences with stories by building out their creative journeys through the use of digital and emerging technologies. Matt focuses on understanding the relationships between digital, story content and culture to interconnect the audience, narrative and brand. Prior to his latest role at Ogilvy, Matt spent time as a Transmedia Architect and Creative Producer where he began building and experimenting with branded content platforms rooted in transmedia strategy and creative thinking. While at Ogilvy, Matt conceptualized, developed and produced creative for branded entertainment, original entertainment programs and experiential event design. Matt spent his first year at Ogilvy & Mather in a multidisciplinary rotational program upon graduating from the University of Illinois at UrbanaChampaign. Matt has worked with a variety of clients and creative partners over the years including: Bimbo, CocaCola, Codecademy, Disney, DuPont, ESPN, Facebook, Fanta, CocaCola Freestyle, Google, GSK, IKEA, KFC, Kodak, LA Lakers, MLB, Mondelēz International, MTV, NBA, NBCU, NHL, Ragu, Showtime, Six Flags, Spotify, Tang, TD Ameritrade, Time Warner Cable, Twitter and Unilever. Outside of Matt’s client experiences, he spends his time as an industry thought leader in the publishing and speaking space. He’s spoken as a keynote leader, panelist, podcaster and provided editorial coverage at major worldwide conferences and publications: International CES, Mobile World Congress, Cannes Lions International Festival of Creativity, WSJ, Financial Times, Bloomberg, Social Media Week, Advertising Week, Hollywood 2.0, Ogilvy & Mather’s Slideshare, Createasphere and Consumer Engagement World. Matt is currently an adjunct instructor at Miami Ad School teaching creative campaign development to students in their last semester about to enter the advertising industry. If you so much as mention “LOST” near him, well, prepare yourself.

Mike Wiese, Director of Branded Entertainment, JWT: Mike Wiese is an established leader in branded entertainment, focused on the creation of multi-platform entertainment and integrated marketing solutions with leading brands, advertising agencies, media companies and production partners. Throughout his career he has generated critical acclaim and millions of dollars in new revenue through innovative approaches to the merger of marketing åand entertainment. Mike is Director of Branded Content & Entertainment for global advertising agency JWT, developing content across all formats, including digital, scripted and unscripted television, publishing, and live events. Clients include Microsoft, J&J, Macy's, Nestle, Royal Caribbean Cruise Lines, Rolex, Cadbury, Smirnoff, and HSBC. Projects range from creating Bing's experience with the Sundance Film Festival, to developing web content for Cadbury, to packaging a children's book with Harper-Collins for Macy's acclaimed TV special Yes, Virginia . Outside of JWT, Mike has actively developed TV programming. He is co-creator and consulting producer for the series Storm Chasers on Discovery, and the TLC's BBQ Pit Masters, each produced with Original Media. Prior to JWT, Mike was a member of the executive team that launched United Entertainment Group, a joint venture with United Talent Agency to package entertainment marketing partnerships with brand clients. Some of the deals Mike produced included the TV special Big Green Lies with Fine Living Network, The Angie Martinez Show with BET, partnership with NASCAR superstar Carl Edwards and The American Legacy Foundation's EX brand; and the creation of mytrainerBob.com , a social network for Bob Harper of NBC's The Biggest Loser . Brand deals included P&G, Seventh Generation, Diageo, Clorox, and Wellpoint. Previous to his work with UEG, Mike was Vice President of Branded Entertainment at First Look Studios. His collaboration with Samsung Mobile for the film series Across The Hall , starring Adrian Grenier (HBO's Entourage ), resulted in a successful multi-platform campaign, with digital distribution via the Web and mobile phones, and exhibition at several global film festivals. The film won “Best Short Film” awards and audience favorite honors at festivals in New York, Chicago, Palm Springs and San Francisco, and was produced and distributed as a feature film in 2009. Mike packaged a marketing partnership with Yves St. Laurent for the 2007 release of the critically acclaimed motion picture, Paris Je T'aime . Mike has worked independently with brands, including overseeing the development of an original animated television concept for Nike, with legendary Spider-Man creator Stan Lee. He consulted the American Legacy Foundation's acclaimed tobacco-prevention brand truth and their cessation brand, EX on branded content, entertainment strategy and strategic alliances. He managed Legacy's value-added partnership with MTV Networks, resulting in original content and integration on MTV, VH1, Comedy Central, Spike, and Logo channels and web sites. He brokered and managed a brand integration deal with NBC for its top-rated reality series The Biggest Loser that generated Legacy's highest volume of web traffic in 2006.

Greg Rivera is Senior Director of the Content & Interactive Experiences team within AdSol.  His team delivers branded interactive content and experiences across all Microsoft Devices and Services including Xbox, Windows, Skype, MSN, Bing, and Windows Phone.  Greg works with large Fortune 500 brands and their agencies to reach their desired audiences and execute innovative marketing strategies that leverage the unique aspects of these platforms, services, and content.  Prior to this role, Greg was Director of Xbox Advertising driving the Xbox TV strategy and a Business Strategy Consultant for Microsoft helping Fortune 100 firms realize more value out of their Microsoft technology investments. Greg has held several strategic consulting and sales positions within the interactive advertising, direct marketing, and e-commerce industries for over 17 years.

Josh Richman is CMO, North America for MailOnline, the world’s largest English newspaper website with 63 Million monthly US unique visitors. Based at the site’s New York office, Richman oversees all of the North American marketing strategy and is responsible for creating customized native, display & video integrated marketing solutions for advertisers.  Richman joined MailOnline from WGN America, Tribune Broadcasting’s national cable, satellite and telco network, where he was the Vice President of Marketing responsible for all of the network’s marketing initiatives. Prior to WGN America, Richman worked at ESPN Cuichstomer Marketing and Sales, where he was the head of ESPN’s Co-marketing Group, responsible for integrated advertiser solutions on ESPN Networks, ESPN.com, ESPN Mobile and ESPN the Magazine.  He holds a Bachelor of Arts from Tulane University and currently lives with his wife Dr. Lisa Richman and his daughter Chloe in Manhattan.

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.