Thursday, October 20th, 2016

3:50 PM - 5:00 PM

Track II: Haas Conference Center - Room 171

Branded Entertainment Marketing - Across Platforms - Leveraging Image, Content and Celebrity

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.

Dea Lawrence, Chief Marketing Officer, Variety

Jamie Woglom, Vice President, Marketing, Fathom Events

Dexton Deboree, co-founder / Managing Partner, Los York

Philip Hickey, Vice President, Marketing and Communications, Seriously

Paul Katz, Founder and CEO, Entertain Impact

Jennifer Palacios, Entertainment Marketing Executive, Creative Artists Agency

Jordan Yospe, Of Counsel, Eisner Jaffe

Ben Mendelson, co-founder and president, Interactive Television Alliance, Moderator

Paul Katz, Founder and CEO, Entertain Impact: An entertainment industry executive, lawyer, two-time Grammy nominee and social entrepreneur, Paul Katz’ career includes more than three decades in the entertainment industry – primarily with Zomba/Jive Records, and SonyBMG – working on music, film, television, theater, books, sports and digital projects, as well as collaborating with world renowned artists, actors, and entertainers such as Britney Spears, Justin Timberlake, Donnie McClurkin, Pink and Outkast. In 2005, Paul founded what is now Entertain Impact, an award-winning cause entertainment agency that mobilizes the power of entertainment to create positive social change. Â Paul continues to be deeply involved in entertainment, consulting and producing on all things music for a number of independent movie studios and TV companies, including working on the Academy Award-winning film 12 Years A Slave, and the Twilight movie franchise. Current and past boards include the Recording Academy (Grammys) and WITNESS (technology for human rights). Paul is a citizen of the US, UK and Switzerland and lives in New York City with his family.

Jordan K. Yospe is Of Counsel in the Firm’s Entertainment, Media & The Arts Department. Jordan is recognized as one of the country’s leading brand integration experts and an authority in sourcing, negotiating, and managing brand integration deals for feature films, television, new media, music, and video games. Jordan brings significant experience as both an entertainment lawyer and as a feature film and television producer in negotiating and drafting multimillion dollar integration and activation agreements, as well as executing the business and creative elements of those agreements during pre-production, principal photography, post-production, and domestic/international distribution. Jordan was named to Variety’s Annual Dealmakers Impact Report List in 2011 and named multiple times to The Hollywood Reporter’s annual “Power Lawyers” List; named among the “Top 40 Entertainment Lawyers” by The Los Angeles Business Journal in October, 2010; and his pioneering work on the integration of brands into entertainment was featured in a front page article in the April 5, 2010 issue of The New York Times.  When describing Jordan’s work to The Hollywood Reporter, Eric Baum, Sony Pictures Senior VP of Business and Legal Affairs for Consumer and Worldwide Marketing, states “Jordan has earned the trust of those not just in Hollywood, but all the way out in places like Peoria and Georgia.  They rely on his expertise and hard work to keep the integrity of their brands.”  Jordan’s mission is to make these “integrations” live up to the brands’, producers’, and distributors’ expectations in today’s rapidly changing commercial environment.

Jamie Woglom, Vice President, Marketing, Fathom Events: As Vice President of Marketing, Jamie Woglom oversees all marketing communications for Fathom Events and plays an integral role in the development of the company’s growth strategies and overall brand positioning.  She is responsible for expanding and strengthening partnerships with exhibitors, clients and agencies, with a focus on developing long-term marketing alliances and sponsorships. Since 2006, Jamie has built the roadmap for marketing cinema events and has helped to cement Fathom’s position as industry leaders. She has overseen the development of fully integrated marketing plans for hundreds of high-profile nationwide events in various genres, including launching the most successful ongoing event cinema series, The Metropolitan Opera: Live in HD, which is currently entering its 11th season of broadcasts. Jamie’s previous experience includes managing domestic community relations for luxury retailer Tiffany & Co. in New York City, as well as account management at Pure Brand Communications, a Denver-based advertising and public relations agency.  Jamie holds a bachelor’s degree from the University of North Carolina at Chapel Hill and resides in Denver, Colorado, with her husband and two daughters.

Jennifer Palacios is an Executive within CAA Marketing, a division of leading entertainment and sports agency Creative Artists Agency (CAA).  For the past five years, Palacios has helped some of the world’s leading brands including Coca-Cola, Ralph Lauren, Microsoft BING, Best Buy and The MacArthur Foundation connect with consumers through the power of pop culture and entertainment. Currently, Palacios oversees the business of CAA Marketing’s longest-standing corporate client, The Coca-Cola Company. Prior to joining CAA in 2011, Palacios worked as a Senior Strategist at Omelet, a brand entertainment agency based in Los Angeles.  While there, she developed strategic marketing solutions, including creative content strategies, for brands such as Samsung, Wrigley’s, and Easton, among others. Palacios graduated from the University of California at Los Angeles with a B.A. in Mass Communications.  She also holds an M.S. in Communications Strategy from the Virginia Commonwealth University Brandcenter.

Philip Hickey is Vice President, Marketing and Communications at Seriously, a company creating mobile games designed to be developed into entertainment properties. Seriously's first property Best Fiends was released in October 2014 and has been downloaded over 35 million times with up to 2.1 million daily active players. Formerly Vice President, Marketing at Rovio, Philip lead the marketing strategy and execution across all business units for Angry Birds as well as all other Rovio and Rovio Stars properties. At Rovio, Philip ushered in the age of "the mobile blockbuster", leading integrated campaigns for worldwide hits such as Angry Birds Space and Angry Birds Star Wars, demonstrating how apps can transform the entertainment landscape by integrating digital and physical gameplay experiences in new and innovative ways. Prior to Rovio, Philip was Senior Marketing Manager, Global Partnerships at Nokia where he was responsible for developing and leading global integrated campaign work on high-end Nokia Nseries smartphones such as the Nokia N8. Philip is a former professional basketball player, playing in the US and Europe throughout his career.

Dea Lawrence is the CMO of Variety responsible for driving Variety’s global branding and communications strategy. She is also leading the creation of the ad sales programs, and the video and social strategy. She is a highly experienced, solution based, sales and marketing leader who knows how to monetize companies, from start-ups to traditional corporations. Her advertising expertise is vast including creating and leading publisher direct and programmatic strategies, positioning media and creative ad tech platforms to Fortune 500 brands and their agencies, ad serving, rich media, video, dynamic creative optimization and data targeting sales across video, mobile, tablet and desktop. She has built sales and marketing teams over the past 16+ years. Throughout the 5 years she served as VP Sales for PointRoll/Gannett she provided strategic direction and guided her region’s focus to be customer driven. She and her team turned the region into a top producer of revenue locking in major accounts such as Bing/Microsoft, Hyundai, Volkswagen amongst others. As VP of Digital Sales and Marketing for Variety she was instrumental in the creation, development, and growth of the business, as well as building and implementing the sales strategy for all online advertising sales. She exponentially increased Variety’s online revenues and expanded their digital advertiser base to include auto, consumer electronics, travel, finance and retail. Additionally Dea forged partnerships, structured content deals and increased traffic.  In addition to working with Silicon Valley start-ups, she was the VP Sales for TubeMogul’s enterprise software solution and the head of western sales for AT&T Adworks’ first-party data offering across mobile and desktop.

Dexton Deboree, co-founder / Managing Partner, Los York: Dex is a former journeyman executive producer who has uniquely bridged to the creative side of advertising as a filmmaker, script-writer and creative at his next generation content agency Los York. In working with a growing list of clients including Jordan, NIKEiD, Motorola, and Fitbit, CMOs consider Dex the ‘new breed’ of advertising industry creative – one who operates at the intersection of content, social and experiential. Dex’s company is also at the forefront of the new agency model, where the traditional AOR moniker is given to content and social media agencies.  His POV on the emergency of this new model can be explained by a variety of angles for [interview segment] including:  A definition of the emerging content Agency of Record model and how it differs from a traditional AOR relationship; A description of what CMOs are seeking now in terms of creative partners and a provocative point of view that traditional agency work is only half as strong as it’s disconnected from the brand problems that need to be solved; Ways to help CMOs connect the dots between creative and logistical development, execution, and deployment and the value of a model that is transparent and collaborative, where creatives get their hands dirty executing the work—a process that embraces each skill and it’s importance and interaction with the whole

Ben Mendelson, co-founder and president, Interactive Television Alliance: the primary trade association representing the broad interests of the ITV industry. Ben has been an innovator in sponsor-based programming and has been involved in New Media technology from its earliest days. He was the founding executive of various early on-line companies (Interactive Center, Internet Imaging, Internet Outfitters), head of the Internet division of a magazine publishing company (Curtco Freedom), VP of Internet Development for the Electronic Retailing Assoc. (ERA), and SVP of Business Strategies at an investment bank (Winterberry Group). Before his involvement with Interactive technologies, Ben was primarily involved in the art world. From 1981 - 1991, he owned and operated LA Art Photographers Assoc. (LAPA), an art gallery and resource center for fine art photography. In 1992, he founded PhotoSource- a gallery and resource center for high quality digital imaging. His interest in facilitating the creative process has been a guiding influence, whether from the art community or from the business community. __In 2002, Ben co-founded 2degree Partners with his business partner, Allison Dollar. 2DP manages the ITV Alliance and provides business strategies that include Direct Response TV, ITV, and cross-media marketing. Ben has taught at the American Film Institute (AFI), UCLA Extension, and the So. CA Institute of Architecture (SCIArch) and has been published in numerous magazines and trade journals. He is on the advisory board of the AFI Enhanced TV Program, the exec. committee of the IMPG at the Television Academy, and is a familiar speaker at many Technology, Marketing and Media conferences.