The Digital Hollywood Experience


Thursday, January 7th, 2016

Location: LVCC, North Hall, Room N262

11:30 - 12:30 PM
Track I - DH15 - Digital Hollywood

Future of Enhanced Advertising: Brands and Entertainment

As consumers integrate broadband into every aspect of their lives, Hollywood and Madison Avenue have new opportunities to experiment with all forms of electronic messaging. This quantitative shift in the creative process is transforming advertising, entertainment and the devices themselves.

David Messinger, Co-Head, CAA Marketing, Creative Artists Agency (CAA)

David Shing, Digital Prophet, AOL

Vin Farrell, Global Chief Content Officer, Havas Worldwide

Mark Howard, Chief Revenue Officer, Forbes Media

Warren Kay, Vice President, Advertising, Under Armour

Penny Baldwin, Vice President, Global Marketing and Communications, General Manager, Brand and Reputation Marketing, Intel Corporation

Tom Flanagan, Partner, Nut + Bolt, Moderator



Mark Howard is Chief Revenue Officer at Forbes Media.  In this role, he is responsible for the U.S. and European digital and print sales organization, marketing and advertising solutions.  Previously, he was SVP of Digital Advertising Strategy.  Mr. Howard also held the position of SVP and VP of Digital Advertising Sales for Forbes Media, overseeing the global sales team in its online sales efforts as well leading the Western Region team in its integrated sales efforts.  He was also charged with developing the corporate digital sales strategy, which included new product development, the creation and development of audience segmentation programs and strategic planning.  Mr. Howard joined Forbes Media as a Regional Sales Manager in 2002.  During his time at Forbes, he has also served as West Coast Digital Sales Director and Western Region Director of Integrated Sales.   Prior to joining Forbes Media, Mr. Howard held sales positions at Inc. and Fast Company magazines, as well as E-Trade Financial.  He began his career as a media planner at Anderson & Lembke.  He is a graduate of the University of Arizona with a Bachelor of Science in Business Administration, Marketing.  He resides in New York City.


Penny Baldwin is a Vice President in the Global Marketing and Communications Group and General Manager of Brand and Reputation Marketing at Intel Corporation. In this role, Baldwin is responsible for managing all facets of Intel’s global brand strategy. This includes defining the global brand positioning and promise, equity measurement and objectives by target, and the development of brand assets, activations and communications to bring that positioning to life across all regions and business units. She oversees, manages and approves all brand marketing activities globally including advertising, digital and social marketing, brand activations, branded experiences and integrations, corporate communications, creative, sponsorships and partnerships, corporate events, custom media programs, technology integrations and branded content, spanning both B2C and B2B audience segments.  Prior to Intel, Baldwin was CMO at McAfee for 2.5 years, and prior to that, served as acting CMO and Senior Vice President, Global Brand Strategy and Marketing at Yahoo. In these roles she drove global consumer and B2B marketing strategies, programs, budgets, and results, spanning all channels and disciplines. Previously, Baldwin also served as Managing Partner of Young & Rubicam Advertising and Wunderman Direct Marketing.


Warren Kay, Vice President, Advertising, Under Armour: Warren Kay is a veteran digital media leader with over 15 years of experience driving innovation and results in media and ad technology particularly around revenue generating strategies.  He is currently the VP of Advertising for Under Armour Connected Fitness where he leads a team of sales executives to develop innovative integrated media campaigns for the world’s top brands.  Kay has held a number of leadership positions in top media companies, as well as innovative startups.  He sold one of the first digital ads in 1998 for IAC’s Citysearch, built the search reseller channel at Yahoo! into a $200M channel and built and ran the self-serve display business for News Corp.


David Messinger is Co-Head of CAA Marketing, a division of leading entertainment and sports agency Creative Artists Agency (CAA). Messinger is based in the Los Angeles office where he helps lead a division that develops marketing strategies and original content to leverage the power of entertainment on behalf of such clients as The Coca-Cola Company, General Motors, Diageo, Neiman Marcus, Samsung, and Chipotle, among others. CAA Marketing was the driving force behind Coca-Cola’s long-standing partnership with American Idol and Hasbro’s TRANSFORMERS film franchise. Recent successes include two Cannes Grand Prix Awards for Chipotle’s “Cultivate” campaign and animated short film “Back to the Start” featuring Willie Nelson covering Coldplay, and two Grand Prix Awards and two Emmy nominations for its follow-up “The Scarecrow.” CAA Marketing is responsible for the first and second brand films ever to be accepted to the Sundance Film Festival, the first-ever live interactive show on Hulu, GAP’s first-ever Webby Award-winning work, and Coca-Cola’s 3D-animated short: THE POLAR BEARS MOVIE. Prior to CAA, Messinger worked at Ticketmaster, where he led the consumer marketing efforts for the company and managed key relationships with strategic partners.  Before his tenure at Ticketmaster, Messinger worked at The Walt Disney Company.  In 1997, he joined Disney as an Account Manager of Corporate Alliances, where he managed the company-wide strategic alliances with American Express, Exxon, General Motors, Mattel, and Nestlé. Working with these blue-chip companies, Messinger managed programs with Disney’s theme parks and Broadway theatrical productions, the consumer products division, and other Disney entities.  He later became Manager of Corporate Brand Management, where he managed the Disney brand and led the review and approval of advertising, promotions, and character usage for Disney-branded marketing programs. Messinger began his marketing career at advertising agency Leo Burnett Company, Inc., where he served as Senior Account Executive on the McDonald’s Corporation account. While at Leo Burnett, he worked on youth marketing campaigns that won advertising’s Gold Effie and Cassie Awards.  Later, he led the marketing of McDonald’s flagship product, the Big Mac.  Messinger has been recognized on Advertising Age’s “Creativity 50” list.  He serves as the Board Chair of Communities in Schools-Los Angeles and as the Vice Chair of the American Advertising Federation. He is also a member of the Executive Committee for the Advertising Hall of Achievement and the Advertising Hall of Fame.


Vin Farrell is Global Chief Content Officer at Havas Worldwide, where he provides oversight of content creation, curation, development, production and distribution globally across the network. Vin joined Havas Worldwide in 2013 from R/GA, where he was SVP of Creative Operations. In that role he served as a business partner to executive creative leadership and was responsible for the oversight of all aspects and operations of the agency's digital studio, live event, retail and presentation capabilities. He led a team that worked closely with creative on strategy, ideation and production of traditional and multi-channel work. Vin also built a world-class production facility to generate cost-effective advertising optimized for both digital and traditional media channels. Before R/GA, Vin was Senior Director of Content and Integrated Marketing Production at Prior to, Vin worked for Digitas as an Agency Producer, where he established the video production practice between the New York, Chicago and Boston offices. Vin also has a background in independent film and venture capital investing. After beginning his career at October Films he established himself as an independent producer. As such his credits include: UNTIL THE VIOLENCE STOPS (Eve Ensler, Sundance 2004), FUR (starring Nicole Kidman and Robert Downey Jr.), MOVING MIDWAY (MoMA New Directors Series, US Theatrical), and ME AT THE ZOO (Sundance Film Festival, HBO premiere 2012). Vin received a B.A. in Religious Studies from Connecticut College. He lives in Greenwich Village with his wife and two daughters.


David Shing is AOL’s Digital Prophet. He spends most of his time watching the future take shape across the vast online landscape. The rest he spends talking to people about where things are headed, and how we can get the most out of it. He also identifies new areas of opportunity for AOL and collaborates with the agency and marketing teams to develop creative brand engagement. Shing has spent most of his adult life in the digital world working for both large and small creative companies. He served as AOL’s European Head of Media and Marketing before taking on his current mantle in New York City. While his job as prophet has never given him cause to carry a staff or wear a robe, he does give in to the occasional pair of sandals. He lives in New York with his wife Lia.


Tom Flanagan, Partner, Nut + Bolt. As a co-founder and partner of Nut + Bolt, Tom is responsible for driving content strategies and creative services for global brands and entertainment companies. As a former EVP for Leo Burnett, Tom launched the company's NYC office and helped lead 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 video production  and technology consulting. In Asia, Tom has worked closely with industry leading entertainment companies in China and Japan. His co-workers have helped him win many awards, including a Gold Cannes Lion and Gold Clio for Branded Content. He is proud to be a board member for the Love Hope Strength Foundation.