The Digital Hollywood Experience


Wednesday, January 6th, 2016

Location: LVCC, North Hall, Room N262

3:30 - 4:30 PM
Track II - DH12 - Digital Hollywood

Leveraging Content and Celebrity for Cross-Platform Success

Brands, entertainment content, celebrity talent, new media startups and big marketers are teaming up in new ways for cross-platform success. Hear from top executives leveraging pop culture and content to connect with consumers.

Carol Goll, Partner, Global Branded Entertainment, ICM Partners

Matt Ringel, EVP, Red Light Management, Managing Partner, New Era Media & Marketing

Farhana Pargac, Corporate Finance group, Creative Artists Agency (CAA)

Jared Hoffman, President, Generate

Joe Ames, SVP, Entertainment, United Entertainment Group

Steven Masur, Partner, Cowan DeBaets Abrahams & Sheppard LLP, Moderator



Carol Goll is a Partner and Head of Global Branded Entertainment at ICM Partners. Ms. Goll has been a leader in breakthrough and innovative marketing, communications, branding, promotions and strategic alliances with leading luxury brands.  At ICM Partners, she is responsible for branding talent and developing marketing programs across all platforms, including the strategic development of cutting-edge branded entertainment, digital partnerships and campaigns for artists and corporate partners.  Ms. Goll has been recognized by Advertising Age and Billboard as a top entertainment marketer for brands and most recently, Variety, as one of the top women in the industry making an impact.  Since joining ICM in 2008, Goll has built one of the most coveted brand and endorsement divisions in the entertainment industry growing revenues by more than 200% over the last several years.  Prior to ICM, she was an executive at Mercedes-Benz for close to 14 years, leading the company into unprecedented sales growth and building the first partnerships with high-end luxury companies such as Saks Fifth Avenue,  Armani, Ritz Carlton and others. She fostered the first global forays outside of traditional automotive communications by repositioning the brand as a competitor in the luxury goods, fashion and entertainment industries.  Ms. Goll negotiated the brand’s top alliances, including the global initiative, Mercedes-Benz Fashion Week, which Adweek deemed “a brand buzz surefire marketing decision.” Ms. Goll has a unique background that includes an entrepreneurial and creative edge that has allowed her to align and extend top brands’ outside of traditional marketing while delivering profitable return on investment.


Joe Ames, SVP, Entertainment, United Entertainment Group: Joe is Senior Vice President of Entertainment at UEG in Los Angeles. With 20 years of experience in Entertainment Strategy, Marketing, Licensing, Partnerships, Business Development and Research, Joe has worked across many media platforms including Television, Consumer Products, Home Entertainment and Film, all on a global scale. Joe and his team focus on the development of strategic Entertainment platforms for UEG clients across Film, TV, Music, Celebrity, Live Events and Branded Content.  Additionally, Joe serves as UEG’s functional expert in the areas of Film Partnerships, Licensing, Consumer Products and Global Business Management. Prior to joining UEG in early 2014, Joe had extensive experience at major Hollywood studios.  Most recently, Joe served as Vice President, in charge of Global Marketing and Distribution Partnerships of 20th Century Fox, delivering integrated promotional and content programs with some of the world’s leading packaged goods and service sector companies, including Panasonic, Sony, 7-Eleven, Heineken, HP, Starwood, Fiat, Kia and dozens of others Fortune 500 service sector and packaged goods companies.  Prior, Joe worked in various International roles at Warner Bros. Consumer Products, including managing the International marketing rollout for the Harry Potter franchise, and overseeing European marketing.


Farhana Pargac is a Corporate Finance Executive at leading entertainment and sports agency Creative Artists Agency (CAA).  Pargac is based in the Los Angeles office, where she focuses on corporate development and the establishment of new ventures on behalf of the agency and its clients. She works closely with many leading media and entertainment companies, including Marvel, AEG, Cumulus, Madison Square Garden, Illumination, and IMAX.  Pargac began her career at Lazard Frères & Co. in its investment banking group, where she advised leading public companies in their merger and acquisition activities and corporate finance strategies.  She then transitioned into Lazard’s $1BN+ private equity fund, advising senior management and directing strategies of portfolio companies, along with formulating and evaluating investment strategies for the fund. She joined CAA in 2010.  Pargac graduated summa cum laude from the University of Pennsylvania with a degree in Economics and the History of Art.


Matt Ringel, Managing Partner, New Era Media & Marketing, Red Light Management: As Managing Partner of New Era Media & Marketing, Matt Ringel creates brand partnerships on behalf of music artists and festivals. An affiliate of Red Light Management, New Era handles sponsorships, endorsements, commercials, product licensing, and content creation across a talent roster that includes Tiësto, Enrique Iglesias, Dave Matthews Band, Switchfoot, Luke Bryan, Lady Antebellum, and many others.  Matt joined the Red Light family after several years with Live Nation, prior to which he helped build the competitive video game movement.  Matt graduated from Yale and received a PhD in Music from the University of London.


Jared Hoffman. President, Generate: Jared Hoffman, a former literary and new media agent at Creative Artists Agency (CAA), joined Generate, an Alloy Digital-owned company, as a partner in 2007. He brings more than a decade of experience in new media and branded content to overseeing Generate Talent Management with founding partners Dave Rath and Kara Welker. Hoffman also serves as President of Branded Entertainment, overseeing day-to-operations and developing and executing strategies for Ford, Microsoft, Microsoft BEET, Mindshare, Ogilvy Entertainment, Team Detroit, Johnson & Johnson, Kimberly-Clark, Britta, Remington, Disney, Trident, Qualcomm, Royal Caribbean and Unilever, among others. Generate is a pioneering full-service studio and talent management company that has emerged as a leading connector for advertising, technology and entertainment companies by executing ideas from concept through production entirely in-house - becoming a premier provider of customized branded content across traditional and digital platforms; a developer and producer of fiction and factual entertainment for a variety of distribution outlets; and home to a prolific talent management division. At Generate, Hoffman has worked closely with founding partners CEO Jordan Levin and President Pete Aronson, producing various television, digital and film properties for NBC, Comedy Central, USA Networks, Lifetime, 20th Century Fox Television, Fox Searchlight, Fremantle Media and His projects continually break new ground in branded entertainment and digital series. Hoffman's most recent endeavors include executive producing The Watch, a series for Showtime and Screen Gems, and serving as Executive Producer of AMC's acclaimed digital series Walking Dead: Torn Apart. He executive produced the web series Ocean Views for Mindshare Entertainment and Royal Caribbean, and The Invested Life for TDAmeritrade and Ogilvy Entertainment. Hoffman is creator and Executive Producer of Parentally Challenged, a pilot for Lifetime with Relativity Real, and a backdoor pilot/digital series called Brandt Point for Fremantle Media. He also created and executive produced a show called Flavor Quest with celebrity chef Michael Chiarello. As leader of Generate's Branded Entertainment group, Hoffman has overseen work on Teen Wolf for MTV and AT&T, 7 Wonders of the Wall for MSN, BermanBraun and Chevy, and on branded content for Microsoft's IE9 for the agency Bradley and Montgomery.


Steven Masur, Senior Partner, Cowan DeBaets Abrahams & Sheppard, LLP: focuses his practice on corporate finance, M&A, intellectual property, strategic transactions, entertainment and new business concepts. He has over 20 years of experience advising digital media and entertainment clients on their corporate and intellectual property transactions and day-to-day business issues. Mr. Masur brings unique strategic business experience to CDAS. He has counseled enterprise level clients including Shazam, Virgin Mobile, Liberty Media, Yamaha, Nielsen Buzzmetrics, Bob Vila and Conde Nast Publications in corporate, digital media, and new business matters. He has also helped clients in a wide variety of early stage businesses, including mobile, games, digital music, film, publishing, advertising, retail sales, software and hardware to achieve breakthrough results. Mr. Masur's transactional experience includes a wide variety of deals in angel and venture capital finance, mergers and acquisitions, joint ventures and other strategic transactions in the US and abroad. He is passionate about helping new businesses break through to the mass market, and frequently assists clients with identifying and formalizing partnership opportunities with Fortune 500 and celebrity brands. Mr. Masur is especially knowledgeable about mobile, internet, social media, emerging content distribution models, e-commerce, games and mobile payments. Mr. Masur serves a variety of corporate and nonprofit boards and industry associations, lectures and regularly writes about major issues in venture capital, emerging businesses, entertainment law, technology and corporate strategy.