The Digital Hollywood Experience


Wednesday, January 6th, 2016

Location: LVCC, North Hall, Room N262

1 - 2 PM
Track II - DH10 - Digital Hollywood

Hollywood and the Digital Consumer:  The Entertainment Experience

For Hollywood, the opportunities around content are golden. How will the creative and technology communities respond to a fully realized on demand world of television, Internet, film and gaming? Find out as we open the door to exciting new possibilities in consumer entertainment.

Brandon Berger, Chief Digital Officer, Worldwide, Ogilvy & Mather Worldwide

Jason Jercinovic, President, Havas Worldwide Digital

Steve Canepa, General Manager, Global Media & Entertainment, IBM

David Freeman, Co-Head of Digital Talent & Packaging, Creative Artists Agency (CAA)

Mark Greenberg, President and Chief Executive Officer, Epix

Steven Haft, SVP Innovation, Time Inc.

Ira Rubenstein, SVP & GM PBS Digital, Moderator


David Freeman is the Co-Head of the Digital Talent and Packaging group at leading entertainment and sports agency Creative Artists Agency (CAA), with offices in Los Angeles, New York, London, Nashville, and Beijing. Freeman is based in the Los Angeles office and works with the agency’s traditional and digital endemic clients to guide them through the ever-evolving digital marketplace to secure innovative content partnerships with digital distributors, new media platforms and advertisers. Prior to joining CAA, Freeman served as General Manager of MATTER, Edelman Sports and Entertainment Marketing. He initially co-founded MATTER in 2003 to forge and develop marketing partnerships for brands, entertainment companies, and content creators. Freeman was instrumental in expanding MATTER into new markets, driving new business, and leading the creation of its digital content offering. MATTER was acquired by Edelman in 2006.  Prior to founding MATTER, Freeman led a joint venture between OMD and Aaron Walton Entertainment, two leading media and entertainment companies within Omnicom. Previously, he held positions within CNB Entertainment, an entertainment finance and development company, and NFL Properties in its Corporate Sponsorship Sales and Marketing Division.  Throughout his career, Freeman has worked with an array of corporate and digital media companies in the entertainment space, including Yahoo!, YouTube, Maker Studios, AOL, Xbox, Machinima and Fullscreen as well as brands like Pepsi, Samsung, Marriott, Clorox, Symantec, Intel, Brita and Nissan.  Freeman graduated from Emory University with a degree in Political Science.


Mark Greenberg is President and Chief Executive Officer of EPIX, a joint venture of Viacom, Paramount Pictures, Lionsgate and MGM. An early architect in the transformation of television networks across new platforms and technologies, Mark created the strategic blueprint for EPIX, the first network designed for linear TV, on demand and online viewing.  Under his direction the network’s rapid growth set records by turning profitable within the first year of its launch.  Adapting the distribution model for films, he has brought Hollywood hits to pay TV earlier and extended the length of premium windows.  A leader in TV Everywhere, Mark has overseen the rapid expansion of EPIX across hundreds of new consumer devices, including first to launch on Xbox, PlayStation®, Roku® and Windows, resulting in significant increases in TV authentication for cable, satellite and telco partners.  Under his leadership, EPIX programming is award winning, receiving multiple EMMY nominations for original documentaries, live music and comedy events. Prior to the creation of EPIX, Greenberg was Managing Director of MSGCI, a management and consulting company whose clients included Blockbuster, Comcast, Participant Media and Lionsgate.  Greenberg has over 30 successful years of cable industry experience, including tenures at HBO and Showtime, where he produced four of the five biggest pay-for-view events in cable history including Mike Tyson, Evander Holyfield and Lennox Lewis. Greenberg holds a B.A. from Providence College and an M.B.A. from Columbia University.  He is one of the original board members for the Nantucket Film Festival and currently serves on the Advisory Board of the Reisenbach Foundation and on the USC Annenberg Board of Councilors. Mark was also inducted into the Cablefax Program Hall of Fame in 2015.


Brandon Berger, Worldwide Chief Digital Officer, Ogilvy & Mather: Brandon Berger is Worldwide Chief Digital Officer for Ogilvy & Mather, where he leads Digital@Ogilvy, across North America, Latin America, EAME and Asia Pacific. As one of the few global digital media executives, he is responsible for building new capabilities and practice areas, leading the network’s global Digital M&A, offer development and for bringing the offer to clients and driving the digital agenda across the network.  Under Brandon's leadership, O&M has built a digital platform capable of mobilizing global resources for clients worldwide, and has made digital capabilities core to O&M’s entire business.  They have established key global practices around mobile, ecommerce, data and delivery, and launched Social@Ogilvy, the largest social agency network in the world. Brandon is a frequent industry expert in the press and conferences. He has been interviewed on Bloomberg and in the New York Times, CES, E3, Adtech, Internet Week and Social Media Week and was recently recognized by Adweek as one of the “Young Influentials: 20 under 40 Changing the World.” Brandon is a board member, advisor, and investor to some of the top digital media companies and venture funds in the industry. His professional awards include a Clio, Cannes Lion, and Demo Mobile Demo God.


Steven L. Canepa, General Manager, Global Media & Entertainment Industry, IBM: Mr. Canepa is responsible for the P&L of a market-leading Global organization serving the Entertainment, On-line, Games, Advertising, Broadcast, Cable, Publishing, Satellite, Sports & Music, Search, Social marketplace.  Under his leadership, the division has grown into one of the largest providers of solutions, services and technology to the M&E Industry and one of IBM’s top performing Industries.  He has deep expertise in business transformation in the Digital era.  Steve has led sales, strategy, marketing, consulting, and product and services organizations and has a strong commitment to employee development.  He has a proven experience developing and scaling organizations, creating new lines of business, as well as leading multi-billion dollar global organizations to consistent and profitable growth.  A member of IBM’s Global Leadership Team, he has significant experience in the unique characteristics of markets around the world.  He is also a member of IBM’s Industry Academy, is IBM’s Senior Location Executive for Los Angeles and has held a number of significant leadership positions in IBM sales, product and services divisions.  Over his career, he has worked in the M&E, Finance, Electronics, Retail and Telecommunications marketplace.  Steve has received two EMMY awards for innovation and is recognized for his insights in digital transformation:  Frost and Sullivan has recognized IBM M&E as the Digital Media Company of the year and Steve has been named a key Industry influencer by AlwaysON and Digital Media.   He has served as a member of the Board of Directors for Digital Domain (culminating with the successful sale of the business), MusiCares (Grammy Foundation), USC’s Annenberg Innovation Lab and USC’s Marshall Center for Global Innovation. With a commitment to the welfare of children, he has also served on the Boards of the Bogart Pediatric Cancer Research Fund and Junior Achievement of So CA.  He has served as an advisor to Digital Hollywood, UCLA, a number of Industry and technology associations and on the technology committee of the National Academy of Television Arts and Sciences (EMMY).  He is a regular speaker at conferences, including NAPTE, NAB, IBC, CES, E3, Variety, Future of Broadcast, Broadcast Asia, Digital Hollywood, Frames and Content World.  He often contributes to press and analyst reports on emerging market trends.  Steve earned two BA degrees from UCLA, in Economics and Political Science (Phi Eta Sigma honors), and also a MBA in Corporate Finance from UCLA’s Anderson School (Beta Gamma Sigma / top field study honors).  He has also completed studies in the Wharton School’s financial management program and Harvard University’s executive curriculum on strategy formation.


Jason Jercinovic, President, Havas Worldwide Digital: Jason Jercinovic is a veteran digital marketer with a diverse career in advertising and marketing. Jason has been involved in marketing on a variety of levels: from agency to client, spend to buy, as well as from startup to established global engagements. Jason's career has spanned the development of the Internet as a premiere marketing tool. With an energetic obsession in all things digital, Jason has most recently focused on successfully applying social and mobile trends to brand engagement, his work running the gamut from global marketer (Nike) to media super star (Taylor Swift and Justin Bieber). Earlier in his career Jason headed up Havas Worldwide Digital in Australia, working on Global accounts (Intel & Dell) as well as helping to establish success with local clients (Sony Australia, Northern Territory Tourism Commission, Tourism Australia). Also while living in Australia, Jason ran the Asia Pacific-based mobile connectivity and integrated marketing services provider Communicator, funded by Australia's leading private equity/VC firm Allen and Buckridge ( Prior to re-joining Havas Worldwide Digital in 2011 as the President of Havas Worldwide Digital, Jason was running the Nike Global Brand business at R/GA. Jason currently manages the Global Social Agency of Record business for IBM at Havas Worldwide. Jason is also active in preaching the Digital word to the next generation as a regular on the speaking circuit.


Steven Haft is currently SVP Innovation at Time Inc., largest publisher in the U.S. and U.K, owner of such iconic brands as TIME, PEOPLE, Sports Illustrated and Fortune Magazines. Prior to joining Time, Haft built Indyworks, a media consultancy, where over the past decade he established himself as a thought leader on the impact of emerging technology on media for over 20 clients including Comcast Cable, Edelman Worldwide and Burson-Marstellar. In 2000, Steven Haft launched his digital career at AOL, rising to the role of Chief Strategy Officer of AOL’s $1.2 billion Interactive Marketing Group. Haft returned to AOL in 2012-13 as Senior Strategic Advisor. For two decades prior, Haft produced films and television which garnered 8 Academy Award nominations; BAFTAs and, for television, 8 Emmy nominations and the Peabody Award. Notable works include DEAD POETS SOCIETY, EMMA, PIRATES OF SILICON VALLEY, HOCUS POCUS and MADtv. Steven Haft is an elected Member of the Motion Picture Academy and Trustee (Emeritus) of Robert Redford’s Sundance Institute and the PGA (East). Mayors Bloomberg & DeBlasio appointed Haft to the Board of the Brooklyn Navy Yard Corporation, home to Steiner Studios. Steven Haft is a member of The Bar of the U. S. Supreme Court.


Ira Rubenstein, SVP & GM PBS Digital, Moderator: Rubenstein most recently served as Executive Vice President, Global Digital Media Group for Marvel Entertainment, where he led all digital strategy. He was instrumental in advancing Marvel's social media strategies and developing new digital platforms and distribution outlets for Marvel's comic book titles, as well as expanding Marvel game products. At Marvel, Rubenstein's leadership resulted in numerous deals with leading app, video game and media companies, including the offering of Marvel comics on iPhone, iPad and iPod Touch and Sony's PlayStation digital reader device. He expanded Marvel's digital subscription service to feature more than 8,000 comics, spearheaded the formation of Marvel Digital Video channels on Netflix, YouTube, iTunes, Hulu, Xbox LIVE and the PlayStation Network, and oversaw the company's increased presence across Facebook and Twitter. Before joining Marvel, Rubenstein was Executive Vice President, Content Strategy and Acquisitions for Sony Corp of America, where he led the initial efforts for acquiring content for all Sony devices and to secure deals with major networks, movie studios and record labels. Prior to Sony, Rubenstein served as the EVP of Sony Pictures Digital Entertainment, where he developed worldwide digital marketing, product and distribution strategies and lead the expansion of Sony properties into the digital marketplace through, mobile games, personalization products and innovative strategic partnerships. His efforts generated the first ever ticketing service on a mobile device and the establishment of Movielink, an on-demand program that digitally delivered theatrically released films to broadband Internet users. Rubenstein began his marketing career at Twentieth Century Fox as Manager of Film Research and New Media, where he had the distinction of building Fox's first movie websites for “Die Hard with a Vengeance” and “Mighty Morphin Power Rangers: The Movie.” Rubenstein was recently included on the Producers Guild of America's "Digital 50" and The Hollywood Reporter's “Digital Power 50” lists. Recognition for his work also includes multiple Webby Awards, a Mobie award for games, a Gold Clio and several Key Art Award.