The Digital Hollywood Experience

The Digital Hollywood Experience


Ari Avishay is an Executive at CAA Marketing, a division of leading entertainment and sports agency Creative Artists Agency (CAA). Avishay works in the Los Angeles office and helps provide corporate clients with creative solutions that leverage the power of entertainment to build brands and drive business results.  He works on behalf of many of the world’s leading brands, including Cadillac, Chevrolet, Chipotle, and Diageo.  CAA Marketing was the driving force behind Hasbro’s Transformers film franchise and Chipotle’s “Cultivate” campaign, including the animated short film “Back to the Start” featuring Willie Nelson covering Coldplay and its follow-up “The Scarecrow.” The campaign has won four Cannes Grand Prix awards in four different categories in the past three years. CAA Marketing is responsible for the first and second brand films ever accepted to the Sundance Film Festival, the first-ever live interactive show on Hulu, nine Webby Awards in six years for four different clients, and eight Emmy nominations and four wins for such clients as Old Navy, Chipotle, and Dolby. Prior to CAA, Avishay worked at Davie-Brown Entertainment, developing branded entertainment for brands such as Wells Fargo, Pepsi-Co, and Fox Sports. Avishay began his career as a marketing executive within the UCLA Athletic Department.  Avishay graduated from Indiana University with a degree in Marketing.


Emma Witkowski, Managing Partner, Digital Investment Lead, West Coast, Mindshare North America: Emma leads digital investment for Mindshare’s west coast, working across brands such as Lionsgate, Nordstrom, Nature Made, and Campari. As the lead on digital buying, she’s responsible for driving forward Mindshare’s approach to initiatives such as trading, viewability, and programmatic. A seasoned media veteran, Emma brings more than 15 years of industry experience to her role, having worked at agencies such as OMD, Carat, and more. She started her career in London as a TV buyer, before moving up to lead a TV trading team. She then transitioned to the world of digital; in her first role there, she masterminded and implemented the setup of a digital buying team. She then moved into a sales role for digital technology platform PulsePoint, where she was responsible for their UK sales operation. Emma was recently named one of the winners on Cynopsis Digital’s inaugural “It List,” honoring top leaders across digital media.


Adam Puchalsky, SVP, Managing Director, UM Studios: Adam brings a wealth of expertise from his experience working with sophisticated digitally-centric brands. As the business operations leader and Managing Director of UM Studios, North America, he facilitates unique relationships with production, talent and media partners to deliver better outcomes for our clients. Adam recently joined UM from Ogilvy, where he initially ran the E*TRADE business. He successfully negotiated the Ogilvy partnership with Kevin Spacey and led the TYPE E* campaign launch from conception to completion. Most recently, he re-established and ran a bespoke global service model for the Qualcomm Snapdragon business. A graduate of the Newhouse School at Syracuse University, Adam began his career in account management at JWT. He worked on global brand assignments for Samsung, Merrill Lynch, Trident Gum and Macy’s. From there, he moved to Atmosphere BBDO, where he immersed himself in all things digital – working on complicated brand and product launches online for AT&T; followed by creative sponsorship and retail activations for FedEx. In 2010, Adam moved to McGarryBowen to serve as lead on the Verizon digital account. Once Verizon was up and running, he rotated to run the fully integrated United Airlines business. During his time there, he led the activation of their current social media customer service program and later the reprisal of their famous “Fly the Friendly Skies” campaign. In addition to his agency accomplishments, Adam has most recently been working with Oscar-winning writer and producer Armando Bo and Emmy-winning actress Olivia Munn on a branded content series designed to function as a product demonstration of their latest mobile phone processor.


Zach Overton, General Manager of 837 and Vice President of Experiential Marketing at Samsung, is a strategic mastermind, known for developing creative marketing initiatives and innovative partnerships.  As General Manager, he has successfully launched Samsung 837, the world’s first consumer technology playground and cultural hub, and sustains it through robust programming and innovative partnerships. He leads the development, design and user experience of this carefully curated space to ensure that it embodies a connected way of life to underscore the positive impact that Samsung’s ecosystem of products can have on everyday life. As the Vice President of Experiential Marketing, Zach drives the strategy behind Samsung’s dynamic and often never-been-done-before, culturally relevant activations across the country. Prior to joining Samsung, Zach served as the chief operating offer of (RED) where he developed innovative partnerships including a collaboration with his former employer Gilt Groupe, as well as campaigns including EAT (RED) SAVE LIVES.  He served as general manager of the innovative luxury ecommerce company as they launched their local experiences and services division, Gilt City, and conceived and built their entertainment division through strategic partnerships with industry leaders including Ticketmaster, Lady Gaga, Cirque du Soleil, and many more.


Katy Mollica, Vice President, Corporate Partnerships, Turner Sports: Katy Mollica is the vice president of NCAA partnerships for Turner Sports and manages the NCAA marketing rights program, in partnership with CBS, overseeing the corporate champions and corporate partners program. As part of an expansive partnership until 2032, Turner Sports and CBS Sports have the exclusive rights to license NCAA marks, tickets and taglines in commercial promotions with respect to the NCAA championships and hold certain exclusive media rights in the Division I Men’s Basketball Championship. Mollica and her team work with NCAA corporate champions and partners as it pertains to new business, licensing, branded content, marketing rights, experiential fan events, and in-store opportunities. Based in New York, she reports to Will Funk, executive vice president of sales and property sponsorships for Turner Sports. Prior to joining Turner in 2007, Mollica spent six years within strategic marketing, sales promotions and events groups at Virgin Atlantic Airways and Virgin Entertainment Group. She started her career at The New Yorker as a special sections coordinator before moving to Screenvision, where she managed various marketing projects. Mollica graduated with a bachelor’s degree from Boston College and currently resides in New York City. Turner Sports, a division of Turner, Inc., is an industry leader in televised and online sports programming, airing championship-level sporting events on TBS, TNT and truTV, and managing some of the most popular sports sites on the Internet. Turner Sports’ television lineup includes the NBA, Major League Baseball, the NCAA Division I Men’s Basketball Championship and professional golf. The company’s digital portfolio includes Bleacher Report, and March Madness Live, and, as well as an accompanying collection of mobile websites and connected device apps. Turner Sports and the NBA also jointly manage NBA Digital, which includes NBA TV,, NBA LEAGUE PASS, NBA Mobile, the NBA Game Time App, and Turner Ad Sales monetizes the company's portfolio of leading entertainment, kids, news and sports properties through advertising and brand activations. Attracting a wide-scale audience of diverse consumers, the collection includes leading media brands CNN, HLN, Great Big Story, TBS, TNT, truTV, Cartoon Network, Boomerang, Adult Swim, Bleacher Report and Turner Sports' high-profile coverage of the NBA, MLB, NCAA, PGA and the newly-formed ELEAGUE. In addition, the company has digital sales partnerships with the NBA, NCAA and PGA.


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.

Friday, January 6th, 2017

1 - 2 PM

Session I - DH22

LVCC, North Hall, RoomN262

The Future of Brand Partnerships

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.

Julie Haddon, SVP of Marketing, National Football League

Katy Mollica, Vice President, NCAA Partnerships. Turner Sports

Adam Puchalsky, SVP, Managing Director, UM Studios

Emma Witkowski, Managing Partner, Digital Investment Lead, West Coast, Mindshare NA

Ari Avishay, Marketing Executive, CAA Marketing, Creative Artists Agency (CAA)

Zach Overton, General Manager, 837 / Vice President of Experiential Marketing, Samsung Electronics America

Tom Flanagan, Partner, Nut + Bolt, Moderator