2011 Agency for the Performing Arts Beverly Hills, CA

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Locke_Lord_att_guide_FIN_PRINT.indd 1 2/21/12 5:50 PM Locke_Lord_att_guide_FIN_PRINT.indd 2 2/21/12 5:50 PM Greetings from Christopher Bakes of Locke Lord LLP and Jim Gosnell of APA. October’s Cracking the Code was a great success. We now present this Event Directory as our New Year 2012 greeting. We want our guests to stay in touch. Cracking the Code had several goals. Bring hand-picked guests together. Invite them to meet and network. Present original content to enrich and inform. “Networking + content.” This is because law firms and agencies are in a position to see the possibilities that could unfold between their clients and friends — if only they knew each other. In 2010, we did something about it. We debuted the “networking + content” model in Seattle. It was a hit. For 2011, we expanded the content piece and hosted a panel of visionary thought leaders, this time in Beverly Hills. Cracking the Code was the result. Judging from your feedback, we had another hit on our hands. We again salute our visionaries. They “Cracked the Code.” They identified, then reached target audiences and markets by persistence and creativity, bucking the odds in new ways: • Diane Charles of lstudio.com, co-producer of the Lisa Kudrow vehicle “Web Therapy.” • Erin MacPherson of Yahoo!, helping lead Yahoo! into a new era of programming. • Use All Five’s Levi Brooks, a web visionary plus college professor. • Julia Huang, CEO of the nation’s leading ad agency specializing in the Asian-American market. • The Hollywood Reporter’s Alex Ben-Block, famed industry journalist. Cracking the Code also presented Flash Rosenberg to the west coast. Flash was our event “artist-in-residence,” who shared her artistic impressions of the panelists and the event through her conversation portraits. Her event art appears in this Directory (as well as on lstudio.com). Our wonderful evening with each of you was conceived to be an ice-breaker. Now that the ice has been broken, please . . . have some more great dialogue. Stay in touch - with us and with each other. Enjoy the Directory.

Christopher J. Bakes Jim Gosnell M. Taylor Florence David Saunders Karen R. Palmersheim Sarah Amico Shauna Correia Manfred Westphal

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Art

Flash Rosenberg was Cracking the Code’s “Artist in Residence.” She’s usually the “Artist in Residence” at the New York Public Library. Head over to lstudio.com for a sampling of work by Flash. They’re called “conversation portraits.” As lstudio puts it, “Flash uses humor and innovative wit to animate her live drawings of the ideas discussed by prominent authors, artists and provocateurs during ‘LIVE from the NYPL,’” a special program of the New York Public Library. Flash’s extraordinary gift is the capture of imagery – by use of her hand-drawings and elegantly vivid splashes of color. For Cracking the Code, Flash created the art we projected as we introduced each of our panelists. Flash then “drew” each panelist’s presentation. We once again use Flash’s art to introduce each panelist. We also use it throughout this directory. Brilliant work.

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The Panel

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Diane Charles Intelligent Life Productions (ILP) Diane is an Executive Producer of the Lisa Kudrow hit “Web Therapy,” the first broadband series to make the jump from online to premium cable. Intelligent Life Productions is a boutique studio dedicated to developing unique experiences for evolving media platforms. The magazine Fast Company recently featured a profile of the partners in an article entitled “The New Content Kings” in its November 2011 issue. For the past four years, Diane Charles and Ron Qurashi, her business partner, have worked with automaker Lexus and Team One as the exclusive content providers of more than 200 pieces of original entertainment for www.LStudio. com, including one series that The Hollywood Reporter called “One of the 10 Best Web Series to Watch.” Indeed, SHOWTIME recently announced that “Web Therapy” has been picked up for a second season. Other series include Tom Hanks and Gary Goetzman’s first foray into online with 3 Minute Talk Show, as well as a series on creativity with musician will.i.am. One of ILP’s newest series takes place in . . . . an Airstream trailer. Yes, those Airstreams. Big and silver and roomy. (Well, kind of roomy.) The show is Red Band Trailer, and it’s hosted by Diablo Cody. Diablo wrote Juno and Young Adult. It’s an offbeat interview show with an A-list guest list. All in that Airstream trailer. In addition to working with Lexus as their exclusive content providers, ILP is expanding, with a focus on online concepts with TV/feature upsell potential. ILP is also currently prepping three reality television series to shop, as well as a scripted sci-fi series. Diane shares that it is “conscious collaboration and creative freedom that has allowed Intelligent Life Productions to work with so many talented actors, writers, brands and organizations.” For us, “developing and nurturing relationships is as important and enjoyable as developing successful projects.” For Diane, “...’Cracking the Code’ means Embracing the Vision; Collaborating with Trust; Getting the Right People Involved; Asking for What you Want; Challenging Yourself to Expand – each of these have to do with ways that express our Connectivity. In fact, connectivity just might be one of the biggest cracking the code truths…” “So, if inclined…reach out and connect!” Diane Charles, Intelligent Life Productions

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Erin MacPherson Yahoo! Erin McPherson leads Yahoo!’s Originals and Video Programming teams in the North America Audience group. McPherson oversees development, production and content partnerships for original programming, and is also responsible for programming Yahoo! Video. Previously, she was VP and Head of Business Development for Yahoo! Media in North America. Before joining Yahoo!, Erin was an entertainment attorney, representing actors, directors, writers and producers at Stone, Meyer, Genow, Smelinkson & Binder. Previously, she was senior director of business and legal affairs at LivePlanet, the integrated media company founded by Ben Affleck and Matt Damon.

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Julia Huang President and CEO of Intertrend, the nation’s leading ad agency specializing in the Asian-American market

Julia recognized that “Asian-Americans” included all of the following: India, Southeast Asia, Philippines, China and Korea, among others, and that these Americans were underserved consumer messaging markets. So she opened an agency to serve them. It’s a great success.

According to Julia, “We push creative boundaries. We connect brands to Asian-Americans. We build partnerships with our clients. [We help] clients establish brand leadership positions through an integrated mix of advertising, public relations, promotions, events and digital strategies. “We effectively connect clients to Asian-American segments including Chinese, Japanese, Korean, Vietnamese, Asian Indian and Filipinos, as well as the harder to reach Hmong, Cambodian, Laotian and Thai populations, nationwide. Through our understanding of cultural insights, we provide messaging that maximizes impact in the Asian market. “Since 1991, we have forged successful multicultural campaigns in major industries, including automotive, telecommunications, entertainment, insurance, education, healthcare, travel, financial services and consumer goods. “At interTrend, we focus on creating ideas that bridge cultural gaps in a continually evolving landscape. We are committed to growing businesses by transforming Asian-American behavior.”

Representative clients: JCPenney, Toyota, Universal Studios, Northwest Airlines, Nestle, Harrah’s, Charles Schwab, Anheuser Busch.

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Levi Brooks UCLA professor and co-founder of Use All Five [all five senses, that is] Levi’s Use All Five web design company has helped companies precisely define their web presence, increasing traffic, all in a variety of industries. Use All Five now serves an extremely varied client base, with originality, flair, and – most critically – useful functionality. Use All Five was founded in 2006 by Levi Brooks and Jason Farrell immediately after finishing the Design Media Arts program at UCLA. The program has a heavy emphasis on Design and Interactive Programming, which is the fundamental core of the work at Use All Five. Since then, Use All Five has expanded to include many talented designers and developers. Levi “is Use All Five’s U.I./U.X. designer, content creator, and SEO guru. He’s either getting his hands dirty in some HTML and CSS, feeding the caffeine monster, blocking the aisles of bookstores, or double dribbling on the blacktop. Sometimes he plays soccer, because even hands need a vacation.”

Representative clients: World Wildlife Foundation and The Leonardo DiCaprio Foundation, Google, Anonymous Content, UCLA, various departments, American Institute of Architects, Los Angeles

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Alex Ben-Block Industry Journalist, The Hollywood Reporter Journalist, author, talk show host, broadcast pundit and show business historian Alex Ben Block is Senior Editor of The Hollywood Reporter, where he regularly contributes to the weekly print magazine, the 24/7 online site and the daily digital edition read by movers and shakers throughout the global entertainment industry. His book George Lucas’s Blockbusting, a history of blockbuster movies and almanac of a hundred years of film, was a critically acclaimed best-seller. Alex is also a popular public speaker, corporate consultant and master of ceremonies. According to Alex, “WHY THE CODE NEEDS TO BE CRACKED!” “Cracking The Code provided useful and practical information on how to build a brand and market a product in today’s complex and increasingly crowded marketplace. It brought home how thinking has shifted on even something seemingly as simple as saying what makes a brand. In an earlier era a brand was often an umbrella term for a whole line of things like Ford cars or all the varieties of Crest toothpaste. Today, like the marketplace itself, the concept of the brand has fragmented and multiplied geometrically. Now everything, everyone, every idea, every web site, every sub category of a product can be a brand onto itself. There are more ways to build a brand and a lot more choices about how to get that message out to the right audience. “It used to be enough to advertise a product or service to build an image. Today’s consumers are so sophisticated and so assaulted at every turn by commercial messages that advertising is only one element of a successful campaign. Now there has to be public relations, promotion, product placement and more, all seeking to build the elusive word of mouth that turns consumers into buyers and advocates. The hip term for the magic that is need is to build “buzz,” meaning that you know it is working when people are blogging about it, watching it on YouTube, hearing it discussed on talk shows, blending your brand into the story on a scripted show or communicating in other ways that |reach consumers – especially when it is part of an editorial product or show and reaches them when their internal filter that tunes out paid advertising is turned off.

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“That only happens when there is synergy between the message, the value of the product and the need of the consumer in the context of the culture at the right moment. That is why cracking the code is so vital: There is no simple way to assure success in selling a product, service or personality today. “Cracking The Code is all about the new rules of the commercial and media world: You have to spend but it isn’t just about spending. You have to strategize but it isn’t completely in your power to set the terms for success. You have to have a great product or service or strong personality to sell, but that alone isn’t enough. “You need knowledge and expertise to succeed. That includes the right associates, the appropriate agencies, the right creative team, strong legal and business experts and lots of information – from TV, radio, books, the consumer media, from the trade press, from the Internet, from your own polling and as always by listening to your own gut. You must learn to hone your instincts to identify what is working or have advisors you can lean on who have a strong track record of knowing how to keep taking the right turns along the road. “I always say that in Hollywood nobody does it alone. A person may be a star but without their agent, manager, publicist, business manager, lawyer, designer and circle of support, their star is not going to shine very brightly or for very long. That is as true for a movie star as for a box of soap or an author. All are brands that need to be polished and nurtured to shine. All need to be constantly improved, re-invented and re-evaluated, to keep up with the rapidly changing times we live in. “Ultimately to make your brand stand out and be sought after you need to operate on all these levels, with all that support, with determination and good health, and more, and always with exquisite timing, the right associations, appropriate endorsements and then at least a little luck. “If it was easy there won’t be anything to crack.”

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Jim Gosnell President and CEO APA Talent and Literary Agency 405 South Beverly Drive, Beverly Hills, CA 90212 T: 310.888.4200 F: 310.888.4242 [email protected] www.apa-agency.com Jim Gosnell began his career with APA working in its New York music department in 1981. He relocated to Los Angeles to serve as department vice president. In 1992, Jim was promoted to Senior Vice President and Head of Music, supervising the development of the agency’s Nashville offices. Jim was named APA’s President in 1997, charged with overseeing all operations in Los Angeles, New York and Nashville. A majority stockholder in the firm by 2004, Jim was named APA’s CEO retaining the office of President. Jim has played a crucial role in the evolution of APA from a literary and talent agency into a multimedia entertainment company. Jim is a member of The Academy of Television Arts and Sciences, a member of The Academy of Motion Picture Arts and Sciences, and the recipient of the 2003 Vision Award for “Agent of the Year.”

Agency for the Performing Arts (“APA”) is the oldest and one of the most venerable entertainment agencies in the world. Representing talent clients including Adam Sandler, Lewis David Saunders Black, Betty White, and others, APA has developed a “branded entertainment” branch that offers Executive Vice President, Partner, corporate clients the opportunity to have entire television shows and films written around their Feature Literary Department Head products. APA can literally change the face of a brand without the public knowing it. APA Talent and Literary Agency 405 South Beverly Drive, Beverly Hills, CA 90212 T: 310.888.4200 F: 310.888.4242 [email protected] www.apa-agency.com David Saunders sits on the Board of Directors of APA, where he is Executive Vice President and Partner, overseeing the Feature Literary department which represents some of the leading, most sought after writers and directors in the industry. A Yale University undergraduate, David went on to Columbia University where he earned his MBA degree before starting his entertainment career at HBO and Universal in Los Angeles.

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Sarah Amico Agent, Entertainment Marketing & Brand Integration APA Talent and Literary Agency 405 South Beverly Drive, Beverly Hills, CA 90212 T: 310.888.4200 F: 310.888.4242 [email protected] www.apa-agency.com Sarah received her MBA from Harvard Business School in 2003 and her B.A. in Politics, magna cum laude, from Washington & Lee University in 2001. Sarah joined APA in December 2008 to launch and lead the Entertainment Marketing & Brand Integration practice, where she represented brands including Time Inc, Reader’s Digest, Harry & David, Skyy Spirits, ZO Skin Health and Golfsmith. In October 2011, Sarah took on a new role in Strategic Planning at APA, working to develop multi-platform initiatives and new markets, including her current work on China’s first branded TV show. Sarah lives in Marietta, Georgia, traveling frequently to APA’s New York, Nashville and Beverly Hills offices.

Hayden Meyer Head of Alternative Television APA Talent and Literary Agency 405 South Beverly Drive, Beverly Hills, CA 90212 T: 310.888.4200 F: 310.888.4242 [email protected] www.apa-agency.com In 2010, Hayden Meyer was named Partner and Head of Alternative & International Television at APA. Since joining APA in late 2006, Hayden has overseen the evolution of the firm’s Alternative & International Television Department into a formidable “alternative” in agency representation. Today, the Department represents the creative and business interests of Emmy Award-winning production companies, producers, writers, directors, presenters, experts and branded personalities, formats, books, advertiser brands, content libraries and other intellectual properties across all Alternative entertainment genres to media platforms throughout the world.

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Manfred Westphal Senior Vice President of Media APA Talent and Literary Agency 405 South Beverly Drive, Beverly Hills, CA 90212 T: 310.888.4290 F: 310.614.2613 [email protected] www.apa-agency.com Manfred Westphal joined APA as Senior Vice President of Media in September 2011, serving as primary communications and marketing officer across all divisions of the agency. Prior to joining APA, Manfred spent six years at Paramount Domestic Television working with properties such as Entertainment Tonight, Judge Judy, Judge Joe Brown, The Montel Williams Show, the 2002 launch of The Dr. Phil Show, and the 2004 launch of The Insider. At FremantleMedia North America, Manfred oversaw publicity along with all corporate, trade and consumer marketing for the production company responsible for American Idol, America’s Got Talent and The X Factor.

Ryan Martin Executive Vice President, Partner, Talent Department Head APA Talent and Literary Agency 405 South Beverly Drive, Beverly Hills, CA 90212 T: 310.888.4200 F: 310.888.4242 [email protected] www.apa-agency.com Ryan Martin sits on the Board of Directors of APA, where he is Executive Vice President and Partner, overseeing the firm’s Talent department which represents some of the finest, multiple award- winning actors and actresses in the industry today, including Viola Davis, Gary Oldman, Penelope Ann Miller, Richard Dreyfuss and Betty White, among many others.

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Lee Dinstman Executive Vice President, Partner, Television Literary Department Head APA Talent and Literary Agency 405 South Beverly Drive, Beverly Hills, CA 90212 T: 310.888.4200 F: 310.888.4242 [email protected] www.apa-agency.com Lee Dinstman sits on the Board of Directors of APA, where he is Executive Vice President and Partner, overseeing the Television Literary department that represents some of the leading, most sought after principal creators, writers, producer and directors on some of the most successful series on television. Lee has also been at the forefront of packaging some of the most successful and critically-acclaimed television shows on the air including, 24, SANCTUARY, GRIMM and HELL ON WHEELS, to name a few, leaving an indelible mark on the industry at-large.

Brian Dow Partner, Branded Lifestyle Department Head APA Talent and Literary Agency 405 South Beverly Drive, Beverly Hills, CA 90212 T: 310.888.4200 F: 310.614.4242 [email protected] www.apa-agency.com Brian Dow is Partner and Head of the Branded Lifestyle department at APA, where he oversees building the domestic and international businesses of a high-profile roster of branded personalities that include The Kardashians, Bethenny Frankel, Kendra Wilkinson, Christian Siriano, Rosie Pope and Warriare Boswell, to name a few.

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About Locke Lord’s Sports, Arts, Media & Entertainment Practice: Locke Lord’s Sports, Arts, Media & Entertainment practice is an innovative multidisciplinary group that represents parties in various facets of the entertainment and sporting world. Our attorneys represent sports franchises in negotiating new stadium developments and arena transactions with state, county and local government agencies. We also represent professional athletes and other sports industry clients with their business and corporate interests. We represent celebrities and sports figures, their estates and licensing agents to secure trademark rights in their names, likenesses, signatures, numbers and unique gestures. Additionally, we are well-versed in acquiring, selling and licensing of media properties and assets, including television stations, newspapers and radio stations. Our practice collaborates with other Locke Lord lawyers to provide a broad base of knowledge in many fields, including corporate and tax law, real estate, construction, environmental, public law, insurance, labor and employment, intellectual property, antitrust and many others.

About Locke Lord: Locke Lord consistently ranks among American Lawyer’s top 100 U.S. law firms. Our 30-plus practice areas serve national and international clients from offices in Atlanta, Austin, Chicago, Dallas, Hong Kong, Houston, London, Los Angeles, New Orleans, New York, Sacramento, San Francisco and Washington, D.C. We have built a solid reputation in complex litigation, regulatory and transactional work and our nearly 650 lawyers build collaborative relationships and craft creative solutions – all designed and executed to meet clients’ long-term strategic goals. At the end of each year, we want our Firm to be better, stronger and more highly regarded than it was at the beginning.

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Christopher J. Bakes Partner Locke Lord LLP 500 Capitol Mall, Ste. 1800 Sacramento, California 95814 T: (916) 930-2540 F: (916) 930-2501 [email protected] Christopher J. Bakes has represented some of the largest companies in the world. He is first and foremost a trial lawyer but is a popular choice for companies and entities seeking unique solutions to high-profile cases and problems. He’s been called upon to assist in a wide range of matters, ranging from finding a new downtown home for the San Francisco Giants to opening a new private alternative high school for the urban immigrant poor. Along with peers and colleagues from Locke Lord and APA, Chris has made it his professional priority to bring people of excellence together across industries and geographies to share knowledge and wisdom with and about the entertainment industry.

Shauna Correia Associate Locke Lord LLP 500 Capitol Mall, Ste. 1800 Sacramento, CA 95814 T: 916.930.2553 F: 916.720.0443 [email protected] Shauna Correia’s practice focuses on the resolution of business disputes, whether by informal negotiation, alternative dispute resolution, or trial. Her areas of specialty include contract issues, protection of intellectual property rights, construction/ development disputes and defense of products liability claims. She also serves many of her clients in advisory and risk-management capacities, helping them find ways to reduce exposure or avoid litigation.

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M. Taylor Florence Partner Locke Lord LLP 500 Capitol Mall, Ste. 1800 Sacramento, CA 95814 T: 916.930.2582 F: 916.290.0525 [email protected] As a ski and boarding enthusiast growing up in the Mountain West, Taylor Florence has developed significant contacts in the extreme sports arena. He has served as outside general counsel to sporting equipment manufacturers and suppliers, developers of new extreme sports concepts, recreational facilities and related certification programs. As an experienced IP litigator, he has represented a number of media and entertainment clients in protecting and promoting their intellectual property including patent, copyright and trademark enforcement and defense.

Nina Huerta Partner Locke Lord LLP 300 S. Grand Avenue, Ste. 2600 Los Angeles, CA 90071 T: 213.687.6707 F: 213.341.6707 [email protected] Nina Huerta’s practice focuses on labor and employment and business litigation matters, including mortgage litigation. With respect to Nina’s labor and employment practice, Nina has represented employers in cases involving allegations of employment discrimination, family leave laws, restrictive covenants, wage and hour laws and unfair competition claims. She has assisted clients with defending class actions, including wage and hour class actions brought under the Fair Labor Standards Act (FLSA) and California Labor Code.

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Karen R. Palmersheim Partner Locke Lord LLP 300 S. Grand Avenue, Ste. 2600 Los Angeles, CA 90071 T: 213.687.6742 F: 213.341.6742 [email protected] Karen Palmersheim is a trial lawyer in Locke Lord’s Los Angeles office. She has broad experience in representing entertainment, health care, insurance and other corporate clients in litigation, regulatory and other business matters. She has litigated commercial contract, business, entertainment, health care, insurance, real estate, construction, toxic tort, unfair business practices, class action and employment cases. Her experience includes representing actors and entertainers in contract and employment disputes, producers in business disputes and a major production company in a contract dispute against a television studio. She is a member of the Board of Directors for the Barlow Respiratory Hospital Foundation and an active member of the Pasadena Tournament of Roses.

Brandon J. Witkow Partner Locke Lord LLP 300 S. Grand Avenue, Ste. 2600 Los Angeles, CA 90071 T: 213.687.6781 F: 213.341.6781 [email protected] Brandon Witkow is focused on expanding Locke Lord’s sports law practice, representing both professional athletes and agents in contract disputes, regulatory compliance and grievance, arbitration and disciplinary proceedings before the various professional sports players associations. Brandon also maintains a general business litigation practice, with an emphasis in intellectual property litigation and litigation relating to the life insurance settlement industry. Brandon also regularly counsels major banks, private equity firms and other lending institutions with regard to the workout of troubled real estate assets.

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‘Cracking the Code’ Forum Tackles Online Video Business Models 10/17/2011 by Bryan W. Logan Reprinted with permission from The Hollywood Reporter

Top row, from left: Christopher Bakes of Locke Lord Llc., Jim Gosnell of APA, Alex Ben Block of The Hollywood Reporter and Richard Levi Brooks of Use All Five. Second row, from left: Sarah Amico of APA, Diane Charles of Intelligent Life Productions, Julia Huang of InterTRENDS, Erin McPherson of Yahoo and Flash Rosenberg, artist in residence at New York Public Library.

How to engage the consumer in an increasingly crowded marketplace was a key question on the minds of half a dozen industry experts who came together for a forum appropriately titled Cracking the Code, presented by the APA talent agency and the entertainment law firm Locke Lord Llc. on Friday night in Beverly Hills. That was clearly on Erin McPherson’s mind as Yahoo’s vp and head of originals and video programming described how her company is reinventing the web giant. “For me, cracking the code is embracing who you are,” said the straight-shooting McPherson, “and Yahoo has not done that successfully for the last few years.”

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“We struggle with whether we are a technology company or a media company,” the self-described “recovering entertainment lawyer” added. “Why can’t we be both?“ She said while Yahoo already has huge web traffic and is doing more than 30 original series a week, that is only the start. The company has plans in 2012 to launch new longform and shortform series with “A-list talent” in programming that will be live-action and animated. That ranges from a stand-up comedy show, with Bill Maher set for the first episode, to an upcoming science-fiction series she described as “violent. Bloody. People are going to be writing the hate letters on the website. It’s out there for us.” All of this will be done, she added, working closely with brands and advertising. That was the real message in all the presentations, which were designed to Top row, from left:: Christopher Bakes of Locke Lord Llc., Jim Gosnell of APA, discuss the changing ways to tie together content and brands. The speakers Alex Ben Block of The Hollywood Reporter and Richard Levi Brooks of Use All Five. talked about how the entertainment, media, consumer products and ad Second row, from left: Sarah Amico of APA, Diane Charles of Intelligent Life Productions, industries have reacted to the rise of video sharing, online gaming, social Julia Huang of InterTRENDS, Erin McPherson of Yahoo and Flash Rosenberg, networking and location-based social networking, often tied to user-centered artist in residence at New York Public Library. platforms like YouTube, Facebook, Twitter and Foursquare — all of which are now available on your computer screen and in your pocket. Creating unique experiences while working with companies trying to crack the code on the new media consumer was at the heart of remarks by Diane Charles, who is partnered with Ron Qurashi in Intelligent Life Productions. That company produced the shortform series Web Therapy, starring Lisa Kudrow, which has crossed over from online to pay TV. She says the goal of the 5-year-old company is to help LStudio.com become “the HBO of the Internet.” She recalled when the company developed its first products for the Lexus auto brand, the client and agency were totally on board with the lack of product integration, but others in the industry weren’t sure it would work. “Everyone asked us, ‘What? No banners, no advertising? No B-roll showing the car?’

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“The idea,” added Charles, “was to create entertainment that would start people having a relationship, an affiliation with the brand. We believed you don’t have to shout to be heard. Just make it right in the right way and the right people will find it.” “When Web Therapy began, our agreement with Lisa was that her involvement was not to make an endorsement, it was to make entertainment. But by the second season when we were renewing the option and it looked as if television could be in the future, we asked if a Lexus could make a minimal appearance in the series. She thought that could work as long as her team could come up with an organic fun way to work it into the story.” So in the second through fourth seasons, the car makes appearances. When it went to Showtime, Charles said Lexus executives were thrilled that their brand is now being shown on pay TV without any additional payment. The fourth season of Web Therapy launches in December on LStudio.com. “For me, cracking the code is embracing who you are, and Yahoo has not done that successfully for the last few years,” the company’s Erin McPherson admits. Charles said that the company works on projects they are passionate about, which helps attract top brands and top creative talent. “It has to be more than anyone thinks it will be,” added Charles. “You have to come up with innovative solutions and surprise (creative) people with how hard you will fight for them, for their integrity, to keep it classy and above all you must be true to yourself.” Julia Huang, CEO of InterTRENDS, an ad agency that specializes in helping brands reach Asian-Americans, said she had an experience with Toyota, where executives saw that different kinds of creativity were needed to penetrate the new media environment. She said for one campaign, they tapped into a kind of mythical Japanese character that was already popular in some communities and re-created it to promote Toyotas in the cyber world. One of their first videos, which was a total soft sell, scored more than 1.4 million views on YouTube in its first four days.

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“Cracking the code is not for the faint-hearted,” said Huang. “We cracked it for Toyota but it was really surprising (some of the reactions) because for every 10 people who would comment on You Tube or Facebook and say, ‘That’s cool,’ there was one who said ‘whoever did this should die. “Toyota years ago would have freaked out if they saw something like that,” she added. “But done in the right place at the right time, we were able to crack the code.” Richard Levi Brooks, CEO of Use All Five Inc., which assists brands, studios and production companies to reach targeted audiences, talked about how his staff worked for Google when it was launching the Chrome web browser. “They came to us and said ‘I want to really polish Google chrome,’” said Brooks. “‘It’s an amazing product, really fast, flexible, easy to use, so we want to show this off. We don’t want to spend money on banner advertising or the usual commercials. We want to showcase it.’ So we looked as said, what can we do with Google creatively that really pushes this into new areas.” They developed a series of products and add-ons that played to people’s love of surfing the web to gather information. They identified places for that information to land and be kept and grown, and made it easy to translate a word, sentence or whole article into another language — showing another Google feature. He said his team found ways to make it even more fun to use. “We said, ‘It’s got to shine a light on Google’s Chrome,’” he added. “‘It’s got to shine a light on the creative ways you use it and really open doors.’” The question Brooks said he always asks is, “How do I provide value to my audience on top of what I am already doing? What can I take from what I’ve already created and create new value.” The Hollywood Reporter senior editor Alex Ben Block was the closing speaker. “A brand today is not just some consumer product but also refers to companies, services, movies, TV shows, web programs as well as every celebrity and every person seeking attention,” said Block. “In a cluttered market place, they all have to get their message out. There are a lot of ways to do that now, a lot more choices.”

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The goal is ultimately is to build buzz, the elusive word-of-mouth that means so much, he added. “You can’t guarantee it,” said Block, “but you can give your content and message exposure, use the new tools and platforms to make it available as widely as possible. Then when the right content, at the right moment, with all of that synergy comes together, the job of building that brand is accomplished.” The question Brooks said he always asks is, “How do I provide value to my audience on top of what I am already doing? What can I take from what I’ve already created and create new value.”

Christopher Bakes of Locke Lord acted as moderator for the program. The Hollywood Reporter was media sponsor of the event. Flash Rosenberg, animator and artist in residence for LIVE at the New York Public Library, created graphics in advance and on site that were tailored to the gathering.

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The question Brooks said he always asks is, “How do I provide value to my audience on top of what I am already doing? What can I take from what I’ve already created and create new value.” Attendee Directory

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Kristie Alarcon David Beebe Director, Marketing & Promotions Vice President & General Manager, Sony Pictures’ Screen Gems Digital Studio Sony Pictures Entertainment FishBowl Worldwide Media, Inc. 10202 Washington Boulevard 12233 W. Olympic Boulevard, Ste. 170 Culver City, CA 90232-3119 Los Angeles, CA 90064 T: 310.244.4000 T: 310.826.4912 www.sonypictures.com www.fbwmedia.com Robyn Aronson Alex Ben-Block Senior Counsel, IP & Litigation Senior Editor Viacom Media Networks The Hollywood Reporter 2600 Colorado Avenue 5700 Wilshire Boulevard Santa Monica, CA 90404 Los Angeles, CA 90036 [email protected] [email protected] T: 310.752.8922 www.hollywoodreporter.com www.mtvn.com David Beschen Kay Arutyunyan President General Manager GreenDisk, Inc. IMPD Productions, Inc. 1840 25th Avenue NE, Ste. 210 1918 Main Street, 2nd Floor Issaquah, WA 98029 Santa Monica, CA 90405 [email protected] [email protected] T: 425.392.8700 T: 310.656.6592 www.greendisk.com www.impdproductions.com Joan Beschen Matthew Bauer GreenDisk, Inc. President, Co-founder 1840 25th Avenue NE, Ste. 210 BetterWorld Telecom Issaquah, WA 98029 11951 Freedom Drive T: 425.392.8700 13th Floor www.greendisk.com Reston, VA 20190 USA [email protected] Adam Besserman T: 415.373.0309 Director, West Coast Development www.BetterWorldTelecom.com Yahoo! Studios 2700 Pennsylvania Avenue, Ste. 1000 Santa Monica, CA 90404-4000 T: 310.255.0244 www.yahoo.com

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Joshua P. Binder Ted Braun Attorney at Law Writer & Director/Darfur Now Law Offices of Joshua P. Binder Associate Professor 8730 Sunset Boulevard, Ste. 470 University of Southern California Los Angeles, CA 90069 School of Cinematic Arts [email protected] 900 West 34th Street T: 310.855.1223 Los Angeles, CA 90089-2211 www.joshbinder.com [email protected] cinema.usc.edu Mitchell Block President Christopher Brock Direct Cinema Limited Rudner Law Offices P.O. Box 10003 12740 Hillcrest Road, Ste. 240 Santa Monica, CA 90410-1003 Dallas, TX 75230 [email protected] [email protected] T: 310.636.8200 T: 310.849.7898 www.directcinema.com Levi Brooks JT Boone Owner & Co-Founder Assistant General Counsel Use All Five, Inc. Amonix, Inc. 503 Boccaccio Avenue 1709 Apollo Court Venice, CA 90291 Seal Beach, CA 90740 [email protected] T: 562.200.7700 T: 310.270.5569 www.amonix.com www.useallfive.com John Branca Susan Brooks Attorney at Law General Counsel & Executive Vice Ziffren Brittenham LLP President, Business Affairs 1801 Century Park West FishBowl Worldwide Media, Inc. Los Angeles, CA 90067 12233 W. Olympic Boulevard, Ste. 170 T: 310.552.3388 Los Angeles, CA 90064 www.johnbranca.com T: 310.826.4912 www.fbwmedia.com

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Geoff Brown Michael Chang Chairman Senior Counsel, Business & FairPlay Media/Gusto Games Ltd. Legal Affairs 2727 11th Street Warner Brothers Entertainment Santa Monica, CA 90405 4000 Warner Boulevard, Building 118 [email protected] Burbank, CA 91522 T: 310.922.7725 [email protected] www.gustogames.com T: 818.977.5795 www.warnerbros.com Kathleen Burns Rohr Chief Operating Officer Diane Charles Kinetic Content, LLC Partner/CCO/EP 1411 5th Street, Ste. 300 Producer - Web Therapy Santa Monica, CA 90401 Intelligent Life Productions T: 310.883.7000 530 S. Beachwood Drive www.kineticcontent.com Burbank, CA 91506-3008 [email protected] Maria Burton T: 818.426.1303 Director/Producer www.intelligentlifeproductions.com Five Sisters Productions 171 Pier Avenue, Ste. 207 Chris Coelen Santa Monica, CA 90405 Chief Executive Officer [email protected] Kinetic Content, LLC T: 310.916.9557 1411 5th Street, Ste. 300 www.fivesistersproductions.com Santa Monica, CA 90401 T: 310.883.7000 Steven Cabral www.kineticcontent.com Professional Actor Victorian College of Arts Jeff Cohen Actors Centre London Attorney at Law/Partner [email protected] Cohen Gardner LLP T: 323.528.7957 345 N. Maple Drive, Ste. 181 Beverly Hills, CA 90210-5185 [email protected] T: 310.285.7373 www.cohengardnerlaw.com

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Jeff Collins Glen Dunzweiler President Production Specialist/Filmmaker Collins Avenue UC Riverside - Theatre Department 5410 Wilshire Boulevard, Ste. 700 900 University Avenue, ARTS 121 Los Angeles, CA 90036 Riverside, CA 92521-0324 T: 323.930.6633 [email protected] www.collinsave.com [email protected] T: 702.767.7434 Meghann Collins www.yhomeless.com Producer Partner Rumble Andrew Egiziano 13770 Marina Pointe Drive Producer Marina del Rey, CA 90292 Dru Dog Productions [email protected] 1918 Main Street, 2nd Floor T: 323.574.0704 Santa Monica, CA 90405 www.spe.sony.com [email protected] T: 310.656.6592 Nicholisa Contis www.Drudogproductions.com Producer/Head of Studio Affairs Deluxe 3D LLC/Stereo D Susan Ehring 3355 W. Empire Avenue Business Affairs Burbank, CA 91505 FishBowl Worldwide Media, Inc. [email protected] 12233 W. Olympic Boulevard, Ste. 170 T: 818.681.0363 Los Angeles, CA 90064 www.stereodllc.com T: 310.826.4912 www.fbwmedia.com Jeffrey Deitch Director Jason Farrell Los Angeles Museum of Principal & Co-Founder Contemporary Art Use All Five, Inc. 250 South Grand Avenue 503 Boccaccio Avenue Los Angeles, CA 90012 Venice, CA 90291 T: 213.621.2766 T: 310.270.5569 www.moca.org www.useallfive.com Noam Dromi Writer/Producer/SVP, Integrated Marketing and Social Media New Medici [email protected] T: 615.763.3424 www.newmedici.com

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Suzanne Finnell Bruce Gersh General Manager President & Chief Executive Officer Trumpette, Inc. FishBowl Worldwide Media, Inc. 10255 Old Placerville Road, Ste. 1 12233 W. Olympic Boulevard, Ste. 170 Sacramento, CA 95827 Los Angeles, CA 90064 [email protected] T: 310.826.4912 T: 916.851.0000 www.fbwmedia.com www.trumpette.com Rand Getlin William Flannigan Editor Screenwriter Yahoo! Sports [email protected] [email protected] T: 310.920.1108 T: 310.741.7852 www.LegalVideoProductions.com Greg Glass Jeannine Frank EPresident Owner/Director BCII Frank Entertainment & Speakers 16135 Roscoe Boulevard 11639 Chenault Street, Ste. 301 North Hills, CA 91343 Los Angeles, CA 90049 [email protected] [email protected] T: 818.333-3680 T: 310.476.6735 www.bciitv.com www.frankentertainment.com Wade Guang Scott Frankel VP, Operations Co-Founder & President interTrend Communications Kneon 555 E. Ocean Boulevard 13428 Maxella Avenue, Ste. 920 9th Floor Marina Del Rey, CA 90292 Long Beach, CA 90802 [email protected] T: 562-733-1888 http://kneon.com www.intertrend.com Ryan Hanlon President Rainmakers Advisory, LLC 6663 SW Beaverton-Hillsdale Hwy, Ste. 288 Portland, OR 97225 T: 503.716.8449 www.rainmakeradvisory.com

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Scott Hartford Devon Kelly VP of Development & Production Writer/producer, “Happily Divorced” Prometheus Entertainment [email protected] 6430 Sunset Boulevard, Ste. 1450 Los Angeles, CA 90028 Kevin Kim T: 323.769.4004 Imprint Venture Lab www.prometheusentertainment.com 555 East Ocean Blvd. 9th Floor Paul Hosch Long Beach, CA 90802 Director of Corporate Work Study T: 562.733.1873 Verbum Dei High School www.imprintlab.com 11100 S Central Avenue Los Angeles, CA 90059 Jenny Klein [email protected] Screenwriter, Supernatural T: 323.564.6651 ext. 5100 1525 N. Catalina Street Burbank, CA 91505 Julia Y. Huang [email protected] President & CEO T: 213-268-0070 interTrend Communications 555 E. Ocean Boulevard, 9th Floor Greg Lam Long Beach, CA 90802 Co-Founder [email protected] Kneon T: 562.733.1888 13428 Maxella Avenue, Ste. 920 www.intertrend.com Marina Del Rey, CA 90292 [email protected] Martha Huang http://kneon.com Interactive Manager interTrend Communications Mark Lau 555 E. Ocean Boulevard, 9th Floor Marketing Specialist Long Beach, CA 90802 Nike T: 562.733.1888 14241 N. Dallas Parkway, Ste. 400 www.intertrend.com Dallas, TX 75254 [email protected] J.J. Kaye T: 972.726.2761 Use All Five, Inc. www.nike.com 503 Boccaccio Avenue Venice, CA 90291 T: 310.270.5569 www.useallfive.com

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Cheryl Lee Joyce Lu Account Supervisor Manager interTrend Communications interTrend Communications 555 E. Ocean Boulevard, 9th Floor 555 E. Ocean Boulevard, 9th Floor Long Beach, CA 90802 Long Beach, CA 90802 T: 562.733.1888 [email protected] www.intertrend.com T: 562.733.1779 www.intertrend.com Stacy Liu interTrend Communications Mark Manguera 555 E. Ocean Boulevard, 9th Floor Co-Founder Long Beach, CA 90802 Kogi BBQ [email protected] 123 S. Figueroa Street, Ste. 351 T: 562.733.1888 Los Angeles, CA 90012 www.intertrend.com [email protected] T: 323.793.8963 Alex Logan http://kogibbq.com Freelance Comedy Writer 1525 N. Catalina Street Andrew Matthews Burbank, CA 91505 President [email protected] RKO Pictures T: 310-993-2313 2034 Broadway Santa Monica, CA 90404 Jeannie Lorin [email protected] Founder & CEO T: 310.277.0707 Beauty Society, Inc. www.rko.com 18265 Gothard Street Huntington Beach, CA 92648 Shannon Mattingly T: 714.847.7353 CEO www.beautysociety.com ShowStoppers 6421 E. Alondra Boulevard Paramount, CA 90723 T: 800.275.7494 www.buyshowstoppers.com David Meltzer COO Sports 1 Marketing, Warren Moon Enterprises [email protected] T: 949.336.6380

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Maria A. Miller Jane Nakagawa President & CEO VP, Strategy Top Dog Films, Inc. interTrend Communications 11111 Santa Monica Boulevard, 555 E. Ocean Boulevard, 9th Floor Ste. 1450 Long Beach, CA 90802 Los Angeles, CA 90025 T: 562.733.1888 [email protected] www.intertrend.com T: 310.625.1143 www.topdogfilms.com Dionne Neish Professional Actor Mark C. Minichiello [email protected] Chief Financial Officer T: 323.455.6493 Top Dog Films, Inc. www.dionneneish.com 11111 Santa Monica Boulevard, Ste. 1450 Ben O’Dell Los Angeles, CA 90025 President of Production, [email protected] Panamax Films T: 310.625.1143 Partner, Pantelion Films www.topdogfilms.com 2700 Colorado Avenue, Ste. 200 Santa Monica, CA 90404 The Honorable Carlos Moreno [email protected] Mediator www.pantelionfilms.com Irell & Manella LLP 1800 Avenue of the Stars, Ste. 900 Nick Osborn Los Angeles, CA 90067 Underground Films [email protected] [email protected] T: 310.203.7900 T: 323.930.2650 www.irell.com www.undergroundfilms.net Father William “Bill” Muller, SJ Paul Perez President Pantelion Films Verbum Dei High School 2700 Colorado Avenue, Ste. 200 11100 S Central Avenue Santa Monica, CA 90404 Los Angeles, CA 90059 [email protected] [email protected] T: 310.255.5730 T: 323.564.6651 ext. 5000 www.pantelionfilms.com

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Joni Lim Ricard Ron Senkowski Director, Entertainment Properties Vice President, Multi Platform Pivot Marketing Group Strategy/Producer T: (714) 478-6341 Hanson, Inc. [email protected] 1695 Indian Wood Circle, Ste. 200 Maumee, OH 43537 Riley Robbins T: 419.327.6100 Vice President of Development www.hansoninc.com Krasnow Productions 3450 Cahuenga Boulevard W, Ste. 202 Peter Shiao Los Angeles, CA 90068-1352 Founder/CEO T: 323.798.5560 Orb Media Group 8840 Wilshire Boulevard Flash Rosenberg Beverly Hills, CA 90211 Attention Span for Hire T: 310.358.3187 Flash Rosenberg Studio www.orbmediagroup.com 25 West 35th Street, 4th Floor New York, NY 10001 Mark Simone [email protected] Visual Effects Producer T: 212.643.0828 Rhythm & Hues Studios http://vimeo.com/flashrosenberg 2100 East Grand Avenue El Segundo, CA 90245 Hank Rosenfeld T: 310.448.7500 Writer/Author www.rhythm.com The Wicked Wit of the West [email protected] Sean Solan [email protected] Actor/Host/Producer H2H Entertainment, Inc. Tiffany Scarborough 21250 Califa Street, Ste. 108 General Counsel Woodland Hills, CA 91367-5007 Beauty Society, Inc. [email protected] [email protected] T: 818.348.7014 http://seansolan.com Amy Stanton CEO Stanton & Company 4223 Glencoe Avenue, Ste. A210 Marina del Rey, CA 90292 T: 310.305.7800 www.stanton-company.com

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Jennifer C. Stetson Clay Westerveldt Producer Director/Producer Small Pond Pictures Imaginaut Entertainment 1001 East Villa Street, #11 908 Parkman Avenue Pasadena, CA 91106 Los Angeles, CA 90026 [email protected] [email protected] T: 310.963.9576 T: 323.953.4882 www.smallpondpictures.com www.imaginaut.com Steve Sullivan Leah Yananton Account Manager Filmmaker CBS Los Angeles Longtale Films 5670 Wilshire Boulevard, Ste. 200 [email protected] Los Angeles, CA 90036 T: 917.566.9732 [email protected] T: 323.964.8366 Jon Yokogawa www.cbsradio.com Marketing interTrend Communications Eileen Tran 555 E. Ocean Boulevard, 9th Floor Associate Media Director Long Beach, CA 90802 interTrend Communications T: 562.733.1888 555 E. Ocean Boulevard, 9th Floor www.intertrend.com Long Beach, CA 90802 T: 562.733.1888 Arthur Yuen www.intertrend.com Associate Media Director interTrend Communications Amy Tucker 555 E. Ocean Boulevard, 9th Floor Chief Marketing Officer Long Beach, CA 90802 Co-founder T: 562.733.1888 Oomba, Inc. www.intertrend.com [email protected] T: 206.409.4880 www.oomba.com Michael Vitug Media Director interTrend Communications 555 E. Ocean Boulevard, 9th Floor Long Beach, CA 90802 T: 562.733.1888 www.intertrend.com

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Acknowledgements

Cracking the Code is an event designed to bring great people together. Events like these have plenty of moving parts, particularly creative moving parts. From content to graphics to invitations to presentation to greeting you as you arrived, it really did “take a village” to make sure your evening was a superb experience. With deepest thanks to all those at APA, Locke Lord LLP, The Hollywood Reporter, interTrend, lstudio.com, Use All Five, and Yahoo! who assisted in making and shaping the evening, and to you, our friends and colleagues, who by attending supported our goal to bring great people together.

Locke Lord • APA Talent and Literary Agency

Locke_Lord_att_guide_FIN_PRINT.indd 42 2/21/12 5:50 PM Cracking the Code is an event designed to bring great people together. Events like these have plenty of moving parts, particularly creative moving parts. From content to graphics to invitations to presentation to greeting you as you arrived, it really did “take a village” to make sure your evening was a superb experience. With deepest thanks to all those at APA, Locke Lord LLP, The Hollywood Reporter, interTrend, lstudio.com, Use All Five, and Yahoo! who assisted in making and shaping the evening, and to you, our friends and colleagues, who by attending supported our goal to bring great people together.

Locke Lord • APA Talent and Literary Agency

Locke_Lord_att_guide_FIN_PRINT.indd 43 2/21/12 5:50 PM Thank you!

www.lockelord.com www.apa-agency.com

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