Patrick Soon-Shiong Innovation Awards 2010

November 29, 2010 Advertising Supplement

The Los Angeles Business Journal presents PAT R IC K SOON-SHIONG INNOVATION AWARDS 2010

PRESENTING SPONSORS EVENT SPONSOR

This special advertising supplement did not involve the reporting or editing staff of the Los Angeles Business Journal. 30 AN ADVERTISING SUPPLEMENT TO THE LOS ANGELES BUSINESS JOURNAL NOVEMBER 29, 2010

PATRICK SOON-SHIONG INNOVATION AWARDS 2010

PUBLISHER’S LETTER

HE Los Angeles Business Journal proudly hosted the T 2010 Patrick Soon-Shiong Innovation Awards dinner on November 18th at the Four Sea- sons Hotel Los Angeles at Beverly Hills. This special award program was created to honor and acknowledge the individuals and organizations that continue to stretch the boundaries and have proven to be leaders in innovation. We are proud to have a partner in Dr. Soon-Shiong who shares our vision and whose leadership has demonstrated an extraordinary com- mitment to innovation. Los Angeles is home to the most cutting-edge and innovative companies in Dr. Patrick Soon-Shiong with the world. There is something special Business Journal publisher Matt Toledo about Los Angeles that has attracted dreamers, entrepreneurs and innovators from around the world for generations. Innovation plays an important role in enhancing the economic competi- Dr. Patrick tiveness of the region and for helping to establish Southern California as an incubator for new ideas. Businesses Soon-Shiong, are attracted to Los Angeles because of a rare combination of access to financial capital, access to talented human Innovator capital, a top-tier higher education system in the universities and an environment where business thrives. Los Angeles has been described as R. Patrick Soon-Shiong has turned encourage others to support the innovators and give the place where dreams are made. In his innovative streak into billions them the breaks they need to succeed.” the case of the Innovation Awards, of dollars — and helped a few That success largely flows from the economic those dreams included everything from people along the way. diversity of Los Angeles, which stimulates great ideas, aerospace, digital media and software Soon-Shiong’s ideas about cur- he said. These ideas “often occur when people from development to mechanical engineer- ing diabetes led to the first nan- different disciplines meet,” he said. And it gives the ing, green living and, of course, the D otechnology-based breast cancer city an edge over others when it comes to business entertainment industry. Throughout drug, Abraxane, which is credited with saving thou- and innovation. the process of identifying key attributes sands of lives. He started several companies and sold “Cultural diversity helps, too,” he said. “Many of of an innovative company, we discov- two, gaining billions of dollars in wealth. And he’s us Angelenos have come here from elsewhere, bring- ered that excellence in innovation researching “personalized” drug therapies based on ing different mindsets.” comes in many forms. It can be a fin- people’s gene sets, the latest trend in research. Those mindsets, he said, include: “Curiosity, rest- ished product, a fresh process put in Because of his success, Soon-Shiong topped the Los lessness, an obsession with problem-solving and a place to design or engineer a product, a Angeles Business Journal’s list of Wealthi- good dash of stubbornness.” new approach to find solutions to est Angelenos in 2009 with an estimated Organizations have to watch existing challenges or in some cases a net worth of $6 billion and again this year against stifling innovative individuals, revolutionary idea that impacts an with an estimated net worth of $7.1 bil- Soon-Shiong said. This freedom from entire industry. lion. The Business Journal named him as restraint often begets new ideas. We established an Advisory Com- its 2010 Business Person of the Year “Disruptive innovation often mittee that identified fifteen finalists. because of his business success and his comes from individuals working out- From that group our judging panel significant philanthropic contributions. side organizations,” he said. “I have comprised of a member from each of Now, his love of innovation has my own experience of this. I offered our sponsoring organizations by unani- prompted him to join the Business Journal my drug discovery to a major phar- mous consensus voted to present six of in creating the Patrick Soon-Shiong Inno- ma company, who thought I was them as our inaugural class of Patrick vation Awards. The newspaper created the crazy and told me to go away. That Soon-Shiong Innovation Award hon- awards program to showcase Los Angeles turned out to be great for me, orees. I want to thank our sponsors as a place of innovation for businesses because I built my own company to Merrill Lynch and Morrison & Foerster throughout the country. The awards pro- make the drug, and that became a for their support of this important gram itself is innovative, he said. multibillion-dollar enterprise. Other awards program. We hope you enjoy “I’m passionate about innovation,” Soon-Shiong organizations manage to nurture a highly innovative this special section that tells the stories said. “The award competition is a terrific idea. Some- culture within themselves. Northrop Grumman is a of these fifteen amazing companies. one should have thought of it years ago. Innovation is good local example of that.” Congratulations to all of the finalists what Los Angeles is all about.” Despite all the emphasis on innovation, most peo- and to those working tirelessly to The program is important to Los Angeles, he said, ple overlook certain things about the process, Soon- inspire us and to contribute to making because “we need to remind ourselves what is so spe- Shiong said. Los Angeles the capital of innovation. cial about this place that we live in.” “It needs to be nurtured,” he said. “We can’t just sit “The economy is very rough right now, but we have back and expect it to happen here because it always great strengths here,” Soon-Shiong said. “Innovation is has. We need to encourage people to innovate. We a key strength and key to our future competitiveness.” need to nurture the culture of innovation. Our univer- Soon-Shiong said he hopes the awards program will sities, our media and our businesses can all play a part. “focus attention on the great ideas that are emerging all So, I hope, will these awards. Innovation is a great Los Matthew A. Toledo the time in our companies and universities, encourage Angeles tradition, and we must make sure it is the Publisher, CEO people to follow their dreams and dare to innovate, and hallmark of our future, too.” NOVEMBER 29, 2010 AN ADVERTISING SUPPLEMENT TO THE LOS ANGELES BUSINESS JOURNAL 31

Congratulations

To all of the Finalists of the Los Angeles Business Journal’s 2010 Patrick Soon-Shiong Innovation Awards 32 AN ADVERTISING SUPPLEMENT TO THE LOS ANGELES BUSINESS JOURNAL NOVEMBER 29, 2010

PATRICK SOON-SHIONG INNOVATION AWARDS 2010 AWARD WINNERS AeroVironment

HE view from AEROVIRONMENT INC.’s more than 10,000 air vehicles delivered. vantage point will electrify you. AV has competed for and won each of the four U.S. AV supplies unmanned aircraft Department of Defense programs of record involving systems (UAS) for military reconnais- small UAS, typically competing against some of the T sance and force protection, and it world’s largest aerospace companies. makes advanced charging systems Among AV’s innovations is a new digital communi- for electric vehicles. The company helped pioneer cations infrastructure that uses the designated frequen- these markets and now leads them. cy spectrum more efficiently, enabling the operation of AV applies practical innovation to tackle two glob- many more air vehicles in a given geographic area. This al market needs: the increasing economic and security infrastructure also enhances communications security need for actionable intelligence, and the increasing and enables use of UAS as miniature communications economic, security and environmental need for clean, “satellites,” creating an anytime, anywhere pop-up net- energy-independent, electric transportation. work for voice, video and data. AV is flight testing a rev- Monrovia-based AV was founded in 1971 by Dr. olutionary new hybrid-electric UAS called Global Paul MacCready, the “father of human-powered Observer, which will operate like a stratospheric satellite flight,” whom Time Magazine named as one of the with “unblinking eyes” and fly for as long as a week at greatest minds of the 20th century. AV has 730 60,000 feet without refueling. Global Observer will carry employees at nine offices in California, Alabama and payloads to support communications, remote observa- Virginia. About 650 of its employees work in South- tion and other important defense and civil missions. ern California. This public company posted gross rev- Another AV innovation is the Nano Air Vehicle, a enue of $250 million in fiscal 2010, up from $248 DARPA-funded project to create a UAS that looks and million in fiscal 2009 and $216 million in fiscal 2008. flies like a hummingbird. Really. AeroVironment CEO Tim Conver The Smithsonian Institution has acquired seven of Along with its airborne supremacy, AV is the lead- AV’s vehicles, and AV’s achievements in aviation and ing supplier of fast-charging systems for electric materi- To promote adoption and market growth within power electronics include the highest-flying airplane als handling systems and of test systems that automak- its industries, AV in 2002 helped form the UAV (the solar-powered Helios, which flew above 96,000 ers and battery companies rely on to develop electric National Industry Team (UNITE), an industry alliance feet) and the first modern electric car (the GM Impact, vehicles. Nissan North America picked AV to supply of major companies involved in the development of developed for General Motors in the late 1980s). and install the home charging dock that buyers of the high-altitude, long-endurance (HALE) UAS. AV also AV pioneered the first hand-launched UAS for all-electric Nissan LEAF are having installed in their participates in a variety of other groups involved with reconnaissance in the late 1980s. Today, its backpack- garages to recharge their vehicles in four to eight hours. UAS standards, and it takes a leading role in a variety able RQ-11B Raven unmanned aircraft system is the AV also is supplying and installing public charging sys- of standards organizations whose goal is to ease the most prolific unmanned aircraft in the world, with tems across South Carolina to prepare for EVs. adoption of electric cars and keep them affordable. CityGrid Media

O you’re looking for a story about how Grid philosophy that it’s important to support indus- CITYGRID MEDIA spent the past two try organizations and continue to build the local Los years talking to the biggest players in Angeles technology community. CityGrid has been the local space — YellowPages.com, highly active in the local community since launching S Super Media and DEX Media — and Citysearch more than 15 years ago. As a member of decided to partner up to conquer this the Yellow Pages Association and numerous other $1.45 billion advertising market. local organizations, the company works to help local You’re looking for a story to tell how the CityGrid businesses understand how to market themselves local content and advertising network was launched online. In addition to supporting local organizations, through large-scale partnerships and became the first CityGrid executives frequently speak at the top local truly open network that connected consumers and local and technology trade conferences, including advertisers through content-based advertising — proven BIA/Kelsey’s Marketplace, TechCrunch Disrupt, Digi- to be more engaging that traditional online advertising. tal Hollywood, Ad:Tech and others. Well, you found it. To encourage local technology and media profes- West Hollywood-based CityGrid has 14 offices and sionals to network and continue to educate themselves 450 employees, 250 of whom work in Los Angeles. on local trends, CityGrid frequently hosts DigitalLA CityGrid is an operating business of publicly traded events and local technology MeetUps, and it sponsors IAC, but CityGrid doesn’t disclose its revenue. local events including September’s Social Media Week. It does disclose that it connects more than 140 In addition to supporting local technology events, million consumers monthly with more than 800,000 CityGrid CTO Christophe Louvion is a leader in the Agile local advertisers nationwide through the CityGrid community and regularly speaks at local events and hosts network. CityGrid owns and operates leading local his own events to continually educate local developers consumer properties including leading local site City- and product managers about Agile best practices. search; Insider Pages, which has amassed comprehen- Every year, CityGrid employees spend a day helping sive profiles on over 2.9 million health care providers support local charities, including supporting the LA from across the United States; and Urbanspoon, a CityGrid Media CEO Jay Herratti Works organization. Last year, local employees spent a restaurant-finding site which in September celebrated day on a beautification project in Franklin Canyon Park. 10 million downloads of its iPhone app and boasts from local small businesses to large-scale technology CityGrid’s other offices also give back to their local more than 10 million unique users a month, with an partners such as AOL and Microsoft to local con- communities, such as the Atlanta office’s participa- average of 100,000 new users joining every week. sumers. This format enables CityGrid to build and test tion in the citywide Hands On Atlanta day and pro- CityGrid adopts the Agile software development products and services quickly and change direction jects centered on local cleaning up local schools. In approach to building innovative products. Working accordingly while allowing employees to make ongo- New York City, CityGrid’s local employees work with in core small teams enables the company to focus on ing contributions to new product ideas. NY Cares, which is similar to LA Works, and partici- key needs across its numerous audiences, which range These contributions to products carry over to City- pate in an annual community service day. NOVEMBER 29, 2010 AN ADVERTISING SUPPLEMENT TO THE LOS ANGELES BUSINESS JOURNAL 33 .

Morrison & Foerster is proud to be a Founding Sponsor of the Patrick Soon-Shiong Innovation Awards. We congratulate each of the award ZLQQHUV DQG DOO WKH ¿QDOLVWV RQ WKHLU innovative ideas and outstanding achievements.

Morrison & Foerster – Our clients are innovators, entrepreneurs, scientists, and business leaders like you. Today, more than ever, companies need the best legal advice and strategic counseling to drive their ideas to success in the global marketplace. That’s why innovative companies turn to us for business-minded solutions to their most complex legal issues. Innovation

PATRICK SOON-SHIONG INNOVATION AWARDS 2010 AWARD WINNERS Equipois

K, back straight, head up, bend at the One of the world’s largest foundries reduced labor knees and LIFT. hours by more than 30 percent for its grinding opera- That’s it: You’re ergonomic. So is tions using zeroG. One of the world’s top five manu- EQUIPOIS. facturers solved a 35-year ergonomics problem using O This Los Angeles-based, privately zeroG, boosting throughput by 50 percent for that held company was founded in 2007 operation in the process. and has 19 employees: 13 work in L.A. and six work And Equipois is looking toward the future, when in the company’s R&D facility in Philadelphia. zeroG products will enable surgeons, laboratory tech- CEO Eric W. Golden steers the ship with just a fin- nicians and others to work with more precision and ger thanks to a patented mechanical-arm technology less risk of injury; let people move packages, baggage called zeroG that holds tools, parts and even the and other objects as if in zero gravity; and provide human arm and enables them to be maneuvered as if disabled persons with the ability to control their arms weightless, but with a full range of motion. and legs. The result is that people can work for long periods Equipois employees also lift a finger to help their with dramatically less exertion and fatigue, virtually community through mentoring, participating in food eliminating injuries while boosting productivity and drives and helping with other causes, in line with quality. Yet, because the core technology is a mechan- “benevolence” as one of the company’s core values. ical system, it requires no power but instead harnesses Within its industry, the company has partnered the energy of a spring through a unique geometry with leading ergonomics consulting firms to educate that enables the spring to exert constant force the industry about safety risks in manufacturing. It throughout its path of motion. Cool, huh? Equipois CEO Eric Golden also has been recognized by the manufacturing indus- The technology was invented by Garrett brown, try for its innovation in technology and internal inventor of the Steadicam, which revolutionized the more powerful assembly tool, cutting injuries while innovation processes. Its customers have been hon- movie industry by letting operators maneuver heavy boosting throughput and winning recognition in a ored as innovators for adopting zeroG technology, cameras effortlessly. Brown was contacted by Honda top industrial ergonomics competition. Honda used garnering a Progressive Manufacturing Award in the of Canada, which asked whether the Steadicam’s arm zeroG to transform an assembly-line operation requir- field of Operational Excellence, among other honors. technology could be adapted to hold tools on an ing two workers into a one-person job, with an annu- Forrester Research highlighted the company’s innova- assembly line. Brown and Equipois hooked up and al return on investment of more than 2,000 percent. tion processes in its keynote address at a 20098 con- spent two years in product development and pilot Mercury Marine, the world’s leader in recreational ference on innovation for the next generation. Man- testing, leading to the launch of the zeroG product boat engines, received a Progressive Manufacturing aging Automation magazine featured Equipois as a line in 2008 and early 2009. Award for using zeroG to bring back in house a leader in the use of online collaboration tools. The product line has enabled John Deere to use a process that had been outsourced due to injury risk. And all this Equipois makes look as easy as floating.

HauteLook

OU look fabulous, and I’ll bet you only with them to create a con- business with a new audi- paid a fraction of retail. trolled and transparent envi- ence. That’s what HAUTELOOK’s members ronment to clear their inven- This discovery-based hear all the time. tory. With this model, the shopping model requires Y This online, members-only “flash- brands are in complete control innovative e-commerce sale” shopping site hosts sale events of their most valuable asset — solutions. HauteLook with top brands in women’s and men’s fashion and their image — and shoppers essentially re-merchandises accessories, beauty, kids’ apparel and gear, home are offered a wider selection of the store every morning décor, experiences and travel. brands, inventory and sizes at and manages every step of Every day at 8 a.m. Pacific time, 15 to 20 brands go affordable prices. Rather than the process, from photogra- on sale. Each sale event lasts 48 to 72 hours and offers pre-purchasing inventory in phy to member care to a curated selection of inventory at prices 50 percent an adversarial negotiation packing and shipping. The to 80 percent off retail. against the brands, HauteLook company also sends mil- The Los Angeles-based, privately held company takes a margin only from lions of marketing e-mails launched in December 2007, has attracted more than those items that sell, which each morning within a 10- 3.4 million members in the United States and Canada puts both parties on the same minute window. and has hosted more than 3,000 sale events with more team and results in a negative HauteLook also is com- than 1,300 brands. And the flash-sale space didn’t even working capital model for mitted to helping its exist in the U.S. before the fourth quarter of 2007. HauteLook. industry and community. The company has 200 employees: about 180 in LA HauteLook’s innovation The company participates and the rest at two offices in New York City and Chicago. goes beyond revolutionizing in a number of trade asso- HauteLook CEO Adam Bernhard founded the com- the excess inventory side of ciations and is helping pany as a way to connect retailers eager to clear excess retail, though, and extends to trade show organization inventory in a discreet way with shoppers looking for making it an untraditional e- PROJECT by bringing great deals on their favorite brands. For years, the pri- commerce player, as well. social media to the PRO- vate sample sale was the best solution, but the process HauteLook succeeds by mov- Haute Look CEO Adam Bernhard JECT universe of fashions wasn’t scalable, and shoppers who didn’t live in L.A. ing consumers from “intent- brands. HauteLook also or New York City were left going from store to store, based” shopping behavior to “discovery-based” partners with Cosmetic Executive Women, a coalition sorting through sales racks or paying full retail prices. behavior in which members need to visit HauteLook that represents more than 4,000 of the leading beauty HauteLook was the antidote to this unsatisfactory every morning to discover the new brands and mer- industry companies. The company also contributes model — essentially democratizing the sample sale chandise on sale that day and snap up the best deals money and assets to a number of nonprofit groups. and making it a viable solution for all parties. before they sell out. In this way, shoppers try brands No, no — you look fabulous. That’s what HauteLook is a partner to the brands, working they’ve never owned, and brand partners build their HauteLook’s been hearing. NOVEMBER 29, 2010 AN ADVERTISING SUPPLEMENT TO THE LOS ANGELES BUSINESS JOURNAL 35

WE SALUTE DR. PATRICK SOON-SHIONG AND THE LOS ANGELES BUSINESS JOURNAL. YOU ARE AN INVALUABLE ASSET TO THE COMMUNITY.

Your spirit of innovation enriches all of us.

Merrill Lynch 2049 Century Park East Suite 110 Century City, CA 90067 Eric Gray Managing Director-Investments Private Wealth Advisor (310) 407-3979

Merrill Lynch Wealth Management makes available products and services offered by Merrill Lynch, Pierce, Fenner & Smith Incorporated (MLPF&S) and other subsidiaries of Bank of America Corporation. The Private Banking and Investment Group is a division of MLPF&S that offers a broad array of personalized wealth management products and services. Both brokerage and investment advisory services (including financial planning) are offered by the Group’s Private Wealth Advisors through MLPF&S, a registered broker-dealer and registered investment adviser. The nature and degree of advice and assistance provided, the fees charged, and client rights and Merrill Lynch’s obligations will differ among these services. Investments involve risk, including the possible loss of principal investment. The banking, credit and trust services sold by the Group’s Private Wealth Advisors are offered by licensed banks and trust companies, including Bank of America, N.A., Member FDIC, and other affiliated banks. Investment products: Are Not FDIC Insured • Are Not Bank Guaranteed • May Lose Value MLPF&S is a registered broker-dealer, Member SIPC and wholly owned subsidiary of Bank of America Corporation. © 2010 Bank of America Corporation. All rights reserved. 36 AN ADVERTISING SUPPLEMENT TO THE LOS ANGELES BUSINESS JOURNAL NOVEMBER 29, 2010

PATRICK SOON-SHIONG INNOVATION AWARDS 2010 AWARD WINNERS RealD Inc.

HAT company you see that appears to Comcast and Cablevision. be jumping right off the screen and RealD’s contribution to into the audience is REALD INC. consumer electronics cov- RealD pioneered today’s digital 3D ers 3D formatting for deliv- T cinema, resulting in a film industry ery of HD 3D content using revolution. Gone are the days of today’s existing HD infra- red/blue paper glasses and dual film projectors show- structure, 3D eyewear tech- ing a 3D film that often made moviegoers nauseous. nology and 3D gaming Today’s 3D is a fully digital, completely immersive technology. entertainment experience that makes moviegoers feel Publicly held RealD like they’ve stepped inside the movies. posted gross revenue of Beverly Hills-based RealD was founded in 2003 RealD co-founder Joshua Greer RealD co-founder Michael V. Lewis $65.3 million for the sec- with the idea that, if done well, 3D cinema could ond quarter of fiscal 2011, open a new world of entertainment possibilities. 3D are creating films that will play in RealD 3D, including up 69 percent from the prior year. had been tried for more than a century, each time James Cameron, Michael Bay, Steven Spielberg, Martin The company has about 100 employees at four offices failing due to inferior technology. RealD co-founders Scorsese and Robert Zemeckis. And all of Disney’s and in Beverly Hills; Boulder, Colo.; Tokyo; and London. Michael V. Lewis and Joshua Greer understood the DreamWorks Animation’s new animated films will be RealD actively participates in multiple industry power of an immersive entertainment experience and available in RealD 3D. organizations, including the Society of Motion Picture believed that a digital solution could solve the issues At the end of the second quarter of fiscal 2011, the and Television Engineers, the Consumer Electronics inherent to 3D of old. They scoured the world, sought company had deployed about 9,300 RealD-enabled Association, HDMI, Producer’s Guild, Director’s Guild out the best 3D technology and discovered that orga- screens, up 182 percent from 3,300 screens a year earlier. and Stereo3D Gaming Alliance. RealD’s participation nizations like NASA, the military and Fortune 500 RealD’s technology is used by 17 of the 18 largest movie includes setting standards for 3D content formatting companies relied heavily on digital 3D for projects theater circuits in the world, including AMC, Regal, Cine- and delivery and looking forward to broadening 3D ranging from piloting the Mars Rover to designing mark, Carmike, Rave and National Amusements. across multiple platforms. automobiles and aerial reconnaissance. RealD 3D projection delivers twice the perfor- RealD also actively participates in philanthropy, Through a multi-year R&D process, Lewis and Greer mance of the next leading 3D technology measured covering the promotion of technology, youth devel- ultimately blended state-of-the-art 3D science with dig- by light output, the key to 3D projection efficiency. opment, health and other areas. Some organizations ital cinema technology and in 2005 unveiled RealD 3D RealD’s 3D technology innovation recently has dri- RealD recently has aligned with include the Ameri- in movie theaters. Disney’s Chicken Little was the first ven 3D beyond the cinema and into consumer electron- can Film Institute, YouthEntity, Annual Night film to play in RealD 3D. After the success of films like ics. RealD’s innovative technology has been adopted by Before benefiting the Motion Picture & Television Avatar and Alice in Wonderland, every major tentpole companies including Sony, Samsung, Panasonic, JVC Fund, Variety — The Children’s Charity and the film will play in RealD 3D. The world’s top filmmakers and Toshiba, and by broadcasters including DirecTV, Will Rogers Institute. thatgamecompany LLC

ELLEE Santiago and Jenova Chen started thatgamecompany LLC in 2006 when they were graduate students at the University of Southern Califor- K nia’s School of Cinematic Arts. In their second year at USC, Santi- ago and Chen received a Game Innovation Grant and worked together on a student game called “Cloud” that offered an emotion-based video game experience of playing as a boy trapped in a hospital who day- dreamed he could fly through the clouds. The game had more than 400,000 downloads in four months, and Santiago and Chen saw an opportunity in the digital distribution marketplace to build a company on expanding the definition and audience of video thatgamecompany co-founder Kellee Santiago thatgamecompany co-founder Jenova Chen games. Immediately upon graduating, the two signed a three-game deal with Sony Computer Entertain- contribute meaningful, enriching experiences that pendent developers to thrive in digital distribution, ment America LLC to develop games for the online touch and inspire them. It seeks talent that values and the commercial success of their games has caused distribution network PlayStation Network. integrity and personal growth within an environment the rest of the industry to take notice. “FlOw” and Thatgamecompany’s mission is to develop artisti- of intense collaboration and experimentation. “Flower” both won awards from the most prestigious cally crafted, broadly accessible video games that The privately held, Santa Monica-based company organizations in the industry, including the Game push the boundaries of interactive entertainment. has one office and 10 employees. Developers Choice Awards, the Academy of Interac- Santiago said she and Chen were taught a game- Through October 2010, the company has released tive Arts and Sciences, the British Academy of Film design process at USC that begins with an idea or two highly acclaimed and top-selling titles: “flOw” and Television, and Spike TV. Santiago was named a emotion or message, “and then you design the game and “Flower.” The company also has developed new 2010 TEDFellow, and Game Developers Magazine and its visuals and audio in order to communicate processes for video game development to empower recently named thatgamecompany one of the Top 20 whatever you set out to.” game developers to create expressive games that Companies to Watch in 2011. “This process is very different than a much more tradi- aren’t simply clones of old genres, and to shed some Santiago, Chen and others with thatgamecompany tionally used process of developing a video game, which of the software-development habits the industry has have been asked to speak at conferences around the is to start with the mechanics of what the characters do,” been holding onto for decades. world on their unique approach to video game develop- Santiago said. “We found that people really responded to “Empowering our creators to create, to make ment, including the Game Developers Conference, the (‘Cloud’). We started to think maybe there was real evocative, emotional and unique games, it’s impor- National Association of Broadcasters Conference, potential for this. We looked at the different genres of tant to let the game developers’ voices come TEDxUSC and O’Reilly’s Ignite series. Santiago and Chen video games, and they’re all defined by the mechanics.” through,” Santiago said. also mentor and speak with students on creating games, The company respects its players and wants to Chen and Santiago have paved the way for inde- collaboration and leadership in game development. NOVEMBER 29, 2010 AN ADVERTISING SUPPLEMENT TO THE LOS ANGELES BUSINESS JOURNAL 37

It’s easy to look up to people when they continually rise above.

We are proud to honor this year’s Innovation Awards recipients.

bnymellonwealthmanagement.com

PATRICK SOON-SHIONG INNOVATION AWARDS 2010 FINALISTS

ACTIVATE DRINKS

Anders Eisner and Burke Eiteljorg were try- ing to find a way to avoid the bitter pills — vitamin pills. Eisner and Eiteljorg had reached the point where taking vitamins daily had become too troublesome. They looked to vitamin-enhanced waters for an answer but found labels detailing depleted contents. What they came up with seemed at first like a gimmick: a cap with a moisture-resis- tant compartment inside where vitamin- rich ingredients could be stored and released with a cap twist before drinking. The rea- son? Their research, conducted with an Anders Eisner Burke Eiteljorg independent analytical laboratory, showed of Activate Drinks of Activate Drinks Dr. Arie Belldegrun that vitamins and other ingredients lost their potency sitting in water. By storing the active ingredients inside the unique cap, the ingredients stayed potent and fresh. The result? The Rising Beverage Co. LLC, dba ACTIVATE DRINKS, was born in 2006, privately held and based in Newport Beach, with 23 employees and a manufacturing plant in Los Angeles, where six of the employees work. Dan Holland is CEO. Activate won “Best New Enhanced Water” at the seventh-annual BevNET “Best Of” award ceremony in December. Spreading its innovation to the altruistic, Activate did a promotional campaign in the summer of 2010 with Ralphs grocery stores to benefit Vitamin Angels, an international organization dedicated to reducing child Jennifer Noonan Cara Hall mortality worldwide by connecting essen- of Appsnminded of Appsnminded Alec Shankman of GotCast.com tial nutrients, especially vitamin A, with infants and children younger than 5. For about a month in the summer, Acti- “It’s Bed Time” helps parents find solu- discovery and development of personalized, allows anyone, anywhere to audition for vate donated 25 cents from every bottle tions to these two common parenting targeted, therapeutic cancer immunothera- roles on TV shows, films, commercials, purchased at Ralphs stores in Southern Cal- challenges. Tween girls embraced the ease pies. Belldegrun also is chairman and part- webisodes and brand-sponsored events from ifornia to Vitamin Angels to help some of of apps like “My Makeup” in which they ner of New York-based venture capital firm the convenience of their computers. Major the roughly 190 million children who are apply makeup to virtual girls. Two River Group Holdings. brands and every TV network use the Got- fighting a vitamin A deficiency each year. Noonan and Hall decided to leverage In 1997, Belldegrun founded Agensys Cast platform to engage audiences, gather Say, twist the cap on that Activate and their knowledge and educate other Inc., a privately held biotechnology compa- consumer data, identify undiscovered talent take a swig — it’s good for ya. women on how to make a living as an app ny developing fully human antibody cancer and harvest user-generated content. developer. The result? “Appsolutely Easy,” therapeutics based on novel and clinically GotCast also engages fans of talent by which takes women step-by-step through relevant targets. The company was acquired enabling them to actively participate in APPSNMINDED the process of starting an app business. in December 2007 by Astellas Pharma Inc. the casting process for their favorite shows Appsnminded participates in a number in a deal valued at $537 million. via social media tools like voting, com- Jennifer Noonan and Cara Hall needed to of industry groups, including Moms With Belldegrun also was vice-chairman and ments and forums. In turn, GotCast com- spend more time with their children, so they Apps, Women 2.0 and Super Mom Entre- chairman of the scientific advisory board of bines the activity of a social network with decided to do it the entrepreneurial way. preneurs, and it supports women entrepre- Cougar Biotechnology Inc., a Los Angeles- the opportunities of a premium job board. They founded APPSNMINDED in 2009. neurs with micro loans through KIVA.org. based biotechnology company established Talent can join any casting they want, and This privately held, Malibu-based mobile to in-license and develop clinical-stage drugs fans are helping their favorite artists app development company now has more with a specific focus on oncology. Cougar advance their careers and directly affecting than 40 apps on the iTunes AppStore and DR. ARIE BELLDEGRUN developed Abiraterone, a cancer treatment their favorite TV programs. has made the top 20 list in the family cate- reported to extend survival by an average of GotCast has subsequently innovated the gory with almost all of them. They also Hop up on the table and take a look at 3.9 months among men with cancer that way that talent is discovered by Hollywood have broken into the Google Android and DR. ARIE BELLDEGRUN. has spread beyond the prostate and for and the way brands and TV networks are Microsoft Mobile space. Belldegrun is director of the Institute of whom other treatments have failed. Cougar interacting with their fans and audiences. These two moms, with no technical Urologic Oncology at UCLA, professor and was acquired in 2009 by Johnson & John- Although other companies have background, innovated in the app develop- chief of urologic oncology and holds the son in a deal valued at about $1 billion. entered the category of online casting, ment space using new attitudes, business Roy and Carol Doumani Chair in Urologic Belldegrun is on the scientific boards of GotCast has a huge competitive advantage savvy and the desire to create useful and Oncology at the David Geffen School of several biotechnology and pharmaceutical because its CEO, Alec Shankman, is a for- enjoyable apps for an underserved market. Medicine at UCLA. He also is surgical companies and is a reviewer for many med- mer top TV agent from the Abrams Artists They saw a need in the iTunes AppStore director of the UCLA Kidney Cancer Pro- ical journals and granting organizations. Agency and personally used to represent for girl- and toddler-friendly apps. As the gram and clinical director of the UCLA talent and television producers with nearly iPhone became more widely accepted and Prostate Disease Research Program. every network and studio in Hollywood. its price fell, Appsnminded was among the Somehow, he finds the time to be an GOTCAST.COM Nearly 15 million votes have been cast by first to capture market share in the ‘tween entrepreneur, too. He’s chairman of Arno fans on GotCast. More than 250,000 artists and baby categories. Their first app, “Baby- Therapeutics Inc., a New Jersey-based bio- What’s GOTCAST.COM’s motivation for are active members of the GotCast commu- faces,” entertains babies by showing them pharmaceutical company focused on devel- this scene? It’s being the largest interactive nity. Nearly 10,000 projects have been cast the happy faces of other babies, and it’s oping innovative products to treat cancer casting platform and social network for on GotCast. Thousands of talent have found still a top seller. “Toddler Talk” engages patients. He also is founder and chairman of talent and their fans. work through the site, and many top brands toddlers by mimicking the feeling of talk- Kite Pharma Inc., a Los Angeles-based bio- This privately held, Santa Monica-based have sponsored GotCast events. ing on the phone. “It’s Potty Time” and pharmaceutical company dedicated to the company, founded in December 2007, GotCast is taking its leading role seriously. NOVEMBER 29, 2010 AN ADVERTISING SUPPLEMENT TO THE LOS ANGELES BUSINESS JOURNAL 39 40 AN ADVERTISING SUPPLEMENT TO THE LOS ANGELES BUSINESS JOURNAL NOVEMBER 29, 2010

PATRICK SOON-SHIONG INNOVATION AWARDS 2010 • FINALISTS

Edward St. Clair of Jeff Green Alex Backer Robin Perkins (left) and Clifford Selbert Steven Sunshine Greenroad Media Inc. of NanoH2O of QLess of Selbert Perkins Design of TixTrack Inc.

GREENROAD MEDIA INC. ity of the standard polymer membrane two years of their lives doing. Businesses lose Selbert and Perkins participate in used to feed water through to filter out up to 50 percent of prospective customers numerous organizations to promote envi- GREENROAD MEDIA INC. brought the impurities — without compromising the who walk out while waiting for service. ronmental graphics, design and arts, beautiful and the functional together. membrane’s ability to filter salt and other QLess learns from experience to auto- including the U.S. General Services Greenroad developed a new media con- contaminants. This innovation marks the matically compute wait forecasts and allows Administration Design Awards, Architec- cept that allows sponsors to present beautiful first improvement in membrane perfor- users to request any given advance notice ture + Design Museum, Society for Envi- roadside displays that are ecologically friend- mance in more than 30 years, leading to before their turns are up. These forecasts ronmental Graphic Design, American ly and uniquely located along major high- enhanced productivity, reduced energy can quadruple customer return rates. Institute of Graphic Arts, International ways in North America. By bringing busi- consumption and capital efficiency for QLess, founded in 2007, is a software as a Sculpture Center, Urban Land Institute, nesses and governments together to beautify new and existing desalination plants. service company. It requires no special hard- Westside Urban Forum and Women in highways and public spaces through innova- The key to NanoH20’s innovation ware or any software installation and is avail- Architecture. tive corporate sponsorships, the result is a comes in the form of “thirsty” nanoparti- able from any device with Internet or cellular Oh, check that out! SPD designed it. unique public-private partnership. cles, specially designed to soak up water access. Privately held QLess has saved its more Using proprietary technology, privately like a sponge while repelling salts, contam- than 700,000 users more than 16 straight held, Manhattan Beach-based Greenroad, inants and organic materials and bacteria years of standing in line, and the company’s TIXTRACK INC. led by CEO Edward St. Clair, creates Flo- that tend to clog up conventional mem- users grew by 489 percent in the past year. ralscapes — large, dazzling floral displays branes. By encapsulating these nanoparti- The company has won numerous Tickets! Tick-EHHHHHHHTS!! that give sponsors a novel and exclusive cles into a traditional polymer membrane, awards, including Best Business Services TIXTRACK INC. has pioneered innova- channel to out-of-home traffic while the membrane becomes hydrophilic — Company under 100 employees — it has 24 tion in the sports and entertainment enabling recognition in helping beautify the water-attracting. This means water passes at nine offices, including five in Los Angeles industry in several key areas. public roadways. With the approval of each through it more easily, and its ability to — by the 2010 American Business Awards. The Pasadena-based company is the state’s transportation department, Green- filter out contaminants is enhanced. CEO Backer serves on the California Insti- first to provide high-resolution venue road obtains the right to use high-traffic, NanoH20’s membranes can be retrofit- tute of Technology’s Information Sciences maps for displaying inventory data. This high-visibility sites along highways to install ted in existing plants, reducing energy and Technology Board of Advisors and capability required innovations on several Floralscapes, created using flowers, plants consumption by 20 percent with coaches soccer at the American Youth Soccer fronts: New software was developed to and other natural materials. Using patent- decreased pressure needed to filter the Organization — without standing in line. allow for the rapid rendering of seat-level pending technology, Greenroad works with water. With the same level of pressure, venue maps. The software converted a sponsors to custom design, install and facilities can produce up to 70 percent multi-day process into one that takes less maintain this two-dimensional floral mosaic more fresh water than with traditional SELBERT PERKINS DESIGN than a day to construct an entire 20,000- art that reflects the corporate partners’ eco- membranes. For new facilities, NanoH20’s seat arena. logical message or brand. membranes can produce the same amount See that cool landmark? SELBERT TixTrack also developed a unique soft- Floralscapes are grown, assembled, of water as a conventional membrane but PERKINS DESIGN probably came up with it. ware service using cloud computing to installed and maintained by local business- require a 40 percent smaller footprint, Playa del Rey-based SPD has created color these maps using information from a es, benefiting the regional economy. Green- translating into as much as a 25 percent some of Los Angeles’ most notable, iconic venue’s ticketing system, allowing venues road also supports state economies by lower cost of desalinated water. landmarks, such as the much-touted gate- to “see” their inventory from anywhere at assuming maintenance costs for specific NanoH20’s single office in El Segundo way towers at LAX and the Chair and any time. TixTrack’s service is the only roadside areas. The company revitalizes and has 45 employees. Jeff Green is the compa- Lamp at the Pacific Design Center, both of one that can track inventory across differ- makes permanent improvements to the ny’s CEO, and Dr. Bob Burk is the compa- which merge simple forms at an unexpect- ent ticketing systems, enabling concert areas surrounding the Floralscapes by planti- ny’s founder and chief science officer. ed scale with simple messages. The LAX promoters to see data from all stops along ng new shrubs and updating damaged irri- The company belongs to the North Ameri- towers express the vision, energy and a tour in one location and in one format. gation systems. It works with the Los Ange- can Membrane Society, EuroMed, the Interna- diversity that symbolize Los Angeles, and Privately held TixTrack, founded in les Conservation Corps to maintain the tional Desalination Association and the Ameri- have turned the airport into an attraction. 2008, also developed unique tools to ana- acreage around the Floralscapes. LACC gives can Membrane Technology Association. SPD’s innovative place-making com- lytically determine what prices should be at-risk young adults and youth job skills Here’s to you, NanoH20. bines branding, signage, public art and charged for a specific event. TixTrack’s training, education and work experience sculpture to create meaningful environ- analysis combines information from the with an emphasis on conservation and ser- ments that serve the public good and primary and secondary ticket markets to vice projects that benefit the community. QLESS translate into positive results for its clients. provide accurate prices. The company has Greenroad creates Floralscapes using The privately held firm, founded in tools that can quickly recommend optimal the Living Pixel System, which composes It’s your turn — QLESS says so. 1994, has offices in Playa del Rey, Boston, prices when a concert or other high- images of impressive definition entirely QLess eliminates standing in line by let- Chicago, Honolulu and Dubai; 25 employ- demand event goes on sale. The software using organic material. This technology ting people use their mobile phones to ees total; and 18 employees in the Los also can predict how many tickets will be renders an image into a pixilated graphic enter a virtual line, roam freely while they Angeles area. Clifford Selbert and Robin sold given the current ticket pricing. And that guides the Floralscape’s installation wait and then receive a call or text mes- Perkins are the firm’s partners. TixTrack created a “fair value” map that on a grid system using each flower to rep- sage when their turn arrives at depart- The firm’s story of innovation is based provides pricing guidance for every seat in resent a Living Pixel. ments of motor vehicles, doctors’ offices, on its goal to create meaningful experi- the venue at any given time. retail stores, theme parks and anywhere ences for people. Its environmental TixTrack, led by CEO Steven Sunshine, else that people wait. QLess lets users designs inform, educate and entertain is a member of Pollstar and Intix, the two NANOH20 request more time, leave the line or with a sophisticated sense of humor that largest industry groups serving the ticket- request a status update at any time. tells a story about the place. The firm ing and concert promotion business sec- Go ahead, drink the water. It’s clean, QLess founder and CEO Alex Backer got makes that attempt by finding the essence tors. Sunshine also is on the executive thanks to NANOH20. stuck standing in line in a Southern Califor- of the idea and expressing it simply. SPD committee of City of Hope’s music and This privately held, El Segundo-based nia theme park, and he asked himself aims for a sense of grandeur, timelessness, entertainment fundraising branch. company, established in 2005, pursued a whether there was a better way to wait than idealism and optimism when it works on a Tickets, please! new approach to increasing the permeabil- standing in a line, which Americans spend large scale. NOVEMBER 29, 2010 AN ADVERTISING SUPPLEMENT TO THE LOS ANGELES BUSINESS JOURNAL 41

PATRICK SOON-SHIONG INNOVATION AWARDS 2010

Patrick Soon-Shiong and wife Michele B. Chan David Scott, Colonel, USAF (ret.) Gary Toebben, Los Angeles Area Chamber CEO

Mo Cohen-Arazi (center), designer of the award Eric Gray of Merrill Lynch Mark McDonald of Morrison & Foerster Former Laker A.C. Green

The Honorable Bob Peirce Award winners with Patrick Soon-Shiong and Business Journal publisher Matt Toledo

Attendees networking at the Patrick Soon-Shiong Innovation Awards event.