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Real Impact: A Keynote Conversation with Brian Terkelsen, CEO, MediaVest USA

October 23, 2012 - 9:00 AM to 10:00 AM
ROOM: WHARTON BALLROOM
 

Recently named CEO of MediaVest USA, Brian Terkelsen has been in the entertainment marketing industry for 20 years, since he and reality kingpin Mark Burnett co-founded Eco-Challenge Lifestyles, Inc. and he set about finding sponsors to defray production costs on the then rookie producer's Eco-Challenge.

Terkelsen is credited by Adweek with revolutionizing the business of television over the past 20 years. He went to MediaVest in 2003 to head up branded entertainment, and under his leadership in 2010 the group was rebranded to LiquidThread with responsibility for content creation. He was behind high-profile deals with America's Next Top Model for Procter & Gamble's Cover Girl and responsible for the high-profile brand integrations for Microsoft's Bing.

More recently, his group spearheaded Coca-Cola's Polar Bowl second-screen experience and Kraft's Wheat Thins brand's appearance on The Colbert Report that was recognized with a Gold Lions in Cannes for Branded Content. This marked the first time the international festival on creativity recognized Branded Content, and more specifically the "Best Brand or Product Integration into an Existing TV show or Series" category. No other media network won gold in the Branded Content Lions.

In Ad Age's story on Brian's recent appointment to CEO, SMG's CEO Laura Desmond said, "Brian weaves together ... a keen sense of how to create partnerships and deals, mastery of content and an understanding that it's [both] traditional and nontraditional messaging."

In a candid conversation with media guru Shelly Palmer, Terkelsen talks about the evolution of branded entertainment and where it's headed, the role of compelling content, and his vision of data-driven experiences and connection opportunities for brands and consumers.

Shelly Palmer - Interviewer
Managing Director
Advanced Media Ventures Group, LLC

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Brian Terkelsen - Speaker
Global President
MediaVest USA

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