This is the archived SXSW 2012 schedule. Please see the current schedule here.

Alternative Channels of Digital Distribution

#sxsw #loyalty3.0

Digital Advertising is on the rise while consumer engagement with online advertising is on the decline. With so many messages competing for attention, today's consumer expects to be rewarded for their choices. Join an exclusive panel of digital content experts to discuss how digital promotional advertising has emerged as a new distribution channel for content owners and how content activates consumer behavior and builds brand loyalty.


Adrian Capobianco Pres & Partner Quizative

Adrian is considered amongst a handful of Canadian’s on the “go-to” list of digital marketing leaders.

His career began at IBM and has focused on the interchange of business, technology and marketing. At IBM, Rare Medium, Publicis and FUSE Marketing Group Adrian helped a diverse portfolio of clients learn and lead in the digital space. In 2008, at the beginning of the biggest global recession since the great depression Adrian and his partners launched Innovation Agency, Quizative - which has quickly grown delivering services to clients across the country and globally.

Adrian is extremely involved in the marketing community where he helps to inspire and share innovation. This includes helping to organize or chair numerous national conference and award shows for the CMA, Marketing Magazine, NEXT Media and others. Adrian has helped create and teaches the CMA’s Digital Marketing Certificate course, speaks at many universities and has been featured widely in the media including expert appearances in prime-time TV shows on CBC, Global, and The Food Network.

While “not on the job”, Adrian serves on the Board of the Heart and Stroke Centre for Stroke Recovery, plays hockey, loves to wakeboard/snowboard, spends time with his family and enjoys a whole different type of innovation with various home-reno projects.

Dave Spinato Global Dir of Digital, Smirnoff Diageo

Dave is the Global Director of Digital for Smirnoff where he oversees the digital strategy & development for all owned, earned & paid channels worldwide. He joined the Diageo team in April, 2011 to help craft Smirnoff’s vision of being one of the leading CPG brands within the digital space through a range of world class “new marketing” mechanics.

Prior to Diageo, Dave spent time on the agency side, at Grey Interactive Worldwide, as a front end developer before jumping over to join the SoBe Beverage team as the Manager of Digital Media & Promotions. Before his appointment at Diageo, Dave was also a key member of the Digital Engagement Group at PepsiCo where he managed all things digital for Pepsi, Pepsi MAX and Diet Pepsi TM including the groundbreaking introduction of the Pepsi Refresh Project where the team was honored with a 2011 Chairman Award.

Dave resides in New York and when “offline” enjoys hanging with his wife and daughter, boating, cooking (while enjoying a fine wine), football & baseball.


Josh Gertz VP Hip Digital Media

Josh Gertz has been working with digital music since before there was iTunes, before MP3s and before the internet was in your house. At Hip Digital Media, Josh manages content relationships with record labels, book publishers, movie studios and various digital content owners around the globe. Josh’s team at Hip Digital is creating some of the most innovative and cutting-edge promotions with digital content found anywhere. Hip Digital white-label solutions are on your grocery shelves, on-pack of the most popular consumer goods and on your favorite brands Facebook page. The Hip Digital mission is to integrate social rewards into every type of marketing program offline, online and mobile.

Before he ran Marketing and Content Licensing for Hip Digital, Josh pioneered digital promotions as SVP at Neurotic Media, and co-founded XACT Radio, an Internet radio network partnered with virtually every major broadcasting group, in the earliest efforts to bring terrestrial brands online. In the last century, Josh was Director of Sales at; leading the team in the broadcast radio space. Early on in his career Josh was fortunate to have worked at PolyGram Records in Sales Administration.

After graduating from the University Of Maryland Josh moved to Atlanta where he lives with his wife and 3 children. When not working you can usually find him in the kitchen or at a poker table. Follow him on Twitter: @joshgertz and @hipdigitalmedia.

Michele Edelman VP, Direct To Consumer Mktg Warner Bros

Michele Edelman is the Vice President of Direct to Consumer Marketing for Warner Bros. Studios in the Home Entertainment Group. In this ‘next-new’ dynamic position Michele oversees marketing for all the 'To Consumer' initiatives available today as a result of the changing technological landscapes and direct relationships with consumers. An 11-year officer at Warner Bros., Michele most recently spent 10 of those as VP, WW Marketing, Programming and Acquisitions for Warner Bros. Digital Distribution. In her role she oversaw all worldwide marketing efforts for Warner Bros.’ and content partner product distribution over existing, new and emerging digital platforms, including pay-per-view, electronic sell-through, transactional and subscription video-on-demand, wireless and manufacturing-on-demand. Ms. Edelman received a BA from The University of Rhode Island and is also a graduate of the Tuck Executive Program at Dartmouth College, TEP Class of 2010. She sits on the Executive Advisory Board for the Harrington School of Communications and most recently she was elected to the National Board of Directors for GLAAD. She is an active member of numerous industry organizations and is a recipient of multiple awards including the 2011 URI Dean’s List Distinguished Achievement Award, CTAM’s Rainmaker Award, the 2010 CTAM Chairman’s Award and CableFax’s 2010 Top 100 Powerlist of Executives.

Pepper Evans VP, Digital Brand & Social Media Dev American Express

Pepper Evans, VP, Digital Brand and Social Media Development, American Express

Pepper Evans is VP of Digital brand and Social Media Development in the Global Advertising and Brand Management division of American Express. In her current role, she is responsible for driving brand engagement through digital innovation across the social eco-system. Previously, despite having a high handicap, she managed the golf industry for American Express. Prior to joining American Express, Pepper held leadership positions at a variety of Internet and media companies, including,, News Corp., and Random House. She holds an undergraduate degree from the University of Pennsylvania and an MBA from Columbia Business School.

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