World class judges to select Hyperfactory Scholarship

Media Release: Monday, June 27th, 2011

World class judges to select winner from six finalists in the Hyperfactory-Handley Marketing Scholarship

Statement from Derek and Geoffrey Handley, Co-founders ,The Hyperfactory

“Following the scholarship details released earlier this year we are honoured to announce a truly world-class and inspirational judging panel for our six worthy finalists. With experience ranging from true entrepreneurial, guerilla and social marketing to the creation of innovations of the future and extending to global brand stewardship, the judges represent a potent mix of what it takes to succeed in today’s marketing world, where the old collides with the new.

“In Andy Lark we have the newly appointed CMO of Commonwealth Bank of Australia, and former CMO of the $35bn Enterprise and Public Marketing unit of Dell. In Geoff Ross, a gutsy entrepreneur who against all odds created 42 Below Vodka as a bold aggressive international brand in a sterile sector leveraging viral media before the advent of viral media. Claudia Batten is at the forefront of creating disruption to the marketing model as founder of revolutionary crowdsourcing agency Victors & Spoils: one of AdAge’s Top 10 Agency to Watch List of 2011.

“The last of the Kiwi line-up is Sarah Robb O’Hagan, one of Forbes Most Powerful Women in Sports and AdAge’s Women to Watch 2010. Sarah is an inspirational marketing leader in charge of one of the most iconic brands in America as Gatorade President North America and Global Chief Marketing Officer, Sports Nutrition for Pepsico.

“Joining these world class New Zealanders we have two international visionaries in brand and digital media. Marc Mathieu is Unilever’s newly appointed number two global marketer, recognised both as an entrepreneur and global branding expert. Marc was previously Global Brand Head for Coca-Cola and has a passion for social change. Nihal Mehta is a veteran of mobile and social marketing; a Top 10 NYC Game-Changer and an AdAge ‘Top 20 Marketer in their 20s’, and currently a co-founding general partner at the mobile seed fund ENIAC Ventures.

“A cross section of the good and the great, each of these people have a history of achieving amazing things in the world of marketing and pushing the medium forward.
“The winner will be announced August 1st 2011”. The six finalists are:
• Anna-Claire Clendon (Auckland)
• Keren Phillips (Auckland)
• Jen Corbett (Auckland)
• Brooke Anderson (Wellington)
• Carmen Vicelich (Auckland)
• Scott Wright (Auckland)

THE HYPERFACTORY-HANDLEY GLOBAL MARKETING SCHOLARSHIP
The scholarship aims to create a powerful alumni of leading lights in the future of marketing and give them unprecedented access to the conversations of the smartest marketers at the world’s largest brands—like L’Oréal, Kraft, Nestlé and AB InBev—in a global setting.

Scholarship recipients will meet leading marketers at game-changing companies at both ends of the spectrum, from corporations to start-ups. In addition to understanding how leading brands engage with their consumers, Hyperfactory scholars will be able to take a look “under the hood” at some of the world’s leading marketing, content and digital enablers such as Apple, Google, Time Warner and Facebook. Additionally, there will be introductions and exposure to those start-ups, entrepreneurs and catalysts that the Handley brothers feel will be the next to change the future of marketing.

Full details and application guidelines are available at www.thehyperfactory.com as well as the scholarship’s Facebook page.

ABOUT THE JUDGES
Andy Lark: Newly appointed CMO, Commonwealth Bank of Australia (from July 1 2011) @kiwilark
Andy is the newly appointed CMO for Commonwealth Bank of Australia, having just led Dell’s global marketing for its Enterprise and Public group – a $35bn business unit. Since returning to Dell three years ago he has held a variety of roles including CMO for the Enterprise group, vice president global communications and branding; and, vice president, Dell.com – the world’s largest eCommerce site. Andrew is recognized as an innovator in social media and pioneered Dell’s award winning social media programs. Outside of Dell, Andrew has held a number of directorships of public and privately held companies and today sits on the boards of Xero – a leading Web-based accounting platform, N0.8 Ventures – New Zealand’s premier technology venture capital firm; and the advisory board of Prof Gary Hamel’s Management Innovation Exchange.

Claudia Batten: co-Founder Massive and founder Victor and Spoils @ClaudiaBatten
Claudia Batten is co-founder and COO of Victors & Spoils, the world’s first advertising agency based on crowdsourcing principles. A corporate lawyer specializing in contract and technology law by trade, Batten attained a strong background in the legal precepts that shape the ever-evolving technology industry early in her career. Through this she developed the techniques that make for an effective modern company in the digital space era.She followed up her successful legal career by joining the founding team at Massive, a first-of-its-kind network for video game advertising. Within three years, Massive had bloomed into a full-scale advertising network which sold to Microsoft Corporation in 2006. Batten continued with Massive through the acquisition, serving as director of partner development, and played an integral role in helping the company scale the network. The launch of Victors & Spoils in the autumn of 2009 made instant waves in the industry, marking the advent of a new era in regard to the perception of crowdsourcing within advertising. Batten established the agency with ad industry veterans and alums of acclaimed agency Crispin Porter + Bogusky, John Winsor and Evan Fry. The agency launch was groundbreaking, opening doors for industry creatives around the world. Victors & Spoils now works with CMOs at Fortune 500 companies and continues to turn heads as its clever output reaches the mainstream.

Geoff Ross, Executive Chairman Ecoya
Geoff was the founder and CEO of 42 Below Vodka (sold to Bacardi in late 2006) and the author of the best selling book “Every Bastard Says No”. He is also Executive Chairman of Ecoya Limited, an NZX listed body, bath and home fragrance company. Prior to 42 Below, he was a Managing Partner and Board Member of DDB Advertising for two years and was a Client Service Director and Management Team Member for Saatchi & Saatchi in Wellington for eight years. Geoff is also a board member of the Melanoma Foundation and advisor to Air New Zealand’s ‘Grab a Seat’ initiative.

Mark Mathieu, Senior Vice President of Marketing, Unilever.
Marc is a visionary who believes in the power of movements. Whether its a specific movement—such as fair trade, the triple bottom line, or the social media revolution—or movements as a whole, Marc frequently explores movements in context of the cultural shifts they can ignite and the business impact they can have, both globally and locally, often anchoring the discussion within the world of branding and infusing it with his many years of marketing expertise. Marc brings with him the experience of large FMCG companies such as Danone and Coca-Cola, where he was last head of Global Brand Marketing and developed the company's platform for sustainability: "Live Positively." Marc is a founding member of Sustainability 50, a leading peer group organization of Fortune 500 Chief Sustainability Officers. He is also a Co-Founder of The Hoop and on the advisory board for Green My Parents.

Nihal Mehta: Mobile Entrepreneur, Investor and Advisor @nihalmehta
With over 12 years experience in innovating marketing technologies through several successful startups to date, Nihal Mehta, is a noted expert in the emerging adoption of mobile technologies for media properties and consumer brands. Named a top 10 NYC 'game changer' in the 2010 New York Enterprise Report, one of twenty RCR Wireless News 'mobile movers and shakers' in 2008, a BusinessWeek 'M-Commerce Baron' in 2006 and named one of AdAge's 'top 20 marketers in their 20s' in 2005, Nihal is currently CEO and co-founder of LocalResponse, Inc. which helps brands and businesses reach consumers across aggregate location-based services. Prior to LocalResponse, (which pivoted from buzzd, a leading real-time city guide), Nihal founded ipsh!, one of the first full-service mobile marketing agencies in 2001, which he sold to Omnicom (NYSE: OMC) in 2005. Nihal is also a General Partner at the world's first venture fund focused on mobile startups, ENIAC ventures, and is an active angel investor with several successful exits including Admob (sold to Google), Greystripe (sold to Valueclick), and Movoxx (sold to Adenyo). Nihal graduated from the University of Pennsylvania with a BA in Philosophy and a BSE in Computer Science.

Sarah Robb O’Hagan, President Gatorade @SarahRobbOh
Sarah Robb O’Hagan is Gatorade president North America and global chief marketing officer, Sports Nutrition, PepsiCo, which owns the world's largest portfolio of billion-dollar food and beverage brands, including 19 different product lines, each of which generate more than $1 billion in annual retail sales. PepsiCo's main businesses – Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade – make hundreds of nourishing foods and beverages for consumers in more than 200 countries. With nearly $60 billion in revenue, PepsiCo employs 285,000 people worldwide.

Robb O’Hagan assumed this role in January 2011, and is responsible for the North American Gatorade business and the global brand management of Sport Nutrition. In this new role, O’Hagan will assume responsibility for the marketing and operations of the entire Gatorade business in North America and will lead the development of sports nutrition on a global scale, including the launch of Gatorade’s G Series in several markets in 2011.

Robb O’Hagan joined PepsiCo in June 2008 as chief marketing officer, Gatorade, where she oversaw the business’ strategic direction, product innovation, and consumer, shopper and sports marketing communications. In this role, Robb O’Hagan led Gatorade’s transformation from sports drink company to sports performance innovator, which included the launch of the brand’s G Series – a line of products that delivers fuel, fluid and nutrients to athletes before, during and after physical activity. Before joining PepsiCo, Robb O’Hagan worked for Nike, Atari Interactive, Virgin Atlantic and Air New Zealand.

Geoffrey and Derek Handley @therealhandley Co-Founders The Hyperfactory
Geoffrey and Derek Handley are the co-founders of The Hyperfactory and the creators of the Scholarship program.

About The Hyperfactory
The Hyperfactory (www.thehyperfactory.com) powers businesses and brands through the mobile medium. As the most-awarded and most established specialist, it is consistently setting new standards of excellence through two divisions:
• Agency: Powering brands through integrated mobile strategy, creative, media and innovation.
• Technology: Powering businesses through planning, integration and deployment of mobile technology, regardless of the platform, protocol or device.
Founded in 2001 by New Zealand brothers Geoffrey and Derek Handley, The Hyperfactory is a wholly owned subsidiary of Meredith Corporation, the leading media and marketing company serving American women. Recently recognised in Entrepreneur Magazine’s Annual 100 Brilliant Ideas & Companies issue and with a history of winning more industry accolades and recognition than any agency worldwide, clients include Kraft, Intel, Nestlé-Gerber, Coca-Cola, BlackBerry, Microsoft, Taco Bell and AB InBev. Headquartered in New York, it employs over 100 of the world’s best mobile technology and marketing experts and supports and delivers globally through its network of offices in Auckland, Sydney and Hyderabad.

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