R.J. Hilgers is the director of Digital Marketing Services for Avenue A Razorfish Wests Pacific offices in San Francisco and Los Angeles. In this role, he is responsible for leading and growing both the Media and Analytics Practices in California. In addition, he is also a member of the Avenue A Razorfish National Media, Analytics and Integrated Marketing advisory teams. David L. Smith, CEO of Mediasmith, Inc. in San Francisco is a forty year veteran in the advertising media management arena. Dave, a nationally known expert in the areas of new media application, media strategy, media planning and metrics, has held media management positions on both coasts.