Executive Vice President, Digital Strategic Services, Nielsen Online Co-Founder, Word-of-Mouth Marketing Association (WOMMA) Pete Blackshaw is a recognized expert in interactive marketing, word of mouth, and consumer understanding, who coined the term consumer-generated media. He presently serves as Executive Vice President, Digital Strategic Services at Nielsen Online, a recently formed division of The Nielsen Company that includes the Nielsen//NetRatings and Nielsen BuzzMetrics businesses. Previously, Pete served as Chief Marketing Officer of Nielsen BuzzMetrics. Pete is a 2004 co-founder of the Word-of-Mouth Marketing Association, one of the fastest growing industry groups in advertising and marketing circles, and he presently authors a bi-weekly column on digital marketing strategy targeted to CMOs for ClickZ network. Pete is frequently quoted in major publications, including the Wall Street Journal, New York Times, Advertising Age, and USA Today. He authors several work and personal blogs, including www.consumergeneratedmedia.com, www.hybridbuzz.com, and www.emailbymachiavelli.com. Prior to Nielsen Online, Pete was at P&G where he led initiatives dealing with online advertising development, online issues/rumor management, online sampling, database marketing and consumer word-of-mouth behavior. He also co-chaired and organized the P&G sponsored Future of Advertising Stakeholders Summit (FAST-Summit). Before receiving his master's degree from Harvard Business School in 1995, Blackshaw served as a press secretary and legislative consultant to then-Senator Art Torres in the California Legislature, where he guided several consumer-focused bills to passage and initiated the nation's first "interactive" legislative hearing. He also has a BA from the University of California at Santa Cruz.