Hugh Hefner will receive the PromaxBDA Lifetime Achievement Award at the group's 2010 conference, set for June 22-24 at LA Live in downtown Los Angeles.

Among those speaking at the annual gathering of marketing, promotion and design professionals working in the entertainment industry will be songwriter-producer David Foster and Peter Liguori, chief operating officer of Discovery Communications.

As part of the award presentation, Hefner will be interviewed by CNN's Larry King about building one of the most identifiable entertainment brands in the world over the last 50 years. Hefner also will discuss how the art and design of Playboy have influenced American culture in a session set for 1 p.m. on June 24.

“Hugh Hefner has inspired a generation of creativity, and there is no denying that Playboy has been one of the most iconic brands of the last century,” said Jonathan Block-Verk, president-CEO of PromaxBDA.

Foster’s presentation, “An Evening With the Hitman," will feature him talking about the creativity and inspiration that have led to his remarkable career, including winning 15 Grammy Awards.

Discovery's Liguori, also a veteran of Fox, will present a unique point of view of the importance of harnessing opportunity in an age of true multimedia.

For more information about the conference agenda and to register, click here [5].