min's 2010 15-to-Watch
Thursday, December 9, 2010
Thursday, December 9, 2010
We spotlight 15 media professionals age 30 and younger who are more than up-and-comers. Clearly, they have already established themselves as major contributors to their brands and organizations. One thing we have learned from their comments—they don’t seem to find time to sleep.
Lauren Ames
 Associate Director, Publishing Activation Group, Starcom US
At Starcom, Lauren Ames excels in redefining media experiences. Targeting the bridal category as a new area for expansion, she launched a campaign partnering with the The Knot to create a custom microsite where brides-to-be could post tips and tricks on weight loss.
The site generated over 1,100 posts of custom content. ● —Bill Miltenberg
Beth Doyle
I.jpg) nnovations Associate Director, VivaKi
Beth Doyle started her career at Starcom, where she helped educate clients and agency colleagues about technology and the impact it can have on media and advertising. Similarly, she has taken an important leadership role with The Pool, the industry coalition (including VivaKi) that seeks new ad models. I September 2010, she set off on a six-city road show with multiple stops and client meetings to educate others on The Pool and how it can change the industry—paving the way for the future of advertising one market at a time. ● —BM
Whitney Fishman
 Consultant, MediaVest
Beloved by her managers and coworkers for her enthusiasm and collaborative talents, Whitney Fishman provides MediaVest and its clients with a number of customized insight tools, including Trend School, a customized program for brands to learn about the top 10 emerging consumer trends. She has also played a major role in developing MediaVest’s iPanel, which tracks consumers’ experience with the iPad from purchase through incorporation into their day lives. ● —BM
Dan Fletcher
Associate Editor, Special Projects, TIME 
Dan Fletcher updated TIME’s Facebook page as an intern two years ago; today he’s helping set the digital tone for the brand. At 22, he became the youngest person to write a cover story for TIME, on Facebook. In May 2010, he helped conceive TIME’s NewsFeed. ● —BM
Typical day: “Thinking about a 2,000-word magazine piece, conjuring up some snark for a 200-word piece for the Web and tweeting all the while in 140 characters.”
Keith A. Grossman
 Associate Publisher, Wired Magazine
Keith Grossman has climbed the corporate ladder at Wired at an astonishing pace, from college intern to Condé Nast’s youngest Salesperson of the Year winner at 24. As associate publisher, Grossman has been a driving force behind creating, positioning and selling Wired’s tablet application. ● —BM
Typical day: “I wake up at 5 a.m. hoping to ensure our publisher has everything he needs to succeed and advance the strategy of our brand. Twelve cups of coffee later, I go to sleep at 4 a.m.”
Aaron Hersh
Senior Tech & Gear Editor, Triathlete/triathlete.com
In the super-niche world of triathlon gear, Aaron Hersh has demonstrated a talent for delivering quality content at Competitor Group’s Triathlete. While his “Get a Grip” reviews highlight his down-to-earth approach to explaining the complexities of product science, his long-form “Getting to the Core” feature articles showcase his talents as a journalist. ● —BM
Adrianne Knapp
 Assistant Art Director, Marketing/Custom Publishing, NewBay Media
Adrianne Knapp has brought a fresh creative eye to NewBay Media’s marketing and custom publishing materials. Knapp led the redesign of the newly acquired TWICE, tweaking the logo and including more opportunities for social media feedback.
She also took control over the DV Expo & GV Expo marketing with attention-grabbing promotions. The event drew thousands, despite a challenging economy. ● —JC
Alan Kropf
Publisher and Editor-in-Chief, Mutineer
Alan Kropf launched beverage magazine Mutineer months before the market crashed in 2008, and has since doubled the magazine’s staff and length. His passion for connecting with his audience through the printed magazine is inspiring. He has established himself as a respected voice in both the beverage industry and culture. ● —BM
Typical day: “A typical day is a tantric orgy of delicious fine beverages, beginning with a French press jump-start for morale and concluding with high-proof escapades.”
Yaron Oren
 Chief Marketing Officer, iSpeech
As CMO of iSpeech, Yaron Oren is combining the world of speech technology, audio advertising and mobile media—enabling consumers to interact with media brands through voice commands and auditory experiences. ● —BM
Typical day: “I wake up, step into an impeccably tailored suit, slick my hair back, put on aviator glasses to hide last night’s scotch, head to the office, give a perfect iSpeech pitch to a publishing client, close the deal and then take the rest of the day off to celebrate.”
Swapnil Patel
Associate Media Director, CP+B
For the last six years, Swapnil Patel, better known as “Swap,” has brought his passion for media to CP+B, where he’s helped strategically place creative content for a variety of accounts. He played an instrumental role in developing the placement strategies around Domino’s Pizza’s new and improved pizza, and strategized to increase the brand’s presence in the NFL’s regular season and playoff games, helping the company more than double its fourth-quarter profits. ● —BM
Typical day: “My days at CP+B consist of promoting macaroni & cheese, pizza and Jell-O. Does it get any better?”
Catherine Reilley
 Senior Media Planner, Draftfcb-Chicago
Catherine Reilley has been a pioneer in showcasing the Dow Chemical Company in unique contexts. She worked closely with the company’s creative team to bring her ideas to life across campaigns including Dow’s sponsorship of The Atlantic’s groundbreaking iPad issue, encompassing multiple covers and videos highlighting Dow’s innovations. ● —BM
Tennille M. Robinson
 Small Business Editor, Black Enterprise
In just five years, Tennille Robinson has ascended from intern to small business editor at Black Enterprise. Her brainchild, the Annual BE Next feature, introduces BE’s audience to the next generation of young professionals age 21-35.
She is also a primary producer of programming for the Black Enterprise Entrepreneurs Conference, one of the largest gatherings of small businesses in the nation. ● —BM
Justin Shanks
 Web Architect, Cygnus Business Media
Justin Shanks is the builder of the foundation of Cygnus’ digital properties—its content management system. Shanks’ system, Base 2.0, is media agnostic—every distribution channel can interact with it, including mobile, Web sites, print and more.
Cygnus has been asked to license Shanks’ CMS, but so far it’s not for sale. It’s nice to keep a competitive edge. ● —JC
Justin Wroe
VP, Group Media Director, UM
Justin Wroe played an integral role in acquiring the BMW account for UM, effectively changing the agency’s direction. He’s delivered never-before-done digital executions for BMW, including a takeover of the MSN homepage and breakthroughs in the mobile ad space though iAd. ● —BM
Typical day: “Every day presents a business challenge to tackle.”
Kaelin Zawilinski
 Home Editor, Meredith Corp. - BHG.com
Kaelin Zawilinski has a keen understanding of how to tailor content for specific audiences—a talent she employed in her former role as Parents.com’s Baby and Toddler editor. There she launched the first Parents Facebook quiz, “Which Mommy Rocker Are You?” It went viral, receiving over 175,000 installs. Since joining BHG.com, she’s been the editorial leader of the site’s redesign, set to launch next spring. ● —JC
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