21 Most Intriguing: Bill Hebel
Jeremy Greenfield & Courtney Barnes

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Senior Vice President, Media Director, Slack Barshinger

Bill Hebel: senior vice president, media director, party animal. He gives a strange answer when we ask him if he’s had a good summer:

“Business is the reason why it’s not been as good of a summer as usual. In the old days, the summer would be the playground for the media people. We used to not do planning until the later months. Unfortunately, now there’s no such thing as a planning cycle. In some ways, it’s good, because I don’t think you should plan once a year and be done with it. I think plans should be living, breathing things, and not something that gets written in stone and put away. We’re always planning.”

The rant continues:

“We used to take advantage of what we called the ‘summer tour’. We’d go on a bunch of media junkets. We’d play at some of the finest golf courses in the world. We’d disappear—leave town—for days, and play golf in Hilton Head. I used to go to 40 Cubs games a year. This year I’ve maybe gone to 10. It’s sad, but things were just a lot easier in the past. We had more fun.”

But, sometimes work is fun. One of Hebel’s top successes this year was landing the Fellowes account. Fellowes makes document shredders—according to Hebel, “the number one shredder in the country.” Good soldier. We wondered what creative genius Slack had in store for Fellowes.

“I would like to be able to tell you what our plans are, but we don’t launch for two months. And, besides, if I told you, I’d have to shred you.”

We wouldn’t mind being shredded by Hebel: Hebel and SB have helped clients as small as Aon and ABC and as big as eBay and Google achieve huge results with highly creative, diversified campaigns, which utilize such platforms as print, online, coffee cups, Risk boards, video and voice mail.


Bill Hebel Stats

  • Was named B2B Magazine’s “Mr. B2B” and received BusinessWeek’s “Media Strategist of the Year Award.” Has received the Creative Media Award four times—three from J. Walter Thompson Worldwide and the fourth from Media and Marketing Education.
  • Is a member of the Business Publication Audit Media Managers Committee, the American Business Media Committee and the Audit Bureau of Circulation’s Business to Business Media Committee.
  • Is a member of the Society of Creative Anachronism, a medieval reenactment group—he even blacksmithed his own sword and helmet.
  • Was a member of the Professional Pinball Association of America.
  • Is a forum administrator and active participant on a war gaming site, which will remain anonymous.
IN THE CURRENT ISSUE OF MIN MAGAZINE
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