Who's Who in B-to-B

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The contestants on "Survivor," "The Apprentice" and "The Contender" don’t stand a chance against BtoB’s Who’s Who. These executives have survived tough times, paid their dues and come out fighting. They are the leaders of the b-to-b marketing world, from the client side to the agency side and supporting industries in between. For this year’s Who’s Who report, BtoB selected 100 individuals from 10 categories: marketing organizations, advertising agencies, creative units, direct and database providers, search companies, business media, services and technology, public relations, analysts and associations. Nominations came from readers, corporations, industry experts and our editorial staff. We’ve selected one person from each category to profile.        JUMP TO SECTIONS













Lisa Baird of IBM, Larry Bloomenkranz of UPS, Marie Chinnici of Merrill Lynch, Beth Comstock of GE, Jay Fiore of EBay, Catherine Foucher of American Express, Michael George of Dell, Karen Jones of DHL, Suzanne Lyons of Visa USA, Mich Matthews of Microsoft, Pam Pollace of Intel, James Richardson of Cisco, Laurie Tucker of FedEx Kinkos, Tony Ueber of Office Depot, Charles Young of Tyco

Marketer Profile: Karen Jones, VP-advertising, brand and promotions, DHL Express USA, Plantation, Fla.

Karen Jones took on a big job when she joined shipping company DHL Express USA a little more than a year ago: oversee branding and advertising for the company's repositioning campaign, taking on competitors FedEx and UPS. She joined DHL after a 15-year career at Hewlett-Packard Co., serving most recently as director of worldwide brand advertising.


Dave Lubars of BBDO North America, Bob Pullam of AKQA, Thomas Rentschler of HSR Business to Business, Steve Simpson of Goodby, Silverstein, Chris Wall of Ogilvy & Mather

Creative Profile: Chris Wall, Senior partner and co-creative director, Ogilvy & Mather, New York

As head of creative for the IBM Corp. account at Ogilvy & Mather, New York, for the past nine years, Chris Wall has seen the technology industry go through many changes.


Frank Anton of Hanley Wood, Cam Bishop of Ascend Media, Robert Callahan of Ziff Davis, Jim Casella of Reed Business Information, Kelly Conlin of Primedia, L. Gordon Crovitz of Dow Jones & Co., Alan Douglas of Douglas Publications, Pat Kenealy of IDG, Jeffrey Klein of 101 Communications, Robert Krakoff of Blantyre Publications, Joseph Loggia of Advanstar Communications, Gary Marshall of CMP Media, David Nussbaum of Penton Media, Jim Spanfeller of, Greg Stakosch of TechTarget

Business Media Profile: Gary Marshall, President-CEO, CMP Media, Manhasset, N.Y.

Of the CEOs at the traditional big three technology media companies-CMP Media, International Data Group and Ziff Davis-CMP's Gary Marshall has the longest current tenure in the top job. He took over on Jan. 1, 2000, and in his more than five years on the job, he has seen a great deal.


Larry Ellison of Oracle, Steven Fredricks of TNS Media, Bill Godfrey of Aprimo, Bill Grossman of Revenue Science, Michael Lawrie of Sibel Systems, Jeffrey Lunsford of WebSideStory, Dave Morgan of Tacoda Systems, William Pulver of NetRatings, Kevin Ryan of DoubleClick, Christopher Saridakis of PointRoll

Services/tech Profile: Bill Gossman, President-CEO, Revenue Science, New York

Bill Gossman, president-CEO of behavioral targeting company Revenue Science, likens the Internet to a desert with only a few oases where things can grow.


Tom Bedecarre of AKQA, Courtney Buechert of McCann Erickson, Guy Gangi and Gordon Hochhalter of Mobium Creative, Carla Hendra of OgilvyOne, Laura Lang of Digitas, Pam Larrick of FCBi Worldwide, Joe Norris of Sullivan Higdon & Sink, John Osborn of BBDO New York, Don Scales of, Rick Segal of HSR Business to Business, Gary Slack of Slack Barshinger, Tom Stein of Stein Rogan + Partners, Greg Stern of Butler, Shine, Stern and Partners, Vickie Szombathy of StarLink Worldwide, Ridge White of JWT Technology

Agency Profile: John Osborn, President-CEO, BBDO New York

John Osborn, who was named president-CEO of BBDO New York last year, said the biggest challenge his agency faces is continuing to grow while acting like a small operation.


Matthew J. Harrington of Edelman, Donna Imperato of Cohn & Wolf Worldwide, John Jarvis of Colle+McVoy, MaryLee Sachs of Hill& Knowlton, Elliot Sloane of Sloane & Co.

Public Relations Profile: Elliot Sloane, CEO, Sloane & Co., New York

For public relations veteran Elliot Sloane, CEO of Sloane & Co., fundamentals come first. In order to develop and execute strategic communications programs for his clients, it's first necessary to determine a client's core message.


Jeffrey Herzog of Icrossing, David Hirsch of Google, Jeffrey Kileen of GlobalSpec, Kevin Lee of Did-It Search Marketing, Fredrick Marckini of iProspect, Ted Meisel of Yahoo! Search Marketing, Craig Pisaris-Henderson of MIVA (formerly FindWhat), Dan Savage of, Lisa Wehr of OneUpWeb, Jake Winebaum of

Search Profile: Jake Winebaum, CEO,, Santa Monica, Calif.

Jake Winebaum, founder and CEO at, a vertical search engine, is having a very good year. All metrics are up: ad revenue, audience size, advertiser base and network base.


Toman Geffs of Jordan, Edminston Group, Safa Rashtchy of Piper Jaffray, Al Ries of Ries & Ries, Jeffrey Stevenson of Veronis Suhler, Rich Vancil of IDC's CMO Advisory Research

Analyst Profile: Jeffrey Stevenson, Managing partner, co-CEO, Veronis Suhler Stevenson, New York

Jeffrey Stevenson graduated from Rutgers University in 1982 and went to work in mergers and acquisitions for media merchant bank Veronis Suhler, as it was known then. Five years later, he started Veronis Suhler's first private equity fund, for which he and the bank raised $57 million.


O. Burtch Drake of American Association of Advertising Agencies, John Greco Jr. of Direct Marketing Association, Glenn Hansen of BPA Worldwide, Gordon T. Hughes of American Business Media, Robert Liodice of Association of National Advertisers

Association Profile: Robert Liodice, President-CEO, Association of National Advertisers

Robert Liodice's background in finance and accounting has prepared him well for his current post as president-CEO of the Association of National Advertisers, particularly as the industry focuses on marketing accountability.








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