BtoB

The Power 10 for '99

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It's no easy task to pick the business-to-business marketers who make up Business Marketing's annual Power 10. First, the magazine's staff, drawing on its knowledge of the business and asking for nominees from ad agencies and business media companies, gathered scores of candidates. Then, a board of Business Marketing editors evaluated the nominees. Finally, after some debate, the editorial board winnowed the list to the 10 honorees.

Those selected for the Power 10 are ultimately defined by their smarts, by the intelligent marketing decisions they've made in their careers, especially in the past 12 months. In these fast-moving, complicated times, the field of b-to-b marketing demands, above all, brainpower.

Take Power 10 member Abby Kohnstamm, IBM Corp.'s senior VP-marketing. Steve Hayden, president of worldwide brand services on IBM at Ogilvy & Mather Worldwide, New York, said: "I've characterized her as having an almost crystalline intelligence."

Think about b-to-b marketing for just a moment. Certainly, it takes more thought to sell a company a mainframe computer or over-the-road rig than it does to sell a teen-ager a 50-cent can of pop.

The Power 10 is a smart, articulate, persuasive group. Consider Joseph Pyne, United Parcel Service's senior VP-marketing. His intelligence was so apparent that he rose from part-time dock worker to member of the company's management committee.

Then there is Jim Lesinski, Volvo Trucks North America director of marketing communications. Eschewing the traditional b-to-b marketing approach of 3 yards and a cloud of dust, he went for the long bomb, wagering a large portion of his budget on a Super Bowl ad. His approach was the smart one, boosting market share and awareness.

In addition to intelligence, the Power 10 thrive on competition. Nick Earle, Hewlett-Packard Co.'s chief marketing officer-enterprise computing solutions organization, showed his fondness for aggressive marketing by his response to being threatened with legal action for an H-P marketing campaign that attacked Compaq Computer Corp.: "We got a cease-and-desist order. But, boy, did we get a lot of publicity."

That's powerful stuff.

Jeffrey Brooks
Nick Earle
Keith Ferrazzi
David Goudge
Abby Kohnstamm
Jim Lesinski
Joseph Pyne
Andrew Salzman
John Slitz Jr.
Bob Verdugo

Also this month:

Brands hit new heights in high-tech ad spending
Canadian firm builds stable of agencies
People moving

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