With advertising budgets being slashed and top management demanding tangible results, most agency media buyers can’t help but feel the pressure to perform. But there are those few who seek out such a challenge, who love coming up with innovative and creative ways to reach target audiences and stretch their clients’ dollars.
The dynamic dozen strategists profiled in BtoB’s annual selection of the best and brightest are among the handful who always seem to rise to the occasion. Our list contains some familiar names from renowned agencies, as well as a few unsung professionals from smaller, more specialized outfits.
BtoB’s reporters and editors compiled this year’s list based on nominations from readers, b-to-b marketers and ad agencies. These top strategists have earned acclaim from their employers, clients and peers. And they’ve approached the economic downturn as an unmistakable opportunity to build brand and sales—both by leveraging the latest Web technologies and by going back to the marketing basics.