Name: Mark Workman
Who he is: President, CEO of FirstFireworks Group, which he launched in 2000.
Where he's from: Held senior strategic marketing and business development roles at places such as Walt Disney Co. and Sony Pictures Entertainment.
%%PULLQUOTE_RIGHT%% What he's done: In 2001, Workman and his team were hired by Dairy Queen to devise an entertainment strategy for the company, ultimately leading to a partnership with Warner Bros. Pictures' Scooby Doo franchise that resulted in unprecedented sales of DQ's Blizzard. FirstFireworks' consultation also led to tweaks in packaging and the flavor of the Blizzard. Workman has been tasked by Visa to leverage its comprehensive partnership with Disney, which involves the complete suite of Visa products across all of the Mouse House's units.
What's next: "The goal is to build the company and build the groups we associate with so our clients feel they're getting great work. Right now we don't have those formal relationships we need to."
Stock in Trade: "Having worked in [this space] when these [entertainment programs] weren't easy sells, we know how and why to do it, which reminds me that someday this is going to pay off."