Babs Rangaiah

Senior Direcor-Media and Entertainment, Unilever

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Unilever seems to be a prime example of a key alternative-media experimenter, what with its mega-viral Dove "Evolution" video, Degree deodorant branded-content hookup with Fox's "24" and original branded broadband telenovelas for Caress.
BABS RANGAIAH
WHY HE WAS CHOSEN:
  • Backs up high expectations with powerful results

  • Makes nontraditional media part of broader campaigns


But Babs Rangaiah, 40, senior director of media and entertainment for Unilever, believes experimentation is the wrong way to look at nontraditional media. He's spent a decade on Web 1.0, branded entertainment and Web 2.0, and, for him, the experimentation is over.

"The way these [alternative] campaigns work well is as part of a broader program ... even the centerpiece of it," he says. "That's why you've maybe heard and seen more from us than from some other companies, because when we do it, we truly want to make it part of the broader campaign, not off in isolation."

"I'm the one who has the greatest external focus," he says, "who talks with the media companies, who sees what's going on in the digital space and brings that to the team."

"Babs is a visionary," says Shari Cohen, president and co-executive of national broadcast for WPP Group's MindShare. "He has some very lofty expectations, because I don't think he thinks anything is impossible."

BET YOU DIDN'T KNOW:
Besides planning and evaluating media, Mr. Rangaiah is a Little League coach and amateur baseball player who also writes about sports for his hometown Scarsdale Enquirer.
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