|WHY HE WAS CHOSEN:
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."