DMM: Lynn Branigan

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After 13 years in the new media business, Lynn Branigan thinks of herself and her co-founders/partners of interactive agency Multimedia Resources as a mature group in the industry.

"We're the grown-ups. We like to say we bring something unique to the industry--mature, professional perspectives," she said.

Vital stats:
Title: Co-founder and managing partner, Multimedia Resources, Larchmont, N.Y.
Age/bio: 44, born in Brooklyn, N.Y.; B.S. in management, Boston College, 1976; MBA, New York University, 1985.
Career
highlights:
Director of sales and planning, CBS TV network, 1978-85; director of sales and marketing, Prodigy Services Co., 1985-93; current post, 1993-.

She began her new media career with Prodigy in 1985 "before [new media] was cool," she joked, to create custom programs for individual marketers.

Her philosophy then, and now, is to pinpoint your own strengths and create partnerships to supplement them.

"People are fundamentally strong in certain things. I develop business marketing plans. My specialty is marketing and new media," said Ms. Branigan. "But I'd rather have someone else do casting and producing because I think agencies have specialties and styles."

"You just have to check your ego at the door and be comfortable with what your strength is."

Multimedia Resources, which is based in Larchmont, NY, worked with several other agencies to create a campaign last year for MasterCard International that broke new ground by being one of the first to address consumers' fears about shopping online.

The "Shop Smart" program used a branded symbol to let users know which sites had been certified as secure for transactions, still a hot topic for consumers.

Other clients include Parent Time, NBC Interactive, Microsoft Corp. and Advance Publications.

Her years of experience also come in handy when, as often happens, marketers come to the agency with lots of questions and only vague direction when explaining what they want from their marketing efforts.

Offline, "executives expect agencies to support their brand. But in the interactive world, it's `What should my brand be? What am I supposed to be all about?' " she said. "I think sometimes clients don't know how to succeed on the Internet yet."

Betcha didn't know: Ms. Branigan loves to sail and owns a 31-foot boat that she sails on Long Island Sound with her husband and two children.

Copyright June 1998, Crain Communications Inc.

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