MEDIA MAVENS 2003

THE YEAR'S TOP AD INDUSTRY MEDIA STARS

An Ad Age Special Report | Includes 22 Profiles

Published on .

xxx Michelle Fedurek, Wendy's International
STEERING WENDY'S ON A NEW COURSE
Ending a 15-Year Agency Relationship
xxx Mel Berning, MediaVest USA
PUNCTURING THE BUYER/SELLER EXAGGERATIONS
Helping to Secure the $800 Million Kraft Foods Assignment
xxx Dominic Proctor, MindShare Worldwide
AN AGENCY'S STERLING RECORD FOR RETENTION
Maintaining Key Staff, Strategies and Marketers
xxx Kristy Frudenfeld, Buena Vista Pictures
BLOCKBUSTER MOVIES AT THE BOX OFFICE
Reorganizing Disney's Media Strategies
xxx Stacey Lynn Koerner, Initiative Media
PEELING BACK THE LAYERS OF AUDIENCE BEHAVIOR
A Singing Vice President Wins at the Ratings Game
xxx William Wackermann, 'Details'
ROUNDING UP THE METROSEXUALS
The Success Story of a Relaunch Publisher
xxx Kathy Crawford, MindShare's Local Broadcast Group
MAKING EVERY NEGOTIATION PERSONAL
A Media Buyer Who Goes for the Edge
xxx Lisa Seward, Fallon North America
TAKING THE AD INDUSTRY TO SCHOOL
And Bagging Cannes Honors Along the Way
xxx Ed Wollock, ABC's Central Division
KNOWING EVERYONE AND EVERYTHING BEFORE IT HAPPENS
The Media Man With an Awesome Mental Rolodex
xxx Paul Rittenberg, Fox News
AN IRREPRESSIBLE PRAGMATIST PUSHES FOX
The Man Roger Ailes Calls 'One of the Best in the Business'
xxx Paul Woolmington, The Media Kitchen
COOKING IT UP IN THE MEDIA KITCHEN
Winning a String of Big Media Accounts
xxx Peter Gardiner, Deutsch
QUIET PROFESSIONAL CHASES THE BEST VALUE
Putting Together 'Unforgettable' Integrated Media Deals
xxx Kimberly A. Kelleher, 'Golf for Women'
FASHION, BEAUTY, LUXURY AND GOLF
'Golf for Women' Publisher Finds the Green
xxx Jon Mandel, MediaCom
STRONG VOICE IN A NATIONAL MEDIA CONTROVERSY
A Media Buying Chief Emerges as Political Player
xxx Barry Fischer, Turner Broadcasting Sales
CHANGING THE WAY THE WORLD LOOKS AT CABLE TV
Top Media Buyer Breaks Through the 'Broadcast Reach' Myth
xxx Stacey Shepatin, Hill, Holiday, Conners, Cosmopulos
SHARPENING HER NEGOTIATING EDGE ON INNOVATION
Grassroots Programs and High-Impact Placement
xxx Donna Wolfe, Universal McCann
NEGOTIATING THE 'AMERICAN IDOL' PRODUCT PLACEMENT DEAL
Coca-Cola Red Room as Cultural Event
xxx Keith Turner, NBC
MUSICAL TEAMWORK HELPS PUT NBC AHEAD
Setting a Record Upfront Sales Season
xxx Rich Boehne, E.W. Scripps Co.
FOSTERING AN ENTREPRENEURIAL CULTURE
Leading the Drive to Acquire 70% of the Shop at Home Network
xxx Guy McCarter, OMD
'SURGICALLY CONNECTED TO HIS BLACKBERRY'
And Opening New Doors in Entertainment Marketing
xxx Alan Schanzer, Mediaedge:cia
BLUE CHIP DIGITAL MARKETING EVANGELIST
Father of the 'Emerging Communications Studio'
xxx Christina Norman, VH1
A GENERAL MANAGER PUMPS NEW LIFE INTO VH1
And Aggressively Integrates Advertising Into Content

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CHICAGO -- (AdAge.com) -- After several years of chasing No. 1, Stacey Lynn Koerner finally clinched it. The executive vice president and director of global research integration at Interpublic Group of Cos.' Initiative Media, New York, scored the highest in Advertising Age's MediaTalk survey.

The survey, conducted since 1997 by Delahaye Medialink, Norwalk, Conn., ranks leading media players' mentions in a number of media outlets in the year leading up to the Media Mavens Special Report.

Ms. Koerner, who's also a maven this year, had a score of 221, 27% higher than the next highest score from Steve Sternberg, senior vice president and director for audience analysis at Interpublic Group of Cos.'s Magna Global USA. Last year Ms. Koerner came in third with a score of 140 behind Bill Cella, chairman of Interpublic Group of Cos.' Magna Global USA and Jon Mandel, co-CEO and chief negotiating officer at Grey Global Group's MediaCom.

New to the top 10 this year are Andrew Donchin, senior vice president of national broadcast at Aegis Group's Carat North America (No. 9, up from 12), and David Marans, senior partner and director of consumer insight at WPP Group's MindShare, New York (No. 10, up from 17).

Mr. Mandel, an original maven from 1995 and frequent MediaTalk No. 1, regained maven status this year for his tireless campaign against media consolidation, lobbying for his clients in Washington and explaining issues to the Federal Communications Commission.

Mr. Mandel says his experience lobbying has given him "a lot of respect for what these people do for a living. ... Even those I disagreed with were smart and that is reassuring."

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Pat Riedman wrote this report. Ira Teinowitz and Kate Fitzgerald contributed to it.

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