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ON A ROLL: Steve Kaplan

Published on .

Steve Kaplan, 40, founded Sampling Corp. of America in 1987 and after a series of mergers with other promotion companies, he is now president-CEO of Glenview, Ill.-based Bounty SCA Worldwide. The company encompasses 1,300 employees in a network of promotion agencies around the world. Procter & Gamble Co. is a major client for personal care brands.

Edge: Building experience-based promotional programs, such as having teams of people trained to give product samples to new mothers in hospitals. The timing, location and tone of our promotions lets us get a dialogue going with the consumer.

Opinion: We're the only truly global promotion agency out there, capable of delivering localized versions of one promotion for a single marketer through a well-oiled system.

Insight: The most interesting part of marketing and promotional activity is happening at the back end, where consumer data around the world is being mined for future use.

Tip: Eliminate agency turf wars and use your scale to reach consumers with a unified message through all communication channels at once.

Forecast: Within two years, Fortune 500 companies will be able to reach any target audience around the world within a matter of days, thanks to improved technology and increasing consolidation among agencies.

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