Media Mavens 2009

Bill Tucker

CEO, Mediavest USA

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NEW YORK ( -- With a balance of new business from the likes of Comcast and Wendy's, expanded relationships with existing clients and strong client work, MediaVest has moved to that next level as one of the major players in the media agency world under the leadership of Bill Tucker.

Bill Tucker
Bill Tucker
"He has taken a very strong team and raised the agency to new heights," StarcomMediaVest Group CEO Laura Desmond said. "He is focused on building capabilities, focused on building talent and expanding everyone's talent base. The thing about being a Media Maven in the modern age is really about leading talent and people across the organization, not about being a solo operator that does it all."

And Mr. Tucker, 50, believes that focusing on internal communications and keeping his employees comfortable during a rough first half of the year was also a key component to the agency's success.

"It's important to inspire and have people in this climate be comfortable," he said. "We worked hard at internal communications and town halls to make sure there was communication. New business helps fuel optimism and confidence. But you have to support new wins with communications and a lot of high touch initiatives by myself and other executives."

Greg Ross, director of North America media at P&G, said the company's partnership with MediaVest continues to flourish because of its ability to understand P&G's consumers.

"Under Bill's leadership, MediaVest together with P&G continue to create and deliver holistic communication plans that engage our consumers," Mr. Ross said.

In terms of work, the agency recently designed an effort for Wendy's that will make the fast feeder the exclusive sponsor of a new content offering from ESPN called "Football Friday" which will run across ESPN and ESPN2, as well as, ESPN Mobile,, ESPN The Magazine and ESPN audio.

Mr. Tucker's vision since taking the job as head of MediaVest a little over two years ago has been to change the perception of the media agency and be viewed as a marketing, content and client-service focused company. "And we see ourselves as a digital company," he said. "So while media is evolving to enable all of this, our vision for what we need to be is broader than that."

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