Dave Bolger, 27

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Media planning is sometimes derided as not creative, but that description is challenged by Dave Bolger of Grey Global Group's MediaCom in New York.

Mr. Bolger sees his job as more than just allocating parts of a media budget to each discipline. It's also ensuring that the media bought will reach the right audience.

Most of all, according to the 27-year-old brand media manager, it requires the ability to recognize the interplay of one media form with another. Mr. Bolger applied that skill recently with a media plan that linked Dyson vacuum cleaners to the final episodes of NBC's "Friends," with facets ranging from traditional ads to product placement.

He says "the things that work best come from ideas, as opposed to looking at gross rating points."

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