Ryan Berger, 27

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Growing up, muses Ryan Berger, strategic trendspotter and buzz marketer, "my dinner was provided for me because of the 30-second commercial."

His father, Ron Berger, is CEO of the New York and San Francisco offices of Havas' Euro RSCG Worldwide, but Ryan spends his time rooting out the celebrities, athletes and others who might help build the brands handled by the New York office of Euro.

"What I do-buzz marketing-is not at all about" traditional TV, says the 27-year-old Mr. Berger, who adds that his work is "24 hours a day watching what people do."

Euro's trend guru, Marian Salzman, recognized Ryan Berger's potential early on and says he's "intuitively one of the best strategists. He can take an observation and turn it into something for a client."