Best & Brightest Media Strategists: Michelle Mukherjee

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Michelle Mukherjee, 31, is fairly new to the media business but brings a background in research and analysis to the job.

Mukherjee is media supervisor at Universal McCann, San Francisco, where she works primarily on the Microsoft Corp. account. She joined the agency in January 2004 after six years at Foote Cone & Belding Worldwide, San Francisco, most recently as media planner for Levi Strauss & Co.'s Dockers account.

She began her career in 1996 as a psychiatric research assistant at the University of Michigan Medical Center, coordinating a medical research study for the National Institute of Mental Health.

Mukherjee used her research experience to jump to the advertising business in 1998, joining FCB as a business analyst. There, she worked in the consumer insights department on the Taco Bell account. Eventually, Mukherjee became media applications developer at FCB, where she developed media planning and tracking programs.

At Universal McCann, Mukherjee manages campaigns for Microsoft Windows Server System and Visual Studio, as well as technology channel programs.

"It's amazing to think that she has just a few years of true tech media experience but has created some interesting, breakthrough media programs for one of the most visible and exciting clients in the space," said Karen Polsky, exec VP-managing director at Universal McCann, San Francisco.

For example, Mukherjee worked on an integrated campaign around Launch 2005, a Microsoft event for IT developers in San Francisco to announce the introduction of Microsoft Visual Studio 2005, Microsoft SQL Server 2005 and Microsoft BizTalk Server 2006.

To promote the event, Mukherjee developed a campaign using ads on bus shelters, in transit stations, and on posts near and banners on the Moscone Center.

"We were charged in media with generating buzz around the event in the city, so we did some really interesting media placements," she said.

Mukherjee also works closely with publication partners, such as Ziff Davis Media, to develop integrated packages using print and online to reach the IT and developer audience.


"Integration is very mission-critical," she said. "We need to use print, online and emerging media, tapping into interesting new information sources the audience uses to present a consolidated and clear voice for our client."

-Kate Maddox

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