Special Report: Best & Brightest Media Strategists

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Never before has b-to-b media strategy been this complex-or this exciting. During the past year, cross-media advertising campaigns required new levels of ingenuity to stand out from the e-commerce clutter. More media strategists found themselves adding e-mail marketing, Webcasting, virtual trade shows and other Internet-centric approaches to the traditional mix of print and broadcast. Outdoor advertising, long overlooked, experienced resurgence in the b-to-b space with clever and targeted placements on blimps and billboards. And as the click-through novelty of online ads wore off, banners were reinvented with rich media, new dimensions and a new goal: brand awareness.

"We've had to rewrite the rules," said Julie Rieger, exec VP-managing director at Carat Freeman, San Francisco, and one of BtoB's Best and Brightest Media Strategists Award winners for 2000.

Rieger joins eight other strategists--plus one tag-team duo--recognized by BtoB for their extraordinary efforts in handling a diverse range of clients and media during the past year.

BtoB's editors also selected one veteran, OgilvyOne's Nasreen Madhany, and two up-and-comers, Mass Transit Interactive's Jason "J.B." Burnham and Jason Heller, for special honors.

The winners have different histories and different approaches to running b-to-b ad campaigns. But they share this in common: a passion for their work and, especially important for their clients, outstanding results.

The best and brightest of 2000 are:

Nasreen Madhany, worldwide media director, OgilvyOne/IBM, OgilvyOne Worldwide, New York.

Jason Heller, president-media director, and Jason Burnham, CEO, Mass Transit Interactive, New York.

Julie Rieger, exec VP-managing director, Carat Freeman, San Francisco.

Charlie Menduni, senior VP-group media director, Lowe Lintas & Partners, New York.

Doug Powell, media director, Tonic 360, San Francisco.

John Marshall Keck, senior VP-global interactive media director, FCB Worldwide, San Francisco.

Susan Sandler, VP-general manager, Digital Marketing & Media Group, New York.

Philip Mowris, director-interactive and media services, Folio Z, Atlanta.

Brandon Rea, national media director, and Rick Corteville, global account director, Beyond Interactive, Ann Arbor, Mich.

Kathy Kavanaugh, associate media director, Saatchi & Saatchi Rowland, Rochester, N.Y.

Francis Fisher, associate media director, Universal McCann, New York.

John Klein, senior VP-exec media director, McKinney & Silver, Raleigh, N.C.

Locate 1999's Best & Brightest Media Strategist winners here.

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