Cingular's Dynamic Duo

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Names and Ages: Chris Penrose-34, Eric Burger-33

Who they are: Penrose is Cingular Wireless's executive director of consumer and business acquisition while Burger is director of partnership marketing. Since last October, they've collaborated to identify and execute branded-entertainment initiatives.

Where they're from: Penrose joined Cingular in September 2000 as executive director, national promotions, and played a key role in the launch of the Cingular brand. Penrose's telco career included a prior stint at SBC/SBC Wireless. Burger joined Cingular at the end of 2000 as director of data content and partnerships. Before that, he was director of marketing for SNET Wireless.

%%PULLQUOTE_RIGHT%% What they've done: The pair executed the NCAA sports sponsorship deal (Corporate Champions program along with Coke and Pontiac), providing the brand category exclusivity across a spectrum of NCAA championships ranging from the Final Four and hockey to lacrosse and baseball. Also extended successful Sony Pictures Entertainment relationship started with last summer's "Spiderman" by partnering with this summer's "Charlie's Angels: Full Throttle."

What's next: "Music is an ideal platform for reaching youth audience and for showcasing our enhanced data applications."

Stock-in-trade: "Cingular is about fun, and fun and entertainment go hand in hand. We're looking to leverage our brand beyond the traditional places."

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