Heineken's L.A. Woman

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Name: Julie Mulholland

Age: 36

Who she is: President of Mulholland Drive Entertainment, a privately-held branded entertainment firm focusing on television and film, based in Los Angeles with an office in New York. She launched the company nine months ago.

Where she's from: Mulholland comes from an ad agency account management background and hitched her wagon to the Heineken star, its "red star" to be precise. She has shepherded the account at a slew of New York shops including the defunct Wells Rich Greene, Lowe Worldwide and most recently Publicis.

What she's done: She has continued her relationship with Heineken and sister brand Amstel Light as a retained branded entertainment consultant complementing the entertainment marketing services of NMA Entertainment & Marketing. She collaborated from the Publicis side with NMA on Warner Bros. "The Matrix: Reloaded", which integrated Heineken, as well as other brands like General Motors but was fraught with tension and disagreement stemming from difficulties getting talent to cooperate with the brands. Similar issues surfaced in the New Line releases of both "Austin Powers" movies with Mike Myers. All the same, Mulholland said the travails were ultimately worth it to her client. "It doesn't matter what we went through; it matters what the consumers see and they don't know the baggage at all."

What's next: Four Heineken-branded TV properties are in development for fourth quarter. Prospecting for new clients will also be high on the agenda.

Stock-in-trade: "A lot of the skills required as an ad agency account manager can be translated well to branded entertainment. Trying to get different agendas and perspectives to come together."

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