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Adam Pennington learned the power of local promotions while working for sports marketing agencies. In 1992, he opened his own company, linking local supermarkets with national brands for in-store promotions and events.

Age: 30

Title: President, Legend Marketing, New York

Goal: Creating cost-effective local promotional events for national brands.

Challenge: Proving myself as a one-man shop among gigantic agencies.

Prediction: Marketing budgets for national programs are shrinking fast.

Tip: High-impact national promotions can cost as little as $250,000.

Pet peeve: Anyone who is late for anything, ever.

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