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Saul klein is 26, an age when many in his generation are trying to find themselves. But he has no time for soul searching, and he doesn't really need to look.

Mr. Klein's career has blossomed with the emerging new media, enabling him to surf from one high-profile job to another in the print, agency and client worlds.

As VP-marketing at Firefly Network, Cambridge, Mass., he's exploring ways to use intelligent agent technology to provide personalized and community experiences on the Web. The Firefly service (, offers personalized recommendations of music and movies, and the agency is working with partners to create a similar system for books, travel, news, restaurants and financial services.

Mr. Klein is charged with generating awareness for Firefly via public relations and online advertising. The company last month launched a campaign on 75 Web sites to build its image as a "trusted intermediary," said Mr. Klein.

"Our technology is about enabling the consumer to control how they receive information," he said. Firefly's agency is Organic Online, San Francisco.

After a short stint as director of digital communications for Ogilvy & Mather, London, he shuttled to the U.S. to work with Firefly. While at O&M, he was charged with bringing the agency up to speed with how publishers and marketers were approaching new media. His work helped guide Shell Oil Co., Ford Motor Co., Guinness, Unilever and IBM Corp. onto the Internet.

Said Mr. Klein of his experiences: "What I'm doing now is a logical extension from what I've always been interested in...communicating with people."

Betcha didn't know: When he was in college, Mr. Klein wrote and directed several plays, including work performed at the Edinburgh International Arts Festival in 1992 and 1993. He doesn't have time to write plays anymore, but he likens his work at Firefly to that of a playwright.

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