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In the three years that she has been with Euro RSCG DSW Partners, Salt Lake City, Elizabeth Bellit has carved out a reputation as a tough and disciplined negotiator with business-to-business media partners, striving to create as much leverage and value for her clients as possible.

For StorageTek, a company that manufactures and markets information storage and network product solutions, Ms. Bellit negotiated for conference sponsorships through Business Week and Forbes, funded completely under merchandising-in other words, distributing its product for use at the conference in exchange for public recognition-saving the client nearly $200,000.

For Iomega, which markets personal portable storage drives and disks, she was the guiding force behind the company's dominant position at trade shows such as Comdex.

Many of these ideas "really come out of client discussions," digging beyond what they want to get to what they need, says Ms. Bellit, 36, who joined DSW Partners three years ago from Saatchi & Saatchi, San Francisco, where she was a media supervisor handling Hewlett-Packard Co., Broderbund Software and U S West Communications.

Business-to-business media, especially for technology clients, is increasingly challenging, she says, adding, "It's not just the proliferation of media choices, and that clients are more open to using both traditional trade media and more general consumer media to reach their business targets, but just keeping up with how quickly our clients evolve into new businesses themselves."

She started in advertising after graduating from Brown University, where she majored in semiotics. Since then, she hasn't had time to look back, only forward to a future where media discussions increasingly focus on the Internet.

"I have a hard time believing the Internet will completely replace print," she says. "But it certainly has opened even more business-to-business advertising

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