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Tony Lorenz saw untapped opportunity in marrying corporate events with marketing plans in 1992 when he founded a small event marketing company in Chicago. His focus now is on maintaining 30% annual growth through handling a wide array of events, ranging from music festivals to auto races.

Age: 32

Title: President, Proactive Inc.

Challenge: Finding ways to quantify event marketing results.

Goal: Extending clients' budgets through use of integrated marketing.

Tip: Don't overanalyze. Jump in before missing an opportunity.

Pet peeve: Executives' personal interests diluting event plans.

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