Sandy Constan

Mindshare, Los Angeles

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A big challenge for youth-lifestyle brands such as Boost Mobile is relevance.

But the cellphone marketer has a leg up on the competition with Sandy Constan on its team.

Boost has come to count on the managing director of MindShare's Los Angeles office for nontraditional tactics that drive impressions in the local marketplace, such as a recent campaign in Hawaii that promoted a cellphone plan with unlimited minutes by supplying unlimited free gas.

"She has been a vanguard in bringing things to the table that really help us drive our brand presence," says Caralene Robinson, director-brand marketing and entertainment at Boost. "It has really allowed us to evolve our media mix to stay relevant with our target."

Ms. Constan, 39, came to MindShare in 2002 from DDB Entertainment, where was assistant media director.*

At the Los Angeles office, she oversees 60 employees and more than $250 million in billings on accounts including TV Guide, Nature Made and Summit Entertainment, an $80 million account Ms. Constan landed within her first six months at MindShare.

Known for a silo-free approach to media, Ms. Constan and her office were the first to launch MindShare's MindPods program, aimed at helping employees enhance their skills in social networking, search, viral, gaming and mobile. The initiative has enabled the Los Angeles staff to give clients "more strategic, tighter recommendations" for emerging media, Ms. Constan says.

"I embrace change, and this office really loves change," she says.

Her office also boasts one of the most diverse populations at the agency: 53% of the employees are of nonwhite descent. Given her own Mexican heritage, diversity is a priority for Ms. Constan.

"I actually really enjoy mining the marketplace for talent," she says. "[I look for] individuals who like to create and get inside the consumer's head. I like to look under the hood, and I think it's important that our team is composed of opinionated thinkers."

Jason Maltby, president and co-executive director of national broadcast at MindShare, says Ms. Constan's commitment to her team is one of her best assets.

"Sandy is never about turf issues -- she is the epitome of no BS," he says. "She is about clients first but also about her people first."

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CORRECTION: An earlier version of this story incorrectly stated when Ms. Constan started at MindShare and her title at DDB Entertainment.
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