On a roll: Andrew Klein

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Andrew Klein, 35, was exec VP of Manhattan entertainment marketing agency EMCI from 1996 through last August, when he launched Revolution Marketing, New York, a startup with clients including Invisalign invisible tooth braces; a live music tour for Touchstone Pictures' "O Brother Where Art Thou"; and Kids City International, a Mexico City-based mall concept.

Mission: Matching marketers with appropriate entertainment for promotions. If you only offer one type of entertainment, you're limiting clients' options.

Forecast: Mall tours are hot. People crave connection, information, authenticity.

Opinion: The economic downturn is hurting big, boring marketers. Niche marketers and risk-takers stand to gain the most right now.

Insight: Like the "Blair Witch Project," the fever over the "Harry Potter" film, without marketing overkill, proves that inspiring curiosity is far more powerful than hype.

Edge: Strategic partnerships. Revolution has teamed with Birmingham, Mich.-based Aspen Events and other providers to coordinate mobile marketing and concerts.

Watch for: Mommy Madness, a nationwide mall tour targeting new parents next year; the arrival in 2003 of Kids City, a "theme park" inside a major mall.

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