On a roll: Bill Carter

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Bill Carter, 32, joined Fuse Integrated Marketing, Burlington, Vt., as president in 1998 after stints at various sports marketing agencies in New York. The 20-employee agency, whose clients include Ford Motor Co., Pepsi-Cola Co. and Gillette Co., targets young adults through extreme-sports promotions.

Edge: Nurturing key clients like the Association of Surfing Professionals and skateboard shoe companies. It gives us deep connections to core sports.

Fact: Teens consume sports but not necessarily on TV. Their media is a combination of video-games, events and TV and they're very selective.

Insight: No agency is expert at everything. We make traditional ad agencies look like experts with our knowledge of the extreme-sports niche.

Coup: Opening our first West Coast office this summer in Mission Viejo, Calif.

Tip: There is no single formula for reaching young adults. Every brand demands a different approach. Some need events, some need TV, some need massive PR efforts, and some are strictly about sponsorships.

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