40 Under 40


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Everyone in the ad business is buzzing about how to harness consumers' endorsements, but few are doing more for large marketers than Dan Buczaczer.

At Reverb, a dedicated word-of-mouth unit within Publicis Groupe's Denuo, the 34-year-old VP helps sell marketers including Kellogg Co., Sara Lee Corp. and Best Buy Co. on brand-advocate programs.

"He goes the extra mile to sell in ideas, and that gets everyone excited," says Leslie Lee, who as a Kellogg marketing executive worked with Mr. Buczaczer. Earlier as an advertising manager at Taco Bell Corp.-during the heady Chihuahua days-Mr. Buczaczer churned out 40-50 TV spots a year. But the call of the internet beckoned, and in 2000 he went to Starcom IP. Mr. Buczaczer created Reverb in 2003, responding to the rise of consumer-created media opportunities.

"The amount of clients interested in exploring and investing is exciting," he says. "But the biggest caution to the word-of-mouth business is that the more marketers get involved in organic social spaces, the more we run the risk of pissing off consumers."


* VP at unit of Denuo

* Introduces major marketers to word-of-mouth tactics
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