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John Harrobin is the go-to guy on Verizon Wireless' big ad budget, but his most crucial role may be in forging ahead into new mobile media.

Verizon will soon launch the next generation of wireless video-Qualcomm's MediaFLO, a multicasting network that will almost double quality of real-time mobile video. Mr. Harrobin, 38, VP-advertising and digital media for Verizon Wireless, is making decisions shaping that content.

He's been involved in a number of industry firsts on the tech side. Organizationally, Mr. Harrobin has reconfigured the marketing department around customer segments and eliminated, for example, media buying by TV, print and other genres.

Verizon Wireless

* VP-advertising and digital media

* Started his cellular career at AirTouch
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