Maggie Boyer

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As a little girl, Maggie Boyer was obsessed with advertising jingles-she recited Coke commercials by heart. Now, as Avenue A's high-octane VP-media, the 27-year-old Ms. Boyer directs the online media strategies for a raft of blue-chip marketers including AstraZeneca, AT&T Wireless, Eddie Bauer Inc., Weight Watchers and Expedia, working closely with their offline agencies to craft innovative media programs.

Ms. Boyer turns Avenue A's clients on to alternative media programs. Take Nexium for example. Ms. Boyer designed a program for AstraZeneca's little purple pill that involved instant messaging to doctors and consumers about the heartburn drug's benefits. "We created an artificial intelligence bot and put it into the buddy list and you could chat with it," she says. "The bot helped communicate the power of the drug." It also helped the marketer boost purchase intent and aided/unaided brand awareness.

A few months ago, Ms. Boyer secured AT&T Wireless' participation as the first advertiser on the At-Work-Network, a group of five online publishers that have figured out that daytime on the Internet is nearly the equivalent of prime time for TV. While AT&T Wireless won't disclose the results of its run on the At-Work-Network, Ms. Boyer says the company learned a lot from its participation and is considering future media programs on the network. The At-Work-Network "is a pioneering effort to engage in a large-scale campaign that's purely online and geared to an at-work audience, " she says. "The nice piece about the at-work audience is that you're reaching people who are actually likely to have the income to own and support a cellular service plan ... we (AT&T Wireless) could hit a large number of people during a short period of time."

Ms. Boyer loves navigating the world of media on behalf of clients. "I really enjoy being able to return a result ... I'm a metrics-oriented person, and I can almost see in real time if I am impacting the bottom line," she says.

Ms. Boyer started her advertising career at age 16 with an internship at Young & Rubicam, Chicago. There, she worked on copy for Miller Brewing Co.'s Icehouse account, Nascar events for Miller and H&R Block direct mail campaigns. The precocious Ms. Boyer attended Arizona State University, where she majored in women's studies and cultural communications. After college, she went to New York to help start the interactive media shop iballs, which became Avenue A.

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