Michael Bologna, 29

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Only a handful of media agency execs are driving the work being done in interactive and video-on-demand advertising today. Michael Bologna, director-emerging communications at Mediaedge:cia, is one of that influential crew. At 29, he's already guided marketers like Xerox, Campbell Soup and Lincoln Mercury into important next-generation ad forms.

Mr. Bologna's knowledge of technology, cable and content has gained him marketer trust, says his boss, Alan Schanzer, a managing partner with Mediaedge:cia.

Most recently, Mr. Bologna devised with CNN a Xerox VOD ad that measured the ad's impact via a broadband tie-in. Xerox says his work was instrumental to its entrance into new-media advertising.

"Advanced TV advertising went from a test phase to a real audience," Mr. Bologna notes. "Now we will start seeing some scale."

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