AWM's 2010 Mediaweek 50 | Adweek
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AWM's 2010 Mediaweek 50

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26. Joanne Bradford: chief revenue officer, Demand Media

OVERSIGHT: Former top sales exec at both Microsoft and Yahoo, Bradford is charged with selling Demand Media’s unique model—thousands of search-driven articles produced by freelancers—to brand-conscious advertisers. IMPACT: In June the company attracted 54.6 million unique users, making it the 17th largest U.S. property on the Web, per comScore. TRACTION:  Now that it’s prepping for an IPO, Demand needs to prove it can be profitable. That means attracting big traditional brands, a Bradford specialty. 2009 RANK: New
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27. Lauren Zalaznick: president, NBCU Women & Lifestyle Entertainment Networks

OVERSIGHT: Helms Bravo Media, Oxygen Media, iVillage and NBCU’s Green Is Universal initiative. IMPACT: Created Women@NBCU, a content and marketing effort to develop innovative ways for advertisers to connect with key female demos across all NBCU brands. Green focus broadens her influence. TRACTION: Zalaznick’s trajectory remains fueled by Bravo, which continues to burn hot, improving its delivery of viewers 18-49 by an impressive 21 percent versus last summer. 2009 RANK: New
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28. Sarah Levy: COO, Nickelodeon Kids and Family Group

OVERSIGHT: The Harvard Business School grad steers finance, strategic planning and business operations for the flagship, as well as Nick Jr., TeenNick and Nicktoons. IMPACT: A quiet force that has helped cement Nickelodeon’s dominance in the kids space, Levy has extended the brand throughout the digital arena and spearheaded the acquisition of Noggin and NeoPets. TRACTION: Led the $62 million acquisition of the Teenage Mutant Ninja Turtles franchise, attaining all licensing/merchandising rights. Is developing a new CG-animated TMNT series and a feature film in partnership with Paramount Pictures. 2009 RANK: New
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29. Kate Juergens: evp, original series programming & development, ABC Family

OVERSIGHT: Responsible for the creation of prime-time original movies, series and specials. IMPACT: In her six years as ABC Family’s resident programming dynamo, Juergens has transformed the net from a sleepy outpost to the hottest destination in cable for young women and viewers 18-34. TRACTION: As ABC Family has made itself can’t-miss TV for the Silly Bandz set, the net’s deliveries have skyrocketed. This summer, among viewers 18-34, the net hit the No. 5 slot, drawing 394,000 in prime, an increase of 18 percent. 2009 RANK: New
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30. John Landgraf: president/gm, FX

OVERSIGHT: Steers all entertainment and business operations at FX, Fox Movie Channel and FX Productions. IMPACT: FX’s first post-Shield year was also its most lucrative. Landgraf, looking to offer a broader slate, invested $600 million to secure the rights to films like Avatar and Twilight. FX isn’t turning away from gritty fare, as its biggest draws include Sons of Anarchy and Justified. TRACTION: Outré comedies are hits, but quirky crime drama Terriers showed little bite in its Sept. 8 premiere, drawing 1.61 million. 2009 RANK: New
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31. Geri Wang: president, sales & marketing, ABC TV

OVERSIGHT: All network TV sales and marketing activity, including digital, cross-platform and integrated marketing. IMPACT: As the newest network ad sales chief, the industry will be watching closely to get a sense of her style and how she’ll recast the net’s sales. Biggest move: replacing herself with Debbie Richman as head of prime-time sales. TRACTION: Wang got off to a strong start in the upfront, securing CPM hikes of 8 percent to 9 percent. 2009 RANK: New
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32. Lou LaTorre: president, ad sales, Fox Cable Networks

OVERSIGHT: Directs sales/operations for FX, National Geographic Channel, Nat Geo Wild, Big Ten Network, Speed and Fuel TV. IMPACT: LaTorre’s portfolio includes a top-10 powerhouse in FX and a channel repping an august brand (Nat Geo) that enjoyed its most profitable year yet, despite the recession. LaTorre’s empire brings in nearly $1 billion in sales revenue per year. TRACTION: Growth at FX, Nat Geo believed to have outpaced the cable marketplace in Q2. 2009 RANK: 29
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33. Jason Kilar: CEO, Hulu

OVERSIGHT: He’s the driving force behind Hulu, one of the fastest-growing Web brands over the past few years. IMPACT: Besides the broadcast nets’ sites, Hulu is the first stop for traditional TV brands looking to extend their campaigns online. TRACTION: Site’s growth has slowed, and it continues to struggle to monetize all of its content. Some of its network
partners concerned with how streaming free episodes of their top shows will impact ratings. Kilar answered with Hulu Plus, which gives subscribers access to full seasons of favorite shows for $9.99 per month. 2009 RANK: 5
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34. Dick Costolo: COO, Twitter

OVERSIGHT: Runs one of the most-buzzed-about digital media properties of the past year. IMPACT: Twitter claims over 160 million registered users and generates 90 million tweets per day. TRACTION: Only just started discussing monetization strategies after testing promoted tweets in April. And while there would appear to be a big opportunity for contextually relevant ads, it's too soon to talk about ad revenue success. Regardless, most traditional brands are intrigued. 2009 RANK: New
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35. Eric Koepele: director, digital media sales, Hearst Television

OVERSIGHT: In charge of sales strategy and execution for Hearst's digital media. IMPACT: Introduced new research that tracked impact of advertising beyond the click by correlating a visitor’s exposure to an ad on the Hearst local Web site to a visit on the advertiser’s Web site within 30 days. First time a media company has provided “view-through data” at the local level. TRACTION: Revenue for Web display ads is up well into the double digits; several dozen new advertisers are on board. 2009 RANK: New
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36. Robin Steinberg: svp/director of print investment and activation, MediaVest

OVERSIGHT: Manages $1 billion in print spending for clients including Wal-Mart, Kraft and Coca-Cola. IMPACT: Leads way with unconventional print ad units; chairs the 4A’s print committee; sits on Audit Bureau of Circulations and Advertising Club of New York boards. TRACTION: Led development of SMG pilot program with Time Inc. in which magazines will guarantee reader engagement. 2009 RANK: 42
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37. Quentin George: chief digital officer, Mediabrands

OVERSIGHT: In charge of all aspects of Mediabrands’ digital business development and strategy. Until recently, George was the CEO of Cadreon, Interpublic’s real-time trading desk. IMPACT: A major proponent of data-infused online buying, George has led the push for IPG agencies and clients to begin serious testing in this arena. TRACTION: Unlike some agency trading desks, or demand-side buying platforms, Cadreon was launched after nine months worth of testing and has executed on over 300 campaigns for more than a dozen clients. 2009 RANK: New
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38. Brenda White: svp, publishing activation director, Starcom USA

OVERSIGHT: Helms $1 billion in print spending for clients including P&G, GM, Bank of America and Kellogg’s. IMPACT: Champions proof of performance with measurement tools A.C.E. and PROOF; sits on Audit Bureau of Circulations board. TRACTION: Helped develop SMG magazine measurement program with Time Inc. that guarantees ROI for advertisers. Early supporter of Affinity readership survey that will quantify a magazine’s digital audience. 2009 RANK: 43
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39. Jacki Kelly: president, North America, UM

OVERSIGHT: Oversees all operations for UM in North America. IMPACT: Working closely with global CEO Matt Seiler, Kelly hired Michael Siegenthaler from Microsoft to run team of media-owner experts to foster strategic partnership with media owners. Established UM Canada as a standalone agency; strengthening U.S. offices. TRACTION: Coming off Wells Fargo, Ethan Allen and Mastercard U.S. wins, Kelly will continue to shape and expand UM’s postion in the media-owner space and institutionalize Seiler’s vision for UM. 2009 RANK: New
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40. Mike Rosen: president, Starcom USA GM Team, New York

OVERSIGHT: Ad buying for General Motors. IMPACT: The slimmed-down carmaker has a slimmed-down ad budget to match, but its fortunes are still eyed by many for clues to the health of the broader economy. Last year, it spent $1.6 billion on ads, per Nielsen. That’s down sharply from the $3 billion-plus  annual ad budget that the pre-Chapter 11 GM wielded just a few years ago. TRACTION: But spending is climbing again, albeit at a measured pace. GM says it will spend 3 percent to 5 percent more this year than last. And it’s back in the Super Bowl again after a two-year hiatus. 2009 RANK: New
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41. Les Hinton: CEO, Dow Jones, publisher of The Wall Street Journal

OVERSIGHT: Runs The Wall Street Journal and Dow Jones & Co.’s other business units. IMPACT: The Wall Street Journal’s Web site remains one of few well-established paid models in the industry. TRACTION: At a time when most U.S. newspapers are contracting, WSJ is spending to add content, with introduction of NYC and other local editions. 2009 RANK: New
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42. Jon Steinlauf: svp, ad sales, Scripps Networks Interactive

OVERSIGHT: Brands under Steinlauf’s stewardship include Food Network, HGTV, Cooking Channel, DIY Network and GAC. IMPACT: This summer, HGTV finished No. 11 in prime with an average 1.28 million viewers; immediately behind it was sibling Food Net (1.27 million). TRACTION: HGTV and Food boast some of TV’s most engaged, upscale viewers, and no group has better tailored the commercial environment to suit the needs of its clients. The result? In Q2 Steinlauf helped boost ad revenue 27 percent year-over-year, as SNI took in $331 million in sales. 2009 RANK: New
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43. Martin Reidy: president, Meredith Integrated Marketing

OVERSIGHT: Runs Meredith National Media Group’s B2B unit, serving clients like Chrysler, Kraft Foods and Wells Fargo. IMPACT: Making MIM a growth engine for Meredith by developing unit into full-service marketing services arm. TRACTION: Poised for further growth through Meredith’s purchase of The Hyperfactory, a mobile marketing company, in July. 2009 RANK: New
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44. Lexi Reese: head of DoubleClick Ad Exchange

OVERSIGHT: Reese, former head of Google’s content network, heads up the company’s push into the exchange arena. IMPACT: It’s early, as the exchange has only been live for about a year, but Google is the clear leader in a segment most Web observers expect to explode. TRACTION: While some publishers remain wary, nearly every major ad agency holding company has plugged into the exchange in some fashion. 2009 RANK: New
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45. Charlie Collier: president and gm, AMC

OVERSIGHT: Turned the clearinghouse for B-movies into the destination for smart, compelling drama. IMPACT: Mad Men might not be a ratings giant—the season-four premiere drew a series high 2.9 million viewers—but the period piece is an unquestionable succès d’estime. Breaking Bad may be an even greater achievement; Emmy certainly seems to think so. TRACTION: Rubicon is struggling to find viewers, but all eyes will be on AMC this Halloween when zombie strip The Walking Dead bows. 2009 RANK: New
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46. Paul Karpowicz: president, Meredith's Local Media Group

OVERSIGHT: Runs Meredith’s broadcast business. IMPACT: Focused on growing second revenue stream via the company’s TV-station Web sites. Created Meredith Video Solutions, the company’s video syndication arm. TRACTION: Launched local online/on-air obituary service at WNEM, the CBS affiliate in Flint-Saginaw-Bay City, Mich., rolled it out to the company’s other nine markets, and syndicated it to other non-Meredith stations. The service is now syndicated to 50 stations. 2009 RANK: New
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47. Marc Whitten: corporate vp, Xbox Live

OVERSIGHT: Whitten is the man behind Xbox Live, Microsoft's gaming/media subscription service. IMPACT: Xbox Live now boasts 25 million members across 26 countries. Media partners range from MTV Networks to ESPN, which recently made its digital network ESPN3 available via the platform. TRACTION: Microsoft constantly touts Xbox Live as a differentiator for its online ad sales team, claiming an ability to deliver brands to an audience on three screens. That strategy has yielded major campaigns from Discovery, ABC and Chevrolet. 2009 RANK: New
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48. Steve Levitan: creator of ABC's Modern Family; Ryan Murphy: creator of Fox's Glee

OVERSIGHT: The two biggest new hits of the 2009-10 season, Modern Family and Glee, fall under their jurisdiction. IMPACT: Viewers have responded bigtime, but the icing on the cake is the ongoing critical accolades, with six Emmy wins for Modern Family (including Outstanding Comedy Series) and four for Glee. TRACTION: With season one a true success story for both series, the recent Emmy momentum could result in a sophomore surge and future prime-time series commitments for both Levitan and Murphy. 2009 RANK: New
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49. Seth Haberman: CEO, Visible World

OVERSIGHT: Runs the targeted TV ad company he founded a decade ago. IMPACT: Marketers and agencies have been clamoring for techniques that deliver ads to viewers who actually care about them, and Visible World is well ahead of others that have joined the fray as the sense that TV needs to get targeted or lose its relevancy as an ad medium grows. TRACTION: Breakthrough deal this summer lets Interpublic Group clients (via Cadreon) target Visible World’s 100 million–household base. When will cable and broadcast networks get on board? 2009 RANK: New
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50. Traug Keller: svp, ESPN Radio/ESPN Deportes

OVERSIGHT: Helms the effort to expand the brands of both franchises. IMPACT: In the past year, ESPN Radio has more than doubled its FM affiliates, from 45 to 105, representing 21 percent of the total affiliate lineup. So far in 2010, ESPN Deportes has launched in five top-20 markets to reach more than 50 percent of U.S. population. TRACTION: In April, ESPN launched the fifth radio-station–powered local Web site in New York in time for its telecasts of the World Cup to reach 5.7 million unique visitors, shattering digital audio records.
2009 RANK: 17

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