Thirty Under 30: The best and brightest young direct marketers
Thirty Under 30: The best and brightest young direct marketers
VP, group creative director | Crispin Porter & Bogusky
Omid Farhang joined Crispin Porter & Bogusky (CP&B) as an intern in 2006 and by the end of 2010 he was VP and group creative director. He has spent more than three years as a lead creative on CP&B's Volkswagen account. In addition, he contributed to campaigns for Burger King, Microsoft Corp., Domino's, Old Navy and Gap. One of his most notable campaigns was the Baby Carrots “Eat ‘Em Like Junk Food” integrated effort for Bolthouse Farms, which generated more than $10.3 million in earned media based on a total media spend of less than $500,000.
Farhang also writes in his spare time and was featured on McSweeneys.net.
Ben Gaddis, 29
VP, innovation and growth | T3
Last year, Ben Gaddis helped T3, an integrated agency founded by his mother Gay Gaddis more than two decades ago, to win new work with major clients such as Livescribe, Aircell (Gogo Inflight Internet) and Coca-Cola. Perhaps his greatest impact came in his creation and execution of a mobile text-to-text campaign for nonprofit Mobile Loaves & Fishes. This campaign raised awareness for homelessness, led to a home for a homeless man, and generated a 300% increase in online donors.
Before joining the family business, Gaddis was a 26-year-old VP and director of business development at Omnicom's mobile marketing agency, Ipsh.
Kevin Hill, 27
Paid search account associate | ChannelAdvisor
Hill manages more than $40 million in revenue and $8 million in ad spending for ChannelAdvisor clients, working on the agency's largest paid search accounts, including Soccer.com, The Sharper Image and FleetMatics.
For Soccer.com, he harnessed demand created by the World Cup to lead its paid search accounts to 100% year-over-year growth through campaign and keyword development, implementation of new software and engine functionality and ad testing.
Hill has been working with one of the firm's newest clients, Pureformulas.com, which has already shown a 39% growth in revenue after only five months.
Carolin Hubscher, 27
Art Director | Euro RSCG Chicago
Carolin Hubscher's recent promotion from junior art director to art director at Euro RSCG's Chicago office is indicative of her ability to solve bigger picture marketing problems — a trait not always readily found in 27-year-old art directors. She is part of Euro RSCG's Sprint team, the largest account at the Chicago office, and has recently added work from other clients to her responsibilities as well. She works across digital and traditional channels. Despite her workload, Hubscher also finds time to mentor. “She never hesitates to help the newer folks, says her team at Euro RSCG. “It is because of her tremendous attitude that we have used her as a mentor to numerous interns.”
Howard Hunt, 29
VP, new business and strategy | The Hyperfactory
Howard Hunt's ability to adapt has helped his clients thrive in markets worldwide. Prior to joining The Hyperfactory's New York office last year, he headed the agency's Asia Pacific new business team for four years. Hunt led clients including Johnson & Johnson, Procter & Gamble (P&G), Motorola, Nike and BlackBerry to multiple award-winning and revenue-generating mobile successes, including 300% year-over-year business growth for BlackBerry.
In his current position, Hunt works with domestic clients, such as Nestlé, Gerber and Meredith Corp., to navigate the role of mobile in their marketing communications and CRM plans.
Arly Iampietro, 25
Digital campaign strategist | Roska Healthcare Advertising
Working with a highly regulated “black box” pharmaceutical client for Roska Healthcare Advertising, Arly Iampietro's SEM strategy achieved impressive results, including improving first page rankings versus competitive product sites across multiple keyword phrases by 300%. The effort also led to the client supplementing paid search with banner advertising in the face of regulatory hurdles, with the client increasing its paid search budget by 233% based on results.
She also helped a client generate more than 7,000 physician practice referrals working with a limited budget for a newly approved medical device with limited awareness.
Cynthia Koo, 23
Data analyst | Wunderman
Cynthia Koo stood out to Wunderman even before she graduated from Columbia University due to her analytical and technical skills and a deep understanding of clients' business needs. She works on top accounts at the agency and can “quickly grasp the core foundations of a client's industry, their strategic positioning strengths and weaknesses and target audience insights,” according to the firm. Wunderman credits her with adding “valuable content to multimillion-dollar new business initiatives and global client engagements.” Koo has also won the agency's “Spot Award” and “Employee Recognition Award,” and cofounded Cuvo Design outside the agency.
Amity Zvanut Lackey 30
Director, client services | Medium Blue Search Engine Marketing
In less than six years at Medium Blue Search Engine Marketing, Amity Zvanut Lackey rose through the ranks to become the director of client services, as well as the hiring representative in the company's human resources department. She manages the company's largest client — Unique Vacations, which includes Sandals.com, Beaches.com, IslandRoutes.com and GrandPineapple.com. Roughly 90% of her clients have chosen to stay with the company after their contract expired.
In addition to the work she does for Medium Blue, Lackey took on a pro-bono campaign for the Atlanta Humane Society.
Taryn Lomas, 25
CMO | Underground Elephant
As Underground Elephant's first hire, Taryn Lomas may also represent the lead generation agency's most important hire. Responsible for generating more than 50% of Underground Elephant's daily revenue, she has driven the sales and marketing teams to a projected $30 million in business this year. In 2009, Lomas steered the agency into the education sector, an initiative that is expected to produce more than $20 million in 2011.
In addition to managing the agency's sales department, she mentors college students in Underground Elephant's internship program and is a member of the Boys & Girl Clubs' San Diego chapter.
Mike Marett, 30
EVP of sales | Kyp
Mike Marett has managed to fit a career's worth of accomplishments in the years before turning 30. In 2007, Marett left his position as senior account executive at RR Donnelley to launch the US operations for London-based Kyp. He has led sales at the independent marketing agency since leading US expansion and supporting global branding. After he opened the New York office, the company has expanded with locations in Chicago, San Francisco and Toronto.
Marett spearheaded led new business wins for clients American Express Co., P&G, Unilever and Pfizer, and oversees the company's national sales and account teams.