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The marketing and advertising industry has been undergoing rapid and radical change, spurred by the rise of digital technology, the redefinition of interpersonal communication and personal expression made possible by social media, and the omnipresence of messages, branding and relationships via mobile channels.
All of it has meant that the ways brands seek to connect with consumers have multiplied, fracturing into seemingly countless pieces. That’s great opportunity, and challenging too: Some of the old blueprints don’t apply. And some of the old roles and responsibilities no longer apply—or at least have had to make room for many new ones.
This year’s Forbes 30 Under 30 in Marketing & Advertising are driving that dramatic industry change, and their mix of titles reflects the kaleidoscope of skills marketing demands: creative technologist. Tech and consumer insights director. Experience designer. Senior social media specialist.
To identify them, we culled nominations, some from an esteemed panel of judges who themselves represent the industry’s many dimensions: Helayne Spivak, director of VCU Brandcenter; James D. Farley, Jr., executive VP of global marketing, sales and service and Lincoln, Ford Motor Co.; and Adam Bain, president of global revenue at Twitter. The judges shared their insight in vetting the final list.
The 30 individuals under age 30 on this list work at ad agencies, like R/GA, Razorfish, The Martin Agency and BBDO. They work at client-side marketing companies, like L’Oreal, GE, Gap and Michael Kors. Some work at the companies born in the digital age: Pandora, YouTube. Still others have founded or currently lead companies and agencies for a new era and new business: Neuro-Insight. Culprit Creative. Small Girls PR. Precision Strategies.
Khoa Phan is brands’ go-to freelance Vine animator. Maude Standish is a trend tracker for a social world. Rachel Tipograph led Gap’s purchase of all mobile ads on Tumblr for a 24-hour period, a first for a brand. Another first: the first Instagram ad ever, for Michael Kors, developed by Farryn Weiner. Brian Wong identified not only new modes but new moments of opportunity for brands when he founded Kiip.
These aren’t just incremental developments, they’re transformational moves. And these are the 30 twentysomethings behind them.
Vine by Khoa Phan: