10 Young Talents Who Are Defining the Next Generation of Marketing

Meet Adweek's Young Influentials

Whether they’re building Manhattan’s buzziest women’s-only club or helping brands reach the next generation of influencers, these Young Influentials are paving the way in the marketing arena. For more up-and-coming talent in tech, media and entertainment, check out our full list.
—Emma Bazilian

Samantha Levine Archer
Director, client technology and solutions, Hearts & Science 

Photo: Kristina Varaksina

Samantha Levine Archer dove deep into data during her four years at Annalect, the nerve center of a sprawling Omnicom operation that birthed the industry’s hottest new media network, Hearts & Science.

“When I explain what I do to my parents, I say, essentially, problem solving,” says Archer, 29. “It’s like cheerleading and being a boss at the same time.”

When Hearts & Science officially launched after winning P&G’s 2015 media review, Archer became director of client technology and solutions, an ambitious new role that requires her to oversee the agency’s Agile practice.

During the March brand safety freakout that led major advertisers to pull their ads from YouTube, she led a “Special Forces” unit that used guerrilla tactics to solve clients’ problems with near-surgical precision by running “dark” tests and wading through thousands of hours of offensive content.

As clients’ transparency demands grow, Hearts & Sciences aims to stay ahead of the game. Archer describes the agency as “a special starfish growing into a larger octopus” driven by “dramatic changes in what a traditional media planner and buyer can do.” —Patrick Coffee

Bennett D. Bennett
Copywriter, BBDO

BBDO New York copywriter Bennett D. Bennett compares himself to a utility player in baseball, citing his versatility as a key strength. That versatility extends far beyond advertising: Bennett started college as a physics major, has an extensive fiction background and experience as a voiceover artist.

Bennett, 27, landed at BBDO in 2015, scoring a spot as the inaugural hire in the agency’s creative residency program after giving a speech at the AdColor Awards & Industry Conference. He continues to be involved with AdColor, as well as the AAF’s Mosaic Council, the 4A’s and The 3% Conference.

While Bennett thinks the industry is making some progress with diversity, he says, “I just don’t think progress is as quick and as impactful as it should be.” He adds, “There’s a large pipeline of diverse talent coming in, but not being included enough in conversations at agencies,” which means that much of that talent leaves for other industries before reaching senior-level positions. Bennett, who is currently working on campaigns for Macy’s and SAP, aims to eventually launch his own agency. “My goal is not just to expand as a writer, but to put that into practice through long-form story content, build brands from the ground up from a branding and identity perspective,” he says. —E.O.

Sarah Crockett
Divisional vp, integrated marketing and community engagement, REI 

Courtesy of REI

From a young age, Sarah Crockett loved REI. As a child, she would visit the Seattle-based company’s co-op with her father, always leaving with a pack of freeze-dried “astronaut” ice cream. Now, at 34, she’s living her dream as an employee.

In her role as divisional vp, integrated marketing and community engagement, Crockett oversees a team of 50 people focused on integrated content, local marketing, paid media, events and social. Their goal? To spread the message that a life outdoors is a life well lived.

Some of her biggest accomplishments since joining the brand include supporting the award-winning “#OptOutside” work as well as “Force of Nature,” a campaign championing women who love the outdoors, and REI Outessa, a female-driven event platform that includes a three-day retreat where women can participate in various activities, bond with one another and focus on personal growth.

Says Crockett, “We just put a stake down saying we wanted the outdoors to be the largest level playing field from a gender-equity standpoint.” —Katie Richards

Olivia Mannix
Founder and CEO, Cannabrand

In November 2012, Olivia Mannix, a freshly minted graduate of the University of Colorado, was just starting her communications career when Amendment 64 passed, making Colorado the first state to legalize marijuana. Supporters of the bill saw victory, but Mannix saw the future. Together with her business partner Jennifer DeFalco, Mannix started Cannabrand—the country’s first PR and marketing firm dedicated solely to marijuana products. “We ran with the vision,” as she puts it.

Today, 29 states have legalization laws on the books, and an industry that didn’t exist four years ago notched sales of $7 billion last year. Mannix, 28, has been the voice of that industry, deftly navigating the still-treacherous regulatory waters to craft the brand images and marketing messages for more than 100 companies.

“There are so many who believe cannabis is this horrible drug,” she says. “We’ve focused on education, informing people of the benefits of cannabis, and that it’s not a stoner product.”
—Robert Klara

Kurt Mills 
Associate creative director, Goodby Silverstein & Partners

Photo: Quinn Gravier

“Advertising has the opportunity to play a bigger role these days,” says Goodby Silverstein’s Kurt Mills, 39, who has proven that marketing can not only motivate people to participate in a campaign but inspire them to higher civic purposes.

Mills’ best-known work of 2017 was the Cheetos Museum, a compendium of cheese twists that bore uncanny resemblances to everything from a girl on rollerblades to Abraham Lincoln—all submitted by customers. He also hooked up with hip-hop duo Rae Sremmurd to build a smartphone-activated music video that grew larger with each new participant.

But it was Mills’ work with Rock the Vote that highlighted advertising’s role in the democratic process. His Election FM streaming radio network featured tunes that could only be heard at polling places, while Doritos’ “No Choice” campaign stuffed bags full of cardboard chips labeled “No Taste, No Crunch, No Choice”—a startling metaphor that reminded Americans of the importance of voting, brought to them by Mills, a Canadian. “The irony isn’t lost on me,” he says. —R.K.

Zach Newcomb
Managing director, North America Marketing Offering, Accenture Interactive 

This story first appeared in the Oct. 9, 2017, issue of Adweek magazine. Click here to subscribe.

Publish date: October 8, 2017 https://stage.adweek.com/brand-marketing/10-young-talents-who-are-defining-the-next-generation-of-marketing/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT