FACES OF 2001: PRWeek joins forces with the IPR, the PRCA and a panel of recruitment specialists to identify some of the in-house and agency young faces of 2001

PEGI ARMARTEIFIO

PEGI ARMARTEIFIO

Energetic and hard-working, Armarteifio, 23, joined Granada Sky Broadcasting in January as a press officer.

Armarteifio has a degree in English and communications from London Guildhall University.

Joining Red Rooster in February 1999, Armarteifio worked across the agency's health, beauty and consumer products, with previous work as a fashion agent's assistant and a spell with Fendi, making a step up to handling briefs such as Hugo fragrances a logical move.

Work experience at Red Rooster became paid employment as a group account assistant on clients ranging from Vittel natural mineral water to Savlon.



SHARON GERTLER

Gertler, 27, an international history and politics graduate from Leeds University, joined Firefly as a graduate trainee in September 1996.

As part of her application she wrote a press release on her own graduation.

After nine months as a trainee she was made a consultant and then progressed up the ladder to account director in May 2000.

Despite having no formal IT training she handles hi-tech accounts such as Alta-Vista and Compaq. Her work with AltaVista included handling the fall out last year when the company's much-publicised free internet access service had to be withdrawn.

Gertler and her colleagues managed to explain the complex issue in a way which minimised damage to the client.



JAMES GORDON-MACINTOSH

IT fascinates Gordon-Macintosh, 25, consultant and new media planner at Fishburn Hedges. An English graduate from Cambridge University, he joined Fishburn Hedges in 1998 on its graduate training scheme.

For client Goldfish, Gordon-Macintosh helped create The Goldfish E-tail Price Index, which generates frequent coverage for the client and drew media attention to the fact that the Government does not track consumer prices online.

He also worked on a Christmas campaign for PricewaterhouseCoopers, about the fine line between corporate gift-giving and offering a bribe. The story got coverage in The Financial Times and The Daily Telegraph.



VICTORIA BALFOUR

Balfour, 25, is an account manager at GCI and chairman of FrontLine, a voluntary group representing the 5,000 employees of PRCA members.

FrontLine is designed to raise awareness of the PRCA and to promote links between member consultancies. Balfour has helped establish a website, raised pounds 3,600 for the Variety Club of Great Britain, and started work on an employee survey to establish why so many leave the industry early in their careers.

At GCI, Balfour is the youngest member of the GCI Futures Group, a global research project which looks at how the company can better service its staff and clients.



JOSEPHINE BOWEN

Bowen, 24, joined Band & Brown in January 2000 and as an account manager has made a name already on business-to-business technology briefs such as Cisco Systems and pan-European corporate work for BT.

She started at Portfolio Creative Marketing in May 1998 after a degree in history from Oxford and months spent travelling in South America.

Bowen looked to build experience of a different kind by understanding the ins and outs of IT and telecoms. At Portfolio Creative Marketing Bowen had the opportunity to try a range of creative, strategic and hands-on work.



LORNA GOZZARD

Gozzard, 24, joined Fishburn Hedges in 1998 as a graduate recruit, and is now a consultant. Gozzard, who has a degree in French and German from Oxford, looks after clients including BT and the DETR, as well as helping the agency promote itself.

Gozzard has been involved in all aspects of the DETR's environmental campaign 'Are You Doing Your Bit?'. Last October, she helped generate widespread coverage for a campaign to promote plastic carrier bag reuse.

Gozzard also worked on The Financial Times Lunches campaign, persuading 27 celebrities to raise money for Save the Children.



REBECCA GRAY

Gray, 28, has been head of public affairs at The Alzheimer's Society for three years.

Much of her work has been raising the profile of the condition with, for example, the successful campaign run in the Daily Mail just before Christmas and similar work with other tabloids.

Her work has also involved helping to manage the increased public anxiety about the condition.

Before joining the society she handled PR and parliamentary affairs for the YMCA. She has also worked as a press officer for John Denham MP and with the Labour Party as National Secretary of Labour Students.



SARJDA BEGUM-KHAN

Sarjda Begum-Khan, 25, is an account manager at McCann-Erickson. She joined the West Midlands press office for the Central Office of Information (COI) in 1996 after graduating from Coventry University.

Begum-Khan took on the responsibility for driving government messages to ethnic audiences, and was created head of the COI's new Ethnic Advisory Service at the age of 24.

She worked with various government departments and advised ministers on how to reach ethnic audiences. One DTi campaign involved raising awareness of the minimum wage among ethnic audiences.

In November 2000, she left the COI and joined the Birmingham office of McCann-Erickson as an account manager.



BECKY ANN BRAY

Becky Ann Bray has packed a lot into her short career. Fresh out of university, she became a junior account manager at Sinclair Mason graduating to account manager at Leeds-based Brahm aged 22.

A graduate in public relations from Leeds Metropolitan University, Bray took a work placement in the ASDA press office during her second year.

Under the stewardship of head of PR Nick Agarwal, Bray learnt the basics of both corporate and consumer PR .

Her experience at Asda encouraged her to go it alone during her third year at university. She worked freelance for clients including Thackray Medical Museum in Leeds and Leeds United Football Club. In June 2000, Bray left Sinclair Mason and joined Brahm.



SARAH CHAPPELL

Sarah Chappell, 28, is Medialink UK's media relations manager. She studied English and drama at London University, before becoming a news reporter in Lincolnshire.

After four years she joined Medialink as a media relations executive, responsible for writing and editing The Broadcast Forward Planner, Medialink's magazine for broadcast journalists.

For Sony, Chappell worked on a publicity campaign for its robotic dog.

A TV strategy had to be developed and implemented in a matter of hours of hearing the dog was to make a surprise visit to the UK.

For British Airways, she managed media interest surrounding the construction of the London Eye, particularly the positioning of the wheel.



LUCY GODDARD

A directorship at specialist corporate PR agency Christow attracted Goddard, 27, in June last year from BSMG, where she had been one of the youngest account directors.

It was the logical development of a career which has been marked by early responsibility, albeit some way from her first job at retail giant Kingfisher.

Goddard joined the group's graduate management development scheme from Cambridge, where she studied French and German, before deciding that issues, rather than units of stock, were what really interested her.

Joining Christow as a senior consultant, she was made director last September and works on a number of accounts, including General Motors' train business.



GILES HANSON

Hanson, 23, started working for Shine Communications while at Warwick University studying film and literature studies. He was introduced through a personal connection and enjoyed the experience of working on pitches while still at university.

After graduating he was offered a job as a junior exec. Now an account executive, he mainly works on the Stella Artois account, bringing his films studies knowledge to the brand's close promotional association with the film industry.

This has involved co-ordinating the brand's annual summer outdoor cinema presentations, and organising a special screening of the Blair Witch Project in woods in north London for competition winners. He has also worked on dot.com clients such as lastorders.com.



LOUISE HEARN

Hearn, 24, joined Darwall Smith Associates as a senior account executive in September 2000, and one of her most challenging accounts is Ferrero Rocher.

In addition to working on the chocolates in the UK and Ireland, she has manufacturer Ferrero's other brands - Nutella, TicTac, Kinder Surprise and new bar Bueno - to worry about.

Her first PR job was at Ann Summers. As assistant PRO and then press officer she concentrated on store openings and sales promotion, as well as the launch of its upmarket lingerie and accessories brand, Soho Ann Summers.

She originally trained as a graphic designer.



NICKY HOLMES

A technology PRO who stands out as a good communicator, Holmes, 29, has risen rapidly through the small agency ranks. As account director she is now in the second line of command at Fuse PR.

A University of Sheffield business studies graduate, Holmes became interested in PR while retraining redundant miners in the region.

She resolved to move back to her native south-east, and joined Strategic Alliance in Amersham in 1996.

Two years later she moved on to Kew-based Profile before a spell freelancing last year with internet specialist Gnash, working on clients such as BSkyB and letsbuyit.com.

At Fuse she is currently focusing on developing client services.



ANDREW HONNOR

At 29, Honnor is already a partner at financial consultancy Tulchan.

His first experience in the communications industry came while at Exeter University when he secured an internship with the Republican National Committee media campaign team in Washington, working on the 1990 US Congressional elections.

He worked at Conservative Central Office during the 1992 election just before his finals. After graduating, he worked at Burson-Marsteller and Brunswick before becoming a special adviser to then culture secretary Virginia Bottomley. After the last election he returned to Brunswick and moved to New York to head the BA team, before joining Tulchan.



ALIA ILYAS

A graduate of Cardiff School of Journalism, Ilyas, 25, joined technology specialist Rainier in June 2000, where she is a consultant. She has a degree in history of art and worked for two years before going back to study for the postgraduate qualification.

A public affairs role with the CBI's London Manufacturing Group saw her help in the mission to get business issues onto the government agenda in the capital. But a desire to work more closely with individual firms, plus the lure of a freer creative rein, made her look elsewhere.

Ilyas now works with Cambridge Display Technology, CacheFlow and PSINet.



KRISTEN LAGER

Lager, 25, is a public relations officer at Southampton City Council.

A graduate in English from Cardiff University, she prepared for a career in PR by gaining a work placement in the marketing department of the Southern Daily Echo.

Her first job in PR was as a publicity officer at Salisbury College.

Here she was responsible for raising the profile of the college and promoting the specialist education and training on offer. Her greatest achievement was creating awareness of a new NVQ in Waste Management for refuse collectors, which was being pioneered by the college.

In June 2000, Lager joined Southampton City Council and is in charge of media relations for its inner city regeneration programme. She is also responsible for the council's newsletter to 20,000 tenants.



JENNY LOMAS

During her final year at Leeds University, Lomas, 22, now an assistant account executive at The Red Consultancy, spent time working on promotion for a student website.

She found she had an affinity for event management and launches - reinforcing the experience she gained working with drinks company Orangina International in Paris during her gap year.

Fast forward to September 2000, and Lomas had moved to Red after graduating in English literature and language. There, a host of consumer accounts have occupied her, including Nike womenswear, Odeon Cinemas, and Strongbow's sponsorship of Leeds United.



CAROLINE LONG

Work experience with Shandwick proved a turning point for Long, 24, an account executive at First Financial. Although exposed to all aspects of the agency's practice, including health and consumer, she spent a day in the agency's City office and was hooked.

That experience came with her postgraduate diploma in journalism, public and media relations from Cardiff, after which she joined First Financial in July last year.

Her first degree was in English with French at Hull University.

Her clients include Friends Provident, online stock-broker DLJ Direct, and legal publisher Sweet and Maxwell.

Long likes continuing to learn and is currently studying for financial services exams.



SOPHIE HUNT

A degree in archaeology is not a common route into PR, but Countrywide Porter Novelli senior consultant Sophie Hunt, 28, always knew she would work in the industry.

She had already clocked up a considerable amount of work experience before winning a place on Burson-Marsteller's graduate training programme.

Hunt spent two years at B-M before joining CPN in Banbury. Client Bluewater followed her to CPN, so she was able to work on the retail development from start to finish.

Last year, Hunt's degree paid off when she was sent to Turkey on behalf of Oxford Archaeological Unit to promote a recently excavated site. Hunt also worked on the launch of Children's Promise, Marks & Spencer's millennium campaign.



LUCIE MCNEIL

McNeil, 29, is a media adviser in the Strategic Communications Unit in Downing Street.

After leaving Leeds University, she worked for two years as a press officer on the police desk in the Home Office. She was promoted in June 1996 to become an information officer on the international trade desk at the DTi before becoming a senior press officer at No. 10.

After 18 months in Downing Street, she went to work in Kosovo where on D-Day she led the military media team in Pristina for the NATO forces for which she received a personal commendation from General Sir Michael Jackson.

Her current job, working for Alistair Campbell, involves long-term planning on various government announcements. She works with a range of 'non-next day' media aimed at ethnic minorities, women and teens.



SARAH MARSHALL

Being promoted to account manager at the tender age of 24 might prove too much for many - especially in the notoriously tough Hill & Knowlton environment.

Marshall has juggled a range of accounts in her career so far - a year back she was touting the wares of the Meat & Livestock Commission, and now she is handling the Quorn vegetarian food range.

An English literature graduate from the University of Wales, Marshall took time out to travel around south-east Asia before settling on a PR job with Bell Pottinger in January 1999.

The move to H&K in January last year was followed by a rapid promotion to account manager by October.



HANNAH NORRIS

Having read Spanish and Portuguese at Manchester, Norris, 25, a senior account executive at The Red Consultancy, knew she wanted to use languages in a career.

Work experience at Darwall Smith Associates in July 1998 helped define a career path, and a short time afterwards DSA had begun paying to have her on its team, where she was initially involved with Budgens UK store openings.

An early encounter with the BBC's Watchdog programme did nothing to dampen her love of the media, and she made the move to Red after 18 months. Work on some Microsoft projects, as well as Johnson & Johnson and Dairy Crest, has followed.



ANNETTE RYSZKOWSKA

A graduate in French and Spanish from Bristol University, Ryszkowska, 26, joined Lewis in 1997 on its graduate recruitment scheme. She quickly progressed to company partner, broadening her expertise in technology issues, particularly computer viruses.

For client software company Sophos, she helped to increase awareness of the damage caused by computer viruses and to win new business.

For the last few months she has been heading a team of three at Lewis' new office in Paris, awaiting the arrival of a new general manager. She will return to London as international campaign director.



JULIET TREEN

It was the Golden Arches that switched Treen, 27, on to PR - not as a consumer of MacDonald's products but via a three-month spell in the burger giant's press office.

Despite having stumbled into the industry, she moved to Green Moon and has not looked back. She is now a senior account manager at GCI.

Treen spent two years at what is now Bell Pottinger, working with a cross-section of accounts including Lucozade, Giorgio Armani Fragrances and high street jeweller Mappin & Webb.

She moved to GCI a year ago and has been involved in Barclays Bank's consumer-facing campaign, plus work for Procter & Gamble's fabric and homecare business, including the relaunch of Fairy Liquid.



DAISY TURVILLE-PETRE

Turville-Petre, 25, is an account manager at The Red Consultancy, and won the PRCA's Frontline award for an outstanding young PR professional last year.

The Oxford graduate has a number of achievements to her name, the most impressive of which was her part in inventing the consultancy's internet-based in-house evaluation system, RED.heat.

She devised RED.heat with colleagues Nikki Phillips and Sam Booker. The system is now used across the company after they trained 40 account handlers.

She has has embraced the PR Toolkit and the Proof Campaign in a way that would put many senior PR people to shame.



JULIE WATSON

Watson, 23, is an account executive at big-mouths.com. With consumer internet clients including Trinity Mirror's digital business, ic24, online games and scratchcards group Tombola, and new media recruitment agency Price Jamieson, she has established herself in the big-mouths.com team.

She came to the agency in April 2000 after just over a year at Shandwick, where she had been team administrator with responsibility for running the Dulux press office.

Watson studied at Trinity and All Saints University College in Leeds, where she graduated in communication studies with business and English.

Various temping jobs in London in PR assistant roles convinced her the industry was the right choice.



FAITH WOOTTON

Wootton, 27, followed her psychology degree by selling vacuum cleaners door-to-door, before moving into PR. She is now an account manager at Band & Brown.

She joined Kinross & Render as an account assistant in 1995 and spent four-and-a-half-years with the agency, during which she was promoted to account executive, working on a diverse range of campaigns for clients such as the DTi, Energis and the Department of Health.

Her final two years at K&R saw Wootton switch her focus more toward technology accounts, with clients such as UPS Logistics. The new direction helped secure a move to Band & Brown in October 2000.



STUART YEARDSLEY

Yeardsley, 29, holds a degree in European business studies and is fluent in three languages. He joined A Plus in 1994 as a trainee account executive, leaving two years later to become an account manager at The Red Consultancy.

In 1998 he was promoted to account director.

Red set him to work on several consumer accounts, including the launch of Faberge's first unisex fragrance, Fusion. It has now become a best practice model. His main client is MSN and he co-ordinates its consumer business brief in 16 markets across EMEA.

Last year he was voted the overall winner of the IPR's Young Communicator award in the 25 to 30 category.



CRITERIA

The Faces of 2001 were nominated by an industry panel made up of representatives of the IPR and the PRCA, and recruitment specialists, including The Foundry, Median Recruitment, Pathfinders, prjobs.net and Spectrum Recruitment, plus PRWeek's editorial team.

The panel was asked to nominate people aged under 30, working both in-house and in agencies, who were coming up through the ranks of the PR industry and showed real potential.

With an average age of 33 for an in-house PRO, there were inevitably more nominations for young agency people.

The following, including some significant in-house players, narrowly missed out on being Faces of 2001 as they just slipped beyond the 'Under 30' cut off point:

- Liaqaut Ali, 31, head of communications and PR for press release distribution service PRExposure.com;

- Ged Carroll, 30, account manager in the technology division at Edelman;

- Lisa Hulme, 30, founder and joint managing director of Big-mouths.com with Victoria McQuade;

- Sharon McKee, 31, manages a team of seven as head of communications at Carlisle City Council;

- Tamsin Martle, 30, director and partner at Lansons Communications;

- Ben Webster, 30, entertainment publicist for Granada.



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