Take broadcasting. Not so long ago, the trailers for other shows that appeared between programmes barely raised an eyebrow in marketing circles. Now 'programme brands' are big business, and promoting them a major marketing job in its own right. This month E4 scooped a Gold at the IPA Effectiveness Awards for its promotion of teen drama Skins, plus special awards for Best Media and Best New Learning. The campaign used on-air promotion and online activity to build a fanbase for the show before it had even aired.
The architect of that campaign, who has since moved to the BBC, was Lindsay Nuttall, one of 10 young marketers featured here. The purpose of the Power 100: Next Generation is to celebrate the industry's young talent and showcase some of the individuals destined for Marketing's main Power 100 list, which ranks the most influential men and women in marketing. Nominated by their colleagues across the industry, these 10 have made a name for themselves over the past year - some by the activity they have overseen, others by their rise up the career ladder. What they all have in common is early exposure to major campaigns and proven results.
Of course, the classic marketing academies of major corporations, including Procter & Gamble, continue to produce a steady stream of talent. But these companies will have to fight hard to keep hold of their best prospects. Craig Foster, for example, another of this year's Next Generation, cut his teeth on P&G brands such as Head & Shoulders, but has now launched himself into financial services because of the potential for rapid advancement in that sector. Similarly, Dominic Grounsell won The Marketing Society's Young Marketer of the Year award for his work at BT, having learned his craft at Unilever.
The public sector, too, will grow in importance. David Watson at Defra has been included this year on the back of his work on the 'Act on CO2' campaign taking place across government. For marketers wishing to make a real difference, this sort of role will hold particular allure.
With the industry opening up into new sectors, the future looks rosy for the next generation of marketers. The challenge for brands, then, is how to retain their best young talent.
Rebecca Snell 27
Job title Brand manager, fabric enhancers, Procter & Gamble
Achievements The youngest of this year's Next Generation crop, Snell is making her way up the P&G ladder. She stands out this year because of the high-profile sustainability campaign she worked on for Lenor, promoting its concentrated format as a way to cut the number of lorries on the road. The controversial initiative was backed by TV ads and supported by the Energy Saving Trust.
What did you want to be when you grew up? 'An Egypt-ologist.'
Long-term ambition 'To be marketing director of a brand where I can balance innovation and business management.'
David Watson 30
Job title Head of marketing, Defra
Achievements Watson cut his teeth at the Department for Transport. His move to Defra in 2006 came as then-secretary of state David Miliband set about turning it into a leading voice in the climate-change debate. Watson helms the 'Act on CO2' initiative, co-ordinating all government climate-change activity. As Defra looks to involve big brands, it is becoming one of the most forward-thinking government campaigns.
What did you want to be when you grew up? 'An astronaut.'
Long-term ambition 'I see my future in ideas marketing.'
Ed Collin 29
Job title Brand communications manager, Nike
Achievements Since joining Nike two years ago, Collin has built a portfolio of impressive work. His most recent efforts include the 'Not without a fight' Rugby World Cup campaign, portraying England's players on the cliffs of Dover. He will oversee the promotion of Nike's Supersonic running initiative in London.
What did you want to be when you grew up? 'Left winger for Nottingham Forest.'
Long-term ambition 'Own a cinema.'
Scott Harvey-Nicholls 28
Job title Marketing director, Elizabeth Arden
Achievements A marketing director at the age of 28, the impeccably attired Harvey-Nicholls moved to his current role from Elizabeth Arden in Australia in September. He is already making his mark, vowing to raise the marketing budget by 50%, expand the marketing team and make fresh efforts to embrace digital media. Raised in Manchester, he moved to Australia in 1996 and started his career at haircare brand American Crew then moved to salon brand Sabre Corporation.
What did you want to be when you grew up? 'A chef.'
Long-term ambition 'A global marketing role with a strong NPD focus.'
Craig Foster 28
Job title Head of marketing, mortgages and general insurance, HBOS
Achievements Foster is one of the growing band of FMCG-trained marketers looking to make a name for themselves in other sectors. After six years at Procter & Gamble in the UK and Geneva, overseeing brands such as Herbal Essences and Head & Shoulders, he recently moved into financial services at HBOS, where he will focus on the main Halifax brand.
What did you want to be when you grew up? 'A car designer, until I realised I couldn't draw.'
Long-term ambition 'To see how far I can get before I hit the ceiling.'
Nadia Follon 30
Job title Group product manager, Weetabix
Achievements After eight years at Weetabix, Follon oversees a portfolio of brands including Weetabix and Oatibix, and has seen two campaigns nominated for IPA effectiveness awards. Recent work includes the 'Weetabix week' ads, highlighting serving suggestions, and the launch of Oatiflakes.
What did you want to be when you grew up? 'A vet.'
Long-term ambition 'More of the same.'
Adam Boita 29
Job title UK marketing manager, Sony Computer Entertainment Europe
Achievements Boita was right at the heart of this year's long-awaited launch of the PS3, working along-side UK marketing director Alan Duncan on the supporting campaign. Boita certainly knows the brand - he has worked on all three generations of PlayStation since joining Sony in 2002, and now manages a team of four product managers.
What did you want to be when you grew up? 'An advertising creative.'
Long-term ambition 'To be marketing director of a big brand I'm passionate about.'
Dominic Grounsell 28
Job title Head of marketing, broadband acquisition, BT
Achievements A definite one to watch, Grounsell was the winner of this year's Marketing Society Young Marketer of the Year award following his contribution to BT's stellar broadband results. He has been at the telecoms firm since 2005, having started his career at Unilever, and was promoted last year to the head of marketing role. Commanding a £40m budget, his BT Total Broadband strategy goes from strength to strength.
What did you want to be when you grew up? 'A barrister.'
Long-term ambition 'To get as far as possible as quickly as possible. I want to be in charge of a big business one day.'
Lindsay Nuttall 30
Job title Head of marketing for BBC Two and factual, BBC
Achievements Despite starting out in the bakery sector, Nuttall has made her home in broadcast marketing. She was poached by the BBC earlier this year after seven years at Channel 4, where she was involved in the launch of E4 and More4, the 'golden ticket' tie-up between Kit Kat and Big Brother, and the promotion of Skins. Her role at BBC Two is to revamp the channel's marketing; work to date includes the 'food fight' trail for The Restaurant. In her spare time Nuttall is a founding member of The Royal Television Society's youth arm RTS Futures.
What did you want to be when you grew up? 'A writer.'
Long-term ambition 'To try my hand as a channel controller one day, maybe. Or, failing that, perhaps hopping over the pond.'
Nathalie Bar 29
Job title Senior marketing manager, McDonald's
Achievements Bar joined McDonald's six years ago and has worked her way up to her current role, in which she oversees three brand managers. She handles all price and promotional activity, including TV ads. Recent initiatives have included an integrated push for McDonald's 'Great taste of America' range and the activation of the chain's tie-up with the National Union of Students.
What did you want to be when you grew up? 'My dad was in marketing and I always thought I'd follow in his footsteps.'
Long-term ambition 'Marketing director of an active and challenging brand.'
This article was first published on Marketing