Loretta Markevics: 40 Under 40 2013

EVP, Director, Strategic Planning, Analytics, and Research, Porter Novelli

Colleagues say there is no one quite like Loretta Markevics. During her 12 years in the industry she has worked in almost every marcomms discipline and left her mark.

"As a thinker, she is unparalleled. As a doer, there is no better representative of an organization," says Susan Cocco, CMO at Colangelo, just one of many who sing Markevics’ praises.

She has broken new ground throughout her career, from becoming the youngest account supervisor at 141 Integrated Communications to helping build Colangelo’s strategy competency from the ground up. She also introduced integrated planning to brands such as Diageo, Absolut, Pfizer, and Cadbury within traditional advertising agencies such as McCann and Grey.

"Loretta brought a perfect balance between high-level, aspirational thinking and grounded business reality," says former Cadbury client Josette Barenholtz.

In two years at Porter Novelli, Markevics has not wasted any time and has had a huge impact on the firm’s flagship multimilliondollar HP account. She has doubled global strategic planning billings within one year and pushed clients to think differently about research and its potential impact on PR.

Markevics is pushing the industry to new places, most recently launching Porter Novelli Influence Modeling, which identifies the best combination of content, delivery channels, and stakeholders to influence a specific target audience and get a particular response. She is also the brains behind the new Greater Than brand idea for the agency – a call to arms for all in the industry to seize back the power of influence from amateurs and be relentless as PR pros in bringing to market strategies that create cultural change.

"I knew within 10 minutes of conversation that I wanted Loretta to come work for us," says Michael Ramah, chief client officer at Porter Novelli. "She is that rare combination of smarts, spunk, and drive – all critical in a strategist of her caliber."

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