Matt Seiler

Seiler sees no status in the status quo, nor does he ever accept a "given" as one. Although he has been in the media business for less than ten years, he has taken on many of the industry's limitations with great success. First, while at UM, Seiler slew the dragon that claimed media agencies were limited to planning and buying. With the creation of the "experience architects" the creation of custom content in partnership with media owners quickly became the norm, along with the dramatic increase in campaign effectiveness. Then came pay-for-performance as a means by   which to align what his agency group did with what mattered most, client business performance. Now with fully half of all IPG Mediabrands' clients working within pay-for-performance contracts, opportunities abound to make further improvement. The recent announcement of the company's global publishing group is an example, as is his push in the U.S. to get to 50% automated buying across all media by 2016. With this former account man, strategist and integrations specialist at the helm, look forward to many more sacred cows going to meet their makers.