This is the fifth installment of our ‘Rising Young Media Stars’ series, in which we profile the next gen media minds. Media pundits have been adamant that to succeed in the new mediaverse, agencies require new ways of thinking. Curious as to who these new thinkers are, and what they’re thinking, strategy and Media in Canada canvassed the industry, asking media shops to single out their top innovative and strategic recruits – one of whom this continuing series will profile in each issue over the coming weeks. And we’re scouting for more of the same – so tell us about the hot talent in your shop.

Jamie Tomlinson

Claim to fame: Content creation and the third screen co-piloting of a number of multi-platform projects (both in-show and long-format) in English and French for such clients as Kraft Canada. These include Qu’est-ce qui mijote, a Kraft Canada-produced cooking program on TQS, and an in-show segment in Deux Filles le Matin on TVA.

Background: Graduated from the Humber College advertising and media sales two-year program, then started out in the media world as a buyer. Since then, he has successfully created a hybrid buying/planning position.

What new media destination should everyone immediately check out – and why should marketers take heed? ‘They should just experience things as a consumer, such as branded content creation that has value for the consumer. At counterfeitmini.org (the Counter Counterfeit Commission), they set up a website for fictional counterfeit Minis. It’s an interactive site where people send in pictures of Mini fakes. You could watch different clips of content they produced to show these Minis in action. It’s an entertaining experience, really comedic in nature, interactive with a viral element.’

Who’s getting it right? What campaign brilliantly connected and engaged its target consumers? ‘Mini Cooper, definitely. They’ve done a lot of alternative ads on the Internet. Its parent company, BMW, did a short film series that really resonated with me personally, and I’m sure it did with their target as well. Even if I don’t go out and buy a Mini, I’m going to forward it on to my friends and they’ll forward it on, so it gets that viral effect.’

What would you love to build into a plan, but haven’t been able to yet – and why will no one go for it? ‘I’m looking to do some ad-supported video-on-demand and that, of course, would bring value to the consumer. It’s kind of a new thing for the consumer to experience. The challenge is always to balance the two forces between traditional reach and new innovative ideas. This is a cool new idea but you can’t forget that you still need to reach the mass market. It’s always a tough sell when everything is new and there’s nothing really proven, but there’s always going to be people who break new ground and start doing it.’

Which brand, other than your own clients, would you most want to work on and why? ‘Once again, I think Mini because they’re known for their cool cult status and their advertising consistently reflects that. Mini has the vision to take the road less traveled and it’s often beneficial to the brand – whether that be viral, Internet marketing, or short films, it’s always something amazing to me.’

What would you do with this dream project for Mini? ‘Utilizing the short films clips they’ve already produced, it would be neat to get them on demand, whether it be through Rogers On-Demand TV or a sponsored free iTunes that you could download, or even smaller clips through a wireless provider to cell phones – something to make all the media flow together and work as one.’

What common industry belief would you love to whack? ‘That such a high percentage of advertising dollars should be spent on the 30-second spot when there are more innovative and meaningful approaches, such as counterfeitmini.org.’