Andrew Swinand, Executive VP-Client Leader STARCOM USA, CHICAGO

After varied experiences with the U.S.Army and Procter & Gamble, Andrew Swinand, executive VP-client leader, Starcom USA, Chicago, sees the media business differently from his peers.With the insight of his manufacturing clients’ reliance on supply chain management and efficient resource planning (ERP), he draws on that knowledge to relate ERP to ad agency management. In doing so, he creates the kind of global transparency that brings amazing results in terms of expanded information, analysis, global efficiency, and great cost savings. For example, he created a global digital asset management system for Oracle that not only helped the software giant manage its ad creative in multiple markets but enabled expansion of its campaign from 10 to 27 countries while saving $2 million in production costs. He also developed another business intelligence tool that allows clients to see how much they are spending by country, by media owner, and by creative execution.When Sun Microsystems wanted more “local feel” in its advertising, Swinard ignored the usual definition of how a media specialist company should respond and contracted with small agencies throughout the world outside the Burnett network because it was best for the client.