Media's got talent

It's that time of year again, when Media Week sifts through applications from rising media stars hoping to be named as one of the industry's prestigious 30 under 30.

This year's 30 competition winners will be revealed in the 28 July issue of Media Week, before being narrowed down to a shortlist of five, one of whom will take home the coveted Rising Star of the Year award at the Media Week Awards in October.

The tough economic climate may mean there is less money around, but 30 under 30 judge

Kathleen Saxton, partner at executive search firm Grace Blue, believes the recession has created an opportunity for young talent to "step up and shine". She says: "Grasp the nettle - it could be the making of you and your career."

Saxton's tips for a successful application are: "Be clear and accountable and ensure your referee offers something unique about you."

Pearl & Dean chief executive Kathryn Jacob, who judged the five shortlisted candidates' presentations last year, believes media's future stars will shine if they are "interested in the wider world beyond their media sector, as well as being interesting as a person".

She says: "Up-and-coming media talent tends to stand out by demonstrating they can think differently from their competitors."

To give you a flavour of what this year's judging panel is looking for, Media Week canvassed the five shortlisted candidates from last year's competition for their career advice.

Juliet Kennard
Rising Star of 2008
Head of development
News International
Being included in Media Week's 30 under 30 was a long-term goal for News International's Kennard and she says winning the overall competition was "a bonus".

Kennard believes the experience has boosted her confidence and influenced her career progression. In the past year, she has changed roles three times, keeping her sufficiently interested and motivated to stay at News International.

When Kennard entered the competition, she was head of insight at Times Media. She moved to head of marketing development and was then promoted to head of development in News International's new Customer Direct division, working for Katie Vanneck, managing director of the department.

Her advice to other ambitious youngsters is "keep learning and asking questions". She says:

"If you're not in at least one meeting a week where you are totally out of your depth, move on. Also, align yourself to inspiring people, work for a company you believe in and set yourself goals."

She adds: "If my MBA in the US taught me one thing, it's that you shouldn't be afraid to value the skills you have. Go in there and say why you are great. And remember - it's better to try and fail than not to try at all."

Dan Whitmarsh
Media manager
MediaCom
Whitmarsh says the reaction to making last year's shortlist was "overwhelmingly positive". He says: "With media being such a small industry, loads of people came out of the woodwork to congratulate me and wish me luck.

"And, after the Media Week Awards, I received an honourable mention for being shortlisted when MediaCom's chief executive addressed the whole company."

Since the awards, Whitmarsh's job title has not changed, but he has gradually moved into a more strategic planning role on the Audi account and has been given the opportunity to work across more new business pitches.

"It's impossible to say how much of this is down to the Rising Star nomination, but anything that raises internal profile is definitely helpful," he  says.

"The biggest opportunity was being able to present to the illustrious media executives on the judging panel; that kind of exposure is always valuable, hopefully in years to come."

Whitmarsh urges other young media talent to be "proactive". He says: "Ask to work on new business pitches, attend lots of brainstorms and share interesting things internally. These are all great ways to have contact with the most interesting and inspiring people within a company."

Harry Owen
Deputy sales director
City AM
Owen remembers reading Media Week's 30 under 30 feature when he was a fresh-faced, 22-year-old graduate working on Horticulture Week, hoping it could one day be him.

So, it was a proud moment when his wish became reality. "It was enough to be in that list, so being shortlisted for the Rising Star category was an unexpected bonus," he says.

Like the other four shortlisted candidates, Owen believes his presentation to the judging panel was a key experience in raising his profile among the great and good of media.

"My presentation was basically the equivalent of interviewing for five years, in 20 minutes," he says. "Altogether a great experience."

Since being nominated, Owen has been promoted from agency sales manager to deputy sales director of City AM, responsible for the day-to-day running of the commercial operation.

His tips to get noticed in media are "be externally focused, have an opinion and try to work for the best people in the business".

He adds: "Meet everyone you can, listen, work hard and believe in your own talent. Our industry really is a meritocracy."

Grace Dawson
Advertisement director
Glamour
Dawson describes discovering she had made last year's final five as "a proud moment". The news raised her profile among her colleagues, agency contacts and her superiors. In particular, she remembers a congratulatory note from managing director Nicholas Coleridge.

"I entered the competition as it was my last year under 30 and I didn't expect to be chosen," she explains. "It was a fantastic reminder of why I do my job, and that is because I love magazines and dealing with people. Presenting before the judges was a challenge, but a worthwhile opportunity to introduce myself to the best in the industry."

Although Dawson has not moved roles since being shortlisted, she believes the accolade has benefited her career. "It was a nice confidence boost and also won me recognition from my agencies and clients," she says.

Since then, her position has become more challenging due to the downturn in the economy, which means she has to continually promote the benefits of monthly magazines to advertisers.

Dawson has plenty of advice for young, enthusiastic media professionals keen to scale the ranks quickly.

She says: "Make sure you know your product and the market. So many people starting out don't actually know their market.

"Only need to be asked to do things once, and be as efficient and polite as possible. You can be assertive and firm while being charming,  and manners do not cost a thing."

Matthew Hook
Head of strategy
Vizeum UK
When Hook was named as a contender for the overall Rising Star of the Year, his first thought was that he could finally explain to his mum why he shouldn't have been a barrister or a brain surgeon and make her proud.

As for career progression, he believes it never hurts to have your face recognised for a positive reason, but that progression at Vizeum is "really about the work you do".

When the 30 under 30 competition was taking place last year, Vizeum's Jump Team was starting to establish itself as a unit of strategists, digital thinkers, insight and data specialists, and experts in creative solutions.

The Jump Team is now fully established with a portfolio of business behind it, new clients and new research techniques. So, while Hook's job title hasn't changed in the past year, he has overseen much change in his role.

His advice to other young media hopefuls is to be genuinely passionate about media.
"It sounds obvious," he says. "But if you are passionate, you'll wonder why people devote so much time to media, what role it plays in their lives and how it could be different in the future.

"If this isn't what you think about when you are on the Tube or watching the telly in the evening, you're probably in the wrong business."

30 under 30 2009 How to enter

The hunt is now on for media's brightest young professionals through Media Week's prestigious 30 under 30 competition - here's how you can get involved.

Our panel of judges, who include Diane Murphy, associate director for people development, Omnicom Europe, and Lara Ashworth, talent director, ZenithOptimedia, are looking for the media industry's chief executives of the future: the sharpest, most ambitious and hard-working young media professionals from media agencies, media owners and clients.

The winning 30 will be announced on 28 July. These will then be narrowed down to a shortlist of five, who will compete for the Rising Star of the Year category at the Media Week Awards in October. The five shortlisted entrants will attend a second judging day in September, when they will present a five-minute pitch to the Media Week Awards judges.

Entrants can either nominate themselves or they may be nominated by colleagues. There are only two conditions of entry: contestants must be under 30 years of age on 28 July 2009 and they must not have been one of last year's 30 under 30.

As last year's overall winner, News International's Juliet Kennard, says: "Go for it. After all, the best way to predict your future is to create it."

To enter: simply fill in an application form and return it to Media Week features editor Harriet Dennys by Monday, 22 June. Application forms can be  requested from harriet.dennys@haymarket.com