Frank Shaw, President, Microsoft Accounts, Waggener Edstrom Worldwide
Frank Shaw may be a seasoned public relations practitioner, but he never stops learning. Currently serving as president of Waggener Edstrom Worldwide's Microsoft account team,
the agency's longest-running account, Shaw balances individual skill and broad team leadership while orchestrating communications efforts for high-profile developments such as the
proposed Yahoo acquisition and Bill Gates' recent retirement. His can-do spirit encourages all in the office that they have the tools and support to be successful, and has won him
legions of fans, both colleagues and clients alike. All of these qualities make him an invaluable asset to the industry.
Follow the Leader
All of Waggener Edstrom's regions--Americas, Asia and Europe--tie into the Microsoft efforts, prompting Shaw and his team to frequently integrate with colleagues worldwide at a
moment's notice. Shaw taps into his Marine Corps background and turn-on-a-dime flexibility to respond to real-time changes in a timely manner. His accessibility and multitasking
ability have led clients to believe they're his sole client.
Finding the Balance
Although Shaw is something of a public relations "utility infielder," as his colleagues call him, he effortlessly dons the hats of storyteller and corporate counsel when
bringing in experts in various fields, and his reputation among the media corps who follow Microsoft is one of being the company's best outlet to providing insight into and access
to Microsoft. Striking a balance is the biggest challenge when it comes to being a public relations team leader, Shaw says. "Balancing the dynamic between actually doing PR--
engaging with media, thinking about the impact of influence and the way clients should consider audience engagement, driving stories, etc.--and working with the teams on the
account to do the same thing [is key]," he says.
Honorable Mentions
Pete Campisi, Senior VP and Managing Supervisor, Weber Shandwick
Aligning with top designers and celebs, Pete Campisi and his nine-member team established Hanes' first "pop-up" boutique to showcase the brands' ComfortSoft intimate apparel
collection.
Kelly Hershkowitz, Media Relations, Biosector 2 New York
Using innovative tactics, Hershkowitz and her team launched the "Novo Nordisk Presents: Divabetic--Makeover Your Diabetes" lifestyle initiative, which reaches out to women
with diabetes.
Emily Kooistra, Executive Account Director, Clear!Blue Communications
To drive media traffic to the Dodge Durango Tango contest at the State Fair of Texas, Emily Kooistra and her team wrangled football legend and reality TV dancing champion
Emmitt Smith to kick off the event, generating industry buzz.
Kristie Kuhl, Senior VP, Makovsky + Co.
Within the first few weeks of 2007, Kristie Kuhl secured new clients amounting to about $700,000 in new annual revenues, and won the Alexion Pharmaceuticals account.
Tina Martineau, Senior Director, E*TRADE Financial
Tina Martineau was at the forefront of E*TRADE's Global Trading Platform, which featured an extensive PR plan featuring a full product road show, demos and several announcement
visuals. Martineau also unveiled a media kit that encompassed the key elements of each global market.