Middleberg in the middle of new media

October 9, 2000

BY MICHAEL KRAUSS

This is one of an ongoing series of articles on interactive marketing leaders who are doing things other marketers can learn from. They're not yet household names, but will be in the headlines tomorrow. They're the emerging leaders of an emerging marketing discipline

Name, rank and serial number: Don Middleberg, 54, B.A. in Economics, Hunter College. MBA in Marketing, University of Bridgeport in Connecticut. Chairman and CEO, Middleberg Euro RSCG, a New York-based communications agency whose clients include American Express, Consumer Reports, Greenpeace, Sesame Street, Walt Disney World, United Airlines, IBM and Sony. Coauthor of annual Middleberg/Ross Media in Cyberspace Study, done with Columbia University Graduate School of Journalism, on how journalists usethe Internet and how the medium is changing journalism. Author of Winning PR in the Wired World.

Mantra: "Don’t make enemies. Build bridges."

Biggest career challenge: "Helping Encyclopaedia Britannica Inc. become an Internet company."

On the importance of a personal brand: "Your name is your brand. Each individual has a brand to develop, nurture and protect."

How you know you’ve become an Internet digiterati: "Journalists call you. Industry analysts call you. Wall Street analysts call you. You’ve got to be able to create value by providing sound information and advice.

"Be persistent. Remember what you heard when you were young. Never give up, stickwith it."

What he looks for in Internet digerati wannabes: "Good grades. Resumes with distinguishing characteristics. A great internship. Great references. A unique business venture. Someone who’s world-traveled. Show me that you’re not afraid to take some chances."

Advice to marketers: "Associate with people who know the space."

Michael Krauss is a partner with Diamond Technology Partners in Chicago.
He can be reached at news@ama.org.