Winner
Jake Basden, Ogilvy Public Relations Worldwide
Only two years ago, Jake Basden was a senior at the University of Oklahoma, studying PR and serving as president of the local Public Relations Student Society of America. He was even runner-up in PRWeek's Student of the Year category.
Two weeks after graduation, he came to New York to start a job with Ogilvy PR, eager to get his career going in the big city. After only eight months on the job, Basden proved his chops as a media man and was promoted to media specialist. In the time since, Basden has stood out as a young PR pro with a big future.
In the past year alone, Basden has built relationships with reporters at The New York Times, USA Today, and The Wall Street Journal. He has secured segments on all the morning shows, including Today. Involved heavily in transforming the LensCrafters brand into a more fashion-forward retail chain, Basden helped promote the brand at Fashion Week by showing editors and influencers the importance of eyewear as an accessory.
According to Barby Siegel, global head of Ogilvy's consumer marketing practices, a defining moment in Basden's career came last winter when he generated media coverage for a product that the media just did not want to discuss - KY Lubricant. Basden made a measurable difference for his client, securing a major WSJ.com profile on the brand, and adding coverage that KY had never been able to get. Basden also worked to launch Virgin America, gaining positive lifestyle press surrounding Richard Branson.
Basden reports directly to Jane Mazur, director of media relations and EVP.
"He reminds me of an old school PR pro," she says. "He works the media like old friends, gets to know what they need and want, and delivers to them the right stories so they trust him again and again.
Furthermore, he is tenacious, he is not willing to accept no and goes out of his way to get positive outcomes."
The judges were just as impressed as Basden's boss. "Clearly this is someone you would want on your team," one judge said. "Basden clearly has impressed his colleagues and proved himself a valuable asset," commented another.
Honorable Mention
Kirsten Helgeson, CKPR
After joining CKPR in August 2005, Helgeson quickly distinguished herself as a communicator to watch. Promoted to AE within a year, Helgeson was a key contributor to the agency's Johnson Controls team, and generally thrived in the life sciences and industrial markets. She engaged Minas Basin's CEO to present a live webcast, in which the results of the Johnson Controls Energy Efficiency Indicator research was revealed. She also created a media mailer to select press members, inviting them to tour and observe the energy management solutions first-hand. She helped obtain major media placement for many of her clients, including The Early Show, Fox & Friends, and The Rachael Ray Show. Judges were impressed with her "meaningful impact on the bottom line of her agency" as well as "her ability to build strong relationships by delivering for her clients."
Finalists 2008
Jake Basden Ogilvy Public Relations Worldwide
Jillian Beauman Carmichael Lynch Spong
Kirsten Helgeson CKPR
Deborah Powsner Ruder Finn
Mike Salzillo Coyne PR
Sponsor: Edelman is the world's largest independent public relations firm, with 3,000 employees in 50 offices worldwide. The firm was named PRWeek's Large Agency of the Year for 2006. Advertising Age named Edelman the best PR firm in its 2005 "Best Agencies" issue, while PRWeek awarded the firm its "Editor's Choice" distinction at the start of 2006. Edelman was also named 2005 International Agency of the Year by The Holmes Group.
