In our August and September issues, strategy profiled 10 innovative and strategic rising media stars. We had asked media directors to select the talent with the most promise within their agencies. To our surprise, many were involved in some of the year’s most successful media efforts. Then we got curious. Which of the bunch would the country’s media sellers deem as the most impressive? So we put the candidates to the test, asking sellers to vote for the person and campaign they considered best. There was one clear winner.

Jeff Phaneuf, supervisor, broadcast investments, ZenithOptimedia

Clearly not just his boss (Sunni Boot) was impressed by Jeff Phaneuf’s media feat – product placement and integration of Kia on CBC’s now-cancelled reality series, The Tournament. ‘Jeff is one of those wonderful people who can think beyond what the media can be,’ she says of Phaneuf’s ability to get creative with media.

His media career began in 2001 with a two-year gig at Carat Canada where he worked mainly on buying for the movie business. His big client was MGM. In 2004, it was on to ZenithOptimedia and Kia, which is currently his main client. He’s a graduate of St. Catharines Ont.’s Brock University with an honours degree in communication studies.