OMMA's editors - who are usually quite agreeable by nature, we assure you - threw the pleasantries out the window this month. We cussed out each other's mamas, broke chairs over backs and pounded coffee until the wee hours of the morning. Why? To finalize our annual list of Rising Stars, that's why. When we got done throwing jabs, we assumed that everyone else, from the Rising Stars themselves to Rupert Murdoch, Steve Jobs, Sergey Brin, that guy Tom from MySpace and Mark Zuckerberg should fight it out battle-royale style. After all, it's a competitive world out there, and today's Rising Stars are tomorrow's tomato cans. (Can we stretch a metaphor or what?) Read on for the tale of the tape.

Joel Bartlett
Marketing Manager, PETA
Hailing From: South Portland, ME
Born: 1981

In his five years at PETA, Joel has used his online marketing savvy to throw haterade on the Olsen twins, flaunt some sexy vegetarians and boost PETA's advocacy campaign participation by 90 percent last year alone. But he's particularly fond of "Super Chick Sisters," PETA's online video game spoof, for "calling kfc out for the company's abusive practices, like cutting off chickens' sensitive beaks, all while staying fun."

I start each day by swimming laps at the public pool.

I've always wanted to marry sassy TV-star Kristen Bell, former winner of PETA's annual Sexiest Vegetarian Contest.

The line between media planning and creative is like the Prime Meridian - it's imaginary.

The acronym that scares me the most is KFC. KFC is responsible for things like breeding birds so large that they can't even walk. KFC means torture for chickens!

My hidden talent is that I'm double-jointed in my shoulders. It's useless.

The online trend that makes me gag is Twitter, obviously.

The thing that will change online the most this year is consolidation across mediums. The line between computers, TV, phones, etc., will disappear before we know it.

My iTunes says the song I most frequently play is "Minute by Minute" by Girl Talk.

Jonathan Halvorson
Associate Director of Global Strategy, Omnicom Media Group
Hailing From: Highland, IL
Born: 1982

"I owe a lot to [associate professor] Steve Kopcha and the University of Missouri," says Jonathan; he visits his teacher and alma mater every semester as a guest speaker. "This is a great way that I get to give back," he says. "And recruit kick-ass talent." He moved over from OMG Digital to its parent company this year, after his work for State Farm won a Bronze Lion at the 2007 Cannes Lions International Advertising Festival.

I've always wanted to write a book. I have tried to start one three times on three different subjects but never gotten past Page 23.

The Web site I visit most often is TheStreet.com. I am a Jim Cramer fan and a stock market junkie.

The line between media planning and creative only exists in people's minds and is a barrier to doing better work.

The acronym that scares me the most is IOU.

My hidden talent is ballroom dancing.

I don't waste time at work but if I did I'd be playing fantasy sports.

The online trend that makes me gag is the over-diversification of online budgets. Too often, I see brands spread their budget across too many sites rather than focus their dollars on a select number of key partners. In doing so they tend to run more "standard banner" programs and dilute some of their great ideas.

My iTunes says the song I most frequently play is "Everything" by Michael Bublé.

Kate Kohlmann
Associate Media Director, Mediaedge:cia
Hailing From: Setauket, NY
Born: 1981

Kate points out that she was born the year MTV launched, which should have been some indication that she was a little too rock 'n' roll for the finance-career path she started down. Luckily, she gave that up to join MEC. And when MEC tapped her to aid in the transition of the AT&T account this year, the new client responded by singing her praises.

I start each day by hitting the snooze button at least twice, followed by drinking a small ocean of coffee.

I've always wanted to be more artistic. Media's my way of being creative. However, my real childhood dream was to become the first professional hockey player/ballerina. This dream has yet to be realized...

My big break came when MEC Interaction took a chance on a girl who wore a suit every day in finance (including to the interview) and gave her a job as a media analyst.

The acronym that scares me the most is RIP.

Nobody knows that I am answering these questions instead of working.

The thing that will change online the most this year is video will become less about the repurposed 30-second spot and more about original content, product integration and online-only creative. Hand in hand with this development, engagement metrics will become more important as primary measures of success.

My hidden talent is falling asleep extremely easily, just about anywhere. I may be a closet narcoleptic.

My iTunes says the song I most frequently play is Ryan Adams' cover of "Wonderwall." You were hoping for Miley Cyrus, right? She's catchy.

Lindsay Lichtenberg
Interactive Supervisor, MindShare Interaction
Hailing From: Elgin, IL (or, as she says, "ELGIN!")
Born: 1982

Lindsay started at MindShare with a foundation in traditional communications planning, but has become a hybrid online and offline planner. Her talent for cross-media planning makes her invaluable to clients, and her willingness to be team social chair makes her invaluable to co-workers. Also, we hear she's a karaoke superstar who can out-belt Meatloaf.

I start each day enjoying Lin's Bin on XRT. (Yes, I still listen to the radio.)

I've always wanted to learn to play the banjo - which I really hope doesn't require looking like that kid from Deliverance.

The Web site I visit most often is Facebook, for sure. How can one resist those clever status updates?

The acronym that scares me the most is N.I.M.J.D.: Not in My Job Description.

I never waste time at work, but if I did I'd probably be playing Scrabulous and losing miserably. Blast my limited vocabulary!!!

The best thing about Grand Theft Auto 4 is it keeps the nerds out of the bars.

The online trend that makes me gag is widgets. I'm just over it.

The thing that will change online the most this year is more money will shift into the space - which will enable me to have more than one line on the flowchart titled "Online."

My iTunes says the song I most frequently play is "Paradise by the Dashboard Light" by Meatloaf.

Amelia Milo
Digital Media Supervisor, Universal McCann
Hailing From: Palo Alto, CA
Born: 1982

When her nomination came into OMMA HQ, Amelia was with AKQA, but by the time we narrowed down our selections to a short list, Universal McCann had snapped her up. Her planning and strategizing for mobile for Visa and other clients at AKQA got our attention, and now we look forward to seeing what she'll do with the Sony Pictures account at McCann.

I start each day by wanting to sleep longer.

I've always wanted to be taller.

The Web site I visit most often is perezhilton.com.

The line between media planning and creative is party invites.

The acronym that scares me the most is CTR - and the fact that so many people base so much on that number alone.

I never waste time at work, but if I did I'd be reading perezhilton.com.

Nobody knows that I taught myself to knit from an online article.

My hidden talent is putting on mascara while driving stick on the freeway.

The online trend that makes me gag is full-page skins that are obviously not customized.

My iTunes says the song I most frequently play is "Love in My Pocket" by VHS or Beta.

Robert Salomone
Digital Manager, MediaVest
Hailing From: St. Paul, MN (among others)
Born: 1980

Please don't LOL around Robert - homeboy hates that acronym. But you know who's LOL-ing all the way to the bank? Procter & Gamble, the MediaVest client that's got Robert leading its digital campaigns. He attracted more than 1 million women to an online community for Prilosec OTC; spearheaded a user-generated video contest on YouTube for Pepto-Bismol; and got Gillette to join as a launch partner for Joost. Not too shabby for only two years on the job.

If I were a superhero my superpower would be the ability to breathe under water.

I start each day watching SportsCenter.

I've always wanted to cage-dive with a great white shark.

I am most proud of completing four consecutive NYC marathons.

The acronym that scares me the most is LOL. Well, that's more annoying than scary.

I never waste time at work, but if I did I'd be on Flickr.

Nobody knows that I actually found myself missing the office at times during a weeklong trip to Australia.

The best thing about Grand Theft Auto 4 is trying to find my apartment building.

My hidden talent will remain hidden.

The online trend that makes me gag is that everyone's got a widget to sell.

The thing that will change online the most this year is targeting will become more sophisticated.

My iTunes says the song I most frequently play is "Battle-Axe" by Deftones.

Laura Valentino
Associate Director, Spark Communications
Hailing From: Atlanta, GA
Born: 1981

This homegrown Spark talent joined the agency, then known as StarLink, right out of Notre Dame. Since then she's combined her strengths in video, search and strategy on successful campaigns, such as expandable video ads for Project Runway and guerrilla search for the Sci Fi Channel's Eureka. Oh, and while she was at it, she completed two Chicago marathons, raising money for Best Buddies Illinois.

I start each day running late.

I've always wanted to open a flower shop in France. I know it sounds like the start to a romantic comedy staring Meg Ryan, but trust that my vision is much more authentic.

The Web site I visit most often is Wikipedia. I tend to ask a lot of questions, and Wikipedia, amazingly, always has the right answers.

The line between media planning and creative is marked in pencil and usually erased. Since one can't thrive without the other, this works for me.

My big break came when I won a Halloween costume contest back in the '80s, but the talent agents haven't called yet.

I never waste time at work, but if I did I'd update my Netflix queue.

Nobody knows that I danced pre-professionally with the Atlanta Ballet.

My hidden talent is picking out a great bottle of wine based largely upon the label alone.

The online trend that makes me gag is the overuse of emoticons :)

Rohit Thawani
Digital Media Associate, Starcom MediaVest
Hailing From: Toms River, NJ via Kano, Nigeria
Born: 1981

A man with mobile in his sights, Rohit works the digital space for one of the most valuable brands out there. As a founding member of SMV's Strategic Properties team, he's brought Coca-Cola to the cross-media tie-ins with American Idol, NCAA, Nascar and the Olympics. In his spare time, he grew a mustache for charity. Yeah, that's right. As founder of "MANuary," he stopped shaving (55 days straight) and used Facebook and MySpace to raise money for the Prostate Cancer Foundation.

I've always wanted to time travel.

The line between media planning and creative is nonexistent if you understand how to negotiate with your publisher and your target audience.

The acronym that scares me the most is ASAP.

My big break came when my friend Matt went to a Rangers game with his friend, then went to party at his friend's place afterward, and woke up the friend's girlfriend to come hang out. She was working in media, Matt knew I wanted to work in media, he told her about me, and the rest is history.

I never waste time at work, but if I did I'd pick up Final Cut Pro again and start editing some video.

Nobody knows that I have full-blown conversations with my pet turtle, Pete the Turtle.

The best thing about Grand Theft Auto 4 is my cab rides home are much cheaper.

My iTunes says the song I most frequently play is Noah and the Whale's "Rocks and Daggers." Watch out for these Brits, and the haunting voice in the background (Laura Marling).