In an age when many marketers and ad agencies are eyeing digital media as a way to connect with consumers and boost revenues, Carat president Scott Sorokin can be quiet on the subject. It may come as a surprise considering the digital prowess at his agency, where the menu includes CRM, mobile, media planning and buying as well as creative.

Few digital shops are as closely associated with a single client as Universal McCann's Los Angeles arm is with Sony Pictures. The theatrical group, the home-entertainment group, the TV group and more - UM handles All Things Sony Pictures in the digital space.

How ironic that competitive cycling is one of the driving passions of the man who plans much of General Motors' media buying. But Curt Hecht, executive vice president and chief digital officer of Starcom MediaVest Group and GM Planworks says bike skills come in handy when steering the U.S. auto industry through a challenging media and sales environment.

The notorious Toyota Scion - ugly outcast or gorgeous rebel? - may seem miles apart from the automaker's iconic luxury car, Lexus, but they do have one important thing in common: Each markets to a highly specific audience, almost to the point of alienating everyone else.

"Doritos" means "little bits of gold," and Frito-Lay hopes it's struck a vein with a new multi-year campaign that will stem a slide by allowing brand enthusiasts to help promote one of the country's most popular chips. Rather than having executives react to consumers' choices after the fact, the snack food giant is giving the end user direct influence.

When Carol Kruse took her first job at Clorox, the move didn't seem to position her for a career in digital marketing. But geography - specifically, Clorox's headquarters in Oakland, Calif. - trumped other considerations. Living so close to Silicon Valley brought Kruse in contact with the Internet in the early 1990s, just as the space was heating up.

For over a decade, Dorian Sweet has been at the very edge of next-gen site design and brand-building online, yet he is very much a student of history and his own past media experiences. "I have been programmed for advertising from an early age," says Tribal ddb's executive creative director. "I have been remembering jingles and tag lines since I was four."

Don't call the Sydney-born Law a dabbler. Rather, view him as one of the leaders of a new generation of interactive execs, a generation which views facility with multiple disciplines as a huge benefit, rather than a mere bonus.

He found his place in T3, an ad agency, marketing consultancy, and idea shop based in Austin, Texas. Since his arrival, the company has rocketed from fewer than 50 employees to nearly 250, with offices on both coasts and a client roster that includes Chase, The Wall Street Journal and UPS. But all of these accomplishments haven't gone to his head.