Reposition: Shannon Sweeny

Happily, gone are the days when cutting-edge brand integration was demonstrated by the giant Cokes that sat on the desk in front of the American Idol judges. (Like Simon Cowell needed that much sugar.) Clients have become more savvy about their in-show positioning, which makes Shannon Sweeny's new job as vp of integrated marketing at FremantleMedia that much easier. 'Nobody is looking to just be part of a television show anymore,' she observes. 'They are looking to use their participation as a platform for marketing and communicating with their customers.