The San Francisco Examiner from San Francisco, California • 11

Monday, December 24, 2007 11 examiner.com SF BUSINESS MONDAY MEDIA MARKETING PROFILE Tom Chavez: Adapting to changing times ''7Ti: 3 0 "Harry Potter and the Order of the Phoenix" was the week's top seller. Courtesy photo America's top 10 BEST-SELLING BOOKS FOR THE WEEK ENDED DEC. 21 FICTION Title Author 1 is for Trespass Sue Grafton 2 Double Cross James Patterson 3 Thousand Splendid Suns Hosseini 4 For pne More Day Mitch Albom 5 Darkest Evening of the Year Koontz 6 World Without End Ken Follett 7 Playing for Pizza John Grisham) 8 Stone Cold David Baldacci 9 The Choice Nicholas Sparks 10 Home to Holly Springs Jan Karon NONACTION Title Author 1 I Am America Stephen Colbert 2 Dangerous Book for Boys Iggulden 3 You: Staying Roizen, Oz 4 Daring Book for Girls Buchanan 5 Voices of the Brokaw 6 Deceptively Delicious Seinfeld 7 Jim Cramer's Stay Mad Cramer 8 The Secret Rhonda Byrne 9 Become a Better You: Joel Osteen 10 Born Standing Up: Steve Martin BOX OFFICE DEC 21-23, IN MILLIONS (ESTIMATED) Title Total 1 National Treasure $45.5 2 I Am Legend $34.2 3 Alvin and the Chipmunks $29.0 4 Charlie Wilson's War $9.6 5 Sweeney Todd $9.3 6 P.S.I Love You $6.5 7 Enchanted $4.1 8 Walk Hard $4.1 9 The Golden Compass $4.0 10 Juno $3.4 MOVIE SALES FOR THE WEEK ENDED DEC. 16 Title Price 1 Harry Potter: Phoenix $28.98 2 The Bourne Ultimatum 29.98 3 High School Musical 2 29.99 4 Pirates of the Caribbean 29.99 5 Shrek the Third 29.99 6 Superbad 28.95 7 Ratatouille 29.99 8 The Jason Bourne Collection 49.98 9 Transformers 29.99 10 Hairspray 28.98 DVD RENTALS FOR THE WEEK ENDED DEC. 16 SHOP TALK ElfYourself campaign back for holidays EVB and Toy New York's online advertising campaign for OfficeMax, which gen erated more than 36 million visits last year and more than 600 years of total viewing time, has been revived for this holiday season.

This year the campaign allows consumers to add more dancing elves, up to four at a time, and also includes a new site for the less cheerful called "Scrooge Yourself" at www.ScroogeYourself.com. Interactive Wachovia ads take over BART station An interactive ad campaign for Wachovia Bank is on view in the Embarcadero BART station through Jan. 6. The campaign by Reactrix allows viewers to interact by gesturing over the Wachovia logo, causing clouds to part, water to ripple and bringing the logo to life. Agency donates books in Green Apple partnership San Francisco-based Seidel Advertising has partnered with Green Apple Books and Chronicle Books to donate books to all third-grade students in the San Francisco Unified School District.

The program, known as "Give a Kid Some Credit" gives each third-grade student a $10 credit toward a book at Green Apple. Seidel Advertising came up with the program for Green Apple, which has been a pro-bono client since 2005. Amobee selects Winstar to sell mobile advertising San Francisco-based Amobee Media Systems has selected Winstar" Interactive Media, a division of Interep, to sell mobile advertising. PEOPLE CNET Networks Inc. (CNET) hired Dave Morris as senior VP of network sales.

He was president and publisher of Entertainment Weekly and EW.com for Time Inc. (TWX) On-demand e-mail and marketing firm Responsys appointed Antonio Casacuberta as chief technology officer. He was CTO of Infospace. Marketing firm Carat appointed Grant McDougall as executive vice president, group account director, based in San Francisco. He was managing director of the London office of Modem MediaDigitas.

KPIX hired Maria Pomelta as digital advertising account executive. She was senior sales executive for The Praetorian Group in San Francisco. Engage PR has named Jeannette Bitz a partner in the company. She has been account lead on a number of high-profile campaigns during her 11 years with the firm. Send news of your agency to: business aexaminer.com NEW CAMPAIGN EACH WEEK, THE EXAMINER SHOWCASES AN ADVERTISING Avenue A I Razorfish for I5y Lars Russell Special to The Examiner Some technology CEOs enjoy hopping from company to company, founding a startup, selling dear, then taking on the next challenge.

Tom Chavez, founder and CEO of Rapt which provides advisory services and technology to optimize publishers' advertising revenues, is just 39 years old but says he has gone through all of those stages while staying with Rapt, his first company. "Rapt has had a couple of branch points along the way," Chavez said. "So from a certain perspective we -really are two or three different companies already." Chavez founded Rapt in 1999 with a certain package of tools for helping clients manage ads, but then the industry went through a difficult period and forced the company to change. "After the dot-com bust we found a realization that media and advertising would rise again," Chavez si.id. Chavez and the math minds at Rapt developed an analytical software, a "sophisticated algorithmic intelligence," to help publishers with Web traffic better manage their ads and make more money from the Web.

Rapt's team of Web architects, decision optimization experts and statisticians apply their resources to understand patterns of usage and activity to figure out how much advertisers are willing to pay and even how much advertising is available to sell. "As consumers we all sort of sit inside our Web browsers and use the 'net and it doesn't seem that complicated to us," Chavez said. "But if you reverse the reference and think of the media company serving millions of users at once, there are billions of ad events creating trickling complexity for media companies to manage." This year already, Rapt gained contracts to maximize Web advertising for The New York Times Co. and Fox News, among others. Before starting Rapt, Chavez worked at Sun Microsystems for 3 years and then at the technology think tank Rockwell, while finishing a graduate degree in engineering at Stanford.

The next challenge, Chavez said, is to create an "on-demand" version of Rapt's product accessible through the Internet, which he said would be more affordable for small companies who can't afford to buy the technology from Rapt. Chavez is one of five siblings who all went to Harvard, a distinction all the more special because Chavez's parents were children of pxr Mexican immigrants. But Chavez dismissoshis background asanypro pcllant or obstacle to his success. RADIO AIRPLAY FOR THE WEEK ENDED DEC. 21 Artist, Title 1 Alicia Keys, No One 2 Flo Rida, Low 3 Timbaland, Apologize 4 Chris Brown, Kiss Kiss 5 Fergie, Clumsy 6 Colbie Caillat, Bubbly 7 Finger Eleven, Paralyzer 8 Jordin Sparks, Tattoo 9 Rihanna, Hate That I Love 10 Kanye West, Good Life RADIO AIRPLAY FOR THE WEEK ENDED DEC.

21 Artist, Title Last Week 1 Josh Groban, Noel 1 2 Alicia Keys, As I Am 3 3 Eagles, Long Road Out of Eden 2 4 Various Artists, NOW 26 4 5 Miley Cyrus, Hannah Montana 2 7 6 Soundtrack, High School Musical 6 7 Carrie Underwood, Carnival Ride 9 8 Garth Brooks, The Ultimate Hits 5 9 Taylor Swift, Taylor Swift 12 10 Blake Lewis, Audio Day Dream New irl bvfl 1... JL with Breville's kitchen appliances in an entirely new way. Trie theme: Concept-to-Counter The concept: Breville designs and builds remarkable products that one needs to use to truly appreciate. We developed a three-step creative strategy for bringing the products to life. The first step walks users through the design and engineering process, explaining the thought behind each design innovation as well as calling out key features.

Second, through interactive, live-action video, we simulate actual product usage scenarios. And last, we create an interactive kitchen counter top where users can place multiple products side-by-side, to scale, in a kitchen of -their own design. Last Week 1 3 2 4 5 6 18 i 10 You 7 I 9 i i Title (Weeks Out) Last Week 1 The Bourne Ultimatum (1) New 2 Superbad (2) 1 3 Harry Potter: Phoenix (1) New 4 Pirates Of The Caribbean (2) 2 5 Live Free Or Die Hard (4) 3 6 Chuck and Larry (6) 4 7 Santa Clause 3: The Escape (4) 5 8 Ocean's Thirteen (5) 6 9 The Nanny Diaries (2) 8 10 Shrek The Third (5) 7 APFJIoomberg CAMPAIGN BY A LOCAL COMPANY Breville CHRISTOPHER FOLLETT Age: 40 Position: Executive creative director Educationbackground: Bachelor's degree in graphic design from Parson School of Design, New York; prior to Avenue A Razorfish, Christopher was the head of creative services of Divine in Chicago. What drove your development of the concept? We have been living with the Breville products for more then a year now and wanted to create an environment that told their entire story, from design and usage to the way they looked in our kitchen. Working on next A new online behavior called "watch-and-do." ISf 1-4 tJ I JLj.

Client: Breville Job: "Concept to Kitchen" interactive shopping experience Agency: Avenue A Razorfish, San Francisco Principals: Colin Kinsella, Christian Juhl, RJ Hilgers, Christopher Follett, Pradeep Ananthapadmanabhan and Garrick Schmitt Other clients: Williams Sonoma, Visa, Toshiba, Fox, Yahoo, Ancestry.com, Washington Mutual Creative team: Christopher Follett, James Stolich, Alex Hoye, Parker Paul, Patrick Wood, Shane Elliot, Eric Campdoras, Craig Prehn, Kate McCagg, Lusha Morgan, Juan Leguizamon, Vikas Sharma, Steve Lammers, Jack Meeks The plan: Create an immersive experience allowing users to interact 4.