He was up against McDonald's senior marketing manager for Happy Meals, Jo Webster, and pan-European director of promotions for Twentieth Century Fox, Ian Morton, for the top spot.
This year the panel had new criteria to consider and focused on the use of licensable properties in promotions rather than merchandising. As a result Ian Downes, founder of Start Licensing, dropped to 20th place having been number one last year.
Eller oversaw fewer promotions than some of the other studios but campaigns around Spiderman and especially James Bond made him top choice.
- See Licensing Leaders: The Top 20
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