Who: Lisa Baird What: VP-worldwide integrated marketing communications Where: IBM Corp., Armonk, N.Y. Why: Baird oversaw the continuation of IBM’s "On Demand" campaign, showing how IBM meets the needs of an on-demand world. She also rolled out a new campaign for "The Other IBM," IBM Business Consulting.
Who: Larry Bloomenkranz What: VP-global brand management and advertising Where: United Parcel Service, Atlanta Why: Bloomenkranz launched a new campaign for UPS in February called "Deliver More," designed to demonstrate the expanded capabilities beyond package delivery that UPS is bringing to the global marketplace. He also continued the "What Can Brown Do for You?" campaign in 2004 with new executions.
Who: Marie Chinnici What: First VP-marketing and communications, global markets and investment banking Where: Merrill Lynch & Co., New York Why: Chinnici oversaw the launch of the investment group’s first advertising in six years and helped develop a new strategic marketing program.
Who: Beth Comstock What: CMO, corporate VP-marketing Where: General Electric Co., Fairfield, Conn. Why: Comstock continued the "Imagination" campaign with new executions and launched the "Ecomagination" campaign to promote GE’s environ-mentally friendly approach.
Who: Jay Fiore What: Senior manager, marketing Where: EBay Business, San Jose, Calif. Why: Fiore expanded eBay Business into new verticals, including business sellers, and achieved a 30% increase in brand awareness.
Who: Catherine Foucher What: VP-brand strategy and marketing Where: American Express OPEN, New York Why: Foucher oversaw the American Express OPEN: The Small Business Network campaign, profiling small-business owners. New executions included sponsoring the Bravo reality series "Blow Out" and developing a Web site community of small-business owners.
Who: Michael George What: VP-CMO Where: Dell Inc., Round Rock, Texas Why: George oversaw the launch of two major marketing campaigns, for enterprise and consumers, and expanded products and services.
Who: Karen Jones What: VP-advertising, brand and promotions Where: DHL Express USA, Plantation, Fla. Why: Jones launched a major rebranding campaign for DHL in 2004, taking on competitors FedEx and UPS; rolled out a new campaign in 2005 for DHL Import Express (see profile, p. 24).
Who: Susanne Lyons What: Exec VP-CMO Where: Visa USA, San Francisco Why: Lyons was named CMO at Visa in 2004 and oversaw the launch of a b-to-b campaign and a campaign targeting small businesses.
Who: Mich Matthews What: Senior VP-corporate marketing group Where: Microsoft Corp., Redmond, Wash. Why: Matthews spearheaded the reorganization of Microsoft’s marketing department to create a more integrated organization.
Who: Pam Pollace What: VP-director corporate marketing Where: Intel, Santa Clara, Calif. Why: Pollace continued the Centrino campaign for Intel mobile technology.
Who: James Richardson What: Senior VP-CMO Where: Cisco Systems, San Jose, Calif. Why: Richardson led Cisco’s marketing and advertising efforts, including the development of a "marketing dashboard" that received a Best Practices Award from IDC. The award recognized companies that have developed a culture of marketing measure-ment within their organizations.
Who: Laurie Tucker What: Senior VP-global marketing Where: FedEx Corp., Memphis, Tenn. Why: Tucker launched an integrated campaign following the acquisition of Kinko’s to promote the one-stop resources offered by FedEx Kinko’s Office and Print Centers.
Who: Tony Ueber What: VP-marketing strategy Where: Office Depot, Delray Beach, Fla. Why: Ueber launched several integrated campaigns aimed at the small business market, including the Small Business Month campaign, an office makeover contest and a Trump promotion.
Who: Charles Young What: Senior VP-corporate marketing and communications Where: Tyco International, New York Why: Under Young’s direction, Tyco launched the "Vital" rebranding campaign, aimed at reviving the troubled company’s image.