WHO THEY ARE: PASS, an independent partnership between Peter Arnell, president-CEO of Omnicom Group-owned Arnell Group, and Steve Stoute, head of black music at Universal Music Group's Interscope Records; L3, New York (Asian); Cultura, Dallas (Hispanic); Osmosis Media Lab, New York (gay and lesbian)
BEST-KNOWN FOR: Mr. Arnell launched DKNY, created sexy ads for Samsung, and works for Reebok, Masterfoods' M&M/Mars and Martha Stewart Living Omnimedia.
CHRYSLER CONNECTION: PASS created a Dodge promotion featuring Aerosmith that led to Chrysler's sponsorship of the band's tour.
CHANCES: Tipped to win. Entertainment connections, street cred and Arnell's client charisma may be unbeatable.