POWER PLAY: William Lauder has laid out plans to increase customized marketing programs, among them new text-messaging efforts for Clinique. Internet sales and marketing activity continue to expand. Ties with designer Tom Ford helped add style to the staid Estee Lauder brand this year. The 46-year-old Mr. Lauder is also capitalizing on the growing number of boomers trying not to look their age, with such products as Estee Lauder Resilience Lift Extreme Firming Creme.
DOWNSIDE: The consolidation of the department-store channel has been brutal, with the Federated/May merger cutting out at least 75 stores. Estee Lauder's huge business in duty-free shops may be affected significantly by the shift in airport security rules.
AD BUDGET: $1.09 billion
* WPP's JWT
* Lloyd & Co., N.Y.