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28: Kerri Martin

Director-brand innovation, Volkswagen of America

Published on .

POWER PLAY: Kerri Martin, 36, generated lots of buzz and added sales for VW, a brand that had lost its quirky hipness. She ordered two separate edgy sites for the GTI launch-one with a mysterious "Fast" character. The other, with sexy Helga, collected the top cyber award at Cannes. Jarring "Safety happens" Jetta crash spots spurred criticism and much free publicity. Ms. Martin decided the Golf model should be the Rabbit in the U.S.

DOWNSIDE: Ms. Martin has yet to fashion an overall positioning for the VW brand. Her challenge will be to keep the momentum going.

AD BUDGET: $445.9 million


* MDC's Crispin Porter & Bogusky, Miami

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