29: J. Bruce Harreld

Senior VP-marketing and strategy, IBM Corp.

Published on .

POWER PLAY: When longtime IBM marketing guru Abby Kohnstamm left Big Blue last fall, she was replaced not by an outside marketing wunderkind but rather by a top strategy and management thinker from inside. The first marketing effort under J. Bruce Harreld's watch, "Innovation that matters," began in March and builds on IBM's "on-demand business" push.

DOWNSIDE: While marketing hasn't yet been pushed into the backseat, it also may not be the prime priority of the management-strategy-minded Mr. Harreld. Whether that is good or bad remains to be seen, because while a marketing de-emphasis can defray immediate costs, adding back to the bottom line, long-term brand negligence can be even costlier in terms of customer preference.

AD BUDGET: $606.3 million

AGENCIES INCLUDE:

* Digitas' Modem Media, Norwalk, Conn.

* Interpublic's R/GA, N.Y.

* WPP's Ogilvy & Mather, OgilvyInteractive Worldwide, OgilvyOne and MindShare, N.Y.
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