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
* Digitas' Modem Media, Norwalk, Conn.
* Interpublic's R/GA, N.Y.
* WPP's Ogilvy & Mather, OgilvyInteractive Worldwide, OgilvyOne and MindShare, N.Y.