30: Russ Klein

Exec VP-chief marketing officer, Burger King Corp.

Published on .

POWER PLAY: Only Starbucks has come close to doing as much with so little as Russ Klein, 48, and Burger King, which cleverly used viral media, well-placed and well-executed media buys, and breakthrough creative. Burger King has stuck with its controversial Super Fan marketing program despite franchisee skepticism. Cachet among young adults has improved.

DOWNSIDE: Burger King needs to articulate better how the Super Fan strategy relates to moms and kids, especially considering BK's rebellious positioning. Despite all that creativity, it's hard to overcome the reality that BK spent a mere $268.8 million in measured media in 2005, more than $100 million less than Wendy's and a little more than one-third of McDonald's media budget. In that environment, pushing the envelope remains key.

AD BUDGET: $463.5 million


* Interpublic's Campbell Mithun, Minneapolis

* MDC's Crispin Porter & Bogusky, Miami

* Publicis' Bromley, San Antonio

* WPP's UniWorld, Miami; VML, Kansas City, Mo.; MindShare, N.Y.
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