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5: Martin Collins

Executive director-marketing, Ford, Lincoln, Mercury in N.A., Ford Motor Co.

Published on .

POWER PLAY: Martin Collins, 43, oversees Ford Division's "Bold moves" blitz. Hoping to counterbalance negative news stories, it includes an online, episodic documentary with short films arriving weekly showing the good, bad and ugly about U.S. turnaround efforts. Mr. Collins took advantage of Ford's sponsorship of "American Idol" by featuring popular winners Kelly Clarkson and Taylor Hicks in TV spots.

DOWNSIDE: The 21-year Ford Motor Co. veteran was tapped for the newly consolidated marketing post in January, so it's too early to rate whether the strategy is working. Lincoln is struggling mightily with lack of competitive models, and Mercury still has look-alike Ford models. He will work through both internal and external changes, including staff consolidations plus agency shared services for the three brands.

AD BUDGET: $2.40 billion

AGENCIES INCLUDE:

* WPP's JWT, Ogilvy & Mather, UniWorld Group and Ford Motor Media, Detroit; Y&R Advertising, Irvine, Calif., and Dearborn, Mich.; Wunderman Detroit, Dearborn, Mich.; Mediaedge:cia, Detroit

* Publicis' PanCom International, L.A.

* Zubi Advertising Services, Coral Gables, Fla.
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