The CMOs of the Year

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Judges for the first "CMO of the Year" award, presented at the Sept. 1 "Global Marketing Summit" organized by Advertising Age and German trade magazine Horizont in Frankfurt, Germany, couldn't settle on just one. So they picked three winners-for leadership in retail, branding and services. Booz Allen Hamilton sponsored the award.

Steve Sharp

Who is he? The 56-year-old executive director of marketing, Marks & Spencer

Budget: $114 million

Background: Joined ailing M&S in 2004 after nearly 30 years in U.K. retail marketing

Why he won (Retail): His brand campaign "Your M&S" reinvented the business and helped defeat a hostile-takeover bid. Since 2004 the share price has nearly doubled. Mr. Sharp's marketing strategy influenced the whole company's agenda to redefine innovation at a staid retailer. Inspired by Mr. Sharp, M&S overhauled fashion, refurbished stores, improved customer service and introduced new packaging. The number of customers visiting M&S shops increased by nearly 350,000 a week to 15 million.

Erich Stamminger

Who is he? The 49-year-old president-CEO, Adidas brand, and executive board member, Adidas Group

Budget: $280 million

Background: Started moving up Adidas' marketing ranks in 1983; took on global marketing in 2000

Why he won (Branding): He is a key architect of Adidas' growth and success. Mr. Stamminger used the famous three-stripes logo to redefine the brand across the globe and introduce the "Impossible is nothing" tagline. He differentiated the brand

from the competition and led innovation at the company, establishing three clear product areas: sports performance, heritage and style.

David Magliano

Who is he? The 43-year-old marketing director, London's 2012 Olympic Games bid.

Budget: Raised $57 million in sponsorship

Background: Former ad-agency executive who launched British Airways' low-cost carrier, Go, in 1998

Why he won (Services): In 18 months Mr. Magliano built a clear brand image for London's bid and won over a skeptical public. By creating ambient, online and print campaigns, staging events, and introducing the omnipresent "Back the Bid" logo, he mobilized the support of the U.K. public, businesses and the International Olympic Committee. At the final presentation in Singapore in July 2005, his disruptive, youth-focused approach clinched London's victory.
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