Power Players 2007: 6 - 10

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INDEX | 1 - 5 | 6 - 10 | 11 - 15 | 16 - 20 | 21 - 25 | 26 - 30
6 SUSAN
EDWARDS
VP-MARKETING SERVICES
GLAXOSMITHKLINE
AD BUDGET:
$2.44 BILLION
AGENCIES INLCUDE:
  • Havas' Arnold Worldwide and Euro RSCG Worldwide, N.Y.
  • Interpublic's DraftFCB and McCann HumanCare, N.Y.
  • Omnicom's BBDO, N.Y.
  • WPP's CommonHealth, Parsippany, N.J.
  • POWER PLAY:
    Talk about a marketing success. GlaxoSmithKline paid $100 million to Roche for the rights to turn prescription Xenical into over-the-counter Alli, the first FDA-approved OTC weight-loss product. Where Xenical failed, Alli has thrived. When GSK reported second-quarter earnings, it said U.S. sales of Alli were a whopping $155 million since its June launch. Analysts predict Alli sales could approach $500 million for the year. GSK's total OTC sales were up 29% vs. the same quarter a year ago. GSK also has five prescription medications among the top 30 in sales.
    DOWNSIDE:
    At some point, GSK will have to decide whether to cut ties with diabetes drug Avandia, much as Merck & Co. did with Vioxx. The marketing challenge Susan Edwards faces with Avandia seems increasingly insurmountable. The New England Journal of Medicine released a report this year that found Avandia posed an increased heart-related risk. The Financial Times reported in September that Avandia, which in 2006 was the market leader, had fallen in sales behind Takeda's Actos this year.
    7 BRIAN
    PERKINS
    VP-CORPORATE AFFAIRS
    JOHNSON & JOHNSON
    AD BUDGET:
    $2.29 BILLION
    AGENCIES INLCUDE:
  • Interpublic's Alchemy, Deutsch, DraftFCB, Lowe, McCann Erickson, R/GA and Universal McCann, N.Y.
  • Omnicom's DDB Worldwide, N.Y. and Chicago; Atmosphere BBDO and OMD, N.Y.
  • WPP's JWT, N.Y.
  • Mother, N.Y.
  • Taxi, N.Y.
  • POWER PLAY:
    The corporate-marketing group Brian Perkins, 52, oversees completed a global media review that divided the account among three types of agencies. J&J also revamped its creative roster as it brought in Pfizer consumer brands, giving WPP and its JWT a permanent seat at the table, widening the role of creative boutique Mother, and adding Taxi. J&J shifted to nontraditional media fairly dramatically.
    DOWNSIDE:
    A slew of federal investigations into the marketing and sales practices of J&J's pharma brands, along with the impending loss of patent protection for $4 billion-plus Risperdal and others, have the company reeling. Splenda settled a false-advertising lawsuit and has had to pull back its "made from sugar" yarn as it also faces private-label competition. J&J sued the American Red Cross for trademark infringement -- that could've gone better. And growth of some acquired Pfizer brands has been sluggish.
    8 SIMON
    CLIFT
    CHIEF MARKETING OFFICER AND PRESIDENT-GLOBAL PERSONAL-CARE BRAND DEVELOPMENT
    UNILEVER
    AD BUDGET:
    $2.10 BILLION
    AGENCIES INLCUDE:
  • Interpublic's Campbell Mithun, Minneapolis; Dailey & Associates, L.A.; Lowe and McCann Erickson, N.Y.
  • Omnicom's DDB, N.Y.
  • Publicis' Bartle Bogle Hegarty, N.Y.
  • WPP's JWT, Ogilvy & Mather and MindShare Worldwide, N.Y.
  • POWER PLAY:
    Who would've thought a package-goods company would become the most creatively honored marketer in the world? Yet that's what Unilever has done, capping a remarkable decade-long transformation largely started when Simon Clift bucked tradition and risked his career by putting the small, unproven shop Bartle Bogle Hegarty on the global Axe/Lynx brand. That ultimately helped propel Mr. Clift, 47, into Unilever's first CMO posting, where he has helped get the marketer's giant global agencies Ogilvy & Mather, Lowe and JWT to produce award-winning work. Unilever has shown promising business results, surprising investors with better-than-expected 5%-plus organic sales growth in the first half.
    DOWNSIDE:
    Unilever is still far from fixed as it nears the ninth year of a restructuring. It has had to divert successful managers from the personal-care business to shore up a food business it might have been better off selling.
    9 JIM
    LENTZ
    EXEC VP
    TOYOTA MOTOR SALES USA
    AD BUDGET:
    $2.0 BILLION
    AGENCIES INLCUDE:
  • Dentsu's Dentsu America, N.Y.
  • Publicis' Saatchi & Saatchi and Conill, Torrance, Calif.; Team One, El Segundo, Calif.; Zenith Media USA, N.Y.
  • Publicis-backed Burrell Communications Group, Chicago
  • Attik, San Francisco
  • POWER PLAY:
    Jim Lentz, 51, initially got recognized in the ad world as the first head of Scion; now he oversees sales, marketing and distribution for Toyota, Scion and Lexus products in the U.S. He recently pushed Toyota deeper into Nascar Nation, signing the first-tier Joe Gibbs Racing team, which will dump GM's Chevrolet after 16 years together. It's a smart strategy, with experts estimating Toyota is already spending nearly $200 million this season for its multitier Nascar participation. While Toyota will provide engines for the Camrys driven by the Gibbs squad, it's all about building credibility among the legions of racing fans for Toyota's beefier Tundra pickup.
    DOWNSIDE:
    Expect a learning curve and possible advertising-strategy shifts from Mr. Lentz's two new marketing VPs, who have little vehicle-brand experience: Randy Pflughaupt at Toyota, who had been VP-distribution operations, and David Nordstrom at Lexus, who moved from VP-product and marketing at Toyota Financial Services.
    10 LAURENT
    ATTAL
    PRESIDENT-CEO
    L'ORÉAL USA
    AD BUDGET:
    $1.46 BILLION
    AGENCIES INLCUDE:
  • Havas' Euro RSCG, N.Y.
  • Interpublic's Gotham, ID Media, McCann Erickson, R/GA, Initiative and Universal McCann, N.Y.
  • Omnicom's Roberts & Tarlow, N.Y.
  • Publicis' Publicis and Optimedia International U.S., N.Y.
  • Avenue A/ Razorfish, N.Y.
  • POWER PLAY:
    It looked for a moment like L'Oréal might be slipping, what with its sales growth disappointing investors and consolidating U.S. department stores hurting prestige sales in 2005 and '06. But it's never wise to count out L'Oréal, as it's been back to its usual ways of beating up on the competition globally and, most of the time, in the U.S. under Laurent Attal, 49. With the launch of Garnier skin care in the U.S., the company has started seriously challenging Procter & Gamble Co.'s Olay juggernaut in mass skin care.
    DOWNSIDE:
    While L'Oréal is always good, someone else is often better. Revlon is taking share in hair color; now P&G's seemingly moribund Clairol threatens to stage a comeback. Upstarts such as Physicians Formula and Bare Escentuals have gotten a jump in cosmetics. Looming is 29% owner Nestlé, which could take full control in the years ahead should it decide L'Oréal is worth it. Can L'Oréal forever give the notion of ad creativity its usual Gallic shrug?
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