12. Jim Farley

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AD BUDGET: $1.32 billion

AGENCIES INCLUDE: Publicis's Conill and Saatchi & Saatchi, Torrance, Calif.; Zenith Media, N.Y. Publicis-backed Burrell Communications, Chicago.

POWER PLAY: Jim Farley was promoted to his current post in April from corporate manager of Toyota's Scion sub-brand. Although the Toyota marque has increased incentives this year, they lagged Detroit's, and Toyota's vehicle sales are up in 2005. Skyrocketing gas prices have created more interest in the already-hot-selling Prius hybrid, which bodes well for an upcoming hybrid Camry.

DOWNSIDE: Several unknowns. Mr. Farley, 44, must keep Toyota's momentum going. Will he help Toyota improve its branded entertainment efforts, tarnished by its estimated $16 million deal with Mark Burnett Productions for NBC's low-rated "The Contender"? Does Mr. Farley plan Scion-like guerrilla-like marketing for Toyota?

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