POWER PLAY: Under Ms. Crawford, Nestle recently developed new minimum performance requirements for trade promotions that its retail partners must meet to get paid. To likewise drive efficiencies, Nestle is in the midst of a review for its $1.5 billion global media account. Nestle has started using consumers who call its toll-free numbers for market research that has already influenced packaging and advertising changes.
DOWNSIDE: Nestle is battling to play in healthier foods. Earlier this year, Ms. Crawford, 43, shifted its $46 million Stouffer's "Red Box" frozen meals business to J. Walter Thompson USA, Chicago from Euro RSCG Worldwide, New York, to reposition the brand as healthier. Nestle hasn't been able to gain as much traction in sugar-free candy as Hershey Foods and Russell Stover.