5. Steve Lyons

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AD BUDGET: $2.46 billion

AGENCIES INCLUDE: WPP's JWT, Detroit; UniWorld Group, N.Y.; Y&R Advertising, Dearborn, Mich.; Ford Motor Media and Mediaedge:cia, Detroit. Zubi Advertising, Miami.

POWER PLAY: Steve Lyons was catapulted into his present post after the sudden departure of Earl Hesterberg. Ford Division is continuing what Mr. Lyons started last year in beefing up "targeted" ad spending-online, events and mobile.

DOWNSIDE: Mr. Lyons, 57, has one of the industry's most challenging jobs. He must ensure upcoming launches are flawless, and he needs an exit strategy from incentives. He knows how to inspire dealers to sell, sell, sell, though GM's employee discount deals were a huge surprise attack.