10: Larry Light

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Ad budget: $1.20 billion

Agency roster: Omnicom Group's DDB Worldwide, Del Rivero Messianu DDB, Coral Gables, Fla., OMD; Publicis Groupe's Burrell Communications Group, Leo Burnett Worldwide, Chicago, Starcom, Chicago; Marketing Store, Westmont, Ill., Creata Promotions, Oak Brook, Ill., Vidal Partnership, New York

Power play: Mr. Light, 61, is charged with righting the course of a global brand that's lost relevance at home amid burger burnout and supersize domestic competition. With tremendous growth expectations overseas, Mr. Light is taking on the ultimate marketing challenge.

Downside: The Golden Arches have gotten flabby following years of complacency and dependence on easy answers, according to analysts. Although Mr. Light is considered an outstanding motivational speaker and trusted consultant over his past experience with the marketer, the question is whether the executive can translate his ideas into actionable strategies in the current environment. A consultant with little hands-on corporate brand experience, some observers question whether he's in a position to create sufficient change in the organization since marketing is, in many ways, the least of its challenges.

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