12: Thomas Elliott

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Ad budget: $1.10 billion

Agency roster: Rubin Postaer & Associates, Santa Monica, Calif.

Power play: In the midst of carmaker's biggest U.S. new-model push, including current $75 million launch of all-new 2003-model Accord, Mr. Elliott was behind America Honda's best-selling midsize car last year.

Downside: Will the new Element sports-utility be a hit with Gen Y?