16: Abby Kohnstamm

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Ad budget: $994 million

Agency roster: WPP Group's Ogilvy & Mather Worldwide, OgilvyOne Worldwide and Wunderman, all New York. George P. Johnson Co., Auburn Hills, Mich.

Power play: After successfully consolidating IBM's advertising at Ogilvy several years ago, Ms. Kohnstamm, 48, has adopted the same approach for all of IBM's global marketing activities--direct marketing, customer relationship management, interactive advertising and public relations events. She has managed a global brand through an economic downturn and dynamic changes in IBM's businesses, all while adhering to a unifying brand platform.

Downside: While Big Blue continues to be the leader in integrated brand marketing among tech and non-tech companies, growth and margins are slowing, squeezing marketing budgets tighter than ever. What once was fairly easy money is fairly restricted as IBM divisions must fall into line under the corporate positioning, "Play to win."