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3: James O'Connor

Published on .

Ad budget: $2.41 billion

Agency roster: WPP Group's Ford Motor Media and J. Walter Thompson USA, both Detroit; Y&R Cos., Irvine, Calif.; Ogilvy & Mather, Dearborn, Mich.

Power play: Mr. O'Connor, 59, introduced a Ford Division ad campaign in February with Chairman William Clay Ford Jr. discussing heritage to polish its Blue Oval logo backed by a yearlong media buy of $100 million.

Downside: Ford needs to overcome perceptions of quality issues, define and communi-cate a strong image for murky Mercury, and recast Lincoln while trying to return to profitability.

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