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5: James Schroer

Published on .

Ad budget: $1.70 billion

Agency roster: Omnicom Group's BBDO, Detroit, Troy, Mich., PHD, Detroit, Troy, Mich.; GlobalHue, Southfield, Mich.

Power play: Chrysler is readying a major increase in multicultural ad spending to total about $140 million annually. In a splashy, integrated and controversial ad campaign, Mr. Schroer, 50, introduced a seven-year/70,000-mile transferable powertrain warranty in July in an attempt to convey improved quality and a break from incentive advertising.

Downside: Increased SUV competition for Jeep, which for now has only limited-edition versions of existing models as new-product offerings. Polishing Chrysler brand image for upcoming premium 2003 models.

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