7: Brad Simmons

Published on .

Ad budget: $1.48 billion

Agency roster: Omnicom Group's BBDO Worldwide, New York; DDB Worldwide, Chicago. WPP Group's Ogilvy & Mather, New York and Chicago; J. Walter Thompson USA, New York and Chicago and MindShare, New York. Interpublic Group of Cos.' Lowe and McCann-Erickson Worldwide, both New York. Publicis Groupe-backed Bartle Bogle Hegarty, New York.

Power play: Mr. Simmons, 47, implemented media consolidation and new fee-plus-incentives agency compensation system designed to make media plans more consumer-driven and less TV-laden. The move has reduced TV's share of Unilever's ad budget from 90% to 75% in two years. The company also struck a $100 million global cross-platform deal with AOL Time Warner.

Downside: Unilever still lags such smaller, faster-growing rivals such as L'Oreal. First-half sales were flat in North America as Unilever bet big on second-half launches such as Axe men's body spray.

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