20: Roger Adams

Senior VP-marketing, Home Depot

Published on .

POWER PLAY: As Home Depot's top marketing suite has faced uncertainly, including the turnover of two CMOs, it's Roger Adams, 49, who is providing continuity. Despite reporting to two different bosses since arriving at Home Depot in February 2005, the former General Motors exec is creating a strong partnership between merchandising and marketing. Mr. Adams has ramped up accountability in media spending.

DOWNSIDE: The dreaded saturation point feared by all major retail brands is in sight. And in Home Depot's case, made all the worse since it's further along its brand life cycle than a smaller, more nimble competitor, Lowe's. Mr. Adams must report to one of one of the most hard-charging CEOs-Robert Nardelli. Additionally, Mr. Adams must make decisions in the environment of an executive search for a new CMO.

AD BUDGET: $1.11 billion


* Interpublic's Initiative, Atlanta

* WPP's UniWorld, Atlanta

* Ambrosi, Chicago

* Digitas, Boston

* Richards Group, Dallas

* Strategic Print Marketing, Marietta, Ga.

* Vidal, N.Y.
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