13. Laura Klauberg

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AD BUDGET: $1.32 billion

AGENCIES INCLUDE: Interpublic's Dailey & Associates, L.A.; Lowe and McCann Erickson, N.Y. Omnicom's DDB, Chicago, N.Y. Publicis-backed Bartle Bogle Hegarty, N.Y. WPP's Ogilvy & Mather Worldwide, JWT and MindShare, N.Y.

POWER PLAY: For the first time, Unilever in August appointed a senior marketing officer with duties spanning both Foods and Home & Personal Care. Laura Klauberg attains a prominent position amid the massive "One Unilever" management overhaul.

DOWNSIDE: Creatively, Unilever has gone from being good compared with lackluster peers to being just-plain good. But creative ads can't compensate for lagging its rivals in nonmarketing capabilities. Unilever's "Path to Growth" restructuring turned out to be a road to nowhere.

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