4. Joe Eberhardt

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AD BUDGET: $2.18 billion

AGENCIES INCLUDE: Interpublic-backed GlobalHue, Southfield, Mich. Omnicom Group's BBDO and PHD, Troy, Mich. Organic, Detroit.

POWER PLAY: Joe Eberhardt suggested ex-Chrysler Chairman Lee Iacocca appear in employee-discount ads. The spots from BBDO created a gaggle of news stories and free PR. He's pushed different marketing techniques, including spending big online to launch the Dodge Charger with a viral promotion and events.

DOWNSIDE: Mr. Eberhardt, 42, needs to ensure upcoming model launches like this fall's Jeep Commander keep the automaker moving in the right direction. He'll need to track the Hemi brand's popularity in light of rising concerns about gas prices. The Neon small-car replacement and small Dodge SUV, due next year, should help keep sales on track.

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