11: David Selby

Published on .

Ad budget: $1.48 billion

Agency roster: WPP Group's Young & Rubicam, Chicago; Ogilvy & Mather, Chicago; Bravo Group, New York; Kang & Lee, Los Angeles and New York; and MindShare, New York and Chicago. Publicis Groupe's Burrell Communications Group, Chicago. TMP Worldwide, Chicago. Circulation Experti, New York.

Power play: Mr. Selby, 45, converted Sears' disparate ad efforts into its "Where else?" campaign, blending branding and product placement, and moving away from repetitive sales promotions. Made big push into multicultural marketing.

Downside: Like all department store chains, Sears continues to grapple with a number of challenges, and CEO Alan Lacy, grappling for a strategy, is recruiting an ├╝ber marketing chief to oversee not only Mr. Selby's marketing and advertising duties, but customer relationship management as well.

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