2: James R. Stengel

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Ad budget: $2.54 billion

Agency roster: Grey Global Group's Grey Worldwide, New York. Publicis Groupe's D'Arcy Masius Benton & Bowles, New York, Leo Burnett USA, Chicago, Saatchi & Saatchi, New York and Starcom MediaVest, New York and Chicago. Havas Advertising's Arnold McGrath Worldwide, New York.

Power play: Mr. Stengel, 47, moved to improve training of P&G marketers. He pushed shops to raise the creative bar and devote top resources to P&G. He also sharpened the focus on retail marketing by pushing for all marketers to spend time on sales teams, and helped instill a more flexible approach to global branding.

Downside: P&G has had flat organic sales growth for the past two years as it shed underperforming businesses and cut prices to be more competitive.

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