9: Steve Sturm

Published on .

Ad budget: $1.40 billion

Agency roster: Publicis Groupe's Saatchi & Saatchi Los Angeles, Torrance, Calif and Zenith Optimedia Group, New York. Dentsu's Oasis Advertising, New York. Attik, San Francisco.

Power play: Under Mr. Sturm, Toyota expanded truck lineup to become a true formidable, full-line player and hasn't looked back after surpassing Dodge in 2001 as third best-selling U.S. auto brand.

Downside: Toyota must more strongly differentiate its expanded sport-utility lineup, as with an estimated $45-million, integrated 4Runner launch tied to an eight-month Mount Everest promotion. Can it repeat the 1970s success Toyota had with now-loyal boomers with elusive Gen Y buyers when it launches new Scion sub-brand next June?

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