OLIVIER FRANCOIS, CEO, Fiat brand, and global chief marketing officer for all Fiat and Chrysler brands, Chrysler Group

 

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CEO Sergio Marchionne's strategy to revive Chrysler is built on sharp differentiation among Chrysler's brands. Francois, 50, has been the driving creative force and chief referee behind that vision. Whether it was Chrysler's "Born of Fire" Super Bowl spot starring rapper Eminem or a controversial Fiat 500 commercial featuring entertainer Jennifer Lopez, it was hard to escape the impact of Francois. Since the Frenchman took over, the company has employed an ever-shifting roster of agencies to convey its brand messages. Those range from "Guts. Glory. Ram" for Ram truck to Chrysler's "Imported from Detroit" theme.