Tim Mahoney, Subaru

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Photograph by Frank Veronsky

When Tim Mahoney returned to Subaru in 2006 to become chief marketing officer following a nine-year stint at Porsche of America, he hardly recognized the place he had left in 1997. The company had served up five separate ad slogans and strategies in six years from two different ad agencies, and had five radically different print ad layouts in the previous year.

No wonder the company was languishing at around 180,000 sales a year, while brands like Honda, Nissan, Hyundai and Kia were climbing.

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