['08 rank - #2]
Now fully into his new role, Jon Iwata is ready to make some changes in the way the company handles marketing. Believing that digital strategy should be a collaboration between all aspects of the business, he is developing a plan that not only involves marketing and communications, but also other departments such as legal, HR, and the CFO's office. That move could provide an example for other companies. A member of the Arthur Page Society and the Seminar, Iwata's impact on IBM's marketing function – and the PR profession – will only further increase with time.