Steve Harris came back to General Motors in 2006 to help the company turn things around. Like the other two-thirds of Detroit's Big Three, GM has seen some hard times over the past few years, including being surpassed by Toyota as the world's top automaker. Part of Harris' plan has been his steadfast belief and efforts in knocking down the walls between PR, advertising, and all of the other marketing disciplines to create a more holistic marketing approach, which is what's needed to attract today's automotive consumer. The general media and auto trades have taken their shots at the company, but Harris has stood his ground and has been very transparent with the state of the company. Harris has also been a driving force behind GM's new-media efforts and looks to incorporate it into all of the department's planning. Harris is constantly pushing for the best way to communicate to various audiences.