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As Detroit Looks Beyond Detroit, New Creative Talent Arrives

Joel Ewanick, from Southern California's Hyundai Motor America, is just one of a flotilla of outsiders arriving in Detroit as automakers, now in better health, look for new ideas. General Motors CEO Daniel Akerson came from the Carlyle Group; Chris Perry, who heads North American marketing at GM, followed Ewanick from Hyundai; Chrysler CEO Sergio Marchionne and chief marketer Olivier Francois are from Italy. Ford CEO Alan Mulally is from Boeing Co. and his chief global marketing executive, James Farley, is from Toyota.

"There is still a lot of money here," said Toby Barlow, chief creative officer at Team Detroit, who himself is an out-of-towner. "The auto companies are back, and they have some of the biggest budgets, and good people and good ideas and creativity will come to where the money is."

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