THE 50 MOST POWERFUL PEOPLE IN MARKETING

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1 STEPHEN GRAHAM

AT&T Corp.

VP-marketing communications worldwide

Ad expenditures: $1.43 billion

Agency roster: Y&R Advertising; FCB Worldwide

Power point: The Canadian-born Mr. Graham, 43, struck gold last year with the introduction of the wireless Digital One Rate. The flat-rate plan changed the way wireless service is marketed, shifting the balance of power from the manufacturers to the providers.

Years on list: Three

2 ABBY KOHNSTAMM

IBM Corp.

Senior V-marketing and member of the Corporate Executive Committee

Ad expenditures: $1.08 billion

Agency roster: Ogilvy & Mather Worldwide

Power point: Ms. Kohnstamm, 46, believes "Marketing is the headlights of the company and in part, it's also the driver of integration between development and market requirements, and really optimizing all the resources we have."

Years on list: Five

3 A.C."Bud" LIEBLER

DaimlerChrysler

Senior VP-marketing

Ad expenditures: $1.65 billion

Agency roster: BBDO Worldwide; FCB Worldwide

Power point: Mr. Liebler, 57, capped a busy year of vehicle launches by debuting the Five Star dealership brand, which will continue to get heavy ad support.

Year on list: Two

4 Denis Beausejour

Procter & Gamble Co.

VP-global marketing and VP-marketing, global beauty care

Ad expenditures: $2.65 billion

Agency roster: D'Arcy Masius Benton & Bowles; Grey Advertising; Saatchi & Saatchi; Leo Burnett Co.; Jordan McGrath Case & Partners/Euro RSCG.

Power point: Though Mr. Beausejour's had a lower profile in the past year, his power at P&G has grown. The 41-year-old executive is no longer the public point man for P&G's interactive efforts, but he has taken on additional global duties, including overseeing P&G's direction in all areas of marketing, not just advertising, with special duties in global beauty care. Mr. Beausejour heads the project team for P&G's biggest e-commerce venture to date, Reflect.com.

Years on list: Four

5 STEVE STURM

Toyota Motor Sales USA

VP-marketing

Ad expenditures: $939 million

Agency roster: Saatchi & Saatchi

Power point: Mr. Sturm, 48, backed the successful launch of the full-size Tundra pickup, which moved Toyota into a new, profitable market segment.

Year on list: One

6 DAWN HUDSON

Pepsi-Cola Co.

Senior VP-strategy and marketing

Ad expenditures: $1.26 billion

Agency roster: BBDO Worldwide; Goodby, Silverstein & Partners; J. Walter Thompson USA

Power point: Ms. Hudson, 41, says she believes in research plus intuition.

Years on list: One

7 PHILIP GUARASCIO

General Motors Corp.

VP-general manager, marketing and advertising

Ad expenditures: $2.94 billion

Agency roster: Ammirati Puris Lintas; N.W. Ayer & Partners; Campbell-Ewald; D'Arcy Masius Benton & Bowles; McCann-Erickson Worldwide; Leo Burnett USA; Publicis & Hal Riney.

Power point: Mr. Guarascio, 58, presided over GM's restructuring of field operations taking over regional advertising. He also stuck with GM's Olympics sponsorship in the face of controversy.

Years on list: Three

8 JOHN DONOGHUE

MCI WorldCom

Senior VP-consumer marketing

Ad expenditures: $948 million

Agency: Messner Vetere Berger McNamee Schmetterer/Euro RSCG

Fact: MCI WorldCom uses Michael Jordan as celebrity pitchman. Mr. Donoghue, 53, says, "In a category that's really competitive, if you're not using a celebrity, it's tough to come up with something that's ownable . . . Today, 80% of consumers are able to name that an ad is from MCI WorldCom." Mr. Donoghue is sure to move up if his company acquires Sprint Corp., as announced last week.

Years on list: Three

9 LARRY ZWAIN

McDonald's Corp.

Senior VP-marketing McDonald's USA

Ad expenditures: $1.03 billion

Agency roster: DDB Worldwide; Leo Burnett USA

Power point: Mr. Zwain, 47, has experience with Pizza Hut, KFC and Boston Market.

He says brand brilliance should include the customer's experience at the restaurant as well as strong advertising creative.

Years on list: One

10 CAROL HAMILTON

L'Oreal

Senior VP-marketing

Ad expenditures: $806.3 million

Agency roster: McCann-Erickson Worldwide; Publicis

Power point: The 47-year-old Ms. Hamilton's strategy has been to expand the L'Oreal brand while overhauling existing lines.

Years on the list: Two

11 MARK A. COHEN

Sears, Roebuck & Co.

President of softlines

Ad expenditures: $1.58 billion

Agency: Y&R Advertising; Ogilvy & Mather Worldwide

Power point: In a move to help Sears regain its momemtum, Mr. Cohen, 50, recently was named to a top merchandising post, adding to his duties as Sears' top marketer.

Years on list: One

12 JOHN PELLEGRENE

Dayton Hudson Corp.'s Target Stores

Exec VP-marketing

Ad expenditures: $775.5 million

Agency roster: Martin/Williams; Paterson Milla Hooks

Power point: Mr. Pellegrene has begun to move the Target logo into the icon status, particularly through a print and TV effort using patterns of its target circle painted over everyday scenes.

Years on list: Two

13 ROBERT REWEY

Ford Motor Co.

Group VP-marketing, sales and service

Ad expenditures: $1.52 billion

Agency roster: J. Walter Thompson USA; Ogilvy & Mather Worldwide; Y&R Advertising; Messner Vetere Berger McNamee Schmetterer/Euro RSCG

Power point: Mr. Rewey, 61, pushed for global integration of Ford's e-commerce from car sales to managing its suppliers.

Year on list: Five

14 STEVE FARLEY

J.C. Penney Co.

Senior VP-chief marketing officer

Ad expenditures: $992 million

Agency roster: Temerlin McClain; DDB Worldwide

Power point: Mr. Farley, 46, is a veteran agency executive who joined the retailer in June from Payless Shoesource.

Years on list: One

15 PATRICK J. KELLY

Pfizer

Senior VP-worldwide marketing, Pfizer Pharmaceutical Group and VP-Pfizer

Ad expenditures: $679 million (all Pfizer)

Agency roster: Cline Davis & Mann; Deutsch.

Power point: Mr. Kelly, 42, oversaw Pfizer's marketing efforts behind the launch of arthritis drug Celebrex with Monsanto to create the most successful launch ever. Pfizer also shifted its $75 million Zyrtec account to Deutsch, New York, this summer in a bid to grab market share from Claritin.

Years on list: Two

16 RICHARD GOLDSTEIN

Unilever

President-CEO, Unilever U.S.

Ad expenditures: $1 billion

Agency roster: Ammirati Puris Lintas; Ogilvy & Mather Worldwide; J. Walter Thompson USA; McCann-Erickson Worldwide; DDB Worldwide; BBDO Worldwide.

Power point: Mr. Goldstein, 57, has been behind Unilever's drive into interactive marketing, which has made the company the biggest package-goods Internet advertiser and among the biggest advertisers on female-oriented sites on the Web. He also will play a role in deciding which brands get enhanced marketing support and which brands fade away as Unilever pares two thirds of its 1,200 brands globally.

Years on list: Two

17 JOE FECZKO

Federated Department Stores

Senior VP-marketing for Federated Merchandising Group

Ad expenditures: $794 million

Agency: In-house

Power point: His challenge is to build the private brand business for Federated divisions.

Years on list: One

18 DANIEL ALCAZAR

Sprint Corp.

Assistant VP-domestic marketing

Ad expenditures: $672 million

Agency roster: McCann-Erickson Worldwide; Publicis & Hal Riney

Power point: Mr. Alcazar, 39, took over ad duties recently when chief marketing officer Tim Kelley left Sprint to go to Net company, Tickets.com. He is leading the charge begun under Mr. Kelley to create an overall brand message for Sprint, along with individual messages for the products in the telecommunications company's portfolio.

Years on list: One

19 ERIC CONN

American Honda Motor Co.

Assistant VP-national automobile advertising

Ad expenditures: $646 million

Agency roster: Rubin Postaer & Associates

Power point: Mr. Conn, 54, moved the Acura division account from Suissa Miller to Rubin Postaer when the agency aggressively cut its prices.

Years on list: Three

20 JAMI DOVER

Intel Corp.

VP-sales and marketing group, director of worldwide marketing operations

Ad expenditures: $679 million

Agency roster: Messner Vetere Berger McNamee Schmetterer/Euro RSCG

Power point: "The challenge for us is to retain the sizzle and excitement on the Pentium III and Web OutFitter service, to keep that excitement going," says the 41-year-old Ms. Dover.

Years on list: Two

21 RICK HOSFIELD

General Mills

VP-advertising

Ad expenditures: $598 million

Agency roster: Campbell Mithun Esty; Saatchi & Saatchi; DDB Worldwide

Power point: Mr. Hosfield, 45, has increased spending across all of General Mills' business units due to "a strong belief in our brands and how they fit in to the major consumer platforms of today: health and convenience."

Years on list: One

22 AUGUST A. BUSCH IV

Anheuser-Busch

VP-marketing

Ad expenditures: $631 million

Agency roster: DDB Worldwide; Goodby, Silverstein & Partners; Open Minds; Castor Advertising; Leap Partnership; Waylon Advertising; Brado Cuneo; Gleason/Calise Associates

Power point: Mr. Busch, 35, has overseen the launch of the successful Tequiza beer and freshness dating on beer. He has played Noah to an ark filled with frogs and lizards for Budweiser. Under "The Fourth's" leadership, A-B has upped barrel output about 4% from 1996 to 92.7 million last year, quite a feat in an industry that has seen flat sales for years. Output for the first half of this year exceed's last year by 5%, according to A-B figures.

Years on list: Four

23 ELLEN HOENIG

Bristol-Myers Squibb Co.

VP-consumer and patient marketing

Ad expenditures: $924 million (tota BMS)

Agency roster: Consumer Healthworks; Robert A. Becker

Power point: Ms. Hoenig, 40, boosted spending on market leader Glucophage from $2.5 million in 1998 to $27.2 million through June 1999.

Years on list: One

24 STEPHEN ANDRZEJEWSKI

Schering-Plough Corp.

VP-marketing

Ad expenditures: $615 million (total)

Agency roster: CommonHealth; Lowe Consumer Healthcare.

Power point: Mr. Andrzejewski, 34, continued relentless promotion of Claritin, including signing a deal making it the official allergy medication of Major League Baseball and launching a multimedia ad campaign built around that connection.

Years on list: Two

25 RICHARD COOK

Walt Disney Motion Pictures Group

Chairman

Ad expenditures: $588 million

Power point: Mr. Cook was able to give the modest quality film "Sixth Sense" a jolt via a series of edgy trailers and sneak previews. The word-of-mouth buzz worked quite nicely and the film did stunningly well in the box-office battle for summer viewers.

Years on list: One

26 CHARLES FRENETTE

Coca-Cola Co.

Senior VP-chief marketing officer

Ad expenditures: $770 million

Agency roster: Berlin Cameron & Partners; Leo Burnett Co.; D'Arcy Masius Benton & Bowles; Edge Creative; Cliff Freeman & Partners; Kirshenbaum Bond & Parnters; Lowe & Partners/SMS; Wieden & Kennedy; Doner; more than 15 others worldwide.

Power point: Mr. Frenette, 47, is focusing on "experiential" marketing.

Years on list: Two

27 PAUL CLAYTON

Burger King Corp.

President-North American operation

Ad expenditures: $770 million

Agency roster: Ammirati Puris Lintas; D'Arcy Masius Benton & Bowles

Power point: Mr. Clayton, 41, is a company veteran now serving as interim marketing chief. He is overseeing brand "transformation."

Years on list: Three

28 JAY KOLPON

Bayer Corp.

VP-marketing

Ad expenditures: $602.8 million

Agency roster: Euro RSCG Tatham; DDB Worldwide; BBDO Worldwide.

Power point: Under the direction, of Mr. Kolpon, 42, Bayer launched an ad campaign promoting the ability of aspirin -- its flagship product -- to help a person in the midst of a heart attack. Bayer also launched a line of aspirin Gelcaps and continued to expand its line of One-A-Day dietary supplements.

Years on list: One

29 MARC SHMUGER

Universal Studios

President-Universal Pictures marketing

Ad expenditures: $385.6 million

Power point: Mr. Shmuger built "American Pie" into a $100 million box office giant via intensive consumer publicity released months before the film came out.

Years on list: One

30 PAUL HIGHAM

Wal-Mart Stores

Senior VP-marketing

Ad expenditures: $404.5 million

Agency roster: GSD&M; Bernstein-Rein

Power point: Mr. Higham has managed to push Wal-Mart's low prices even lower with his "Roll back" advertising campaign, amazing analysts by producing even better results with the move.

Years on list: Two

31 BOB HERBOLD

Microsoft Corp.

Exec VP-chief operating officer

Ad expenditures: $492.6 million

Agency roster: McCann-Erickson Worldwide

Power point: "Marketing in the high-tech sector is a very high interest category, consumers really pay attention to the advertising, you can see it in the research and it's a dream, in terms of that kind of responsiveness," Mr. Herbold says.

Years on list: Four

32 MATT BOUSQUETTE

Mattel

President, boys-entertainment

Ad expenditures: $530 million

Agency roster: FCB Worldwide; Ogilvy & Mather Worldwide

Power point: Mr. Bousquette, 40, oversees marketing, design, development and packaging for the company's boy line and oversees Mattel's entertainment category. He began his career at Procter & Gamble. Currently, Mattel's Wheels business -- under his watch -- accounts for about $800 million in worldwide sales, up from $200 million in 1996. Wheels is the second largest category at the company, trailing behind Barbie.

Years on list: One

33 LARRY DAVIS

Kmart Corp.

VP-advertising

Ad expenditures: $442.3 million

Agency roster: Campbell Mithun Esty

Power point: Kmart has been focusing on its Big K concept under Mr. Davis, 56.

Years on list: Three

34 YUKIO KITAHORA

Nissan North Motor Corp. USA

Senior VP-sales and marketing

Ad expenditures: $576.6 million

Agency roster: TBWA/Chiat/Day

Power point: Mr. Kitahora, 53, helped restore momentum in U.S. market by overseeing launches of Nissan XTerra SUV and redesigned Infiniti G20 and I30.

Years on list: One

35 HERB BAUM

Hasbro

President-chief operating officer

Ad expenditures: $352.3 million

Agency roster: Grey Advertising; Jordan McGrath Case & Partners/Euro RSCG; Griffin Bacal; Posnick & Kolker

Power point: Mr. Baum says his group likes to win. His career includes posts as CEO for Quaker State and as president for Campbell Soup North American and South American business. This veteran of Needham, Harper & Steers says his goal is to get more involved with Hasbro's marketing. To that end, the 62-year-old executive plans an agency summit for November.

Years on list: One

36 JOHN COOK

Kellogg Co.

Exec VP-president Kellogg North America

Ad expenditures: $448.5 million

Agency roster: Leo Burnett Co.; J. Walter Thompson USA; Martin Agency

Power point: Mr. Cook, 46, was hired in February from leading corporate strategy group McKinsey & Co. He spearheads the cereal marketer's efforts to build sales in its lagging cereal businesses and in burgeoning areas like convenience foods.

Years on list: One

37 JEFF PALMER

Circuit City Stores

VP-marketing

Ad expenditures: $491.4 million

Agency roster: TBWA/Chiat/Day

Power point: Mr. Palmer, a former agency executive with J. Walter Thompson Co. and DDB Worldwide, hopes the selection of TBWA/Chiat/Day will bring his chain an identity beyond low price.

Years on list: One

38 ANDREW HOUSE

VP-marketing

Sony Computer Entertainment America

Ad expenditures: $294.3 million

Agency: TBWA/Chiat/Day

Power point: "I get to market fun and entertainment to people . . . I really couldn't wish for a more enjoyable job than that, plus it's a cool job when you have a 4-year-old son," the 34-year-old executive says.

Years on list: One

39 JOHN D. HAYES

American Express Co.

Exec VP-global advertising and brand management

Ad expenditures: $460.4 million

Agency roster: Ogilvy & Mather Worldwide

Power point: Mr. Hayes, 45, joined American Express in 1995 following a career in the agency world where his last post was as president of Lowe & Partners/SMS, New York. He has been a major force behind AmEx's brand-building moves.

Years on list: Five

40 REBECCA SAEGER

Visa USA

Exec VP-brand marketing

Ad expenditures: $309.8 million

Agency roster: BBDO Worldwide

Power point: Before joining Visa in 1997, Ms. Saeger, 44, was senior VP and group director for the American Express account at Ogilvy & Mather Worldwide. She steps into the shoes of Michael Biendorff who has charted the marketing course for Visa's U.S. operations.

Years on list: One

41 H. WILLIAM CYPHERS

Subaru of America

VP-marketing

Ad expenditures: $119.7 million

Agency roster: Temerlin McClain

Power point: Mr. Cyphers, 51, brought out the nine-sport TV campaign for the revamped Legacy.

Years on list: One

42 KIP KNIGHT

Taco Bell

Chief marketing officer

Ad expenditures: $369.1 million

Agency roster: TBWA/Chiat/Day

Power point: Mr. Knight, 43, left sister chain KFC Corp. to head up marketing at Taco Bell after Vada Hill's departure.

Years on list: One

43 BETSY HOLDEN

Kraft Foods

Exec VP-operations, technology, marketing services, e-business and procurements

Budget: $265 million

Agency roster: FCB Worldwide; J. Walter Thompson USA; Y&R Advertising; Ogilvy & Mather Worldwide,

Power point: As a strategic consultant to the individual brand groups that control their own ad budgets, Ms. Holden, 43, advises shifting to targeted media vehicles that build relationships with consumers and show how Kraft "fits into their total life."

Years on list: One

44 MARIA PUOTI

Campbell Soup Co.

VP-global advertising services

Ad expenditures: $336.8 million

Agency roster: BBDO Worldwide; Y&R Advertising

Power point: Ms. Puoti, 38, is heading up efforts to build Campbell's umbrella brand advertising while "ensuring that we continue to nurture our brand equity across each of our individual brands."

Years on list: One

45 DAVID PERNOCK

SmithKline Beecham

VP-sales and marketing

pharmaceuticals for the U.S.

Ad budget: $398.3 million

Agency roster: McCann-Erickson Consumer Healthcare; CommonHealth; Rubin Ehrenthal.

Power point: Mr. Pernock, 45, led the launch of type-2 diabetes drug Avandia accompanied by a print campaign. Under his direction, the marketer received indication for social anxiety disorder for seven-year-old antidepressant, Paxil, and launched a $30 million campaign around it.

Years on list: One

46 ARTHUR SHAPIRO

Seagram Americas

Group head-marketing services and brand development

Ad expenditures: $141.7 million

Agency roster: TBWA/Chiat/Day; Grey Advertising; Chisholm Mingo Group

Power point: Mr. Shapiro, 52, comes from a background of marketing research with stints at Yankelovich, Kelly & White and ASK Associates before joining Seagram in 1986. Under Mr. Shapiro, Seagram has been stepping up entertainment-driven marketing as it capitalizes on its sibling divisions Universal Music & Video. He's been VP-marketing and strategy and now oversees line extensions of the marketer's popular Captain Morgan rums as well as U.S. distribution of Absolut, the country's No. 1 imported vodka.

Years on list: Two

47 STEVE BUERGER

Miller Brewing Co.

Group director of media and event marketing

Ad budget: $329.7 million

Agency roster: Angotti, Thomas, Hedge; Square One; Ogilvy & Mather Worldwide; J. Walter Thompson USA; Don Coleman Advertising; Wieden & Kennedy; Square One/Uno Comunicaciones; Publicis & Hal Riney; Jacobson Rost; and Starcom Worldwide

Power point: Under Mr. Buerger's leadership, Miller hired Starcom to handle its media. In addition, Mr. Buerger now oversees the newly combined media, sports and event marketing groups. The groups were merged so Miller could approach the consumer with one voice and capitalize on efficiencies.

Years on list: One

48 JOSEPH MAHADY

Wyeth-Ayerst North America

President

Ad expenditures: $98.7 million

Agency roster: Robert A. Becker;

Klemtner Advertising; Rubin Ehrenthal.

Power point: Wyeth continues to lead in the menopause treatment category with Prempro, which has seen a significant jump in ad spending so far in 1998, and Premarin, which will have to fend off a challenge from new Cenestin from Duramed Pharmaceuticals. Under Mr. Mahady, 46, Wyeth also launched an ad campaign with co-marketer Immunex Corp. for Enbrel, an injectible drug for serious cases of rheumatoid arthritis.

Years on list: One

49 ROBERT EHRLICH

Warner-Lambert Co.

VP-consumer consumer marketing for Parke-Davis

Ad expenditures: $54.2 million

Agency roster: Bates Worldwide.

Power point: Mr. Ehrlich has led more than a fivefold increase in advertising spending for cholesterol-lowering drug Lipitor. The company took a knock after the Food & Drug Administration scrutinized Rezulin.

Years on list: One

50 JALEH BISHARAT

Amazon.com

VP-marketing

Ad expenditures: $36.3 million

Agency: FCB Worldwide

Power point: The 40-year-old Ms. Bisharat is developing quite a dot-com resume, having been VP-marketing at Accepts.combefore Amazon.com absorbed that company. Prior to that she was senior VP-marketing at PointCast.com.

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