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AD AGE 2005 GLOBAL PLAYERS REPORT

Marketing Stars From Around The World

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NEW YORK (AdAge.com) -- Advertising Age’s 2005 Global Players report highlights 10 marketing stars from across the world, including senior global marketers from Procter & Gamble Co., Coca-Cola Co. and PepsiCo and leaders in digital media and branded entertainment.


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Five are marketers
Five of this year’s 10 global players are marketers. They range from Procter & Gamble Co.’s Paulo De Cesare, who heads a key global business -- skin care and deodorants -- for the world’s largest global marketer, to Innocent’s Richard Reed. Mr. Reed started a fruit-smoothie company called Innocent that already has 62% of the U.K. market and embraces a Ben & Jerry’s-like philosophy, including a summer music festival called Fruitstock.

In Asia, PepsiCo’s Richard Lee is pitted against Coca-Cola Co.’s Ilan Sobel in the battle for the world’s fastest-growing soft-drink market. Mr. Lee has made Pepsi one of the strongest youth brands, integrated into China’s music and sports culture. Mr. Sobel, a recent arrival to China who made Coke a hothouse for new products elsewhere in Asia, is transforming the brand’s image in China from a boring family drink through strategies like alliances with computer games makers.

Canada's No. 1 fast-food chain
Tim Hortons’ Bill Moir knows why Canada is one of the few countries in the world where McDonald’s doesn’t reign supreme. Mr. Moir presides over marketing at Canada’s No. 1 fast-food chain, developing new products and sponsorships and building traffic, and eyeing U.S. expansion.

Nigel Morris is putting Aegis Group in the vanguard of new media. His year-old global digital network, Isobar, already accounts for 13% of the group’s media revenue, and his aggressive acquisition strategy is bringing some of the world’s most innovative online agencies into Aegis. Elsewhere in the media world, News Corp.’s Michelle Guthrie, who succeeded Rupert Murdoch’s son James last year as CEO of Asia-wide satellite broadcaster Star Group, is advancing Murdoch’s interests in China.

Branded entertainment
In the branded-entertainment field, Rodrigo Figueroa Reyes, a former DDB creative director, is expanding FiRe Advertainment beyond his native Argentina with offices in Miami and elsewhere. At FiRe, he weaves brands like Spain’s Telefonica, for instance, into a prime-time series in which a phone call triggers each plot.

On the agency side, Luca Lindner is the kind of tough but creative-minded exec that McCann Erickson needs running Latin America’s largest agency network as parent Interpublic Group of Cos. struggles to recover. And helping marketers find the right agency network is Suki Thompson, who with her husband Alan started Haystack Group, the agency-search consultant everyone is talking about in London.

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