Title: VP-brand management and advertising
U.S. budget: $195 million
Power play: SBC faces a pending merging with midwestern Ameritech, but it will probably be a much less integrated effort than others on this list. When SBC first bought Pacific Bell, it tried to consolidate most of its brands-PacBell, Southwestern Bell, Nevada Bell and Cellular One-under the same agencies, but earlier this year went back to separate efforts for each. Years on list: Two.