CHARLES FRENETTE

Published on .

Coca-Cola Co.

Title: Chief Marketing Officer

Ad Budget: $254 million-plus

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

Power Play: A company insider from a Coca-Cola bottling family with an operations rather than marketing background, he steps in to increase local marketing initiatives. He most recently led Southern Africa division, where he's credited with boosting sales 11% last year.

Years on list: One.

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