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POWER 50: CHARLIE RATH (FAST FOOD)

Published on .

Charlie Rath

Wendy's International

Title: Exec VP

U.S. budget: $155.6 million

Agencies: Bates Worldwide; regional agencies

Power play: Mr. Rath's most powerful weapon has been a simple one-sticking with a campaign that works and staying on the sidelines of the fast-food price wars.

Years on list: Two.

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