POWER 50: STEVE ROMINES: PHARMACEUTICALS

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Steve Romines

Schering-Plough Corp.

Title: Senior director-media

U.S. budget: $145 million

Agencies: Messner Vetere Berger McNamee Schmetterer/Euro RSCG, Lowe McAdams Healthcare; Thomas G. Ferguson Associates

Power play: Although direct-to-consumer brands like Schering's Claritin have captured the ad world's attention, the consumer brands Mr. Romines controls, such as Dr. Scholl's, Correctol and Drixoral, collectively command more of the company's spending.

Years on list: One.

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