Ad budget: $100 million-plus
Agency: Ammirati Puris Lintas
Career: After 20 years at IBM in marketing and communications, Mr. Garrity jumped to Compaq in 1992 and rode the company's wave to No. 1 in worldwide PCs. Compaq's predilection for making money-hardly the norm in the PC trade-forces him to keep a tight rein on ad spending.