Title: Exec VP-marketing and marketing effectiveness
Ad budget: $400 million
Ad agencies: Y&R Advertising
Power play: Mr. Hallaba spearheaded the $100 million rollout of Colgate Total toothpaste in the U.S. The brand set records for category ad spending, trial and repeat purchases and propelled Colgate to leadership over Procter & Gamble Co.'s Crest in the U.S. toothpaste category.
Years on list: One.