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Colgate-Palmolive Co.

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.

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