14: Jeri Finard

Chief marketing officer, Kraft Foods, Altria Group

Published on .

POWER PLAY: Jeri Finard, 46, was recently appointed Kraft's first-ever chief marketing officer and given singular oversight of consumer innovation and marketing services, which had been run as separate divisions. Technology is playing an increasingly important role at Kraft, with former head of Kraft's previous global marketing team, Paula Sneed, driving a slew of new initiatives including testing recipe delivery through podcasts and RSS feeds, developing "active games" available to download from Kraft's website, and spearheading a selection of branded entertainment connections.

DOWNSIDE: Developing breakthrough innovation has been a challenge for Kraft. The jury is still out on whether its late-to-the-party single-serve coffee system, Tassimo, can beat the trend and actually succeed where others have failed at convincing consumers to change their coffee-drinking habits. South Beach Diet products, too, are struggling, and Ms. Finard, previously exec VP-global category development, will be under pressure to hit some home runs.

AD BUDGET: $1.34 billion

AGENCIES INCLUDE:

* Interpublic's FCB, Chi. and N.Y.

* Publicis' Leo Burnett, Chi.; MediaVest, N.Y.

* WPP's Bravo, Ogilvy & Mather and UniWorld, N.Y.; JWT, Chi.

* Park South, N.Y.
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