25: Mary Minnick

President-marketing, strategy and innovation, Coca-Cola Co.

Published on .

POWER PLAY: Mary Minnick, 46, got carte blanche and $400 million in added funds to overhaul Coke's marketing and reset its strategy toward a total beverage portfolio. Not one to bow to the conventional polite culture inbred at Coke, Ms. Minnick has charged through more than 1,000 new-product SKUs in just a year. Coke has hired the likes of Wieden & Kennedy, Naked, AKQA and Crispin Porter & Bogusky to draw fresh creative and media plays. Coke refused to commit to upfront dealing, re-establishing its image as a media innovator.

DOWNSIDE: The numbers are still declining for carbonated soft drinks, and Coke is lagging in its game of catchup in developing new products to fill the better-for-you and non-soft-drink gaps. Analysts say it could take another year for the still developing marketing teams to operate as one.

AD BUDGET: $703.0 million


* Interpublic's FCB, N.Y.; Fitzgerald & Co., Atlanta

* MDC Partners' Crispin Porter & Bogusky, Miami

* Publicis' Publicis, N.Y.

* WPP's Ogilvy & Mather and Berlin Cameron, N.Y.

* San Francisco agencies AKQA and Venables, Bell & Partners

* Doner, Southfield, Mich.

* Mother, N.Y.

* Naked, N.Y.

* Wieden & Ken-nedy, Portland, Ore.
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