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26: Karen Crawford

Director-media, advertising and relationship marketing Nestle USA

Published on .

POWER PLAY: Karen Crawford, 45, has spearheaded efforts to explore more digital marketing, including developing podcasts of "Animal Advice" for Nestle Purina and creating interactive games like WonkaZoid to help buoy kids' relationships with Nestle's brands. The marketer will try to parlay its success with coffee outside the U.S. into stateside sales with the launch of a boutique coffee bar under the Nespresso banner in New York this month.

DOWNSIDE: Despite recent launches of trendy dark-chocolate products, among them Nestle Chocolatier for baking, Dark Chocolate Raisinettes and a new premium line of higher cacao content chocolates dubbed Nestle Treasures Gold, Nestle is still faltering in confection, with sales down where Mars and Hershey are growing.

AD BUDGET: $652.2 million

AGENCIES INCLUDE:

* Havas' Euro RSCG, N.Y.

* Interpublic's Casanova Pendrill Publicidad, Irvine, Calif.; Dailey & Associates and McCann Erickson, L.A.

* Publicis' Bromley, Glendale, Calif.; Publicis, Dallas

* Publicis-backed Burrell, Chicago

* WPP's CommonHealth, Parsippany, N.J.; JWT, Chicago
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