21. Karen Crawford

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AD BUDGET: $1.03 billion

AGENCIES INCLUDE: Havas's Euro RSCG, N.Y. Interpublic's Avrett Free Ginsberg and Universal McCann, N.Y.; Casanova Pendrill, Irvine, Calif.; Dailey & Associates, L.A.; McCann Erickson, L.A. and N.Y. Publicis's Bromley, Glendale, Calif.; Fallon, Minneapolis; Publicis, Dallas; ZenithOptimedia, N.Y. Publicis-backed Burrell, Chicago. WPP's Berlin Cameron/Red Cell and Ogilvy & Mather, N.Y.; JWT, Chicago.

POWER PLAY: Karen Crawford, 44, has been hard at work looking for ways to update Nestle's crucial Stouffer's lineup. She tried to capitalize on consumer trends with the launch of Stouffer's Corner Bistro, a line of restaurant-inspired meals.

DOWNSIDE: Despite CEO Peter Brabeck's commitment to a new standalone Nestle Nutrition unit, Nestle is still struggling with marketing itself as a nutrition company. In infant formula, where the company has branded its Carnation line Good Start, Ms. Crawford's efforts sparked double-digit growth largely due to the launch of Good Start Supreme. But Nestle still ranks a distant third in formula.

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