24. Mark Addicks

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AD BUDGET: $912.5 million

AGENCIES INCLUDE: Interpublic's Campbell Mithun, Minneapolis; Casanova Pendrill, Costa Mesa, Calif. Publicis's Publicis Dialog, Saatchi & Saatchi and Zenith Media, N.Y. Publicis-backed Burrell, Chicago.

POWER PLAY: Mark Addicks, 50, kicked off the food industry's whole-grain fervor last year when he launched a full-court PR and ad push surrounding the reformulation of General Mills's entire cereal lineup to become a "good" or "excellent" source of whole grain. Cheerios has continued to hold its pre-eminent position as infant/toddler favorite despite Kellogg's direct attack via Tiger Power.

DOWNSIDE: Mr. Addicks's whole-grain push got media attention, but sales are another matter. It hasn't managed to convince consumers to pay more after General Mills raised prices. Another concern: Mr. Addicks lost 17 Saatchi staffers in one fell swoop after the exit of their boss, Mike Burns.