27. Paula Sneed

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AD BUDGET: $784.4 million

AGENCIES INCLUDE: Interpublic's FCB, Chicago. Publicis's Burnett, Chicago; Publicis Dialog, MediaVest, N.Y. WPP's Bravo, Ogilvy & Mather, UniWorld, N.Y; JWT, Chicago.

POWER PLAY: Paula Sneed, 57, was behind Kraft's much-publicized decision early this year to show its concern about childhood obesity by shifting advertising aimed at kids 6-11 to only those products that meet its "sensible solution" nutrition guidelines. Kraft's South Beach Diet products have garnered nearly $100 million in the first six months via nontraditional marketing efforts including longer-form vignettes on Lifetime.

DOWNSIDE: Analysts fear Kraft's turnaround effort will "stall out" since consumers haven't been convinced enough by marketing to pay more for Kraft brands than for private label. The launch of Tassimo beverage system comes on the heels of slow sales for competitive lines.