20: Steven J. Heyer

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Ad budget: $903 million

Agency roster: Interpublic Group of Cos.' McCann-Erickson Worldwide, Universal McCann and Lowe, all New York; Martin Agency, Richmond, Va.; Fitzgerald & Co., Atlanta; Carmichael Lynch, Minneapolis; Campbell Mithun, Minneapolis; and Momentum Marketing. WPP Group's Ogilvy & Mather and Berlin Cameron & Partners, both New York; Publicis Groupe's MediaVest Worldwide, New York. Wieden & Kennedy, Portland, Ore. Doner, Southfield, Mich.

Power play: Mr. Heyer spearheaded the company's recent integrated marketing initiatives, including the launch of Vanilla Coke, the U.S. relaunch of Fanta and a multibrand plan for its NCAA sponsorship.

Downside: Mr. Heyer, 50, and the rest of the marketing troika of Chris Lowe, chief marketing officer for North America, and global Chief Marketing Officer Stephen Jones finally seem to have marketing on the right track after layoffs, agency shuffles and souring analysts' accounts. But is that enough as rival Pepsi continues to nip at Atlanta's heels with product innovation and aggressive marketing?