Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

21: Rick Hosfield

Published on .

Ad budget: $884 million

Agency roster: Interpublic Group of Cos.' Campbell Mithun, Minneapolis, and Casanova Pendrill Publicidad, Irvine, Calif. Publicis Groupe's D'Arcy Masius Benton & Bowles and Saatchi & Saatchi, both New York, and Burrell Communications Group, Chicago. Independent Schafer Condon & Carter, Chicago.

Power play: Mr. Hosfield, 48, has forged partnerships with large-scale entertain-ment entities, among them Nickelodeon, Cartoon Network and, most recently, DreamWorks SKG to develop proprietary media platforms that leverage the bigger portfolio of products.

Downside: Pressure is building to drive volume for the company's new Pillsbury brands and existing General Mills products, which suffered from inattention during the drawn-out acquisition of Pillsbury.

Most Popular