4: Patrick Kelly

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Ad budget: $2.19 billion

Agency roster: Interpublic Group of Cos.' Deutsch, New York. Omnicom Group's Cline, Davis & Mann and Merkley Newman Harty, both New York. WPP Group's J. Walter Thompson USA, New York. Publicis Groupe's D'Arcy Masius Benton & Bowles, New York. Aegis Group's Carat USA, New York.

Power play: With Pfizer's purchase of Pharmacia Corp., Mr. Kelly, 45, will gain total management over Celebrex and its sibling drug Bextra. With two Viagra foes delayed, Pfizer has time to build the drug's brand awareness before race begins.

Downside: Pfizer's pipeline is a little dry, but licensing deals to market others' products can make up for that. It must ensure Viagra endorsers who take the drug are ready to say so: Baseball slugger Rafael Palmeiro's agent at first denied it, then the player set things straight.