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.

8: Gary Rodkin

Published on .

Ad budget: $1.30 billion

Agency roster: Omnicom Group's BBDO Worldwide, New York; Dieste Harmel & Partners, Dallas; Element 79 Partners, Chicago; Tracy Locke Partnership, Dallas; Tribal DDB, Dallas; and OMD USA, New York. WPP Group's J. Walter Thompson USA, New York, and Uniworld Group, New York; Publicis Groupe's Fallon, New York.

Power play: Mr. Rodkin, 50, has helped PepsiCo take a leadership role among waters, coffee, tea, sports drinks and alternative beverages. Innovation has taken off as well--particularly with the 2001 launch of Mountain Dew's Code Red, the company's most successful new-product launch in years.

Downside: Continues to trail Coca-Cola Co. in domestic sales; plans to expand Sierra Mist nationally, despite dissatisfaction from bottlers carrying Dr. Pepper/Seven Up's 7-Up. Integration of Quaker Oats Co. also remains a stiff challenge.

Most Popular