Creative Artists Agency, Hollywood, CA
One of the most powerful dealmakers in Hollywood with his innovative talent "packaging" company, Ovitz personally changed film industry dynamics in 1990 by brokering huge studio mergers for Japan's Matsushita and Sony. Then, in September 1991, he rocked the advertising world by signing Coca-Cola, ostensibly for marketing and media aid. That partnership set off bicoastal shockwaves and embarrassed longtime Coca-Cola agency McCann-Erickson, especially after the soft-drink giant began airing CAA's commercials featuring high-tech, animated polar bears and a catchy "Always" jingle. Such a la carte options still affect agency-client relationships.