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SBC Communications Corp.

Title: VP-brand management and advertising

U.S. budget: $195 million

Agencies: GSD&M; Goodby, Silverstein & Partners

Power play: SBC faces a pending merging with midwestern Ameritech, but it will probably be a much less integrated effort than others on this list. When SBC first bought Pacific Bell, it tried to consolidate most of its brands-PacBell, Southwestern Bell, Nevada Bell and Cellular One-under the same agencies, but earlier this year went back to separate efforts for each. Years on list: Two.

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