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For the third year, Advertising Age International salutes Marketing Superstars, the people behind the most innovative, successful marketing strategies.

Soft drinks, cars and media are especially plentiful this year. Some Superstars are behind the initial rollout of a new international brand such as Pepsi-Cola Co.'s Radical Fruit Co.-N.Y. from Spain. Others are in charge of regional launches such as Asia Business News. A few are masterminding global introductions.

For the first time, the international success-or at least potential-of a new or revamped brand is a crucial factor, as winning ideas increasingly cross borders.

The 25 individuals from Europe, the Middle East, Asia, the Americas and Africa used expertise and ingenuity to market everything from multilingual software and a better airline business class to a global shampoo and a healthier yogurt.

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