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John Donoghue

MCI Communications Corp.

Title: Senior VP-consumer marketing

Budget: $328 million

Agencies: Messner Vetere Berger McNamee Schmetterer/Euro RSCG

Power play: MCI and British Telecom struck a deal this year to become one of the world's telecom powerhouses and advertising and marketing shake-ups are likely as that deal is finalized. Mr. Donoghue's challenge is to build MCI market share despite disruptions of the merger. He's already looking aggressively at alternate sources of revenue like "10-321" long distance dialing service.

Years on list: One.

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