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Coca-Cola Co.

Ad budget: $750 million (worldwide)

Agency roster: Edge Advertising (in-house), Leo Burnett Co., McCann-Erickson Worldwide, D'Arcy Masius Benton & Bowles, Fallon McElligott/Fallon McElligott Berlin, Lowe & Partners/SMS, Wieden & Kennedy, 20 others worldwide

Career: A native of Mexico, Mr. Zyman started his marketing career with Procter & Gamble Co. in Mexico City in 1968. Later he joined McCann-Erickson, which moved him from Mexico to Japan to the U.S. In 1975 he went to work for PepsiCo in Latin America, rising to president-general manager in Brazil before moving to the U.S. in 1978 to become director-marketing for the Pepsi brand. After a year, he crossed over to Coca-Cola as executive assistant to the president. In the '80s he oversaw two of the biggest launches in the company's history: Diet Coke (huge success) and new Coke (disaster). He left Coca-Cola to become a consultant in 1986 but returned as chief marketing officer in 1993.

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