Ad budget: $400 million-plus (worldwide)
Career: After graduating from Arizona State University, Mr. Swette joined Procter & Gamble Co. as a brand assistant. He stayed five years before joining Pepsi-Cola International in 1981. He remained with International for nine years, working in Latin America and then at headquarters on global marketing and strategy. In 1990, he moved to the U.S. marketing department, where as VP-marketing he led the company's aggressive push into alternative beverages. This spring he was named exec VP-chief marketing officer with responsibility for all beverage marketing worldwide.