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Levi Strauss & Co.

Ad budget: $100 million

Agency: Foote, Cone & Belding

Career: As a graduate of Yale University with an undergraduate degree in American studies and a master's in American history, Mr. Goldstein finds it fitting to now work for Levi Strauss, a company that's an American cultural icon. Mr. Goldstein began his marketing career as a copywriter for a pharmaceutical marketer. He moved to Levi Strauss in 1978, where he later helped launch the Dockers brand in 1991. A year ago, as a labor of love, he guided development of a coffee-table book that reviewed the rich history of Levi's in American culture.

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