23: Kurt Graves

Chief marketing officer, Novartis

Published on .

POWER PLAY: As the man in charge of Novartis' marketing, Kurt Graves has been a steadying influence as the pharma rides out the changes going on in direct-to-consumer advertising. He helped turn hypertension drug Diovan into a $4 billion blockbuster, and the animated "Digger" campaign for toenail fungus medication Lamisil continues to make that one of the most asked-for drugs at the doctor's office. Mr. Graves has also helped position Novartis better by helping to create a generics division, Sandoz.

DOWNSIDE: The challenge is to grow its existing drugs. It will be interesting to see if Novartis and Mr. Graves can continue the success enjoyed with its current drug lineup-and whether Novartis will become a player in any moves to acquire Bristol-Myers Squibb Co., which could change Novartis' strategies greatly.

AD BUDGET: $1.16 billion


* Havas' Euro RSCG, N.Y.

* Interpublic's Deutsch, FCB, Gotham, Integrated Communications, McCann Erickson and Regan Campbell Ward-McCann, N.Y.

* Omnicom's Cline Davis & Mann and Merkley & Partners, N.Y.

* Publicis' LifeBrands and Saatchi & Saatchi, N.Y.

* WPP's CommonHealth, Parsippany, N.J.; Grey, MindShare, N.Y.
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