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5W Public Relations President-CEO Ronn Torossian makes it quite clear that he has little use for the rest of the PR business. The 31-year-old describes his big-agency competitors as "brain-dead" and "antiquated."

Mr. Torossian claims his company wins 85% of its new-business pitches. He adds: " 'Genteel' is not often used to describe me."

Before launching 5W in 2003, Mr. Torossian worked for Israel's Likud Party, as well as two midsize PR shops.

"Ronn is a rare combination of a conceptualizer and a doer," says Raphael Benaroya, chairman and president-CEO of United Retail Group, which includes the Avenue women's apparel chain. "He's smart and he's tireless. He moves with an almost military intensity." -larry dobrow

5W Public Relations

* Founder and president-CEO

* Client roster ranges from McDonald's to Lil' Kim
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