Debbie Myers

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Xmarks the spot-twice-for Taco Bell's Debbie Myers.

Since joining Tricon Global Restaurants' Mexican fast-food chain last year, Ms. Myers has signed off on at least two media deals related to the 24th letter of the alphabet.

Taco Bell's VP-media services, entertainment and licensing inked a deal for the chain's first in-program product placement, tied to the Fox TV summer reality series "Murder in Small Town X." Taco Bell even plays a role in the plot.

"It's a great concept and felt adventurous," Ms. Myers says, adding that Taco Bell is hungry for original programming during the fast-feeder's key summer season.

She also is planning a massive fourth-quarter videogame promotion with Microsoft Corp.'s new Xbox console.

"This is a huge opportunity for us," she says, noting there are two kinds of "big": in the idea and in scope. "This is a big idea. It's a totally different animal than a movie promotion." Because of the relatively early stage of the game promotion, she would only say, "It gives me chills."

Of course, while overseeing Taco Bell's roughly $200 million annual media budget, Ms. Myers also has struck deals without X connections, including a promotion with Viacom unit Paramount Pictures' "Tomb Raider."

She is also said to have had a major influence on Tricon's $100 million cross-platform pact with News Corp. That deal may include the letters NFL. While Taco Bell is a major sponsor of the X Games, that relationship preceded Ms. Myers.

Reflecting on her switch from a seller to a buyer of airtime, "It has been so much fun being on the client side during the upfront [TV market] but with my sales perspective," Ms. Myers says. "We all want great [costs per thousand], and there are different buttons you can push to make that happen."

Ms. Myers, 46, even uses her matchmaking skills in charity. She founded a program that has rescued and arranged adoptions for about 3,000 golden retrievers. That program, the Tara Foundation, is named after her favorite movie, "Gone With the Wind." The owner of 33 dogs, however, was unable to intervene in the ad fate of Taco Bell's Chihuahua.

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