The 50 Most Powerful People in Marketing

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Procter & Gamble Co.

Global marketing officer

U.S. spending: $2.6 billion

Agency roster: D'Arcy Masius Benton & Bowles; Grey Global Group; Leo Burnett USA; Jordan McGrath Case & Partners/Euro RSCG; Saatchi & Saatchi; Starcom Worldwide, MediaCom, MediaVest, Burrell Communications Group

Power point: Mr. Wehling, 61, is presiding over a new direction for the company. His goal is to get the global marketing organization to rely less on TV and more on other marketing strategies. He also is overseeing one of the most sweeping changes in P&G agency relations ever: The implementation of a new compensation system in which agencies receive a percentage of sales instead of media commissions.

Years on list: Two. Mr. Wehling appeared on the list in 1997 while a senior VP for P&G.


General Motors Corp.

VP-general manager, GM advertising, corporate marketing and vehicle brand marketing

U.S. spending: $4 billion

Agency roster: McCann-Erickson Worldwide; D'Arcy Masius Benton & Bowles; Campbell-Ewald; Quantum Marketing; Chisholm-Mingo Group; N.W. Ayer & Partners; Accent Marketing; Harris Marketing Group; Leo Burnett USA; Martin Agency; Publicis & Hal Riney; GM Mediaworks

Power point: Mr. Middlebrook was instrumental in developing the dealer sales process while VP-sales, service and marketing of Saturn Corp. from 1985 to 1987. In May he added Phil Guarascio's title and responsibilities.

Years on list: First

3 Patrick J. Kelly


Senior VP-worldwide marketing

U.S. spending: $2.1 billion

Agency roster: Bates USA; Bozell Healthcare Group; Cline, Davis & Mann; D'Arcy Masius Benton & Bowles; Deutsch; Health Marketing Corp.; J. Walter Thompson USA; Lally McFarland & Pantello/Euro RSCG; Wolf Group; Mindshare; Carat North America

Power point: Mr. Kelly, 43, added oversight of Warner-Lambert's armada of prescription and consumer products to his portfolio following Pfizer's takeover of Warner-Lambert. The move gave Pfizer full marketing control of the blockbuster cholesterol-lowering drug Lipitor, which it had shared with W-L. The drug's account was then placed in review. Another review was launched to consolidate Pfizer and W-L's $738 million media account at a single agency.

Years on list: Three


Sears, Roebuck & Co.

Chief marketing officer/president-softlines

U.S. spending: $1.5 billion

Agency roster: Ogilvy & Mather Worldwide; Y&R Advertising; Burrell Communications Group; Kang & Lee Advertising; Mendoza, Dillon, & Asociados; Ogilvy & Mather; Mindshare; Bravo Group

Power point: Mr. Cohen, 51, has taken the bull by the horns, dumped "softer side" advertising and has set up a weekly sale approach, which is helping turn around sales.

Years on list: Two



Exec VP-global sales and marketing

U.S. spending: $1.8 billion

Agency roster: BBDO Worldwide; FCB Worldwide; InterOne Marketing Group; Don Coleman Advertising, Merkley Newman Harty; Montemayor & Asociados; PentaCom

Power point: Mr. Cunningham, 54, is overseeing a global shoot-out.

Years on list: First


AT&T Corp.

Director of marketing communications

U.S. spending: $1.9 billion

Agency roster: FCB Worldwide; Y&R Advertising; Bravo Group; Kang & Lee Advertising; UniWorld Group; Impiric

Power point: Ms. Constable, 41, joined AT&T in September of 1999 after 14 years at Saatchi & Saatchi. She is playing a big role in shaping the company's brand and guiding its agencies.

Years on list: First


Ford Motor Co.

VP-global marketing

U.S. spending: $1.6 billion

Agency roster: Doner; GSD&M; J. Walter Thompson USA; Messner Vetere Berger McNamee Schmetterer/Euro RSCG; Ogilvy & Mather Worldwide; Y&R Advertising; Ford Motor Media; UniWorld Group; Zubi Advertising Services

Power point: Mr. Schroer, 48, now has all of Volvo and Land Rover to watch in addition to other Ford brands.

Years on list: First


Pepsi-Cola Co.

Senior VP-strategy and marketing

U.S. spending: $1.3 billion (total PepsiCo)

Agency roster: BBDO Worldwide; Goodby, Silverstein & Partners; J. Walter Thompson USA; Dieste & Partners; UniWorld Group; FCB Worldwide

Power point: Ms. Hudson, 42, stepped up local and ethnic marketing initiatives. She oversaw the debut of Mountain Dew on the Super Bowl and Aquafina's campaign.

Years on list: Two


IBM Corp.

Senior VP-marketing and member of the operations committee and chairman's council

Global spending: $1.2 billion

Agency roster: Ogilvy & Mather Worldwide, Digitas, Brann Blau & Partners and others

Power point: Ms. Kohnstamm, 47, says, "Our research shows the Internet revolution is less than 3% complete. Less than 10% of Fortune 1000 company Web sites enable customer transactions. So our e-business marketplace strategy has a lot of room to grow as we expand our offerings in the marketplace."

Years on list: Six


Johnson & Johnson

Corporate VP-advertising

U.S. spending: $1 billion

Agency roster: McCann-Erickson Worldwide; Saatchi & Saatchi; Ogilvy & Mather Worldwide; Lowe Lintas & Partners; and other agencies

Power point: Ms. Alstrup, 51, led Johnson & Johnson into a lead sponsorship role of the show "Gilmore Girls" on the WB as part of the Family Friendly Programming Forum and sole sponsorship of the premiere of ABC-TV's new hospital drama, "Gideon's Crossing."

Years on list: First


Intel Corp.

VP-sales and marketing group, director of worldwide marketing operations

Global spending: $1.1 billion

Agency roster: Messner Vetere Berger McNamee Schmetterer/Euro RSCG; Modem Media; SFM Media Planning

Power point: Ms. Pollace, 47, an Intel veteran, will help steer the company into new marketing initiatives as the computer-chip marketer attempts to reposition itself for opportunities in communications, wireless and networking fields as it moves beyond the company's core business.

Years on list: First


Toyota Motor Sales Corp.

VP-marketing Toyota division

U.S. spending: $1 billion

Agency roster: Saatchi & Saatchi Pacific; Team One; Conill Advertising

Power point: Mr. Sturm, 49, was on the team responsible for the successful launch of the Lexus brand in 1989. He's been with Toyota for 19 years.

Years on list: Two



Senior VP-mass markets for MCI WorldCom

U.S. spending: $1.1 billion

Agency roster: Messner Vetere Berger McNamee Schmetterer/Euro RSCG; DWP/Bates Technology; Suissa Miller

Power point: Mr. Macko, 35, previously was VP-segment marketing and has been with MCI since 1985. He engineered the telecommunications giant's highly successful partnership marketing programs. In 1996, Mr. Macko was an Advertising Age Marketing 100 success story.

Years on list: First


Verizon Communications

Senior VP-brand management and marketing services

U.S. spending: $1.3 billion

Agency roster: Lord Group; Ogilvy & Mather Worldwide; Arnold Communications; Temerlin McClain; Tierney Communications; Burrell Communications; Draft Worldwide; La Agencia de Orci y Asociados; Robinson & Maites; Zenith Media; Media Direct Partners

Power point: Ms. Keeler, 52, held the same post with Bell Atlantic prior to the merger with GTE Corp.

Years on list: Three


J.C. Penney Co.

Chief marketing officer

U.S. spending: $996 million

Agency roster: DDB Worldwide; Optimum Media Direction; Spike/DDB

Power point: Mr. Farley, 45, as Penney's first chief marketing officer, conducted a review and hired DDB, Chicago, an agency known for its "Whassup" work. He launched a new $200 million branding effort this fall, tagged, "It'sallinside," with spots backing not only the stores and catalog, but its successful dot-com operation.

Years on list: Two


McDonald's Corp.

Senior VP-marketing

U.S. spending: $1.13 billion

Agency roster: DDB Worldwide; Leo Burnett USA; Burrell Communications Group; Del Rivero Messianu; Optimum Media Direction

Power point: Mr. Zwain, 48, is presiding over an 8% increase in ad spending, yet the "We love to see you smile" campaign hasn't spurred much in new sales so far.

Years on list: Two



Group VP-marketing and wholesale operations

U.S. spending: $654 million

Agency roster: DDB Worldwide; Goodby, Silverstein & Partners; Open Minds; Castor Advertising; Leap Partnership; Red Advertising; Waylon Advertising; Brado Cuneo; Gleason/Calise Associates; Fusion Idea Lab; Spike/DDB

Power point: Mr. Busch, 36, helped contemporize Budweiser with ads such as "Whassup."

Years on list: Five


Hewlett-Packard Co.

Brand marketing manager

Global spending: $1 billion

Agency roster: Goodby, Silverstein & Partners; Saatchi & Saatchi; Publicis & Hal Riney

Power point: Mr. Van Naarden, 46, came to the U.S. in April to take charge of brand marketing at the invigorated organization. He was the executive behind the European launch of H-P's first European ad campaign for printers in 1990.

Years on list: First


Coca-Cola Co.

Senior VP-chief marketing officer

U.S. spending: $66.5 million

Agency roster: Berlin, Cameron & Partners; Bartle, Bogle Hegarty; Burrell Communications Group; Cliff Freeman & Partners; D'Arcy Masius Benton & Bowles; GMO/Hill, Holliday; Leo Burnett USA; Lowe Lintas & Partners; McCann-Erickson Worldwide; Wieden & Kennedy

Power point: Mr. Jones, 45, replaced Charles Frenette at the helm. Coke continues to follow Pepsi in terms of marketing strategies but has been developing innovative media agreements like its National Basketball Association effort.

Years on list: First


Tricon Global Restaurants


U.S. spending: $858.7 million

Agency roster: BBDO Worldwide; FCB Worldwide; Y&R Advertising; Dieste & Partners; Media Edge; TN Media

Power point: Mr. Novak previously ran both KFC and Pizza Hut. Now he's stepped in at Taco Bell to bring the chain around. A former agency executive, he makes agency visits on behalf of his properties. Once Taco Bell's marketing is on track, he can be expected to turn the efforts over to the staff.

Years on list: Two


L'Oreal USA

Senior VP-general manager

U.S. spending: $894 million

Agency roster: Carlson & Partners; Gotham; Initiative Media; McCann-Erickson Worldwide; Optimedia International; Publicis

Power point: Ms. Hamilton, 48, formerly senior VP of marketing at L'Oreal, was promoted to a new post that gives her widespread control in setting strategy for the brand.

Years on list: Three


General Mills


U.S. spending: $670 million

Agency roster: DDB Worldwide; Saatchi & Saatchi; Campbell Mithun; Casanova Pendrill Publicidad; Don Coleman Advertising

Power point: Mr. Hosfield, 46, is fond of saying, "Stay humble, stay hungry, stay focused," a mantra crucial to keeping the fast-paced innovation machine at General Mills churning and to taking on the challenge of integrating the brands soon to be acquired from Pillsbury.

Years on list: Two


Sony Computer Entertainment America

Senior VP

U.S. spending: $150 million plus

Agency roster: TBWA/Chiat/Day

Power point: Mr. House, 34, expects spending behind PlayStation 2 to go beyond $150 million. Earlier this year, Sony vowed to back the next-generation digital entertainment platform with its biggest marketing blitz ever.

Years on list: Two


American Honda Motor Co.

Exec VP-advertising, product planning, distribution for Honda and Acura brands

U.S. spending: $745 million

Agency roster: Rubin Postaer & Associates; Dailey & Associates; Muse Cordero Chen; La Agencia de Orci & Asociados; Initiative Media North America

Power point: Mr. Elliott began his career with Honda in 1970. Since he took charge of Honda's racing subsidiary in 1992, the brand has won a slew of championships. He's also led the effort for more environment-friendly vehicles.

Years on list: First


Bristol-Myers Squibb Co.

VP-consumer and patient marketing

U.S. spending: $860 million (total BMS)

Agency roster: Merkley Newman Harty; Healthworks; Robert A. Becker Euro RSCG; Bozell; DDB Corbett; Gotham; FCB Worldwide; Kaplan Thayer Group; D'Arcy Masius Benton & Bowles

Power point: Ms. Hoenig, 41, launched a new DTC campaign for No. 3 statin Pravachol and, then later, a review for the account. She also launched a new DTC effort for anxiety drug BuSpar, despite impending patent expiration.

Years on list: Two



VP-media services for the U.S. and Canada

U.S. spending: $794 million

Agency roster: McCann-Erickson Worldwide; Ogilvy & Mather Worldwide; J. Walter Thompson USA; Lowe Lintas & Partners; BBDO Worldwide; Initiative Media; Stone & Simons;

Power point: Mr. Simmons, 45, is overseeing a media review that will consolidate Unilever's $500 million-plus TV buying and planning account. The review is expected to wrap up by Thanksgiving. He has also been the point man in North America for a communication channel planning system, which gives media planning an unprecedented role at Unilever by identifying the best communication channels for each brand at the outset of the marketing process.

Years on list: First


Mars Inc.

General manager-chocolate

U.S. spending: $590 million

Agency roster: D'Arcy Masius Benton & Bowles; Grey Worldwide; BBDO Worldwide; UniWorld Group; MediaVest

Power point: Mr. Gamgort, 38, was president of Major League Baseball for two years before coming to Mars. The arrangement of MLB's media budget forced reliance on creative partnerships with sponsors and media entities and served as a great training ground for creative marketing.

Years on list: First


Kraft Foods

Senior VP-consumer insights and communications

U.S. spending: $1.1 billion

Agency roster: J. Walter Thompson USA, Leo Burnett USA, FCB Worldwide, Y&R Advertising, Ogilvy & Mather, Lord Group, TBWA/Chiat/Day

Power point: Mr. Friedmann, 45, is well-equipped to meet the challenges of increasingly targeted marketing after working three years at a direct marketing agency.

Years on list: First


Seagram Co.

President of theatrical marketing for Universal Pictures

U.S. spending: $350 million

Agency roster: DDB Worldwide; in-house unit Parallel Universe; various creative and non-U.S. media agencies

Power point: Seeking star power, Mr. Shmuger adjusted the promotion of "Erin Brockovich," by attaching Julia Roberts' name to the title-"Julia Roberts is Erin Brockovich"-and helped make the film a hit.

Years on list: Two



VP-marketing at Bayer Consumer Care

U.S. spending: $660 million (total Bayer)

Agency roster: BBDO Worldwide; Euro RSCG Tatham

Power point: Mr. Kolpon, 43, continued to spend heavily behind Bayer aspirin and Aleve. Both products had significant sales growth. Acquired Rid head lice treatment from Pfizer, which Pfizer had to divest due to its merger with Warner-Lambert.

Years on list: Two

31 Dick COOK

Walt Disney Co.

Walt Disney Motion Pictures Group chairman

U.S. spending: $547 million

Agency roster: Initiative Media; Carat International; various creative agencies

Power point: Mr. Cook, 50, was able to pull in the crowds for "Dinosaur," by drawing in more than just the usual family audience suspects.

Years on list: Three


Burger King

Senior VP-marketing

Estimated spending: $404 million

Agency roster: Lowe Lintas & Partners; D'Arcy Masius Benton & Bowles; Bromley Communications; UniWorld Group

Power point: Mr. Bomhard, 33, the industry's wunderkind is now heading up marketing at the No. 2 fast-food chain-and no matter how it turns out he's sure to have it his way.

Years on list: First


Microsoft Corp.

VP-marketing division

Global spending: $600 million-plus

Agency roster: McCann-Erickson Worldwide

Power point: Ms. Mathews, 33, says "One of my goals is to create a really wonderful long-term partnership with McCann-Erickson. We have a long way to go, but they intrinsically understand our business and they're doing a very good job at developing a team."

Years on list: First


Nissan Motor Co.

VP-marketing and product planning

U.S. spending: $659 million

Agency roster: TBWA/Chiat/Day

Power point: Mr. Collins oversaw the substantially improved creative that matches a more dramatic product lineup.

Years on list: First


Seagram Co.

Chief marketing officer for Seagram Spirits & Wine Group

U.S. spending: $620 million

Agency roster: TBWA/Chiat/Day; Gray Worldwide; M&M Creative Services; Chisholm-Mingo; Kang & Lee; MediaCom; Digitas

Power point: Mr. Tripodi, 45, is responsible for establishing the global marketing function at Seagram.

Years on list: Two


Miller Brewing Co.

Senior VP-marketing

U.S. spending: $273 million

Agency roster: J. Walter Thompson USA; Ogilvy & Mather Worldwide; Publicis & Hal Riney; Jacobson Rost; Latin Works Marketing; Don Coleman Advertising; Red Sky Interactive; Square One/Uno Comunicaciones; Starcom USA and Wieden & Kennedy

Power point: Mr. Mikulay, 49, oversaw the new Lite and MGD campaigns. He helped launch Miller's recyclable plastic bottles, which is giving the country's No. 2 brewer a much-needed edge against competitors.

Years on list: First


Nestle USA

VP-advertising and media

U.S. spending: $643 million

Agency roster: McCann-Erickson Worldwide; Dailey & Associates; J. Walter Thompson USA; Publicis; Messner Vetere Berger McNamee Schmetterer/Euro RSCG; Siboney USA

Power point: Ms. Fox, 53, recently oversaw the acquisition of PowerBar, one of Nestle's efforts to develop new brands. Nestle is also busy building global marketing platforms for existing brands.

Years on list: First


Time Warner

President of theatrical marketing for Warner Bros.

Estimated spending: $532 million

Agency roster: Grey Entertainment; in-house and various creative agencies

Power point: Mr. Ball, 50, steered "The Perfect Storm" through focused online and cable marketing components, including specials on Weather Channel and Discovery Channel.

Years on list: First for Warner Bros. Mr. Ball appeared on the Power 50 list twice while senior VP-marketing for McDonald's Corp.


Schering-Plough Corp.


U.S. spending: $534 million (total S-P)

Agency roster: CommonHealth; Quantum Group; Lowe Consumer Healthcare; Messner Vetere Berger McNamee Schmetterer/Euro RSCG; TN Media and other healthcare agencies

Power point: Mr. Andrzejewski, 35, kept the sun shining on Claritin with ads featuring a version of the pop song "After Midnight." He now has a new assignment in the managed care arena for Schering.

Years on list: Three


American Home Products

Wyeth-Ayerst North America president

U.S. spending: $591 million (total AHP)

Agency roster: Rubin Ehrenthal & Associates; Bates USA; Klemtner Advertising; Robert A. Becker Euro RSCG and other healthcare agencies

Power point: Mr. Mahady, 47, launched an unbranded effort for Premarin and Prempro starring actress Lauren Hutton. He also introduced the new insomnia drug Sonata with the help of a direct-to-consumer effort. He readied a DTC push behind Altace.

Years on list: Second


American Express Co.

Exec VP-global advertising and brand management

U.S. spending: $537 million

Agency roster: Ogilvy & Mather Worldwide; Momentum IMC

Power point: Mr. Hayes, 46, who joined American Express in 1995, is a major player behind AmEx's brand-building efforts.

Years on list: Sixth


Volkswagen of America

Senior exec-marketing

U.S. spending: $483 million

Agency roster: Arnold Communications; McKinney & Silver

Power point: Mr. Huyett, 58, spent all but five years of his career at VW and has held just about every job there and at its sister company, Audi of America.

Years on list: First


Kellogg Co.

Senior VP-Kellogg Co. and president, Kellogg North America

U.S. spending: $416 million

Agency roster: Leo Burnett USA; J.Walter Thompson USA; Martin Agency; Burrell Communications Group; Sanchez Healy; Lapiz; Starcom Worldwide

Power point: Mr. Mackay, 45, assumed his current post in July. He had been managing director of Kellogg U.K. and Republic of Ireland since 1998. Prior to that, he was category director for Kellogg USA's ready to eat cereals.

Years on list: First


Wal-Mart Stores

Senior VP-marketing

U.S. spending: $513 million

Agency roster: Bernstein-Rein, GSD&M, Lopez Negrete Communications; E. Morris Communications

Power point: Mr. Higham, 54, who has a great loyalty to his advertising agencies, credits his long-standing relationships with those agencies for Wal-Mart's marketing success. "Keeping a great agency is like keeping a great marriage, you have to work on it," he says.

Years on list: Four


Glaxo Wellcome

VP-general manager of respirator and anti-infective marketing

U.S. spending: $224 million

Agency roster: Grey Worldwide; Saatchi & Saatchi; Messner Vetere Berger McNamee Schmetterer/Euro RSCG; FCB Healthcare; Sandler & Recht; Media Edge

Power point: Mr. Daly, 39, launched a new flu drug, Relenza, with a direct-to-consumer advertising effort starring the former "Seinfeld" actor Wayne Knight. Mr. Knight was the personification of the hated flu in humorous commercials. While the campaign was high-profile, the drug failed to overtake Hoffman-La Roche's Tamiflu.

Years on list: First


The Limited

U.S. spending: $231 million

President-chief marketing officer,

The Limited brand and creative services

Agency roster: In-house

Power point: Mr. Razek, 52, was the man behind the two Victoria's Secret Webcasts and has brought the specialty shop to TV. At the same time, he has helped move other Limited brands into paid media, albeit in a limited way. Remarkable for a man whose boss, Les Wexner, has a limited belief in advertising.

Years on list: First


Kmart Corp.

VP-advertising and marketing

U.S. spending: $483 million

Agency roster: TBWA/Chiat/Day in 2001; Campbell Mithun as incumbent; Don Coleman Advertising; Castor Advertising

Power point: The troubled retailer took some drastic marketing steps, parting with the Rosie O'Donnell/Penny Marshall duo and The Judds, then its agency of four years. Its new CEO is thinking of dusting off its "Blue Light" image and looking for Kmart's first chief marketing officer.

Years on list: Four


Compaq Computer Corp.

Senior-VP marketing and strategy

U.S. spending: $500 million

Agency roster: FCB Worldwide

Power point: Mr. Fox, 52, says Compaq's approach to establishing brand equity includes a broad alliance of partners to bring an integrated set of solutions.

Years on list: First


Charles Schwab & Co.

Senior VP-brand management and advertising

U.S. spending: $191 million

Agency roster: BBDO Worldwide; Martin Agency; Rubin Postaer & Associates; GSD&M; Media Edge

Power point: Mr. Calhoun just joined Charles Schwab & Co. to head up the company's marketing efforts. He arrives as Len Short, exec VP-advertising and brand management, plans his resignation as of yearend. Mr. Short will assist with the departmental transition.

Years on list: First


Mitsubishi Motor Sales of America

Senior VP-general manager

U.S. spending: $186 million

Agency roster: Deutsch

Power point: Mr. O'Neill worked in a variety of sales, service and marketing posts at General Motors Corp. before joining Mitsubishi in 1998. Mr. O'Neill is presiding over marketing as the company introduces new product with a new advertising style and witnesses an increase in sales volume.

Years on list: First

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