29. Mary Minnick

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AD BUDGET: $540.5 million

AGENCIES INCLUDE: Interpublic's Campbell Mithun, Minneapolis; FCB, N.Y.; Fitzgerald & Co., Atlanta; Martin Agency, Richmond, Va. Publicis's Lapiz, Chicago; Publicis USA and Starcom MediaVest, N.Y. Publicis-backed Burrell, Chicago. WPP's Berlin Cameron/Red Cell and Ogilvy & Mather, N.Y. MDC Partners-based Crispin Porter & Bogusky, Miami. Anomaly, N.Y. Doner, Southfield, Mich. Wieden & Kennedy, Portland, Ore.

POWER PLAY: Mary Minnick, 46, is making Coke's global marketing organization more nimble. She also made clear that marketing support for any brand must include a proper balance of both rational and emotional cues.

DOWNSIDE: It's been nearly a year since Coke unveiled its manifesto for growth. Investors likely won't give Ms. Minnick, despite her recent arrival, another year to show results. So far, early work with C2 and Coke Zero has been uninspiring, and key marketing posts remain unfilled.%

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