13: Charlotte McKines

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Ad budget: $1.14 billion

Agency roster: Interpublic Group of Cos.' Foote, Cone & Belding Worldwide, and Initiative Media, both New York. Omnicom Group's DDB Worldwide, New York. WPP Group's Ogilvy & Mather, New York.

Power play: Ms. McKines, 43, must continue to grow sales of arthritis drug Vioxx as Merck battles Celebrex, co-marketed by Pfizer and Pharmacia Corp. (A Vioxx spot starring skater Dorothy Hamill recently scored well in a recall survey by Intermedia Advertising Solutions.) She also must help keep Zocor as the No. 2 player in the cholesterol-lowering category behind Pfizer's Lipitor. (A good season for the NFL's Atlanta Falcons would help: The coach, Dan Reeves, is a Zocor endorser.)

Downside: Sheneeds Merck's drug pipeline to yield some top products--fast.

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