18: Anne W. Fox

Published on .

Ad budget: $967 million

Agency roster: Havas Advertising's Euro RSCG MVBMS Partners, New York. Interpublic Group of Cos.' Dailey & Associates, West Hollywood, Calif., and McCann-Erickson Worldwide, New York. Publicis Groupe's Publicis, Dallas, and Publicis Sanchez & Levitan, Santa Ana, Calif. WPP Group's J. Walter Thompson USA, Chicago.Non-ad agencies include Internet shop Ayzenberg Group, Pasadena, Calif.

Power play: Under Ms. Fox, 55, Nestle has developed an active online presence to spotlight its product lines as part of consumers' busy lifestyles, creating sites such as verybestbaby.com, verybestkids.com and verybestpet.com. In a similar plug to leverage its brand synergies, Nestle also has brought together separate brands, such as the Treasures and Turtles chocolates, under one umbrella--Nestle Signatures--to gain ad efficiencies for its more indulgent products. Nestle has tapped top global agencies as consultants on specific categories and shifted pay structure to award effective advertising.

Downside: Nestle is a distant No. 3 in chocolate candy, and industry observers cite its lack of innovation and marketing as being a problem.

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