19: Dean Mitchell

Published on .

Ad budget: $974 million

Agency roster: Havas' Robert A. Becker Euro RSCG, New York. WPP Group's Ogilvy & Mather, New York. Cordiant Communications Group's Bates USA, New York.

Power play: The best marketing asset of Mr. Mitchell, 46, may be perennial Tour de France winner Lance Armstrong, who recovered from cancer with help from BMS medicines. Under Mr. Mitchell, the company has returned more marketing power to brand managers. Sales of heavily advertised Plavix, which can prevent a second heart attack or stroke and is co-marketed with Sanofi-Synthelabo, are on the rise.

Downside: Ad dollars have been slashed. Spending on BMS' Rx products was $217 million for 2001, compared to only $33 million through May 2002, according to Taylor Nelson Sofres' CMR. Diabetes drug Glucovance is far from the success of predecessor Glucophage. Promising Vaniqa, to help women remove unwanted facial hair, has been sold. And BMS is too close for comfort to the ImClone-Martha Stewart scandal as the co-marketer of the drug that drove ImClone's stock rise.

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