21: Rick Hosfield

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Ad budget: $884 million

Agency roster: Interpublic Group of Cos.' Campbell Mithun, Minneapolis, and Casanova Pendrill Publicidad, Irvine, Calif. Publicis Groupe's D'Arcy Masius Benton & Bowles and Saatchi & Saatchi, both New York, and Burrell Communications Group, Chicago. Independent Schafer Condon & Carter, Chicago.

Power play: Mr. Hosfield, 48, has forged partnerships with large-scale entertain-ment entities, among them Nickelodeon, Cartoon Network and, most recently, DreamWorks SKG to develop proprietary media platforms that leverage the bigger portfolio of products.

Downside: Pressure is building to drive volume for the company's new Pillsbury brands and existing General Mills products, which suffered from inattention during the drawn-out acquisition of Pillsbury.

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