8: Gary Rodkin

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Ad budget: $1.30 billion

Agency roster: Omnicom Group's BBDO Worldwide, New York; Dieste Harmel & Partners, Dallas; Element 79 Partners, Chicago; Tracy Locke Partnership, Dallas; Tribal DDB, Dallas; and OMD USA, New York. WPP Group's J. Walter Thompson USA, New York, and Uniworld Group, New York; Publicis Groupe's Fallon, New York.

Power play: Mr. Rodkin, 50, has helped PepsiCo take a leadership role among waters, coffee, tea, sports drinks and alternative beverages. Innovation has taken off as well--particularly with the 2001 launch of Mountain Dew's Code Red, the company's most successful new-product launch in years.

Downside: Continues to trail Coca-Cola Co. in domestic sales; plans to expand Sierra Mist nationally, despite dissatisfaction from bottlers carrying Dr. Pepper/Seven Up's 7-Up. Integration of Quaker Oats Co. also remains a stiff challenge.

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