ADAM HARTER, 44
VP Marketing & Cultural Connections, Pepsi Beverages North America
Last Year's Rank: —
Harter, who spent an estimated $50 million to $75 million on music sponsorship in 2015, added a Live Nation deal (sponsorship of three music festivals; pouring rights at 70-plus venues) and Fox's Empire to a roster that includes the Super Bowl halftime show and the Grammys. The groundbreaking Empire buy actually integrated a Pepsi ad into the storyline of the midseason finale, generating 2 billion-plus earned media impressions valued at more than $30 million.