Proving that numbers guys CAN be creative, Richard Burjaw has pushed through some of the most innovative programs for the brands in his portfolio, which include Gatorade, Dew Fuel and Diet Pepsi. Starting out in Unilever’s finance department after completing an MBA in 1990, he then moved to its supply chain group. In 1997 he moved marketing-side joining Pepsi-Cola Canada, working his way up to his current position. A visible player in Canadian advertising, he’s served on the board of the ACA for two years and is its incoming chair. He also sits on the board of the Sponsorship Marketing Council and is a judge for the 2006 Cassies.

Donne on Burjaw:

Two words: Sidney Crosby

‘Richard has led his organization’s entry into many effective and leading partnerships, such as Sidney Crosby, as well as steering his firms’ products into greater participation in emerging wellness areas. He has a keen understanding of strategy and creativity, partnering with his agency teams to create a deep roster of award-winning creative.’

How is he an icon in the making?

‘Richard is an icon in the making because of the breadth of leading brands he consistently manages to success, as well due to his unique background [starting in the finance department] which helps him reach across his organization in an informed and insightful way. He brings a general manager’s understanding to his role which is rare in his discipline.’