Hired by Anheuser-Busch to handle marketing for the launch of Bud Light, Mara "Mitch" Meyers became known as the creator of the Spuds MacKenzie character. She later joined Jack Thorwegen and opened Zipatoni, which grew to 350 employees at five locations. The St. Louis-based firm had annual billings in excess of $40 million. Under her leadership as CEO, Zipatoni picked up Miller Brewing, Snapple, Bacardi, eBay and Motorola among its many clients. For her marketing work, Meyers was named AdWeek's Woman of the Year in 1987. She retired from Zipatoni in 2003 and became active on several business and advisory boards.