POWER 100: This year's Marketing A-list is marked by challenges from Ryanair's Michael O'Leary and David Haines of Vodafone

Marketing's fourth annual Power 100 list represents the most influential people in the UK marketing industry in 2003. Here, we pit the credentials of marketing directors against heads of industry bodies, agency types and entrepreneurs. The result is a marketing A-list. As the elite of the industry, these 100 people hold the future of marketing in their hands.

If you've made it, congratulations - your next challenge is to hang on to your place or better it. If your name's not on the list this year, your mission for the next 12 months is to market yourself as one of the industry's heavyweights.

So how can you push your number one brand - yourself - and what does it take to make a powerful marketer? A famous brand? A huge budget? Industry influence? Star quality? Entrepreneurialism? The fact is that it takes all of these criteria, in different measures, for anyone to become a marketer powerful enough to win a place on our list.

In an industry where power is hard-won and easily lost, gauging who deserves a place on the list is a tough challenge. No one has to fill all five of the criteria to justify their place, but few will have less than two icons next to their name.

The brand is integral to a marketer's power. A strong brand invariably brings with it a higher profile and budget to match. As a brand becomes more successful, its performance is key to the success of the marketer.

In this list, money is about marketing budget rather than personal wealth.

We have only awarded spending power as a factor if the candidate has an adspend among the UK's top 100 advertisers (Marketing, February 27).

Brand and budget are straightforward criteria; but the remainder are more difficult to gauge. Influence is the banner under which key people from industry associations earn their place, but for many marketers, it is gained by becoming effective networkers, or by being involved with bodies such as the Incorporated Society of British Advertisers (ISBA).

These marketers often wield influence and power beyond their primary role.

Celebrity status can be linked to influence, but can also be earned by industry personalities who command the respect and favour of their peers. These are the people you would love to take out to lunch to pick their brains. This icon is often awarded to those who are not necessarily marketers by training, but who have successfully built their own brand empire: the entrepreneurs.

Factors that influenced the rise or fall of individuals include job changes, specific campaigns launched during the past year and their perceived success, brand value and therefore company financial performance, along with the profile of the individual.

So if you think you stand a chance of joining the marketing elite and getting onto next year's Power 100 list - read on. You just might learn how it's done.


For a man whose corporate life is based on selling detergent and shampoo, FitzGerald has built a reputation of international import. The former student Leftie, who spent five years running Unilever's South African food operation during the Apartheid era, keeps growing in stature. When he speaks about the euro, the Common Agricultural Policy or politics, people listen. And despite a recent blip in Unilever's performance - partly prompted by a decline in the popularity of Slimfast - FitzGerald's 'Path to Growth' strategy continues to look spot-on. The Unilever co-chairman and chief executive also holds non-executive directorships at Reuters, Merck and Ericsson, and has an influential position on the World Economic Forum.


It's a brave man who loiters in supermarket aisles quizzing shoppers on their use of feminine care products. But Procter & Gamble vice-president and managing director de Lapuente claims to spend two hours a week on such a mission in a quest to understand the "two moments of truth" in a brand experience - consumer choice of the brand and consumer use of the brand. De Lapuente believes that if you say that the consumer is boss, you have to walk the talk. And when a shopper told him she had cut her finger opening an Ariel tab, he had the box redesigned. A marketer by background, he sits on the Institute of Grocery Distribution's Policy Issues Council, is a member of the UK Cleaning Products industry association and sits on the leadership team of Opportunity Now for Business in the Community.


There aren't too many FTSE 100 chief executives who earn more than Mason does as the marketing director of Britain's most successful retailer - £1.5m last year. So it was no surprise he was not lured by rumoured advances from Boots earlier this year. Mason, as active an advocate of corporate social responsibility as ever, remains one of the most watchable marketers around, which explains why he speaks at so many industry events. He is surely one of the prime candidates to replace Sir Terry Leahy when the Tesco chief executive decides he has had enough.


As this year's Power 100 was going to press, WPP chief executive Sir Martin Sorrell had finally emerged victorious from one of the most intriguing takeover battles seen in the City for many a year after Cordiant Communications shareholders voted in favour of WPP's £266m offer. If ever a single business story so neatly encapsulated the character of its main protagonist, this was surely it. Bullish, determined and relentless: three words sum up the man who has lured Cordiant into WPP's empire and shrugged off a shareholder row over his three-year contract. Sorrell, 58, shows no sign of losing the drive and energy that have made him one of the country's most influential businessmen.


O'Leary's focused, often brutal, style of management may not win him much popularity, but it has made his airline the most profitable in Europe and given it a market capitalisation of nearly $5bn (£3.1bn), now well above that of British Airways, or even Lufthansa. The 'cut the crap and cut the prices' model has shattered many a marketing theory, proving that people are not necessarily willing to pay a premium for better service, let alone a brand. Far from mellowing out, the past year has seen chief executive O'Leary more belligerent than ever, turning his legendary aggression onto struggling low-cost rival easyJet.


PepsiCo's creation of a business unit called PepsiCo UK, comprising Pepsi, Walkers Snacks, Tropicana and Quaker, also created an opportunity for the US food giant to reward Walkers Snacks' down-to-earth chief executive with a plum new job as its president. The promotion sees Glenn jump up the Power 100 list and puts him among the UK's marketing heavyweights, overseeing an advertising budget of about £40m. It's unlikely to be an easy ride ahead though, as the global food industry scrambles to find ways of countering criticism that its products make people fat and unhealthy. But Glenn is no stranger to social marketing - Walkers Books for Schools is one of the UK's most successful cause related marketing campaigns.


Ball's jibe that ITV "couldn't run a bath" may yet come back to haunt him. But for the moment, everything is rosy in his garden. Sky's subscriber acquisition cost is falling, churn is down below 10%, revenue per subscriber is rising, and the target of seven million subscribers by the end of 2003 looks very achievable. The Premier League's un-bundling of its live TV rights seemingly poses a threat to Sky's stranglehold on its most important programming asset, but few would bet against Ball and his canny team grabbing all the rights, and at a cheaper price than before.


Former Coca-Cola marketer Haines' mission to paint the mobile landscape red has gone from strength to strength over the past year as Vodafone has reinforced its position as the world's biggest mobile network. However, his personal reputation has hit the buffers of late. The global brand director is embroiled in a legal dispute with Formula One team Jordan, which alleges that he uttered the words "You've got the deal" in early-2001 before signing an agreement to sponsor the Ferrari F1 team. Vodafone Live!, the company's effort to package data services, has been a success, with David Beckham's aid, pulling in more than 250,000 subscribers in the UK alone.


Tipped as a front-runner for the top job at Emap, some were surprised when Carter was instead installed as head of new media and telecoms super regulator Ofcom. The next 12 months should see former NTL chief Carter established as the most powerful man in media - or, alternatively, as a punchbag for big vested interests. Among his many early challenges could be to pacify an irate advertising industry, should the Competition Commission allow a merger of ITV's two sales houses, giving ITV a dominant and potentially anti-competitive position in the TV airtime market.


Out of work since rival airline easyJet snapped up her "baby" Go last summer, Cassani recently landed the job of bringing the Olympic Games to London in 2012. Handing the high-profile job of chief executive of the British Olympic bid to a 43-year-old American was controversial, but those who have worked with Cassani attest to her talent, energy and ability to take people with her. Hugely upset that Go, a powerful brand created in just five years, was sold, as she put it, "from underneath me", many believed Cassani would return to her native Boston. But now settled in West London and the owner of a local pub/restaurant, the city has become Cassani's new brand challenge.


It's been a tough year for Stelios. He admitted that easyGroup companies had lost a cumulative £120m, new venture easyCinema ran into problems and even the previously profitable easyJet dipped £48m into the red. But he remains characteristically positive and committed, selling further easyJet shares to plough £17m more investment into ventures such as easyCar and easyCinema. While it's a struggle at the moment, the easyGroup chairman remains an inspiration to marketers who believe in invention, enterprise and fighting the status quo.


The marketing juggernaut that is Andrew Harrison keeps on rolling. This year's Marketer of the Year at The Marketing Society Awards took Nestle into the premium block chocolate market with the launch of Double Cream, turned kid's favourite Smarties into a bar, and brought out bite-size chunks of perennial favourite Kit Kat. The marketing director also qualified his now notorious 2002 assertion that supermarkets are the new media by signing a £6m multi-brand sponsorship of the forthcoming Pop Idol series on ITV. He was quick to point out that he had never entirely dismissed TV, merely said it needed to sell itself better. The Marketing Society award will no doubt be some consolation for failing to spot the potential of an unknown JK Rowling when she won the Smarties Children's Book Prize for a novel about a wizard called Harry Potter just after Harrison started at Rowntree.


Under the tutelage of Marsden, Britvic appears to be defying the recession, and is expected to up its marketing budget this year. An old-school marketer with a focus on the bottom line and traditional brand-building, he has once again enjoyed success with Robinsons - sales up 14% - and has begun to put the fizz back into Tango's fortunes. Marsden's experience, creativity and people skills have won him growing influence in the marketing community. He sits on the government's Advisory Committee on Advertising and will chair ISBA's executive committee from September.


The no-nonsense Welshman has revamped Barclays' marketing operations, creating a tighter structure. The diminutive Gulliford is the man behind Barclays' controversial Samuel L Jackson TV campaign. Despite some criticism of the creative among rival financial services marketers that the work does not deliver a positive impact for the brand, a new wave filmed by iconic director Ridley Scott continues to push the 'Fluent in finance' line and achieve high recall. The marketing and communications director is also prolific on the industry's speakers' circuit.


This has been a big year for the workaholic entrepreneur who founded his business in 1989. He has produced a strong sales performance and will pay a dividend to shareholders for the first time this year, which will amount to more than £3m for him personally. The group chief executive also pulled off a major advertising coup by signing former BT icon Maureen 'Beattie' Lipman to star in TV ads to launch the company's talktalk fixed-line service, which has been offered in-store since February. His aim is to sign up 250,000 customers to the service by the end of its first year. The launch into fixed-line is part of Dunstone's ambition to make Carphone Warehouse a one-stop advice shop for all telecoms.


The always-outspoken sardonic Brummie was instrumental in the rebranding of Channel 5 to Five last autumn, while TBWA\London, of which he is chairman and executive creative director, scooped the gong of advertising agency of the year at the British Television Advertising Awards. Beattie's persona allows him to take his views out of the advertising arena into mainstream society. He was recently called upon to write the introduction to Moving On Up, a collection of articles edited by the Chancellor's wife, Sarah Brown, which purports to provide "inspirational advice to change your life".


He may be criticised as a crass populist, but the BBC's continuing revitalisation under Dyke is demonstrated by BBC One's 2.2% audience share lead over ITV during the first half of 2003. Director-general Dyke has also dared to take on Rupert Murdoch, first by moving the BBC off Sky's satellite encryption platform, then by denigrating Murdoch's Fox News Channel for its "unquestioning gung-ho American patriotic" coverage of the Iraq War. But the BBC's bust-up with Tony Blair over the alleged "sexing-up" of the Iraqi weapons threat could have repercussions come the next review of the BBC's Charter.


Only one thing about Green is more talked-about than his lavish birthday parties, and that is his reputation for being the high-street deal-maker par excellence. Since last year's Power 100, chairman Green has bought Arcadia and is reported to be continuing to pursue a bid for Safeway. Not known for throwing money at expensive ad campaigns, his record at achieving growth for his businesses is pretty much unparalleled in the UK.


There's no straighter-talking businessman in the UK. With directorships at a string of companies, from lastminute.com to Leeds United, Leighton is known for his impatience at solving business problems. He certainly has a major one on his hands as chairman of Royal Mail Group, but the recruitment of former Football Association chief executive Adam Crozier shows he is serious about getting the job done. Regular run-ins with Postcomm, the industry regulator, confirm Leighton's reputation as a man who pulls no punches.


The former BT managing director's foray into financial services marketing raised a few eyebrows this summer when he announced he was joining troubled Abbey National as customer propositions director. His appointment followed a series of unconventional agency reviews and the sidelining of former marketing head Janet Connor. Just how much autonomy Porter will have under new chief executive Luqman Arnold remains to be seen, although the Martin Kemp ads will have to go.


As P&G's director of UK media, Balderston's mission to improve standards in P&G's media spend means he has the ability to bring out media moguls in cold sweats. P&G has voiced criticism over the cost and reach of TV advertising and the need to diversify its spend. This despite being the top TV advertiser in the UK, spending £133m - £75m more than its nearest rival. Balderston oversaw the streamlining of P&G's £162m media planning business into ZenithOptimedia and Media-Vest in April. He continues as a member of ISBA's executive committee.


Famous for constructing Sun headlines such as 'Gotcha' after the sinking of the Belgrano, The Wireless Group's chief executive continues to stir up controversy and is now making the headlines himself in his battle with Rajar over radio audience measurement. MacKenzie is threatening to sue the body after it rejected his wristwatch electronic measuring system. At stake is about £20m worth of ad revenue - the amount of additional money he estimates talkSPORT would get should wristwatch measurement be adopted. He claims its audience would increase from 2.2 million to eight million. MacKenzie also entertained us in a Channel 4 show in which he set out his hang 'em and flog 'em policies should he be elected Prime Minister.


As chief executive of Camelot, the direct but friendly Thompson has had a roller-coaster ride. Victorious against Branson, then blighted by poor sales and press coverage of money going to asylum seekers, the lottery operator also ditched the Billy Connolly ad campaign used for the £72m relaunch of the National Lottery as Lotto. But things improved for Thompson with the government's decision to bid for the 2012 Olympics. It will use the lottery to generate £1.5bn, £750m from new games that could prove a vital boost to the company. Although among the names initially bandied about to run the London Olympic bid, she has said she'll stay at Camelot until sales improve. Thompson is a council member of the ISBA council and the Press Complaints Committee.


His tenure as chief executive of the UK's second-biggest grocery chain may be coming to an end, but Davis remains one of the most influential - and visible - businessmen in the UK. When he moves upstairs to become chairman next year - an appointment that contravenes the Higgs Report's code on corporate governance - Davis will reflect on a period in which Sainsbury's market share has declined and his strategy for the company has come in for increasing scepticism from analysts.


As chairman of ISBA's TV action group, McIntosh has played a key role in formulating its response to the proposed ITV merger through its representations to the Competition Commission. On the issue of merging ITV's sales houses, he has taken a measured view, putting the onus on ITV to deliver a credible solution which assuages advertisers' concerns. At this year's TV United conference, McIntosh led a debate on advertiser-funded programming. However, at Masterfoods, the European media manager has boosted outdoor's ambition to grab market share from TV by signing a 60m euro (£42.5m) pan-European outdoor deal.


A P&G lifer, director of external relations and global consumer relations Cunningham is known for his candid style. He remarked of the proposed ITV sales houses merger: "If ITV was to merge, one would have to reconsider one's options." The vice-president of ISBA, he is a key supporter of Media Smart and a member of the board of the European Advertising Standards Alliance.


Following in the footsteps of Carol Fisher could never be easy, but Bishop seems to have encountered few difficulties running the government's marketing unit since January. The ex-Saatchi & Saatchi executive has taken steps to heal the rift between COI and the Department for Transport. Whether he can prevent other Whitehall departments following the DfT's lead has yet to be seen.


Waugh was promoted to deputy managing director last year, but remains Centrica's top group marketer. In the past year he has spearheaded British Gas' 'Here to Help' cause related marketing scheme, targeting four million vulnerable households with energy efficiency measures - proof that his involvement with Business In the Community is more than lip service. He oversaw the appointment of Clemmow Hornby Inge to British Gas' £30m advertising account. Waugh is also an ISBA council member.


Despite an audacious bid for BA's unwanted fleet of Concordes, the entrepreneur has had a quiet year. Virgin Atlantic crept back into the black, but has kept a low profile, while Virgin Trains continues on its uphill struggle against mediocrity. Branson's attention appears to have shifted to less cynical markets. The Virgin chairman is close to floating Australian airline Virgin Blue and launching a similar venture in the US. However, his distinctive brand-stretch model continues to be carefully analysed and, occasionally, emulated here.


As president of The Marketing Society, Weed is keen to raise the accountability and positive impact of marketing in business. He is one of few to move successfully from marketing into a key general management role as chairman of Lever Faberge, and controls some of the market's most profitable brands, including Persil and Dove. He is vice-chairman of the Advertising Association.


Probably the only person in this list to bear an uncanny resemblance to a former Conservative Prime Minister, Pinnell is actively involved in the world of politics through his membership of the government's Advisory Committee on Advertising. Briefly linked with the top job at the COI, Pinnell's tenure at Shell has centred on the realignment of the fuel company's marketing into a single, cohesive structure that can be applied as necessary in markets around the world. The success of the strategy is underlined by Shell's impressive financial performance.


Sharpe has never been one to seek the limelight, and after 40 years in UK media, there has been no change there. Playing a key role in Unilever's £320m tie-up with Carlton and Granada and a £61.3m deal with outdoor contractor JCDecaux, the UK media manager has wowed investors and analysts with his marketing acumen. He also serves on ISBA's executive committee.


Wood's iron grip on Muller's marketing has seen the brand sail into the UK's top three grocery brands. In the past 12 months, he has accelerated innovation, with Fruit Corner Minis, kids' product My First Fruit Corner, a move into the luxury market with Muller Amore, and Fruit Halo and Squeezers. The managing director also married the brand's 'Muller Love' strategy with Blind Date in the brand's first TV sponsorship deal.


It is a measure of how far Weller's career has progressed that she was reported to be disappointed with not being handed the Sainsbury's managing director post last year. Linked with the top job at Boots - which she denied being interested in - Weller has been the lynchpin of Sainsbury's participation in Nectar. Her slight drop down this year's list underlines Sainsbury's inability to gain ground on market leader Tesco. The assistant managing director continues to serve as a member of the government's Advisory Committee on Advertising.


The man who brought us ITV Digital is nobody's puppet - except ad agency Mother's, some might argue. The rugged-looking Brummie has brought in his old agency and hired a new team of direct reports since arriving last August. But the brand marketing director has been under the cosh. Orange founder Hans Snook said Mother's 'Hard Nosed Businessman' ads were "absolutely the worst things I have ever seen", and the 'Learn' campaign, a brave initiative to bolster data revenues, has been much-criticised. The pressure is on for the advertising to deliver a boost to revenues.


The Scot joined Levi's in 1990 and has seen the brand's fortunes ebb and flow. But as brand president EMEA, Wilson has had a busy 2003 with a 150th anniversary of the company to celebrate and the launch of Type 1 jeans. Type 1 has not been a particular success in the US, but the company says it has done better in Europe. The brand launch was supported by a typically bizarre BBH TV ad featuring mice-human hybrids kidnapping a cat. Wilson's attention will return to the iconic 501s range this autumn, as the company relaunches the brand.


Duncan marked his second year at the Beeb by leading the rescue of digital terrestrial TV from the ashes of ITV Digital through the successful launch of the BBC-backed Freeview. Duncan has promised a heavyweight BBC campaign for Freeview in the autumn. He also called on the government to subsidise the decoders to ensure the analogue switch-off target of 2010 is met. But his biggest challenge may lie in defending the BBC's estimated £89m marketing budget against claims from the commercial sector that it unfairly distorts the market.


Coke recently promoted Oades from GB & Ireland marketing director to commercial director, suggesting the company is grooming her for greater things. Although she keeps a low profile in the marketing community, Oades' brand-building success has won her growing influence with Atlanta HQ. But while youth brands Fanta, Lilt, Schweppes and Sprite continue to re-invent themselves, Coke original is still struggling to find its relationship with young Brits. Oades shocked adland at Christmas by calling in hot shop Mother to consult on the 'big red', but there is so far little evidence of improvement. She continues as an ISBA council member.


ITV's marketing and commercial director can take much of the credit for its improved image following last year's collapsing audiences and the ITV Digital fiasco. The new ITV1 and ITV2 branding and idents have been well-received and Hytner's stripped-down programme trailer strategy of promoting the upcoming show in the closing credits has worked well in retaining audiences.


The publicity-shy and research-obsessed Diageo marketing director has kept her head below the parapet for another year, but there has been no shortage of activity in her department, including the launch of Smirnoff Black Ice, aimed at men. Now Diageo has closed its New Business Ventures arm, the feisty American will become even more critical to the firm. The threat of legislation against alcohol advertising has prompted Saller to launch a Smirnoff campaign advising drinkers not to overdo it - a strategy that will be closely scrutinised by the industry.


Now hailed as one of the best retail brains in the UK, Holmes' arrival from Kingfisher in January 2001 coincided with the beginning of M&S's turnaround. The firm's renewed focus on its core womenswear product and the imminent roll-out of a combined credit and loyalty card testify to his influence at the firm.


Baker's appointment as chief executive of The Boots Company - making him one of the youngest people to run a FTSE 100 firm - was a shot in the arm for marketers everywhere. Baker is seen as one of the next generation of business leaders. Bright, dynamic and personable, the former Asda marketing chief will need all those qualities if his introduction to Boots is not to be a baptism of fire.


Since his promotion 18 months ago to one of McDonald's three top regional marketing positions - European marketing director - Hawkes has become a central cog in the global team that has overhauled the troubled fast-food giant's business strategy to offer healthier products and substantially change its menu. He also helped mastermind new global creative strategy 'I'm lovin' it'.


The American continues to be a brand evangelist for Red Bull in the UK, maintaining its seemingly unassailable leadership in the functional energy drinks sector - 66% market share - and increasing take-home sales value by 8% last year. A Vietnam War veteran, Drnec maintains the buzz around Red Bull by investing heavily in advertising, creating new sponsorship formats and refusing to compromise on the format of this purist brand.


Flamboyant, larger-than-life Moran stunned the industry when he quit Toyota in January for the comparatively staid brand of Thames Water. But for Moran the move fits well with his long-term plan to land a chief executive role at a FTSE 100 firm. After 20 years in the motor industry, Moran needed a change of scene. The Thames role - worldwide director of marketing and strategy - encompasses water businesses in 46 countries. Moran is a strong champion of marketing as a discipline. He also sits on the government's Advisory Committee on Advertising.


Some thought Bailey had lost her sanity when she exchanged the glitzy world of glossy mags for the maelstrom of tabloid redtops. Where IPC dominated its world, Bailey now finds herself championing the underdog Mirror against The Sun. But Bailey never shirks a challenge and has wasted no time in making her mark as chief executive. A management clear-out saw the exit of former Mars man Joe Sinyor, and marketing director Alisdair Luxmoore replaced by ex-Sun marketer Ellis Watson. Now Bailey must revive her tired brands while keeping a short leash on editor Piers Morgan.


Knight is effectively the guardian of the world's seventh-most valuable brand for the UK and Europe. Based at Disney's European headquarters in London, the 38-year-old former advertising executive is responsible for everything from strategic marketing to brand and character management in his role as senior vice-president, marketing and brand management, EMEA. With theme parks and media depressed, Disney has accelerated the extension of its character licences in the past year. However, it is still yearning for another hit film to give all its marketing a boost.


Characterised by some as a flame-haired matriarch, Mackenzie has had a solid year at BT, where she oversees the group's £97m ad budget. The company hit its target of one million customers on BT Broadband at the end of May. It has overhauled its domestic telephony offering to stave off competition from a spate of retail entrants led by Tesco, Sainsbury's and Carphone Warehouse. And it has just re-entered the mobile arena as a virtual network. Mackenzie, BT's director of marketing services, also oversaw the hiring of Clemmow Hornby Inge and Fallon to inject fresh ideas alongside lead agencies Abbott Mead Vickers BBDO and St Luke's.


Of all the people in this list, Mills, the man behind the Nectar card that 12 million consumers hold in their wallets, would probably claim to have been the busiest in the past year. Taking the UK's first coalition card-based loyalty scheme from conception and launch to be the biggest player in its field is certainly no mean feat, even for the founder of Air Miles. Not only that, Mills has also overseen the addition of major players such as Vodafone and Ford to Nectar's portfolio of collection partners.


The marketing and communication director is on a mission to humanise the Inland Revenue. Schoolar has used Father Ted character Mrs Doyle in TV ads and brought Miles Calcraft Briginshaw Duffy on board. Last July, MCBD's debut TV ads starred eccentric TV personality Adam Hart-Davis. With controversy over an £11m campaign to promote child tax credit and his moves to transform the IR's traditionally bureaucratic culture, he has a lot on his plate.


Another successful year for Interbrew UK's marketing director culminated in his secondment to the Belgian parent firm for a top-secret project a few weeks ago. In the past year Evans has waved goodbye to Heineken but taken on Castlemaine XXXX, pledging £9m to its relaunch; seen the indomitable Stella Artois add 13% to its sales, and presided over robust growth in speciality beers Leffe and Hoegaarden. In Interbrew's market report, Evans also chastised the entire brewing industry for its unimaginative approach to beer advertising.


With a 39-year stint at Unilever under his belt, culminating in the chairman's role, Perry has a marketing pedigree few can match. Nowadays he steers the banking to car breakdown conglomerate Centrica. His services to British industry have been rewarded with an OBE, CBE and knighthood, and he keeps his hand in the marketing industry as president of the Marketing Council.


The ex-Boots marketing chief only started at the bank in May, joining its retail board to work across the Halifax, Bank of Scotland, Birmingham Midshires and Intelligent Finance brands. Halifax alone had an adspend of more than £20m in 2002, so Morgan has the budget to make a difference. 2004 will see whether she can build on the success of its 'Howard' ads.


The dissolution of his former brand Go into his new one, easyJet, has meant a year of hard work for the director of strategic marketing, and he is close to completing a six-month root-and-branch review of the easyJet brand. What Magliano's role will be after completing this project remains unclear.


Cynics said Desmond had been handed a poisoned chalice when he was pulled from Granada's sales arm a year ago to run ITV jointly with Clive Jones. ITV was reeling from the worst sequence of events in its history, and it was predicted the duo would be nothing more than caretaker managers. A year on, the decline in ITV's peak-time ratings has halted, a £100m programming investment has produced a strong autumn line-up, and advertisers are returning. The next challenge may be to make a merged ITV work to shareholders' satisfaction.


The last year has been fortuitous for Philpott. The forthright former Ford man's rapid rise within Toyota saw him promoted to commercial director, and he became a father. He has been instrumental in the transformation of a car brand that had a history of dull reliability.


Fleet is at the wheel of the UK's fourth-biggest advertiser in 2002, which spent £94m over 12 months, a rise of 14% on the previous year. Earlier this year he oversaw the high-profile launch of the StreetKa at London Fashion Week. Despite its change in design philosophy, Ford's advertising lacks consistency and its market share dropped 7% in the year to June. Fleet is a member of Business in the Community's CRM leadership team.


Former adman Harris has taken a six-month break from O2 to write a book on the mobile phone's impact on society. The move, billed officially as a sabbatical, has left a few scratching their heads. But Harris has succeeded in building a strong brand from scratch alongside former Orange creatives at Vallance Carruthers Coleman Priest, and O2 has shaken off the fusty image of predecessor brand BT Cellnet.


Until recent strike action led BA to pull an ad campaign, the airline had felt confident enough to go on the offensive of late, and has almost doubled its adspend to £24m in the past year. Genial Yorkshireman George has been responsible for BA's strategy of reversing its 'expensive' reputation, cutting distribution costs by shifting sales to the internet and slashing unprofitable routes. As director of marketing, he has grown in status by winning the confidence of chief executive Rod Eddington and completing a successful two years as chairman of the Marketing Group of Great Britain.


After several years at Diageo, Fell joined Cadbury as UK marketing director in 2001. He has since been rewarded for the successful rationalisation of marketing funds between five key brands with a promotion to president of global commercial strategy. His first big task will be the integration of the Adams business. But he will also need to rebuild Cadbury's UK reputation after the PR own-goal it scored with marketing campaign 'Get Active!'


It has become a media cliche, but McArthur's RAB is still revered as the beacon of excellence in media marketing to clients, and used heartily by clients as a stick with which to beat press and TV owners at industry conferences. Lately, McArthur has turned his attention to reforming the Solus Club, the dining hole for media and marketing folk. It is proposing to admit female members for the first time. Old media recalcitrants are already spluttering into their Brown Windsor soup.


Few marketers' stock can have risen more rapidly in the past year than executive director Horgan as he played a pivotal role in the transformation of MFI. Promoted recently to take overall responsibility for the firm's UK operations, Horgan has introduced upmarket brands and a new store format. The firm is no longer the butt of jokes such as 'MFI - Must Find Instructions' - and much of the credit goes to Horgan.


The flamboyant Argentinian chief executive of Safeway could soon be going elsewhere as rival supermarkets await the decision of the Competition Commission on which can buy the retailer. Criado-Perez will stay at Safeway until a deal is completed, but he'll walk away with at least £1.3m if the new owners oust him. But the 50-year-old wants to stay in Britain; in fact, he likes it so much here he's bought his own island in the Hebrides.


Airey shocked the media world last autumn when she spurned the top job at ITV and quit Five for Sky to head all non-sport programming. With an annual budget of £750m, her brief is to commission drama and entertainment for Sky One and launch channels on both Sky and Freeview. Airey's feistiness is well-suited to her role at Sky, although her unseemly squabble with the marketing director of Specsavers at the TV United conference did not endear her to advertisers. To make amends, she has now offered to make cheap commercials for small advertisers.


As director-general of ISBA, Earnshaw has had his work cut out this year, particularly in lobbying the Competition Commission on behalf of advertisers in the ITV merger proposal. Elsewhere, the serious former Mars marketer has been defending the freedom to advertise in areas such as food, alcohol and children, all of which have been under fire this year. He is also on the board of the European Advertising Standards Alliance.


One of the biggest surprises in this year's list is that Barber, the Football Association's director of marketing and communications, is still at the FA, which has endured a torrid 12 months. From the enforced departure of chief executive Adam Crozier to the crisis over the FA's finances and the resurgence of English hooliganism, Barber has somehow managed to ride the storm. An early contender to replace Crozier, Barber's slick performances in front of the camera have established him a leading spokesman for the FA.


A £20m sponsorship of the FA men's football strand has been the highlight of Clydesdale's year and gone no small way toward achieving his goal of making Carlsberg the beer of UK football. The brands and take-home sales director has also been bedding down the £28m relaunch of Carlsberg and Carlsberg Export that he orchestrated just after coming to the job early last year, and though he lost the Castlemaine XXXX brand to Interbrew, it was only ever a second string to Carlsberg's bow.


The resignation of Argos managing director Kate Swann to take the top job at WH Smith may have come at just the right time for the high-flying Geddes. Although by no means a certainty to replace Swann, the marketing director has proved his credentials at running the marketing function in some serious retail businesses. And Argos could hardly be in better shape. A regular at industry dinners and well-known for his love of industry gossip, it would be a surprise if Geddes were not higher up the list this time next year.


After Weetabix famously scooped the top spot in the cereal league tables at the end of last year, Kellogg's US import marketing director Allen wasted no time responding with a relaunch of Kellogg's Corn Flakes, featuring bold new graphics and foil packs. Under Allen, Kellogg has refocused its marketing on its most popular brands, and in his first year at the helm Frosties has gained share, Fruit & Fibre has launched as a bar, Special K bars introduced a new flavour, and the company's first bagged snacks were introduced in the form of Nutrigrain Minis.


Barrett is very much a behind-the-scenes marketer. He gets on with the job and keeps a low media profile. However, his influence is marked. The past 12 months have seen ad agency Lowe's grip on the GM-owned business continue to falter, with ad agency Delaney Lund Knox Warren scooping the ad business for models including the Meriva and Astra. Barrett was instrumental in last year's restructure of Vauxhall's marketing department, integrating previously separate groups into one division.


With the recent exit of chief executive and marketing guru Charles Gurassa, marketing director Edwards has effectively taken on the stewardship of the TUI tourism brand in the UK. In the past year, he has revived the 80s 'Get away' ad theme for Lunn Poly, introduced online brand Budget Holidays and relaunched Thomson's cruise offering with a contemporary feel. The self-effacing Scot is well-liked and effective, but is forced to defer major decisions to TUI's marketing hub in Hanover.


Earl is the remarkably down-to-earth chief executive who took control of Debenhams in October 2000. Credited with the successful introduction of Designers at Debenhams, she also ensured the department store joined Nectar. Earl is in the limelight even more than usual as she and her finance director, Matthew Roberts, are controversially helping venture capital group Permira in its bid for the chain. If the deal - which City commentators are calling a management buyout in all but name - goes ahead, Earl will remain at the helm.


Showing Tom Cat the cat-flap will be one of Doyle's more memorable decisions of the past year, but he has a string of other highlights to his name too, notably Bacardi rum sales reaching a ten-year UK high. Bacardi Breezer has managed to see off a virulent challenge from Smirnoff Ice to remain the UK's number one premium packaged spirit, helped by its packaging in large bottles and the launch of the Twist brand extension and a low-calorie version. The diminutive Irish marketing director, 37, is a Bacardi veteran, joining from Procter & Gamble in 1992 to run a new product development project that turned out to be Bacardi Breezer. Whether the forthcoming Coomira Coast will become as ubiquitous as its stablemate remains to be seen.


Although he is not ScotCo's top marketer, Botia's profile has skyrocketed this year thanks almost exclusively to his inspired decision to bin the cardboard No Nonsense Man and sign comedian Peter Kay as the face of John Smith's ale. The campaign has won critical acclaim and awards, and the brand has bucked the decline in the ale market and is growing at 1.4%. With Kay on board for two more years, Botia's star as power brands director is unlikely to wane, but the next test will be whether he can achieve the same cult status with fellow ScotCo brand Foster's.


Clift joined Elida Gibbs in 1982 as a management trainee, quickly excelling to become marketing director of Pond's in Mexico by 1991. Returning to the UK in 1994 as brand development director of Elida Faberge, he was back in South America by 1997, becoming chairman of the Latin American Personal Care category group, and went on to be Unilever's first president of marketing in January 2001. Now, as president of marketing for home and personal care, he is critical of agencies for having too limited a creative palette and is a firm believer in strong local creative talent and staying true to the local consumer. A nominee for the Marketing Society's Marketer of the Year 2003.


With all the column inches written about David Beckham over the past few months, it's easy to forget that anyone else has ever worked for the world's most famous football club. But Draper is one of the key engineers of the club's brand diversification strategy, which has evolved over the past year to include the launch of a Manchester United cinema experience and the relaunch of its membership scheme. The former Umbro marketer prefers to keep a low profile, but is widely respected throughout the game for his approach to building the United brand.


It's not been a comfortable time for Jones - a fall in new business of the magnitude the advertising industry has seen this year has made sure of that. But as owner of client-agency broker AAR, he is still one of the best-connected players in the industry and is probably in a better position than many to weather the storm.


The Advertising Standards Authority has entered its fifth decade in sprightly form. As well as receiving more complaints, there has been a marked increase in the number of complaints it has upheld and the number of firms it has referred to the Office of Fair Trading. This year director-general Graham secured the chairmanship of the European Advertising Standards Alliance, the body that brings together the ASA and its counterparts across 24 countries.


Joining Procter & Gamble straight from Cambridge University, the P&G Beauty managing director began her rise to prominence as an assistant brand manager on Wash & Go. Now, with 11 years under her belt at P&G, spent solely on beauty brands, she looks after a business growing at 10% a year. Whitty-Collins is an executive board member of the Cosmetics, Toiletries & Perfumery Association and also manages to find time to captain the P&G women's netball team.


Lever Faberge's marketing director for homecare is known to have chairman Niall FitzGerald's ear and was the first female director on Lever Faberge's board. A key exponent of Unilever's 'Path to Growth' strategy of culling under-performing brands and ploughing savings into marketing of core brands, she has spent four of her 14 years at Lever Faberge as a senior strategist.


As the leading representative of, and the spokesperson for, ad agencies, Pringle's remit is as broad as the number of issues affecting the ad industry. The IPA director-general even found time recently to take a pop at the DM industry, warning that companies that use intrusive interactive media are abusing their social and corporate responsibilities. He is also spearheading a campaign to recruit more ethnic minorities into advertising.


Barnardo's ads are undoubtedly among the most notorious and dissected of any brand. Last year, the man who shaped the charity as the organisation that 'Gives children back their future' followed the heroin-baby press campaign with equally sinister ads highlighting child prostitution, and duly collected the Grand Prix in the 2002 IPA Effectiveness Awards. This year, the marketing and communications director has experimented with DRTV and opened a museum to Barnardo's legacy on the site of the charity's first children's home in North-East London.


Thompson is the glamorous founder of The Haystack Group, which has considerably curtailed the AAR's dominance of the pitch intermediary market. An outspoken commentator on industry issues, last year she claimed that marketers are fed up with agencies trying to foist extra services on clients.


Marshall is poised to become chairman of a new UK group media operation, joining Starcom Motive with the rebranded Starcom MediaVest. MediaVest retained most of its P&G business in a £162m review in April, and won brands including Sunny Delight, Pampers, Hugo Boss and Pringles. As chairman of the IPA's media futures group, Marshall has become a leading spokesperson for advertisers in their fight against an ITV merger of its two sales houses.


Dennis' publishing career began with a spell in chokey following the Oz obscenity trial in the 70s. Now 56th in The Sunday Times Rich List, the self-confessed "oik" may lead a jet-set lifestyle, but has retained his common man's instinct and entrepreneurial zeal. His greatest achievement has been leading the British charge into the US by exporting Maxim, now selling 2.6 million copies in the US, then Stuff, The Week and, most recently, music title Blender.


Interbrand has been rocked just as badly by the marketing downturn as its rivals, and merged this year with internal change consultancy and Omnicom stablemate Smythe Dorward Lambert. Yet the agency's reputation lives on under Clifton's shrewd guidance. In the past year, its high-profile clients included Beefeater restaurants, Waitrose and Visit Britain, while EDF Energy, Dog's Trust and Ocean Village have been among its recent brand launches. Clifton is also playing a key role in the 'brand London' project run by the Mayor's office.


Carling, the UK's bestselling lager, continues to grow stronger under Coors Brewers' dour Scottish marketing and international development director. It has inked sponsorship deals with concerts across the country, and advanced into Scotland, the heartland of arch-rival Tennent's. Hunter sanctioned the dual sponsorship of rival Scottish football teams Celtic and Rangers to promote its arrival north of the border, and further rekindled Carling's relationship with football by taking the League Cup off sister Coors brand Worthington.


King's impressive stewardship of Yahoo! UK & Ireland's business was rewarded this year with a promotion to lead the business across Europe. Yahoo!'s business and the online advertising market in general isn't as strong elsewhere in Europe as in the UK. Over here, her big challenge will be to fight MSN and AOL with the launch of joint venture BT Yahoo! - Yahoo! provides the content and BT provides pure internet access. King's other posts include a board directorship with the Prince's Trust and committee membership of the Marketing Group of Great Britain.


A grandaddy of the advertising industry, Bullmore continues to attract respect and attention. A former chairman of J Walter Thompson and president of the Advertising Association, he remains an influential non-executive director at WPP. Bullmore is renowned for his irreverent slant on the industry and launched the latest edition of his book More Bullmore this summer.


AOL has cruised along as one of the three major internet service providers in the UK,but the forthcoming year poses some crucial challenges for chief executive Thomson. The company is poised to drop brand icon Connie and appoint a new creative agency, while BT and Yahoo!'s tie-up in the ISP market will give AOL a fresh run for its money. The firm should also finally settle its long-standing legal spat with Freeserve over its VAT exemption in the UK.


Hired from Procter & Gamble 18 months ago as a marketing manager, 31-year-old Goffe was promoted last summer to head of marketing - the top UK marketing job at the world's best-known challenger brand. Pepsi has maintained its edge over Coke in terms of youth appeal, if not sales. Goffe successfully introduced Pepsi Twist here last summer and signed some inspired deals, including a £20m sponsorship of the FA's youth scheme.


Since joining Unilever as a commercial trainee in 1985, Hill has risen through the ranks to become marketing development director for personal care at Lever Faberge. With a brand portfolio that includes Sunsilk and Dove, both members of Unilever's Billion Euro club, Hill has control over some of the company's key brands. She oversaw the introduction of the Sunsilk shampoo and conditioners into the UK this year.


As chief executive of the Chartered Institute of Marketing, Fisk is determined to make it the leading professional marketing body. His passion for marketing should help the former management consultant realise his concept of the CIM as a "hub of marketing practice" around which revolve the best academics, theorists and consultancies. In May, he issued a call to action demanding better board-level representation of marketing.


Appointed as the first chief executive of The Marketing Society in April, the former agency chief - who has 30 years' industry experience, most recently as chairman of Burkitt DDB - has big plans for the organisation. A charming networker with admirable ambitions for the Society, his goal is to grow its 3000 membership to 5000 and for it to be marketing's mouthpiece on issues such as the promotion of food to kids. He is a council member of the IPA and AA and a member of the Independent Complaints Panel for The Portman Group.


If anyone is going to devise a communications strategy to help the Tories oust Labour in the next General Election, Lord Saatchi will surely be at the head of the queue. The Peer, who as Shadow Treasury Minister has been at the government's throat in the House of Lords, also helped found Saatchinvest last year, an investment vehicle set up to turn around struggling brands.


Director-general of the AA for ten years and chairman of the Committee of Advertising Practice since 1999, Brown is a vocal champion of advertising self-regulation. This year, he has been particularly occupied with the government's Communications Bill, and the AA has set up an industry task force to examine the possibility of creating a self-regulatory system for broadcast advertising.


Woodford began his two-year term as president of the IPA in April by announcing his intention to establish professional qualifications for agency personnel. With more than 20 years in the ad industry, he has a broad network of contacts that will be crucial in the post.


Thomson, transferred from British Airways' commercial department in 2000 to overhaul its ailing loyalty scheme as managing director, has begun to deliver some dramatic changes. Air Miles is throwing off its frequent-flyer image to become an online travel brand in its own right with an impressive web site and a flurry of big-brand deals and promotions.


The former BA and NTL marketer took on the job of marketing Britain as a tourist destination in April. Following a series of blows to brand Britain and a subsequent boost in funding, the international marketing director will enjoy a much larger marketing war chest than his predecessors, at close to £20m this year.


The media frenzy surrounding Beckham's £25m transfer to Real Madrid this summer demonstrated that football clubs and players have become marketing-led brands. Last week's announcement that 19's Simon Fuller has been hired to create a global branding strategy for the Beckhams will no doubt see David's star rise further. Indeed, his brand power among British consumers was already rated at £3m by both Adidas and Marks & Spencer, £2m by Pepsi and £1m by Vodafone.


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