Power 100

It's all change in Marketing's fifth Power 100 list as PepsiCo's UK president Martin Glenn and Tesco's Tim Mason are catapulted into the top two spots

Marketing's fifth annual Power 100 list represents the most influential people in the UK marketing industry in 2004. Here, the credentials of marketing directors are pitted against heads of industry bodies, agency types and entrepreneurs. The result is an industry elite.

Gauging who deserves a place on the list is a tough challenge in an industry where power is hard-won and easily lost. So what does it take to make a powerful marketer? A famous brand? A big budget? Influence? Star quality?

Entrepreneurship? The fact is, it takes all of these criteria, in different measures, to merit a top 100 placing.

The brand is integral to a marketer's power.

A strong brand invariably brings a higher profile with a budget to match, while its performance is key to the marketer's success.

In this list, money is about marketing budget and not personal wealth.

It is awarded as a factor if the candidate's spend falls within the UK's top 100 advertisers (Marketing, 26 February).

Influence is the banner under which key people from industry associations earn their place, but for many marketers it is gained by being an effective networker or involvement with bodies such as the Incorporated Society of British Advertisers (ISBA). These marketers often wield power beyond their primary role.

Celebrity status can be linked to influence, but it can also be earned by those who command their peers' respect. The celebrity icon is often awarded to those who may not be marketers by training, but have built their own brand empire: the entrepreneurs.

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

As usual, we expect this list to create debate and disagreement. For those of you who didn't make the cut, there's always next year.


PepsiCo UK's president is that rare creature: a prominent marketer with the courage to draw a line in the sand on the issue of food promotion and obesity. As well as giving evidence to the Health Select Committee, Glenn has been frank about the problems PepsiCo faces in relation to marketing to kids and has called for an industry-wide effort to promote healthier lifestyles. His resulting high profile and position at the helm of Britain's number-one grocery brand, Walkers, have served to propel him to the top of this year's table.

In the past year, the 44-year-old has also overseen a restructure of PepsiCo's UK business, placing the Pepsi, Walkers, Quaker and Tropicana brands, which command a £40m adspend, under a single management team. Determined and ambitious, Glenn is unafraid to put himself in the spotlight.


As Tesco's profits continue to defy expectations - £1.6bn last year - marketing director Mason's star remains in the ascendant. This year saw him linked with the chief executive role at Sainsbury's, but the smart money is on Mason staying at Britain's most successful retailer, where he is a strong candidate to succeed Sir Terry Leahy.

Mason's board-level role is wide-ranging, encompassing chairing Tesco.com and directorships of Tesco Personal Finance and Tesco Mobile, as well as his marketing responsibilities. But the inspired marketing touches that have helped Tesco become the Goliath of UK retail continue.

This year Mason oversaw a £70m price-cutting campaign, taking the fight to Boots, and unveiled plans to make Tesco first choice for dieters by adding a glycemic-index rating to its own-brand food.

A slick public speaker, Mason is a veteran of industry events. He chairs Business in the Community's Cause Related Marketing Leadership Team.


With media concern over obesity verging on the hysterical, government policy on the issue has become a potential vote winner, propelling the secretary of state for culture, media and sport firmly into the spotlight.

Jowell was at one point considered an ally to the marketing industry, having said in the past that she does not believe a ban on advertising to children will reduce obesity levels. However, her stance has toughened of late as the obesity debate has intensified. Along with health secretary John Reid, Jowell will make a decision on the extent to which food and drink companies' marketing powers are curbed. She has already instructed Ofcom to review the voluntary codes governing the advertising of food to children, which are due to be published this week.

Aged 56, Jowell is a Blair loyalist who has been in the Cabinet since Labour gained power in 1997. She has also been secretary of state for education and employment (1999-2001) and health (1997-1999).


A distinguished career at Vodafone since joining from WH Smith in 1997 suggests Bamford is ready for what will be his biggest challenge so far as chief marketing officer: leading the international roll-out of the company's 3G mobile services. It is a task he will have to undertake without the assistance of global brand chief David Haines, who announced he was to leave at the start of the summer.

Bamford has put together a heavyweight 3G marketing team, which will be led by David Wheldon, who was head of Vodafone's global advertising account at WPP. The industry will look to Vodafone as a guide to how successful 3G will be - and Bamford's work will be a critical factor in its fortunes.


When WPP swiped HSBC's £350m global account in May, any accusations that its chief executive Sorrell had paid over the odds for Cordiant last year were swept away, and the industry could only marvel at his negotiation skills.

Sorrell's hard graft and determination have afforded him respect within and beyond the marketing and advertising world. And he is well-rewarded for his success, earning £2.13m last year - a 33% rise on 2002. City talk has recently centred on who will succeed him, but Sorrell, 59, shows no sign of wanting to slow down just yet.


Camelot's improved fortunes - and PR - this year are testament to the dogged determination of chief executive Thompson to weather the storm.

The National Lottery operator has reported a rise in sales for the first time in six years, on the back of several additional games. Despite rumours last year that she was on her way out, Thompson remains confidently at the helm as Camelot celebrates its 10th anniversary in November.

Thompson is one of the UK's most high-profile businesswomen. President of the Chartered Institute of Marketing, she also sits on ISBA's council and is a member of the Press Complaints Commission.


Moss is the original South London boy made good. In the past 12 months, his stock has rocketed as he has managed to make the mundane directory enquiries sector seem sexy. As chief executive of The Number, he made BT sit up and take notice when he launched the 118 118 service, supported by the phenomenally successful 'Runners' campaign. The launch was not without controversy, however, with former athlete David Bedford complaining that the ads used his image without permission. Ofcom subsequently ruled in his favour.

Moss, who has held a number of top roles, including founding marketing director of Orange and launch marketing director of Virgin Atlantic, is already the subject of industry speculation concerning his next big challenge now that he has conquered the directory enquiries sector.


Self-styled pluralist Leighton is one of the business world's most favoured executives, with a string of directorships. As well as being chairman of Royal Mail, Bhs, Cannons and lastminute.com, he is also a non-executive director of BSkyB and Dyson and deputy chairman of Selfridges.

Leighton spent 18 years in marketing at Masterfoods before moving to Asda as sales director in 1992, where he was widely credited with turning around the ailing supermarket, becoming president and chief executive of Wal-Mart Europe in 1999. Now tackling Britain's failing postal service, Leigh-ton may have put Royal Mail back in the black, but the infamous troubleshooter recently admitted its quality of service is still abysmal.


As HSBC's general manager for marketing, Stringham this year conducted one of marketing's biggest-ever global reviews. The estimated £350m integrated account was eventually handed to Sir Martin Sorrell's WPP group after 39 meetings with agency groups in the first few months of 2004. Stringham also had the pleasure of seeing Sorrell parody himself in the final presentation. Britain's biggest business will continue to use the 'world's local bank' strapline as Stringham faces the challenge of changing the bank's focus from multi-local to multinational.


Duncan's appointment as chief executive at Channel 4 in July was a major achievement for the former BBC marketing director. Chairman Luke Johnson called Duncan 'the brightest media executive of the Channel 4 generation'. Duncan emerged unscathed from the BBC's annus horribilis and can take credit for Freeview's success, which is now in 4.4m homes and won best new brand at the Marketing Society awards. What the former yellow fats marketer and committed Christian will do with the channel that brought us Big Brother remains to be seen.


O'Leary, the Irishman who ripped up the branding textbooks and created one of the world's most profitable airlines by relentlessly stripping out costs and lowering fares, has continued this year with his rent-a-quote hyperbole.

But a saturated airline market has meant the chief executive's 'growth, growth, growth' message has been replaced by talk of a 'bloodbath' in the low-cost sector and a series of profit warnings. With a fierce battle for European skies on the horizon, don't bet against this flying ace and his brand emerging bloody but victorious.


All eyes have been on Carter since his appointment as Ofcom chief executive last year. So far he has dealt smoothly with the ITV merger and the implementation of the Contract Rights Renewal advertiser remedy, conducted a review of public-service broadcasting and announced another into the telecoms industry. The consensus is that the former boss of NTL and J Walter Thompson has made a decent fist of a tough role, bringing his agency and client-side experience into play.


It's been very good to Talk Talk for Dunstone. Taking on BT with a fixed-line telephone service has paid off handsomely for the Carphone Warehouse chief executive: Talk Talk is expected to make a £10m profit this year and has signed up 385,000 customers so far.

The entrepreneur has amassed a personal fortune of more than £400m since starting his business in 1989, but remains refreshingly down-to-earth. He is also beginning to compete with Sir Richard Branson in the action-man stakes, this year trekking to the North Pole for charity.


Leading the UK's most-criticised retailer is difficult enough. Couple it with winning over shareholders in order to fend off a £9.1bn takeover bid from billionaire Philip Green, and Rose's job as chief executive of M&S has to be the toughest on the high street.

Rose, who describes himself as a 'lucky, lucky man', is fighting to return M&S to the 'hearts and minds' of the public. He was handed a £1.2m golden handshake when he took up the post in June, along with promises of bonuses if his 'Your M&S' strategy delivers.

His credentials as former chief executive of Green's Arcadia, as well as 17 years' experience at M&S during its glory days, mean Rose is the only retailer with the clout to stand up to Green, who has loudly exclaimed to anyone who will listen that he is 'fired up' to do battle with M&S on the high street with his Bhs, Top Shop and Dorothy Perkins brands.


The Lever Faberge chairman is a shining example of a marketer who has successfully progressed to a general management role. Not only does he control power brands such as Dove and Persil, but as president of The Marketing Society and vice-chairman of the Advertising Association, he also works hard to promote the positive impact of marketing on business. Weed recently launched a rallying call to senior UK marketers to do more to highlight the role of their discipline in companies.


Sunderland's role as president of ISBA - his third year in the post - means the cool-headed Cadbury Schweppes chairman has had a lot more on his mind this year than chocolate. Following the merger of Carlton and Granada into a single ITV, he has been vocal in championing the rights of clients. A central figure in the obesity debate, Sunderland is currently urging the government to fund a campaign jointly with the food and drink industry to promote healthy lifestyles.


As associate director of media at the UK's biggest advertiser, Balderston is the man no media agency can afford to ignore. With Procter & Gamble (P&G) raising its adspend by 12.8% last year, keeping him on-side is as important as ever. A forthright approach to sensitive industry issues makes Balderston a key contributor to ISBA's executive committee and TV Action Group.


Despite his relatively young age of 36, Patterson's previous roles as European marketing director for P&G's Pantene brand and consumer managing director at Telewest have prepared him for a daunting task ahead as group managing director of BT's consumer business.

Since his recruitment at the end of last year, he has been tasked by BT Retail chief Pierre Danon with keeping nimbler competition such as Carphone Warehouse at bay.

Patterson is also responsible for driving BT's long-term broadband strategy and reversing its flagging fortunes in the mobile industry, giving him plenty to do to prove his worth.


After a couple of years at Channel 4, Thompson has returned to the BBC, where he began his career in 1979 as director-general. Having rescued C4 from the excesses of his predecessor Michael Jackson, he faces a similar task at his new employer. The 'jacuzzi of cash' acquired by Greg Dyke has been spent, and cutting costs is a key mission. Thompson will be tested: the BBC's charter is coming up for renewal, there is still fallout from the Hutton report, and the Corporation's commercial operations are under attack as never before.


Since becoming chief executive in November 2003, Swann has instigated a group-wide review, resulting in a number of high-profile marketing cuts. Among them was chief marketer Muriel Stirling after a 'confused' Christmas promotion, resulting in a review of its £9m creative and media account.

The retailer's future still looks uncertain. Following a string of profit warnings and intensified competition from supermarkets, it has been left open to a number of bids from venture capitalists.

But Swann, a former Homebase marketing director and Argos managing director, remains focused on returning WH Smith to its roots as a book, magazine and stationery retailer. Concept stores have been dropped and music singles ditched in response to supermarket price-cuts.


As the architect of Abbey National's relaunch as Abbey, Porter has faced plenty of criticism this year. Investors mocked the redesign and accused the bank of wasting money when it missed profit targets. But the unflappable customer propositions director insists it's the right strategy as part of a three-year plan to 'turn banking on its head'. Porter brings a scientific precision to marketing, which served him well in his former role as BT Retail managing director.


Weller's move to Argos in April was widely viewed as a result of her being passed over for the top job at Sainsbury's. But the cool, controlled and capable managing director may have chosen wisely, as Sainsbury's continues to flounder, while Argos flourishes. Despite Sainsbury's' woes, marketing under Weller was considered a success. She signed Jamie Oliver for its ads and joined the Nectar loyalty scheme. Now she is charged with broadening the appeal of the Argos brand.


The new man in the top job at Unilever is something of an unknown quantity when compared with his predecessor Niall FitzGerald. But with a background in finance, Cescau should slip into the role of co-chairman with ease.

He takes the role at a testing time for the business. The 'Path to growth' strategy is drawing to a close, and Cescau takes over as the 'Vitality' strategy kicks in. Having latterly been director of the company's global foods group, he is considered best-placed to turn around the ailing Slimfast business.


Ciserani takes over a role vacated by one of the UK's most respected marketers, Chris de Lapuente, who has moved to a global role based in Geneva. As vice-president and managing director of P&G in the UK, Ciserani controls some of our most trusted and biggest brands, including Ariel, Pampers and Olay.

Making sure these remain market leaders will be tough, but a successful stint as vice-president of Europe babycare has put Ciserani in good stead to drive the UK division forward. He joined P&G in 1987, progressing to marketing director, Western Europe, for Pampers in 1998, before assuming his European babycare role in 2000.


The past year has been anything but easy for Haji-Ioannou. The easyGroup chairman has had to admit that ventures such as rental cars have been expanded too rapidly, and flagship easyJet is taking a battering in a vicious low-cost airline price war. The entrepreneur also raised eyebrows by announcing a possible move into male grooming products.

Haji-Ioannou may be starting to rival Sir Richard Branson for dubious brand stretches, but as the inspirational entrepreneur who changed the face of European air travel, his ability to bounce back should not be underestimated.


Britvic experienced a few hiccups last year, most notably with brand extensions. It axed Tango Strange Soda after less than a year due to disappointing sales, and Tango Fruit Fling was delisted by a number of supermarkets.

But category director Marsden remains one of the industry's most experienced and colourful characters. A garrulous old-school marketer who gets involved in the creative process, he chairs ISBA's executive committee and this year joined the board of the Institute of Sales Promotion.


A P&G lifer, Cunningham is director of external relations for Britain's biggest advertiser, overseeing brands such as Pampers and Pringles. He also holds influential roles as vice-president of ISBA and as a member of its public affairs and regulatory group. In this guise, he recently called for a clearer remit for the BBC and has been instrumental in developing ISBA's position on the merged ITV.


Bishop is making a smooth job of running the government's marketing machine as COI Communications chief executive. Having charmed the wayward Department for Transport back into the COI fold, the former Saatchi & Saatchi chief this year oversaw a restructure of the organisation, separating out individual disciplines to improve service for its Whitehall clients. The COI's position was cemented in January by the Phillis Report, which praised its work and recommended giving it a wider, 'cross-cutting' role. Bishop also serves as an ISBA council member.


While Branson's international stock is flying high with the flotation of Virgin Blue in Australia and plans for a low-cost domestic airline in the US, the Virgin founder has kept a relatively low profile in the UK recently. But a stock-market float for Virgin Mobile and revival of the Virgin One brand - after he won back control of Virgin Money - may thrust him back into the limelight. The balloonist, whose latest stunt was crossing the Channel in a boat/ car hybrid, still embodies British entrepreneurship.


As marketing director of Asda, Pilling is in the enviable position of having the resources of the world's biggest retailer behind him. Wal-Mart's wealth allows the UK's second-biggest grocer to give market leader Tesco a real run for its money.

Pilling, a former Telewest Broadband marketer, is determined to expand the non-food business - the real profit-maker for supermarkets. Asda is the second-biggest clothing retailer by volume behind Marks & Spencer, and plans to open the UK's first non-food supermarket in the autumn.


Masterfoods' marketing director since 1992, Teasdale holds the purse strings to the confectionery division's share of the firm's £62.3m media spend. He was responsible for 'Chocollect', the company's biggest ever multi-brand promotion, which helped it to an additional 2% share of the filled-bar category, after 800,000 consumers responded to the campaign. Teasdale wasted no time in following up the activity with this year's 'Get it first' initiative, offering millions of pounds in prizes.


Sharpe, Unilever's UK media manager, has more than 40 years' experience in both agency and client roles and is known as a tough negotiator. He continues to oversee key decisions for the FMCG giant, recently agreeing to a £1m cross-platform advertising deal with Scottish Media Group. Sharpe tends to stay out of the spotlight, but he is well-connected and sits on ISBA's executive committee.


Outgoing ITV commercial director Hytner was the surprise replacement for Barclays marketing chief Simon Gulliford. Hytner, 39, now takes up one of the biggest jobs in the business, with a marketing budget which, at about £350m, is more than 100 times that of ITV.

While Gulliford effected a 'quiet revolution' at Barclays with the 'Fluent in Finance' campaign, Hytner's challenge is to move that strategy on. Having described Barclays as 'despised' in an interview with Marketing, Hytner clearly feels he has a mammoth task on his hands.


Mackenzie has a year of transition ahead of her as she leaves BT to become top marketer at Hewlett-Packard (H-P). As well as chairing H-P's marketing council, she will be responsible for overseeing product development and brand marketing, with a media spend of about £27m.

Colleagues at BT, where she is seen as a matriarchal figure, will be sad to see her go, as will roster ad agencies Abbott Mead Vickers BBDO, St Luke's and Fallon London, all of which hold her in high regard.

The past 12 months at BT have been typically frantic for her. As BT's director of marketing services, she has overseen the launch of BT Mobile, which has yet to take off, and developed the overarching customer message, 'More power to you', now being rolled out across its advertising.


Since joining BSkyB in 1994, sales and marketing director Florsheim has been integral to the brand's shift from downmarket dish to digital desirability. He worked on the free set-top box offer that helped kill off ITV Digital, and has been a key player in the launch of the Sky+ personal video recorder. Florsheim's next challenges will be to rescue Sky One's ratings and launch the free-to-air satellite service that James Murdoch believes can halt the steady march of Freeview.


Geddes became Royal Bank of Scotland's retail managing director for strategy and marketing in April after two years heading marketing at Argos.

At his former employer, he masterminded the 'Zak and Pam' ad campaign starring Richard E Grant and Julia Sawalha, which scored the third-highest recall during 2003 in Marketing's Adwatch. He also oversaw a doubling of e-commerce sales.

Geddes is now charged with developing strategy and marketing for the Royal Bank of Scotland and NatWest retail banks.


Doing the right thing is high on the former Unilever Bestfoods chairman's agenda. Since his appointment as Unilever UK chairman in April, Neath, who is described as 'ethical and principled' by his staff, has been vocal - and active - in promoting a healthier lifestyle.

In June he launched the 'Flora fit street' initiative, co-funded by Unilever and local government, with the aim of improving the health of deprived communities. He is also behind the introduction of Unilever's eco-friendly freezers. And as deputy president of the Food and Drink Federation, he is calling for a reduction in levels of sugar, salt and fat in foods.


Harrison has always been a headline-grabber, and this year has been no exception - though not always for the right reasons. Last year's Marketing Society Marketer of the Year left Nestle Rowntree for the managing director role at Muller Dairy in January, only to see his previous work publicly lambasted by incoming Nestle managing director Chris White.

The attack has not deterred Harrison from shaking things up at Muller, where he has already called an ad review. The departure of international group managing director Ken Wood for Weetabix could put him in line for a wider role.


Oades has continued her meteoric rise through the Coca-Cola ranks with her appointment as GB president in December, barely five months after she became commercial director.

Although she keeps a low profile in the marketing community, the growing obesity debate has forced her into the spotlight to outline how the soft drinks manufacturer will address the issue. She also serves as an ISBA council member.

Oades' gamble in hiring Mother to handle the core cola brand late last year has paid dividends for her reputation. The ads impressed Atlanta chiefs, and the campaign was rolled out to the US market, a first for commercials created in the UK.


In the job for three years, director of marketing and strategy Smith has recently seen much of his work on the British Gas brand come to fruition with a £50m ad campaign around the company's 'Doing the right thing' positioning, designed as an emotive stance to inspire customer loyalty.

Smith is also behind the company's determination to ensure that this ethos is delivered by its workforce through a £2m internal advertising drive. Once describing himself as a committed self-publicist, Smith is active within the Marketing Society, sitting on its management committee.


Levi Strauss' European brand president is a marketer who truly 'lives the brand'. As part of his job, the Scot spends a good deal of time at Europe's cutting-edge nightspots picking out fashion trends.

Since Wilson joined in 1990, the brand's fortunes have ebbed and flowed. The jeans market remains tough, with brands such as Levi's squeezed between designer fashion and cheap supermarket denim. But the European division under Wilson has tackled the problem well, segmenting ranges and creating niche lines such as Levi's for Girls.


Less than a year into the role of chief executive at Boots, there are signs that Baker is beginning to turn the struggling brand around. The former Asda marketer made quick changes, including the departure of marketing chief Ann Francke and a £390m investment plan that shocked the City.

His actions are starting to bear fruit, with annual profits creeping up 2.7% and first-quarter sales growth of 5.4% announced last week. But it will be a tough job to convince shareholders that Boots can really compete with the supermarkets.


Fennell joined Diageo's UK marketing team in February from the firm's US operation, where he was global brand director for Smirnoff and rums. Taking over from Syl Saller as marketing director, he manages a portfolio that includes Gordon's Gin, Pimm's, Guinness and Smirnoff. With responsibility for an advertising budget of £50m, he reports to Diageo UK managing director Don Goulding.


Mills' somewhat surprise appointment as London 2012 chief executive last October has catapulted the chairman of Loyalty Management UK up the Power 100 table. Londoners are now hoping that the loyalty king will bring his Midas touch to the city's Olympic bid, which faces tough competition.

After leaving school at 15 with no qualifications, Mills went on to found Air Miles and then Nectar, the UK's biggest loyalty scheme. If he can work some of his magic on the International Olympic Committee, London's Olympic dream could yet become a reality.


On taking up the job of Nestle managing director, White condemned the confectionery giant as 'a business in crisis'. He proceeded to criticise the marketing strategies of former colleagues and attacked the company's advertising for failing to sell more products.

The country waits to see whether White can reverse the fortunes of Kit Kat, the UK's best-selling chocolate bar. Following reports of the brand's decline, a raft of new products have made their way onto the market under White's stewardship, including low-carb versions of Rolo and Kit Kat.


The pugnacious former editor of The Sun now makes the headlines himself by savaging other sectors of the media. As Wireless Group chief executive, MacKenzie continues to harangue Rajar, and is suing the radio body for £66m over its refusal to adopt his wristwatch audience measurement system. He is also an avid critic of the BBC: he opposes the renewal of its charter and recently called for BBC One and BBC Two to be privatised.


Director of marketing at the UK's biggest-spending car brand, the aptly named Hood has replaced the equally aptly named Peter Fleet. His mission is to shore up Ford's declining market share.

Hood has already made his mark. Ford pulled out all the stops at The Sunday Times Motor Show Live with a pyrotechnic set-piece that included the limousine from the Thunderbirds film. Whether Hood can inject some much-needed flair and consistency across the Ford brand remains to be seen.


In the past 12 months O2 has become the leading mobile challenger brand, and that is largely down to the work of Keers. Having worked for the firm since its previous guise as BT Cellnet, she is held in such high regard that she was recently handed the new role of customer director.

Keers remains instrumental in all the operator's marketing activity, and has successfully launched major initiatives such as O2 Home and O2 Happy Hour. With its 3G roll-out imminent, there is little doubt that she will play a major part in that too.


Marketing director Mullins could be forgiven for thinking he works for two different companies. The first, The Sunday Times, dominates the weekend broadsheet market. CD-Rom The Month, launched in August 2003, has earned plaudits, even if it hasn't been the revenue earner that was hoped.

The weekday market, however, is less positive. The launch of a compact edition of The Times in November 2003 was a bold response to The Independent's downsizing. It was backed by a significant marketing spend, but the added costs of running a dual edition have hit the company's bottom line.


Five years ago Reed and two friends gave up their jobs to launch a curious venture into the relatively untapped UK smoothie market. Today, the fun-loving Reed heads a company with £15m turnover and 30% market share. Last year he was named Ernst & Young Entrepreneur of the Year, and he has a seat on the government's Small Business Council.


The brains behind the launch of all Disney-funded films in the UK, senior vice-president of marketing Mitchell is becoming the guru of movie marketing. In the past year he has helped propel Finding Nemo into the 20 biggest-grossing films ever in the UK, and turn Starsky & Hutch and Kill Bill: Volume 2 into box-office successes. Effervescent and forthright, Mitchell has made powerful allies of brand owners, advertising moguls and newspaper editors.


Combining regular meals at McDonald's with workouts at the gym, Hawkes embodies the balanced lifestyle that the troubled fast-food brand is eager to embrace.

Since taking up the role of senior vice-president and UK chief marketing officer in September, Hawkes has had to cope with a deluge of bad publicity, with the brand at the forefront of the obesity debate. He has fought back by introducing healthier options to menus and educational ads encouraging children to take exercise. At McDonald's since 1982, Hawkes sits on ISBA's council.


As Google's European marketing director, Twohill will be the architect for the expansion of the world's most popular search engine this side of the Atlantic. An engaging 32-year-old Irishwoman, Twohill brings the experience of launching travel portal Opodo to the new role.

With Google expecting to raise £1.8bn from a public share offering this summer, Twohill will have a sizeable war-chest to take on the likes of Yahoo!, AOL and MSN in the battle for control of the lucrative online search market.


Since taking over the role of commercial director from Mike Moran 18 months ago, Philpott has done much to help change perceptions of the Toyota brand. The car company has introduced innovations such as the Prius petrol/electric hybrid, and has outpaced rivals in sales growth over the past year. A former Ford marketer, Philpott also sits on ISBA's executive committee.


The former Go and easyJet marketer has forsaken airlines for a far more complex product. Tasked with winning support for London's bid for the 2012 Olympics, and ultimately bringing the Games to the capital, London 2012's director of marketing finds himself playing with smaller budgets, but higher stakes. With his former Go boss Barbara Cassani stepping back from the bid, the charismatic former adman has his work cut out convincing stakeholders that London is the sporting venue of the future.


Emerging from the shadow of newly promoted commercial director Martin George, O'Brien, British Airways' head of marketing for the UK and Ireland, has secured an 18% hike in promotional spend for this year. Her dedication and integrity have helped BA turn its reputation around. Having survived the post-9/11 crisis and the challenge of the budget brands, BA's marketing now exudes confidence. And O'Brien's fluency in Serbo-Croat could prove useful in developing emerging markets.


Morgan is the low-profile head of marketing in charge of HBOS' retail banking. This includes arguably the most down-to-earth financial services marketing campaign around - the TV ads starring Halifax staffer Howard.

The former Boots marketing chief only joined HBOS in May. Since then, the bank has continued to perform as impressively as the rest of the sector. However, marketing has so far seen little change. Whether Morgan will make her presence in the industry felt, or whether she even needs to, remains to be seen.


Duff slipped into the managing director's post at ITV Sales at the end of 2003 making all the right noises. He promised a less arrogant operation and hired the Radio Advertising Bureau's respected managing director Justin Sampson to soothe clients. More importantly, he ensured that no agency complained publicly about the operation's conduct during the round of annual trading negotiations.

This autumn will be tougher. The former Zenith chief needs to convince advertisers that ITV's autumn schedule will boost its fortunes in the face of declining audience share. And he must shift advertiser budgets from ITV1 to ITV2 and the planned ITV3 without allegations of conditional selling.

This year saw Duff become one of two vice-chairmen for the Advertising Association.


Working for the ultimate challenger brand has its advantages: you don't have to wear a suit, you get to travel the world, and your remit involves interior design as well as meetings with agencies.

Marketing director Copus is the unsung marketer behind Virgin Atlantic's long-running success and route expansion. Most recently she has masterminded the relaunched Upper Class Suite, which is currently winning hearts, minds and bodies on long-haul routes.


The Radio Advertising Bureau's chief executive and his team continue to do a fine job marketing the medium to clients. The RAB can take credit for the fact that, over the past year, radio's advertising revenues have topped £600m and its share of total display advertising rose to 7%. McArthur has been vocal in supporting Rajar's stance against Wireless Group chief executive Kelvin MacKenzie, who has attacked the measurement body for launching a second period of testing for two electronic systems. He is this year's president of the Solus Club.


Patton's stock has rocketed within Sony over the past 12 months. Having worked on the Japanese electronic giant's PlayStation brand for nearly 10 years, most recently as European marketing chief, he was promoted at the start of 2004 to the new role of senior vice-president of communications at the parent group.

The move, masterminded by his former boss and now Sony Europe chief Chris Deering, was viewed as a major vote of confidence in Patton's marketing abilities. After establishing PlayStation as a cutting-edge brand across Europe and fighting off competition from Microsoft's Xbox, Patton now faces the biggest challenge of his career: delivering a co-ordinated marketing strategy across Europe to restore sales growth.


Major shake-ups at Centrica, including the sale of the AA and the disbanding of its central marketing function, have hung a question mark over the future role of global marketing director Waugh.

A respected industry figure for his efforts at the home services group, the ISBA council member and seasoned networker would be a strong candidate for a top marketing role elsewhere.


The irrepressible American personifies the buzz of the energy drink brand. But in the past few months, UK managing director Drnec has seen Red Bull's status as indisputable leader in the UK energy drinks sector drop as rivals gain ground. Market share, as high as 70% in 2000, fell to 52.7% last year.

In response, Drnec, a Vietnam War veteran, has gone on the offensive to extend Red Bull beyond its edgy youth brand positioning. It is now using an association with golf to tap into the mainstream functional energy drink market.


ISBA director-general Earnshaw has taken a pragmatic approach to the ITV merger - once the trade body's worst nightmare. Having welcomed the Contract Rights Renewal remedy, the former Mars marketer is focusing ISBA's efforts on fighting proposals to restrict the advertising industry. Earnshaw is also vice-chairman of the European Advertising Standards Alliance.


In her 17 years at L'Oreal, Gasperment has held a number of management posts, from product development to operational marketing, at European and global levels. Prior to her current role, she was general manager of the L'Oreal Paris brand, helping it increase sales by 20%.

Now, as managing director of L'Oreal UK's consumer and professional products division, this softly spoken Frenchwoman holds ultimate marketing responsibility for a brand portfolio that delivers 70% of L'Oreal's UK turnover.

As well as its mass-market cosmetic and skincare brands, she oversees professional haircare brands Redken, Matrix, Kerastase and L'Oreal Professionel.


Chief executive Bailey has been working her magic on Trinity Mirror since she joined in February 2003. But while the shareholders are happy, others are starting to mutter dissent. The recruitment of former Sun marketer Ellis Watson, recently promoted to managing director for national newspapers, has won plaudits, but the manner of Piers Morgan's removal from the Daily Mirror gave rise to criticism of Bailey's lack of editorial savvy, and his replacement, Richard Wallace, remains unproven.

The national newspapers may generate less than half the group's profits, but all Bailey's good work in improving organisational efficiency counts for very little among media pundits.


Last year Ford's UK sales dropped by 5.5% and its share fell to 14.7%. By contrast, Vauxhall sales rose by 2.5% and its share grew to 12.6%. Marketing director Gilson, who replaced Dean Barrett in January, is tasked with further closing the gap between the marques.

This summer the company unveiled its latest Astra model, Vauxhall's biggest launch of the past five years. Gilson oversaw the campaign to promote it. He is also behind the marketing of Vauxhall's high-performance VXR sub-brand.


SABMiller's global marketing director cut his teeth on detergents, working at Unilever for 11 years before setting up his own agency, Added Value. Having sold the business to WPP in 2002, the prestige of working for SABMiller lured Sherrington from agency to client-side. One of only three marketing directors sitting on the main board, Sherrington travels the world managing the company's various brands, including Miller, Pilsner Urquell and Peroni.


Kydd is a rarity among senior mobile marketers, as he has been working for the same operator for five years. As brand director for Virgin Mobile, he has overseen the company's most successful 12 months, with Virgin claiming more than 4.5m customers after a surge in customer sign-ups.

The standard of advertising Kydd has developed with agency Rainey Kelly Campbell Roalfe/Y&R has been consistently high, with celebrity ads featuring Busta Rhymes and Christina Aguilera receiving wide acclaim within the industry.

Kydd is regarded as a Virgin lifer, having worked with Sir Richard Branson on brands such as Virgin Cola and Virgin Trains. With its impending stock-market flotation, Virgin Mobile has breathed new life into Branson's empire, and Kydd has been one of the leading personalities behind its success.


Horgan has been instrumental in MFI's attempts to transform its brand image over the past few years, from 'made for idiots' to fashionable and style-conscious. But as the furniture chain's retail executive director, he still needs to address a few nagging problems: MFI recently suffered a 6% dip in orders and admitted that it lost advertiser share of voice due to increased competition over the Easter period. The former Mars marketer has his work cut out.


This quietly determined Scot has comfortably shifted gears from brand director of the Lunn Poly retail chain to the marketing force behind the wider TUI UK group, the country's most powerful holiday company. Over the past year his influence has grown as TUI launched low-cost airline ThomsonFly, spun off niche interest brands and began to act like a true market leader. A TV campaign for Thomson Holidays, 'Your time away is just too precious', will be its first pure branding campaign for more than three years.


Kenyon's move to Chelsea in February proved that lucrative football transfers are not restricted to players. The Chelsea chief executive was one of the first marketers to rise to the top of the football tree, and is widely recognised as the driving force behind the Manchester United brand's global expansion.

Backed by the seemingly bottomless wallet of Russian billionaire Roman Abramovich, Kenyon is under pressure to work similar wonders at Stamford Bridge. A man who plays his cards close to his chest - as his relationship with the media testifies - Kenyon's reputation as an astute businessman means the smart money is on him succeeding.


Under the guidance of Thomson, AOL UK has not suffered the troubles of its US parent, and has instead maintained its position as this country's second-biggest ISP. While several of her counterparts in the US have been forced to quit the internet giant, her star seems to be in the ascendant.

On the marketing front, the past 12 months have been hectic for Thomson and her deputy, Sharon Lang. AOL has ditched brand icon Connie and is now relying on proposition-led advertising. It appointed Grey London to its £35m account following a drawn-out pitch at the end of last year, and it recently decided to raise its marketing budget as it fights for share in the broadband market. Thomson has been instrumental in all these developments.


Graham's influence on UK advertising could soon be extended considerably. If MPs approve Ofcom's plans for a super-regulator to oversee all advertising, including broadcast, the Advertising Standards Authority director-general is likely to head it. As a former BBC producer who has stood twice as a parliamentary candidate, he has the right amount of media and political clout for the job. He also chairs the European Advertising Standards Alliance.


A Unilever lifer who champions local creative talent, the divisional president of marketing for home and personal care this year oversaw the shift of Surf's £8m account to Bartle Bogle Hegarty and the launch of an animated ad campaign for the brand. During his time at Unilever, Clift has worked in the UK, Portugal, Austria, Mexico and Brazil. The foster father of a Brazilian son, he speaks five languages.


The upturn in new business wasn't the only thing that put a smile on Jones' face this year. The adland matchmaker finally met his own match and tied the knot with Munro & Forster Communications managing director Julie Flexen in January.

The AAR's owner and director of advertising remains the best-connected client-agency broker in town, handling major pitches such as Camelot this year. He remains new business directors' first-choice lunch date.


The Scottish marketing and international development director has control of a portfolio of brands making rapid inroads into the UK lager market. Grolsch and Coors Fine Light receive significant marketing spend that could soon see Coors become the biggest brewer in the UK. The UK's best-selling beer, Carling, continues to grow under Hunter's stewardship, benefiting from its dual sponsorship of rival Scottish football teams Celtic and Rangers.


Moving to the utilities giant after 20 years in the motor sector, this larger-than-life character oversees businesses in 46 countries. As worldwide director of marketing and strategy, he is keen to make the company's marketing more proactive. Accordingly, he is overseeing the development of a public awareness campaign educating consumers on how to be more water-efficient.


Wallace, group marketing chief of Direct Line, was one of 20 nominees for the Marketing Society's Marketer of the Year. The insurer continues to go from strength to strength, resulting in another year of record sales in 2003 and a hike in Wallace's adspend by 15% to £35m. But its advertising strategy has changed significantly from the price-led commercials featuring the red phone and its accompanying jingle. Three executions have tried to give the brand more personality, the most recent portraying call-centre staff as superheroes.

However, Wallace is now reviewing the firm's advertising, and speculation is mounting that he will back a fresh idea for the brand.


Pringle's publication of Celebrity Sells - a book on the role of celebrity in advertising - won't harm his own fame in the industry. The director-general of the Institute of Practitioners in Advertising (IPA), chief spokesman for the UK's agencies, is calling for a long-term plan to tackle obesity, while fending off claims that some IPA Effectiveness Award entries demonstrate underhand practices in the industry.


De Jaegher recently became P&G's marketing director for beauty care, feminine care and oral care in the UK and Ireland, replacing Gill Whitty-Collins, who has moved to a role in Geneva.

In his previous role, De Jaegher handled Pampers and market-leading feminine care brands such as Always, Alldays and Tampax. P&G's beauty business is becoming increasingly important to the group's current successes, and De Jaegher has been charged with replicating Whitty-Collins' success.


Lever Faberge's marketing director for home care was always said to have outgoing chairman Niall FitzGerald's ear. Time will tell if she will have a similar relationship with his successor, Patrick Cescau.

Ganczacowski was the first female director on Lever Faberge's board and was a key exponent of Unilever's 'Path to growth' strategy, culling under-performing brands and ploughing savings into the marketing of core brands. She will play a central role in trying to improve the fortunes of the FMCG giant under its recently unveiled 'Vitality' strategy.


Muller is the latest in a string of pitches to be handled this year by Thompson, whose Haystack Group continues to give the AAR a run for its money in the agency-selection field. As managing partner, the one-time theatre director combines supreme networking skills with a business-like attitude that make her a popular choice among marketers and agencies alike.


If you've ever read an article about media, the chances are that Starcom Mediavest Group chairman Marshall was quoted - and it's not just because he always returns journalists' calls. As chairman of the IPA's media futures group, Marshall is one of the few who ploughs through the detail. With the ITV merger and reviews launched by Ofcom, he's certainly had plenty to work through this year.


With the headline-grabbing David Beckham long gone, the world's most famous club has been uncharacteristically quiet of late. Marketing director Draper, one of the architects of the club's successful brand diversification strategy, is facing - in marketing as well as on-pitch performance - the most competitive environment in years.

The rise of a well-funded Chelsea and the continuing success of Arsenal have heightened the challenge to the almost irresistible brand power Manchester United has enjoyed. But the club's partnership programme remains strong: in December Vodafone renewed its sponsorship in a four-year £36m deal, which has seen the creation of a pre-season club tournament called the Vodafone Cup.


Co-chief executives Kain and Johnston assumed control of sports marketing group IMG following the untimely death of the agency's founder, Mark McCormack, late last year.

The duo oversee the biggest collection of commercial contracts in the sporting world, representing major properties from Tiger Woods to the Wimbledon tennis championships.

Their influence in sport remains second to none, though cracks are beginning to show in the IMG infrastructure, and Kain and Johnston face a tough time keeping the firm's various factions from splintering without McCormack to hold them together.


Marketing director Doyle has had a stormy year, dumping Vinnie Jones from Bacardi Rum ads after his conviction for air rage and replacing him with Italian actor Raoul Bova.

The 38-year-old Irishman, who recently became the proud father of twins, is a Bacardi veteran, having joined from Procter & Gamble in 1992 to run a product development project that eventually turned into Bacardi Breezer.


Yahoo! UK and Ireland's managing director has made it her mission to convert every major advertiser in the UK into an online believer.

On initial evidence, she is doing a first-class job, with Yahoo! reporting record advertising revenue over the past 12 months and major brands such as McDonald's turning to the internet for the first time. Following Martina King's departure as Yahoo! Europe chief earlier this summer, Hazlitt's influence within Yahoo! is growing, with some in the new media industry tipping her for the top.

Having secured a lucrative partnership with BT to offer a jointly branded broadband service, Yahoo! has proved that there are business opportunities for it beyond new media. Hazlitt is a major believer in this, so there is little doubt that with her at the helm, the portal will continue to rival the likes of MSN and AOL - not only for users, but also for advertisers.


Bray was marketing director of AAH Pharmaceuticals and Muller head of marketing before taking the role of Wrigley marketing director last year.

During his time at Wrigley, where he has a budget of £16m, Bray has overseen the launch of Hubba Bubba Mix & Match and Orbit Professional, a gum for cleaning teeth. As the company develops a wider confectionery portfolio, Bray was also behind its first move outside the gum market, with the introduction of Xtra Mints.


Since joining Unilever in 1995, Hill has risen through the ranks to become marketing development director for personal care at Lever Faberge.

She oversaw the launch of Sunsilk into the UK last year, and her brand portfolio includes Dove, a brand which has had a meteoric 12 months. The brand's extensions have proved successful, and its innovative advertising using real woman is proving hugely popular.


As the obesity debate rages, Preston, director of the Advertising Association's Food Advertising Unit, is the man making the case for the food advertisers and their agencies. His logical, measured approach to the current crisis has earned him the respect of his peers, who trust the former Cereal Partners managing director to put his extensive experience of the food industry to good use.


Plummeting from the top spot in the Power 100, which he held for the past four years, FitzGerald, chairman and chief executive of Unilever since 1996, and with the group for 37 years, will retire from the FMCG giant a year earlier than expected on September 30.

His retirement comes as Unilever reaches the end of its five-year 'Path to growth' strategy, and FitzGerald will move on to the role of chairman at Reuters, where he has been a non-executive director since January 2003.

President of the Advertising Association and active within several business councils, FitzGerald also finds time to collect antique furniture, support Manchester United and be a father to four children, the youngest of whom is three years old.


Burkitt has made waves since his appointment as Marketing Society chief executive in April last year. He toughened membership criteria to invitation-only, recruited a marketing director and is reviewing the brand to increase the Society's appeal to both business and consumer audiences.

The former Burkitt DDB chief sits on the Independent Complaints Panel of the Portman Group and also wields influence as a member of the Advertising Association's council.


Dormandy was appointed chief marketing officer by Orange UK last month and was quick to make his presence felt. His arrival sparked a restructure of the mobile operator's marketing, which included the exit of vice-president of UK brand marketing Jeremy Dale and the creation of a new brand team. Dormandy, who has held senior roles at Virgin Group, including a stint as the US boss of Virgin Cola, has been charged by Orange UK's chief executive John Allwood with reinvigorating the Orange brand. As well as simplifying and co-ordinating its complicated advertising, Dormandy has the daunting task of raising the operator's game ahead of its roll-out of 3G services later this year.


Boyle has enjoyed a hugely successful first year in his role luring more foreign tourists to the UK. The 6.5m overseas visitors to the country between March and May 2004 was an all-time record.

VisitBritain's international marketing director has used his direct marketing experience, gained at British Airways and NTL, to target high-spending American and Japanese consumers with a combination of online promotions, partner campaigns and publishing initiatives.


Brown, director-general of the Advertising Association for 10 years and chairman of the Committee of Advertising Practice for five, has had plenty to occupy him this year.

Amid fierce ongoing debates over obesity and marketing to children, the Advertising Association's Food Advertising Unit has seized the initiative and is planning a campaign funded by the food industry to promote healthy eating. As a vocal proponent of self-regulation, Brown's role and input will be crucial as advertising comes under the government microscope.


Last year Mercer marked his arrival as Eurostar's commercial director with a £10m advertising and public relations blitz aimed at luring passengers away from low-cost airlines and onto his trains.

While the high-speed link from Dover to North Kent has helped his cause, Mercer's commercial nous has undoubtedly been a strong factor in a 19% year-on-year increase in passenger numbers during the first six months of this year.

A strategic brain combined with a passion for his task has enabled the former Air Miles launch marketer to give Eurostar's once-beleaguered brand some real zest.


As head of marketing for Cafedirect, Barr has been working tirelessly on a minimal budget to overcome the perception that fair trade is synonymous with high prices and poor quality.

As a result, the company's sales are growing at 33% a year, and Cafedirect has developed into the sixth-biggest coffee brand in the UK.

Her efforts have not gone unnoticed: in June she was voted The Marketing Society's Marketer of the Year, as chosen by readers of Marketing.


Described by some as the man with the Midas touch and by others as an evil genius, the pop impresario has swept the globe with creations such as the Spice Girls and Pop Idol, and is now pulling the strings of the Beckham brand.

With an estimated worth of £90m and rising, there is no doubt he has his finger on the pulse of youth culture. Since founding 19 Entertainment in 1985, Fuller has been behind a total of 96 number-one singles and 79 top-placed albums in the US and the UK.


Who? You could be forgiven for asking. Your clue is that Sir Martin Sorrell, chief executive of WPP, famously cannot do without the product that Lazaridis invented. Tesco's Tim Mason uses one, and PepsiCo's Martin Glenn has one on order.

The BlackBerry - phone, email, SMS, browser and organiser applications in a single wireless handheld device priced about £180 - has made it simple for marketers to stay on top of their email even when being entertained at Euro 2004 or Cannes.

Lazaridis, the 42 year-old co-founder of Canadian firm Research In Motion, struck gold with his invention after spending years devising ways to cut the cables tethering people to their hardware.

Since their introduction in 1999, 500,000 BlackBerrys have been sold worldwide, finding favour among the rich and famous, including George Clooney and the Beckhams.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Virgin, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug
Thetrainline.com backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands