THE 50 MOST POWERFUL PEOPLE IN MARKETING

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This marks the first year Advertising Age is ranking its Power 50 roster of marketing executives. Every list has a top and a bottom, but not every marketer carries enough weight to make this list.

The criteria for ranking is based on editors' assessment of four major categories. The company's advertising expenditures account for 50% of the score. Review of expenditures include figures from Competitive Media Reporting, Advertising Age's Megabrands roster and its 1999 Leading National Advertisures. Advertising expenditures listed in this section reflect the LNA (Sept. 27, 1999). Estimates are provided for companies not listed in the LNA. Overall brand vitality accounts for 10%; charismatic marketing achievements, 25%; and the individual's hands-on involvement with major decisions regarding marketing

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