POWER 50: DAVE RIDLEY (AIRLINES)

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Dave Ridley

Southwest Airlines

Title: VP-marketing & sales

U.S. budget: $91 million

Agencies: GSD&M

Power play: This No. 1 airline spender has a huge impact on the way its U.S.-based rivals do business, forcing other airlines to match prices and emulate its successful short-haul formula.

Years on list: One.

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