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Published on .

John Costello

Sears, Roebuck & Co.

Title: Senior exec VP

U.S. budget: $557 million

Agencies: Y&R Advertising; Ogilvy & Mather

Power play: Mr. Costello let the world see the softer side of Sears by clearly focusing the chain known for its appliances and tools clearly on the female customer.

Years on list: Three.

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