18: Mike Boylson

Exec VP-chief marketing officer, J.C. Penney Co.

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POWER PLAY: Mike Boylson, 51, has certainly proved his Power Player status this year with the unexpected move of Penney's account from DDB Worldwide, Chicago, to Saatchi & Saatchi in a bid to hitch its marketing strategy to Kevin Roberts' "Lovemarks" theory of marketing. It would mark the next stage in Mr. Boylson's nearly six-year tenure in Penney's top marketing post, as he's played a key role in a turnaround at the department store chain that was teetering on bankruptcy when he came on board.

DOWNSIDE: Can Penney's evolve the "It's all inside" campaign, developed at DDB, to a new level with Saatchi? And despite Mr. Boylson's ambition to make Penney's a lovemark, do shoppers really love department stores like they used to, especially as homegrown brands like Marshall Field's in Chicago have been replaced by national brands? Penney's operates in a tough competitive environment. And as Federated stakes out a national position with its Macy's brand, Mr. Boylson must continue to migrate the retailer's marketing culture from a promotional model to a branding model and make century-old Penney's middle America's lovemark.

AD BUDGET: $1.07 billion

AGENCIES INCLUDE:

* Publicis' Saatchi & Saatchi, N.Y.

* Omnicom's Dieste Harmel & Partners, Dallas; OMD, Chicago

* InterTrend Communications, Long Beach, Calif.
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