22: Jeff Bell

VP-global marketing, Interactive Entertainment Business, Microsoft Corp.

Published on .

POWER PLAY: Jeff Bell, 38, arrived at Microsoft last June with kudos for previous marketing achievements at DaimlerChrysler. Now just a few months into the job, Mr. Bell is likely swamped with not only the second season of Xbox 360 sales but also with the holiday launch of Microsoft's much-anticipated entertainment handheld device Zune. One sure thing in his future: the debut of much-anticipated Halo 3 in 2007. (Halo 2's 2004 debut topped $100 million in sales in 24 hours.)

DOWNSIDE: While it was the first next-generation video console to bow last year, the Xbox 360 still isn't the proven winner in the ongoing war. With both Nintendo's Wii and Sony's PlayStation 3 coming this holiday season, the competition is about to get much tougher.

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* Interpublic's McCann Erickson, N.Y. and San Francisco

* Universal McCann, N.Y.

* WPP's Wunderman, N.Y.
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