6: John Stratton

VP-chief marketing officer, Verizon Wireless

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POWER PLAY: Verizon Wireless is today's gold standard for wireless service and marketing, with one of the highest customer retention rates in the business. The marketer complements big media spending with innovative use of wireless, such as text messages that gave consumers admission to a pre-Grammy concert. John Stratton, 45, has become something of an evangelist for the third screen.

DOWNSIDE: Verizon Wireless hasn't made its entertainment and other data services much of a must for consumers. With the top three players hanging on the same positioning-the best network-Verizon Wireless needs to figure out where to go next. Aside from a common name and logo, Verizon Wireless and parent Verizon Communications have little marketing synergy, but that's likely to change, say executives at Verizon Communications.

AD BUDGET: $1.80 billion

AGENCIES INCLUDE:

* Interpublic's Campbell Mithun, Irvine, Calif.; McCann Erickson and Universal McCann Worldwide, N.Y.

* Interpublic-backed GlobalHue, Southfield, Mich.

* Publicis' Verizon Media at Zenith, N.Y.
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