NEW YORK (AdAge.com) -- $45 billion.
That's how much, collectively, 2006's Power Players have at their disposal in ad budgets. But that's not the whole story.
The Power Players Special Report goes beyond measured media to analyze top marketing executives' other strategies and innovations, as well as these leaders' impact on their categories.
Applying this kind of analysis, Burger King Corp.-powered by the king, Super Fans and Crispin Porter & Bogusky-makes it into Power Players in the person of Russ Klein, exec VP-chief marketing officer. But Burger King's rivals, though spending hundreds of thousands more than BK on measured media, didn't fare as well.
Money still matters, of course.
The top Power Players usually are also the biggest spenders, with Procter & Gamble Co. leading the pack. But there's room for both a Cadillac (GM) and a Beetle (VW) on this lot.