20: Michael Boylson, Chief marketing officer, J.C. Penney Co.

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AGENCY ROSTER INCLUDES: Omnicom's DDB Worldwide and OMD Worldwide, both Chicago and Dallas; Dieste Harmel & Partners, Dallas. Amistad Media Group, Austin, Texas. InterTrend Communications, Long Beach, Calif.

POWER PLAY: Mr. Boylson, a longtime veteran of J.C. Penney, was named the chain's chief marketing officer last year. The executive continues to tinker with the "It's all inside" campaign that helped put Penney's house brands on the map. This year, he hired a new Hispanic agency, Dieste Harmel & Partners, Dallas, to zero in on what's a key market for the retailer, and is seeking more efficient media buys along with agency OMD. The chain has been doing well and reporting rising sales in recent quarters as a result of its redesigned stores and improved product mix. Penney's has added new lines from lifestyle celebrities Chris Madden and Colin Cowie to round out its home lines.

DOWNSIDE: Seesawing consumer confidence makes sales forecasting difficult, and Wall Street is still irked by what analysts see as low sales-per-square-foot numbers. Penney's remains under pressure from fashion-forward discounters such as Target Stores, and same-store sales early next year could suffer by comparison to the strong numbers posted in early 2004.