27: Michael Linton, Exec VP-consumer and brand marketing, and chief marketing officer Best Buy Co.

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AGENCY ROSTER INCLUDES: Publicis' Starcom, Chicago. Avenue A, Seattle. Digitas, Chicago. La Comunidad, Miami Beach, Fla.

POWER PLAY: Mr. Linton, 47, leads a department that's been willing to try new ideas in both general advertising and non-traditional media, such as a guerrilla Web site featuring a mini-movie culled from one of its ads or an exclusive DVD deal with the Rolling Stones. The electronics retailer has identified a group of stores it's using as "labs" to try new in-store marketing ideas, and it broke a new Hispanic ad effort.

DOWNSIDE: Best Buy has benefited from the widespread adoption of DVDs and the fall in the price of newfangled technology such as plasma TVs. Without those advantages, the chain will need to market heavily going into this year's key holiday season to show sales increases. Rival Circuit City Stores recently named a new chief marketing officer and agency, and is expected to put Best Buy's feet to the fire during this holiday season.