5: Janine Bousquette, Exec VP-chief customer and marketing officer Sears, Roebuck & Co.

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AGENCY ROSTER INCLUDES: Publicis' Burrell Communications Group, Chicago. WPP's Bravo Group, Kang & Lee and Wunderman, all New York; Ogilvy & Mather Worldwide and Y&R Advertising, both Chicago; MindShare Worldwide, New York and Chicago.

POWER PLAY: Ms. Bousquette, 43, has shuffled spending to rely less on sales and promotional events, and reportedly has been seeking ideas outside Sears' agency roster to keep the message fresh. The chain has added more lifestyle-focused brands and advertising.

DOWNSIDE: Sales are off with chains such as Home Depot and Lowe's cutting into Sears' keystone appliance business, while fashion-forward discounters such as Target Stores siphon off young apparel shoppers. Sears has announced it will create the position of president of Sears Retail, which will put another layer of management between Ms. Bousquette and CEO Alan Lacey. This summer, the company absorbed its standalone multicultural marketing department; observers saw that as a bad move for one of the largest mulitcultural advertisers.