Power Players gives Advertising Age the opportunity to focus on the people behind the marketing budgets-executives whose influence on their companies and their industries extends beyond traditional advertising. These executives are chosen and ranked by Ad Age editors and beat reporters based on several criteria. Each Power Player is given a score: Measured and estimated unmeasured 2004 U.S. ad spending accounts for 40% of the total score, and 30% is based on marketing successes. Ten percent each is based on other marketing spending such as sponsorships, distribution, merchandising and product innovation; leadership ability; and the marketer's overall impact in setting trends and innovating within its category.
"Other Marketing Spending" and "Impact in Category" are new components this year that factor into a Power Player's score, helping take the selection process beyond volume of dollars poured into traditional advertising.