To spot a Power Player

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Power Players are chosen and ranked by Advertising Age editors based on how much ad spending these corporate executives have at their disposal (accounts for 50% of their score), their marketing successes (30%) and leadership ability (20%). Also weighed is a company's ability to leverage the media buying power of a corporate parent. The ad budget figure for each Power Player is based on data from Ad Age's 48th annual "100 Leading National Advertisers" report (AA, June 23). In several cases where the Power Player's ad budget number is less than the LNA figure, the Power Player number represents the ad spending for the specific corporate unit overseen by the Power Player. For example, LNA reports total U.S. ad spending of $1.21 billion for Altria Group in 2002. But Power Player Betsy Holden is credited with $827 million in ad spending at her disposal as president-CEO of Altria's Kraft Foods North America. The Power Player number represents a further refinement by the Ad Age DataCenter.
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