23: Michael Sievert

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Ad budget: $888 million

Agency roster: WPP Group's Ogilvy & Mather Worldwide, New York, Bravo Group, New York and Mediaedge CIA, New York; WhiteHorse Studios, Portland, Ore., Avenue A, Seattle.

Power play: Mr. Sievert, 33, has led a strategy to retain the company's best customers by implementing customer relationship management processes. In the six months since his appointment, he has helped AT&T Wireless widen its lead vs. key competitors in the amount of revenue per customer generated.

Downside: AT&T Wireless continues to be locked in a three-way battle with No. 1 Verizon Wireless and No. 3 Cingular Wireless as the category slides into commoditization.