13: Anne MacDonald

Chief marketing officer, Federated Department Stores

Published on .

POWER PLAY: Anne MacDonald, 50, is is moving media dollars around-helping the networks with a national TV buy and keeping newspaper ad managers up at night. Six months into her job heading the Macy's brand, the former Citibank marketer has a host of challenges ahead, starting with the seemingly unstoppable decline of the department-store category.

DOWNSIDE: It's tough as Macy's trades up and tries to capture "alpha shoppers," and converts 400 department stores to Macy's, bringing its national footprint to 800 stores. Macy's must wean itself off the "coupon shopper." And as thousands of shoppers lose beloved department-store brands, such as Marshall Field's in Chicago, there's the possibility many will defect.

AD BUDGET: $1.45 billion


* Publicis' Starcom USA, Chicago

* WPP's JWT, Chicago
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