25. Cathy Lyons

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AD BUDGET: $898.5 million

AGENCIES INCLUDE: Omnicom's Goodby, Silverstein & Partners, San Francisco. Publicis's Publicis & Hal Riney and ZenithOptimedia, San Francisco.

POWER PLAY: It's been a busy year for Hewlett-Packard beginning with the departure of CEO Carly Fiorina, followed by top marketing executives Allison Johnson and Mike Winkler. Mark Hurd, former chief of NCR, took Ms. Fiorina's spot in March, while Cathy Lyons, 48, became the new CMO in June. Marketing will now come from each division, with executives reporting up to Ms. Lyons vs. the central marketing group that was dissolved by Mr. Hurd.

DOWNSIDE: HP is in the midst of laying off some 14,500 workers. Although many agree the move was needed to make HP's business operations more cost effective, it also cost the company in employee morale and overall image.

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