25: Virginia Vann

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Ad budget: $719 million

Agency roster: Omnicom Group's BBDO Worldwide, New York and Atlanta; OMD, New York; and @tmosphere, New York. Velocity Sports & Entertainment, Wilton, Conn. Vidal Partnership, New York.

Power play: Ms. Vann, 49, launched the brand's entry into the New York market in June with a colorful, high-profile campaign that is ongoing. It includes the opening of the "Cingular Zone," an experiential art space in Rockefeller Center Plaza where consumers can test Cingular's text messaging service. Cingular service is now offered in 43 states. Ms. Vann leads Cingular's marketing, advertising and communications strategies, and crafts the positioning for and segmentation of wireless service packages. She has helped build a new brand from the ground up.

Downside: Cingular must tighten the spending reins as the wireless game becomes more about retention, rather than mere customer acquisition.

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