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Here, we pit the credentials of marketing directors against heads of industry bodies, agency executives and entrepreneurs. The result is a marketing A-list. As the elite of the industry, these 100 people hold the future of marketing in their hands.

The criteria, as shown in the key above, for making it onto the list are: brand, spending power, influence, celebrity status, and entrepreneurial skills. No one has to have all these to justify their place, but few will have less than two.

The brand is integral to a marketer's power. A strong brand invariably brings with it a higher profile and budget to match. As a brand becomes more successful, its performance is key to the success of the marketer.

In this list, money is about marketing budget rather than personal wealth.

We have only awarded spending power if the entrant has a marketing budget among the UK's top 100 advertisers (Marketing, February 21).

But brand and budget are straightforward criteria, whereas the remainder are more difficult to gauge. Influence is the banner under which key people from industry associations earn their place, but for many marketers it is gained by becoming effective networkers, or being involved with bodies such as the Incorporated Society of British Advertisers (ISBA). These marketers often wield influence, and therefore power, beyond their primary role.

Celebrity status can be linked to influence, but can also be earned by industry personalities who command the respect and favour of their peers.

It is often awarded to those who are not necessarily marketers by training, but who have successfully built their own brand empire: the entrepreneurs.

Factors that influenced the rise or fall of individuals include job changes, specific campaigns launched during the past year and their perceived success, brand value and therefore company financial performance, along with the profile of the individual.

As usual, we expect this list to create debate and disagreement. But remember, there's always next year.

1. NIALL FITZGERALD, UNILEVER (Non-mover)

Niall FitzGerald, chairman and chief executive, may have forged his reputation on challenging the status quo, but there is no change to his position in the Power 100. This self-assured, charismatic marketer has held the top job at Unilever for six years and the past year has included its fair share of successes.

On a personal level, FitzGerald was awarded a knighthood in the New Year's Honours list although, as an Irish citizen, he will not be going by the title Sir Niall.

The Unilever lifer also enjoyed a 45% salary increase, taking his total earnings to almost £2m. No doubt he considered this good value for money for Unilever as his five-year 'path to growth' strategy - now one year off its completion date - resulted in a sales rise of 9% and pre-tax profits up by 35% to £2.2bn in 2001. The combined total adspend of the four Unilever divisions makes it the UK's biggest advertiser, with FitzGerald in command of a £143.3m spend last year.

In a reversal of brand positioning he is now considering using the Unilever name as an umbrella brand. A consummate media performer, he continues to speak out in favour of the euro, between trips to the opera, running marathons and enjoying fatherhood for the fourth time.

2. CHRIS DE LAPUENTE, PROCTER & GAMBLE (Non-mover)

He may have one of the most powerful jobs in marketing, but Procter & Gamble vice-president and managing director Chris de Lapuente has generally avoided the media glare.

In the past year, however, he has dared to go where few Proctoids have gone before and has started to raise his public profile.

This high achiever has had his work cut out in recent years as some of P&G's core brands have lost market share. A marketer by background, with varied international experience, he is active in the industry, sitting on the Institute of Grocery Distribution's policy issues council as well as chairman of the Soap and Detergent Industry Association.

3. TIM MASON, TESCO (Up)

Tim Mason's £1.4m pay packet last year sees him join the super-league of British marketing chiefs - in terms of salary at least. Otherwise, Tesco's marketing director has overseen another successful year for the retail giant, with profits over £1bn for the second year running.

This year's triumphs have included swiping the Air Miles scheme from Sainsbury's. And although sales growth is now slowing, Tesco is still far ahead of its nearest rival.

Mason also made some noise by lambasting the TV industry at ITV's advertiser conference earlier this year.

His achievements include the launch of Clubcard, data from which is now being used to tailor offers in-store. An early champion of cause-related marketing, he works long hours for Business in the Community and continues to drive Tesco's Computers for Schools campaign.

4. SIR MARTIN SORRELL, WPP (Down)

The deepest downturn for a decade has seen Martin Sorrell grow to become the bellwether, some might say doom-monger, for the industry. When he says the recovery will be W-, V-, bath- or saucer-shaped, we listen. Few now worry whether Sorrell has the soul of an adman or not. He keeps his business in good shape, removes under-performers, and keeps on buying.

WPP was the most acquisitive company in 2001. Sorrell picked a fight with Chris Ingram (and Havas) for control of Tempus, then tried to extricate himself before finally 'winning' the City's first-ever 'hostile sale'.

He forewent his £1m bonus in a "brutal year, but don't fret, he's still worth £115m.

5. ROGER HOLMES, MARKS & SPENCER (New entry)

Two weeks ago today Roger Holmes was handed one of the top jobs in UK retail - chief executive of M&S, Britain's largest clothing retailer.

His promotion is testament to the role he has played in the emerging revitalisation of the nation's favourite high-street empire. The retailer has increased market share in clothing for a second consecutive quarter and has seen sales rise by 9.1% in the first quarter of this year.

A qualified mechanical engineer, Holmes has reconfigured M&S by introducing sub-brands such as Per Una. He will also be responsible for next year's launch of the company's first dedicated home furnishings shops.

6. ALLAN LEIGHTON, CONSIGNIA (Up)

Tell it like it is, do what has to be done, get tough. Allan Leighton is the business equivalent of a maverick detective who is not scared to break a few rules, or people, to get results. The man who, with Archie Norman, turned around Asda has taken the same no-nonsense approach to Consignia. It's in danger of going bust (he says). Change the name (he does). Shed jobs (30,000, gone). The other thing Leighton is famous for is being a serial director - of Leeds United, BSkyB, Dyson, Bhs, Lastminute.com and others. He invented the phrase 'going plural' and is scornful of others' 'time pressures'. With Leighton championing the cause, expect morris-dancing to become big soon.

7. STELIOS HAJI-IOANNOU, EASYGROUP (Up)

One of Britain's most flamboyant entrepreneurs, 35-year-old Stelios Haji-Ioannou has had a great year. Chairman Stelios continues to war with rival low-cost airline, Ryanair, but his £374m purchase of Go will enable easyJet to leapfrog the Irish airline to become the biggest no-frills carrier in Europe.

The only cloud on Stelios' horizon was institutional pressure to resign as chairman. Sir Colin Chandler, a safer bet from the City perspective, will take over in March 2003.

The headstrong serial entrepreneur has applied the easyJet formula to car rental, internet cafes and online banking. Next on the agenda is the flotation of the £250m easy-Rentacar business and the launch of a cinema chain.

8. TONY BALL, BSKYB (Up)

If success consists of watching your main rival spectacularly self-destruct, then BSkyB chief Tony Ball has had a good year. Witty one-liners rather than gloating characterise Ball's style: witness his comment to the Commons media select committee that Carlton and Granada "couldn't run a bath". Ball's management of the Sky Digital platform is steady despite its ill-advised investment in Kirch PayTV.

9. DAVID HAINES, VODAFONE (New entry)

The brand ambassador of the world's biggest mobile phone firm has been keenly courted by some of adland's heavyweights over the past year. Having overseen the migration to the Vodafone brand for the firm's numerous overseas subsidiaries, global brand director Haines has awarded J Walter Thompson its global ad account. It is phasing out relationships with local agencies including WCRS in the UK - a move intended to bring brand consistency and make cost savings for the debt-embattled company.

Rumours persist about a communications mega-deal with WPP. Haines' task will be to give this big, safe brand more edginess with which to win over consumers for the arrival of 3G services this autumn.

10. GREG DYKE, BBC (Up)

It's been a good - his critics would say too good - a year for the man from Aunty. The twin effects of increased programming funds and clever commissioning are evident in the buoyant performance of BBC One, which beat ITV1 for the first time last year. BBC Two is also performing strongly.

With quick-win initiatives such as the "cut the crap idea aimed at slashing bureaucracy, Dyke is slowly rebuilding staff morale.

Earlier this month the Independent Television Commission anointed Dyke as the saviour of digital terrestrial TV by handing the BBC-led consortium a 12-year licence to operate the free-to-air digital terrestrial platform.

11. DIANNE THOMPSON, CAMELOT (Down)

Following her victorious battle with Richard Branson, Thompson has this year found herself besieged by a hostile press and up against daunting odds as she struggles to turn around declining sales. Her £72m relaunch of the National Lottery, which rebranded the main Wednesday and Saturday draws as Lotto, saw Scottish comedian Billy Connolly poking fun at the name change in television ads. It has, nonetheless, drawn flak at every turn, and early receipts have been disappointing. Her recent quip that Lotto players would be 'lucky to win a tenner' may have been old news, but critics howled all the same and the gaffe whipped the media into a feeding frenzy. Thompson is an ISBA council member.

12. MARTIN GLENN, WALKERS SNACKS (Up)

As president and chief executive of Walkers Snacks, Glenn controls more than 40% of the UK salty snacks market, and takes the credit for one of the UK's best-known campaigns, starring Gary Lineker. A three-pack-a-day man who spends his leisure time coaching an under-sevens football team, Glenn is also heavily involved in Business in the Community . He is a keen proponent of children's literacy projects, through Walkers' Books for Schools and his backing of the Leicester Mercury's Right to Read campaign, and expounds his commitment at regular conference appearances.

13. CAROL FISHER, COI COMMUNICATIONS (Down)

Fisher's year had been eventful enough already when, last month, she shocked the industry - and the government - by announcing her resignation as chief executive.

Having overseen the Cabinet Office's glowing five-yearly review of the COI and been handed a controversial role advising Alastair Campbell about government marketing campaigns, Fisher's patience finally ran out over the Department of Transport's breakaway from the COI.

Never afraid to speak her mind - as IPA president Bruce Haines discovered at ISBA's Annual Conference in March - Fisher is certain to take a high-profile media job. She is an ISBA council member.

14. SIMON GULLIFORD, BARCLAYS (New entry)

Since joining in May 2001, Gulliford has strived to bring a fresh approach to the traditional high street bank. He has undertaken a radical restructure of marketing, dropped the agency behind the 'big' campaign and controversially appointed Bartle Bogle Hegarty. The result is a departure from the traditional "fluff and candy stuff' bank ads with a campaign starring actor Samuel L Jackson reciting various monologues. The short, straight-talking Welsh marketer has a high profile, frequently speaking at industry events and conferences.

15. TREVOR BEATTIE, TBWA/LONDON (Down)

Beattie's relationship with Gossard went 'tits up' this month, after an acrimonious dispute over how to sell underwear. The client wanted to advertise to women. Beattie created 'Hello Boys' for Wonderbra. The client is not in this Power 100 list.

With fcuk, Beattie has become something akin to the frontman of a punk-rock band: the more the establishment knocks it, the stronger the brand becomes. But it would be a pity if Beattie were forever judged by his controversial work. He has some positive things to say about bringing creative and media closer together. His detractors would do well to remove their fingers from their ears.

16. ANGUS PORTER, BT RETAIL (Down)

Consumer managing director Porter's remit at BT has diminished in the past year with the disposal of its mobile division as mmO2. Nonetheless, a big reduction in its famous debt and a new chairman and chief executive in Sir Christopher Bland and Ben Verwaayen have provided Porter with fresh impetus and a sharper focus.

He has helped arrest the decline in its core residential telephony market, of which it has a 72% share. His biggest task in the coming year and beyond will be to sell to the British public the benefits of BT Broadband, its fast internet service. Porter sits on the ISBA council.

17. JAMES DYSON, DYSON TECHNOLOGY (New entry)

Design guru James Dyson's influence is reflected in the fact that middle England no longer gets out its Hoover, it gets out its Dyson. His eponymous firm, with pre-tax profits of around £35m, owns 50% of the £455m UK vacuum cleaner market. Dyson is now hoping to achieve similar success in the US, where 17 million cleaners are sold each year. An outspoken critic of the government's "lack of clarity over the euro, Dyson is moving production of his products from Wiltshire to Malaysia, where he says he will be able to launch more products faster.

18. CHARLES DUNSTONE, CARPHONE WAREHOUSE (Down)

Chief executive Dunstone was forced to issue a profit warning in January, causing Carphone Warehouse shares to slump 17%, but he vowed to push ahead with European expansion plans. Three months later he found favour with the City by stepping down as chairman and hiring mobile phone guru Hans Snook to fill the role.

Proving that his affable exterior disguises razor-sharp business instinct, Dunstone raised Carphone's share of the UK market to 22% from 16% in spring 2001, but his next challenge will be getting customers interested in 3G this autumn.

Dunstone has eschewed the predictable big-budget television campaigns, spending most of his £8.5m budget on radio ads through Clemmow Hornby Inge.

19. ROSE MARIE BRAVO, BURBERRY (New entry)

Burberry's trend-setting turnaround is down to the marketing savvy of chief executive Rose Marie Bravo, 51, and the brand's planned flotation later this year is expected to reflect her achievements. Bravo's challenge is to keep Burberry exclusive when the high street is teeming with copy-cat models to satisfy the celebrity-followers.

20. ANDREW MARSDEN, BRITVIC (Up)

While category director Marsden gained maximum mileage from Britvic's relationship with David Beckham in a range of Pepsi World Cup promotions, Tango needed rescuing. Sales had plummeted in 2001 as rival Fanta soared.

In a bid to stem the decline, February saw the genial Yorkshireman hand the £10m Tango business to creative hot shop Clemmow Hornby Inge, leaving Robinsons brands, including Fruit Shoot, with HHCL and Partners. Marsden is an outspoken defender of advertisers' rights, and sits on the ISBA executive committee.

21. BERNARD BALDERSTON, PROCTER & GAMBLE (Down)

P&G's director of UK media, Balderston continues to send shivers down media owners' spines with his mission to improve standards in P&G's media spend. This year Bernie, as he is affectionately known, turned his attention to radio. He backed The Wireless Group chief Kelvin MacKenzie's call for an electronic device to measure real-time radio consumption, instead of the current diary.

He continues to be an active member of ISBA's executive committee and TV Action Group.

22. PHILIP GREEN, BHS (New entry)

Green is the man who turned Bhs around and in doing so awarded himself one of the biggest bonuses in corporate Britain - £164m. Green has been dubbed "the retail world's answer to Vinnie Jones for his aggressive, straight-talking approach to business.

Just two years after acquiring beleaguered Bhs, he produced the largest operating profits in its 80-year history - rising from £12m to £100m on sales of £851m. He catapults into the chart on the back of his instinct for marketing, and his boundless ambition, which has included trying to buy M&S and Woolworths. Given to grand gestures, he recently celebrated his 50th birthday by flying 250 friends to Cyprus.

23. SIR PETER DAVIS, SAINSBURY'S (Down)

Two years after joining Sainsbury's with a brief to turn it around, Davis is finally working his magic on the supermarket chain. Though still far behind Tesco, Sainsbury's is finally seeing gains, with annual profits up 14%. Davis enjoys respect from the City, but despite Sainsbury's good sales figures, some analysts are still unconvinced by its recovery strategy.

A chief executive with a marketing background, the former 'man from the Pru' is known for his love of wine, opera and sailing.

24. GARY CUNNINGHAM, PROCTER & GAMBLE (Down)

A P&G lifer, director of public affairs and marketing services, Cunningham is known for his no-nonsense style. When P&G shocked adland with plans to link agency remuneration to global brand sales, he quipped: "Companies don't advertise for advertising's sake, no matter how great the creative work. They advertise to sell their products. A vice-president of ISBA, he is a tireless campaigner for the right to advertise to children.

25. ANGUS MCINTOSH, MARS (Down)

Mars' European media director, McIntosh continues to voice grave concerns about the commercialisation of the BBC and is known for his outspoken comments at industry events. As chairman of ISBA's TV Action Group and as an advertiser with command of a £85m annual media planning and buying spend, his challenges rarely go unheard.

26 KELVIN MACKENZIE, THE WIRELESS GROUP (TWG) (Up)

Former Sun editor MacKenzie still manages to make headlines. The most recent spat involved the chairman of TWG calling for an electronic method for measuring radio audiences instead of the current diary system used by Rajar. MacKenzie claims that his method is more reliable for talk-based stations such as TWG-owned talkSPORT. MacKenzie described the Rajar system as a "fraud and accused its supporters of "vested interest". The industry hit back by threatening to sue. TWG experienced tough trading conditions, suffering a £10m pre-tax loss last year.

27. ANDREW HARRISON, NESTLE ROWNTREE (Non-mover)

Never backward in coming forward, Nestle Rowntree's marketing director raised his prominent media profile this year with his TV Conference speech warning that FMCG companies are shifting huge chunks of their spend away from TV. He threw down the gauntlet to TV owners, declaring: "The TV industry has to sell itself all over again to marketers like me. Harrison can claim credit for the relaunch of Yorkie, with its irreverent 'It's not for Girls' ads.

28. LORD MAURICE SAATCHI, M&C SAATCHI (Down)

Lord Saatchi: the only Peer in this list, and one of the industry's genuine personalities. The most famous name in 20th-century advertising adorns two central London agencies, and M&C - the shop co-founded in 1995 by Maurice and brother Charles - continues to go from strength to strength.

Lord Saatchi, who now spends part of his time in the upper house, rarely gives interviews, but his networking skills are legendary and a magnet for potential clients.

29. SARA WELLER, SAINSBURY'S (Up)

Weller continues her remarkable ascendance at Sainsbury's, becoming only the second female executive to reach the board in the supermarket chain's 132-year history.

As such, she is one of only a handful of female executive directors of FTSE 100 companies.

Now an executive director, she adds to her marketing role responsibility for strategic planning, formats, online retailing and Sainsbury's Bank.

Weller is credited with having transformed Sainsbury's marketing. She signed Jamie Oliver, helped develop own-brand ranges and this summer milked the World Cup with a Sven-Goran Eriksson campaign in-store.

But it's too early to tell whether ditching Air Miles to join new loyalty programme Nectar will pay off. Weller is an ISBA council member.

30. SIR MICHAEL PERRY, CENTRICA (Down)

The grand old duke of marketing, Perry's reputation was carved during his 39 years at Unilever where he worked his way up from graduate trainee level to chairman. Now, as chairman of Centrica, he continues to keep his hand in with the marketing industry as president of the Marketing Council. He has collected awards for his services to British industry, including an OBE, CBE and a knighthood.

31. MIKE MORAN, TOYOTA (Up)

Toyota's commercial director this year oversaw a successful repositioning of the Corolla toward younger buyers. Together with a £9m ad campaign, the relaunch sent sales rocketing. Outside of Toyota, Moran is just as driven. He finds time to serve on the Government Advisory Committee on Advertising, as chairman of the Society of Motor Manufacturers and Traders, and as chairman of ISBA's executive committee. Always quick with a quip, he's a media darling with a fun-loving, straight-talking reputation.

32. RICHARD BRANSON, VIRGIN GROUP (Down)

The godfather of the brand-as-product has certainly seen better days. Virgin Atlantic, of which Branson owns 51%, seems to have survived the slump in trans-Atlantic traffic far better than rival British Airways, but City rumour says it is the only Virgin firm not flying on fumes. Secrecy and frantic share sales has done nothing to quiet the chatter. Undaunted, Branson recently declared plans to float eight of his firms by 2010 and raise £2bn for other ventures before relinquishing the helm.

33. KEN WOOD, MULLER DAIRY (New entry)

A former marketing director at Express Diaries, in 1986 Wood was recruited to develop the UK business of the privately-owned German company, Molkerei Alois Muller. The yoghurt brand is now the fifth biggest brand in the UK according to Marketing's Biggest Brands. Wood puts the brand's success down to quality, innovation and marketing. In recognition of his phenomenal achievement in such a short time he won Marketer of the Year at this year's Marketing Society Awards.

34. HARRY DRNEC, RED BULL (New entry)

As head of Red Bull's UK operation, Drnec's strategy of sampling and sponsorship has been vindicated by Red Bull's massive sales growth and leadership in the energy drink category, which it effectively created.

Once a senior executive at Anheuser Busch, Drnec then set up his own firm, introducing Sol beer to the UK and creating the premium-packaged lager category.

Drnec served as a pilot in the Vietnam War and now has his own MiG fighter jet.

35. EDWIN SHARPE, UNILEVER (Down)

Unilever cleaned up with Sharpe's four-year, £320m tie-up with Carlton and Granada. Announced in May and billed as the UK's biggest-ever media deal, it has already wowed analysts and investors, but may prompt an ITC investigation. In April, Sharpe sealed a five-year, £61.3m deal with outdoor contractor JCDecaux. Sharpe has kept a low profile in his 40 years in UK media, but serves on ISBA's executive committee and TV Action Group.

36. ALEX BATCHELOR, ORANGE (New entry)

Batchelor became Orange's first global brand chief late last year after seeing off dozens of candidates to join his client full-time from Interbrand, where he was joint managing director. His task is to take one of the world's most cosseted brands global. Still new to his role, Batchelor will be required to balance mass brand awareness while retaining Orange's stylish qualities.

37. CHARLOTTE OADES, COCA-COLA (New entry)

Coca-Cola's top UK marketer for the past two years, Oades has made her presence felt by dramatically altering the company's ad agency roster. Traditionally handled by one or two big agencies, Coke now uses some of the UK's hottest creative shops such as Mother and Soul. The result has been edgier brand communication. Softly spoken and relatively low profile, Oades is often described as tough, efficient and determined. She is an ISBA council member.

38. OKAY EGDIRICI, PEPSICO INTERNATIONAL (New entry)

Egdirici replaced Tim Davie as Pepsi's most senior European marketer in February. Previously a marketing boss at Pepsi in Turkey, he now oversees campaigns in 53 countries including the UK.

Although Britvic handles Pepsi's distribution in the UK and has a strong voice in how the brand is marketed here, Egdirici gets the final say on major changes in strategy. Expect his profile to grow as he beds down in the role.

39. JOHN HAWKES, MCDONALD'S (Down)

Hawkes got off to a good start this year with his promotion to European group marketing officer. His brief was to increase consistency across pan-European advertising and commands a £40m UK marketing spend. An ISBA council member, this appointment sees Hawkes move up the McDonald's food chain, but gives him less hands-on control of UK marketing.

40. SYL SALLER, GUINNESS UDV (Down)

The top marketing job at the UK's biggest wines and spirits firm (now Diageo GB) has ballooned by virtue of Diageo's acquisition of a swathe of Seagram brands. But Saller still prefers to shun the limelight. Recently she has completed the restructuring of the marketing department, presided over the UK launch of Guinness' first global ad campaign, and is believed to be plotting an assault on the premium-packaged spirit market.

41. KEITH WEED, LEVER FABERGE (Up)

Lever Faberge chairman Weed shot to marketing stardom last year as he took the reins of newly formed Lever Faberge. Weed has control over some of the most profitable brands in the FMCG marketplace including Persil, Lynx, and Dove. He is vice-chairman of the Advertising Association.

42. ANDY DUNCAN, BBC (Down)

When he took over as BBC marketing and commercial director last May, this committed Christian faced a tough task persuading BBC insiders that a former yellow fats marketer was qualified to spread the word about the BBC brand. Aided by the support of Greg Dyke and a £20m off-air marketing budget, Duncan has set about proving the doubters wrong. In typical whirlwind manner, he encouraged the Beeb to streamline its marketing. ±±¾©Èü³µpk10s such as DFGW's acclaimed World Cup ads demonstrate his effectiveness.

43. IAN SCHOOLAR, INLAND REVENUE (Up)

Director of marketing Schoolar is being touted as one of the potential successors to COI chief Carol Fisher. He joined the Inland Revenue from NatWest with a brief to eradicate its dusty image. Opinion is divided on whether D'Arcy's 'Mrs Doyle' ad campaign did this, and maybe Schoolar isn't sure either, as he's just appointed Miles Calcraft Brigginshaw Duffy to take over the self-assessment brief.

44. PETER FLEET, FORD OF BRITAIN (New entry)

Commanding number one UK car brand Ford's £88m adspend suits Fleet - all six-feet nine-inches of him. But having signed Kylie, whose European tour Ford sponsored in exchange for promotional appearances, he fretted about meeting the mini pop siren. Fleet has the task of arresting a six-year decline in Ford's European market share. He is an ISBA council member and represents Ford at Business in the Community.

45. CARLOS CRIADO-PEREZ, SAFEWAY (New entry)

Criado-Perez is the charismatic and ebullient Argentinian behind the reinvention of Safeway. Since he joined in 1999 the ex-Wal-Mart executive has made the City sit up and reappraise the supermarket brand with his plans for 'New Safeway'. He achieved underlying profit growth of 17% in the year to March, via a series of store refits and a marketing plan reliant on deep discounts. But he still has an uphill task on his hands as Safeway loses market share to Asda and sales growth slows. After being awarded a special incentive plan worth a possible £4m, to tie him to the company for the next three years, he's likely to stay.

46. PETER HARDING, GLAXOSMITHKLINE CONSUMER HEALTHCARE (New entry)

Harding's brands - Lucozade, Ribena, Horlicks - have unrivalled resonance with British childhood yet innovate to keep themselves ahead of the game.

Prior to GSK, he was a senior marketer at Scottish Courage, where he introduced Jack Dee and his penguins to John Smith's advertising, rejuvenating a tired old brand. Harding's penchant for running marathons is in line with his effective, long-term marketing approach.

47. MICHAEL ALLEN, KELLOGG UK (New entry)

Having joined Kellogg UK on July 1 to fill the marketing director post suddenly vacated by Guy Longworth, Allen's task is to kick-start growth in Kellogg's market share. As a previous director of innovation and vice-president of marketing for ready-to-eat cereals at Kellogg USA, Allen is a seasoned marketer on both the client and agency side.

48. JIM HYTNER, ITV (Up)

Hytner, never one to shirk a challenge, faces the greatest test of his career in his bid to turn around advertiser and consumer perceptions of ITV following one of the worst years in the broadcaster's history. The early signs are good. Hytner has worked hard to lose the arrogant tag that has dogged ITV, and his TV Matters conference aimed at recreating the magic of TV was well received. His success in increasing ITV's marketing budget and pushing for a single on-air identity for ITV1, shows he carries the necessary clout with the shareholders.

49. AMANDA MACKENZIE, BT RETAIL (New entry)

As director of marketing services, Mackenzie controls the bulk of the adspend of Britain's fourth biggest, and largest single-brand advertiser.

BT's retail division comprises residential and business telephony, as well as broadband. She handles a budget of around £150m. Mackenzie is known for her caring 'mumsy' manner, but beneath it is a single-minded tough negotiator. She has overseen the company's 'More connections, More possibilities' positioning and given St Luke's a brand-led creative role.

50. SLY BAILEY, IPC (Up)

Blonde bombshell power dresser Sly Bailey has had a good year. Her personal stock is rising, she played the lead role in IPC Media's £1.15bn sale to AOL Time Warner and was shortlisted for the Veuve Clicquot Businesswoman of the Year Award. IPC's fortunes have been more mixed, late last year the firm was forced to cut more than 100 jobs and closed six titles including Woman's Journal.

51. RICHARD EVANS, INTERBREW UK (Up)

The end of last year was a watershed for Interbrew UK, as the Office of Fair Trading ordered it to sell Carling and a clutch of other brands, which it duly did, to Coors. Thus Evans' job shrunk as Interbrew settled as the UK's third-biggest brewer with 15% of the market.

And he is also set to lose custody of the Heineken brand, as the Dutch company regains control ahead of its launch of premium-strength Heineken.

But Evans remains guardian of the UK's biggest-selling premium lager, Stella Artois.

52. SIMON WAUGH, CENTRICA (Up)

In past 12 months Centrica's group marketing chief has overseen a repositioning of the AA and Goldfish brands. Waugh also restructured the group's marketing functions, and was rewarded with a promotion to deputy managing director of British Gas in addition to his group marketing responsibilities. He works for Business in the Community and is an ISBA council member.

53. CHRIS POMFRET, BIRDS EYE WALL'S (Down)

A Unilever lifer, Birds Eye business director Pomfret has just masterminded an overhaul of the UK's biggest food brand, with higher standards of nutrition and new product ranges. He revived the old seafaring Captain to advertise the brand, and put him on an island to promote non-marine foods. Pomfret chairs the Unilever marketing director's committee and sits on the ISBA Council.

54. MICK DESMOND, ITV (New entry)

The upward trajectory of Desmond's career could put NASA to shame; in a year he has moved from chief executive of Granada's sales arm to head of broadcasting and enterprise and then to joint managing director of ITV - on an interim basis.

Cynics say his rapid progress is a reflection of the dire state of affairs at ITV. But insiders say that Desmond's influence has shaped a less bullish approach to advertiser relations - crucial in the current climate.

55. DAVID MAGLIANO, GO/EASYJET (New entry)

The marketer behind Go - one of the most successful brand launches of recent times - has become the sales and marketing chief for the merged easyJet/Go airline, now the biggest low-cost carrier in Europe. Magliano started his career in design and advertising agencies before moving from HHCL and Partners to Go.

56. DOUGLAS MCARTHUR, RADIO ADVERTISING BUREAU (RAB) (Up)

In the past year, as TV companies have been criticised for their negligence in promoting their product to advertisers, McArthur's baby, the RAB, has been held up as a shining example of how a medium should treat its clients.

The genial Scotsman, described as a "coercive character", never lets hisphone go cold. His incessant networking must be paying off, as since he founded the RAB in 1992, radio's share of advertising revenue has tripled to 6.5%.

57. ROD CONNORS, NIKE (New entry)

Connors was poached by Nike from arch-rival Adidas after only six months in his job in October 1999 to become brand head at the US sports giant.

It was clear at this point he was also being groomed to take over from then top UK marketer Dermot Cleary. Connors has been instrumental in driving innovation across the business, taking responsibility for all advertising and marketing initiatives in the UK, Nike's second-largest market.

58. MARTIN GEORGE, BRITISH AIRWAYS (Down)

Having weathered many a BA storm in his five years as marketing head - tailfin fiasco to recent jobs cull - George's role continues to grow at the UK's biggest airline.

With the new title of director of marketing and commercial development, he now has added responsibility for fleet planning, network development and revenue management. An ISBA council member, his brief is to fight back against the low-cost carriers that have been gradually stealing BA's customers.

59. KENNY WILSON, LEVI-STRAUSS (New entry)

Levi's brand president is as cool as you would expect him to be. Just as likely to be seen on the panel of a youth marketing board as in the hippest clubs until the small hours, Wilson is responsible for one of the most influential brands in Europe.

Despite a legal wrangle with Tesco over selling cut-price jeans and falling sales worldwide, Wilson is unfazed by the expectation that Levi's has to constantly deliver cutting-edge ads.

60. ALAN PALMER, CADBURY-SCHWEPPES (Up)

International marketing director Palmer wields a UK spend of just under £18m for the world's fourth-largest confectionery company and third-largest soft drinks company. A Cadbury's lifer, he can claim credit for the brand's 2002 Commonwealth Games sponsorship and Coronation Street tie-up. Palmer is vice-chairman of the ISBA executive committee.

61. CILLA SNOWBALL, ABBOTT MEAD VICKERS BBDO (Up)

Snowball's reputation as the 'superwoman' of adland was confirmed by her elevation from managing director to chief executive of Abbott Mead Vickers BBDO - the UK's largest ad agency - in March. Despite a rougher ride this year, with AMV's first redundancies for years, Snowball has a steely determination that will no doubt see her through advertising's downturn. She is a council member of the Marketing Group of Great Britain, past president of WACL, and is on the IPA Council.

62. PETER BUCHANAN, COI COMMUNICATIONS (New entry)

The next two months will make or break Buchanan's future at the COI as the process to select Carol Fisher's successor nears its conclusion. Though he commands considerable respect within the ad industry, there are concerns that he doesn't have the breadth of private sector experience that the government will look for in the COI's next chief executive.

63. DEAN BARRETT, VAUXHALL (Up)

Barrett keeps a low profile, but his orchestration of the break-up of Lowe's monopoly on Vauxhall ad work and handing of the £16m Corsa account to Delaney Lund Knox Warren made adland and car-makers sit up and take notice. Barrett may appear a bit stiff, but he's known as a well-rounded company man and a wily player in GM politics.

64. RAOUL PINNELL, SHELL (Up)

Pinnell's strategies have strengthened Shell's ethical credentials, and No Logo-ists have moved on to target Esso instead. Last year, he pooled Shell's £87m global media account into Mediacom and its £32m global promotional marketing business into Tequila. He was elected last year as a vice-president of ISBA.

65. MICHAEL O'LEARY, RYANAIR (New entry)

With its 'pile-'em-high, sell-'em-cheap' approach to air travel, Ryanair has grown quickly under O'Leary's eight-year leadership and scored record profits last year despite the events of September 11. O'Leary has a ruthless approach to marketing that sees pricing as synonymous with brand. He sticks rigidly to a model of no-frills service to secondary airports and is confident that Ryanair will become Europe's biggest airline within five years. The 41-year-old former tax consultant and property developer's 7% stake in Ryanair is worth around £225m. Although he lacks the cuddly image of airline entrepreneurs Richard Branson or Stelios Haji-Ioannou, O'Leary is deified within the airline and the investment community.

66. MALCOLM EARNSHAW, DIRECTOR-GENERAL, ISBA (Up)

Earnshaw has a reputation as a stern and austere figure who is highly disciplined and fastidious about detail. Having become director-general of ISBA in September 2000 after 33 years with Mars, he has risen well to the challenges that running ISBA presents, constantly driving home the message that advertising is useful and provides the consumer with assurances of quality and protection.

67. DOUG CLYDESDALE, CARLSBERG UK (New entry)

Only promoted to Carlsberg's managing director of brands and sales in January, Doug Clydesdale has suddenly become a big gun in beer marketing.

He wasted no time immersing himself in the job, relaunching Carlsberg's two flagship brands to the tune of £28m in February. He signed supermodel Helena Christensen as brand ambassador for Carlsberg Export and clinched several eminent sponsorship deals that aim to turn Carlsberg into the beer of UK football.

68. HELEN ALEXANDER, ECONOMIST GROUP (New entry)

At the helm of the Economist Group since the beginning of 1997, Alexander is frequently quoted as one of the most powerful women in the UK.

Oxford graduate and alumni of Insead (MBA), Alexander has a wide influence in the worlds of business and culture. She is a non-executive director of Northern Foods and a trustee of the Tate Foundation.

69. PAUL BARBER, FOOTBALL ASSOCIATION (New entry)

Marketing English football might not sound like the industry's toughest assignment. But the success that Barber has had at attracting buyers for £250m worth of sponsorship packages in a difficult economic climate explains his entry into this year's Power 100. Alongside chief executive Adam Crozier, Barber has transformed the Football Association into a marketing-led organisation from one in which marketing was incidental. A Spurs fan, Barber is known for his amiable style and excellent relationships with the FA's multitude of stakeholders.

70. MARK MCCORMACK, IMG (New entry)

One of the few representatives of the sports marketing industry to make it into the Power 100, McCormack is responsible for the sports and entertainment rights group, IMG. The battle that 'The Shark' has engaged in with rivals such as Octagon and the late ISL has been one of the industry's fascinating contests over the past few years. Among his recent wins is the contract to manage the commercial rights of Sven-Goran Eriksson. Largely due to McCormack's reputation, IMG remains the place where graduates looking for a career in sports marketing send their CVs first.

71. CHARLES GURASSA, TUI (New entry)

One of the most powerful marketers in the international travel sector, Gurassa was a high-flier at Thomas Cook and British Airways before being called in to turn the ailing Thomson Holidays around. After early success, Thomson was bought by German leisure giant Preussag (now TUI) and Gurassa awarded a senior board role at the parent company. The calm and studious Gurassa is now chairman of TUI Northern Europe, where he runs the group's airline operations and is responsible for the global masterbrand project that imposes the TUI brand on all group interests.

72 MARK HORGAN, MFI (New entry)

Among the retail success stories of the past 12 months, few have been more impressive than the revitalisation of MFI, and much of that is down to former Mars marketer Mark Horgan. The jovial Scot, who enjoys the spotlight, has led the roll-out of a store concept and a strategic review of the company's marketing spend. MFI's rapid transformation into one of the UK's most promising retailers has led to speculation that Horgan is destined for bigger things, and he was tipped as a contender for the top BBC marketing job after Matthew Bannister's departure.

73. MAURICE DOYLE, BACARDI-MARTINI (New entry)

Doyle has been with Bacardi-Martini since 1992, when he joined from P&G to set up an NPD department and quickly came up with Bacardi Breezer.

The softly-spoken Irishman, 36, was rewarded with the top marketing job in 1999 and has been justifying his promotion ever since, with memorable ad campaigns such as Bacardi Breezer's Tom Cat and Bacardi's Latin Quarter, starring Vinnie Jones. He is also a keen proponent of experiential marketing, and was responsible for the appearance of Bacardi's B-bar on the summer festival circuit and, more recently, Breezer's club night Vivid, which has secured nights in Ibiza hotspot Space this year.

74. BELINDA EARL, DEBENHAMS (New entry)

Earl, who once worked as a Saturday salesgirl at Debenhams, and went on to build a 17-year career in buying and merchandising at the store before becoming its chief executive in October 2000, is close to the coal face.

Naturally reserved, she is widely credited with introducing designer labels to department stores, . The Designers at Debenhams range includes work from John Rocha and Jasper Conran.

Consistently strong sets of figures and ambitious expansion plans mean Earl finds favour with the City, which remained surprisingly calm when last September she became the first chief executive of a major British company to give birth while still in her job.

75. PIERS MORGAN, THE MIRROR (New entry)

Not only the most notorious editor on Fleet Street, Morgan has recently become a marketer. The Mirror's rebirth from trivial red-top to 'serious newspaper' following the events of September 11, must go down as one of the most successful rebrands of recent times. The paper has since swept the board at press awards ceremonies and the charismatic Morgan has seized the initiative from the previously rampant Sun.

Morgan's populist instinct and seat-of-the-pants style has enabled him to survive the City Slickers scandal and become a growing influence in the UK media sector.

76. PETER DRAPER, MANCHESTER UNITED (New entry)

A commercial warrior for Manchester United, marketing director Peter Draper has played a huge part in the phenomenal success of the club's brand, and the fact that it is now the richest football club in the world, with a turnover of £117m. The Leeds United fan's most recent triumph was the signing of Budweiser as a second-tier sponsor of the team in a drive to bring more international brands on board as sponsors, to strike a chord with the club's far-flung supporters.

77. MARTIN JONES, AAR (Up)

Jones has been quoted in countless articles over the past year on the dearth of new business in the ad world - and as owner of intermediary the AAR, he should know. But when times are rough, agencies need more than ever to impress Jones, the chief client-agency relationship broker in town, who is likely to be handling the few juicy shortlists available.

With years of experience, including a spell as new business director at JWT, Jones retains his powerful and lucrative position.

78. HELENA GANCZAKOWSKI, LEVER FABERGE (Down)

Unilever's marketing director for household stores is known to have chairman Niall FitzGerald's ear. A chief architect of the company's 'path to growth' strategy of culling under-performing brands and ploughing savings into marketing of core brands, she served for four of her 14 years with the company as a senior strategist. Lever Faberge's first female board director, Ganczakowski took some time off this year to work on some new product development of her own, with the birth of her third child.

79. TAMARA INGRAM, MCCANN ERICKSON (Up)

Ingram shocked many in the ad industry last October when she left her long-term employer Saatchi & Saatchi to take the top job at rival McCann Erickson UK. Oft-quoted as the most powerful woman in British advertising, Ingram appears to have settled in well at McCann, carving out a distinct role. The UK office continues to add its own clients to group powerhouse brands such as Coca-Cola and the vivacious Ingram has introduced her distinctive nurturing style to the relentless McCanns machine.

80. BARRY CLARE, BOOTS (New entry)

As marketing director of the nation's biggest health and beauty retailer, Clare can claim some credit for the company's status as one of the most trusted brands on the high street. The former P&G marketer, who has been at Boots for more then 10 years, was instrumental in the development and last September's launch of upmarket spin-off Pure Beauty. Although the retailer is facing slower sales, it will be up to Clare to ensure that new services and store formats are met with enthusiasm by customers.

81. CHRISTOPHER GRAHAM, DIRECTOR-GENERAL, ASA (Up)

This year the Advertising Standards Authority celebrates its 40th anniversary and, unusually for its age, it seems to be gaining teeth under the leadership of director-general Graham, who has referred five firms to the Office of Fair Trading in the past year, compared with last year's three. Graham is vice-chairman of the European Advertising Standards Alliance.

82. CHRIS POWELL, BMP DDB (Down)

The chairman of BMP DDB may be less hands-on these days at the agency he helped to build, but his presence is still keenly felt. Powell is among that select band of industry practitioners who have acted as ambassadors for advertising itself. Powell is one of the leading authorities on politics and advertising and launched an outspoken attack on tobacco ads last year.

83. GILLIAN WILMOT, ROYAL MAIL (New entry)

Having joined from Littlewoods, Wilmot jumped from the frying pan into a raging inferno, such are the difficulties ahead for the state-owned former monopoly. Wilmot has set about the task with zest, and has not been afraid to take unpopular decisions, such as the scrapping of the second delivery. The future of Royal Mail hangs in the balance, but if it recovers, Wilmot could go on to bigger and better things.

84. CLENT RICHARDSON, T-MOBILE (New entry)

Clent Richardson is the American who supplanted One 2 One's long-time brand custodian Tim Yates to oversee the rebrand to T-Mobile. Under his stewardship, the once-feeble network looks poised to become the UK's third-biggest mobile company. Richardson is a born motivator. The son of a Methodist minister, he describes himself as an 'evangelist' and holds a Masters degree in Counselling Psychology. Formerly US-based marketing chief at Apple, Richardson's mission is to take T-Mobile to number two in the UK.

85. KEITH HAWKINS, FREESERVE (New entry)

While chief executive John Pluthero enjoys most of the Freeserve limelight, Hawkins can rightfully claim to be the marketer with the most experience in the internet service provider arena. Hawkins arrived from AOL UK at the height of the dotcom boom two years ago. In following the general market trend for pay-as-you-go to give way to pre-pay or 'unmetered' access, Freeserve needed to reposition. So Hawkins wheeled in some nudists and hippies last autumn to emphasise the 'freedom' afforded by the internet. Active registered users have increased from 2.1 million to 2.48 million since, cementing its position as the UK's number one ISP.

86. RITA CLIFTON, CHAIRMAN, INTERBRAND (Non-mover)

It's been an up and down year for Rita Clifton, the high-profile chief executive of the world's biggest brand management consultancy, which made 20% of its staff redundant last year. As brand consultancies came under fire for corporate re-naming fiascos such as Consignia, Clifton blamed the hostility of the British media.

87. WILL HARRIS, MMO2 (New entry)

Harris has a strong nerve. Early this year he fired the UK's biggest ad agency Abbott Mead Vickers BBDO and hired start-up Vallance Carruthers Coleman Priest, to work on the O2 brand launch. A Blind Date contestant in his formative years, vice-president of global marketing Harris is a renowned attention seeker. Still only 33, Harris is known to have political ambitions, but a return to adland would come as no surprise.

88. KAREN THOMSON, AOL UK (New entry)

It's difficult to track Thomson's achievements over the past year as, like AOL, she remains a bit of an enigma. The company declines to release regular subscriber numbers. It finally launched its broadband internet offering in June, months after its key competitors and at a costlier monthly rate of £35. As chief executive, Thomson retains ultimate responsibility for the brand and its ads, led by the softly spoken Connie.

89. JEREMY BULLMORE, WPP (Down)

Shareholders in WPP were trying to oust non-executive director Bullmore last month, which shows how much shareholders know. Still, in his own circles Bullmore is properly appreciated. A 'former' lot of things, including chairman of J Walter Thompson and president of the Advertising Association, Bullmore's voice is well respected in the industry.

90. SHOLTO DOUGLAS-HOME, REUTERS (Down)

Douglas-Home has done well this year, not only surviving two rounds of jobs cuts at Reuters but also being promoted to head of global communications channels for the media giant. The well-connected former BT and Millennium Dome marketing chief is now charged with allocating the bulk of Reuters' £50m communications budget, as it seeks to raise its profile as a global media player. He is a member of ISBA's executive committee and a council member of the Marketing Group of Great Britain.

91. JOHN GROUNDS, NSPCC (New entry)

Having started his career with CND and then The Body Shop, communications director Grounds has made no secret of his politics. His belief in hard-hitting charity ad campaigns, began at Barnardo's, and is now flourishing with his appointment in February as communications director of the NSPCC, where he continues to drive the high-profile Full Stop campaign through Saatchi & Saatchi.

92. STEPHEN MARKS, FRENCH CONNECTION (New entry)

This is not the only list Marks, founder and chief executive of fashion brand French Connection, has appeared in this year. On the back of creating a successful business that reported a 21% rise in pre-tax profits in March for the year to January, Marks was valued at £140m in The Sunday Times' rich-list in April.

Marks has continued to keep the fashion brand edgy and bold as ever with the 'fcuk football' shirts proving particularly popular with women during the World Cup . He is now leading the brand into pastures new, with the launch of an alcopop, fcuk Spirit, which has come under scrutiny from the Advertising Association.

93. MARK HUNTER, COORS UK (New entry)

The Office of Fair Trading's edict to Interbrew to offload Carling and a swathe of other former Bass brands was a boon for Hunter, Bass' marketing supremo since 1998. He ended up as marketing and international development director for the US operation of US brewing giant Coors, with a massive £80m marketing budget at his disposal. During the same year, the serious Scotsman also signed the UK's biggest ever music sponsorship deal with Clear Channel Entertainment, indicating the company's aim to create bespoke experiences for its brands, rather than badge existing activity.

94. STEF CALCRAFT, MOTHER (New entry)

Mother is both the hottest and the coolest ad agency in London. Its campaigns for Dr Pepper, SuperNoodles and the Monkey spots for ITV Digital have set new standards in UK ads. Calcraft's enthusiasm drives the agency forward, wins pitches and spreads the Mother gospel far and wide.

95. COLIN LLOYD (Down)

The former president of the Direct Marketing Association has more time on his hands these days, but Lloyd is not letting it go to waste. As one of the investors in Mentor, a new industry-investment vehicle, Lloyd has signalled his intention to remain involved in the industry he loves. Such was his reputation at the DMA that his departure led to complaints from members that the industry would no longer have a frontman. His work at the trade body is only now being fully appreciated.

96. BRUCE HAINES, IPA (Up)

IPA president Haines cements his place in this list with his appointment as group chief executive of Leo Burnett UK, after being given a brief to reinvigorate the agency. He also made waves at the ISBA annual conference in a high-profile clash with erstwhile COI chief Carol Fisher, accusing advertisers of stifling creativity. Years of experience at Abbott Mead Vickers BBDO and Leagas Delaney make him a respected industry spokesman.

97. ANDREW BROWN, ADVERTISING ASSOCIATION/CAP (New entry)

The past year has seen Brown hit out at fcuk's entry into the alcoholic drinks market, warning that the venture could bring the industry into disrepute. Alongside his AA role, Brown was appointed chairman of the Committee of Advertising Practice in 1998 with a brief to raise its profile. A former long-serving JWT adman, he is known for his urbanity and enthusiasm.

98. MARTINA KING, YAHOO! UK & IRELAND (Down)

During her three years at Yahoo! King has enticed half of all FTSE 100 firms to advertise on the internet portal. She can also take some credit for the success of FIFAWorldCup.com, easily the tournament's most popular site in the UK as well as globally.

99. KEITH MILLS, NECTAR (New entry)

As the pioneer of Nectar, a card-based loyalty scheme that will launch in the autumn, Air Miles-founder Mills believes there is sufficient life left in the loyalty concept to attract millions of consumers. To his credit, Sainsbury's, BP, Barclaycard, Debenhams and Argos have signed up. A £50m launch campaign will offer clues to whether Mills will achieve his goal of revolutionising the UK loyalty landscape.

100. STEVE AND JULIE PANKHURST, FRIENDSREUNITED (New entry)

The Pankhursts stand alone in demonstrating what the internet was supposed to be about - that anyone with a bright idea could make a mint. The husband-and-wife team have revived dormant friendships across the land. Brand awareness has snowballed through word-of-mouth and stories of reunion. The site now clocks more page views than any other in the UK.