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Power is often thought of as a vice - mostly by those who do not have it but secretly want it. However, those who hold power also hold the responsibility to show the way, in the marketing industry as in any other.

The individuals who have made it into Marketing's seventh annual Power 100 list of the most influential figures in UK marketing industry share one trait: their ability to lead, whether organisationally, creatively, or by speaking out on topical issues.

Whittling the nominees down to 100 names is no small task; despite often being overlooked at board level, UK marketing departments are filled with leaders and innovators.

The criteria upon which the 100 were chosen cover five characteristics. The first concerns the individuals' spending power - not personal fortune, but rather the marketing budget at their disposal. Sizeable spend provides a platform for power and those who spend wisely flourish.

Influence is our second criterion. Influence on those in their own organisation is a given, but their willingness and ability to lead the industry scores here. Third is the power of their brand - a crucial indicator of their abilities; powerful brands are more often than not guided by prominent and successful marketers.

Celebrity status is our fourth measure: an individual's ability to make an impact on the industry, whether through renown or infamy, mark out some individuals from the crowd.

Last, we gauge the nominees' entrepreneurial spirit - their ability to succeed where others had not even thought to try. This characteristic applies to a diminishing number of marketers, but this group wields a power that is arguably greater than the other four criteria combined.

After months of deliberation and debate, we have settled on the list that follows, an insight into the 100 individuals who are shaping the future of our industry.

1. DIANNE THOMPSON - Camelot

The first woman to top Marketing's Power 100, Thompson's ascent is just reward for the consistent high standards she achieves. Firmly ensconced as the 'first lady of marketing', Camelot's chief executive has just announced a 5.2% rise in lottery ticket sales for the year to 31 March, a perfect backdrop to starting the process of lobbying for the third National Lottery licence, to be awarded next year. It is a far cry from three years ago, when sales were flagging, and has come about largely on the back of an increase in the number of sales channels and games offered. It is no surprise that attempts have been made to lure Thompson away from Camelot, including one approach by London 2012 in its search for a chief executive. The fact that she turned it down to focus on getting Camelot a third term speaks volumes about the 55-year-old's commitment and determination. Despite her status, she retains plenty of links with the marketing industry, particularly in her role as president of WACL.

2. TIM MASON - Tesco

Mason's relocation to lead the expansion of Tesco across the Atlantic as group marketing chief executive of US operations was the biggest individual marketing move of the year. But last year's most powerful player retains a strong hold over the UK marketing fraternity through influence alone - for the time being, at least. The hard-nosed Mason's clout was there for all to see in the decision to move Tesco's £45m advertising account out of Lowe London and into Sir Frank Lowe's agency The Red Brick Road.

But with his focus now on the US, day-to-day UK marketing operations have been taken on by commercial and trading director Richard Brasher.

3. CHARLES DUNSTONE - Carphone W'house

Dunstone still calls himself 'a little guy with a few shops', which could be the understatement of the year. Carphone Warehouse has metamorphosed from the business Dunstone founded in 1989 with £6000 of savings into BT's biggest headache. Its £154m purchase of Onetel at the end of last year transformed the firm's TalkTalk fixed-line service into an operation with 2.6m customers, and its eye-catching offer of free broadband caught rivals off-guard. The 41-year-old chief executive could be a poster boy for New Labour: middle-class and privately educated, he has been a member of Greenpeace since his youth, and was spotted on a boat with the Blairs in the Bahamas last year. Worth almost £800m, he is one of the country's most eligible bachelors. Aside from attracting the ladies, his eye for both a deal and a media opportunity also single him out as one of its leading marketers.

4. SIR MARTIN SORRELL - WPP

WPP grinds on relentlessly - its revenues jumped 23% in the first quarter of the year- but it has been an unusually difficult 12 months for its chief executive as his personal life grabbed the headlines as much as his business dealings. First came news that he had to pay almost £30m in a divorce settlement. Then a global deal with Samsung, which he helped to land in 2004, began to unravel, as JWT and Berlin Cameron lost the £106m creative duties. All of which was compounded by a spat with Marco Benatti, former country manager of WPP Italia, which culminated in him filing a criminal defamation suit against Sorrell. WPP shareholders have begun to push for a succession plan, but, in characteristic style, there is no sign of Sorrell giving up the ghost. The man who turned a wire-basket company into a global marketing services titan remains marketing's most influential pundit. When he speaks, the industry takes note.

5. STUART ROSE - Marks & Spencer

Chief executive Rose, 57, is regarded as a shrewd operator by rivals. Two years after being parachuted in to the then-laughing stock of British retail, his recovery strategy has started to pay off. Rose is building on his success in food and womenswear, of which he has an intricate understanding, with initiatives including fair-trade clothing, as well as a revamp of M&S' stores. His big scare last year came when George Davies, highly regarded consultant to the Per Una womenswear brand, threatened to leave. The two reportedly patched up their differences over a beer and Davies signed a fresh contract - but we're still not sure who paid for the beer.

6. PETER STRINGHAM - HSBC

Marrying a creative streak with the notoriously straight-laced financial services sector is no mean feat - although it probably helps when you are heading one of its biggest brands. Canadian-born Stringham has a strong creative pedigree, having launched BBDO Canada, where he spent 16 years, and become chairman and chief executive of Young & Rubicam before moving to the bank. HSBC's marketing director has spent the past year building on its successful 'Cultural collisions' work. The result was JWT's 'What's your point of view?' activity, which succeeded in engaging consumers with the brand rather than merely highlighting its success.

7. ANDY DUNCAN - Channel 4

If evidence were needed of Channel 4's continued upward trajectory, its 9% growth in profits last year, combined with major structural changes such as the launch of More4 and FilmFour's free-to-air transformation, should suffice - and Duncan, the former BBC director of marketing, communications and audiences, and chairman of Freeview, can take much of the credit.

Critics may sneer that it is too dependent on the increasingly freakish Big Brother to pay the bills, but Channel 4 has been at the forefront of public-service broadcasting and has striven to make its content available on as wide a range of platforms as possible. Its marketing campaigns have also been striking - notably the activity backing the launch of Lost - and with practising Christian Duncan at the helm as chief executive, it is difficult not to feel at least a little sorry for Polly Cochrane, Channel 4's highly capable director of marketing, who is often overshadowed by her boss.

8. ALAN BISHOP - COI

The COI had double cause for celebration in April: as the government communications unit marked its 60th anniversary, news came from the Cabinet Office that it was being handed management of public-services portal Directgov.

The transfer was a coup for chief executive Bishop, under whose management the COI has become the government's centre of digital excellence. A shrewd operator and consummate political animal, Bishop has recognised the need for flexibility in the COI's relationships with government departments, and in April he lured the Department for Transport back to the COI fold.

The former Saatchi & Saatchi International chairman has also had to defend the COI from allegations of misusing taxpayers' money following a period of record spend, which hit nearly £334m in the year before last year's general election. He did so with his usual slick aplomb.

9. TESSA JOWELL - DCMS

Jowell weathered the Prime Minister's ruthless cabinet reshuffle in the aftermath of the local elections earlier this month to retain her job as secretary of state for culture, media and sport. Her survival comes despite earlier hitting the headlines for all the wrong reasons. The public disintegration of her marriage to David Mills, following accusations of bribery involving former Italian prime minister Silvio Berlusconi, marked a low point in her career. Jowell's ongoing tenure is more a reflection of her loyalty to Tony Blair than of proactivity.

She did add her political nous to the victorious 2012 Olympic bid, though, and has shown in the BBC Charter review that she is strong enough to forge a path between the Corporation's cap-in-hand begging and the lobbying of the commercial sector. What's more, her opinion will be crucial when it comes to deciding whether marketers have done enough to combat obesity to stave off regulation. As an arch-Blairite, Jowell's big test will come if and when Blair stands down and Gordon Brown takes over.

10. MARK THOMPSON - BBC

You can't help but admire director-general Thompson's brass neck. His request to the government for an inflation-busting licence-fee settlement of retail price inflation plus 2.3% was breathtaking, particularly given the extent to which the BBC's commercial rivals had already worked themselves into a lather about the Corporation impinging on their territory. Thompson claims that the extra money is needed to expand the BBC's online and digital operations, although the commercial sector is still waiting for evidence of this. Thompson's BBC has bounced back from the messy aftermath of the Hutton Report and, even if Auntie continues to threaten to distort the market, at least he, unlike his predecessor, has been making all the right noises to the government about cutting costs in an organisation that many observers believe is flabby and inefficient.

11. JUSTIN KING - Sainsbury's

King is a man who can be hailed for two reasons: saving Sainsbury's and having arguably the best teeth in retail. The chief executive certainly has plenty to smile about. His masterplan to revitalise the British retail institution is bearing fruit as it looks set to take Asda's spot as the number two supermarket. If the 'Try something new today' campaign, which retains the services of TV chef Jamie Oliver, maintains Sainsbury's market share, much of the credit should go to brand communications director Helen Buck - but King will no doubt steal the limelight.

12. SIR KEITH MILLS - LOCOG

Last year was all about London 2012, and chief executive Sir Keith Mills has surely received more awards over the past 12 months than his mantelpiece can handle. After a knighthood from the Queen, he was named Business Leader of the Year at the London Business Awards 2005. London 2012 organising committee (LOCOG) chairman Lord Coe may have been the face of the bid team, but Mills has been rightly recognised by many as having been equally important in bringing the Olympics to the capital for the first time since 1948. Mills now operates in a non-executive role for LOCOG, but if it all gets too much, he can always relax on his rather large yacht. An avid sailor, he is now heading a British challenge for the America's Cup.

13. SIR RICHARD BRANSON - Virgin

It seems that barely a day goes by without Branson's bearded grin beaming out at us from the media. Thirty-seven years since founding Virgin, he no longer appears content with taking over merely this planet. His Virgin Galactic venture, a consumer space-travel project, is due to launch in 2008 and is being marketed by advertising guru Trevor Beattie, who himself has forked out £113,000 for a ticket. Back on Earth, Branson finally agreed to sell Virgin Mobile to NTL in an agreement that was worth more than £960m. Never shy in putting himself forward to promote his products, Branson showed a little more of himself than many would care to see when he starred in a saucy viral campaign for the latest Virgin Money launch.

14. GIANNI CISERANI - Procter & Gamble

Procter & Gamble's management is not generally known for outspoken comments in the media, so when someone breaks rank, it is worth taking note. Ciserani, vice-president and managing director for the UK and Ireland, recently lambasted FMCG firms for spending too much on price promotions at the expense of innovation. The Italian prides himself on living P&G's key themes of purpose, values and principles, which he rather dramatically describes as the roadmap to his success. The Inter Milan supporter's roadmap this year has included bringing Gillette's brands into the P&G stable.

15. DAVID WHELDON - Vodafone

Wheldon is sitting pretty as far as we can see, given that he controls a global advertising budget the size of the GDP of a small nation. However, the man that every agency wants to take to dinner is not without his problems.

Boardroom wrangles have divided the company of late, leading to the exit of Vodafone's chief marketing officer Peter Bamford, not to mention former chief executive Sir Christopher Gent. With Gent's successor, Arun Sarin, apparently hostile toward the media and Bamford's replacement, Frank Rovekamp, not yet fully up to speed, it has been left to Wheldon as global director, brand and customer experience, to calm the fears of the watching business world. With WPP and the CIA among his previous employers, Wheldon is adept at dealing with thorny issues and awkward questions.

16. PATRICK CESCAU - Unilever

As Unilever's first unified group chief executive, it is not surprising that Cescau is on a mission to simplify. During his first year in the new role, the Unilever lifer has been de-layering the organisation's structure, generating better profits for the company and no doubt less paperwork for him. Cescau has increased advertising and promotional spend by £341m over the past year, but now the pressure is on to improve Unilever's poor margins. Fluent in six languages, Cescau has the backing of investors, and is seen as more approachable than his predecessor, Niall Fitzgerald.

17. GAVIN PATTERSON - BT

BT's 38-year-old group managing director of consumer business is the epitome of the high-flyer. The former Telewest marketing chief has been preaching the broadband gospel since joining the telecoms market leader in 2003, not always with the support of his board. This year he will get his convergence-inspired ambitions off the ground with TV-over-broadband system BT Vision, due to launch this autumn. The system involves a cornucopia of alliances with content providers and could prove to be Patterson's finest hour - if he can convince consumers that it is a good deal.

18. JILL MCDONALD - McDonald's

The appointment of this fittingly named ex-BA global head of marketing, who left the airline following an overhaul of its marketing department in January, to the new position of chief marketing officer for McDonald's Northern Europe is seen as a fillip for a brand that is arguably second only to deputy prime minister John Prescott in terms of enduring media abuse. Well-regarded in the marketing industry, she will need all that goodwill and more as the fast-food company seems at times to take almost exclusive blame for the obesity crisis, and has been suffering poor sales despite offering more healthy options on its menu.

19. KEITH WEED - Unilever

As Unilever group vice-president for global homecare, Weed oversees laundry and cleaning-product sales of £4.4bn. Away from the excitement of homecare, he remains the most visible Unilever marketer to the industry, principally through his role as president of The Marketing Society - a position he has held since 2003.

With brands such as Dove and Persil under his remit, he leads by example, and his many speaking appearances at industry functions are underlined by constant urging for marketers to prove what they deliver. The onus of leading the industry forward is a big one, and it is to Weed's credit that he refuses to let his employer's notorious secrecy restrict his ability to talk openly on issues.

20. ROISIN DONNELLY - Procter & Gamble

UK head of marketing Donnelly has sprung from nowhere to become the new heroine of the 'unsung marketer' community. This quietly determined Glaswegian oversaw Gillette's incorporation into Procter & Gamble, and the ease with which the female brand-focused FMCG giant has integrated the male brand-oriented Gillette has surprised many observers. In addition, the ardent Celtic fan has been focusing on the implementation of a series of new marketing models and has also flown P&G's innovation flag, scooping a record 10 Product of the Year awards. Although not the most outspoken marketer, Donnelly is on the shortlist for this year's Marketing Society Marketer of the Year award - proof, perhaps, that actions can speak louder than words. One to watch, Donnelly is rising fast through the ranks at P&G.

21. TIM SEAGER - Scottish Courage

Having completed his second full year heading Scottish Courage's marketing division, Seager's influence on the company is becoming more evident by the day. Gone is the disparate nature of the brewer's previous regime, replaced by a unified structure and underpinned by clear sales targets.

It might not be to everyone's liking, given the inherent restrictions on creative freedom, but it is difficult to argue with the bottom line: profits rose 8.7% to £163m last year. Now fully settled in his role as marketing director, Seager's personality is beginning to break through. The past few months have seen him show a lighter side, as anyone who witnessed his dancing on a viral ad for the Marketing Society Awards - for which he sat on the judging panel - will testify.

22. CATH KEERS - O2

Renowned O2 customer director Keers had stepped away from direct day-to-day marketing responsibilities until a few weeks ago, when an internal restructure saw her thrust firmly back into the limelight. With her would-be successor Russ Shaw shifted sideways into an innovation role and the newly promoted marketing director Sally Cowdry away from the business on maternity leave, Keers has been flung back into the fray. She remains a force to be reckoned with and, with the telecoms brand looking healthier than it has in some time with more than 28m users, is blazing a trail up this list.

23. STEPHEN CARTER - Ofcom

Carter's decision last week to quit his chief executive role pushed him down this list instead of up, although he is unlikely to struggle finding a new job. He took home a massive £400,000 last year, but taxpayers can rest assured that they got value for money. The 42-year old Carter is a renowned workaholic - a trait reflected in the sheer volume of the regulator's output. Over the past 12 months it has clamped down on irresponsible telemarketing, launched a review of product placement, relaxed rules on TV and radio sponsorship and unveiled a series of proposals on the broadcast advertising of food to children. Carter led the way on every front, although one issue on which he has remained oddly silent is TV trading. In December Ofcom called off a review of Contract Rights Renewal, leaving itself open to accusations that it was siding with ITV in its bid to scrap the system. Ofcom chairman David Currie will not find Carter's boots easy to fill.

24. BERNARD BALDERSTON - Procter & Gamble

Given that Procter & Gamble is the nation's second-biggest-spending advertiser and that Balderston is its associate director of UK media, it is to be expected that the P&G lifer is a stalwart in media industry groups such as the IPA and the Incorporated Society of British Advertisers (ISBA).

Perhaps the only member of the marketing fraternity to be able to stylishly carry off a moustache, he added to his industry duties last year when he was appointed to the Cabinet Office's Advisory Committee on Advertising. Lauded by the industry as much as he himself heaps praise on his beloved Newcastle United, rumours of his hanging up his marketing boots and following Alan Shearer into retirement seem ill-founded.

25. NEIL CAMPBELL - PepsiCo

When your boss is Martin Glenn, it is perhaps understandable that you don't get the external recognition you deserve. But with Glenn now departed for paths as yet unknown, Campbell - a PepsiCo stalwart and newly promoted to group vice-president of marketing - is finally out of the shadows.

Professionally, he has made some bold moves, completely overhauling the ingredients and design of Walkers crisps. Backed by a £6m campaign, the strategy saw Campbell facing up to the growing problems of Britons' ever-expanding waistlines. He is renowned for a consistent and loyal approach within the company, but it will be interesting to see whether he can occupy a leadership position in the eyes of the wider industry by using the platform he now commands to be a more vocal marketer.

26. AMANDA MACKENZIE - British Gas

Mackenzie's maternal instincts are not limited to her home life, as anyone lucky enough to have spent time with the director of brand marketing will attest. Whether she is giving advice to up-and-coming marketers at Marketing's Power 100 Next Generation dinner, or appearing at industry events on behalf of a number of trade bodies, it is clear that Mackenzie gives a great deal back. Her likeability has made her one of most the industry's prevalent voices. After a short spell at Hewlett-Packard, it is gratifying to see her in a prominent marketing job once again. Not that she has it easy: customer backlash following rapidly increasing prices has left British Gas in a major predicament, and one that rival brands, such as Npower, are keen to exploit.

27. GIUSEPPE CASARETO - Procter & Gamble Casareto, like many P&G executives, keeps a low profile. The Italian, who is in his third year as UK and Ireland marketing director for fabric and homecare, prefers to let his brands do the talking. Late last year, he oversaw the biggest rebranding of Ariel in 30 years and has also introduced Fairy dishwashing detergent. In a rare on-the-record statement, Casareto described his leadership style as 'empowering', something his bosses will no doubt testify to, given that they have consistently promoted him during his 15 years of service.

28. PAUL GEDDES - Royal Bank of Scotland

A popular marketing figure, RBS' managing director for retail products and marketing has, somewhat uncharacteristically, kept out of the limelight since joining the bank in 2004, but this head-down approach seems to have worked in his favour. He began with responsibility for NatWest and RBS, which have since won market share, increased customer satisfaction and seen profits rise. In recognition of these achievements, the bank recently extended Geddes' responsibility to include marketing for Coutts, Lombard Direct, First Active, The One Account, Tesco Personal Finance and Mint, which should keep him busy.

29. JOHN CLARE - DSGi

Former Ladbrokes chief Clare still enjoys a flutter on the horses. This year, he took a bigger bet, sanctioning the removal of Dixons, the store that was the foundation for the group, from the high street. While Dixons will exist only in cyberspace, DSGi's two other main brands, Currys and PC World, continue to tread water as they try to combat the threat from supermarkets. Though Clare's day job as chief executive might be as taxing as they come, he has still found time to fulfil his role as ISBA president with gusto, ensuring that practically every ISBA event comes complete with casino table.

30. CLARE SALMON - ITV

Salmon was responsible for one of the most important events in ITV's 50-year history this year: a complete overhaul of its idents. Perhaps unsurprisingly for a woman who famously has a bright pink Porsche to match her shoes, Salmon chose a series of striking colours to represent each channel. The jury is still out as to whether her strategy has worked, but it is to her credit that the change was agreed at all, and she has since been promoted to director of marketing and commercial strategy.

Whether Salmon stays at ITV will depend on her relationship with recently appointed head of sales Ian McCulloch, who now controls the broadcaster's purse strings.

31. JON FLORSHEIM - BSkyB

Within Sky's Osterley fortress, Florsheim is an enigmatic character who does not win any awards for popularity, but his 12 years of resolute loyalty to the company were rewarded with a promotion to managing director of the customer group. He has quite a task on his hands if Sky is to meet its self-imposed target of acquiring 10m subscribers by 2010, as customer acquisitions are plateauing. There was some disappointment this year for consumers entranced by the arrival of high-definition television, who found that supply could not meet demand. A powerful motive for Florsheim will be Sky's policy of swift retribution for failure.

32. ALEX BATCHELOR - Royal Mail

Batchelor became Royal Mail's marketing director last September, four months before the 350-year-old institution's monopoly on the £6bn postal market ended. A former executive director of worldwide brand at Orange, Batchelor is known as a cheerful intellectual, and he will need all the optimism he can muster to counter the low morale of the direct mail industry.

Batchelor needs to convince big bulk mailers that Royal Mail customer service has improved. But more important than protecting market share is growing the market by encouraging clients at FMCG companies and their media planners to make direct mail a more significant part of their marketing mix.

33. LORRAINE TWOHILL - Google

Last June, Google overtook Time Warner to become the world's biggest media company by stock market value. It has been a meteoric year for the search firm, which has won over investors with its seemingly endless ability to find ways to make money online. It is unclear how much control European marketing director Twohill has over the brand's future direction, given that its US headquarters calls the shots. However, the 34-year-old Irish woman, who speaks five languages, has at least been responsible for boosting Google's presence this side of the Atlantic, hiring Bartle Bogle Hegarty to create its first European consumer campaign.

34. JIM HYTNER - Barclays

For an advertising campaign to attract criticism it is likely to have done something risky, and in some people's minds, foolhardy. Hytner, a passionate Manchester United fan, clearly enjoys taking risks. After joining Barclays from ITV, he has set about creating a completely different banking culture. The ads might have been slammed for portraying staff as morons, but he has bravely gone where no bank has gone before in trying to bring Barclays to the level of the people. The jury is still out on whether it was worth it.

35. DAVID TEASDALE - Masterfoods

The high turnover of marketers at Masterfoods does not seem to unsettle Teasdale. The stalwart marketing director has been in situ for the past 14 years, working with a who's who of the marketing industry through his Masterfoods career. It is unlikely that he will have faced a situation as heinous as the current one, though, with sales of the majority of the firm's core brands in decline. However, his reputation as a doughty performer suggests he will remain unperturbed by the state of the market, so don't expect him to be jumping ship.

36. JULIA GOLDIN - Coca-Cola

New product development has been fast and furious at Coca-Cola this year. As such, department chief Goldin has been the most visible representative of the company and, consequently, has earned her place in this list ahead of director of corporate identity Charlotte Oades and UK marketing director Cathryn Sleight. The Russian-born marketer is known for being fiercely loyal to both her staff and her brands. Rivals say she will be measured on whether she has the steel to launch another water brand in the wake of the Dasani fiasco.

37. JAYNE O'BRIEN - British Airways

It has been a bittersweet year for British Airways' O'Brien. The airline's head of brand and marketing communications rode out a shake-up of her department that saw the departure of BA's global marketing chief Jill McDonald and the promotion of Tiffany Hall to general manager of marketing and distribution. A BA lifer, O'Brien spent much of last year overseeing an ad agency review, after ending BA's long association with the Saatchi brothers. The transition to working with Bartle Bogle Hegarty has not been smooth, and the appointment has been dogged by speculation that it has failed to come up with a satisfactory brand campaign.

38. ANDY FENNELL - Diageo

Eighteen months into his role as Diageo's marketing and innovation director for Europe, Fennell has one of the firm's most important tasks: the sports-mad 39-year-old has been overseeing the company's campaigns promoting responsible drinking among young people. Launched in the UK in February, the £1.5m activity is intended to demonstrate to the government that the drinks industry is capable of acting responsibly. Even with his 17 years' experience in the drinks industry, it could well be the first time Fennell has seen such a sober strategy.

39. PETER KENYON - Chelsea

Kenyon's first season as Chelsea chief executive saw the former marketer at the centre of a number of high-profile controversies. His second season has been less rocky, even though his media style is still unpopular with some. Since rather tactlessly claiming that the Premiership would be contested by 'a small group of one', he has set about growing the Chelsea brand in lucrative foreign markets. From a commercial standpoint, Chelsea still trails Manchester United, but Kenyon is hoping to rub commercial success in the noses of the Old Trafford faithful as well as parading the club's second Premiership trophy at every opportunity.

40. RICHARD HODGSON - Asda

When Hodgson was promoted to marketing director at the start of the year, taking over from the departed Chris Pilling, very few outside Asda knew much about him.

Indeed, with Pilling gone, the most recognisable Asda representative to the marketing industry was its chief executive Andy Bond, who himself has been with the company for only a year. We need not have worried. Hodgson quickly stamped his personality on proceedings and, within a few months of taking the job, ruffled feathers when he announced at a CIM event that it was his job to 'undo' the marketing of brands sold in Asda stores in favour of own-label.

41. PAUL PHILPOTT - Toyota

Philpott will be pleased that Honda's former UK marketing director Simon Thompson is not ahead of him in this list. When a Leader column in Marketing said that ads such as 'Cog' and 'Grrrr' had given Thompson the status of a 'demigod' among creatives, Philpott broke auto industry convention and publicly pointed out in a letter that Toyota dealers continue to shift more metal out of showrooms. The marque's commercial director and former marketing director has a point. Last year it sold 122,534 cars compared with Honda's 98,344. Philpott may not hold superstar status among ad juries, but he is well known in marketing and automotive circles as a member of the ISBA Executive Committee and a fellow of The Marketing Society.

42. SIMON THOMPSON - Motorola

After 13 years at Honda, including five as its marketing director, Thompson left in March to become Motorola's regional marketing director for Europe.

At the same time, adland canonised him for seminal TV commercials. Honda dealers love him for brisk showroom sales; last year Honda sold 98,344 cars, some 7.78% more than the previous year. Thompson continues to work on the Value Framework initiative between ISBA, IPA and the Chartered Institute of Purchasing Supply, to show that relevancy can be married with creativity.

43. RICHARD REED - Innocent Drinks

This smoothie marketing director and founder ascended to such a level over the past year that he now commands more than £6000 per speaking engagement, putting him in the same league as internet inventor Sir Tim Berners-Lee and Bob Geldof. Rubbing shoulders with Gordon Brown has not harmed his reputation either. In the marketing world, Reed, whose seven-year-old brand is worth £37m, graced the stage of last year's Marketing Society conference. With Innocent Drinks now advertising on TV, the brand has moved from a cheeky entrepreneurial positioning to a grocery institution.

Reed will need to hold on to his celebrated creativity as the company plots global drinks domination.

44. STEVEN SHARP - Marks & Spencer

M&S' executive director for marketing, e-commerce, store design and development could make his entrance on this list purely on the back of drafting in 70s icon Twiggy and model of the moment Erin O'Connor to front his ad campaigns, which have been widely credited for getting M&S' core female audience back into its stores. The ponytailed, softly-spoken Sharp has moved the retailer away from myriad messages and is one of a few marketers who has genuinely made an impact in the City, as marketing's role in raising the value of Marks & Spencer's business for shareholders has been acknowledged by analysts.

45. KEVIN BRENNAN - Kellogg

If there is one thing guaranteed to ruffle the laid-back, personable demeanour of Kellogg's UK marketing director, it is a health campaigner.

Much to Brennan's frustration, the company's centenary celebrations have been overshadowed by accusations of unethical marketing, as it has been denounced as 'socially irresponsible' by Which? and 'cynical' by the National Consumer Council. Brennan is a staunch defender of his firm's record on nutrition, and he will be at the centre of the industry's response to Ofcom's proposals for food and drink advertising. Behind the jokey manner and devotion to Irish music, Brennan is an experienced, thoughtful marketer.

46. STELIOS HAJI-IOANNOU - easyGroup

The past year has seen some startlingly unsuccessful extensions for easyGroup.

The launch of the first easyHotel was a natural extension of the brand's travel heritage, but more surprising, consumers can now wear an easyWatch, order a DVD through easyCinema and, if you live in the right part of the South-East, eat an easyPizza. Britain's budget Branson shows no sign of easing his crusade for 'more value for less', though Boots' decision to delist the easy4men toiletries range was a blow. Above all, though, he remains a relentless self-publicist - when he donated £3m to set up 100 university scholarships last year, it was agreed that recipients would be called 'Stelios scholars'.

47. ANDREW MARSDEN - Britvic Soft Drinks

Marsden's position as the ultimate marketing mingler means most people in the industry will have come across him in one of his roles. A member of the Marketing Group of Great Britain, a fellow of the Chartered Institute of Marketing (where he also sits on the editorial board of its Journal of Brand Management), an ISBA councillor and a fellow of the Marketing Society, he also finds the time to be category director of Britvic, where he is trying to support the recently floated company's valuation by diversifying its portfolio beyond increasingly unpopular carbonates.

48. MARK PALMER - Green & Black's

The diminutive Palmer's cheeky promise of free chocolate for votes on his way to picking up last year's Marketing Society Marketer of the Year award is not the only example of the Green & Black's marketing director's 'seize the day' attitude. Fresh from pocketing a share of £5m from the brand's sale to Cadbury Schweppes, Palmer has built on the profile his professional work has earned him. Like Innocent's Richard Reed before him, Palmer is a regular industry contributor in his unofficial role as the spokesman du jour for entrepreneurial marketing, ensuring a spectacular rise in influence. It just goes to show that ginger hair is not always an insurmountable setback.

49. ANDREW MULLINS - Times Newspapers

Mullins has crawled his way up News International's corporate ladder from marketing director of Times Newspapers to general manager in a rather messy reshuffle. His promotion delayed a review of News International's media account for some weeks although, by December, Mullins had decided to call time on the newspaper group's 12-year relationship with Carat and shift the business into MindShare. Now he has keys to the executive washroom, marketing duties fall to his direct replacement Simon Bell, who was hired from Hachette Filipacchi in November, and Roland Agambar, a former marketing director at Express Newspapers. Mullins may want to keep one eye on the nakedly ambitious Agambar.

50. KEVIN PEAKE - Npower

The ebullient Peake is taking the fight to Npower's rivals with a confidence rarely seen in the utilities sector. Unafraid to voice his opinions, a few eyebrows were raised when he suggested that the red branding adopted by rival E.ON would remind people of his own Npower brand. Overall, the head of customer marketing has enjoyed a spectacular 12 months, whether it be running aggressive advertising against the price plans of Npower's rivals or riding on the coattails of sponsoring the sporting success story of the past 12 months - England's Aussie-beating cricketers. Those at The Oval last summer may even have witnessed him enjoying a singalong as England captain Michael Vaughan got his hands on the Ashes.

51. SOPHIE GASPERMENT - L'Oreal

Despite the distraction of having her third baby at the end of last year, Gasperment is as passionate as ever about L'Oreal, a company she discovered and subsequently joined by chance after arriving early for an interview with an investment bank. Nearly 20 years later, Gasperment is looking forward to welcoming the firm's first retail acquisition, The Body Shop, on board. One of her key challenges over the coming year is to improve the way L'Oreal's products are sold in stores, as well as working out how to spend a £131m annual marketing budget.

52. ZOE MORGAN - The Co-operative Group

When Morgan left HBOS to join the Co-operative Group as marketing director 18 months ago, she was a much-celebrated appointment. A former Boots marketer, Morgan's task was to re-invigorate one of the oldest brands in the UK - the Co-op, or as its fresh brand identity positions it, 'The co-operative'.

She has introduced a revamped 'The co-operative' fascia for the spectrum of Co-op trading, which, as well as food and non-food retail, embraces travel, pharmacy, funerals and the Co-operative Bank. Her involvement with WACL, Interactive Prospect Targeting and The Marketing Society indicates that she is an expert juggler of her time as well as her brands.

53. DAVID PATTON - Sony

Marketing director Patton may spend much of his time on planes between the UK and Sony headquarters in Japan, but in between gathering frequent flier miles, he manages to fulfil one of the most challenging roles in electronics, and has sealed a multimillion-pound sponsorship deal with the UEFA Champions League. A regular presence at industry events ensures he is not short of opportunities to keep people up to date on the latest football gossip derived from such close association with the game. As if that wasn't enough, Patton scored the winning goal in last year's Marketing Society clients vs agencies football match.

54. MARC SANDS - Guardian Media Group

Sands has had a busy year as director of marketing for a company that has relaunched two newspapers. First came The Guardian's Berliner revamp in September 2005. Then a similarly shrunken Observer, not to mention a fourth monthly magazine for the Sunday newspaper, dedicated to women, in January. Initial figures suggest the Observer relaunch is a huge success, but only time will tell whether the smaller sizes can have an impact on the overall malaise in newspaper circulations. Dealing with the launches should have kept Sands' hands full, but in January he decided to pull the group's direct marketing account out of Claydon Heeley Mason Jones and handle it in-house.

55. MIKE HOLLIDAY-WILLIAMS - More Th>n

As More Th>n enters the next phase of its brand development post-Lucky the Dog, it will do so under the stewardship of Holliday-Williams, whom the Royal & SunAlliance insurer appointed as its head of marketing in January. His first move was to draft in former colleague, Onetel head of marketing operations Pete Markey to replace Neil Scaife as head of marketing communications. Quite apart from controlling More Th>n's marketing and brand communications, Holliday-Williams is probably best known for being lampooned by British Comedy Awards host Jonathan Ross as he presented the Onetel People's Award.

56. KATE SWANN - WH Smith

There is a very select band of female marketing directors to have become chief executives of FTSE 100 companies. Like the only other member of that club, Dianne Thompson, Swann has been spectacularly successful of late, instigating a fierce round of cost-cutting to help the company turn a £135m loss into a £64m profit last year. A City analyst said that she had 'perfected the art of promotions without giving away profits'. She has been handsomely rewarded for this - her salary package for the year to last August was £1.28m.

57. GUY PHILLIPSON - IAB

It was recently announced that UK online spend now tops £1.4bn a year; with no sign of slowing, Phillipson's role as chief executive of the Internet Advertising Bureau has never been more significant. Bullish to the last, Phillipson took over the organisation in January 2005 and immediately instigated a 100-day review.

This resulted in a repositioning of the organisation as a resource to help marketers get the most from online communications - with him as the mouthpiece, naturally.

58. TESS ALPS - Thinkbox

Thinkbox, the commercial TV stations' trade marketing body, may appear to have quietly withered on the vine during the latter part of 2005 and early 2006, but the hiring of the influential Tess Alps as chief executive is indicative of a renewed sense of vigour among members. There are early indications that Thinkbox has been given a budget to support its revival, but it may be difficult for Alps to get broadcasters to work together and make up the lost ground following last year's false dawn.

59. KEN WOOD - Weetabix

Weetabix has continued to dominate as the nation's top-selling cereal brand over the past 12 months, and chief executive Wood has been instrumental in launching products such as Weetaflakes and Alpen Light Bars, with oat-based cereal Oatibix on the way. These initiatives have delivered significant incremental sales and introduced more consumers to additional areas of the category. While the nation's health obsession is playing into the firm's hands, Wood is revelling in his success. Now that the former Muller Dairy managing director has helped secure Weetabix's UK business, he is looking after all areas of international group operations.

60. SARA WELLER - Argos

Despite toughening conditions on the high street and the increasing influence of supermarkets, Weller still heads the biggest seller of non-food in the UK, as Argos managing director. Her biggest decision was to move its advertising account from Euro RSCG to Clemmow Hornby Inge, whose work reflects a product-first focus. The retailer has revamped its product range and now stocks furniture in its outlets. However, having been around since the early-70s, it seems that the format is now becoming more tired in the eyes of consumers, which will provide the highly competent Weller with her next major challenge.

61. CHRISTOPHER GRAHAM - ASA

Ex-BBC journalist Graham wields significant influence in his role as director-general of the Advertising Standards Authority. But his remit of enforcing regulation across all advertising media has been under significant pressure in recent months, from both the government and Ofcom. His big test will come when Ofcom's proposals on food advertising to children are finalised this summer, as he will have the unenviable task of keeping the advertising industry onside while enforcing the regulations.

62. TIM DAVIE - BBC

Just over a year in, the BBC's top marketing job is becoming decidedly Tim Davie-shaped. While his more publicity-hungry predecessors claim to have pushed marketing to the centre, there are signs that marketing under Davie is at the Beeb's beating heart. A director of Freeview and Digital UK, with an iPod playlist and digital zealotry befitting someone two decades younger than his 39 years, the BBC has picked the right man to turn the UK on to its entertainment-driven, on-demand future.

63. HAMISH PRINGLE - IPA

i In the absence of a self-penned book to tout around the TV circuit, it has been a quiet year on the personal front for IPA director-general Pringle.

On the industry side, he is to be credited for his outspoken criticism of the government's decision to axe the Operating and Financial Review.

Other activity at the IPA's Belgravia headquarters included the production of a best-practice guide in conjunction with ISBA, the PR Consultants Association and the Marketing Communications Consultants Association.

64. MALCOLM EARNSHAW - ISBA

i Operating at the highest levels, ISBA's director-general seems more at home hobnobbing with MPs and Eurocrats than mixing with ordinary marketing folk, and in the six years since his appointment, he has certainly been more active in that arena. With mounting pressures on the industry, particularly in relation to advertising to children, Earnshaw deserves a pat on the back for defending marketing's interests. With Ofcom's ruling on advertising to children expected to be tough, praise is due for ISBA's final response, widely considered to be vigorous, but fair.

65. MAURICE BREEN - Magners

One might be unlikely to spot the editor of Marketing supping a cider, but the rest of the UK has taken quite a shine to the drink. The man responsible for making it fashionable is Magners' marketing director, Breen. Having brought the cider-on-ice ritual to the UK, he aims to keep up the momentum with a £21m promotional spend. Breen, a Canadian who speaks with a slight Scottish accent, may have achieved great success in 2005, but he refuses to get carried away. 'Our model is to keep it simple: introduce the glass, ice and pint bottle, and let it happen,' he says. Amen to that.

66. MARK HORGAN - 118 118

Horgan, a trained physicist and part-time under-nines football club manager, is also chief executive of one of the UK's best-known brands. The 118 118 runners have become so synonymous with the brand that no one noticed when they were axed. One of Horgan's first tasks on joining The Number was to reinstate the runners, taking them from the 70s into the 80s in the process. His next task will be to oversee the brand's transition from a directory enquiries to web-information service.

67. RICHARD BAKER - Boots

A proposed merger between Boots and Alliance Unichem has been the main issue for hockey player and archetypal public schoolboy Baker. In marketing terms, the retailer has enjoyed relative success; a focus on products through its 'Trust Boots' campaign has helped it achieve a 2.2% rise in like-for-like sales. Internally, chief executive Baker named Andrew Brent as marketing director. A former Asda marketer, Baker seems to be turning things around, but the supermarkets remain a threat to his company's survival.

68. ALISON COPUS - Virgin Atlantic

While her headline-grabbing boss has been busy wooing telecoms investors and building spaceships, marketing director Copus has quietly got on with the task of building up the Virgin Atlantic brand. Her self-deprecating style has won her legions of fans, and innovations such as a round-the-world ticket and offer of a personal stylist for Upper Class passengers are typical of her work. On the negative side, the demise of customer title Carlos shows she doesn't always get it right.

69. FORD ENNALS - Digital UK

As a keen marathon runner, DigitalUK chief executive Ennals is used to digging deep to last the course. He will certainly need great stamina to convince the British public to complete the switch to digital TV by the end of the London 2012 Olympics. Ennals has been busy assembling a roster of agencies to help communicate the switch and last month DigitalUK aired its first TV advertisements, created by Abbott Mead Vickers BBDO.

70. MARTIN JONES - AAR

Any new business director will tell you that the number and clarity of pitches has gone downhill. The AAR, led by the quiet man of new business Jones, has done a fine job of keeping up momentum in a tough climate.

Supported by effervescent managing director Kerry Glazer, Jones, a keen Brighton and Hove Albion FC supporter, has overseen more than £550m of marketing services reviews this year.

71. IAN MCCULLOCH - ITV Sales

The impact of the Contract Rights Renewal procedure and an aborted takeover bid has put increasing pressure on ITV. But cometh the hour, cometh the man, and McCulloch, a former LWT salesman, has secured himself a key role as managing director at ITV Sales. His ascent up ITV's greasy pole culminated in a leading role in a 'night of the long knives' that claimed the scalps of ITV Broadcasting chief executive Mick Desmond and managing director of ITV Sales Graham Duff. Definitely one for the City to watch.

72. ANDREW ELDER - Premier Foods

Premier's buying strategy is the story of the moment, thrusting Elder into the limelight. Until earlier this year, he was marketing controller on Loyd Grossman sauces, but now holds the same role on meat alternative brand Quorn, bought by Premier from Marlow Foods for £172m in June last year.

Expect to hear more of him in the coming months.

73. KAREN THOMSON - AOL

Not many people can claim to be the president, chairman and chief executive of a company, but Thomson has always been different from her peers. Now with a remit across Europe, which, to some extent, has taken her away from the UK scene, her no-nonsense persona has seen her challenge the industry norm, as exemplified by her leadership on the brand's recent 'Discuss' campaign, which bravely questioned the dangers of the internet.

74. PHILIP HANSON - HBOS

He may have urged HBOS staff to star in its ads, but head of marketing and customer relations Hanson is not one for the limelight himself, and is rarely to be found on the conference circuit. Since returning to HBOS for a second stint as its top marketer, he has avoided making major changes and stuck with the successful 'staff as stars' strategy, which launched Howard Brown as the face of Halifax.

75. MARK OVENDEN - Ford

Ford marketing director Ovenden is a rare breed - a cricket-playing Mondeo driver. The former Ford of Europe small car brand manager has taken on the task of halting an erosion of sales by Asian marques. Ford's UK car sales dropped by 5% last year, but it is still the market leader, with a 14.3% share. Ovenden is making an immediate impact with the launch of the 'Feel the Difference' push, as Ford seeks to create a more emotional brand image.

76. PHIL RUMBOL - Cadbury Trebor Bassett

As one would expect of a man who has spent most his career in the alcohol sector, marketing director Rumbol has a laddish quality that makes him more approachable than most of his brethren. He is also a frequent speaker at industry events, boosting his personal profile as swiftly as his professional one. Rumbol's attention-grabbing style saw him make use of the talents of Paul Daniels and Peter Stringfellow during his time at InBev, but a similar line-up of C-list celebs may not be suitable for Cadbury.

77. ANDREW GILLESPIE - Lloyds TSB

The departure of Helen Stevenson as Lloyds TSB group marketing director has pushed former Barclays marketer Gillespie back into the spotlight.

An outspoken man, who admits to an obsession with bottom-line figures, he was originally hired last October on an interim basis, but seems to have been destined for a longer-term role. His arrival, as part of a restructure which also saw the exit of head of marketing Alan Gilmour, instilled fear in the bank's incumbent agencies, which are all too aware of Gillespie's new-broom approach.

78. LORD MICHAEL HESELTINE - Haymarket

It is not often that one gets to praise the boss without fear of derision from one's peers, but this is one such opportunity. When not regaling BBC viewers with horticultural tales, our leader lends his wisdom to the industry through his presidency of the Chartered Institute of Marketing.

He is well qualified for the job; as an avid reader, and owner, of this publication, he is in pole position to monitor the pulse of major industry issues.

79. SIMON CLIFT - Unilever

You've met Two Jags, now meet Two Jobs. Since last April Clift has combined the post of Unilever global chief marketing officer with a functional role overseeing its personal care portfolio. Universally adored by ad agencies as a client versed in the mysteries of the creative arts, he nonetheless has a tough task on his hands as Unilever comes under heavy City pressure to improve performance. When out of the office, Clift lives his life between houses in London, Lisbon and Brazil, shared with his 24-year-old foster son Cleberson, whom he rescued from the Brazilian streets nine years ago.

80. TIMO LUMME - IOC

While everyone from Lord Coe to the Canary Wharf cleaners have been collecting awards for their part in London's victorious Olympic bid, it is important to remember that, on a marketing level, they all now have to report to someone. That man is Lumme, the slick face of the International Olympic Committee's marketing department. The quietly-spoken Finn, who is fluent in five languages and began his career as a solicitor, is a tough negotiator and will not stand for any failings on the part of the London Organising Committee for the Olympic Games. Woe betide Coe et al if they fail to meet the tough sponsorship revenue target outlined in their bid.

81. ANDY WESTON-WEBB - Masterfoods

Weston-Webb has been cast as Masterfoods' white knight in the bid to turn around a seemingly interminable slide in sales. Plucked from the firm's Antipodean outfit last month, the incoming president of its European snackfoods division has a solid reputation, but faces an almighty task.

He replaces former Chupa Chups chief Juan Jose Perez Cuesta, who lasted just five months in the role. Weston-Webb's amiable outlook on life, not to mention his Australian tan, are sure to be tested to the limit.

82. RALPH BERNARD - GCap Media

Followers of GCap will have witnessed the media group seemingly lurch from one crisis to the next, but managing director Bernard has been a constant. At the time of the merger between GWR and Capital, GCap seemed to promise much, but struggled to cope with a radio advertising recession, resurgent BBC and expensive plans to expand into digital broadcasting.

These factors led to the exit of chief executive David Mansfield, which appeased the City in the short term. However, if the measures Bernard has introduced fail to work, question marks will hang over his future.

83. RICHARD SCUDAMORE - Premier League

After months of trying to get the European Commission off his back, Premier League chief executive Scudamore conceded defeat and agreed to open up its broadcast rights packages to more than one broadcaster. But it was a hollow victory for the EC. Scudamore drew even more cash from the sales process, while Sky will broadcast even more games next year, Setanta showing the remainder.

84. JO KENRICK - B&Q

Kenrick's move from Camelot to B&Q as marketing director could be viewed as questionable. Lottery sales are on the up, while the home-improvement sector has been struggling in the face of a high-street slowdown, consumers reining in spending and a housing market that is plateauing. However, Kenrick joined B&Q shortly after it made a series of cuts to staff at its Brighton headquarters, and appears to have free rein as to what to do next.

85. SUKI THOMPSON - Haystack Group

After a noisy and successful entrance to the world of new-business consultancy in 2000, giving rivals such as the AAR and Agency Assessments a run for their money, the flirtatious Thompson and her more publicity-shy business partner and husband Alan have had their quietest 12 months yet. Haystack has overseen some impressive pitches, but it doesn't feel as if it has been a sterling year for Thompson. An active member of The Marketing Society, she has been diverting some of her attention to building Scan International, a European selection service developed with other consultancies across the Continent.

86. PETER DRAPER - Manchester United

Being taken over by a US family was never going to sit well with Manchester United's fans, and this time last year was a disconcerting period for director of marketing Peter Draper. One year on, club and brand look sound.

Chelsea may have overtaken United on the pitch, but Draper is doing his best to ensure it doesn't happen off it. A shirt sponsorship deal with AIG will help its cause, though many view it as a way for the owners to make debt repayments.

87. MIKE HOBAN - Scottish Widows

Never afraid to say what he thinks, Hoban has made enemies as well as friends on his way up the marketing ladder. The theatre-buff's background in politics and fascination with others' lives have made him a champion of both consumers and staff. Since joining Scottish Widows as director of customer and brand last year, he has hired a new 'widow', launched its first major online campaign and fired the firm's planning agency.

88. ANDREW RAYNER - Thomson

As marketing director of the UK arm of the world's biggest tourism group, TUI, Rayner is a major player. Armed with a £6m marketing spend, Thomson's decision to slash agency commissions has seen it dominate the headlines in the trade press. This has boosted the importance of marketing direct to consumers and building web sales, as well as cementing Rayner's position at the heart of the company.

89. DEVIN KELLY - InBev

Kelly is now playing with the big boys after moving up the InBev ladder last month to fill the sizeable shoes of previous UK marketing director Phil Rumbol. Kelly is well-travelled - during nine years at InBev he has been posted in the polar opposites of the US and Belgium - and has the backing of his company, if not yet the external marketing community, to whom he is a relatively unknown quantity.

90. JONATHAN HILL - Football Association

While FA chief executive Brian Barwick has rarely been out of the headlines in the farcical search for an England manager, commercial director Hill has weathered his own storm regarding a restructure of its sponsorship portfolio. The steely-eyed Hill takes the attitude that attack is the best form of defence and has been vociferous in his reasoning for the changes. Despite Pepsi and Nationwide dropping out, he appears to be well on the way to attracting a double-digit increase on existing revenue levels.

91. CHRISTIAN CULL - Waitrose

Rudyard Kipling's oft-quoted line about keeping your head while all about are losing theirs could be applied to marketing director Cull's strategy.

As Tesco tries to play down its supremacy, Asda and Sainsbury's battle for second place in the market and Morrisons attempts to understand Southern shopping habits, Waitrose has quietly set about expanding its operations.

At the same time, PR-savvy Cull has steered the store further into its ethical-trading niche, trumping the Co-op's similar plans.

92. HUGH BURKITT - The Marketing Society

The UK marketing industry owes a great deal to smooth-talking trade body aficionado Burkitt. The Marketing Society's chief executive continues to provide the industry with a visible vehicle for communication, whether it be through hard-hitting forums or the more relaxed surroundings of the clients vs agencies annual football match. Among Burkitt's accomplishments in the past year have been helping to form The Panaromic Group, which champions the role of marketing in UK business, and sitting on the Independent Complaints Commission.

93. VIKRANT BHARGAVA - PartyGaming

It has been difficult to miss the eye-popping figures associated with the flotation of PartyGaming. Its founders, former porn website entrepreneur Ruth Parasol and Anarug Dikshit, shy away from the media, so it has fallen to marketing director Bhargava to face the onslaught. He picked up £592m when the firm floated, making him the seventh-wealthiest Asian in Britain.

However, he announced last week that he is to seek pastures new at the end of the year.

94. TIM AMBLER - London Business School

With many marketers wary of revealing strong opinions over issues such as obesity, it has fallen to academia to construct a defence. In choosing an academic for inclusion on the Power 100 list, it was a tough call between Ambler, his colleague Patrick Barwise, and Hugh Davidson at Cranfield School of Management. Ambler edged it because he is the most vociferous of the three. He should certainly know what he is talking about: before joining London Business School in 1991 he had a distinguished career in marketing, which included senior roles at International Distillers & Vintners (now Diageo).

95. MAUREEN DUFFY - NMA

The job of persuading newspapers such as the Daily Express, Daily Mail, The Guardian and The Times to pull together for the greater good, in the face of threat from online advertising, might be seen as a Herculean task.

But chairman Duffy has transformed the Newspaper Marketing Society from what was once described as a 'fledgling US sitcom' into a force to be reckoned with. In April, the results of a two-year, £14m study into the effectiveness of newspaper ads provided the industry with what the society called 'clear proof' that it works.

96. SAUL KLEIN - Skype

Klein wanted to be a playwright when he was young. Instead, he has become one of the most prolific entrepreneurs of the digital age. As vice-president of Skype, he is at the forefront of the internet telephony revolution. His previous achievements include founding an electronic version of the Telegraph, the first newspaper to transfer online, and establishing Ogilvy & Mather's digital business.

His role at Skype, purchased by eBay for £1.4bn soon after he joined, leaves him facing perhaps the biggest challenge of his career: taking on Google.

97. TOM WRIGHT - VisitBritain

The arrival of the 2012 Olympics presents huge opportunities for the UK tourism industry, and as chief executive of VisitBritain, Wright is dedicated to ensuring the whole country reaps the rewards. A seasoned marketer, Wright is well respected in the industry for his dedication and approachability. However, to those outside the organisation, the 'Visit' family is confusing. Wright and his high-profile team of experienced marketers, including Sandie Dawe and Kenny Boyle, might want to clarify to the industry how the company works as well as urging the government to increase its budget.

98. DAVID WETHEY - Agency Assessments

As founder and chairman of Agency Assessments, Wethey is one of the most experienced pitch consultants in the UK. However, until this year, he had not made enough of the right noises to appear on this list. The moustachioed Wethey has his partner and advertising veteran Stuart Pocock, who handles the bulk of the reviews as well as attending every industry function known to man, to thank for putting Agency Assessments on the map. Easily mistaken for a sergeant major, Wethey is a regular on the golf course and at events on the marketing social calendar. In his spare time, he pops into the office.

99. TIM WILLIAMSON - First Choice

A travel-industry veteran, complete with the pre-requisite background as a ski rep, Williamson's drive and passion for the industry has netted him the highly sought-after job of marketing director at First Choice.

In a turbulent market, the company has achieved solid sales in its core market of mainstream holidays. With an eye for detail, Williamson is well liked in the industry for his straightforward manner and clear style.

But, with First Choice's specialist offerings experiencing less convincing sales, alongside a desire to build outside its core family market, challenges lie ahead.

100. BONO - Red

Few entrepreneurs are fortunate enough to be handed the stage at the World Economic Forum in Davos to launch their product. But then, few entrepreneurs have the kind of star pulling power that provides instant access to the world's major politicians. This year U2's frontman moved from pure activism into cause related marketing with his ethical brand Red. Signing up partner brands to donate revenue from special products to fund AIDS relief projects in Africa, he was shrewd enough to realise he had to publicly support their right for commercial returns. 'Red can't make a crap company into a bright light. But if you take two equal firms, Red can help one shine brighter,' he says. Nice PR patter Mr Hewson, you catch on quick.

POWER 100 INDEX
Rank '06 Rank '05 Name Company
1 5 Dianne Thompson Camelot
2 1 Tim Mason Tesco
3 10 Charles Dunstone Carphone Warehouse
4 4 Sir Martin Sorrell WPP
5 53 Stuart Rose Marks & Spencer
6 8 Peter Stringham HSBC
7 9 Andy Duncan Channel 4
8 6 Alan Bishop COI Communications
9 3 Tessa Jowell Dept for Culture, Media
and Sport
10 12 Mark Thompson BBC
11 81 Justin King Sainsbury's
12 66 Sir Keith Mills LMUK/London 2012
13 17 Sir Richard Branson Virgin
14 18 Gianni Ciserani Procter & Gamble
15 11 David Wheldon Vodafone
16 25 Patrick Cescau Unilever
17 14 Gavin Patterson BT
18 New Jill McDonald McDonald's
19 19 Keith Weed Unilever
20 New Roisin Donnelly Procter & Gamble
21 70 Tim Seager Scottish Courage
22 50 Cath Keers O2
23 13 Stephen Carter Ofcom
24 24 Bernard Balderston Procter & Gamble
25 New Neil Campbell PepsiCo
26 37 Amanda Mackenzie British Gas
27 31 Giuseppe Casareto Procter & Gamble
28 29 Paul Geddes Royal Bank of Scotland
29 33 John Clare DSGi
30 41 Clare Salmon ITV
31 27 Jon Florsheim BSkyB
32 New Alex Batchelor Royal Mail
33 32 Lorraine Twohill Google
34 26 Jim Hytner Barclays
35 22 David Teasdale Masterfoods
36 New Julia Goldin Coca-Cola
37 45 Jayne O'Brien British Airways
38 36 Andy Fennell Diageo
39 46 Peter Kenyon Chelsea
40 New Richard Hodgson Asda
41 39 Paul Philpott Toyota
42 44 Simon Thompson Honda
43 43 Richard Reed Innocent
44 New Steven Sharp Marks & Spencer
45 95 Kevin Brennan Kellogg
46 15 Stelios
Haji-Ioannou easyGroup
47 35 Andrew Marsden Britvic Soft Drinks
48 91 Mark Palmer Green & Black's
49 42 Andrew Mullins Times Newspapers
50 78 Kevin Peake Npower
51 56 Sophie Gasperment L'Oreal
52 62 Zoe Morgan The Co-operative Group
53 54 David Patton Sony
54 New Marc Sands Guardian Media Group
55 New Mike
Holliday-Williams More Th>n
56 New Kate Swann WH Smith
57 New Guy Phillipson IAB
58 New Tess Alps Thinkbox
59 65 Ken Wood Weetabix
60 57 Sara Weller Argos
61 63 Christopher Graham ASA
62 72 Tim Davie BBC
63 80 Hamish Pringle IPA
64 55 Malcolm Earnshaw ISBA
65 New Maurice Breen Magners
66 New Mark Horgan 118 118
67 74 Richard Baker Boots
68 58 Alison Copus Virgin Atlantic
69 85 Ford Ennals Digital UK
70 68 Martin Jones AAR
71 New Ian McCulloch ITV Sales
72 New Andrew Elder Premier Foods
73 94 Karen Thomson AOL
74 69 Phillip Hanson HBOS
75 New Mark Ovenden Ford
76 86 Phil Rumbol Cadbury Trebor Bassett
77 New Andrew Gillespie Lloyds TSB
78 79 Lord Michael
Heseltine Haymarket/CIM
79 64 Simon Clift Unilever
80 New Timo Lumme IOC
81 New Andy Weston-Webb Masterfoods
82 New Ralph Bernard GCap Media
83 92 Richard Scudamore Premier League
84 New Jo Kenrick B&Q
85 82 Suki Thompson Haystack Group
86 87 Peter Draper Manchester United
87 New Mike Hoban Scottish Widows
88 New Andrew Rayner Thomson
89 New Devin Kelly InBev
90 New Jonathan Hill FA
91 New Christian Cull Waitrose
92 93 Hugh Burkitt The Marketing Society
93 New Vikrant Bhargava PartyGaming
94 New Tim Ambler London Business School
95 New Maureen Duffy Newspaper Marketing Association
96 New Saul Klein Skype
97 New Tom Wright VisitBritain
98 New David Wethey Agency Assessments
99 New Tim Williamson First Choice
100 New Bono Red