Global Power List 2010: Q - T

campaignlive.co.uk, Friday, 02 July 2010 12:00AM

Q

QUINN, STEPHEN

Job: Chief marketing officer

Company: Wal-Mart

Age: 51

Killer power fact

At $900 million, Quinn doesn't control the biggest marketing budget, but with Wal-Mart's US sales of $300 billion, he's the one man most other FMCG marketers want to be in tune with.

Path to power

Quinn joined Wal-Mart in 2005 as senior VP, marketing from Pepsi snacks unit Frito-Lay, where he was chief marketing officer. Quinn has a classic blue-chip, FMCG marketing background after previous stints with Procter & Gamble and Johnson & Johnson.

Deals and deeds

After years of focus on the supply chain, merchandising and price, which saw marketing's status diminished, Quinn has led Wal-Mart's drive to create a customer-focused core, including a drive for sustainability. Note the growing influence of marketers in other parts of the Wal-Mart empire.

What he says

"Whoever is the best at putting the customer in charge, makes all the money" - Quinn says of his effort to turn Wal-Mart into a customer-centric organisation.

What people say

"A Walmart that once failed to to fully appreciate or wield its marketing power has lost its inhibitions under Quinn" - Ad Age.

Would you believe it?

In the famously controlled, monolithic Wal-Mart corporate culture, Quinn has been sufficiently bold to criticise previous regimes, suggesting that it lost focus on the customer, ignored the fundamentals of brand management, and "mistook being very entrepreneurial and centralised as a virtue in itself".

The year ahead

Wal-Mart's legendary pricing has made it the consumers' recession favourite, and the real test of Quinn's bid to focus on customers will come as the economy picks up.

R

RASHBASS, ANDREW

Job: Group CEO

Company: Economist Group

Age: 44

Killer power fact

The Economist is read by more of the world's political and business leaders than any other magazine.

Path to power

Super-intelligent Rashbass, the CEO since 2008, was formerly the group chief information officer and MD of the website Economist.com, and the MD and publisher of The Economist.

Deals and deeds

Earlier this year the group sold CFO Publishing to the private equity company Seguin in partnership with CFO's management. In 2009 it acquired the publishing company Congressional Quarterly from the Times Publishing Company. In 2008 it bought Washington, DC-based Capitol Advantage, a publisher of Congressional products. All this has ensured a strong position in Washington as US readership has grown.

What he says

When he was chief information officer at The Economist, Rashbass exhibited some characteristically heretical views in front of a web and content developer audience assembled at Microsoft's Las Vegas Mecca. "It's kind of funny to hear Robbie Bach (of Microsoft) giving a talk on advertising and monetisation when he just lost $300 million in the last quarter."

What people say

He's obsessed with data and famously finds every piece in existence on a topic before taking action.

Would you believe it?

Global circulation for The Economist now stands at 1.42 million, a gravity-defying 97 per cent growth over ten years. It has no bylines because its "collective voice and personality matter more than the identities of individual journalists".

The year ahead

Expect new initiatives for e-readers, and circulation growth as the world economy comes back.

REDSTONE, SUMNER

Job: Chairman

Company: National Amusements

Age: 86

Killer power fact

He's a legendary figure in the business - and one of its great survivors. One of the richest too - though he was hit by the downturn, his net worth in March of 2010, as estimated by Forbes, was $2.4 billion. He controls Viacom and CBS Corporation through National Amusements.

Path to power

When he took control of National Amusements, the owner of a chain of cinemas built up by his father, Redstone began investing in a wide range of content producers. The one he eventually focused on, acquiring control in a contested takeover in 1987, was Viacom.

Deals and deeds

Last October, after the stock market collapsed, the company had to sell stock in CBS to pay down $1 billion worth of debt at National Amusements.

What he says

"Content is king" - Redstone will go down in history as the man who coined this resonant mantra.

What people say

"When it gets very tough, the bombastic quality disappears and the steely quietness takes over" - a character analysis courtesy of Michael Eisner, a former CEO of Disney.

Would you believe it?

In 1979, he almost died in the Boston Copley Hotel fire.

The year ahead

There will continue to be speculation, too, about the future of CBS - though in March 2010 he reassured investors of his long-term commitment to the broadcast network.

REMNICK, DAVID

Job: Editor

Publication: The New Yorker

Age: 51

Killer power fact

Not only is Remnick one of America's most influential magazine editors, he's also become one of its most eminent biographers - The Bridge, which charts the rise of Barack Obama, was published in April.

Path to power

He joined The Washington Post as a reporter shortly after graduating from Princeton and served as its Moscow correspondent. He joined the weekly magazine The New Yorker in 1992 as a staff writer. He has been the editor since 1998.

Deals and deeds

In his first ten years as editor, circulation increased 23 per cent despite the cover price doubling. He's credited with a near-miraculous revival of the magazine, taking it to profitability and surpassing the one million reader threshold.

What he says

"I wrote it simply to see if I could do it. Is it really going to interest me, or is it just going to feel like a guy that went to law school, big deal?" - on his motivation for writing that biography of Obama.

What people say

"He cruises around and chats with people and then disappears and writes thousands of words in 15 minutes. It's all part of that 'making it look easy' thing" - former colleague Malcolm Gladwell.

Would you believe it?

The New Yorker format really shouldn't work - there are very few photographs and barely any articles about celebrities.

The year ahead

Last year, the magazine's ad pages fell 24 per cent, a little less than the industry average. But Remnick managed to eke out an operating profit by cutting costs, as he had for years.

More of the same in 2010, or better, is predicted.

RICHARDSON, PAUL

Job: Finance director

Company: WPP

Age: 51

Killer power fact

He's a hot tip to succeed Sir Martin Sorrell, the chief of WPP, if and when he chooses to retire. His ability to improve the balance sheet and to generate cash have been key factors in the group's success.

Path to power

A one-time chartered accountant at KPMG, Richardson came to Sorrell's attention at Hanson, where he was an assistant treasurer. Sorrell twice tried to prise him out, succeeding at the second attempt, and appointing him the director of treasury. He became WPP's finance chief in 1996.

Deals and deeds

He oversaw the $4.4 billion purchase of Young & Rubicam - the biggest deal in advertising history - in 2000 and the $1.3 billion takeover of Grey Global Group four years later.

What he says

On the fortunes of WPP: "All companies struggle in a new environment and over a decade we've seen massive changes. I think we've weathered the change well. I think we are one of the few truly British multinationals in our field and that has got people's attention."

What people say

"Paul is very good at driving WPP's financial machine according to the directions on Sorrell's map" - an anonymous WPP senior manager says.

Would you believe it?

It's apposite that Richardson should be WPP's country manager for Italy. He was actually born there, the son of a British European Airways manager.

The year ahead

Having battened down the hatches for so long, it will be the task of Richardson and Sorrell to capitalise on the fresh wind in the sails of WPP, which is predicting full-year organic growth to go up 2 per cent.

ROBERTS, KEVIN

Job: CEO worldwide

Company: Saatchi & Saatchi

Age: 60

Killer power fact

Since 1997, Roberts has steered Saatchi & Saatchi to become the fifth most awarded agency network in the world.

Path to power

He has a reputation for being a ruthless and restless manager who never understates his achievements. His career began with Mary Quant in London. He then roamed the world with branding jobs for clients before settling in New Zealand. At Saatchis, he created the marketing concept called Lovemarks (which aims to build brand loyalty beyond reason), earning him plaudits and new business but also cynical derision from some in the industry.

Deals and deeds

Saatchis triumphed at international awards shows in 2009 with "dance", the flash mob extravaganza for T-Mobile from the London agency.

A sign of the network's staying power with key clients came this year with the global 250th anniversary campaign for Guinness, won in a pitch against BBDO.

What he says

"All good thinking takes place at the edge because the centre is too clogged up with the abominable 'no' man who has seen it all before."

What people say

"(His) well-travelled tones hurl out more swearing than a Viz character and enough sound bites about business and life to fill a library of self-help books" -The Cumberland News.

Would you believe it?

Roberts was expelled from school after getting his girlfriend pregnant.

The year ahead

Robert Senior, the UK CEO of the SSF Group, has been installed as chairman of the network's new creative board. Roberts will need to ensure this doesn't serve to curb the ambitions of country-level creative chiefs.

ROBERTSON, ANDREW

Job: President and CEO

Company: BBDO Worldwide

Age: 49

Killer power fact

The zeal and ruthlessness with which he's set about reconfiguring the BBDO network make him a candidate to one day succeed John Wren as the boss of BBDO's Omnicom parent.

Path to power

He's driven to the top in the fast lane. Setting out as a media planner at Ogilvy & Mather in 1982, he had a spell at JWT before becoming the chief executive of WCRS aged just 30. He left Abbott Mead Vickers BBDO in 2001 aged 43 to become the youngest CEO of BBDO Worldwide in its 113-year history.

Deals and deeds

Robertson hasn't ducked the tough calls at BBDO. And his breaking down of departmental barriers has produced tangible results, particularly in 2008 when the network picked up £500 million worth of new business, including a £100 million global HP assignment. On his watch, BBDO was named Network of the Year at Cannes in 2009 for the third time in a row.

What he says

On getting ahead: "Pick the right boss. Find one who will give you the 50-50 ball, cover your back when you screw up and push you to the front when you don't."

What people say

"Nothing is an accident. Nothing is unplanned" - a friend's comment on his record of fast-moving over-achievement.

Would you believe it?

After profiting from a shrewd investment while a graduate trainee at Ogilvy & Mather, he persuaded his then boss, Michael Baulk, to sell him his Ferrari.

The year ahead

Keeping his foot on the throttle will be Robertson's priority in the months to come. That means leveraging the network's talent as widely as possible to make sure that BBDO keeps hold of its massive lead in The Gunn Report rankings. Robertson will be keen to build on the performances that made it Campaign's Network of the Year in 2007 and 2008.

RODDY, KEVIN

Job: Chief creative officer

Company: Bartle Bogle Hegarty New York

Age: 49

Killer power fact

Under his watch, BBH New York has broadened the scope of its creative output. In addition to innovations such as Axe's MTV series The Gamekillers, there was the Oasis "dig out your soul in the streets" campaign for Warner Bros, which won the Titanium Lion at Cannes, and recent killer work for Johnnie Walker, Ally Bank, Sprite and Google.

Path to power

He started out as an account man until he was persuaded to cross over to copywriting in 1991. He worked for Fallon, then Cliff Freeman and Euro RSCG. In 2004, he joined BBH. He is chairman of the board of The One Club.

Deals and deeds

He allows for an atmosphere in which everybody can do their own deals, such as the development of Mrs.O.org, an award-winning website that chronicles the fashion of Michelle Obama created by BBH's Mary Tomer. There was the music video for the Japanese band Sour directed by a BBH creative team; and a partnership with Cadillac and the technology website Cool Hunting to serve up content on the iPad.

What he says

"Creativity is messy. It's random and unstructured and unpredictable. It's a lot of stopping and starting, experimenting and failing. It has tunnels, bridges, deep holes and high walls."

What people say

"One of our favourite people" - according to a blogger at introtocreativity.blogspot.com.

Would you believe it?

Roddy is the only person to have won The One Show's Best of Show award twice.

The year ahead

Expect a new direction for new client GM's Cadillac, BBH US's first auto client (about time too: BBH London has worked since its inception with Audi, producing a stream of acclaimed work).

S

SAKHUJA, VIKRAM

Job: Chairman and MD

Company: Group M, South Asia

Age: 49

Killer power fact

Sakhuja leads Group M South Asia, WPP's holding company for Mindshare, Maxus, Mediaedge:cia, MediaCom and Motivator. Group M units have fought long battles to retain Nokia and Unilever in India.

Path to power

He's seen the game from the other side as well, working with powerhouse Procter & Gamble and then moving on to Rupert Murdoch's Star TV network. His big skill is people management, which he uses to the advantage of the company he works for. Sakhuja manages the conflicts, aspirations and ambitions of his unit heads so that Group M is the winner.

Deals and deeds

Group M has been the big winner at the Abbys (India's foremost awards for advertising and the media) for the past few years. Retaining the Nokia and Unilever briefs in India were key successes.

What he says

"The future will be about adopting platforms. That can come through sponsorships and own content which grows to be large enough, but it will have to be a strategic play."

What people say

"Vikram has been instrumental in driving the channel neutral communication based approach to media planning and buying at Mindshare."

Would you believe it?

Sakhuja planned on a career as an engineer, and graduated from the prestigious Indian Institute of Technology Delhi.

The year ahead

It's looking good. The big pitch, Unilever, is behind him. Maxus has retained Nokia, the Aditya Birla business is consolidated, its new office premises in Mumbai are ready for occupation.

SAVILLE, ROBERT; WAITES, MARK

Jobs: Creative partners

Company: Mother

Ages: 49 and 48

Killer power fact

Where to start? This is the agency that gave us the Orange Film Board, the ITV Digital Monkey, the Batchelors' Supernoodle Slobs, and so much more.

Path to power

From humble beginnings as a runner at Valin Pollen, Saville went on to stints at Saatchi & Saatchi and GGT; meanwhile, Waites worked at BMP, Leagas Delaney, Ogilvy & Mather and a number of New York shops, before the pair founded Mother alongside Stef Calcraft, Andy Medd and Matt Clark in 1996.

Deals and deeds

With a history of savvy investments in offshoot businesses, this year saw the Mother partnership invest in talent instead, promoting Dylan Williams, its head of strategy, and Stephen Butler, a creative director, to partnership level - the first additions to the core team since the agency founded.

What they say

On their company ethos: "Do the best work we possibly can, make a living and have fun."

What people say

"Mark and Robert are the team that still keep us all on our toes" - Laurence Green, the chairman of Fallon.

Would you believe it?

Before founding Mother, Waites took a six-month break on a motorbike, riding from Alaska to the tip of South America.

The year ahead

As Campaign's Agency of the Decade, Saville and Waites will need to ensure Mother's second tier of management is able to maintain their momentum for another decade.

SCARPELLI, BOB

Job: Chief creative officer

Company: DDB Worldwide

Age: 57

Killer power fact

Scarpelli and Chuck Brymer, his CEO partner (see entry on p13), are the heirs to Bill Bernbach and Keith Reinhard at DDB. The network is a consistent global creative award winner, having won more Cannes Grand Prix than any of its rivals.

Path to power

Over more than three decades with DDB his star rose steadily as he climbed the ladder leading to his appointment as worldwide creative chief in 2005 and chairman the following year. If it's beer-related, Bob's your man: under his watch think of the Budweiser Frogs characters, the "Bud Bowl" and the contagious "whassup?" campaign.

Deeds and deals

His skill is to inspire ideas and business solutions that transcend advertising to become part of popular culture. The Budweiser "whassup?" campaign is one outstanding example.

What he says

"My job is constant. You never quite get to where you want to be."

What people say

"He's tenacious and comes back with something even better if he's initially been knocked back. He has the ability to bring in good people and mixes a bit of bouncy charm with heavy organisational ability" - James Best, former chief people and strategic officer at DDB Worldwide.

Would you believe it?

At Tribal DDB's pitch for the McDonald's UK digital account, he reportedly donned a pair of oversized Ronald McDonald boots and declared he "had ketchup running through his veins". Tribal failed to win the business.

The year ahead

He'll be pushing ahead with his aim of having DDB agencies achieve top-three creative status in every market DDB operates in.

SCHMIDT, ERIC E

Job: Chairman and CEO

Company: Google

Age: 55

Killer power fact

He's not just one of the most powerful men in the media but in the business world generally. The next challenge could be politics. After Barack Obama won the presidential election, Schmidt was a member of President Obama's transition advisory board.

Path to power

Schmidt worked his way up through a series of iconic US technology companies, including Bell Labs, Xerox and Sun Microsystems before being recruited, not long after its incorporation, to run the company.

Deals and deeds

On 7 July 2009, Google announced the project to develop Google Chrome OS, an open-source Linux-based operating system and Buzz, an attempt to play catch-up in social media.

What he says

"If you have something that you don't want anyone to know, maybe you shouldn't be doing it in the first place, but if you really need that kind of privacy, the reality is that search engines - including Google - do retain this information for some time."

What people say

"We run Google as a triumvirate. The structure is unconventional, but we have worked successfully in this way" - Google founders Larry Page and Sergei Brin explain their relationship with their CEO.

Would you believe it?

In some years, he has awarded himself the salary of only $1.

The year ahead

The two big issues that Schmidt faces concern the company's row with China, which wants to censor Google; and its legal skirmishes with Viacom, which is party to an action against Google subsidiary YouTube for its failure to police the pirating of copyright content.

SCHWINGEN, HANS-CHRISTIAN

Job: Senior VP, brand strategy and marketing

Company: T-Mobile International

Age: 44

Killer power fact

T-Mobile's flashmob-style campaign "dance" began on UK TV and became a global internet sensation last year, with its inclusive "life's for sharing" motif capturing the zeitgeist of a world in economic recession.

Path to power

He used to be an adman, at the iconic German agency Springer & Jacoby (which shut its doors this year). He was the head of marketing at Audi until joining Deutsche Telekom in 2007.

Deals and deeds

"Dance", in which 350 ordinary commuters "spontaneously" broke into a dance routine at London's Liverpool Street Station, was put together in a hideously short timescale.

What he says

"Mankind is experiencing the most radical transformation in the telecommunications industry since the invention of the telephone", with the driving forces being digitisation, the mobilisation of access and the personalisation of content, he told The Online Reporter.

What people say

"The catalyst for 'life's for sharing' was Hans-Christian," Paul Silburn, the Saatchis' creative partner, told Campaign. "He was new to T-Mobile and wanted to create a more brand-led, pan-European, campaign. Were there any client issues? Well, he barely knew us, so why on earth should he trust us?"

Would you believe it?

Schwingen joined in with the bopping during the filming of "dance".

The year ahead

Now that the EU has cleared the merger of T-Mobile and Orange in the UK, decisions will have to be made about branding options, although both names are expected to remain separate for 18 months. Will Schwingen's influence be enough to keep Saatchis' on the business?

SERPA, MARCELLO

Job: Executive creative director

Company: Almap BBDO, Sao Paulo

Age: 47

Killer power fact

This is Brazil's creative superstar. Under his stewardship, Almap BBDO was the second most-awarded agency in the world in 2009.

Path to power

Inspired by watching his grandfather draw and paint, Serpa studied graphic design. He did this in Germany (assisted by his German step-father) and went on to work in ad agencies there before returning to Brazil seven years later. It was at DM9DDB that he met Jose Luiz Madeira, an account man and planner, with whom he left to head up Almap BBDO in 1993.

Deals and deeds

The six foot six "poster boy" of the Latin American ad scene put Brazil on the advertising map when he won the continent's first Cannes Grand Prix in 1993 for his work on the soft drink Antarctica. In his time at Almap BBDO, the shop has been the world's most-awarded for two consecutive years in The Gunn Report and Cannes Lions' Agency of the Year. He attributes some of his success to the fusion of Germanic and Brazilian styles.

What he says

On the ubiquity of sex in Brazilian advertising: "Sex is definitely a part of our day-by-day discussions. It's very difficult for Americans or maybe the British to understand how it works, but the moment they live here, they get it."

What people say

Tony Gulisano, the MD of the Clio Awards, said Serpa was feted, "because of his leadership, integrity, passion and vision".

Would you believe it?

It's not unusual for Serpa, along with other senior industry figures in ad-crazy Brazil, to be mobbed in the street.

The year ahead

Serpa will be attempting to convince increasingly risk-averse multinational clients to inject more Brazilian fun into their ad campaigns.

SERWER, ANDY

Job: Managing editor

Publication: Fortune

Killer power fact

Serwer was named one of the 100 most influential business journalists of 2007 by NewsBios.com.

Path to power

He joined the Time Warner-owned magazine as a reporter in 1984 and worked his way up.

Deals and deeds

He's revamped the magazine to deliver more information through graphics photography and eye-catching design - leading some commentators to compare it favourably with the classic Fortune design of the 30s.

What he says

"There may not be a future for three of them. We're certainly going to be one of them. I can tell you that" - when asked if there could continue to be room in the market for three major business magazines: Businessweek, Forbes and Fortune.

What people say

"Achaea had Homer, the Spanish Civil War had Hemingway, California had the Beach Boys, and now our hyperactive stock market has its own poet-singer - Andy Serwer" - The New Yorker magazine assesses his role during the boom times on Wall Street.

Would you believe it?

Single copies of the first issue of Fortune in 1930 cost $1 at a time when The Sunday New York Times was only five cents.

The year ahead

Fortune has cut its frequency from 25 issues down to 18 a year and it will continue to ponder what its "optimum" frequency should be.

SHIKANO, KIYOSHI

Job: Senior general manager, global marketing division

Company: Sony

Killer power fact

He is one of the top four executives of the electronics giant alongside its chairman, Howard Stringer. Sony is both one of the world's biggest spenders, and most admired advertisers too.

Path to power

A steady rise up the Sony hierarchy has resulted in him overseeing the group's global marketing activity.

Deals and deeds

He has been closely involved in Sony's joint initiative with Fifa to make this summer's World Cup the first to be available in 3D.

What he says

"The ability to turn ideas into reality is a key part of Sony's inherent DNA."

Would you believe it?

He serves as a director of Friends of Hawaii Charities, which generates funds for the island's major charity groups. Its main event is the golf tournament the Sony Open In Hawaii - PGA Tour.

The year ahead

Having succeeded in halving its net loss for 2009 thanks to significant cost-cutting, Sony will be looking to Shikano to spearhead future growth through the aggressive launch of 3D-related products and other new businesses.

SHULI, HU

Job: Editor-in-chief

Company: Caixin

Age: 57

Killer power fact

Shuli is the founder and former editor-in-chief of the still influential and often controversial Chinese business publication Caijing. In 2006 The Financial Times named her the most powerful commentator in China and The Wall Street Journal has placed her among its list of "ten women to watch" in Asia.

Path to power

Shuli began her journalistic career at the Workers' Daily before joining the China Business Times in 1993. She served as editor-in-chief at Caijing for 11 years before resigning in 2009 following a content dispute with the publisher. In a sign of Shuli's influence, 90 per cent of the magazine's editorial team left with her.

Deals and deeds

Shuli recently launched the Caixin Media Company.

As well as two print publications - Century Weekly and China Reform - it will operate online properties, conferences, books, TV and video programmes.

What she says

"I know how to measure the boundary line. We go up to the line - and we might even push it. But we never cross it" - Shuli explains her editorial policy at Caijing.

What people say

"She's got blood on her blade, and her clothing smells of gunpowder" - Chinese blogger Hecaitou, commenting on Shuli's resignation from Caijing.

Would you believe it?

Shuli signed up as a Red Guard during the Cultural Revolution.

The year ahead

Will Shuli's new print ventures, launched at the turn of the year, capture the spirit and independence that Caijing earned though its fearless journalism? The first issue of Century Weekly, launched at the start of 2010, reflected Shuli's vision in terms of editorial and design, with the added bonus of ads for luxury watches, cars and financial companies.

SMITH, KEITH

Job: President (international)

Company: TBWA Group

Age: 60

Killer power fact

Smith is credited with launching TBWA in Asia and growing its staff from zero to 2,500 across the region. With a global agency role, yet based in Asia, Smith's a rare beast.

Path to power

Smith began his career in 1974 at McCann Erickson London as an account supervisor, and moved to Grey in 1978, where he was a board director. He landed at Holmes Knight Ritchie before it was bought by TBWA in 1990. From there, he rose from being the European client services director to the president, Asia-Pacific and international, by 2007.

Deals and deeds

To date in 2010, TBWA has launched digital companies in India, Vietnam and China.

What he says

"We have to be advertising during the day, during the night; all the time that our audiences are online. We have to be engaged with our audiences every moment of every day, and if we're not, we run the risk that the audiences and the consumers will build their own relationships with their brands."

What people say

"Keith wanted to be a professional bullfighter, he has the looks of an aging rock star and he's passionate about football. There's a diversity to his personality that's all too rare in an industry where there are more managers than leaders" - Ian Thubron, the group president of TBWA Greater China.

Would you believe it?

Smith, a wannabe matador, has participated in bull fighting.

The year ahead

TBWA hit the ground running in 2010 by strengthening its operations in two areas: in Greater China, where it appointed a lead for the re-zoned area, and in digital, by consolidating its Asia-Pacific operations under its Tequila brand.

SNOWBALL, CILLA; RAMZAN GOLANT, FARAH

Jobs: Chairman and CEO, AMV Group; CEO, AMV BBDO

Company: Abbott Mead Vickers BBDO

Ages: 52 and 46

Killer power fact

Ramzan Golant and Snowball have helped keep AMV BBDO in the UK's number one agency spot for 14 years.

Path to power

Both have that very AMV trait of spending their whole careers inside the agency's loving embrace.

Deals and deeds

Under their watch the agency has been a new-business powerhouse. In the past few years it has won almost all of its pitches, including clients of all sizes, from the pan-European Arla account to the Metropolitan Police. The agency also won a Grand Prix in Cannes in 2006 for Guinness' "noitulove". However, recently the agency has struggled to reach its habitually high watermark.

What they say

"Clients need to feel they are choosing you, not inheriting you. Marketing teams change all the time so advertising is a process of constant renewal and restatement" - Snowball.

What people say

Jeremy Miles, the non-executive chairman of Miles Calcraft Briginshaw Duffy and a former AMV VP, says of Ramzan Golant: "Farah is an agent for change. She is not afraid to grasp the nettle. She's extremely bright, very opinionated and does not shirk difficult decisions."

Would you believe it?

Ramzan Golant trained as a jazz ballet choreographer in Paris.

The year ahead

Both will be ensuring that their number one position in the UK market remains and the agency's impressive new-business run continues. Some great - rather than merely good - creative work would be nice, too.

SORRELL, SIR MARTIN

Job: Group CEO

Company: WPP

Age: 65

Killer power fact

Over 25 years Sorrell has built the original Wire and Plastic Products company up to become the world's largest marketing services group. He has been awarded the Harvard Business School's highest honour, the Alumni Achievement Award.

Path to power

Sorrell started out as a management consultant and advisor to the Saatchi brothers, Maurice and Charles. They asked him to join Saatchi & Saatchi as the finance director and Sorrell soon spotted the opportunity to build a new holding company for marketing services agencies.

Deals and deeds

Once he had established WPP as the shell for his marketing services assets, Sorrell went on a purchasing drive that continues to this day. Key deals include the acquisitions of JWT, Ogilvy & Mather, Young & Rubicam, Grey and Taylor Nelson Sofres.

What he says

Sorrell is the most quoted man in advertising, and his comments frequently make headlines in the financial press. But for a man in charge of a global marketing communications super group, this quote is particularly interesting: "One of the things we have to get our minds around is how we stop encouraging people to just consume more. We need to encourage people to consume in a much more responsible way."

What people say

One of Sorrell's closest friends is the historian Simon Schama, who says of him: "He's a gutsy little so-and-so. He's very unpretentious and often says 'I'm the world's most boring man'. He's not, but nor would you ever mistake him for Donald Trump or Rupert Murdoch. He doesn't want to walk around in an aura of 'look at me'."

Would you believe it?

Sorrell, a cricket nut, still leads the WPP cricket team.

The year ahead

After spending 2009 "staring into the abyss" Sorrell now says he feels "pretty good" about WPP's prospects this year as clients regain confidence in the wider economy. Don't expect any big deals any time soon, though.

And now he's 65, observers are increasingly wondering how much longer he will have the appetite for the game.

SOCCO, VINCE

Job: Senior VP, area operations

Company: Toyota Motor Asia-Pacific

Killer power fact

Socco is a key regional player for the world's largest - however beleaguered - car manufacturer.

Path to power

Socco has largely followed a "salaryman"-style path - although not in Japan. Eighteen of his 28 years at the company were spent in the marketing department of its Philippines distributor. In 2007, he became regional senior VP of marketing for Toyota and Lexus, and took on his current role last January.

Deals and deeds

Socco is in charge of Taiwan, South Korea, the Philippines, Vietnam, Thailand, Malaysia, Singapore, Brunei and Indonesia, with direct oversight of emerging markets, India and Pakistan. He oversees distributor operations of Toyota and Lexus in each market, including sales and marketing, business management, product development, distribution and supply chain management, retail and dealer development and pricing. He has an executive management role in the overall operations of regional HQ.

What he says

"I love Toyota. I love Lexus. I love marketing. I love people."

What people say

"He doesn't have the kind of ego that will get in the way."

Would you believe it?

Socco likes to quote Marshall McLuhan, the patron saint of Wired magazine: "As an advertiser, it's no longer enough for me to just understand the demographics of the different business media; we need to understand, too, the psychographics of the audience - why they watch the shows they do, listen to the stations they tune in to, read the publications they subscribe to, and surf the sites they do."

The year ahead

Toyota is facing the most difficult period in its history and this is likely to put Socco's passion for the brand to the test.

SONG, TB

Job: Chairman of Ogilvy & Mather Greater China; chairman of WPP Greater China

Company: Ogilvy & Mather

Age: 61

Killer power fact

A co-founder of the China 4As, Song is one of the most respected men in the Chinese advertising world, the only Chinese global board member of an international agency.

Path to power

His first job was as an account executive at Kuo Hwa Advertising in Taiwan. He later joined Cathay Advertising and, through a joint venture, established Ogilvy & Mather in Taiwan and mainland China. He was named chairman of Ogilvy & Mather Greater China in 1994. He was elected to the agency's worldwide board four years later, and became the chairman of WPP Greater China in 2006.

Deals and deeds

Song now oversees 17 independent companies in as many cities throughout the region. During the past year, he has been focused on integrating existing acquired companies into the Ogilvy business and driving several new acquisitions and establishing Ogilvy Healthworld in China.

What he says

"We are tough on ourselves because this is what it takes to improve our services to our clients and to maintain the momentum and high calibre of our team" - commenting after a leaked e-mail in which he told Ogilvy staffers that they had become lazy and proud, and were resting on their laurels in China.

What people say

"TB is a true legend and the father of the China advertising business" - Bryce Whitwam, GM, Wunderman China.

Would you believe it?

Song owns thousands of records, movies and books. The only music he does not like is country and western.

The year ahead

Ogilvy remains one of the strongest agencies in China, but bedding down those acquisitions will be critical to further success.

STENGEL, RICHARD

Job: Managing editor

Publication: Time

Age: 55

Killer power fact

Stengel is not only the editor of one of America's (and the world's: it has 29 million readers globally) most influential and prestigious magazines, he has become a controversial public figure in his own right. For example, he has campaigned to reintroduce compulsory military service for all US teenagers.

Path to power

He joined Time in the 80s and worked his way up the ladder, becoming national editor, culture editor and the editor of Time.com before landing his current role in 2006.

Deals and deeds

He's never been afraid of challenging convention - for instance, when he turned the magazine cover's iconic red border green for an issue dedicated to global warming.

What he says

"The iPad is waiting for its Orson Welles." He's a new technology enthusiast who feels that its creative potential isn't being fulfilled.

What people say

"Is there a more fruitful relationship between writer and subject than Richard Stengel and Nelson Mandela?" - The Huffington Post notes that Stengel has been involved in more than one book about the great man, and was a collaborator on his famous autobiography, A Long Walk To Freedom.

Would you believe it?

In the 70s, he was a member of Princeton University's all-conquering college basketball team.

The year ahead

Time will continue to assess the implications of its declining newsstand sales - and decide whether it wants to target a more niche audience or throw more of its energies online. Interestingly, Time was the first Time Inc title to launch iPad apps.

STEWART, MARTHA

Job: Founder

Company: Martha Stewart Living Omnimedia

Age: 68

Killer power fact

Thanks to her media empire and canny exploitation of her name, Stewart is the go-to girl for any brand wishing to reach female middle America.

Path to power

Home-making queen Stewart began her ascent to media power with a simple book deal.

A magazine joint venture with Time, Martha Stewart Living, followed in 1991, and then, in rapid succession, TV, radio, branded products and mail order.

Deals and deeds

Stewart presides over a multi-media and branded products empire in which each amplifies the other to sell products from kitchenware, to wine, flowers and pet pet products. The key was the launch of Martha Stewart Living TV in 1992, giving her a platform to reach millions. Since taking her company public on the NYSE in 1999 (she remains the dominant shareholder), Stewart has expanded into radio and a dotcom, as well as a non-stop stream of licensed products.

What she says

"To celebrate the launch of my 71st book, Martha Stewart's Encyclopaedia Of Sewing and Fabric Crafts, we decided to hold a stitch fest for just a $30 admission fee."

What people say

"She's the definitive American woman of our time" - Macy's CEO said that Stewart's aura was such that the "[Martha Stewart] brand will prosper in any situation".

Would you believe it?

Stewart served a five-month prison sentence in 2005 for obstruction of proceedings and making false statements following a 2001 insider trading case involving her broker.

The year ahead

As she nears 70, there must come a point when the acid test can no longer be avoided: can the Martha Stewart brand decouple from Martha the person?

STONE, BIZ

Job: Founder and creative director

Company: Twitter

Age: 36

Killer power fact

Twitter may not be much of a commercial proposition as yet but it has an awesome public relations presence - thanks in part to its extensive use by President Barack Obama in his successful 2008 US presidential campaign.

Path to power

Twitter founder Jack Dorsey sought help from the internet software company Odeo, where Biz Stone worked. Stone, a Silicon Valley entrepreneur who has published two books about the growth of social media, and Dorsey produced a Twitter prototype in a few weeks - and an entrepreneurial partnership was born.

Deals and deeds

He's been behind the development of Twitter's new advertising platform.

What he says

"We recognise the difference between value and profit. We're building value first. That means we're creating a robust global network that people can depend on and use every day. It's important to have a valuable and relevant product before focusing on profit" - Stone outlines Twitter's long-term commercial strategy.

What people say

"Making lots of money is not always the first priority with technological wizards" - a newspaper columnist questions Stone's business credentials.

Would you believe it?

Back in April, the US Library of Congress announced it was to begin archiving Tweets.

The year ahead

This spring, Twitter launched its first excursion into the commercial market with Promoted Tweets - a system for serving ads based on keywords in Twitter search queries. The next challenge is to raise new funds from investors.

SULZBERGER JUNIOR, ARTHUR OCHS

Job: Chairman

Company: The New York Times Company

Age: 58

Killer power fact

The Sulzberger clan is America's most renowned newspaper dynasty now that the Bancrofts have sold The Wall Street Journal to News Corp.

Path to power

He succeeded his father, Arthur "Punch" Sulzberger, as chairman, having worked for the company on both the journalistic and commercial sides.

Deals and deeds

The company has been extending the scope of The New York Times' international news supplement with deals in several countries, not least with Le Figaro in France.

What he says

"My family's dedication to this company is fundamental and enduring."

What people say

"Many at the Times believe Sulzberger Jr hangs on to the (Boston) Globe only out of deference to his father" - analysis in The New York Times magazine.

Would you believe it?

While attending Boston's Tufts University in the early 70s, Sulzberger allegedly took hallucinogenic drugs and was a fan of psychedelic rock band The Grateful Dead.

The year ahead

Some analysts argue that that the company's share price might be improved with new leadership and an overhaul of the dual-class stock structure that allows the family to maintain almost monarchical control over the business.

T

TAKASHIMA, TATSUYOSHI

Job: President and CEO

Company: Dentsu Inc

Age: 65

Killer power fact

Takashima is in the driving seat of Japan's largest advertising and media agency, commanding more than 22 per cent of the market. Depsite having been hit hard by the downturn, domestic sales are about twice that of Hakuhodo, Dentsu's main rival.

Path to power

A Dentsu lifer, he joined after graduating from Keio (one of Japan's top private universities). His first role was in the newspaper division, where he claims to have learnt the art of media buying by default. Having worked his way through the agency's innumerable departments, he took on the top position last July.

Deals and deeds

Takashima is spreading Dentsu's tentacles outside Japan, and not a moment too soon. The appointment of Tim Andree as the company's first non-Japanese executive in the US signals renewed recognition of the need to globalise the agency. Jim Kelly, founding partner of London's Rainey Kelly Campbell Roalfe/Y&R, also took the new position of regional director at Dentsu Europe. Cynics who remember Dentsu's purchase of a humbled CDP say this is just the latest of many attempts to grow Dentsu in Europe.

What he says

"Treat everyone equally and fairly, but have a winning mindset."

What people say

Takashima is treated with a godlike reverence in Japan.

Would you believe it?

Takashima (along with other top executives) took a voluntary 10 per cent pay cut in March.

The year ahead

Dentsu's foundations have been shaken by plummeting TV ratings in Japan. Takashima is well aware of the need to look outside of Japan for growth, and this will continue to be a priority for the coming year.

THOMPSON, MARK

Job: Director-general

Organisation The BBC

Age: 52

Killer power fact

Despite its manifest failings in recent years, the BBC is still a brand name to conjure with - and Thompson has led the corporation into an ambitious empire-building phase.

Path to power

He joined the BBC from university as a production trainee in 1979 and worked his way up through various editing roles to become controller of BBC2, then director of BBC television. He then left to become the CEO of Channel 4, returning as the director-general of the BBC in 2004.

Deals and deeds

He has been criticised for trying to crowd out digital commercial rivals. Earlier this year, for instance, newspaper publishers successfully lobbied for the BBC to delay the launch of smartphone news and sport apps.

What he says

"Online is the future of the BBC" - from Thompson's recent strategy review speech, Putting Quality First.

What people say

"The reward packages of the director-general (£834,000) and senior management of the BBC are seen to be out of step with the current economic climate" - a UK parliamentary report on the corporation's performance across 2008 and 2009.

Would you believe it?

He claimed expenses for putting 70 pence in a parking meter.

The year ahead

There are storm clouds ahead - with his new political masters concerned that not only does the BBC enjoy inappropriately lavish funding, but doesn't always spend it right. In August, he will have the chance to counter last year's Edinburgh Festival MacTaggart Lecture speaker, James Murdoch. Murdoch launched a scathing attack on the Beeb, arguing that it needed to be radically reduced in size. What will Thompson say?

THAIDUMRONG, JUREEPORN "JUDEE"

Job: Owner and creative chairwoman

Company: JEH United

Killer power fact

Jureeporn Thaidumrong, known as "Judee", owns JEH United, Thailand's most-awarded agency. She's a rare example of female creative and entrepreneurial talent in Asia.

Path to power

Thaidumrong started at Grey and passed through Y&R, Leo Burnett, DDB and Results, an Ogilvy hotshop. There, she worked alongside Neil French, and her career really took off. She started to win awards and was named as the executive creative director at Saatchi & Saatchi and McCann until opening her own business.

Deals and deeds

Thaidumrong has built JEH into a creative powerhouse and one of Thailand's - and Asia's - most-respected agencies. The year after founding JEH, Thaidumrong was named Creative of the Year by Media; that same year, her agency was ranked as the 18th most awarded in the world in The Gunn Report. JEH's first campaign, Smooth E's "love story", won at three major regional awards shows, as well as a gold Cannes Lion.

What she says

"This is just the beginning."

What people say

A fellow creative calls her a "self-effacing goddess".

Would you believe it?

As a child, Thaidumrong would amuse friends by guessing the sequence of ads on TV. She claims to have punished those who guessed wrongly by dripping candle wax on their heads.

The year ahead

JEH recently moved into a new office with a pool that Thaidumrong says will assist creative inspiration. Having also made a number of senior strategic hires, she's planning to explore the boundaries of new media and technology.

TILBIAN, LORNA

Job: Executive director and head of media research

Company: Numis Corporation

Killer power fact

Admired and beady media analyst Tilbian has worked for a quarter of a century with a distinguished track record in the UK media scene. "Reputation is all in this business", she has said, "and you only lose it once".

Path to power

Setting out as a City analyst in 1984, she became the first female director of SG Warburg Securities in 1989 before moving on to Panmure Gordon in the mid-90s and ultimately buying a stake in Numis Corporation in 2001. Since then she has helped to build AIM-listed Numis into a leading independent stockbroker and investment bank, where she now serves as one of two main board executive directors.

Deals and deeds

Tilbian was recently listed as the 19th most influential person in a Daily Telegraph poll of the media industry's top 100 figures and appointed as a creative and business international network ambassador by the Department for Culture, Media and Sport as part of its drive to develop the creative economy.

What she says

One of the best of her many quotable utterances concerned Richard Eyre, when he ran Capital Radio. "A fool and his money have just been parted ..." Daily Telegraph, November 1996, on Capital's acquisition of My Kinda Town restaurant group, which it subsequently closed in 1999.

What people say

"Tilbian has been the advertising analyst of choice for many a year and can see through corporate wool-pulling at 40 paces" - Campaign.

Would you believe it?

She lists her party trick as "staying sober" - (Campaign - A List 2010).

The year ahead

More of the same. As she puts it: "Helping British companies through the ongoing difficult market conditions."

TINELLI, MARCO

Job: CEO

Company: FullSIX International

Age: 40

Killer power fact

Brainy, multi-lingual Tinelli does not have a UK profile, but that may change in 2010. His expanding European network of 15 digital agencies FullSIX puts CRM design and execution at its heart. The digital agency Grand Union is its latest acquisition.

Path to power

Before graduating from the ecole Centrale de Paris in 1992, Tinelli had already founded several business-to-consumer services. After a few years in Arthur Andersen's mergers and acquisitions department, he joined Publicis to launch its interactive division (Publicis Technology) in 1994. Tinelli then joined Grey in 1997 to launch Grey Interactive in France and in Europe. In 2001, he bought the FullSIX network out of Grey. The private equity firm Cognetas bought FullSIX last year, beating rival bidder WPP.

Deals and deeds

FullSIX and WPP locked horns in 2008 when Sir Martin Sorrell, CEO of WPP, brought a libel case against FullSIX executives Marco Benatti and Tinelli, accusing them of orchestrating a hate campaign against him. The dispute was settled at London's High Court and Sorrell accepted £120,000 in damages in March this year.

What he says

"Digital and CRM are no longer advertising by-products, they are the core of the change that needs to happen in brand, marketing and communication strategies."

What people say

"Marco is a true digital native who passionately believes that marketing must move beyond the methods which worked in the last century" - an associate predicts a strong future for the network.

Would you believe it?

What's the number after "f" in hexadecimal? Ask Tinelli - he can write computer code.

The year ahead

FullSIX's ambition is to build the biggest independent digital marketing agency in Europe. Expect more acquisitions.

TRIPODI, JOSEPH V

Job: Executive VP, chief marketing and commercial officer

Company: Coca-Cola

Age: 54

Killer power fact

Tripodi controls more than $2 billion of global marketing budget on a brand regularly voted the world's strongest.

Path to power

Tripodi's heavyweight CV encompasses the oil, financial services, alcohol and soft drinks industries. Before joining Coke in 2007, Tripodi led marketing at Allstate, the largest publicly traded car and home insurer in the US.

Deals and deeds

Tripodi has brought structure to Coca-Cola's confusing marketing set-up and introduced a pay-for-performance model for its agencies, including Wieden & Kennedy and Crispin Porter & Bogusky. Under Tripodi, Coca-Cola is venturing seriously into social media after several missteps. He helped boost flagging sales for Allstate and at MasterCard International, the brand's acclaimed "priceless" campaign was on Tripodi's watch.

What he says

Responding to a mooted US "fat tax" on soft drinks companies, Tripodi said the real problem was "consumers not getting enough exercise and taking in more calories than they work off".

What people say

"Coke has to be one of the hardest companies for a marketer to work for, because everybody in the building second guesses you" - Ken Bernhardt, a marketing professor at Georgia State University.

Would you believe it?

Tripodi topped his degree at Harvard with a Masters from the London School of Economics.

The year ahead

Coca-Cola investing in healthier brands, such as its recent majority stake in Innocent Drinks. And Tripodi promises "a far more aggressive digital presence" while the brand maximises its 2010 World Cup and 2012 Olympics sponsorships.

TUTSSEL, MARK

Job: Chief creative officer

Company: Leo Burnett Worldwide

Age: 51

Killer power fact

During the past four years, he has been a pivotal figure in sustaining and evolving Publicis-owned Burnett's creative potency. He ultimately oversees the creative output of 94 offices.

Path to power

Described by his former creative partner Nick Bell as "someone who is a Leo Burnetter through and through", Tutssel has been loyal to the network whose London office he joined 25 years ago. He has been rewarded with top jobs in the UK and at the network's Chicago headquarters.

Deals and deeds

Tutssel is a self-confessed obsessive about creative excellence and the improvement of the Burnett product via the collective brainpower of 2,000 creatives across the world.

What he says

"The only thing an idea can never be is too big.

An idea is daring, bold and utterly disruptive.

An idea can cause not only the hair on the back of your neck to stand to attention - it can cause people to stand at attention."

What people say

"He has the highest creative standards and will never compromise" - Tim Mellors, worldwide creative director, Grey Group.

Would you believe it?

The award-winning commercial designer Glenn Tutssel proved the catalyst for Mark's agency career when he told his cousin that if he wanted to be in advertising he would have to move to London from his native Wales. He joined Leo Burnett in 1985 and has been there ever since.

The year ahead

Tutssel's task is to maintain the network's creative momentum.

It currently occupies second spot in The Gunn Report network rankings. But it isn't yet within touching distance of BBDO, which leads the field by a country mile.

TYRANGIEL, JOSH

Job: Editor

Publication: Bloomberg Businessweek

Age: 37

Killer power fact

Bloomberg LP appointed Tyrangiel editor of Businessweek magazine upon completion of its acquisition of the title.

Path to power

He began his journalistic career at Rolling Stone and Vibe magazines and MTV Networks. Before joining Bloomberg Businessweek, he was deputy managing editor of Time and managing editor of Time.com.

Deals and deeds

During his tenure, Time.com reached an estimated 1.8 billion page views in 2009. Its website was named Best Magazine Web Site by the Magazine Publishers Association for the past two years. He also oversaw publication of the Time 100, the magazine's most profitable annual issue.

What he says

"I am thrilled to be joining Bloomberg and to lead Businessweek's talented editorial team."

What people say

"Josh was recognised within Time Inc and its parent, Time Warner Inc, as an 'editor's editor'." Norman Pearlstine, chief content officer at Bloomberg.

Would you believe it?

He wrote more than a dozen Time cover stories, including the 2005 "Person of the Year" feature on Bono.

The year ahead

Having relaunched this year, with the "Bloomberg" name getting equal billing on the Businessweek cover, the magazine will be aiming to further expand its presence globally.

This article was first published on campaignlive.co.uk

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