Editor's comment: The power behind marketing

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Noelle McElhatton
Noelle McElhatton

Marketing is a people business, so much so that Marketing's Power 100 list provides a unique industry barometer of the world of brands. So what does this year's ranking tell us?

1. THE GLASS CEILING SHATTERS

Although the fairer sex isn't exactly taking over the boardroom, the growing presence of women in marketing's elite is evident in this year's Marketing Power 100. Back in 2000, there were only 15 women in the Power 100; fast-forward to 2011 and that has more than doubled to 33. Jill McDonald, now chief executive of McDonald's UK, is proof that women can make that final step to the top job.

It is noticeable, too, that even as PR tightens its grip on what is openly discussed by brands, it is the female side of marketing - think Amanda Mackenzie, Roisin Donnelly and Jennelle Tilling - that remains most vocal about industry issues.

2. ALL HAIL ONLINE AND ECOMMERCE

From Gocompare to Asos and eBay, dotcoms have doubled their presence in our list from five last year to 10, as they start to attract the best marketers to help them succeed. Women have carved niches in ecommerce in particular.

3. MOBILITY RETURNS TO THE RANKS

Compared with a static 2009, there were several high-profile moves at brands such as Virgin Media and Morrisons. A more confident market - there are 28 new entries - has lifted the recruitment freeze and marketers who had been riding out the recession are on the move again.

It all suggests a sector that has rediscovered its mojo, albeit in a more considered, business-like fashion. Click to our list, sit back, relax and read our who's who of marketing.

Noelle.McElhatton@haymarket.com

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