Magazine article Marketing

Editor's Comment: The Power Behind Marketing

Magazine article Marketing

Editor's Comment: The Power Behind Marketing

Article excerpt

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. …

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