Excel 2003 – Selecting a greater number from a list of numbers

Hi,
I was wondering how this can be done
Starting from Column A Row 1 say I have a list of numbers 1,3,9,7. How can i highlight that Column A Row 3 is the correct answer. I want this highligted in any bold colour say Red for example.
Use the formula =max(A1:A4) only returns the value which 9 but i want the cell itself to be highlighted.
One way could be conditional formatting but I don’t know which formula to use.
Any help would be much appreciated.
Thanks