"Global Marketers 1999, 2000 ed"

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Top 100 Global Marketers in 1999
Rank Advertiser Headquarters Spending outside the U.S. Country
count
U.S. media ad spending Worldwide media spending Breakout of regional 1999 media spending reported
1999 1998 1999 % chg 1999 1998 1999 1998 Africa Asia* Latin America Europe Mid-East Canada
1 2 Unilever Rotterdam/London $3,110 8.1 66 $588 $769 $3,698 $3,646 $31 $839 $419 $1,785 $18 $19
2 1 Procter & Gamble Co. Cincinnati 2,988 -4.7 68 1,704 1,743 4,693 4,880 11 527 550 1,805 41 55
3 3 Nestle Vevey, Switzerland 1,580 0.6 67 329 280 1,909 1,851 8 342 197 1,023 5 5
4 4 Coca-Cola Co. Atlanta 1,178 5.3 69 355 316 1,533 1,435 20 283 334 519 8 14
5 7 Ford Motor Co. Dearborn, Mich. 1,150 6.9 51 1,272 1,212 2,422 2,288 3 126 142 825 13 41
6 8 General Motors Corp. Detroit 1,148 8.6 43 2,960 2,206 4,108 3,263 0 110 214 723 18 83
7 5 L'Oreal Paris 1,120 0.2 47 450 407 1,570 1,525 4 36 51 1,003 2 23
8 6 Volkswagen Wolfsburg, Germany 1,009 -8.2 33 372 255 1,381 1,353 6 23 163 796 4 17
9 9 Toyota Motor Corp. Toyota City, Japan 1,007 -3.9 44 718 657 1,725 1,706 9 607 24 320 15 32
10 10 PSA Peugeot Citroen Paris 906 -0.3 37 NA NA 906 909 0 16 47 840 3 0
11 12 Sony Corp. Tokyo 886 8.3 53 590 575 1,477 1,394 0 387 71 398 3 27
12 11 Mars Inc. McLean, Va. 841 -3.4 37 298 277 1,139 1,148 0 69 31 732 0 8
13 14 Renault Paris 809 5.7 31 NA NA 809 765 0 1 41 766 1 0
14 13 Philip Morris Cos. New York 767 -1.5 49 1,358 1,265 2,125 2,044 0 92 75 567 10 22
15 15 Henkel Duesseldorf 728 -0.9 35 19 8 747 742 0 14 0 714 0 0
16 16 Nissan Motor Co. Tokyo 657 -5 39 527 463 1,184 1,154 5 346 52 227 11 17
17 18 McDonald's Corp. Oak Brook, Ill. 649 -0.3 54 633 578 1,282 1,230 3 186 51 376 6 28
18 17 Fiat Turin, Italy 649 -2.2 26 3 3 651 666 0 13 63 572 0 0
19 23 Danone Group Paris 642 18.9 24 49 39 691 579 0 68 31 543 0 0
20 21 Ferrero Perugia, Italy 603 2.8 34 27 22 630 608 0 3 15 584 0 0
21 19 Colgate-Palmolive Co. New York 591 -5 57 134 136 725 758 10 117 234 230 1 0
22 36 Deutsche Telekom Bonn, Germany 578 82.7 5 5 0 583 317 0 0 0 578 0 0
23 24 DaimlerChrysler Stuttgart, Germany 556 7.2 39 1,533 1,403 2,090 1,922 3 50 96 363 10 35
24 27 Reckitt Benckiser Windsor, Berkshire, U.K. 543 24.1 39 211 202 754 639 5 83 27 417 0 9
25 26 Johnson & Johnson New Brunswick, N.J. 486 6.4 52 899 731 1,385 1,188 3 151 103 208 2 21
26 42 Vodafone Group Newbury, Berkshire, U.K. 467 63.2 8 88 84 556 370 0 18 0 449 0 0
27 50 Telefonica Madrid 466 79.2 5 NA NA 466 260 0 0 240 226 0 0
28 40 France Telecom Paris 453 57 5 NA NA 453 288 0 6 0 447 0 0
29 32 Seagram Co. Montreal 435 24 28 422 329 857 680 0 53 17 341 0 23
30 22 Kao Corp. Tokyo 426 -21.1 9 38 72 465 612 0 426 0 0 0 0
31 33 Beiersdorf Hamburg, Germany 411 19.8 45 38 18 449 361 0 5 26 377 3 0
32 20 Honda Motor Co. Tokyo 409 -32.2 35 570 491 978 1,094 0 245 13 117 2 32
33 38 Bertelsmann Guetersloh, Germany 370 19.3 20 106 125 476 435 0 23 15 332 0 0
34 31 PepsiCo Purchase, N.Y. 343 -3.6 47 354 340 697 696 0 71 104 148 9 11
35 28 Kellogg Co. Battle Creek, Mich. 330 -13.4 27 301 325 631 706 5 36 60 209 1 19
36 39 Time Warner New York 322 4.8 26 927 888 1,250 1,196 5 99 22 174 0 22
37 25 Mitsubishi Motors Corp. Tokyo 321 -29.9 28 188 177 509 636 0 181 4 127 8 0
38 37 IBM Corp. Armonk, N.Y. 318 2 27 355 338 673 650 0 86 31 167 0 34
39 48 Carrefour Group Paris 303 13.9 11 NA NA 303 266 0 7 59 237 0 0
40 34 SmithKline Beecham London 302 -6.2 41 321 239 623 562 9 72 18 198 0 5
41 29 BMW Munich 301 -19.1 30 82 78 383 450 3 42 0 246 5 5
42 35 Diageo London 299 -6.7 27 659 659 958 980 0 40 6 229 5 18
43 67 Hyundai Motor Co. Seoul 271 39.3 37 116 81 386 276 0 112 14 114 15 16
44 53 Daewoo Corp. Seoul 262 6.2 36 12 1 274 248 0 101 6 148 7 0
45 43 British American Tobacco London 258 -8.3 33 124 73 382 354 19 55 85 62 2 34
46 44 Matsushita Electric Industrial Co. Osaka 253 -9.4 35 37 40 290 319 0 220 2 29 2 0
47 54 Mazda Motor Corp. Hiroshima 247 4.2 27 189 203 436 439 0 154 6 69 2 17
48 41 News Corp. Sydney 244 -14.9 17 590 613 834 900 0 75 16 141 0 13
49 46 Gillette Co. Boston 243 -10 45 165 164 408 434 2 27 49 151 1 12
50 51 Walt Disney Co. Burbank, Calif. 242 -6.7 21 782 820 1,024 1,079 0 59 15 138 0 29
51 55 British Telecommunications London 234 1.6 4 1 1 235 232 0 0 0 234 0 0
52 49 Metro Duesseldorf 232 -12.2 8 NA NA 232 265 0 2 5 226 0 0
53 78 LG Group Seoul 219 50.7 29 6 4 225 150 4 188 14 8 5 0
54 30 Philips Electronics Eindhoven, Netherlands 212 -42.4 37 127 161 339 529 0 35 24 151 1 0
55 59 Wm. Wrigley Jr. Co. Chicago 210 -0.6 33 120 123 330 335 0 58 0 146 0 6
56 97 Samsung Group Seoul 208 81.8 28 27 22 235 136 0 166 8 28 6 0
57 56 Pfizer New York 203 -11.5 33 739 627 943 857 0 70 50 65 0 19
58 52 Shiseido Co. Tokyo 200 -19.7 6 3 3 203 252 0 192 0 8 0 0
59 58 Japan Tobacco Co. Tokyo 199 -7.3 19 NA NA 199 215 0 167 3 21 0 9
60 76 Interbrew Leuven, Belgium 195 25.5 8 22 15 217 171 0 0 0 155 0 41
61 61 Hasbro Pawtucket, R.I. 190 -9.7 18 184 265 374 476 0 7 66 113 0 4
62 72 Tricon Global Restaurants Louisville, Ky. 189 7.8 28 558 503 747 679 4 104 42 15 8 16
63 98 Hewlett-Packard Co. Palo Alto, Calif. 187 66.5 33 184 97 371 209 0 17 15 148 0 6
64 60 MG Rover Bickenhill, U.K. 182 -13.8 15 NA NA 182 211 0 35 0 147 0 0
65 66 EMI Group London 181 -7.3 17 11 15 192 210 0 12 10 159 0 0
66 74 Compaq Computer Corp. Houston 181 9.5 32 182 160 363 325 0 57 20 86 0 18
67 45 Lion Nathan Sydney 168 -38.3 4 NA NA 168 272 0 168 0 0 0 0
68 71 Ajinomoto Co. Tokyo 167 -6.4 8 NA NA 167 179 0 162 6 0 0 0
69 63 Bacardi Corp. Hamilton, Bermuda 167 -17.3 14 42 37 209 239 0 0 52 114 1 0
70 203 Axel Springer Hamburg 166 803.1 5 NA NA 166 18 0 0 0 166 0 0
71 65 S.C. Johnson & Son Racine, Wis. 161 -19.6 37 215 217 376 417 0 17 71 64 0 9
72 64 Bayer Leverkusen, Germany 159 -21.2 25 257 234 416 436 0 6 80 73 0 0
73 47 Mattel El Segundo, Calif. 155 -42 20 202 246 357 513 0 7 56 88 0 4
74 96 Motorola Schaumburg, Ill. 154 33.9 27 69 64 223 179 0 60 25 68 0 0
75 73 Nokia Helsinki 152 -7.9 40 38 33 191 198 2 48 19 76 3 4
76 69 Suzuki Motor Co. Hamamatsu, Japan 150 -20.5 25 41 31 191 219 0 79 5 59 2 5
77 68 C&A Brenninkmeyer Amsterdam 148 -21.6 6 16 25 164 214 0 0 0 148 0 0
78 88 Cadbury Schweppes London 140 9.6 23 164 129 304 257 6 44 7 73 0 9
79 70 Ericsson Stockholm 137 -23.8 43 18 37 155 217 0 35 8 91 3 0
80 102 Seiko Group Nagano, Japan 137 26.7 17 32 47 169 155 0 115 0 21 1 0
81 75 Kimberly-Clark Corp. Irving, Texas 134 -15.1 16 225 176 359 334 0 29 41 52 0 12
82 79 Toshiba Corp. Tokyo 134 -7.9 16 23 28 157 173 0 111 0 19 4 0
83 95 Lidl & Schwarz Stiftung & Co. Bad Wimpfen, Germany 131 12.6 5 NA NA 131 116 0 0 0 131 0 0
84 90 Tchibo Holding Hamburg 128 2.9 16 NA NA 128 125 0 0 0 128 0 0
85 87 Wal-Mart Stores Bentonville, Ark. 127 -2.7 6 306 241 432 371 0 0 105 7 0 15
86 83 Sears, Roebuck & Co. Hoffman Estates, Ill. 127 -8.1 5 707 742 834 880 0 0 46 5 0 76
87 84 Sara Lee Corp. Chicago 126 -7.4 23 191 150 318 287 0 11 0 115 0 0
88 101 Heineken Amsterdam 123 12.9 14 42 18 165 127 0 3 0 120 0 0
89 106 Aldi Group Essen, Germany 119 19.2 6 2 2 121 102 0 0 0 119 0 0
90 82 Bristol-Myers Squibb Co. New York 118 -14.5 18 301 323 419 461 0 48 40 19 0 11
91 115 Hitachi Tokyo 117 37.9 9 6 12 122 97 0 115 0 0 1 0
92 105 Ingka Holdings Humlebaek, Denmark 117 12.6 18 21 18 137 122 0 11 0 99 1 5
93 107 LVMH Moet Hennessy Louis Vuitton Paris 115 15.7 20 65 35 180 134 0 15 0 96 4 0
94 92 Novartis Basel, Switzerland 115 -5.2 23 238 221 353 342 0 7 9 91 0 7
95 89 American Home Products Corp. New York 113 -9.6 19 331 322 444 447 0 35 26 36 0 15
96 80 Canon Tokyo 111 -21.8 26 106 118 217 260 0 77 0 27 0 7
97 93 Boots Co. Nottingham, U.K. 108 -10.7 10 NA NA 108 121 0 3 0 104 0 0
98 94 Siemens Munich 106 -11.1 26 12 12 118 131 0 8 0 98 0 0
99 179 HSBC Holdings London 104 246.5 14 4 5 109 35 0 30 26 47 2 0
100 127 Sharp Corp. Osaka, Japan 104 45.2 13 6 14 110 86 0 96 0 6 1 0
Notes: Figures are millions of U.S. dollars. 1998 rankings reflect data collected in 2000. Country count is the number of countries where spending was reported for 1999. *Asia includes Australia and New Zealand. Primary non-U.S. data from ACNielsen; U.S. data from CMR. Read the methodology.
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