"Global Marketers 2000, 2001 ed"

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Top 100 Global Marketers by Media Spending outside the U.S.
Rank 2000 Rank 1999 Advertiser Headquarters Spending outside the U.S. 2000 % change Country count U.S. media ad spending 2000 U.S. media ad spending 1999 Worldwide media ad spending 2000 Worldwide media ad spending 1999 African ad spending Asian ad spending* European ad spending Latin American ad spending Middle Eastern ad spending Canadian ad spending
1 1 Unilever London/Rotterdam $2,967 0.7 56 $698 $662 3,664 $3,610 $24 $931 $1,713 $291 $7 $0
2 2 Procter & Gamble Co. Cincinnati 2,610 -8.8 66 1,542 1,758 4,152 4,619 7 589 1,513 397 41 61
3 3 Nestle Vevey, Switzerland 1,560 9.8 53 327 329 1,886 1,750 7 404 985 163 1 0
4 9 Toyota Motor Corp. Toyota City, Japan 1,345 31.2 43 790 720 2,135 1,744 6 905 365 0 13 55
5 4 Volkswagen Wolfsburg, Germany 1,290 0.5 26 424 373 1,714 1,656 4 14 1,101 150 0 20
6 5 Coca-Cola Co. Atlanta 1,176 -0.7 64 403 356 1,579 1,540 15 399 515 226 8 13
7 7 Ford Motor Co. Dearborn, Mich. 1,127 3.5 39 1,196 1,267 2,323 2,356 0 49 800 153 6 119
8 6 General Motors Corp. Detroit 1,028 -13.1 39 2,951 3,017 3,979 4,200 0 52 579 154 16 227
9 10 PSA Peugeot Citroen Paris 1,004 4.1 25 0 0 1,004 964 0 0 987 17 0 0
10 12 Fiat Turin, Italy 988 19.4 23 2.0 2.7 990 830 3 0 896 90 0 0
11 11 Renault Paris 914 -2.9 29 0 0 914 942 2 0 851 62 0 0
12 8 L'Oreal Paris 913 -11.8 38 494 460 1,407 1,496 3 21 826 36 0 27
13 28 Kao Corp. Tokyo 715 96.1 4 42.1 38.5 757 403 0 715 0 0 0 0
14 19 McDonald's Corp. Oak Brook, Ill. 694 26.5 48 710 671 1,404 1,220 4 298 352 1 5 33
15 13 Mars Inc. McLean, Va. 692 0.4 27 288 299 980 988 0 36 656 0 0 0
16 22 Vodafone Group Newbury, Berkshire, U.K. 673 33.7 9 41.8 88.4 715 592 0 11 662 0 0 0
17 14 Nissan Motor Co. Tokyo 665 0.4 34 619 531 1,284 1,193 2 346 264 22 10 21
18 17 Henkel Duesseldorf 654 3.0 32 8.4 19.3 663 654 0 10 644 0 0 0
19 18 Ferrero Perugia, Italy 633 0.8 26 34.5 27.5 667 655 0 0 633 0 0 0
20 15 Sony Corp. Tokyo 556 -13.1 35 659 672 1,215 1,312 0 306 228 2 2 19
21 16 Philip Morris Cos. New York 541 -14.9 36 1,770 1,559 2,311 2,195 0 56 443 18 2 22
22 20 Danone Group Levallois-Perret, France 539 1.0 18 54.5 49.1 594 590 0 0 525 15 0 0
23 21 France Telecom Paris 527 2.5 11 1.5 0.0 528 514 0 18 471 0 38 0
24 26 DaimlerChrysler Auburn Hills, Mich./Stuttgart 424 10.3 18 1,686 1,532 2,111 1,916 2 2 236 51 2 132
25 25 Telefonica Madrid 419 8.3 4 43.6 20.2 462 407 0 0 293 126 0 0
26 27 Beiersdorf Hamburg, Germany 407 11.3 35 64.7 38.2 472 404 0 6 400 0 1 0
27 44 AOL Time Warner New York 372 80.5 22 1,469 1,174 1,842 1,381 3 50 198 104 0 18
28 24 Colgate-Palmolive Co. New York 370 -16.1 47 125 134 496 575 6 91 127 145 1 0
29 29 Honda Motor Co. Tokyo 367 9.8 17 662 570 1,030 904 0 265 46 0 1 55
30 35 British Telecommunications London 344 32.8 4 0.4 0.5 345 260 0 0 344 0 0 0
31 37 Reckitt Benckiser Windsor, Berkshire, U.K. 341 39.7 18 174 211 514 455 4 24 313 0 0 0
32 54 Lion Nathan Sydney 326 116.3 4 0 0 326 151 0 326 0 0 0 0
33 30 Daewoo Corp. Seoul 314 9.2 24 50.2 12.3 364 300 0 93 213 0 8 0
34 34 IBM Corp. Armonk, N.Y. 284 5.9 15 440 356 724 624 0 101 161 0 0 21
35 23 Vivendi Universal Paris 268 -44.0 18 539 518 807 996 0 11 240 0 0 17
36 47 LG Group Seoul 262 38.5 21 2.2 5.7 264 195 3 235 23 0 0 0
37 31 Carrefour Group Paris 257 -9.9 11 0 0 257 285 0 4 190 62 1 0
38 63 Tele2 Stockholm 253 100.0 11 0 0 253 127 0 0 253 0 0 0
39 41 GlaxoSmithKline Greenford, Middlesex, U.K. 251 11.6 33 681 582 932 806 7 48 196 0 0 0
40 32 PepsiCo Purchase, N.Y. 243 -13.1 33 672 605 915 885 0 72 92 68 11 0
41 33 Matsushita Electric Indust Osaka 243 -10.4 14 54.0 36.9 297 308 0 235 7 0 0 0
42 46 Samsung Electronics Seoul 243 25.2 25 71.0 26.8 314 221 0 215 24 0 4 0
43 39 Mazda Motor Corp. Hiroshima, Japan 240 5.8 16 207 190 447 417 0 168 42 0 0 30
44 40 Mitsubishi Motors Corp. Tokyo 226 0.5 17 251 188 477 413 0 192 31 0 3 0
45 45 Hyundai Motor Co. Seoul 225 13.6 20 144.9 115.6 370 314 2 86 110 0 10 17
46 36 Bertelsmann Guetersloh, Germany 223 -10.0 10 100 107 323 355 0 3 220 0 0 0
47 48 Royal KPN The Hague, The Netherlands 223 24.7 5 0 0 223 179 0 0 223 0 0 0
48 66 Siemens Munich 221 100.2 27 17.7 11.8 239 122 3 27 189 0 1 0
49 51 Wm. Wrigley Jr. Co. Chicago 219 32.6 28 137 120 356 284 0 48 170 0 0 0
50 60 Nokia Helsinki 203 57.5 28 56 38 259 167 2 69 130 0 2 0
51 38 Kellogg Co. Battle Creek, Mich. 203 -15.8 18 329 342 532 583 4 25 131 31 0 13
52 42 Johnson & Johnson New Brunswick, N.J. 202 -8.8 33 873 917 1,075 1,138 2 58 94 33 0 15
53 49 Diageo London 201 13.5 22 612 660 812 836 4 20 156 0 8 13
54 55 EMI Group London 196 32.4 12 7.8 10.8 204 159 0 7 189 0 0 0
55 50 BMW Munich, Germany 192 10.3 15 99 82 291 256 0 3 189 0 0 0
56 58 News Corp. Sydney 164 23.3 4 692 664 857 797 0 39 114 0 0 12
57 59 B.A.T Industries London 151 15.4 24 29.1 124.1 180 255 2 40 42 54 2 12
58 53 Ajinomoto Co. Tokyo 148 -5.1 4 0 0 148 156 0 148 0 0 0 0
59 43 Joh. A. Benckiser Ludwigshafen, Germany 143 -32.6 21 0 0 143 212 0 0 143 0 0 0
60 56 Interbrew Leuven, Belgium 140 -2.5 6 16.8 21.7 157 165 0 0 107 0 0 33
61 62 Coop Basel, Switzerland 139 9.6 5 0 0 139 127 0 0 139 0 0 0
62 61 Heineken Amsterdam 134 5.1 12 57 42 191 170 0 10 124 0 0 0
63 52 Bacardi Hamilton, Bermuda 129 -18.0 11 26.5 42.1 155 199 0 0 100 25 3 0
64 82 Canon Tokyo 122 72.0 14 102 106 224 177 0 113 9 0 0 0
65 73 Suzuki Motor Co. Hamamatsu, Japan 122 39.6 9 34.5 41.9 157 130 0 114 8 0 0 0
66 67 Toshiba Corp. Tokyo 120 9.9 4 35.4 23.3 156 133 0 114 1 0 5 0
67 64 MG Rover Group Bickenhill, U.K. 120 2.7 7 0 0 120 117 0 0 120 0 0 0
68 65 Kimberly-Clark Corp. Irving, Texas 112 0.6 17 229 222 341 334 0 31 44 25 0 12
69 57 Philips Electronics Eindhoven, The Netherlands 111 -20.0 21 112 127 224 266 0 36 75 0 0 0
70 76 Fuji Heavy Industries Cherry Hill, N.J. 110 36.8 5 105 90 215 170 0 105 4 0 1 0
71 69 Cadbury Schweppes London 108 4.3 13 172 164 279 267 3 37 67 0 0 0
72 71 Sharp Corp. Osaka, Japan 103 12.9 7 4.7 6.0 108 97 0 102 0 0 0 0
73 68 Hitachi Tokyo 101 -7.5 4 8.4 5.5 109 115 0 101 0 0 0 0
74 74 Tricon Global Restaurants Louisville, Ky. 98 18.1 16 562 558 661 642 3 84 4 0 8 0
75 86 Motorola Schaumburg, Ill. 93 40.2 8 68 71 161 137 0 91 2 0 0 0
76 70 Bayer Leverkusen, Germany 91 -9.1 12 253 257 344 357 0 6 60 25 0 0
77 72 Woolworth Group Rochdale, Lancashire, U.K. 87 -3.6 5 0 0 87 90 4 42 41 0 0 0
78 80 United International Pictu Amsterdam 86 20.2 7 0 0 86 71 0 16 70 0 0 0
79 75 BellSouth Corp. Atlanta 81 -3.0 4 120 110 200 193 0 0 0 81 0 0
80 85 Kia Motors Co. Seoul 79 15.2 10 119.4 93.0 199 162 0 52 14 0 3 11
81 81 Gillette Co. Boston 76 6.6 23 186 170 262 241 2 2 72 0 0 0
82 94 Compaq Computer Corp. Houston 73 31.5 16 162 180 235 235 0 19 40 0 1 13
83 96 Microsoft Corp. Redmond, Wash. 72 44.7 13 487 324 559 373 0 1 61 0 0 9
84 79 Ingka Holdings Humlebaek, Denmark 72 -0.5 8 28.6 20.7 101 93 0 7 65 0 0 0
85 83 Tchibo Holding Hamburg, Germany 71 0.0 15 0 0 71 71 0 0 71 0 0 0
86 89 Ericsson Stockholm 71 13.0 22 36.9 17.7 108 81 0 26 44 0 1 0
87 77 Telia Farsta, Sweden 71 -8.3 4 0 0 71 77 0 0 71 0 0 0
88 91 Virgin London 68 12.5 5 1.1 0.0 70 61 0 0 68 0 0 0
89 84 Hewlett-Packard Co. Palo Alto, Calif. 66 -4.5 16 178 184 244 253 0 15 51 0 0 0
90 97 HSBC Holdings London 66 35.3 7 9.7 4.3 75 53 0 63 0 0 2 0
91 98 Allianz Munich 64 33.6 8 31.4 32.8 95 81 0 7 57 0 0 0
92 78 Hasbro Pawtucket, R.I. 63 -17.8 5 187 205 250 282 0 0 53 11 0 0
93 95 Oetker Group Bielefeld, Germany 61 11.4 6 0 0 61 55 0 0 61 0 0 0
94 93 Boots Co. Nottingham, U.K. 60 7.8 8 0 0 60 56 0 0 60 0 0 0
95 92 Novartis Basel, Switzerland 56 0.4 11 251 238 307 295 0 6 50 0 0 0
96 88 Agrolimen Barcelona 56 -12.0 5 0 0 56 63 0 0 56 0 0 0
97 90 Mattel El Segundo, Calif. 56 -10.8 5 208 205 263 267 0 0 24 32 0 0
98 100 Sara Lee Corp. Chicago 51 15.8 12 159 200 210 245 0 4 47 0 0 0
99 87 Electrolux Stockholm 50 -21.7 15 26.8 29.0 77 93 0 0 50 0 0 0
100 99 Walt Disney Co. Burbank, Calif. 49 6.2 8 1,054 927 1,104 973 0 0 17 0 3 28
Figures are millions of U.S. dollars. 1999 rankings reflect data collected in 2001. Country count is the number of countries where spending was reported for 2000. *Asia includes Australia and New Zealand. Primary non-U.S. data from ACNielsen; U.S. measured media data from Taylor Nelson Sofres' CMR.
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