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CORPORATE CLOSE-UP: FTD (CHART)

Published on .

Headquarters: Southfield, Mich.

Sales: $611 million.

Leadership: Mark Knox, chairman; John Partridge, president; John Borden, exec VP; Cathy Hickman, VP; Roger Gullickson, group director-marketing.

Total ad spending: Estimated $40 million.

Ad agencies: D'Arcy, Masius, Benton & Bowles, Bloomfield Hills, Mich.; J. Walter Thompson USA, Detroit for 800-SEND-FTD.

Recent success: Adopting and marketing an 800 number to become more accessible to consumers.

1994 challenges: FTD members must vote whether to approve a merger of its association with Perry Capital. The hope is that an infusion of capital and an increased emphasis on marketing will enable FTD to better compete with a growing number of floral delivery alternatives and other merchants who sell flowers.

Source: Advertising Age and company reports

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