PROFILING AMERICA'S BIGGEST AD SPENDERS;#1 PROCTER & GAMBLE CO.

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U.S. AD SPENDING ($ in thousands)By media19941993% chg

Magazine 197,308By top brand19941993% chg

Pantene haircare products79,133SALES & EARNINGS ($ in millions)Worldwide19951994% chg

Sales33,434North America 1995Division sales 1995HEADQUARTERS

Procter & Gamble Co./One Procter & Gamble Plaza/Cincinnati, Ohio 45202/P.O. Box 599/Cincinnati, Ohio 45201/Phone: (513) 983-1100.

PERSONNEL, BRANDS, AGENCIES

CORPORATE: John E. Pepper, chmn-ceo; Durk I. Jager, pres-coo; Robert L. Wehling, sr vp-adv, mkt rsch & pub affairs; L.Ross Love, vp-adv.

Bold, Cheer, Crest Complete, Era, Noxzema, Pepto-Bismol, Pert Plus, Prell shampoo & conditioner, Secret, Luvs disposable diapers: Leo Burnett USA, Chicago. Mary Bishop, exec vp-ww; Steve Gritton sr vp USA.

African-American adv: Crest, Tide, Pantene: Burrell Advertising, Chicago. Fay Ferguson, sr vp client svcs dir; Yvette Fisher, acct super.

Always, Attends, Aleve, Bounce, Charmin, Chloraseptic, Clearasil, Crest, Dash, Dawn, DayQuil/NyQuil, Fixodent, Ivory Snow, Pampers, Scope, Sinex, Vicks Cough Drops, Vicks Formula 44, Inhaler, Vicks Vaporub: D'Arcy Masius Benton & Bowles, New York.

Always, Attends, Bounce, Dawn, Pampers: Ira Schwartz, sr vp-group acct dir. Vicks healthcare prods, Vicks personal care prods, P&G healthcare prods: Ken Charoff, exec vp-creative dir, Dean Schwartz, sr vp-grp acct dir. Aleve pain relievers: Peter Greene, sr vp-grp acct dir.

California for Women/Men fragrances, Incognito, Le Jardin fragrance, Max Factor International cosmetics, Navy, new brands: Lotas Minard Patton McIver, New York. Judy Lotas, Joanna Patton, Karen McIver, ptnrs/creative; Sally Minard, ptnr; Dick Ellington, exec vp-acct mgmt, fragrances; Cynthia Kemp, grp acct dir, cosmetics.

Giorgio/Beverly Hills fine fragrances, Cover Girl cosmetics, Crisco oils, Crisco, Downy fabric softener, Hugo Boss, Laura Biagiotti, Fit produce rinse, Jif, Joy, Lestoil cleaner, Pantene haircare line, Sure: Grey Advertising, New York. Neil Kreisberg, Clark Montgomery, exec vps-grp dirs.

Sunny Delight: GBF/Ayer, Los Angeles. Jerry Wright, acct super.

Safeguard, Bounty, Zest: Jordan, McGrath, Case & Taylor, New York. Alice Bond, grp dir exec vp, client svcs div.

Duncan Hines baking mixes, Folgers (instant & vacuum), Hawaiian Punch, Ivory shampoo, Puffs: N*W Ayer & Partners, New York. Mary Lou Quinlan, pres-ceo.

Camay, Cascade, Comet, Dreft, Ivory liquid, Oxydol, Spic 'n Span, Tide detergents: Saatchi & Saatchi Advertising, New York. Marie McNeely, sr vp-mgmt dir.

Biz, Coast, Head & Shoulders, Metamucil, Mr. Clean, Old Spice deodorant & fragrance, Vidal Sassoon haircare line: Tatham Euro RSCG, Chicago. Ralph Rydholm, ceo-mg ptnr; Ian Miller, pres-coo mg ptnr; Mary Baglivo dir client svcs-mg ptnr.

Gain, Oil of Olay prods, Pringles: Wells Rich Greene BDDP, New York. Keith Bunnell, sr vp-grp head, Oil of Olay & Gain; State Lawrence, sr vp-grp head, Pringles.

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