PROFILING AMERICA'S BIGGEST AD SPENDERS;#2 PHILIP MORRIS COS.

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

Magazine 294,100By top brand19941993% chg

Kraft food products 201,885SALES & EARNINGS ($ in millions)Worldwide19941993% chg

Sales 65,125U.S.19941993% chg

Sales 40,878Division sales 1994HEADQUARTERS

Philip Morris Cos./120 Park Ave./New York, N.Y. 10017/Phone: (212) 880-5000.

PERSONNEL, BRANDS, AGENCIES

PHILIP MORRIS USA: 120 Park Ave./New York, N.Y. 10017/Phone: (212) 880-5000. Robert L. Mikulay, sr vp-mktg; Roy K. Anise, category dir-premium brands; David R. Beran, vp-discount brands; Susan Blohm, dir-fulfillment opers; Ina W. Broeman, dir-event mktg; Nancy Conrad, brand mgr, Cambridge, Alpine, Dave's; Mary Doherty, mgr-event pr; Pascal Fernandez, brand mgr-new prods; Robert W. Ferrin, brand mgr, Benson & Hedges; Deane Gross, mgr-event mktg, Thunder; Susan L. Jannetta, sr brand mgr, Marlboro equities; Thomas R. Keim, category dir, Marlboro equities; Suzanne A. LeVan, vp-premium brands; Nancy Lund, grp vp, Marlboro & new prods; Michael J. Mahan, vp-mktg svcs; Edna R. Moore, mgr-even mktg, premium/discount; Michael W. Murphy, brand mgr, FVB; Stephen K. Piskor, category dir, Marlboro promos; Shelby Rafferty, assoc brand mgr, Parliament; Susan Reich, brand mgr, Marlboro promos; Barbara Reuter, category dir-mktg plng; Sonya C. Rush, brand mgr, Virginia Slims; Michelle Salzman, brand mgr, Marlboro promos; Steve F. Sampson, mg-event mktg, Marlboro; Jodi Sansone, brand mgr, Merit; Renee Simons, dir-media; Arun Sinha, brand mgr, Basic; Willie A. Smith III, brand mgr-mktg plng; Norma Suter, category dir, Marlboro plan & new prods; James Vander Putten, dir-direct mktg; Anne von Germeten, sr brand mgr, Thunder.

Parliament, new prods, corporate affairs: Young & Rubicam, New York. Jane Brite, exec vp-acct mg dir.

Basic, Alpine, Benson & Hedges, Bucks, Cambridge, Marlboro, Merit, Virginia Slims and new prods: Leo Burnett USA, Chicago. Peter Volz, exec vp.

KRAFT FOODS: Three Lakes Drive/Northfield, Ill. 60093-2753/Phone: (708) 646-2000. Paula Sneed, sr vp-mktg svcs; David Braun, vp-media svcs; Richard Helstein, vp-adv, Henry Rak, vp-info devel & technologies, Lewis Cashman, vp-div info rsch svcs, John Kuendig, vp-mktg devel; Terry Schwartz, dir-packaging svcs; Stephanie Williams, dir-cons affairs; Luis Nieto, dir-ethnic mktg & bus devel; George Wishart, dir-cons promos; Jeffrey Blade, dir-finance mktg svcs; James Craigie, exec vp-gm, Beverage div; Irene Rosenfield, exec vp-gm, Desserts & Snacks div; Lynn Bace, exec vp-gm, Enhancers div; Betsy Holden, exec vp-gm, Kraft Cheese div; Ann Fudge, exec vp-gm, Maxwell House div; Carl Johnson, exec vp-gm, Meals div; Robert Eckert, pres, Oscar Mayer; Mary Kay Haben, pres, Pizza div; Mark M. Leckie, exec vp-gm, Post cereals, (Post div, White Plains, N.Y./Phone: (914) 335-2500).

Bull's Eye BBQ Sauce, 100% Grated Parmesan cheese, Kraft BBQ Sauce, Kraft Deluxe Dinners, Kraft Macaroni & Cheese, Louis Rich, Tombstone Pizza, Velveeta Shells & Cheese: Foote, Cone & Belding, Chicago. Joan Black, sr vp-grp mgmt dir.

Nabisco cereals, Postum: Foote, Cone & Belding, New York. Tom Cotton, sr vp-grp mgmt dir

Breakstone's, Cheez Whiz, Claussen Pickles, Deluxe Slices, Healthy Favorites, Knudsen Dairy Products, Kraft Brand Natural Cheese, Kraft Singles, Miracle Whip, Oscar Mayer, Philadelphia Cream Cheese, Polly-O Cheese: J. Walter Thompson USA, Chicago. Ray Marione, sr vp-acct mgmt.

Altoids, Cracker Barrel, DiGiorno Pastas and Sauces, Kraft Brand Salad Dressings, Kraft Real Mayonnaise, Parkay Margarine, Seven Seas Salad Dressing, Spreadery, Velveeta: Leo Burnett USA, Chicago. Gary Singer, sr vp-acct dir.

Light n' Lively: Young & Rubicam, Chicago. Kary McIlwain, sr vp & dir-mktg.

Good Seasons salad dressings, Crystal Light drink mixes, Cool Whip, Lender's frozen bagels: D'Arcy Masius, Benton & Bowles, New York. Kim Corrigan, sr vp, mgmt super.

Log Cabin syrups, Country Time drink mixes, Cappio, Yuban Coffee, Brim, Maxwell House Coffee, Post Alpha-Bits, Pebbles and Super Golden Crisp Cereals, Shake `n Bake coating mixes: Ogilvy & Mather, New York. Rick Roth, sr vp-exec grp dir.

Minute Rice, Kool-Aid drink mixes, Post adult cereals, Stove Top stuffing mixes: Grey Advertising, New York. Jack Franz, exec vp.

General Foods Intl coffees, Sanka, Jell-O Brand geletin: Young & Rubicam, New York. Bill Melzer, exec vp-adv dir.

KRAFT FOODS: (N. Amer Foodservice Div) Kraft Court/Glenview, Ill. 60025/Phone: (708) 646-2000. Tom Hoeppner, pres; Gary Harmon, exec vp-sls; Chuck Hunn, exec vp-category bus units; Mike Krueger, dir-mktg & bus unit mgr, Glenview; Brad Moore, dir-mktg & bus unit mgr, Madison; John Neubauer, dir-mktg & bus unit mgr, White Plains; Bill Finnegan, dir-branded restaurant grp.

KRAFT FOOD INGREDIENTS: 6410 Poplar Ave./Memphis, Tenn. 38119/Phone: (901) 766-2100. Mike Taylor, vp-specialty; Russ Williams, dir-flavor ingredients; Paul Kenny, dir-confection prods & intl; Bob Milewski, dir-refrigerated prods.

Baker's Coconut, Kraft Cheese & Cheese Powders, K-Blazer Shortening Replacement System: O'Connor, Kenney, Swain & Co., Memphis, Tenn. Bob O'Connor, acct dir.

MILLER BREWING CO: 3939 W. Highland Blvd./Milwaukee, Wis. 53201/Phone: (414) 931-2000. Neil Harrison, vp-mktg; T.J. "Jake" Leinenkugel, pres, Leinenkugel's; J. Michael Hart, dir-mktg svcs; Rob Olejniczak, grp dir, Plank Road Tradmark/Allied Brand; Rich Lalley, grp dir, Miller Trademark Brands.

Miller Lite: Leo Burnett USA, Chicago. Tom Dudreck, exec vp.

Miller Genuine Draft, Miller Genuine Draft Light: Bates USA, New York. Frank Assumma, pres-ceo.

Red Dog: BBDO Worldwide, Toronto. Peter Stringham, pres.

Lite Ice: Leap Partnership, Chicago. Fred Smith, pres-ceo.

Icehouse, Leinenkugel's, Lowenbrau, Miller High Life, Miller Reserve, Molson, Sharp's: Young & Rubicam, Chicago. Pat Cafferata, pres.

Hispanic cons mktg: Marti Flores Prieto & Wachtel, Chicago. Steve Rutledge, pres, U.S. Hispanic div.

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