PROFILING AMERICA'S BIGGEST AD SPENDERS;#26 COCA-COLA CO.

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

Magazine7,804By top brand19941993% chg

Coke & Diet Coke bev 163,964SALES & EARNINGS ($ in millions)Worldwide19941993% chg

Sales 16,172U.S.19941993% chg

Sales5,092Division sales 1994HEADQUARTERS

Coca-Cola Co./One Coca-Cola Plaza N.W./Atlanta, Ga. 30313/Drawer 1734/Atlanta, Ga. 30301/Phone: (404) 676-2121.

PERSONNEL, BRANDS, AGENCIES

CORPORATE: Robert C. Goizueta, chmn-ceo; M. Douglas Ivester, pres-coo; John Hunter, exec vp & principal operating officer,intl; Jack L. Stahl, sr vp, Coca-Cola Co. & pres, Coca-Cola USA; Earl T. Leonard, sr vp-corp affairs; Sergio Zyman, sr vp & chief mktg officer; David Wheldon, vp & dir adv; Charles B. Fruit, vp & dir of media & presence mktg; W. E. (Chris) Lowe, vp & dir strategic mktg.

African-American adv: Burrell Advertising, Atlanta. McGhee Williams, sr vp-gm.

Hispanic adv: Sosa, Bromley, Aguilar & Associates, San Antonio, Texas. Luis Garcia, acct super.

Diet Coke, Fresca, Minute Maid, Sprite: Lowe & Partners/SMS, New York. Paul Hammersley, exec vp, Lowe Group.

Diet Sprite: Fallon McElligott Berlin, New York. Andy Berlin, pres.

Mello Yello, Mr. Pibb: Martin Agency, Richmond, Va. Ken Waldron, sr vp & super-mgmt.

PowerAde: McCann-Erickson, Seattle. Will Hodgman, vp-grp acct dir.

Fruitopia: Leo Burnett USA, Chicago. Jim Oates, acct mgmt super.

OK soda: Wieden & Kennedy, Portland, Ore. Robin Joannides, mgmt super.

Cherry Coke: Account in review.

Coca-Cola/Coca-Cola Classic: Creative Artists Agency, Beverly Hills, Calif. Dennis McLaughlin, sr vp-mgmt super.

Special projects: Fallon McElligott, Minneapolis. Kevin Berigan; Ad Store, New York. Paul Cappelli, pres.

COCA-COLA FOODS: 2000 St. James Place/Houston, Texas 77056/P.O. Box 2079/Houston, Texas 77252/Phone: (713) 888-5000. Craig Binkley, dir-mktg, Minute Maid; Richard M. Helmey, sr vp-foodservice; Kerry Brooks, dir mktg, Hi-C & allied brands.

Five Alive: McKinney & Silver, Raleigh, N.C. Rick Myracoe, mgmt super.

Bright & Early, Hi-C, Juices-to-go, Minute Maid Lemonade, Minute Maid Orange Juice: Lowe & Partners/SMS, New York. Jeff Tarakajian, exec vp-grp dir.

Bacardi tropical fruit mixers: McCann-Erickson, Seattle. Will Hodgman, vp-grp acct dir.

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