PROFILING AMERICA'S BIGGEST AD SPENDERS;#37 QUAKER OATS CO.

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

Magazine28,435By top brand19941993% chg

Quaker cereals & foods78,147SALES & EARNINGS ($ in millions)Worldwide19951994% chg

Sales6,360U.S.19951994% chg

Sales4,624HEADQUARTERS

Quaker Oats Co./Quaker Tower/321 N. Clark St./Chicago, Ill. 60610-4714/P.O. Box 049001/Chicago, Ill. 60604-9001/Phone: (312) 222-7111.

PERSONNEL, BRANDS, AGENCIES

CORPORATE: William D. Smithburg, chmn-ceo; Philip A. Marineau, pres-coo.

QUAKER FOODS U.S. & CANADA: Quaker Tower/321 N. Clark St./Chicago, Ill. 60610-4714/P.O. Box 049001/Chicago, Ill. 60604-9001/Phone: (312) 222-7111. Doug Mills, exec vp-Quaker Foods U.S. & Canada; Polly Kawalik, pres-Snacks; Steve Odland, vp-mktg, Quaker Oatmeal equity.

Hispanic adv: Berry-Brown Advertising, Dallas. Patricia Magel, vp-acct dir.

African-American adv: Burrell Advertising, Chicago. Charles McClellan, vp-acct dir.

Aunt Jemima, Life, 100% Natural cereal, Quaker Oat Squares, Quaker Oats & Instant Oatmeal: Jordan, McGrath, Case & Taylor, New York. Bruce Guidotti, exec vp-acct grp dir.

Cap'n Crunch, Crunchy Bran, Kretschmer wheat germ, Oh!s, Puffed Rice, Puffed Wheat, Quaker Oat Bran, Tiny Toons, new prods: Bayer Bess Vanderwarker, Chicago. Marty Sherrod, sr vp-grp acct dir; Stephanie Frei, vp-acct dir.

Food ingredients, health foods: Bender, Browning, Dolby & Sanderson, Chicago. Kathleen Truty, acct super.

Chewy Granola bars, Quaker Instant Grits, Lite snacks (Quaker rice cakes): Berry-Brown Advertising, Dallas. Patricia Magel, vp-acct dir.

Capt'n Crunch cereal (Hispanic adv): Berry-Brown Advertising, Dallas. Terry Mireles, acct super.

GATORADE WORLDWIDE DIV: Quaker Tower/321 N. Clark St./Chicago, Ill. 60610-4714/P.O. Box 049001/Chicago, Ill. 60604-9001/Phone: (312) 222-7111. William Schmidt, vp-Gatorade wwsports mktg; Sue Wellington, vp-mktg; C. Clark Hine, vp-equity comms; Cindy Alstone, dir-Gatorade equity comms.

Gatorade Brands: Bayer Bess Vanderwarker, Chicago. Russ Klein, sr vp-grp acct dir; Mike Collins, sr vp-grp creative dir.

Gatorade (Hispanic adv): Berry-Brown Advertising, Dallas. Angela Carreles, acct super; Irene Root, asst acct exec.

Gatorade (African American adv): UniWorld Group Inc, New York. Jeff Palmer, grp acct dir.

SNAPPLE BEVERAGE CO.: 333 W. Merrick Road/Valley Stream, N.Y. 11580/Phone: (516) 872-4272. Don Uzzi, pres, Quaker Oats N. Amer Beverage Co.; Margaret Stender, vp-mktg, Snapple; Maryanne Farrell, dir-adv, Snapple.

Fruit juices, iced teas, sodas: Kirshenbaum & Bond, New York. Barry Lowenthal, assoc media dir; Donna Murphy, acct super.

CONVENIENCE FOODS DIV: Quaker Tower/321 N. Clark St./Chicago, Ill. 60610-4714/P.O. Box 049001/Chicago, Ill. 60604-9001/Phone: (312) 222-7111. Steven Diamond, pres, ww food svc; Paul Barron, vp-mktg food svc; Leslie Steller, vp-mktg food svc.

Celeste pizza: Berry-Brown Advertising, Dallas. Patricia Magel, sr vp-acct dir.

GOLDEN GRAIN: 4576 Willow Rd./Pleasanton, Calif. 94588-2708/Phone: (510) 734-8800. Mark Shapiro, pres.; Sally Kroha, team leader, Roni prods; Karen Peterson, asst customer mktg mgr, Roni prods; Eduardo Cervantes, cons mktg mgr, Roni prods; Bob Wilson, customer mktg mgr, Roni prods. Maura Mitchell, team leader, Near East Rices Mixes; Fred Storck, dir, Mission Pasta.

Noodle-Roni, Rice-A-Roni, Mission Pasta, Golden Grain, Near East rice mixes: Young & Rubicam, San Francisco. Karen Adams, grp dir; Stacey Lawrence, mgmt super; Wendy Rischar, acct super; Sara Milsten, asst acct exec; Matt Giannini, acct coord.

Rice-A-Roni (Hispanic adv): Berry-Brown Advertising, Dallas. Angela Carrales, acct super.

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