PROFILING AMERICA'S BIGGEST AD SPENDERS;#52 COLGATE-PALMOLIVE CO.

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

Magazine15,936By top brand19941993% chg

Colgate toothpastes36,506SALES & EARNINGS ($ in millions)Worldwide19941993% chg

Sales7,858U.S.19941993% chg

Sales2,400Division sales 1994HEADQUARTERS

Colgate-Palmolive Co./300 Park Ave./New York, N.Y. 10022-7499/Phone: (212) 310-2000.

PERSONNEL, BRANDS, AGENCIES

CORPORATE: Reuben Mark, chmn-ceo; William S. Shanahan, pres-coo; William G. Cooling, coo-special mktg & intl bus devel; Craig Tate, chief tech officer; John E. Steel, sr vp-global bus devel; John Tietjen, vp-global bus devel; David L. Enfield, vp-global bus practices; David A. Metzler, pres-Colgate, Europe; Stephen Lister, pres-Colgate, Asia & Pacific; Michael Tangney, pres-Colgate, Latin America; Edgar J. Field, pres-intl bus devel; Emilio Alvarez-Recio, vp-global adv; Robert Murray, vp-corp comms; Ariel Allen, vp-creative svcs; Michael S. Roskothen, pres-global oral care; Nicholas Vinke, gm-Colgate oral care, professional div; Kathleen Thornhill, vp-oral care, global bus devel; Thomas G. Davies, vp-global bus devel, fabric care; Douglas R. Wright, vp-environmental affairs.

COLGATE U.S.: Lois Juliber, pres-Colgate U.S./Canada/Puerto Rico; W. Bruce Johnson, vp-global info tech; Ian Cook, exec vp-mktg & mktg effectivness; Don Kitchen, vp-sales; Grace E. Richardson, vp-cons affairs; Jack Haber, gm-oral care; Virginia Dotzauer, vp-gm personal care div; Jill Garrity, gm-household surface care; Bob Blanchard, gm-fabric care; Ruth Gaviria, mgr-Hispanic mktg.

Colgate dental cream, Colgate Tartar Control toothpaste & mouthwash, Colgate Jr. toothpaste, Colgate Baking Soda toothpaste, Colgate toothbrushes, Fluorigard mouthwash, Colgate shave prep: Young & Rubicam, New York. Tim Pollak, pres-vice chmn, ww client services; Sean Healey, sr vp-group dir U.S.

Palmolive dishwashing liquid, Palmolive Automatic liquid for dishwashers, Dynamo detergents, Ajax dishwashing liquid, Fab Ultra detergent, Ultra Ajax detergent, Fresh Start detergent, Palmolive soap, Ultra Brite toothpaste, Irish Spring soap, Irish Spring antiperspirant, SoftSoap, Mennen Speed Stick antiperspirant & deodorant, Mennen Lady Speed Stick deodorant, Mennen Baby Magic, Mennen Skin Bracer, Teen Spirit: FCB/Leber Katz Partners, New York. Ned Wiley, exec vp-ww dir; Mel Sokotch, sr vp-grp mgmt dir, U.S.

Hispanic adv: Siboney Advertising, New York. Gustavo Foldvari, gm.

HILL'S PET PRODUCTS: 400 W. 8th St./Topeka, Kan. 66603/Phone: (913) 354-8523. Robert C. Wheeler, pres-ceo; Richard F. Hawkins, pres-intl; James Humphrey, vp-mktg; Dr. Larry Hawk, dir-mktg vet mkts; Ted R. Freese, vp-key acct bus devel; Jan Karnes, dir-pet retail mkts.

Prescription Diet/Science Diet: Harmon Smith Advertising, Kansas City, Mo. Mark Pfeffeikorn, mgmt super.

Science Diet: Y&R/ Wunderman Cato Johnson, Detroit. Bob Fane, mg dir.

MURPHY-PHOENIX CO.: 300 Park Ave./New York, N.Y. 10022/Phone: (212) 310-2000. Judy McMahon, sr prod-mgr.

Genova Hartwick Juliano, Greenwich, Conn. Phil Juliano, pres.

COLGATE-PALMOLIVE INSTITUTIONAL PRODUCTS: 101 N. Summit St./Tenafly, N.J. 07670/Phone: (201) 568-2330. Kenneth E. Snyder, pres-ceo; Gary Ponder, vp-sales; Edward R. Gagliardi, vp-mktg.

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