PROFILING AMERICA'S BIGGEST AD SPENDERS;#53 IBM CORP.

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

Magazine52,438By top brand19941993% chg

IBM computers & sftwre 132,288SALES & EARNINGS ($ in millions)Worldwide19941993% chg

Sales 64,052U.S.19941993% chg

Sales 24,118Division sales 1994

Division sales 1994HEADQUARTERS

IBM Corp./Old Orchard Road/Armonk, N.Y. 10504/Phone: (914) 765-1900.

PERSONNEL, BRANDS, AGENCIES

CORPORATE: Abby Kohnstamm, vp-corp mktg.; Clare Thain, dir-adv & promo; Marianne Caponnetto, dir-media strategy & opers; Lauren Flaherty, dir-brand adv; Maureen McGuire, dir-prod adv.

Corp adv: Ogilvy & Mather, New York. Steve Hayden, Matt Ross

AS/400, IBM Printing Systems Co, RISC System/6000, Services, System/390, Power Parallel, MicroElectronics: Ogilvy & Mather, New York. Peter Martin, sr vp, ww client svcs dir.

IBM PERSONAL COMPUTER CO.: Route 100/Somers, N.Y. 10589/Phone: (914) 766-1900. James Corcoran, dir-mktg comm; Martin Susz, dir-adv, N. Amer; Sharon Driscoll, mgr-comm plng; Ib Boeghave, mgr-press comms, Europe, Middle East, Africa.

Servers, ThinkPad, Aptiva: Ogilvy & Mather, New York. Peter DeNunzio, sr vp-exec grp dir.

IBM PC DIRECT: 3039 Cornwallis Road/Research Triangle Park, N.C. 27709/Phone: (919) 517-0000. Larry Deaton, dir-fulfillment opers.

Ogilvy & Mather Direct, New York. Michael Mesic.

IBM PRINTING SYSTEMS CO.: 6300 Diagonal Highway/Boulder, Colo. 80303/Phone: (303) 924-6300. David Carlucci, gm; Ron Kilpatrick, vp-ww mktg; Peter Lazaroff, dir-comms.

Ogilvy & Mather, Houston. Bill Sidwell, vp-client svcs.

PERSONAL SOFTWARE PRODS DIV: 11400 Burnet Road/Austin, Texas 78758/Phone: (512) 823-0000. Leland R. Reiswig Jr, gm

OS/2, DOS, LAN Systems: Ogilvy & Mather, New York. Andrew Willis, sr vp, ww client svcs dir.

SOFTWARE SOLUTIONS: Route 100/Somers, N.Y. 10589/Phone: (914) 766-1900. Steven A. Mills, gm.

Ogilvy & Mather, New York. Andrew Willis, sr vp, ww client svcs dir.

IBM DIRECT: 1133 Westchester Ave./White Plains, N.Y. 10604/Phone: (914) 766-1900. Howard Berg, comm mgr.

IBM Direct Program & other prods: Bronner Slosberg Humphrey, Boston. Kathy Biro, mktg dir.

IBM Direct networking, software & svcs: Barry Blau & Partners, Fairfield, Conn. David Finkel, gm.

NETWORKING SOFTWARE: 1001 Winstead Drive/Cary, N.C. 17513/Phone: (919) 543-5221. Donald A. Haile, gm.

Ogilvy & Mather, New York. Andrew Willis, sr vp, ww client svcs dir.

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