|The 9th Annual Ad Age report on the top executives of marketing.
DOWNLOAD Full Report .pdf:
> Top 30 Power Players
Top Two Players
The top two players are Procter & Gamble's James R. Stengel and General Motors Corp.'s John Middlebrook and together, they control marketing activities budgeted at $6.32 billion.
James R. Stengel
Global marketing officer, Procter & Gamble Co.
Ad Budget: $2.67 billion
Agency roster: Grey Global Group's Grey Worldwide, New York and Toronto; Ericsson Fina, Wing Latino Group and MediaCom, all
|James R. Stengel, P&G's global marketing officer.
Power play: For the first time in three years, P&G registered organic sales growth globally, with sales for the year ended June 30 up 7.8% to $43.4 billion, without help from acquisitions. Mr. Stengel, 48, organized P&G's first trip to the Cannes ad festival, and tweaked company policies on ad decision-making and copy testing. He's also overseeing P&G's first purchasing executive to look at squeezing waste and improving agency creative output.
Downside: As P&G brands make ambitious claims, the marketer has become a target of a growing number of lawsuits and challenges from competitors before the National Advertising Division of the Council of Better Business Bureaus. Courts have found misleading portions of ads for Tampax, Pampers and Prilosec OTC. P&G sales were only up 3.1% in the U.S. last year, as a declining dollar helped boost sales overseas.
Vice president and general manager of vehicle brand marketing and corporate advertising
General Motors Corp.
Ad Budget: $3.65 billion
|John Middlebrook, GM's vp of vehicle brand marketing.
Power play: Mr. Middlebrook, 62, continued corporate, cross-brand campaigns including the "Sleep on It" 24-hour test drives. GM maintained incentive advertising in an attempt to stop share erosion, and added a Hispanic corporate campaign. To advertise those programs, GM's corporate spending in measured media more than doubled in the first half of 2003 vs. 2002 to $161 million, according to TNS Media Intelligence/CMR. Cadillac brand made a Super Bowl ad splash and has been making sales inroads with new models. GM's market share slipped by less than 1 percentage point through September 2003 to 28%, and the strategy may have stemmed bigger share losses.
Downside: The world's largest carmaker is risking damage to brands by selling the deal with a seemingly never-ending plethora of incentive ads.