Power Players 2008

With a $5.23 Billion Budget and Some Serious Cost-Control Chops, P&G's New Global Marketing Officer Is in Top Spot

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Game changer: Johnson & Johnson's Brian Perkins scored with the Beijing Olympics and the BabyCenter portal, but there's trouble in prescription drugs.
Photo: Kang Yafeng
These marketing megastars are navigating the biggest spenders into a brave new digital world, now with the added challenge of a shattered economy.*
1
Procter & Gamble Co.
2
AT&T
3
Verizon Communications
4
Unilever
5
Johnson & Johnson
6
General Motors Corp.
7
Ford Motor Co.
8
GlaxoSmithKline
9
Toyota Motor Sales USA
10
Nissan North America
11
Anheuser-Busch Cos.
12
Chrysler
13
American Honda Motor Co.
14
Sprint Nextel Corp.
15
L'Oreal USA
16
Wal-Mart Stores
17
Sears Holdings Corp.
18
Macy's
19
McDonald's Corp.
20
J.C. Penney Co.
21
Pfizer
22
Hewlett-Packard Co.
23
Schering-Plough Corp.
24
Wyeth
25
Microsoft Corp.
26
T-Mobile USA
27
Coca-Cola North America
28
Pepsi-Cola N.A. Beverages
29
IBM Corp.
30
Taco Bell

Where the marketing elite meet

Each Power Player is ranked according to measured and estimated unmeasured 2007 U.S. ad spending (40% of total score); marketing successes (30%); and 10% each for other marketing spending (such as sponsorships and events), leadership ability, and overall impact in setting trends and innovating within his or her category. For a more complete list of agencies, see the 100 Leading National Advertisers 2008 database on AdAge.com.
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