Advertising Age Data Center
Top 100 Global Marketers 1998
Top 100 marketers by media ad spending outside the U.S. in 1998
Rank 1998 Rank 1997 Advertiser Headquarters 1998 media spending outside U.S. 1997 media spending outside U.S. % chg Country count 1998 U.S. media ad spending 1997 U.S. media ad spending 1998 worldwide media spending 1997 worldwide media spending 1998 media spending in Africa 1998 media spending in Asia* 1998 media spending in Europe 1998 media spending in Latin America 1998 media spending in Middle East 1998 media spending in Canada
1 1 Procter & Gamble Co. Cincinnati $3,018.2 $2,879.3 4.8 68 $1,729.3 $1,689.8 $4,747.6 $4,569.2 $0.6 $627.4 $1,847.3 $430.1 $57.7 $55.3
2 2 Unilever Rotterdam/London 2,737.3 2,510.5 9.0 67 691.2 619.0 3,428.5 3,129.5 43.4 643.2 1,629.3 373.3 20.0 28.2
3 3 Nestle Vevey, Switzerland 1,559.3 1,355.9 15.0 65 273.8 235.5 1,833.0 1,591.4 11.1 299.4 1,016.0 209.2 17.5 6.0
4 7 Volkswagen Wolfsburg, Germany 1,070.4 916.8 16.8 37 255.4 158.2 1,325.8 1,075.0 0.0 29.0 871.7 140.8 5.4 23.5
5 6 Ford Motor Co. Dearborn, Mich. 1,049.5 960.5 9.3 45 1,180.0 1,059.8 2,229.5 2,020.3 0.0 64.6 706.3 151.7 12.4 114.6
6 8 General Motors Corp. Detroit 1,039.3 915.8 13.5 39 2,154.2 2,261.8 3,193.5 3,177.6 0.0 99.6 575.8 178.1 19.4 166.5
7 4 Toyota Motor Corp. Toyota City, Japan 1,034.9 1,127.7 -8.2 41 657.5 596.3 1,692.4 1,724.0 10.6 719.9 202.9 29.9 16.4 55.1
8 5 Coca-Cola Co. Atlanta 1,011.5 980.1 3.2 69 315.8 316.5 1,327.3 1,296.7 22.6 265.2 418.8 269.2 20.5 15.2
9 9 Peugeot Citroen Paris 854.9 835.1 2.4 37 0.0 0.0 855.0 835.1 0.3 2.7 802.4 47.1 2.4 0.0
10 13 L'Oreal Paris 840.9 677.8 24.1 42 403.1 327.4 1,244.1 1,005.2 0.0 19.1 759.2 41.8 1.5 19.3
11 11 Mars Inc. McLean, Va. 793.0 783.3 1.2 33 276.6 310.6 1,069.6 1,093.9 0.0 70.1 684.9 30.2 0.0 7.8
12 12 Sony Corp. Tokyo 775.1 718.9 7.8 52 562.6 495.0 1,337.7 1,213.8 0.0 313.2 382.4 48.5 5.0 26.0
13 15 Philip Morris Cos. New York 715.8 634.4 12.8 51 1,264.4 1,319.0 1,980.3 1,953.3 0.1 23.7 539.5 109.5 11.1 31.9
14 14 Henkel Duesseldorf 699.2 669.6 4.4 31 1.3 0.0 700.5 669.6 0.0 4.2 688.7 5.5 0.0 0.8
15 17 Renault Paris 688.2 590.1 16.6 23 0.1 0.0 688.3 590.1 0.0 0.0 632.3 55.4 0.6 0.0
16 10 Nissan Motor Co. Tokyo 663.6 814.0 -18.5 33 461.3 452.7 1,124.9 1,266.8 0.0 393.8 224.8 7.7 12.8 24.5
17 18 Fiat Turin, Italy 628.3 587.6 6.9 19 3.7 2.3 631.9 589.9 0.0 0.0 518.1 110.2 0.0 0.0
18 16 Honda Motor Co. Tokyo 603.2 612.4 -1.5 29 491.0 439.4 1,094.3 1,051.8 0.0 341.9 185.1 20.5 2.6 53.1
19 22 Colgate-Palmolive Co. New York 596.9 516.7 15.5 54 135.4 142.1 732.3 658.8 0.3 96.3 232.7 267.1 0.5 0.0
20 20 McDonald's Corp. Oak Brook, Ill. 592.3 545.8 8.5 49 571.7 580.8 1,164.0 1,126.6 0.0 209.3 302.7 46.1 5.3 28.8
21 21 Ferrero Perugia, Italy 558.7 531.3 5.2 31 22.5 19.4 581.2 550.7 0.0 0.0 553.8 3.1 0.0 1.8
22 23 Danone Group Levallois-Perret, France 550.0 507.2 8.4 23 38.6 95.9 588.6 603.1 0.0 0.0 504.0 43.8 0.0 2.2
23 25 DaimlerChrysler Stuttgart, Germany/Auburn Hills, Mich. 522.4 458.7 13.9 35 1,399.7 1,404.9 1,922.2 1,863.6 0.0 38.9 300.8 43.0 11.0 128.7
24 19 Kao Corp. Tokyo 511.8 567.4 -9.8 4 71.7 43.6 583.4 611.0 0.0 511.8 0.0 0.0 0.0 0.0
25 24 BMW Munich 455.9 463.0 -1.5 25 106.1 122.2 562.0 585.2 0.0 67.6 361.7 6.7 9.9 10.1
26 26 Johnson & Johnson New Brunswick, N.J. 446.5 447.9 -0.3 53 730.7 823.5 1,177.2 1,271.5 0.0 141.0 218.2 60.7 1.2 25.4
27 28 Joh. A. Benckiser Ludwigshafen, Germany 385.8 375.7 2.7 29 105.6 122.2 491.4 497.9 0.0 0.0 381.7 0.0 0.0 4.1
28 29 Kellogg Co. Battle Creek, Mich. 381.5 360.3 5.9 25 324.3 403.8 705.7 764.1 0.0 28.1 262.1 71.1 0.4 19.8
29 27 Mitsubishi Motor Co. Tokyo 374.8 429.5 -12.7 27 174.7 129.3 549.5 558.7 0.0 303.2 51.3 12.8 7.4 0.0
30 30 Philips Electronics Eindhoven, The Netherlands 372.6 317.8 17.2 50 166.1 171.8 538.6 489.7 0.0 43.6 281.3 44.3 1.2 2.3
31 34 PepsiCo Purchase, N.Y. 365.9 285.4 28.2 47 339.9 335.7 705.7 621.1 0.5 49.5 167.1 125.6 11.4 11.7
32 32 Beiersdorf Hamburg 324.3 316.3 2.6 41 18.0 21.3 342.3 337.6 0.0 4.3 310.7 7.3 2.1 0.0
33 40 Bertelsmann Guetersloh, Germany 296.0 256.3 15.5 22 123.7 100.3 419.7 356.7 0.0 5.2 278.3 10.0 0.0 2.5
34 38 SmithKline Beecham London 289.3 260.4 11.1 40 239.0 262.3 528.3 522.7 0.0 22.9 226.3 35.7 0.1 4.3
35 36 IBM Corp. Armonk, N.Y. 286.1 268.4 6.6 21 340.0 289.3 626.1 557.7 0.0 57.6 166.6 28.0 0.0 34.0
36 50 News Corp. Sydney 279.1 190.6 46.4 14 350.3 338.7 629.3 529.3 0.0 63.1 194.6 8.0 0.0 13.3
37 42 Seagram Co. Montreal 276.7 234.1 18.2 16 313.7 268.4 590.4 502.6 0.0 7.0 244.6 3.8 0.1 21.2
38 33 Mattel El Segundo, Calif. 272.1 290.4 -6.3 21 243.8 245.9 515.9 536.3 0.0 7.7 178.8 80.3 0.0 5.3
39 35 Matsushita Electric Industrial Co. Osaka 268.7 278.3 -3.5 27 42.1 39.6 310.8 317.9 0.0 225.5 34.2 0.0 4.6 4.5
40 39 Walt Disney Co. Burbank, Calif. 262.8 258.3 1.8 14 815.2 755.9 1,078.0 1,014.1 0.0 30.2 197.3 6.4 0.0 28.9
41 31 Shiseido Co. Tokyo 261.2 316.8 -17.6 4 2.6 3.4 263.8 320.3 0.0 241.2 19.6 0.0 0.4 0.0
42 47 Diageo London 254.0 214.0 18.7 29 663.1 675.8 917.1 889.7 0.2 25.1 199.5 7.6 3.3 18.2
43 41 Mazda Motor Corp. Hiroshima 250.3 245.7 1.9 30 201.6 232.2 451.9 477.9 0.0 136.5 69.7 14.6 1.8 27.7
44 46 Gillette Co. Boston 245.8 214.0 14.9 48 163.7 167.7 409.4 381.7 0.0 4.0 187.0 39.7 1.5 13.6
45 43 B.A.T Industries London 235.2 232.0 1.3 38 83.6 81.7 318.8 313.7 0.0 37.0 64.8 97.1 4.5 31.8
46 37 Daewoo Corp. Seoul 230.7 266.1 -13.3 34 1.0 0.0 231.7 266.1 0.0 90.7 124.4 9.2 6.3 0.0
47 53 Time Warner New York 226.4 184.1 22.9 20 830.6 762.3 1,057.0 946.4 0.0 10.1 194.7 3.2 0.0 18.4
48 49 Warner-Lambert Co. Morris Plains, N.J. 212.9 194.6 9.4 30 386.5 371.6 599.4 566.2 0.0 54.9 77.7 68.4 0.4 11.6
49 69 Carrefour Group Paris 212.8 139.4 52.7 5 0.0 0.0 212.8 139.4 0.0 1.3 177.6 33.9 0.0 0.0
50 59 Bacardi-Martini Co. Hamilton, Bermuda 203.2 166.0 22.4 15 23.9 29.0 227.1 195.0 0.0 2.6 89.6 110.7 0.2 0.0
51 63 Bayer Leverkusen, Germany 198.4 151.6 30.8 27 235.1 258.0 433.5 409.6 0.0 7.4 104.6 83.3 0.0 3.1
52 61 Japan Tobacco Co. Tokyo 194.8 154.2 26.3 17 0.0 0.0 194.8 154.2 0.0 173.3 12.1 1.5 0.7 7.2
53 56 Suzuki Motor Co. Hamamatsu, Japan 191.2 170.3 12.3 24 30.2 15.6 221.4 185.9 0.0 106.0 67.8 5.0 2.5 9.8
54 70 C&A Breninkmeyer Amsterdam 190.6 138.4 37.7 5 0.0 0.0 190.6 138.4 0.0 0.0 168.8 21.8 0.0 0.0
55 51 EMI Group London 188.1 187.1 0.5 13 14.6 0.0 202.7 187.1 0.0 7.4 180.6 0.0 0.0 0.0
56 58 Sara Lee Corp. Chicago 183.4 168.6 8.8 10 156.8 138.8 340.2 307.3 0.0 0.0 182.8 0.0 0.0 0.6
57 67 Wm. Wrigley Jr. Co. Chicago 180.3 148.0 21.8 35 123.1 139.3 303.4 287.3 0.0 23.1 148.6 0.0 0.3 8.4
58 52 Ajinomoto Tokyo 179.8 184.8 -2.7 5 0.0 0.0 179.8 184.8 0.0 156.3 0.0 23.5 0.0 0.0
59 54 Hasbro Pawtucket, R.I. 179.0 183.5 -2.5 12 264.2 306.5 443.2 490.0 0.0 2.3 129.9 42.0 0.0 4.7
60 71 S.C. Johnson & Son Racine, Wis. 174.6 135.6 28.8 31 217.0 213.4 391.6 348.9 0.0 6.7 90.7 77.2 0.0 0.0
61 62 Ericsson Stockholm 162.9 153.2 6.3 46 36.5 48.4 199.4 201.6 0.0 27.7 105.8 22.4 4.0 3.0
62 45 Hyundai Group Seoul 157.3 216.1 -27.2 26 80.6 108.3 237.9 324.4 0.0 71.9 59.9 1.9 7.9 15.6
63 57 Toshiba Corp. Tokyo 153.1 169.1 -9.4 13 24.3 35.2 177.4 204.2 0.0 115.5 31.8 0.0 4.0 1.8
64 55 Kimberly-Clark Corp. Irving, Texas 151.2 181.2 -16.5 18 175.6 125.8 326.8 306.9 0.0 12.3 82.6 47.5 0.0 8.7
65 60 Bestfoods Englewood Cliffs, N.J. 149.2 158.1 -5.7 24 70.9 68.1 220.1 226.2 0.0 0.2 143.9 4.7 0.3 0.0
66 99 United International Pictures Amsterdam 144.7 79.5 81.9 11 0.0 0.0 144.7 79.5 0.0 66.6 71.4 6.6 0.0 0.0
67 91 Nokia Helsinki 144.2 99.3 45.2 35 31.6 14.9 175.7 114.2 0.0 51.3 79.4 8.3 2.5 2.7
68 78 Reckitt & Colman London 143.6 116.3 23.5 14 96.3 91.5 239.8 207.8 0.0 37.9 78.4 22.4 0.0 4.9
69 64 Barilla Parma, Italy 141.3 151.2 -6.6 4 20.2 22.4 161.5 173.6 0.0 0.0 141.3 0.0 0.0 0.0
70 87 Nintendo Co. Kyoto, Japan 140.7 101.5 38.6 5 90.6 53.5 231.2 155.0 0.0 78.6 57.4 0.0 0.0 4.7
71 68 LVMH Moet Hennessy Louis Vuitton Paris 137.6 141.8 -3.0 11 34.4 37.6 172.0 179.4 0.0 0.0 134.4 0.0 2.4 0.7
72 66 Tricon Global Restaurants Louisville, Kentucky 134.4 148.7 -9.6 23 502.6 507.0 637.0 655.6 0.0 87.7 3.8 21.5 4.9 16.6
73 72 Cadbury Schweppes London 128.3 131.5 -2.5 19 128.0 135.5 256.3 267.0 0.0 35.3 79.4 7.4 0.1 6.0
74 44 LG Group Seoul 127.5 223.1 -42.9 21 3.5 13.7 131.0 236.9 0.0 108.4 4.8 10.4 3.9 0.0
75 74 Boots Co. Nottingham, U.K. 127.3 125.7 1.3 13 0.0 0.0 127.3 125.7 0.0 0.1 127.1 0.0 0.0 0.0
76 65 Canon Tokyo 126.1 149.2 -15.5 23 117.8 109.7 243.9 258.9 0.0 69.8 49.1 0.0 0.2 7.1
77 81 Siemens Munich 115.0 111.4 3.2 28 11.6 12.3 126.6 123.7 0.0 7.2 102.5 4.1 1.1 0.0
78 75 Novartis Basel, Switzerland 113.8 125.2 -9.1 13 220.8 224.4 334.6 349.6 0.0 0.6 102.2 1.8 0.0 9.2
79 76 Microsoft Corp. Redmond, Wash. 113.2 124.8 -9.3 15 270.9 229.6 384.1 354.4 0.0 33.8 69.7 4.7 0.0 5.0
80 93 Compaq Computer Corp. Houston 112.3 98.3 14.3 18 160.9 151.7 273.2 250.0 0.0 2.3 89.7 6.2 0.2 13.9
81 84 Axa Group Paris 111.5 104.9 6.3 6 28.4 5.9 139.9 110.8 0.0 0.0 111.5 0.0 0.0 0.0
82 82 American Home Products Corp. New York 106.1 109.0 -2.6 14 321.6 333.9 427.7 442.9 0.0 17.6 48.8 26.1 0.0 13.6
83 48 Samsung Group Seoul 105.2 204.3 -48.5 25 21.5 22.8 126.7 227.1 0.0 85.3 11.4 3.7 4.3 0.5
84 80 Roche Holdings Basel, Switzerland 103.4 113.4 -8.8 25 31.4 24.4 134.8 137.8 0.0 3.8 93.0 6.7 0.0 0.0
85 83 SCA Molnlycke Goteborg, Sweden 103.4 107.0 -3.4 23 0.0 0.0 103.4 107.0 0.0 0.0 103.4 0.0 0.0 0.0
86 90 Heineken Amsterdam 103.2 99.6 3.6 13 18.3 18.8 121.4 118.4 0.0 5.3 97.6 0.0 0.3 0.0
87 101 Bristol-Myers Squibb Co. New York 102.9 77.5 32.7 18 323.3 404.4 426.1 481.9 0.0 21.8 31.2 37.0 0.0 12.9
88 102 Seiko Epson Corp. Nagano, Japan 101.8 75.2 35.2 10 29.5 31.4 131.2 106.6 0.0 69.6 29.4 1.6 0.0 1.2
89 89 Ingka Holdings Humlebaek, Denmark 89.4 100.5 -11.0 13 17.3 28.5 106.7 129.0 0.0 6.3 78.1 0.0 1.1 3.9
90 73 Royal Dutch Shell The Hague 89.3 129.6 -31.1 41 62.7 40.7 152.0 170.3 0.0 19.7 38.1 27.4 1.3 2.7
91 86 Daihatsu Osaka 89.1 102.5 -13.0 4 0.0 0.0 89.1 102.5 0.0 78.5 10.3 0.0 0.4 0.0
92 79 Tchibo Hamburg, Germany 85.9 114.3 -24.9 4 0.0 0.0 85.9 114.3 0.0 0.0 85.9 0.0 0.0 0.0
93 92 Hitachi Tokyo 84.6 99.0 -14.5 10 11.0 20.7 95.6 119.7 0.0 79.4 3.2 0.0 1.3 0.8
94 77 Fujitsu Tokyo 84.3 116.5 -27.6 5 11.7 21.5 96.1 138.0 0.0 66.1 18.2 0.0 0.0 0.0
95 94 American Express Co. New York 82.5 97.6 -15.5 12 299.3 317.2 381.8 414.9 0.0 7.2 49.1 16.3 0.7 9.2
96 107 Eastman Kodak Co. Rochester, N.Y. 81.5 72.3 12.7 22 151.1 130.7 232.6 203.0 0.0 3.5 67.2 3.7 1.2 5.9
97 96 Fuji Photo Film Co. Tokyo 78.2 86.9 -10.1 9 9.9 9.8 88.1 96.7 0.0 60.0 16.3 0.0 0.1 1.8
98 104 Interbrew Leuven, Belgium 73.6 73.9 -0.4 5 15.3 4.3 88.9 78.2 0.0 0.0 33.3 0.0 0.0 40.3
99 126 Allianz Munich 73.4 55.9 31.2 8 0.0 0.0 73.4 55.9 0.0 0.0 70.8 0.0 0.0 2.6
100 112 Bass London 72.5 62.9 15.3 7 56.9 63.1 129.4 126.0 0.0 0.0 70.4 0.0 0.2 2.0
Notes: Figures are millions of U.S. dollars. 1997 rankings reflect data collected in 1999. Country count is the number of countries where spending was reported in 1998. *Asia includes Austrialia and New Zealand. Primary non-U.S. data from ACNielsen; U.S. data from CMR.