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Headquarters: New York.

Sales: $7.1 billion for 1993, up 2%; $5.6 billion for the first nine months of 1994, up 6%. Core businesses include: Household Surface Cleaners, Personal Care, Oral Care and Pet Dietary. The latter three accounted for 60% of worldwide sales in 1993, up from 56% in 1992.

Leadership: Reuben Mark, chairman-CEO; William Shanahan, president-chief operating officer; John Steel, senior VP-global business development; Lois Juliber, president, Colgate-North America.

Global media spending: estimated $635 million for 1994.

Agencies: Young & Rubicam, New York; Foote, Cone & Belding, Chicago; Genova, Hartwick & Juliano, Greenwich, Conn.

Recent successes: Continued strong growth internationally; much of U.S. retailer inventory adjustments are behind it; a brisker new-product flow in the U.S.

Challenges: Reviving U.S. business; increased competition globally.

Source: Advertising Age and company reports

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