Ad Age World's Largest Advertisers 2023

Database of Ad Age World's Largest Advertisers (October 2023)
Ad spending, key agency relationships and marketer profiles for world's 100 biggest advertisers, available exclusively to Ad Age All Access subscribers. Top advertisers by country and data sources for each country.

More from Ad Age World's Largest Advertisers 2023:

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Big picture: World's Largest Advertisers 2023—what's next after modest spending growth in 2022
Total ad spending for top global marketers rose 2.3% in 2022. Spending shifts varied markedly by company, region and category.
Analysis by Bradley Johnson

Quick take: Links to rankings and charts
Key rankings, stats and analysis from Ad Age's 37th annual global report on marketers.

Introducing Ad Age World's Largest Advertisers 2023
A brief introduction to Ad Age's annual global report on marketers.
Analysis by Bradley Johnson

About Ad Age World's Largest Advertisers 2023

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Top 100 marketers by total worldwide advertising in 2022. Click Ad Age World's 100 Largest Advertisers to see ranking.

Unilever [This record free to all users]

Worldwide advertising spending $8.25 billion

9
  • TOTAL WORLDWIDE AD SPENDING
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Total worldwide advertising spending (U.S. dollars in millions)$8,246$8,1331.4
    Click the Profiles tab at the top of this page to read more about this marketer. Source: Ad Age Datacenter.
    Unilever ranked No. 29 in 2022 total U.S. ad spending in Ad Age's Leading National Advertisers report. Click on Unilever to see U.S. ad spending, brands and agencies from Ad Age's Marketer Trees 2023.
    WORLDWIDE AD SPENDING AS PERCENT OF SALES
    YearAd costs ($ in millions)Worldwide ad spending as percent of sales
    20129,402.514.2
    20139,806.514.8
    20149,525.414.8
    20158,889.615.0
    20168,559.014.7
    20178,557.914.1
    20188,447.714.0
    20198,144.114.0
    20208,093.414.0
    20218,133.213.1
    20228,245.513.0
    Figures converted to U.S. dollars at average exchange rates by Ad Age Datacenter.

    Ad costs:

    Stated worldwide "brand and marketing investment" costs (2012 to present); stated worldwide "advertising and promotions" costs (2011 and earlier). Brand and marketing investment include costs related to creating and maintaining brand equity and brand awareness. This includes media, advertising production, promotional materials and engagement with consumers.

    Effective with calendar-year 2014, Unilever renamed "advertising and promotions" as "brand and marketing investment" (BMI) after moving sales equipment costs from cost of sales to BMI and moving cost of merchandisers and consumer engagement centers from overheads to BMI. Unilever restated its 2013 and 2012 ad and promo costs to put them in line with the new definition.

    2022: 7.821 billion euros brand and marketing investment.
    2021: 6.873 billion euros brand and marketing investment.
    2020: 7.091 billion euros brand and marketing investment.
    2019: 7.272 billion euros brand and marketing investment.
    2018: 7.150 billion euros brand and marketing investment (restated from previous disclosure of 7.164 billion euros in advertising and promotions).
    2017: 7.575 billion euros brand and marketing investment (restated from previous disclosure of 7.566 billion euros in advertising and promotions).
    2016: 7.731 billion euros brand and marketing investment.
    2015: 8.003 billion euros brand and marketing investment.
    2014: 7.166 billion euros brand and marketing investment.
    2013: 7.383 billion euros brand and marketing investment (restated from previous disclosure of 6.832 billion euros in advertising and promotions).
    2012: 7.311 billion euros brand and marketing investment (restated from previous disclosure of 6.763 billion euros in advertising and promotions).
    2011: 6.069 billion euros (advertising and promotions).
    2010: 6.069 billion euros(advertising and promotions).
    2009: 5.302 billion euros (advertising and promotions).
    2008: 5.055 billion euros (advertising and promotions).
    2007: 5.289 billion euros (advertising and promotions).

    Ad spending as percent of sales:

    Worldwide brand and marketing investment as percent of turnover (sales) (2012 to present); advertising and promotions spending as percent of turnover (sales) (2011 and earlier).
    MEASURED-MEDIA SPENDING BY REGION IN 2022
    By region ($ in millions)20222021% chg
    Africa136.4153.9-11.4
    Asia and Pacific2,233.02,073.37.7
    Europe1,380.51,399.9-1.4
    Latin America438.1332.331.8
    Canada0.0NANA
      Subtotal media outside the U.S.4,187.83,959.55.8
      U.S. media spending803.11,010.2-20.5
      Worldwide measured media$4,990.9$4,969.70.4
    For data sources by country, click Sources tab at top of page. U.S. measured media from Vivvix.
    SALES AND EARNINGS ($ in millions from public documents)
    Unilever (NYSE: UL)
    WorldwideYear ended 12/31/2022Year ended 12/31/2021% chg
    Sales$63,334$62,0602.1
    Earnings8,7187,83511.3
    GEOGRAPHIC SALES (year ended 12/31/2022)
    Region ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    Others40,67540,848-0.4
    U.S.12,78011,6739.5
    India7,2456,6489.0
    U.K.2,6342,891-8.9
    DIVISION SALES
    Division or segment sales ($ in millions)Year ended 12/31/2022Year ended 12/31/2021% chg
    Nutrition14,65215,507-5.5
    Personal care14,37613,9203.3
    Home care13,07412,5104.5
    Beauty and wellbeing12,91511,9977.7
    Ice cream8,3168,1262.3
    Connections
    Unilever
    Ticker: NYSE UL
    Unilever House, 100 Victoria Embankment, London, U.K. EC4Y 0DY.
    URL: https://www.unilever.com
    Facebook: https://www.facebook.com/unilever
    X (formerly Twitter): @Unilever
    Divisions, key executives and agencies

AbbVie

Adidas

Alibaba Group Holding

Alphabet (Google)

Amazon

American Express Co.

Anheuser-Busch InBev

Apple

AstraZeneca

AT&T

Baidu

Bank of America Corp.

Bayer

Berkshire Hathaway

BMW Group

Booking Holdings

Bristol-Myers Squibb Co.

Capital One Financial Corp.

Chanel

Charter Communications

Citigroup

Coca-Cola Co.

Colgate-Palmolive Co.

Comcast Corp.

Compagnie Financiere Richemont

Coty

Deutsche Telekom (T-Mobile US)

Diageo

eBay

EssilorLuxottica

Estee Lauder Cos.

Expedia Group

Flutter Entertainment

Ford Motor Co.

General Motors Co.

Haleon

Heineken

Henkel

Honda Motor Co.

Hyundai Motor Co.

IBM Corp.

Inner Mongolia Yili Industrial Group Co.

Inspire Brands

Intel Corp.

Intuit

JD.com

JPMorgan Chase & Co.

Kenvue

Kering

Kia Corp.

Kirin Holdings Co.

L'Oreal

LG Electronics

LVMH Moet Hennessy Louis Vuitton

Macy's

Mars Inc.

Maxingvest (Beiersdorf)

McDonald's Corp.

Mercedes-Benz Group

Merck & Co.

Meta Platforms (Facebook)

Mondelez International

Nestle

Netflix

Nike

Nissan Motor Co.

Paramount Global

PDD Holdings (Pinduoduo, Temu)

PepsiCo

Pernod Ricard

Pfizer

Procter & Gamble Co.

Progressive Corp.

Rakuten Group

Reckitt

Recruit Holdings Co.

Restaurant Brands International

Rewe Group

SAIC Motor Corp.

Samsung Electronics Co.

Sanofi

Schwarz Gruppe (Lidl)

Shiseido Co.

Sony Group Corp.

Stellantis

Suntory Holdings (Beam Suntory)

Take-Two Interactive Software

Target Corp.

Tencent Holdings

Toyota Motor Corp.

Uber Technologies

Verizon Communications

Visa

Volkswagen

Walmart

Walt Disney Co.

Warner Bros. Discovery

Wayfair

Yum Brands

Marketer profiles for Ad Age World's 100 Largest Advertisers in 2022.

Unilever [This record free to all users]

Worldwide advertising spending $8.25 billion

9
  • Marketer profile
    Click here to see company's total worldwide advertising spending, measured-media spending by region, key executives and agencies.

    Overview:

    Unilever is a personal care, household and food products marketer with headquarters in London.

    Marketing spending:

    U.S. ad spending:

    Total U.S. advertising spending shown in the Ad Age Leading National Advertisers report and Marketer Trees database is an Ad Age Datacenter estimate of the company's "brand and marketing investment."

    Worldwide ad spending:

    Total worldwide advertising spending figures shown in the Ad Age World's Largest Advertisers report and related database are Unilever's stated worldwide "brand and marketing investment" costs converted to U.S. dollars at average exchange rates by Ad Age Datacenter.

    Deals and strategic moves:

    Tea business:

    Unilever in June 2022 sold its global tea business, Ekaterra, to buyout firm CVC Capital Partners for 4.6 billion euros ($4.8 billion). The business had 2020 revenue of about 2 billion euros ($2.3 billion). Brands included Lipton, Brooke Bond, PG Tips, Pukka, Tazo and T2.

    The sale excluded Unilever's tea business in India, Nepal and Indonesia as well as Unilever's interests in the Pepsi Lipton ready-to-drink tea joint ventures.

    Unilever in January 2020 had announced a strategic review of its global tea business. In announcing the move, the company said: "Unilever has a long-established position as the biggest tea business in the world with brands such as Lipton, Brooke Bond and PG Tips; and has expanded into the premium, fruit and herbal market in recent years. However, sales of traditional black tea, the largest segment of the category, have been in decline in developed markets for several years due to changing consumer preferences."

    The company said the strategic review would "consider all options for Unilever's tea business."

    Unilever acquired control of Lipton's U.S. tea business in 1938 and then bought Lipton International in 1971, giving Unilever full ownership of the Lipton brand. Unilever expanded its tea portfolio in 1984 by acquiring Brooke Bond Group, marketer of PG Tips, the U.K.'s top-selling tea brand.

    Unilever's GSK Consumer Healthcare takeover proposal:

    GSK in January 2022 said it had received three "unsolicited, conditional and non-binding proposals" from Unilever to buy GSK Consumer Healthcare business, a joint venture of GSK (68% ownership) and Pfizer (32%).

    GSK said the latest proposal, on Dec. 20, 2021, had a total acquisition value of 50 billion pounds ($66 billion) in cash and Unilever stock. GSK said it rejected all three proposals because "they fundamentally undervalued the Consumer Healthcare business and its future prospects." Unilever in January 2022 said it would not increase its offer.

    GSK in July 2022 spun off its Consumer Healthcare business as a standalone public company, Haleon.

    Elida Beauty:

    Unilever in April 2021 put a number of smaller beauty and personal care brands under a dedicated management team operating as Elida Beauty. Brands included Q-Tips, Caress, Tigi, Timotei, Impulse and Monsavon with combined 2020 revenue of about 600 million euros ($685 million) in 2020.

    Unilever in July 2021 said: "We are exploring options for these brands with a focus on maximising value creation."

    Unilever in February 2022 said: "After reviewing options for Elida Beauty, we concluded that this business will create the most value managed as an independent unit within Unilever, with dedicated focus under our new operating model."

    Kraft Heinz Co. takeover proposal:

    U.S. food marketer Kraft Heinz Co. on Feb. 17, 2017, disclosed a $143 billion offer to buy Unilever.

    Kraft Heinz withdrew its offer just two days later, on Feb. 19, 2017, after Unilever rejected its takeover overtures.

    Spreads business:

    Unilever in July 2018 sold its global spreads business to buyout firm KKR & Co. (Upfield Holdings) for 6.825 billion euros ($7.971 billion). At the same time, Unilever sold its spreads business in Southern Africa to Remgro.

    Unilever announced the KKR deal in December 2017.

    Unilever's spreads business included brands such as Becel, Blue Band, Country Crock, Flora, I Can't Believe It's Not Butter, ProActiv and Rama. It operated across 66 countries and had 2016 turnover of 3.032 billion ($3.357 billion).

    Unilever in April 2017 put the worldwide spreads (margarine) business on the block. In announcing its intent to exit that business, Unilever said: "The underlying category remains challenged in developed markets, and we have now taken the decision to launch a process to either sell or demerge spreads."

    Spreads was essentially the first name of Unilever. The company was formed in 1930 by the merger of Dutch food marketer Margarine Unie and U.K. soap marketer Lever Brothers.

    Other deals and strategic moves:

    Unilever in June 2023 signed a deal to buy Yasso Holdings, a premium frozen Greek yogurt brand marketed in the U.S. The deal was to close in third-quarter 2023.

    Unilever in May 2023 sold its Suave brand in North America to buyout firm Yellow Wood Partners for an undisclosed price. The Suave beauty and personal care brand included hair care, skin care, skin cleansing and deodorant products. Suave continued to be owned and operated by Unilever outside of the U.S. and Canada. Unilever acquired Suave in 1996 as part of the purchase of Helene Curtis Industries.

    Unilever in July 2022 bought an additional 67% stake in Nutrafol, a marketer of hair wellness products, for 811 million euros ($828 million), increasing its ownership to 80%. Unilever previously held a minority stake (13.2%) in Nutrafol through Unilever Ventures. Nutrafol, backed by buyout firm L Catterton, is based in New York and was founded in 2016.

    The company in August 2021 purchased Paula's Choice, a skin-care brand, from buyout firm TA Associates. The brand was started in 1995 by Paula Begoun.

    Unilever in April 2021 agreed to buy Onnit, a holistic wellness and lifestyle products marketer based in Austin, Texas, and founded in 2010.

    The company in 2020 bought SmartyPants Vitamins, a U.S.-based vitamin, mineral and supplement company based in Los Angeles and founded in 2011.

    Unilever in 2020 bought Liquid I.V., a health-science nutrition and wellness company based in El Segundo, California, and founded in 2012.

    Unilever in April 2020 bought the health food drinks portfolio of GSK in India and 20 other predominantly Asian markets for about 3.3 billion euros ($3.7 billion). The business had 2018 turnover of about 500 million euros ($591 million) primarily from products under the Horlicks and Boost brands.

    The company in October 2019 acquired 75% of FruFru, a healthy food business in Romania.

    Unilever in October 2019 acquired 70% of Lenor, a premium skin care business based in Japan.

    Unilever in August 2019 bought Astrix, a Bolivian manufacturer of home and personal care brands. Astrix was founded in 1993.

    Unilever in July 2019 bought Tatcha, a skin care brand founded in San Francisco in 2009.

    The company in June 2019 bought Fluocaril and Parogencyl, oral care businesses in France and Spain.

    Unilever in May 2019 bought Olly Nutrition, a U.S.-based marketer of vitamins, minerals and supplements. San Francisco-based Olly was founded in 2014.

    The company in April 2019 bought Garancia, a French brand of facial and body skin care products founded in 2004.

    Unilever in March 2019 sold its Alsa baking and dessert business to Dr. Oetker, a food marketer based in Germany.

    The company in February 2019 bought Graze, a healthy snacking business in the U.K.

    Unilever in January 2019 bought The Laundress, a premium eco-friendly line of detergent, fabric care, and home cleaning products in the U.S.

    Unilever in December 2018 acquired Vegetarian Butcher, a vegetarian meat replacement foods business in the Netherlands. Unilever said: "The acquisition fits with Unilever's strategy to expand its portfolio into plant-based foods responding to the growing trend of vegetarian and vegan meals."

    The company in December 2018 bought Denny Ice, an ice cream business in Bulgaria.

    Unilever in November 2018 bought Betty Ice, an ice cream business in Romania.

    Unilever in October 2018 bought 75% of Equilibra, an Italian personal care and nutritional supplements brand. Equilibra was founded in 1987.

    The company in September 2018 bought Adityaa Milk, an ice cream business in India.

    Unilever in February 2018 purchased the personal care and home care brands of Quala, a Latin American consumer goods company. Unilever said the acquired brands had combined turnover of more than $400 million in 2016.

    Unilever in December 2017 bought Schmidt's Naturals, a U.S. personal care products marketer.

    The company in December 2017 bought Sundial Brands, a hair care and skin care company.

    Unilever in December 2017 bought Tazo, a tea brand, from Starbucks Corp. for $384 million. Tazo was sold primarily in grocery, mass and convenience channels and offered in formats including packaged teas, K-Cup pods, and bottled ready-to-drink teas. Tazo was founded in 1994; Starbucks bought it in 1999 for $8.1 million. Starbucks said it sold Tazo so Starbucks could focus its tea business on its super premium tea brand, Teavana.

    Unilever in December 2017 bought Mae Terra, a Brazilian natural and organic food business.

    Unilever in November 2017 bought 98% of Carver Korea, a skin care business in North Asia, for 2.27 billion euros ($2.71 billion) from Bain Capital Private Equity and Goldman Sachs. Unilever bought the remaining 2% in January 2018.

    Unilever in September 2017 bought Weis, an Australian ice cream business.

    Unilever in September 2017 bought Pukka Herbs, an organic herbal tea business based in the U.K. and founded in 2001.

    The company in August 2017 bought Hourglass, a luxury color cosmetics brand launched in 2004.

    Unilever in August 2017 bought 60% of EAC Myanmar, a home care business, to form Unilever EAC Myanmar Co.

    Unilever in October 2016 bought Seventh Generation, a Vermont-based marketer of green-friendly home and personal care products. Price tag wasn't disclosed.

    Unilever in August 2016 bought Dollar Shave Club, a U.S. direct marketer of razor blades, for an undisclosed price. Unilever said Dollar Shave Club had 2015 turnover of $152 million with expected 2016 turnover above $200 million. Venice, California-based Dollar Shave Club was founded in 2012.

    Unilever in September 2015 bought Murad, a clinical skin-care brand founded in Los Angeles in 1989 by Howard Murad, a dermatologist, pharmacist and UCLA professor. Price tag wasn't disclosed. This followed Unilever's 2015 acquisitions of three other "prestige" personal care brands, Dermalogica, Kate Somerville and REN.

    Alberto Culver acquisition (2011):

    Unilever completed its acquisition of personal care products marketer Alberto Culver Co. for $3.7 billion cash on May 10, 2011. With the acquisition, Unilever said it became "the world's leading company in hair conditioning, the second largest in shampoo," behind P&G, "and the third largest in styling."

    Management and employees:

    Hein Schumacher joined Unilever as CEO designate on June 1, 2023, and became CEO on July 1, 2023.

    Schumacher succeeded Alan Jope, who retired after five years in the role.

    Schumacher was age 51 at the time of Unilever's hiring announcement in January 2023.

    Before joining Unilever, Schumacher was CEO of Royal FrieslandCampina, a global dairy cooperative based in the Netherlands.

    Prior to joining Royal FrieslandCampina as chief financial officer in 2014, Hein worked for H.J. Heinz Co. for more than a decade in the U.S., Europe and Asia, including four years in China.

    Schumacher began his career in finance at Unilever before joining retailer Royal Ahold.

    Schumacher holds a master's degree in political science and international relations from the University of Amsterdam.

    Stock:

    Unilever shares are listed in London, Amsterdam and New York.

    History:

    Unilever was formed Jan. 1, 1930, by the merger of Dutch food marketer Margarine Unie and U.K. soap marketer Lever Brothers.

    Unilever operated under a dual-headed legal structure with two parent companies, U.K.-based Unilever Plc and Netherlands-based Unilever NV, from its formation in 1930 until Nov. 29, 2020. At that point, Unilever unified its legal structure under a single parent company, Unilever Plc. The company implemented the plan through a merger of Unilever Plc and Unilever NV. Unilever NV shareholders received one new Unilever Plc share in exchange for each Unilever NV share.

    https://www.unilever.com

AbbVie

Adidas

Alibaba Group Holding

Alphabet (Google)

Amazon

American Express Co.

Anheuser-Busch InBev

Apple

AstraZeneca

AT&T

Baidu

Bank of America Corp.

Bayer

Berkshire Hathaway

BMW Group

Booking Holdings

Bristol-Myers Squibb Co.

Capital One Financial Corp.

Chanel

Charter Communications

Citigroup

Coca-Cola Co.

Colgate-Palmolive Co.

Comcast Corp.

Compagnie Financiere Richemont

Coty

Deutsche Telekom (T-Mobile US)

Diageo

eBay

EssilorLuxottica

Estee Lauder Cos.

Expedia Group

Flutter Entertainment

Ford Motor Co.

General Motors Co.

Haleon

Heineken

Henkel

Honda Motor Co.

Hyundai Motor Co.

IBM Corp.

Inner Mongolia Yili Industrial Group Co.

Inspire Brands

Intel Corp.

Intuit

JD.com

JPMorgan Chase & Co.

Kenvue

Kering

Kia Corp.

Kirin Holdings Co.

L'Oreal

LG Electronics

LVMH Moet Hennessy Louis Vuitton

Macy's

Mars Inc.

Maxingvest (Beiersdorf)

McDonald's Corp.

Mercedes-Benz Group

Merck & Co.

Meta Platforms (Facebook)

Mondelez International

Nestle

Netflix

Nike

Nissan Motor Co.

Paramount Global

PDD Holdings (Pinduoduo, Temu)

PepsiCo

Pernod Ricard

Pfizer

Procter & Gamble Co.

Progressive Corp.

Rakuten Group

Reckitt

Recruit Holdings Co.

Restaurant Brands International

Rewe Group

SAIC Motor Corp.

Samsung Electronics Co.

Sanofi

Schwarz Gruppe (Lidl)

Shiseido Co.

Sony Group Corp.

Stellantis

Suntory Holdings (Beam Suntory)

Take-Two Interactive Software

Target Corp.

Tencent Holdings

Toyota Motor Corp.

Uber Technologies

Verizon Communications

Visa

Volkswagen

Walmart

Walt Disney Co.

Warner Bros. Discovery

Wayfair

Yum Brands

Top 10 marketers by country in 2022 (U.S. dollars in millions) in 68 countries and markets. Sources are listed under the country name. Click the plus sign to expand.

Poland [This record free to all users]

Kantar Poland

  • Measured media spending20222021% chg
    Aflofarm547.3586.9-6.8
    Terg320.3304.95.1
    Schwarz Gruppe (Lidl)280.7311.1-9.8
    Euro-Net Warszawa215.1274.4-21.6
    Naturprodukt184.6184.10.3
    Grupa Allegro157.771.6120.3
    Ferrero145.7196.3-25.8
    Jeronimo Martins144.8126.914.1
    USP Zdrowie140.5148.5-5.4
    Neonet Wrocaw114.7118.3-3.0

    Figures are in millions of U.S. dollars. Data from Kantar Poland.

    http://www.kantar.com

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Ad Age Datacenter produced Ad Age World's Largest Advertisers 2023 in October 2023 as a database with ad spending, brands, profiles, executives and agency rosters for the world's 100 biggest advertisers. The database is part of the Ad Age World's Largest Advertisers 2023 report.

Datacenter directors: Kevin Brown, Bradley Johnson
Research editor: Joy R. Lee
Research assistants: Brian Gilbert, Erika Gill

How Ad Age Datacenter ranked the Ad Age World's Largest Advertisers. Includes methodology.

For information on agencies, see Ad Age Agency Report 2023 and Ad Age Agency Family Trees 2023.

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