lna 2007 profiles Y rev1.qxp - Advertising Age

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18 | Advertising Age | June 25, 2007 DATACENTER 100 LEADING NATIONAL ADVERTISERS: MARKETER PROFILES YEARBOOK Sales & earnings ($ in millions) Worldwide 2006 2005 % chg Sales . . . . . . . . . . . . . . . . . . . . . .$74,247 $56,923 30.4 Earnings . . . . . . . . . . . . . . . . . . . .21,133 16,465 28.4 U.S. 2006 2005 % chg Sales . . . . . . . . . . . . . . . . . . . . . . .63,548 51,745 22.8 Net income . . . . . . . . . . . . . . . . .18,605 14,778 25.9 Division sales 2006 2005 % chg Global Cons & Small Bus Banking . .41,691 28,876 44.4 Global Cap Mkts & Invstmnt Bnkg .22,691 9,009 151.9 Global Wealth & Invstmnt Mgmt . . . .7,779 7,393 5.2 All Other . . . . . . . . . . . . . . . . . . . . .2,086 485 330.1 Global Bus & Financial Svcs . . . . . .NA 11,160 NA Headquarters Bank of America Corp./100 N. Tryon St., Charlotte, N.C. 28255/Phone: (800) 432-1000. Notes Bank of America bought credit card issuer MBNA Corp. Jan. 1, 2006, for $34.6 billion. This report’s Bank of America ad figures are pro forma, including MBNA for both 2006 and 2005. Revenue figures for 2005 do not include MBNA. MBNA was a heavy unmeasured spender through direct marketing. Bank of America in November 2006 agreed to buy U.S. Trust for $3.3 billion in cash from Charles Schwab Corp. The transaction was expected to close in third quarter 2007. U.S. Trust is a money manager for affluent families. Schwab bought it in May 2000. (Schwab, coincidentally, was owned by a Bank of America predecessor, BankAmerica Corp., from 1983 to 1987.) Bank of America in 2006 generated about 88% of revenue from the U.S. Personnel, brands, agencies Corporate: Kenneth D. Lewis, chmn & CEO; Anne Finucane, global mktg & corp affairs exec; Anne Saunders, brand & adv exec. BBDO Worldwide, New York. Evyn Zell, sr VP & sr acct dir. — Bank of America Consumer and Small Business Marketing Enterprise Marketing. Prometheus Media, New York. Dorothy Higgins-Schatzkin, comms dir. — media svcs. GMR Marketing, New Berlin, Wis. Mike Boykin, sr VP. — event mktg. Hill Holliday, Boston. Leslee Lenoff Kiley, exec VP. — wealth & investment mgmt. IMG Consulting, Cleveland. Jon Wagner, sr acct dir. — sponsorship mktg, golf. Octagon, Norwalk, Conn. Lou Kovaks, sr acct dir. — sports mktg & sponsorships. Organic, New York. Adam Turinas, sr VP & mg dir. — interactive mktg. Radiate Group, Charlotte, N.C. Vicki Brakl, sr VP & sr acct dir. — experiential mktg. 70 Bayer U.S. ad spending ($ in thousands) By media 2006 2005 % chg Magazine . . . . . . . . . . . . . . . . . .$25,462 $31,626 -19.5 Sunday magazine . . . . . . . . . . . . . .219 1,068 -79.5 B2B magazines . . . . . . . . . . . . . . .1,590 947 67.8 Spanish-language magazines . . . . .87 27 228.7 Newspaper . . . . . . . . . . . . . . . . . . .2,027 3,658 -44.6 National newspaper . . . . . . . . . . .3,002 2,537 18.3 Spanish-language Newspaper . . . .NA 5 NA FSI . . . . . . . . . . . . . . . . . . . . . . . . . .9,676 8,654 11.8 Network TV . . . . . . . . . . . . . . . .115,238 140,756 -18.1 Spot TV . . . . . . . . . . . . . . . . . . . . .9,765 9,979 -2.1 Syndicated TV . . . . . . . . . . . . . . .25,365 35,398 -28.3 Cable TV networks . . . . . . . . . . .92,088 64,876 41.9 Network radio . . . . . . . . . . . . . . . .6,270 7,376 -15.0 National spot radio . . . . . . . . . . . .1,505 5,636 -73.3 Local radio . . . . . . . . . . . . . . . . . . . .385 3,032 -87.3 Outdoor . . . . . . . . . . . . . . . . . . . . . . .562 529 6.2 Internet . . . . . . . . . . . . . . . . . . . .11,250 794 NA Measured media . . . . . . . . .304,491 316,897 -3.9 Unmeasured spending . . . .249,129 135,813 83.4 Total . . . . . . . . . . . . . . . . . . . .553,620 452,710 22.3 By brand 2006 2005 % chg Aleve . . . . . . . . . . . . . . . . . . . . . . .61,664 71,866 -14.2 Bayer . . . . . . . . . . . . . . . . . . . . . .60,008 72,358 -17.1 One-A-Day . . . . . . . . . . . . . . . . . .42,276 47,395 -10.8 Ascensia . . . . . . . . . . . . . . . . . . . .27,235 23,303 16.9 Alka-Seltzer . . . . . . . . . . . . . . . . .26,326 28,668 -8.2 Mensfacts.com . . . . . . . . . . . . . .22,172 9,101 143.6 K9 Advantix . . . . . . . . . . . . . . . . .22,057 20,416 8.0 Midol . . . . . . . . . . . . . . . . . . . . . . .11,099 8,637 28.5 Sales & earnings ($ in millions) Worldwide 2006 2005 % chg Sales . . . . . . . . . . . . . . . . . . . . . .$36,192 $30,567 18.4 Earnings . . . . . . . . . . . . . . . . . . . . .2,104 1,976 6.4 North America 2006 2005 % chg Sales . . . . . . . . . . . . . . . . . . . . . . . .9,723 8,039 20.9 Division sales 2006 2005 % chg Health care . . . . . . . . . . . . . . . . .14,654 11,777 24.4 MaterialScience . . . . . . . . . . . . .12,700 13,358 -4.9 CropScience . . . . . . . . . . . . . . . . . .7,124 7,364 -3.3 Headquarters Bayer/Bayerwerk, Leverkusen, Germany 51368/Phone: 49-0-214-30-1. U.S. Headquarters Bayer/Bayer Corp., 100 Bayer Rd., bldg. 4, Pittsburgh, Pa. 15205- 9741/Phone: 800-BAYER-4. Personnel, brands, agencies Corporate: Werner Wenning, chmn of the Board of Mgmt of Bayer AG; Manfred Schneider, chmn-Bayer A.G. Supervisory Board; Attila Molnar, pres & CEO-Bayer Corp. Media measured are from TNS Media Intelligence, except FSI’s from TNS’s Marx Promotion Intelligence See Page 8 for methodology.
19 | Advertising Age | June 25, 2007 DATACENTER 100 LEADING NATIONAL ADVERTISERS: MARKETER PROFILES YEARBOOK Energy BBDO, Chicago. Anne Dooley, exec VP & client svcs dir. — Bayer. Initiative, New York. Andrea McAteer, exec VP & grp acct dir. — media buying, Bayer. VML, Kansas, Mo. Doug Newman, acct dir. — interactive mktg. Animal Health Division: 12707 Shawnee Mission Pkwy., Shawnee, Kan. 66216/Phone: (913) 268-2000. Lykele van der Broek, global head; Joerg Ohle, pres & gm, N. Amer. Bernstein-Rein Advertising, Kansas City, Mo. Dave Lubeck, sr VP & dir-client svcs. — K9 Advantix pet medicine. Intitiative Media Worldwide, New York. Andrea McAteer, exec VP & grp acct dir. — media buying, Advantage Flea Control. Bayer CropScience: P.O. Box 12014, Research Triangle Park, N.C. 27709/Phone: (919) 549-2000. William (Bill) Buckner, head of Crop Protection, N. Amer.; Geoff Kneen, VP-mktg; Charlie Hale, comms grp leader. Rhea & Kaiser Marketing Communications, Naperville, Ill. Kim Cooke, Bayer team lead. Ad Farm, Kansas City, Mo. Scott Kurfman, Bayer team leader. VML, Kansas City, Mo. Doug Newman, grp acct dir. — interactive mktg. Consumer Care Division: 36 Columbia Rd., P.O. Box 1910, Morristown, N.J. 07962-1910/Phone: (973) 254-5000. Gary S. Balkema, pres, cons care bus grp; Timothy G. Hayes, sr VP & region head-N. Amer. Energy BBDO, Chicago. Anne Dooley, exec VP & dir-client svcs. — Bayer Aspirin, Aleve, Aleve Cold & Sinus, Aleve Liquid Gels, One-A-Day, Bayer Nutritional Science, Flintstones Vitamins, Alka-Seltzer antacid, Alka-Seltzer Plus cold medicine, RID lice treatment, Midol, Phillips’ Milk of Magnesia, Campho-Phenique and Bactine. Initiative, New York. Andrea McAteer, exec VP & grp acct dir. — media buying, Aleve, Aleve Cold and Sinus, Alka Seltzer, Alka Seltzer Plus, One-A-Day Vitamins, Flintstone Vitamins, Bayer Aspirin, Midol, Phillips’ Milk of Magnesia. Medicus NY, New York. — Pravachol OTC. Diabetes Care Division: 555 White Plains Rd., Tarrytown, N.Y. 10591/Phone: (914) 631- 8000. Sandra Peterson, pres; Nancy Katz, head-N. Amer. sls & mktg. TBWA Worldwide, New York. David Jenkins, acct exec.— Ascensia. CementWorks, New York. Ed Cowen, exec VP & dir-client svcs; Thaddeus Morrow, acct dir; Jessecca Hager, assoc acct mgr. Initiative, New York. Andrea McAteer, exec VP & grp acct dir. — media buying, Ascenzia Breeze, HIV, hepatitis, laboratories. OMD Worldwide, New York, Atlanta & Chicago. Eve Leshaw, comms dir-New York; Dale Travis, acct dir-Atlanta; Deb Nevin, acct dir-Chicago. — media svcs. Pharmaceutical Division: 400 Morgan Lane, West Haven, Conn. 06516/Phone: (203) 812-2000. Reinhart Franzen, pres; Joseph Akers, exec VP-Bayer Healthacre & pres-Bayer Healthcare Pharmaceuticals, Hematology & Cardiology Euro RSCG Life, Chelsea, N.Y. John Timmins, mg dir- Oncologix; Ed Stapor, pres. — Viadur. Bruce Leeb & Co., Fair Lawn, N.J. Bruce Leeb, pres & acct mgr. — Trasylol. Leverte Associates, Westport, Conn. Jim Patchen, sr VP; Amanda Harang, acct exec. — Kogenate. Regan Campbell Ward-McCann, New York. Maureen Regan, mg ptnr. — Nexavar. 32 Berkshire Hathaway U.S. ad spending ($ in thousands) By media 2006 2005 % chg Magazine . . . . . . . . . . . . . . . . . .$45,799 $56,183 -18.5 Sunday magazine . . . . . . . . . . . . .3,497 1,610 117.2 B2B magazines . . . . . . . . . . . . . . .3,991 3,760 6.1 Local magazines . . . . . . . . . . . . . . .201 88 128.4 Newspaper . . . . . . . . . . . . . . . . . .20,171 16,867 19.6 National newspaper . . . . . . . . . . .3,646 2,348 55.3 Spanish-language Newspaper . . . . . .6 44 -86.7 Network TV . . . . . . . . . . . . . . . . .65,109 56,775 14.7 Spot TV . . . . . . . . . . . . . . . . . . .145,248 114,044 27.4 Syndicated TV . . . . . . . . . . . . . . .40,715 33,088 23.1 Cable TV networks . . . . . . . . . .145,863 128,301 13.7 Network radio . . . . . . . . . . . . . . .10,297 10,637 -3.2 National spot radio . . . . . . . . . .68,722 58,772 16.9 Local radio . . . . . . . . . . . . . . . . . .56,881 51,756 9.9 Outdoor . . . . . . . . . . . . . . . . . . . .21,031 17,671 19.0 Internet . . . . . . . . . . . . . . . . . . . .13,910 2,210 529.4 Measured media . . . . . . . . .645,087 554,155 16.4 Unmeasured spending . . . .448,281 365,442 22.7 Total . . . . . . . . . . . . . . . . . .1,093,368 919,596 18.9 By brand 2006 2005 % chg Geico . . . . . . . . . . . . . . . . . . . . . .499,511 403,414 23.8 Dairy Queen . . . . . . . . . . . . . . . .57,506 58,672 -2.0 Helzberg Jewelers . . . . . . . . . . .17,921 18,606 -3.7 Benjamin Moore . . . . . . . . . . . . .14,859 29,338 -49.4 Shaw Industries (carpet) . . . . . .14,638 6,251 134.2 R.C. Willey Home Furnishings . .13,375 8,599 55.5 Nebraska Furniture Mart . . . . . .13,126 12,915 1.6 Sales & earnings ($ in millions) Worldwide 2006 2005 % chg Sales . . . . . . . . . . . . . . . . . . . . . .$98,539 $81,663 20.7 Earnings . . . . . . . . . . . . . . . . . . . .11,015 8,528 29.2 North America 2006 2005 % chg Sales . . . . . . . . . . . . . . . . . . . . . . .88,685 73,497 20.7 Division sales 2006 2005 % chg Insurance group . . . . . . . . . . . . .28,311 25,498 11.0 McLane Co. . . . . . . . . . . . . . . . . .25,693 24,074 6.7 Shaw Industries (carpet) . . . . . . .5,834 5,723 1.9 Finance & financial products . . .5,124 4,559 12.4 Other businesses . . . . . . . . . . . .21,133 17,099 23.6 Headquarters Berkshire Hathaway/1440 Kiewit Plaza, Omaha, Neb. 68154/Phone: (402) 346-1400. Media measured are from TNS Media Intelligence, except FSI’s from TNS’s Marx Promotion Intelligence See Page 8 for methodology.
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