lna 2007 profiles Y rev1.qxp - Advertising Age

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22 | Advertising Age | June 25, 2007 DATACENTER 100 LEADING NATIONAL ADVERTISERS: MARKETER PROFILES YEARBOOK Personnel, brands, agencies Corporate: Brad Anderson, vice chmn & CEO; Brian Dunn, pres & chief operating officer; Michael Linton, exec VP-consumer & brand mktg & chief mktg officer; Ruby Anik, sr VP-mktg comms & bus opers. BBDO Worldwide, New York. Rob Rawley, exec VP & regional acct dir. — Best Buy. Best Buy (In-house) Ruby Anik, sr VP-mktg comms. — Geek Squad, Best Buy. Crispin Porter & Bogusky, Miami. Alex Bogusky, chief creative officer. — Geek Squad. SMG Multicultural, Chicago. Danielle Gonzales, VP & mg dir- Tapestry; Adrienne Stephenson, media super-Tapestry. — Hispanic media buying, Best Buy. Starcom USA, Chicago. Sam Sussman, sr VP & acct dir. — media buying-natl bdcast, Best Buy. Avenue A/Razorfish, Seattle. Joe Mele, sr acct dir; Colin Kinsella, pres-west region. — interactive mktg, Best Buy. GMR Marketing, New Berlin, Wis. Rick Arnstein, exec VP. — mktg svcs, Best Buy. La Comunidad, Miami. Marcela Maurer, acct dir. — Hispanic adv, Best Buy. Organic. Chuck Russo, exec VP & chief client devel officer. — interactive mktg, Geek Squad. Rapp Collins Worldwide, Dallas. Gary VonKennel, global CEO; Dawn Maire, exec VP & global practice leader. — direct mktg, Best Buy. 59 Bristol-Myers Squibb Co. U.S. ad spending ($ in thousands) By media 2006 2005 % chg Magazine . . . . . . . . . . . . . . . . .$118,319 $86,090 37.4 Sunday magazine . . . . . . . . . . . .10,889 13,655 -20.3 B2B magazines . . . . . . . . . . . . . . . . .108 860 -87.4 Local magazines . . . . . . . . . . . . . . . .12 9 40.2 Spanish-language magazines . . . . .NA 174 NA Newspaper . . . . . . . . . . . . . . . . . .17,849 18,081 -1.3 National newspaper . . . . . . . . . . .3,488 3,183 9.6 Spanish-language Newspaper . . . . . .4 12 -62.9 FSI . . . . . . . . . . . . . . . . . . . . . . . . . .2,022 3,521 -42.6 Network TV . . . . . . . . . . . . . . . .104,050 41,058 153.4 Spot TV . . . . . . . . . . . . . . . . . . . . .3,820 1,652 131.3 Syndicated TV . . . . . . . . . . . . . . .14,788 20,757 -28.8 Cable TV networks . . . . . . . . . . .15,986 17,059 -6.3 National spot radio . . . . . . . . . . . . .142 250 -43.3 Local radio . . . . . . . . . . . . . . . . . . . .214 606 -64.7 Outdoor . . . . . . . . . . . . . . . . . . . . .2,204 1,721 28.0 Internet . . . . . . . . . . . . . . . . . . . .17,121 7,921 116.1 Measured media . . . . . . . . .311,016 216,609 43.6 Unmeasured spending . . . .380,131 368,820 3.1 Total . . . . . . . . . . . . . . . . . . . .691,147 585,428 18.1 By brand 2006 2005 % chg Plavix . . . . . . . . . . . . . . . . . . . . .149,807 110,159 36.0 Abilify . . . . . . . . . . . . . . . . . . . . .100,780 49,175 104.9 Bristol-Myers Squibb . . . . . . . . .44,137 25,399 73.8 Media measured are from TNS Media Intelligence, except FSI’s from TNS’s Marx Promotion Intelligence See Page 8 for methodology. Sales & earnings ($ in millions) Worldwide 2006 2005 % chg Sales . . . . . . . . . . . . . . . . . . . . . .$17,914 $19,207 -6.7 Earnings . . . . . . . . . . . . . . . . . . . . .1,585 2,992 -47.0 U.S. 2006 2005 % chg Sales . . . . . . . . . . . . . . . . . . . . . . . .9,729 10,461 -7.0 Division sales 2006 2005 % chg Pharmaceuticals . . . . . . . . . . . . .13,861 15,254 -9.1 Nutritionals . . . . . . . . . . . . . . . . . .2,347 2,205 6.4 Other Healthcare . . . . . . . . . . . . .1,706 1,748 -2.4 Headquarters Bristol-Myers Squibb Co./345 Park Ave., New York, N.Y. 10154/Phone: (212) 546-4000. Notes Included in ad totals is spending for Plavix blood thinner of which Bristol-Myers holds a 50.1% share in a venture with Sanofi- Aventis. Personnel, brands, agencies Corporate: James D. Robinson III, chmn; James M. Cornelius, CEO; Lamberto Andreotti, exec VP & pres-ww pharmaceuticals; John E. Celentano, pres-Health Care Group; Wendy L. Dixon, pres-global mktg & chief mktg officer. McCann Erickson Worldwide, New York. Rodger Groves, exec VP & grp dir. — Bristol-Myers Squibb corporate adv. Mead Johnson Nutritionals: 2400 W. Lloyd Expy., Evansville, Ind. 47721/Phone: (812) 429-5000. Stephen W. Golsby, pres. Ogilvy & Mather Worldwide, New York. Mike Guarini, acct exec. — Enfamil, Enfamil AR. Momentum Worldwide, St. Louis. Bill Schmidt, acct exec. — sls promo & cons mktg, Enfamil. U.S. Pharmaceuticals: 777 Scudders Mill Rd., Plainsboro, N.J. 08536/Phone: (609) 897-2000. Anthony C. Hooper, pres; Tom Chetrick, VP-adv & mktg svcs. CommonHealth, Parsippany, N.J. Matt Giegerich, pres & CEO; Dave Chapman, mg ptnr; Michael Parisi, pres-Altum, a part of CommonHealth. — Sprycel. Euro RSCG Life Adrenaline, New York. Richard Marshall, practice leader-offline promo; Marques McClary, VP & acct super. — Atriplia, Baraclude, Sustiva, Reyataz. Health@JWT, New York. Howard Cortemanche, CEO- Health@JWT. — Abilify. Saatchi & Saatchi Consumer Healthcare, New York. Lisa Hersh, sr VP & acct dir. — cons awareness adv, Plavix. Torre Lazur McCann, Parsippany, N.J. Marci Piasecki, CEO. — Plavix. MindShare Worldwide, New York. AJ Storinge, sr ptnr & grp plng dir. — media svcs. Unit 7, New York. Denise D’Agostino, grp acct dir. — relationship mktg, Plavix.
23 | Advertising Age | June 25, 2007 DATACENTER 100 LEADING NATIONAL ADVERTISERS: MARKETER PROFILES YEARBOOK 90 Burger King Holdings U.S. ad spending ($ in thousands) By media 2006 2005 % chg Magazine . . . . . . . . . . . . . . . . . . .$1,933 $1,968 -1.8 Sunday magazine . . . . . . . . . . . . .1,415 NA NA B2B magazines . . . . . . . . . . . . . . . . .362 82 342.8 Spanish-language magazines . . . . .42 NA NA Newspaper . . . . . . . . . . . . . . . . . . . .385 361 6.8 Spanish-language Newspaper . . . . .46 23 104.4 FSI . . . . . . . . . . . . . . . . . . . . . . . . . . . .386 4 NA Network TV . . . . . . . . . . . . . . . .118,698 104,466 13.6 Spot TV . . . . . . . . . . . . . . . . . . . . .7,305 7,473 -2.3 Syndicated TV . . . . . . . . . . . . . . .18,417 29,833 -38.3 Cable TV networks . . . . . . . . . . .67,568 72,334 -6.6 Spanish-language TV . . . . . . . . .16,462 20,481 -19.6 Network radio . . . . . . . . . . . . . . . . . .538 156 245.7 National spot radio . . . . . . . . . .20,791 14,226 46.2 Local radio . . . . . . . . . . . . . . . . . .22,203 12,039 84.4 Outdoor . . . . . . . . . . . . . . . . . . . . .7,380 4,456 65.6 Internet . . . . . . . . . . . . . . . . . . . . . .1,802 975 84.8 Measured media . . . . . . . . .285,733 268,874 6.3 Unmeasured spending . . . . .93,726 85,607 9.5 Total . . . . . . . . . . . . . . . . . . . .379,459 354,482 7.0 By brand 2006 2005 % chg Burger King . . . . . . . . . . . . . . . .285,243 268,834 6.1 Sales & earnings ($ in millions) Worldwide 2006 2005 % chg Sales . . . . . . . . . . . . . . . . . . . . . . .$2,048 $1,940 5.6 Earnings . . . . . . . . . . . . . . . . . . . . . . . .27 47 -42.6 North America 2006 2005 % chg Sales . . . . . . . . . . . . . . . . . . . . . . . .1,382 1,275 8.4 Operating income . . . . . . . . . . . . . .295 255 15.7 Division sales 2006 2005 % chg U.S. systemwide sales . . . . . . . . .8,392 8,355 0.4 Headquarters Burger King Holdings/5505 Blue Lagoon Dr., Miami, Fla. 33126/Phone: (305) 378-3000. Notes Worldwide sales and earnings and U.S. sales/operating income shown in this profile are corporate and include company restaurants, franchise fees and property revenue. Burger King said its franchises had worldwide sales of $10.9 billion in the year ended June 2006, up marginally from $10.8 billion in the previous year. Burger King had 2006 U.S. systemwide sales (corporate sales plus sales of franchisees) of $8.4 billion, according to estimates by industry tracker Technomic. Burger King’s U.S. ad totals in this report is what was spent on corporate and franchise restaurants and matches up with the U.S. systemwide sales reported by Technomic. Franchisees pay 4% to 5% of gross sales to Burger King’s advertising funds; Burger King contributes on the same basis for company-owned locations. Advertising contributions pay for all expenses relating to marketing, advertising and promotion, including market research, production, advertising costs, PR and sales promotion. As of Dec. 31, 2006, Burger King franchised or owned 11,184 restaurants in 65 countries and U.S. territories, of which about 90% were franchised. Burger King began in 1954 when James McLamore and David Edgerton opened a restaurant in Miami. The founders sold Burger King to Pillsbury Co. in 1967. Grand Metropolitan bought Pillsbury in 1989; Grand Metropolitan merged with Guinness to form Diageo in 1997. In December 2002, Diageo sold Burger King to private equity funds controlled by Texas Pacific Group, Bain Capital Partners and Goldman Sachs. Burger King launched an IPO in May 2006. As of March 2007, Texas Pacific owned 21.8% of Burger King. Personnel, brands, agencies Corporate: John W. Chidsey, CEO; Russ Klein, pres-global mktg strategy & innovation; Brian Gies, VP-mktg; John Schaufelberger, VP-product mktg; Alexandra Galindez, dir-multicultural mktg; Carlos Ribas, VP-global mktg. Crispin Porter & Bogusky, Miami. Jeff Hicks, CEO & pres. — Burger King. Campbell Mithun, Minneapolis. Steve Wehrenberg, chief operating officer. — kids/youth & family mktg, Burger King. MindShare Worldwide, New York. Shari Cohen, pres & co-exec dir natl bdcast. — media svcs, Burger King. Bromley Communications, Miami. Antonio Marquez, natl acct dir. — Hispanic adv, Burger King. Equity Marketing, Los Angeles. Jon Banks, co-CEO. — sls promo, Burger King. NAS Recruitment Communications, Toronto. Franz Yap, dir-bus devel. — recruiting. Premium Surge, Chicago. Pam Crain, exec VP-client svcs. — sls promo, Burger King. UniWorld Group, Miami. Gwendolyn Singletary, sr grp acct dir. — African-American adv, Burger King. VML, Kansas City, Mo. Renee Holmes, acct super. — interactive mktg, Burger King. Wunderman, New York. Keith Kiziah, sr VP & grp acct dir. — direct mktg, Burger King. 62 Cadbury Schweppes U.S. ad spending ($ in thousands) By media 2006 2005 % chg Magazine . . . . . . . . . . . . . . . . . .$44,475 $27,944 59.2 Sunday magazine . . . . . . . . . . . . . .269 NA NA B2B magazines . . . . . . . . . . . . . . . . .839 1,071 -21.7 Spanish-language magazines . . . . . .7 NA NA Newspaper . . . . . . . . . . . . . . . . . . . .391 165 136.7 National newspaper . . . . . . . . . . . . .159 761 -79.1 Spanish-language Newspaper . . . . . .1 0 166.7 FSI . . . . . . . . . . . . . . . . . . . . . . . . . .1,986 3,794 -47.6 Network TV . . . . . . . . . . . . . . . .116,704 140,815 -17.1 Spot TV . . . . . . . . . . . . . . . . . . . . .3,523 7,509 -53.1 Syndicated TV . . . . . . . . . . . . . . .22,938 19,089 20.2 Cable TV networks . . . . . . . . . . .70,105 76,986 -8.9
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