lna 2007 profiles Y rev1.qxp - Advertising Age

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24 | Advertising Age | June 25, 2007 DATACENTER 100 LEADING NATIONAL ADVERTISERS: MARKETER PROFILES YEARBOOK By media 2006 2005 % chg Spanish-language TV . . . . . . . . . .4,493 10,756 -58.2 Network radio . . . . . . . . . . . . . . . .1,961 223 779.2 National spot radio . . . . . . . . . . . . . .77 638 -88.0 Local radio . . . . . . . . . . . . . . . . . . .8,311 11,165 -25.6 Outdoor . . . . . . . . . . . . . . . . . . . . .6,799 1,971 244.9 Internet . . . . . . . . . . . . . . . . . . . . . .6,629 1,497 342.8 Measured media . . . . . . . . .289,665 304,386 -4.8 Unmeasured spending . . . .354,035 323,861 9.3 Total . . . . . . . . . . . . . . . . . . . .643,700 628,247 2.5 By brand 2006 2005 % chg Dr Pepper . . . . . . . . . . . . . . . . . . .86,076 102,790 -16.3 7UP & Diet 7UP . . . . . . . . . . . . . .33,492 38,923 -14.0 Trident . . . . . . . . . . . . . . . . . . . . .32,601 28,582 14.1 Dentyne . . . . . . . . . . . . . . . . . . . .29,013 44,384 -34.6 Snapple . . . . . . . . . . . . . . . . . . . .24,987 22,714 10.0 Halls . . . . . . . . . . . . . . . . . . . . . . .20,442 18,781 8.8 Stride . . . . . . . . . . . . . . . . . . . . . .16,821 0 NA Mott’s . . . . . . . . . . . . . . . . . . . . . .10,706 10,194 5.0 Sales & earnings ($ in millions) Worldwide 2006 2005 % chg Sales . . . . . . . . . . . . . . . . . . . . . .$13,602 $11,658 16.7 Earnings . . . . . . . . . . . . . . . . . . . . .1,894 1,060 78.6 U.S. 2006 2005 % chg Sales . . . . . . . . . . . . . . . . . . . . . . . .7,209 0 NA Division sales 2006 2005 % chg Americas beverages . . . . . . . . . . .4,699 3,228 45.6 EMEA . . . . . . . . . . . . . . . . . . . . . . .4,245 4,229 0.4 Americas confectionery . . . . . . .2,436 2,226 9.4 Asia Pacific . . . . . . . . . . . . . . . . . .2,207 2,057 7.3 Central . . . . . . . . . . . . . . . . . . . . . . . . .15 16 -6.3 Headquarters Cadbury Schweppes/Cadbury Schweppes, 25 Berkeley Square, London, U.K. W1J 6HB/Phone: 44-171-409-1313. U.S. Headquarters Cadbury Schweppes/Americas Beverages/5301 Legacy Dr., Plano, Texas 75024/Phone: (972) 673- 7000. Notes Cadbury Schweppes, facing pressure from shareholders, on March 15, 2007, said it intended to separate its confectionery and Americas Beverages businesses with a goal to maximize shareowner value. Cadbury already was pulling back from beverages; it in 2006 sold its beverage operations in Europe, Syria and South Africa for about $2.6 billion. Americas Beverages brands included carbonated drinks (Dr Pepper, 7UP, Sunkist, A&W) and non-carbonated beverages (including Snapple, Mott’s, Hawaiian Punch and Clamato). In making its March 2007 announcement, Cadbury said it was the world’s largest confectionery company with a 10% global market share. “This leadership position is built on a broad geographic spread, substantial participation in all the confectionery categories (chocolate, gum and candy) and a strong portfolio of brands (including Cadbury, Trident, Halls and Dentyne),” the company said. “We are No. 1 or No. 2 in nearly half of the world’s top 50 confectionery markets. With around one third of our confectionery revenues generated in emerging markets, we have the largest and most broadly-based emerging markets presence.” Personnel, brands, agencies Corporate: John Sunderland, chmn; Todd Stitzer, CEO; Gilbert Cassagne, pres & CEO-Cadbury Schweppes America; James R. Chambers, pres & CEO-Cadbury Adams Americas Confectionery. VML, Kansas City, Mo. Brian Yamada, grp acct dir. — interactive mktg. Americas Beverages: 5301 Legacy Dr., Plano, Texas 75024/Phone: (972) 673- 7000. Gilbert Cassagne, pres & CEO; Randy Gier, exec VP-mktg; Sean Gleason, sr VP-mktg resources; Jim Trebilcock, sr VP-cons mktg; Holly Mensch, VP-mktg, Snapple; Andrew Springate, VP & gm-Dr. Pepper brand; Bryan Mazur, VP & gm- Tea category; Ilene Bergenfeld, VP & gm-juice & juice drink & snack category; Jason Ash, VP & gm-energy & sports drink & water category; Shaun Nichols, dir-adv; Alice Nolan, VP-media. Cliff Freeman & Partners, New York. Kiri Wolfe, acct dir. — Snapple. Laird & Partners, New York. Paul Donaher, chief operting officer. — Mott’s. Y&R, San Francisco. Louisa Felton, acct dir. — Canada Dry, Dr Pepper, Diet Dr Pepper, Hawaiian Punch, 7UP, Sunkist. Mediaedge:cia, New York. Lee Doyle, CEO-N America; Carl Hartman, mg ptnr. — media svcs, Dr Pepper, 7UP, Snapple, Mott’s. Cadbury Adams: 389 Interpace Pkwy., Parsippany, N.J. 07054/Phone: 973-909-2000. Brad Irwin, pres; Bill Higgins, VPmktg. JWT, New York. Peter Grossman, global bus dir. — Bubblicious, Halls, Sour Patch Kids, Stride, Swedish Fish, Trident. McCann Erickson Worldwide, New York. Jeff Geisler, gm-TAG Ideation; Mark Strong, gm-TAG Ideation. — Dentyne. NAS Recruitment Communications, St. Louis. Sean Bain, dirbus devel. Mediaedge:cia, New York. Lee Doyle, CEO-N Amer.; Carl Fartman, mg ptnr. — media svcs. 68 Campbell Soup Co. U.S. ad spending ($ in thousands) By media 2006 2005 % chg Magazine . . . . . . . . . . . . . . . . .$110,740 $85,252 29.9 Sunday magazine . . . . . . . . . . . .16,604 10,563 57.2 B2B magazines . . . . . . . . . . . . . . .1,581 1,587 -0.4 Local magazines . . . . . . . . . . . . . . . .60 27 120.4 Spanish-language magazines . . . .258 69 271.3 Newspaper . . . . . . . . . . . . . . . . . . .3,723 2,067 80.1 National newspaper . . . . . . . . . . . . .249 464 -46.4 FSI . . . . . . . . . . . . . . . . . . . . . . . . .27,713 28,778 -3.7 Network TV . . . . . . . . . . . . . . . .147,306 118,296 24.5 Spot TV . . . . . . . . . . . . . . . . . . . . .7,175 7,459 -3.8
25 | Advertising Age | June 25, 2007 DATACENTER 100 LEADING NATIONAL ADVERTISERS: MARKETER PROFILES YEARBOOK By media 2006 2005 % chg Syndicated TV . . . . . . . . . . . . . . .21,343 15,073 41.6 Cable TV networks . . . . . . . . . . .65,332 55,581 17.5 Network radio . . . . . . . . . . . . . . . .4,111 3,178 29.3 National spot radio . . . . . . . . . . . .2,318 1,135 104.3 Local radio . . . . . . . . . . . . . . . . . . .1,672 1,208 38.5 Outdoor . . . . . . . . . . . . . . . . . . . . . . . .12 175 -93.3 Internet . . . . . . . . . . . . . . . . . . . . . .4,080 3,061 33.3 Measured media . . . . . . . . .414,274 333,971 24.0 Unmeasured spending . . . .150,055 150,045 0.0 Total . . . . . . . . . . . . . . . . . . . .564,329 484,016 16.6 By brand 2006 2005 % chg Campbell’s . . . . . . . . . . . . . . . . .217,658 183,061 18.9 V8 . . . . . . . . . . . . . . . . . . . . . . . . .56,062 34,159 64.1 Pepperidge Farm . . . . . . . . . . . .49,766 42,495 17.1 Swanson . . . . . . . . . . . . . . . . . . . .21,950 12,961 69.3 Pace . . . . . . . . . . . . . . . . . . . . . . .16,484 6,605 149.6 Prego . . . . . . . . . . . . . . . . . . . . . .16,364 15,099 8.4 Sales & earnings ($ in millions) Worldwide 2006 2005 % chg Sales . . . . . . . . . . . . . . . . . . . . . . .$7,343 $7,072 3.8 Earnings . . . . . . . . . . . . . . . . . . . . . . .766 707 8.3 U.S. 2006 2005 % chg Sales . . . . . . . . . . . . . . . . . . . . . . . .5,120 4,842 5.7 Earnings before interest & taxes .1,003 93,100 -98.9 Division sales 2006 2005 % chg U.S. Soups, Sauces & Beverages .3,257 3,098 5.1 Baking & Snacking . . . . . . . . . . . .1,747 1,742 0.3 International Soup & Sauces . . .1,255 1,227 2.3 Other . . . . . . . . . . . . . . . . . . . . . . . .1,084 1,005 7.9 Headquarters Campbell Soup Co./World Headquarters, 1 Campbell Place, Camden, N.J. 08103-1799/Phone: (856) 342-4800. Personnel, brands, agencies Corporate: Douglas R. Conant, pres & CEO; Mark Sarvary, exec VP & pres - Campbell N. Amer.; Carl Johnson, sr VP & chief strategy officer; Paul Alexander, VP-global adv & design. Godiva Chocolatier: 355 Lexington Ave., New York, N.Y. 10017/Phone: (212) 984- 5900. Jim Goldman, ww pres-Godiva; Sharon Rothstein, VP-global mktg & merch. Sugartown Creative, New York. Jolie DeFreis, co-pres & dir-client svcs; Fritz Westenberger, co-pres & exec creative dir. — Godiva. Mediaedge:cia, New York. Charles Coultier, exec ww chmn; Lee Doyle, mg ptnr & client svcs dir; Suzanne Kaufman, mg ptnr & acct dir-media buying. — Godiva. Pepperidge Farm: 595 Westport Ave., Norwalk, Conn. 06851/Phone: (203) 846- 7000. Patrick J. Callahan, pres; Michael Simon, VP & gm-Pepperidge Farms snacks div; Peter Reidie, gmmeals & accompaniments. Y&R, New York. Shelley Diamond, mg ptnr. — Bakery, Goldfish, Pepperidge Farm cookies. Mediaedge:cia, New York. Lee Doyle, CEO-N. Amer.; Suzanne Kaufman, mg ptnr & acct dir-media buying. — media buying, Pepperidge Farm. U.S. Soup, Sauces & Beverages: Campbell Place, Camden, N.J. 08103-1799/Phone: (856) 342-4800. Denise Morrison, pres-U.S. Soups, Sauces & Beverages; Colin Watts, VP & gm-soup; Irene Britt, VP & gm-sauces & meal preparation. Y&R, New York. Shelley Diamond, mg ptnr. — Pace sauces, Prego sauces, V8 beverages, SpaghettiO’s, Chunky Soups, Kids Soups. BBDO Worldwide, New York. Paul Reilly, exec VP & sr acct dir. — Campbell’s condensed soups, Select soups, Swanson broth, new prods. Mediaedge:cia, New York. Lee Doyle, CEO-N. Amer.; Suzanne Kaufman, mg ptnr & acct dir. — media buying. 49 Capital One Financial Corp. U.S. ad spending ($ in thousands) By media 2006 2005 % chg Magazine . . . . . . . . . . . . . . . . . . .$3,289 $1,397 135.5 B2B magazines . . . . . . . . . . . . . . .1,335 437 205.4 Local magazines . . . . . . . . . . . . . . . .NA 8 NA Newspaper . . . . . . . . . . . . . . . . . . .6,005 8,131 -26.1 National newspaper . . . . . . . . . . . . .676 576 17.2 Spanish-language Newspaper . . . . .16 3 412.9 Network TV . . . . . . . . . . . . . . . .130,967 167,179 -21.7 Spot TV . . . . . . . . . . . . . . . . . . . .10,096 6,910 46.1 Syndicated TV . . . . . . . . . . . . . . .41,708 57,197 -27.1 Cable TV networks . . . . . . . . . . .65,096 82,729 -21.3 Network radio . . . . . . . . . . . . . . . . . .NA 571 NA National spot radio . . . . . . . . . . . .4,112 348 NA Local radio . . . . . . . . . . . . . . . . . . .2,969 2,493 19.1 Outdoor . . . . . . . . . . . . . . . . . . . . .1,898 731 159.5 Internet . . . . . . . . . . . . . . . . . . . .53,059 32,968 60.9 Measured media . . . . . . . . .321,227 361,678 -11.2 Unmeasured spending . . . .542,518 463,129 17.1 Total . . . . . . . . . . . . . . . . . . . .863,745 824,808 4.7 By brand 2006 2005 % chg Capital One . . . . . . . . . . . . . . . .319,541 352,002 -9.2 Sales & earnings ($ in millions) Worldwide 2006 2005 % chg Sales . . . . . . . . . . . . . . . . . . . . . .$12,096 $10,038 20.5 Earnings . . . . . . . . . . . . . . . . . . . . .2,414 1,809 33.5 North America 2006 2005 % chg Sales . . . . . . . . . . . . . . . . . . . . . . .11,099 8,950 24.0 Net income . . . . . . . . . . . . . . . . . .2,379 1,674 42.1 Headquarters Capital One Financial Corp./1680 Capital One Dr., McLean, Va. 22102/Phone: (703) 720-1000. Personnel, brands, agencies Corporate: Richard D. Fairbank, chmn, pres & CEO; Bill McDonald, exec VP-brand mktg; David Wurfel, sr VP-brand adv; Peter Horst, sr VP-brand mktg. BBDO Worldwide, Atlanta. Shari Dennis, exec VP & mgmt dir. — Retail banking. 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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