lna 2007 profiles Y rev1.qxp - Advertising Age

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32 | Advertising Age | June 25, 2007 DATACENTER 100 LEADING NATIONAL ADVERTISERS: MARKETER PROFILES YEARBOOK By media 2006 2005 % chg Local radio . . . . . . . . . . . . . . . . . .29,079 27,901 4.2 Outdoor . . . . . . . . . . . . . . . . . . . .13,101 11,270 16.2 Internet . . . . . . . . . . . . . . . . . . . .44,555 33,246 34.0 Measured media . . . . . . . .1,425,110 1,592,287 -10.5 Unmeasured spending . . . .527,095 588,928 -10.5 Total . . . . . . . . . . . . . . . . . .1,952,205 2,181,215 -10.5 By brand 2006 2005 % chg Dodge . . . . . . . . . . . . . . . . . . . . .486,661 516,658 -5.8 Chrysler . . . . . . . . . . . . . . . . . . .454,203 605,931 -25.0 Jeep . . . . . . . . . . . . . . . . . . . . . .303,155 298,153 1.7 Mercedes-Benz . . . . . . . . . . . . .153,165 147,846 3.6 DaimlerChrysler . . . . . . . . . . . . .19,788 17,120 15.6 Sales & earnings ($ in millions) Worldwide 2006 2005 % chg Sales . . . . . . . . . . . . . . . . . . . . .$189,470 $185,348 2.2 Earnings . . . . . . . . . . . . . . . . . . . . .4,033 3,398 18.7 U.S. 2006 2005 % chg Sales . . . . . . . . . . . . . . . . . . . . . . .79,899 82,931 -3.7 Division sales 2006 2005 % chg Mercedes Car Group . . . . . . . . .62,115 57,456 8.1 Chrysler Group . . . . . . . . . . . . . .58,731 61,981 -5.2 Truck Group . . . . . . . . . . . . . . . . .36,036 34,121 5.6 Financial services . . . . . . . . . . . .17,932 15,838 13.2 Van, Bus, Other . . . . . . . . . . . . . .14,656 15,951 -8.1 Headquarters DaimlerChrysler/225 Epplestrasse, 70546 Stuttgart, Germany /Phone: 49-711-17-0. U.S. Headquarters DaimlerChrysler/1000 Chrysler Dr., Auburn Hills, Mich. 48326- 2766/Phone: (248) 576-5741. Notes DaimlerChrysler May 14, 2007, announced it was selling Chrysler Group to private-equity firm Cerberus Capital Management for $7.4 billion. Cerberus was to get a 80.1% stake; DaimlerChrysler kept 19.9%. Most of the $7.4 billion outlay from Cerberus will go directly to the future new company, Chrysler Holding. Chrysler’s automotive business was to get $5 billion, while the financial-services business received $1.05 billion; DaimlerChrysler will $1.35 billion. The sale, coming three months after DaimlerChrysler said it was reviewing strategic options for Chrysler, unwinds a failed merger that began in 1998 with Daimler’s acquisition of Chrysler Corp. New owner Cerberus has another Detroit connection; it bought 51% of General Motors Corp.’s finance arm, GMAC, in 2006. Chrysler announced a number of executive departments in the weeks after the Cerburus deal was struck. In late May 2007, it said George Murphy, senior VP-global brand marketing at Chrysler Group, was leaving to pursue other opportunities. Chrysler didn’t name an immediate successor. Mr. Murphy had held the job since 2001. DaimlerChrysler is the largest client of Omnicom Group, which in 2006 generated 3.6% or $410 million in revenue from the automaker. Chrysler as of year-end 2006 employed more than 100 Omnicom shops. Omnicom agencies have worked with DaimlerChrysler units since 1926, when Chrysler hired ad agency Ross Roy (now folded into BBDO). Following the 1998 Daimler/Chrysler merger, Omnicom expanded its ties: Mercedes- Benz of North America in 1999 moved to what’s now Merkley & Partners, and Chrysler Group consolidated at Omnicom in 2000. Personnel, brands, agencies Corporate: Dieter Zetsche, chmn. BBDO Detroit, Troy, Mich. Joe Garcia, pres. — DaimlerChrysler svcs, fleet, Mopar parts. PHD, Troy, Mich. Michael O’Malley, pres. — media svcs. George P. Johnson Co., Auburn Hills, Mich. Robert G. Vallee, Jr., CEO. — event mktg. GlobalHue, Southfield, Mich. Allen Pugh, exec VP & dir- client svcs. — multicultural adv. GMR Marketing, New Berlin, Wis. Steve Knill, exec VP. — event mktg. NAS Recruitment Communications, Detroit. Dennis Hoffman, exec dir-bus devel. — recruitment mktg. Organic, Detroit. Chuck Russo, exec VP & chief client devel officer. — interactive mktg. Chrysler Group: 1000 Chrysler Dr., Auburn Hills, Mich. 48326- 2766/Phone: (248) 576-5741. Tom LaSorda, pres & CEO; Eric Ridenour, chief operating officer; Steven Landry, exec VP-NAFTA sls & global mktg & svcs; Michael Manley, VP-Intl sls, mktg & bus devel; Darryl Jackson, VP-US sls; Michael Keegan, VP-volume plng & sls opers; Roger Monforton, VP-prod strategy; Jason Vines, VP-comms; Steve Bartoli, VP-global prod mktg; David Rooney, dir-Chrysler brand mktg & global comms; Michael Accavitti, dir- Dodge brand & SRT mktg comms; John Plecha, dir-Jeep mktg & global comms. BBDO Detroit, Troy, Mich. Joe Garcia, pres. — Chrysler, Dodge, Mopar & Jeep. PHD, Troy, Mich. Michael O’Malley, pres. — media svcs. George P. Johnson Co., Auburn Hills, Mich. John Tulloch, sr VP-client svcs. — event mktg, multi-brand events, Mopar. GlobalHue, Southfield, Mich. Allen Pugh, exec VP & dir- client svcs. — multicultural adv, Chrysler, Dodge, Jeep. Organic, Detroit. Chuck Russo, exec VP & chief client devel officer. — interactive mktg, Chrysler, Dodge, Jeep. Mercedes-Benz USA: One Mercedes Dr., Montvale, N.J. 07645/Phone: (201) 573- 0600. Ernst Lieb, pres & CEO; Michael Slagter, VP-sls; Steve Cannon, VP-mktg; Carol Goll, gm-brand experience mktg. Merkley & Partners, New York. Cynthia Davis, dir-client svcs. — Mercedes-Benz. PHD, New York. Lee Wilson, sr VP & dir-Mercedes-Benz. — media buying, Mercedes-Benz. Critical Mass, Calgary & Chicago, Ill. Bill Hunt, mg dir. — interactive mktg, Mercedes-Benz. Footsteps, New York. Rehana Dutta, acct dir; Chris Canada, acct exec. — African-American, Hispanic, Asian-American, gay & lesbian mktg, Mercedes-Benz. Rapp Collins Worldwide, New York. Gary VonKennel, Global CEO; Pam Bevilacque, grp acct dir. — direct mktg, Mercedes- Benz.
33 | Advertising Age | June 25, 2007 DATACENTER 100 LEADING NATIONAL ADVERTISERS: MARKETER PROFILES YEARBOOK 47 Dell U.S. ad spending ($ in thousands) By media 2006 2005 % chg Magazine . . . . . . . . . . . . . . . . . .$36,128 $54,831 -34.1 Sunday magazine . . . . . . . . . . .113,211 103,059 9.9 B2B magazines . . . . . . . . . . . . . .19,720 22,893 -13.9 Spanish-language magazines . . . . .68 62 9.1 Newspaper . . . . . . . . . . . . . . . . . .73,384 115,419 -36.4 National newspaper . . . . . . . . . .33,992 72,914 -53.4 Spanish-language Newspaper . . . .101 75 34.6 Network TV . . . . . . . . . . . . . . . . .95,329 76,565 24.5 Spot TV . . . . . . . . . . . . . . . . . . . . . . .354 705 -49.8 Syndicated TV . . . . . . . . . . . . . . . .6,352 3 NA Cable TV networks . . . . . . . . . .209,459 172,518 21.4 Network radio . . . . . . . . . . . . . . . . . .741 NA NA National spot radio . . . . . . . . . . . .1,408 1,063 32.4 Local radio . . . . . . . . . . . . . . . . . . .1,486 2,622 -43.3 Outdoor . . . . . . . . . . . . . . . . . . . . . . . .43 89 -51.1 Internet . . . . . . . . . . . . . . . . . . .137,754 158,971 -13.3 Measured media . . . . . . . . .729,530 781,788 -6.7 Unmeasured spending . . . .153,014 163,975 -6.7 Total . . . . . . . . . . . . . . . . . . . .882,545 945,763 -6.7 By brand 2006 2005 % chg Dell . . . . . . . . . . . . . . . . . . . . . . .722,975 776,316 -6.9 Sales & earnings ($ in millions) Worldwide 2006 2005 % chg Sales . . . . . . . . . . . . . . . . . . . . . .$57,095 $55,908 2.1 Earnings . . . . . . . . . . . . . . . . . . . . . . . . .0 3,572 NA U.S. 2006 2005 % chg Sales . . . . . . . . . . . . . . . . . . . . . . .36,100 36,411 -0.9 Headquarters Dell/1 Dell Way, Round Rock, Texas 78682-2222/Phone: (512) 338- 4400. Notes As Dell Inc. grappled with market share and profit challenges against a resurgent Hewlett-Packard Co., founder and Chairman Michael Dell in January 2007 took back the title of CEO. Ex-CEO Kevin Rollins exited the company. The direct marketer in May 2007 announced a limited move back into retail, announcing it would sell some desktop PCs at Wal- Mart Stores. At the end of May 2007, Dell also disclosed it would cut 10% of its staff, or about 8,800 people, over the next year. These were Dell’s first layoffs since 2001. Dell in February 2006 moved U.S. consumer advertising to Omnicom’s BBDO Worldwide, Atlanta, from sibling DDB Worldwide, Chicago, after a review limited to Omnicom agencies. Media measured are from TNS Media Intelligence, except FSI’s from TNS’s Marx Promotion Intelligence See Page 8 for methodology. Personnel, brands, agencies Corporate: Michael S. Dell, chmn; Michael R. Cannon, pres-global opers; Mark Jarvis, chief mktg officer. BBDO Worldwide, Atlanta. Rob Cherof, exec VP & chief mktg officer. — Dell. Prometheus Media, Chicago. Robert Habeck, mg dir- Chicago. — media svcs. Critical Mass, Calgary. Chris Gokiert, mg dir. — interactive mktg. Fogarty Klein Monroe, Houston. Steve Speier, exec VP & acct dir. — direct mktg, interactive mktg. Matlock Advertising & Public Relations, Atlanta. Sandra Waite, acct lead. Tocquigny, Austin, Texas. Yvonne Tocquigny, CEO. — interactive mktg. 52 Deutsche Telekom U.S. ad spending ($ in thousands) By media 2006 2005 % chg Magazine . . . . . . . . . . . . . . . . . .$17,096 $20,087 -14.9 B2B magazines . . . . . . . . . . . . . . . . .145 1,203 -88.0 Local magazines . . . . . . . . . . . . . . . . . .7 NA NA Newspaper . . . . . . . . . . . . . . . . .164,820 176,737 -6.7 National newspaper . . . . . . . . . .22,159 22,789 -2.8 Spanish-language Newspaper . . . .505 659 -23.4 Network TV . . . . . . . . . . . . . . . .139,603 117,237 19.1 Spot TV . . . . . . . . . . . . . . . . . . . .69,604 41,519 67.6 Syndicated TV . . . . . . . . . . . . . . .26,247 31,507 -16.7 Cable TV networks . . . . . . . . . . .69,933 62,269 12.3 Spanish-language TV . . . . . . . . .41,085 26,608 54.4 National spot radio . . . . . . . . . . . . .252 2,504 -89.9 Local radio . . . . . . . . . . . . . . . . . . . .744 4,272 -82.6 Outdoor . . . . . . . . . . . . . . . . . . . . .7,861 1,228 540.2 Internet . . . . . . . . . . . . . . . . . . . .34,971 13,026 168.5 Measured media . . . . . . . . .595,032 521,646 14.1 Unmeasured spending . . . .220,080 192,938 14.1 Total . . . . . . . . . . . . . . . . . . . .815,112 714,584 14.1 By brand 2006 2005 % chg T-Mobile . . . . . . . . . . . . . . . . . . .594,834 521,506 14.1 Sales & earnings ($ in millions) Worldwide 2006 2005 % chg Sales . . . . . . . . . . . . . . . . . . . . . .$76,618 $73,755 3.9 Earnings . . . . . . . . . . . . . . . . . . . . .4,000 6,930 -42.3 U.S. 2006 2005 % chg Sales . . . . . . . . . . . . . . . . . . . . . . .17,124 14,674 16.7 Division sales 2006 2005 % chg Mobile Communications . . . . . .40,046 35,307 13.4 Broadband/Fixed Network . . . .25,792 26,892 -4.1 Business Customers . . . . . . . . . .11,325 11,209 1.0 Group HQ & Shared Services . . . . .429 351 22.2 Headquarters Deutsche Telekom/Friedrich-Ebert-Allee 140, Bonn, Germany 53113/Phone: 49-228-181-0. U.S. Headquarters Deutsche Telekom/600 Lexington Ave., New York, N.Y. 10022/Phone: (212)-424-2900.
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