lna 2007 profiles Y rev1.qxp - Advertising Age

46 | Advertising Age | June 25, 2007
DATACENTER 100 LEADING NATIONAL ADVERTISERS: MARKETER PROFILES YEARBOOK
51 Hewlett-Packard Co.
U.S. ad spending ($ in thousands)
By media 2006 2005 % chg
Magazine . . . . . . . . . . . . . . . . . .$57,931 $62,343 -7.1
Sunday magazine . . . . . . . . . . . .55,849 17,913 211.8
B2B magazines . . . . . . . . . . . . . .47,266 42,680 10.7
Spanish-language magazines . . . . .NA 18 NA
Newspaper . . . . . . . . . . . . . . . . . .63,335 49,349 28.3
National newspaper . . . . . . . . . .30,968 35,617 -13.1
Spanish-language Newspaper . . . . .30 7 364.6
FSI . . . . . . . . . . . . . . . . . . . . . . . . . . . .338 76 346.9
Network TV . . . . . . . . . . . . . . . . .27,033 52,714 -48.7
Spot TV . . . . . . . . . . . . . . . . . . . . .1,826 9,685 -81.1
Syndicated TV . . . . . . . . . . . . . . . . .339 15,071 -97.8
Cable TV networks . . . . . . . . . . .61,448 97,118 -36.7
Network radio . . . . . . . . . . . . . . . .6,639 5,936 11.8
National spot radio . . . . . . . . . . . .2,614 4,633 -43.6
Local radio . . . . . . . . . . . . . . . . . . .5,218 6,141 -15.0
Outdoor . . . . . . . . . . . . . . . . . . . . . . .175 122 43.5
Internet . . . . . . . . . . . . . . . . . . .111,379 107,980 3.1
Measured media . . . . . . . . .472,388 507,404 -6.9
Unmeasured spending . . . .356,363 324,406 9.9
Total . . . . . . . . . . . . . . . . . . . .828,751 831,809 -.4
By brand 2006 2005 % chg
HP . . . . . . . . . . . . . . . . . . . . . . . .409,458 467,556 -12.4
Compaq . . . . . . . . . . . . . . . . . . . .45,508 30,653 48.5
Sales & earnings ($ in millions)
Worldwide 2006 2005 % chg
Sales . . . . . . . . . . . . . . . . . . . . . .$91,658 $86,696 5.7
Earnings . . . . . . . . . . . . . . . . . . . . .6,198 2,398 158.5
U.S. 2006 2005 % chg
Sales . . . . . . . . . . . . . . . . . . . . . . .32,244 30,548 5.6
Division sales 2006 2005 % chg
Personal Systems Group . . . . . .29,166 26,741 9.1
Imaging & Printing Group . . . . .26,786 25,155 6.5
Enterprise Storage and Servers 17,308 16,717 3.5
HP Financial Services . . . . . . . . .2,078 2,102 -1.1
HP Services . . . . . . . . . . . . . . . . . . . . . .0 15,536 NA
Headquarters
Hewlett-Packard Co./3000 Hanover St., Palo Alto, Calif. 94304-
1185/Phone: (650) 857-1501.
Personnel, brands, agencies
Corporate: Mark Hurd, CEO; Gary Elliott, VP-brand mktg; Scott
Berg, ww media plng & buying.
Goodby, Silverstein & Partners, San Francisco. John Coyne, acct
dir. — Hewlett-Packard.
McCann Erickson Worldwide, New York. Emily Ketchen, sr VP
& grp acct dir. — HP Personal Systems Group.
Publicis, Seattle/San Francisco. — segment & prod mktg/integrated
direct response, SMB, Technology Services Group, Image
ad Printing.
ID Media, New York. Chuck Shaw, sr VP & dir-client svcs. —
media svcs.
ZenithOptimedia, San Francisco. Julie Rieger, exec VP & dirww
comms. — media svcs, Compaq, HP, all brands.
Agency.com, Chicago. Dave Johnson, pres-N. Amer. — interactive
mktg.
Burson-Marsteller, New York. — pr.
DraftFCB, New York. Liz Deutch, exec VP & dir-acct svcs;
Niland Mortimer, client svcs dir. — interactive mktg.
Hill & Knowlton, New York. — ww corp pr.
Integer Group, Denver. Robyn Abel, grp acct dir. — sls promo.
Publicis Modem, London & San Francisco, Calif. Grant
MacDougall, sr VP-mktg. — direct mktg, digital mktg, media plng,
digital strategy, search engine marketing.
Wunderman, New York. Jen Lindstrom, sr VP & client svcs dir.
— mktg svcs.
30 Home Depot
U.S. ad spending ($ in thousands)
By media 2006 2005 % chg
Magazine . . . . . . . . . . . . . . . . . .$32,159 $49,207 -34.6
Sunday magazine . . . . . . . . . . . . .2,757 1,693 62.8
B2B magazines . . . . . . . . . . . . . . . . .628 531 18.1
Local magazines . . . . . . . . . . . . . . . .52 143 -63.9
Spanish-language magazines . . . . .51 124 -58.8
Newspaper . . . . . . . . . . . . . . . . .106,186 90,714 17.1
National newspaper . . . . . . . . . . .6,343 3,901 62.6
Spanish-language Newspaper . .2,427 2,092 16.0
Network TV . . . . . . . . . . . . . . . .143,020 140,453 1.8
Spot TV . . . . . . . . . . . . . . . . . . . . .7,343 7,893 -7.0
Syndicated TV . . . . . . . . . . . . . . . .1,460 2,165 -32.6
Cable TV networks . . . . . . . . . . .73,479 82,212 -10.6
Spanish-language TV . . . . . . . . .44,111 37,004 19.2
Network radio . . . . . . . . . . . . . . .34,161 16,869 102.5
National spot radio . . . . . . . . . .42,458 66,460 -36.1
Local radio . . . . . . . . . . . . . . . . . .36,190 49,533 -26.9
Outdoor . . . . . . . . . . . . . . . . . . . . .2,070 1,321 56.7
Internet . . . . . . . . . . . . . . . . . . . . . .7,374 2,353 213.4
Measured media . . . . . . . . .542,267 554,667 -2.2
Unmeasured spending . . . .575,809 554,667 3.8
Total . . . . . . . . . . . . . . . . . .1,118,076 1,109,333 .8
By brand 2006 2005 % chg
Home Depot . . . . . . . . . . . . . . .529,448 537,141 -1.4
Expo Design Center . . . . . . . . . .12,810 17,419 -26.5
Sales & earnings ($ in millions)
Worldwide 2006 2005 % chg
Sales . . . . . . . . . . . . . . . . . . . . . .$90,837 $81,511 11.4
Earnings . . . . . . . . . . . . . . . . . . . . .5,761 5,838 -1.3
U.S. 2006 2005 % chg
Sales . . . . . . . . . . . . . . . . . . . . . . .84,437 73,211 15.3
Net income . . . . . . . . . . . . . . . . . .5,761 5,838 -1.3
Division sales 2006 2005 % chg
Retail . . . . . . . . . . . . . . . . . . . . . . .79,027 77,022 2.6
HD Supply . . . . . . . . . . . . . . . . . .12,070 4,614 161.6
Headquarters
Home Depot/2455 Paces Ferry Rd., N.W., Atlanta, Ga.
30339/Phone: (770) 433-8211.
Media measured are from TNS Media Intelligence, except FSI’s from TNS’s Marx Promotion Intelligence
See Page 8 for methodology.