Profiles
The people, agencies and numbers behind the
nation’s 10 biggest advertisers. Want more?
Subscribe to Ad Age DataCenter to access a
database that includes all 100 Leading National
Advertisers, with agencies and executives
updated in December 2011:
AdAge.com/marketertrees2011update
AMERICAN EXPRESS CO. 5
$2.22 billion
U. S. AD SPENDING ($ IN THOUSANDS)
BY MEDIA 2010
Magazine $59,938
Sunday magazine 471
B2B magazines 2,670
Local magazines 21
Spanish-language magazines 84
Newspaper 97,490
National newspaper 32,854
Spanish-language newspaper NA
Network TV 121,001
Spot TV 24,624
Syndicated TV 26
Cable TV networks 82,144
Network radio 7,278
National spot radio 18,000
Local radio 20,568
Outdoor 22,164
Internet (display only) 132,037
Measured media 621,368
Unmeasured spending 1,601,260
Total 2,222,628
2009
$37,572
623
2,077
38
85
79,750
31,695
9
88,614
13,543
15
36,608
469
12,609
14,524
12,739
45,664
376,633
988,370
1,365,002
CHG
59.5
- 24. 3
28.6
-45.8
- 1. 2
22. 2
3. 7
NA
36.5
81.8
75.0
124.4
NA
42.8
41.6
74.0
189.1
65.0
62.0
62.8
BY BRAND
American Express
Open Forum
2010
594,948
11,250
2009
329,513
35,516
CHG
80.6
-68.3
SALES & EARNINGS ($ IN MILLIONS)
American Express Co. (NYSE: AXP)
WORLDWIDE 2010
Sales $27,819
Earnings 4,057
2009
$24,523
2,130
CHG
13. 4
90.5
GEOGRAPHIC SALES
U.S.
Europe, Middle East, Africa
Japan
Latin America, Canada
and Caribbean
Other
2010
20,246
3,297
2,701
2009
17,489
3,286
2,294
CHG
15. 8
0.3
17. 7
2,449
-874
2,315 5. 8
-861 NA
DIVISION SALES 2010
U. S. Card Services 14,616
International Card Services 4,650
Global Commercial Services 4,402
Global Network & Merchant Svcs 4,373
Corporate & other -222
2009
12,153
4,529
3,983
3,780
78
CHG
20. 3
2. 7
10.5
15. 7
NA
HEADQUARTERS
American Express Co./World Financial Center, 200 Vesey
St., New York, N. Y. 10285/Phone: (212) 640-2000.
PERSONNEL, BRANDS, AGENCIES
CORPORATE: World Financial Center, 200 Vesey St., New York,
N.Y. 10285/Phone: (212) 640-2000. Kenneth I. Chenault,
chmn & CEO; John D. Hayes, CMO & head-global adv & brand
mgmt; Marie Delvin, sr VP-adv, media & sponsorships;
Alison Bain, VP-intl adv; Deborah Curtis, VP-adv; Benjamin
Stuart, sr VP-mktg, adv & media; Nancy Smith, VP-global
media alliances, devel & social media mktg; Rich Lehrfeld,
VP-global media, sponsorship & experiential mktg; Lou
Paskalis, VP-media & mobile mktg.
Figure under each marketer’s name is estimated total U.S. ad
spending for calendar 2010 from 100 Leading National Advertisers
(June 20, 2011) and Ad Age’s Marketer Trees 2011. Measured-media
figures from Kantar Media. Unmeasured ad spending figures are Ad
Age DataCenter estimates. Financial data from public documents.
Explore updated database: AdAge.com/marketertrees2011update
Agencies owned by or affiliated with the largest U.S. agency
companies are color coded as follows:
■ OMNICOM GROUP ■ WPP ■ INTERPUBLIC GROUP
■ PUBLICIS GROUPE ■ HAVAS ■ OTHER
Profiles editor: Keri Lynch
■ CRISPIN PORTER & BOGUSKY, Miami & Boulder, Colo. Steve
Erich, ptnr & grp acct dir; Edward Christopher, VP & grp
acct dir. — cons adv & digital mktg, American Express
Open, American Express Open Forum.
■ OGILVY & MATHER ADVER TISING, New York. Simon Pearce, ww
mg dir-AmEx; Steve Simpson, chief creative officer-N.
Amer. — American Express cards & svcs.
■ SIEGEL & GALE, New York. David Srere, co-CEO. — brand
lead, identity & card design.
■ ANOMALY, New York. Karina Wilsher, ptnr & pres. — Serve.
■ DIGITAS, New York. Joanne Zaiac, pres-Digitas New York,
Atlanta & Stamford, Conn.; Linda Piggot, exec VP-mktg;
Carl Fremont, exec VP & global head-media; Lincoln
Bjorkman, exec VP & chief creative officer, N. Amer. —
direct mktg, digital mktg, branded entertainment, customer relationship mgmt, social media & mobile mktg,
American Express, American Express travel svcs,
AmericanExpress.com, cons cards, establishment
svcs, membership rewards, Open Forum small bus.
■ EASTWEST MARKETING GROUP, New York. Craig Moser, VP &
grp acct dir. — shopper mktg, Costco in store.
■ ID MEDIA, New York. Jessica Birk, sr VP & dir-client svcs.
— media svcs, cons card, small bus.
■ IGNITION, Atlanta. Robert Howell, VP. — experiential
mktg, American Express.
■ IPROSPECT, Boston. John Weyend, mg dir-New York. —
search mktg, AmexCardAdvisor.com, AXPi, card acquisition, card svcs, membership rewards, merchant
acquisition, Open Forum small bus.
■ KINETIC, New York. Sharon Hatch, mg dir. — out-of-home.
■ MINDSHARE WORLDWIDE, New York. Ed Hughes, mg dir-client leadership. — media svcs.
■ MOMENTUM WORLDWIDE, New York. Sue Furlong, exec VP;
Laura Loughlin, exec VP & genl mgr; Richard Black, sr
VP & dir-client svcs; Josh Tavlin, creative dir-American
Express. — sponsorships & event mktg, cards & svcs,
Open Forum small bus.
■ PERFORMICS, New York. Fiona Gill, VP-client svcs; Nabeel
Mahmud, grp acct dir. — search mktg.
■ SERINO COYNE, New York. Roger Micone, grp dir. — adv,
American Express.
■ SOLUTIONSET, Mill Valley, Calif. Mike Wychocki, exec VP. —
direct mktg, Business4Business, membership rewards,
platinum cons & corp cards, Zync credit card.
■ TEAM ONE, El Segundo, Calif. Julie Michael, exec dir;
Nathan Smith, acct dir. — project-based creative, cons
travel network.
■ WASSERMAN MEDIA GROUP, Los Angeles, New York &
Raleigh, N.C. Elizabeth Lindsey, co-mg exec. — sports &
entertainment mktg.
AMERICAN EXPRESS PUBLISHING CORP.: 1120 Ave. of the Americas,
New York, N. Y. 10036/Phone: (212) 382-5600. Ed Kelly, pres &
CEO; Mark Stanich, CMO & pres-digital media; Paul Francis,
CFO & sr VP-corp devel & opers; Cara David, sr VP-corp
mktg & integrated media; Jill Davison, VP-corp comms.
■ NO AGENCY.
AT&T
$2.99 billion
U. S. AD SPENDING ($ IN THOUSANDS)
BY MEDIA 2010
Magazine $45,689
Sunday magazine NA
B2B magazines 3,088
Local magazines 160
Spanish-language magazines 358
Newspaper 182,007
National newspaper 32,625
Spanish-language newspaper 268
FSI 6
Network TV 806,729
Spot TV 334,842
Syndicated TV 2,919
Cable TV networks 308,301
Spanish-language TV 63,072
Network radio 4,527
National spot radio 41,639
Local radio 98,270
Outdoor 51,202
Internet (display only) 139,585
Measured media 2,115,285
Unmeasured spending 873,715
Total 2,989,000
2009
$37,028
317
2,994
66
213
208,162
49,158
580
NA
726,738
237,185
336
273,335
52,197
4,249
29,016
98,360
42,069
139,887
1,901,891
885,109
2,787,000
CHG
23. 4
NA
3. 1
141.1
68.0
- 12. 6
-33.6
-53.9
NA
11.0
41.2
768.4
12. 8
20. 8
6. 6
43.5
-0.1
21. 7
-0.2
11. 2
- 1. 3
7. 2
BY BRAND
AT&T
Yellowpages.com
2010 2009 CHG
2,092,883 1,899,386 10.2
21,617 1,112 1844.0
SALES & EARNINGS ($ IN MILLIONS)
AT&T (N YSE: T)
WORLDWIDE
Sales
Earnings
2010
$124,280
19,864
2009
$122,513
12,138
CHG
1. 4
63.7
GEOGRAPHIC SALES
Worldwide
2010
124,280
2009
123,018
CHG
1.0
DIVISION SALES
Wireless service
Voice
Data
Other
Directory Advertising
2010
53,510
28,315
27,479
11,041
3,935
2009 CHG
48,563 10.2
32,324 -12.4
25,561 7. 5
11,341 - 2. 6
4,724 -16.7
HEADQUARTERS
AT&T/208 S. Akard St., Dallas, Texas 75202/Phone: (800)
283-6407.
PERSONNEL, BRANDS, AGENCIES
CORPORATE: Randall Stephenson, chmn, CEO & pres; Ralph de
la Vega, pres & CEO-AT&T Mobility & cons markets; David
Christopher, CMO-AT&T Mobility & cons markets; Kevin
Peters, CMO-AT&T bus solutions; John Stephens, CFO;
Catherine Coughlin, sr exec VP & global mktg officer;
Esther Lee, sr VP-brand mktg & adv; Jim Epperson, sr VP-strategic & employee comms; Mark Wright, VP-media svcs
& sponsorships; Daryl W. Evans, VP-cons adv & mktg
comms; Erick Soderstrom, VP-brand mgmt & adv; Valerie
Vargas, VP-cons adv; Andy Wilson, VP-cons mktg, AT&T
Mobility & cons markets; Gregg Heard, VP-brand identity &
design; Vance Overbey, exec dir-cons adv; Maria Simpson,
exec dir-mktg comms; Stephanie Andrews, exec dir- cons
adv; Chad Harris, exec dir-cons adv; Jason L. Simpson, asst
VP-events & sponsorships.
■ BBDO WORLDWIDE, Atlanta & New York. Troy Ruhanen,
chmn & CEO-BBDO, The Americas; Doug Walker, exec VP
& mg dir-BBDO Atlanta. — cons adv & BtoB.
■ BU TLER, SHINE, STERN & PAR TNERS, Sausalito, Calif. Maureen
Bitter, acct dir. — genl adv & creative lead,
Yellowpages.com, adv solutions.
■ ACXIOM CORP., Little Rock, Ark. John Bowen, mg dir; Jim
Drake, mg dir. — digital mktg, database mktg.
■ ANSIRA, St. Louis. Kay Klos, sr VP-client partnership.
■ BKV, Atlanta. Jana Ferguson, sr VP & grp acct dir. —
direct mktg, email mktg.
■ BRAVO GROUP, Miami. Marianna Rengifo, VP & mg dir;
Dora Diaz, acct dir. — Hispanic adv.
■ CRITICAL MASS, Calgary, Canada. Allison Webb, VP & client
ptnr. — digital mktg.
■ CSE, Atlanta. Doug Manning, sr VP-mktg. — sponsorship
mktg, sports mktg & mobile content.
■ DIESTE, Dallas. Luciana Gomez, brand leader. — Hispanic adv.
■ FLEISHMAN-HILLARD, St. Louis & Dallas. Dave Senay, CEO &
pres. — PR.
■ GSD&M, Austin, Texas. David Hennagin, sr VP-direct svcs.
— adv & direct-response TV, cons prods.
■ INTEGER GROUP, Dallas. Kevin Hall, VP & grp acct dir. —
promo, retail mktg.
■ INTERBRAND, New York. Kevin Perlmutter, sr dir. — brand
mgmt.
■ INTERTREND COMMUNICATIONS, Long Beach, Calif. Jon
Yologawa, VP. — Asian-American adv.
■ JAVELIN MARKETING GROUP, Irving, Texas. Pamela Maphis
Larrick, CEO. — customer mktg.
■ MARKETING ARM, Dallas. Michelle Palmer, sr VP & acct dir.
— promo, sponsorship, sports, multicultural, talent,
events & digital mktg.
■ MARKETING STORE, Chicago. Kelly Ryan, acct super. —
promo, digital mktg, games & sweepstakes.
■ MEC, New York & Los Angeles. Marla Kaplowitz, CEO-N.
Amer; Dennis Donlin, pres-team AT&T. — media svcs,
Yellowpages.com.
■ PBJS, Seattle. Stefanie Schlect, VP. — media buying, display adv.
■ RAZORFISH, Atlanta. John McVay, mg dir. — digital mktg.
■ RODGERS TOWNSEND, St. Louis. Tim Rodgers, CEO; Katie
McGrath, exec VP & dir-One-to-One mktg. — one-to-one
mktg.
■ SANDERS/WINGO, Austin & El Paso, Texas. Trenzio Turner,
sr VP & acct dir; Valerie Vacante, acct dir; Ebony
McCauley, acct dir. — African-American adv.
■ SOLUTIONSET, Mill Valley, Calif. Michele Drohan, sr VP. —
direct mktg, database mgmt, AT&T, U-verse.
■ TEAM EPIC, Norwalk, Conn. Joe Carroll, VP. — promo,
sponsorship, entertainment, sports, talent & event
mktg.
■ TENTHWAVE DIGITAL, New York. David Haut, VP & acct
strategist. — digital mktg.
GENERAL MOTORS CO. 3
$2.87 billion
U. S. AD SPENDING ($ IN THOUSANDS)
BY MEDIA 2010
Magazine $393,718
Sunday magazine 2,108
B2B magazines 7,516
Local magazines 2,641
Spanish-language magazines 3,642
Newspaper 215,086
National newspaper 27,559
Spanish-language newspaper 2,934
Network TV 602,547
Spot TV 188,033
Syndicated TV 41,523
Cable TV networks 293,618
Spanish-language TV 76,857
Network radio 31,285
National spot radio 8,654
Local radio 16,091
Outdoor 17,469
Internet (display only) 240,003
Measured media 2,171,282
Unmeasured spending 697,670
Total 2,868,952
2009
$246,456
23,511
3,887
756
1,324
579,687
50,135
2,717
544,209
108,710
44,508
251,394
64,993
41,808
8,212
16,560
19,380
190,150
2,198,395
262,545
2,460,940
CHG
59.8
-91.0
93.4
249.6
175.1
-62.9
-45.0
8.0
10.7
73.0
- 6. 7
16. 8
18. 3
-25.2
5. 4
- 2. 8
- 9. 9
26.2
- 1. 2
165.7
16. 6
BY BRAND
Chevrolet
GMC
Cadillac
Buick
OnStar
General Motors
Goodwrench
2010
1,128,746
335,327
297,126
248,487
66,628
51,312
38,067
2009
917,645
326,774
351,930
142,301
37,391
193,239
20,527
CHG
23.0
2. 6
- 15. 6
74.6
78.2
-73.4
85.4
SALES & EARNINGS ($ IN MILLIONS)
General Motors Co. (N YSE: GM)
WORLDWIDE
Sales
Earnings
2010
$135,592
6,503
2009
$104,589
NA
CHG
29.6
NA
GEOGRAPHIC SALES
U.S.
Rest of world
2010
73,015
62,577
2009
49,159
55,430
CHG
48.5
12. 9
DIVISION SALES 2010
Automotive sales 135,142
GM Financial and other revenue 281
Other automotive revenue 169
2009 CHG
104,116 29.8
NA NA
473 -64.3
HEADQUARTERS
General Motors Co./300 Renaissance Center, P.O. Box 300,
Detroit, Mich. 48265/Phone: (313) 556-5000.
PERSONNEL, BRANDS, AGENCIES
CORPORATE: Daniel F. Akerson, chmn & CEO; Mark L. Reuss, VP
& pres, N. Amer; Joel Ewanick, VP & global CMO; Dan
Ammann, sr VP & CFO; Stephen J. Girsky, vice chmn-corp
strategy, bus devel, global prod plng & global purchasing &
supply chain; Mary T. Barra, sr VP-global prod devel; Selim
Bingol, VP-comms; Paul Copses, U.S. VP-customer experience; Cindy Brinkley, VP-global HR; Liz Boone, global dir-digital & social engagements; John Beebe, dir-digital &
social integration; Charles Thompson, genl mgr-retail sales
support; Brian Small, genl mgr-fleet & commercial opers;
Paul Edwards, exec dir-mktg strategy & support grp; Steve
Tihanyi, genl dir-branded entertainment & mktg alliances.
