The Top Ad spenders

The Adage 100 is out. No, this one is not a listing of marketing blogs. It is that paid list I do not have access to this year. The top global marketers. Coke is pretty high on the list with $2.6 spend on it by it. China is pretty high too, in fact higher than one coke or the #1 P&G , most probably I am bang on there because the sneak blurb on the subscription is 62% of the top 100 spend was outside the US and a lot of it in China. IBM is the other culprit. As a corporate marketer caught in a mostly suds and soda campaign they were mostly in print and their TV ads never appealed to the same audience. We were going somewhere when I was with IBM, now I am not so sure.

CBS has sold off all its Superbowl inventory – almost all of it, with money going after a recessionary rate card and most marketers opting to roll last years budget spends. Hyundai is added to that count. Citi, ING and HSBC made it to the Top 100 list but considerably lower ranked. Especially as they can count less of the sports sponsorships from here. GM and J&J both may not come back to the Top 10 in 2010, but I have a feeling Reckitt Benckiser will only make it bigger. Witness here:

‘Our Home Our Planet’ is the next step in Reckitt Benckiser’s Carbon 20 programme which aims to reduce by 20% the Total Carbon Footprint from cradle to grave of all Reckitt Benckiser’s products by 2020. (RB site)

I haven’t seen many people talk about spending on their creative/design houses this year but hopefully 2010 will see a lot of them coming back with niche houses bagging the $1 billion plus accounts. MCD and Burger King need to take over war cries from Pepsi and Coke, that one is a definite #1 wish on my list and no video games from Coke please..or the elves in the machine second life stuff, which is much the same. The European and Latam campaigns are now being pushed to Asia, i think bad deal.

This year will see even more from HSBC as they are going to find the time and energy to capitalise on their strengths and continue on the ‘Think Global, Act Local’ vector and maybe General Mills will get together with Kraft and get a joint campaign..that one would be for the wish list. I guess one of these properties like NFL, Superbowl and more would easily outdo any of these individual networks if it comes to higher yields but it won’t happen in a hurry. The Olympics would have got on to the Top 100 by themselves though and IPL would be competing for some of that $200 million the Superbowl will again outdo in Feb. In all, an insipid much the same 2010 awaits this list. It’s a boring world, I can already see everyone having shifted to electric cars.

Social Media spends, all said and done are unlikely to be more than 2% for any of these brands..

[Categories Branding, Superbowl, Ad spending]