Question

Topic: Just for Fun

Who Is The #1 Marketing Company?

Posted by Anonymous on 10/13/2004 at 2:49 PM ET 25 Points
Which fortune 500 company do you think can claim the title '#1 marketing company"?

Microsoft?
Procter & Gamble?
Coca Cola?
Walmart?

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  • Posted by SteveByrneMarketing on 10/13/2004 at 7:33 PM Accepted
    1. Coca Cola is the winner
    brand equity is $70.45 billion

    2. Microsoft - $65.17b
    3. IBM - 51.77b


    source:
    https://www.businessweek.com/magazine/content/03_31/b3844013_mz046.htm



  • Posted by ReadCopy on 10/14/2004 at 4:37 AM Accepted
    Well apart from https://blackwhite.uk.com ;-)
    For creatives in the UK, the Triangle Group, often win awards (https://www.thetrianglegroup.co.uk/home.htm)
  • Posted by Peter (henna gaijin) on 10/17/2004 at 1:58 AM Accepted
    If brand equity equates to best marketing, then SteveB's answer has it.

    But based on reputation for being smart marketers, I would say either GE or P&G. This is supported by how frequently GE and P&G employees are targeted by headhunters looking to place high level people in other companies.
  • Posted by mgoodman on 10/29/2004 at 8:51 AM Accepted
    As others have said, who is #1 depends on what the criteria are. In my book the clear winner is

    PROCTER & GAMBLE

    They wrote the book on brand management and have more huge brands in more categories than any other company. They also have produced a staggering number successful marketers who left the "soap factory" and went on to bigger and better things. Think about Intuit and eBay, to name just a couple.

    I'd argue that having one enormous brand (like Coke) is a real accomplishment, but it doesn't make the Coca Cola Company "the #1 marketer." Similar logic for Microsoft and Windows. They've done a very good job, and they've been successful, but some of that could have been because they were in the right place at the right time -- not that they were such brilliant marketers. And Nike just has one enormous brand with thousands of SKUs. They've done a great job, but #1 marketer? I don't think so.

    If you want to pursue the question, we need to agree on the criteria -- not just see who can name the biggest brand or the most recent phenomenon. (P&G has been a brand management powerhouse for more than 50 years, and a pretty savvy marketer for a lot longer than that. Ivory has been "99.44% pure" since the 1800s.)
  • Posted by mgoodman on 11/1/2004 at 10:51 PM Member
    jstiles (and others):

    At the core of P&G's marketing approach is that the brand is king. They don't care if anyone knows who P&G is or what brands they make. They only want to be sure that you're aware of the brands that have value for you.

    Many P&G brands are not even owned by P&G any more. For example, they "invented" Jif peanut butter, but they've sold the brand to Smucker's (for a lot of money, by the way.)

    Current or former P&G brands include: Ivory, Safeguard, Camay, Zest, Coast, and Lava soap; Tide, Bold, Gain, Cheer, Ariel, Oxydol, Joy, Dawn, and Ivory Liquid detergents; Comet, Cinch, Spic N Span, Mr. Clean, and Top Job household cleaners; Downy and Bounce fabric softeners; Crest and Gleem toothpaste, Scope mouthwash; Duncan Hines, Pringle's, Crisco, and Jif; Pampers, Luv's, Bounty, Charmin, Tampax, Always; Oil of Olay; and dozens more. (These are just the first few that jump to mind ... there are lots more.)

    The fact that you didn't know which brands P&G makes is a testament to the effectiveness of their branding strategy. (And the brands mentioned above are almost entirely US brands. The list gets even longer when you add non-US brands.)
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