AdAge reports that Procter & Gamble was the biggest global advertising spender for 2002, laying out a total of $4.48 billion. The company has overtaken General Motors, the top spender of 2001. In total, the top 100 global advertising marketers spent $74.2 billion, an increase of 7.1% on the previous year. To be considered global marketers, companies had to advertise in three of four regions - North America, Europe, Asia and Latin America. Much of Procter & Gamble’s increase was the result of the purchase and integration of various pre-existing brands and businesses such as Wella, DOVE and SLIMFAST.
The IPKat points out that a global marketing strategy depends on having global trade marks protection. This is now a more easily realisable proposition, thanks to the introduction of the Community trade mark and the recent accession of the United States to the Madrid Protocol.
Do a spot of global marketing here, here, here and here
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