Last year at least 17 restaurant chains with $2.5 billion in ad budgets changed agencies. The chief executive of CKE Restaurants says consumers stopped believing the ads when they didn't accurately match up to their dining experiences. Burger King has changed agencies several times in recent years due to management changes, while unhappy franchisees may have caused Church's Chicken to fire its ad firm.
America Online today is launching a huge Spanish-language marketing push for its AOL Latino service. AOL already has a 45% Internet market share among Hispanics, and it is a good bet that number will rise after this campaign.
The top 100 marketers spent $74.2 billion in 2002, up 7.1% from the previous year, according to Ad Age's 17th annual Global Marketing report. Procter & Gamble was the biggest spender, followed by Unilever and General Motors, the report said.