May 19, 2020

Top 20 companies with the biggest advertising budget

Forbes
Chevrolet
Advertising budgets 2016
Pampers
Real GDPR
1 min
Top 20 companies with the biggest advertising budget

It might surprise you to know that the world’s most valuable brands generally do not spend the most money on advertising.

According to Forbes’s extensive survey of global brands, the world’s most valuable brand Apple spends under a quarter of what the likes of Pampers and Gillette spend on advertising.

Automotive and consumer packaged goods firms occupy five of the top six advertising spends, with luxury brand Louis Vuitton also among the heavy spenders.

The top 10 advertising budgets for 2016 are as follows:

  1. Pampers - $8.3bn (Ranked 50th most valuable brand)
  2. Gillette - $8.3bn (28th)
  3. L’Oreal - $8.2bn (34th)
  4. Chevrolet - $5.1bn (59th)
  5. Louis Vuitton - $4.4bn (19th)
  6. Ford - $4.3bn (35th)
  7. Coca-Cola - $4bn (4th)
  8. Amazon - $3.8bn (12th)
  9. Sony - $3.7bn (76th)
  10. AT&T - $3.6bn (13th)
  11. Lexus - $3.6bn (63rd)
  12. Toyota - $3.6bn (6th)
  13. Samsung - $3.3bn (11th)
  14. NIKE - $3.2bn (18th)
  15. Google - $3.2bn (2nd)
  16. American Express - $3.1bn (24th)
  17. T-Mobile - $2.9bn (93rd)
  18. Nissan - $2.8bn (70th)
  19. Verizon - $2.7bn (21st)
  20. Chase - $2.7bn (65th)

Apple does not appear in the top 20. Its $1.8bn spent on advertising makes it the 33rd biggest spending company, despite its brand value being more than double that of any other in the world. 

READ MORE: The 37 most valuable brands in the world

Follow @BizReviewEurope

Read the May 2016 issue of Business Review Europe magazine.

Share article

Jun 16, 2021

SAS: Improving the British Army’s decision making with data

SAS
British Army
3 min
Roderick Crawford, VP and Country GM, explains the important role that SAS is playing in the British Army’s digital transformation

SAS’ long-standing relationship with the British Army is built on mutual respect and grounded by a reciprocal understanding of each others’ capabilities, strengths, and weaknesses. Roderick Crawford, VP and Country GM for SAS UKI, states that the company’s thorough grasp of the defence sector makes it an ideal partner for the Army as it undergoes its own digital transformation. 

“Major General Jon Cole told us that he wanted to enable better, faster decision-making in order to improve operational efficiency,” he explains. Therefore, SAS’ task was to help the British Army realise the “significant potential” of data through the use of artificial intelligence (AI) to automate tasks and conduct complex analysis.

In 2020, the Army invested in the SAS ‘Viya platform’ as an overture to embarking on its new digital roadmap. The goal was to deliver a new way of working that enabled agility, flexibility, faster deployment, and reduced risk and cost: “SAS put a commercial framework in place to free the Army of limits in terms of their access to our tech capabilities.”

Doing so was important not just in terms of facilitating faster innovation but also, in Crawford’s words, to “connect the unconnected.” This means structuring data in a simultaneously secure and accessible manner for all skill levels, from analysts to data engineers and military commanders. The result is that analytics and decision-making that drives innovation and increases collaboration.

Crawford also highlights the importance of the SAS platform’s open nature, “General Cole was very clear that the Army wanted a way to work with other data and analytics tools such as Python. We allow them to do that, but with improved governance and faster delivery capabilities.”

SAS realises that collaboration is at the heart of a strong partnership and has been closely developing a long-term roadmap with the Army. “Although we're separate organisations, we come together to work effectively as one,” says Crawford. “Companies usually find it very easy to partner with SAS because we're a very open, honest, and people-based business by nature.”

With digital technology itself changing with great regularity, it’s safe to imagine that SAS’ own relationship with the Army will become even closer and more diverse. As SAS assists it in enhancing its operational readiness and providing its commanders with a secure view of key data points, Crawford is certain that the company will have a continually valuable role to play.

“As warfare moves into what we might call ‘the grey-zone’, the need to understand, decide, and act on complex information streams and diverse sources has never been more important. AI, computer vision and natural language processing are technologies that we hope to exploit over the next three to five years in conjunction with the Army.”

Fundamentally, data analytics is a tool for gaining valuable insights and expediting the delivery of outcomes. The goal of the two parties’ partnership, concludes Crawford, will be to reach the point where both access to data and decision-making can be performed qualitatively and in real-time.

“SAS is absolutely delighted to have this relationship with the British Army, and across the MOD. It’s a great privilege to be part of the armed forces covenant.”

 

Share article