The centralisation of the FMCG giant's three divisions into a single entity, coupled with an overall 7.6% year-on-year increase, ensured that Unilever topped the list with a total media spend of over 拢208m in 2005, according to figures provided by Nielsen Media Research.
P&G came second in the Top 100 list with a total spend of 拢179.5m, a 12.6% decrease on 2004. Bernard Balderston, P&G's associate director of media, attributed the downturn to timings of category activity as opposed to a determined cut in overall spend.
P&G's recent merger with Gillette, which spent 拢17.9m on advertising last year, means that less than a 拢1m separates the total advertising spend of the top two firms going into 2006.
COI Communications maintained its third spot on this year's list, marginally increasing total to 拢167.2m in 2005.
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