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Anheuser-Busch in Super Bowl Spotlight

As the Super Bowl's largest advertiser, Anheuser-Busch also was a popular subject for editorial coverage worldwide. An article in the January 24 edition of Forbes highlights the selection process the brewer faced in delivering its marketing message.

The article explains that Anheuser-Busch, which paid ABC $17 million for 10 30-second spots, "wanted to exploit the event to position Budweiser as a more upscale brew -- instead of one better known for its quarrelsome lizards.

Furthermore, it says Anheuser-Busch is challenged "to make a classy stand against the eye-grabbing ads of such weblets as Pets.com and E-trade."

The article then describes the ad they finally selected. "A tuxedoed veterinarian ducks out of a black-tie party in St. Louis' city hall and bolts into the night. He heads to a farm, where he arrives in time to assist with the birth of a wobbly Clydesdale foal. Afterwards he strolls out to the paddock to congratulate the Clydesdale sire, as fireworks explode overhead."

This 60-second commercial helped Anhueser-Busch jump out of the crowd of 30-something marketers.


Forbes Features St. Louis companies in its Platinum 400 list

Several companies headquartered in the St. Louis region made the Forbes Platinum 400 list published in the magazine's January issue.

"The Forbes Platinum 400 is a list of exceptional big corporations that pass a stringent set of hurdles measuring both long- and short-term growth and profitability," the magazine explains. "The list is made up of time-tested champions, not overnight sensations."

The St. Louis-area companies named include: Emerson Electric, Sigma Aldrich, Anheuser-Busch and Express Scripts. Express Scripts was profiled in a two-page story.

Express Scripts is a 13-year-old company that manages prescription drug spending for 137 HMOs, insurers and large employers. According to the article, the company is the third largest "pharmacy benefit manager" in the business. Its revenues reached $4 billion last year.


Express Scripts

Above: Express Scripts is one of four St. Louis-area companies featured in Forbes Magazine's Platinum 400 List.


The company's CEO, Barrett Toan, is described as "something of an anomaly--a government bureaucrat who turned into a wealthy and successful entrepreneur." It continues "A Wharton M.B.A., he left a job as a state welfare administrator in 1985 to start an HMO and then Express Scripts."

The article also mentions the company's focus on its on-line pharmacy, "there's opportunity for growth here," it states.


Forbes and Financial Times Measure Olin School's M.B.A. Muscle

Washington University's Olin School of Business was 14th among national schools--its highest-ever rank in any such survey--in Forbes magazine's evaluation of full-time M.B.A. programs.

Based on which programs give students the biggest return on their investment, the magazine ranked the top 25 national schools and the top 25 regional schools. To calculate the worth on a M.B.A. degree, Forbes compared salary gains relative to the cost of obtaining them. Forbes surveyed each school's class of 1994, asking students to anonymously disclose their compensation the year before beginning business school, the first year after graduation and four-and-a-half years later. Costs included two years of tuition and forgone earnings.

The overall results show that business school is a wise financial choice for most students. Results for M.B.A. students at the John M. Olin School of Business were higher than average, taking about four years to break even. The typical Olin School graduate posted an M.B.A. gain of $35,000. The top three schools are Harvard University in Cambridge, Mass; Dartmouth College in Hanover, N.H.; and Stanford University in Stanford, Calif.

In the Financial Times' second annual ranking, including 75 full-time M.B.A. programs worldwide, the Olin School ranked 26th, the highest new entry in the ranking. Among U.S. schools, the Olin School was number 20.

The newspaper, based in London, measured performance in categories covering three broad areas: value and quality of the M.B.A. degree, and in particular how high a graduate's salary is right out of college; diversity; and research. The 21 specific criteria used included value for money, career progress, diversity of faculty and students, international courses, international mobility of alumni and research rating.

The top three schools were Harvard Business School, the Wharton School at the University of Pennsylvania in Philadelphia, Pa; and Stanford University. Top schools outside the United States included the London Business School in London, England; Insead in Fontainebleau, France; and the Richard Ivey School at the University of Western Ontario in London, Ontario in Canada.


ADM's trade strategy highlighted in Forbes

Archer-Daniels-Midland is preparing for the day that the Cuban embargo is lifted, according to a feature story in the February 7 issue of Forbes magazine.

The article notes that ADM recently had a presence at a Healthcare Exhibition in Havana "Among the 100 companies like Pfizer and Eli Lilly that were showing off their wares to local doctors was a somewhat incongruous visitor -- ADM."

ADM is a $14 billion (sales) processor of grains, oil seed and soy products. "Over the past two years," the article states, "the company has donated 260 metric tons of soy products to Cuba.

In the article, ADM's Anthony Delio explains their position regarding Cuba, "It's our belief that in the next year or two trade will open up," he continues, "the idea is to show them what we're capable of and to start building a demand for our products.

ADM executives believe "If the U.S. trade embargos were lifted the sale of feed grain and bulk food to Cuba could add up to $500 million a year in revenues.

ADM has other plans as well. In short, their mantra is "build relationships until the politics are resolved," the article summarizes.

 

 

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Cover Story
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Cover Story
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Arthur "Don" Wainwright Wainwright Industries

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From Voice to Data
Voice to Data
American Frontier
The American Frontier

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