Meryl Dorey: Still lying on schedule

Not true. Surprised? No. Meryl Dorey lies reflexively and without qualms

Yet again, a post about one of Meryl Dorey's regularly scheduled SocialOomph tweets. And guess what? Meryl is lying again. Oh, sure, she's probably just repeating something she's heard somewhere else. Sad thing is, though, she's been told she's wrong repeatedly and she's still carrying on, so it's crossed from merely repeating a rumour without checking into the territory of outright lie. She's repeating this on the "official" twitter channel of the Australian Vaccination Network, which claims to be an independent watchdog. It's not a watchdog. It's a half-blind junkyard mutt with three legs.

So, are pharma companies the biggest buyers of advertising?

Well, no.

Dave The Happy Singer sent me this link from Advertising Age, summarising the top 100 ad spends from companies worldwide in 2009.

In at number one? Procter & Gamble. Do they have any pharma products? Well no, unless you count tampons and razors as pharma, which I don't. Yes, I know you can buy them at the pharmacy. They're not pharma.

Number two in the list? Unilever. A direct competitor to the #1 company, Unilever are also conspicuously short of pharma brands, but they're nevertheless pervasive. I'm drinking Lipton's tea right now, a Unilever brand.

Third in the top 100 is L'oreal, the world's largest cosmetics firm. Wait a minute! doesn't Meryl Dorey run a company called "Fountain Of Beauty"? Why yes! Cosmetics firms are the third largest buyers of advertising. Think about that next time you see Meryl Dorey abusing the AVN's non-profit status to promote her own private company.

Fourth - and don't worry, I'm not going to do all 100 of them - is General Motors, owners of the Holden, Opel and Vauxhall brands. Oh, those evil Holdens and Vauxhalls! But do they manufacture any drugs? Not unless you count pure adrenaline!

Coming in at number five, The Toyota Motor Corporation. I think we all know who Toyota are. They make cars that just don't stop. No drugs here. NEXT!

Sixth in the list: Coca-Cola. Now, despite schoolyard rumours, Coca-Cola no longer contains cocaine. Therefore, I don't think it's fair to call Coca Cola a pharma or chemical company, even if they do market Monster Energy.

Now, at seven with a global spend of $2.6bn, Johnson & Johnson. Finally, a pharmaceutical company. Possibly best known for their sanitation products like gauzes, cotton tips and dressings (they got started in surgical dressings), J&J do actually have a stake in the vaccine business. That's right. They got into vaccines in 2009 when they bought a european research biotech company.

OK, so we find a pharma brand at number 7, though admittedly it's a brand more well known for cotton tips and tylenol than "proper" clinical products. Where are the others?

8. Ford. Not pharma, though their cars are known to put me to sleep

9. Reckit Benckiser (chemicals and 'health' products including Gaviscon, Nurofen and Clearasil). Only vaguely pharma. We'll give it half a point, if only for products like Suboxone.

10. Nestlé. A food company. Not very ethical, but also not "pharma". Also, a verb meaning "to move or arrange oneself in a comfortable and cozy position", if you leave off the accent.

11. Volkswagen. Nobody mention Hitler.

12. Honda. Any drugs here? Just the ones being taken by the designers of this thing.

13. Mars. Formerly Masterfoods. Vegetarians don't like them much any more, but not because they manufacture evil drugs. It's because they started using veal byproducts in their chocolate bars. Mmmmm. Veal.

14. McDonalds - I've often joked that their food is addictive, but it ain't no drug, Meryl.

15. Sony - don't get me started on Sony. They put rootkits on their music CDs, but they don't manufacture pharma.

Damn, this is a struggle. Up to fifteen and only one and a half pharma companies

16. GlaxoSmithKline. Yay! Another pharma company with an ad spend of $1.83bn. Fourth largest pharma company in the world, seemingly the second (maybe third) largest ad spend of the pharma segment. And they definitely make vaccines. But at number 16, they're clearly not pulling their weight for Meryl. Pick up your game, GSK.

17. Deutsche Telecom.  I think we can discount these guys. I'm pretty sure that DTAG's product line fails to constitute a pharmacopeia. I just wanted to use the word pharmacopeia. Move along.

18. Kraft Foods. Vegemite is not a drug! I'm not addicted. I can quit any time I want.

19. Nissan. Boring cars are not pharmaceutical products.

20. Walt Disney Company. Pure unmitigated evil, but again they don't count as pharma. Not even for fantasia.

So there we have it. Only two and a half pharma companies in the top 20 Ad spenders worldwide, and none above seventh-placed J&J, which is there by virtue of a massively diverse product base. That's 12.5% of the list. Even if we expand the domain to include "chemical companies" we only really add half a point for Reckit Benckiser, notwithstanding that all matter is composed of chemicals and therefore any company with a physical product is therefore a chemical company.

Here's the lowdown: Meryl is lying. Again.

 Hang on, I'll put that in big, so the message is clear

Meryl is lying. Again.

Got that?


UPDATE: Meryl is still spouting this tweet as of today 25th June 2010

posted @ Thursday, June 3, 2010 2:00 PM


Comments on this entry:

# re: Meryl Dorey: Still lying on schedule

Left by DrRachie at 6/3/2010 2:18 PM
You are teh awesome! LULZ

# re: Meryl Dorey: Still lying on schedule

Left by KittyB at 6/3/2010 2:43 PM
HITLER! (sorry, but no one had said it yet and you said not to say it, so of course I had to say it... just cos...)

anyways. Awsome work :)

# re: Meryl Dorey: Still lying on schedule

Left by Gabbi at 6/3/2010 3:00 PM
Awesome Post! You completely crush her idiotic claims. Who does she think shes kidding? I showed her statement to a completely uninvolved and uninformed friend and even they went - "um pretty sure diet, cosmetic and supermarket adds are on top actually".

# re: Meryl Dorey: Still lying on schedule

Left by Steve Payne at 6/3/2010 3:01 PM
Nice research. :)> @twinarp

# re: Meryl Dorey: Still lying on schedule

Left by Lucas Randall at 6/3/2010 3:08 PM
Nice one man - happy to have found you on Twitter @LucasRandall

# re: Meryl Dorey: Still lying on schedule

Left by Ausduck at 6/3/2010 4:08 PM
Excellent yet again - as Dr Rachie says " you are teh awesome!"

# re: Meryl Dorey: Still lying on schedule

Left by Deb at 6/3/2010 4:13 PM
And don't forget that Jane Johnson sponsors and is on the board (chair?) of Thoughtful House, the lastest people to fire St Andy. So does that cancel them out?

# re: Meryl Dorey: Still lying on schedule

Left by Jason at 6/3/2010 4:15 PM
"don't forget that Jane Johnson sponsors and is on the board (chair?) of Thoughtful House"

Wow. Now there's something I didn't know.

# re: Meryl Dorey: Still lying on schedule

Left by Chrys Stevenson at 6/3/2010 5:32 PM
Great work, Sherlock!

# re: Meryl Dorey: Still lying on schedule

Left by Cowcakes at 6/3/2010 8:12 PM
I believe you have confused Nissan with Toyota, otherwise excellent rebuttal. Then again she is an exceedingly & consistently easy target.

# re: Meryl Dorey: Still lying on schedule

Left by Dan Buzzard at 6/3/2010 11:27 PM
Going by Meryl's philosophy you've just provided evidence of the conspiracy the Big Pharma is controlling everything. :P

# re: Meryl Dorey: Still lying on schedule

Left by Squillo at 6/4/2010 12:48 AM
Lying and Twitterspamming.

# re: Meryl Dorey: Still lying on schedule

Left by Jason at 6/4/2010 10:26 AM
@Dan I did consider that possibility. "Well, it just goes to show that the advertising metrics agencies are also in the pocket of Big Pharma!"

@Cowcakes - what, about the boring cars bit? Well, Toyota came in at five in the list, and while most of their cars are pretty boring, the lack of brakes is nothing if not exciting. I'd also classify the TRD Hilux as quite cool, since it was the first car to drive to the north pole. (See what I did there?)

# re: Meryl Dorey: Still lying on schedule

Left by @Epigrammist at 6/5/2010 1:43 AM
I pity Meryl Dorey. I do. Such a sad, bitter woman trying to impose her baseless beliefs on anyone who is stupid enough to listen.
She’ll never change.

# Meryl Dorey's in bed with top advertisers!

Left by Dave The Happy Singer at 6/5/2010 4:54 PM
May I point out that Dorey's online store sells Lancôme and YSL Beauté, both L'Oreal brands?

As L'Oreal is a bigger advertiser than any pharma company in the world, Meryl, I feel a 'NO U' coming on.

# re: Meryl Dorey: Still lying on schedule

Left by Spong at 6/13/2010 2:41 PM
OK, so reading this, the biggest hitters aren't pharma; could she be right by total dollar spend by industry segment? (does the Long Tail of advertising spend change the argument?) Is there a handy pie chart somewhere? :)

# re: Meryl Dorey: Still lying on schedule

Left by Jason at 6/13/2010 11:36 PM

total dollar spend by industry segment? As in "does the pharma industry overall stack up larger than others?" Well, no. Perhaps in some submarkets. But not overall.

Well, Ad Age has all the numbers behind a paywall. The data exists. It doesn't support Meryl.

# re: Meryl Dorey: Still lying on schedule

Left by Jin-oh Choi at 7/17/2010 1:47 PM
Nice post.
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