Batteries-to-shaving-systems giant Gillette raised its advertising budget by 24% in the fourth quarter, according to figures published last week.

The group spent $190 million (€176m; £115m) on marketing around the world in Q4, as raised spending on the Oral-B tooth-care range and Duracell batteries pushed the total up.

However, the precise extent of this increase is unclear due to the way Gillette’s adspend is reported. For quarters one to three, the firm issues sales-based estimates of its marketing outlay, then uses the fourth-quarter figure to bridge the gap between these projections and the actual expenditure. The ‘official’ figure of 24%, therefore, may partly reflect higher-than-reported adspend in Q1 to Q3.

Nevertheless, Gillette certainly raised its ad budgets in 2002 – the Q4 results bring full-year spend to $650m, up 12% on 2001.

Away from marketing, the company’s fourth-quarter net earnings surged from $200m to $346m on a 4.6% rise in sales to $2.53 billion.

Data sourced from:; additional content by WARC staff