Advertising Age, October 8, 2001
The 2001 Roster of Marketing 100s
A year of successful brand stories—and the people behind them.
Ambi-Pur Juan Carlos Allred
Fox News Channel Roger Ailes
“Powerpuff Girls” Gary Albright
Acura MDX Rob Alen
Stimson Lane Wineries Ted Baseler
Suave Ralph Blessing
Oakley sunglasses Scott Bowers
College Television Network Ann E. Brown
Avandia Erin Brubaker
“Crocodile Hunter” Clark Bunting
“Survivor” Mark Burnett
H&R Block David Byers
Homestore.com M. Jeffrey Charney
Eclipse gum Paul Chibe
Herman Miller Red Greg Clark
Pox Matt Collins
Avon Wellness David Cross
Sony DVD Players Bill Cubellis
Washington Mutual Brad Davis
Dell Computer Michael Dell
“The Red Tent” Anita Diamant
 NeoPets Doug Dohring 
“Bridget Jones’ Diary” Pamela Dorman
Red Baron pizza Darci Eckermann
Google Doug Edwards
Focus Bob Fesmire
All-Clad Metalcrafters Catherine Fischer
MasterCard Larry Flanagan
Chico’s Jim Frain
Captain Morgan rum Laura Goldenberg
Verizon Communications Bruce S. Gordon
Precept MC Lady golf ball Stephen Graham
Dasani Kellam Graitcer
Australian Tourist Commission Lyndel Gray
Skechers Michael Greenberg
Dove deodorant Andrea Grostern
Blackberry Mark Guibert
UPS Dale Hayes
Oxi Clean Cindy Heller
Hello Kitty Bill Hensley
Stonyfield Farm Gary Hirshberg
HP PhotoSmart Jeff Hopper
Arena Football League Glenn Horine
Sarafem Leslea Hsu
Aussie Nad’s Sue Ismiel
Peyton Manning Peter Johnson
Colonial Willamsburg Co. Janet Kane
San Diego Kerri Kapich
Toys “R” Us Warren Kornblum
Heineken Ken Kunze
Panera Bread Mike Kupstas
Olay Daily Facials Michael Kuremsky
Pacific Bell Charlene Lake
Presto Dave Larson
Bed Bath & Beyond Rita Little
Whoozit Jane Love
“The Producers” Ronni Mandell
Tabasco Martin Manion
PT Cruiser Tom Marinelli
CG Smoothers Anne Martin
“Suzanne Somers’ Eat, Cheat &
Melt the Fat Away”
Andrew Martin
Bayer aspirin Michael Mathews
1–800–CONTACTS Kevin McCallum
Miele vacuum cleaners Paul McCormack
BMW 3 Series Jim McDowell
IBM Maureen McGuire
Quicksilver Robert McKnight Jr.
Telemundo Jim McNamara
Dr. Brown’s Natural Flow bottle
Charles Miller
Lucky Brand Dungarees Gene Montesano
Code Red Cie Nicholson
Cascade Complete Kristen Nostrand
Subway Bob Ocwieja
Nestle Crunch Brian Owens
Garnier Nutrisse Ketan Patel
Venus razor Mary Ann Pesce
Merrill Lynch & Co. Paula Polito
“Shrek” Terry Press
“Iron Chef” Adam J. Rockmore
Lipton Sizzle & Stir Alicia Rockmore
Red Bull David Rohdy
Poo-Chi Marc Rosenberg
Baby Einstein Glenn Ross
Clifford Leslye Schaefer
“Blind Date” Lori Shackel
Lance Armstrong Bill Stapleton
Green Mountain Coffee Bob Stiller
EZ Squirt Kelly Stitt
Prius Steve Sturm
VH1 John Sykes
White Wave’s Silk James Terman
Venus Williams Stephanie Tolleson
BP Michael van Eesbeeck
Sarah Fisher Derrick Walker
“Spy Kids” Bob Weinstein
BriteSmile Mike Whan
Blue Man Group Chris Wink
Iams Jay Woffington
Smirnoff Ice Jennie Young
Cole Haan William Zeitz
Photo of Doug Dohring
NEOPETS
Doug Dohring

On a recent day when the Nasdaq slid more than 27 points as the U.S. prepared for war, the NeoDaq slipped 22 points. But business prospects remain strong in Neopia, the virtual world inhabited by 27 million NeoPets, as well as by marketers such as Kraft Foods and Procter & Gamble Co.

What began as the creation of two British college students has evolved into the Gen Y-targeted NeoPets.com, which in July was ranked the “stickiest” at-home Web site by Nielsen/NetRatings. NeoPets Chairman—CEO Doug Dohring, 43, developed the two students’ nascent site and debuted NeoPets.com in April 2000. It became profitable three months later, and Mr. Dohring expects 2001 revenue to top $10 million.

NeoPets’ nearly 18 million registered members customize online creatures, play games, and participate in auctions and other activities including Neopia’s stock exchange, the NeoDaq. More than 50,000 people register daily at NeoPets.

The coin of the realm is NeoPoints, used to buy NeoItems. There are no banner ads on NeoPets; the sole advertising is a form of product placement the company calls Immersive Advertising. For example, visitors can purchase Kraft Foods’ Lunchables for their Neopets. Members can also set up their own stores in which other members can shop, and stock Lunchables on the shelves. For Miramax Films’ Dimension Films, Neopets built an online theater that showed trailers of “Spy Kids.” P&G’s Sunny Delight is another Neoitem. “It’s an extension of product placement,” Mr. Dohring says, “but it’s much more...it’s actually the content that the product is immersed into.”

NeoPets runs ads in Primedia’s Bop, Teen Beat and Tiger Beat. Some NeoPets sponsors’ products have been incorporated into the ads, which were created in-house.

—DAN LIPPE