Top 10: Companies With the Biggest Marketing Spend
It has always been said that to make money, you have to spend money â especially if you are a company trying to maintain visibility.
Advertising costs are growing each year as companies are constantly having to match and increase its budget to keep up with its competitors and avoid losing brand awareness in competitive markets.
The companies listed are part of various industries from beauty to distribution, and this Top 10 ranks them by the last recorded marketing spend for the annum.
Find out which is ranked number one by Marketing Chief.âââââââ
In 2025, Metaâs marketing strategy emphasised scaling, speed and leveraging AI to enhance user engagement, increase monetisation and release new products and services â the biggest product release being Meta Glasses.
A large proportion of its strategy involved the roll out of creative optimisation, driven by AI, to improve the efficiency of targeted advertising.
Only recently appointed earlier this year, Chief Marketing Officer Denise Moreno has said she would like to continue the integration of AI, saying: âThe teams that win wonât be the ones that hand everything to the machine. Theyâll be the ones that pair AIâs speed and scale with human judgement and taste, knowing which idea is actually right.â
American Express (Amex) focuses on premium positioning to elevate status and service and justify its higher annual fees. Chief Marketing Officer Elizabeth Rutledge has increasingly focused on digital marketing, with a large majority of Amexâs budget heavily invested in performance media and personalised content to deliver relevance and speed.
Amex has also invested in influencer partnerships and community engagement to allow real life creators to demonstrate the benefits of an Amex card, from access to its lounge experiences at events to money off when dining â expanding its market through the range of benefits to ensure there is something for each consumer.
Over the last year, Comcastâs marketing spend focused on maximising reach and frequency in its advertising strategies to boost customer loyalty in a competitive market.
Focusing on leveraging its Xfinity brand to connect with customers, its budget has gone to various campaigns throughout the year such as âThe WiFi is Boomingâ and partnering with dominant businesses such as Adobe to enhance brand intelligence and improve creative campaign production.
Comcast also continues to develop its digital presence and is beginning to expand into social media channels such as Instagram and TikTok more frequently.
Its highest level of marketing investment in over a decade, Unilever underlined its market spending as a crucial part of its ongoing transformation.
The company used its budget to build desire at scale with its brands, emphasise its digital presence and focus on purpose-led brands through campaigns like Doveâs âReal Beautyâ.
With new CMO Leandro Barreto, Unilever plant to continue outperforming competitor brands and ensure the organisation is fit for the AI age, continuing the exploration of digital marketing in a rapidly changing market.
A company with almost 190 years of history, P&G has become the worldâs largest consumer packaged goods company â with a portfolio consisting of US$25bn brands spanning household care, beauty and personal health care categories.
P&G has said it is proud to take on a consumer-centric approach to its marketing and thrives on innovative ideas and products that revolve around powerfully emotive storytelling.
A large proportion of the marketing budget is allocated to its marketing campaigns, such as âSkip the Soakâ. These are distributed through television advertising primarily, as well as Vvdeo advertising and sometimes Social Media advertising,.
With the figure steadily rising every year, LâOrĂ©alâs advertising budget covers all the needs of itself and its diverse brand portfolio, including Essie and Maybelline, and relies on creative marketing campaigns, such as â#JoinTheRefillMovementâ to stand out in a highly competitive market.
A large proportion of LâOrĂ©alâs budget is allocated to emphasising AI-powered marketing which it has been developing since 2019 to streamline its marketing and advertising.
Earlier this year, LâOrĂ©al announced its AI partnership with NVIDIA and this collaboration will allow LâOrĂ©al to create a beauty and skincare AI engine, which will enable breakthroughs in new formulation discovery by predicting how molecules will perform and interact at an atomic scale.
Alibaba Group uses its marketing budget strategically to encourage sales and strengthen user engagement across its digital platforms.
A large proportion goes towards influencer collaborations with influencers and Key Opinion Leaders to create content that resonates with its target audience due to seeming organic and relatable.
Keeping up with the changing industries, Alibaba has adopted AI-powered tools such as Quanzhantui to optimise traffic allocation and personalise its product appearances based on a userâs browsing habits.
3. PDD Holdings
CEOs: Lei Chen and Jiazhen Zhao
Marketing Spend: US$17.92bn
Based in: Dublin, Ireland and Shanghai, China
PDD Holdings, the parent company of Temu, is continuously growing and becoming a core player in the distribution market due to its aggressive advertising to maximise its brand visibility. From paying for Super Bowl ads to digital advertising on platforms such as Instagram, Temuâs leadership team is ensuring audiences are constantly revisiting the brand.
The budget has also gone towards its app and has employed gamified marketing strategies such as daily check-ins and free products when a certain amount is spent in order to drive sales and engage users into repeatedly visiting the app.
A significant portion of Alphabetâs budgeting is allocated to maintain its competitive edge in the digital advertising space.
Whilst limited information is available to the public as to how Alphabet spend their marketing budget, a large proportion is allocated to the expansion of YouTubeâs role as a content hub and an underlying advertising platform.
This has supported the growth of its advertising revenue which reached US$71.3bn in 2025. Google and Alphabet are annually allocating more of their marketing budget to continuing to grow its portfolio of AI-powered products and services.
Amazonâs marketing strategy is built around four principles: customer satisfaction, market expansion, brand loyalty and innovation. Its US$65.64bn budget reflects Amazonâs continued dominance in the e-commerce market with a global user base of over 321 million.
When spending such large amounts of resources on marketing, it is important to allocate it depending on the needs of both customer and consumer. Amazon heavily invests in Google Ads to drive traffic to its website and product listings as well as the budget also being allocated to Television, Digital Video and Social Media advertising to maximise reach.
Every marketing decision, overseen by Amazon Web Businessâ Chief Marketing Officer Julia White, is guided by Amazonâs mission to become âEarthâs most customer-centric companyâ. This involves recommending products based on a userâs purchase history and improving its shopping experience through service enhancements.
Its marketing spend is well justified and Amazon is experiencing rapid growth in advertising revenue, which reached US$68bn in 2025. Its projected marketing spend for 2026 is US$70bn as it continues to maintain brand visibility and profitability.
Company portals
Executives
Asmita Dubey
Board Member as independent NED
Chris Tung
Chief Marketing Officer
Denise Moreno
Chief Marketing Officer
Eileen Diskin
Chief Marketing Officer & SVP, Comcast Business
Elizabeth Rutledge
Chief Marketing Officer
Julia White
Vice President & Chief Marketing Officer
Leandro Barreto
Chief Marketing Officer of Beauty and Wellbeing
Lorraine Twohill
CMO
Marc Pritchard
Chief Brand Officer
