When Oil Ruled the World

Exxon Mobil posts U.S. record annual, quarterly profits

By The Associated Press

Friday, February 1, 2008

HOUSTON — Exxon Mobil Corp. on Friday posted the largest annual profit by a U.S. company — $40.6 billion — as the world’s largest publicly traded oil company benefited from historic crude prices at year’s end.

Exxon also set a U.S. record for the biggest quarterly profit, posting net income of $11.7 billion for the final three months of 2007, besting its own mark of $10.71 billion in the fourth quarter of 2005.

The previous record for annual profit was $39.5 billion, which Exxon Mobil reported for 2006.

Don't Be a Super Fool - Super Bowl Ads

The Carnegie Hall of advertising - the Super Bowl - is mere days away, and while the commercial entertainment is as much anticipated by some as the game itself, is a 30 sec. spot worth $2 million?

I pose this question after reading this story on MSNBC.com. Peter Hartlaub with the San Francisco Chronicle breaks down the 10 Best Super Bowl Commercials of all time. Granted, sales didn't go through the roof due to these spots, but if those are your expectations, your advertising in the wrong venue.

If you're looking to make an impression and willing to be bold, the Super Bowl is definitely worth considering (oh yeah, there's that whole budget thing too). Focus on a unique concept and less on celebrity power (for example on what not to do, see Pepsi for the past 4 years). And keep it simple. The results, while long-term, are well worth the investment if done right.

At the top of Hartlaub's list - Mac's 1984 breakthrough (literally) ad. While it took almost two decades, we know where they stand now.

That's just my opinion...