On the Call: Colgate-Palmolive CEO Ian Cook

In the past year, Colgate-Palmolive has raised prices on its products and boosted advertising amid a weak ad market with attractive rates.

Chief Executive Ian Cook said the company plans to boost spending again in the fourth quarter. On a conference call with analysts, he said competitors aren’t spending as much to promote their brands to shoppers.

Recently, Colgate launched a new marketing campaign for its Colgate Total toothpaste brand with spokeswoman Brooke Shields, with ads appearing on television.

QUESTION: What are your plans for advertising the rest of this year?

RESPONSE: “Our advertising in the fourth quarter will be up, both in absolute terms and on a percentage-to-sales basis compared with the prior year. And as you know, we have stepped up advertising through the first three quarters of this year. … Media costs continue to be favorable overall, so you continue to get more … “