Last year, the top 100 worldwide marketers collectively spent 61% of their ad dollars in countries other than the U.S., Ad Age has found in a new report. Ten firms, including Procter & Gamble, Coca-Cola and L'Oreal earmarked one in 10 ad dollars for China, while quickservice chain Yum! Brands allotted more than one in four dollars to the world's most populous country and tallied almost a third of it global sales there.

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