Boots tops brand spend benchmark report for the Midlands
Following highlights from the RAR Brand Spend Benchmark Report's findings from Scotland, the South West and the North West, today we publish a snapshot of its findings for the Midlands.
The Recommended Agency Register's Brand Spend Benchmark Report looks at the spending habits of the biggest clients in Scotland, the North West, Yorkshire, the Midlands and the South West and, using the most recent full year (2009) Nielsen data figures supplied by Brad Insight, sets about analysing who was spending what and on what media.
This week we have been providing a snapshot of the key findings from each of these key regions, with an overview today of the findings for the Midlands.
Retail stores were the Midlands’ main investors in advertising, providing 27% of the region’s total spend of £636m. Nottingham-based Boots topped the list of top spenders accounting for £54.7m of this total.
Finance and food were the region’s next biggest sectors, each accounting for 12% of the £636m spent on advertising by Midland’s clients, while automotive clients accounted for 9% and travel clients for 5%.
Business & industrial, cosmetics & toiletries, confectionary and drinks clients each accounted for 4% of the region’s total advertising outlay.
The remaining 19% of media investment came from other sectors each accounting for less than 3% individually, including agricultural/gardening & petcare, charities, clothing, education & vocational, entertainment & leisure activities, gaming, government/social/political, home appliances, home improvement, household furnishings, household supplies, leisure products, luxury goods, mail order retail, medical, office & home computing, pharmaceutical, property, publishing & media, retail services and sport.
BOOTS UK LTD
Sector: Retail stores
Marketing spend 2009: £54,749,915
Radio: £1,527,664
TV: £18,832,449
Press: £21,670,636
Outdoor: £148,107
Cinema: £1,137,987
Internet: £1,816,503
Direct Mail: £9,616,569
Agencies worked with: Grand Union Communications Ltd, Hubbub Communications Ltd, LIDA Ltd, Momentum Ltd, Mother Ltd, OMD UK Ltd
THE CARPHONE WAREHOUSE GROUP PLC
Sector: Retail stores
Marketing spend 2009: £31,204,308
Radio: £920,975
TV: £8,784,600
Press: £9,812,961
Outdoor: £2,356,715
Cinema: £0
Internet: £1,593,156
Direct Mail: £7,735,901
Agencies worked with: CHI & Partners Ltd, Freud Communications Ltd, LIDA Ltd, Matrix Direct Sales, MediaVest (Manchester) Ltd, MJ Media Ltd, Radioville Ltd, Trade Doubler Ltd, Wunderman Ltd
MARS UK LTD
Sector: Food
Marketing spend 2009: £28,660,291
Radio: £180,039
TV: £21,227,807
Press: £6,474,165
Outdoor: £595,688
Cinema: £0
Internet: £182,592
Direct Mail: £0
Agencies worked with: Abbott Mead Vickers BBDO Ltd, BD Network Ltd, Direct MediaCom, Freud Communications Ltd, Media.Com - a member of the Beyond Interactive Network, Naked Communications Ltd, Proximity London Ltd, TBWA\London Ltd, Tequila London Ltd, ZenithOptimedia Ltd
PEUGEOT MOTOR COMPANY PLC
Sector: Automotive
Marketing spend 2009: £26,331,753
Radio: £873,876
TV: £11,081,552
Press: £9,981,074
Outdoor: £1,008,119
Cinema: £1,511,746
Internet: £1,210,146
Direct Mail: £665,240
Agencies worked with: BD Network Ltd, Clark McKay & Walpole Ltd, EHS 4D Group Ltd, Euro RSCG London Ltd, OMD UK Ltd, UM Manchester
HSBC BANK PLC
Sector: Finance
Marketing spend 2009: £23,565,382
Radio: £387,597
TV: £8,059,016
Press: £10,659,818
Outdoor: £1,664,278
Cinema: £0
Internet: £1,200,537
Direct Mail: £1,594,136
Agencies worked with: Clark McKay & Walpole Ltd, Dialogue141, Four Communications Group Plc, Hubbub Communications Ltd, J Walter Thompson Company Ltd, MadeByPi, MindShare Media UK Ltd, Partners Andrews Aldridge Ltd, Reach Marketing Communications Ltd, The Bank, The Team Brand Communications Ltd
CADBURY PLC
Sector: Confectionery
Marketing spend 2009: £22,378,259
Radio: £1,336,968
TV: £7,371,126
Press: £3,079,451
Outdoor: £7,173,853
Cinema: £3,049,727
Internet: £367,134
Direct Mail: £0
Agencies worked with: Arc Integrated Marketing Ltd, BD Network Ltd, Big Communications Ltd, Clark McKay & Walpole Ltd, Exposure Promotions Ltd, Fallon London Ltd, G2 United Kingdom, J Walter Thompson Company Ltd, JAM Outdoor Ltd, Just Media Ltd, pd 3 Ltd, PHD Media Ltd, Smart Media (UK) Ltd, The Assembly Agency
BEIERSDORF UK LTD
Sector: Cosmetics & toiletries
Marketing spend 2009: £19,472,325
Radio: £44,158
TV: £8,510,242
Press: £7,260,634
Outdoor: £3,057,116
Cinema: £160,416
Internet: £253,501
Direct Mail: £186,258
Agencies worked with: Carat Ltd, Draftfcb London Ltd, Engage XM Ltd, Mando Corporation Ltd, TBWA\London Ltd
MULLER DAIRY (UK) LTD
Sector: Food
Marketing spend 2009: £19,161,353
Radio: £6,650
TV: £14,379,372
Press: £3,775,091
Outdoor: £547,682
Cinema: £414,993
Internet: £0
Direct Mail: £37,565
Agencies worked with: Carlson Marketing Ltd, Media.Com – a member of the Beyond Interactive Network, MediaCom Holdings Ltd, MediaCom Out of Home, VCCP Ltd
ALDI STORES LTD
Sector: Retail stores
Marketing spend 2009: £18,052,882
Radio: £2,551
TV: £9,169,501
Press: £8,844,677
Outdoor: £35,969
Cinema: £0
Internet: £185
Direct Mail: £0
Agencies worked with: Cross Digital, International Poster Management Ltd, McCann-Erickson Advertising UK Ltd, UM Manchester
MOLSON COORS BREWING COMPANY (UK) LTD
Sector: Drink
Marketing spend 2009: £17,535,612
Radio: £0
TV: £5,394,759
Press: £1,379,449
Outdoor: £10,092,639
Cinema: £630,449
Internet: £38,316
Direct Mail: £0
Agencies worked with: BD Network Ltd, Beattie McGuinness Bungay Ltd, Cake Group Ltd, CheethamBell JWT Ltd, Fuzzy Duck Media Ltd, Just Media Ltd, Publicis Ltd, Saint, The Bank, The Leith Agency Ltd, ZenithOptimedia Ltd