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RBS, Heineken and Kwik-Fit top brand spend benchmark report for Scotland

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By The Drum Team | Staff Writer

March 7, 2011 | 6 min read

The Recommended Agency Register recently took a look at the spending habits of the UK’s top brands and, using the most recent full year figures, set about analysing who was spending what and on what media. Here we take a look at the findings for Scotland.

The RAR Brand Spend Benchmark Report analyses the marketing spends of the biggest clients in Scotland, the North West, Yorkshire, the Midlands and the South West, and over the space of the next week we will be providing a snapshot of the key findings, starting with the Scottish region.

It’s hard to overstate the importance of financial and drinks clients to the marketing and media industry in Scotland. Accounting for a whopping 46% of Scotland-based clients total spend, these two sectors include top spending clients such as RBS, Sainsbury’s Bank and Heineken.

The next top Scotland-based spenders were the retail stores, automotive and travel categories, with clients in these sectors collectively making up 24% of Scotland’s marketing spend.

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Surprising perhaps is that, for all its supposed dominance, the public sector represented only 6% of the overall media spend.

Business & industrial made 3%, while other sectors individually accounting for less than 3% of the total spend made up the remaining 23% of marketing spend for Scotland-based clients. These include charities, clothing, confectionery, cosmetics & toiletries, education & vocational, entertainment & leisure activities, food, gaming, 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.

Scotland’s top 10 spending brands were:

THE ROYAL BANK OF SCOTLAND GROUP (incl. NATIONAL WESTMINSTER BANK)

Sector: Finance

Marketing spend 2009: £31,409,184

Radio: £5,162

TV: £13,390,215

Press: £8,296,141

Outdoor: £4,476,902

Cinema: £218,619

Internet: £933,325

Direct Mail: £4,088,820

Agencies worked with: Carlson Marketing Ltd, CHI & Partners Ltd, DBD Media, Direct MediaCom, glue Isobar, Harvest Digital Ltd, Just Media Ltd, Lambie-Nairn & Company Ltd, M&C Saatchi Digital, M&C Saatchi Plc, Media.Com – a member of the Beyond Interactive Network, MediaCom Career, MediaCom Edinburgh Ltd, MediaCom Holdings Ltd, MediaCom Out of Home, Momentum Ltd, PSI Ltd, SapientNitro, Synergy, TBWA\Manchester Ltd, The Bank, The Communications Agency Ltd, twentysix London Ltd

HEINEKEN UK

Sector: Drink

Marketing spend 2009: £24,301,031

Radio: £3,378,401

TV: £11,771,760

Press: £1,328,995

Outdoor: £6,475,208

Cinema: £1,329,561

Internet: £17,107

Direct Mail: £0

Agencies worked with: Adam & Eve Group, Bartle Bogle Hegarty, BEcause, CHI & Partners, Karmarama, M&C Saatchi Digital, St. Luke's, Starcom MediaVest, TBWA\London

KWIK-FIT (GB) LTD

Sector: Automotive

Marketing spend 2009: £8,752,647

Radio: £1,038,312

TV: £5,155,887

Press: £657,152

Outdoor: £868,955

Cinema: £0

Internet: £0

Direct Mail: £1,032,341

Agencies worked with: BigMouthMedia Ltd, DDB UK Ltd, Media.Com – a member of the Beyond Interactive Network, MediaCom Holdings Ltd, MediaCom Out of Home, merle Ltd

SAINSBURY'S BANK PLC

Sector: Finance

Marketing spend 2009: £7,874,868

Radio: £3,179

TV: £2,470,874

Press: £554,646

Outdoor: £877,837

Cinema: £0

Internet: £907,570

Direct Mail: £3,060,762

Agencies worked with: Abbott Mead Vickers BBDO, Dare Digital, Lambie-Nairn & Company, PHD Media, Tullo Marshall Warren, UM Manchester

TESCO PERSONAL FINANCE LTD

Sector: Finance

Marketing spend 2009: £7,599,235

Radio: £75,791

TV: £2,600,203

Press: £909,452

Outdoor: £20,685

Cinema: £0

Internet: £663,037

Direct Mail: £3,330,067

Agencies worked with: 77 PR Ltd, Arena-Quantum, Fishburn Hedges, Initiative Media London Ltd, International Poster Management Ltd, Ruby Integrated Ltd, The Red Brick Road, Whippet UK Ltd

THE SCOTTISH GOVERNMENT

Sector: Government/Social/Political

Marketing spend 2009: £7,528,456

Radio: £2,277,569

TV: £2,451,162

Press: £590,347

Outdoor: £1,966,257

Cinema: £103,297

Internet: £139,825

Direct Mail: £0

Agencies worked with: Avian Communications Ltd, Family Advertising Ltd, MediaCom Edinburgh Ltd, The Bridge (Advertising) Ltd, The Gate Worldwide Ltd, The Leith Agency Ltd, The Union Advertising Agency Ltd

VISITSCOTLAND

Sector: Travel

Marketing spend 2009: £5,672,200

Radio: £195,239

TV: £2,497,215

Press: £337,949

Outdoor: £18,830

Cinema: £1,837,128

Internet: £179,115

Direct Mail: £606,724

Agencies worked with: Curious Design & Architecture Ltd, Family Advertising Ltd, MediaCom Edinburgh Ltd, The Union Advertising Agency Ltd

OPTICAL EXPRESS LTD

Sector: Medical

Marketing spend 2009: £5,103,731

Radio: £476,714

TV: £3,178,961

Press: £149,464

Outdoor: £0

Cinema: £0

Internet: £1,053,932

Direct Mail: £244,660

Agencies worked with: Attinger Jack Advertising Ltd, Direct Marketing Lead Solutions Ltd, MediaCom Holdings Ltd, MediaCom Out of Home

POSTCODE LOTTERY LTD

Sector: Gaming

Marketing spend 2009: £4,478,903

Radio: £487,310

TV: £2,037,660

Press: £234,692

Outdoor: £562,192

Cinema: £0

Internet: £0

Direct Mail: £1,157,050

Agencies worked with: Arena-Quantum, Feather Brooksbank – A Division of Aegis Media Ltd

SCOTTISH FRIENDLY ASSURANCE SOCIETY LTD

Sector: Finance

Marketing spend 2009: £4,121,670

Radio: £0

TV: £0

Press: £70,634

Outdoor: £0

Cinema: £0

Internet: £0

Direct Mail: £4,051,036

Agencies worked with: Rapp Media Ltd, The Union Advertising Agency Ltd, Touchdown Integrated Marketing Ltd

We will be releasing snapshots of each of the key regions throughout the course of the week, and you can purchase the full RAR Brand Spend Benchmark Report giving an overall review of the power brands based in the UK regions by visiting http://agencyregister.co.uk/pages/benchmark-report.

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