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