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Asda, DFS and Morrisons biggest spending clients in Yorkshire

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By The Drum Team | Staff Writer

March 8, 2011 | 6 min read

Following highlights from the RAR Brand Spend Benchmark Report's findings from Scotland, the South West, the North West and the Midlands, today we publish a snapshot of its findings for Yorkshire.

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 Yorkshire.

Retail store clients were undoubtedly Yorkshire’s biggest investors in marketing last year with the sector accounting for 52% of all marketing spend emanating from the region. £261m out of the region’s total of £494m was committed by retail stores including Asda, DFS and William Morrison.

Finance clients were responsible for 10% of marketing budgets originating from Yorkshire in 2009, while 9% came from both the food industry and the mail order retail industry.

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5% came from the confectionary industry and 4% of the marketing budgets invested by Yorkshire-based clients came from the travel industry.

Agricultural/gardening & petcare, automotive, business & industrial, charities, clothing, drink, education & vocational, entertainment & leisure activities, gaming, government/social/political, home appliances, home improvement, household furnishings, household supplies, leisure products, luxury goods, medical, pharmaceutical, property, publishing & media and retail services sectors combined accounted for the remaining 11%.

Yorkshire’s top 10 spending brands were:

ASDA STORES LTD

Sector: Retail stores

Marketing spend 2009: £99,333,509

Radio: £365,209

TV: £38,204,925

Press: £58,552,199

Outdoor: £1,035,601

Cinema: £78,523

Internet: £187,227

Direct Mail: £909,825

Agencies worked with: BJL Group Ltd, Brilliant Media Group Ltd, Carat Ltd, Fallon London Ltd, Gratterpalm, MadeByPi, Saatchi & Saatchi Ltd

DFS FURNITURE COMPANY LTD

Sector: Retail stores

Marketing spend 2009: £91,158,651

Radio: £4,428,764

TV: £33,617,834

Press: £47,386,946

Outdoor: £4,192,789

Cinema: £0

Internet: £1,450,375

Direct Mail: £81,943

Agencies worked with: Brilliant Media Group Ltd, Gratterpalm, MediaCom Holdings Ltd, MediaCom Out of Home, Public Ltd, Uber Agency

WILLIAM MORRISON SUPERMARKETS PLC

Sector: Retail stores

Marketing spend 2009: £60,954,394

Radio: £437,163

TV: £26,599,784

Press: £32,385,179

Outdoor: £1,226,465

Cinema: £0

Internet: £305,803

Direct Mail: £0

Agencies worked with: AccessAbility Marketing Ltd, Arc Integrated Marketing Ltd, Billington Cartmell Ltd, DLKW Lowe, MEC, MEC Interaction

HALIFAX GROUP PLC

Sector: Finance

Marketing spend 2009: £32,855,649

Radio: £186,978

TV: £9,575,861

Press: £9,191,621

Outdoor: £3,491,184

Cinema: £0

Internet: £993,794

Direct Mail: £9,416,211

Agencies worked with: 20:20, Arc Integrated Marketing Ltd, Cravens Ltd, DLKW Lowe, Finch Partnership Ltd, Just Media Ltd, MEC, Silvertap Ltd, Space City Music Ltd, Tangible Ltd, The Black Hole Creative Company Ltd

NESTLÉ UK CONFECTIONERY DIVISION

Sector: Confectionery

Marketing spend 2009: £20,665,742

Radio: £210,884

TV: £10,429,789

Press: £4,510,008

Outdoor: £5,515,061

Cinema: £0

Internet: £0

Direct Mail: £0

Agencies worked with: BEcause Ltd, CHI & Partners Ltd, G2 United Kingdom, J Walter Thompson Company Ltd, MadeByPi, MindShare Media UK Ltd, Momentum Ltd

DAMARTEX UK LTD

Sector: Mail order retail

Marketing spend 2009: £13,347,310

Radio: £0

TV: £0

Press: £1,868,418

Outdoor: £0

Cinema: £0

Internet: £0

Direct Mail: £11,478,892

Agencies worked with: Mediability Ltd

ARLA FOODS UK PLC

Sector: Food

Marketing spend 2009: £10,785,540

Radio: £843,455

TV: £7,447,416

Press: £2,081,339

Outdoor: £358,415

Cinema: £0

Internet: £33,406

Direct Mail: £21,509

Agencies worked with: Abbott Mead Vickers BBDO Ltd, AccessAbility Marketing Ltd, BD Network Ltd, Carat Ltd, CheethamBell JWT Ltd, CHI & Partners Ltd, Euro RSCG Biss Lancaster, Just Media Ltd, Mother Ltd, Saatchi & Saatchi Ltd, Wieden & Kennedy UK Ltd

MCCAIN FOODS (GB) LTD

Sector: Food

Marketing spend 2009: £9,385,334

Radio: £236,092

TV: £5,289,283

Press: £1,678,758

Outdoor: £917,071

Cinema: £1,223,329

Internet: £40,802

Direct Mail: £0

Agencies worked with: Beattie McGuinness Bungay Ltd, Brahm Ltd, Nexus Communications Group Ltd, PHD Media Ltd, Principles Communications Ltd

REDCATS (UK) PLC

Sector: Mail order retail

Marketing spend 2009: £8,475,839

Radio: £0

TV: £0

Press: £551,889

Outdoor: £0

Cinema: £0

Internet: £210,966

Direct Mail: £7,712,984

Agencies worked with: MediaCom North Ltd, Principles Communications Ltd, Twentysix

KINGSTOWN ASSOCIATES LTD

Sector: Mail order retail

Marketing spend 2009: £8,398,858

Radio: £0

TV: £0

Press: £546,334

Outdoor: £17,996

Cinema: £0

Internet: £0

Direct Mail: £7,834,528

Agencies worked with: n/a

The full RAR Brand Spend Benchmark Report is available to purchase for £295. The full report reviews the spending power of the key brands based in the UK regions and you can read more about the report here.

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