Asda, DFS and Morrisons biggest spending clients in Yorkshire
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.
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