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Retail sector accounts for 46% of North West-based clients’ marketing spend

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By The Drum Team | Staff Writer

March 8, 2011 | 6 min read

Yesterday we took a look at the RAR Brand Spend Benchmark Report's findings from Scotland and the South West. Today we publish a snapshot of its findings for the North West.

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.

Over the space of the week we will be providing a snapshot of the key findings from each of these key regions, with an overview today of the findings for the South West.

Of all advertisers based in the North West it is those in the retail sector, both retail stores and mail order retail, who invested most in marketing last year. Accounting for 46% of North West-based clients’ marketing spend between them, 24% of marketing spend coming out of the North West was from retail stores clients and 22% from mail order retail clients, with clients such as JD Williams Group, The Co-operative Group and DSG International the big spenders in these sectors.

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The food sector and then the finance sector were the next biggest spending sectors for North West clients, accounting for 16% and 11% respectively, with publishing counting for 4%, and home improvement and travel each for 3%.

The remaining 17% of spend that came from North West-based clients was from sectors individually accounting for less than 3% of the region’s total marketing spend. These included agricultural/gardening & petcare, automotive, business & industrial, charities, clothing, cosmetics & toiletries, drink, education & vocational, entertainment & leisure activities, gaming, government/social/political, home appliances, household furnishings, household supplies, leisure products, luxury goods, medical, office & home computing, pharmaceutical, property, retail services, sport and telecommunications.

The North West’s top 10 spending brands were:

KELLOGG COMPANY OF GREAT BRITAIN LTD

Sector: Food

Marketing spend 2009: £80,226,997

Radio: £1,655,935

TV: £59,606,616

Press: £8,973,482

Outdoor: £5,267,470

Cinema: £4,598,487

Internet: £125,007

Direct Mail: £0

Agencies worked with: Carat Ltd, CheethamBell JWT Ltd, Clark McKay & Walpole Ltd, iris Worldwide Ltd, Leo Burnett Ltd, Radioville Ltd, Rodgers & Rodgers Ltd

JD WILLIAMS GROUP LTD

Sector: Mail order retail

Marketing spend 2009: £48,595,897

Radio: £0

TV: £5,021,723

Press: £17,694,188

Outdoor: £0

Cinema: £0

Internet: £201

Direct Mail: £25,879,785

Agencies worked with: Copeland & Charrington Ltd, MediaVest (Manchester) Ltd, Principles Communications Ltd, RSCR Direct Marketing Ltd, The Black Hole Creative Company Ltd

THE CO-OPERATIVE GROUP

Sector: Retail stores

Marketing spend 2009: £47,498,634

Radio: £1,137,587

TV: £38,227,924

Press: £6,368,620

Outdoor: £40,906

Cinema: £0

Internet: £93,194

Direct Mail: £1,630,403

Agencies worked with: Amaze Plc, Brilliant Media Group Ltd, GHMC, GyroHSR, Like a River Brand Agency, MediaCom North Ltd, Momentum Ltd, PHD Rocket, Rapp Ltd, Rapp Media Ltd, TBWA\Manchester Ltd, VCCP Ltd

DSG INTERNATIONAL PLC

Sector: Retail stores

Marketing spend 2009: £45,470,251

Radio: £22,978

TV: £29,968,777

Press: £12,240,059

Outdoor: £1,140,030

Cinema: £741,617

Internet: £655,078

Direct Mail: £701,712

Agencies worked with: Golley Slater Digital Ltd, Golley Slater Group Ltd, M&C Saatchi, M&C Saatchi Plc, R.O. Eye Ltd, Steak Ltd, Walker Media Ltd

SHOP DIRECT HOME SHOPPING LTD

Sector: Mail order retail

Marketing spend 2009: £26,383,685

Radio: £34,444

TV: £8,147,467

Press: £6,904,792

Outdoor: £657,865

Cinema: £171,011

Internet: £734,991

Direct Mail: £9,733,115

Agencies worked with: Carat Ltd, Clark McKay & Walpole Ltd, JDA Group Ltd, Leo Burnett Ltd, MediaCom North Ltd, The Black Hole Creative Company Ltd, VCCP Ltd, Vizeum UK Ltd

RSA GROUP

Sector: Finance

Marketing spend 2009: £23,525,297

Radio: £1,181,763

TV: £10,137,260

Press: £35,020

Outdoor: £23,780

Cinema: £0

Internet: £344,725

Direct Mail: £11,802,749

Agencies worked with: brand-links, Red Tag Ltd, Starcom MediaVest Group UK, Stephens Francis Whitson

BEACONSFIELD FOOTWEAR LTD

Sector: Mail order retail

Marketing spend 2009: £19,152,874

Radio: £0

TV: £89,149

Press: £134,970

Outdoor: £0

Cinema: £0

Internet: £0

Direct Mail: £18,928,755

Agencies worked with: MediaVest (Manchester) Ltd, One Marketing Communications Ltd, R.O. Eye Ltd

THE BOOK PEOPLE LTD

Sector: Mail order retail

Marketing spend 2009: £14,733,374

Radio: £0

TV: £0

Press: £153,432

Outdoor: £0

Cinema: £0

Internet: £0

Direct Mail: £14,579,942

Agencies worked with: n/a

SCA HYGIENE PRODUCTS UK LTD

Sector: Household supplies

Marketing spend 2009: £12,307,070

Radio: £14,696

TV: £9,474,098

Press: £1,320,854

Outdoor: £502,025

Cinema: £436,565

Internet: £223,798

Direct Mail: £335,034

Agencies worked with: Carat Ltd, Chemistry Communications Group Plc, DLKW Lowe, Fallon London Ltd, Haygarth Group Ltd, MediaCom Holdings Ltd, Publicis Ltd

ITV PLC

Sector: Publishing & media

Marketing spend 2009: £12,166,690

Radio: £877,831

TV: £535,511

Press: £3,827,662

Outdoor: £3,427,617

Cinema: £3,359,660

Internet: £138,409

Direct Mail: £0

Agencies worked with: BD Network Ltd, Dare Digital Ltd, Engage XM Ltd, Lambie-Nairn & Company Ltd, MindShare Media UK Ltd, Target Media Ltd

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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