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Telecom giant Everything Everywhere tops brand spend benchmark report for South West

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By The Drum Team | Staff Writer

March 8, 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 (2009) Nielsen data figures supplied by Brad Insight, set about analysing who was spending what and on what media. Here we take a look at the findings for the South West.

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 from each of these key regions.

South West-based finance clients, such as Bournemouth’s Liverpool Victoria Friendly Society and Zurich Financial Services Group, made up the region’s biggest spending sector accounting for 23% of its total advertising spend. Telecommunications was the region’s next biggest investor in advertising at 18%, or £58m.

Food sector clients such as Kraft, Nutricia and Kerry Foods were responsible for 16% of the South West’s marketing spend, with mail order retail and retail stores each spending 7% of the total for the region and charities and travel 5% each.

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Other sectors, each making up less than 3% individually and 19% combined, include agricultural/gardening & petcare, automotive, business & industrial, clothing, confectionery, drink, education & vocational, entertainment & leisure activities, gaming, government/social/political, home appliances, home improvement, household furnishings, household supplies, internet, leisure products, luxury goods, medical, office & home computing, pharmaceutical, property, publishing & media, retail services and sport.

The South West’s top 10 spending brands were:

EVERYTHING EVERYWHERE LTD

Sector: Telecommunications

Marketing spend 2009: £57,878,912

Radio: £1,795,207

TV: £7,169,890

Press: £14,562,621

Outdoor: £12,736,714

Cinema: £16,796,683

Internet: £3,950,862

Direct Mail: £866,935

Agencies worked with: AKQA Ltd, Arnold KLP Ltd, Billington Cartmell Ltd, Cake Group Ltd, Chemistry Communications Group Plc, Dave Ltd, Fallon London Ltd, iris Worldwide Ltd, MEC, MEC Interaction, Positive Thinking Ltd

KRAFT FOODS UK LTD

Sector: Food

Marketing spend 2009: £19,063,290

Radio: £109,583

TV: £12,251,103

Press: £2,643,899

Outdoor: £2,715,273

Cinema: £174,339

Internet: £565,789

Direct Mail: £603,304

Agencies worked with: Arc Integrated Marketing Ltd, Billington Cartmell Ltd, Chemistry Communications Group Plc, DDB UK Ltd, Draftfcb London Ltd, Euro RSCG London Ltd, Golley Slater Group Ltd, J Walter Thompson Company Ltd, Momentum Ltd, Ogilvy Action, Ogilvy and Mather Advertising Ltd, Proximity London Ltd

ZURICH FINANCIAL SERVICES GROUP

Sector: Finance

Marketing spend 2009: £14,229,148

Radio: £621,915

TV: £6,719,494

Press: £2,415,063

Outdoor: £1,164,831

Cinema: £0

Internet: £180,071

Direct Mail: £3,127,774

Agencies worked with: Cogent Elliott Ltd, Eldridge Ranger Advertising Ltd, Fishburn Hedges, MindShare Media UK Ltd, Publicis Dialog Ltd, Publicis Ltd, The Bank

LIVERPOOL VICTORIA FRIENDLY SOCIETY LTD

Sector: Finance

Marketing spend 2009: £14,069,076

Radio: £0

TV: £7,434,040

Press: £2,592,319

Outdoor: £1,048,068

Cinema: £0

Internet: £5,726

Direct Mail: £2,988,923

Agencies worked with: Designate Advertising (UK) Ltd, Lawton Communications Group Ltd, Red Tag Ltd, Space City Communications Plc

NUTRICIA LTD

Sector: Food

Marketing spend 2009: £11,917,213

Radio: £0

TV: £11,000,813

Press: £910,983

Outdoor: £0

Cinema: £0

Internet: £5,417

Direct Mail: £0

Agencies worked with: GHMC, MEC Interaction, Mesh Marketing Ltd

NATIONWIDE BUILDING SOCIETY

Sector: Finance

Marketing spend 2009: £11,888,748

Radio: £9,370

TV: £1,568,128

Press: £4,376,940

Outdoor: £1,047,289

Cinema: £0

Internet: £557,556

Direct Mail: £4,329,465

Agencies worked with: AIS Group Ltd, Harvest Digital Ltd, Karmarama LLP, Leagas Delaney London Ltd, Media Planning Ltd

KERRY FOODS LTD

Sector: Food

Marketing spend 2009: £10,803,346

Radio: £330,660

TV: £7,228,398

Press: £1,295,562

Outdoor: £1,165,265

Cinema: £734,470

Internet: £48,992

Direct Mail: £0

Agencies worked with: CheethamBell JWT Ltd, Fallon London Ltd, Quiet Storm Ltd, The Marketing Store Worldwide Ltd, Vizeum UK Ltd

RIAS PLC

Sector: Finance

Marketing spend 2009: £10,148,960

Radio: £12,007

TV: £1,280,909

Press: £1,792,433

Outdoor: £0

Cinema: £0

Internet: £151,956

Direct Mail: £6,911,655

Agencies worked with: 77 PR Ltd, Agenda21 Digital Ltd, MediaVision (Manchester) Ltd, Rapp Media Ltd, Watson Phillips & Norman Ltd

WH SMITH RETAIL LTD

Sector: Retail stores

Marketing spend 2009: £8,707,757

Radio: £355,069

TV: £6,696,745

Press: £1,637,035

Outdoor: £0

Cinema: £0

Internet: £18,908

Direct Mail: £0

Agencies worked with: DLKW Lowe

RWE NPOWER PLC

Sector: Business & industrial

Marketing spend 2009: £6,994,147

Radio: £243,924

TV: £3,425,379

Press: £2,546,766

Outdoor: £28,503

Cinema: £0

Internet: £267,302

Direct Mail: £482,273

Agencies worked with: Fishburn Hedges, Grand Union Communications Ltd, Stephens Francis Whitson, VCCP Ltd, Vizeum UK 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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