Telecom giant Everything Everywhere tops brand spend benchmark report for South West
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
Marketing spend 2009: £57,878,912
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
Marketing spend 2009: £19,063,290
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
Marketing spend 2009: £14,229,148
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
Marketing spend 2009: £14,069,076
Direct Mail: £2,988,923
Agencies worked with: Designate Advertising (UK) Ltd, Lawton Communications Group Ltd, Red Tag Ltd, Space City Communications Plc
Marketing spend 2009: £11,917,213
Direct Mail: £0
Agencies worked with: GHMC, MEC Interaction, Mesh Marketing Ltd
NATIONWIDE BUILDING SOCIETY
Marketing spend 2009: £11,888,748
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
Marketing spend 2009: £10,803,346
Direct Mail: £0
Agencies worked with: CheethamBell JWT Ltd, Fallon London Ltd, Quiet Storm Ltd, The Marketing Store Worldwide Ltd, Vizeum UK Ltd
Marketing spend 2009: £10,148,960
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
Direct Mail: £0
Agencies worked with: DLKW Lowe
RWE NPOWER PLC
Sector: Business & industrial
Marketing spend 2009: £6,994,147
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.