Magazine article Marketing

Adwatch of the Year

Magazine article Marketing

Adwatch of the Year

Article excerpt

What makes an ad particularly memorable or likeable? Gail Kemp looks for clues among the hits of 2013.

While brands last year capitalised on emotive national milestones such as the Jubilee and the Olympics, 2013 had a greater focus on financial reality and the cost of living.

Yet, as the economic news improved throughout the year, advertisers finally began to believe that recovery might be around the corner and put TV at the heart of their advertising schedules.

Marketing monitored the effectiveness of that investment, running top 10 recall tables every week on our website. Adwatch of the Year combines those tables into a single 'mega-league', which shows the 10 brands that made the biggest impact on Britain's viewers (the full top 20 is online).

We have also calculated the most memorable individual commercials and tallied up the 'best-liked' TV advertising across the year.

Surprisingly, some high-profile brands failed to make the cut, the biggest losers being Sky and Morrisons - both outside the top-10 highest recall for the first time in six years - while traditional high-scorers Currys, Tesco and Marks & Spencer are absent from the top 20.

Argos retains its number-one recall slot, with Aldi and DFS improving on 2012 to take the second and third places respectively. Gocompare.com is not only the biggest riser in terms of recall - up eight places to number nine - but also, in a tie with Virgin Media, takes top honours in the fight for individual ad recognition.

The year's big success story is Shop Direct, with its Very.co.uk and Littlewoods online retail brands snatching fourth and eighth place on the smallest budgets in the top 10, making theirs the year's best-value TV advertising.

Ad agency St Luke's won both accounts 18 months ago with a brief to differentiate the two brands. It inherited the celebrities Shop Direct had already brought on board (Holly Willoughby and Fearne Cotton for Very.co.uk and Myleene Klass for Littlewoods), but introduced strong, distinctive themes - 'Do it in style' for Very and 'The Littlewoods touch'.

St Luke's chief executive, Neil Henderson, explains: 'The celebrities are important because they turbo-charge awareness and create affinity, but the brands are much more than that.'

Until this year, Shop Direct advertised only in the pre-Christmas 'golden quarter', but the retailer's media agency, Carat, has developed an 'always-on' TV strategy supported by targeted TV sponsorship and increased budget. The latest financial figures show the investment paid off, with Shop Direct's first pre-tax profit in a decade, while Very and Littlewoods outperformed the market with double-digit sales growth.

Gareth Jones, Shop Direct's group retail and strategy director, confirms: 'Our advertising helped to bring in 1m new customers to our digital department stores every year. As a consequence, we've increased our spend year on year for the past two years.' He adds that, like most retailers, Shop Direct measures the commercial return of its advertising through detailed analytics and econometric modelling. 'The econometric we use provides ROI by channel and helps us understand any underlying brand effect that advertising has on the business. This information is then used to shape and develop our overall investment level and spend by channel.'

The fact that TV is key to Shop Direct's success is no surprise to Thinkbox managing director Lindsey Clay. 'For the past few years, we have been living in a golden age of TV content, which has meant a golden age for brands on TV,' she says.

'In 2013, TV continued to expand, both in terms of its colonisation of new screens and brands' investment. This increased investment has been partly fuelled by a greater understanding and appreciation of the strength of linear TV at the heart of popular culture and TV's huge effect on other media - especially online, mobile and social. …

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