Data provided by iNet BFA
Loading...
See More

Draft tops likeability table

Mar 24 2011 00:00 Tony Koenderman

Related Articles

In-house merger creates a new force in advertising

Ad for pest repellent 'impossible'

Caxton posts higher headline earnings

Ogilvy's 1984 sorry for body parts website

Digital awards entries rise

 
Draftfcb, long the champion of likeable advertising, has done it again. Four of the most-liked TV commercials of last year came out of the agency’s creative department: Toyota Auris (Buddy and ChiChi), Toyota Hilux Man Up (Broken Down), Panado (Parrot) and Savanna cider (DJ on fire).

However, the best-liked spot of all wasn’t really a TV commercial but a promotional video flighted on DStv channels to promote itself – and it wasn’t devised by an ad agency but by a production company, Studio Zoo. Just to show it was no fluke, Studio Zoo also produced another of the top 10 (see table).

Another agency behind the most popular ads was MetropolitanRepublic for Wimpy’s “Two Tenners” and (indirectly) for Coca-Cola’s “Snow Globe” – part of the massive Soccer World Cup output of Coke’s dedicated creative boutique, Red Lounge. That short-lived agency was set up under MetropolitanRepublic’s auspices, with talent recruited from a variety of sources. It’s now been closed.

Ogilvy also contributed to the top tenners.

The results come from Millward Brown’s Adtrack, which has been measuring the likeability (widely accepted as a crucial factor in making ads effective) and awareness of all TV commercials on a weekly basis for 25 years. 
draftfcb  |  ogilvy  |  metropolitanrepublic
NEXT ON FIN24X

Marketing lessons of Queen

2011-08-04 00:00

 
 
 
 

Company Snapshot

We're talking about:

Small Business

A cash flow crunch often occurs in small businesses trying to balance cash coming in with cash going out. Watch this video to help you improve.
 
 

OneRandMan learns how money really works

National Savings Month is not only this month, it is every month from your very first salary slip, an expert warns OneRandMan and all South Africans.

 
 

Start saving...

Time the key for retirement saving
Dummy's guide to saving
Save money with affordable account
All about endowments

Money Clinic

Money Clinic
Do you have a question about your finances? We'll get an expert opinion.
Click here...
Loading...