TOP UK BRANDS AND CLIENTS: Big brand spenders by sector

Cheap and cheerful ad series helps British Airways to move up the travel table despite the pressure of launches

Cheap and cheerful ad series helps British Airways to move up the travel

table despite the pressure of launches



Kellogg’s Cornflakes



The two-year tenure of J. Wal- ter Thompson and Kellogg’s at the top of

the food league continues; together they placed pounds 48 million worth

of advertising. DMB&B’s Tetley Tea Bags brand rose four places to number

three, mainly due to the successful high-profile launch of its round

teabag. Kellogg’s Bran Flakes was the only new entry, while Nescafe’s

Gold Blend brand fell out of the top ten.



British Airways



British Airways increased its spend by 71 per cent on the back of its

expensive ‘island’ ad and the series of cheap and cheerful animated

films which pushed its economy bargain fares. P&O marginally upped its

spend on the cross-Channel route to counter Le Shuttle and Eurostar,

which both launched last year. Travel agents continued to spend,

highlighting the competitive nature of the market.



Sainsbury’s



Sainsbury’s response to Tesco’s innovative Club Card was a huge boost in

spend. With the popular ‘Harry’ series, Safeway found a vehicle behind

which it could put a huge advertising budget. Tesco’s drop reflects its

new emphasis on the Club Card and direct marketing (not covered by these

figures). Curry’s, Dixons and Boots kept budgets high in a bid to keep

consumer high street demand up..



Vauxhall Corsa



Vauxhall Corsa, which topped the table in 1993 with its controversial

supermodels ads, returned on the back of a new Ruby Wax campaign and,

along with Ford, helped displace last year’s French dominance of this

table. Volvo launched its celebrated ‘twister’ ad and entered the table

at seven. Next year’s top ten is likely to be dominated by Vauxhall’s

Vectra and Peugeot 406 campaigns.



Elida Gibbs



Last year’s number one, the Pantene Pro-V range, cut its spend by half

and dropped to ninth. But, given the dearth of new brand launches, there

was room for old, established brands to re-invent themselves, notably

Boots No. 7, with some bold and distinctive work in what is an otherwise

unremarkable sector. Procter and Gamble, with four brands, and Unilever

with three, continue to dominate the sector.



Coca-Cola



Coca-Cola kept the pressure up on Virgin and the own-label brands with

a huge increase in spend and, at the same time, it put serious money

behind the bare-chested hunk in its ‘Diet Coke break’. Pepsi will surely

feature next year with the blue can ads, and Tango too, which dropped

out of the top ten. Lagers saw off the bitters. TV ads for spirits may

alter next year’s table.



Barclaycard



If this table shows one thing, it is that the age of phone-linked

financial services is well and truly here to stay: witness First Direct,

Churchill, the Royal and Direct Line, a club which the Abbey looks set

to join next year. A pick-up in the housing market in 1996 may well see

the big building society and banks return with a heavy push on

mortgages.



Sony Playstation



The nails were out in 1995 for the catfight between Sindy and Barbie to

be the queen of little girls’ hearts. Sindy won, thanks to a 130 per

cent increase in adspend. Sony Playstation and the Power Rangers came

from nowhere, but this is a fast-moving and fickle market - just look at

how Nintendo has disappeared - so Sony, Sega and the like may disappear

next year.



Levi’s 501s



As in 1994, Levi’s far out-spent its rivals - more than doubling their

combined budgets - to stay in top place. Nike continued to outspend its

rivals, Adidas and Reebok, but this summer’s Olympic Games may see the

gap closing. The Woolmark started producing ads again after many years’

absence. The bra wars, a feature of last year, look to be over for now.



Daz Automatic



So much can happen in a year. 1994’s table was topped by Persil Power,

later withdrawn to reappear as Persil New Generation. Since then,

relative peace has broken out, although Procter and Gamble has kept up

the pressure with big spends on Ariel Future and Daz and, overall, has

five brands in the top ten against Lever’s three. Whiskas and Chum drop

out of the top ten.



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Top 10 Food brands

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Rank    Brand                  Creative or            Media buyer

95  94                         full-service agency   (if different)

 1   1  Kellogg’s Cornflakes   J. Walter Thompson

 2   5  Weetabix               Lowe Howard-Spink

 3   7  Tetley Tea Bags        DMB&B                  Zenith Media

 4   2  Kellogg’s Crunchy      J. Walter Thompson

        Nut Cornflakes

 5   8  Kellogg’s Frosties     J. Walter Thompson

 6   6  Kellogg’s Special K    J. Walter Thompson

 7   -  Kellogg’s Bran Flakes  J. Walter Thompson

 8   9  Flora margarine        Ammirati Puris Lintas  Initiative Media

 9   3  Nescafe coffee         McCann-Erickson        Universal McCann

10  10  Kellogg’s All Bran     Leo Burnett            J. Walter Thompson

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Top 10 Food brands (part two)

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Rank    Brand                    Spend 95    Spend 94    %change

95  94                          (pounds m)  (pounds m)    94/95

 1   1  Kellogg’s Cornflakes       10.89      9.64       12.92

 2   5  Weetabix                    9.54      7.60       25.66

 3   7  Tetley Tea Bags             9.40      6.69       40.54

 4   2  Kellogg’s Crunchy           8.56      8.32        2.85

        Nut Cornflakes

 5   8  Kellogg’s Frosties          8.40      6.52       28.81

 6   6  Kellogg’s Special K         7.22      6.81        5.93

 7   -  Kellogg’s Bran Flakes       6.95

 8   9  Flora margarine             6.51      6.14        6.00

 9   3  Nescafe coffee              6.41      7.67      -16.47

10  10  Kellogg’s All Bran          5.69      5.95       -4.27

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Top 10 travel, holidays and transport brands (part one)

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Rank   Brand                   Creative or            Media buyer

95 94                          full-service agency    (if different)

 1  4  British Airways         M&C Saatchi            Optimedia

 2  -  Euro Tunnel Le Shuttle  BMP DDB

 3  1  Lunn Poly               WCRS

 4  2  P&O European Ferries    Bates Dorland          Zenith Media

 5  -  P&O Cruises             Ammirati Puris Lintas  Initiative Media

 6  9  Disneyland Paris        Overseas agency        TMD Carat

 7  -  Eurostar Passenger      Young and Rubicam

       Service

 8  -  Airtours Holidays       Sass Panayi            The Media Centre,

                                                      Manchester

 9  8  Thomas Cook             BST-BDDP, Composite    Booth Locket Makin

                               agencies

10  6  Going Places            Collett Dickenson      Zenith Media

                               Pearce

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Top 10 travel, holidays and transport brands (part two)

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Rank   Brand                        Spend 95     Spend 94    %change

95 94                              (pounds m)   (pounds m)    94/95

 1  4  British Airways                12.03        70.13      71.49

 2  -  Euro Tunnel Le Shuttle         11.92

 3  1  Lunn Poly                       8.26        11.64     -29.03

 4  2  P&O European Ferries            7.70         7.50       3.26

 5  -  P&O Cruises                     6.93

 6  9  Disneyland Paris                6.79         5.65      20.25

 7  -  Eurostar Passenger Service      6.52

 8  -  Airtours Holidays               6.33

 9  8  Thomas Cook                     6.04         5.67       6.63

10  6  Going Places                    5.91         6.15      -3.94

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Top 10 retail brands

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Rank   Brand             Creative or            Media buyer

95 94                    full-service agency    (if different)

 1  5  Sainsbury’s *     Abbott Mead

                         Vickers BBDO

 2  3  Curry’s           M&C Saatchi            The Media Centre

 3  7  Safeway *         Bates Dorland          Zenith Media

 4  1  McDonald’s        Leo Burnett

 5  4  Boots Retail      J. Walter Thompson     BMP DDB

 6  2  Tesco  *          Lowe Howard-Spink

 7  8  B&Q               Bates Dorland          Zenith Media

 9  -  Dixons Stores     M&C Saatchi            The Media Centre

       Group

 9  9  MFI               Publicis               Optimedia

10 10  Woolworths        Bates Dorland          Zenith Media

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Top 10 retail brands  (part two)

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Rank   Brand                  Spend 95      Spend 94     %change

95 94                        (pounds m)    (pounds m)     94/95

 1  5  Sainsbury’s *            40.48         25.88       56.39

 2  3  Curry’s                  38.50         27.15       41.82

 3  7  Safeway *                34.30         22.94       49.48

 4  1  McDonald’s               34.21         31.32        9.23

 5  4  Boots Retail             31.83         26.50       20.07

 6  2  Tesco  *                 23.71         30.26      -21.65

 7  8  B&Q                      22.16         21.12        4.95

 9  -  Dixons Stores Group      21.04

 9  9  MFI                      20.94         20.81        0.59

10 10  Woolworths               20.37         20.62       -1.21

Note: * Sainsbury’s, Safeway and Tesco figures exclude petrol, magazine

and loyalty card expenditure.

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Top 10 motoring brands (part one)

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Rank   Brand

95 94

 1  -  Vauxhall Corsa    Lowe Howard-Spink

 2  5  Ford Escort       Ogilvy and Mather         The Network

 3  3  Peugeot 106       Euro RSCG Wnek Gosper     Mediastar

 4  4  Ford Car Dealer   Ogilvy and Mather         The Network

       Support

 5  8  Renault Clio      Focus Advertising         Optimedia

                         London, Publicis

 6  6  Citroen ZX        Euro RSCG Wnek Gosper     Mediastar

 7  -  Volvo 850         Abbott Mead Vickers BBDO

 8  1  Peugeot 306       Euro RSCG Wnek Gosper     Mediastar

 9  -  Honda Civic       Collett Dickenson Pearce  CDP Media Company

10  2  Ford Fiesta       Ogilvy and Mather         The Network

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Top 10 motoring brands (part two)

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Rank   Brand

95 94

 1  -  Vauxhall Corsa            15.62        5.62       117.94

 2  5  Ford Escort               15.28       13.34        14.52

 3  3  Peugeot 106               14.88       15.99        -6.99

 4  4  Ford Car Dealer Support   14.70       14.31         2.79

 5  8  Renault Clio              14.07       10.68        31.75

 6  6  Citroen ZX                13.32       11.19        19.02

 7  -  Volvo 850                 12.92

 8  1  Peugeot 306               12.64       17.63       -28.33

 9  -  Honda Civic               11.49        3.85       198.44

10  2  Ford Fiesta               11.44       16.50       -30.66

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Top 10 household stores brands (part one)

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Rank   Brand

95 94

 1  -  Ariel Future               Saatchi and Saatchi

       washing powder

 2  6  Daz Automatic powder       Leo Burnett

 3  3  Fairy Excel Liquid         Grey Advertising      MediaCom

 4  -  Surf Micro powder          Foote Cone Belding    Initiative Media

 5  -  Persil New Generation      J. Walter Thompson    Initiative Media

       powder

 6  -  Lenor Fabric Conditioner   Grey Advertising      MediaCom

 7  -  Persil Automatic powder    J.Walter Thompson     Initiative Media

 8  -  Andrex Ultra Kitchen Roll  J.Walter Thompson     Universal McCann

 9  9  Andrex Toilet Tissue       J.Walter Thompson     Universal McCann

10  -  Ariel Future Color         Saatchi and Saatchi   The Media Centre

       washing powder

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Top 10 household stores brands (part two)

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Rank   Brand                             Spend 95    Spend 94    %change

95 94                                   (pounds m)  (pounds m)    94/95

 1  -  Ariel Future washing powder          9.16

 2  6  Daz Automatic powder                 8.89        5.82      52.84

 3  3  Fairy Excel Liquid                   7.73        8.48      -8.87

 4  -  Surf Micro powder                    7.04

 5  -  Persil New Generation powder         5.62

 6  -  Lenor Fabric Conditioner             6.14

 7  -  Persil Automatic powder              5.62

 8  -  Andrex Ultra Kitchen Roll            5.43

 9  9  Andrex Toilet Tissue                 5.22        4.59      13.67

10  -  Ariel Future Color washing powder    4.80

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Top 10 cosmetics and toiletries brands (part one)

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Rank   Brand                    Creative or          Media buyer

95 94                           full-service agency  (if different)

 1  2  Elida Gibbs Organics     J. Walter Thompson   Initiative Media

       Shampoo

 2  3  Oil of Ulay              Saatchi and Saatchi

 3  -  Vaseline Intensive Care  McCann-Erickson      Initiative Media

 4  4  Head and Shoulders       Saatchi and Saatchi

       Shampoo

 5  -  Boots No. 7              St Lukes’s           BMP DDB

 6  -  Gillette Sensor Excel    Abbott Mead Vickers  BMP DDB

       Razor                    BBDO

 7  -  Dove Cream Bar           Ogilvy and Mather    Initiative Media

 8  5  Nivea Visage             TBWA                 TMD Carat Eurospace

 9  1  Pantene Pro-V range      Grey Advertising     MediaCom

10  6  Vidal Sassoon            Leo Burnett

       Wash and Go

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Top 10 cosmetics and toiletries brands (part two)

------------------------------------------------------------------------

Rank   Brand

95 94

 1  2  Elida Gibbs Organics Shampoo        8.59        7.80      10.14

 2  3  Oil of Ulay                         8.37        7.00      19.53

 3  -  Vaseline Intensive Care             6.85

 4  4  Head and Shoulders Shampoo          6.04        6.05      -0.11

 5  -  Boots No. 7                         5.93

 6  -  Gillette Sensor Excel Razor         5.75

 7  -  Dove Cream Bar                      5.30        3.52

 8  5  Nivea Visage                        5.06        5.55      -8.77

 9  1  Pantene Pro-V range                 5.05       10.28     -50.83

10  6  Vidal Sassoon Wash and Go           4.89        5.27      -7.20

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Top 10 drinks brands (part one)

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Rank   Brand                    Creative or          Media buyer

95 94                           full-service agency  (if different)

 1  1  Coca-Cola                Publicis             Universal McCann

 2  2  Guinness                 Ogilvy and Mather    The Network

 3  -  Diet Coke                Publicis             Universal McCann

 4  4  Budweiser Lager          BMP DDB

 5  5  Smirnoff Vodka           Lowe Howard-Spink

 6  3  Bacardi Rum              McCann-Erickson      Universal McCann

 7  6  Holsten Pils Lager       GGT Advertising      The Media Centre

 8  -  Guinness Enigma          Publicis             The Network

       Draught Lager

 9  -  Kronenbourg 1664         Young and Rubicam    The Media Centre

10  -  Heineken Export          Lowe Howard-Spink    Motive

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Top 10 drinks brands (part two)

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Rank   Brand                          Spend 95    Spend 94    %change

95 94                                (pounds m)  (pounds m)    94/95

 1  1  Coca-Cola                        20.88        9.69     115.40

 2  2  Guinness                          9.35        9.37      -0.19

 3  -  Diet Coke                         7.95

 4  4  Budweiser Lager                   7.43        6.45      15.22

 5  5  Smirnoff Vodka                    7.01        5.20      34.79

 6  3  Bacardi Rum                       5.43        9.00     -39.58

 7  6  Holsten Pils Lager                5.00        5.04      -0.81

 8  -  Guinness Enigma Draught Lager     4.26

 9  -  Kronenbourg 1664                  4.20        3.89       7.95

10  -  Heineken Export                   4.13        3.55      16.27

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Top 10 financial brands (part one)

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Rank   Brand                     Creative or          Media buyer

95 94                            full-service agency  (if different)

 1  2  Barclaycard               BMP DDB

 2  -  National Power/           WCRS                 The Media Centre

       Powergen Flotation

 3  1  American Express          Ogilvy and Mather    TMD Carat

       Personal Card

 4  -  Abbey National Financial  Barker and Ralston,  TMD Carat

       Services                  Euro RSCG

 5  -  First Direct Banking      WCRS                 Pattison Horswell

       Service                                        Durden

 6 10  Churchill Car Insurance   Handled direct       YMG Carat

 7  -  Royal Insurance           Arc Advertising      The Media Factor

 8  -  Direct Line Insurance     TBWA                 The Media Business

                                                      Group

 9  -  Abbey National            Barker and Ralston,  TMD Carat

                                 Euro RSCG

10  -  Bupa                      Ogilvy and Mather    The Network

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Top 10 financial brands (part two)

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Rank   Brand

95 94

 1  2  Barclaycard                         12.45       10.87      14.51

 2  -  National Power/Powergen Flotation   10.37

 3  1  American Express Personal Card      10.12       14.25     -28.96

 4  -  Abbey National Financial Services    9.87

 5  -  First Direct Banking Service         6.11        3.43      78.13

 6 10  Churchill Car Insurance              5.87        6.08      -3.56

 7  -  Royal Insurance                      5.69

 8  -  Direct Line Insurance                5.55        4.64      19.61

 9  -  Abbey National                       5.34

10  -  Bupa                                 5.14        3.31      55.29

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Top 10 leisure brands

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Rank   Brand                  Creative or              Media buyer

95 94                         full-service agency      (if different)

 1  5  Hasbro Sindy Doll      Griffin Bacal

 2  1  Mattel Barbie          Ogilvy and Mather        The Network

 3  2  Lego Building Systems  HHCL and Partners        CIA Medianetwork

 4  3  Kodak Gold Films       Young and Rubicam

 5  -  Sony Playstation       Simons  Palmer           Manning Gottlieb

                                                       Media

 6  9  Bluebird Polly Pocket  Keith Shafto Associates  The Media Centre,

                                                       Manchester

 7  -  Lego Aquazone          Overseas agency          CIA Medianetwork

 8  -  Sega Saturn System     McCann-Erickson          Universal McCann

 9  -  Fuji Super Films       Saatchi and Saatchi      CIA Medianetwork

10  -  Bandai Power Rangers   Bygraves Bushell*

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Top 10 leisure brands (part two)

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Rank   Brand                         Spend 95    Spend 94    %change

95 94                               (pounds m)  (pounds m)    94/95

 1  5  Hasbro Sindy Doll                5.78        2.51     130.51

 2  1  Mattel Barbie                    4.92        6.96     -29.24

 3  2  Lego Building Systems            4.54        6.00     -24.18

 4  3  Kodak Gold Films                 2.92        3.20      -8.49

 5  -  Sony Playstation                 2.55

 6  9  Bluebird Polly Pocket            2.23       2.028       9.76

 7  -  Lego Aquazone                    2.07

 8  -  Sega Saturn System               2.00

 9  -  Fuji Super Films                 1.91

10  -  Bandai Power Rangers             1.87

* Bygraves Bushell Valladares Sheldon

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Top 10 clothing brands (part one)

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Rank Brand Creative or Media buyer

95 94 full-service agency (if different)

1 1 Levi’s 501s Bartle Bogle Hegarty Motive

2 3 Nike trainers Simons Palmer Manning Gottlieb Media

3 - Pretty Polly Ammirati Puris Lintas Zenith Media

Legworks

4 8 Adidas trainers Leagas Delaney

Partnership

5 2 Wrangler jeans TBWA CIA Medianetwork

6 - Wool Fabric Abbott Mead Vickers

BBDO

7 - Reebok trainers Lowe Howard-Spink Zenith Media

8 6 Lee Jeans Grey Advertising MediaCom

9 - Clarks children’s TBWA TMD Carat Eurospace

shoes

10 - Clarks men’s shoes TBWA TMD Carat Eurospace

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Top 10 clothing brands (part two)

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Rank Brand Spend 95 Spend 94 %change

95 94 (pounds m) (pounds m) 94/95

1 1 Levi’s 501s 7.63 6.04 26.39

2 3 Nike trainers 3.32 1.69 97.04

3 - Pretty Polly Legworks 2.47

4 8 Adidas trainers 1.93 1.04 85.36

5 2 Wrangler jeans 1.85 2.00 -7.11

6 - Wool Fabric 1.78

7 - Reebok trainers 1.76

8 6 Lee Jeans 1.29 1.15 12.05

9 - Clarks children’s shoes 1.03

10 - Clarks men’s shoes 0.92

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