By Gemma Charles, marketingmagazine.co.uk, Tuesday, 04 January 2011 12:36PM
The COI spent £112m on advertising in 2010, down from £221m in 2009, when it was the UK's biggest advertiser.
Since coming to power in May, the coalition Government has imposed a spending freeze to ensure that only "essential" advertising is run.
As a result, the COI is now the fifth-biggest spender, according to estimates* from Nielsen.
In comparison, Procter & Gamble increased adspend by 33% from £142m in 2009, to £189m in 2010.
BSkyB was the second, spending £161m, up from £134m in 2009.
Unilever was third with a spend of £132m, having increased its spend by just 2%, substantially less than its FMCG rival, P&G.
Tesco, the biggest supermarket in the UK, was fourth, spending £120m, an increase of 19%.
BT made the biggest increase to its outlay of any top 10 advertiser, lifting its spend by 44% to £104m.
|Advertiser||UK expenditure||UK expenditure||Year-on-year|
|2010 (£m)||2009 (£m)||% change|
|Procter & Gamble||189||142||33|
*The figures cover the year to 15 December and do not include: internet advertising for the period 1 October to 15 December; outdoor, cinema, direct mail and door drop advertising for the period 1 November to 15 December; regional press and magazine advertising for the period 1 to 15 December; or TV and radio advertising for the period 6 to 15 December.
This article was first published on marketingmagazine.co.uk
Annie Leibovitz explained the art of bringing a story down to a single moment, and shared the inspiration behind the campaign she created with Disney making tales as old as time relevant to today. We heard from Astro Teller, Captain of Moonshots at Google (yes, really) reinforcing the importance of storytelling in driving audacious invention. Mother warned us to hang on to the joy of craft and keep our brains happy in order not to become advertising douchebags. And Facebook discussed scalable creativity.