Morrisons clinches top spot in Adwatch 2011
Supermarket brand Morrisons has clinched the top spot in Marketing's Adwatch of the year charts, ranking 2011's most-recalled advertising.
The research, from TNS and Ebiquity, tops off a sterling year for the supermarket which experienced an 8% year-on-year increase in sales in the three months following Freddie Flintoff's 'Let's Celebrate' Easter ad campaign.
The supermarket, with its agencies DLKW Lowe and MEC, spent £22.7m on TV advertising and £66.2m on marketing, according to data from Ebiquity.
Tesco, which achieved the second spot on the table, invested almost twice as much as its rival in the same period – £120.5m, of which £44.9m was on TV advertising.
Morag Blazey, global practice leader advertising intelligence at Ebiquity, which sourced this year's budget data, said: "Although Adwatch inevitably favours advertisers with a constant television presence, the table shows that memorability isn't just about spend.
"It clearly illustrates the value of a consistent and recognisable positioning, which lets retailers such as Morrisons weave themselves into the very fabric of TV."
See the full details and list of brands in this year’s Adwatch here.
This article was first published on marketingmagazine.co.uk
- Marketing Controller - Healthy Snacks Jarlett de Grouchy £60000 - £70000 per annum + Car Allowance + Benefits, Uxbridge
- Senior Insight Manager - FMCG Jarlett de Grouchy £35000 - £40000 per annum + Car Allowance, Surrey
- SENIOR ONLINE STYLIST (Fashion, Ecommerce, Luxury, Trends) Creative Recruitment £25000 - £27000 per annum + Negotiable, London
- Integrated Project Manager Red Sofa London £28000 - £35000 per annum, London
- Digital Resource Co-ordinator Purple Consultancy £25000 - £30000 per annum, London
- Land Rover to move global ad account into Spark44
- Martin Sorrell talks Maurice Lévy, Tesco, and the global outlook
- Viacom to bring Breaking Bad to Freeview with Spike launch
- WPP's Martin Sorrell reconsiders strength of newspapers
- Group M retains £80m Lloyds media
- Gogglebox stars encourage viewers to vote