MARKETING FOCUS: Adwatch of the year

The National Lottery took the country - and Adwatch - by storm in 1995. With 35 appearances in the table, most of them in first place, it is by far the leading brand in both Adwatch of the Year leagues - the highest total recall during the year and the highest single awareness figure recorded.

The National Lottery took the country - and Adwatch - by storm in 1995.

With 35 appearances in the table, most of them in first place, it is by

far the leading brand in both Adwatch of the Year leagues - the highest

total recall during the year and the highest single awareness figure


Table 1, measuring total recall levels, shows that the Lottery was

almost twice as memorable as its nearest rival, its own Lottery

Instants. The rest of the top five - McDonald’s, Coca-Cola and BT -

jockey for position, while maintaining a good lead on the second half of

the top ten.

The names which have topped the league all year inevitably crop up in

this special look at 1995 and some of the year’s biggest marketing

headlines are reflected in the table.

Coca-Cola’s controversial decision to invest in dozens of tightly-

targeted commercials has paid off handsomely. The brand hit the table

(generally in the top three) 21 times over the year with commercials

such as ‘Chicken’ and ‘King Kong’. Tango, which appeared five times, was

the only other soft drink which scored highly enough to figure in the


In 1995, the supermarkets battled it out on both the high streets and

the TV-screens. Tesco, first out with its loyalty card, decreased its

above-the-line commitment, Safeway brought in Harry and the ABC-card,

while Sainsbury continued with its ‘recipe’ commercials. Meanwhile,

Iceland sported a new marketing team, appointed a new agency, WCRS, and

has hardly been out of the top ten since its campaign went on air.

Bob Hoskins might not have been adored by the advertising luvvies, but

he kept BT close to the top of Adwatch all year, coming fifth overall

and scoring the joint third highest individual recall figure: 85%. Gary

Lineker, with a little help from BMP, put Walkers Crisps into the table

while Head and Shoulders’ new signing, children’s TV-presenter Emma

Forbes, has maintained a consistent presence in the last quarter which

leaves the brand in ninth place overall. And although the ad industry

thought that Shane Ritchie, the new Daz spokesman, was creatively

challenged, he scored well with the public, leaving the brand in 18th

place over the year.

Most campaigns scored comparably in both tables, but there were some

exceptions which prove that an enormous budget is not absolutely

essential for memorable advertising.

Direct Line’s annual budget, for instance, is dwarfed by the big

spenders in table 1 but comes in at number 5 in table 2.

Walkers Crisps also moves up several places, while campaigns such as

BST.BDDP’s TV-Licensing which broke towards the end of the year (and so

only appeared four times) did not appear in the first table but

registered a high score in Table 2.

So which ad agencies made the year’s most memorable commercials? In its

first year as a Saatchi-free zone, Saatchi & Saatchi is a clear winner

in Table 1 with four appearances and joint top with BMP in Table 2, both

getting three mentions.

In Table 1, second place is shared by four agencies - Abbot Mead

Vickers,-BBDO, Leo Burnett, J Walter Thompson and D’Arcy Masius Benton &

Bowles - all of which get two mentions. BMP, however, which has just one

brand in Table 1, is joint top with Saatchi in Table 2 with three

appearances. Something to think about over the Christmas break, perhaps?

Rules of qualification

Brands are included in Adwatch if they have a new execution (appearing

for the first time four weeks prior to the survey across 75 per cent of

the ITV network) or if they have appeared in the previous week’s survey,

with over 65 per cent recall and have been advertising during the

previous four weeks.


Table 1: Best recall over the year


    Account                      Agency/TV buyer       Total percentages

                                                               over year

 1  National Lottery             Saatchi & Saatchi/Zenith           3040

 2  National Lottery Instants    Saatchi & Saatchi/Zenith           1694

 3  McDonald’s                   Leo Burnett                        1673

 4  Coca-Cola                    Ad Store, CAA/McCann-Erickson      1489

 5  BT                           AMV BBDO, BDDH, Saatchi &          1451


 6  Tetley Tea                   DMB&B/Zenith                       1047

 7  Sainsbury                    AMV BBDO                            953

 8  Safeway                      Bates Dorland/Zenith                792

 9  Head and Shoulders           Saatchi & Saatchi/P&G Media         788

10  Kellogg’s Cornflakes         J Walter Thompson                   685

11  Andrex Toilet Tissue         J Walter Thompson/Universal         546

12  Iceland                      WCRS/TMD Carat Manchester           540

13  Tesco                        Lowe Howard-Spink                   488

14  Walkers Crisps               BMP DDB Needham/The Media Centre    424

15  Direct Line Insurance        TBWA/The Media Business             349

16  Burger King                  DMB&B/Zenith                        342

17  Ford Cars                    Ogilvy & Mather                     335

18  Daz Automatic                Leo Burnett                         316

19  Tango                        HHCL/BBJ Media                      311

20  Pedigree Chum                Grey Advertising/Zenith             296

This table reveals the most well remembered advertising over the whole

of the year. Every brand which appeared in Adwatch in 1995 was listed

and its recall percentages added together to find the figure which

appears in the right-hand column.



Table 2: Best recall in any single week


    Account                      Agency/TV buyer                       %

 1  National Lottery Instants    Saatchi & Saatchi/Zenith             93

 2  Lottery Instants             Saatchi & Saatchi/Zenith             87

 3= BT                           AMV BBDO/Zenith                      85

 3= Coca-Cola                    CAA/McCann-Erickson                  85

 5  Direct Line Insurance        TBWA/The Media Business              82

 6= Kellogg’s Cornflakes         J Walter Thompson                    81

 6= McDonald’s                   Leo Burnett                          81

 8= Safeway                      Bates Dorland/Zenith                 80

 8= Tetley Tea                   DMB&B/Zenith                         80

 8= Walkers Crisps               BMP DDB Needham/The Media Centre     80

11  Andrex Toilet Tissue         J Walter Thompson/Universal          79

12  Iceland                      WCRS/TMD Carat Manchester            77

13  TV Licensing                 BST.BDDP/PHD                         76

14= Tesco                        Lowe Howard-Spink                    75

14= Eurotunnel Le Shuttle        BMP DDB Needham                      75

16  Sainsbury’s                  AMV BBDO                             74

17  Foster’s Lager               BMP DDB Needham                      73

18  Ford Cars                    Ogilvy & Mather                      72

19  Tango                        HHCL/BBJ Media                       69

20  Ariel Automatic              Saatchi & Saatchi/P&G Media          68

This table reveals the brands with the highest recall in any single week

during 1995.  It would be possible for a brand to have appeared only

once in Adwatch and top this league.



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