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Glug Glug named South Africa's favourite ad |
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Adtrack is Millward Brown’s advertising research system that tracks the performance of all television commercials flighted annually. These scores are collated into a report highlighting the country’s best ads according to consumers. To celebrate 25 years of tracking TV ads in South Africa, Millward Brown managing director Charles Foster recognised the best liked ad of the past 25 years and that of the past decade. Both awards went to Draftfcb South Africa, for 1991’s Sasol Super 100 Glug Glug and 2005’s Klipdrift Met Eish respectively. Group CEO of Draftfcb South Africa, John Dixon, says, “As an agency, we have always strived to produce advertising that resonates with real South Africans, the very people who buy our clients’ products and services. We know that liking not only has a high correlation with media efficiency, it positively contributes to consumers’ predisposition about the brand or product being advertised.” Charles praised Draftfcb South Africa’s creative approach to advertising, “Simply put, people watch likable ads with more attention than average or poorly liked ads, and Draftfcb is among the most skilled agencies at creating ads that achieve high liking scores, according to the South African public.” He added that in the increasingly fragmented media landscape, Adtrack’s ability to measure the effect and efficiency of different media activity is increasingly important. “Media planners can buy audience but cannot buy attention; likeability of an ad has a significant influence on the ability of adverts to be noticed. Adtrack provides clients with comprehensive feedback on their TV and other media’s advertising responses, enabling them to elicit the greatest possible return from their media budget.” Interestingly, Draftfcb South Africa also performed exceptionally well in last year’s list, producing the country’s most liked local ad: Toyota Corolla ‘Buddy.’ The 2009 ranking is: | |||
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