Hot on the heels of contributing to FCB South Africa emerging as the best performing agency group in the Creative Circle’s Ad of the Year 2013, FCB Johannesburg has notched up the most ads on Millward Brown’s Best Liked Ads 2013 list.
Annually, Millward Brown’s Best Liked Ads list celebrates South Africa’s favourite TV commercials. These are the ads that have been rated as the most liked by the South African audience, which comprises the most industry’s most important critics, the people who ultimately chooses to buy their clients’ brands or not.
Millward Brown released the identity of the top 20 most liked ads of 2013, as tracked by its proprietary research tool, Adtrack, this week (April 15) and FCB Johannesburg was the only agency in the country with 4 in the top 20, not to mention 3 in the top 10.
2 – Coca-Cola South Africa: Share a Coke with Bobby
5 – Mondelez: Oreo Cookie
8 – Wimpy: Bear
16 – Vodacom: Soccer Chiefs
Announcing the news to the group, FCB South Africa CEO, Brett Morris, said that to be in the top 20 at all is quite an achievement but to have campaigns at placing 2nd, 5th, 8th and 16th is truly outstanding.
“FCB Johannesburg’s performance on the 2013 Adtrack Best Liked Ads List outstrips that of any agency in South Africa, and is a remarkable achievement when you consider that more than 2 000 new commercials were launched in the year. Well done to all involved. You guys simply rock!”
FCB Johannesburg managing director, Alistair Mokoena, was equally thrilled: “Our creative teams, under the guidance of our Executive Creative Director, Jonathan Deeb, have been firing on all cylinders over the past months. Their creativity, passion and dedication, are evident for all to see and I am over the moon that they have been recognised in this way.”
Millward Brown pointed out that the 20 Best Liked Ads of 2013 are dominated by the technology and fast food categories, with an underlying theme of local humour, highlighting once again that advertising and entertainment are inextricably linked.
It said people respond more positively to advertising they like and consider exciting, particularly in terms of brand-linked memorability and impact. The worst emotional reaction that an ad can evoke is indifference. If people say they are unimpressed by an ad then it is highly unlikely to do anything for the advertised brand.
Adtrack finds that the winning ads scored high on enjoyment, involvement and positive emotions. Great creative has long been at the heart of successful advertising, and good creativity helps grab attention, connects with its audience, and makes an ad memorable and easily recalled. It makes a brand seem more interesting, helping frame the brand experience. And good Creative makes people pay attention.
“FCB has been making ads that grab South Africa’s attention and wins its hearts and minds since it opened doors in 1926,” added Morris. “The agency group is no stranger to the Most Liked Ads lists, regularly featuring in the Top 20. And we’re exceedingly proud to have been the creator of the ad that has had the highest liking scores since Millward Brown began its tracking 30 years ago. Sasol ‘Amagluglug’ is an FCB ad and unsurpassed.”
With three different agencies featuring at the Creative Circle’s Ad of the Year Awards 2013 earlier this month (April 3), it has emerged as a creative force to watch in 2014.
Leading the FCB pack Ad of the Year Awards 2013 at was FCB Cape Town with its first position in the outdoor category for Engen Fire Blanket. In a quirk of judging, FCB Johannesburg tied with itself in the radio category when it was awarded 2nd place twice, once for Toyota Genuine Parts ‘Orchestra’ and once for Lexus ‘Clichés’.
And then a joint effort by Hellocomputer and FCB Johannesburg took third place in the digital category for the campaign that literally took the world by storm, the Johannesburg Zoo’s ‘Tweeting Badger’.
Adtrack™ is Millward Brown’s proprietary advertising testing system, evaluating the impact and liking of all brand advertising in South Africa over the last 30 years. The resultant database stands at almost 90,000 TV adverts tested, and more than 1.1 million interviews conducted, making this database one of the largest of its kind in the world.
Adtrack Best Liked Ads 2013
|1||Vodacom – Baby||Ireland/Davenport|
|2||Coca Cola – Share A Coke With Bobby||Draftfcb|
|3||Nedbank – Savvy Life (Eugene ‘want it’)||Joe Public|
|4||Isuzu – Fire Fighters||Admakers International|
|5||Oreo Cookie – South African Oreo Princess||Draftfcb|
|6||Capitec Bank – Paperless Banking||Ninety9cents|
|7||Nedbank – Savvy Approve It (Eugene Online Banking)||Joe Public|
|8||Wimpy – Puppet||Draftfcb|
|9||KFC – Double Down, Man 1:Battling With Words||Ogilvy & Mather Johannesburg|
|10||Huggies Gold – Girls and Boys||Ogilvy & Mather Johannesburg|
|11||MTN – Ricardo||MetropolitanRepublic|
|12||MTN – Mahala Is Back! Bigger & Better Mahala For You||MetropolitanRepublic|
|13||Steers – Tiny Burgers||Joe Public|
|14||King Pie – Mini Pie||Red Rocket|
|15||Blackberry – Z10, Keep Moving||AMV BBDO|
|16||Vodacom – Soccer Chiefs||Draftfcb|
|17||Samsung – Galaxy S4, Translate||Cheil|
|18||KFC – AM Breakfast||Ogilvy & Mather Johannesburg|
|19||Nando’s – Fire it up||Black River|
|20||Vodacom – Errol||Ireland/Davenport|
Draftfcb South Africa – Brett Morris (011) 566-6000
Draftfcb Johannesburg – Alistair Mokoena (011) 566-6000
Draftfcb Cape Town – Eric D’Oliviera (021) 404-0300
Hellocomputer – David Moffatt (021) 404-0300
Debonairs Pizza spoofs sassy Johannesburg Metro police officer, Johannesburg resident who filmed her
FCB South Africa has a reputation for building South Africa’s favourite brands. That’s probably because we consistently produce South Africa’s favourite campaigns. Founded on ideas that truly connect with real South Africans. Ideas that solve business challenges. Ideas that win awards. Ideas that make a difference to our community, our country and our planet. Ideas that matter.
A network of individually run and managed agencies, FCB South Africa offers full service advertising; data analytics and visualisation; corporate identity, way-finding and packaging design; digital; experiential; promotions; public relations; retail advertising and social marketing solutions.