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FCB SA clients shine in 'Brands & Branding' survey

FCB South Africa clients shone in the 2002 Encyclopaedia of Brands & Branding in South Africa published by Markinor in association with the Sunday Times last month (September 2002).

One client, Toyota SA, topped its category for the second year while two others made it onto both the prestigious 'Most Admired Companies' and 'Most Loved Everyday South African Brands' lists – Shoprite/Checkers and Vodacom. Toyota SA was also named as one of the country's 10 most admired companies and First National Bank rated as one of South Africa's favourite brands.

Its clients' performance makes FCB South Africa the only agency group in the country with three clients on the 'Most Admired Companies' list as well as the only agency with three clients on the 'Most Loved Everyday South African Brands' list.

It also affirms the group's ability to partner with its clients to develop marketing communication that sells today while building brands for tomorrow.

In total, 15 of FCB South Africa's clients were included by the encyclopaedia as one of the country's top 10 brands in their relevant categories. The full list includes Shoprite/Checkers (FCB Activ client), Toyota SA (FCB SA client), Vodacom (FCB SA client), First National Bank (FCB SA client), Oros (FCB Johannesburg), Klipdrift (FCB Cape Town), Viceroy (FCB Cape Town), Gordon's London Dry Gin (FCB Cape Town), Panado (FCB Johannesburg), Drum (FCB Cape Town), You (FCB Cape Town), True Love (FCB Johannesburg), Huisgenoot (FCB Cape Town), Santam (FCB Cape Town) and Samsung (FCB Johannesburg).

The encyclopaedia, based on the results of 3 496 face-to-face interviews with consumers – 1 996 of them in metropolitan and 1 500 in non-metropolitan areas, focuses on 17 product categories as well as the most admired companies and businesses in South Africa today, the most loved South African brands and correct identification of the AIDS logo. It calculates and ranks the top-of-mind awareness of brand and company names within these categories as well as their level of trust and confidence and their loyalty and commitment towards the top brands.

Much of the encyclopaedia's commentary praised the top brands' marketing activities, in which FCB South Africa is heavily involved.

Thrilled with the performance of his clients' brands, FCB South Africa CEO, Neil van der Weele, said it was testimony to the brand strategies prepared by the group's strategists in partnership with clients' marketing teams, as well as the group's creative product.

"FCB South Africa's strategic capabilities have always been respected by the industry, marketers and competitor agencies alike," he said. "On the creative front, the group's strength is an ability to develop campaigns that South Africans relate to and like.

"The commercials that group executive creative director, Ashley Bacon, and his team create for our clients regularly win the hearts and minds of the buying public. Research has shown that, if consumers like your advertising, the ads break through the clutter and they are predisposed to like your brand," he pointed out.

"This is very evident in the spirits category where the advertising created by FCB Cape Town for Klipdrift and Viceroy and that for True Love by FCB Johannesburg have been well received by their target markets as well as their peers – take the Klipdrift campaign's recent stellar performance at Pendorings and True Love's ongoing success in the CDF's Ad of the Month awards for example. In addition, likeable ads are working wonders for First National Bank, whose ranking at position 2 in the banking category belies the fact that its adspend is less than both Standard Bank and ABSA," he said.



Editorial contact

C-Cubed Communications
Cathy van Zyl
(021) 852-7198

Petra Peacock
(011) 462-2596

13 Oct 2002 23:43

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