Draftfcb tops “most liked’ lists

Agency Draftfcb South Africa has improved its performance on the Best Liked Ads lists published by respected research house, Millward Brown Impact, with four out of the Top 10 on the LSM 8 – 10 list (40%) and a phenomenal five out of the Top 10 on the LSM 5 -7 list (50%). 

During any given year, Millward Brown tracks the liking and noting performance of all television commercials flighted in South Africa. At the end of the calendar year, it collates these scores into a comprehensive report highlighting the Top 100 performers in two LSM categories – LSM 8-10 and LSM 5-7. 

It is widely agreed that the lists cleary highlight the country’s most effective advertising. 

In 2005, the Draftfcb South Africa group dominated the liking lists with four out of the top 10 most liked ads in the developed market; and four out of the top ten in the emerging market. 

Its performance in 2006 topped that when its agencies were responsible for four out of 10 of the most liked ads, including the two top-placed ads, and a phenomenal nine out of 20 best noted ads in the LSM 8-10 market. Also, in the very important LSM 5-7 market, the group had three out of the 10 most liked ads and two of the top 10 noted ads. 

For the 2007 period, the just released Millward Brown report highlights that seven out of the 20 most liked ads in the LSM A category and seven out of the 20 most liked ads in the LSM B grouping came from Draftfcb South Africa agencies. The noting reports have yet to be released.

These are:

LSM A:

LSM B:

Commenting on the performance, Draftfcb South Africa’s CEO, Neil van der Weele, said: “At Draftfcb, the annual Creative Circle rankings are a vital reflection of our standing as a creative industry, and we are working hard to improve our scores here.

“But, these “most liked’ lists provided by Millward Brown Impact are almost more important because they benchmarking our ability to connect with the South African public in a way that builds the country’s favourite brands.

“We’re very proud of our performance during 2007, and are sure our clients appreciate how the work we do for them adds real value to their businesses,” he said.