Top Brands Survey out now, Draftfcb wins Brand Agency of the Year

All the Sunday Times Top Brands winners

click to enlarge

The researchers interviewed 400 senior business people, as well as 3500 consumers over the age of 18. The results reveal a general trend that, in many instances, category usage has increased significantly from last year, with consumer optimism emerging from the recessionary mind-set.

Neil Higgs, senior adviser and head of innovation at TNS South Africa, said that the company's consumer confidence measure shows that South Africans were relatively bullish regarding the first quarter of the year, "with consumers willing to spend more on luxury goods such as cars, sports clothing and cosmetics."

The survey evaluated overall brand familiarity, user experience, non-user perception and actual brand presence in the South African market. The combined results of these aspects delivered the winning brands in 38 consumer categories, and 13 business sector categories.

Favourite winner

Once again, Koo walked away with the Grand Prix Overall Favourite Brand Award. Coca-Cola placed second while also winning three prestigious Top Brands Grand Prix awards as the brand that has done the most to uplift the community, the brand rated most environmentally friendly and the brand considered most-desirable to work for (a new Grand Prix category in 2012).

Based on the runaway success of the 'Steve' campaign, the Top Brands Marketing Personality of the Year accolade went to Bernice Samuels, chief marketing officer for FNB. The influence of this campaign also undoubtedly pushed FNB up into second spot in the retail banking category, with currently beleaguered Absa still maintaining the lead.

Consumer results showed some differences from that of the business leaders, with SAA claiming the award in the consumer sector and British Airways taking top place in the business sector for airlines. Similarly, Nokia is the leading cellphone choice for consumers, while the business sector is more aligned with Apple. Vodacom is South Africa's top rated telecommunications service provider in the eyes of both the business sector and consumers.

Other category winners include Rama, Bakers, Pyotts, Panado, Clover Krush, Red Square, Johnnie Walker, Hansa, Hunters, Ricoffy, Cadbury, Tastic, Shoprite, KFC, Avon, Vaseline, Sunlight, Handy Andy, Samsung, Defy, Toyota, Engen, Old Mutual, Hollard, Avis, Tsogo Sun, Momentum, Investec, DHL, Talk Radio 702, Nike, OUTsurance and Spur. The Sunday Times remains the top weekly newspaper.

Brand Agency of the Year

The Robyn Putter Top Brand Agency of the Year Award, which recognises the creative agencies behind the big brands, is calculated on a points system for agencies with clients that achieved first, second and third place in the Top Brands Survey. This year the award went to Draftfcb.

"With every survey commissioned, the results continue to deliver real insights into the consumer market in South Africa and it's a privilege to be able to provide our clients and the public with these interesting findings," concludes Trevor Ormerod, GM of advertising sales, Avusa Media.

Full results