Millward Brown's Best Liked Ads list celebrates the country's favourite TV commercials and their advertising agencies, chosen by the most important critic we believe, the consumer.
This quarter highlights the ability of global ads that travel well and the domination of mobile telephony, while the local ads celebrate Mzansi flavour at its best!
Blackberry Z10 - Keep Moving
Vodacom - Soccer Chiefs
Vodacom - Errol
Red Bull - Human Nature
Kastner & Partner, London with Rock Paper Scissor, LA
Nokia Lumia - This is Lumia
Nokia (in-house) with Jack Morton
Samsung Galaxy Note 2 - Boat
Sunlight Washing Powder - Bubbleman
BBH (Bartle Bogle Hegarty)
Coca Cola - Crazy for Good
MTN - One4All
Castle Lager - Destination
Ogilvy & Mather Johannesburg
Adtrack is Millward Brown's proprietary advertising testing system, evaluating the impact and liking of all brand advertising in South Africa over the last 29 years. The resultant database stands at almost 75,000 TV adverts tested, and more than 1.1 million interviews conducted, making this database one of the largest of its kind in the world. For more info on Adtrack please contact .
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Hi guys. I think it benefits both - it is, however, important to note though that this is not a creative award, it is rated by the consumer, not marketing professionals. We do also see a strong correlation between higher liking levels and stronger propensity to purchase on those campaigns where we have tracked this measure, so this is an indication that liking is linked to effectiveness. It does take longer to shift behaviour though, so in the short term, the effect on awareness is more notable vs. measures such as trial or perceptions of the brand.