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Millward Brown South Africa announces The Best Liked Ads for Q1 2013

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!

RANK ADVERT AGENCY
1 Blackberry Z10 - Keep Moving AMV BBDO
2 Vodacom - Soccer Chiefs Draftfcb
3 Vodacom - Errol Ireland Davenport
4 Red Bull - Human Nature Kastner & Partner, London with Rock Paper Scissor, LA
5 Nokia Lumia - This is Lumia Nokia (in-house) with Jack Morton
6 Samsung Galaxy Note 2 - Boat Cheil HQ
7 Sunlight Washing Powder - Bubbleman BBH (Bartle Bogle Hegarty)
8 Coca Cola - Crazy for Good Draftfcb
9 MTN - One4All MetropolitanRepublic
10 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 .

Click here to download the Millward Brown's Best Liked Ads list slideshow

    
 

Millward Brown's press office

Millward Brown
At Millward Brown, we're passionate about brands. As a leading global research agency specializing in advertising, marketing communications, media and brand equity research, we've been in the business of brands for more than 35 years.
Dumisani Hlatswayo
I would love to know if this means its good for the ad agency or product? Does this like for the ad translate to purchase for product or service? Cause an ad can entertain but fail to be effective.
Posted on 12 Jul 2013 09:47
Claire Herman
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.
Posted on 18 Jul 2013 14:16
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