Brand Intelligence® firm Ornico launched a research report that explores some of the top FMCG advertising trends, new creative executions, developments and spending patterns for the financial period from March 2020 to February 2021. This was launched in a panel discussion led by Ornico with brand and agency strategists from Reckitt Africa and Avatar Agency.

FMCG advertising trends report
FMCG advertising trends report – March 2020 to February 2021

Presenting some of the findings, Ornico’s Head of Operations, Francois van Dyk points out that the research looks at three main parts which include Newcomers or new executions across all media types, TV advertising spend trends and radio advertising spend trends. Nivea launched the most number of new executions over the period covered in the free-to-download report, where beauty care, detergents and soap were the busiest categories for new commercials.

228 FMCG brands were tracked on television, and in total they spent almost R2,9-billion across 84 stations – with some very interesting programme choices. The effects of the initial lockdown period are also clearly visible and advertisers took a very cautious approach during this uncertain period.

Senior Strategist at the Avatar Agency, Refiloe Mashaba, and Mbulelo Pahlana who is a Media & Digital Manager at Reckitt Africa, both joined the panel to provide insights and talk to some of their observations. They both mentioned measurement as one of the most significant growth areas in advertising over the past year, where clients and agencies are asking more critical questions on how well any piece of communication delivers.

The panel also pointed out that changes presented by lockdown to curb the spread of Covid-19, where some brands reduced their advertising spend, led to increased purpose driven brand communication. There was also increased reliance on digital advertising with some print publications going digital and more people utilising digital platforms to stay in touch.

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