If advertising is one barometer of society’s commercial preferences, South Africans have a disposition towards cars and food (especially chicken). These are two of the main trends that emerge from the latest Kantar Millward Brown best-liked TV ads survey for the first and second quarters of 2018. The survey, which is closely watched by brands to determine best-practice ad agencies, is dominated by the Ogilvy group, which has six ads in the top 10 list of both quarters. No other competitor in the latest measurement period places more than one ad. Notes one brand manager: "This is an agency that continues to demonstrate the power of creativity in delivering ads that work and resonate with target markets, something which is critical at a time when TV advertising is under increasing threat from better and often more cost-effective digital solutions which come at a fraction of the price." Millward Brown’s research lists ads that are liked by an SA audience, which, says the agency, is the...

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