Despite the growth in digital video this year, TV ads still very much strike a chord with consumers, according to Ace Metrix, which released its brands of the year finalists today.
The best-of list breaks out the most effective marketers across 23 industries and 85 categories, and while there is still a bit of wiggle room this year for campaigns that break in December, it’s safe to say that the list is indicative of this year’s top performers. Ace Metrix will officially announce the 2014 winners on Jan. 7.
More than half of this year’s winners are repeats from 2013, which is a far cry from ’12—when only Liberty Mutual made the cut from the previous year.
To make the ’14 list, a brand needed to launch five or more campaigns, and each sector includes 80 pieces of creative.
Check out the top performers by category below.
Clothing and retail
Sportswear dominated the apparel and footwear category this year, which shouldn’t be a surprise given that major sporting events the Sochi Olympics, World Cup and Super Bowl all took place this year.
Apparel and footwear
Even though a number of automakers have pulled out of the upcoming Super Bowl, car brands still bulked up on ads in 2014.
Within the luxury section, Mercedes-Benz scored on Ace Metrix’s list this year, similar to other recent findings from Phoenix Marketing International.
Starbucks makes its first appearance on this year’s non-alcoholic list, driven by the launch of its first global brand campaign. Dunkin’ Donuts and International Delight are on the list for the second time this year, but interestingly, no soda brands are included.
Within beer, Coors, Stella Artois and Redd’s are new this year, while Budweiser and Samuel Adams make repeat appearances.
Spirits, flavored malts and wine
Bud Light Lime-A-Rita
Within food, TV staples like Frito-Lay, Mars and General Mills proved to be effective this year. Elsewhere, quick-service is particularly interesting and shows consumers’ move away from traditional fast food with Panera Bread on the list. Pizza Hut also made the cut, with its recent rebranding.
Candies and snacks
Financial services and insurance
The only financial service newcomer to the list this year is LifeLock, while 2013 winner TD Ameritrade makes its second consecutive appearance.
JP Morgan Chase
Technology and telecom
While financial service brands remain rooted on the list, four out of the five companies in the software and website category are new this year. Plus, Google grabbed spots on two categories: Software and websites and hardware.
Software and websites
Video games and consoles