NEW YORK: HTC, Dove and Uniqlo are among the "hot brands" which have made a real mark in the US this year, a report from Advertising Age, the industry title, has argued.
HTC, the mobile handset manufacturer, sold the highest number of smartphones in America during the third quarter according to Canalys, shipping 5.7m devices under its own name and 70,000 through a prior tie-up with T-Mobile.
Research firm Kantar Media pegged HTC's adspend at $65m in 2010 and $81m for 2011 to date, showing its aggressive approach. "Literally 24 months ago, this brand didn't exist here," Jon Maron, HTC Americas' VP, marketing, said. "You have to fight every day for market- and mind-share."
Dove, Unilever's personal care range, also featured, after global sales surpassed $2bn, aided by the launch of a slate of goods for men, and the on-going appeal of the Campaign for Real Beauty.
Its sales in the US grew by 9.8% for the year to October 2, based on figures from SymphonyIRI, the research group, an impressive performance in a down economy.
Uniqlo, the Japanese apparel chain, similarly made the list, having recently opened two major stores in New York, backed with "slick" ads, as part of a large-scale expansion plan in the US.
"It's definitely a new stage for the Uniqlo brand," Kensuke Suwa, director, global marketing and communications, said. "We want the customer to understand the uniqueness of our brand."
Chevrolet, the auto marque, was lauded for the Cruze, a four-door "subcompact" taking on the Honda Civic and Toyota Corolla that had sold 200,000 units by October, with an emphasis on fuel efficiency a core component of the marketing message.
"We had to establish a new name, had to get awareness out there and break through against the Civic and Corolla," said Cristi Landy, marketing director for small cars for Chevrolet.
Sharpie received praise for its "Uncap What's Inside" print and digital campaign reflecting its emotional appeal. This helped it attract 2.3m Facebook fans and has contributed to a two-point share increase in markers, pencils and pens on 2009.
"We found a shift in how people were using our products, from labeling to more creative expression," said Sally Grimes, its VP, marketing, markers and highlighters.
Other brands achieving credit from AdAge included Poise, from the healthcare category, Arizona Tea, the ready-to-drink iced tea, Soda Stream, the carbonated drinks machine, and Finish, the dish detergent.
HTC, the mobile handset manufacturer, sold the highest number of smartphones in America during the third quarter according to Canalys, shipping 5.7m devices under its own name and 70,000 through a prior tie-up with T-Mobile.
Research firm Kantar Media pegged HTC's adspend at $65m in 2010 and $81m for 2011 to date, showing its aggressive approach. "Literally 24 months ago, this brand didn't exist here," Jon Maron, HTC Americas' VP, marketing, said. "You have to fight every day for market- and mind-share."
Dove, Unilever's personal care range, also featured, after global sales surpassed $2bn, aided by the launch of a slate of goods for men, and the on-going appeal of the Campaign for Real Beauty.
Its sales in the US grew by 9.8% for the year to October 2, based on figures from SymphonyIRI, the research group, an impressive performance in a down economy.
Uniqlo, the Japanese apparel chain, similarly made the list, having recently opened two major stores in New York, backed with "slick" ads, as part of a large-scale expansion plan in the US.
"It's definitely a new stage for the Uniqlo brand," Kensuke Suwa, director, global marketing and communications, said. "We want the customer to understand the uniqueness of our brand."
Chevrolet, the auto marque, was lauded for the Cruze, a four-door "subcompact" taking on the Honda Civic and Toyota Corolla that had sold 200,000 units by October, with an emphasis on fuel efficiency a core component of the marketing message.
"We had to establish a new name, had to get awareness out there and break through against the Civic and Corolla," said Cristi Landy, marketing director for small cars for Chevrolet.
Sharpie received praise for its "Uncap What's Inside" print and digital campaign reflecting its emotional appeal. This helped it attract 2.3m Facebook fans and has contributed to a two-point share increase in markers, pencils and pens on 2009.
"We found a shift in how people were using our products, from labeling to more creative expression," said Sally Grimes, its VP, marketing, markers and highlighters.
Other brands achieving credit from AdAge included Poise, from the healthcare category, Arizona Tea, the ready-to-drink iced tea, Soda Stream, the carbonated drinks machine, and Finish, the dish detergent.
Data sourced from AdAge; additional content by Warc staff
