Howard tops Ads That Make News

Conservative leader Michael Howard’s full-page ad in The Guardian in January has knocked the 118 118 ad off the top spot in the Ads That Make the News ratings.

In the ad, Howard asked public sector employees for help in identifying waste, bureaucracy and incompetence. It sparked a barrage of complaints from bodies such as the NHS, which claimed the facts and statistics used were two years out of date.

Martin Loat, director at Propeller Communications, which produced the survey with Brand Republic and Durrant Media Monitoring, said: ‘This illustrates the ability of a single ad to set the news agenda, given that one paid-for ad generated so much press exposure.’

118 118 fell to second position, with Pepsi third.

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