Top UK Storytelling Brands 2015

The first job of any advertising creative is to engage the audience, to attract and hold their attention, and story ads do just that. Story ads typically result in greater enjoyment and engagement than non-story ads, observed as providing greater ability to attract attention and be remembered.

In 2015, it seems tech brands are embracing and delivering more effective storytelling techniques in their advertising against many food and drink brands for the first time, according to the UK top storytelling brands survey commissioned by Aesop. The report, now in its third year surveyed the views of over 2,800 people on their views about 154 major brands.

Top Storytelling Risers and Fallers:

The usual food and drink favourites have been overtaken by tech companies that have boosted their credentials in the public’s eyes through storytelling:

  • Virgin Atlantic was one of the biggest risers in the top 20, from 46th to 17th.
  • Cadbury falls from second place in 2014 to 27th.
  • McDonald’s tumbles from 3rd to 43th.
  • Walkers from 5th to 29th.
  • Coca-Cola from 6th to 39th.
Top UK Storytelling Brands 2015
See full report results: Click here


British Heart Foundation - Sports Day
Click here to see how British Heart Foundation tells the story how Calum made it to sports day.

Although tech giant Apple has reigned as the UK’s top storytelling brand for two consecutive years, other significant sprinters in this survey are a number of charities. Since last year…

  • Macmillan Cancer Support has jumped from 9th to 2nd place.
  • Cancer Research UK has leaped 16th to 10th.
  • British Heart Foundation from 15th to 12th.
  • Oxfam from 28th to 12th.

Social media platforms, such as Facebook and YouTube have helped these charity organisations make the top rankings, offering charities an affordable platform for spreading their inspiring stories on a precious budget. Charities are better disposed than other sectors to emotional, purposeful storytelling. Case studies and personal stories like Archie’s, used in our client Tŷ Hafan’s Legacies campaign, helped to outline the work of the hospice in an emotive and meaningful way. Executed on a small budget the campaign did exceptionally well in motivating audiences to support the charity through donations.

Archie’s story


Does your marketing tell a story? And is the storytelling meaningful? Through investment in advertising; focusing on creativity, purpose and emotional resonance brands from all sectors can strike a chord with the public. At The Media Angel we can help you bring your brand to life and put you on the right media platforms to connect with your audience.

Get in touch with us for more information.

Celebrating 25 years of Children’s Rights

20th November 2014 marked the celebration of Universal Children’s Day and the 25th anniversary of the United Nations Convention on the Rights of the Child (UNCRC). The Media Angel teamed up with The Children’s Commissioner for Wales and his team to help raise the profile of this wonderful cause and this special day for children, particularly across Wales.

In 1989, governments all over the world adopted the UNCRC and its list of rights designed to ensure that every child and young person in the world lives a safe, happy and healthy life. Since the introduction of the UNCRC, children have enjoyed increased recognition and protection of their rights; 54 important Articles which include the right to be listened to and the right to a good standard of living. The Children’s Commissioner for Wales is responsible for ensuring these rights are promoted and correctly implemented across the country so that Welsh children live the best, the happiest and the safest lives!

The Media Angel and The Children’s Commissioner have been working hard to make sure awareness of this special occasion was widely raised in Wales through a strong online media, bilingual campaign, complemented by a commemorative and interactive event held in the centre of Cardiff.

The campaign was planned and delivered by The Media Angel to raise awareness, encourage wide participation and engagement from individuals, helping to build a ‘rights road’ both online and at the city centre event. Using #RightsRoad89 people could discuss the best things about being a child in Wales on Twitter, and at the Commissioner’s stand in St David’s children could help artist Huw Aaron draw a beautiful cartoon map of the rights road. The Media Angel ensured the campaign maintained a strong online presence over Universal Children’s Day, helping to drive large volumes of online traffic directly to The Commissioner’s website and helping to encourage more people to visit the stand and get involved with activities there.

The Media Angel’s director, Alison Debono says:

“We are delighted to be working with The Children’s Commissioner for Wales on The Rights Road Campaign helping to promote such a worthwhile cause. It has been so rewarding to see this campaign come to life and prove to be a real success for The Commissioner! Our team are so proud to have been involved in promoting such a fantastic cause – we have enjoyed every minute working with The Commissioner and his team. We are looking forward to working together on future campaigns in 2015”.

Sara Jermin, Communications Officer for the Commissioner stated:

“We are so grateful for all the work The Media Angel have done for us in marketing the Rights Road campaign to the people of Wales. The team managed to turn round a fantastic campaign in record time; we were extremely impressed with the excellent service they provided. We are very much looking forward to working with them on future campaigns!”

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