January 13, 2020

The 2019 True Top 50


(Click to see the complete chart)

It's time once again to reveal the best of the best. Congratulations to the new champions of 2019!

TRUE TOP MARKETER

This will be a bit anticlimactic as I had already announced who my 2019 pick was going to be when IdeaVillage sold the Flawless/Finishing Touch line to Church & Dwight for nearly $1 billion. That announcement stands. For this unprecedented accomplishment, your 2019 True Top Marketer is IdeaVillage.

The marketer also happened to be No. 1 in equivalized TV spending, topping $73 million if you add up all 11 of their top 50 campaigns. Emson was second in this ranking at $62 million.

However, if IdeaVillage hand't pulled off the feat of the decade, and I used my usual method of ranking, Emson would have topped IdeaVillage by having three more rollouts in the top 50. Here's the Big Five ranking:

  1. Emson (14)
  2.  
  3. IdeaVillage (11)
  4.  
  5. Telebrands (9)
  6.  
  7. Allstar (3)
  8.  
  9. Ontel (3)

I used spending to break the tie between Ontel and Allstar. (It was close!)

TRUE TOP PRODUCER

With IdeaVillage using one primary producer for its branded work, your 2019 True Top Producer will also come as no surprise: Blue Reef. This is Mr. Fanjoy's 3rd title.

Three of the top producers are becoming quite predictable as they appear in the top five every year. For 2019, they are your top three. Here's the ranking:

  1. Blue Reef (10)
  2.  
  3. Hutton-Miller (9)
  4.  
  5. Paddock (5)
  6.  
  7. Kerrmercials (4)
  8.  
  9. Sullivan (3)

Bluewater technically tied with Sullivan for number of rollouts in the top 50. I again used spending to break the tie.

TRUE TOP FEEDER

I'm retiring this category due to lack of competition. For those who are interested, Paragon Products had four in the top 50: Bell+Howell Tac Visor (No. 7), Bell+Howell Tac Glasses (No. 30), Bell+Howell Tac Amplifier (No. 36) and Bell+Howell Flip-Up TacGlasses (No. 39).

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January 06, 2020

New & True: Clean Zone

Description: A CPAP cleaner & sanitizer
Pitch: "Cleans, sanitizes and eliminates 99% of germs and bacteria"
Offer: $99.99 for one
Bonus: Mask-sanitizing bag (free)
Marketer: Top Dog
Producer: Hutton-Miller
Rank: No. 16*
Visit Website

The leader in this category is SoClean.

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* DRMetrix Weekly Top 40, Short Form Week 1 (Source: AdSphere)

November 01, 2019

New & True: Pac N Stack

Description: Vacuum storage bags
Pitch: "Pack all your clothes in half the space"
Offer: $19.99 for a pump and 4 bags
Bonus: Double the offer (just pay a separate fee), free shipping
Rank: No. 17*
Visit Website

Space Bag storage packs were on the Jordan Whitney annual from 2000 all the way until 2013. The campaign was in the Top 10 in 2002, 2011 and 2012, peaking at No. 4 (in 2012). That makes the concept one of the most gold of old, so it's no wonder this campaign for a similar product has found its way into the DRMetrix Top 40.

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* DRMetrix Weekly Top 40, Short Form Week 43 (Source: AdSphere)

New & True: Derma RPX

Description: A wrinkle cream
Pitch: "Instantly get rid of bags and dark circles under your eyes"
Offer: $19.99 for one
Bonus: Free shipping
Starring: Amy Simon
Marketer: Emson
Producer: Hutton-Miller
Rank: No. 18*
Visit Website

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* DRMetrix Weekly Top 40, Short Form Week 43 (Source: AdSphere)

New & True: ThermaComfort

Description: A hot/cold weighted neck wrap
Pitch: "Instantly calms and relaxes you with deep pressure therapy while it soothes away the pain"
Offer: $29.99 for one with free shipping
Bonus: Storage bag (free)
Brand: Calming Comfort
Marketer: Allstar
Producer: Hutton-Miller
Rank: No. 34*
Visit Website

This is similar in design to a 2013 Allstar project called Soothing Shawl. The new twist is the addition of weight and the Calming Comfort brand.

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* DRMetrix Weekly Top 40, Short Form Week 43 (Source: AdSphere)