Microsoft Tops List of Canada's Most Influential Brands: Ipsos Influence Index

Advertising Week and Ipsos Reid unveil first ever Brand Influence Index; Google, President's Choice, Apple and Walmart round out top five

TORONTO, Jan. 24, 2012 /CNW/ - According to the Ipsos Influence Index, a recent survey of online adults unveiled today at Advertising Week 2012, Microsoft is the number one most influential brand in Canada. Based on the survey data, looking at 100 of the top brands in Canada, Canadians see Microsoft as an established, dependable brand with a strong future that has forever changed the consumer landscape and is relevant to their day-to-day life.

The study uncovers six dimensions that define and drive brand influence. Depending on the brand, each dimension plays a different role. What drives influence for one brand, may not be the same driver for another brand. Overall, in order of influence these are the six dimensions: Relevant, Leading Edge, Engagement, Trustworthy, Presence, and Corporate Citizenship.

According to the survey results, the 10 most influential brands in Canada are:

  1. Microsoft
  2. Google
  3. President's Choice
  4. Apple
  5. Walmart
  6. CBC
  7. Facebook
  8. Visa
  9. YouTube
  10. Air Miles

"For millions of Canadians Microsoft plays a role in their everyday lives, whether at work, at home or at play," says Steve Levy, President, Ipsos Reid. "It is very tough and complicated for any brand to exert influence and ultimately takes a number of factors to achieve true brand influence. These ten brands have excelled at building that influence and driving preference in an ever-increasingly competitive marketplace. We look forward to seeing how the Top 10 brands of the Ipsos Influence Index might change in 2013 and beyond."

"Very few brands become influential, and thereby play meaningful, relevant and beneficial roles in peoples' lives.  We are pleased that Advertising Week can offer insights to advance the knowledge in this important area," says Gillian Graham, CEO of the Institute of Communication Agencies. "In the days of "Mad Men", only a few businesses made significant investments in marketing communications, but now, virtually every company recognizes that in order to thrive and grow, it must invest in consumer and/or business communications.  It is increasingly important for businesses to understand the relevant factors and key success contributors in building meaningful and enduring brands."

"The most exciting part of Advertising Week is the innovative thinking and insight that is on display each and every year, as evidenced by the Ipsos Influence Index," says Advertising Week Chair Andrew Bruce, President and COO, Publicis Canada. "Our attendees are excited by being exposed to the newest approaches, insights and intriguing content that they can take away and utilize in building their own businesses."

The 'must attend' event for Canada's business community, Advertising Week 2012 has been showcasing the best and brightest that are shaping business and brands in Canada and abroad, while emphasizing innovation and creative technology. Drawing attendees from across Canada and from around the globe, Advertising Week is designed to provide meaningful insights for anyone involved in creating, shaping and delivering the messages that drive the success of today's leading brands.

To see a full schedule of Advertising Week programming, including sessions still to take place during the week, please visit

These are the findings of an Ipsos Reid poll conducted between November 23rd to November 30th, 2011. This online survey of 1,013 adult residents of Canada was conducted via the Ipsos Opinions Online Panel, one of Ipsos Reid's national online panels.  The results are based on a sample where weighting was employed to balance demographics and ensure that the sample's composition reflects that of the actual Canadian population according to Census data.  A survey with an unweighted probability sample of this size and a 100% response rate would have an estimated margin of error of +/-3.1 percentage points, 19 times out of 20, of what the results would have been had the entire population of adults in Canada been polled. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error.

The Institute of Communication Agencies or the ICA ( is the professional business association which represents Canada's communication and advertising agencies. The ICA's mission is to champion commercial creativity, amplify the industry's economic impact, and to embrace and drive change.  As such, the ICA promotes thought leadership, higher standards and best practices. It serves as the largest source of information, advice, education and training for Canada's communication and advertising industry. ICA's member agencies and subsidiaries account for over 75% of all national advertising in Canada, with an economic impact worth more than $19 billion annually.

SOURCE Institute of Communications Agencies (ICA)

For further information:

For more information on Advertising Week 2012, please contact:

Matt Roth
MSL Canada

For more information about the Ipsos Influence Index Study, please contact:

Mary Beth Barbour
Ipsos Reid

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Institute of Communications Agencies (ICA)

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