Creative agencies have named Nike, Google & Coca Cola as the brands they would most like to work with (from a shortlist of 27), whilst naming SC Johnson, L’Oreal and GlaxoSmithKline as the least desirable, according to research from The Talent Business.
The recruitment firm surveyed 98 UK CEO’s to compile their ‘premier league’ of brands, asking each individual to rate clients according to their belief in the value of ideas, reputation for working collaboratively, being open to the development of business solutions outside advertising, a progressive approach to digital marketing, produce award winning work and are able to work on campaigns with global impact.
The most important of these factors was deemed to be ‘being ideas driven’ with 81% of UK creative agencies stating that it was ‘extremely important’, well ahead of the next most widely regarded factor, working collaboratively with agencies, which was cited by just 47%.
Gary Stolkin, global chairman and chief executive of The Talent Business, said: “These results won’t come as a surprise to the agency community. It’s the elephant in the room. Agencies know that a client’s reputation affects their ability to get great people to work on that client’s business, but now there’s a definitive study that provides the evidence to back this up.”
Top six brands UK agencies would MOST like to work with
3. Coca Cola
Bottom five brands UK agencies would LEAST like to work with
1. SC Johnson