The results of this global brand survey about creatives’ favorite clients aren’t surprising. Who wouldn’t want to do creative work for Apple or Nike? What’s more interesting is the list of least favorite clients. Do you have a list of dream clients? Have you taken any steps to turn that dream into a reality?
The Talent Business recently announced the findings of its inaugural Global Brand Owner Reputation Survey, commissioned in partnership with independent research company Bonamy Finch. This survey is the first of its kind and breadth, allowing The Talent Business to analyze the way in which talent view the desirability of brands, and to compile a definitive list of brand owners that agencies love to work for – and which brand owners they hate.
To accomplish this, The Talent Business surveyed the world’s most senior advertising agency talent in order to establish the reputations of leading global brand owners (multinational companies that own global portfolios of brands, such as Kraft and Unilever). Survey respondents included those at the director level and above, spanning the strategy, creative and account management sides of the agency business.
Based on survey results, the top six brand owners that agency talent aspire to work for (in order) are:
• #1 Nike
• #2 Apple
• #3 Google
• #4 Adidas
• #5 Volkswagen
• #6 Coca-Cola
The six least favored brand owners faulted by respondents for absences of creativity and collaboration, alongside poor reputations and formulaic approaches, are:
• #1 L’Oreal
• #2 GlaxoSmithKline
• #3 Reckitt Benckiser
• #4 Colgate
• #5 Johnson & Johnson
• #6 SC Johnson
|For more resources about landing top clients, visit My Design Shop.
Fundamentals of Pricing & Marketing Ultimate Collection