KFC It is the Ideal Client according to agencies in Spain. This is because, as the report reflects Marketer Scope de Scopencharacteristics such as adequate remuneration to its partners, long -term relationship with the agency or commitment to creativity, considered traits that the ideal client has to gather.
The study has analyzed the opinion of professionals to establish the most outstanding and best valued brands and advertisers. For this he has interviewed 873 Agencies professionals (474 of creative and 399 media agencies), between the months of April and June 2024.
The profile of the sample has been composed of 57% by women and 43% by men. 78% perform their activity in Madrid and the predominant position (41%) has been the Director of Accounts. In the creative agencies, the average age of the sample has been placed in 39 years, with an age of more than 6 years in office; while in the media agencies the average age exceeds 41 years and the age of 5 years.
Ideal Client Characteristics
As the report reflects, the characteristic of the ideal client most valued by agencies professionals is the adequate remuneration (75.7%), closely followed by the Search for long -term relationships (75.6%), and for the identification of objectives and preparation of good briefings (74.7%).
It is also valued that you have good professionals in the team, that respects the work times, that it shares information and that you bet on creativity.
Ideal clients, according to agency professionals
Attending to the prominent features, KFC It is considered by the professionals of the agencies in Spain as the ideal client. Follows closely IKEAwhile Wallapop Complete the podium.
The complete list of ideal customers is composed of:
- KFC
- IKEA
- Wallapop
- Netflix
- Cupra
- ING
- L’Oréal
- P&G
- Burger King
- Diageo
The best valued advertisers
The Marketer Scope also analyzes the advertisers with the best valuation by the professionals of the agencies in our country, a ranking that is headed by ING, IKEA and PERNOD RICARD.
The complete list is as follows:
- ING
- IKEA
- Pernod Ricard
- Asisa
- L’Oréal
- P&G
- Renault
- Naturgy
- Mutual Madrid
The report also breaks down the classification according to different attributes:
- Day -to -day interlocutors have level to make decisions: Ecoembes
- It has good professionals in your marketing team: P&G
- They share data that help us understand their business: ING
- It is respectful of the times to respond to orders: Pernod Ricard
- It is a company that seeks to innovate: Google
- They share results that allow learning for the following campaigns: ING
- They prepare good briefings to share with the agencies: ING
- It has good methodologies and processes that facilitate the relationship: ING
- The agency’s work properly remunerates: Mercedes-Benz
- It is an advanced company in digital: Google
- They are respectful in competitions: Pernod Ricard
- They make decisions prevailing the quality on the price: Asisa
“We like to work with partners who help us explore where our limits are, who encourage us to risk and fight for differentiation in communication, although sometimes we are uncomfortable and revolt in the chair when they present an idea“; said Luis González Soto, Marketing Director of Ing.”And the virtuous circle would not work without a great marketing team capable of channeling that energy to increase the value for brand and business generation”
More info.: Marketer Scope Spain 2024/2025
