The best Creative and Media Agencies in Spain

Jane Anderson
Jane Anderson
Bolas de colores sobre fondo amarillo

The report Agency Scopeprepared by Scopen, has shared the results related to the 2024/2025 edition, which includes the most valued professionals, companies and campaigns in the marketing and advertising industry in Spain. The study It has been carried out since 1978 and with which we can measure the pulse at current state of creative and media agencies.

On this occasion the study has considered the opinion of 1,726 professionals of the industry (833 from advertising companies and 893 from agencies). The surveys of advertiser professionals were carried out between February and June 2024, while those of agency professionals were carried out from April to June of last year.

Almost 60% of those interviewed are the top decision-makers along with other managers

Regarding the sample profileit is worth mentioning that 64% of the professionals are located in Madrid and 58% of the participants have been women. They have an average age of 43 years, a seniority in the company where they work for more than 9 years, and 7 years in the position they occupy.

In almost 60% of the cases, the interviewees are the top decision makers along with other managers. Furthermore, 54% of those surveyed are managerial profiles, and mainly hold the positions of Marketing Director (33%) and Brand Manager (14%).
Regarding the type of company in which they work, 48% of the sample works in a foreign multinational. The sectors with the greatest representation have been Services (43%) and Mass Consumption (34%).

What are the best creative agencies in Spain?

As usual, the Agency Scopen establishes the ranking of creative agencies taking into account different attributes. In this edition we have considered: spontaneous knowledge, Creativity, Attraction, Exemplarity, Market Perception, Customer Valuation, and Perception of the competition.
This is how the rankings are:

Spontaneous knowledge: Ogilvy, McCann Worldgroup and &Rosàs

Creativity: The Russian from Rocky, Mrs. Rushmore and &Rosàs

Ranking of creative agencies according to creativity (Agency Scope 2024/2025)

Attraction: Ogilvy, PS21 and &Rosàs

Ranking of creative agencies according to attraction (Agency Scope 2024/2025)

Exemplariness: Ogilvy, PS21 and McCann Worldgroup

Ranking of creative agencies according to exemplary nature (Agency Scope 2024/2025)

Market perception: Ogilvy, McCann Worldgroup and Havas Creative

Ranking of creative agencies according to market perception (Agency Scope 2024/2025)

Customer reviews: BtoB, Pink, Digitas Wysiwyg

Ranking of creative agencies according to client ratings (Agency Scope 2024/2025)

Competitor perception: Leo Burnett, Ogilvy and Globant Gut

Ranking of creative agencies according to competition perception (Agency Scope 2024/2025)

What are the best media agencies in Spain?

The study has considered the same criteria to analyze media agencies, except for the attribute of creativity. Thus, the following have been taken into account: Spontaneous knowledge, Attraction, Exemplarity, Market perception, Customer evaluation, Perception of the competition.

Spontaneous knowledge: Havas Media, Carat and Dentsu

Ranking of media agencies according to spontaneous knowledge (Agency Scope 2024/2025)

Attraction: Havas Media, Carat and Dentsu

Ranking of media agencies according to attraction (Agency Scope 2024/2025)

Exemplariness: Havas Media, Carat and Dentsu

Ranking of media agencies according to exemplarity (Agency Scope 2024/2025)

Market perception: Havas Media, Carat and Dentsu

Ranking of media agencies according to market perception (Agency Scope 2024/2025)

Customer feedback: Veritas Media, Mediterránea and Dentsu

Ranking of media agencies according to client ratings (Agency Scope 2024/2025)

Competitor perception: Performics, Dentsu X and iProspect

Ranking of media agencies according to competition perception (Agency Scope 2024/2025)

More info.: Agency Scope 2024/2025