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

Attraction: Ogilvy, PS21 and &Rosàs

Exemplariness: Ogilvy, PS21 and McCann Worldgroup

Market perception: Ogilvy, McCann Worldgroup and Havas Creative

Customer reviews: BtoB, Pink, Digitas Wysiwyg

Competitor perception: Leo Burnett, Ogilvy and Globant Gut

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

Attraction: Havas Media, Carat and Dentsu

Exemplariness: Havas Media, Carat and Dentsu

Market perception: Havas Media, Carat and Dentsu

Customer feedback: Veritas Media, Mediterránea and Dentsu

Competitor perception: Performics, Dentsu X and iProspect

More info.: Agency Scope 2024/2025