The report Agency Scopecarried out by Scopen, has released the data for the 2024/2025 edition. As usual, it includes the most valued professionals, companies and campaigns in the marketing and advertising industry in Spain.
More than 1,700 industry professionals have participated in this edition
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.
Regarding the sample profile, It 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%).
Ikea, the company most admired for its marketing
When it comes to highlighting the companies most admired for their marketing and communication trajectory over the years, industry professionals have once again chosen Ikea, which receives more mentions than in the previous edition of the report, according to Scopen. For its part, Coca-cola repeats in second position, while Rivera’s children He rises from 11th place to close the podium.
Among the brands that improve positions are Nike (from 5th to 4th place); KFC (from 13th to 6th place); Mahou San Miguel (from 9th to 7th place); ING (from 13th to 8th place) and Red Bull (from 17th to 9th place). Instead, Netflix loses positions (from 4th to 5th place), as it also does Estrella Damm (from 6th to 10th place).
The most notable campaigns
The Agency Scope 2024/2025 also includes a ranking of brands based on the most notable campaigns in the last two years. So, Wallapop takes the lead – rising from 17th place -, followed by Galicia Star -up from 11th place- and Andalusia Tourism -rises from position 83-.
These are the most remembered campaigns of the last two years, according to the professionals surveyed for the study:
- “Andalusian Crush”, Tourism of Andalusia (126 mentions)
- “The end of the year robbery”, Estrella Galicia (112 mentions)
- “ABCDEFG”, Cupra (86 mentions)
- “What we need new”, Wallapop (79 mentions)
- “Proudly Second Best”, Ikea (68 mentions)
More info.: Agency Scope 2024/2025
