The report Agency Scopecarried out by Scopen, has shared the results related to the 2024/2025 edition and, as usual, includes the professionals, companies and campaigns that are most valued in the Marketing and Advertising sector in Spain.
1,726 interviews have been carried out with professionals in the sector
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%).
The most admired marketing professionals
According to the Agency Scope 2024/2025, the three marketing professionals most admired by advertisers, agency professionals and the media are Kerman RomeoMarketing Director of KFC; Ursula MejiaMarketing Director at Diageo; and Gonzalo SaizMarketing Director of Bankinter.
The most valued professionals in the advertising sector
For their part, the creative agency professionals most admired by marketing managers and professionals from other agencies are headed by Bitan Franco and Sito Morillo, both Founders and Executive Creative Directors of Mono Madrid; and Monica MoroFounder and Executive Creative Director of This Is Libre.
The most valued professionals in media agencies
When it comes to the most admired media agency professionals, the most repeated names are those of Rafael UrbanoCEO of Carat Spain; Oscar DordaCEO of Havas Media Network; and Antonio ArizonGeneral Director of Carat Spain.
More info.: Agency Scope 2024/2025
