the consultant scopen has made public the results of its latest edition “Best Agency to Work For”, a study focused on creative and media agencies, which, based on the opinion of the professionals themselves, determines which are the most attractive agencies to work for in Spain. To develop the ranking, interviews were conducted with 1,137 professionals (659 from creative agencies and 478 from the media), during the first half of 2022.
Top 10: most attractive creative agencies to work for in Spain
The 10 creative agencies that lead the #BATWF 2022 for Spanish professionals are:
- &Rosàs
- David
- McCann
- Ogilvy
- Mrs Rushmore
- Lola Mullenlowe
- PS21
- Torreblanca Penguin
- China
- Rocky’s Russian
If we compare the results with last year’s edition, &Rosàs has climbed from fifth position to top this year’s ranking (first time holding this position) and has taken the leadership of the last six years from McCann. Similarly, &Rosàs is the first most attractive creative agency among independent agencies, followed by PS21 and Pingüino Torreblanca, over which it took a great advantage.
Despite occupying second place overall in the study, the agency David is the first for Madrid professionals. In addition, it leads the ranking of agencies belonging to multinational groups, followed by McCann and Ogilvy. For professionals in Madrid the top 3 es: David, &Rosàs and Mrs. Rushmore. While for professionals in Barcelona the top 3 es: &Rosàs, Lola Mullenlowe and Fuego Camina Conmigo (the latter is not in the top 10)
This year we have three creative agencies that managed to climb several positions in the ranking. They are Ogilvy, who went from position 9 to 4; PS21, which went from position 13 to 7; and Pingüino Torreblanca, who went from position 12 to 8.
Best Independent Creative Agencies
The Scopen study also reserves a space to analyze the best independent creative agencies to work for in Spain. In this case, the list is obviously led by &Rosás, followed by PS21, Pingüino Torreblanca and China, acquired in 2021 by LLYC. The top 10 is completed by Rocky’s Russian, Mono Madrid, La Despensa, Fire Walk With Me, Sioux & Cyranos and Manifesto.
These are the most attractive ones to work on –
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— SCOPEN (@SCOPEN_es)
Top 10: the most attractive media agencies to work for
The 10 media agencies in the ranking #BATWF 2022 are:
- Havas Media
- YMedia Wink iProspect
- IPG-Mediabrands
- Carat
- Medium Sand
- GroupM
- Dentsu
- Publicis Media
- Zenith
- OMD
In this year’s edition, there were some changes in the top 3. First, Havas Media has managed to lead this year’s ranking, rising from the 4th position it occupied. YMedia Wink iProspect has dropped from first place last year to second place. IPG Mediabrands maintains the same third place as last year.
If you look at the global top 10, you can see several agencies that managed to scale strongly: the agency Arena Media, rose from position 8 to 5; GroupM, went from position 17 to 7; and Publicis Medio, rose from 13 to 8.
From the point of view of multinational groups, adding the mentions of agencies and groups, the listing is headed by Dentsu. Then there is Havas Media Group, IPG Mediabrands, GroupM, Publicis Media and OMD.
In the opinion of professionals from Madrid, the top 3 is the same than the general ranking, but among those of Barcelona does differ a little, being like this: Carat in first place and tied for second position IPG Mediabrands and YMedia Wink iProspect.
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— SCOPEN (@SCOPEN_es)
The most attractive brands for agencies: Ikea, Netflix and Nike
The study also reserves a space to analyze the main reasons that agency professionals highlight for finding it attractive to work with an advertiser: firstly, respect for the work and the team, secondly, trust in the agency and thirdly, creativity (for creative agencies) and good relations and treatment (for media agencies).
When it comes to pointing out the brands they would like to work with, Netflix and Nike lead the ranking:
- Ikea
- Netflix
- Nike
- Coke
- Mahou San Miguel
- Burger King
- KFC
- Disney
- Manzana
- Star
Profile of professionals
There are several relevant professional data that emerged in the collection of the sample of interviewees: there are more professionals from Madrid (75%), with a strong female representation (63%), and non-management positions (63%). Within creative agencies, there are more professionals from independent agencies than from multinationals, although the difference is small (58% vs. 42%), very different from what happens with media agencies (20% vs. 80%).
The professionals have about six years in their current agency positions, being higher the permanence among employees of media agencies. 34.5% of professionals in creative agencies and 22% in media agencies interviewed stated that they wanted to change agencies. If you do, the first option would be to go with an advertiser.
The reasons to change agency They would be: differences by type of agencies, salary, professional projection (with less importance than last year), hours. In addition to this, other aspects of the environment can influence, such as the work environment, the prestige that the agency has in the labor market, the clients and the reconciliation between work and family.
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