Nike, Google and Coca-Cola are 'most desirable clients'

Nike, Google and Coca-Cola voted most desirable brands by adland
Nike, Google and Coca-Cola voted most desirable brands by adland

Nike is the brand creatives at UK agencies would most like to work with, ahead of Google and Coca-Cola favoured second and third respectively, according to research commissioned by The Talent Business.

In contrast, no senior UK execs in the anonymous survey responded that it would be "very desirable" to work for GM, Ford, GlaxoSmithKline, L’Oreal and SC Johnson.

The Talent Business commissioned Bonamy Finch to carry out the research between 17 April and 10 May, which had a total of 98 UK respondents at a CEO, MD, creative director or planning director level. There were a total of 397 respondents to a global survey.

Respondents were asked to rate 27 of the biggest brands according to attributes including belief in the value of ideas, a reputation for working collaboratively and a progressive approach to digital marketing, and list them on a "very desirable", "quite desirable", "quite undesirable" and "very undesirable basis".

Brand owner desirability (UK)
    Desirable Undesirable
    Very Quite Quite Very
1 Nike 81 14 3 0
2 Google 69 26 3 0
3 Coca-Cola 69 22 0 3
4 Volkswagen 66 34 0 0
5 Apple 66 28 0 3
6 adidas 64 33 0 3
7 Diageo 38 38 7 0
8 McDonald's 37 43 7 0
9 Pepsi 27 54 5 0
10 Mars 26 26 15 5
11 Unilever 24 45 8 0
12 Microsoft 24 32 21 12
13 Toyota 18 32 18 0
14 American Express 16 41 19 3
15 Visa 15 54 10 0
16 P&G 13 37 16 5
17 Bacardi 13 53 13 6
18 Samsung 8 35 22 11
19 Colgate 6 11 31 28
20 Kraft Foods 5 37 17 10
21 Johnson & Johnson 5 20 20 12
22 Reckitt Benckiser 2 10 26 33
23 GM 0 26 36 13
24 Ford 0 26 18 24
25 GlaxoSmithKline 0 18 29 18
26 L'Oreal 0 14 19 38
27 SC Johnson 0 3 30 24

In the UK, respondents put most value on clients being ideas driven, with 81% rating this as "extremely important".

The second most important trait was brand owners having a reputation for working collaboratively with agencies, with some 47% of UK respondents rating it as "extremely important".

A senior UK creative rated Nike highly for having a track record of producing "progressive, brave, creative, category changing work."  

High profile campaigns before the survey was carried out include its "make it count" campaign that sought to steal the thunder from Olympics sponsor Adidas and its 2010 World Cup "write the future" campaign starring Wayne Rooney.

In contrast, L’Oreal was criticised for being "formulaic, with no creativity in content or context".

Gary Stolkin, global chairman and chief executive of The Talent Business, said: "I hope this will make some marketers think more seriously about their reputations in the agency community.

"Nike’s position as the most desirable brand for a creative agency to work with is testament to the innovation and independence that seems to imbue many of its campaigns, both in the UK and beyond."

There were five clients in the UK that not a single agency leader out of 98 polled considered to be "very desirable": SC Johnson, L’Oreal, GlaxoSmithKline, Ford and GM.

Stolkin warned: "At the bottom of the rankings, the commercial risk for L’Oreal and GSK is that their reputations actually prevent them from harnessing the best talent available. This will inevitably put them at a competitive disadvantage and impact negatively on their commercial success."

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message