Post by account_disabled on Dec 29, 2023 22:23:41 GMT -8
This morning the results of the latest Agency Scope Spain 2020/21 - prepared by SCOPEN - were presented, focused on professionals, companies and campaigns that stand out in the marketing and communication sector in our country. A study in which advertising market trends are analyzed , seeking to understand the process, perception and performance of the agencies with which national advertisers work. It also establishes the differences and similarities with previous editions of the study, also focused on the image projected by the agencies. César Vacchiano, president & CEO of SCOPEN, welcomed the media presentation event: «It has been difficult to do a study in a year like this but, in times of uncertainty, you have to have data . We are glad we did this study. Satisfaction rates have never been higher,” he said. Creative agencies, media agencies, advertisers and marketing professionals are the protagonists. A spontaneous question that arose during the exhibition was what the main challenges were : the consumer is, without a doubt, the biggest challenge for advertising companies.
Without forgetting the brand, digital, media and change in the market. “It illustrates very well the feelings of advertisers,” explained Óscar López, Research & Studies Director of SCOPEN. « This edition is a very special Phone Number List edition due to what happened in 2020 , there are certain consolidations from other editions but elements that go hand in hand with the crisis. We wanted to synthesize it into three big ideas: new context, consumer at the center and transformation . It is important to focus very well on the moment in which we extracted the information, which was from March to October,” Oscar López. One of the highlights of the report is that, in Spain, Digital has grown more than 7 investment points in the last two years, which includes paid digital media, social media and influencers, search engines, programmatic, e-commerce and CRM. For its part, IAB data on investment for digital advertising in Spain is 35%, only surpassed by Great Britain (44%). Therefore, it is possible to know where the sector is heading.
What has happened in creative agencies? The study points out what characteristics creative agencies should have. For those surveyed, creativity and innovative ideas is, without a doubt, the first element that their agency should have with 60.6%. This is followed by Market, Customer and Brand Knowledge and Account and Customer Service . The truth is that clients are satisfied with their agencies. In fact, they consider that their creative agency contributes, on average, to growing their business by 24%, one point more than in 2018. «A good team of professionals, working with a good client, leaves a good mark. The level of recommendation is very positive ," said López. All of this translates into a satisfaction scale in which clients are very satisfied with their current agencies. The intention to change shows security, that is, they are not predisposed to change their agency. The notoriety of the agencies begins with Spontaneous Knowledge, which is the result of the history and trajectory of the agencies in the market and the experience that the interviewees have had with them.
Without forgetting the brand, digital, media and change in the market. “It illustrates very well the feelings of advertisers,” explained Óscar López, Research & Studies Director of SCOPEN. « This edition is a very special Phone Number List edition due to what happened in 2020 , there are certain consolidations from other editions but elements that go hand in hand with the crisis. We wanted to synthesize it into three big ideas: new context, consumer at the center and transformation . It is important to focus very well on the moment in which we extracted the information, which was from March to October,” Oscar López. One of the highlights of the report is that, in Spain, Digital has grown more than 7 investment points in the last two years, which includes paid digital media, social media and influencers, search engines, programmatic, e-commerce and CRM. For its part, IAB data on investment for digital advertising in Spain is 35%, only surpassed by Great Britain (44%). Therefore, it is possible to know where the sector is heading.
What has happened in creative agencies? The study points out what characteristics creative agencies should have. For those surveyed, creativity and innovative ideas is, without a doubt, the first element that their agency should have with 60.6%. This is followed by Market, Customer and Brand Knowledge and Account and Customer Service . The truth is that clients are satisfied with their agencies. In fact, they consider that their creative agency contributes, on average, to growing their business by 24%, one point more than in 2018. «A good team of professionals, working with a good client, leaves a good mark. The level of recommendation is very positive ," said López. All of this translates into a satisfaction scale in which clients are very satisfied with their current agencies. The intention to change shows security, that is, they are not predisposed to change their agency. The notoriety of the agencies begins with Spontaneous Knowledge, which is the result of the history and trajectory of the agencies in the market and the experience that the interviewees have had with them.