Top UK Creative Agencies Reveal Most and Least Desirable Brands to Work For

A survey of UK CEOs, MDs, creative directors and planning directors who earn a base salary of over £150,000 has uncovered the most and least preferred brand owners that Agencies want to work with, along with ratings on a number of attributes to explain why.

The findings show that creative agencies most want to work for Nike, Adidas, Volkswagen, Google, Apple and Coca-Cola. In contrast, Colgate, GlaxoSmithKline, Reckitt Benckiser, Nestle, GM and Ford are seen as least desirable.

Overall, the most important factor for agency leaders in Britain is that their clients value ideas - this was considered to be "extremely important" to 65% of survey respondents.

Global Chairman and Chief Executive officer of The Talent Business who conducted the study, Gary Stolkin, commented on the results: "Nike continues to be seen as a trailblazer by creative agencies. It is head and shoulders above the rest, 92% of respondents valued it as very desirable and it led on six of the seven attributes, falling down on caring about social responsibility. Other brand owners are perceived to care more about social responsibility, but that seems to be largely irrelevant in Nike's case."

When it came to undesirable brands, one UK senior marketer stated that Colgate "abuse the privilege of market leadership by producing work that is lazy, polluting and banal."

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