We met with Patricia Chávez, Consulting Director of SCOPEN, to analyze the results of their latest report. The data offers us a 360° view of the creative and marketing agency market in Spain and how projects change from year to year. new business activities for creative agencies The NB SCORE report by SCOPEN analyses new business activities for creative agencies and the results obtained.
The latest edition, published in
September 2019, calculated a total expenditure of 581 million euros for Spanish creative agencies in 2018. WAM made its debut in the report among independent agencies and stood out for the number of projects obtained in 2018. This marketing and advertising report evaluates projects assigned to both creative agencies and communication agencies.
The report divides competitors into two
Groups: multinationals and independent agencies. It is precisely in this latter category that WAM is placed, which in 2018 has created 30 new projects focused on digital transformation and 360° marketing . According to the Creative Agency NB SCORE report, independent agencies like WAM were the ones that had the greatest growth in 2018, earning over 51% of the new business generated by the Spanish market.
The main value of this report is to give
Visibility to the latest tenders launched by brands, the agencies that have won them and to highlight how projects change within the sector. Given the scarcity of existing publications on the subject in Spain, this study is a valuable resource for marketing. Interview on SCOPEN’s NB SCORE report Patricia Chávez Consulting Director SCOPEN We met Patricia Chávez, Consulting Director of SCOPEN, to delve deeper into the report’s findings.
You lived intensely with others, only to have japan phone number library them disappear overnight, since the shadow class was condemned to movement. The men left for other jobs, towns, got deported, returned home, changed names. Sometimes someone came popping around a corner again, or on the subway then they vanished again.
Luis Núñez: What does the
SCOPEN NB SCORE report analyze? Patricia Chávez: The NB SCORE report has been produced since 2002 and includes a sample of 182 agencies, to which a questionnaire is sent asking for the number of clients obtained during the period under analysis. Previously, it was produced every six months, but since 2015 it has become annual.
We consider new work all those clients
Or projects that an agency has obtained Каковы характеристики успешного веб-сайта? during the year by winning a tender, by direct assignment, by international assignment or as a new project. or with direct allocation, or through international assignments. Projects reconfirmed after a tender where the agency presented itself as currently in charge are also classified as new work (we call them re-won) .
LN: What value does the report have for
Clients who want to hire agencies for their btb directory services? PC: The main objective of this report is to track and analyze the movements of clients in our sector and, consequently, the health of the market both in terms of numbers of new business activities and in relation to the growth of agencies, international or independent.
It is a valuable report because it gives equal
Importance to the brands that have put their projects or some of them up for tender and to the agencies that have been awarded the contract. LN: What value does it have for an agency to be mentioned in your report? PC .: Agencies have limited opportunities to showcase their new work.
We often see news about project wins only
In industry publications. However, that space is usually reserved for large projects and the frequency of these scientific disclosures is sporadic. NB SCORE is the only industry report that gathers all annual business activity in one place. For this reason, it holds greater weight and the information it provides has implications for the entire industry.
LN: What do you think about WAM’s debut in the SCOPEN index? PC: With each edition, our ambition is to have even more participants in the report, in order to provide it with an increasingly solid foundation. WAM was one of 17 new companies that were included in this year’s publication. Its entry responds to a growing trend in the sector, namely the expansion of the ecosystem of partner agencies that work on creative brand communications.
In this way, different agency profiles from various fields (consulting, PR, etc.) are entering the SCOPEN report as they reflect what is observed today in marketing and communication teams within companies. LN .: How do you think the market reacts to mergers of independent agencies and consultancies (like this year’s WAM and LeadClic)? PC: M&A transactions are on the rise in our current market, largely driven by Accenture and large multinational groups such as Dentsu-Aegis Network, but also supported by other less visible transactions, which increasingly demonstrate the need to bring together data and creativity.
Beyond the operations that give greater visibility to the companies that lead them, the key is in their continuous monitoring and the market is eager to see what changes they will bring. What projects have been gained from the merger? How has the value proposition changed? What can they offer me as a customer? LN .: The end of 2019 is approaching: what evolution have you observed this year in the market of agencies and consultancies? PC: 2019 was a year full of operations and we do not exclude others in these last months of the year.
As a Consulting Director in the sector I collaborate on several projects of this type. Our vision is in line with the answer to the previous question: it is essential to give visibility to the results of M&A operations. 2020 should be the year in which the fruits begin to be reaped and there will certainly be significant changes in the offers and in the landscape of advertisers, who will broaden their vision to analyze and take advantage of this renewed context.
