McCann and Havas Media remain the agencies with the best market perception in Spain

McCann is the creative agency and Havas Media the media agency with the best market perception, according to Scopen’s biennial Agency Scope. These two multinational companies already reached this position in the 2020 study.

After McCann, this ranking of creative agencies is led by Ogilvy and Havas, which moves up to the third position previously held by Ms Rushmore. In the case of media agencies, Havas Media is joined on the podium by the multinationals Carat and Zenith. Same positions as two years ago.

In terms of client ratings, independent agencies lead the ranking: BTOB (creative) and Veritas Media (media). Two years ago, Circus and IKI Media were in this position.

In terms of perception of the competition, the best rated agencies are Fuego Camina Contigo (creative) and Spark (media).

Looking at other rankings prepared by Scopen in the field of creative agencies, McCann is first in spontaneous awareness, Ms. Rushmore in creativity and attractiveness and Ogilvy is the leader in exemplarity.

By media agencies, Havas Media is the best placed in spontaneous awareness, exemplarity and attractiveness.

Rafa Antón and Rafa Urbano, top agency professionals

The top-rated creative agency professionals are Rafa Antón (China), Oriol Villar and Pancho Cassis (David). In 2020 this ranking was led by Mónica Moro, who is now fourth. And in media agencies, Rafa Urbano (Carat) remains first, followed by David Colomer (IPG) and Antonio Arizón (Carat).

On the advertiser side, the most admired professional is Kerman Romeo (KFC), who takes the place of Cristina Burzako (Movistar) – in this year’s ranking she is tenth. Gonzalo Sáiz (Bankinter) is in second place, followed by Eva Pavo (Correos) in third.

Cruzcampo, most outstanding campaign

Winner in almost all advertising festivals, the Cruzcampo campaign -Con mucho acento- is also by far the campaign most mentioned by advertising professionals. In 2020, this honour went to Bankinter’s campaign El dinero como lo ves tú. This action is still well remembered in the 2022 study, as it is the fourth most mentioned. Bankinter also has the second in the ranking: Don Dinero. The third is Burger King’s controversial Take it and eat it all.

But if you ask about the advertising companies most admired by industry professionals, then they go for IKEA, Coca-Cola and Apple.