Apple Slides in Survey of Clients That Agencies Most Want to Work With



Which clients do senior talent from the world's leading creative agencies most want to work with? Nike -- for a second consecutive year -- was the benchmark for marketing excellence, according to a study by The Talent Business.


Google, Volkswagen, Adidas, Apple and Coca Cola remained in the top six. On the other end of the spectrum, the worst performers for 2013 were Loreal, Kellogg, General Motors, GlaxoSmithKline, Reckitt Benckiser and Colgate. That latter bunch was consistently among the weakest performers on a list of attributes that asked respondents to assess clients based on their repuation for collaborative working, excellence of their marketing team, ability to produce award-winning creative work and being socially responsible.


A total of 330 CEOs, managing directors, creative directors and heads of planning globally participated in the study. It was once again fielded by indie research firm Bonamy Finch in the U.K. and commissioned by The Talent Business, a recruiter of senior marketing and creative talent for agencies.


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