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SBD Global/September 19, 2012/Marketing and Sponsorship

Survey Reveals Nike Is The Most Desirable Client, Followed By Google And Coca-Cola

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Research commissioned by The Talent Business revealed that Nike is the brand creatives at U.K. agencies "would most like to work with," ahead of Google and Coca-Cola favored second and third, respectively, according to Matthew Chapman of MARKETING MAGAZINE. In contrast, no senior U.K. execs in the anonymous survey responded that it would be "very desirable" to work for GM, Ford, GlaxoSmithKline, L’Oreal and SC Johnson. The Talent Business commissioned Bonamy Finch to carry out the research between April 17 and May 10, which had a total of 98 U.K. respondents at a CEO, managing director, creative director or planning director level. There were a total of 397 respondents to a global survey (MARKETINGMAGAZINE.co.uk, 9/18).

Brand Very
Desirable
Quite
Desirable
Quite
Undesirable
Very
Undesirable

The top 10 brands:

1. Nike



81



14



3



0
2. Google 69 26 3 0
3. Coca-Cola 69 22 0 3
4. Volkswagen 66 34 0 0
5. Apple 66 28 0 3
6. adidas 64 33 0 3
7. Diageo 38 38 7 0
8. McDonald's 37 43 7 0
9. Pepsi 27 54 5 0
10. Mars 26 26 15 5

The bottom five brands:      

23. GM 0 26 36 13
24. Ford 0 26 18 24
25. GlaxoSmithKline 0 18 29 18
26. L'Oreal 0 14 19 38
27. SC Johnson 0 3 30 24
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