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 |
