Apple Drops in Field as Most Sought-After Client Agencies Want to Work With [Study]
It may be due to Steve Jobs’ departure, or other reasons, but Apple has dropped from the second place to fifth this year on the list of clients with which agencies most want to work (via AdAge).
The survey has targeted a total of 330 CEOs, managing directors, and heads of planning with a base salary above $300,000. It was fielded by indie research company Bonamy Finch in the U.K. and commissioned by The Talent Business, a recruiter of senior marketing and creative talent for agencies.
Nike has been named for the second consecutive year as the benchmark for marketing excellence, as it took the No. 1 spot for the most sought-after client, according to The Talent Business.
For several reasons, Apple has lost its No. 2 position it took last year and dropped to No. 5, but still remained among the top six clients. As the representatives of The Talent Business say, the drop is a sign that Apple’s reputation may be suffering, and it is also due to the lack of excitement about the freshness of Apple’s product lineup.
The top six clients agencies most want to work with are: Nike, Google, Volkswagen, Adidas, Apple, and Coca Cola.