Interview on SCOPEN's NB SCORE report
Posted: Mon Jan 27, 2025 10:28 am
To discuss the results obtained, we interviewed Patricia Chávez , SCOPEN Consulting Director.
Luis Núñez: What does SCOPEN’s NB SCORE report analyse?
Patricia Chávez: The NB SCORE report has been carried out since 2002 and includes a universe of 182 agencies to which we send a closed questionnaire in which we ask them about the accounts won during the period analyzed. Previously it was done on a half-yearly basis but since 2015 it has been done on an annual basis.
As new business we consider all accounts/projects won by the agency through a tender, direct award, new product or international assignment during the year. This also includes accounts that have been retained after a tender if they were the incumbent agency (what we call rewon ).
LN: What value does the report have for clients who hire services from agencies?
PC: The main objective of the report is to monitor and bahrain phone number data analyse account movements in our sector and, therefore, the health of the market both in terms of global new business figures and in terms of the momentum of agencies, whether they are multinational groups or independent agencies.
It is a valuable report because it gives visibility to both the brands that have put their accounts or part of them out to tender, as well as the agencies that have been awarded the contract.
LN: What value does it have for an agency to appear in your report?
PC: Agencies have few spaces to give visibility to their new business activity. It is true that it is common to read news about account assignments in the sector press; but normally these are accounts of a significant volume and, on the other hand, the information is very dispersed over time. The NB SCORE is the only report in our market that groups all annual activity in a single document. The relevance, therefore, is greater and the information has more global significance.
LN: Regarding WAM, what do you think about its entry into the SCOPEN index?
PC: Our ambition is to have more participants in each edition, which will give greater strength to the report. WAM has been one of the 17 new companies that have entered the index published this year . Its entry clearly responds to one of the trends that we are seeing with increasing intensity in our market, which is a very significant expansion of the ecosystem of partners that work in the creative communication of brands.
In this way, more diverse profiles from different areas (whether consulting, PR, etc.) are entering the report that we offer at SCOPEN since it is a reflection of what we see in the marketing and communication teams of the companies in our market.
Luis Núñez: What does SCOPEN’s NB SCORE report analyse?
Patricia Chávez: The NB SCORE report has been carried out since 2002 and includes a universe of 182 agencies to which we send a closed questionnaire in which we ask them about the accounts won during the period analyzed. Previously it was done on a half-yearly basis but since 2015 it has been done on an annual basis.
As new business we consider all accounts/projects won by the agency through a tender, direct award, new product or international assignment during the year. This also includes accounts that have been retained after a tender if they were the incumbent agency (what we call rewon ).
LN: What value does the report have for clients who hire services from agencies?
PC: The main objective of the report is to monitor and bahrain phone number data analyse account movements in our sector and, therefore, the health of the market both in terms of global new business figures and in terms of the momentum of agencies, whether they are multinational groups or independent agencies.
It is a valuable report because it gives visibility to both the brands that have put their accounts or part of them out to tender, as well as the agencies that have been awarded the contract.
LN: What value does it have for an agency to appear in your report?
PC: Agencies have few spaces to give visibility to their new business activity. It is true that it is common to read news about account assignments in the sector press; but normally these are accounts of a significant volume and, on the other hand, the information is very dispersed over time. The NB SCORE is the only report in our market that groups all annual activity in a single document. The relevance, therefore, is greater and the information has more global significance.
LN: Regarding WAM, what do you think about its entry into the SCOPEN index?
PC: Our ambition is to have more participants in each edition, which will give greater strength to the report. WAM has been one of the 17 new companies that have entered the index published this year . Its entry clearly responds to one of the trends that we are seeing with increasing intensity in our market, which is a very significant expansion of the ecosystem of partners that work in the creative communication of brands.
In this way, more diverse profiles from different areas (whether consulting, PR, etc.) are entering the report that we offer at SCOPEN since it is a reflection of what we see in the marketing and communication teams of the companies in our market.