According to recent research Google is the second most desirable company that UK creative wish to work with. Nike came in first place, with Coca-Cola taking the third spot in the poll. The Talent Business commissioned the report questioning 98 respondents from the UK, all at planning or creative director level, MD or CEO. The global survey had 397 respondents, all at the same level.
The study required the respondents to rate 27 of the most well known brands, rating them based on collaborative working, the value of ideas and an enlightened view of digital marketing. The possible ratings were very desirable, quite desirable, quite undesirable and very undesirable. According to the results of the research, placing a high value on ideas is “extremely important” for 81 per cent of the respondents. Collaborative working was also a highly sought after trait, with 47 per cent of respondents in the UK rating it as “extremely important”.
Nike was placed in top position in the poll, being praised for producing “progressive, brave, creative category changing work”. Criticism was heaped upon L’Oreal for not having creativity in context or content. The global chairman and chief executive of The Talent Business, Gary Stolkin stated that being placed at the bottom of the rankings could be detrimental to companies which are searching for the best talent. Companies with an SEO campaign typically include Google in their search engine optimisation, whether the companies are in Chester or California US. Google plays an integral role in any SEO campaign.