Scopen, a consulting firm specialized in marketing and communication, has named us SamyRoad as the “Influence Marketing Agency of the Year”. Additionally, the agency has been recognized as the most attractive and best perceived in the market, as well as the second most known and the most exemplary, according to the perception of the main agencies and professionals in the sector.
We’ve kicked off the year with a bang, as being named the “Influence Marketing Agency of the Year” in the 1st edition of Scopen’s annual report aimed at “Influence Marketing Scope”, a leading consultancy in research and analysis of the communication and marketing industry, is more than an honor for us. This recognition is a testimony to the wholehearted dedication we have towards innovation, analysis, understanding the consumer, and creativity with our campaigns. This achievement adds to others we proudly carry, such as being chosen as one of the Top 5 Influencer Marketing Agencies by FORBES in October 2023.
Scopen, known for its rigor and objectivity in evaluating marketing agencies worldwide and as a result of surveys conducted with recognized brands in the national landscape, has highlighted SamyRoad for our innovative approach in the field of influencer marketing, our ability to generate exceptional results, and our constant pursuit of excellence in customer service.
The report, released in January every two years, provides a detailed overview of the influencer marketing market in Spain, including trends, agency perceptions, and areas for improvement. Additionally, it evaluates various aspects, including creativity, effectiveness in campaign execution, client management, and adaptability to changing market dynamics. SamyRoad has excelled in each of these criteria, establishing ourselves as a benchmark in the industry.
To carry out the research, the consultancy conducted a total of 201 interviews (132 professionals responsible for Influencer Marketing in 126 leading companies and 69 professionals from specialized agencies) between June and September 2023. The report includes an assessment of the most outstanding influencer marketing campaigns of the year, as well as a ranking of brands and agencies taking into account aspects such as knowledge, perception, or the opinion of the competition.
4 conclusiones del informe de Scopen
Here are the conclusions drawn from the report regarding the influencer marketing sector, which every year breaks records in numbers and continues to change digital marketing trends both nationally and internationally. These are the main results:
- Influencer Marketing Budget:
Digital investment in Spain has nearly doubled its investment figure in the last 8 years. In 2022, 46.1% of the Marketing, Advertising, and Communication budget was allocated to digital. And within the digital budget, Social Media and Influencers represented 21% of the total marketing budget in Spain, approximately 945 million euros. The average Influencer Marketing budget was 238,000 euros in 2023.
- Brands’ Objectives with Influencer Marketing:
Brand awareness and branding are the main objectives, followed by conversion to sales and lead generation.
- Reasons for Hiring IM Agencies:
91% of brands hire agencies to have “better access to influencers”.
- Client Evaluation:
SamyRoad stands out for the quality of service, strategic planning, integrated proposals, and the appropriate selection of influencers. And of course, for the commitment and quick responsiveness to each of the clients with whom the agency works.
Amaia Álvarez, Country Manager of Spain at Samy Alliance, highlights: “We are thrilled to start the year with this great recognition. This achievement is the result of the hard work and dedication of our team, as well as the ongoing trust of our clients and professional peers, who continue to push us to improve every day to reach new heights. 2024 promises to be a year full of exciting projects in the world of influencer marketing, and SamyRoad will be very much present.”
With this recognition, we reaffirm our commitment to continue raising the standards in the world of influencer marketing and providing all our clients with creative, high-quality solutions that drive the success of their campaigns in this new year.
