SCOPEN is an independent marketing and communications consultancy that has been in business since 1990. It stands out for its exhaustive research, rigorous analysis and extensive database that facilitates strategic connections in the sector.
It was originally founded in Spain and, from there, it has expanded internationally and today has a presence in Argentina, Brazil, Chile, China, Colombia, India, Mexico, Portugal, South Africa and the UK. In 2022, they reached an agreement with the APCP to carry out an economic study of the impact of cinema advertising. The study is back on track in 2024, promising to deliver new insights and continue to strengthen the advertising film industry.
Today we explore how SCOPEN has been able to inspire and empower people and projects around the world with its unique vision by talking to César Vacchiano.
What challenges and opportunities have you had when expanding around the world?
We have always initiated the opening of a new market by carrying out our star study in that country: the AGENCY SCOPE, which analyses the relationships between advertisers and the agencies they work with. We had already had many editions in Spain before launching into a new market, so the processes were well established. The biggest challenge has always been to find the way to reach the right contacts to respond to our interviews, in markets where we were not yet known, with the mistrust that this can entail. Once the first edition of the study has been completed, everything is much easier and the knowledge we have of the market and the relationships we have built up allow us to offer new services in the sector. There are markets in which we have been able to work from Spain, travelling occasionally to the country in question, and others in which, in order to overcome possible language barriers, we have opened our own office or have reached agreements with local partners. With careful planning, appropriate strategies and the help of a magnificent team, we have been able to overcome the challenges and take advantage of the opportunities that have arisen to achieve sustainable and successful growth.
What differentiates SCOPEN from other consulting firms in the market in terms of results?
At SCOPEN, for many years now, we have been carrying out a multitude of research and studies that provide us with in-depth knowledge of the marketing and communication sector worldwide, and which allow us to provide strategic advice to our clients in the field of consultancy and in the celebration of different awards and events in the sector. There are many consultancies that offer some of these services, but none has such an extensive offer, nor our years of experience (more than 30 already) and in so many markets.
Speaking of the future, how do you see the future of the advertising industry?
The future of the advertising industry will be driven by technological advances such as artificial intelligence, enabling personalised campaigns and immersive experiences. It will be essential for the different players in the industry (advertisers, agencies…) to have a deep understanding of the consumer and the market. As privacy regulations become stricter, companies will also need to obtain user consent and protect their data. New forms of consumption (mobile, streaming platforms, etc.) are already shifting advertising formats towards more tailored and less intrusive content. Companies that adopt these technologies and innovative approaches, while maintaining ethical and responsible practices (sustainability, DEI -Diversity, Equity & Inclusion-…), will be better positioned to stand out in an increasingly competitive advertising environment.
What is your long-term vision and what are your goals for the coming years?
For us, the key word is adaptation. The transformation of the industry is undeniable and we must be able to embrace the changes and face them with confidence, enthusiasm and an adequate and prepared team. Right now we are investing a lot of resources in continuing to innovate and adapt technologically to the changes in order to offer more and better services. In addition, we are exploring new international openings that, if we decide to take on, we will be able to tell you about soon.
How has the demand for agency recruitment and consultancy services changed with the advance of technology?
The demand for agency consultancy and selection services has changed significantly with the advance of technology. There is a need for an evolution in agency structures and processes, which must now go beyond traditional planning and creative to include advanced skills in technology, measurement, data, and usability. In addition, it is crucial that agencies work more cross-functionally within their clients’ organisations, moving beyond siloed structures and providing integrated value across multiple areas. The sophistication of technical requirements and the need for in-depth knowledge of channels and their innovations are essential to meet new market standards.
But, although we talk about the importance of technology, we cannot forget the fundamental value of creativity, not only as a great idea that declines in multiple channels, but as a consistent brand voice towards its audience, providing relevant and differential solutions and experiences in time, form, moment, usability, accessibility and storytelling.
Regarding the study you conducted with APCP, what results would you highlight from it and what impact has it had on the industry? What are your expectations for this year’s study?
In 2022 we saw that the advertising film production sector in Spain grew by 36% in two years, while the investment it generates also grew by 59%. In addition, the number of jobs created increased by 29%. All this consolidates its growth, increasing jobs and creating new industrial fabric.
Technological and creative advances (AI, content generation, etc.) and new trends in advertising consumption and distribution represent new opportunities for the future of the advertising film industry, which must also respond to the demands of sustainability and social responsibility.
This year you will be joining us from 17 to 21 June at LBB Beach at Cannes Lions. What are you most looking forward to at this event?
As always, it is a meeting place to enjoy together and share experiences, and to remember the enormous and fantastic possibilities that our country offers in the production of advertising film. The new space will be a meeting point for all professionals in the Spanish sector and all those from the rest of the world who want to join us. Our congratulations to the APCP for being the driving force behind this project and for making it possible year after year.
Interview by Marina Carazo
