{"id":86380,"date":"2019-10-08T14:03:28","date_gmt":"2019-10-08T12:03:28","guid":{"rendered":"https:\/\/ipmark.com\/?p=86380"},"modified":"2019-10-08T14:03:28","modified_gmt":"2019-10-08T12:03:28","slug":"consultoras-comunicacion-pr-estudio-scopen","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=86380","title":{"rendered":"Las PR contribuyen en un 16% al crecimiento de las marcas"},"content":{"rendered":"<p><strong><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-86381\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/10\/relaciones-publicas-estudio-SCOPEN-web.jpg\" alt=\"relaciones-publicas-estudio-SCOPEN-web\" width=\"690\" height=\"278\">Las consultoras de comunicaci\u00f3n y Relaciones P\u00fablicas contribuyen en un 16% al crecimiento del negocio de sus clientes. En l\u00ednea con esta contribuci\u00f3n, los presupuestos PR han ido creciendo sin pausa en los \u00faltimos seis a\u00f1os, alcanzando los 272.000 euros de media. <\/strong><\/p>\n<p>Son algunos de los datos que se desprenden del PR Scope 2019\/2020 de SCOPEN, que cifra ese crecimiento en un 22%, especialmente en el canal offline, que sigue monopolizando el 59% de la actividad de comunicaci\u00f3n y PR en Espa\u00f1a( 41% offline). Aun as\u00ed, en el periodo analizado <strong>la inversi\u00f3n en digital creci\u00f3 un 173%<\/strong>, registr\u00e1ndose un decremento del 30% en las acciones offline.<\/p>\n<p>Los aspectos que m\u00e1s valoran los anunciantes m\u00e1s valorados de las consultoras de comunicaci\u00f3n son el conocimiento del mercado, el cliente y la marca (37%), la proactividad e iniciativa (37%) y la creatividad y propuesta de ideas innovadoras (31%). \u201cRespecto a los resultados del estudio anterior hay que destacar <strong>la mayor relevancia que cobran &nbsp;los aspectos relacionados con el servicio al cliente, as\u00ed como la planificaci\u00f3n estrat\u00e9gica y la capacidad de investigaci\u00f3n<\/strong>\u201d, afirma H\u00e9ctor Abanades, research manager de SCOPEN.<\/p>\n<p>En 2019, el 57% de las compa\u00f1\u00edas afirman haber trabajado en el pasado con consultoras de comunicaci\u00f3n y PR (aunque en la actualidad hayan adoptado soluciones <em>inhouse<\/em>). De ellas, el 75% afirma que volver\u00edan a trabajar con una consultora de comunicaci\u00f3n frente al 25% que no lo har\u00edan.<\/p>\n<p><strong>Los mejores planes de comunicaci\u00f3n <\/strong><\/p>\n<p><strong>Campofr\u00edo<\/strong> repite este a\u00f1o en el primer puesto como uno de los casos de comunicaci\u00f3n m\u00e1s destacados, seguida de <strong>Bankia, BBVA, IKEA y Mahou San Miguel<\/strong>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-86383\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/10\/PR-Scope-casos-mas-destacados.jpg\" alt=\"PR-Scope-casos-mas-destacados\" width=\"690\" height=\"240\"><\/p>\n<p>Por su parte, &nbsp;la consultora <strong>LLYC<\/strong> lidera las clasificaciones de conocimiento espontaneo, ejemplaridad y atracci\u00f3n, mientras que Ogilvy sube a lo m\u00e1s alto en creatividad. Por \u00faltimo, hay que destacar que LLYC es la primera en percepci\u00f3n de mercado, Hotwire en valoraci\u00f3n de los clientes y Apple Tree Communications en profesionales de consultoras.<\/p>\n<p>En el caso de los profesionales de las consultoras de comunicaci\u00f3n y PR mejor valorados, Jos\u00e9 Antonio Llorente, de LLYC consigue el primer puesto del ranking y Nuria Vilanova (Atrevia) y Carme Mir\u00f3 (Apple Tree Communications), el segundo y tercer puesto de la lista, respectivamente.<\/p>\n<p>Por \u00faltimo, las directoras de comunicaci\u00f3n Luisa Alli Turillas (IKEA), Mar\u00eda Luisa Melo (Huawei) y Mar\u00eda Luisa Mart\u00ednez (Caixabank) destacan entre los profesionales del sector m\u00e1s admirados por empresas y profesionales.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-86382\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/10\/PR-Consultoras-Estudio-Scopen-ranking.jpg\" alt=\"PR-Consultoras-Estudio-Scopen-ranking\" width=\"690\" height=\"388\"><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-86384\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/10\/Consultoras-PR-Estudio-Scopen.jpg\" alt=\"Consultoras-PR-Estudio-Scopen\" width=\"690\" height=\"388\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Las consultoras de comunicaci\u00f3n y Relaciones P\u00fablicas contribuyen en un 16% al crecimiento del negocio de sus clientes. En l\u00ednea<\/p>\n","protected":false},"author":21,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[56],"tags":[],"class_list":["post-86380","post","type-post","status-publish","format-standard","hentry","category-agencias"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Las consultoras de comunicaci\u00f3n y PR a examen-IPMARK<\/title>\n<meta name=\"description\" content=\"La contribuci\u00f3n de las consultoras de comunicaci\u00f3n y PR al crecimiento del negocio de las marcas ha sido cifrada en un 16% por SCOPEN.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=86380\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Las consultoras de comunicaci\u00f3n y PR a examen-IPMARK\" \/>\n<meta property=\"og:description\" content=\"La contribuci\u00f3n de las consultoras de comunicaci\u00f3n y PR al crecimiento del negocio de las marcas ha sido cifrada en un 16% por SCOPEN.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ipmark.com\/?p=86380\" \/>\n<meta property=\"og:site_name\" content=\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\" \/>\n<meta property=\"article:published_time\" content=\"2019-10-08T12:03:28+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/10\/relaciones-publicas-estudio-SCOPEN-web.jpg\" \/>\n<meta name=\"author\" content=\"ipmark\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"ipmark\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=86380#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=86380\"},\"author\":{\"name\":\"ipmark\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/27bd0ad78d511e9ab12d06f6568067e1\"},\"headline\":\"Las PR contribuyen en un 16% al crecimiento de las marcas\",\"datePublished\":\"2019-10-08T12:03:28+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=86380\"},\"wordCount\":426,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=86380#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/2019\\\/10\\\/relaciones-publicas-estudio-SCOPEN-web.jpg\",\"articleSection\":[\"Agencias\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=86380\",\"url\":\"https:\\\/\\\/ipmark.com\\\/?p=86380\",\"name\":\"Las consultoras de comunicaci\u00f3n y PR a examen-IPMARK\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=86380#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=86380#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/2019\\\/10\\\/relaciones-publicas-estudio-SCOPEN-web.jpg\",\"datePublished\":\"2019-10-08T12:03:28+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/27bd0ad78d511e9ab12d06f6568067e1\"},\"description\":\"La contribuci\u00f3n de las consultoras de comunicaci\u00f3n y PR al crecimiento del negocio de las marcas ha sido cifrada en un 16% por SCOPEN.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=86380#breadcrumb\"},\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/ipmark.com\\\/?p=86380\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=86380#primaryimage\",\"url\":\"\",\"contentUrl\":\"\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=86380#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\\\/\\\/ipmark.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Las PR contribuyen en un 16% al crecimiento de las marcas\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#website\",\"url\":\"https:\\\/\\\/ipmark.com\\\/\",\"name\":\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\",\"description\":\"Creaci\u00f3n de contenidos y eventos relevantes en torno a las marcas, las agencias, servicios de marketing y medios, \u00fatiles para la toma de decisiones en el d\u00eda a d\u00eda de los profesionales del marketing\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/ipmark.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"es\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/27bd0ad78d511e9ab12d06f6568067e1\",\"name\":\"ipmark\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g\",\"caption\":\"ipmark\"},\"url\":\"https:\\\/\\\/ipmark.com\\\/?author=21\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Las consultoras de comunicaci\u00f3n y PR a examen-IPMARK","description":"La contribuci\u00f3n de las consultoras de comunicaci\u00f3n y PR al crecimiento del negocio de las marcas ha sido cifrada en un 16% por SCOPEN.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/ipmark.com\/?p=86380","og_locale":"es_ES","og_type":"article","og_title":"Las consultoras de comunicaci\u00f3n y PR a examen-IPMARK","og_description":"La contribuci\u00f3n de las consultoras de comunicaci\u00f3n y PR al crecimiento del negocio de las marcas ha sido cifrada en un 16% por SCOPEN.","og_url":"https:\/\/ipmark.com\/?p=86380","og_site_name":"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","article_published_time":"2019-10-08T12:03:28+00:00","og_image":[{"url":"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/10\/relaciones-publicas-estudio-SCOPEN-web.jpg","type":"","width":"","height":""}],"author":"ipmark","twitter_card":"summary_large_image","twitter_misc":{"Escrito por":"ipmark","Tiempo de lectura":"2 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/ipmark.com\/?p=86380#article","isPartOf":{"@id":"https:\/\/ipmark.com\/?p=86380"},"author":{"name":"ipmark","@id":"https:\/\/ipmark.com\/#\/schema\/person\/27bd0ad78d511e9ab12d06f6568067e1"},"headline":"Las PR contribuyen en un 16% al crecimiento de las marcas","datePublished":"2019-10-08T12:03:28+00:00","mainEntityOfPage":{"@id":"https:\/\/ipmark.com\/?p=86380"},"wordCount":426,"commentCount":0,"image":{"@id":"https:\/\/ipmark.com\/?p=86380#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/10\/relaciones-publicas-estudio-SCOPEN-web.jpg","articleSection":["Agencias"],"inLanguage":"es"},{"@type":"WebPage","@id":"https:\/\/ipmark.com\/?p=86380","url":"https:\/\/ipmark.com\/?p=86380","name":"Las consultoras de comunicaci\u00f3n y PR a examen-IPMARK","isPartOf":{"@id":"https:\/\/ipmark.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/ipmark.com\/?p=86380#primaryimage"},"image":{"@id":"https:\/\/ipmark.com\/?p=86380#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/10\/relaciones-publicas-estudio-SCOPEN-web.jpg","datePublished":"2019-10-08T12:03:28+00:00","author":{"@id":"https:\/\/ipmark.com\/#\/schema\/person\/27bd0ad78d511e9ab12d06f6568067e1"},"description":"La contribuci\u00f3n de las consultoras de comunicaci\u00f3n y PR al crecimiento del negocio de las marcas ha sido cifrada en un 16% por SCOPEN.","breadcrumb":{"@id":"https:\/\/ipmark.com\/?p=86380#breadcrumb"},"inLanguage":"es","potentialAction":[{"@type":"ReadAction","target":["https:\/\/ipmark.com\/?p=86380"]}]},{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/ipmark.com\/?p=86380#primaryimage","url":"","contentUrl":""},{"@type":"BreadcrumbList","@id":"https:\/\/ipmark.com\/?p=86380#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/ipmark.com\/"},{"@type":"ListItem","position":2,"name":"Las PR contribuyen en un 16% al crecimiento de las marcas"}]},{"@type":"WebSite","@id":"https:\/\/ipmark.com\/#website","url":"https:\/\/ipmark.com\/","name":"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","description":"Creaci\u00f3n de contenidos y eventos relevantes en torno a las marcas, las agencias, servicios de marketing y medios, \u00fatiles para la toma de decisiones en el d\u00eda a d\u00eda de los profesionales del marketing","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/ipmark.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"es"},{"@type":"Person","@id":"https:\/\/ipmark.com\/#\/schema\/person\/27bd0ad78d511e9ab12d06f6568067e1","name":"ipmark","image":{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/secure.gravatar.com\/avatar\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g","caption":"ipmark"},"url":"https:\/\/ipmark.com\/?author=21"}]}},"_links":{"self":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/86380","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/users\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=86380"}],"version-history":[{"count":0,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/86380\/revisions"}],"wp:attachment":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=86380"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=86380"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=86380"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}