Apple Inc. (NASDAQ:AAPL) slipped from second position in the Talent Business survey conducted identify the most desirable client to work with, according to a report from AdAge. Though, Apple maintained its ranking in top six companies, but dropped from second place in 2012 to fifth place this year.

Apple lacks ‘freshness’

Talent Business representative hold that the drop in the position for Apple may be due to Steve Job’s departure as he was extremely good at marketing. Additionally, representatives noted that the rank may be down due to lack of excitement around the “freshness” of the new product line up.

One of the respondents to the survey, who is also a senior planner in Germany, said “I imagine there is no freedom to create new things. Everything is predefined.”

Nike winner for the second straight year

In a study surveying the senior talents priority list of companies, Nike Inc (NYSE:NKE) grabbed the topmost position for the second straight year. The sports merchandising company stood at par with marketing excellence.

Global Chairman and Chief Executive Officer of The Talent Business, Gary Stolkin, “Nike continues to be seen as a trailblazer by creative agencies. It is head and shoulders above the rest, 76% of respondents valued it as very desirable and it led on six of the seven attributes.”

Top and worst performers

Other companies who stood in top six spot were Google Inc (NASDAQ:GOOG), Volkswagen AG (ADR)(OTCMKTS:VLKAY), Volkswagen AG (ADR)(OTCMKTS:VLKAY), Apple Inc. (NASDAQ:AAPL) and The Coca Cola Company (NYSE:KO). The Procter & Gamble Company (NYSE:PG) improved on the desirability factor, enhancing its position from thirteenth to eighth.

Worst performers for 2013 were Loreal, Kellogg Company (NYSE:K), General Motors company (NYSE:GM), GlaxoSmithKline plc (ADR)(NYSE:GSK), Reckitt Benckiser Group Plc (LON:RB) and Colgate-Palmolive Company(NYSE:CL).

The worst performers were tested on attributes that asked respondents to rate clients based on reputation for collaborative working, ability to produce award-winning creative work, excellence of their marketing team, and being socially responsible.

Details of the study

Survey was conducted over a total of 330 CEOs, managing directors, creative directors and heads of planning all over the world. The field survey was done by indie research firm Bonamy Finch in the U.K. and was commissioned by the Talent Business, who is a recruiter of senior marketing and creative talent for agencies.

Talent Business conducted research to gather information from those senior executives who have a base salary of $300,000. Other companies who were in the race included Honda, Procter & Gamble, Diageo, Pepsi, Unilever, McDonald’s, American Express, Samsung, Visa, Mars, Bacardi, Microsoft, General Electric, Ford and Kraft. Kellogg’s, Mastercard and Nestle were three companies added this year and Johnson & Johnson, S.C. Johnson and Toyota were removed.