The largest Swiss advertising agencies

ADVERTISING AGENCIES The Media Research Group has once again launched a survey and listed the major advertising agencies. Publicis, Wirz and Leo Burnett are well ahead in both the MRG and BSW rankings.The ranking includes all advertising agencies that count at least one of the Top750 advertising clients among their customers. The MRG ranking is based on the information provided by the Top750 advertising clients on their advertising investments in the current year 2015 as well as information on the relationships between the advertising clients and their advertising agencies. As this information has become more and more accessible over the last five years, the number of relationships analyzed has increased significantly as a result. While there were only 470 in 2011, there were almost three times as many in 2015 at 1,240. At the same time, the number of clients who do not work with an advertising agency has fallen sharply. While 286 clients did not provide any information about their relationship with advertising agencies in 2011, only 208 did so in 2015. This means that this year's ranking is much more meaningful than the one published for the first time five years ago. In 2011, the figure was CHF 6.1 billion. In 2015, the top 750 advertising clients still spend CHF 5.7 billion on their marketing communications, almost half of which (47.2%) is managed by the top 25 advertising agencies (>15 clients in the top 750 advertising clients segment and advertising investments > CHF 50 million). A third of the total volume (33.9%) goes to 114 smaller advertising agencies (<15 clients and advertising investments <50 million francs). The remainder (1.075 billion or 18.9%) bypasses the advertising agencies (= advertising investments by the top 750 advertising clients that are not linked to a mandate with an advertising agency). Just five years ago, advertising investments amounting to CHF 2.175 billion could not be allocated to an advertising agency, either because these clients did not actually work with an advertising agency or because the relevant information on cooperation with an advertising agency was not available.12 Advertising agencies move advertising investments of more than CHF 100 million. Most of them were expected to be this far ahead. With the possible exception of Prime Communications and Ammarkt. Although the large increase in the database does not preclude a comparison with previous years, it is not always appropriate, which is why this is not done here.The largest advertising agencies in 2015

How is the communication volume of all of the top 750 advertising clients determined?Of the top 750 clients, it is known whether they work with an advertising agency and, if so, which one. Of these, more than half (375) disclosed their communication expenditure as part of this year's advertising market study. In order to be able to quantify the communication volume of the individual advertising agencies, a value must also be assigned to the clients for whom no information is available.this is an average value that is calculated on the basis of the responses received and which varies depending on the sector.in order to be able to calculate the communication volume of the overall market, all agencies that work for one of the top750 clients are included. This includes a total of 139 advertising agencies. In addition, the communication volume of the 208 clients who work without an advertising agency is also recorded.