Adtelier: New player in the content marketing market
Tough but fairThere is tough but fair competition among the agencies. "The market entry of Adtelier/Admeira creates a new heavyweight that wants to and will substantially compete with the existing agencies," Daniel Kaczynski states on behalf of the CMF members. "New competitors with strong market power are painful from a business perspective. The fact that this is happening in the present case with state support is highly problematic for us. "The criticism is directed at SRG, which has a significant stake in Admeira and thus in Adtelier. "We are decidedly of the opinion that this is neither in line with SRG's performance mandate or the principle of subsidiarity, nor is it in the interests of politics and the population," Kaczynski said. "A well-functioning industry dominated by SMEs is being attacked head-on, competed against and thus existentially weakened. The fact that this is taking place with the involvement of our fee money is particularly repugnant."The opponents keep a low profileMK wanted to know more and asked the member companies of the Content Marketing Forum for their opinion. The individual companies did not give a statement, but they agreed with the Forum's approach.Romi Hofer of Adtelier answered the question of what the founding of Adtelier means for content marketing agencies in Switzerland by saying, "Basically, nothing more needs to be communicated about Adtelier than what has already been published. Adtelier is freshly founded, is only in the start-up phase and should first be able to start its business activities in peace".Unease in the run-up to the No Billag initiativeThe emotional campaign of the No Billag initiators could cast a bad light on the business of Admeira and Adtelier. Even if President Leuthard emphasizes in her statement that Adtelier's activities take place outside the licensed area.taxpayers could nevertheless conclude that Adtelier's market entry has a distorting effect on competition and is indirectly financed with fee money.
