Goldbach Interactive again largest Swiss advertising agency

When it comes to communication volume and the number of top advertising clients among customers, Goldbach Interactive led the field of Swiss advertising agencies again in 2017. This is shown in a study by the Media Research Group published at the turn of the year. It is followed at quite a distance by the Wirz agency, which together with its 22 top clients generated a communications volume of CHF 158 million. In third place is Publicis with 149 million Swiss francs from 26 top clients.The Media Research Group endeavors to reflect the overall market in Switzerland in all its rankings. The ranking thus includes all advertising agencies that count at least one of the top 750 advertising clients among their customers. In 2017, as in 2016, this was 156 advertising agencies.

MRG ranking: data from advertising clients as a basis

The MRG ranking is based on information provided by the Top750 advertisers about their advertising investments in the current year, as well as information about the advertisers' relationships with their advertising agencies. As this information has become steadily more accessible over the past five years, the number of relationships analyzed has increased significantly. While there were only 470 in 2011, there are three times as many in 2017, at 1,340. At the same time, the number of clients not working with any advertising agency has fallen sharply. Whereas in 2011, 286 clients had no information about their relationship with advertising agencies, in 2017 the figure is only 212. This year's ranking is thus much more meaningful than the one published seven years ago when it was first published.On the other hand, the volume of communication in the Swiss advertising market is declining. While it was still CHF 6.1 billion in 2011, it is now only CHF 5.9 billion in 2017.A detailed evaluation can be obtained for a fee from the Media Research Group be obtained.