Media companies and VSM establish AdAgent to handle print campaigns

SWA hopes for a fully-fledged replacement for Publicitas services

The Swiss Advertisers' Association is still somewhat reserved in its comments on the new company due to the lack of information: "We welcome the launch of AdAgent and wish it every success," says SWA Director Roland Ehrler, adding that it is important for the advertising market that the good services provided by Publicitas are not lost and that it becomes more difficult or costly to plan and book print campaigns in future. But Publicitas was much more than just an intermediary for advertisements." His association hopes that the initiators are aware of this and are also prepared to invest in the framework conditions of the advertising market. "To this end," says Ehrler, "we will seek talks with the new player after the launch."

AdAgent VR President announces "lean offer"

Jürg Weber, Head of Regional Media at the NZZ Media Group and Chairman of the Board of the newly created AdAgent, has, however, announced a "lean offering": As noted in the press release, the company intends to limit itself to booking and handling print campaigns. Media planning, for example, which was once an important pillar of the Publicitas business, will not be taken over by AdAgent, which will officially announce who advertising clients can contact when AdAgent starts work at the beginning of next week. Until then, publishers should continue to be contacted directly for urgent questions about advertisements or pending invoices, recommends Jürg Weber.