Migros now works with OMD
Migros will handle its media management via the advertising agency OMD Switzerland from February 1, 2009. According to the orange giant, the partnership will save considerable costs. This step is not yet comprehensible for its previous contractual partner BG Media.
Migros will handle its media management via the advertising agency OMD Switzerland from February 1, 2009. According to the orange giant, the partnership will save considerable costs. This step is not yet comprehensible for its previous contractual partner BG Media.
"The decisive factor for the decision in favor of OMD was the range of services, including successfully tested management and control instruments for media management," Migros wrote in a press release on Tuesday. Migros had obtained offers from numerous media agencies.
"With OMD, we will have considerably lower costs for marketing and communication," said Migros spokeswoman Monica Glisenti. In 2007, the corresponding costs amounted to 350 million francs. As already announced, Migros intends to make savings in advertising and media planning.
BG Media, one of the three existing media agencies alongside Konnex and Mediaedge, has reacted with consternation. "We are very surprised by Migros' decision," Managing Partner Dietmar Bemberg told Werbewoche. The cooperative association has not yet informed its long-standing contractual partner BG Media in detail about the reasons for the change of media agency. "This exchange will take place this week during a personal meeting. I will then inform our Migros team," continued Bemberg. His company currently has a team of twelve people working with Migros. One thing is certain: the loss of income resulting from the loss of this customer cannot be fully compensated for with other customers. The cluster risk is of course always present with a client like Migros - still the company with the largest advertising budget in Switzerland.
"The Riedener and Mühlemann era at Migros has come to an end. It was to be expected that something would change afterwards." However, hardly anyone had expected this drastic step. Bemberg regrets the reduction to one media agency, as he has always found the competition between different agencies to be very healthy and invigorating.
"The decisive factor for the decision in favor of OMD was the range of services, including successfully tested management and control instruments for media management," Migros wrote in a press release on Tuesday. Migros had obtained offers from numerous media agencies.
"With OMD, we will have considerably lower costs for marketing and communication," said Migros spokeswoman Monica Glisenti. In 2007, the corresponding costs amounted to 350 million francs. As already announced, Migros intends to make savings in advertising and media planning.
BG Media, one of the three existing media agencies alongside Konnex and Mediaedge, has reacted with consternation. "We are very surprised by Migros' decision," Managing Partner Dietmar Bemberg told Werbewoche. The cooperative association has not yet informed its long-standing contractual partner BG Media in detail about the reasons for the change of media agency. "This exchange will take place this week during a personal meeting. I will then inform our Migros team," continued Bemberg. His company currently has a team of twelve people working with Migros. One thing is certain: the loss of income resulting from the loss of this customer cannot be fully compensated for with other customers. The cluster risk is of course always present with a client like Migros - still the company with the largest advertising budget in Switzerland.
"The Riedener and Mühlemann era at Migros has come to an end. It was to be expected that something would change afterwards." However, hardly anyone had expected this drastic step. Bemberg regrets the reduction to one media agency, as he has always found the competition between different agencies to be very healthy and invigorating.
