SWA takes sides with APG
Poster Research: SWA speaks plainly and recommends APG’s SPR+ research approach.
Poster research The SWA speaks plainly and recommends APG's SPR+ research approach In its latest newsletter, the Swiss Advertising Association (SWA) recommends that its members "rely on the SPR+ service when planning and monitoring the success of their poster advertising". This support for the poster research system of outdoor advertiser APG is remarkable, especially as competitor Clear Channel Outdoor Plakanda (CCOP) has been pursuing a second approach called More for two years.
SWA Director Jürg Siegrist is also aware of this. The SWA has "remained neutral for as long as possible", he writes. But now he has "run out of patience". The reason, according to Siegrist: CCOP CEO Beat Roeschlin is not keeping his promises.
Flashback: Exactly two years ago, CCOP withdrew from the poster research project Swiss Poster Research (SPR) conducted with APG - due to differences over the measurement method. Roeschlin announced the More approach instead. But Siegrist, who considers two research systems "an absurdity", mediated and brought the two teams back together on February 19, 2007. Four days later, according to Siegrist, Roeschlin wrote to APG CEO Christian Kauter that he would "shortly be submitting a detailed proposal" regarding a possible research collaboration. APG is still waiting for this, writes Siegrist. However, SPR is now fully functional, while More in the Zurich area is only in a trial phase. This means that the opportunity for cooperation has been lost, which is why the SWA is now recommending the SPR+ system.
However, Beat Roeschlin told Werbewoche that the SWA accusation was "fundamentally wrong". He had indeed met with Kauter in May. The discussion in the presence of Toni Jarvis, Head of International Research at Clear Channel, was "interesting", said Roeschlin.
Markus Knöpfli
SWA Director Jürg Siegrist is also aware of this. The SWA has "remained neutral for as long as possible", he writes. But now he has "run out of patience". The reason, according to Siegrist: CCOP CEO Beat Roeschlin is not keeping his promises.
Flashback: Exactly two years ago, CCOP withdrew from the poster research project Swiss Poster Research (SPR) conducted with APG - due to differences over the measurement method. Roeschlin announced the More approach instead. But Siegrist, who considers two research systems "an absurdity", mediated and brought the two teams back together on February 19, 2007. Four days later, according to Siegrist, Roeschlin wrote to APG CEO Christian Kauter that he would "shortly be submitting a detailed proposal" regarding a possible research collaboration. APG is still waiting for this, writes Siegrist. However, SPR is now fully functional, while More in the Zurich area is only in a trial phase. This means that the opportunity for cooperation has been lost, which is why the SWA is now recommending the SPR+ system.
However, Beat Roeschlin told Werbewoche that the SWA accusation was "fundamentally wrong". He had indeed met with Kauter in May. The discussion in the presence of Toni Jarvis, Head of International Research at Clear Channel, was "interesting", said Roeschlin.
Markus Knöpfli
