Publigroupe Aims to Take the Lead in Electronic Media

The advertising agency Publigroupe aims to strengthen its presence in electronic media and establish itself as a major player across the entire media spectrum. Advertising placement in electronic media has been somewhat neglected up to now. Group CEO Hans-Peter Rohner has his sights set on offering new marketing packages, as advertisers today are particularly interested in combinations of effects across various, coordinated channels that deliver optimized advertising impact. Rohner sees particularly good opportunities in linking advertisements with mobile apps or combining movie theater advertising, SMS contests, and product tastings or presentations. As Rohner stated in an interview with *Finanz und Wirtschaft*, he intends to continue engaging in spirited competition with Goldbach Media, the leading advertising agency for electronic media. Over the next two to three years, Publigroupe aims to achieve a leading market position in the marketing of TV, radio, cinema, and online—just as it has held for years in the print media segment, Rohner added. When asked about trends in advertising volume, Rohner noted a significant upturn in the Swiss advertising market. However, it is becoming increasingly apparent that advertisers are allocating and deploying their budgets on a shorter-term basis.