Top marks for creativity
Samuel Helbling on the new advertising market study by the Media Research Group
Samuel Helbling on the new advertising market study by the Media Research GroupThe cobbler's children walk barefoot. This phrase comes to mind when talking about classic self-promotion by agencies. Many agencies avoid this in-house task by arguing that advertising for their clients is also the best form of self-promotion. The reason often given for this communicative abstinence on their own behalf is consideration for clients, who would not like to see service providers putting themselves in the limelight too much.
prizes. There is no other industry that awards itself so many trophies.
Advertising clients are more sober and reserved. They know that advertising must first and foremost sell and is not an art for art's sake. They have no ear for phantom advertising and are suspicious of the advertising industry's self-congratulation.
They know that the bill will ultimately be paid with their money.
So what could be more obvious than to ask the communication managers in the companies directly how satisfied they are with the agencies' services. On the initiative of the Media Research Group Zurich, the 500 largest advertising clients assessed the 20 largest Swiss agencies in terms of quality. They commented on creativity, strategy, consulting and their overall impression.
One pleasing result to start with: the agencies achieved the best average score for their creative services. This can be seen as an indication that the agencies are not as bad in their core competence as is often criticized. At the same time, the clients' assessment of creativity was significantly less homogeneous than that of the other areas. The best score is 70 percent above
the worst. Creativity is therefore still the differentiating factor for agencies. Werbewoche reports exclusively on the new advertising market study on pages 9 and 10.
> Samuel Helbling, Editor-in-Chief
prizes. There is no other industry that awards itself so many trophies.
Advertising clients are more sober and reserved. They know that advertising must first and foremost sell and is not an art for art's sake. They have no ear for phantom advertising and are suspicious of the advertising industry's self-congratulation.
They know that the bill will ultimately be paid with their money.
So what could be more obvious than to ask the communication managers in the companies directly how satisfied they are with the agencies' services. On the initiative of the Media Research Group Zurich, the 500 largest advertising clients assessed the 20 largest Swiss agencies in terms of quality. They commented on creativity, strategy, consulting and their overall impression.
One pleasing result to start with: the agencies achieved the best average score for their creative services. This can be seen as an indication that the agencies are not as bad in their core competence as is often criticized. At the same time, the clients' assessment of creativity was significantly less homogeneous than that of the other areas. The best score is 70 percent above
the worst. Creativity is therefore still the differentiating factor for agencies. Werbewoche reports exclusively on the new advertising market study on pages 9 and 10.
> Samuel Helbling, Editor-in-Chief
