At the best age
Associations The Alliance of Swiss Advertising Agencies (ASW) is celebrating a milestone birthday and sees good opportunities for its "small" agency members.
Associations The Alliance of Swiss Advertising Agencies (ASW) is celebrating a milestone birthday and sees good opportunities for its "small" agency members. Even in renowned agencies, long-serving executives are becoming noticeably nervous and are seeking new security in setting up their own stores. Indeed, the slogan "Small is beautiful", the trademark of ASW agencies, so to speak, seems to be taking on a new meaning. It is true that even at ASW, which is celebrating its 40th anniversary this weekend, there are some agencies that have come under pressure in the current economic situation and have even had to give up their businesses. "This is leading to a certain shakeout on the market, which certainly has its positive sides. Not in terms of the fate of the individual agencies, of course, but from the perspective of the industry as a whole," says ASW President Diego Bally (see also interview on this page).
In such a crisis, quality can grow because, alongside luck and the necessary relationships, this is the most important criterion in an association in which the agencies are predominantly dependent on individuals.
There is no ranking among the 90 or so agencies currently organized in the ASW, which together generate around half a billion in sales per year. A ranking at the bottom of the BSW, among agencies with a turnover of just under three million francs, is also ultimately uninteresting. "However, it would be more interesting to list how long customers remain loyal to an ASW agency," says Bally.
After all, customer loyalty is said to be "much better" with the small companies than with the big ones. But the ASW members do not want to see this as an argument for them being the better advertisers. "We simply work more individually with our customers and this also creates more personal relationships."
"Fortunately, it is becoming apparent that small, owner-managed agencies are increasingly finding legitimate opportunities again in the broadly diversified commercial communications market, although for a long time many a strong brand has confused trustworthiness with agency size," it is not without reason that the 2002/2003 activity report to the ASW General Assembly on June 27 states.
The industry association is to take a more individual approach to fees. In 1983, an industry-valid fee structure was adopted together with the BSW. However, this has since been renewed by the ASW with the more recent advertising service agreement, the new industry work "for a comprehensive and fair regulation of cooperation between advertising clients and advertising agencies".
Confusion about job titlesHowever, the aim is still to work closely with other organizations when it comes to training. "It seems important to me that we standardize the courses and diplomas on offer. It makes no sense for each organization or university of applied sciences to offer its own courses with its own titles," says the outgoing ASW President. The entire industry should be more harmonized when it comes to such diplomas, otherwise personnel managers will lose track when an advertising manager is suddenly called a communications manager, which is commonly understood to mean PR consultant.
The 40th General Assembly of the ASW takes place in Fürigen on the Bürgenstock. A "social party" is to follow at the end of the year. No other notable activities are planned for the anniversary year. After all, we are only 40 years young and have not yet turned 50.
Andreas Panzeri
In such a crisis, quality can grow because, alongside luck and the necessary relationships, this is the most important criterion in an association in which the agencies are predominantly dependent on individuals.
There is no ranking among the 90 or so agencies currently organized in the ASW, which together generate around half a billion in sales per year. A ranking at the bottom of the BSW, among agencies with a turnover of just under three million francs, is also ultimately uninteresting. "However, it would be more interesting to list how long customers remain loyal to an ASW agency," says Bally.
After all, customer loyalty is said to be "much better" with the small companies than with the big ones. But the ASW members do not want to see this as an argument for them being the better advertisers. "We simply work more individually with our customers and this also creates more personal relationships."
"Fortunately, it is becoming apparent that small, owner-managed agencies are increasingly finding legitimate opportunities again in the broadly diversified commercial communications market, although for a long time many a strong brand has confused trustworthiness with agency size," it is not without reason that the 2002/2003 activity report to the ASW General Assembly on June 27 states.
The industry association is to take a more individual approach to fees. In 1983, an industry-valid fee structure was adopted together with the BSW. However, this has since been renewed by the ASW with the more recent advertising service agreement, the new industry work "for a comprehensive and fair regulation of cooperation between advertising clients and advertising agencies".
Confusion about job titlesHowever, the aim is still to work closely with other organizations when it comes to training. "It seems important to me that we standardize the courses and diplomas on offer. It makes no sense for each organization or university of applied sciences to offer its own courses with its own titles," says the outgoing ASW President. The entire industry should be more harmonized when it comes to such diplomas, otherwise personnel managers will lose track when an advertising manager is suddenly called a communications manager, which is commonly understood to mean PR consultant.
The 40th General Assembly of the ASW takes place in Fürigen on the Bürgenstock. A "social party" is to follow at the end of the year. No other notable activities are planned for the anniversary year. After all, we are only 40 years young and have not yet turned 50.
Andreas Panzeri
