BSW: The optimistic forecasts have been confirmed and are continuing
Following an excellent fiscal year in 2010, the BSW is now also looking forward to strong financial results for 2011. And as far as 2012 is concerned, at least no one is expecting any dramatic changes. Nor have any such changes been reflected in the BSW ranking.
At the traditional media breakfast hosted by BSW leading swiss agencies on Tuesday morning at the Park Hyatt, President Peter Felser was able to look into the eyes of a larger-than-average audience of media representatives. Exactly one year ago, the association forecast 5.7 percent growth for 2010. Now that the budgets have been counted, the figure is 5.3 percent. And it will develop along the same lines for 2011. Around two thirds of advertising and specialist agencies expect an average increase in fee income of 4% compared to 2010. Media agencies are expecting an increase of 10 percent. Taken together, this promises a similarly positive development as last year. Profit expectations, on the other hand, are more restrained. Around two thirds of all agencies expect a decline in EBIT in some cases. Only a third of all agencies expect results to improve again. The main reasons for the pressure on margins are the high level of investment in new areas of expertise. Around 70 percent of agencies want to or have to invest massively in expanding their online offering. The situation for finding qualified personnel is therefore also tense - in all areas.
> More on this in the detailed documents of the BSW.
In 2010, the 50 advertising and specialist agencies organized in the BSW generated gross operating income of CHF 306 million. The 12 media agencies generated 53 million francs in gross operating income. Together they were responsible for around CHF 2 billion or 2/3 of all advertising investments made in Switzerland.
There have been "no major changes" in the agency rankings, as the new Managing Director Peter Leutenegger was able to present. Ranks 1 to 5 are in fact completely unchanged with Publicis at the top, followed by Saatchi & Saatchi, Spillmann Felser Leo Burnett, Jung von Matt/Limmat and Wirz Werbung. Krieg Schlupp Bürge made it into the top ten in 10th place.
The top three media agencies - OMD, Zenithoptimedia and MediaCom - are offshoots of a foreign network. Mediaschneider in 4th place is the first purely Swiss media agency. (pan)
> Ranking advertising agencies
> Ranking media agencies
> Further information (BSW press release)
