Survey "Euro Shock": Fréderic Renzen
Werbewoche survey on economic developments following the «euro shock» and its impact on the communications and advertising industries: Frédéric Renzen, CEO, Renzen & Partner
Larger internationally active companies for which we work in Switzerland seek discussions and ask for discounts. We have not yet experienced any cutbacks. Some active, marketing-oriented companies have even increased their budgets in order to gain market share, while others have maintained their budgets. Advertising is seen as an instrument for positioning oneself on the market. We have full order books and will increase sales by 10 to 15 percent compared to 2014. However, this certainly also has to do with budget gains, which are not representative of the industry as a whole. In general, the measurability of advertising is becoming more and more important. Image campaigns that are barely measurable are on the decline.
