Euro Shock" survey: Curdin Janett
Werbewoche survey on economic developments following the «euro shock» and its impact on the communications and advertising industries: Curdin Janett, CEO, Publicis
"It's too early to say." I think with a forecast today for the future or even just for 2015, you can only come out as either an optimist or a pessimist. Of course, some sectors will be affected very directly and very severely. And just as naturally, companies that are thinking about short-time working or worse will not engage in anti-cyclical marketing spending. But there is also a sunny side. There are certainly companies that have more costs in euros and income in Swiss francs. As with every change, new opportunities for new business ideas or even models are emerging.
One thing is for sure: talking up a recession really doesn't help anyone right now. Those directly affected felt it on the same day. There is no need to sensitize anyone to the issue. There will also be some companies that use the situation for a general cost exercise - simply because it is so normal at the moment.
However, as always, the winners will be the market players who seek the opportunity in the situation. Companies that find new, unique ideas and models, and agencies that can help their clients to do so.
