Clients choose the best advertising agencies in Switzerland

ADVERTISING AGENCIES Top clients have evaluated Swiss advertising agencies as part of an advertising market study. The winner was able to regain its place.The advertising agencies in first to sixth place are very close together. Only a tenth of a point separates them. Only the agency ranked seventh has a larger gap. And yet the winner of the 15 agency rating is not a random winner. Jung von Matt, the serial winner of the agency rating for many years, has come back after a year's interruption. A year ago, Wirz achieved the feat of knocking the serial winner of the agency rating for advertising agencies, Jung von Matt, off the top spot. This year, the tide has turned again. Jung von Matt has gained ground, and Wirz has not been able to repeat its brilliant result from the previous year.

Awareness, recommendation and image (overall impression)Jung von Matt is the advertising agency with the highest profile in the Swiss advertising market. 121 of the 359 clients who answered the agency rating questions "know what this agency stands for. This is eight more than in the previous year, but not quite as many as in 2013 (124). Wirz, a year ago on par with Jung von Matt in terms of awareness, has now fallen back to the level of the year before last (105). Two others, Leo Burnett and Publicis, still bring it to 82 and 80 clients, respectively, who "know what this agency stands for." Jung von Matt is also the agency most often recommended by clients to a colleague (37). They are followed by Rod Kommunikation, which is recommended second most often (by 31 clients), and Ruf Lanz, which is recommended third most often (by 28).The top five agencies are very close in terms of image (overall impression), which can be assessed by all clients. Rod Kommunikation is slightly ahead, receiving an average score of 8.31 from 103 clients. Jung von Matt follows in second place with an 8.17 (out of 169 ratings). Ruf Lanz is in third place with an 8.06 (with 108 judgments). Wirz and Leo Burnett also still receive a grade above 8.0. With the exception of Wirz, each of these top-judged agencies suffers a minor loss.Very satisfied with the services of its own advertising agency241 clients assessed the performance of their advertising agency. The average score for creativity, strategy and consulting of 8.17 is no longer quite as high as in the previous year (8.21), when the highest value since the agency rating began in 2003 was measured, but is still well above that of 2013 (8.10). Agency customers' satisfaction with their advertising agencies thus remains very high.At the Creativity Ruf Lanz has established herself at an incredibly high level for the past three years. In 2013 it received a 9.50 from its customers, last year it improved to 9.62 and now it has a 9.46, leaving everyone else far behind. With a score of 8.85, "The House Agency," which was surveyed for the first time, came in second, just ahead of Leo Burnett in third place with 8.82 and Rod Kommunikation in fourth place with 8.81.In the Strategy last year's best in class was dethroned. Serviceplan, which was surveyed for the first time, beat out the established agencies with a score of 9.11. Wirz remains the second-best agency with a score of 8.79. Rod Kommunikation dropped from first to third place, but scores only slightly lower at 8.75.At the Consulting all podium places go to "newcomer agencies". At the top is "The House Agency" with an incredible 9.62 points. Serviceplan follows in second place with 9.22 and last year's winner Erdmannpeisker in third place with a still very good 9.00.Market potential and customer satisfactionIf we compare the three grades for the individual agencies, which express the market potential, with the grades for the three individual services, we immediately see that the customers' grades for their agency's services are significantly higher than the grades for the market. Only at Jung von Matt is the market potential graded almost as well as the individual services. All the others receive significantly higher marks from their customers than from the market. Agency Rating Media Agencies The results of the survey, which is conducted as part of the advertising market study, are based exclusively on the opinions of advertising clients. The top 750 advertising clients are invited to participate in the study. In the end, 366 took part, and further results can be found here: www.mediaresearchgroup.chAuthor: Walter Weder, Media.Research.Group