Who combines data and technology to create the best campaigns
Who succeeds in creating digital campaigns that achieve their goals? Who communicates the advertising message in an innovative, compelling, and target-audience-relevant way? The answer can be found in the «Data & Technology Driven Campaigns» category ranking from Best of Swiss Web.
For almost 20 years, the Best of Swiss Web Awards have been honoring the best web projects of their year and their creators. A lot has happened during this time. The industry and the web have changed, digitalization has taken great strides forward, new players, technologies and development methods have emerged. Reason enough to adjust the category ranking. It will take on a new form in 2019.
Unlike in previous years, the number of points scored since the award was launched in 2001 no longer determines the place on the ranking list. Instead, there are now two lists per category: one shows the performance of web service providers over the past ten years, while the other looks at the past five years.
The idea behind it? On the one hand, providers that have left the market are no longer carried around as "ballast". On the other hand, the long-term success of Best of Swiss Web should continue to take center stage. On the other hand, the five-year horizon also highlights the trends and rising stars of the recent past. However, Best of Swiss Web will continue to fulfill its duty as a chronicler and will maintain the "Eternal Best List" in the background.
| Rank | Agency | Score |
|---|---|---|
| 1 | Equipe AG (formerly Serranetga) | 35 |
| 2 | Notch Interactive | 24 |
| 3 | Jung von Matt/Limmat | 18.5 |
| 4 | OgilvyInteractive (formerly OgilvyOne) | 14 |
| 5 | WIRZ Advertising (Assai) | 13 |
| 6 | Webrepublic | 11 |
| 7 | RedWorks | 10 |
| 8 | The House Agency | 8 |
| 9 | Unic AG | 7.5 |
| 10 | Contexta | 7 |
| 10 | Mainland | 7 |
| Rank | Agency | Score |
|---|---|---|
| 1 | Equipe (formerly Serranetga) | 27 |
| 2 | Webrepublic | 11 |
| 3 | Notch Interactive | 9 |
| 4 | Mainland | 7 |
| 5 | The House Agency | 6 |
| 6 | Mediacom | 4.66 |
| 7 | Jung von Matt / Limmat | 4 |
| 7 | Leo Burnett (Spillmann/ Felser) | 4 |
| 9 | Namics | 3 |
| 10 | Attackera | 2.99 |
| 10 | Safi Concept | 2.99 |
| 10 | Schrämmli Consulting | 2.99 |
Points system category ranking:
- Bronze: 2 points
- Silver: 4 points
- Gold: 7 points
- Multiple contractors: The points were divided according to the number of companies.
- Mergers: Consolidation of all points of merged companies.
The "Data & Technology Driven Campaigns" category has only existed since 2018 and was previously known as "Performance". The winner in both the ten-year and five-year comparison is Equipe. A lot happened in the other ranks. Some companies such as Webrepublic and Festland made up a lot of ground, while others slipped down. For example, because they have not scored any points at all in the last 5 years. All category rankings and information about Best of Swiss Web can be found here.
Performance-oriented digital campaigns are judged in this category. These are campaigns that use a set of creative advertising media (online, mobile, social media, search engine marketing, affiliate, newsletter, etc.) to communicate the respective message in an innovative, stringent and target group-oriented manner and achieve or even exceed the set goals within a certain period of time.
Important assessment criteria are:
- Objectives of the campaign and achievement of objectives
- Budget used for the digital campaign (realization and media)
- Campaign success: participations/sales (CPC/CPL/CPO/CPS)
Text: Oliver Schneider, Netzwoche (partner post)
