BSW criticizes Media Research Group ranking
The BSW Leading Swiss Agencies association distances itself from the advertising and media agency rankings published by the Media Research Group and, in a statement, casts doubt on the credibility of the survey.
BSW Leading Swiss Agencies had already decided in 2013 to end its collaboration with Media-Research Group and to work with the scientifically proven FCI of the University of St. Gallen, according to the press release issued on Friday. It now appears that the decision was the right one. The results would not stand up to direct comparison with the agency study conducted by the Research Center for Customer Insights at the University of St. Gallen among over 1,300 communication managers from 500 companies.
"The two overall rankings of media and advertising agencies published by the Media Research Group are not justifiable. If answers from clients who only know agencies from hearsay are mixed with those who work with them and processed into a ranking, this is not correct. A ranking just for the sake of publicity is not helpful."
BSW Leading Swiss Agencies deliberately refrains from a qualitative ranking of its member agencies, but provides them with the individual research results as a management tool.
The ranking published by the Media Research Group on Wednesday
