These are the best advertising agencies in Switzerland

ADVERTISING AGENCIES In the "Advertising Agencies" agency rating, the top 750 advertising clients rate the Swiss agencies. Jung von Matt once again took first place - with a clear lead over the second-placed agency.There was no shift in rank in the first five places of the 2016 agency rating. Jung von Matt was the only agency to make gains and thus significantly extend its lead over the second-placed agency. Rod Kommunikation, Wirz and Ruf Lanz follow in second to fourth place, each separated by just 0.01 points. Serviceplan took fifth place last year on its first appearance on the big stage of the agency rating, and this year it has managed the feat of maintaining this position and also widening the gap behind.

Of the advertising agencies ranked 1 to 6, only Jung von Matt made gains. A year ago, these 6 agencies were only a tenth of a point apart. Now Jung von Matt has clearly set itself apart from its competitors and won the agency rating by a margin of 0.27 points. With the exception of awareness, Jung von Matt has improved in all disciplines. Whereas in 2013 41.1% of all clients said "they knew what this agency stood for", in 2016 only 37.1% said the same. This means that Jung von Matt's awareness has fallen sharply, but it is still far above the second best-known agency (Publicis with 29.8%).In terms of overall impression, i.e. the assessment of agencies that may be made by all clients, not just their own clients, Jung von Matt has regained first place from Rod Kommunikation. Jung von Matt gained 0.12 points in 2016 and is now ahead with 8.29. Rod Kommunikation has lost 0.08 points, still coming in at 8.23 and must now make do with second place.When asked "which advertising agencies they would recommend to a colleague," 37 clients name Jung von Matt. No other agency receives nearly as many first recommendations. Rod Kommunikation receives the second most first recommendations (29).Jung von Matt also shows strong improvement in the three assessments reserved for its own clients. In terms of creativity, it gained 0.16 points and took second place with a very high score of 8.68, beaten only by Ruf Lanz. Jung von Matt gained the most (+0.44 points) in consulting. However, the new score, 8.00, is not enough for a place in the TOP10. Jung von Matt improved only slightly in strategy (+0.07 points). With a score of 8.27, it occupies 8th place.Rod Kommunikation, Wirz and Ruf Lanz closely packed in places 2 to 4As in the previous year, the scores of these three agencies are very close to each other. It is astonishing when one considers the large differences in the individual scores that led to this overall result. In terms of awareness, Rod Kommunikation is able to maintain the previous year's level, while Wirz (-0.31 points) and Ruf Lanz (-0.14 points) have to cope with setbacks. Ruf Lanz gained 0.07 points in overall impression, while Rod and Wirz lost 0.07 points each. Ruf Lanz drops 0.37 points in recommendations, Rod (+0.33) and Wirz (+0.30) gain the same amount.Similar picture for customer ratings: Rod and Ruf Lanz lose significantly in creativity (-0.52 points), Wirz comparatively little (-0.18). Ruf Lanz remains in first place despite this loss, Rod falls back to 8th place. For strategy, the situation is just the opposite. Ruf Lanz gains significantly (+0.48 points), Rod still +0.07. Wirz loses 0.24 points, but remains on the podium together with Rod. Rod loses 0.31 points in the consultation, Wirz (-0.07) and Ruf Lanz (-0.09) lose only a little. None of these three agencies makes it onto the podium.Serviceplan already a key player in the Swiss advertising market after a short timeServiceplan was surveyed for the first time last year as part of the agency rating and immediately took fifth place. This year, it has confirmed this fifth place, showing that last year's result was no coincidence. And yet, not all scores are equally pleasing, even at Serviceplan. The overall score fell by 0.2 points to 7.52 in 2016. And yet the lead over 6th place was extended from 0.01 to 0.08. Serviceplan made very strong gains (+0.5 points) in awareness. Also with the total impression, the evaluation, with which all clients may participate, a slight plus of 0.13 points stands to book. It was only in the assessment by its own customers that the excellent result of the previous year could not be fully confirmed. In all three disciplines, however, Serviceplan achieved scores that were well above average.Very satisfied with the services of its own advertising agency236 clients assessed the performance of their advertising agency. The average score for creativity, strategy and consulting of 8.16 is no longer quite as high as in 2014 (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 once again achieved the highest score (8.94). However, the lead over the second (Jung von Matt) is only just 0.26 points this time. And the next two have also come quite close. Leo Burnett with 8.65 and KSP with 8.64.At the Strategy KSP comes out on top. Its 9.21 score is also the highest in this year's agency rating. With a gap of 0.39 points, Rod Kommunikation comes in second (8.82). Wirz (8.55) and Serviceplan (8.50) follow in third and fourth place. Consulting As last year, all the podium places go to "newcomer agencies". Serviceplan and The House Agency are tied at the top (8.93). Erdmannpeisker follows in third place with 8.80. Hinderling Volkart is in fourth place (8.58).Market potential and customer satisfactionIf one compares the three grades for the individual agencies, which express the market potential, with the grades for the three individual services, it is immediately apparent that the customers' grades for the services of their agency are significantly higher than the grades of the market. In other words, more goodwill is shown towards one's own agency than towards other agencies. And this in turn shows that Swiss advertising clients are very satisfied with their advertising agency._______________________________About the agency ratingThe Advertising Agencies Agency Rating, which is conducted at the same time as the Media Agencies Agency Rating as part of the Advertising Market Study, is based exclusively on the judgments of advertising clients. The top 750 advertising clients are invited to participate in the study. In the end, 352 took part.On the one hand, the agency rating advertising agencies comprises questions that are open to all respondents ("How well do you know the following advertising agencies?", "What is your overall impression of these agencies?" and "Which advertising agencies would you recommend to a colleague?"). In addition, there are questions on which only respondents who have purchased services from the evaluated agency in the course of the past year are allowed to comment. The first questions give an indication of the agencies' potential in the advertising market, while the second indicate how satisfied customers are with their advertising agency. The combination of these two types of question gives a fairly good picture of how well the individual agencies are positioned.In the case of image (overall impression) and the three services (creativity, strategy and consulting), the assessments are determined using a 10-point scale, while awareness and recommendations are determined using a 4-point scale. The statements made on the 4-point scale can also be easily mapped on the 10-point scale.The survey largely covers traditional advertising agencies, but also individual digital agencies. To be included in the agency rating, from now on there must be at least 10 assessments by the agency's own customers. Previously, 8 customer evaluations were sufficient for publication. 23 of the 28 agencies surveyed met this new requirement. Only the best 15 agencies are shown here.In 2016, 352 of the 750 advertising clients requested took part in the advertising market study, the sponsoring study of the Advertising Agencies Agency Rating. A total of 28 advertising agencies were surveyed. 23 were assessed by at least 10 clients. The survey was conducted by Media.Research.Group in the period from mid-January to mid-March.______________________________Author: Walter Weder, Media.Research.Group