The best media agencies in Switzerland
In recent years, Swiss media agencies have succeeded in winning more and more clients from among the 750 biggest advertising clients. In 2014, 457 clients (60.9 percent) worked with a media agency. In 2015, 485 (64.7 percent) did so, and in 2016 already 511 (68.1 percent). But now, for the first time, things are going backwards again very slightly. However, 67.5 percent (507) of all Top750 clients still use the services of a media agency. Of these, just over half (51.3 percent) work with a media agency that is part of an international network and 48.7 percent with a national media agency.243 Top750 clients (32.5 percent) work without a media agency. Of these, 65 (8.7 percent) also work without an advertising agency. So there is still a lot of potential for growth. The media agency rating shows that there are a large number of media agencies that are capable of exploiting this potential. Media.Research.Group has been conducted since 2003 among the top 750 clients in the Swiss advertising market, consists of questions on which all clients are allowed to comment (awareness, overall impression and recommendations) and questions about individual agency services (strategy, creativity, consulting, media buying and digital expertise), which can only be answered by those who actually use these services as a client of the agency being assessed. The former express the growth potential of an agency, the latter the satisfaction of customers with their agency. Digital competence was surveyed for the first time in 2017 as an additional criterion.On the podium are the same agencies as in the last two yearsAs every time since the first publication of the agency rating media agencies in 2003, mediaschneider climbs to the top step of the podium this year. The victory is once again clear. Mediaschneider was able to increase its lead over second-placed mediatonic by 0.66 points and is now 4.88 points ahead of mediatonic.Media agency rating 2017
Overall score based on overall impression, awareness and recommendations, as well as individual performance: Strategy, Creativity, Media Buying, Digital Competence.mediatonic's second place is also set in stone. Its lead over third-placed Havas Media, although reduced by 0.19 points, is still 2.45 points. The same is true for Havas Media. Its lead over fourth-placed Konnex has even increased slightly (+0.4 points) and now amounts to 2.73 points. Only the agencies in fourth to seventh place are much closer together. The gap from fourth to seventh is just 1.07 points, so the podium seems to be consolidated for the time being. The three top-ranked agencies did not achieve their good ranking because they were judged by only a few "well-meaning" customers. The opposite is true. They are all among the most frequently evaluated agencies. In the case of mediatonic, there are 50 customer assessments, in the case of Mediaschneider 41 and in the case of Havas Media 34.16 media agencies can be shown in the 2017 agency rating. They have achieved the required minimum number of 10 evaluations by their own customers. Agencies that are not shown here have not met this requirement. Mediaschneider - Agency with the greatest potentialMediaschneider is still the best-known Swiss media agency. This year, 89 clients say they know what Mediaschneider stands for. This is the second highest figure Mediaschneider has ever achieved. Only in 2015 were there 2 more. This means that Mediaschneider, although "only" rated by 41 clients, is well known by more than twice as many.A virtually identical picture emerges when we ask the clients which agency they would recommend to a colleague. Mediaschneider is recommended to a colleague most often, by 61 clients. This is significantly more than last year, when Mediaschneider was recommended by only 55, but quite a bit less than in 2015, when Mediaschneider received 67 recommendations. This means that Mediaschneider was not only recommended by its customers, but also by 20 other clients.no other agency even comes close to these values. And this is undoubtedly a strong indication of the great growth potential that lies within this agency. Mediaschneider also came out on top in the digital competence category, which was surveyed for the first time in 2017. With 8.83, it achieved by far the best score. And yet, this is the second-worst score Mediaschneider receives from its clients. This shows that all media agencies still have a lot of catching up to do in terms of digital competence. mediatonic - the clear number 1 in western Switzerlandmediatonic is by far the best-known media agency in French-speaking Switzerland. Two out of three clients in French-speaking Switzerland (67.3 percent) say they know what mediatonic stands for. All other agencies achieve values of less than 20 percent. The best known are Zenith with 18.4 percent and Havas Media with 16.3 percent. It is striking that the ranks 2 to 8 are exclusively occupied by agencies that are affiliated with an international agency network. The agencies without a network connection are not known in French-speaking Switzerland, or only to a very rudimentary extent ("know individual work/clients", "only know this agency by name").mediatonic, however, has long since gained a foothold in German-speaking Switzerland as well. Here, too, it is the agency with the second highest level of awareness (64 clients know what this agency stands for). It is also the agency that is recommended to a colleague second most often. This makes mediatonic the media agency in the Swiss advertising market with the second greatest growth potential.mediatonic not only has great potential, it is also well rated - both by its customers and by all other clients. In terms of overall impression, mediatonic achieved the best score of all media agencies with 8.93 and was on the podium for each of the five individual services surveyed, even topping the list for media buying with 9.42. mediatonic has thus been the "agency with the most satisfied customers" since 2013.Havas Media is the best network agencyThe top duo of the Swiss media agency scene is completed by Havas Media, which is the only one that can keep up with these two. In 2017, it was able to further strengthen its position on the podium and thus defend its title as best network agency, as it has always done in recent years; this time again ahead of OMD and Carat.Havas Media is also an agency with potential: second-best value in terms of awareness and third-best value in terms of recommendations.Konnex, Mediaplus and ZipMedia - first followersIn places 4-6 come three more national media agencies, Konnex, Mediaplus and ZipMedia. Konnex gets the second-best score for strategy and planning and the third-best score for its digital expertise, while ZipMedia gets the second-best score for consulting and media buying and for overall impression. Mediaplus defends 5th place with consistently good scores in all disciplines. No outliers downwards, but none upwards either.The network agencies are catching upOMD took seventh place last year. This has not changed in 2017. As in the previous year, the gap to sixth place has narrowed again and is now only 0.15 points. OMD is thus still the second-best network agency. Carat has moved up the most, from 14th to 10th place, and has also gained the most points in terms of score - +4.24 points. However, Zenith (+2.45 points) and Mindshare (+1.48 points), which are ranked somewhat lower, also improved their scores in 2017 compared to the previous year.Nevertheless, two other agencies without a network connection, Mediakanzlei and Mediafactor, were able to make it into the top 10. This is primarily due to very high customer satisfaction.
