The best Swiss advertising agencies
ADVERTISING AGENCIES The Media.Research.Group launched an advertising market study from mid-January to the end of February. 412 of 750 advertising clients took part in the survey. Of these, 339 answered the agency rating questions. The survey covered 25 advertising agencies.
25 advertising agencies were evaluated.After Jung von Matt had been named best advertising agency by Switzerland's biggest advertising clients in all ten previous editions of the agency rating, Wirz has now managed to fight its way to the top. Leo Burnett and Ruf Lanz were able to maintain their position, while Rod Kommunikation is sprinting ahead.Jung von Matt and Wirz have the highest name recognition of all 25 advertising agencies surveyed. 113 clients each say they know what these agencies stand for. Of Leo Burnett, another 85 say this, and of Rod Kommunikation and Ruf Lanz, 65 each. Jung von Matt is also the agency most frequently recommended to a colleague (by 38 clients). However, the other four Top5 agencies follow closely behind (Rod Kommunikation with 31, Wirz with 30, Leo Burnett with 29 and Ruf Lanz with 27).The top five agencies are also close in terms of overall impression. Rod Kommunikation's Top750 advertising clients have the best overall impression. It receives an average score of 8.40 from 81 clients. Ruf Lanz follows in second place with an 8.28 (with 86 judgments). Jung von Matt comes in third with an 8.22 (this with the highest number of judgments out of 146). Wirz and Leo Burnett each receive an 8.03 (Wirz from 127 and Leo Burnett from 103 clients).Very satisfied with the services of its own advertising agency339 clients rated the performance of their advertising agency. Their average scores for creativity, strategy and consulting are the highest since the agency rating began in 2003. Agency clients' satisfaction with their agencies is therefore very high and continues to grow. The average score for creativity is 8.29, that for consulting is 8.28 and that for strategy is 8.15.Ruf Lanz's creative performance is rated best. The 2014 score of 9.62 exceeds that of 2011 by 0.40 points. The scores of the other four Top5 advertising agencies are also well above average. Leo Burnett follows in second place with 8.96, Rod Kommunikation in third with 8.85, Wirz in fourth with 8.81 and Jung von Matt in fifth with 8.61.In strategy, Rod Kommunikation scores the highest with 9.00. Wirz, as the second-best agency with 8.84, comes quite close to this top score. The other three are about one grade point behind.Only in consulting do the top 5 agencies have to concede the top positions to other agencies. Erdmannpeisker is at the top with an excellent 9.50. Three agencies follow with 9.00: Ammarkt, KSP and metzgerlehner. Only in 10th place comes Rod Kommunikation, the first Top5 agency (8.46 points). Practically the same on Wirz with 8.45 points. Behind them come Ruf Lanz with 8.15 and Leo Burnett with 8.13.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 only Jung von Matt is given a higher grade for the market potential than for the individual services. All the others receive significantly better marks from their customers than from their non-customers. At Ruf Lanz, Leo Burnett and Rod Kommunikation, the scores for individual services are only slightly lower than those for market potential, but at Wirz they are already quite significant.
