Not every Cann it

Pierre C. Meier on creative competitions, big business and agency ratings.
World Cup have reached an all-time high this year.
Television and commercial rights alone generate more than
2 billion in the coffers. Football is big business.

Entries for the Creative World Cup Cannes Festival also increased
by a striking 12.5 percent compared to the previous year. The submissions of the
Swiss even increased by a record-breaking 25 percent. 
Creative competitions are also business.
 
It is therefore not surprising that, according to a study by Advertising Age, the
Advertising agencies a whopping 37 million dollars for participating in the award
shows. And only for Cannes Lions, the One
Show, D&AD and the Andy's. The participation costs for all others
Creative competitions - and there are plenty of them - are a must in this
figure is not included. Neither do the countless hours of work,
the individual agencies specifically for the submissions.
were spent. It would be interesting to know how much the
Swiss agencies for participation in all creative competitions
spend.

We give you a first impression of this year's Cannes Festival
on pages 10 and 11. werbewoche.ch reports on Beat
Fritsch, our man on the ground, reports daily on the hottest parties.
Cannes is not only business but also fun.

The agency rating is published to coincide with the Creative World Cup in Cannes,
which is collected as part of the annual advertising market study. The
Top500 advertising clients in Switzerland have their advertising agencies
evaluated. You can find the results on page 8.
conviction that, in addition to the annual creative ranking, a
Evaluation of the advertising agencies by the clients at a
comprehensive picture of the industry. Last year's study led to the
Some of the suggestions led to heated discussions. Some of the suggestions were incorporated into the
study design. But this year, too, the results
certainly give rise to discussion.

Pierre C. Meier, Editor-in-Chief