Pegasus Award: Social ethics as a success factor
«Trust remains the most important link between brands and consumers.» That was the central message at the Pegasus Awards ceremony on Thursday evening at the Park Hyatt Hotel in Zurich.
The media and marketing company Reader's Digest honored the brands that enjoy the highest level of consumer trust in Switzerland. Numerous representatives from the top echelons of marketing and advertising attended the awards ceremony, according to a Reader's Digest press release. The winners were determined in the European consumer study "European Trusted Brands".
In the 35 product categories examined by the study, from A for cars to Z for toothpaste/mouth care, it was primarily classic brands that came out on top as the most trustworthy. These include VW, Ricola, Coop, Swisscom, Emmi, Lindt & Sprüngli, V-ZUG, Nivea, CSS, Elmex and many more. In Switzerland, around 1,500 respondents cast their vote, representative of Swiss consumers.
Anett Groch, Advertising Director of Reader's Digest Germany, Austria and Switzerland, commented that companies today are increasingly being judged on whether they act in a socially responsible manner. "Social ethics is even becoming an essential component of a successful corporate culture and brand management. It creates and supports a good reputation." This correlation was confirmed by the Reader's Digest study 2012.
Manfred Strobl, CEO of the media agency OMD Switzerland, was the guest speaker who once again emphasized the topic of brand trust to the guests. The award ceremony was framed by a potpourri of artistry, dance and music. Silvia Affolter provided the moderation.
