Despite all the optimism for 2014
The agencies' profitability has reached its limit due to the ever-increasing demand for speed. There have been hardly any changes in the BSW agency rankings.
Print increases. Print is decreasing. This is how one could summarize the future analysis of the BSW Leading Swiss Agencies. In order to provide a forecast for 2014, the association, in collaboration with the Research Center for Customer Insights at the University of St. Gallen, surveyed over 1,200 communication managers in 500 companies and all CEOs of BSW agencies about their expectations for the first time. Two thirds of all advertising clients expect a generally positive economic development in 2014. Over 60 percent of clients stated that turnover had increased in the last five years, and a good half reported slight to strong increases in profits. Only 5 to 6 percent complained of a significant drop in turnover and profits. Nadine Borter, President of the association, wanted to venture a positive forecast for the future based on the new study. 80 percent of all clients stated that marketing and communication is of great to very great importance and will continue to be in the future.
Accordingly, two thirds of all clients plan to maintain or even increase their communication investments in 2014. Also for the first time, the total marketing communication investments of Swiss clients were analyzed according to the individual areas in which the money is spent. Just under a third is spent on traditional advertising, i.e. media such as TV, radio, newspapers, magazines, outdoor/posters and cinema, 15 percent on digital communication, 11.6 percent on direct advertising, 8.1 percent on sales promotion, while the areas of strategy consulting and efficiency measurement already account for around 5 percent. 82% of all advertising clients stated that they intend to invest even more money in online communication in the coming year. pan
PDF (Ranking of media and advertising agencies)
