Euro Shock" survey: Andreas Jorgella

The impact of the euro exchange rate is leading to delayed decisions and a certain reluctance to carry out planned marketing activities in some sectors in the short term - how are market participants reacting? How will consumers behave? - and, as experience shows, a shift in favor of tactical measures of a promotional nature. This benefits media and channels that can quickly build up reach and make an impact. But also brands with a strong owned media universe and credibility in social networks. The "digital channels" also fulfill these requirements particularly well thanks to their networking expertise. But not exclusively. In the medium to long term, a new price/performance structure will emerge, which will raise the question of efficiency along the entire value chain once again/more sharply. From today's media and advertising market perspective, the shift in budgets in favor of digital transformation will continue. The SNB decision has accelerated the already "rolling stone".