Euro Shock" survey: Catrin Rubenson

The last crisis had a threatening impact on the global economy. The current crisis mainly affects Swiss exports. Companies have more room for maneuver and can adapt. If these adjustments are quick and good enough, the slump - especially for our industry - will probably be less severe than in 2008/2009. As long as there are no exaggerated panic reactions, the decline in advertising expenditure will hopefully be in the single-digit percentage range. Of course, an anti-cyclical reaction would be desirable. So far, digital channels have always won during crises. If companies now want to work more efficiently, there is hardly any way around increased digitalization. However, in addition to digital media offerings, digital tools for increasing productivity will also win. Performance models are particularly attractive in difficult economic times. Good performance providers will certainly continue to be successful. Content marketing is one of the most important trends, as shown by the corresponding investments by companies and agencies. Paid media will therefore come under pressure and must deliver new models, solutions and ideas - whatever happens: new formats, automated trading, flexible booking models, data-based delivery, integrated campaigns with comprehensive tracking. The industry is not sleeping.