Euro Shock" survey: Gaby Zimmerli
Werbewoche survey on economic developments following the «euro shock» and its impact on the communications and advertising industries: Gaby Zimmerli, Managing Director, Ogilvy & Mather
The current economic situation is having a noticeable impact in the form of slow or delayed budget commitments and increasing requests for costing and free concepts. A further indication is the desire of internationally active clients who are serviced from Switzerland to obtain additional quotes from network colleagues abroad.
As a result of this number-oriented thinking, a lower awareness of quality can often be observed, which is extremely dangerous. It is precisely now that it is important to focus more on the central values of successful communication in order to get the most out of every advertising dollar. The following 8 simple principles are central to effective communication:
1. courage instead of hesitation and procrastination
2. idealism instead of stubbornness
3. curiosity and daring to try something new instead of running with the crowd and doing the same as the competition.
4. playfulness instead of uptightness when it comes to ideas and creative implementation.
5. authenticity of the message instead of exaggeration and mediation.
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6. intuition instead of checking off checklists
7. independence instead of blind faith in defaults
8. perseverance instead of permanent change.
