Euro Shock Poll: Maurizio Rugghia
Werbewoche survey on economic developments following the «euro shock» and its impact on the communications and advertising industry: Maurizio Rugghia, Managing Director, Serranetga
As an owner-managed agency with a majority of Swiss clients, we are not as strongly affected by the appreciation of the Swiss franc. Moreover, Serranetga was founded in 2008 and is accordingly crisis-tested. In the latest BSW study on the expectations of advertising clients, 75 percent of those surveyed said they wanted to invest significantly more resources in digital communications in the future. That's why we're confident that there won't be too much of a slump in our sector. Especially since our core competence of developing integrated campaigns with digital DNA is not widespread in Switzerland. Regardless of the economic situation, there is an increasing focus on efficiency measurement in marketing communications. Due to better measurability and the usually more attractive price/performance ratio, the structural shift from print to digital therefore continues unabated.
