How do Swiss advertisers get their good reputation?

With five billion advertising francs, the Swiss economy spends comparatively little money on advertising. Despite this, Swiss agencies enjoy an international reputation and are showered with awards. The Handelszeitung got to the bottom of this phenomenon. The Swiss economy is not exactly flush when it comes to advertising budgets. In popularity surveys, the advertising sector always ranks somewhere between police auxiliaries and officers - instead of fines and harsh arrests, advertisers only distribute messages. But according to Markus Ruf from the creative company Ruf Lanz in an interview with the Handelszeitung, "nobody was waiting for this". And yet: Swiss advertising is more successful than ever before, bringing home five Lions from Cannes - more than ever before. The industry seems to have come to terms with the difficult conditions. "Minimize to the Max" was the slogan for the Smart - and it's a similar story for Swiss advertisers. The country's 400 agencies and their 2,500 employees know how to come up with fresh ideas for every budget and this has become their specialty: "The strength of the best Swiss advertisers lies in striking reduction," Markus Ruf sums up.