Wirz is the Swiss advertising agency with the highest turnover
Thanks to steady growth in the communications budgets it manages and significant losses suffered by its strongest competitor, Publicis, Wirz made it to the top.
Over the past four years, the volume of communication in Switzerland (= total expenditure on marketing communication by the top 750 advertising clients) has steadily declined slightly. In 2011, it amounted to 6.1 billion. In 2014, the top 750 advertising clients still spent CHF 5.934 billion on their communication (-2.7%).
Almost half of the total communication volume (48.8 percent) is managed by the top 25 advertising agencies (turnover > CHF 50 million), just over a quarter (27.5 percent) by 105 smaller advertising agencies (turnover <50 millionen franken). der rest (1,4 milliarden oder 23.8 prozent) läuft an den werbeagenturen vorbei (= "Kommunikationsbudgets," die mit keinem mandat eine werbeagentur verbunden sind). die von top 25 betreuten kommunikationsbudgets sind etwas stärker zurückgegangen als gesamtmarkt. diese agenturen 2011 in höhe 3,013 milliarden, so es 2014 noch 2,893 milliarden. dies bedeutet einbusse 120 franken (- 4 prozent). dies zeigt, dass sich grössenordnungen im schweizer werbemarkt nur sehr geringfügig verändern. das segment agenturen, ganzes betrachtet, scheint tendenziell eher mehr mühe zu haben, seine position halten. kleineren gelingt leichter, zugewinne erzielen. die grösste agentur verfügt einem umsatz 320 gerade mal über einen marktanteil 5.4 prozent. ein kurzer blick auf grössten lande, alle>150 million francs.
In 2014, Wirz managed communication budgets for its clients amounting to CHF 320 million. This is practically the same amount as in the previous year. At Publicis, on the other hand, the communication volume decreased by CHF 45 million compared to the previous year. It now amounts to 225 million francs.
How are these sales figures determined?
Of the top 750 clients, it is known whether they work with an advertising agency and, if so, which one. Of these, more than half (424) disclosed their communication expenditure as part of this year's advertising market study. In order to be able to quantify the communication volume of the individual advertising agencies, a value must also be assigned to the clients for whom no information is available. This is an average value that is calculated on the basis of the responses received and varies depending on the sector.
In order to calculate the communication volume of the overall market, all agencies that work for one of the top 750 clients are included. This includes a total of 130 advertising agencies. In addition, the communication volume of those clients who work without an advertising agency is also recorded. (Walter Weder, Media Research Group)
