Satisfied faces all round
Plakat Zürich achieved what Basel and Lucerne failed to do: a poster competition that (almost) everyone is happy with.
appealed against the latest billposting decision by the city of Zurich
can be built. The city announced on July 7 that APG and Clear
Channel Outdoor Plakanda (CCOP) the billposting on public property
for a further five years from 2007. Although both
Out-of-home advertisers have already expressed their satisfaction with their own share.
What's more:
CCOP, which is appealing against the awards to APG in Basel and Lucerne
praised the proceedings this time as "fair" and "trend-setting".
Nevertheless, objections and therefore delays are still possible -
After all, eight of the ten companies that applied to display the
poster sites were left empty-handed.
The award model chosen by the Zurich City Council was
actually interesting and new for Switzerland: The total of 2199
Poster panels in various formats were sold in the form of 16 lots.
were put out to tender. CCOP was awarded four of these lots and APG twelve.
With the new contracts, the city expects to save around 30
percent higher yields than in 2005.
If the award decision becomes legally binding, the following consequences arise
Changes: CCOP will once again be the direct contact for the city. The
was not the case for a good ten years, as the city only had one
contract with APG. This contained the condition that APG must provide CCOP
has a market share of 25 percent. The so-called
The consortium agreement will now be canceled, meaning that CCOP once again feels
taken seriously by the city as a partner.
In terms of space distribution, however, little has changed. The APG
now has a total of 2080 individual positions (previously 2021), CCOP 119
(120). While CCOP can market all of its jobs freely, there are
APG "only" has around 790 plots. The reason: among its 2080 spaces
APG still has 1650 F4 positions, which are primarily reserved for commercial and industrial activities,
but also reserved for cultural and political advertising and with from
are subject to fixed prices set by the city. However, APG is now allowed to
market 360 of them freely with their own tariffs.
For the other formats, there are some qualitative changes.
Shifts: The eleven large spaces on public land that were previously
were managed by APG will all be transferred to CCOP,
It now also has 69 F200 digits, a format that it did not previously have.
had to look after. Conversely, CCOP is ceding all of its 88 F12s to APG.
In addition, the right to place posters on building walls
to APG, which is now responsible for the approximately 100 varying positions.
exclusively marketed.
If all freely marketable areas are now added together, this increases
APG's market share increased massively to 87 percent. If, on the other hand
only from the permanent F12, F200 and the large areas, CCOP retains
a market share of 26 percent.
What is new about the contracts is that both out-of-home advertisers have
five years to the city. Beat Roeschlin, CEO of CCOP,
finds this fundamentally positive, as the city will be
tender could decide and award contracts more freely. "Until now
The jobs for the poster companies are almost something like a
protection," he says. However, the five-year term of the
new contract is therefore, from CCOP's point of view, "economically at the
lowest limit." Beat Holenstein, Head of APG Zurich, is annoyed
on the other hand, is "massively" opposed to the city's new demand and speaks of
"Expropriation" and "nationalization": "The upkeep of a network of posts
is really not part of the core competence of a public
Corporate body.
Markus Knöpfli
