SevenOne Media presents new model in Germany
SevenOne Media, the marketing arm of ProSiebenSat.1, announced a new media model in Germany on Thursday. The model has no impact whatsoever in Switzerland, as Mike Gut, managing director of ProSieben (Switzerland) and Sat.1 (Switzerland), told *Werbewoche*.
ProSiebenSat.1 marketer SevenOne Media announced a new media model in Germany on Thursday. With it, the company is breaking new ground after the antitrust fine (see ). With the new model, SevenOne Media wants to offer its market partners planning and legal certainty, according to Werben und Verkaufen. In the future, the marketer will award discounts exclusively to advertising customers; agencies will no longer receive discounts. Instead, they will be paid in the form of fees for planning-neutral services they provide to SevenOne Media. The general agency commission remains in the new model. Volume discounts to customers are now given only as cash discounts. The model is based on the requirements of antitrust law for discount systems. In the future, a discount or fee will always be matched by a clearly defined service from the market partner that leads to cost savings or efficiency gains for SevenOne Media.
In Switzerland, the model has no impact at all, as Mike Gut, managing director of ProSieben (Switzerland) and Sat.1 (Switzerland), told Werbewoche: "Everything is handled quite differently here." One difference from Germany is that SevenOne Media does not market directly in Switzerland, but works with IP Multimedia for ProSieben and with Cinecom for Kabel eins and Sat.1. "Besides that, the market situation in Switzerland is quite different. In addition, the antitrust conditions in Germany are different from ours," Gut added. He said he has not received any negative reactions to the antitrust fine ProSiebenSat.1 has to pay in Germany: "No Swiss parties are affected: no agency, no marketer, no customer. It's a completely different world," Gut explained.
In Switzerland, the model has no impact at all, as Mike Gut, managing director of ProSieben (Switzerland) and Sat.1 (Switzerland), told Werbewoche: "Everything is handled quite differently here." One difference from Germany is that SevenOne Media does not market directly in Switzerland, but works with IP Multimedia for ProSieben and with Cinecom for Kabel eins and Sat.1. "Besides that, the market situation in Switzerland is quite different. In addition, the antitrust conditions in Germany are different from ours," Gut added. He said he has not received any negative reactions to the antitrust fine ProSiebenSat.1 has to pay in Germany: "No Swiss parties are affected: no agency, no marketer, no customer. It's a completely different world," Gut explained.
