Following a review conducted by independent consultancy R3, Zalando has appointed Crossmedia as its global strategic media partner. Against the backdrop of Zalando's growing presence in the European market, the partnership focuses on optimizing global media strategy and planning as well as local market coordination.
In September, Zalando presented its new brand positioning, which represents a decisive step towards becoming the leading European ecosystem for fashion and lifestyle e-commerce. The new direction aims to strengthen customers' sense of style and fulfill their needs through quality, lifestyle and inspiration.
Driving forward the development of the brand
To realize this vision, Zalando is further developing its media approach with the aim of driving the development of the brand and ensuring scalability in all markets. This also includes the expansion of the in-house media strategy and planning.
Crossmedia's tasks include global brand strategy and innovation as well as the development of media plans for 25 local key markets, taking into account the company's global strategy guidelines. In addition, Crossmedia will take on an advisory role to ensure the implementation of the customized and flexible media strategy.
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For many years, Mediaschneider Zurich and Mediatonic have occupied the first two places in the agency rating for media agencies. Up to and including last year, Mediaschneider was always ahead. And now, in the 21st year of the agency rating, Mediatonic takes the victory for the first time with a lead of 0.35 points. It is followed by Konnex and ZipMedia, two other national media agencies. The next places are taken by Publicis Media and Havas Media, the first network agencies. This is followed by Mediaplus.
To the surprise of many players in the media market, Mediaschneider has withdrawn from the agency rating. However, Walter Weder of the Media.Research.Group writes that it is not possible to do without mentioning the name Mediaschneider. And he continues: "In analyses that also refer to past years, we cannot avoid mentioning the name Mediaschneider. And another thing, not entirely unimportant: if Mediaschneider had been involved, he would not have been able to prevent this victory of mediatonic."
Since 2003, the data for the agency rating media agencies has been collected every year in the period from mid-January to mid-March by the Media.Research.Group as part of the advertising market study from the top750 advertising clients. In 2023, 372 of the requested Top750 advertising clients participated in the advertising market study. 20 media agencies were surveyed. 14 agencies were assessed by at least 10 clients. They have thus fulfilled the requirement for publication of the results.
The winners
(Overall score in agency rating Media Agencies 2023)
- Mediatonic 8.27
- Connection 7.92
- ZipMedia 7.52
- Publicis Media 7.46
- Havas Media 7.37
- Mediaplus 7.17
- The Generation Media 6.83
- OMD 6.81
- MediaCom 6.76
- Mindshare 6.76
- Zenith 6,70
- PHD 6.55
- Dentsu Aegis 6.25
- mmb 5.48
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Essence Mediacom - GroupM's newest and largest agency - officially launches today. It consists of 10,000 employees in 120 offices worldwide and is led by Nick Lawson, Global CEO. The Zurich office has about 60 employees serving the Swiss market. Essence Mediacom combines Essence's digital performance, data, analytics and tech DNA with Mediacom's multichannel audience planning and strategic media expertise.
Everything is brought together by EMOS, a modular suite of analytics tools and data, and combined with technologies from Essence, Mediacom and GroupM to deliver to teams and customers worldwide.
After more than 30 years in the Swiss market, Mediacom is not only changing its brand identity, but also aims to strengthen its positioning as a digital-first agency by gaining the digital expertise of its global sister Essence. After the official launch on Jan. 31, 2023, the transformation is to be implemented gradually until the end of the year, creating tangible added value for the agency's clients.
For the agency's Swiss clients and partners, the transformation is expected to become more and more noticeable throughout 2023. "We will present EssenceMediacom to the Swiss market in several appointments and also show our vision and new approaches and sharpen them locally together with the market," said Lennart Hintz, Chief Transformation Officer of Essence Mediacom, who is accompanying the merger on a global level from Zurich. Initial approaches of the new agency model have already been tested in Europe for clients such as Google, Mars or NBC Universal.
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Hansen started her HR career in 2012 at one of the world's largest staffing companies as a Recruitment Specialist, where she was most recently HR & Employer Branding Manager. After a role as Senior HR Manager at a large Zurich-based software company, she joined Omnicom Media Group Switzerland as Head of HR in October.
The market is changing
"We realize that the market is changing and the areas of Employer Branding, Recruitment, and Talent Acquisition & Development are becoming more and more important and we also need to strengthen our company in these areas. With these goals, a strong HR team is essential," says Jens Brecht, CEO Omnicom Media Group Switzerland.
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