Study shows: Swiss industrial and technology companies score with innovative strength, management and sustainability
Stadler Rail takes first place among the presence leaders. The eastern Swiss company impresses with top scores in almost all reputation dimensions - particularly in innovation, management and sustainability. It is followed by Holcim and ABB, which also have a strong presence in the media and receive positive feedback for their innovation and ESG activities.
With a reputation score of 99, the Bühler Group is the clear leader in the category of clock generators. The family-owned company from Uzwil achieved top marks in all six assessment dimensions: Products & Services, Innovation, Economic Performance, Management & Leadership, Workplace and ESG & Sustainability. Geberit, VAT, V-Zug and Hilti followed in second to fifth place.
Dormakaba takes the lead among the pioneers. The Zug-based company scores with its innovative strength and clear positioning in sustainable building technology. It is closely followed by Belimo, Temenos, SFS Group and Huber+Suhner.
Sensor manufacturer Sensirion secured first place in the group of hidden champions. The Stäfa-based company impressed with its high level of innovation and positive reporting on ESG and management issues. Schneider Electric, Garaventa, Mikron and Liebherr took the other places.
AI-supported analysis of over 65 companies
The study - the most comprehensive of its kind in Switzerland - examined the media reputation of 65 leading industrial and technology companies. The methodology is based on artificial intelligence: articles from all Swiss online and print media were analyzed according to thematic and tonal aspects. The reputation model differentiates between six dimensions that shape a company's reputation: Product and service quality, innovative ability, economic performance, leadership, employer attractiveness and sustainability.
The division into four presence groups - from omnipresent brands to specialized hidden champions - enables realistic benchmarking. This allows companies to compare themselves within their visibility level and optimize their communication strategy in a targeted manner.
Visibility alone is not enough
"Media visibility is the basis for perception, but the tone is crucial," explains Lukas Zihlmann, Managing Director of Swissreputation.group. "Positive reporting shapes a good reputation - and this is increasingly linked to innovation, sustainability and leadership.
Katrin Frei, Managing Director of Pressrelations Switzerland, also emphasizes the social relevance: "Many industrial companies are B2B-oriented. The media are often the only channel through which the public can get an idea of their services."
A clear trend
The 2025 ranking shows a clear trend: companies with a consistent communication strategy and a clear innovation agenda are gaining trust. Stadler Rail, Bühler, Dormakaba and Sensirion demonstrate how technological expertise and social responsibility can be combined to create a strong media profile - and thus become the most important currency for reputation.
The ADC Creative Ranking of the Art Directors Club Germany annually selects the most successful agencies in the German creative industry. The results are based on the most important national and international competitions, including ADC Germany, Cannes Lions, D&AD, Lia and One Show. The scoring is based on medal ranks such as Bronze (2 points), Silver (4 points), Gold (6 points), Sustainability (6 points) and Grand Prix (10 points). Results from the ADC of Europe and the ADC Talent Award are included in the ranking with a weighting of 50 percent. With 5360 points, Serviceplan secured first place, followed by Jung von Matt with a total of 4450 points and Heimat TBWA with 2790 points.
Social relevance and innovation
Once again this year, innovation and social relevance were key criteria for evaluating the work. Accenture Song, Ogilvy Germany and Scholz & Friends secured places in the top 10 thanks to bold campaigns and impressive storytelling.
The lower places in the ranking also provide exciting insights into the diversity of the German creative industry, as small, specialized agencies were also able to impress with innovative individual projects that serve creative niches. For example, Reisedepeschen, Studio Yukiko and Q Kreativgesellschaft secured a place among the 100 best agencies in Germany, underlining the relevance of smaller players in the creative scene.
The entire creative ranking is available here.
The five best marketing experts were selected based on three criteria: How much attention they generate for their company's marketing and advertising efforts, how they promote interest, awareness and reputation, and how the measures to increase awareness were implemented and what results were achieved.
These are the top CMOs from Germany:
1st Detlev von Platen, Porsche, 21st place
2nd Hildegard Wortmann, Audi, 26th place
3rd Ulrich Klenke, Deutsche Telekom, 33rd place
4th Patricia Corsi, Bayer, 39th place
5th Julia White, SAP, 44th place
In 21st place, Detlev von Platten - CMO at Porsche - is the best-placed German marketer. After the company went public, the group made a number of headlines and the head of marketing also proved himself, according to Sprinkls. Von Platten is one of the top 5 percent of CMOs who are mentioned in the media every year.
Hildegard Wortmann is influential in social networks and the press. She occupies 26th place in the global ranking and, according to a press release, during her time at Audi she brought the company's marketing into the media more often than 80 percent of other global brands.
More followers:inside
The results of the study suggest that influential CMOs are beneficial for the entire company. Compared to other car manufacturers, the brands of the most influential automotive CMOs have almost three times as many followers on social networks as other companies.
Ulrich Klenke from Deutsche Telekom is in 33rd place, followed by two CMOs from German companies with an international profile. Patricia Corsi from Switzerland is head of marketing at the pharmaceutical company Bayer. Born in Brazil, she is in 39th place, while the IT giant SAP is the only German IT company represented in the ranking, with Julia White from the USA in 44th place.
The entire report is available here.
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For the third time in a row, the payment service Paypal is the consumer favorite of Germans and, with 51.3 score points, takes first place in the "Brands of the Year" ranking of the international Data & Analytics Group YouGov, which has been awarding the best brands in Germany from a consumer perspective in cooperation with Handelsblatt since 2015. The ranking is based on population-representative data from the Yougov Brand Index brand monitor.
As in the previous year, the drugstore chain Dm secured second place with 48.7 score points. Third place went to the South Korean electronics group Samsung with 46.3 points. The company thus climbed two places compared to the previous year (5th place in 2023).
The Danish toy company Lego achieved 4th place with 46.3 score points, dropping one place compared to 2023. The technology and services company Bosch falls to 5th place with 45.3 points. In 2022, Bosch was still in 2nd place, then in 4th place in 2023. The German parcel and logistics service provider DHL improves by one place compared to the previous year to 6th place with 42.8 points. DHL thus swaps places with Nivea, Beiersdorf's German brand for body cleansing and care products, which falls to 7th place with 42.0 points (cf. 6th place in 2023).
Aldi and Amazon are new
German sporting goods manufacturer Adidas is back in the top 10 this year for the first time since 2019, achieving 8th place with 41.1 points. Aldi and Amazon are complete newcomers. The German grocery discounter achieved 9th place with 39.7 points and the online retailer Amazon from the USA finally made it into this year's top 10 in 10th place (39.4 points).
]]>Werbewoche.ch presents this Tech Talk with Martin Walthert, CMO Digitec Galaxus AG and Scott Little, Agency Sales Manager YouTube in full length as a videocast as well as in a slightly shortened version in written form right here.
m&k werbewoche.ch: The YouTube Ads Leaderboard 2023 offers interesting insights into the three categories of bumper ads, short-form videos and long-form videos. We have already published the Leaderboard 2023 here at werbewoche.ch. Scott Little, could you briefly explain the three categories?
Scott Little: With pleasure. We have the bumper ads, short 6-second spots, ideal for quick offers. Then there are the short form videos, 10 to 30 seconds long, which already offer more scope for content. And finally the long form videos, anything over 30 seconds, which represent the true art of storytelling.
How are the winners determined?
Scott Little: We use data from YouTube, taking into account organic and paid views, interactions and comments. This data forms the basis for the ranking.
Today we are focusing on the longform category, in which Galaxus won with the "Fitness Journey" commercial. Martin Walthert, what makes this commercial stand out?
"Fitness Journey" is part of a format that we introduced last year. It is based on our original creative platform, where we take common viewing habits, often from advertising or abstract wishful thinking, and then add a surprising twist. In the process, you experience something more or less comical, or simply normal life with all its facets.
What is the novelty?
In the past, we often took normal TV commercials and published them on YouTube in the same or slightly modified versions. The success on the digital channels was sometimes better, sometimes worse. Now we have developed a new format that is based on the same mechanism as the TV commercials, but makes much greater use of the ideas and visual world of the respective platform, such as YouTube in this case.
And how would you describe this for "Fitness Journey"?
"Fitness Journey" plays with the habits of influencers who want to show off their exercises, emphasize their health and perhaps also sell something or market themselves. It uses a visual language that is familiar to many, and that's where we start to quickly immerse ourselves in a different reality."
Advertising Week: Scott, could you explain YouTube's ABCD benchmark model and how it applies to the "Fitness Journey" spot?
Scott Little: The ABCD impact concept comprises four main factors. A stands for generating attention, which the commercial successfully achieves through an unexpected twist. B stands for branding, which is clearly achieved through the presence of Galaxus and the display of products. C stands for Connect, where the commercial uses humor to create an emotional connection with the audience. And D stands for Direct, where the commercial offers a clear call to action to make a purchase.
Werbewoche: What role does YouTube play in Galaxus' overall media mix?
Martin Walthert: YouTube enables us to reach our target group effectively as more and more people are online. Our budget for online video formats is therefore growing continuously, and we are testing and optimizing more and more specific formats for the platform.
Which advertising formats are currently particularly successful on YouTube?
Scott Little: Ads on YouTube Shorts have established themselves well in the Swiss market as they can convey a clear message in a short space of time. We also see a trend towards the integration of AI in order to design and play out campaigns more efficiently.
Martin, how does testing new formats fit into the budget planning?
Martin Walthert: We are increasingly allocating budgets more flexibly and testing new formats with small start-up budgets before investing more based on their performance.
How are the performance of YouTube and TV measured?
Martin Walthert: YouTube, like other channels, can be measured relatively well individually, while determining the overall performance and value contribution of different channels remains a challenge.
What are your tips for agencies?
Scott Little: Creative agencies should consider from the outset where the clip will be played and incorporate best practices for each platform. Media agencies should integrate testing and adjust budgets according to the results achieved.
How do you see the role of "Fitness Journey" in the marketing funnel?
Martin Walthert: The commercial is mainly about brand awareness and emotional connection. It is not about direct sales, but about presenting our brand in a humorous way.
How do you stick to the original concept when developing new ideas?
Martin Walthert: We have learned that it is important not to get too complicated and to concentrate on the essentials. A clear focus on the viewing habits of the target group also helps us.
How does advertising work for Galaxus in Germany?
Martin Walthert: The advertising works in a similar way to that in Switzerland, with humorous elements and the highest possible recognition value.
What lessons have you learned from the Leaderboard 2023?
Scott Little: The importance of high recognition value and the integration of tests into campaign planning are crucial. AI will also play a greater role in the future.
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25 years ago, Larry Page and Sergey Brin had the vision of developing a search engine that would help people find their way through the flood of information on the internet. Today, Google Search receives billions of queries every day, providing people around the world with answers to their questions. Google shows which topics people in Switzerland were particularly interested in this year in its 2023 Year in Review.
The search terms 2023
Nine lists provide information on the terms that recorded the largest increase in search queries this year:
Headlines
Few technology topics are likely to have attracted as much attention this year as AI chatbots. The demise or takeover of a major Swiss bank also generated a lot of interest and numerous search queries were made about CS shares. The flare-up of the Middle East conflict also attracted a lot of attention in 2023.
1. chatGPT
2. CS share
3. war in Israel and Gaza
4th Rammstein
5. earthquake Turkey
6. brienz
7th Titanic
8th Lampedusa
9th Dalai Lama
10 Lützerath
Questions for Google
Not only individual terms are queried in a Google search. People also ask questions in complete sentences. In addition to questions about events in Switzerland and around the world, people in Switzerland 2023 asked numerous knowledge questions on a wide range of topics, including artificial intelligence (AI).
AI questions
1. what is ChatGPT?
2 What is AI?
3. how can you delete My AI on Snapchat?
4 What is deep learning?
5 How does AI work?
6. how to get Snapchat AI?
7 Where is AI used?
8 Which is the best AI?
9 Who invented AI?
10 What can AI do today?
How questions
1. how many museums are there in Switzerland?
2. how many dairy cows are there in Switzerland?
3. how deep is the Titanic?
4. how many countries are there?
5. what do you call angels without wings?
6. how long does a bimester last?
7 How do whales sleep?
8 How many international enclaves are there in Switzerland?
9. what is the formation of rocks called?
10. how many volcanoes are still active worldwide?
What questions
1. what is an Alle alle?
2 What is PFAS?
3. what happens to the CS shares in the event of a takeover?
4 What is a kibbutz?
5 What is an implosion?
6 What is a palm thief?
7 What is a sonnet?
8. what is in Aigle Castle?
9. what are boomwhackers?
10 What does a National Councillor earn?
Why questions
1. why were fake lashes invented?
2 Why war in Israel?
3. why was Brian in prison?
4 Why is there a carnival?
5 Why do Muslims fast?
6 Why are there earthquakes?
7. why did Sarah Jessica Parker have a surrogate mother?
8. why do you have dimples?
9 Why is glitter banned?
10 Why is Lake Brienz so green?
Personalities Switzerland
Remo Forrer's appearance in the final of the Eurovision Song Contest brought him a lot of publicity, so people wanted to find out more about the singer. The transfer of international football goalkeeper Yann Sommer from Bayern Munich to Inter Milan was probably not only on the minds of die-hard football fans. Stan Wawrinka was another sportsman who dominated searches for personalities in Switzerland.
1st Remo Forrer
2. Yann Sommer
3. Stan Wawrinka
4th Alain Berset
5 Sergio Ermotti
6th Finn Canonica
7 Meret Schneider
8th Loïc Meillard
9th Dominic Stricker
10th Jasmine Flury
Personalities International
The reason for increased searches for French comedian Pierre Palmade was the charge of involuntary manslaughter following a car accident under the influence of drugs. Till Lindemann, frontman of Rammstein, was on trial for alleged sexual offenses and violations of the Narcotics Act - this caused quite a stir. Influencer Andrew Tate completes the trio of international personalities who generated more search queries due to possible violations of the law. He was charged with rape and human trafficking in Romania.
1. Pierre Palmade
2nd Till Lindemann
3 Andrew Tate
4. David Beckham
5. shakira
6 Margot Robbie
7 Jeremy Renner
8. Kilian Mbappé
9th Taylor Swift
10 Jenna Ortega
Movies
Searches for the films focused on two very different personalities. On the one hand, the biographical historical film about J. Robert Oppenheimer, who played a key role in the development of the atomic bomb, met with particular interest. On the other hand, users wanted to know more about the film in which Barbie, probably the most famous doll in the world, plays the leading role. The search for information on the sequel to the hit movie Avatar was the third most popular search query.
1. oppenheimer
2nd Barbie movie
3. avatar 2
4 Everything Everywhere All at Once
5 Fast & Furious 10
6 John Wick: Chapter 4
7th Creed III
8th Killers of the Flower Moon
9th Sound of Freedom
10th Mission: Impossible 7
Goodbyes
The Queen of Rock'n'Roll Tina Turner shaped the music world like few others. The death of the singer, who was granted Swiss citizenship in 2013, caused online searches to skyrocket. The actor Matthew Perry inspired viewers in the television series Friends, among others. His death and his eventful life prompted many searches. Swiss professional cyclist Gino Mäder died at the age of just 26 after an accident at the Tour de Suisse. His tragic death became the focus of numerous searches.
1st Tina Turner
2 Matthew Perry
3. Gino Mäder
4. Jane Birkin
5th Ken Block
6 Silvio Berlusconi
7 Sinéad O'Connor
8th Toto Cutugno
9. Maurizio Costanzo
10th Shani Louk
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Scott Little of the Google Business team in Zurich commented on the results of the analysis of the most popular YouTube ads in Switzerland in the third quarter of 2023, which revealed three important insights. Every quarter, the YouTube Ads Leaderboard recognizes the most popular ads on YouTube in Switzerland in three categories.
For this evaluation, all YouTube ads placed in Switzerland are analyzed by Google, and the top 5 brands are awarded in three different ad video lengths: Bumper Ads (6 seconds), Short-Form Videos (10-30 seconds) and Long-Form Videos (31 seconds and above). The rankings are created using an algorithm that takes into account factors such as views, organic reach, audience engagement, clicks and sentiment.
The winning ads per category follow, and then Scott Little's anaylse with three insights.
In the bumper ads, Dosenbach came out on top, followed by a Migros creation and Decathlon. Significantly, both Dosenbach's and Decathlon's spots, which focused on the start of school after the summer vacations, made it to the top of the podium.
CH Bumper Ads (0-6 seconds) - Rank 1: Doesenbach!
CH Bumper Ads (0-6 seconds) - Rank 2: Migros
CH Bumper Ads (0-6 seconds) - Rank 3: Decathlon
CH Bumper Ads (0-6 seconds) - Rank 4: Credit Suisse
CH Bumper Ads (0-6 seconds) - Rank 5: Pepsi
In the short-form videos, three service providers made it into the top 5: Smile Versicherungen, Credit Suisse and Wingo.
CH Top Short-Form Videos (10-30 seconds) - Rank 1: melectronics
CH Top Short-Form Videos (10-30 seconds) - Rank 2: Smile Insurance
CH Top Short-Form Videos (10-30 seconds) - Rank 3: Migros
CH Top Short-Form Videos (10-30 seconds) - Rank 4: Credit Suisse
CH Top Short-Form Videos (10-30 seconds) - Rank 5: Wingo
In the long-form videos, no industry or genre stood out in particular. The winner is Suva with Izzy and a story about football.
CH Top Long-Form Videos (from 31 seconds) - Rank 1: Izzy/Suva
CH Top Long-Form Videos (from 31 seconds) - Rank 2: American Express
CH Top long-form videos (31 seconds or more) - Rank 3: Galaxus
CH Top Long-Form Videos (from 31 seconds) - Rank 4: Helvetia
CH Top Long-Form Videos (from 31 seconds) - Rank 5: Swisscom
The first insight is that YouTube is used on all devices, including smartphones, tablets, PCs and "Connected TV". Therefore, advertising clips are played on all these devices. In general, depending on the target group, the smartphone has the largest reach, but "Connected TV" is seeing the strongest growth in usage. As early as the fourth quarter of 2022, 2.5 million people in Switzerland were watching YouTube on big screens. The successful campaigns in the evaluation were therefore convincing on all devices.
The second finding is the importance of efficient planning. Winning campaigns achieve high reach. The Range Planner can help estimate what reach can be achieved depending on the target group and advertising format. A successful campaign requires careful coordination of marketing goals, target group, advertising format and advertising video.
The third finding concerns relevant topics and creativity. Brands such as Dosenbach and Decathlon successfully addressed the topic of "back to school" in the third quarter, which is of great importance to their target groups. Melectronics and Wingo, on the other hand, draw attention to current offers. In the "Long Form" category, Suva, in collaboration with the Creator team from Izzy Projects (who were already at the top of the leaderboard in the previous quarter), achieved first place. Galaxus, a permanent fixture on the leaderboard, and Swisscom also made the top five. These campaigns stand out for their particular humor.
For tips and inspiration on how to create successful YouTube ad clips with humor and other approaches, you can find more information at the corresponding page.
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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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The dynamics of corporate reputation are significantly greater in the media than among the general public. After Swisscom, ABB and Swiss Life topped the SMI Reputation Index in H1 2022, Sika, Nestlé and Zurich are now at the top.
Specialty chemicals company Sika and insurer Zurich were already in the top half of the rankings in the first half of 2022, but Nestlé made the big leap. After the company had still been hit in April and May 2022 with an E. coli B
Although Nestlé was confronted with a scandal involving the use of certain chemicals and a corresponding lawsuit, the second half of the year was dominated by positive news - including on vegan product lines and the circular economy. Nestlé achieved the top score of all SMI companies in the Products & Innovation dimension and showed a balanced reputation profile in all other areas. The overall result was 2nd place.
However, the company with the best media reputation in the 2nd half of 2002 was Sika. It has the best perception as an employer and also achieved a top result in terms of profitability. Only in the area of management was the result below average. Zurich, in third place, scored very well in products & innovation and profitability, but lagged behind in sustainability.
Swisscom with top score in terms of sustainability
As in the first half of the year, Swisscom again achieved the best reputation score for sustainability in the second half. It was the only company to achieve 3 stars. Givaudan also repeated its top score in the area of management. No other SMI company achieved a similarly good media perception of its management as the flavor and fragrance manufacturer from Vernier. Swiss Life can also be pleased about its renewed top result in the reputation factor of economic efficiency. The life insurer had the most positive perception of economic issues in the media.
The ranking reveals numerous changes from the first to the second half of the year. Nestlé made the biggest leap with an improvement of 17 places. Roche (+8 places), Zurich (+5 places) and Holcim (+5 places) also developed positively. Falling back
are Richemont (-7 places) as well as ABB, Geberit, Novartis, Alcon and UBS, which all lost 6 places. Hearing system provider Sonova, which has been part of the SMI since September 2022, ranks 12th.
And this is how it is measured:
The model used in the SMI Reputation Index distinguishes between the five dimensions of products & innovation, profitability, sustainability, management and employer, which define a company's reputation. They are weighted equally for the calculation of the index. A company has a strong reputation if it has a high presence in all areas while maintaining a positive tone. To calculate the index, the first step is to filter out all German- and French-language articles about SMI companies in public Swiss online sources (journalistic online media, news portals, websites, blogs, YouTube, Twitter, Facebook and others). The statements selected in this way are checked for content and tonality within the framework of AI-based analyses and assigned to the respective reputation dimensions.
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The world's top family businesses in terms of sales increased their sales by an average of 14 percent in the last financial year - the top family businesses in Switzerland grew at the same rate, increasing by an average of 15 percent. By comparison, the Asian companies in the ranking increased their sales by 21 percent, and the North American companies by 12 percent. The USA has the most companies in the top 500 with 118, just ahead of Germany with 78 family businesses. At the same time, seven of the ten largest family-owned companies in the world are based in the United States - including retailer Walmart in first place and holding company Berkshire Hathaway in second place.
These are the findings of the Global Family Business Index, which is being published this year for the fifth time jointly by the University of St. Gallen and EY in Switzerland. The index lists the 500 family businesses with the highest turnover worldwide that have been run by a family for at least two generations. Over the past two years, the number of Swiss representatives among the world's largest 500 family businesses has remained the same - 16 Swiss-based family businesses are among the top 500 worldwide.
The following three companies made it into the top 100:
- Roche is in 16th place (2021: 16)
- In 45th place Kuehne + Nagel (2021: 66)
- In 79th place is Richemont (2021: 101)
A further 13 companies based in Switzerland made it into the top 500 family businesses: Tetra Laval International (114th), Emil Frey Group (122nd), Liebherr-International (135th), Schindler (143rd), DKSH Holding (145th), Swatch Group (238th), Barry Callebaut (240th), Firmenich International (372nd), AMAG Automobil- und Motoren (384th), Omya (423rd), Stadler Rail (447th), Bucher Industries (485th) and Endress+Hauser (491st). Together, these 16 family-owned companies generate sales of around 235 billion US dollars and employ around 535,000 people.
Only six percent of leadership is female
Globally, there is a need to catch up when it comes to diversity: just six percent of company CEOs are women; in Europe and North America, the proportion of female CEOs is slightly higher at seven percent each, and in Asia it is even lower at four percent. Of the family businesses surveyed that are headquartered in Switzerland, none is headed by a female CEO.
Companies were defined as family businesses if the family or a foundation initiated by the family holds more than 50 percent of the shares and voting rights. Listed companies were considered family businesses if the family holds at least 32 percent of the shares and voting rights. Therefore, large corporations in which entrepreneurial families have a stake are also included in the index.
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The short film, made in collaboration with No. 6 New York and Hungry Man Los Angeles, won Best of Show, Best of Disciplines in Advertising and Interactive, the Members' Choice Award and the Designism Cube for the entry that best contributes to positive social and political change. "The Lost Class" received a total of eight Golden Cubes, seven Silvers, six Bronzes and seven other awards.
Rank in each category will be assigned to the company that received the most points for winning entries based on ADC Cubes, Merits and Special Awards. If the same entry receives multiple awards within a discipline, the points for the highest award in that discipline will be counted toward the Of the Year awards.
The One Club for Creativity, producer of The One Show, ADC Annual Awards, Type Directors Club Communication Design and Typeface Design Awards, Young Guns and Creative Week, is a global non-profit organization. The One Show is one of the world's largest awards ceremonies for advertising, design and digital marketing, focusing on the creativity of ideas and the quality of execution.
The complete ranking:
1. Leo Burnett Chicago
2. The New York Times Magazine New York
3. alma DDB Miami
4. Area 23 New York
5. Serviceplan Germany Munich
6. Wunderman Thompson Argentina Buenos Aires
7. COLLINS New York8. MullenLowe SSP3 Bogotá
9. WeTransfer Amsterdam
10. Shanghai Version Design Group Shanghai
The other rankings are at oneclub.org retrievable
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At the outset, the Corona crisis also had a very rapid impact on the agency landscape in Switzerland. Communications budgets were the first to be cut, even though organizations are particularly challenged to remain present, especially in difficult times. Agencies had to plan for the future with great caution and implement appropriate measures quickly, as they are exposed to an extremely dynamic market environment and had to adapt to economic changes correspondingly quickly in this exceptional situation. Thanks to the flexibility, adaptability and digital know-how required in a modern working world and present in LSA agencies, they were able to cope well with the crisis under difficult conditions. This is also reflected in the new LSA agency ranking.
Accumulated earnings of 553 million
Last year, the LSA agencies generated cumulative revenues of CHF 553 million. It must be taken into account that after the merger of the two associations LSA and BPRA 16 agencies Leading Swiss Agencies have joined and influence the total revenue accordingly. The ranking is based on an evaluation of the gross operating revenues (BBE) achieved by the LSA agencies for 2020 and provides an overview of the communications and media agencies in Switzerland organized in the association. It is compiled by Leading Swiss Agencies among its 97 members and is regarded as a guide in the Swiss communications market.
New TopTen and Agency Group Ranking
In addition to the already familiar, separately evaluated rankings of communications and media agencies, a ranking of agency groups and two TopTen rankings were created for this year. They serve as an extension of the existing rankings with an annually changing relevant topic, which gives a broader picture of the LSA agencies than just hard facts. The TopTen ranking provides an additional perspective on diversity by gender and number of native languages spoken in LSA agencies.
Balanced gender distribution in the LSA agencies
Diversity by gender refers to their balance across all levels of the hierarchy, not just at the management level. This gives a more comprehensive view of the gender balance in the agencies. Diversity by native language shows the diversity of the cultural background of agency staff*. In the premiere ranking of gender balance in LSA agencies, Agence Trio ranked first in the category of agencies with up to 40 employees*. For agencies with more than 40 employees, the ranking is led by Republica. The leaders in the TopTen ranking by mother tongue are Mainland (less than 25 employees) and Mediabrands (25 plus employees).
Dentsu Switzerland AG maintains 1st place
The 18 ranked LSA media agencies generated around CHF 145 million in 2020. Dentsu Switzerland is once again at the top of the LSA media agency rankings.
Rank 1 for Farner Consulting in the ranking of communication agencies
The most profitable of the 78 communications agencies is Farner Consulting. The market leader Farner Consulting AG operates as an integrated agency with gross operating income of between CHF 30 and 40 million, putting it at the top of the rankings.
Publicis is leader among agency groups
As an agency group with Publicis Zurich, Publicis Media Switzerland and Publicis Communications Lausanne, the Publicis Group occupies the leader position in the ranking of LSA agency groups. The two owner-managed agencies of the Jung von Matt Group and the Wirz Group follow in second place.
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