This is how the Top500 clients rate their advertising agencies

Agency rating For agencies with fewer
than ten clients from the league of the Top500 contractors, KSB/SJ is in
four out of six sub-aspects of the study. In the
Agencies with more than ten customers get Contexta and Ruf Lanz each
twice, and AY&R and JvM/Limmat each took first place once.For the fourth time, the Media
Research Group as part of its annual advertising market study.
the 500 largest Swiss advertising clients to express their opinion on the
main advertising agencies (see "Method description" on page 12).

Click on images for enlarged viewThe publication of the 2005 results had quite a lot of dust
stirred up and led to heated discussions. The main irritant was,
that agencies with just under five customers in the market segment studied in the
were listed in the same ranking as large agencies with more than 30
customers. In addition, it was criticized that due to the presumed too
The small number of cases does not allow a representative picture to emerge.

Based on this criticism, this year the 24 advertising agencies surveyed were divided into two categories
divided:

1. in the first category must still be at least five
Assessments of the three individual performances (creativity, strategy and
Consulting) from customers from the circle
of the Top500 clients are available. All advertising agencies queried
have this minimum requirement
fulfilled.

2. to be included in the second category must have two
Conditions must be met: a) at least ten assessments and b) two
of three customers must participate in the survey.

All advertising agencies that have fulfilled condition a) have
condition b) is also fulfilled at the same time. This is by no means
of course. It had to be expected that individual
will not clear these two higher hurdles.

Based on these requirements, 10 advertising agencies were assigned to category 1 and 14 to category 2.

Extraordinarily high survey participation
Participation in the survey was already quite high in 2005: it was
73.1% of all Top500 principals who are associated with one of the queried
advertising agencies work. In 2006, this brand was again clearly
surpassed. 90.6% this time.

In 2003, when the survey was conducted for the first time, the survey conducted on
most frequently evaluated advertising agency graded 56 times. A year ago
In 2006, it was again increased by more than 50 percent.
and now stands at 158. The number of employees more than tripled.
but also the evaluation of the least frequently evaluated agency.

However, the high response figures only apply to the overall impression.
Because here every respondent could express his opinion about all advertising agencies
express.

The same applies to the criterion of recommendations. For this question
respondents were asked to name the three advertising agencies (first,
second and third choice), which they
would recommend to a colleague. Here, too, all the
Agencies are called,
so also those with whom one does not cooperate today.

On the three individual services (creativity, strategy and consulting)
However, only those clients were allowed to comment on these services in the
have actually made use of in the past year. It lies
Therefore, it is obvious that the case numbers of the individual advertising agencies
are comparatively low here (between 5 and 31).

Thus, the result of the survey consists of six sub-aspects:
1. level of awareness (= number of responses), 2. image (= grade at the
Overall impression), 3. Recommendation of agencies to third parties,
4. creativity, 5. strategy as well as
6. consultation.

Clearer in category 1: KSB/SJ

The greater the number of responses received for an agency, the
greater their popularity. According to this simple formula, based on the
assessments of the overall impression, the level of awareness is determined.
104 Client
have passed judgment on GGK, Grey and Lesch + Frei when making an overall impression.
submitted. This is 37.4 percent of all clients who participated in the
survey. Behind them comes Lang Gysi with 103 mentions
Knoll (see Chart 1: The level of awareness of advertising agencies among
Top500 contractors who meet the minimum requirements).

KSB/SJ swings to the top in image. With 6.07 points, it is clearly
ahead of the next two, Metzgerlehner with 5.59 points and Sulzer
Sutter with 5.57 points.

The decision on the recommendations was a close one. 13 of the 252
Principals who participated in the survey provide a
Recommendation for Lesch + Frei, 8 of which are first recommendations. 12
Recommendations are accounted for by KSB/SJ. Of these, 8 are also
First recommendations. The same number of recommendations went to Sulzer Sutter.
However, there are only four first-time recommendations among them.

In all three individual performances, KSB/SJ was judged the best. At
of creativity, the Zurich agency received the grade of
9, for strategy a 9.2 and for consulting a 9.8 (on a
10 scale). With her score of 9, she is 1.5 points in Creativity
above the average of the ten agencies in category 1. With the 9.2
in terms of strategy, the agency is even two points above the
Class average, and the 9.8 in counseling represents an increase of
1.75 points. Accordingly, KSB/SJ's greatest strengths lie in the
strategy, followed by consulting. The relatively lowest strength is
the agency for its creativity. But even this is still
well ahead of the agency, which is in second place.

In terms of creativity, Lesch + Frei is in second place with 8.17 and Lang
Gysi Knoll in third place with 7.89. In terms of strategy, the
Order behind KSB/SJ just reversed. Lang Gysi Knoll occupies here
took second place with 8.11 and Lesch + Frei third place with 7.83.

Two new faces emerge behind KSB/SJ during the consultation. Cosmic
received an excellent 9 for its consulting services and Sulzer
Sutter an 8.67.

Several top dogs in category 2
The agency with the greatest name recognition of all advertising agencies is
Advico Young & Rubicam, since it was the most frequently
assessed. 158 clients have given an opinion on the overall impression of
AY&R submitted. This is 62.7 percent of all principals who have
participated in the survey. Only just behind, with 154 mentions,
Publicis is in second place. In third place is Jung von Matt (JvM)/.
Limmat with 149 mentions.

Although Ruf Lanz is only in ninth place in terms of name recognition,
thus was assessed less frequently than the best-known agencies,
image, the category for the overall impression, it is able to
to take the lead. With 7.8, their lead over Jung von
Matt/Limmat, however, only just 0.09 points. With 7.59 points follows
Spillmann Felser Leo Burnett (SFLB) in third place.
Out of 79 principals (30.6% of all principals who participated in the survey
have participated) will
JvM/Limmat recommended as a trustworthy advertising agency (39
of which as first recommendation and another 30 as second recommendation). Call Lanz
brings it to 70 and SFLB to 61 recommendations. Very many recommendations
will also be awarded to the next two winners. Publicis is awarded 55 times and
AY&R recommended 49 times. The gap to the sixth-placed company is then already
a rather large gap (see graphic).

In the individual creativity ranking, first place with 9.63 points clearly goes to
to Ruf Lanz. In second place, with a clear gap and 9.0
points, SFLB. In third place is JvM/Limmat with 8.68 points. In the
are placed in the front half of the ranking and with more than 8 points
still Wirz with 8.31 points, Contexta with 8.09 and TBWA with 8.0 points.

Contexta made gains in strategy and consulting
Contexta, in 5th place for the first four sub-aspects.
and 6, respectively, is set by the strategy with 8.45
points to the top, just ahead of SFLB and JvM/Limmat, the two
First-place finishers from last year. SFLB scores 8.26, now in first place
two lying, virtually the same score as a year ago,
JvM/Limmat, now in third place, with 8.18 even a better score.
Wirz and AY&R follow with 7.77 and 7.7 points respectively.

Contexta also achieves the highest score in consulting with 8.45 points.
Top score. As in 2005, FCB Leutenegger Krüll is in second place.
Place. She improved her score by 0.2 points compared to the previous year to
8.33 improve. In third place is JvM/Limmat with 8.23 points. At
Grendene Ogilvy & Mather moved up to fourth place with 8.18
points just missed the podium.

Better image of category 2
If one compares the two categories, one notices the big difference
in terms of image. In category 1, the average is only
5.44 points. This is compared to category 2 with a value of 6.47 points.
compared to - a huge difference. You have to think of it as follows
present: The 14 agencies in category 2 were selected by
on average 130 clients rated one whole grade better than
the 10 agencies of category 1.

Also the creativity and the strategy of category 2 are increased by each
0.33 points better than those in Category 1.
However, the opposite is true for consulting. Here lies the
Average value of category 1 by 0.33 points above that of the
Category 2. In category 1, the consultation, in category 2.
creativity was rated best. The worst score in both
Categories the strategy.

An overall score of all six sub-aspects or only individual ones of these six
Identifying partial aspects is unnecessary this time as well. Even so
which advertising agencies are among the top 500 advertisers in the
Swiss advertising market perform best.

Dr. Walter Weder is co-owner of the Media Research Group and initiator of the advertising market study.

Method description

The assessment of advertising agencies is part of the annual
advertising market study conducted from mid-January to mid-March.
ran. After completion of the advertising market study, the questions that the
Assessment of advertising agencies concern, from the questionnaire
and the clients who had not yet responded,
submitted again for a response.

Population: The top 500 contractors in the Swiss market were surveyed.
advertising market. All of these companies were approached. 278 of these
Companies work with one of the queried advertising agencies. From
of these, 252 (=90.6%) participated in the survey.

Method: An e-mail was sent to the respondents. This contained
a link that led to the survey. The survey took place on the website
of the Media Research Group took place. Without this link there was no access
to the survey. Nevertheless, all responses were checked to see if they were from a
authorized person.

Function of the interviewees: The interviewees were those responsible for the
Marketing communications (marketing or advertising manager). The decision,
whether marketing or advertising manager, lies solely with the company surveyed
(as dependent on company-specific organization, competencies,
knowledge). In most cases, the
Communications managers for the entire company surveyed, in
individual cases, the communications manager of the main
business unit or product.

Questions: Respondents were asked three different types of questions
presented. Regarding the overall impression, each respondent could independently
whether he or she is in a relationship with the agency being evaluated.
contractual relationship or not. About the individual services
(creativity, strategy and consulting were asked for) could only be
Respondents express that they have received services from
of the evaluated agency.
The question of which agencies they would recommend to third parties,
again all respondents were allowed to
answer

Minimum case numbers/categories: When assessing the individual
services, the case numbers are naturally very low. A
Minimum number of cases specified for publication of the
results is required. This is five responses. This
All of the 24 web agencies surveyed cleared this hurdle.
Advertising agencies are divided into two categories:
Advertising agencies that receive orders from fewer than 10 customers, and those that receive orders from 10
and more customers have been assessed and where at least two of three
of their Top500 customers participated in the survey.
The individual services of an agency could only be provided by such
be assessed by the clients who actually provided these services in 2005.
have made use of. Compliance with this requirement was
reviewed. Of each of the 24 advertising agencies queried, their
Customer lists requested. 9 out of 10 advertising agencies comply with this request
complied with. For the remaining agencies, older lists had to be
can be resorted to. All of these agencies are in the first
Category (less than 10 assessments) classified.