Euro Shock" survey: Marcel Durst
Werbewoche survey on economic development after the "Euro Shock" and its impact on the communications and advertising industry: Marcel Durst, Managing Director, Komet Werbeagentur BSW
Our industry will have to tighten its belt in line with the overall economic trend. How hard an agency will be hit in the short term depends on its customer structure (e.g. car importers). Personally, I am convinced that the slump will be smaller than in the crisis years of 2008/2009. The budget shift to content and performance marketing will increase. Print will (unfortunately) continue to lose ground unless new, more creative forms of advertising are offered.
