It's actually nice that the retailers are now informing us, now that they employ journalists who no longer work for the media. Perhaps, for me and other incompetent readers, they should simply start labeling editorial messages as such.
The concentration of media is reflected in the Swiss agency world: Publicis integrates Notch , Wirz takes over Caviezel Communications , in Eastern Switzerland the largest local agency Dachcom takes lebanon rcs data over the web agency Webstobe , in Basel OSW and Meier merge, in Aarau Braintrain and Renzen merge to form Blueheart . The year 2019 will go down in history as the year of agency mergers. And this development is unlikely to be over yet. "I believe that medium-sized agencies that are strong in just one discipline will come under pressure," said Roman Geiser in a persoenlich.com interview a week ago. In November, his agency Farner made one of the biggest headlines of the year for us: "Farner buys Rod Kommunikation" .
Why do smaller agencies join large agency networks? The answer lies in several developments that can be attributed to digitalization:
Firstly, the falling margins. Services that can be purchased more cheaply abroad (image editing, translations, graphic work) are putting pressure on agencies in high-cost Switzerland. Global brands are running their campaigns from abroad, meaning that Swiss agencies are no longer getting any business.