Mr. Reichl, around 18 percent growth in classic billings according to Focus - how did you do it?

Unfortunately, 18% growth in the gross media budget does not equate to real growth in net sales, let alone the development of the company's success, although we are also very satisfied with these results.

In 2014, we again succeeded in expanding business with existing customers, thus also increasing customer loyalty and, of course, gaining new customers. The former is our top priority. Of course, it is also exciting that we have also grown very nicely below the line and online, which does not appear in the Focus ranking.

At the beginning of 2014, it was still said that it would be a difficult year, also for the advertising industry. How was it from your point of view?

The competitive environment is the same for all agencies. The nice thing, however, is that our agency concept of an owner-managed full-service agency, which, for example, completely dispenses with freelancers and can offer all areas of marketing communication through highly specialized units in the group, is now really taking off.

Some agencies were able to increase their biling totals, in some cases sharply. According to Focus, advertising spending had only risen by around two percent. Are we facing a concentration process?

Our industry has been concentrating internationally for decades, and Austria has not been spared. This development is particularly worrying for media agencies. If this continues,  will create a huge oligopoly to the detriment of all customers.  Some CEOs and marketers are no longer participating in this madness and are once again consciously relying on independent agencies, such as us.

The question is also: what remains for the agency? Do clients continue to put pressure on the price? How much air is there left?

The cost pressure has become enormous. At the same time, we also have agencies streamlining, provided the agency has invested in time. We are satisfied with the development, treat our customers fairly and hope that we as an agency will also be treated fairly.

What changes in budgets have you seen?

For our agency, 2014 was primarily characterized by the growth of our existing budgets. We are particularly pleased about one gain. We were responsible for the overall campaign of Marionnaud Parfumeries from 2002 to 2011, then the client made an international excursion to BBDO and FCB, and in the 4th quarter  2014 decided again for an overall support by us. We are very happy about that.

Block, listen, click away: Digital advertising has the disadvantage that it gets on your nerves all too quickly. Do people invest in the channel simply because it's cheap? Or aren't creative strategies needed here as well, in order to really reach the user?

The theme of the future is mobile, digitized, interactive, multimedia, closely networked interaction via communities. The time-delayed one-way communication becomes real-time interaction that takes place simultaneously in all social networks, on the classic Internet and also in traditional media, using multimedia.

That's why the agency of the future needs holistic generalists and highly trained specialists with know-how from all areas of communications who are globally networked with highly specialized think tanks.

The economy is expected to pick up slightly in 2015 - what do you expect from the year?

The year 2015 has started very well, we are happy about every invitation to develop a concept. Retailers have woken up again and are looking for intelligent concepts, which is good for us. We have a very good feeling for 2015.

What are the changes at the agency?

We will continue to expand our Retail& eCommerce activities. A reinforcement of personnel has already taken place. In the middle of the year, we will strengthen the very fast growing area of industrial communication with two internationally experienced managers from the field of international industry and thus expand our B2B team. In general, we take on employees with Internet competence and strengthen our teams in this area.