Only 0.7 percent of advertising agencies in Germany have more than 100 employees. The biggest chunk is generated by the 2,655 creative businesses with 10 to 99 employees, namely almost 8 billion euros inturnover.

That is three times as much money as from Haute Création. In addition, there are 10,000 smaller idea workshops and another 10,000 one-man shops. In Austria, these figures are simply divided by 10.

W&V journalist Martin Bell took a closer look at  agencies from the middle class. And was impressed by the positive energy, the incredible speed, the high professionalism. In all disciplines, from creativity to PR to media. The customer lists include extremely loyal companions from the SME sector with great success stories, but also big names from the brand champions league such as Bahlsen or Peugeot. Medium-sized agencies provide material without end. Reason for us to start a big  W&V series on them.

W&V Germany is launching a 5-part series on this topic, which is also highly relevant for the Austrian agency market.
We think this is great and would like to congratulate the industry-leading trade magazine.

Here you can order the 5 issues of W&V including series: www.wuv.de

Series contents

-    Part 1: Successful bores - Germany's small agencies

-    Part 2: Living with margin pressure - PR agencies struggle to survive

-    Part 3: The Little Ones Achieve Great Things - Brand Management in Small and Medium-Sized Businesses

-    Part 4: Diversity makes the difference -  Agency models of medium-sized customers

-    Part 5: It's easier to work with the little ones - Employer Branding

 

I hope you enjoy reading

Rainer Reichl