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2016-09-13

Alma Media: Marketing industry survey Agency of the Year to start this autumn in Finland

Alma Media Press release 13 September 2016

MARKETING INDUSTRY SURVEY AGENCY OF THE YEAR TO START THIS AUTUMN IN
FINLAND

Alma Media will introduce Agency of the Year survey this autumn to
shed light on customer satisfaction and the criteria behind
customers' buying decisions in the marketing industry. For customers
who buy marketing services, the survey will provide information on
agencies and their competencies. Agencies, in turn, will receive
research-based data to support the development of their operations.

Based on a concept developed by the Swedish company Regi, Agency of
the Year is a survey on customer satisfaction among the buyers of
marketing, advertising and communication services, as well as the
most significant criteria influencing the choice of agency and trends
in the marketing industry.

The survey's respondents will be the customers of the participating
agency, who will evaluate the results and smoothness of cooperation
as well as the agency's ability to understand their operations and
needs.

For agencies, the Agency of the Year survey will provide information
on their strengths in relation to their competitors while also
highlighting areas for further development.

The results of the survey will serve the buyers of services by
providing a general view of the Finnish marketing industry. They will
also obtain useful information for increasing and developing their
cooperation with agencies, which will lead to more successful
cooperation in the long term by improving the agency's expertise and
ability to serve its existing customers.

In Finland, the market research agency Norstat Finland will be
responsible for collecting data and analysing the results, while the
concept's marketing and deployment will be the responsibility of Alma
Media, the Association of Finnish Advertisers and the marketing
agency selection consultancy Breezeway.

The survey will start in September and its key results will be
announced in February 2017 at a gala event to award prizes to the
agencies with the most satisfied customers in the market. The winning
agencies will also be announced in Alma's various media, such as
Markkinointi&Mainonta and Kauppalehti.

Marketing is an engine of growth: better marketing helps customer
companies achieve strong business results and financial success

Developed by Regi, Årets Byrå is the most significant and highly
respected survey concept in the marketing industry. The survey has
been carried out annually for the past 16 years, and the awards gala
is the year's most highly awaited event in the industry. In Sweden,
the survey concept is seen to have contributed to an increased
appreciation for marketing, which in turn has led to increased
marketing investments and expedited business growth among Swedish
companies.

The average marketing budget among Finnish companies is 2.0 per cent
of revenue, a figure that is substantially lower than in Sweden or
the United States, for example. Many international studies indicate
that marketing is an important driver of economic growth. It can help
increase the demand for-and trading and exchange in-products and
services. This increased economic activity leads to the creation of
jobs, growth, prosperity and wealth in society.

"Finland's economic growth and the general atmosphere have been in the
doldrums for a long time, and there has been too much focus on
cutting costs. Many Finnish products and services have failed to
break through due to the lack of adequate resources or competencies
related to marketing and commercialisation. Finnish businesses need
support in order to take a growth leap and create a better tomorrow.
The Agency of the Year survey is one expression of how we at Alma
want to be part of building a cycle of growth and support the growth
aspirations of-and better marketing among-Finnish companies," says
Kai Telanne, President and CEO of Alma Media.

"There are already positive signs in the industry. The Advertising
Barometer published by the Association of Finnish Advertisers points
to a substantial upturn in advertising investment in 2017. It is now
time to move from plans to action. Significantly increasing marketing
investments is one way to build growth and success not only for
Finnish businesses, but also the country as a whole. Marketing is an
engine of growth," Kai Telanne adds.

For further information:
Rauno Heinonen, Director of Communications, Alma Media, tel. +358 10
665 2251

Elina Kukkonen, Marketing Director, Alma Media Solutions, tel +358 10
665 2333

Alma Media in brief

Alma Media is a media company focusing on the service business and
journalistic content. The company's best-known brands are
Kauppalehti, Talouselämä, Affärsvärlden, Iltalehti, Aamulehti,
Etuovi.com and Monster. Alma Media builds sustainable growth for its
customers by utilising the opportunities of digitality, including
information services, system and expert services and advertising
solutions. Alma Media's operations have expanded from Finland to the
Nordic countries, the Baltics and Central Europe. Alma Media employs
approximately 2,400 professionals (excluding delivery personnel), of
whom approximately 30% work outside Finland. Alma Media's revenue in
2015 was EUR 291.5 million. Alma Media's share is listed on NASDAQ
Helsinki. Read more at www.almamedia.com.

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http://news.cision.com/alma-media/r/marketing-industry-survey-agency-of-...

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