Advertisers looking for advertisers 

 
Partner search The Zurich advertising club is getting involved in partner search. Together with Swissdate, it wants to match advertisers.
If you work in the advertising industry and are looking for a partner, you must read this article to the end. Because when it comes to love, the industry is doing badly. First of all, we need to correct a widespread cliché: The typical advertiser today no longer swims in money, he neither drives expensive sports cars nor is he - or only very rarely - accompanied to nightclubs by the hottest women. Yes, dear reader, life has become tough: Today, you are a mobility customer in the industry, you work overtime, sit at your desk even at weekends and are constantly under time pressure, which results in one thing above all: In no other industry are there probably so many lonely hearts. "My colleagues' everyday lives are not normal," says TBWA boss Andy Hostettler. Too many of his colleagues hide behind their work, and love falls by the wayside.
Werbewoche conducted a survey, which was by no means representative: the results are alarming. 40 percent of advertisers live alone. It makes no difference whether they work for a creative or media agency. Compared to the rest of Switzerland, local advertisers are relationship grouches. As Martin Dobner from the dating agency Parship says, one in four Swiss people are single.
Candidate seats filled with advertisersThe high single rate can be reduced. The Zurich Advertising Club is firmly convinced of this. President Carlo Steiner and board member Andy Hostettler have set themselves the goal of bringing together advertisers who are willing to date. They are not setting up another online dating service specifically for the communications industry. Steiner and Hostettler are planning a Swissdate special together with Tele Züri. The advertising scene takes a seat in the candidates' chairs.
On April 26, the matchmaking campaign will go on air. But the special edition has another purpose besides bringing lonely hearts together. The Zurich Advertising Club lacks full-blooded advertisers and, above all, young talent. The club has suffered a severe loss of members in recent years. As Andy Hostettler says, the aim of the campaign is to attract younger advertisers. The association should once again become a meeting place for specialist events and social gatherings in the industry.
TBWA\ and its subsidiary agency Tequila\ were responsible for targeting singles. The creative team from Zurich Seefeld advertised the special edition of the singles show on flyers, in trade press ads and on a dedicated website. At the heart of the campaign are bright text ads with slogans such as "Texting makes you sterile" and "Media kills potency". A link refers to the microsite fertigeinsam.ch, where single people can apply as candidates and have to undergo an initial selection process. Right at the beginning, the Swissdate aspirants have to answer the doorman's questions before they are accepted into the illustrious circle of love seekers.
The campaign was created through volunteer work. "The club has no money for an elaborate campaign," says Andy Hostettler. His employees got involved "as a hobby" and worked on the campaign in their spare time. Convincing Tele Züri to run the special edition was not easy either. Hostettler recalls: "Initially, people were skeptical about the idea because the industry is considered a cliché-ridden bunch." Advertisers in black do not create a fresh image, according to the concerns expressed. However, Hostettler says that they found each other after all. To convince the Swissdate editorial team, the TBWA boss wrote a four-page argument.
Anyone interested in dating can now apply for the Swissdate special until March 20. Anyone who registers will automatically become a member of the Zurich Advertising Club for three months. Find out more on the Zuercherwerbeclub.ch website.
 
Christian Lüscher