"I want to promote appreciation, young talent and transformation"

Andrea Bison, as Newly crowned "Advertiser:in of the Year" 2024 A little self-praise is allowed: Do you have an absolute favorite project that you think of when you hold the "Egon" in your hands?

Andrea Bison: As a brand enthusiast, it is the transformation of the Ochsner Sport brand as an overall case that shows what results a good strategy and consistent holistic communication can achieve and what value it can have.

In his laudatory speech, your predecessor André Hefti said: "The question is not whether you will be 'Advertiser of the Year', but when". Why do you think you were awarded the title this year?

In addition to the continuity of recent years, this year the Swiss pitch win probably played a decisive role. In the overall package with the visible creative successes such as Two gold medals at the Edi for the Denner film "The Good Life" and the Migros Bio Animonials as well as the campaign of the year at the Woohw! award for Denner "greatly reduced". And perhaps the Sunrise crowd favorite "The Elevator" with Federer and Odermatt collected a few more votes so that it was enough to win the award this year.

In recent years, the question has occasionally arisen as to whether the title "Advertiser of the Year" is still appropriate, whether "Communicator" might not be more suitable. How does the title "advertiser" fit in with your self-image?

If we could find a name that does more justice to the holistic nature of our industry and the importance of communication today and that is understood equally in all parts of the country, then I would clearly prefer that. However, as I am not a copywriter, I can only make a suggestion in terms of content along the lines of "Agency Person of the Year", because the award should clearly be for agencies and it encompasses all agencies. And in my opinion, two or three great "Agency People" could also be honored together in order to integrate the team concept.

In your opinion, how has the Swiss advertising and communications industry changed since the launch of Thjnk Zurich in 2016?

The coronavirus pandemic has changed the entire world of work. After an initial movement towards remote work as the future, interestingly, there are also increasingly recognizable disadvantages in the work results. I believe in the quality and density of collaborative work on site - in addition to the social aspect, which is also an added value for many. In my overall perception, the awarding of contracts has become even more volatile, which is challenging for the stable management of an agency. In addition, the pitch rules from the client side are becoming ever stricter, meaning that reasonable timings and appropriate remuneration are not always guaranteed.

The industry is constantly faced with the challenge of having to "prove" itself as part of the economic value chain. What are the weak points, where should we start?

The weak points lie in the definition and selection of the KPIs used to measure the success of our work. We believe in the effectiveness of good strategies and the creative communication derived from them. That's why we like to set ourselves clear common goals and monitor their achievement. However, if the focus is primarily on performance marketing and the overall success of brands is not attributed to brand strategy and communication, then we lose sight of the true value that our work can have. Fortunately, there are still clients who recognize this.

What do you want to campaign for in your "legislative term" and where will your focus be?

For appreciation, young talent and transformation. I would like to emphasize the appreciation of what communication can achieve - as well as the appreciation of our performance. It is also important to me to inspire young talent and get them excited about our industry. I also want to actively drive the transformation through generative AI in order to use the new creative possibilities and steer them in the interests of agencies so that the quality of communication remains our value.

Which topics related to advertising and communication are rarely discussed?

Advertising shapes our perception in everyday life because we are constantly in contact with it. That is why we have the power to be more than just sales - and at the same time the responsibility to be aware of the influence on behavior and perception with regard to social issues and values and to deal with them responsibly. A good example of how a briefing for service competence can become more is Ochsner Sport Limmatbike. The money from the auction of the recycled bikes will be donated to the WWF for water protection.

You are a consultant. What are the strengths you need to cover this important part of the agency universe?

Consulting is the pivotal point between client, strategy and creation. In addition to a deep and holistic understanding of all areas and a talent for diplomacy, curiosity and courage are important qualities. Together with a great passion for our product and the will to work for it in all directions, consulting can become a key element of good communication. Because this sounds a little easier than it often is, it also requires real perseverance.

Was there ever any other profession you could have imagined?

Yes, many. But my job feels like many, so I've always had enough reasons to stay.

Do you have a vision of where the Thjnk agency will be in five years' time?

More of the same. In five years' time, I hope to still have a place where people enjoy working together, where they can develop and grow and where creativity is the common driver.