Two little ones really big
Caroline and Jean-Marc Demeulemeester want their small agency, Demeulemeester Publicité in Winterthur, to deliver services on par with those of the big agencies.
With Demeulemeester Publicité in Winterthur, Caroline and Jean-Marc Demeulemeester want to provide services as a small agency just like the big ones, and would rather have a new agency in Winterthur than "the thirtieth in Zurich", says Jean-Marc Demeulemeester. The CD with 20 years of experience at large agencies such as Advico Young & Rubicam, Publicis, JWT+H+F and most recently four years at Lang Gysi Knoll opened a new office in Winterthur in December together with his wife and well-known marketing manager Caroline Demeulemeester. Demeulemeester Publicité was founded back in summer 2006. The small agency aims to "offer services like the big players". Thanks to the couple's experience and a network of contacts that has grown over the years with many specialists from Alex Schmid Direct to Peter Döbeli's Konnex, Demeulemeester prefers to work "with a nimble team rather than a large apparatus". This is also what customers increasingly want: "To cover what is needed and to select the best professionals in each area".
Caroline Demeulemeester has been working as an advertising and marketing manager for 15 years. Initially in agencies, later on the client side, she was able to acquire extensive know-how at major companies such as Beauté & Parfums by L'Oréal, Coop Switzerland, Jumbo-Markt and Credit Suisse Group.
She entered the industry with a marketing degree in Milan. "I wanted a Master of Advertising. But that wasn't available in Switzerland." So the native French-speaking Belgian ended up spending four years at the Istituto Europeo di Design in Milan and Bocconi University to get a taste of international thinking. "Famous lecturers taught at the school, and my fellow students later included well-known names such as Benetton photographer Oliviero Toscani," she enthuses about this inspiring time. Because it was almost impossible to get a job in advertising in Milan even with an EU diploma in Marketing & Advertising, but without vitamin B, the young advertiser, who specialized in strategy and market research, finally started her career in Geneva.
Her idea of advertising back then was "pretty idealistic", as her knowledge at the Istituto was also shaped by "exciting projects" that the school was able to realize in collaboration with major global brands. In Geneva, things remained international, but a little more pragmatic. She was allowed to work in a specialized agency doing advertising for Piaget throughout Europe. However, this did not work out the way she had learned. "The people in creation mainly determined the content."
However, she preferred to do marketing and work on products and market research. That is why she first switched to the client side and became an independent marketing consultant in 2002. As a consultant, Caroline Demeulemeester continues to support numerous projects for companies that want a distribution concept, process optimization or marketing analyses, for example. With the additional activity in the newly founded agency with her husband, she is now "virtually returning to advertising".
Jean-Marc Demeulemeester discovered his "primal love for advertising" at school and began an apprenticeship as a graphic designer at the age of 16. In the subsequent carousel through well-known agencies, the communications professional and designer won numerous awards. Last year, he crowned his work with a bronze Lion in Cannes in the Direct category for Swiss Post. He is also proud of his campaigns for Swiss Life, Heinecken, the advertising with the creatively peeled potatoes for Swiss farmers and the first series of the "Wir lassen uns nicht behindern" concept for Pro Infirmis.
Caroline and Jean-Marc Demeulemeester came up with the idea of becoming self-employed together a long time ago. "At some point, we thought it was only logical to combine our expertise." They were also repeatedly asked about this in their environment. The couple were considered a "dream team". Why shouldn't that also work at work?
Nevertheless, they were both afraid of contact. How does that affect the relationship? "It takes strangers longer to understand each other. We are very quick." But is it possible as a couple not to be offensive during a discussion? "Straightforward communication makes it easier, but also more complex." Finally, the last uncertainty was: is it acceptable to take such a risk of dual independence with a family of three children?
The decision was made while on vacation in Dubai. That's also where the first order came from. Because Caroline's brother works in the desert state as a consultant for companies wishing to immigrate, he arranged the tailor-made advertising agency for one of them. "In Dubai, even big agencies like Publicis or Y&R are just start-ups. As a small, owner-managed agency, we have almost better chances," says Demeulemeester Publicité. There are also promising contacts with clients in Paris. But the agency also wants to acquire clients in Winterthur and eastern Switzerland. "There are some of the most interesting brands right on our doorstep," says Jean-Marc.
However, Demeulemeester did not want to install the new office right on the doorstep of the family home. When both partners work in the same agency, you have to be able to set boundaries. "You have to build up discipline," says Caroline Demeulemeester. Even as a management consultant, she stuck to fixed working hours, switched on the answering machine at lunchtime and cooked for the children. Now the geographical boundaries are even better defined. The work should stay in Winterthur. If you have to work at the weekend, you go to the office and get the peace and quiet you need.
There is room for five people in Winterthur. Demeulemeester Publicité does not want to become a large agency. "We are serious about the concept. We want to be a kind of boutique where you can look after clients very personally." At Demeulemeester, advertising remains a matter for the boss even after the pitch and is not carried out by a second set.
Andreas Panzeri
Caroline Demeulemeester has been working as an advertising and marketing manager for 15 years. Initially in agencies, later on the client side, she was able to acquire extensive know-how at major companies such as Beauté & Parfums by L'Oréal, Coop Switzerland, Jumbo-Markt and Credit Suisse Group.
She entered the industry with a marketing degree in Milan. "I wanted a Master of Advertising. But that wasn't available in Switzerland." So the native French-speaking Belgian ended up spending four years at the Istituto Europeo di Design in Milan and Bocconi University to get a taste of international thinking. "Famous lecturers taught at the school, and my fellow students later included well-known names such as Benetton photographer Oliviero Toscani," she enthuses about this inspiring time. Because it was almost impossible to get a job in advertising in Milan even with an EU diploma in Marketing & Advertising, but without vitamin B, the young advertiser, who specialized in strategy and market research, finally started her career in Geneva.
Her idea of advertising back then was "pretty idealistic", as her knowledge at the Istituto was also shaped by "exciting projects" that the school was able to realize in collaboration with major global brands. In Geneva, things remained international, but a little more pragmatic. She was allowed to work in a specialized agency doing advertising for Piaget throughout Europe. However, this did not work out the way she had learned. "The people in creation mainly determined the content."
However, she preferred to do marketing and work on products and market research. That is why she first switched to the client side and became an independent marketing consultant in 2002. As a consultant, Caroline Demeulemeester continues to support numerous projects for companies that want a distribution concept, process optimization or marketing analyses, for example. With the additional activity in the newly founded agency with her husband, she is now "virtually returning to advertising".
Jean-Marc Demeulemeester discovered his "primal love for advertising" at school and began an apprenticeship as a graphic designer at the age of 16. In the subsequent carousel through well-known agencies, the communications professional and designer won numerous awards. Last year, he crowned his work with a bronze Lion in Cannes in the Direct category for Swiss Post. He is also proud of his campaigns for Swiss Life, Heinecken, the advertising with the creatively peeled potatoes for Swiss farmers and the first series of the "Wir lassen uns nicht behindern" concept for Pro Infirmis.
Caroline and Jean-Marc Demeulemeester came up with the idea of becoming self-employed together a long time ago. "At some point, we thought it was only logical to combine our expertise." They were also repeatedly asked about this in their environment. The couple were considered a "dream team". Why shouldn't that also work at work?
Nevertheless, they were both afraid of contact. How does that affect the relationship? "It takes strangers longer to understand each other. We are very quick." But is it possible as a couple not to be offensive during a discussion? "Straightforward communication makes it easier, but also more complex." Finally, the last uncertainty was: is it acceptable to take such a risk of dual independence with a family of three children?
The decision was made while on vacation in Dubai. That's also where the first order came from. Because Caroline's brother works in the desert state as a consultant for companies wishing to immigrate, he arranged the tailor-made advertising agency for one of them. "In Dubai, even big agencies like Publicis or Y&R are just start-ups. As a small, owner-managed agency, we have almost better chances," says Demeulemeester Publicité. There are also promising contacts with clients in Paris. But the agency also wants to acquire clients in Winterthur and eastern Switzerland. "There are some of the most interesting brands right on our doorstep," says Jean-Marc.
However, Demeulemeester did not want to install the new office right on the doorstep of the family home. When both partners work in the same agency, you have to be able to set boundaries. "You have to build up discipline," says Caroline Demeulemeester. Even as a management consultant, she stuck to fixed working hours, switched on the answering machine at lunchtime and cooked for the children. Now the geographical boundaries are even better defined. The work should stay in Winterthur. If you have to work at the weekend, you go to the office and get the peace and quiet you need.
There is room for five people in Winterthur. Demeulemeester Publicité does not want to become a large agency. "We are serious about the concept. We want to be a kind of boutique where you can look after clients very personally." At Demeulemeester, advertising remains a matter for the boss even after the pitch and is not carried out by a second set.
Andreas Panzeri
