Christian Kies: "Back to the great love"

Christian Kies is back - back at Jung von Matt, back in Zurich, back with what he calls his "old great love". And although he's been here before, his impressions of the city, the people and the agency group? "Insane. I've been blown away." Kies is now bringing his global experience back to the Swiss creative landscape - with a clear goal: "I want to help develop the Swiss scene." A key lever here: international collaboration within the Jung von Matt Group.

Cross-location projects bring new mandates to Switzerland - such as Google or Mini. "These are brands that have rarely been seen here before," says Kies. The reverse works just as well: Swiss companies gain access to international creative power. For Kies, this is more than just a networking game - it is an attempt to generate appeal across national borders.

He has also observed changes in content. "It has become lighter. Humor is back." Kies finds the design project for Penny particularly inspiring, which he describes as "craftsmanship in its purest form". "Something like that touches me."

AI as an opportunity, not a spectre

Of course, Kies is also concerned about artificial intelligence. For him, this is no reason to panic, but rather an invitation to further development. "AI is a creative tool. Period. Anyone who only talks about it instead of using it is missing out on the opportunity." Jung von Matt is already using AI tools in production. "We were in Las Vegas - without being there. You can replace locations, but not the random emotions on set. That's what makes it so appealing."

The fact that human intuition cannot be programmed makes all the difference for him. As does the quality. Nevertheless, the industry must actively open up to AI. Less discussion, more practical application, advises Kies.

"Swiss brands, be bolder!"

Any agency that still dreams of piloting yachts today should first rethink its own product, says Kies. "The flood of content is huge. If you want to stand out, you have to offer more than just pretty pictures." It's about creating content that is relevant and remarkable - and this is only possible with courageous customers. "So here's my wish: Swiss brands, be bolder!"

But courage alone is not enough. Kies also emphasizes the role of the briefing. It is the backbone of every idea - "Shit in, shit out" is not meant cynically, but as a call for collaboration. "A good briefing is no coincidence. It is the result of joint work with the customer."