MRB becomes Maison Metzger - traditional agency with a new name and expanded self-image

The Swiss advertising agency MRB Metzger Rottmann Bürge is now operating under the name Maison Metzger. The agency, which was founded in 1982, is thus returning to its roots - and reinterpreting them at the same time. The new name is intended to express an attitude rather than a turning point: openness, curiosity and the joy of creative exchange.

The company was founded by Kathryn and Ted Metzger and Matthias Blatter. Today, Silvan Metzger, Pia Grossniklaus, Frederick Rossmann and Cyrill Wirz are the second generation to run the agency. "Maison Metzger is more than just a new name - it's a place where people come together to develop ideas and make things happen," explains CEO Silvan Metzger. The team sees the image of the "Maison" as a symbol for a creative workshop - somewhere between an office, bistro and studio.

The new Creative Director Frederick Rossmann also sees the renaming as a long overdue step, as he says: "MRB sounded like a law firm, not an agency. Maison Metzger stands for our DNA - rich in tradition, idiosyncratic and with a wink."

The building on Zurich's Feldstrasse now houses several disciplines under one roof: in addition to Maison Metzger, Schmid Pelli & Partner (tourism strategy), the online market research institute Marketagent, the digital agency dreifive and two start-ups from the fintech and medtech sectors work there. The network thus offers bundled expertise - from brand strategy and digital communication to market research.

Creative Strategist Cyrill Wirz describes the approach as follows: "In the Maison Metzger the feasible is done - and sometimes the impossible is made possible. We believe in positive feedback: happy employees, satisfied customers and creative energy that inspires each other."

Its long-standing customers include brands such as Suzuki, Coop City, Gstaad, St. Moritz, Flims Laax, Engelberg and VBZ. With the new name, Maison Metzger wants to emphasize the combination of tradition and openness - as a place where ideas, people and disciplines come together in a natural way.

m&k: Maison Metzger, alias Metzger Rottmann Buerge, what prompted you to adapt the agency name?

Silvan Metzger: Since the departure of Michael Rottmann, the R of MRB, the name MRB is no longer entirely accurate. With Frederick Rossmann, the new R of MRB, we had a temporary solution. But to be honest, MRB sounds more like a law firm than an agency. We wanted a name for what we do here and what we are. A place, more than an agency. Now the agency is called what it has always been: Maison Metzger - an open, creative, inspiring and friendly place: the home of happy ideas.

How does that feel for you personally, Mr. Metzger?

Very, very good. It's also a relief: finding a name is never easy. And even less so for yourself. The name Metzger wasn't a must for me - but I'm pleased that the name continues to exist - as a traditional family business in the Swiss advertising landscape.

What were the reactions of your colleagues?

In unrepresentative surveys, we achieved ratings from ** to ****** for the new name. In particular, the name appealed to everyone who knows us well and knows the direction in which we will develop as an agency. And all employees liked it straight away. And that was crucial for us.

Will more change?

Definitely. In recent years, we've been somewhat reticent when it comes to communication. However, we have been able to win exciting mandates that we haven't even told the industry about yet. And there are more to come. We are well positioned. And it looks like healthy growth.

How do you feel about the agency scene at the moment? 

At the beginning, AI was a shock. And now it is proving to be a huge opportunity - especially for small agencies: all of a sudden, as a small team, we can achieve incredible things in a short space of time that used to take large teams weeks. But what we will always need are good ideas. This was once the core service of a creative agency - and will be again. This is where our strength lies.

What do you think, is it better to have a broad base or to specialize?

After years of everyone somehow doing everything - in order to somehow get a slice of the media pie - it's time for everyone to get back to doing what they do best. We believe in the power of a clear, simple idea. And for everything else, we have the best partners, specialists and experts who work with us to implement exactly what our customers want. But what we need more than ever are in-house generalists and consultants who can maintain an overview, manage the multifaceted and challenging projects - and lead them to success.