The second round
Andy Ruf knows how the ASW works: He is taking over the presidency of the association for the second time this year.
two clocks: At that time, a ticker showed Swiss time and the
others the island's local time. Today it is the agency time and the
Customer time. "Customers always go seven minutes ahead so that I'm never too
arrive late for the meeting."
Andy Ruf founded his advertising agency in Eglisau 15 years ago.
After just five years, "the groovy garage studio became a
trendy full-service advertising agency".
At the beginning, the new ASW President was under the illusion that he could
do everything alone. The "one-man show out of conviction" is also
six years. However, it can become a problem if you are too close to your
gives the agency its own name. "There are customers who want all their
It is essential to discuss your concerns with the agency owner - which of course
is also an ASW credo with the owner-managed agencies: This is where
the boss."
Later, Ruf had to weigh things up: What should be delegated, what should be
do it yourself? The development of the Internet
accepted. "I realized that I really needed the consulting expertise here.
but no longer the realization expertise." Ruf has
hired its first specialized employees, and in the meantime
Internet accounts for a quarter of the volume of work.
Ruf Werbung currently employs 15 people with a total of 1200
percentage. Andy Ruf is responsible for customer service.
He will never completely give up his creative side, but his
His core competencies are consulting and strategy. Two years ago he
further education with a BSW course in Strategic Planning at the HSG
specialized.
Key employees are Daniel Sager, Project Management, and Mario
Colombo, responsible for quality assurance in the creative area.
The usual career tour through the major BSW agencies was never Ruf's
wish. It was equally clear that he would not open his agency in Zurich.
wanted. "There are already enough agencies there, and many customers drive
like to go to the countryside." Ruf's customers come from all over Switzerland to
him. For example Pasito Fricker, a conglomerate of shoe labels with
around 100 branches throughout the country.
Another important customer is Streuli Pharma. For the
Generics specialist with 350 employees is set to take third place in the
Swiss market. The agency is currently working on a
rebranding and manages everything from B2B and consumer advertising to
Press relations.
Ruf is also enjoying working on an anniversary film "20 years of
Mountain forest project". Greenpeace developed this idea in the canton of Graubünden
launched. Business people and private individuals "air their heads" and help in
a charitable time-out to help reforest the forest for a week.
Andy Ruf sees himself as an "education fetishist". He has learned everything from scratch
and want to learn from graphic design to advertising consultant to
developed into a photographer. "I sensed that there were many fields
that interest me. All my hobbies are in advertising
come together." He even has a say in the audio sector. The former
Jazzrocker is also a trained audio engineer. So there is also a
own recording studio on the agency's premises, for the production of
radio spots or the soundtrack for films and websites.
Ruf grew up in Zurich and moved to Bülach when he was around 20 years old.
moved here. With his agency, which he founded at the age of 28, he had
"as a nobody" in a pitch against well-known competitors to win a mandate for
the Parkallee shopping center. With this budget, he was able to
set up his own business. After 15 years, the customer is still
faithful.
Ruf ASW works at two locations. In Eglisau you will find the
Advice and strategy. When things got tight, Bülach was able to find generous
Rooms for creation and the photo studio can also be rented.
Ruf and his company represent the modern ASW agency. Since
He has been active in the Alliance of Swiss Advertising Agencies for ten years, since
seven years on the Board of Directors and now President for the second time. Reputation
feels "at home in the association - and so it is also fun to
co-lead". Three people form the Executive Committee: Past-President,
President and Vice President. These are "active people who are willing
to make a difference". You don't just want to advance yourself,
but also the members and the industry.
Ruf sees the ASW as "a good network where you can work together without jealousy.
can benefit each other". The association has many practical tools
developed, such as the advertising services contract, which was
has become the industry standard.
Upcoming tasks are aids for calculation and project management,
"so that the agencies can maintain their control over the time for individual mandates
better under control". The expansion of the
Cooperation between agencies, for example in regulating the
Cooperation mode for joint mandates.
Ruf sees "a good time for new members" in the association. Also from the
Start-ups with former executives from BSW agencies show some
Interest.
Ruf has been married for 22 years. The first of two children is only
almost four years ago, which the late parents describe as "a
total enrichment". Ms. Claudia works in the
the agency's accounting department, she also runs her own
Health practice.
Ruf and his wife started as late as having children,
to play golf. "Golf is an ideal partner sport in nature. You
does not play against each other, but against its own handicap. Yourself
improving together is just as important here as in agency life
and in the association."
Andreas Panzeri
