Everything may become more creative

Associations The new board of the Art
Directors Club (ADC) Switzerland wants to make itself available to the advertising industry.
to increase the efficiency of advertising through better quality.
increase. As announced shortly before the last
Advertising Week, the creative club is making a new start after 30 years.
the step towards a market-oriented organization. The reason for this was "the
Turning the oversaturated public away from mainstream advertising",
their effect would decrease accordingly. To counter this erosion with qualitative
and creative advertising, the ADC wants to offer all
market partners for a new cooperation. Investment in
Communication should pay off more again, hopes the new
ADC President Jean Etienne Aebi.
One boat for all, prices for more
The ADC offers advertising clients, communications agencies,
production companies, media companies and other
industry organizations offer sponsoring memberships. Such organizations would have
already involved in further sponsoring and cooperation projects
shown interest. Collegial memberships are intended to
Strategy planners, consultants, direct marketers, media planners and experts
from other disciplines in the ADC make common cause with the advertising creatives
and award special prizes from their perspective.
At regular events, renowned speakers from the
marketing, corporate management and research their convictions and
present case studies of creative strategies. We are also planning a
periodical on these topics and an expansion of the
Promoting young talent - the current project title: Young ADC.

The concept for the reorientation with the new activities is the
The result of a situation and perspective analysis that the
ADC board commissioned from Jean Etienne Aebi. Aebi
utilized the results of over 30 interviews with members of the
and market partners as well as the results of a survey conducted with GfK/IHA and the
Advertising Week survey on creativity in advertising and
the image of the ADC (WW 17/06). In February, when an initial assessment of the
Study "Decision for or against market relevance" to the ADC Board of Directors
was presented, he announced his resignation,
"to clear the way for a new start".

An executive body from Machern
The new Board of Directors operates under the chairmanship of Jean Etienne Aebi.
all also hold management positions in their companies - in two groups,
who are both accountable to the plenary meetings. In the
Group departments, primarily for the basic activities of the ADC
responsible are: Andreas Prokesch (adjudication), Hanspeter
Schweizer (Festivities), Markus Gut (Members), Alexander Jaggy
(Continuing Education), Urs Schrepfer (Young ADC), Geri Aebi (Sponsoring),
Frank Bodin (PR) and Daniel Matter (Periodical).

The Projects Group is primarily concerned with new market activities,
consists of: Martin Spillmann, Michael Conrad, Beat Mühlemann and David
Allemann - the latter two former non-members also represent
the client and colleague groups. Also a member of
This group is led by Markus Gut, Geri Aebi and Frank Bodin.

The ADC hopes, says Aebi, to send out signals with this program: That
It is no longer just about his traditional judging of advertising ideas
but the fact that market-effective creativity is an interest of the
the entire advertising industry - which depends on the support of the
can benefit from the concerns of the ADC.

Luca Aloisi