"The ADC is not an inbred club"
The new ADC president, Jean Etienne Aebi, also wants to attract marketing executives who have had little to do with creative communication up to now.
Mr. Aebi, you are taking over the ADC presidency again after four years.
What are you happier about: this new position or this new job?
on the unanimous adoption of the rigorous changes to the share price and articles of association?
Jean Etienne Aebi: Clearly
about the second. Not to say exclusively about these
Reorientation of the club. I did not look for the position itself
nor does it bring me any status or profiling that I can
I didn't already have. Never in my life would I have done this job again
interested if it is not about the realization of the project I
proposed concept. The adoption by the
General Meeting is regarded as a mandate to do everything consistently so
to tackle.
WW: The
Changes seem revolutionary in the 30-year history of ADC.
Despite this, the opening of the creative club, which was considered elitist, was
accepted without any resistance. This is surprising when you think of the often
fierce jury debates. What do you attribute this unanimity to?
back?
Aebi: Well,
It seems that the presentation of these plans was convincing. Whereby the
of course benefited from the fact that these were not just vague goals and approaches.
is about. Since last December, when the Board of Directors gave me the
order for the analysis, worked quite hard for it. Which is why I
a pretty well-rounded package, right down to the personnel and financial
consequences.
WW: Exciting
is how the still vaguely formulated tasks of the Projects group sound. What
the members of the Board of Management should specifically introduce what is
form does not already exist?
Aebi: The
ADC now wants to send out a signal that it is not only interested in its, in the
In all other respects, the judging process remains elitist in the good sense of the word. The
The ADC's concern stands for a common interest of all
market partners, from clients to media companies. The group
Project" consists of strong networkers. Among other things, their job consists of
in now realizing new, regular specialist events - so
interesting that the marketing team also wants to take part, which
had little to do with creative communication in the past.
WW: What were the initial reactions of the organizations and companies that you want to bring on board the ADC in the future?
Aebi: Already
almost super. Just today I received two requests for
Sponsoring memberships. We already have six concrete negotiations
with interested sponsors. Media companies in particular see it
as an existential question of how faith in advertising can be strengthened again.
and are therefore very interested in joint activities.
interested.
WW: What will happen first? Do you already have a roadmap on how to proceed?
Aebi: Essential
Preparatory work has already been completed. Towards the office and
I have been putting pressure on everyone involved for some time now. The now
elected new Board of Directors met in April. My personal
The aim is to start the new events this year,
have a number of collegial members on board, supporting members
and with a few new sponsors we can have all the fun too.
can afford.
WW: Off
Among other things, your study clearly shows that
ADC non-members and those who do not know the ADC the importance of
of creative advertising for efficiency is quite clear. Why do we need
then such an oversized club of creatives?
Aebi: Firstly:
What all those who agree in a survey that creativity is
important to actually advertise in their practice is a
another question. Secondly: ADC awards will always be a precious commodity
and the ADC will never be an oversized club. But it is
also not an inbred association with self-celebration, which is why it is now
opens its doors to all those who wish to support its activities - which are
are in the interests of the entire advertising industry.
WW: Throwing
Let's take a look into the future: How should the ADC look in five years' time?
and what role will it play in the Swiss economy?
Playing in the advertising landscape?
Aebi: Everyone
other association in our industry represents specific interests. The
Art Directors Club represents the capital that is invested in exceptional
ideas. And would like to be a topic leader when it comes to better
quality with the effect of better impact.
Interview: Luca Aloisi
