Esprit cosmopolite de Genève
Agencies: Virtually unknown in German-speaking Switzerland, but portrayed by the media in French-speaking Switzerland as the driving force behind the advertising industry: Saatchi & Saatchi Simko.
known by the media in French-speaking Switzerland as the pacemaker of the advertising industry
portrait of Saatchi & Saatchi Simko. The ideas factory has put in an impressive performance over the past two years, just a few streetcar stops from Geneva.
The city center, on the Place du Temple in Carouge, is home to the
fastest growing advertising agency in Switzerland: Saatchi & Saatchi
Simko (SSS). Since the merger in 2004, it has more than
doubled - to 72 at present - and quadrupled sales. Parallel
In addition, the media mentions even in international consumer media
- up to the Spanish El País - and thus the pitch invitations
has risen sharply. "Yes, things are going extremely well for us at the moment. The
Thanks to the extended free movement of persons under the Bilaterals II," says
CEO Pedro Simko, who with his Austro-Argentinean background
is representative of the 16 countries of origin from which his
employees.
Multiculturalism attracts global budgets
In keeping with the multicultural spirit of the agency
also the customer list. The relationship between national and international customers
from the current one-to-two ratio in favor of the former.
expand. "As a rule, you can be more creative for national business.
and uncompromising work, such as the Cailler relaunch or the
bfu campaign," says Simko, who is a pioneer in the increasingly interactive,
short-lived and more global industry "the portfolio with creativity
and brand instinct". In the long term, the
Merger strategy has proven its worth. It gives SSS the opportunity via the network,
headquarters of global brands, many of which are located in Welschland
from Geneva. Provided, admits Simko, that one
offers them a valid alternative to the big advertising metropolises
like London, New York or Paris.
Internationality, quality of life and good HR management led to this,
that the advertising budgets of Novartis, P&G and Nestlé brands are gradually being
as well as Carlsberg's umbrella brand, H&M or Emirates landed at SSS.
The Geneva branch is now ranked fifth in the
S&S Europe network. With the result that account managers, ADs and
CDs from Jordan, Australia and the USA work here "just like
German-speaking Swiss," says Simko. "I believe that this environment is the
international business," says CEO Simko confidently. The
The advantage of uniting all cultures in one creative agency,
He knows how to play them off against national network offices.
Agglomeration becomes important
The European advertising epicentres in particular have been hit hard by globalization.
are being felt. Pedro Simko: "What is happening at the moment, that
The fact that major customers are increasingly looking around the conurbation is not only
good for Geneva, but for Switzerland as a whole. We feel this because of
our more international orientation than Zurich." The five
flexible teams all offer the entire repertoire: from the
strategic planning, consulting and creation through to the
In-house production. "This infrastructure and the international spirit
are strengths that clearly set us apart in the Swiss market," explains Simko.
The flip side of the sustained run of success that has made SSS the largest
communications company in French-speaking Switzerland, it becomes clear,
when you enter the agency through the automatic sliding glass doors with the
company subline Ideas & Ideas. The single-storey, long
building - a former, beautifully renovated Coop store - with
Soussol, where the huge salle de recréation and the conference rooms are located.
is already bursting at the seams just a few months after moving in. For
the 15-strong crew of the latest international customer Cereal
Partners Worldwide - the world's No. 2 behind Kelloggs - must be close to
offices can also be rented.
The great dynamism and constant expansion cannot be achieved without integrative
Figures such as the jovial patron Pedro Simko or the CCO Olivier
Girard could hardly manage. For an organic, homogeneous identity
It takes a lot of time, willpower, motivation and distraction. An example of
The latter is the Theatrics program of US acting teacher Siobhan
Stanley, where small groups of employees are entertained in a fun way.
learn to be self-confident. Only participation in
Creative competitions have been neglected during this time. We want to
correct. If only because creativity made in Geneva
does not have to shy away from comparison at an international level.
Luca Aloisi
