ADC launches market offensive for better advertising impact
The Art Directors Club (ADC) of Switzerland has unanimously decided on a radical change of course. At the annual meeting on May 9, the new strategy was adopted and the board was restructured. The advertising clients are now involved.
The Art Directors Club (ADC) of Switzerland has unanimously decided on a radical change of course. At the annual meeting on May 9, the new strategy was adopted with applause and the board was reshuffled. The advertising clients are now involved - as topic leaders for better impact through better quality, with specialist events and an opening for sponsoring and collegial members, who are also represented on the newly formed board. With its new strategy, the ADC wants to send out clear signals that the interest in market-effective creativity is common to the entire advertising industry.
After 30 years, the creative club, which was previously regarded as rather elitist, has thus taken the step towards a market-oriented organization. According to the ADC communiqué issued on Wednesday, ADC is taking the rampant turning away of an oversaturated public from mainstream advertising, whose ineffectiveness is thus increasing, as an opportunity to offer all market partners a new cooperation - in the common interest of better impact through better quality. To this end, the ADC is offering sponsoring memberships to advertising clients, communications agencies, production companies, media companies and other industry organizations. With collegial memberships, strategy planners, consultants, direct marketers, media planners and experts from other disciplines are to make common cause with advertising creatives in the ADC. At regular specialist events, renowned speakers from the fields of marketing, corporate management and teaching will present their convictions and various proofs of success for creative strategies. In cooperation with a leading trade medium, the aim is to produce a periodical on this topic. Furthermore, in addition to the successful activities of the ADC/BSW School of Creation, the ADC wants to promote young talent even more with the "Young ADC" project.
The concept for the reorientation, including these new activities, is based on a situation analysis and future prospects commissioned by the ADC Board from Jean Etienne Aebi. Among other things, he used the results of over 30 discussions with members and market partners, as well as a survey on creativity in advertising and the image of the ADC conducted with GfK/IHA and Werbewoche. The conclusions on the "decision for or against market relevance" were presented to the ADC board in February - which resigned at the general meeting on May 9 "to clear the way for a new start".
The new start has now been completed. The new management team sees itself as an executive body made up of movers and shakers. It operates in two groups under the presidency and overall management of Jean Etienne Aebi. In the departments group, primarily responsible for the ADC's basic activities, are: Andreas Prokesch (judging), Hanspeter Schweizer (festivities), Markus Gut (members), Alexander Jaggy (further education), Urs Schrepfer (Young ADC), Geri Aebi (sponsoring), Frank Bodin (PR) and Daniel Matter (periodical). The Projects Group, 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. Markus Gut, Geri Aebi and Frank Bodin are also members of this group.
The new ADC Board of Directors from left to right: Alexander Jaggy, Urs Schrepfer, Andreas Prokesch, Martin Spillmann, Daniel Matter, Frank Bodin, Beat Mühlemann, Jean Etienne Aebi (President), Markus Gut, Hanspeter Schweizer, David Allemann, Geri Aebi, Michael Conrad.
After 30 years, the creative club, which was previously regarded as rather elitist, has thus taken the step towards a market-oriented organization. According to the ADC communiqué issued on Wednesday, ADC is taking the rampant turning away of an oversaturated public from mainstream advertising, whose ineffectiveness is thus increasing, as an opportunity to offer all market partners a new cooperation - in the common interest of better impact through better quality. To this end, the ADC is offering sponsoring memberships to advertising clients, communications agencies, production companies, media companies and other industry organizations. With collegial memberships, strategy planners, consultants, direct marketers, media planners and experts from other disciplines are to make common cause with advertising creatives in the ADC. At regular specialist events, renowned speakers from the fields of marketing, corporate management and teaching will present their convictions and various proofs of success for creative strategies. In cooperation with a leading trade medium, the aim is to produce a periodical on this topic. Furthermore, in addition to the successful activities of the ADC/BSW School of Creation, the ADC wants to promote young talent even more with the "Young ADC" project.
The concept for the reorientation, including these new activities, is based on a situation analysis and future prospects commissioned by the ADC Board from Jean Etienne Aebi. Among other things, he used the results of over 30 discussions with members and market partners, as well as a survey on creativity in advertising and the image of the ADC conducted with GfK/IHA and Werbewoche. The conclusions on the "decision for or against market relevance" were presented to the ADC board in February - which resigned at the general meeting on May 9 "to clear the way for a new start".
The new start has now been completed. The new management team sees itself as an executive body made up of movers and shakers. It operates in two groups under the presidency and overall management of Jean Etienne Aebi. In the departments group, primarily responsible for the ADC's basic activities, are: Andreas Prokesch (judging), Hanspeter Schweizer (festivities), Markus Gut (members), Alexander Jaggy (further education), Urs Schrepfer (Young ADC), Geri Aebi (sponsoring), Frank Bodin (PR) and Daniel Matter (periodical). The Projects Group, 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. Markus Gut, Geri Aebi and Frank Bodin are also members of this group.
The new ADC Board of Directors from left to right: Alexander Jaggy, Urs Schrepfer, Andreas Prokesch, Martin Spillmann, Daniel Matter, Frank Bodin, Beat Mühlemann, Jean Etienne Aebi (President), Markus Gut, Hanspeter Schweizer, David Allemann, Geri Aebi, Michael Conrad.
