Success thanks to quality
ADC Sebastian Turner, CEO and Chief Creative Director of the Scholz & Friends Group, on the fleeting nature of success.
Sebastian Turner: All right. But I feel a bit like Till Eulenspiegel, too. He was always happy when he had to walk uphill, and—unlike everyone else—when it was easier going downhill, he
He didn't laugh that much. And that's because he was already facing the next mountain
saw. We are very pleased that our agency has received this award.
On the other hand, it won't be easy to avoid that in the future
to lose weight.
WW: According to
In its annual report, the S&F Group reported last year that
We have won 200 new contracts. The potential for more awards is
In any case, it's there.
Sebastian Turner: The
That's true. However, winning new business is always a
A strain, because during the competition presentation time, she was
must work with the existing crew, and if there's a gain in pitch, then first of all
must recruit and integrate staff. That is why there is also more
Opportunities to make mistakes.
WW: In the
A comparison with successful domestic agencies reveals that
The Swiss firm's only shortlisted entry at the Swiss ADC was lackluster
off.
Sebastian Turner: As
I founded the Scholz & Friends office in Dresden and later in Berlin
For several years, we didn't even have a
Made it onto the shortlist. You have to take the time to and
If we consistently focus on quality—it will work out. Our success
We haven't planned much for this season either. That makes it all the more possible for us to
Let's be happy about it now. And even if we're not doing so great sometimes
If it didn't work out, then it wasn't planned anyway.
WW: On the other hand, you’re planning to expand the S&F branch in Zurich soon. What can you tell us about that right now?
Sebastian Turner: Nothing
more than you apparently already know. We have it in Zurich—and
Not just there—we always handle it in such a way that we try to use the eggs first
to lay them and then cluck. And when the time comes, we'll also
cackle.
WW: Do you think clients have now come to understand the ADC’s message—that creative advertising is more effective?
Sebastian Turner:
We're amazed at how quickly and effectively the message has caught on
has. I haven't heard a statement in a long time that opposes
Creativity is key. It's no longer just a matter of whether you're creative or
not that, but rather, what is creative? Even though that doesn't mean that
wherever you want to reach creative people, you've already reached them
...: Just having set the goal is already an enormous
Step.
WW: Do you have any specific examples of this?
Sebastian Turner: Today
They even note in retail advertising that, over the past
has made a qualitative leap in recent years. The pork bellies are
more entertaining, witty, and now even come up with catchphrases
Words like «Stinginess is
»awesome.".
Interview: Luca Aloisi
