BSW general meeting sees creativity as capital
The new BSW Executive Committee wants fair fees and sees "creativity as capital" for Switzerland.
The BSW General Assembly has elected Kurt G. Schmid (Lowe) as the new President to succeed Peter Leutenegger (FCB Leutenegger Krüll). For Schmid, it is "important" that Frank Bodin (Euro RSCG) has become his deputy and vice versa. In this constellation, the two differently based representatives of Swiss advertising see the best chance of getting a grip on the future. The number one problem has been identified as the fee system. A working group is to draw up new proposals on how the BSW can help its members "to find their way back to decent payment". The aim is to make customers even more aware that creativity is a very valuable asset for successful developments in the market.
Another important task is to strengthen the reputation of Swiss advertising internationally. "We want to design the new Tate Gallery in the form of an advertising campaign," demands Frank Bodin. He draws a comparison with Swiss architects. In contrast to advertising from Switzerland, their work has long enjoyed a worldwide reputation.
The representatives of the Swiss advertising industry acknowledge the developments and new opportunities of globalized competition. However, they also want to point out that the advertising industry in Switzerland has a great deal of economic capital that should be used by clients with a corresponding "economic responsibility". Why does a Swiss television station have to have its new logo designed abroad when graphics and typography from Switzerland have long enjoyed a worldwide reputation? Other signals could be set here. This also applies to internationally active companies in Switzerland. "Agencies are only as good as the orders they receive that allow them to demonstrate their capabilities," says Bodin. In many international pitches, Swiss companies are not even invited. "But there is no reason why this is the case," say the BSW creatives.
Andreas Panzeri
Another important task is to strengthen the reputation of Swiss advertising internationally. "We want to design the new Tate Gallery in the form of an advertising campaign," demands Frank Bodin. He draws a comparison with Swiss architects. In contrast to advertising from Switzerland, their work has long enjoyed a worldwide reputation.
The representatives of the Swiss advertising industry acknowledge the developments and new opportunities of globalized competition. However, they also want to point out that the advertising industry in Switzerland has a great deal of economic capital that should be used by clients with a corresponding "economic responsibility". Why does a Swiss television station have to have its new logo designed abroad when graphics and typography from Switzerland have long enjoyed a worldwide reputation? Other signals could be set here. This also applies to internationally active companies in Switzerland. "Agencies are only as good as the orders they receive that allow them to demonstrate their capabilities," says Bodin. In many international pitches, Swiss companies are not even invited. "But there is no reason why this is the case," say the BSW creatives.
Andreas Panzeri
