"Most employees are loyal to Lowe's"

Agencies After the loss of the
CS budget, the Zurich agency Lowe made structural adjustments.
Kurt Schmid is once again the sole boss.
WW:
Erich Baumgartner gives strategic reasons for his departure
Changes within the agency. What does the management say
to this justification?
Kurt Schmid: That's exactly how
it. This change affects several aspects. I will again
operationally, responsible for strategy and customer advice,
as I was before Baumgartner joined the company. We have two long-standing
employees have joined the management team: Tony Hrnek and Rolf
Jeger. Keith Loell takes over as Head of Creation and we have opted for
decided on a new location, from the end of June on the corner of
Badenerstrasse/Langstrasse, in the same building where Publisuisse
is at home. In addition, the Lowe Interactive unit was founded by
Achim Jenner is in charge.

WW: Why is Erich Baumgartner's position no longer being replaced?
Kurt Schmid:
Like every company, Lowe's has to ask itself the question of how to
how to deal with increasing cost pressure. Most companies have
They have responded by dismantling hierarchies and bringing in young people.
That's exactly what we do at Lowe.

WW: The loss of the Credit Suisse budget is rumored by many to be the reason for Baumgartner's departure. What is the truth behind these rumors?
Kurt Schmid:The
was the trigger, but not the main reason. We have a talented
team that can now move up: Secondly, I would like to be an agency manager
who is actively involved with customers and employees.

WW: How many people are affected by the CS budget?
Kurt Schmid: Maybe ten to twelve people in total.

WW: Will these people be able and willing to remain loyal to the Lowe agency?
Kurt Schmid: Look
You. We won many exciting new mandates last year:
K-Kiosk from Valora, Coop Mobile, e-balance from NZZ Online,
Winterthur Insurance in Germany, a partial mandate from Phonak,
Greenpeace launched a campaign for SOS Weltmeer, South African Airways
and Marks & Spencer. These are not huge mandates like CS. But
they create joy and recognition every day. Most of the
Employees are loyal and closely associated with Lowe's and the disappointment
The consequences of dismissal are therefore usually great.

WW: How is the loss of the CS budget to be compensated for?
Kurt Schmid: Competing?
I have had growth at any price. Believe me, that's not much
satisfying. This creates a pressure that is detrimental to our work.
is. We have fine people in the agency, and we want a fine
Be an agency. A good partner for our customers, making advertising that
you like and that is efficient. I think our work for
Orange illustrates this well. This form of continuity and quality
we want to contribute everywhere.

WW:Valentina Herrmann will work for Lowe on a freelance basis. Also a consequence of the new situation?
Kurt Schmid: I
I hold Valentina Herrmann in extremely high regard. She has made a significant
contribution to the creative stimulation of the agency. It will
have a leading role in the new Lowe and will continue to play various
Looking after customers. Valentina is an independent person. She also wants to
realize our own projects and this is possible with this new
organizational structure possible.

Interview: Andreas Panzeri