Advertising without the Röschtigraben
Gilles Aeby is the strategic mastermind behind «numéro 10,» the first truly bilingual agency in Bern.
Gilles Aeby is the strategic head of the first truly bilingual agency "numéro 10" in Bern. When a woman in German-speaking Switzerland is pregnant, she craves cornichons. At least that's what the saying goes. If a woman in French-speaking Switzerland is happily expecting, then she would rather snack on strawberries, according to French-speaking folklore. This phenomenon is known as the "Röschtigraben", to use the language of food culture. "Numéro 10" is the name of an agency that wants to solve this problem in future. "It's not just about language. It's about understanding two different mentalities," says Gilles Aeby.
A few months ago, the previous head of the DDB agency branch in Bern, Andy Wüthrich and Valérie Pecalvel, proposed a management buyout to the previous owner Herbert J. Seiler. Since January, the new logo "numéro 10" has been displayed above the old agency sign in the business park on Felsenaustrasse in Bern. Aeby is Head of Strategic Planning. Wüthrich acts as Creative Director. Pecalvel is responsible as Client Service Director. The new agency is completely detached from the Swiss DDB network, but still operates as an affiliated member of DDB Nouveau Monde in France.
Contrary to press reports to the contrary, the management buyout was carried out "peacefully and on the initiative of the Bernese". Seiler would have been delighted that his life's work was being continued. The new owners have not only been able to take over the staff and premises, but also all but one of the customers.
But Gilles Aeby would not be the thoroughbred advertiser he is known to be if "numéro 10" did not want to stand out in future with a style that is as unique as possible. "We are the first agency in Switzerland to specialize fully in 'bilingual' advertising," explains Aeby, adding: "For us, bilingual doesn't just mean that we speak two languages. It also means that we understand both markets and their cultures, mentalities and consumer behavior."
FNAC, for example, is already looking to benefit from this expertise. The French media and culture market leader for literature, music, film and multimedia is planning to use the "numéro 10" strategy to gain a foothold in German-speaking Switzerland. Conversely, the agency is also working on making cult brands such as Gala and hohes C a household name in French-speaking Switzerland. The new agency also looks after the Swiss Federal Office of Energy and the fashion house La Redoute on both sides of the language border. For this client, "numéro 10" recently organized the "Bikini on Ice" event in Zurich and Lausanne. "A prime example" of the agency's intended style, which aims to combine traditional advertising even more closely with event and experience marketing in future. "We have developed a new strategic method that increases the brand's energy and accelerates its growth," explains Aeby. His recipe: the brand must be proactively implanted.
At "Bikino on Ice", there were 250 people in Lausanne and over a hundred in Zurich who responded to the call for a photo shoot in the snow - of course in a sensational swimsuit from La Redoute. These people "actively create an experience with the brand" and then pass on the propaganda.
Seven people have been working at "numéro 10" since the beginning, and rapid development is already programmed. "We offer the strategic and conceptual expertise of large agencies, but also ensure flexibility and continuity in client service."
Gilles Aeby actively pursues football in his free time. The father of two also plays ice hockey, regularly runs half marathons and loves all kinds of new music.
Gilles Aeby grew up in Fribourg. He began his career as an advertiser in 1987 at Impuls in Zurich. After Saatchi & Saatchi and BDDP, he returned to French-speaking Switzerland. Before founding "numéro 10", the qualified advertising assistant and advertising manager was head of DDB in Bern for six years. The "advertising kid", who never wanted to do anything else, particularly likes the variety of tasks. "The mixture of rational discipline and strategy as well as the completely playful thinking of creation is something you don't find in every industry." Aeby also loves jumping from one area to another: "You have to be very flexible."
For Gilles Aeby, "bilingue" not only means speaking two languages, but also understanding their cultures and mentalities.
Andreas Panzeri
A few months ago, the previous head of the DDB agency branch in Bern, Andy Wüthrich and Valérie Pecalvel, proposed a management buyout to the previous owner Herbert J. Seiler. Since January, the new logo "numéro 10" has been displayed above the old agency sign in the business park on Felsenaustrasse in Bern. Aeby is Head of Strategic Planning. Wüthrich acts as Creative Director. Pecalvel is responsible as Client Service Director. The new agency is completely detached from the Swiss DDB network, but still operates as an affiliated member of DDB Nouveau Monde in France.
Contrary to press reports to the contrary, the management buyout was carried out "peacefully and on the initiative of the Bernese". Seiler would have been delighted that his life's work was being continued. The new owners have not only been able to take over the staff and premises, but also all but one of the customers.
But Gilles Aeby would not be the thoroughbred advertiser he is known to be if "numéro 10" did not want to stand out in future with a style that is as unique as possible. "We are the first agency in Switzerland to specialize fully in 'bilingual' advertising," explains Aeby, adding: "For us, bilingual doesn't just mean that we speak two languages. It also means that we understand both markets and their cultures, mentalities and consumer behavior."
FNAC, for example, is already looking to benefit from this expertise. The French media and culture market leader for literature, music, film and multimedia is planning to use the "numéro 10" strategy to gain a foothold in German-speaking Switzerland. Conversely, the agency is also working on making cult brands such as Gala and hohes C a household name in French-speaking Switzerland. The new agency also looks after the Swiss Federal Office of Energy and the fashion house La Redoute on both sides of the language border. For this client, "numéro 10" recently organized the "Bikini on Ice" event in Zurich and Lausanne. "A prime example" of the agency's intended style, which aims to combine traditional advertising even more closely with event and experience marketing in future. "We have developed a new strategic method that increases the brand's energy and accelerates its growth," explains Aeby. His recipe: the brand must be proactively implanted.
At "Bikino on Ice", there were 250 people in Lausanne and over a hundred in Zurich who responded to the call for a photo shoot in the snow - of course in a sensational swimsuit from La Redoute. These people "actively create an experience with the brand" and then pass on the propaganda.
Seven people have been working at "numéro 10" since the beginning, and rapid development is already programmed. "We offer the strategic and conceptual expertise of large agencies, but also ensure flexibility and continuity in client service."
Gilles Aeby actively pursues football in his free time. The father of two also plays ice hockey, regularly runs half marathons and loves all kinds of new music.
Gilles Aeby grew up in Fribourg. He began his career as an advertiser in 1987 at Impuls in Zurich. After Saatchi & Saatchi and BDDP, he returned to French-speaking Switzerland. Before founding "numéro 10", the qualified advertising assistant and advertising manager was head of DDB in Bern for six years. The "advertising kid", who never wanted to do anything else, particularly likes the variety of tasks. "The mixture of rational discipline and strategy as well as the completely playful thinking of creation is something you don't find in every industry." Aeby also loves jumping from one area to another: "You have to be very flexible."
For Gilles Aeby, "bilingue" not only means speaking two languages, but also understanding their cultures and mentalities.
Andreas Panzeri
