Off the hook
In less than three years, Urs Schneider has turned his media agency into one of Switzerland’s top firms. «Many campaigns are beautiful, but you don’t see them,» muses Urs Schneider. That’s why the media specialist in Zurich’s Seefeld district has
Urs Schneider has turned his media agency into a top Swiss address in less than three years. "Many campaigns are wonderful, but you don't see them," muses Urs Schneider. The media specialist in Zurich's Seefeld district has therefore spent his entire professional life developing ideas to channel this pointless waste of advertising money into creative channels. "Much more money is spent on media than on creation." It is therefore only logical for Schneider that he offers "much more than just publication plans and cost calculations" in media planning.
With this "strategy", Mediaschneider has developed into a leading agency in the Swiss media scene in less than three years. The company started in June 2001 with two assistants and "without a single client". Today, ten people work for twenty clients. In 2002, sales of 78 million Swiss francs were generated with these clients - and this figure is set to be exceeded in 2003.
The patron of the owner-managed agency is aware: "A points chef can no longer cook everything himself, but he has to know what his customers are being served and regularly show up at the restaurant." For Schneider, increasing turnover is therefore no measure of the quality of his agency. "Logically, with every million you add, you also have to delegate work," he says.
At Mediaschneider, the concept is that the strategy is implemented by the people who helped shape it. Planning is not separated from media buying. Controlling is also carried out by the same team. Schneider: "If work is divided up further and further, there is a collective lack of responsibility over time."
To ensure that this working structure works at all times, two planners are always jointly responsible for a customer at Mediaschneider. "One has the lead, but both are contact persons and know everything."
Schneider sees a major challenge in the ever-increasing diversity of media - "measures below the line" are also becoming increasingly important. It is important to maintain an overview here, from new developments in the print sector to trends on the internet and advertising on pizza boxes. "Broad and deep strategies are a thing of the past. We're looking for new strategy models," he says, using the keyword "the combination of creation and media".
Schneider entered this world of media as an apprentice at Publicitas. Selling ads over the phone was a good school. "Even today, I still have the utmost respect for anyone who calls me and wants to make me an offer. It's a really tough job."
His further path led him to London as a media planner via the advertising assistant school and to P in Geneva. He was later responsible for publishing marketing and training at Publimedia in Zurich, before moving to Blick after 26 years as head of advertising and finally being promoted to key account manager at Ringier. This was followed by a short period as Managing Director at Wolfgang Mecklenburg and finally the decision to open his own agency. Today, Schneider is where he wanted to be in five years' time according to his business plan. Perhaps his credo also applies here: "The important thing is to learn from controlling after every job."
Urs Schneider is married and the proud father of two boys. In his free time, he loves cycling.
He is a virtuoso cyclist, having reached 7th place in the World Cycling Championships at a young age. His other hobbies include yoga and teaching statistics at Sawi for 25 years. "Not an easy subject. But if I can get someone to enjoy numbers, that's a pleasure for me too."
"I have the utmost respect for anyone who sells ads": Urs Schneider, owner of Mediaschneider.
With this "strategy", Mediaschneider has developed into a leading agency in the Swiss media scene in less than three years. The company started in June 2001 with two assistants and "without a single client". Today, ten people work for twenty clients. In 2002, sales of 78 million Swiss francs were generated with these clients - and this figure is set to be exceeded in 2003.
The patron of the owner-managed agency is aware: "A points chef can no longer cook everything himself, but he has to know what his customers are being served and regularly show up at the restaurant." For Schneider, increasing turnover is therefore no measure of the quality of his agency. "Logically, with every million you add, you also have to delegate work," he says.
At Mediaschneider, the concept is that the strategy is implemented by the people who helped shape it. Planning is not separated from media buying. Controlling is also carried out by the same team. Schneider: "If work is divided up further and further, there is a collective lack of responsibility over time."
To ensure that this working structure works at all times, two planners are always jointly responsible for a customer at Mediaschneider. "One has the lead, but both are contact persons and know everything."
Schneider sees a major challenge in the ever-increasing diversity of media - "measures below the line" are also becoming increasingly important. It is important to maintain an overview here, from new developments in the print sector to trends on the internet and advertising on pizza boxes. "Broad and deep strategies are a thing of the past. We're looking for new strategy models," he says, using the keyword "the combination of creation and media".
Schneider entered this world of media as an apprentice at Publicitas. Selling ads over the phone was a good school. "Even today, I still have the utmost respect for anyone who calls me and wants to make me an offer. It's a really tough job."
His further path led him to London as a media planner via the advertising assistant school and to P in Geneva. He was later responsible for publishing marketing and training at Publimedia in Zurich, before moving to Blick after 26 years as head of advertising and finally being promoted to key account manager at Ringier. This was followed by a short period as Managing Director at Wolfgang Mecklenburg and finally the decision to open his own agency. Today, Schneider is where he wanted to be in five years' time according to his business plan. Perhaps his credo also applies here: "The important thing is to learn from controlling after every job."
Urs Schneider is married and the proud father of two boys. In his free time, he loves cycling.
He is a virtuoso cyclist, having reached 7th place in the World Cycling Championships at a young age. His other hobbies include yoga and teaching statistics at Sawi for 25 years. "Not an easy subject. But if I can get someone to enjoy numbers, that's a pleasure for me too."
"I have the utmost respect for anyone who sells ads": Urs Schneider, owner of Mediaschneider.
Andreas Panzeri
