Center forward with a nose for goal
Beatrice Kniel has been working in her new position as sales manager at Publisuisse since October 1.
Beatrice Kniel has been working in her new job as Head of Sales at Publisuisse since October 1. "No, no," the 46-year-old resolutely rejects. "I didn't plan a career, everything just happened by itself." Beatrice Kniel has been head of the sales department at SRG's own marketing company Publisuisse since the beginning of the month. A company whose payroll has only had her name on it for 18 months.
A rapid rise that she owes to an assessment attributed to her: she is considered a "deal-oriented person and communicative personality". She enjoys negotiating because she recognizes "a playful element" in haggling over francs and seconds. Provided, of course, that she is successful. "I enjoy it when I can bring a negotiation to a positive conclusion," she reveals. A quality that she intends to put to profitable use as the successor to Martin Schneider, who has been appointed to the Publisuisse top position.
In March 2002, she joined the advertising time marketer of public television and radio as head of the sponsorship unit. This has been officially permitted at SRG for ten years. And since January 2002, SRG's own radio stations have also had their sponsorship managed by Publisuisse. When Kniel moved into her office on Giacomettistrasse in Bern, she had to design and develop almost all of the radio sponsorship tools herself. In her own estimation, she succeeded with fortitude. In the first year alone, she "significantly exceeded" her sales budget target. What's more. Kniel proved that Publisuisse is capable of more than just selling spot minutes on television: "We can also do other things, namely offer our customers integrated solutions, which requires close cooperation with the programs."
Television continues to acquire its own sponsors. Only the Ticino channel has also been managed by Publisuisse since the beginning of this year. "Our contacts are good, thanks to the sale of TV advertising," says Kniel, who naturally hopes that the principles of co-financing TV programs will also be reconsidered at Leutschenbach one day. Any bets that she already has ready-made concepts in the drawer?
For now, however, there is a lot to tackle. As the new Head of TV Advertising Sales, she will also continue to head up sponsorship. In total, she manages a team of 37 employees - no easy task either. But she has taken precautions and trained for such management tasks at the Management Center St.Gallen. And because all theory is gray, she describes leadership as "also a matter of experience".
Beatrice Kniel entered the media business as a career changer. As a single mother of a son at the time, she quickly came into contact with the professional world and took up her first management position at Verbandstoff-Fabrik Zürich as Head of Internal Services. It was in their marketing department that she entered the world of communication.
In 1989, Beatrice Kniel joined Diego Bally as an advertising assistant and then became a consultant at the Sulzer Sutter advertising agency. Other jobs included marketing and sales manager at Voice Publishing AG and marketing communications manager for the Blick Group. She came to Ringier through a headhunter who had apparently managed to whet her appetite for the media industry. "Very exciting," said the communications specialist - and has stuck with this attitude.
Will continue to offer sponsorship: Beatrice Kniel, Martin Schneider's successor at Publisuisse.
Andreas Panzeri
A rapid rise that she owes to an assessment attributed to her: she is considered a "deal-oriented person and communicative personality". She enjoys negotiating because she recognizes "a playful element" in haggling over francs and seconds. Provided, of course, that she is successful. "I enjoy it when I can bring a negotiation to a positive conclusion," she reveals. A quality that she intends to put to profitable use as the successor to Martin Schneider, who has been appointed to the Publisuisse top position.
In March 2002, she joined the advertising time marketer of public television and radio as head of the sponsorship unit. This has been officially permitted at SRG for ten years. And since January 2002, SRG's own radio stations have also had their sponsorship managed by Publisuisse. When Kniel moved into her office on Giacomettistrasse in Bern, she had to design and develop almost all of the radio sponsorship tools herself. In her own estimation, she succeeded with fortitude. In the first year alone, she "significantly exceeded" her sales budget target. What's more. Kniel proved that Publisuisse is capable of more than just selling spot minutes on television: "We can also do other things, namely offer our customers integrated solutions, which requires close cooperation with the programs."
Television continues to acquire its own sponsors. Only the Ticino channel has also been managed by Publisuisse since the beginning of this year. "Our contacts are good, thanks to the sale of TV advertising," says Kniel, who naturally hopes that the principles of co-financing TV programs will also be reconsidered at Leutschenbach one day. Any bets that she already has ready-made concepts in the drawer?
For now, however, there is a lot to tackle. As the new Head of TV Advertising Sales, she will also continue to head up sponsorship. In total, she manages a team of 37 employees - no easy task either. But she has taken precautions and trained for such management tasks at the Management Center St.Gallen. And because all theory is gray, she describes leadership as "also a matter of experience".
Beatrice Kniel entered the media business as a career changer. As a single mother of a son at the time, she quickly came into contact with the professional world and took up her first management position at Verbandstoff-Fabrik Zürich as Head of Internal Services. It was in their marketing department that she entered the world of communication.
In 1989, Beatrice Kniel joined Diego Bally as an advertising assistant and then became a consultant at the Sulzer Sutter advertising agency. Other jobs included marketing and sales manager at Voice Publishing AG and marketing communications manager for the Blick Group. She came to Ringier through a headhunter who had apparently managed to whet her appetite for the media industry. "Very exciting," said the communications specialist - and has stuck with this attitude.
Will continue to offer sponsorship: Beatrice Kniel, Martin Schneider's successor at Publisuisse.
Andreas Panzeri
