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Guido Wietlisbach reviewed DM campaigns for Cannes and, as head of VR at OgilvyOne, now acts as its Head of Strategy Planning and Creation.
Guido Wietlisbach assessed DM campaigns for Cannes and, as Chairman of the Board of Directors of OgilvyOne, now acts as its Head of Strategic Planning and Creation, describing his appointment as a member of the direct marketing jury at the largest advertising festival as an honor. However, Guido Wietlisbach drew more benefit from the fact that he gained an insight into DM work from all over the world thanks to this strenuous task. During the preliminary judging, he had to check 200 concepts for their suitability. In direct marketing, quality is not immediately apparent. "In addition to the idea, various aspects play a central role, including the target group definition and the material of a mailing. Then there is the creative design and, above all, the strategy," he says, describing the fine art of his industry. "Direct communication is the megatrend. More and more pressure is needed for advertising to be noticed at all. At some point, this will lead to people starting to communicate with individual and selected partners," says Wietlisbach, looking to the future of his work. That's why creativity is so important. Because a mailing can also be designed in two or three dimensions, Wietlisbach finds it astonishing that many creatives are on a one-way street here. "The possibilities in the design field are greater than with classic advertising."
However, his strengths also lie in the commercial field: "I have always been fascinated by figures and analysis and therefore the structured side of advertising." After graduating from commercial school in Basel and gaining his first professional experience, Wietlisbach joined Weka-Verlag in Zurich in 1985. After his first steps in DM at Jelmoli, he got to know and appreciate direct marketing intensively in various functions and thus laid the foundation for his later DM career. The father of two children, who lives on Lake Zug, describes his further training as "advertising manager and all the things you do", before switching to the agency business in 1989 and founding a direct marketing agency in Jean Etienne Aebi's former conglomerate in 1990.
In 1994, he finally decided to become self-employed. The agency, which emerged from Wietlisbach's sole proprietorship in 1997, now employs 24 people. "Our strengths lie in the strategically creative area, especially for medium-sized and large tasks. And that needs a brand," says the Chairman of the Board of Directors. This is one of the reasons why he and his co-owner Daniel Brügger joined the international network OgilvyOne, which also led to a name change.
After 24 percent growth last year, Wietlisbach wants to consolidate this year. This is a new experience for him, as OgilvyOne has always recorded double-digit percentage growth in recent years. Of course, with the growth in turnover, the management tasks have also become increasingly extensive. A development that no longer satisfied the thoroughbred advertiser and enthusiastic golfer. That is why he has been Head of Strategic Planning and Creation since the beginning of the year. However, he stepped into the lowlands of everyday agency life in his own interest, because "that's where I can bring the most to the agency".
Putting with just a few strokes: For Guido Wietlisbach, the fine art of golf is a relaxing addition to everyday life at the DM.
Andreas Panzeri
However, his strengths also lie in the commercial field: "I have always been fascinated by figures and analysis and therefore the structured side of advertising." After graduating from commercial school in Basel and gaining his first professional experience, Wietlisbach joined Weka-Verlag in Zurich in 1985. After his first steps in DM at Jelmoli, he got to know and appreciate direct marketing intensively in various functions and thus laid the foundation for his later DM career. The father of two children, who lives on Lake Zug, describes his further training as "advertising manager and all the things you do", before switching to the agency business in 1989 and founding a direct marketing agency in Jean Etienne Aebi's former conglomerate in 1990.
In 1994, he finally decided to become self-employed. The agency, which emerged from Wietlisbach's sole proprietorship in 1997, now employs 24 people. "Our strengths lie in the strategically creative area, especially for medium-sized and large tasks. And that needs a brand," says the Chairman of the Board of Directors. This is one of the reasons why he and his co-owner Daniel Brügger joined the international network OgilvyOne, which also led to a name change.
After 24 percent growth last year, Wietlisbach wants to consolidate this year. This is a new experience for him, as OgilvyOne has always recorded double-digit percentage growth in recent years. Of course, with the growth in turnover, the management tasks have also become increasingly extensive. A development that no longer satisfied the thoroughbred advertiser and enthusiastic golfer. That is why he has been Head of Strategic Planning and Creation since the beginning of the year. However, he stepped into the lowlands of everyday agency life in his own interest, because "that's where I can bring the most to the agency".
Putting with just a few strokes: For Guido Wietlisbach, the fine art of golf is a relaxing addition to everyday life at the DM.
Andreas Panzeri
