Even more strategy
Marcus Gretener is the new Managing Director Consulting at Ruf Lanz.
Marcus Gretener is the new Head of Consulting at Ruf Lanz.To call Marcus Gretener an early adopter is not foolhardy. Especially not from an advertiser's point of view. Already in high school in Immensee, he designed posters for discos. Because he saw this as his professional future, he chose drawing instead of music as an examination subject for the business school-leaving exam. As evidence of his maturity, he designed and analyzed the launch of a fictitious cigarette brand. This "theoretical work on lifestyle" earned him a good grade and a contact with the real existing advertising world. Since then, his career has run straight to the carpet floors of communications firms. Or almost.Gretener was allowed a sniff at Wirz. There, the young poster artist learned that there are other important areas in advertising besides graphics. In the end, it was consulting that interested him the most.
The son of the bookseller Claus (formerly Stäheli, Bahnhofstrasse, Zurich) wanted to be "involved in the business world" by nature. Today, he loves solving everyday problems with the customer and at the same time understanding the conditions of a good creation.
In order to complete the course to become an advertising assistant while working, Gretener did an internship at the then agency Fuhrer & Partner in Kilchberg. There, he was "thrown in at the deep end" and was immediately given responsibility for the largest account. During the basic campaign for apple juice with the red apple man, he got to know the whole spectrum of advertising, from advertisements to TV sponsoring for soccer or ice hockey.
With the "advertising ace" in the
bag, he briefly switched to Quadri after three years. When things came to an end with that agency, he started Baer Communications in Schlieren with Michael Baer and former Quadri CD Daniel Müri. Everything went well, but for Gretener "not in the direction he wanted." He was not able to develop enough entrepreneurially.
Gretener followed a call to Advico and served his way up to consulting group leader there. He worked for Helvetic Tours, Pneu Egger and the Swiss Milk Producers (SMP). At the same time, he added training as a marketing/communications manager to his curriculum. Shortly before the "big bang" in Gockhausen, he accepted an offer from the then Lowe GGK. Gretener was involved in the turnaround and oversaw the large budgets for Orange, Credit Suisse and Elmex.
In August 2002, contacts with Danielle Lanz and Markus Ruf intensified. They "philosophized" about what a joint future might look like, and Gretener said: "The constellation is optimal for entrepreneurial thinking." In addition, he is pleased to be able to work in a team with top creatives again, as he did at the old Advico. "Second place in ADC is a commitment for the future," Gretener says. His contribution will be "even more strategic discussions" before the creatives work out the optimal implementation for this. The client should continue to feel very strongly that Ruf Lanz is "owner-made."
"Doing a round of water skiing in the lake early in the morning and then heading to the office refreshed" would be another desired goal, at least for this summer. Unconventional for advertisers is another hobby. "I'm in a guild," Gretener reveals. Membership of the Hottingen neighborhood guild is family-related and he enjoys it because he rides himself and is therefore also allowed to gallop around the Böögg.
Marcus Gretener is the second advertiser to come out as a guild member after Markus Gut.
The son of the bookseller Claus (formerly Stäheli, Bahnhofstrasse, Zurich) wanted to be "involved in the business world" by nature. Today, he loves solving everyday problems with the customer and at the same time understanding the conditions of a good creation.
In order to complete the course to become an advertising assistant while working, Gretener did an internship at the then agency Fuhrer & Partner in Kilchberg. There, he was "thrown in at the deep end" and was immediately given responsibility for the largest account. During the basic campaign for apple juice with the red apple man, he got to know the whole spectrum of advertising, from advertisements to TV sponsoring for soccer or ice hockey.
With the "advertising ace" in the
bag, he briefly switched to Quadri after three years. When things came to an end with that agency, he started Baer Communications in Schlieren with Michael Baer and former Quadri CD Daniel Müri. Everything went well, but for Gretener "not in the direction he wanted." He was not able to develop enough entrepreneurially.
Gretener followed a call to Advico and served his way up to consulting group leader there. He worked for Helvetic Tours, Pneu Egger and the Swiss Milk Producers (SMP). At the same time, he added training as a marketing/communications manager to his curriculum. Shortly before the "big bang" in Gockhausen, he accepted an offer from the then Lowe GGK. Gretener was involved in the turnaround and oversaw the large budgets for Orange, Credit Suisse and Elmex.
In August 2002, contacts with Danielle Lanz and Markus Ruf intensified. They "philosophized" about what a joint future might look like, and Gretener said: "The constellation is optimal for entrepreneurial thinking." In addition, he is pleased to be able to work in a team with top creatives again, as he did at the old Advico. "Second place in ADC is a commitment for the future," Gretener says. His contribution will be "even more strategic discussions" before the creatives work out the optimal implementation for this. The client should continue to feel very strongly that Ruf Lanz is "owner-made."
"Doing a round of water skiing in the lake early in the morning and then heading to the office refreshed" would be another desired goal, at least for this summer. Unconventional for advertisers is another hobby. "I'm in a guild," Gretener reveals. Membership of the Hottingen neighborhood guild is family-related and he enjoys it because he rides himself and is therefore also allowed to gallop around the Böögg.
Marcus Gretener is the second advertiser to come out as a guild member after Markus Gut.
Andreas Panzeri
