Wirz Wietlisbach Dialog: "Advertiser Anonymous
Wirz Wietlisbach Dialog has created the fictional «Advertiser Anonymous» initiative for Swiss Post, thereby declaring war on boring direct marketing.
Reducing the discrepancy between customer wishes and agency needs is the ambitious goal of "Advertiser Anonymous. The fact that the group is primarily thinking of improving the image of direct marketing among advertising and media agencies may be due to the client of the campaign: it is Swiss Post.
According to the press release, the fictitious fun initiative makes fun of the stepmotherly treatment of the topic of direct marketing on the part of many agencies. Sometimes it's the clients who simply don't brief what the agencies want, then again the advertisers fail because of their own vanity. "The briefings are there, the budgets are there. And I would say that Swiss Post also has much more know-how than most of the agencies are asking for today," says Wirz Wietlisbach Dialog CEO Guido Wietlisbach.
"The problem is not direct marketing per se. It's more that most DM measures are simply implemented in an insanely boring way. But you can do really cool stuff with mail," adds Creative Director Jörg Bewersdorff.
Proving the latter is another concern of Advertiser Anonymous, which for its part relies on innovative DM technologies such as video-in-print or the recommendation card to promote its cause. In addition, with Advertiser-anonymous.ch a microsite including a competition in which customer and agency representatives can make their own statements on the topic of "customer desire versus agency need" until November 6. A visit to the website is worthwhile anyway: a video satirizes advertisers and their approach to direct marketing. Possible similarities with actual living persons are, of course, purely coincidental.
Responsible at Post CH: Mark Friedrich, Head of Marketing and Live Communications; Gabriela Weibel, Head of Marketing Communications. Responsible at Wirz Wietlisbach Dialog: Guido Wietlisbach (CEO); Anna-Lea Michael (Consulting); Rosanna Blättler (Consulting); Stefan Dätwyler (Creative Director Art); Jörg Bewersdorff (Creative Director Text); Olivier Kaelin, (AD).
