Seduce with strategy and magic

Fine fashion and accessories, perfumes and cosmetics - Rebekka Rauscher, Managing Director of SelectNY, moves in the world of premium and beauty brands. The agency's location in Geneva, home to many international companies, luxury hotels, jewelers and watch stores, is made for this.

The SelectNY office at 5 Rue Rousseau is centrally located in a discreetly renovated old building. The Four Seasons, on the other hand, promises more splendor just around the corner. The hotel lobby is a comfortable place to linger. The shoes sink into a royal blue carpet, a golden pendulum draws attention to itself every quarter of an hour. Rauscher's white sneakers provide a refreshing contrast.

The glamorous environment suits her work at SelectNY well. After all, premium brands like to present themselves in a dazzling environment. "Storytelling is particularly important in the premium and luxury sector," says the managing director. A product should never be sold clumsily, but must seduce the consumer. Legends are often used as a starting point for the story. "Half true, half myth, they give an explanation of how it all began, but you never know everything," says Rauscher. "Passionate and intrigued, the consumer becomes part of the brand as a confidant, can identify with it, and will come of their own accord."

"SelectNY has an eye for beauty and has a unique approach to storytelling, " says one client's business manager.

Rauscher is convinced that communication in the luxury sector means more than just a glamorous facade. It needs a logic, a clear strategy behind it. This combination is called "Magic with Logic" at SelectNY. "This is understood to mean the combination of passion and principles, style and substance. That's the only way to create strong brands that are emotionally, culturally and commercially compelling." The in-house tool "Brand Epic" is the key to transforming the brand essence into an inspiring text and image story. A kind of "brand bible " that condenses a complex brand story into a brand story for consumers to understand and remember. Not only can marketing managers in the various regions use such a tool as a guide later on, but it also provides clarity for other service providers, such as packaging or PR agencies. The tool helps to pursue a long-term strategic and creative vision and should prevent "actionitis".

Such a set of rules was developed for jewelry and crystal manufacturer Swarovski, for example. "The brand was perceived as bogged down and inconsistent," says Rauscher. SelectNY's "Brand Epic" romanticized and unified the production of its gemstones under the claim "The poetry of precision." "Today, crystals are considered valuable even though they are artificially created." And the brand became strong enough to expand its offer with new licenses (e.g. fragrances and watches).

SelectNY operates on the principle of international reach, local expertise. "La petite agence mondiale." Global campaigns are created for international clients and adapted to a country on the spot - in collaboration with the local client. For example, SelectNY represents an internationally active consumer goods group with various perfume and cosmetics brands in Switzerland. In Geneva, the agency is represented by four account people. For strategy and creation, Rauscher works mainly with the SelectNY team from the French fashion capital. "This structure allows us to work with the best beauty and fashion talent," Rauscher explains. However, she can also work with SelectNY offices in other cities, depending on her needs and expertise. "SelectNY combines the service of a large agency, but at the same time it is flexible like a small agency ", says the client side.

Between chief designer and licensee

But how creative can you be when you're working on brands that employ creatives themselves? "It is indeed a challenge," Rauscher says. "We have to be very flexible." On one side is a chief designer who has a precise idea. On the other, the licensee, who does the marketing - and has his own idea.

SelectNY primarily represents the interests of the licensee. In the end, however, both sides have to be happy. "Our work requires a culture of openness and collaboration. We have to be adult enough to discuss an idea - regardless of whose idea it was. It's all about what's best for the brand."

Rauscher's commitment, passion and enthusiasm for her work, for brands, but also for the wishes of customers is unique, say responsible people on the customer side. She loves to share ideas. "Every conversation with her opens up new solutions and possibilities for the brand." The managing director is extremely flexible and always up to date with developments. She adapts to changes effortlessly, she says. "Rebekka has a positive attitude, an eye for what is feasible. To find the best solution, she also doesn't hesitate to plunge into the unknown." Rauscher's interest in fashion and jewelry is a big part of why she is in her element at Select- NY. She's a watch fan. Right now, she's wearing a vintage Omega - made at the Geneva manufacture back in the day. It's a nice metaphor for her move from Switzerland's largest city to its second-largest. Her latest acquisition: a Nautilus Patek Philippe. It would be a dream for her to communicate for big Swiss luxury watches like Vacheron Constantin or Patek Philippe. For her, the combination of global fame and history is what makes it so appealing. There's also a bit of patriotism and pride involved, she says, because after all, the watch industry has made Switzerland famous around the world. But it is difficult to get into this closed circle.

Before joining Select-NY, Rauscher's career had little to do with fashion and beauty. During her seven years at McCann, she worked as an account supervisor for international clients such as Microsoft and Saab Automobile. When the request came from SelectNY - the agency was in the process of opening an office in Geneva - she didn't have to think twice. "It was a chance to work in a domain that appeals to me personally."

At the lean owner-managed agency, the opportunity arose to advise international clients on a global strategy. In the years that followed, Rauscher helped build SelectNY's business in Switzerland.

Far away from the advertising cake

At the moment, Rebekka Rauscher is pursuing two goals in particular: On the one hand, she would like to win more Swiss companies as clients. "I am convinced that our 'Little worldwide agency' concept is also interesting for other Swiss companies with a global orientation." On the other hand, she wants to make SelectNY more visible within the industry and the media. Here, the CEO feels that Geneva is far away from the "traditional advertising pie," from ADC and BSW. "We are like a free-floating magnet."

Nevertheless, Rauscher would not want to miss Geneva. The internationality combined with the "savoir vivre", that people take time for a lunch to enjoy themselves, appeals to the homesick native of Zurich. Added to this is the proximity to the Alps, where it is possible to ski in winter and climb in summer.

Has her relationship with fashion and luxury changed as a result of her work? "I think I've remained a down-to-earth person. For me, the little plaisiers mean more than the latest bag from Marc Jacobs."

Isabel Imper

Rebekka Rauscher about luxury brands and ...

... Celebrities
"Celebrities can be extremely helpful to a brand - as long as they are paired with the right brand at the right time. For example: a perfume is a product that transports you into a world, but doesn't provide any rational benefit. Here, it's about finding a celebrity who just embodies a certain lifestyle or stands for certain values. I would be more careful with a luxury watch, because it is a valuable product, with a tradition, built thanks to the craftsmanship of the watchmaker. If you advertise there too often or not in the right context with Hollywood mainstream celebrities, you can increase the brand's visibility, but it loses depth over time and it dilutes its story."

... China
"The fact that many Chinese buy high-end watches when they travel to Europe has a particular influence on distribution (e.g. in duty-free, boutiques in tourist resorts) and product design: certain luxury watches design with the Chinese in mind. For example, they produce watches in a double pack. Chinese like to buy a watch for the lady and a matching one for the gentleman to go with it. That makes sense. In brand positioning and communication, however, the brand absolutely has to remain true to itself. You can't 'Chineseize' the brand, otherwise it will no longer be attractive to the Chinese. They are attracted to European luxury."

... Social Media
"Social media is a weapon that should be used very carefully in the luxury sector. Luxury brands must not relinquish the sovereignty of interpretation. Social media should give the customer an experience without damaging the qualitative and exclusive aspirations of the brand. A successful example is Burberry 'Art of the Trench'. There, a website was created where fans could upload a photo of themselves wearing their trench coat. The campaign allows viewers to 'like', comment or share with friends. A new and surprising way to celebrate Burberry's most important iconic product and inspire their fans."

... fashion trends
"Much more than whether green or blue will be the trend in two years, as branding specialists we are interested in social, technological, cultural and economic change. We follow what moves people. In times of crisis, for example, people like to go back to the tried and true; traditions combined with rituals convey security and become important again in such times. This inspires us in the development of our ideas and concepts."

In a nutshell
The agency founded in 1991 SelectNY specializes in brand building and communication and serves clients from the beauty, fashion, luxury and lifestyle sectors in particular. The agency employs over 400 people worldwide. In addition to its main office in New York and its Swiss office in Geneva, it has offices in Los Angeles, Paris, London, Koblenz, Hamburg, Hong Kong and Shanghai. Its portfolio includes brands such as Cavalli, Davidoff, Balenciaga, Maurice Lacroix, Lancaster and Villeroy & Boch.

In a nutshell
After completing his commercial training, he worked Rebekka Rauscher in the publishing industry, including at Jean-Frey Verlag. She then joined Wirz Werbeberatung as an account assistant. In 1998, she joined McCann Erickson Geneva as an account supervisor. Rauscher joined SelectNY in 2005. As Group Account Director, she helped establish the Geneva office and has served as Managing Director since June 2012.