Controversial SBB pitch goes to Rod
Rod has won the much-discussed SBB pitch titled «Further Development of SBB’s Overarching Communication Strategy» and will thus remain the lead agency responsible for the brand’s image. The agency prevailed over four other agencies in the competitive presentation.
Rod was nominated as SBB's lead agency back in 2011. This resulted in the popular "home away from home" campaign with the hit "Welcome Home," which was sung by SBB employees Hanspeter Zweifel and Selina Beyeler and catapulted into the charts. The #sbbmääh sustainability initiative is also currently causing a stir, attracting the attention of international media.
David Schärer, partner of Rod, in a statement: "We are overjoyed that after many years of collaboration, we have once again succeeded in convincing SBB with fresh impulses. We are very proud to be working for one of Switzerland's most exposed brands and most sought-after clients." The new campaign is expected to launch in October 2015.
The SBB pitch had caused discussions in the run-up, as the association BSW Swiss Leading Agencies criticized the selection process, which did not comply with the BSW guidelines for agency validations (Werbewoche.ch reported). SBB responded and rejected the BSW allegations (Werbewoche.ch reported). In March, the two parties met for constructive talks and decided to continue the proceedings already underway (Werbewoche.ch reported). (pd/hae)
