Guido Wietlisbach founds DSM-IKAO Switzerland and becomes CEO
At the beginning of February, the former CEO and board member of Wirz Wietlisbach Dialog (recently Wirz Activation) founded the company DSM-IKAO Switzerland, which enables the first neutral use of a formula-based expert system for the objective implementation optimization of advertising media in Switzerland.
DSM-IKAO Switzerland represents neutrally and exclusively the DSM Dialog Structure Measurement developed by the German Institute for Communication Analysis and Optimization IKAO in Switzerland. The DSM systematically analyzes the formal quality of advertising media on the basis of findings from neuroscience, tachistoscopic studies, linguistics and other sources, which are depicted in formulas.
Thanks to DSM, companies receive an objective evaluation of their advertising material implementations and can eliminate possible formal weaknesses even before they are used. Experience from more than 10,000 analyses carried out in Germany to date shows that the communication potential of a concept can be better exploited by up to 30 percent.
For more than 30 years, Guido Wietlisbach has been involved in impact-oriented and action-triggering marketing communication. For the former owner of OgilvyOne and OgilvyInteractive, it is a consistent continuation of his focus. With his extensive experience in this field, he ideally complements the analytical possibilities of DSM and enables the appropriate use of this optimization tool, which is new to Switzerland, for the respective initial situation.
