Minds of the week: The double thinkers
Pia Lehmann is known for her work with Coca-Cola, and Stefan Epli for his work with the Street Parade. But that’s not all they have to offer. Since February, their agency, Epli&Lehmann, has been providing a full range of PR services.
Actually, it was supposed to be another "head of the week". But Pia Lehmann (42) and Stefan Epli (41) are a team. They have been appearing on the market together since February. Each of them has experience with PR, communication and design, but also proven core competencies: Lehmann is particularly familiar with PR and crisis communications, Epli has been running a communications agency for twelve years and successfully communicates in the popular culture and lifestyle segments. So now: Doppelkopf.
With their new agency, Epli and Lehmann offer the whole communications bouquet: from brand and crisis PR to internal and external communications, media coaching and strategy consulting to design. "What I particularly like to do always depends a bit on my mood," Lehmann says. "Sometimes it's pleasant when I can write in peace, but I also like to go to the client and advise them. Fortunately, we have a wide range of services, so the work is always exciting." Street Parade spokesman Epli has a proven passion for music and lifestyle, but even he says, "What I like to do most depends on the mood. That's why it's brilliant that we can control our work and dedicate ourselves to the project we have particularly good ideas for at any given time." Amazing. No one will deny that emotions play a big role at work. Creative professions in particular thrive on the impulses that evoke emotions. But it is rare that someone admits this so openly. At Epli&Lehmann, transparency is part of the company culture, along with honesty and emotion. That's why they can talk about feelings.
Communicate imaginatively
Epli and Lehmann have put the stamp "creative communication" on their portfolio. Stefan Epli explains what they mean by this: "Communication does not mean sending out a media release. This classic variant is perfectly fine, but you can also convey messages in a completely different way, for example personalized, with videos, pointed messages or guerrilla PR. You can achieve more with creativity than with mass production, and that applies just as much to internal communications as it does to external ones." To find the right communications strategy for a client, Lehmann and Epli take a close look at their customers. They want to know what makes them tick, what moves them. After all, simply talking about a product that a company wants to sell doesn't get anywhere. The message must also fit the company and the potential consumers.
Two in one
Pia Lehmann worked for Coca-Cola Switzerland from 1997 to 2007. Until 2005, she worked as Brand PR Manager and Media Spokesperson at the beverage giant. From 2005, she headed Corporate Communications and was responsible for all PR activities in consumer marketing and product launches as well as for brand PR. During this time, Lehmann gained experience primarily in PR, crisis and marketing communications. "Then, after ten years, I wanted a change and quit Coca-Cola," she says. "At Coca-Cola, my work revolved around the brand world of the company. That was very exciting, but now I work on a much broader spectrum."
After Coca-Cola came Australia. Lehmann took time off to travel to the land of her dreams. But she always stayed in touch with Stefan Epli. In the meantime, Epli had decided to expand his agency "Atelier Epli" - and wanted to bring Lehmann on board. "After my return from Australia in December 2008, we discussed the topic and founded our joint company in January. It all happened quite ad hoc," says Lehmann.
Never miss a beat
Stefan Epli quickly found his way into the media industry after training in the commercial field. He worked at Züriwoche before setting up his own business, Atelier Epli, in 1997. For ten years, Epli has been the media spokesman for the Street Parade. In this role, he has also experienced black times: "Three years ago, there was a media GAU for the Street Parade," he says. "The media reported almost exclusively about drugs, sex and alcohol - and we wanted to convey music, festival and peaceful party. Going up against that was tough. But we were able to turn the tide by creating content. Nevertheless, it is a big challenge every year to transport the Street Parade as a cultural event and not as a cheap party on the street. In doing so, we rely on visitors to support this character of the event, for example by abstaining from drugs and vast amounts of alcohol."
Of course, Epli not only takes care of the Street Parade, but also looks after media, training companies, and fashion and lifestyle clients, for example Ed Hardy and Diesel. "I find the different characters of our clients very exciting," he says. "Whether our client is a bank or a fashion label makes a huge difference. Even though our contacts come from the same management level, they are totally different from each other in the way they communicate, dress and work."
Perfect symbiosis
Lehmann and Epli got to know each other through work. "In 2004, Coca-Cola was the main sponsor of the Street Parade," Epli recalls. "That's when Pia and I worked on PR reports together, for example. That led to further collaboration, on Coke Light, Christmas activities, the Coke Tram, etc." As head of communications at Coca-Cola, Lehmann entrusted Atelier Epli with a number of mandates that she herself was unable to handle for capacity reasons. "We have always worked well together and complemented each other extremely well," says Lehmann.
Both Epli and Lehmann have brought existing clients with them to the new agency, which they are currently each managing on their own. In the medium term, however, they want to collaborate more on projects. "Sure, we already look at tasks together now and discuss them," says Epli. "But of course there are also clients who specifically want to work with me or with Pia. Nevertheless, we want to complement each other even more in the projects. What's special about our agency is that we can now draw on a wealth of expertise." Lehmann confirms this: "We complement each other very well. With the clients I look after, I find it very pleasant that I can get a second opinion - and still keep everything confidential." Another advantage for both of them is the connection between their networks of contacts: Lehmann knows many decision-makers in companies from her time at Coca-Cola, while Epli has a number of contacts with journalists. The resulting synergies are manifold. A perfect symbiosis.
Meeting in the middle
Although Epli and Lehmann approach projects very differently, emotionally they are on the same page. "We always find each other in the middle, even if we rarely agree at the beginning," they both say. The new agency can't be blamed for a bad working atmosphere. Nevertheless, there are more favorable times to become self-employed. For Epli, it hardly makes a difference economically whether he runs a one-man or a two-man agency. Lehmann, however, didn't want to anchor back in the safe harbor of a permanent position after her trip to Australia. "For me, it's the optimal time to start my own business," Lehmann says. "Because I was ready for a change, am motivated and have a good network. Our start went great, we are very satisfied."
Apart from a mixed payment record, Epli and Lehmann are not noticing anything of the much-vaunted crisis. They are also benefiting from the fact that many companies are currently cutting back on their 100-percent communications position and buying in sporadic communications services instead. Crisis communication is very much in demand at the moment, but so are strategic consulting and brand PR. In the three months since the agency was founded, the team has already won ten new clients, ranging from a local kindergarten to a major global corporation. Current clients of the agency are Coca-Cola, the Street Parade Zurich, Nestlé, Ed Hardy, Adroplan, Energy Stars for Free and the Monday Night Skate. The agency has also taken on mandates for Ticketcorner, Ben & Jerry's Ice Cream and Radio Energy Zurich. Apparently, word has gotten around that Epli and Lehmann don't look at size and sales figures when it comes to clients: "We didn't acquire, we just sent out our brochure. And then the clients approached us," says Lehmann.
Customers are a matter for the boss
And what are the team's plans for the future? "We don't have the goal of having 20 employees in two years," Lehmann emphasizes. "We always want to be involved in our projects ourselves and not have mandates handled by assistants after the contract is signed." Epli and Lehmann know from their clients that they have often had bad experiences with agencies. Once the contract was signed, they were passed on to the depths of the agency, and the quality of the work they had already paid for suffered. Epli and Lehmann vouch that this is not the case with them. "A small team of four or five would be nice, but we still want to be on the front lines ourselves," Epli says. "We don't need a fat car or a custom suit. We want to create creatively." Lehmann nods. The two agree on that, too.
Anne-Friederike Wilhelm
With their new agency, Epli and Lehmann offer the whole communications bouquet: from brand and crisis PR to internal and external communications, media coaching and strategy consulting to design. "What I particularly like to do always depends a bit on my mood," Lehmann says. "Sometimes it's pleasant when I can write in peace, but I also like to go to the client and advise them. Fortunately, we have a wide range of services, so the work is always exciting." Street Parade spokesman Epli has a proven passion for music and lifestyle, but even he says, "What I like to do most depends on the mood. That's why it's brilliant that we can control our work and dedicate ourselves to the project we have particularly good ideas for at any given time." Amazing. No one will deny that emotions play a big role at work. Creative professions in particular thrive on the impulses that evoke emotions. But it is rare that someone admits this so openly. At Epli&Lehmann, transparency is part of the company culture, along with honesty and emotion. That's why they can talk about feelings.
Communicate imaginatively
Epli and Lehmann have put the stamp "creative communication" on their portfolio. Stefan Epli explains what they mean by this: "Communication does not mean sending out a media release. This classic variant is perfectly fine, but you can also convey messages in a completely different way, for example personalized, with videos, pointed messages or guerrilla PR. You can achieve more with creativity than with mass production, and that applies just as much to internal communications as it does to external ones." To find the right communications strategy for a client, Lehmann and Epli take a close look at their customers. They want to know what makes them tick, what moves them. After all, simply talking about a product that a company wants to sell doesn't get anywhere. The message must also fit the company and the potential consumers.
Two in one
Pia Lehmann worked for Coca-Cola Switzerland from 1997 to 2007. Until 2005, she worked as Brand PR Manager and Media Spokesperson at the beverage giant. From 2005, she headed Corporate Communications and was responsible for all PR activities in consumer marketing and product launches as well as for brand PR. During this time, Lehmann gained experience primarily in PR, crisis and marketing communications. "Then, after ten years, I wanted a change and quit Coca-Cola," she says. "At Coca-Cola, my work revolved around the brand world of the company. That was very exciting, but now I work on a much broader spectrum."
After Coca-Cola came Australia. Lehmann took time off to travel to the land of her dreams. But she always stayed in touch with Stefan Epli. In the meantime, Epli had decided to expand his agency "Atelier Epli" - and wanted to bring Lehmann on board. "After my return from Australia in December 2008, we discussed the topic and founded our joint company in January. It all happened quite ad hoc," says Lehmann.
Never miss a beat
Stefan Epli quickly found his way into the media industry after training in the commercial field. He worked at Züriwoche before setting up his own business, Atelier Epli, in 1997. For ten years, Epli has been the media spokesman for the Street Parade. In this role, he has also experienced black times: "Three years ago, there was a media GAU for the Street Parade," he says. "The media reported almost exclusively about drugs, sex and alcohol - and we wanted to convey music, festival and peaceful party. Going up against that was tough. But we were able to turn the tide by creating content. Nevertheless, it is a big challenge every year to transport the Street Parade as a cultural event and not as a cheap party on the street. In doing so, we rely on visitors to support this character of the event, for example by abstaining from drugs and vast amounts of alcohol."
Of course, Epli not only takes care of the Street Parade, but also looks after media, training companies, and fashion and lifestyle clients, for example Ed Hardy and Diesel. "I find the different characters of our clients very exciting," he says. "Whether our client is a bank or a fashion label makes a huge difference. Even though our contacts come from the same management level, they are totally different from each other in the way they communicate, dress and work."
Perfect symbiosis
Lehmann and Epli got to know each other through work. "In 2004, Coca-Cola was the main sponsor of the Street Parade," Epli recalls. "That's when Pia and I worked on PR reports together, for example. That led to further collaboration, on Coke Light, Christmas activities, the Coke Tram, etc." As head of communications at Coca-Cola, Lehmann entrusted Atelier Epli with a number of mandates that she herself was unable to handle for capacity reasons. "We have always worked well together and complemented each other extremely well," says Lehmann.
Both Epli and Lehmann have brought existing clients with them to the new agency, which they are currently each managing on their own. In the medium term, however, they want to collaborate more on projects. "Sure, we already look at tasks together now and discuss them," says Epli. "But of course there are also clients who specifically want to work with me or with Pia. Nevertheless, we want to complement each other even more in the projects. What's special about our agency is that we can now draw on a wealth of expertise." Lehmann confirms this: "We complement each other very well. With the clients I look after, I find it very pleasant that I can get a second opinion - and still keep everything confidential." Another advantage for both of them is the connection between their networks of contacts: Lehmann knows many decision-makers in companies from her time at Coca-Cola, while Epli has a number of contacts with journalists. The resulting synergies are manifold. A perfect symbiosis.
Meeting in the middle
Although Epli and Lehmann approach projects very differently, emotionally they are on the same page. "We always find each other in the middle, even if we rarely agree at the beginning," they both say. The new agency can't be blamed for a bad working atmosphere. Nevertheless, there are more favorable times to become self-employed. For Epli, it hardly makes a difference economically whether he runs a one-man or a two-man agency. Lehmann, however, didn't want to anchor back in the safe harbor of a permanent position after her trip to Australia. "For me, it's the optimal time to start my own business," Lehmann says. "Because I was ready for a change, am motivated and have a good network. Our start went great, we are very satisfied."
Apart from a mixed payment record, Epli and Lehmann are not noticing anything of the much-vaunted crisis. They are also benefiting from the fact that many companies are currently cutting back on their 100-percent communications position and buying in sporadic communications services instead. Crisis communication is very much in demand at the moment, but so are strategic consulting and brand PR. In the three months since the agency was founded, the team has already won ten new clients, ranging from a local kindergarten to a major global corporation. Current clients of the agency are Coca-Cola, the Street Parade Zurich, Nestlé, Ed Hardy, Adroplan, Energy Stars for Free and the Monday Night Skate. The agency has also taken on mandates for Ticketcorner, Ben & Jerry's Ice Cream and Radio Energy Zurich. Apparently, word has gotten around that Epli and Lehmann don't look at size and sales figures when it comes to clients: "We didn't acquire, we just sent out our brochure. And then the clients approached us," says Lehmann.
Customers are a matter for the boss
And what are the team's plans for the future? "We don't have the goal of having 20 employees in two years," Lehmann emphasizes. "We always want to be involved in our projects ourselves and not have mandates handled by assistants after the contract is signed." Epli and Lehmann know from their clients that they have often had bad experiences with agencies. Once the contract was signed, they were passed on to the depths of the agency, and the quality of the work they had already paid for suffered. Epli and Lehmann vouch that this is not the case with them. "A small team of four or five would be nice, but we still want to be on the front lines ourselves," Epli says. "We don't need a fat car or a custom suit. We want to create creatively." Lehmann nods. The two agree on that, too.
Anne-Friederike Wilhelm
