From the depths of space
Cary Steinmann is the new chief strategist at TBWA in Küsnacht.
Cary Steinmann is the new Chief Strategist at TBWA in Küsnacht.When Cary Steinmann defines the role of strategic planning in advertising, it sounds like football 101. Strategic planning is the midfield, "occupied by a man or three". Planning must play balls forward "with an idea so that the striker can only take and score". The creation is the striker. "They are usually very well paid and get all the credit because they score the goals." Sometimes, however, a strategic planner scores with a powerful long-range shot. Take Steinmann, for example. In any case, he has already won a Clio Award. Advice takes on the role of the defense, including the libero. These players have to "make sure that nothing burns and act as water carriers. They work the balls forward." The financier guards the goal, "Olli Kahn-style". In England, on the other hand, the planner is a libero or sweeper, according to Steinmann. However, this system does not suit TBWA's new chief strategist because he learned his trade from creative people. He defines himself with a "move towards the goal". And he could have learned how to do this from Günter Netzer: His balls come from deep in the area - unstoppable.He also wants to score goals as a new member of the management team at TBWA. "As a strategic planner, I have been familiar with the most important tools of the most important agencies for many years. I know what dazzle is." Steinmann was won over by the strategy of "disruption", which is part of TBWA's global system. This is understood as the "demand for a contradiction or break so that the usual is not repeated".
He also expects a lot of positive impetus in his new job from the international network. TBWA Paris was the most successful agency in Cannes this year. In Switzerland, it is ranked fifth in the top creative league. This is set to become more. "Bringing the superpower of the many good people down to earth" is what Steinmann sees as his most important task. He already realized that he would one day play in the midfield of an advertising team while attending lectures on business administration. He completed his studies with a dissertation on marketing. His mentor at the time got him a part-time job at Dieter Jäggi's agency because Steinmann no longer wanted to drive a cab through the streets of Bern at night.
However, most agencies laughed at him when he offered his academic knowledge to around ten agencies in his application as a strategic planner. Only Lintas accepted his offer. Wirz wanted to hire him as a copywriter on the basis of his application letter. Steinmann turned him down, and the comparison would not be so wrong: as if Chapuisat had been put in goal since he was a child...
Steinmann later worked with Jean Etienne Aebi at important stages of his career. "One of the first after Lintas to recognize the importance of strategy." Steinmann worked at Aebi's agency conglomerate for four years until 1992, when he received two offers from Germany. In the end, Scholz & Friends made him the better offer than Springer & Jacoby. The planned three years in Hamburg turned into eight. One day in the north, he "somehow got homesick" and returned to Switzerland. At Wirz, he was supposed to "accompany the agency into the next generation". But someone "didn't want to let go yet", he comments with hindsight on a rather complicated story.
Of course, the position at Wirz earned him a seat on the BSW Board. Steinmann is responsible for training. He wants to expand this. He also enjoys his involvement in the ADC's creative school. As an exercise, he had the students advertise the Catholic church this year. "That's fun," says the Bernese, who could also imagine "a small professorship as a side job" one day. In any case, he wants to "threaten" the world with a book on advertising in the near future.
Cary Steinmann could imagine passing on his planning experience as a "part-time professor" one day.
Andreas Panzeri
He also expects a lot of positive impetus in his new job from the international network. TBWA Paris was the most successful agency in Cannes this year. In Switzerland, it is ranked fifth in the top creative league. This is set to become more. "Bringing the superpower of the many good people down to earth" is what Steinmann sees as his most important task. He already realized that he would one day play in the midfield of an advertising team while attending lectures on business administration. He completed his studies with a dissertation on marketing. His mentor at the time got him a part-time job at Dieter Jäggi's agency because Steinmann no longer wanted to drive a cab through the streets of Bern at night.
However, most agencies laughed at him when he offered his academic knowledge to around ten agencies in his application as a strategic planner. Only Lintas accepted his offer. Wirz wanted to hire him as a copywriter on the basis of his application letter. Steinmann turned him down, and the comparison would not be so wrong: as if Chapuisat had been put in goal since he was a child...
Steinmann later worked with Jean Etienne Aebi at important stages of his career. "One of the first after Lintas to recognize the importance of strategy." Steinmann worked at Aebi's agency conglomerate for four years until 1992, when he received two offers from Germany. In the end, Scholz & Friends made him the better offer than Springer & Jacoby. The planned three years in Hamburg turned into eight. One day in the north, he "somehow got homesick" and returned to Switzerland. At Wirz, he was supposed to "accompany the agency into the next generation". But someone "didn't want to let go yet", he comments with hindsight on a rather complicated story.
Of course, the position at Wirz earned him a seat on the BSW Board. Steinmann is responsible for training. He wants to expand this. He also enjoys his involvement in the ADC's creative school. As an exercise, he had the students advertise the Catholic church this year. "That's fun," says the Bernese, who could also imagine "a small professorship as a side job" one day. In any case, he wants to "threaten" the world with a book on advertising in the near future.
Cary Steinmann could imagine passing on his planning experience as a "part-time professor" one day.
Andreas Panzeri
