Nominated for «Advertiser of the Year» 2025: Gordon Nemitz
Thinking through problems is his strength. His ability to make complex concepts easy to understand, combined with a critical yet optimistic attitude toward change, makes Gordon Nemitz, Chief Strategy Officer at Thjnk, one of the industry’s leading voices.
Gordon Nemitz has been with Thjnk Zurich since 2018. He is the Managing Director of Strategy and a co-owner of the agency. His career path took him from Jung von Matt Hamburg to TBWA Düsseldorf, Wirz/BBDO Zurich, and finally to Thjnk Zurich. Since 2023, he has also served as Chief Strategy Officer of Thjnk Germany.
m&k: Gordon Nemitz, when did you first realize, «Advertising—or rather, communication—is what I’m passionate about!»?
Gordon Nemitz: In ninth grade, I had to do a one-week internship. I was able to complete it at a small advertising agency in Cologne. I really enjoyed it—not only because the agency was located above a McDonald’s and I could finally work my way through the entire menu without my parents watching over me, but above all because it was my first chance to dive into the world of advertising and let my creativity run wild.
What's going really well in our industry right now? And what's going totally wrong?
We are in the midst of the greatest period of transformation the industry has ever seen, one that will change it forever. COVID-19 has accelerated the way we work together, both in terms of where and how. The rapid development of artificial intelligence is forcing us to question our established ways of thinking and working. We can either view all these developments with skepticism or embrace them. I tend toward a critical yet fundamentally positive perspective. After all, these changes ensure that we continue to evolve—as an industry as a whole, but also as individuals. Digitalization has already shown us this in the past; it, too, was a tectonic shift. In moments like these, flexibility is key—the ability to adapt to new circumstances, discover new possibilities, and actively shape them. The fact that we’re being forced to do this is a good thing. What the industry still lacks answers for at the moment is how we can respond to these new circumstances in a way that motivates us. How do we embrace the new opportunities while remaining capable of taking action? There’s too much discussion about how to get people back from working from home, rather than creating a culture to which people want to contribute. We focus too much on increasing efficiency through AI, rather than having a discussion about the value of creativity.
Who or what inspires you?
Nothing and no one offers me guaranteed inspiration. But then again, everything and everyone does. The only thing that helps is to go through the world with open eyes. Don’t take anything for granted. Just listen and observe—as much as possible. Whether it’s at a CEO meeting or by the coffee machine. Whether on the tram or at the Migros checkout. Whether during arguments about homework or on harmonious game nights. All of this leaves behind fragments of experience, food for thought, and opportunities for reflection—from which great strategies and ideas can grow.
Nothing and no one offers me guaranteed inspiration. But that also means everything and everyone does.
What are your strengths? And in which areas do you prefer to let others take the lead?
When I was working as a freelancer—while I was still in college—it suddenly occurred to me that agencies were paying me to think about their clients’ problems. But in a way, that seems to be my strength: quickly understanding complex issues, identifying possible solutions, and making them easy for others to grasp. Another tangible skill set I possess is my IT expertise, which has also benefited Thjnk time and again over the past few years.
Which project from last year are you particularly proud of?
There isn’t one single project I’m particularly proud of. Instead, I find myself looking back—often in disbelief—at what we’ve achieved as an agency over the past few years in general, and especially over the past year. Our successes in pitches, at the ADC, and at the Effie Awards are, in my opinion, a good sign that we’re consistently producing quality work. And that’s probably what I’m most proud of.
What do you consider to be your best idea that was never brought to life?
A campaign for toilet cleaner that celebrates the bathroom as the last personal refuge in the midst of stressful family life.
What has been the hardest decision of your career so far? And the best?
The hardest decision was also the best one: seven years ago, I turned my back on the security and stability of a large agency and joined Thjnk, which was based in a former carriage house.
Who would you really love to advertise for—regardless of budget or location?
There isn't a single brand I would prefer. For me, it’s more about having the opportunity to actively help shape brands. So perhaps I’m more drawn to challenger brands than to those that just want their brand equity well managed. And when I look at the companies I’m currently fortunate enough to work with, I’m quite satisfied. Except, of course, for Rockstar Games—but that’s solely out of personal interest as a gaming nerd. When it comes to industries, I’m a bit more open-minded. I’ve had the opportunity to work a lot in FMCG in the past, and I miss that a little. But luxury goods can also offer exciting challenges.
In your opinion, what image does the public have of the industry?
The industry’s image is shaped by the product we present to the public. It is therefore not surprising that we are very often perceived as intrusive or even manipulative. This is also evident in the debates surrounding bans on advertising and billboards. To put it bluntly, one could say that the industry’s very raison d’être rests in its own hands—in both a negative and a positive sense. After all, advertising consistently manages to touch people emotionally, inspire them, and entertain them. And those are actually the moments we should be creating more often. This can be achieved above all when agencies and clients keep people’s needs in mind on the one hand and share a common understanding of good communication on the other.
We focus too much on increasing the efficiency of AI instead of discussing the value of creativity.
Do you believe in role models or mentors? Who would that be for you?
We humans always learn from experiences and observations. These can be both positive and negative. Throughout my career, I’ve never had that one person who took me under their wing and mentored me. Instead, there have always been «colleagues along the way» who have shaped me and made me who I am today. So rather than singling out any one person, I’d like to thank all of them for the time we spent together: You know who you are.
What does it mean to you to be nominated for the title of «Advertiser of the Year»?
I think I speak for all the nominees who came before me—and certainly for my fellow nominees—when I say: It’s a tremendous honor. And of course, I’d be even happier if I actually won the title. But I believe my fellow nominees would have deserved it just as much, if not more.
The most important question to end with: Please complete the following sentence: «As Advertiser of the Year, I would …»
If I were named Advertiser of the Year, I would try to rekindle people’s enthusiasm for our work—so that more young people find their way into the industry, so that more marketers appreciate our creative work, and so that the public doesn’t have to get annoyed when they see an ad.
Campaigns by Gordon Nemitz
Frey Campaign Featuring Rowan Atkinson, Chocolat Without All the Fuss
Sunrise – In the Elevator with Roger Federer and Marco Odermatt
Ochsner Sport for the Paris Olympics
Denner is living the good life
Besides Gordon Nemitz are also Lorenz Clormann by Wirz and Philipp Skrabal Nominated by Farner for the 2025 «Advertiser of the Year» award. More information about the award and the selection process is available here.
