Nominated for «Advertiser of the Year» 2025: Lorenz Clormann
Lorenz Clormann loves big ideas and knows how to sell them convincingly—something he’d love to do for a lavish perfume campaign. With his knack for 360-degree concepts, his commitment to the industry’s future, and an unshakable sense of humor, he’s bringing a breath of fresh air to the world of advertising.
Lorenz Clormann has been Executive Creative Director and Partner at the Wirz Group Zurich since 2020. His career path has taken him from Weber, Hodel, Schmid Zurich to Scholz&Friends Berlin, Ruf Lanz Zurich, Jung von Matt Switzerland, Publicis Zurich, back to Jung von Matt Switzerland and his current place of work.
m&k: Lorenz Clormann, when did you first realize: "Advertising - or rather communication - is what I'm passionate about!"?
Lorenz Clormann: Even as a child, I was fascinated by the legendary Toni campaign. After graduating, it was clear to me that I had to work in a creative agency - and so I ended up at Weber, Hodel, Schmid shortly afterwards.
What's going really well in our industry right now? And what's going totally wrong?
The industry has definitely lost its luster. We need to change, and the value of creativity should also be worth more to clients again. For this reason we are driving change at Wirz.
Who or what inspires you?
I draw my inspiration from everyday life, from life itself. Above all, this requires a broad interest and openness towards everything new. Then inspiration comes almost all by itself.
We need to rethink entrenched mechanisms in order to make the industry more attractive to younger people again.
What are your strengths? And in which areas do you prefer to let others take the lead?
I can sell ideas well. That helps enormously in our industry. And I love thinking through a really big 360-degree campaign from A to Z and playing it out across all touchpoints. Basically, others are probably better at writing copy than I am, but when it comes to jokes, no one can hold a candle to me.
Which project from last year are you particularly proud of?
The January hole posters from M-Budget were a good start to the year 2024 and with the DVAG TV commercial, we were pioneers in the use of AI. After that, we were very busy with Migros' 100th anniversary. Since January 2025 the campaign is on-air and continues throughout the current year. I am very proud of this and of the entire team.
What do you consider to be your best idea that was never brought to life?
Fortunately, I was able to sell most of my good ideas. What fell by the wayside, however, were my ideas for creative projects outside of advertising - such as paintings, sculptures or installations. Fortunately, I haven't yet had to prove to anyone whether these were actually good ideas.
What has been the hardest decision of your career so far? And the best?
In fact, I've always known what the right next step is, so I haven't had to make any difficult decisions. In the end, every decision was the best one. I hope it stays that way.
Who would you really love to advertise for—regardless of budget or location?
Regardless of the depth of content? Then I would love to shoot a perfume commercial one day. A big budget, opulent images and sets, lots of drama and a rousing soundtrack. Wonderful. But seriously, I love working for big Swiss love brands and would of course be delighted if big budgets for good creation continued to be spoken for here too.
In your opinion, what image does the public have of the industry?
The general public has a positive opinion of good advertising, whereas it naturally tends to think negatively of bad advertising. Ultimately, we need to inspire people with good ideas and touch them emotionally. We also need to rethink entrenched mechanisms in order to make the industry more attractive to younger people again.
Do you believe in role models or mentors?
Basically, I do my own thing and don't follow others. A role model sets a certain pattern, a role model can be copied. I like the white sheet of paper.
I want to convey to young people that AI is still just a tool and that the idea is the real magic.
What does it mean to you to be nominated for the title of «Advertiser of the Year»?
I am passionate about advertising and I would be lying if I said I didn't care. I'm really delighted and it's a great honor for me - especially because you're also nominated by colleagues.
The most important question at the end: Please complete the following sentence: "As Advertiser of the Year, I would ...
...toast the election with a glass of champagne. I would push my efforts to show young people what a job as a creative can do and how great our industry actually is. I would show them that AI is still just a tool and that it's the idea that makes the real magic. And finally, I would make corny jokes in advertising acceptable again.
Campaigns Lorenz Clormann
Migros beer referendum campaign
KI-Klopp for Deutsche Vermögensberatung DVAG
Besides Lorenz Clormann are also Gordon Nemitz by Thjnk 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.
