Glocal Thinking: Thomas Städeli on the future of Publicis Zurich

m&k Werbewoche.ch: Thomas Städeli, you've been CEO of Publicis Zurich since January. Have you settled in well?

Thomas Städeli: I did that very quickly. On my first day at work, I found a building site - a real one! - and the team was spread out all over the building because our agency space was being remodeled. In the "power of one" hustle and bustle, it wasn't so easy to find the Publicis Zurich crew. However, this meant that I immediately came into direct contact with all the specialists who work here. And the projects started immediately.

Keyword "power of one". How important are interdisciplinary and international teams for the success of Publicis Zurich?

Huge. Mixed teams are the heart of a creative agency. I believe that the most innovative ideas only emerge through the combination of different backgrounds and core competencies. That's why we want to create an environment that celebrates and promotes diversity - through targeted team compositions, interdisciplinary projects and the promotion of individual strengths. And the fact that you can do this internationally here at Publicis is a new dimension - and therefore super exciting.

You learn a lot about the company you join very quickly in the first few months of a job. What did you notice immediately at Publicis Zurich?

Internationality, diversity and forward momentum - that is Publicis "in a nutshell". The Group's international connection to a network of over 100,000 specialists enables comprehensive access to a wide range of topics. However, what impressed me most from the outset was the clear intention to develop strongly, to redefine itself and to do so as a whole group and with a full focus on customer needs.

What do you think are the biggest hurdles that the agency has to overcome? And what are your greatest opportunities?

With my move to Stadelhoferstrasse comes a new perspective on talent, processes and corporate culture. I am firmly convinced that great things can happen when a first-class team pulls together. That's why it's important for me to set up the team in the best possible way and to maximize collaboration across disciplines and national borders.

Can you elaborate on this?

In recent years, Publicis has been too quiet for our standards. When I look around our Monday meeting today, I am very confident that we are on the right track. On the one hand, with new forces in the person of Rob (Hartmann, editor's note)who conducts the creation and Louisa (von Reumont, editor's note)which manages the strategy and, on the other hand, with new work such as the Opening of a Baloise branch in the game GTA or the Launch of the Post Mobile mobile offering. The main task now is to communicate the changes that have been launched internally to the outside world.

Where are "traditional" advertising agencies heading?

I believe it is crucial to get back to the basic principles. The numerous hypes, especially technological ones, have changed the nature of agencies dramatically - we are constantly chasing new trends instead of concentrating on the actual craft. We should be proud of what we have mastered: Bringing brands and their soul to life and communicating this to target groups through involving stories.

Shortly before you took over as CEO, Publicis lost its long-standing client Swiss. The agency was widely praised for congratulating market competitor thjnk on winning the pitch at the end of 2023 (Werbewoche.ch reported). Hand on heart: is the pain of separation already completely over?

Of course it hurts that we are no longer working for Swiss. We were able to cushion the loss at least a little with our first pitch wins. But it's clear that we want to continue working for major Swiss brands that also operate internationally and have communication needs. We are one of the few Swiss agencies that has the know-how and experience to lead large clients and volumes, including those with an international focus, to long-term success. Not to mention the fact that I am convinced that a well-established, long-term partnership offers enormous advantages. In addition to the continuous development of communication measures on a proven platform, knowing each other well can always lead to new and surprising things. Even without a briefing.

Together with your partner agencies at Publicis Switzerland, you have a strong communications network. What are you doing to "put the horsepower on the road even better in future"? 

The fact that we all work under one roof in Zurich makes a huge difference. We meet every day, exchange ideas and support each other. Collaboration becomes even more effective when two things are right: Interpersonal chemistry and a continuous exchange. Another fascinating aspect is the exchange with our colleagues in Lausanne: an extremely international agency from which we can learn a lot.

Back to Zurich: How would you like to develop the location further in order to get the best out of it for the team and customers?

Stadelhoferstrasse 25 is more than just a building for us at Publicis - it's a vibrant center of creativity, innovation and collaboration. This is where talent, clients and new ideas come together to create great things. We see this place as a source of inspiration and a meeting point for the entire Publicis family, both locally and internationally. And we want to strengthen this even more in the future. Stay tuned.

Do you dare to predict how the advertising market in Switzerland might develop? Do you sense pessimism - or cautious optimism - among colleagues and customers?

Agencies have always been remarkably adaptable. And I am confident that this will remain the case. In view of the flood of messages we receive every day, it is crucial for the advertising market that brands offer clear, convincing and, above all, engaging communication. Agency partners who can support brands beyond traditional communication are essential for this. With creative ideas that are also happy to promote products and services. In short: I remain optimistic.

Finally, two reader favorites among the interview questions - please complete the following sentences: "If I could acquire a dream client for the agency right now, regardless of linguistic, geographical or other restrictions, that would be ...?"

... a Swiss brand that sees creativity as an opportunity to become number 1 in the market. We really do have enough top brands in Switzerland, we don't have to look that far.

And: "When we meet again in a year's time, I hope I can tell you ...?"

... which new major customers we have acquired so that I no longer have to answer questions about Swiss (laughs).