Sir Mary: The next chapter
After seven years of operating independently, Sir Mary is entering into a partnership with the agency network Myty. What motivated the founders to do this?
At the end of September, the Zurich agency Sir Mary announced a partnership with the rapidly growing Myty Group (Werbewoche.ch reported). As a young agency network, Myty has been shaking up the industry since 2020 - not only in Switzerland, but throughout Europe - and already combines the strengths of 13 companies with more than 700 employees. In an interview with m&k advertisingweek.ch Sir Mary co-founders Maurizio Rugghia and Daniel Zuberbühler explain why a partnership with Myty is the next logical step in the development of their company - and what it means for the team, the clients and the agency's management.
m&k: Daniel Zuberbühler, Maurizio Rugghia: Im In September, Sir Mary won the Media Research Group's Swiss agency ranking. Shortly afterwards, you announced that you were joining the Myty Agency Network. You were hugely successful "on your own" - why do you need a network?
Daniel Zuberbühler: Many thanks for the compliment! Sir Mary is well positioned to meet the needs of advertisers. Winning the ranking has officially confirmed this, which naturally makes us proud. Nevertheless, in our industry it is important to always stay on the ball and think ahead.
Maurizio Rugghia: Sir Mary was founded with the ambition to change the agency market as a modern agency and first address for digital-first communication. For us, it's about shaping the game, not just playing in it. Because we want to continue to meet this high standard, we are ushering in the next phase for Sir Mary, together with Myty. So it's not about what we "need", but about how we can continue to develop our potential and meet the growing and changing demands of our customers in the future. We see the partnership with Myty as a step that opens new doors for us in terms of technological resources, specialization and expertise in different disciplines. We are still the same crew, but now we have access to an impressive range of resources and skills that go far beyond what we could have achieved on our own.
"This step is an extension of our possibilities, not the end of our journey."
Myty is - despite its impressive scale - less well-known and considerably more compact than, say ... Dentsu, WPP or the "usual suspects". Did you join in spite of this or precisely because of this?
Zuberbühler: Our condition for a partnership was clear: we wanted to leave our identity, our culture and our location untouched. Myty allows us to do just that and gives us entrepreneurial and cultural freedom.
Rugghia: We deliberately chose Myty precisely because it is different from the usual suspects. Myty offers a unique combination of agility, innovation and a close-knit community culture that aligns perfectly with our vision at Sir Mary.
What fascinates you about Myty?
Zuberbühler: Myty won us over with her motto "Just getting started", which fits perfectly with our own spirit. What inspires us is her fresh, uncomplicated approach.
Rugghia: We want to help, participate and have our say. Directly with the founding team, with whom we got on really well straight away. We don't want to sit in the nest, that has never been our ambition and will never be.
Are you not worried about giving up your independence with this step?
Rugghia: What we gain with Myty is far more than what we could have achieved as an individual agency. We firmly believe that our strengths will be further enhanced in the network. It's not about giving up control, but about expanding our capabilities and increasing our competitiveness. We are more motivated than ever to use the additional resources and collective experience of the network to create something new that shapes the market and inspires our clients.
What opportunities does this step open up for you?
Rugghia: From an entrepreneurial perspective, this step gives us a unique opportunity to play an active role in shaping a European network. We now have the platform to present our vision on a broader stage and play an active role.
Zuberbühler: For our customers, this means above all that we can now offer them an even broader range of expertise and services. The additional partnerships within the Myty network enable us to respond to their individual requirements in an even more targeted manner. And last but not least, our employees will benefit from this step. They gain access to a larger pool of knowledge and experience and have the opportunity for professional exchange and further development, which is crucial in our industry. This in turn opens up new career paths for them that might not have been possible before.
Does your decision also say something about your view of the development of the communications industry over the next five, ten, fifteen years - and if so, what?
Zuberbühler: Our decision in favor of Myty definitely reflects our assessment of where the communications industry is heading. We are convinced that a digital-first mindset is a must - not a can. Today, not in the future. It is the foundation on which communication strategies are built.
Rugghia: The industry is evolving at a rapid pace and we are seeing increasing specialization and fragmentation within the communication disciplines. Strong and networked partnerships are becoming essential to serve the diverse disciplines and connect channels seamlessly.
"We can tap into the concentrated specialist knowledge of 700 new colleagues at any time."
Will anything change for your employees now?
Rugghia: Nothing will change for the employees - we will continue to be operationally and culturally independent. They now have the opportunity to make use of the network's expertise, help shape the up-and-coming Myty brand and work on cross-agency projects. Workstations are also available at other Myty locations: for easier remote working in Berlin, Hamburg, Zagreb and other major cities.
And for the customers?
Zuberbühler: What is new - and very attractive for our customers - is that we can tap into the concentrated specialist knowledge of our more than 700 colleagues under the Myty umbrella at any time. From specialist disciplines in web and app development, e-commerce, artificial intelligence, corporate branding and corporate content to customized agency offerings, employer branding and digital solutions. For our customers, this means more opportunities to realize challenging projects and keep their finger on the pulse of digital transformation.
"We are not managers, but entrepreneurs and doers who are deeply rooted in the industry."
Hand on heart: Is this the first step towards an "exit" for the founders - or can we expect them to remain involved in the agency's day-to-day business?
Rugghia: Honestly, this step means an expansion of our possibilities, not the end of our journey. Sir Mary's management remains unchanged and fully committed to the day-to-day business. The existing and well-coordinated team is crucial for success and strategy!
Zuberbühler: Furthermore, we are not managerial types, but entrepreneurs and doers who are deeply rooted in the communications industry. We not only enjoy our work, but also feel a deep sense of satisfaction in helping to shape the continued success of our group.
Sir Mary is a creative and media agency founded in 2016 by Maurizio Rugghia, Daniel Zuberbühler and Florian Beck. Right from the start, the agency focused on a digital-first approach and won numerous prestigious accounts - and awards: For example, Sir Mary was named Swiss Digital Agency of the Year 2018 and DACH Newcomer Agency of the Year 2019; Sir Mary also took first place in the annual ranking of Swiss Advertising Agencies 2023.
This article first appeared in the m&k print edition 11-12/2023.
