"The selection process was professional"
Comments on Andreas Prokesch's article "Kein Jekami zum Sozialtarif" in WW 30/02
Comments on Andreas Prokesch's article "Kein Jekami zum Sozialtarif" in WW 30/02Mr. Prokesch is entitled to express his opinion on Zurich Zoo's pitch. He is also entitled to express his opinion on the first work of the new advertising agency for Zurich Zoo. What is questionable from a journalistic point of view, however, is the fact that WerbeWoche has made itself available as a platform for a prominently presented article, which is poorly researched and based on false facts, and which is even mentioned on the front page.1 It is true that marketing manager Irène Inderbitzin knows the agency that was later selected from previous collaborations. I myself have already worked very successfully and well with two other presenting agencies.
2. it is correct that this agency, like the other two, was invited to make a presentation on the basis of the apparently positive experience gained from this collaboration.
3. it is wrong that the marketing manager Irène Inderbitzin made the decision for the selected agency.
4 The decision was made by a six-member committee consisting of members of the management and marketing team. The decision was also confirmed by Zurich Zoo's Board of Directors.
5 It is incorrect that ten agencies took part: there were eight.
6 It is astonishing that three of the largest and most recognized BSW agencies took part in this pitch, which according to Mr. Prokesch was carried out in an extremely amateurish manner.
7. it is wrong that the decision - as suggested in the article - was made for subjective, incomprehensible or even relational reasons. On the contrary:
8 The selection process was absolutely professional and proceeded as follows:
- Written and verbal briefing. Opportunity for a re-briefing.
- Presentation of the concept to the above-mentioned six-member committee.
- After each presentation, each member of this committee secretly awarded points based on a clearly defined evaluation list comprising around 30 items.
- The three concepts with the highest overall rating were sent anonymously to a copy test conducted by a recognized market research institute.
- The winner was the concept that achieved the best cumulative score from the points and copy test.
- The selected concept and the agency were presented to the Board of Directors - including the results of the copy test. Dr. Alex Rübel Director Zurich Zoo
2. it is correct that this agency, like the other two, was invited to make a presentation on the basis of the apparently positive experience gained from this collaboration.
3. it is wrong that the marketing manager Irène Inderbitzin made the decision for the selected agency.
4 The decision was made by a six-member committee consisting of members of the management and marketing team. The decision was also confirmed by Zurich Zoo's Board of Directors.
5 It is incorrect that ten agencies took part: there were eight.
6 It is astonishing that three of the largest and most recognized BSW agencies took part in this pitch, which according to Mr. Prokesch was carried out in an extremely amateurish manner.
7. it is wrong that the decision - as suggested in the article - was made for subjective, incomprehensible or even relational reasons. On the contrary:
8 The selection process was absolutely professional and proceeded as follows:
- Written and verbal briefing. Opportunity for a re-briefing.
- Presentation of the concept to the above-mentioned six-member committee.
- After each presentation, each member of this committee secretly awarded points based on a clearly defined evaluation list comprising around 30 items.
- The three concepts with the highest overall rating were sent anonymously to a copy test conducted by a recognized market research institute.
- The winner was the concept that achieved the best cumulative score from the points and copy test.
- The selected concept and the agency were presented to the Board of Directors - including the results of the copy test. Dr. Alex Rübel Director Zurich Zoo
