The master of clicks
In 2007, Daniel Hünebeck brought the Swiss branch of the German online marketing agency Adisfaction to Zurich. He found success with Google AdWords, intelligent banners, and clever online marketing tools, some of which the agency developed itself. Swiss companies are not yet fully tapping into the potential of online marketing—but the tide is turning.
Advertorials, Google Adwords and banners are the world of Daniel Hünebeck (33) and his colleague Alexander Tysl (28). Bank Vontobel and Künzler-Bachmann-Verlag, Zurich Airport and travel provider FTI have already noticed this and had Adisfaction build them effective online advertising tools. "The world of online marketing is very complex and evolving at breakneck speed," says Hünebeck. "You can't expect a client's marketing department, which already handles print, TV, radio, point-of-sale and outdoor advertising, to also be familiar with the various marketing tools that can be used online. We guide our client through the world of online advertising and find exactly the form of advertising that suits them." Even for a purely online agency like Adisfaction, it can be difficult to keep track of everything. "We manage that by specializing," Hünebeck explains. "One is responsible for email marketing, another for mobile marketing, a third is an expert in B2B or performance marketing, social media or monitoring."
Screws to success
Many companies already know exactly what they want when they commission Adisfaction. This simplifies the work of online marketers - at least at first glance. But Hünebeck and Tysl always look twice: "Sometimes we are asked to develop a banner, but then realize that the company would be better off running an advertorial or optimizing its newsletter. Then we work with the client to develop a strategy that is optimal for their goals." Other companies don't pay much attention to online activities for decades. And then, all of a sudden, it has to happen very quickly: Hünebeck and Tysl have often created an advertorial or a banner from scratch within eight hours. "But that only works if the customer and provider work very closely with us," says Hünebeck. "It's a great feeling to see the result of your work online the very next day. For our customer, too."
Hünebeck sees himself as a consultant and partner to his clients. "Close cooperation and a trusting relationship with our customers is very important to us," he emphasizes. "We are more than an outsourced online marketing department that implements campaigns. That's because we have an eye for the big picture and attach great importance to dovetailing a company's individual advertising tools, such as print campaigns, newsletters or banners. Right now, we're discussing with some clients how to make their successful print campaign just as effective online." Many measures that Adis¬faction implements do not even require a budget increase, for example the optimization of search engines or websites. Hünebeck: "There are customers who are surprised that contact requests via advertising on Google are missing. But if you want to generate contacts, you can't just leave it at linking your website. He must, for example, place his telephone number or a contact form prominently on the website. It's often enough to turn small adjusting screws to make a big difference."
Moving forward in a roundabout way
Hünebeck was born in eastern Germany in 1976 and grew up in the Ruhr region. After school, he trained as a bank clerk. "The apprenticeship was extremely sales-heavy," he says. "I quickly realized that I wasn't going to do this 'fund banging' thing my whole life." Commerzbank gives Hünebeck the chance to study business administration alongside his apprenticeship. He jumped at the chance. When Hünebeck is finished with his apprenticeship and studies, the New Economy is just at its peak. "I was very interested in the new market and the stock market," he recalls. "So I applied to Wallstreet online as a product developer." There, Hünebeck experiences two and a half instructive years: on the first day of work, he sees for the first time in his life, in the first week he learns HTML, and finally he develops new sections, tools and advertising concepts for the Internet site. At the same time, Hünebeck completes a degree in computer science, because he works a lot with programmers and wants to gain insight into their work. Hünebeck is also in the thick of things when the Internet bubble bursts: "I was one of the last 150 employees hired at Wallstreet online," he reports. "Then the headcount went down quarter by quarter until we were down to ten people. I went through it all, from the top to the bottom."
2003 is time for a break. Hünebeck goes on a trip, six months through Central America. Back home, he looks for a job: "Online could be, but didn't necessarily have to be. In the end, I became a consultant in a restructuring consultancy, because I had just experienced a restructuring process live." Hünebeck uses the experience of waiting from quarter to quarter as an employee for the sword of Damocles to come down to support companies and employees when things go south. "The job was exhausting, but incredibly exciting," he says. "I dealt with banks, credit departments and businesses ranging from CD producers to bed and door manufacturers to gyms." In 2005, the question of the next professional step comes up. Hünebeck does not want to become a controller. He does a marketing and PR internship at MTV in New York. Hünebeck: "That was the direction I was looking for. It was cool to suddenly work in a company that makes 20 percent profit and turns everything it touches into gold. It was clear to me then: I want to get back into media."
Give us a call
Hünebeck talks on the phone with Stefan Swertz, his former boss and mentor at Wallstreet online. Swertz founded the agency Edynamix, now Adisfaction AG, in 2002. And is looking for employees. Hünebeck joined the company and started as a media planner at its German headquarters in Meerbusch. Less than a year later, he takes over the commercial management of the company and the management of the newly opened branch in Switzerland. He wins Bank Vontobel as his first client. "Before setting up the Swiss branch, we did a 'Tour de Suisse' and asked Swiss online professionals from Cash and Financial Media whether they thought a branch of Adisfaction had a chance," Hünebeck says. "They all said, 'We need an agency with your know-how here'." That assessment has been borne out: In the last three years, Adisfaction Switzerland has acquired more than 30 clients of distinction, some of whom have long been regular customers. Banks in particular are among the agency's clients, but also tourism companies, e-commerce and B2B providers. "It's important to us that we understand our clients' business, no matter what industry they operate in," Hünebeck emphasizes. "Of course, it takes time to get to grips with the products and services. But the success is then all the greater."
And what are Hünebeck's plans for Adisfaction Switzerland for the next year or two? In any case, he wants to further expand the Swiss location: "Growth yes, but only organically," Hünebeck emphasizes. "We have a few new customers on our doorstep, so we're hiring a new employee in September. However, it is not easy to find qualified applicants. Switzerland lacks specialists in this profession." Still.
Anne-Friederike Wilhelm
Screws to success
Many companies already know exactly what they want when they commission Adisfaction. This simplifies the work of online marketers - at least at first glance. But Hünebeck and Tysl always look twice: "Sometimes we are asked to develop a banner, but then realize that the company would be better off running an advertorial or optimizing its newsletter. Then we work with the client to develop a strategy that is optimal for their goals." Other companies don't pay much attention to online activities for decades. And then, all of a sudden, it has to happen very quickly: Hünebeck and Tysl have often created an advertorial or a banner from scratch within eight hours. "But that only works if the customer and provider work very closely with us," says Hünebeck. "It's a great feeling to see the result of your work online the very next day. For our customer, too."
Hünebeck sees himself as a consultant and partner to his clients. "Close cooperation and a trusting relationship with our customers is very important to us," he emphasizes. "We are more than an outsourced online marketing department that implements campaigns. That's because we have an eye for the big picture and attach great importance to dovetailing a company's individual advertising tools, such as print campaigns, newsletters or banners. Right now, we're discussing with some clients how to make their successful print campaign just as effective online." Many measures that Adis¬faction implements do not even require a budget increase, for example the optimization of search engines or websites. Hünebeck: "There are customers who are surprised that contact requests via advertising on Google are missing. But if you want to generate contacts, you can't just leave it at linking your website. He must, for example, place his telephone number or a contact form prominently on the website. It's often enough to turn small adjusting screws to make a big difference."
Moving forward in a roundabout way
Hünebeck was born in eastern Germany in 1976 and grew up in the Ruhr region. After school, he trained as a bank clerk. "The apprenticeship was extremely sales-heavy," he says. "I quickly realized that I wasn't going to do this 'fund banging' thing my whole life." Commerzbank gives Hünebeck the chance to study business administration alongside his apprenticeship. He jumped at the chance. When Hünebeck is finished with his apprenticeship and studies, the New Economy is just at its peak. "I was very interested in the new market and the stock market," he recalls. "So I applied to Wallstreet online as a product developer." There, Hünebeck experiences two and a half instructive years: on the first day of work, he sees for the first time in his life, in the first week he learns HTML, and finally he develops new sections, tools and advertising concepts for the Internet site. At the same time, Hünebeck completes a degree in computer science, because he works a lot with programmers and wants to gain insight into their work. Hünebeck is also in the thick of things when the Internet bubble bursts: "I was one of the last 150 employees hired at Wallstreet online," he reports. "Then the headcount went down quarter by quarter until we were down to ten people. I went through it all, from the top to the bottom."
2003 is time for a break. Hünebeck goes on a trip, six months through Central America. Back home, he looks for a job: "Online could be, but didn't necessarily have to be. In the end, I became a consultant in a restructuring consultancy, because I had just experienced a restructuring process live." Hünebeck uses the experience of waiting from quarter to quarter as an employee for the sword of Damocles to come down to support companies and employees when things go south. "The job was exhausting, but incredibly exciting," he says. "I dealt with banks, credit departments and businesses ranging from CD producers to bed and door manufacturers to gyms." In 2005, the question of the next professional step comes up. Hünebeck does not want to become a controller. He does a marketing and PR internship at MTV in New York. Hünebeck: "That was the direction I was looking for. It was cool to suddenly work in a company that makes 20 percent profit and turns everything it touches into gold. It was clear to me then: I want to get back into media."
Give us a call
Hünebeck talks on the phone with Stefan Swertz, his former boss and mentor at Wallstreet online. Swertz founded the agency Edynamix, now Adisfaction AG, in 2002. And is looking for employees. Hünebeck joined the company and started as a media planner at its German headquarters in Meerbusch. Less than a year later, he takes over the commercial management of the company and the management of the newly opened branch in Switzerland. He wins Bank Vontobel as his first client. "Before setting up the Swiss branch, we did a 'Tour de Suisse' and asked Swiss online professionals from Cash and Financial Media whether they thought a branch of Adisfaction had a chance," Hünebeck says. "They all said, 'We need an agency with your know-how here'." That assessment has been borne out: In the last three years, Adisfaction Switzerland has acquired more than 30 clients of distinction, some of whom have long been regular customers. Banks in particular are among the agency's clients, but also tourism companies, e-commerce and B2B providers. "It's important to us that we understand our clients' business, no matter what industry they operate in," Hünebeck emphasizes. "Of course, it takes time to get to grips with the products and services. But the success is then all the greater."
And what are Hünebeck's plans for Adisfaction Switzerland for the next year or two? In any case, he wants to further expand the Swiss location: "Growth yes, but only organically," Hünebeck emphasizes. "We have a few new customers on our doorstep, so we're hiring a new employee in September. However, it is not easy to find qualified applicants. Switzerland lacks specialists in this profession." Still.
Anne-Friederike Wilhelm
