The action heroine
Annette Weisskopf has been doing promotions with her Action in Zurich for ten years and is now expanding in the East.
this year is supposed to be very special. Annette Weisskopf celebrates the
Tenth anniversary of their promotion agency. On November 25, there will be a
Bike racing. Poket bikes, to be precise. Around the circuit roars
from live streaming to rock DJ everything worthy of an agency,
which has made its name with action.
Annette Weisskopf is the founder and managing director of Action
Agency. She and partner Noel Boller each own half of the
Shares. The agency operates with five permanent employees in Zurich
and can count on an international network of freelance experts.
In addition, there is a file with about 800 promoters. These come depending on
Customer to use. "We need a majority of younger people, because the
market is largest in the youth sector," explains the boss. Result
this development has been supported by an increasing number of customers from the
Telecommunications and catering industry.
Action has also had a branch in Vienna for three years. It
came about because the marketing departments of Nike and Nokia in
Austria are. Many meetings thus led to the Danube City,
Contacts have arisen "and finally the right
Partner met". In Vienna, Action employs five people, two of whom
Part owner. "This is the best system at a subsidiary in the
Abroad. Responsibility must be local." A further expansion
will probably become a topic in Prague next year. In the Czech Republic
Noel Boller is already present with his Swiss Call. "Here could
further synergies will result." Action uses the call center for its
Outbound activities on.
A quarter of Action's orders come from advertising agencies. The rest
are direct customer inquiries. At Tele 2, for example, it was a matter of
Launch for the mobile city network in Zurich with a guerrilla action to
propagate. As always, action started with a brainstorming session at the
Customers. "This allows us to identify and implement the strategy in the best possible way."
Action is finally with a gadget phone made of mint pastilles in
the bars and pubs in the reception area of City-Netz gone.
For Swisscom Mobile, the strategy was a skyline tour with parties like
for example at the Zurich KV-Fest as well as wakeboard events. Here has
Action in a tent launched a flirt game.
And for Dr. Oetker, the promoters are riding in November with nine
microwave ovens on a retro trailer through Switzerland and
distribute crispy "Intermezzo" pizza. As always, this action is also
coupled with a competition, "because you can measure the contacts better that way.
can".
Such below-the-line measures "are becoming increasingly important." With their
Start a decade ago Action has organized majority events. "One
had a lot of budget to motivate his employees and occasionally
extremely large budget for major customer events. That is definitely the case today
no longer the case." Whereas it used to be 80 percent events and 20
promotion, Action now oversees 70 percent promotions and only
30 Event. "You go directly to the end user with your message,
because the measurability here is much better than in the event sector. There
the scattering loss is now far too great." And a marketing department
After all, they would have to be able to prove how they got their half a million
spent. "That wasn't always the case ten years ago."
Annette Weisskopf is a self-made woman in the field of promotion. Learned
she got in part from her father, who, as an entrepreneur, for example
Folding displays produced. The subsidiary is for these products two years
long moved from trade fair to trade fair. Still in middle school she dreamed
of becoming a geologist. But that was with the drop out of school
even before the Matura. An apprenticeship as a jewelry saleswoman
ultimately served as a bridge to marketing.
For a while Annette Weisskopf worked as a booker for the model agency
option in Zurich. According to her wish "a change every two years" has
she co-founded Mad Company Promotion. The idea of this agency
was to use models not only for photos, but also for events
on the square as a mixture of acts and promotion. From this
concept has finally developed the action. The foundation before
ten years with a then partner took place "without money. Only with
the idea and many colleagues who helped us".
The goal for the agency is: "Don't get bigger than eight people.
Because that's the only way the company remains flexible and I can keep my
philosophy and heart and soul," explains Weisskopf. In a
larger operation, it would have to "establish a control
Become a freak". Today, the action works like a family, and not just because sister Eve is also on the team.
Annette Weisskopf finds her ideas at parties and while exchanging with
a large circle of friends "from all sectors". The hustle and bustle of the
promotions also escape once in a while, she can thanks to her dog, which is
regularly barks around his longer walks.
Andreas Panzeri
