"I still have one left" - Moritz Weischer as guest at the IAA Swiss Chapter
On Thursday evening, Weischer CMO Moritz Weischer presented four trends from the Cannes Lions Festival to IAA and LSA members. Werbewoche.ch spoke with him and recorded the interview in writing and on video.
Werbewoche.ch: Moritz Weischer, the Cannes Lions mean a lot to you. You can feel that. Where does this enduring enthusiasm come from?
Moritz Weischer: I'm delighted to hear that. I think Cannes Lions is an absolute heart project for us. Few events or competitions bring the creative industry together as much as Cannes Lions. They serve as an important driver for us to shape the future. We think about how we can advance the brands we work for. It's simply fun to carry this fire that ignites in Cannes in June all the way to Zurich, as it does today.
Werbewoche.ch: What are Weischer's core competencies?
Weischer has its roots in cinema marketing, which we have been doing in Germany for almost 70 years. In Switzerland, we haven't been around as long, but we are the market leader for cinema marketing in German-speaking countries. In Germany, we are also active in out-of-home marketing, programmatic and retail media. Although we are constantly expanding, we are cinema marketers at heart.
They brought back four trends from Cannes. The first is "The New Toolkit" and includes AI, cultural diversity and sustainability. Can you elaborate on that?
Of course, we may have referred to this trend somewhat loosely as the "cheat box," but it illustrates in a striking way how we need to address the surrounding issues. Artificial intelligence, on the fringes last year, has become impossible to miss, impossible to ignore, and impossible to imagine this year without it. For us, this is a clear call to deal intensively with this topic, to experiment with it and not to rush into trying to push it away again, because this topic has come to stay.
I also see a seamless connection here to cultural diversity. This is of great importance and we need to take our responsibility as communicators by focusing on how we can integrate groups that are often overlooked. Ultimately, this is extremely enriching and takes us closer to our goals.
The topic of sustainability, on the other hand, hardly needs any further explanation. Without sustainability, we won't get very far. It is remarkable that sustainability is now no longer a trendy topic in its own right, but has been tacitly present in numerous works, including this year. I assume that this trend will continue to gain in importance.
Werbewoche.ch: You mentioned examples such as male trees causing allergies and the case with AI and beer. Can you tell us more about that?
A fascinating case of Stella Artois shows how AI has been used to reach museum goers. They determined that old paintings depicting people partying and drinking likely featured Stella Artois. Using an algorithm, they analyzed the images and reached a new audience - those who viewed the paintings in the museum.
The second trend is "The rise of the CMO." Can you explain this in more detail?
This trend is extremely important because the role of the marketer has changed significantly in recent years. It's not just about developing beautiful campaigns, but also about driving the business model forward in a sustainable way. A good example is Virgin Australia's Middle Seat Lottery, which shows how good insight and understanding of the target audience are crucial.
The third trend is "You look younger than ever." What's behind it?
This trend addresses the often overlooked target group of best agers, who are, however, very solvent and curious. One example is the case with the Goldfish Jingle, which was picked up for this target group.
The fourth trend is "L.M.F.A.O" and is all about humor. Can you explain this?
It's about humor. In a time when one crisis follows the next, people long for a moment of lightness, humor and laughter. Studies show that humorous brands are more popular and more often recommended. But the crucial question is: Does humor also sell better? Nowadays we can say with certainty: Yes, humor increases sales, provided it is used in a targeted and appropriate way. The key is to understand your product and know how to appeal to the target group without losing sight of the product.
"I still have one," you said. Which one?
Moritz Weischer: Yes, as a cinema marketer we always have a favorite case. This year it's the case of Canal+ "Papa" for the Shortfilm Festival. This case is simply worth seeing.
Moritz Weischer, grandson of WerbeWeischer founder Hans Weischer, has been working for Weischer since March 2019. He initially worked in Corporate Innovation before taking on the newly created position of CMO in April. He knows the advertising industry from his time as an account manager at agencies BBDO Proximity and Thjnk. He holds a Master in International Marketing from Hult International Business School and a Master of Innovation and Entrepreneurship from Antwerp Management School.
