Equipe: Claude Eberhard becomes new ECD

Claude Eberhard, a proven digital expert, is taking over the creative leadership of Equipe. He replaces the previous ECD Florian Beck, who will be taking on a new challenge after two years. Eberhard has spent the last 15 years working successfully as a freelancer and for well-known agencies. During his career, he won numerous awards, including a Master at the Best of Swiss Web and an ADC Evergreen. Eberhard joined Equipe in September 2015 as Creative Director (Werbewoche.ch reported). CEO Matthias Adolf on the appointment: "With his extensive agency and explicit digital experience, Claude is an asset to the entire agency. I look forward to opening another successful chapter together with him."

Werbewoche: Claude Eberhard, you are the new ECD - will anything fundamental change at Equipe?
Claude Eberhard: No, the vision and our guiding principle "communications agency with digital DNA" will not change. After all, that's exactly what sets us apart from other agencies. We don't need to write "digital" on our banner after the fact. Digital was, so to speak, ingrained in us, and we turn to clients who want to benefit from this know-how.

How digital is your personal background?
Very digital. Around the turn of the millennium, I started training to become a multimedia producer. That was my first point of contact with the digital world, even though back then it was less about online and more about creating multimedia CDs (laughs). After that, I went freelance with two colleagues and ended up working for Jung von Matt as a digital art director. First as a freelancer, then with a permanent position. That's also where I met Matthias Adolf, the current CEO of Equipe. Together, we already achieved a lot in the digital field back then.

How much does your signature as an ECD come through in the agency?
I do hope that you can feel it over time. Personally, I'd like to promote the entertainment factor at Equipe even more. For advertising on digital channels to be perceived, it must first and foremost entertain. If you can recognize this signature in our future campaigns, I'll be delighted, of course. As far as technology is concerned, we're already at the forefront.

Equipe's campaigns made a casual, fun impression in the past, too, didn't they?
Sure! But in the entertainment sector, there's always more - especially in digital film, which has the potential to go viral. Especially if you take a look at Anglo-Saxon campaigns, you can see that the agencies in question have their craft down pat. On the one hand, they know how to handle humor; on the other hand, they also have the courage to break through the boundaries of the social norm every now and then. That works in advertising and I like it. We noticed this ourselves with our Vujo campaign for the car-sharing platform Sharoo: After Vujo had to hand in his driving license for drunk driving, we put his Porsche on the platform - and staged the action in a media-appropriate way with moving images. The campaign worked great, the Porsche was permanently rented out and the public interest was immense.

Does the new position as ECD also bring with it a certain pressure?
There are moments when the issue is a little closer, but primarily the burden is kept within limits. Because Equipe has a team that works wonderfully and harmonizes. Everyone wants to go in the same direction and there is a good basic atmosphere. That was the main criterion for me to accept the job and the challenge. In addition, Equipe is one of the only owner-managed agencies of this size in Switzerland. The direct line to the owners and their support are enormously motivating.

Is the job profile very different from the CD so far?
The transition was and is fluid. I can't just say overnight: Now I'm just ECD. What will certainly increase is the contact with our customers. In the last few weeks, however, I've been focusing primarily on expanding the creative department. Finding talented professionals and integrating them into the team in such a way that everyone can play to their individual strengths is what makes a good ECD. So please send your applications to [email protected] (laughs).

Interview: Thomas Häusermann