Frank Bodin, CEO Euro RSCG
In your opinion, who are the favorites from Switzerland for the top tier of TV commercials?
What do you think are the favorites from Switzerland for the premier class of TV commercials? Frank Bodin: Works that meet the following criteria have a chance: 1. innovative strategy, 2. fresh idea, 3. excellence in execution, 4. target group relevance, 5. international comprehensibility and relevance for the advertising industry (big brands have it easier), 6. new standard in the advertising category or even in advertising. Do the math! Spots like "Fallschirmspringer" for Perskindol, "Eye" for Médecins sans Frontières, "Die Anderen" for the Foundation against Racism, "Candida" for Migros have a chance. How will Switzerland fare in Cannes?
Bodin: Counter question: Which teams make it through to the next round of the World Cup?
Your tip for the winners of the Grand Prix?
Bodin: Counter question: Who will be the soccer world champion?
What do you think of the Direct Marketing Lions?
Bodin: Great, maybe you can finally take the please-no-reclamation sticker off the letterbox.
Will you also look at other than classic advertising?
Bodin: I'm not a classic advertiser; I try to be a good communicator. Whether it's movies or posters or letters or the Internet. An excellent direct advertiser can make an excellent ad, just as a decent AD often comes up with the best headlines.
How should Switzerland present itself in Cannes?
Bodin: Switzerland's international presence is inadequate. Trade magazines such as WerbeWoche and Persönlich, which are always available in Cannes, have a special ambassadorial function - for years I have been calling for a special edition in English to promote our best advertising. My suggestion that BSW develop a strategy for Switzerland as an advertising location is finally being tackled (How often is Switzerland present in AdAge? What other international PR channels do we systematically use? Do we have ambassadors?) - we need more export advertising such as Smart. And then there is the Art Directors Club (ADC), which, as you know, has set itself the task of improving advertising. It is to be hoped that the ADC - in addition to its desire to be more of a club again - will also give some thought to the quality label "Advertising made in Switzerland".
Your advertising concept for "Made in Switzerland"?
Bodin: The best advertising for an advertising country is the advertising that the advertising country itself produces. A book "Best of Swiss Design and Advertising" would be something like that. (Incidentally, an excellent idea: the Cannes special edition of Stern is the best advertising for Germany - there is no better way to say without words that top creative quality is a serious concern).
How do you spend your time in Cannes?
Bodin: Cannes is the best advertising school in the world. Seminars such as the Leo Burnett study with new tools for researching the connection between creativity and efficiency are a must (June 20). I also take clients with me to Cannes because an agency can only improve together with the client. If you want to look beyond the borders of the Alps, you should definitely take the opportunity in Cannes to exchange ideas with international colleagues.
What is your secret favorite spot in Cannes?
Bodin: I never reveal secrets.
How do you justify the Cannes expenses to your agency's accounting department?
Bodin: Anyone who can go to Cannes has to qualify throughout the year with outstanding works; I see Cannes as further training and motivation for an elite and therefore as a worthwhile investment.
Bodin: Counter question: Which teams make it through to the next round of the World Cup?
Your tip for the winners of the Grand Prix?
Bodin: Counter question: Who will be the soccer world champion?
What do you think of the Direct Marketing Lions?
Bodin: Great, maybe you can finally take the please-no-reclamation sticker off the letterbox.
Will you also look at other than classic advertising?
Bodin: I'm not a classic advertiser; I try to be a good communicator. Whether it's movies or posters or letters or the Internet. An excellent direct advertiser can make an excellent ad, just as a decent AD often comes up with the best headlines.
How should Switzerland present itself in Cannes?
Bodin: Switzerland's international presence is inadequate. Trade magazines such as WerbeWoche and Persönlich, which are always available in Cannes, have a special ambassadorial function - for years I have been calling for a special edition in English to promote our best advertising. My suggestion that BSW develop a strategy for Switzerland as an advertising location is finally being tackled (How often is Switzerland present in AdAge? What other international PR channels do we systematically use? Do we have ambassadors?) - we need more export advertising such as Smart. And then there is the Art Directors Club (ADC), which, as you know, has set itself the task of improving advertising. It is to be hoped that the ADC - in addition to its desire to be more of a club again - will also give some thought to the quality label "Advertising made in Switzerland".
Your advertising concept for "Made in Switzerland"?
Bodin: The best advertising for an advertising country is the advertising that the advertising country itself produces. A book "Best of Swiss Design and Advertising" would be something like that. (Incidentally, an excellent idea: the Cannes special edition of Stern is the best advertising for Germany - there is no better way to say without words that top creative quality is a serious concern).
How do you spend your time in Cannes?
Bodin: Cannes is the best advertising school in the world. Seminars such as the Leo Burnett study with new tools for researching the connection between creativity and efficiency are a must (June 20). I also take clients with me to Cannes because an agency can only improve together with the client. If you want to look beyond the borders of the Alps, you should definitely take the opportunity in Cannes to exchange ideas with international colleagues.
What is your secret favorite spot in Cannes?
Bodin: I never reveal secrets.
How do you justify the Cannes expenses to your agency's accounting department?
Bodin: Anyone who can go to Cannes has to qualify throughout the year with outstanding works; I see Cannes as further training and motivation for an elite and therefore as a worthwhile investment.
