Gisler protocol: "More diversity also means more creativity"
Postfinance joins Gislerprotokoll - on this occasion werbewoche.ch spoke to Nina Bieli, co-initiator of Gislerprotokoll and President of the association as well as Chief People & Culture Officer, Jung von Matt.
Werbewoche.ch: How is the association developing?
Nina Bieli: We are growing steadily and attach great importance to the fact that the association is actually alive. In other words, that exchanges can take place and that know-how is collected and bundled. And, of course, that new knowledge is created, for example in collaboration with universities such as the ZHAW. This has worked pretty well so far and will certainly be strengthened even more with the addition of advertising companies.
Where do you see the greatest need for action in terms of diversity in advertising?
Probably mainly in taking away the admonishing character of the topic and showing that more diversity also means more creativity. And that the work is not done if I work through my superficial diversity checklist without looking at the roles in which I show these people. With our communication, we not only signal who we are giving visibility to, but also for what. This is sometimes forgotten...
As a large Swiss company, is Postfinance now a pioneer or have many big players already signed up to the Gisler protocol?
Postfinance is the first advertising company in Switzerland to sign up to the Gisler Protocol - and yes, in this sense Postfinance is a pioneer. On the agency side, however, many big names are now involved, which we are very pleased about, as the leverage there is naturally correspondingly high.
Who else would you like to have in the club? What would make you really proud?
It may sound corny, but we are genuinely delighted with every new member. With regard to Postfinance joining, we would of course be delighted if other large companies from different sectors would also join. So if you feel addressed now: Let's talk!
What does it mean for the Gisler Protocol that Postfinance is joining?
For us, it is a clear sign that "the other side" of the cake is also needed. As agencies and service-providing companies, we can achieve a lot. But we can only really make progress if the advertising companies also work together. Of course, this can also happen without membership - and it already does. But if you want to set an example for the importance of inclusive communication, you are very welcome to join.
