"I want to follow through with the single minded idea more and harder"
Mark Stahel, overall creative director, on the changes at Lowe Linta's GGK
Mark Stahel, overall creative director, on the changes at Lowe Lintas GGKNot long after the merger of Lowe and Lintas, Martin Denecke handed over his CEO role to Kurt Schmid and Mark Stahel took over the overall creative direction of the agency. Peter Bächtiger was also appointed as a new member of the management team. But Mark Stahel is convinced that everything will remain the same: how have your clients reacted to Martin Denecke's resignation?
Mark Stahel: The customers have absolutely no problem with the change and partial replacement of our agency management. Martin Denecke has not actually resigned, but simply wants to concentrate more on his work on the Board of Directors and customer care. He is still heavily involved with Möbel Pfister and Rivella, for example. Martin Denecke will also remain Creative Director on these accounts. He will retain the key positions he previously held.
Why is he cutting back?
Stahel: Martin Denecke brought me to GGK Basel in 1990 after Reini Weber had left. In those eleven years, he led the agency to where we are today. It's understandable that he now wants to shift down a gear.
What hierarchical shifts in weight have occurred?
Stahel: The new Executive Board once again consists of four partners, each of whom takes on management responsibility. With Kurt Schmid, we have a new CEO who knows how to assert his interests. Daniel Keller, who holds the position of Agency Manager, is an excellent advisor, Peter Bächtiger manages the finances and I have overall creative responsibility. If I am absent, Alfi Burkhard is responsible. He has worked at GGK, Lowe|GGK and Lowe Lintas GGK for over 20 years.
How did the merger of Lowe and Lintas affect the mood in the agency?
Stahel: There was never a feeling that there was a new master in the house. Lowe will continue to be in charge of operations in the future: "We offer our usual high quality, which is based on a sound strategic idea and advice. Lowe brings creative power to this combination. It has just been voted agency of the year in England. Lintas has more consulting know-how. Only initially did it appear to be a slight disadvantage internally that the name Lintas does not have a good creative image in Switzerland.
Do you sometimes feel overwhelmed?
Stahel: No. The overall responsibility is not entirely new to me. I've already had very close contact with all the people involved in creation. The fact that we let people talk to us is something that sets us apart, but there is a point at which you shouldn't compromise in the interests of the cause. I want to push the single minded idea more and harder.
Lowe Lintas GGK is ranked eighth in the creative ranking of Swiss agencies. Why are you not ranked higher?
Stahel: I'm not satisfied with this position. Third, second or first place is the goal. However, I'm not so much aiming to improve our position in the creative ranking by winning awards with strong subjects for small, quirky snowboard stores in Tiefenbrunnen, but I want to realize this project with our big customers. I'm a creative - if we don't win any more prizes at the ADC, I might as well go and work as a waiter.
Clients such as Credit Suisse and Sunrise, for example, are looked after carefully. How do you assess the risk of becoming a consulting agency?
Stahel: An important part of our work is to create advertising that is based on a supporting idea. Especially with clients like Credit Suisse or Sunrise, you can only achieve something with strategically sound work. We've learned that although you don't usually win ADC awards with the right campaigns, you can still be extremely successful.
Will Sunrise jump ship after the merger with Diax?
Stahel: I hope not, but rather that our expertise will continue to be in demand. Of course we are delighted that the name Sunrise has won the race. We are looking forward to seeing what the Sunrise communications department decides in the coming weeks.
Interview: Ernst Weber
Mark Stahel: The customers have absolutely no problem with the change and partial replacement of our agency management. Martin Denecke has not actually resigned, but simply wants to concentrate more on his work on the Board of Directors and customer care. He is still heavily involved with Möbel Pfister and Rivella, for example. Martin Denecke will also remain Creative Director on these accounts. He will retain the key positions he previously held.
Why is he cutting back?
Stahel: Martin Denecke brought me to GGK Basel in 1990 after Reini Weber had left. In those eleven years, he led the agency to where we are today. It's understandable that he now wants to shift down a gear.
What hierarchical shifts in weight have occurred?
Stahel: The new Executive Board once again consists of four partners, each of whom takes on management responsibility. With Kurt Schmid, we have a new CEO who knows how to assert his interests. Daniel Keller, who holds the position of Agency Manager, is an excellent advisor, Peter Bächtiger manages the finances and I have overall creative responsibility. If I am absent, Alfi Burkhard is responsible. He has worked at GGK, Lowe|GGK and Lowe Lintas GGK for over 20 years.
How did the merger of Lowe and Lintas affect the mood in the agency?
Stahel: There was never a feeling that there was a new master in the house. Lowe will continue to be in charge of operations in the future: "We offer our usual high quality, which is based on a sound strategic idea and advice. Lowe brings creative power to this combination. It has just been voted agency of the year in England. Lintas has more consulting know-how. Only initially did it appear to be a slight disadvantage internally that the name Lintas does not have a good creative image in Switzerland.
Do you sometimes feel overwhelmed?
Stahel: No. The overall responsibility is not entirely new to me. I've already had very close contact with all the people involved in creation. The fact that we let people talk to us is something that sets us apart, but there is a point at which you shouldn't compromise in the interests of the cause. I want to push the single minded idea more and harder.
Lowe Lintas GGK is ranked eighth in the creative ranking of Swiss agencies. Why are you not ranked higher?
Stahel: I'm not satisfied with this position. Third, second or first place is the goal. However, I'm not so much aiming to improve our position in the creative ranking by winning awards with strong subjects for small, quirky snowboard stores in Tiefenbrunnen, but I want to realize this project with our big customers. I'm a creative - if we don't win any more prizes at the ADC, I might as well go and work as a waiter.
Clients such as Credit Suisse and Sunrise, for example, are looked after carefully. How do you assess the risk of becoming a consulting agency?
Stahel: An important part of our work is to create advertising that is based on a supporting idea. Especially with clients like Credit Suisse or Sunrise, you can only achieve something with strategically sound work. We've learned that although you don't usually win ADC awards with the right campaigns, you can still be extremely successful.
Will Sunrise jump ship after the merger with Diax?
Stahel: I hope not, but rather that our expertise will continue to be in demand. Of course we are delighted that the name Sunrise has won the race. We are looking forward to seeing what the Sunrise communications department decides in the coming weeks.
Interview: Ernst Weber
