Always in dialog
Daniel Bruengger has been appointed Managing Director at Lowe Direct and is committed to dialogue-oriented communication.
Daniel Bruengger becomes Managing Director at Lowe Direct and focuses on dialog-oriented communication. On the same day that he left OgilvyOne as co-owner and co-Managing Director, Daniel Bruengger was already able to take the helm as the new Managing Director at Lowe Direct. "Such a change was not planned," he explains. But because the dialog marketing specialist was offered his "dream job" on Zurich's Talstrasse, Bruengger had no time for a long vacation or even a rethink, as is often the case with such job changes. Both customers and employees at Lowe Direct wanted "a seamless transition" when the previous boss Christian Hansen wanted to take on a new challenge after five successful years at Lowe. In any case, "there could not have been any better alternatives" to what Bruengger can do at Lowe Direct today. His vision and now also his task at Lowe is to combine dialog-oriented communication with classic advertising. He sees this dual understanding as one of his most important strengths.
Daniel Bruengger started at Datron in Dübendorf and St. Gallen in 1987. This company specialized in databases and developed mail order systems throughout Europe for Quelle and the former Kurfürst-Warenversand, among others. It was here that he learned how to use a database to communicate and what sales-oriented dialog marketing is.
He then wanted to start his own business with a "great project". But it wasn't the right time yet. "The ideas were there, but we didn't have the customers." So Bruengger developed innovative real estate marketing projects instead. At AT&T NCR, he managed the Direct Marketing profit center and used customer and prospect data to enable users to communicate with specific segments. Millions of mailings were realized annually in this production agency.
Then the time was finally ripe for self-employment. Together with industry colleague and then founder Guido Wietlisbach, he set up Wietlisbach Bruengger Dialog in 1997, which became OgilvyOne through various names and stations.
A lot has changed in the 18 years he has been working as a direct marketer. New technologies have made large print runs of mailings ever cheaper. At the same time, such floods of mailings have increasingly met with rejection.
More precise definition of target groups and relevant messages are the challenge in this development for Bruengger. "Today, we want to move from pure mass dialog marketing to a more in-depth dialog with follow-up." And whereas in the past the main focus was on acquiring new customers or today CRM ("an overused term by which many people only understand software"), tomorrow it will be the balance of these conflicting objectives that will ensure the long-term success of companies.
For Bruengger, the concept is to build dialog in order to develop and secure the business sustainably. To achieve this, the various communication disciplines need to be better integrated. A new approach will be to treat direct marketing as permission communication in the future and in certain markets.
In order to stay at the forefront of these and other developments, Daniel Bruengger teaches at Sawi as a specialist lecturer for production in dialog marketing. "Thanks to my students, I can keep my finger on the pulse," he says with conviction.
Daniel Bruengger, Managing Director at Lowe Direct, has his finger on the pulse when it comes to dialog marketing.
Andreas Panzeri
Daniel Bruengger started at Datron in Dübendorf and St. Gallen in 1987. This company specialized in databases and developed mail order systems throughout Europe for Quelle and the former Kurfürst-Warenversand, among others. It was here that he learned how to use a database to communicate and what sales-oriented dialog marketing is.
He then wanted to start his own business with a "great project". But it wasn't the right time yet. "The ideas were there, but we didn't have the customers." So Bruengger developed innovative real estate marketing projects instead. At AT&T NCR, he managed the Direct Marketing profit center and used customer and prospect data to enable users to communicate with specific segments. Millions of mailings were realized annually in this production agency.
Then the time was finally ripe for self-employment. Together with industry colleague and then founder Guido Wietlisbach, he set up Wietlisbach Bruengger Dialog in 1997, which became OgilvyOne through various names and stations.
A lot has changed in the 18 years he has been working as a direct marketer. New technologies have made large print runs of mailings ever cheaper. At the same time, such floods of mailings have increasingly met with rejection.
More precise definition of target groups and relevant messages are the challenge in this development for Bruengger. "Today, we want to move from pure mass dialog marketing to a more in-depth dialog with follow-up." And whereas in the past the main focus was on acquiring new customers or today CRM ("an overused term by which many people only understand software"), tomorrow it will be the balance of these conflicting objectives that will ensure the long-term success of companies.
For Bruengger, the concept is to build dialog in order to develop and secure the business sustainably. To achieve this, the various communication disciplines need to be better integrated. A new approach will be to treat direct marketing as permission communication in the future and in certain markets.
In order to stay at the forefront of these and other developments, Daniel Bruengger teaches at Sawi as a specialist lecturer for production in dialog marketing. "Thanks to my students, I can keep my finger on the pulse," he says with conviction.
Daniel Bruengger, Managing Director at Lowe Direct, has his finger on the pulse when it comes to dialog marketing.
Andreas Panzeri
