Head of the week: The webmaster
Daniel Jörg grew up with the Web and, as Head of Crossmedia, wants to help lead Burson-Marsteller into a more digital future.
Daniel Jörg grew up with the Web and, as Head of Crossmedia, wants to help lead Burson-Marsteller into a more digital future.
Digital, integrated and strategic: these are the core concepts of alignment in the Burson-Marsteller network. This strategy has been defined for some time. Now the individual agencies are in the "roll-out" phase. In all countries, people are therefore being brought on board who have the newly required know-how in the "digital" area and can also implement the theoretical ideas in practice. At the advertising department of Burson-Marsteller in Bern, this new man has been called Daniel Jörg since the beginning of this year. He has found a task here in which he can fully contribute all his talents, from the digital world to classic communications to managing a unit.The international network means a lively exchange for the newly appointed Head of Crossmedia "on a daily basis." For Jörg, this was an important reason why he switched to Burson-Marsteller. The agency is currently involved in many international pitches. It has just pitched for a Russian branch in Bern, because the Swiss have more expertise in a certain area than their colleagues in the East. Other specializations are more developed in the USA. Online campaigning, for example. "Through Burson-Marsteller's international network, I can follow exciting projects up close," Jörg enthuses.
In the more day-to-day business, Burson-Marstelller in Berne wants to round off its range of services for existing customers. The long-established competencies in advertising, editorials/corporate publishing and corporate design development will be supplemented by a whole range of new digital services.
Integrated communication design: Off- and online, that's where Burson-Marsteller Crossmedia wants to go. A good example of this broadening of the range of services offered to customers is a major European car company, for which the company has so far primarily managed corporate publishing projects, but is now also responsible for a significant part of the web area.
Another project in the implementation phase is a new web portal with a Web 2.0 character. This is intended to help make the subject of science and scientific careers attractive to young people. "We are creating a portal with a video blog, our own MySpace-style social network, and we will link the website to the most important social network platforms," explains Jörg. For him, the most important thing is: "The main work starts after the launch. We will expand the content and also conduct active social media marketing to ensure that the site is well networked in the relevant target group." The long-term project will be supplemented by classic measures and campaigns at schools, such as vacation camps.
Daniel Jörg studied journalism, business administration and international relations in Zurich. He "slipped into PR" while still a student. He worked for the Bütikofer & Company agency in Zurich as an "assistant for everything. Soon, the side job developed into a mandate as a consultant. The smart student also played a key role in an internal agency "think tank.
Here, a group of like-minded people researched what new developments, tools and publications were available in the world. At the same time, an online unit was founded at Bütikofer on a second track. This was given the programmatic name "Newland". Shortly after the brand and direction of the new department was set, a position became available there, and Jörg was able to take over the job. "It was exciting to integrate the pioneering company in online PR into the world of communications." Jörg worked there from 2002 to 2006, at the same time as he was able to complete his degree. Thesis topic: "Attention economy and weblogs."
Setting up weblogs not only became his profession, but was also Daniel Jörg's great passion. He created interactive meeting places for lawyers, bankers and CEOs. He set up his own panels, initiated surveys and developed into an expert for online & weblog monitoring as well as social media marketing.
After five years, however, Jörg also wanted to get to know the classic side of advertising. He moved to Berne to join Contexta. Here, he worked as a consultant on three Swisscom brands in 2007 before he was lured by an inquiry from Burson-Marsteller.
This contact came about, among other things, because Jörg was still running the agency blog at Bütikofer and posted "a critical article" about Burson-Marsteller and their method for measuring online perceptions on the web. "Now they remembered the know-it-all again - and actually wanted to know," laughs Jörg.
When it comes to the Internet and especially weblogs, everyone wants to have their say. And how does an early expert actually define the new tool? "Normal websites are like island media. Nice content and maybe a few interesting links. But otherwise relatively static and standing on their own. A good weblog, on the other hand, is lively, fast, personal and well-connected," explains Jörg. Most important is good content and the exchange with other blogs.
"That's why the links have to be maintained." Jörg estimates the maturing time for a good blog at two or three years. Then it becomes apparent what the hard writing work can achieve. "Just blowing off steam or writing a superficial diary won't do much," the specialist knows. If you want to see more, you should take a look at
take a look. The creative play opportunities around the meshes of the Internet naturally fascinate Jörg in his free time as well. He is tinkering with his own music project, and the band is using all technical channels to drive awareness forward. "Here I can try out a lot, without commercial aspects and other restrictions," says Jörg. The garage-pop band calls itself "Choo Choo." A CD was released in April, and in July the Bernese poppers will play at the Gurten Festival. Otherwise, every weekend goes to a gig. You can blog with his band and see a sample of Jörg's work at the same time at
.
Andreas Panzeri
Digital, integrated and strategic: these are the core concepts of alignment in the Burson-Marsteller network. This strategy has been defined for some time. Now the individual agencies are in the "roll-out" phase. In all countries, people are therefore being brought on board who have the newly required know-how in the "digital" area and can also implement the theoretical ideas in practice. At the advertising department of Burson-Marsteller in Bern, this new man has been called Daniel Jörg since the beginning of this year. He has found a task here in which he can fully contribute all his talents, from the digital world to classic communications to managing a unit.The international network means a lively exchange for the newly appointed Head of Crossmedia "on a daily basis." For Jörg, this was an important reason why he switched to Burson-Marsteller. The agency is currently involved in many international pitches. It has just pitched for a Russian branch in Bern, because the Swiss have more expertise in a certain area than their colleagues in the East. Other specializations are more developed in the USA. Online campaigning, for example. "Through Burson-Marsteller's international network, I can follow exciting projects up close," Jörg enthuses.
In the more day-to-day business, Burson-Marstelller in Berne wants to round off its range of services for existing customers. The long-established competencies in advertising, editorials/corporate publishing and corporate design development will be supplemented by a whole range of new digital services.
Integrated communication design: Off- and online, that's where Burson-Marsteller Crossmedia wants to go. A good example of this broadening of the range of services offered to customers is a major European car company, for which the company has so far primarily managed corporate publishing projects, but is now also responsible for a significant part of the web area.
Another project in the implementation phase is a new web portal with a Web 2.0 character. This is intended to help make the subject of science and scientific careers attractive to young people. "We are creating a portal with a video blog, our own MySpace-style social network, and we will link the website to the most important social network platforms," explains Jörg. For him, the most important thing is: "The main work starts after the launch. We will expand the content and also conduct active social media marketing to ensure that the site is well networked in the relevant target group." The long-term project will be supplemented by classic measures and campaigns at schools, such as vacation camps.
Daniel Jörg studied journalism, business administration and international relations in Zurich. He "slipped into PR" while still a student. He worked for the Bütikofer & Company agency in Zurich as an "assistant for everything. Soon, the side job developed into a mandate as a consultant. The smart student also played a key role in an internal agency "think tank.
Here, a group of like-minded people researched what new developments, tools and publications were available in the world. At the same time, an online unit was founded at Bütikofer on a second track. This was given the programmatic name "Newland". Shortly after the brand and direction of the new department was set, a position became available there, and Jörg was able to take over the job. "It was exciting to integrate the pioneering company in online PR into the world of communications." Jörg worked there from 2002 to 2006, at the same time as he was able to complete his degree. Thesis topic: "Attention economy and weblogs."
Setting up weblogs not only became his profession, but was also Daniel Jörg's great passion. He created interactive meeting places for lawyers, bankers and CEOs. He set up his own panels, initiated surveys and developed into an expert for online & weblog monitoring as well as social media marketing.
After five years, however, Jörg also wanted to get to know the classic side of advertising. He moved to Berne to join Contexta. Here, he worked as a consultant on three Swisscom brands in 2007 before he was lured by an inquiry from Burson-Marsteller.
This contact came about, among other things, because Jörg was still running the agency blog at Bütikofer and posted "a critical article" about Burson-Marsteller and their method for measuring online perceptions on the web. "Now they remembered the know-it-all again - and actually wanted to know," laughs Jörg.
When it comes to the Internet and especially weblogs, everyone wants to have their say. And how does an early expert actually define the new tool? "Normal websites are like island media. Nice content and maybe a few interesting links. But otherwise relatively static and standing on their own. A good weblog, on the other hand, is lively, fast, personal and well-connected," explains Jörg. Most important is good content and the exchange with other blogs.
"That's why the links have to be maintained." Jörg estimates the maturing time for a good blog at two or three years. Then it becomes apparent what the hard writing work can achieve. "Just blowing off steam or writing a superficial diary won't do much," the specialist knows. If you want to see more, you should take a look at
take a look. The creative play opportunities around the meshes of the Internet naturally fascinate Jörg in his free time as well. He is tinkering with his own music project, and the band is using all technical channels to drive awareness forward. "Here I can try out a lot, without commercial aspects and other restrictions," says Jörg. The garage-pop band calls itself "Choo Choo." A CD was released in April, and in July the Bernese poppers will play at the Gurten Festival. Otherwise, every weekend goes to a gig. You can blog with his band and see a sample of Jörg's work at the same time at
.
Andreas Panzeri
