Head of the week: "Only holistic advertising thinking can create a complete advertising world".
Pascal Schaub has been heading up strategic planning at Publicis since December
Pascal Schaub has been Head of Strategic Planning at Publicis since DecemberHead of the week "Only holistic advertising thinking can create a complete advertising world"
There are good reasons why Pascal Schaub has remained loyal to Publicis for almost ten years. For example, the locational advantage of working between the Odeon, Opera House and Utoquai. Or the short commute to work that he lo-
cker by bike. The most important thing, however, is that he feels both comfortable and professionally challenged at the Zurich advertising agency: "Publicis not only offers the charm of small cells, but also the necessary basis of a large agency to tackle the tricky tasks of big players in the market," says Schaub.
After ten years as a copywriter and concept developer, he switched to strategic planning two years ago. He justifies this with the general development of advertising: "Strategy needs lateral thinkers. Only interdisciplinary, holistic advertising thinking can create a complete advertising world." Not only implementing a campaign, but also being able to develop a holistic strategy from the outset was as appealing to him then as it is now: "The holistic aspect is the logical development of integrated communication. I find this particularly exciting, because it's the future of advertising," he says with conviction. That's why he didn't hesitate to take over as Head of Strategy last December.
What does he want to achieve in the future? "Continue to have lots of sex and laugh a lot," says Schaub with a grin. And within the agency? "Continue to grow thanks to new tools, especially in the area of holistic communication. Because 'advertising' can't always afford to be just 'classic'."
In the industry, Schaub enjoys freedoms that he did not have in his previous job as a journalist. After completing a degree in German, history and philosophy, he first wrote film reviews and lifestyle reports for various newspapers. Two years later, he quit: "I found that the copywriter is a far more honest liar than the journalist." Before Schaub switched to advertising, he experienced its power first-hand when he performed with a theater group in various Swiss cities: "The number of viewers was closely linked to the number of posters put up and varied painfully," he recalls.
Today, the 39-year-old enjoys his free time with his daughter alongside his new professional challenge and the increasingly sporadic nightlife. She has just learned to walk. Conveniently enough, she was in H&M when her mother, a stylist, and father, a trend researcher, were inspecting the spring collection, which the little girl obviously found hilarious.
There are good reasons why Pascal Schaub has remained loyal to Publicis for almost ten years. For example, the locational advantage of working between the Odeon, Opera House and Utoquai. Or the short commute to work that he lo-
cker by bike. The most important thing, however, is that he feels both comfortable and professionally challenged at the Zurich advertising agency: "Publicis not only offers the charm of small cells, but also the necessary basis of a large agency to tackle the tricky tasks of big players in the market," says Schaub.
After ten years as a copywriter and concept developer, he switched to strategic planning two years ago. He justifies this with the general development of advertising: "Strategy needs lateral thinkers. Only interdisciplinary, holistic advertising thinking can create a complete advertising world." Not only implementing a campaign, but also being able to develop a holistic strategy from the outset was as appealing to him then as it is now: "The holistic aspect is the logical development of integrated communication. I find this particularly exciting, because it's the future of advertising," he says with conviction. That's why he didn't hesitate to take over as Head of Strategy last December.
What does he want to achieve in the future? "Continue to have lots of sex and laugh a lot," says Schaub with a grin. And within the agency? "Continue to grow thanks to new tools, especially in the area of holistic communication. Because 'advertising' can't always afford to be just 'classic'."
In the industry, Schaub enjoys freedoms that he did not have in his previous job as a journalist. After completing a degree in German, history and philosophy, he first wrote film reviews and lifestyle reports for various newspapers. Two years later, he quit: "I found that the copywriter is a far more honest liar than the journalist." Before Schaub switched to advertising, he experienced its power first-hand when he performed with a theater group in various Swiss cities: "The number of viewers was closely linked to the number of posters put up and varied painfully," he recalls.
Today, the 39-year-old enjoys his free time with his daughter alongside his new professional challenge and the increasingly sporadic nightlife. She has just learned to walk. Conveniently enough, she was in H&M when her mother, a stylist, and father, a trend researcher, were inspecting the spring collection, which the little girl obviously found hilarious.
