Head of the week: "I want to make the McCann-Erickson brand sexy for customers and employees"
David Honegger has been the new CEO of McCann-Erickson Switzerland for two weeks
David Honegger has been the new CEO of McCann-Erickson Switzerland for two weeksHead of the week "I want to make the McCann-Erickson brand sexy for customers and employees"
Luck often knocks at the door, but most of the time nobody is at home," is one of the metaphors David Honegger likes to use. When McCann-Erickson Switzerland came knocking to bring him into the agency as CEO, he was at home. And the former co-owner of the Honegger von Matt agency knew immediately: "The McCann-Erickson brand has enormous potential and also has a well-functioning network," adds the 48-year-old. As CEO, he could also take on a management role without having to give up his creative working style.
The fact that McCann-Erickson has suffered setbacks in the past does not dampen his enthusiasm: "A crisis is always an opportunity." The agency's structure was not able to fully absorb the commercial growth at the time. "In the meantime, however, the situation has consolidated. Now things are looking up again," the agency boss is convinced.
Honegger should know; after all, it wasn't luck alone that brought him to the management of McCann-Erickson. Advertising is a vocation for him: even while studying German at the University of Zurich, he was fascinated by the creative use of language and the reduction of complex contexts. Interests that Honegger hoped to put into practice in advertising. The first copywriting job at Advico, as it was then known, inspired the graduate from the outset. He later practiced this discipline at ASGS/BBDO, Wirz and Scotti until he founded the Honegger von Matt agency with his university colleague Dominique von Matt in 1993.
"After seven years, I felt that the agency had achieved all its goals. I needed a new challenge," recalls the CEO. So at the end of 2000, he sold his stake to Jung von Matt.
After that, despite his work as a freelance creative consultant, things became a little quieter around Honegger. "I had time to redefine myself," he says looking back. More time to go on trips with his four daughters, read books instead of client directories or prepare for the New York marathon.
With full batteries, he now wants to write a success story in a different league. Specifically: "Make the McCann-Erickson brand sexy for customers and employees." This goal can be achieved through good advertising, a strong brand, needs-oriented cooperation between Geneva and Zurich and by using the international network. He sees himself as a coach who seeks new paths with the team and never loses his grip on the ground.
We can only hope that luck will soon knock on McCann-Erickson Switzerland's door again. Carole Koch
Luck often knocks at the door, but most of the time nobody is at home," is one of the metaphors David Honegger likes to use. When McCann-Erickson Switzerland came knocking to bring him into the agency as CEO, he was at home. And the former co-owner of the Honegger von Matt agency knew immediately: "The McCann-Erickson brand has enormous potential and also has a well-functioning network," adds the 48-year-old. As CEO, he could also take on a management role without having to give up his creative working style.
The fact that McCann-Erickson has suffered setbacks in the past does not dampen his enthusiasm: "A crisis is always an opportunity." The agency's structure was not able to fully absorb the commercial growth at the time. "In the meantime, however, the situation has consolidated. Now things are looking up again," the agency boss is convinced.
Honegger should know; after all, it wasn't luck alone that brought him to the management of McCann-Erickson. Advertising is a vocation for him: even while studying German at the University of Zurich, he was fascinated by the creative use of language and the reduction of complex contexts. Interests that Honegger hoped to put into practice in advertising. The first copywriting job at Advico, as it was then known, inspired the graduate from the outset. He later practiced this discipline at ASGS/BBDO, Wirz and Scotti until he founded the Honegger von Matt agency with his university colleague Dominique von Matt in 1993.
"After seven years, I felt that the agency had achieved all its goals. I needed a new challenge," recalls the CEO. So at the end of 2000, he sold his stake to Jung von Matt.
After that, despite his work as a freelance creative consultant, things became a little quieter around Honegger. "I had time to redefine myself," he says looking back. More time to go on trips with his four daughters, read books instead of client directories or prepare for the New York marathon.
With full batteries, he now wants to write a success story in a different league. Specifically: "Make the McCann-Erickson brand sexy for customers and employees." This goal can be achieved through good advertising, a strong brand, needs-oriented cooperation between Geneva and Zurich and by using the international network. He sees himself as a coach who seeks new paths with the team and never loses his grip on the ground.
We can only hope that luck will soon knock on McCann-Erickson Switzerland's door again. Carole Koch
