Head of the week: "I want to pay more attention to corporate behavior".
BRYON PAUL MCCARTNEY has been the head of Brandbakery at Advertising Art & Ideas in Zurich since September
BRYON PAUL MCCARTNEY has been Head of Brandbakery at Advertising Art & Ideas in Zurich since SeptemberHead of the Week Brayon McCartney has been Head of Brandbakery at Advertising Art & Ideas in Zurich since September
"I would like to focus more on corporate behavior"
He is now sitting in an office in Zurich-Wollishofen, looking out over the Swiss Alps instead of the skyline of Chicago's Loop Aera. Bryon Paul McCartney has been head of Brandbakery, a business unit for corporate identity at the Zurich agency Advertising Art & Ideas, since the beginning of September. "The concept of Brandbakery is to be able to cultivate a somewhat more progressive clientele than is usually possible at Advertising Art & Ideas, where we tend to serve more conservative clients such as financial institutions," he explains.
The designer from Chicago previously worked as a CD at Wirz Interactive for two years. The job now consists of profiling the Brandbakery as a branding unit. "People here talk a lot about branding in connection with outward appearances such as logos and visuals. I want to focus more on corporate behavior," says McCartney, explaining his aim of creating an "internal attitude" for a company.
"We are interested in younger brands that we want to make known within the next two years," says the "baker" of new brands. He is also interested in "dormant brands where we need to bring about a radical change". For Brandbakery, these customers can come from a wide variety of sectors.
McCartney began his career in Chicago, where he worked in-house at Helene Curtis in the Corporate Design Department for the then major brand for personal care products. "That's where I learned a lot of the basics of brand building, because we constantly had to launch new products on the market in a very target group-oriented way." He later worked at Bridge for major brands in the healthcare and high-tech sectors. Once again at Helene Curtis, he worked as Creative Director for online branding and online marketing communications.
He developed campaigns for Calvin Klein, Elisabeth Arden and Lipton Foods - until his girlfriend at the time called him once and asked: "Do you want to move to Switzerland with me?" She had taken a job in Zurich as director of a PR office representing the interests of Dow Chemical in Europe.
He still doesn't regret saying yes over the phone. "I like the alps," he says. The mountains wouldn't replace the skyscrapers of Chicago for him. But there is now a lake very close to his office - just like back then in Cleveland, where he grew up before continuing his unconventional life path by studying graphic design at the University of Athens, Ohio.
Andreas Panzeri
"I would like to focus more on corporate behavior"
He is now sitting in an office in Zurich-Wollishofen, looking out over the Swiss Alps instead of the skyline of Chicago's Loop Aera. Bryon Paul McCartney has been head of Brandbakery, a business unit for corporate identity at the Zurich agency Advertising Art & Ideas, since the beginning of September. "The concept of Brandbakery is to be able to cultivate a somewhat more progressive clientele than is usually possible at Advertising Art & Ideas, where we tend to serve more conservative clients such as financial institutions," he explains.
The designer from Chicago previously worked as a CD at Wirz Interactive for two years. The job now consists of profiling the Brandbakery as a branding unit. "People here talk a lot about branding in connection with outward appearances such as logos and visuals. I want to focus more on corporate behavior," says McCartney, explaining his aim of creating an "internal attitude" for a company.
"We are interested in younger brands that we want to make known within the next two years," says the "baker" of new brands. He is also interested in "dormant brands where we need to bring about a radical change". For Brandbakery, these customers can come from a wide variety of sectors.
McCartney began his career in Chicago, where he worked in-house at Helene Curtis in the Corporate Design Department for the then major brand for personal care products. "That's where I learned a lot of the basics of brand building, because we constantly had to launch new products on the market in a very target group-oriented way." He later worked at Bridge for major brands in the healthcare and high-tech sectors. Once again at Helene Curtis, he worked as Creative Director for online branding and online marketing communications.
He developed campaigns for Calvin Klein, Elisabeth Arden and Lipton Foods - until his girlfriend at the time called him once and asked: "Do you want to move to Switzerland with me?" She had taken a job in Zurich as director of a PR office representing the interests of Dow Chemical in Europe.
He still doesn't regret saying yes over the phone. "I like the alps," he says. The mountains wouldn't replace the skyscrapers of Chicago for him. But there is now a lake very close to his office - just like back then in Cleveland, where he grew up before continuing his unconventional life path by studying graphic design at the University of Athens, Ohio.
Andreas Panzeri
