Head of the week: "In today's moral corset, global brands have become vulnerable"
Dominik Imseng is the new Creative Director at McCann-Erickson in Zurich and is now refining his perspective on global brands
Dominik Imseng is the new CD of McCann-Erickson, Zurich, and is now sharpening his view of global brandsHead of the week "In today's moral corset, global brands have become vulnerable"
Yes, he probably owes a lot to advertising, jokes Dominik Imseng (34), making himself comfortable in the Ron Arad chair and listing his job - he will become the new CD at McCann-Erickson, Zurich, in September - his wife, who also worked in the industry, and his son Finian, his pride and joy. The new CD became a father for the first time on July 14.
Imseng will be responsible for the strategic management of important clients. In future, he will look after "global, but not imperial brands" such as Coca-Cola or American Airlines in Switzerland. Respectable brands "that have an almost spiritual attraction for many", says Imseng. Only rarely and casually does his degree in philosophy come through. He would much rather introduce more laconicism into advertising, which should be "sensitive, but not sentimental".
Imseng does not find it unusual that a deep thinker can end up in a "superficial" industry such as advertising. There are certainly philosophical dimensions to the complexity of a brand. "It's fascinating how these immaterial buildings are constructed. You can think about a brand at just as high a level as you can about freedom, beauty or goodness."
In today's moral corset, it is not just about growing brands, but shaking them up. It is therefore obvious that Imseng "wants to do intellectual advertising". He knows how to put the Zurich agency's increased network share into perspective: "In good financial years, a cluster risk was perfectly justifiable". It is much more important that the agency has seen less, but not worse. In any case, the lean period will soon be over. McCann's Zurich office will soon be rolling out several campaigns across the country.
As polished as the explanation sounds, Imseng did not slide seamlessly into advertising. After completing his studies, he worked for four years as a freelance journalist for several publications such as Das Magazin, Weltwoche and SonntagsZeitung before joining WHS in 1998. Like his curriculum, his personality has only a limited affinity with the industry. "I always avoided the limelight in the hope that my career in advertising would take off without parties and capers."
After a formative start with his demanding mentor, Reini Weber, Imseng knows that intelligent creativity essentially thrives on restriction and the art of "approaching the same thing from a thousand different angles". The consumer benefit, which must always correspond to the truth, is central to this, which is why the ethicist likes McCann's agency motto: "Truth
well told" Luca Aloisi
Yes, he probably owes a lot to advertising, jokes Dominik Imseng (34), making himself comfortable in the Ron Arad chair and listing his job - he will become the new CD at McCann-Erickson, Zurich, in September - his wife, who also worked in the industry, and his son Finian, his pride and joy. The new CD became a father for the first time on July 14.
Imseng will be responsible for the strategic management of important clients. In future, he will look after "global, but not imperial brands" such as Coca-Cola or American Airlines in Switzerland. Respectable brands "that have an almost spiritual attraction for many", says Imseng. Only rarely and casually does his degree in philosophy come through. He would much rather introduce more laconicism into advertising, which should be "sensitive, but not sentimental".
Imseng does not find it unusual that a deep thinker can end up in a "superficial" industry such as advertising. There are certainly philosophical dimensions to the complexity of a brand. "It's fascinating how these immaterial buildings are constructed. You can think about a brand at just as high a level as you can about freedom, beauty or goodness."
In today's moral corset, it is not just about growing brands, but shaking them up. It is therefore obvious that Imseng "wants to do intellectual advertising". He knows how to put the Zurich agency's increased network share into perspective: "In good financial years, a cluster risk was perfectly justifiable". It is much more important that the agency has seen less, but not worse. In any case, the lean period will soon be over. McCann's Zurich office will soon be rolling out several campaigns across the country.
As polished as the explanation sounds, Imseng did not slide seamlessly into advertising. After completing his studies, he worked for four years as a freelance journalist for several publications such as Das Magazin, Weltwoche and SonntagsZeitung before joining WHS in 1998. Like his curriculum, his personality has only a limited affinity with the industry. "I always avoided the limelight in the hope that my career in advertising would take off without parties and capers."
After a formative start with his demanding mentor, Reini Weber, Imseng knows that intelligent creativity essentially thrives on restriction and the art of "approaching the same thing from a thousand different angles". The consumer benefit, which must always correspond to the truth, is central to this, which is why the ethicist likes McCann's agency motto: "Truth
well told" Luca Aloisi
