Head of the week: "Drawers full of good campaigns".
Patrick Lienert has been serving as Creative Director at Seiler DDB since April 1
Patrick Lienert joined Seiler DDB as creative director on April 1Head of the week "Drawers full of good campaigns"
He joined Seiler because he sees interesting prospects in this agency. "I can actively participate in creating a creative turnaround together with Markus Cavegn," emphasizes Patrick Lienert. With Cavegn's strengths in art and Lienert's qualities in copywriting, two CDs have found each other as colleagues.
They will be joined by a team strengthened with several new employees from the agency. "Investments are being made," confirms Lienert. At the same time, he sees the other side of the commitment: "We want to show what we can do with the new crew. We therefore also have to become more active in new business."
Being a copywriter and a manager at the same time is a special challenge and one of the reasons why Patrick Lienert switched from Publicis to Seiler DDB: "At the big agencies, these positions with such entrepreneurial skills are usually filled for a long time." And since Lienert likes to play chess but shows little interest in similar strategy games at work, the manageability of a medium-sized team seemed to offer him ideal development opportunities. "I also see my job as a CD as providing a climate of freedom of thought," he says. With his communicative nature, Lienert hopes to create an atmosphere in which one can "function intellectually honestly" and in which the substance of the statements is decisive - and not who they come from.
The fact that the path of every advertiser is "paved with good campaigns that gather dust unused in drawers" is also accepted by Lienert as a rule of fate in the industry. Nevertheless, he has never given up on "making relatively intelligent advertising." Advertising that takes the viewer seriously and considers him "as a partner and not as a victim.
One campaign of which he is particularly proud was therefore a New Year's message from Switzerland to Austria in the winter of 1998/99. At that time, after a successful stage of the bilateral negotiations, the Federal Council as a whole, according to Lienert's idea, had an advertisement thanking Austria placed in the Wiener Kurier.
Lienert's interest in such dimensions of advertising was awakened after a few semesters of studying economics and sociology. He learned his craft "from scratch" at a small agency in Bern as a copywriter, CD and partner.
Along the way, he also trained to become a certified advertising manager. He later worked for Springer & Jacoby in Hamburg for a few months before rejoining Dieter Jäggi as a CD and finally moving to Publicis in Zurich.
The fact that Lienert has now moved back from the city to join Seiler on the edge of the Zollikerberg forest pleases him not least as a passionate botanist. "I study wild plants and know this field of knowledge very well," he says, surprised by his rather unusual hobby. Andreas Panzeri
He joined Seiler because he sees interesting prospects in this agency. "I can actively participate in creating a creative turnaround together with Markus Cavegn," emphasizes Patrick Lienert. With Cavegn's strengths in art and Lienert's qualities in copywriting, two CDs have found each other as colleagues.
They will be joined by a team strengthened with several new employees from the agency. "Investments are being made," confirms Lienert. At the same time, he sees the other side of the commitment: "We want to show what we can do with the new crew. We therefore also have to become more active in new business."
Being a copywriter and a manager at the same time is a special challenge and one of the reasons why Patrick Lienert switched from Publicis to Seiler DDB: "At the big agencies, these positions with such entrepreneurial skills are usually filled for a long time." And since Lienert likes to play chess but shows little interest in similar strategy games at work, the manageability of a medium-sized team seemed to offer him ideal development opportunities. "I also see my job as a CD as providing a climate of freedom of thought," he says. With his communicative nature, Lienert hopes to create an atmosphere in which one can "function intellectually honestly" and in which the substance of the statements is decisive - and not who they come from.
The fact that the path of every advertiser is "paved with good campaigns that gather dust unused in drawers" is also accepted by Lienert as a rule of fate in the industry. Nevertheless, he has never given up on "making relatively intelligent advertising." Advertising that takes the viewer seriously and considers him "as a partner and not as a victim.
One campaign of which he is particularly proud was therefore a New Year's message from Switzerland to Austria in the winter of 1998/99. At that time, after a successful stage of the bilateral negotiations, the Federal Council as a whole, according to Lienert's idea, had an advertisement thanking Austria placed in the Wiener Kurier.
Lienert's interest in such dimensions of advertising was awakened after a few semesters of studying economics and sociology. He learned his craft "from scratch" at a small agency in Bern as a copywriter, CD and partner.
Along the way, he also trained to become a certified advertising manager. He later worked for Springer & Jacoby in Hamburg for a few months before rejoining Dieter Jäggi as a CD and finally moving to Publicis in Zurich.
The fact that Lienert has now moved back from the city to join Seiler on the edge of the Zollikerberg forest pleases him not least as a passionate botanist. "I study wild plants and know this field of knowledge very well," he says, surprised by his rather unusual hobby. Andreas Panzeri
