Head of the week: "Unusual attracts more attention".
Daniel Comte will be the new Creative Director at Advico Young & Rubicam starting in July
Daniel Comte is the new Creative Director at Advico Young & Rubicam from JulyHead of the week "The unusual attracts more attention"
The challenge is great: "Advico is a great brand that stands for extraordinarily creative advertising. That's exactly what I want to do more of again," says Daniel Comte. The newly appointed CD is not worried that he will not have an easy legacy in Gockhausen. "There are still a lot of good people at Advico with whom I worked well in the past or at McCann," he says.
Comte took his first steps into advertising at a very young age. His father was advertising manager at Biella-Neher in Biel, where little Dani was therefore already allowed to glue maquettes as a boy. After art school, Comte first worked as a graphic designer and then, at the age of 22, as a studio manager for his teacher Christian Jaquet. After four years of advertising for clients such as Berner Zeitung and Schweppes, he moved to Basel to join GGK. His "longest comic strip in the world" for Michel fruit juices stretched across 34 poster sites over 50 meters on Weinbergstrasse and earned him his first ADC gold in 1992.
When Reinhold Weber and Yvonne Hodel moved from GGK to their own offices, Daniel Comte followed them and joined the pioneering years of Weber Hodel Schmid. In 1994, he moved to Dani Matter in Zurich. As CD at Matter Leo Burnett, he was a member of the management team for four years. During this time, he won a Eurobest with the Red Bull talking poster, on which a kitten roars like a lion when you walk past it.
"The unusual attracts more attention", he says and wants to continue to "tread untrodden paths and revitalize a medium" in the future. As Executive CD at McCann, where Edi Andrist brought him in, Comte is particularly proud of the Diax mobile launch campaign and the personality photos with Lauda, Tutu and Agnelli by Richard Avedon for XL Winterthur international.
At Advico, he is now pleased "that customers are confident about the future". Internally, he wants to support the people who have stayed with Advico "and show it to those who have been able to lean out the most so far". In advertising today, Comte says, it takes much more energy to keep an idea good than to invent it in the first place. "Everything is picked apart because more and more specialists are involved in a project and want to have their say."
Daniel Comte is married, has three sons aged five, seven and nine and lives in Bern. As he has done for the past 20 years, he wants to continue to cultivate commuting on the train as a creative environment and chill-out, as a kind of "cleansing phase between work life and private life". Andreas Panzeri
The challenge is great: "Advico is a great brand that stands for extraordinarily creative advertising. That's exactly what I want to do more of again," says Daniel Comte. The newly appointed CD is not worried that he will not have an easy legacy in Gockhausen. "There are still a lot of good people at Advico with whom I worked well in the past or at McCann," he says.
Comte took his first steps into advertising at a very young age. His father was advertising manager at Biella-Neher in Biel, where little Dani was therefore already allowed to glue maquettes as a boy. After art school, Comte first worked as a graphic designer and then, at the age of 22, as a studio manager for his teacher Christian Jaquet. After four years of advertising for clients such as Berner Zeitung and Schweppes, he moved to Basel to join GGK. His "longest comic strip in the world" for Michel fruit juices stretched across 34 poster sites over 50 meters on Weinbergstrasse and earned him his first ADC gold in 1992.
When Reinhold Weber and Yvonne Hodel moved from GGK to their own offices, Daniel Comte followed them and joined the pioneering years of Weber Hodel Schmid. In 1994, he moved to Dani Matter in Zurich. As CD at Matter Leo Burnett, he was a member of the management team for four years. During this time, he won a Eurobest with the Red Bull talking poster, on which a kitten roars like a lion when you walk past it.
"The unusual attracts more attention", he says and wants to continue to "tread untrodden paths and revitalize a medium" in the future. As Executive CD at McCann, where Edi Andrist brought him in, Comte is particularly proud of the Diax mobile launch campaign and the personality photos with Lauda, Tutu and Agnelli by Richard Avedon for XL Winterthur international.
At Advico, he is now pleased "that customers are confident about the future". Internally, he wants to support the people who have stayed with Advico "and show it to those who have been able to lean out the most so far". In advertising today, Comte says, it takes much more energy to keep an idea good than to invent it in the first place. "Everything is picked apart because more and more specialists are involved in a project and want to have their say."
Daniel Comte is married, has three sons aged five, seven and nine and lives in Bern. As he has done for the past 20 years, he wants to continue to cultivate commuting on the train as a creative environment and chill-out, as a kind of "cleansing phase between work life and private life". Andreas Panzeri
