Man of the center

Moreno Cavaliere is the new Regional Director
for Publicitas Central and thus responsible for CHF 350 million
turnover and 300 employees, Publicitas has expanded its activities in the
Switzerland is divided into four regions: Léman and Romandie and
Eastern and Central Switzerland. The 42-year-old has been working here for a few weeks
Moreno Cavaliere as P's youngest Regional Director in Switzerland.

The Central Region comprises the main branches in Aarau, Basel, Berne and Biel.
Around 300 employees at a total of 25 locations generate 350
million francs in sales. The headquarters of the Central Region - and
the workplace of the new regional director - is located in
Basel.

The most important item on his desk at the moment is a new
Directing contract with the Basler Zeitung. Already known
Such a contract has been concluded with the Aargauer
Zeitung/Mittelland Zeitung (AZ).
constellation," explains Cavaliere. The AZ has analyzed the last 25
years under its own management. As of January 1, 2006, 43
AZ-Media employees integrated into Publicitas. At the same time
Publicitas Aarau moves into the publisher's premises. "The
the largest branch in Switzerland in the Mittelland region with around 140
employees," says Cavaliere proudly. After the
The contract with the NZZ last year was concluded with the AZ, the
third-largest newspaper in Switzerland, "a very significant step for
the Publicitas".

The fact that such directing contracts have been concluded recently
Cavaliere not only in the changed market, but also in a
Professionalization of services. "Every publisher must
how to process its advertising business most efficiently.
can."

Cavaliere was not desperately looking for it, but is happy about
the fact that almost everywhere in his region today, women's power
reigns. The former Publicis Managing Director Cornelia Harder has
was the best in a long process in Aarau. The
Management in the Bern and Biel branches remains with Patrizia
Caldini, while Walter Althaus, previously a director in the federal city
January will take over the training center in Baden. In Basel
Otto Walter Deputy Director alongside Cavaliere. In Zurich
With Alexandra Kasper, a third woman "on top" for 
Publicitas Swiss Press. This organization is responsible for the import of
The police are responsible for reports from abroad and also report to Cavaliere.

When asked about possible challenges for the future, the
Cavaliere the online business. Here, too, a generational change
noticeable: "Although Publicitas is still a print organization
is, an opening in this area was essential. We are partners
from the publisher and want to market what the publishers offer on the market."

At Group level, in addition to the activities in the Cinecom division, "safe
a radio story once in a while," says the youngest
Regional Director. He hopes to attract new talent in the course of a generational change.
ideas, his company would like "not only to be able to contribute
more dynamic, but also more detached from traditional P-thinking"
described.

The most important challenges in his new role are
Cavaliere "quite clearly: a good job with the directing partners and their
titles. Functioning dynamically on the market and offering publishers
confirm that they have placed their advertising management in good hands."
This is difficult enough because the print market is under severe pressure.
After the contracts with NZZ and AZ - "what you would have thought two years ago
would not have thought possible" - Cavaliere believes: "Here we have to
continue to think creatively and seek discussions with other partners."

At Group level, Cavaliere identifies with the inclusion of
of new markets not only in new media, but also abroad.
The multi-layered challenges and the exotic ambience of the
example in China have fascinated him. More opportunities for his style
as a "team player", as he described in the employee magazine "Pipeline".
but Cavaliere sees himself in his old home.

The current Regional Director worked at the Bally shoe factories in
Schönenwerd did his commercial apprenticeship. Even back then, he was already
fascinated. Cavaliere "absolutely wanted to go to the front" and worked at Assa
Aarau "in a wonderful environment" his chance as a "propagandist"
as the advertisement sellers were called back then. Shortly before the
Merger ofa, Assa and Publicitas In 1993, Cavaliere moved from the
region to Zurich. Actually, in all his 23 years in the
never been in the P before, just always in the group, smiles
about his path within the Group. In 1994, he was involved in the founding of
Publimedia in Zurich from the very beginning, initially as a
Consulting Group Leader and most recently Account Director for Zurich, Berne
and Basel. Cavaliere worked at Publimedia until he moved to his
current function at the end of June this year.

In addition to numerous internal courses, Cavaliere has also qualified as a Swiss Federal Clerk.
qualified advertising manager and marketing manager. Today
he himself teaches at Sawi as a lecturer for various subjects in
and marketing and also acts as an examination expert.

In his private life, he and his life partner - a
advertiser - to his third boy, who was born in November.
comes. Two other sons are already 12 and 16.
Teenagers, sport keeps him on his toes. If you look at the former
Goalkeeper not as a 2nd division inter football referee in the
use, then when biking, jogging or in the fitness center.  
 

Andreas Panzeri