Markus Gut and Andreas Widmer in interview

The new Young & Rubicam Group Switzerland unites the agencies Advico Young & Rubicam, Wunderman and Futurecom interactive under one roof. The agency group aims to bring together online and offline worlds and enable the integration of dialog-oriented and broad-based communication tools. The management duo consists of Markus Gut and Andreas Widmer. In this interview, they talk about their plans. You want to bring online, dialog and advertising together on an equal footing for your customers. What does that mean in concrete terms? Andreas Widmer: We want to work across disciplines and offer a form of communication that corresponds to today's market. This integrated form is supported by the joint group management, i.e. by combining the management. In day-to-day business, integration will take place through cross-disciplinary project groups made up of people from the various units of the Group. Markus Gut: People in the industry have been saying for a long time that integrated communication is the future. But it is already here! This is a worldwide phenomenon. In the way we now want to operate with the new group, we will be a novelty in Switzerland - there are few agencies in Europe that work so consistently across disciplines. Andreas Widmer as CEO and I as CCO will be directly involved in all major contracts and ensure that the integrated approach is implemented. Because Andi Widmer comes from a consulting background and I myself come from a creative background, we can always take both aspects into account. Have the agencies in your group lacked an overarching approach to date? Widmer: We have worked in this way before and have the relevant experience. However, the focus in this regard was not equally strong among all members of the Executive Board. By bringing the Group units closer together, we want to achieve a new dimension. Does Advico need to be brought up to scratch? Good: It is important to note that the traditional advertising agency Advico is only one part of the new group. Advico has experienced turbulent times in recent years, for example after the departure of Martin Spillmann and Peter Felser. It is no longer as strong as it once was. Now we want to bring it back to the forefront. Our aim is to play in the top league, both with Advico and the Group as a whole. What were the reactions of the employees in the agencies that are now under the umbrella of the Young & Rubicam Group Switzerland? Widmer: Some were surprised and astonished by the news, but since the announcement the dust has already settled. The most critical reactions came from the Advico people, but there was a lot of enthusiasm at Futurecom.Good: I have even received many enthusiastic text messages and emails from employees, some of whom I don't even know yet. They are pleased that there are now clear structures in place. We've also received congratulations from customers, even from other agencies. And it takes a lot for competitors in our industry to get in touch with congratulations! The new structure results in an organizational merger of Advico Young & Rubicam, Wunderman and Futurecom interactive. So will there be a move? Widmer: Yes, the final consequence is a joint location. We want to have our domicile in the city of Zurich, and Advico's location in Gockhausen will be closed. We will examine various options and the move should be completed within the next twelve months. Good: It is very important for us to be based in the city of Zurich. That's where the action is, and that's where we want to be. Widmer: The individual companies within the Group will remain under the current management, with the exception of Advico, where I will take over the role of CEO. The current CEO, Edgar C. Brtischgi, will become Chairman Young & Rubicam Switzerland and Chair Young & Rubicam EMEA Retail Practice. He will also act as an advisor to one or two clients. Good: The agencies will retain their structural form and continue to be independent companies. There will also be no job cuts. Urs Schrepfer, the former Executive Creative Director of Advico, is not part of the new management team? Widmer: Urs Schrepfer has led Advico to a very good position in the creative field. He has been responsible for several award-winning campaigns and has put together an outstanding team. He will now be leaving the company to pursue other opportunities. Gut: Looking at it from the outside, I can see that Urs Schrepfer has built up a very good team in creation and has achieved a great deal. Mr. Gut, why are you leaving Publicis? Gut: I'm incredibly excited about building something new. I'm very excited about it; I now have the chance to shape a completely new type of agency. Publicis CEO Fredy Collioud has explained that you would have had the opportunity to follow in his footsteps.Gut: I had 13 very good years at Publicis and enjoyed working successfully with Fredy Collioud. I would like to take this opportunity to thank him most sincerely for his constant trust in me! I will be staying with Publicis until the end of the year. It is very important to me to finish my work well and hand it over cleanly.