"Mediahaus Seefeld starts with an open structure".
Andy Lehmann is launching his own media agency on October 1
Andy Lehmann founds his own media agency on October 1Independence is the USP with which Andy Lehmann wants to lead his new, own media agency to success. The company, with the project name Mediahaus Seefeld, is open to the acquisition of other agencies and to cooperations. Business operations are scheduled to start on October 1 - Lehmann is handing over the management of Optimedia with immediate effect (see page 1).
What is the brilliant idea behind your planned new media agency?
Andy Lehmann: Independence. That sounds a bit banal. But I sense that there are a lot of clients in Switzerland for whom this is becoming increasingly important. But independence really means independence from creative agencies, independence from the media and independence from networks. That seems to me to be the key today. And it
is also my main motivation for founding the agency.
Have the dependencies you mentioned come to a head in recent years?
Lehmann: There is an increasing lack of choice in Switzerland, that's the problem. The good, independent and owner-managed Swiss media agency no longer exists. In this sense, the situation has worsened.
Do you want to resurrect the classic media agency?
Lehmann: Yes, exactly. That's my goal.
What do you subsume under the classic media agency?
Lehmann: The classic media consulting process begins with strategy and ends with controlling. Today we have the bits-and-pieces system, where one office does the strategic consulting, another the buying and a third the controlling. I want this process to be organized by a single source again. On the other hand, we don't just want to be a media agency. There can also be more to it. We are deliberately starting with as open a structure as possible and are open to good ideas. It is also possible that we buy other agencies or cooperate with them. We are also open in this direction.
Buying other agencies or cooperating with them - is something ready to be signed soon?
Lehmann: No, it's not mandatory. We will also start otherwise. But it is an option that we want to keep open.
Who will own the new media agency?
Lehmann: The private investors and me.
Will you personally have the majority?
Lehmann: I am the head that stands at the front. That's the crucial point.
Who is actually behind the investors who are making the founding of the agency financially possible? Can you shed some light on the secret?
Lehmann: No, I can't do that. Because the investors don't want to be named. Just this much: they are private individuals who have no connections to individual media, media companies or media partners. They are people who find the media industry interesting. Many investors still consider this sector to be one of the most attractive.
When will you start? Not until 2002 or before? The dates have been communicated somewhat vaguely.
Lehmann: I will remain at Optimedia until the end of September, but will no longer be responsible for day-to-day business and will instead be assigned to projects and special tasks. During this time, however, I will be able to press ahead with the preparatory work for my new agency. The new agency will start on October 1.
Listening to your comprehensive service claim, one must assume that the new agency will need a large number of employees. Where will you get all the people you need in a dried-up labor market?
Lehmann: You find people, I have also had this experience in recent years. It's also fascinating and a particularly attractive challenge to be involved in the founding of a new media agency.
Other media agencies will have to take special care of their employees in the near future so that you don't poach them. How many people will you be taking with you from Optimedia?
Lehmann: You can't "take" employees with you. Every media planner at Optimedia or another agency decides independently on their choice of workplace. I can't influence that. But as I said before, I'm not worried about finding the right employees. Zurich Seefeld also has the advantage of being a very attractive place to work.
Is Zurich Seefeld the definitive location?
Lehmann: We are starting in temporary office space in Seefeld for the time being. However, we are also negotiating other attractive locations. But one thing is certain: we will definitely be setting up in Seefeld or its immediate surroundings. After all, we also want to use the location to help our agency's project name - Mediahaus Seefeld - achieve a breakthrough.
The economic environment at the moment is not what you would wish for when starting a new agency: The economy is stuttering, advertising investment is falling. Is a shrinking market the right environment for launching a new agency?
Lehmann: It's certainly not a bad environment. Especially when you have to be more careful with your money, quality is increasingly in demand. Of course, it's nice to be in a booming market. But in a booming market, you can still sell half-rotten apricots. When the market is tougher, you have to work harder. That's why I think now is a good time to set up an agency.
Will you also be taking Optimedia customers with you?
Lehmann: It's the same as with employees: Customers decide for themselves which agency they want to work with. We open an agency because we want to make an offer to the market. Interview: Daniel Schifferle
What is the brilliant idea behind your planned new media agency?
Andy Lehmann: Independence. That sounds a bit banal. But I sense that there are a lot of clients in Switzerland for whom this is becoming increasingly important. But independence really means independence from creative agencies, independence from the media and independence from networks. That seems to me to be the key today. And it
is also my main motivation for founding the agency.
Have the dependencies you mentioned come to a head in recent years?
Lehmann: There is an increasing lack of choice in Switzerland, that's the problem. The good, independent and owner-managed Swiss media agency no longer exists. In this sense, the situation has worsened.
Do you want to resurrect the classic media agency?
Lehmann: Yes, exactly. That's my goal.
What do you subsume under the classic media agency?
Lehmann: The classic media consulting process begins with strategy and ends with controlling. Today we have the bits-and-pieces system, where one office does the strategic consulting, another the buying and a third the controlling. I want this process to be organized by a single source again. On the other hand, we don't just want to be a media agency. There can also be more to it. We are deliberately starting with as open a structure as possible and are open to good ideas. It is also possible that we buy other agencies or cooperate with them. We are also open in this direction.
Buying other agencies or cooperating with them - is something ready to be signed soon?
Lehmann: No, it's not mandatory. We will also start otherwise. But it is an option that we want to keep open.
Who will own the new media agency?
Lehmann: The private investors and me.
Will you personally have the majority?
Lehmann: I am the head that stands at the front. That's the crucial point.
Who is actually behind the investors who are making the founding of the agency financially possible? Can you shed some light on the secret?
Lehmann: No, I can't do that. Because the investors don't want to be named. Just this much: they are private individuals who have no connections to individual media, media companies or media partners. They are people who find the media industry interesting. Many investors still consider this sector to be one of the most attractive.
When will you start? Not until 2002 or before? The dates have been communicated somewhat vaguely.
Lehmann: I will remain at Optimedia until the end of September, but will no longer be responsible for day-to-day business and will instead be assigned to projects and special tasks. During this time, however, I will be able to press ahead with the preparatory work for my new agency. The new agency will start on October 1.
Listening to your comprehensive service claim, one must assume that the new agency will need a large number of employees. Where will you get all the people you need in a dried-up labor market?
Lehmann: You find people, I have also had this experience in recent years. It's also fascinating and a particularly attractive challenge to be involved in the founding of a new media agency.
Other media agencies will have to take special care of their employees in the near future so that you don't poach them. How many people will you be taking with you from Optimedia?
Lehmann: You can't "take" employees with you. Every media planner at Optimedia or another agency decides independently on their choice of workplace. I can't influence that. But as I said before, I'm not worried about finding the right employees. Zurich Seefeld also has the advantage of being a very attractive place to work.
Is Zurich Seefeld the definitive location?
Lehmann: We are starting in temporary office space in Seefeld for the time being. However, we are also negotiating other attractive locations. But one thing is certain: we will definitely be setting up in Seefeld or its immediate surroundings. After all, we also want to use the location to help our agency's project name - Mediahaus Seefeld - achieve a breakthrough.
The economic environment at the moment is not what you would wish for when starting a new agency: The economy is stuttering, advertising investment is falling. Is a shrinking market the right environment for launching a new agency?
Lehmann: It's certainly not a bad environment. Especially when you have to be more careful with your money, quality is increasingly in demand. Of course, it's nice to be in a booming market. But in a booming market, you can still sell half-rotten apricots. When the market is tougher, you have to work harder. That's why I think now is a good time to set up an agency.
Will you also be taking Optimedia customers with you?
Lehmann: It's the same as with employees: Customers decide for themselves which agency they want to work with. We open an agency because we want to make an offer to the market. Interview: Daniel Schifferle
