More market-oriented activities

Jean Etienne Aebi, project manager and new
ADC President, on the results of the Mafo study. For him, a
Opening up the ADC is the only logical consequence, and it's good to see that the overwhelming
The majority of respondents not only find creativity important, but also
also believes that the more creative advertising is the more effective. How consistent
whether this will then be implemented in practice remains an open question.

Either way: Confirmation lies in change. This study is
a repetition of the situation that was largely the same in 1996 and 2001.
applied. To what extent has the role of the ADC changed in terms of creative
effective advertising confirmed or changed?

The fact that its popularity has declined dramatically in the last five years
(from 65 to 39%), is certainly not an advantage for the current
importance of the club. Which is why even those who know him today consider him
less important than before. The increase in creativity
in advertising is named as the main objective of the ADC. The fact that the
therefore translates into better advertising in practice, whereas
significantly fewer respondents than in 2001.

The ADC has still not succeeded in having its judging as a
position for advertising companies. The
opinion that the creatives are only interested in receiving awards per
to win is increasing. What everyone else sees as rather little
is considered desirable.

Outstanding people have success
The cardinal question of whether it is precisely the ADC-awarded works
which are also the more successful in the market, is considered by almost two
thirds of respondents said yes. But even this great result must
face up to the comparison over time: Between 1996 (14% approval) and
2001 (68%) took a giant leap upwards, this confirmation is leveling off.
of the ADC in the current study - so it could not be
and further increased as desired.

The ADC is thus drawing on some of the capital it acquired at the turn of the millennium.
has built up. Which is why he is also happy to remember how he
In March 2001, around a thousand people - mostly advertising clients - in the
Kongresshaus Zurich on the topic "The more creative, the more effective"
could welcome. Credit Suisse, among others, was the next
day ordered 50 of the brochures with the same title.
I (as President at the time) am therefore not the only one to agree with the clear
opinion that the ADC should again engage in more market-oriented activities.
with the aim of eliminating the belief in the causal formula.
"Creativity = effectiveness" to achieve a breakthrough. Just like at the
General Meeting last Tuesday.

Jean Etienne Aebi