New agency lured with cash

Pitch Ringier relies on joint discussions when looking for an agency Ringier's business review Cash wants a new advertising agency. However, the successor to Lowe and most recently Seiler is not to be evaluated in a conventional pitch. "We held an unconventional 90-minute interview with nine agencies. The creatives then had to formulate their thoughts on advertising for Cash on a piece of paper," explains Thomas Trüb, Managing Director of Cash Wirtschaftsmedien. After reviewing these notes on the current status, objective and basic idea for a new campaign, two agencies have now been shortlisted. They will be notified on the day of publication of this Advertising Week and invited to meet with the editorial team for an in-depth discussion. The contract will then be awarded. "Without a presentation, because we have no doubt that all of the candidates can stick on and design beautiful cardboard boxes," says Trüb. The only decisive factor will be the chemistry, or lack of it, in the discussions with the editorial team. Euro RSCG, Krieg Schlupp Springer & Jacoby, Publicis, Seiler, Lang Gysi Knoll are among the nine invited - it will be interesting to see who convinces during the talks. At Cash, the publishing house management is "pleasantly surprised" at the quality of the ideas, which were formulated in just a few lines. "The selection was difficult," reveals Thomas Trüb. The papers were anonymized before they were submitted to the management for evaluation. We can expect "something very new" from future cash advertising.
(pan)