New heads, new locations

 
Structural change Just under a year ago, Lang, Gysi, Knoll became Neue LGK.  
WW: What has developed since then behind the name Neue LGK?André Benker:
The name Neue LGK means that the agency Lang, Gysi, Knoll is presenting itself with new people, new owners and two new locations following its relaunch. Hans Tanner and I have joined as new partners. Neue LGK opened an office in Zurich this August. We also moved into new premises in Bern in mid-September. Both offices in Zurich and Berne are a two-minute walk from the train station. That's why we say: Neue LGK is a communications agency, a team of 23 employees, an infrastructure, a management team and two offices.What attracted you to this structure of Lang, Gysi, Knoll?Hans Tanner:
André Benker and I have known each other from ADC for a long time. We have always discussed ways in which we could work together. Then the opportunity arose to create something new together from LGK.André Benker:
We complement each other perfectly. He talks a bit more (he's also half-Cuban). I talk a little less (I'm also from here). I'm a copywriter, he's an AD. The idea was that we wanted to build something together, but not start from scratch. We analyzed a few options. Lang, Gysi, Knoll was the agency with which we saw by far the most complementary potential and therefore the greatest future for development. We know the history and the people at the agency, as we both worked as freelancers for the old LGK and also understand each other very well on a human level. Which was and is almost the most important thing for us. Why LGK in particular?
Lang, Gysi, Knoll has a very reputable and solid structure, it has been in the market for a long time and is particularly strong in consulting and strategic planning. We were looking for this addition. As creatives, we can play our part here. Good and relevant creation requires sound advice and strategy. We both know that. Tanner:
André and I come from large agencies and have learned our trade working on big stories. But now we both want to work in an environment that we help shape and that is the way we want it to be. We want to develop holistic communication solutions in a team of committed, talented and motivated people, where the "boss" is always at the table and not just at the final presentations. How will Neue LGK be positioned in the future?
We want to create outstanding communication with a relevant idea, because we know that this is the only way to make a difference in today's market. We want to work for clients who think the same way. Benker:
A good communication idea doesn't just catch the eye. It must also convey the customer benefit of the product or service. Finding this relevant and promising customer benefit requires close cooperation and trust between agency and client.how big should the new LGK be?Benker:
We want to grow, but qualitatively before quantitatively. Our current size is 23 people. But ultimately we want to have the size we need to be able to do our work professionally. We want to be able to handle large mandates such as KPT or Swiss Post in all their complexity. We have also recently acquired Emmi, Schweizer Zucker and Greenpeace. Why do you need two offices for this?
Two locations are two location advantages. Many major clients have disappeared from the Swiss market in recent years because they have merged or are now having their advertising managed by foreign networks. Many clients appreciate the fact that, in addition to national, professional expertise, local knowledge can also be incorporated into the campaigns. Benker:
You can also see from the newspapers how local news has gained in importance. Local knowledge is considered more important than it used to be, see 20 Minuten:
Wherever we are needed. Like all employees, we will both commute as required. That's why our offices are right next to the train station and within walking distance. People from Bern like coming to work in Zurich from time to time, and vice versa, people from Zurich also appreciate a change of scenery.Interview: Andreas Panzeri