"By no means a matter of course": Postfinance becomes a member of the Gisler Protocol
Postfinance is joining the Gisler Protocol, thereby underscoring its commitment to diversity, equity, and inclusion, as well as to multifaceted communication. Werbewoche.ch spoke exclusively with the people in charge.
The Gisler Protocol, founded in 2021, is growing: Postfinance is the first company operating throughout Switzerland to become a member of the association, which is committed to the multifaceted representation of gender in marketing, communication and advertising.
Postfinance wants to emphasize its commitment to the successful coexistence of the sexes in Switzerland and, in particular, to diverse communication. The company has already proven in the past how cliché-free financial communication can succeed - not least with a diverse story and inclusive language using the colon. "By joining the Gisler Protocol, we are sending out a clear signal for something that is important to us - namely making a contribution to reflecting our diverse society and creating more connectivity for very different groups of people and lifestyles," says Ron Schneider, Head of Human Resources at Postfinance.
160 members from Switzerland
With the accession of a large advertising company, the Gisler Protocol is taking another important step towards inclusive communication: "The Gisler Protocol now has over 160 members from all over Switzerland. Most of them are agencies and service-providing companies, but also individuals from the marketing and communications industry. So far, we have only reached advertising companies through their connection to the member agencies. The fact that these companies are now becoming members themselves is a strong signal of the relevance of the topic. We are therefore delighted and excited to see what we can achieve together in the future," says Nina Bieli, co-initiator of the Gisler Protocol and President of the association.
Werbewoche.ch spoke to Dennis Lengacher, Head of Marketing Communications (Co-Lead) Postfinance and Yves Ekmann, Co-Head of Marketing Communications Postfinance.
Werbewoche.ch: When did you first hear about the Gisler Protocol?
Dennis Lengacher: We came into active contact with the Gisler protocol via Jung von Matt. In Nina Bieli, they have a founder and strong driver in their ranks. At that time, we were working intensively on our national positioning campaign.
Yves Ekmann: And it is precisely in this campaign that the different facets and thus the diversity of Switzerland, but also the discussion regarding role models, are very much in evidence. At the same time, the Gisler protocol was and still is an integral part of the industry until it hopefully becomes a matter of course.
What prompted you to join the association at this point in time?
Yves Ekmann: This step is in line with our self-image, the content and concerns fit very well with the values of PostFinance and our efforts to promote diversity and inclusion.
Dennis Lengacher: We decided to join the Gisler Protocol because we want to support the importance and urgency of the principles for promoting diverse role models in advertising. It is a lever if agencies "commit" themselves accordingly and it is an additional lever if clients already do so.
What priorities do you want to set for Postfinance?
Dennis Lengacher: Unfortunately, in the reactions and comments on our campaigns, we see time and again that diversity and inclusion are far from being a matter of course. We want to stand up for this. At the same time, we naturally want to ensure that our communication and advertising reflect the diversity of our customers and the diversity of Switzerland. This includes very different elements, from inclusive language to the consideration of different genders, backgrounds, talents and lifestyles. Fundamentally, we want to champion diversity of perspectives in our communications.
Could you please name the most important points of the protocol for PostFinance?
Yves Ekmann: The most important point is certainly the basic idea of equality. At the same time, probably the most striking point of the protocol is the commitment to promoting diverse role models in advertising. In our view, this means avoiding stereotypes and portraying a broad range of genders and lifestyles. We are committed to implementing these principles in our own advertising. At the same time, this is of course an interesting area of tension when you think about how good communication works, namely through simplification and exaggeration.
In your opinion, where does Switzerland stand in terms of diverse role models in advertising? Is there still a lot to do? Or has the Gisler Protocol already completely tidied things up?
Dennis Lengacher: Switzerland has certainly made progress in promoting diverse role models in advertising in recent years, but there is still a lot to do. As already briefly explained, we can see this in our comment columns on social media channels. At the same time, of course, there are also encouraging reactions when we receive feedback that we have been able to capture this wonderful diversity of Switzerland.
Yves Ekmann: In short, the Gisler Protocol is an important step in the right direction, but change requires a continuous effort. It is important for companies like us to have the principles of the protocol in mind when developing campaigns and to consistently uphold and defend them to the end. Until the basic values become a matter of course. To round it off with a phrase: Ideally, it abolishes itself.
