Only the specialists bring it
The former BG Media «Outdoor Advertising» is repositioning itself in the outdoor advertising business
The former BG Media "Aussenwerbung" repositions itself in the outdoor advertising businessBy Daniel SchifferleAfter the spin-off, the former BG Media "Aussenwerbung" is now called Outdoor Media AG. The company is repositioning itself as an independent specialist in the poster jungle.
The merger of Bemberg Gedenk Media AG and Optimedia AG at the beginning of this year was accompanied by severe internal turbulence. While Optimedia AG had to accept a bloodletting of its employees, the "Outdoor Advertising" unit of Bemberg Gedenk Media AG chose to go it alone. This was possible because the company had been legally independent since its launch in 1996. Managing Director Koni Künzli had also insisted on the rights to the company name (WW 34/01).
Now, almost five months after the spin-off was completed, BG Media "Aussenwerbung" has changed its name to Outdoor Media AG and is positioning itself as an "independent Swiss specialist for outdoor advertising". However, the new name will only apply to new customers; existing customers will continue to be served under the old label, according to the press release.
"We want to cater to the special needs of our customers in the field of outdoor advertising - in addition to traditional outdoor advertising - and thus offer customers the opportunity to stand out from the competition," says Künzli. Illuminated posters, megaposters, streetcar and bus advertising, kiosk posters, stadium and sports advertising, moving posters and ambient media are just some of the special formats that Outdoor Media AG wants to focus on.
The renamed company places particular emphasis on its website, which was redesigned at the same time as the name change (www.outdoor-media.ch). It positions itself as a "competence center for outdoor advertising". This is realized, among other things, via an extranet whose URL is only passed on to customers. This enables every Outdoor Media AG customer to store order-relevant data and documents such as media plans centrally online at the click of a mouse and make them accessible to authorized persons at any time and from anywhere. The new service also provides a quick introduction to the complex subject of outdoor advertising.
Outdoor Media AG has no ambitions to expand
Looking back, Künzli describes the separation from Bemberg Gedenk Media AG as "dynamizing". "We didn't want to be controlled by the pressure of a large network agency," he says. However, this also meant a fresh start in building up the client list. Nevertheless, the list already includes names such as Bally, Lucerne Festival, Mobitare, UBS and Swiss. Last fall, Künzli also announced that the company would be working closely with a media agency. However, instead of working with Andy Lehmann, with whom there were signs of cooperation, the decision was made to work with Mediaschneider, Urs Schneider's agency.
Künzli will not reveal how high Outdoor Media AG's annual turnover will be this year. Just this much: "It will be lower than at the time of the collaboration with Bemberg Gedenk Media." But size is not the goal. Outdoor Media AG also has no plans to expand in terms of personnel. As before, the company consists of the long-standing employees Daniel Baumann (finance, controlling), Koni Künzli (management), Sharon Frei (deputy management) and Rick Meier (media planner).
The merger of Bemberg Gedenk Media AG and Optimedia AG at the beginning of this year was accompanied by severe internal turbulence. While Optimedia AG had to accept a bloodletting of its employees, the "Outdoor Advertising" unit of Bemberg Gedenk Media AG chose to go it alone. This was possible because the company had been legally independent since its launch in 1996. Managing Director Koni Künzli had also insisted on the rights to the company name (WW 34/01).
Now, almost five months after the spin-off was completed, BG Media "Aussenwerbung" has changed its name to Outdoor Media AG and is positioning itself as an "independent Swiss specialist for outdoor advertising". However, the new name will only apply to new customers; existing customers will continue to be served under the old label, according to the press release.
"We want to cater to the special needs of our customers in the field of outdoor advertising - in addition to traditional outdoor advertising - and thus offer customers the opportunity to stand out from the competition," says Künzli. Illuminated posters, megaposters, streetcar and bus advertising, kiosk posters, stadium and sports advertising, moving posters and ambient media are just some of the special formats that Outdoor Media AG wants to focus on.
The renamed company places particular emphasis on its website, which was redesigned at the same time as the name change (www.outdoor-media.ch). It positions itself as a "competence center for outdoor advertising". This is realized, among other things, via an extranet whose URL is only passed on to customers. This enables every Outdoor Media AG customer to store order-relevant data and documents such as media plans centrally online at the click of a mouse and make them accessible to authorized persons at any time and from anywhere. The new service also provides a quick introduction to the complex subject of outdoor advertising.
Outdoor Media AG has no ambitions to expand
Looking back, Künzli describes the separation from Bemberg Gedenk Media AG as "dynamizing". "We didn't want to be controlled by the pressure of a large network agency," he says. However, this also meant a fresh start in building up the client list. Nevertheless, the list already includes names such as Bally, Lucerne Festival, Mobitare, UBS and Swiss. Last fall, Künzli also announced that the company would be working closely with a media agency. However, instead of working with Andy Lehmann, with whom there were signs of cooperation, the decision was made to work with Mediaschneider, Urs Schneider's agency.
Künzli will not reveal how high Outdoor Media AG's annual turnover will be this year. Just this much: "It will be lower than at the time of the collaboration with Bemberg Gedenk Media." But size is not the goal. Outdoor Media AG also has no plans to expand in terms of personnel. As before, the company consists of the long-standing employees Daniel Baumann (finance, controlling), Koni Künzli (management), Sharon Frei (deputy management) and Rick Meier (media planner).
