TBWA and the art of consistency
Ten years of partnership, a pitch triumph after a turbulent start—and a tagline for m&k that serves as a declaration of love. A conversation about consistency, humility, and the power of a team that turns passion into a system.
Ten years of Yin and Yang - the foundation of a partnership
The working relationship between CEO Matthias Kiess and CCO Manuel Wenzel has been the stable center of TBWA Switzerland AG for around ten years. What began as a collaboration is now a partnership with an almost symbiotic character - yin-yang balanced, supported by a high level of respect, clear responsibilities and a friendship that goes beyond just the job.
Both describe themselves as the first in the office, the first on the phone and a duo that rarely talks over each other, but always complements each other constructively. Kiess calls this a question of a certain humility with a noticeable down-to-earth attitude - because success can never be taken for granted and the agency business thrives on cycles.
A year of contrasts - from a bumpy start to a pitch boost
The past financial year started for TBWA under the motto "The good, the bad and the ugly" - albeit told backwards. Economically tough, creatively strong (third place in the creative ranking), but with little pitch luck. The second half turned the picture around: three pitches won, a fourth in progress, new energy in the team. Kiess speaks of diligence, presence and the uncompromising will to create the best product. Wenzel adds that chemistry is often the deciding factor - and that TBWA radiates the kind of passion that clients want to feel.
The fact that every pitch is approached in the same way - regardless of volume - is part of TBWA's unagitated DNA.
Stable despite losses - the art of leveling out
In addition to growth, there were also setbacks: The loss of SBB after 20 years hurt. Further budgets were reduced. Kiess calls the constant "leveling out" a basic principle of the business - and an ongoing task. Despite this, the agency has maintained remarkable stability for years: 85 employees, only one economic-related redundancy - nine years ago, after the loss of Sunrise.
TBWA is investing the new pitch budgets in a targeted manner: in the AI specialist Hekuran, in strong graphic design skills and in young talent - currently five apprentices. All of this is supported by flat hierarchies and proximity to the team, which Kiess sees as a prerequisite for speed, pressure and market complexity. Wenzel puts it ironically: "If anything, we are more at close."
m&k as a love brand - the claim as a gift
One of the most beautiful parts of the conversation: the little declaration of love for m&k. Manuel Wenzel says, m&k is considered a love brand in the creative scene, "because everyone wants to be in it". The claim developed by strategist Lukas - "m&k show the creative side of the economy" - was virtually inhaled by Anna Kohler because it exactly matches the positioning. Beat Hürlimann, behind the camera, nods approvingly. Kiess' motivation for the gift: m&k started as a challenger, has achieved a great deal and thus embodies exactly the spirit of optimism that drives TBWA. Wenzel, in turn, appreciates the magazine for its quality - "not just a collection of advertising campaigns, but a real product".
The value of prices - and the next one is always the most important
Manuel Wenzel calls the Grand Clio for "Terre des Femmes" his most important award - possibly the first global Grand Prix for Switzerland, according to Frank Bodin. And yet he immediately puts this into perspective: the next prize is always more important. Wenzel speaks openly about the fact that NGO work and commercial campaigns are not the same sport. In his opinion: What really counts are those awards that reward brand work - like the early Lions for McDonald's and others.
Conclusion - staying on course in choppy waters
TBWA looks like an experienced captain steering his ship with a steady hand through changing tides. A year full of contrasts, losses and successes - and yet a clear sense of direction: strengthening the team, strengthening the product, maintaining the attitude. And sometimes this even results in a claim that becomes a small love-brand gesture for m&k, the gateway to the creative forces of the economy that are currently so much in demand...
