And anyway: Martin Spillmann
What are the consequences of Swissair's financial collapse for the advertising agency?
What are the consequences of Swissair's economic crash landing for the advertising agency? and anyway: Martin Spillmann
Martin Spillmann: It is possible that we will move away from the previous expansive strategy in favor of a new orientation that is more in line with "small is beautiful". However, it is not up to us to define the new strategy.
Is Swissair losing its reputation as well as its money?
Spillmann: What is said about Swissair in Switzerland is far from the view that people abroad have of the company.
you have. In all Airtax studies and similar investigations
Swissair is still one of the top airlines in terms of quality
worldwide. We make them much worse in our own country than they are in the
abroad. Will there also be irreparable damage to Swissair's image?
Spillmann: Swissair is a national monument that enjoys enormous goodwill. This is reflected in the commitment of the many
People for whom Swissair is currently a key issue.
Swissair's image is not irreparable; rather, it is important to repair the damage that has been done.
to repair damage.
Are you already working on a new image campaign?
Spillmann: We are working on a new campaign, but it would hardly make sense to design an image campaign before a strategy has been defined.
What contribution can advertising make to prevent the
negligence of the management transferred to the product?
Spillmann: Advertising cannot correct the product. The truth always comes to light on an airplane.
Interview: Ernst Weber
Martin Spillmann: It is possible that we will move away from the previous expansive strategy in favor of a new orientation that is more in line with "small is beautiful". However, it is not up to us to define the new strategy.
Is Swissair losing its reputation as well as its money?
Spillmann: What is said about Swissair in Switzerland is far from the view that people abroad have of the company.
you have. In all Airtax studies and similar investigations
Swissair is still one of the top airlines in terms of quality
worldwide. We make them much worse in our own country than they are in the
abroad. Will there also be irreparable damage to Swissair's image?
Spillmann: Swissair is a national monument that enjoys enormous goodwill. This is reflected in the commitment of the many
People for whom Swissair is currently a key issue.
Swissair's image is not irreparable; rather, it is important to repair the damage that has been done.
to repair damage.
Are you already working on a new image campaign?
Spillmann: We are working on a new campaign, but it would hardly make sense to design an image campaign before a strategy has been defined.
What contribution can advertising make to prevent the
negligence of the management transferred to the product?
Spillmann: Advertising cannot correct the product. The truth always comes to light on an airplane.
Interview: Ernst Weber
