People's voice for Swiss Post
Logistics Market: With a strengthened image, Swiss Post aims to maintain its leading position in the market.
Logistics market Swiss Post wants to maintain its leading role in the market with a strengthened image, and hopes that it will still be the leader in the Swiss logistics market in ten years' time. Group CEO Ulrich Gygi is convinced that the goal of a successful Swiss Post with excellent services is definitely achievable despite the high hurdles. He is counting on the two components of ability in the business areas and the sympathy of the Swiss. A series of requirements
However, the latter is dependent on customers' understanding of the increasingly difficult business policy, which in turn has to satisfy various stakeholders. With 54,000 employees, the company has to fulfill a clear performance mandate from legislators and the government, operate profitably, pursue a social HR policy and stand up to a more competitive environment.
At the same time, the gap has widened in recent years between the network's standby costs and changes in customer behavior, such as the increase in electronic mail, which has severely impacted physical mail, or the decline in parcel delivery. The fact that Swiss Post sometimes resorts to unpopular means in order to secure its market opportunities by increasing efficiency has tarnished its image. The fact that it has expanded its range of services during this time with considerable success and balanced out its job count has been quickly forgotten.
After anchoring five service brands over the past two years, Corporate Communications under Roland Schwarz is now turning its attention back to the umbrella brand.
Quotes off the cuff
The Bern-based agency LangGysiKnoll took advantage of the fact that Swiss Post is a recurring media and public topic - be it because of political, social or economic aspects. For the image campaign, the creative team let people talk freely. Young and old expressed themselves about "their" Post. And without censorship, according to consultant Claudia Zechner. "We want to show that Swiss Post is moving boldly into the future without losing sight of the concerns of the population." That's why it was imperative for the concept that people were not muzzled, says Jean-Marc Demeulemeester, Deputy CD, pointing to the concessions at the editing desk.
LGK Managing Director Nicole Huber is delighted with the courage shown by her client in this "plebiscite", which was almost representative with 500 respondents. Roland Schwarz: "I didn't have any sleepless nights. The idea convinced us right from the start." In eleven TV commercials and several advertising motifs, Swiss Post faces unvarnished criticism as well as praise.
Obviously, people like you and me comment on "their" post.
Swiss Post as a popular institution - shown in an unvarnished testimonial campaign by LangGysiKnoll >> page 7
Luca Aloisi
However, the latter is dependent on customers' understanding of the increasingly difficult business policy, which in turn has to satisfy various stakeholders. With 54,000 employees, the company has to fulfill a clear performance mandate from legislators and the government, operate profitably, pursue a social HR policy and stand up to a more competitive environment.
At the same time, the gap has widened in recent years between the network's standby costs and changes in customer behavior, such as the increase in electronic mail, which has severely impacted physical mail, or the decline in parcel delivery. The fact that Swiss Post sometimes resorts to unpopular means in order to secure its market opportunities by increasing efficiency has tarnished its image. The fact that it has expanded its range of services during this time with considerable success and balanced out its job count has been quickly forgotten.
After anchoring five service brands over the past two years, Corporate Communications under Roland Schwarz is now turning its attention back to the umbrella brand.
Quotes off the cuff
The Bern-based agency LangGysiKnoll took advantage of the fact that Swiss Post is a recurring media and public topic - be it because of political, social or economic aspects. For the image campaign, the creative team let people talk freely. Young and old expressed themselves about "their" Post. And without censorship, according to consultant Claudia Zechner. "We want to show that Swiss Post is moving boldly into the future without losing sight of the concerns of the population." That's why it was imperative for the concept that people were not muzzled, says Jean-Marc Demeulemeester, Deputy CD, pointing to the concessions at the editing desk.
LGK Managing Director Nicole Huber is delighted with the courage shown by her client in this "plebiscite", which was almost representative with 500 respondents. Roland Schwarz: "I didn't have any sleepless nights. The idea convinced us right from the start." In eleven TV commercials and several advertising motifs, Swiss Post faces unvarnished criticism as well as praise.
Obviously, people like you and me comment on "their" post.
Swiss Post as a popular institution - shown in an unvarnished testimonial campaign by LangGysiKnoll >> page 7
Luca Aloisi
