Advertiser of the year

WW: What does this title mean to you?
Nadine Borter: very much. The title is great recognition, not only for me, but also for the agency and the strong Contexta crew. And for our clients too. Only those who have the privilege of working for the most demanding and capable clients can become Advertiser of the Year. It is their trust and many years of close cooperation that make success possible. For me personally, it is a wonderful confirmation of what I do every day. I am grateful for that.

How do you explain the many sympathies shown by the vote?
It's always difficult to judge for yourself. I didn't expect to win - I'm very honored by the recognition from my colleagues. It's a nice acknowledgement of our work over the last few years. Contexta receives a lot of sympathy, which perhaps has something to do with the fact that we are in Berne and not in Zurich. And that we are going our own way.

You are a very young agency boss. How did it actually start with advertising?
After secondary school, I asked myself the question: should I continue with top-class sport? I was in the national women's swimming squad. Or should I go to university? Then I had the opportunity to get a taste of Contexta. After that week, I knew I wanted to learn this job. The agency and the people fascinated me. I then had to "pick and choose" for another nine months before I was allowed to join as a junior assistant. Contexta gave me this opportunity. That was in 1995, 16 years ago. And I've been here ever since - and have learned everything from the ground up.

Have you never felt like taking a tour of different agencies?
You always come to a point in life where you review your experiences and see where else you want to go. You look for confirmation, you want to measure yourself against others. What is it like at the other place? I was always able to develop further at Contexta. There have always been new tasks. The agency has changed, it has become bigger. This has also changed my area of responsibility. I have always found enough challenges within Contexta. At some point you shape the agency yourself, you become a part of it. Changing agencies was never an issue for me. And because I love the agency business, the client side was never an option for me either.

What do you like about Contexta?
There is a lot of passion and lifeblood in this company. Behind Contexta is a dedicated crew that I look forward to seeing every day. Or almost every day. I consider it a privilege to fulfill our clients' orders with great respect. Communication is a complex task. I personally enjoy doing advertising.

What advantages does the Bern location offer?
Because I have always been in Bern, this question is difficult for me to answer. It has a long history, a tradition, that Contexta is in Bern. Perhaps this is actually perceived as an advantage: an agency that is not in Zurich; an agency that ticks a little differently.

What were the key milestones at Contexta?
There is certainly the long-standing collaboration with Appenzeller Käse - one of Contexta's first customers. This relationship has now lasted 42 years and will probably soon be in the "Guinness Book of Records". I myself have been working for Appenzeller Käse for 16 years. It's great to take on such responsibility for a brand. And to experience the long-term trust of a customer. During this time, you have to renew yourself several times in order to renew the brand. Seeing what it takes to work well together is a success for me personally. Another milestone was taking over the agency a year ago. That also opened up a new perspective for me as an entrepreneur.

It's rare to buy an agency at such a young age. What considerations led to this?
On the one hand, I believe in the future of owner-managed agencies in Switzerland. There are many attractive brands in this country that can be successfully managed from Switzerland. I am also interested in the agency of tomorrow. The market is evolving and becoming more complex. We are facing a very exciting future. How does an agency need to be set up so that it can still operate successfully on the market in five or ten years' time? That interests me as an entrepreneur. And last but not least, I like long and good stories. Our agency is 42 years old. It appealed to me to continue writing this story.

Where would you like to take Contexta?
I want Contexta to be part of the exciting future we are facing. My agency should be an attractive place to work. A platform for all kinds of specialists and creative talents. A competence center for communication and communication issues. This is where I want to take Contexta together with our clients.

How did the desire to go from advertising assistant to entrepreneur come about?
You grow and become big together with a company. In my experience and considering the size of the agency, we have grown quite steadily. At some point in this process, entrepreneurial questions also arise and at some point you have grown to take on the responsibility of answering and acting on such questions.

Management as "learning by doing"?
I have learned a lot from working with people who have a lot of experience. I have also continued my education. During my time as a consultant, I completed the Head of Marketing Communication and many extra-occupational training courses. But I certainly learned most of it by doing. I'm doing a lot of things for the first time. Mistakes can also happen. That's the exciting thing about my new situation.

To what extent do you intervene in creative processes?
I am an advertiser at heart - I know what it takes to write success stories for strong brands. At Contexta, the boundaries between consulting, creation and strategy have always been fluid. This is precisely where our strength lies. But - and this is also the way we work - we are a team, we work together and we are present for our clients together. We grow with the work we do for our clients every day.

Do you also contribute ideas?
I am certainly more strategically active. But over the years you also develop your own creativity and get an eye for good ideas. As a result, I have a clear opinion of what works and what doesn't. And I bring that to the table. And I bring that to the table. The search for the better idea appeals to me - and that's why I'm careful not to stifle the creative process.

How is Contexta organized?
We are over sixty people. We launched the process of integrated communication early on. At the size we are, you have to be able to play in all disciplines. Today, our online skills are integrated into the teams - and with great success. First and foremost, we tell good stories. Regardless of the channel. Above all, there is a good idea that is supported by the creative and consulting teams. These teams of experts implement the idea in the various channels - together with the most talented photographers, directors, producers and programmers.

Why are you involved in the BSW as vice president?
The BSW is the industry association and stands for quality and expertise. I think it's important that the younger generation is also actively involved and committed. It's about strengthening common interests. And last but not least, it is very important to train the next generation of advertisers. Also in our own interests. The complexity of the tasks facing agencies is increasing all the time. This means that we have to invest in young people and their training.

You will soon be traveling to Berlin for the film festival: What connection do you have to it?
There are a few highlights that I cultivate every year. I like to travel to art fairs and regularly attend the Berlinale. Art and film is an exciting inspiration for me.

Do you still have time for sport today?
Those days are over. Especially at the intensity I did 15 years ago. I enjoy exercising in nature and swimming - especially in the Aare. I need this balance. But I don't go jogging before work. And you won't find me in a gym either. My private life is very important to me. Family, friends. I like to cook.

What do you want to achieve as Advertiser of the Year and thus as an ambassador for our industry?
My topic is the promotion of young talent - there is hardly a more exciting industry than ours. We are an important industry - I want to raise awareness of the importance of communication. And also the economic benefits of high-quality advertising and strong ideas. Good communication creates real added value for a company and major competitive advantages. That's the good story I like to tell everyone.

Interview: Andreas Panzeri