m&k and Advertisingweek.ch present this year's nominees for "Advertiser:in of the Year" 2023. In an exciting discussion, the expert jury nominated four top-class personalities from the industry: Andy Lusti, independent copywriter, concept developer and creative director, Manuel Wenzel, Chief Creative Officer at TBWA\Zurich, Switzerland Tourism Marketing Director André Hefti and Andrea Bison, Co-CEO, CCO and partner at Thjnk Zurich.
The jury has 50 percent voting rights, each member has one vote. The other 50 percent will be decided in a newsletter voting by Advertisingweek.ch determined. Subscribers to the newsletter can vote for their favorite during one week. Each voter must have subscribed to the newsletter with his or her own e-mail address. If you are not subscribed yet, you can subscribe to the free newsletter subscribe here. The online election ran until Friday, March 3, 2023.
Andy Lusti
Five years ago, Andy Lusti set up his own business as a creative director and concept designer/copywriter. "Drawers are for furniture, not for the head." he says and developed his own creative collective with Insighters, working with clients and agencies from the DACH region. Previously, the Grisons native worked at FCB, Jung von Matt, Advico Y&R, KSP, KNSK and Publicis. In addition, the passionate advertiser is involved in the board of ADC Switzerland and as an exam expert for the federal copywriter's exam. His courage to pursue rather unconventional approaches, such as in the campaign "Slope color" for Swisscom, was recently honored with gold at the ADCE Awards - and now also with a nomination for "Advertiser of the Year".
What qualities make you a good advertiser?
Andy Lusti: Curiosity, flexibility and conscientiousness. I try out new things non-stop, can get into anything and am very Insight-driven. Because I love unique solutions that creatively solve a relevant problem and thus inspire people.
As an advertiser, what is the most current advertising challenge for you?
Artificial Intelligence. From Maquettes to Photoshop to Midjourney and from Typewriter to Word to ChatGPT, the tools for art directors and copywriters have changed dramatically. With AI, the possibilities are multiplying and the pace continues to accelerate. This is a big challenge - and a big opportunity.
Does the classic agency model have a long-term future?
The needs and opportunities are constantly evolving - as are the competencies on the customer side. This requires new solutions and models again and again. Very few agencies today are still 'classic'. The most important characteristic for the future is flexibility. This applies to employees as well as to agencies.
Name a campaign that stood out to you in a positive way - but didn't originate with you.
"Designed in Bangladesh. Made in Europe." by Accenture Song for EKN Footwear. Already the title makes this great idea clear and the rest was at least as excellently implemented by the team around Alexander Grapp and Felix Zielke. Chapeau!
What inspired you to get into the advertising industry?
"WWW - The funniest commercials in the world" with Fritz Egner on Sat 1. A program full of entertaining films and funny ideas. One day, when I realized that people were being paid to make such cool commercials, I had a plan. But since no one in my Davos environment knew who was doing such things, I first went to SAWI.
When you have an idea, how do you know it's a good one?
Love. It starts with a tingling in my stomach that floods my whole body with endorphins and culminates in a euphoric grin. When that feeling hits, I dig until the diamond in the rough is exposed. Afterwards, I can't wait to split it and cut it to perfection.
The most important person in your career?
Every person on my professional path has been important and has made me what I am today. I have certainly benefited most from my bosses and team partners. I would like to take this opportunity to thank them all. No one would have thought that my professional path would lead to a nomination for the "Advertiser of the Year" ...
What bugs you about the advertising industry?
Envy and resentment. Each of us knows how difficult it is to find, sell and implement a really new and really good idea. I take my hat off to everyone who removes all stumbling blocks and moves people. Their solutions are an incentive for me to develop further and become better.
What do you feel when you see a campaign that you've penned?
Pride, doubt and anger. In exactly that order. Pride in having brought the idea out. Doubt whether it will really be as well received as hoped. Annoyance, because there is always something that could be done better.
What was the best thing you did in the past year?
Having the courage to be unreasonable and just go through with an idea like "runway color". With a small, efficient team and a customer who was an important part of it. It took us numerous nights and weekends, but the tingle just got stronger and stronger ... All the nicer that the daring plan actually worked out.
Campaigns by Andy Lusti
Manuel Wenzel
Manuel Wenzel has been part of the management team at TBWA\Zurich since August 2016 and has been solely responsible for creative since 2019. Before moving to Switzerland, he was a creative for Jung von Matt, DDB and Serviceplan and a lecturer at the Miami Adschool in Berlin for five years. He has had the privilege of representing Switzerland internationally on juries at Clio (film), OneShow (audio) and ADCE (brand experience). In the context of the LSA Bootcamp as well as the Young ADC, he is also committed to the up-and-coming generation of the industry.
What do you think is currently overrated?
Manuel Wenzel: Let me turn the question around: What is currently underestimated? I think: the idea. In my opinion, the power of an idea is dramatically underestimated in the face of all the metaverse, tech and performance marketing. There's a nice saying for this: Shit at the speed of light is still shit.
Which film title best describes your career?
The Little Hobbit.
The best testimonial ever?
The Panda in Never Say No to Panda.
What do you never want to have to hear about yourself?
That I am unfair. At least intentionally, unfortunately it happens from time to time that you make unfair decisions, but some of them you recognize perhaps a little too late as such.
If you hadn't become an advertiser, what then?
I always wanted to be a musician or a German professor. Being an advertiser somehow feels like the perfect mix of both.
When do you know an idea is good?
If my mother understands them and fun.
What do you still want to achieve at all costs?
In fact, I would love to see the TBWA\ ranked #1 in the See Swiss Creative Ranking. And I'm firmly convinced that we'll get there. Eventually.
Name a campaign that has recently caught your eye in a positive way - but didn't originate with you.
The biggest marketing coup of all time, of course: the "piste color" of my fellow competitor Andy Lusti, who is stupidly and fortunately also a friend of mine.
Why would you advise or discourage your children to seek a career in advertising?
I don't need the subjunctive. My daughter Marla will start her training as a graphic designer at Wirz at the end of the year. And I'm very happy for her.
Does the advertising industry receive enough appreciation?
No. In my view, "good" agencies do a great deal for brands, their perception and their success. This is not appreciated enough. But if you look at the fact that there is probably more bad advertising than good, this lack of appreciation is not surprising. The industry itself is partly to blame for its reputation: The swan song for agencies not infrequently comes from agencies themselves. Often after the founding of a "special agency" that has reinvented the wheel and then uses the end of classic agencies (whatever that is) as a founding narrative and relevance springboard.
What definitely does not come to your office?
Boredom.
Campaigns by TBWA\Zurich
André Hefti
André Hefti has been Chief Marketing Officer at Switzerland Tourism since 2018, where he is responsible for global marketing. Prior to that, he spent 15 years in the consumer goods industry in various international marketing functions. He is married with three children and lives with his family in French-speaking Switzerland.
What would you most like to promote?
Since my childhood, I have enjoyed spending vacations in the Swiss mountains. It is a great privilege for me to be able to promote Switzerland as a travel destination. I prefer to promote products whose value proposition convinces me and with which I can identify.
What advertising should be banned?
Any advertising for travel destinations outside of Switzerland should be banned. Switzerland offers everything for maximum recreation that one could wish for. Seriously: In principle, all legal products should be allowed to be advertised. Always within the framework of competition law, fairness or the protection of minors. In addition, advertising should never bore or promise falsehoods. The clientele sees through everything.
What was the best thing you did in the last five years?
From a professional point of view, the decision to take on responsibility for the global communication of Swiss tourism was a milestone. The best thing my team and I did during that time was probably to win Roger Federer as the official ambassador for the destination. With him, we catapulted ourselves into another league for destination marketing.
What inspired you to get into the advertising industry?
I grew up in a world where brands didn't matter. We didn't have a TV at home. But the awareness that there was something out there that wanted to seduce me triggered a special fascination. Shaping brands and thus their perception by the public is a particularly appealing challenge.
Can you tell us a little secret?
As a student, I applied twice to an advertising agency. Twice I was rejected. If I win the "Egon," I might apply there again.
Which award would you like to win one day?
Until recently, I rather dreamed of a finisher certificate at a triathlon. The nomination for the "Egon" was definitely not on my bucket list. But it is a great appreciation for the work of my team. The prize would be an honor that would fill us with pride.
Who would you like to see in one of your campaigns?
After Robert De Niro and Anne Hathaway, we have another fascinating personality at the start this year. With the Comedian Trevor Noah we will further strengthen the charm of Switzerland as a travel destination. And I hope the journey doesn't end here.
Where does the Swiss advertising industry stand in international comparison?
It often does not receive the appropriate appreciation internationally. I previously worked for international clients for 15 years. Swiss agencies hardly played a role. The usual suspects from London, Paris and New York get the nod. And not always rightly so. Even they only boil with water.
Does the advertising industry receive enough appreciation for its work?
The life cycle of good advertising has become glaringly short. Successfully activating even outstanding advertising over a longer period of time is a challenge. Strategic foresight, focus and the highest standards are required. That's why it's all the more important to build communication platforms that can be used over the long term. Many don't have the vision or the patience. If you can't convince the company to think in the long term, you won't receive the appreciation for your work that you had hoped for.
What is currently overestimated?
Digitization. If everyone pursued insight and creative ideas so vehemently, some brands could gain a sustainable competitive advantage. Creativity will gain in importance despite or precisely because of digitization.
Switzerland Tourism Campaigns
Andrea Bison
Six years ago, Andrea Bison founded Thjnk Zurich with Alexander Jaggy. Before that, she worked in Hamburg at Jung von Matt, Springer & Jacoby, Kempertrautmann and Thjnk for clients such as Bild, Mercedes-Benz, Audi and McDonald's. She is nominated for Advertiser of the Year for the third time. A native of German-speaking Switzerland, she is the mother of three children and lives with her family in Zurich.
What would you work for free?
Andrea Bison: For a good cause and for my family.
How has advertising changed?
A good idea is still a good idea. Otherwise, everything feels different.
The best book you've read lately?
"Brain Cells Love Blind Cow". In her book, Anette Prehn shows how creativity and play strengthen the brain for life. I find her thoughts on "brain-smart communication" particularly exciting, and they are valuable not only when dealing with children.
If you hadn't become an advertiser - what then?
Psychologist or founder of a re-use platform for children's things and toys.
Does the classic agency model have a future?
The question is what is meant by "the classic model"? In my view, our agency model has a long-term future as long as we remain constantly in transformation.
What are you sorry for?
That our new Media Markt image campaign fell victim to the pandemic shortly before the start of production in early 2020.
What inspired you to get into the advertising industry?
It fascinated me to be able to tell stories and messages in such a condensed form and thus to build up and trigger such strong emotions for a brand that people talk about it and remember it years later.
Why would you advise or discourage your children to seek a career in advertising?
Our industry offers plenty of room for creativity, innovation, diversity, variety, exciting people and development. We are close to people and their needs with our work, the work result can be experienced and seen, and our product has an influence on social perception and opinion-forming. I think that's a great perspective for young people.
What role do awards play in the advertising industry?
If they are not overrated, they are an incentive and motivation for all those who burn for ideas and creativity. And they are a way, like competitions in sports, to measure one's own performance and receive recognition.
Which award would you like to win one day?
The Grand Prix in Cannes.
Which feature film have you seen most often so far?
"A gift is still too expensive" with Tom Hanks. One of the biggest laughing fits I've ever seen. We watched it over and over and imitated the laughing fit to perfection.
Does the advertising industry receive enough appreciation?
I can't speak for the industry, but we are grateful for a lot of appreciation we receive from our customers.
Why aren't there more women in the top echelons of the Swiss advertising industry?
In my eyes, this is mainly due to the social conditions and opportunities that women and families have - or don't have.
Thjnk Zurich campaigns
The Award
The title "Advertiser of the Year" has been awarded by Werbewoche since 1977. You can find all previous "Werber:ins of the Year" in the Hall of Fame. Information on all nominees, the "Advertiser:in of the Year" election and a full-length video interview can be found at here. The online election starts on Friday, February 24, 2023 via newsletter. All subscribers to the Werbewoche and m&k newsletters are eligible to vote. Register here for free. The final winner of the "Egon" trophy will be determined 50/50 by the newsletter readership and the "Advertiser of the Year" jury.
With 445 points, the Thjnk Zurich agency is clearly number one in this year's ranking of the most creative agencies. The agency, which has been shaking up the industry in Zurich for six years, has steadily increased its ranking. In 2019, it already ranked second, then fell to third in 2020, took a break in 2021 and has now worked its way to the top of the creative rankings with first place. Alexander Jaggy, Co-Founder and CCO of Thjnk Zurich is overwhelmed by the result. "The fact that we are at the top of the podium six years after our founding has to do with a lot of love, persistence and, of course, a bit of luck that you score accordingly in creative competitions." For its campaigns with Ochsner Sport (Runtime and Teile dein Feuer) , Denner (Alles da. Immer nah.) and Bio Suisse (Gemüseteller), the agency won numerous awards, both nationally and internationally.
Asked about the outlook for 2023, Jaggy is hopeful: "2023 is under the sign of the hare. In Chinese culture, the hare stands for longevity, peace and prosperity. Let's hope that the course of the world develops in this direction."
Second to fifth place
With a difference of just under 50 points, the boutique agency Ruf Lanz is firmly established in second place. For the third time in a row, the eight-person creative agency is in second place. Markus Ruf is accordingly satisfied. He is delighted with the exhilarating result and is proud to have been right up there at the top without interruption since 2002. He would like to emphasize that it would be worthwhile to include the number of employees in the ranking, because with eight heads, Ruf Lanz is the David among the Goliaths. He is all the more proud of his employees. The agency has received numerous awards for its campaigns for Welti-Furrer, as well as for its long-standing collaboration with VBZ, which was the first campaign ever to win the ADC Evergreen Award for the second time. Most recently, the BFU campaign "Always stop when distracted in traffic" was included in the "Lürzers Archive Best Advertising Worldwide".
Third place in the ranking this year goes to Wunderman Thompson with 322 points. After ninth place in 2021, this is a serious leap upwards. It's a great result, says the agency's head office, and it's the result of constant hard work for creative excellence. It's not just about being "creative," but about proving that creativity inspires growth. That's why the agency is particularly proud of winning gold twice and silver once at the Swiss Effies. They are also proud to have underlined their claim as a full-service agency by winning awards for a total of 7 different companies in 14 different categories ranging from multichannel to social media and digital to PR. For the future, it is important to the agency to continue to create an environment for employees in which they feel understood, appreciated and supported.
The Farner Group was able to work its way up from eighth place in 2021 to fourth. This is a striking improvement that makes Farner Switzerland partner and CCO Philipp Skrabal very happy. With the "Krebsliga Schweiz Resipes rewritten" campaign, the agency won not only a lot of media attention but also two silver medals, one bronze at ADC and two bronze medals at ADC Europe. With the SBB Employer Branding campaign "Back to Business" for people re-entering the workforce, Farner won a Silver Effie. The branded content campaign "UBS Growth Talk" won silver at the SDV Awards and the industry prize. Philipp Skrabal would like to emphasize one thing in spite of all the joy: "It's a pity that well-known agencies can't be ranked behind us, which diminishes the significance of the ranking. It remains to be seen whether we will continue to participate in the ranking under these circumstances. What remains clear: We will continue to be measured by our work."
Fifth place is held by TBWA\Switzerland, and this for the second time. For Manuel Wenzel, part of the management team and solely responsible for creation since 2019, this place is perfectly fine. He and his employees are proud to have scored with ten different works in 2022. From Bell to Coop and Terre des Femmes to Porsche, for whose "Tesla Targeting" campaign TBWA won gold and bronze at the Epica Awards, as well as bronze at ADC Europe. And of course McDonald's. They want to do everything they can to continue to play in the top 5. Manuel Wenzel adds: "We're pleased, not least because we achieved this result in a year in which we also developed further as an agency. We continued to grow thanks to exciting new clients, founded a social media unit with Buzz and strengthened ourselves with super people. Of course, we'd like to be even higher in the rankings, do even better things, and grow even more in 2023. And do something with AI, of course, hahaha."
Rank six to ten
Havas Switzerland ranked sixth this year, moving up one place in the rankings. The year 2022 had challenged and sharpened the vision. The determined efforts of the entire agency to continually strengthen its competencies in the area of "customer experience" have positively influenced the creative strategies and thus also the creative ideas, according to a statement from Havas. The new mindset opens up new possibilities and allows innovative campaigns to be developed that focus on both performance and creativity. The Punishment (La Punition) by Canal+, for which Havas won Gold at the ADC, is an example of how Havas can use an entire ecosystem to pursue this approach and at the same time meet the expectations of clients and the creative agency.
Publicis Groupe falls from third to seventh place. Of course, Martin Stauch (Notch) and Matthias Koller (Publicis) congratulate the agencies in the top ranks, but agree that although the number 7 is considered a lucky number, they are naturally not satisfied with it. Nevertheless, 2022 will be remembered as a successful year. For the customers one could realize important projects and at the same time exciting mandates in addition win. As in every year, the agency would like to develop further in 2023 and is already looking forward to many challenges and new opportunities.
Serviceplan Switzerland secured eighth place. The agency considers itself lucky that it was able to produce good work for its customers in 2022. Nevertheless, the aftermath of Corona kept the agency busy and cost it energy. The agency is once again concentrating on its strengths and definitely wants to realize more creative, effective campaigns for its customers this year.
For Bühler & Bühler, making it into the top 10 for the first time as a rather small team is a great honor. They are satisfied with their ninth place, but their focus is not on chasing points, but primarily on success for their own clients and on the good team vibe in their day-to-day work at the agency. If this results in an award or two, that's all the better. With "Burn Baby," the 2022 agency won the highest agency industry award at the SDV Awards. For Swisscom, it won an Effie in the Marketing Automation category. They started 2023 with great enthusiasm, he said, thanks in part to winning a notable new client. "Soon we'll be able to reveal more ... And we're celebrating our tenth anniversary this year, including new branding. We are particularly looking forward to that," says Raphael Bühler.
Freundliche Grüsse is ranked tenth. In 2018, the agency participated in the ranking for the first time, then sat out and is now happy to be part of the top 10 again at the first attempt. The following goals are set: "In 2023, the agency's core values - Create Positive Impact - are in full focus: we want to make a positive impact with everything we do. Whether that's meeting our clients' business goals, creative excellence or contributing to a better society. We want to dedicate ourselves even more intensively to our strengths - creativity and networked thinking in the digital and analog worlds. This applies to the agency setup, our work, and new forms of collaboration with clients."
Statement by Alexander Jaggy, Thjnk, on the 1st place in the Creative Ranking 2022
"2022 was our strongest year yet".
To win the Creative Ranking 2022
After we took a break from the creative rankings last year, this is of course a return to the top. The fact that we're at the top of the podium for the first time six years after our founding is a real jolt to the agency. In addition to a lot of love and persistence, it also takes a bit of luck to score points in the creative competitions. We would like to take this opportunity to congratulate our competitors, who spur us on and make us better by showing us every day what is possible.
As of fiscal year 2022
2022 was our strongest year to date. We grew to 34 employees and were able to broaden our portfolio in size, quality and expertise. In addition to our long-standing mandates, the new addition of Sunrise and the pitch win of 24/7, our specialist for dynamic content development, for the global creative management platform of the Lufthansa Group are in the foreground here.
On the outlook for 2023
2023 will be the year of the steeplechase for us. We want to improve even further in terms of content and processes. But what seems more important to us is what is happening around us. 2023 is under the sign of the hare. In Chinese culture, the hare stands for longevity, peace and prosperity. Let's hope that the course of the world develops in this direction.
Statement by Markus Ruf, Ruf Lanz, on Rank 2 in the Creative Ranking 2022
"Ruf Lanz is the David among the Goliaths with eight heads".
"The news of our once again terrific performance in the creative rankings reached me in a jungle lodge in Colombia, via a WLAN network aptly named 'One Love'. I popped open a bottle of the local beer Happy Colibri and toasted our great customers first thing. The next bottle I raised to our talented employees and to my intrepid business partner Danielle. With the third bottle, I began to ponder what it would be like if the number of employees were included in the creative ranking. Ruf Lanz, with its eight employees, is the David among the Goliaths in the ranking. I'll spare you what I thought about the fourth bottle. Conclusion: We are pleased with the exhilarating result, but even more so with the consistency of being in the lead without interruption since 2002. 2022 was generally a good year for us, with wonderful new clients such as Tilsiter Switzerland, the Munich transport company MVG and the city of Zurich, and with additional projects from long-standing valued clients such as VBZ, BFU, Ex Libris and EWZ. Our focus for 2023: Continuing to keep at it spiritedly. And win a local beer brand!"
Statement from Swen Morath, Co-CEO and CCO at Wunderman Thompson, on Ranking 3 in the 2022 Creative Rankings.
"It's the result of constant hard work for creative excellence."
A huge thank you to our great customers and the fantastic WuThomClan. The podium position is a result of constant hard work for creative excellence. It's not about just "being" creative, but proving that creativity inspires growth. That's why we are particularly pleased to have won gold twice and silver once at the Swiss Effies. Also important for us is the fact that we won awards for a total of 7 different companies in 14 different categories ranging from multichannel to social media and digital to PR. This underlines our claim as a full-service agency.
Fiscal year 2022
We were able to welcome great new clients and, as Team Connect (Hogarth, Ogilvy, Scholz & Friends, Wunderman Thompson), convince the Migros specialist stores with a completely new WPP agency model. And we were able to live out our unique agency culture: with a 60th anniversary celebration, with aperitifs, trend breakfasts, summer parties, collision sprints, lunch and learns and, above all, with a now legendary Disney Christmas party - including a visit from the fire department.
Outlook 2023
The global crises have not disappeared, they also affect Switzerland and our work. That is why an excellent and inspiring relationship with our customers is an absolute priority for us. As a well-coordinated team at eye level, we can emerge from these difficult times stronger than before. And we continue to work on creating an environment for our employees in which they feel understood, appreciated and supported, so that they can do the best work of their careers.
m&k: Andrea Bison, congratulations to win the creative ranking 2022. How proud are you?
Andrea Bison: Proud is perhaps the wrong word, it sounds so established. I'm just very happy that so many visible creative impulses regularly come from this agency, which started very modestly as a sublet six years ago. I am also happy with the style we have established over the years. We firmly believe in the one idea that can change everything. Once that's there, it's about breathing life into it. Especially when we can accompany brands holistically on the path from vision to performance, we are at our best. It always fascinates me how brand personalities suddenly emerge from fragments of a briefing that speak to the audience. That motivates me, that's what I get up for every morning. Well okay, before that I spread a few sandwiches for my kids.
What does it take to write this success story?
A lot of passion and persistence. But also asking a lot of questions. There's a funny picture circulating in our agency: We're a bit like Columbo, we always walk in the door and ask one more question that helps us in our work. We try to advise brands, to guide them, to make them better. I think it's generally underestimated how much influence you have in shaping brand communication. There is a lot of differentiation potential there. At the same time, it is overestimated that this can be created in the protected space of market research alone.
The creative ranking is a good reference for the Swiss agency scene. What does your agency use it for?
Creative ranking is one of the rare opportunities to draw a more or less objective comparison in terms of creativity. It's primarily about competition and competitiveness. That's why we participate in creative competitions. We want to remain competitive. For everyone who is interested in our agency brand, new clients and new employees.
Thjnk is surfing on a wave of success: Hard work paired with creative ingenuity. Tell us how this balance comes about.
The balance thing is not an easy question. I think it's a mixture of trust and focus. In our agency, we try to give employees as much leeway as possible, but then we're also always able to focus energy at the decisive moment. Admittedly, finding that sweet spot is not always easy.
Which campaigns have particularly excited you?
Last year, I was thrilled by many of our campaigns. First and foremost, the new appearance for Sunrise. The launch of the new brand in late spring, which was created together with our partner agencies. Then, later in the year, the campaign with the Netflix quotes and, of course, the campaign for Roger Federer's retirement, where the provider name Sunrise was unceremoniously changed to "Thanks Roger". It's great that a customer can make such an idea possible. I'm also thrilled that we get so many great communication opportunities for Ochsner Sport every year, which is something you can only be grateful for as an agency. My highlights were the winter sports campaign with the photographic flashbacks, the World Cup spot in which the head of a snowman becomes a football and makes football the new winter sport, and the Nati winter jersey knitted from merino wool.
And which campaigns have particularly touched you?
I was personally touched by the fact that Credit Suisse, together with the Swiss Football Association, introduced equal premiums for men and women. In the commercial for this, a single woman sings the football anthem "You never walk alone" - it still gives me goosebumps today. And then I'm a person who likes to laugh. Ask my team. That's why I always enjoy watching the Denner dog commercial.
What do you think is poison for creativity?
An agency is a biotope. For the ecosystem to function, it needs food, care and protection. The all-important thing is that the climate is right. This can be the climate in an agency, but also the climate in a company that gives us the assignment. Our task in management is to protect and promote this climate. Then it will also weather a storm.
Creation, consulting, strategy. How does your agency balance this, and what are the focal points?
All points are equally important in our work, so they are equally represented in the management. The management sits at a table in the agency, and this table is in a large room where almost the entire team sits. There are no doors. This makes communication channels short and creates transparency. Even in times of home offices, we have good occupancy in the agency. Simply because everyone notices how efficient this way of working is and how much better the creative energy is. Besides, as an agency we have to maintain cohesion and our culture, otherwise soon nothing will distinguish us from a freelancer consortium. Even the freelancers like to work on site with us. (laughs)
Last but not least: What is your outlook for the year 2023?
We have now reached a size of 34 employees. An ideal size for a unit, as I know from my time at Springer & Jacoby. This size allows us to create nationally visible campaigns, but at the same time still be fully involved in the day-to-day business. For 2023, the focus is on qualitative growth, increasing creativity and customer satisfaction.
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