Dennis Lück is "Advertiser of the Year" 2017

Dennis Lück, who was nominated last year as a potential "Advertiser of the Year," received the coveted award from Werbewoche Editor-in-Chief Anne-Friederike Heinrich on Thursday evening. Lück beat Livio Dainese, Johannes Raggio and David Schärer to the award.


Dennis Lück, CCO and partner of Jung von Matt/Limmat, attracted attention in the past advertising year primarily with the gang bingo, the anti-racism campaign "Search Racism, Find Truth" - both still from FCB times - as well as with work for SportXX and SwissLife.


"To me, and I know I'm not alone in this, it was absolutely clear from the start who had to be this year's 'Advertiser of the Year,' namely you," said last year's award winner Thomas Wildberger in his laudation at the awards ceremony on May 18, 2017. Lück was no better than his competitors. But he just did it a tad better than the others last year, he said. "You showed with innovative campaigns that the best advertising for oneself is still the advertising itself," Wildberger said of Dennis Lück (Photo: hae/Advertising Week).


Dennis Lück is 39 years old and was born in Saarbrücken. He graduated as an interpreter and translator and after his studies initially worked as a freelance journalist, among others for Saarländischer Rundfunk, Saarbrücker Zeitung, Pfälzischer Merkur, Arte and ZDF. A copy test gave him a start in the advertising industry: he began as a trainee copywriter at Scholz & Friends Hamburg, where he later became creative director. Lück then moved to Scholz & Friends Zurich as Managing Director Creation, then became ECD and CCO at FCB Zurich, and finally took over as creative director at Jung von Matt/Limmat in July 2016. Dennis Lück is married and father of three children.

Let me brandertain you!

Asked about his recipe for success, Lück replies: "Advertising is not consumed voluntarily. What we do is per se unpopular. You have to approach advertising with this attitude in order to develop ideas that are consumed voluntarily and with pleasure. Logo + entertainment is my formula. That's what you get with 'brandertainment'."

Dennis Lück received the "Egon" "Advertiser of the Year" trophy on May 18, 2017, as part of the "Advertising Day" at Zurich's X-tra. The award was presented by Werbewoche Editor-in-Chief Anne-Friederike Heinrich. Werbewoche presented the award for the 40th time in 2017. "Dennis Lück is in many ways an exceptional case," said Werbewoche Editor-in-Chief Anne-Friederike Heinrich. "He's the first German among 40 'Advertisers of the Year' so far, he's the good-humored one among the stressed, the tattooed one among the executive, the man who believes in unicorns and loves alliteration, and the successful advertiser who leaves the office early in the evening so as not to miss the cuddle date at home with Ludwig, Lisbeth and Louise."

Despite the top-class competition, Dennis Lück emerged as the winner early on in the voting process. Voter turnout this year was higher than ever before.

Interview with Dennis Lück


Personal details:

  • Age: 39
  • Place of birth: Saarbrücken (D)
  • home: Wohlen, Aargau
  • Education and stations: Studied interpreting and translating, freelance journalist, text intern Scholz & Friends Hamburg, Creative Director Scholz & Friends Hamburg, Managing Director Creation Scholz & Friends Zurich, ECD and CCO FCB Zurich, CCO and Partner Jung von Matt/Limmat.

Other 2017 nominees:

Livio Dainese, Co-CEO and Creative Director Wirz

Johannes Raggio, CD Publicis

David Schärer, Founder and Partner Rod

About the award and judging:

Werbewoche has been awarding the "Advertiser of the Year" since 1977, and since 2001 the winner has received the "Egon" designed by Zurich artist Max Grüter. This year, the trophy was produced using 3D printing for the first time.

In a jury meeting, the 14-member "Advertiser of the Year" jury determines the maximum of six nominees for the "Advertiser of the Year" election. The jury is made up of the last eight "Advertisers of the Year", four young creatives and two representatives from Western Switzerland. Once the shortlist has been drawn up, Werbewoche presents the nominees and invites its print and newsletter subscribers to vote online. As the organizer of the award, Werbewoche itself abstains from voting.

The "Advertiser of the Year" jury 2017:

Lukas Amgwerd, Jung von Matt/Limmat

Frank Bodin, Havas Worldwide, "Advertiser of the Year" 2009

Nadine Borter, Contexta, "Advertiser of the Year" 2011

Peter Brönnimann, Publicis, "Advertiser of the Year" 2013

Regula Bührer Fecker, Rod Communication, "Advertiser of the Year" 2010 and 2014

Alexander Jaggy, Thjnk Zurich, "Advertiser of the Year" 2014

Curdin Janett, "Advertiser of the Year" 2015

Gabriel Mauron, Havas Geneva

Valérie Pecalvel, Franz & René Fribourg

Sandy Pfuhl, Publicis

Urs Schneider, Mediaschneider, "Advertiser of the Year" 2012

Cinthia Stettler, Serviceplan

Kevin Zysset, KSP Krieg Schlupp Partner

The advertisers of the year 1977-2017

More articles on the topic