Five years ago founded Andrea Bison with Alexander Jaggy Thjnk Zurich. Before that, she worked in Hamburg at Jung von Matt, Springer & Jacoby, Kempertrautmann and Thjnk. She has been nominated for Advertiser of the Year for the second time. A Swiss by choice, she is the mother of three children and lives with her family in Zurich.
Anna Kohler, m&k: "Advertiser". Is this title still up to date?
Andrea Bison: I would be in favor of a new title. The term "Werber" doesn't really encompass everything we do anymore, and it seems outdated. Apart from that, it would be good if we got away from German to pick up more on French-speaking Switzerland as well, and preferably gender-neutral as well. Agency Person(s) or Agency People of the Year, for example. That would also make it possible to award several people at the same time, who in the past have gone away empty-handed.
You founded Thjnk Zurich together with Alexander Jaggy. Now the agency is over 20 people strong. Growing pains?
Our goal has always been healthy, qualitative growth. But always with an eye on creativity. That is the core around which everything revolves. We try to manage healthy growth through culture, but also through the experience we brought with us when we started. We try to guarantee the quality that we have and to pass it on to the others and to live it in the team.
Are you a service provider or a seductress?
Even the most amazing seductress wants to get a good result in the end (smiles). In this respect, you can't take it apart. But of course it's very much about magic, all the more so because you can quickly get lost in the performance issue and then everything is only analyzed and judged soberly and according to figures.
Where do you see reasons for being nominated for "Advertiser of the Year"?
We've managed to create great campaigns for some very exciting brands that have really made a difference. That's our primal drive, to accompany brands on their journey and give shape to them through ideas, and in the end to touch people with them.
What inspires you?
I'm especially inspired by children, because they don't have scissors in their heads yet. I think it's insanely great how they think. Children don't see any boundaries at all.
What bores you?
Smart alecks and know-it-alls. When someone thinks he already knows everything and is not open to new ideas, thoughts and inputs and is not willing to question things and see them differently.
How would you describe your leadership style?
Authentic, because that's who I am as a person, and that's why I'm very open and transparent with everyone. And secondly, I see myself as a coach for employees and for the team. My goal is to enable people to live out their talents, develop them and give them the space they need to make things happen.
What accents would you set as "Advertiser of the Year"?
The topic of equality is a big issue of our time. And I don't just mean the role of women and men. I think that we do not yet sufficiently exploit and perceive our role as communicators and the responsibility to be able to influence and change things through this. That is where I would like to set accents.
Campaigns Thjnk Zurich
Edelweiss "Leave. Love"
With the new brand identity "Leave. Love" for the airline Edelweiss, the follow-up campaign to the Effie Silver winner "Been there. Done that." has been launched. (To the article on Werbewoche.ch)
Credit Suisse "Sure it's possible"
For the start of the European Football Championships, Thjnk continued the campaign for the CSX app for Credit Suisse. (To the article on Werbewoche.ch)
Ochsner Sport "Runtime
To encourage Switzerland to run, Ochsner Sport has launched a running podcast that you can only listen to if you are running yourself. Thjnk accompanied the launch with a campaign. (To the article on Werbewoche.ch)
Ochsner Sport "Share the fire
Ochsner Sport is a premium partner of the Swiss Olympic Team and, in conjunction with Thjnk Zurich, launched a campaign featuring well-known Swiss athletes for the Olympic Games. The campaign showed how they prepare for the Games. (To the article on Werbewoche.ch)
Denner "Everything there. Always close."
Hearty: For Denner's current TV campaign, Thjnk Zurich sent a baby to the supermarket to fetch milk. (To the article on Werbewoche.ch)
Helsana "Long live life
To launch the collaboration between Helsana and Thjnk, the agency created an image campaign for the health insurer that juxtaposes two contrasting emotions. (To the article on Werbewoche.ch)
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 Tuesday, October 19, 2021 via newsletter. All subscribers to the Werbewoche and m&k newsletters are eligible to vote. Register here for free. The winner of the "Egon" trophy will be determined 50/50 by the newsletter readership and the "Advertiser of the Year" jury.