"Advertiser:in of the Year" 2023: The Games are open

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.