"The lack of young talent is the big challenge for the next few years"

Cornelia Harder became the owner of FCB Zurich in 2018. In our year-end series, she looks back on 2018 and ventures an outlook into the coming year 2019.


After ten years as CEO of FCB Zurich, Cornelia Harder decided in 2018 to take over 100 percent of the agency as owner (Werbwoche.ch reported). The globally active network FCB (Foote Cone Belding) thus expressed its confidence in Harder to lead the agency independently and agilely into the future in June 2018. FCB Zurich, winner of the creative ranking in 2016, will remain associated with the network as a partner agency and will continue to benefit from the relationships and competencies of the FCB agencies as well as the entire IPG Group, to which FCB belongs, even in its independence.

Advertising Week: Your personal highlight of 2018?

Cornelia Harder: My new entrepreneurship as agency owner of FCB Zurich with the conclusion of the contract in June 2018.

Which Swiss campaign in 2018 stands out in your memory?

Pro Infirmis regularly launches good campaigns, including the last: "All are equal, no one is more equal".

What's been bothering you this year?

Nothing. My year was extraordinarily demanding, but also enriching.

What theme do you think shaped the advertising industry most in 2018?

The GDPR may not have left its mark on us, but it has kept us busy.

A key trend for 2019?

Successful communication only comes about through overarching collaboration and leaving behind outdated structures and disciplines. This creates new exciting constellations that open up more room for creativity and innovation. This applies to companies as well as agencies.

What is the biggest challenge facing the advertising industry in the coming year?

The challenge in the coming years, not only in our industry, is the lack of young talent and consequently the "war for talents".

What makes you confident that 2019 will be a good year?

I start the new year with great entrepreneurial freedom and passion and am supported by a talented and motivated team.

2018 is drawing to a close. Time to look back once again - and to venture an outlook for the coming year. Werbewoche asked representatives of the Swiss advertising industry. They have all left their mark on the creative industry in one form or another. All interviews can be found in the current Werbewoche 20/21 of December 18, 2018. Interviews and text: Thomas Häusermann.

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