"Just being an advertising industry won't cut it anymore"

Jung von Matt/Limmat was named the winner of the annual creative rankings conducted and published by Werbewoche in January. Under the creative direction of CCO Dennis Lück, who joined the agency from FCB Zurich in 2016, Jung von Matt/Limmat managed to climb to the top for the first time since 2014. Lück, who has been known outside the industry in many places since his tenure as "Advertiser of the Year" in 2017 at the latest, always emphasizes that he does not overestimate his own role in the creative fabric. "I am exactly one of about 100 who have contributed to the successes. No more, but also no less, explained his contribution to the agency's success to Werbewoche. Still, it's striking: Dennis Lück and creative ranking - it fits. In his first year at Jung von Matt, he was beaten only by his former employer FCB Zurich and the successes that came under his leadership. In his second year, he won it. And after this year's award season, it should be clear: Jung von Matt is also one of the top favorites in the race for victory in the next ranking.

Advertising Week: Your personal highlight of 2018?

Dennis Lück: The year started right away with being named creative No. 1 in Switzerland. It was all downhill from there (laughs). No, seriously. The year was a frenzy: It was followed by the most awards in Cannes, the most awards at the Swiss Effie, also awards in forward-looking categories like Creative Data, Mobile, PR and Brand Experience. We launched a new food genre with the "Grillitarians," our digital detox service for the Ibis hotel chain went around the world, and there were a few killer new deals on top of that. So it was a really awesome year.

Which Swiss campaign stands out in your memory in 2018?

I'm happy to mention something from the competitors' kitchen, namely the "Big Mac 50 Years" campaign from TBWA\Zurich. A worldwide hit with the beautiful stamp "Made in Switzerland". Chapeau!

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

New channels are popping up all the time, IGTV has certainly kept us all busy. Then the industry is also getting better at marrying creativity and data. And now, at least that's my impression, we're all looking for ideas with transformative power, that is, communications work that has an impact on society.

A key trend for 2019?

E-sports will also develop into a new economic factor in Switzerland. I myself am competing as a semi-pro in "The Great Giana Sisters".

What has been bothering you this year?

All the whining in our industry. That's why I'm not whining right now.

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

That's an easy one to answer: We can no longer be just an advertising industry. That will no longer be enough. We have to be a communications industry, an experience industry, a service design industry, an interaction industry, a business accelerator industry. Then we will remain fit for the future.

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

We're a pretty neat communications-brand-experience-service-design-interaction-business-accelerator agency. And recently we even started our own beer brand. So nothing can go wrong (laughs).

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.