"Instead of dealing constructively with rapid change, it is lamented"
Livio Dainese, CCO and Co-CEO of Wirz, was voted "Advertiser of the Year" 2018 in April. In our series at the end of the year, he looks back on 2018 and ventures a look ahead to 2019.
For the third nomination in a row, it worked: Livio Dainese was named "Advertiser of the Year" by the readers of Werbewoche and the expert jury in April 2018. crowned. The creative director and co-CEO of Wirz delighted both the public and the advertising world with several campaigns last year. A sleeping concert in Ikea beds, Cumulus points for unused M-Budget data volume - and, of course, Migros gnome Finn, who reminded us that Swiss advertising still manages to enchant the public today. The man from Aargau lived up to his title and confidently represented the advertising industry to the outside world during his year in office. In major interviews with, for example, Radio SRF3, Switzerland at the weekend or SonntagsBlick he calmly and with dry humor demonstrated to the public that advertisers - in a positive sense - no longer conform to the usual clichés.
Advertising Week: Your personal highlight of 2018?
Livio Dainese: That I also survived my third fall with the Göppel without any broken bones. Then the many beautiful works that we were able to realize for our old and new customers.
Which Swiss campaign did you particularly remember in 2018?
I like the Galaxus campaigns, especially the claim.
What has been bothering you this year?
Pitch requests against eight agencies with no money.
In your opinion, which topic particularly shaped the advertising industry in 2018?
The powerlessness. Instead of dealing constructively with the rapid pace of change, we lament it.
A key trend for 2019?
Automated marketing, the Internet of Things and the sensible use of artificial intelligence and buzzwords.
What is the biggest challenge facing the advertising industry in the coming year?
Not reacting to changing customer and market needs, but actively approaching customers with new working, collaboration and remuneration models.
What makes you confident that 2019 will be a good year?
Well, for one thing: Most of the employees survived the legendary Chlausfäscht. For another: We have secured some super exciting new mandates in recent weeks and months and have great projects from our existing clients in the pipeline. I think we've done our homework this year. We have really strutted our stuff. The year 2019 can come.
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.
