Head of the week: "Giving clients and agencies more courage for differentiated advertising".
Stefan Hofmann is the new ASW President and sets high goals for his term of office
Stefan Hofmann is the new ASW President and sets high goals for his term of officeHead of the Week
"Encouraging clients and agencies to do more differentiated advertising"
With his election as President of the Alliance of Swiss Advertising Agencies (ASW), Stefan Hofmann has committed himself to two clear goals: "On the one hand, I want to massively increase the brand awareness of the ASW among clients, non-allied agencies and partner organizations. On the other hand, members and advertising clients should be motivated to find more courage for differentiated, exciting, entertaining, even sometimes funny and thus more effective advertising."
A hard piece of work lies ahead. "ASW's strengths are based, as in an agency, first on the ability to develop creativity in a team, to generate and review ideas, to discard them in order to fight for even better ones and implement them as a team. So success can never be the merit of a single individual."
Stefan Hofmann sees himself as a committed ambassador, working both internally and externally, establishing contacts and actively promoting quality education in the alliance.
Hofmann is now in his sixth year as head of ASW's admissions committee and has reviewed more than 60 agencies during that time. By enforcing tougher admission criteria and introducing a holistic evaluation system, he has succeeded in positively expanding the membership profile. Despite stricter admission criteria, ASW is enjoying increasing appeal. In the past fiscal year, one could even speak of an actual boom. Several dozen agencies were on the list of interested parties.
The overall competence of Allianz has developed extremely gratifyingly through the exciting mix of existing and new agencies, says Hofmann. And: "The quality of the alliance is based primarily on the diversity of our agencies' skills as well as on the outstanding work of idealists who have been committed to the ASW brand for years."
He has clear ideas about the instruments he wants to use to achieve greater brand awareness for the ASW: "We want to use a campaign to communicate the values and competence of our members more strongly to the outside world. It is not enough to know that the ASW exists. People should clearly recognize where the qualities of owner-managed agencies lie. Aspects such as flexibility, market proximity, holistic entrepreneurial thinking and commitment will be the core themes."
Of course, the ASW is not only targeting clients, it also wants to further expand its appeal to agencies. In addition, public relations work is to be professionalized and contacts with partner organizations intensified.
Beat Fritsch
"Encouraging clients and agencies to do more differentiated advertising"
With his election as President of the Alliance of Swiss Advertising Agencies (ASW), Stefan Hofmann has committed himself to two clear goals: "On the one hand, I want to massively increase the brand awareness of the ASW among clients, non-allied agencies and partner organizations. On the other hand, members and advertising clients should be motivated to find more courage for differentiated, exciting, entertaining, even sometimes funny and thus more effective advertising."
A hard piece of work lies ahead. "ASW's strengths are based, as in an agency, first on the ability to develop creativity in a team, to generate and review ideas, to discard them in order to fight for even better ones and implement them as a team. So success can never be the merit of a single individual."
Stefan Hofmann sees himself as a committed ambassador, working both internally and externally, establishing contacts and actively promoting quality education in the alliance.
Hofmann is now in his sixth year as head of ASW's admissions committee and has reviewed more than 60 agencies during that time. By enforcing tougher admission criteria and introducing a holistic evaluation system, he has succeeded in positively expanding the membership profile. Despite stricter admission criteria, ASW is enjoying increasing appeal. In the past fiscal year, one could even speak of an actual boom. Several dozen agencies were on the list of interested parties.
The overall competence of Allianz has developed extremely gratifyingly through the exciting mix of existing and new agencies, says Hofmann. And: "The quality of the alliance is based primarily on the diversity of our agencies' skills as well as on the outstanding work of idealists who have been committed to the ASW brand for years."
He has clear ideas about the instruments he wants to use to achieve greater brand awareness for the ASW: "We want to use a campaign to communicate the values and competence of our members more strongly to the outside world. It is not enough to know that the ASW exists. People should clearly recognize where the qualities of owner-managed agencies lie. Aspects such as flexibility, market proximity, holistic entrepreneurial thinking and commitment will be the core themes."
Of course, the ASW is not only targeting clients, it also wants to further expand its appeal to agencies. In addition, public relations work is to be professionalized and contacts with partner organizations intensified.
Beat Fritsch
