Head of the week: "Strategies are the humus of creative advertising".
Christine Purgly becomes business and consulting manager atScotti Werbeagentur
Christine Purgly becomes head of business and consulting atScotti WerbeagenturHead of the week "Strategies are the humus of creative advertising."
Christine Purgly becomes business and consulting manager at Scotti Werbeagentur
At the beginning of February 2001, Christine Purgly will take over the business and consulting management of the Scotti advertising agency. The 37-year-old, who currently works at Publicis, is looking forward to running a business in the full sense. And to apply the professional and management experience she has acquired in the course of her 15 years in advertising as a co-manager at the second highest level of management.
Together with Ivan Scotti, who will increasingly focus on corporate planning, and Creative Director Markus Stalder, Christine Purgly will also play a decisive role in the development of strategies and concepts. She considers strategic planning indispensable for finding relevant consumer benefits that can be used to stimulate the behavior of a target group in the way that is envisioned. "Strategies are the humus of creative advertising that actually shows success," says the advertiser.
Christine Purgly, who grew up in Zurich, attended school and graduated with a commercial diploma, can look back on a regular career that began at Advico even before the merger with Young & Rubicam. She worked there for three years. At the same time, she trained as an advertising assistant. She then worked as a consultant at Wirz for seven years. During this time, she completed her training as an advertising manager. She then moved to the advertising agency Publicis, which was still called Farner at the time, as a consulting group manager, "where I tried to implement the knowledge I had packed into my rucksack at Wirz".
The full-blooded advertiser draws inspiration from the field of tension that prevails in an advertising agency, given by the consultant, the creative and the client. Above all, she is fascinated by the fact that bringing together different demands, needs, skills and natures triggers a process from which something new always emerges.
Before Christine Purgly decided on Scotti, she also examined offers on the customer side. But she doesn't want to deal with just one topic. The variety of working for different clients, brands, industries and problems at the same time, which is ultimately in the nature of the work of an advertising agency, corresponds to a personal diversity that she perceives in herself, she says.
Christine Purgly finds a balance to her work by spending time with friends, riding dressage and practicing yoga. "It always sounds so esoteric, but yoga does have the effect that you somehow stay with yourself, feel your own center again and can thus deal with your energy more efficiently," says the advertiser. Ernst Weber
Christine Purgly becomes business and consulting manager at Scotti Werbeagentur
At the beginning of February 2001, Christine Purgly will take over the business and consulting management of the Scotti advertising agency. The 37-year-old, who currently works at Publicis, is looking forward to running a business in the full sense. And to apply the professional and management experience she has acquired in the course of her 15 years in advertising as a co-manager at the second highest level of management.
Together with Ivan Scotti, who will increasingly focus on corporate planning, and Creative Director Markus Stalder, Christine Purgly will also play a decisive role in the development of strategies and concepts. She considers strategic planning indispensable for finding relevant consumer benefits that can be used to stimulate the behavior of a target group in the way that is envisioned. "Strategies are the humus of creative advertising that actually shows success," says the advertiser.
Christine Purgly, who grew up in Zurich, attended school and graduated with a commercial diploma, can look back on a regular career that began at Advico even before the merger with Young & Rubicam. She worked there for three years. At the same time, she trained as an advertising assistant. She then worked as a consultant at Wirz for seven years. During this time, she completed her training as an advertising manager. She then moved to the advertising agency Publicis, which was still called Farner at the time, as a consulting group manager, "where I tried to implement the knowledge I had packed into my rucksack at Wirz".
The full-blooded advertiser draws inspiration from the field of tension that prevails in an advertising agency, given by the consultant, the creative and the client. Above all, she is fascinated by the fact that bringing together different demands, needs, skills and natures triggers a process from which something new always emerges.
Before Christine Purgly decided on Scotti, she also examined offers on the customer side. But she doesn't want to deal with just one topic. The variety of working for different clients, brands, industries and problems at the same time, which is ultimately in the nature of the work of an advertising agency, corresponds to a personal diversity that she perceives in herself, she says.
Christine Purgly finds a balance to her work by spending time with friends, riding dressage and practicing yoga. "It always sounds so esoteric, but yoga does have the effect that you somehow stay with yourself, feel your own center again and can thus deal with your energy more efficiently," says the advertiser. Ernst Weber
