"You have to maintain the image on an ongoing basis"
NewsMetro moves parts of HQ to ZurichMetro International, publisher of the commuter newspaper Metropol and numerous sister papers, is moving parts of its management from its London headquarters to Zurich. Urs Zeier, Managing Director Metro Switzerland
Yves Seydoux of Vaudoise Insurance on corporate communicationsVaudoise Insurance has not only acquired ISO certification; it is also breaking new ground in sponsorship and announcing this reorientation in corporate communications with a cheeky image campaign. Vaudoise Insurance recently acquired the ISO 9001 quality certificate. What does this certification mean for you as the company's communications officer?
Yves Seydoux: The company is committed to constantly improving quality. This certificate forces us to prove that we deserve it through regular audits. All work processes are scrutinized to guarantee quality management and customer satisfaction.
The ISO certificate is rather a novelty for insurance companies.
Seydoux: There are insurance companies that have partial areas certified. In this respect, Vaudoise is the first insurance company to also have the 9001 certificate, 2000 edition. This is a certificate that is better tailored to the service company. After all, ISO certification comes from the industrial sector.
How far do you want to integrate this certificate into the communication strategy?
Seydoux: Whenever the opportunity arises and it makes sense, we will communicate the certificate as a seal of quality. At the same time, this will also put a certain amount of pressure on employees to constantly rethink their work processes. In addition, we will affix the certification mark to all documents, brochures, and stationery.
What value does ISO have for the employees?
Seydoux: All employees were involved in the process from the beginning, and ISO soon became a common denominator. Internal communication was intensified and improved during the two years of preliminary work to achieve the certificate. Our employees are motivated to live up to the specifications of the certification.
Two years ago, Vaudoise launched a large-scale image campaign with a new look. Now another image campaign is following. Does Vaudoise have a pronounced image problem?
Seydoux: You can never do too much for a company's image. And an insurance company must constantly cultivate its image in view of the competitive situation. Generally, an insurance company has the image of a company that - when it comes down to it - never wants to pay. But the modern insurance company wants to offer comprehensive advice and create optimal conditions for the policyholder. This philosophy of advice should be at the forefront of our communications strategy. When the industry was still a cartel, the customer did not have much choice. Since liberalization, he can have customized solutions put together for him.
Can the success of the campaigns during the past two years be measured?
Seydoux: We were able to sign 10,000 new contracts, primarily in the area of motor vehicle insurance. In 2000, we achieved growth of four percent in this area.
The new campaign focuses on the nationwide character of Vaudoise Insurance. Does that matter to the policyholder?
Seydoux: Particularly in the wake of globalization, great importance is attached to customer proximity in the insurance industry. Vaudoise Insurance is therefore extremely decentralized with its 32 general agencies. We see this as a sign of quality.
"Other insurers will feel the effects" is the central theme running through the 2001 campaign. What will they feel?
Seydoux: Indirectly, this statement is a challenge for our employees to show competence at every level. As a competent company, we want to be perceived first by our customers and then by our competitors. But we certainly don't want this slogan to be perceived as arrogance on our part.
Until now, Vaudoise has mainly sponsored sports events. Now you're also supporting the entertainment show "Aeschbacher" on channel SF 1. Why this detour?
Seydoux: With sports sponsorship, we are addressing an audience close to the ground. "Aeschbacher" is a new show, but with a likeable, very well-known personality. It is therefore ideally suited to raise Vaudoise's profile in German-speaking Switzerland, which is one of the main goals of this year's campaign. The commitment to "Aeschbacher" will initially last one year.
Interview: Anita Vaucher
Muse & MusseMarco Catini
Which cultural event did you attend last and why this one in particular?
Marco Catini: "Blushin' Pink" - because it was highly recommended to me. But I didn't like it that much, despite the nice accompaniment.
What are you reading right now and why?
Catini: "The 131/2 Lives of Captain Blue Bear" by Walter Moers. The author not only has his own drawing style, he can also tell a good story.
Which CD do you currently prefer to listen to?
Catini: "Fântomas - Amenaza al Mundo."
Which movie would you most like to see again and why?
Catini: "Fargo" - because Steve Buscemi is just good.
What TV show did you fall asleep during the other night?
Catini: TV doesn't work as a sleep aid for me, unfortunately - I can zap for hours without getting tired.
What is your latest discovery on the Internet?
Catini: More of a rediscovery: www.joecartoon.com
Love is...?
Catini: ...something incredibly beautiful.
Marco Catini was involved in the campaign for Tornos as a consultant at Dorland.
In additionManaging director Daniel Kaiser is leaving the private Aargau TV station Tele M1. He will leave his post before the end of May. Kaiser joined Tele M1 in 1999, before that he was head of marketing at Swisscom.
Benjamin Aebischer is to become the new CEO of online marketer AdMaster Switzerland. He replaces Beat Alder, who will focus on his content company Internet Medien AG in the future. Alder will continue to be available to AdMaster's German parent company Arbo Media as a consultant.
SBB will have a new Head of Marketing Communications: Frank Bumann, previously Transport Director of the Valais resort of Saas Fee, will take up the post in May. At present, the department is being managed on an interim basis by Franziska Pasqua.
Former SF-DRS editor-in-chief Peter Studer is to become president of the Swiss Press Council. He replaces media scientist Roger Blum, who chaired the body for ten years, at the beginning of March. Studer was elected by the Board of Trustees by five votes to four.
Yves Seydoux: The company is committed to constantly improving quality. This certificate forces us to prove that we deserve it through regular audits. All work processes are scrutinized to guarantee quality management and customer satisfaction.
The ISO certificate is rather a novelty for insurance companies.
Seydoux: There are insurance companies that have partial areas certified. In this respect, Vaudoise is the first insurance company to also have the 9001 certificate, 2000 edition. This is a certificate that is better tailored to the service company. After all, ISO certification comes from the industrial sector.
How far do you want to integrate this certificate into the communication strategy?
Seydoux: Whenever the opportunity arises and it makes sense, we will communicate the certificate as a seal of quality. At the same time, this will also put a certain amount of pressure on employees to constantly rethink their work processes. In addition, we will affix the certification mark to all documents, brochures, and stationery.
What value does ISO have for the employees?
Seydoux: All employees were involved in the process from the beginning, and ISO soon became a common denominator. Internal communication was intensified and improved during the two years of preliminary work to achieve the certificate. Our employees are motivated to live up to the specifications of the certification.
Two years ago, Vaudoise launched a large-scale image campaign with a new look. Now another image campaign is following. Does Vaudoise have a pronounced image problem?
Seydoux: You can never do too much for a company's image. And an insurance company must constantly cultivate its image in view of the competitive situation. Generally, an insurance company has the image of a company that - when it comes down to it - never wants to pay. But the modern insurance company wants to offer comprehensive advice and create optimal conditions for the policyholder. This philosophy of advice should be at the forefront of our communications strategy. When the industry was still a cartel, the customer did not have much choice. Since liberalization, he can have customized solutions put together for him.
Can the success of the campaigns during the past two years be measured?
Seydoux: We were able to sign 10,000 new contracts, primarily in the area of motor vehicle insurance. In 2000, we achieved growth of four percent in this area.
The new campaign focuses on the nationwide character of Vaudoise Insurance. Does that matter to the policyholder?
Seydoux: Particularly in the wake of globalization, great importance is attached to customer proximity in the insurance industry. Vaudoise Insurance is therefore extremely decentralized with its 32 general agencies. We see this as a sign of quality.
"Other insurers will feel the effects" is the central theme running through the 2001 campaign. What will they feel?
Seydoux: Indirectly, this statement is a challenge for our employees to show competence at every level. As a competent company, we want to be perceived first by our customers and then by our competitors. But we certainly don't want this slogan to be perceived as arrogance on our part.
Until now, Vaudoise has mainly sponsored sports events. Now you're also supporting the entertainment show "Aeschbacher" on channel SF 1. Why this detour?
Seydoux: With sports sponsorship, we are addressing an audience close to the ground. "Aeschbacher" is a new show, but with a likeable, very well-known personality. It is therefore ideally suited to raise Vaudoise's profile in German-speaking Switzerland, which is one of the main goals of this year's campaign. The commitment to "Aeschbacher" will initially last one year.
Interview: Anita Vaucher
Muse & MusseMarco Catini
Which cultural event did you attend last and why this one in particular?
Marco Catini: "Blushin' Pink" - because it was highly recommended to me. But I didn't like it that much, despite the nice accompaniment.
What are you reading right now and why?
Catini: "The 131/2 Lives of Captain Blue Bear" by Walter Moers. The author not only has his own drawing style, he can also tell a good story.
Which CD do you currently prefer to listen to?
Catini: "Fântomas - Amenaza al Mundo."
Which movie would you most like to see again and why?
Catini: "Fargo" - because Steve Buscemi is just good.
What TV show did you fall asleep during the other night?
Catini: TV doesn't work as a sleep aid for me, unfortunately - I can zap for hours without getting tired.
What is your latest discovery on the Internet?
Catini: More of a rediscovery: www.joecartoon.com
Love is...?
Catini: ...something incredibly beautiful.
Marco Catini was involved in the campaign for Tornos as a consultant at Dorland.
In additionManaging director Daniel Kaiser is leaving the private Aargau TV station Tele M1. He will leave his post before the end of May. Kaiser joined Tele M1 in 1999, before that he was head of marketing at Swisscom.
Benjamin Aebischer is to become the new CEO of online marketer AdMaster Switzerland. He replaces Beat Alder, who will focus on his content company Internet Medien AG in the future. Alder will continue to be available to AdMaster's German parent company Arbo Media as a consultant.
SBB will have a new Head of Marketing Communications: Frank Bumann, previously Transport Director of the Valais resort of Saas Fee, will take up the post in May. At present, the department is being managed on an interim basis by Franziska Pasqua.
Former SF-DRS editor-in-chief Peter Studer is to become president of the Swiss Press Council. He replaces media scientist Roger Blum, who chaired the body for ten years, at the beginning of March. Studer was elected by the Board of Trustees by five votes to four.
