TBWAZürich-CEO Matthias Kiess: “Among the small ones we belong to the big ones”
TBWA has been named Global Agency of the Year 2022 by the US trade magazine Adweek chosen become.
The Klein Report has a say Matthew Kies, CEO of TBWAZürich, on the «big ones» and the «small ones» and the division of labor between them in the agency network, which has recently been called the Collective. And about the position of the Zurich unit.
What is the status of TBWAZürich within the network – in terms of size, economic, creative?
Matthew Kies: «In fact, we are still a small number. But among the ‘little ones’ we belong to the ‘big ones’ with the appropriate recognition. Solid growth, strong creation and reasonable margin. What more do you want?”
How can Zurich specifically benefit from the global network?
gravel: «With our 80 or so people, we are limited in the areas of technological innovation or trend research, for example, and in our collective (we no longer speak of a network) we can draw on capacities and skills that help us substantially. According to the approach: ‘The Power of Many’ beats ‘The Power of One’.”
Can you give an example?
Matthew Kies: “In addition to so-called Excellence Hubs, we have a Data Excellence Hub in Singapore, for example, which even employs data strategists from Switzerland and gives us high-quality answers to complex data questions.”
How does “networking” work: Are there cross-border workshops?
gravel: «We have numerous parallel channels. This ranges from training and further education to regular strategy and creation meetings. Last October, all leaders gathered in Rome for four days to discuss the challenges of the future and our responses to them. With Workplace, we also have an internal platform that allows for quick and uncomplicated dialogue.»
Is there also an exchange for employees, for example the opportunity for a Zurich designer to work in New York for six months?
Matthew Kies: «Yes, such platforms exist, but in my opinion they are not yet sufficiently vital. Smaller markets in particular are always a little behind when it comes to such initiatives. Nevertheless, not long ago we placed a Krea team in Dubai for several months at TBWARaad in Dubai, which of course was a great experience. We have now taken on a Brazilian from the same office who is currently working creatively on the McDonald’s team.»
In Switzerland, you made a significant contribution to the success of the agency. Quite immodestly: In your opinion, what is the success of the Zurich TBWA?
gravel: «I believe that we have always remained true to ourselves. Maybe we don’t always seem as dynamic as other players in Switzerland, but we don’t always jump on every hype that the market has to offer. We often work with our approach of disruption, which unfolds in our strategy and creation. Continuity, a focus on good, honest work and successful innovation, cooperation based on partnership and a healthy, inspired corporate culture all contribute to sustainable success. The focus is always on people, people who have talents, who have needs, who have to like each other and should come together.»
And how do you see your role in it?
Matthew Kies: “I stand on the sidelines and try to create the best possible conditions for the players on the field so that they can all be successful together.”
Can you venture a look into 2023 for TBWAZürich?
gravel: «All signs due to current circumstances on storm. With the spirit of piracy that characterizes us as an agency, we are used to a choppy sea. I face the coming year with respect, but also with confidence. Respect above all because we lack good people everywhere. Confidence as we have a wonderful team and a loyal customer base which is expected to be complemented by a number of well-known brands in the coming year.”