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CEO Roman Geiser announces: The traditional Swiss company wants to incorporate 15 European agencies within five years.
Swiss advertisers are also recognized abroad: Jean-Remy von Matt co-founded the successful Jung von Matt agency in Hamburg. The Swiss Dennis Lück helped shape the successful election campaign of Chancellor candidate Olaf Scholz.
Now the Farner agency also wants to gain a foothold in other European countries. It was founded 70 years ago by the legendary Rudolf Farner. He is credited with the quip that he could turn a sack of potatoes into a federal councilor for a million.
Expansion into the EU area
In the meantime, Farner Consulting has become the largest Swiss communications agency. It is just as active for the federal government, authorities, voting committees and associations as it is for companies, and offers advertising, lobbying and other communication services.
«This model of a complete, integrated agency that offers everything from A to Z is a successful model not only in Switzerland. We also believe in opportunities in Europe,” says Roman Geiser, Managing Director and majority shareholder of Farner.
Legend:
Farner CEO Roman Geiser has ambitious plans for the traditional Swiss agency.
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Geiser emphasizes that the trend is towards internationally oriented networks that provide all-round support for their clients in several countries. Foreign agency networks have also gained a foothold in Switzerland.
The model of a complete, integrated agency that offers everything from A to Z is a successful model not only in Switzerland.
At the same time, the communication markets are still strongly national or regional, according to Geiser. That’s why Farner doesn’t want to set up new agencies himself, but rather take over existing ones that know the respective markets and their special features: “The idea is to find ‘local champions’ and then take them into a European network in order to be integrated via the to be able to offer the whole region.»
Farner has its sights set on around 15 locations across Europe with 700 employees who are to be taken over and integrated over the next five years. For comparison: In Switzerland, Farner employs a good 200 people at six locations.
Brussels as a political playground
In contrast to Switzerland, where Farner is often politically active, people abroad want to keep their hands off it for the time being. With one exception, according to Geiser: “This is Europe, European politics and Brussels. Companies in all countries have legitimate interests in making themselves heard in Brussels. That can also be part of this strategy.”
Marketing expert Johanna Gollnhofer from the University of St. Gallen says of Farner’s research plans: “The Swiss market is limited like any other market. If you want to grow, that’s the next logical step.”
If you want to grow, that’s the next logical step.
But there are risks as well as opportunities, according to Gollnhofer: “On the one hand, complexity and coordination are increasing. Cultural integration shouldn’t be neglected either.” On the other hand, there are existing competitors in all markets. The will alone is not automatically a recipe for success.
The industry will now watch closely to see if Farner is able to capitalize on the opportunities and manage the risks.