business campaigning GmbH at 20 Years
“The people that have worked with us in the last 20 years needed a lot of courage, as we were using the business campaigning® model, which was completely different from anything else other people in the business were doing. If at any point things did not work out the way they were planned one was right to question whether or not to consult a renowned agency rather than us,” explained Peter Metzinger, founder and owner of business campaigning GmbH, at last nights aperitif for the 20th anniversary of the first campaigning agency of Switzerland in Dietikon. Fortunately history had proven the value of campaigning and innovation to be true and accordingly the customer base grew. In 2018, the company plans to become a public limited company and to found the first ever campaigning centre in Africa.
As early as 1997, Peter Metzinger had the idea for a model with which one can systematically plan, implement and evaluate all campaigns and change processes according to the same pattern. On November 19, 1997, he began to develop the business campaigning® model planning and training system. The first seminar was held on February 12, 1998. It was an internal seminar fora section of a trade union in Zurich. A year later, the name “business campaigning” emerged, which meant that campaigning, which originally came from the nonprofit sector, could also be used for businesses. The first business campaigning® workshop took place in 1999 in Bergün. According to Metzinger, 25 employees of Dow Chemicals from around the world developed a global marketing strategy that lasted for at least 7 years.
In the following two decades, the concept of the open-forum for the WEF in Davos, business plans for still successful startups, the corporate communication concept of Swisscom and the University of Applied Sciences Northwestern Switzerland, the strategy of the FDP Zurich in the election campaign 2014, which after more than 20 years of decline brought the party to a turnaround, the much acclaimed anniversary campaign of the Urner Kantonalbank and many more were developed using the business campaigning® model. In Vietnam, the model was used to train agencies and public authorities as part of the Swiss-Vietnamese Clean Air Program, and recently Peter Metzinger has also spoken about the model in the US and Africa. Further excerpts from the history of the agency can be downloaded here:
According to business campaigning GmbH, campaigning is characterised, among other things, by correct target group orientation. In 2004, for example, the idea was to have campaigns and concepts developed by the target group themselves, rather than by a firm’s own professionals. The first campaign so conceived could be compared and showed a fourfold increase in market share for the advertised product. The result was a workshop design called Target Community Lab™ that allows laypersons to develop campaigning strategies. Target Community Labs™ has been used to market the film Mein Name ist Eugen, for the redesign of the Tamedia Job Advertisement, the service design of the Pensionskassen-Sammelstiftung Transparenta, the national apprenticeship campaign chance06, the internal anchoring of new guidelines, etc.
An important milestone in the history of business campaigning GmbH was the launch of the Campaigning Summit Switzerland in 2013. The Campaigning Summit Switzerland is the international platform for campaigning in Switzerland. It is the only event in Switzerland where companies and associations meet with NGOs, Public Affairs and political communication, election campaigns, advertising, PR, social media and change management, and exchange views, inspire each other and learn from each other. Accordingly, this “class reunion for campaigners” has become important for networking in the industry. business campaigning GmbH organises and sponsors the event and the 2018 edition will be the 6th. The last two times it was sold out.
Peter Metzinger announced an increased use of artificial intelligence, which has already proven itself in the context of a voting campaign in 2017, the transformation into a public limited company and the establishment of a first Campaigning Center in Johannesburg, South Africa. The latter is the result of enormous demand in Africa for a model that could be used to plan such diverse projects as communication and marketing campaigns, political campaigns and the successful launch of change projects and startups. “Africa is calling out for a model that can be used to plan all sorts of projects and campaigns and leverage synergies,” says Peter Metzinger. “Therefore, business campaigning GmbH plans to train trainers who can then offer local campaigning training, consulting and agency services in Africa. Maybe that's just a crazy idea, but without crazy ideas you can not change the world. After all, thanks to this philosophy, business campaigning GmbH are one of the successful pioneers in the use of social media, artificial intelligence and real target group orientation,” according to Metzinger.
More photos from the event can be downloaded here:
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business campaigning GmbH at 20 Years
“The people that have worked with us in the last 20 years needed a lot of courage, as we were using the business campaigning® model, which was completely different from anything else other people in the business were doing. If at any point things did not work out the way they were planned one was right to question whether or not to consult a renowned agency rather than us,” explained Peter Metzinger, founder and owner of business campaigning GmbH, at last nights aperitif for the 20th anniversary of the first campaigning agency of Switzerland in Dietikon. Fortunately history had proven the value of campaigning and innovation to be true and accordingly the customer base grew. In 2018, the company plans to become a public limited company and to found the first ever campaigning centre in Africa.
As early as 1997, Peter Metzinger had the idea for a model with which one can systematically plan, implement and evaluate all campaigns and change processes according to the same pattern. On November 19, 1997, he began to develop the business campaigning® model planning and training system. The first seminar was held on February 12, 1998. It was an internal seminar fora section of a trade union in Zurich. A year later, the name “business campaigning” emerged, which meant that campaigning, which originally came from the nonprofit sector, could also be used for businesses. The first business campaigning® workshop took place in 1999 in Bergün. According to Metzinger, 25 employees of Dow Chemicals from around the world developed a global marketing strategy that lasted for at least 7 years.
In the following two decades, the concept of the open-forum for the WEF in Davos, business plans for still successful startups, the corporate communication concept of Swisscom and the University of Applied Sciences Northwestern Switzerland, the strategy of the FDP Zurich in the election campaign 2014, which after more than 20 years of decline brought the party to a turnaround, the much acclaimed anniversary campaign of the Urner Kantonalbank and many more were developed using the business campaigning® model. In Vietnam, the model was used to train agencies and public authorities as part of the Swiss-Vietnamese Clean Air Program, and recently Peter Metzinger has also spoken about the model in the US and Africa. Further excerpts from the history of the agency can be downloaded here:
According to business campaigning GmbH, campaigning is characterised, among other things, by correct target group orientation. In 2004, for example, the idea was to have campaigns and concepts developed by the target group themselves, rather than by a firm’s own professionals. The first campaign so conceived could be compared and showed a fourfold increase in market share for the advertised product. The result was a workshop design called Target Community Lab™ that allows laypersons to develop campaigning strategies. Target Community Labs™ has been used to market the film Mein Name ist Eugen, for the redesign of the Tamedia Job Advertisement, the service design of the Pensionskassen-Sammelstiftung Transparenta, the national apprenticeship campaign chance06, the internal anchoring of new guidelines, etc.
An important milestone in the history of business campaigning GmbH was the launch of the Campaigning Summit Switzerland in 2013. The Campaigning Summit Switzerland is the international platform for campaigning in Switzerland. It is the only event in Switzerland where companies and associations meet with NGOs, Public Affairs and political communication, election campaigns, advertising, PR, social media and change management, and exchange views, inspire each other and learn from each other. Accordingly, this “class reunion for campaigners” has become important for networking in the industry. business campaigning GmbH organises and sponsors the event and the 2018 edition will be the 6th. The last two times it was sold out.
Peter Metzinger announced an increased use of artificial intelligence, which has already proven itself in the context of a voting campaign in 2017, the transformation into a public limited company and the establishment of a first Campaigning Center in Johannesburg, South Africa. The latter is the result of enormous demand in Africa for a model that could be used to plan such diverse projects as communication and marketing campaigns, political campaigns and the successful launch of change projects and startups. “Africa is calling out for a model that can be used to plan all sorts of projects and campaigns and leverage synergies,” says Peter Metzinger. “Therefore, business campaigning GmbH plans to train trainers who can then offer local campaigning training, consulting and agency services in Africa. Maybe that's just a crazy idea, but without crazy ideas you can not change the world. After all, thanks to this philosophy, business campaigning GmbH are one of the successful pioneers in the use of social media, artificial intelligence and real target group orientation,” according to Metzinger.
More photos from the event can be downloaded here:
