{"id":12839,"date":"2022-05-11T17:58:20","date_gmt":"2022-05-11T15:58:20","guid":{"rendered":"https:\/\/www.werbewoche.ch\/?p=170870"},"modified":"2022-08-02T12:08:47","modified_gmt":"2022-08-02T10:08:47","slug":"swisscontent-und-forward-advisors-starten-kommunikationsoffensive-fuer-hugo-boss","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2022-05-11\/swisscontent-und-forward-advisors-starten-kommunikationsoffensive-fuer-hugo-boss\/","title":{"rendered":"Swisscontent et Forward Advisors lancent une offensive de communication pour Hugo Boss"},"content":{"rendered":"<img class=\"aligncenter wp-image-170880 size-large\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/05\/Cultural_Change_Program_01-1024x578.jpg\" alt=\"Swisscontent\" width=\"768\" height=\"434\" \/>Avec l'entr\u00e9e en fonction du nouveau CEO, Daniel Grieder, en juin 2021, une nouvelle \u00e8re a commenc\u00e9 pour Hugo Boss, une entreprise du MDAX bas\u00e9e \u00e0 Metzingen. En collaboration avec Grieder et l'\u00e9quipe de communication et de strat\u00e9gie de l'entreprise de mode, le groupe d'agences Forward Advisors\/ Swisscontent a pr\u00e9par\u00e9 une nouvelle strat\u00e9gie d'entreprise globale appel\u00e9e \"Claim 5\" pour la communication et l'a diffus\u00e9e sur les canaux appropri\u00e9s. Le chef de projet chez Hugo Boss \u00e9tait Carolin Westermann, Head of Global Corporate Communications. Il \u00e9tait essentiel que chaque collaborateur connaisse, comprenne et surtout vive la strat\u00e9gie. Cela impliquait \u00e9galement un nouveau type de communication afin d'impr\u00e9gner la nouvelle culture d'entreprise d\u00e8s le d\u00e9but.\r\n\r\nPour ce faire, l'agence de conseil Forward Advisors a d\u00e9velopp\u00e9 une strat\u00e9gie de communication globale et multicanale dont l'objectif principal \u00e9tait de communiquer la nouvelle strat\u00e9gie d'entreprise de mani\u00e8re claire et durable. L'agence de communication et de marketing Swisscontent a mis en \u0153uvre les mesures et les moyens de communication \u00e9labor\u00e9s par Forward Advisors. La mise en \u0153uvre a \u00e9t\u00e9 effectu\u00e9e par le biais de nombreux canaux, parfois nouveaux et innovants. Le groupe d'agences, en \u00e9troite collaboration avec les responsables d'Hugo Boss, a ainsi emprunt\u00e9 des voies enti\u00e8rement nouvelles et \u00e9tabli une r\u00e9f\u00e9rence internationale - tant pour l'introduction et le positionnement internes du CEO que pour la communication interne en g\u00e9n\u00e9ral.\r\n<h3>Le coup d'envoi : Un \u00e9v\u00e9nement virtuel mondial pour les employ\u00e9s<\/h3>\r\nPour se pr\u00e9senter lui-m\u00eame, ses id\u00e9es ainsi que les futures valeurs centrales pour Hugo Boss, le CEO Grieder tenait \u00e0 une forme de pr\u00e9sentation inhabituelle, associ\u00e9e \u00e0 une entr\u00e9e en sc\u00e8ne inspirante. Sous la devise \"Timing, Mindset, Energy\", la nouvelle strat\u00e9gie a \u00e9t\u00e9 mise en sc\u00e8ne sur sc\u00e8ne. Celle-ci a \u00e9t\u00e9 diffus\u00e9e en streaming depuis Metzingen aux quelque 14 000 collaborateurs de l'entreprise. Des films dynamiques avec des \u00e9l\u00e9ments multim\u00e9dias et des animations, des s\u00e9quences au rythme soutenu, des d\u00e9clarations de personnalit\u00e9s c\u00e9l\u00e8bres et une musique entra\u00eenante ont guid\u00e9 le discours. La transmission d'\u00e9motions et d'\u00e9nergie a jou\u00e9 un r\u00f4le aussi important que le contenu en lui-m\u00eame. \"L'objectif \u00e9tait de positionner le nouveau CEO de mani\u00e8re authentique et claire lors de son entr\u00e9e en fonction\", explique Daniel Kaczynski, partenaire senior de Forward Advisors et CEO et pr\u00e9sident du conseil d'administration de Swisscontent. \"L'\u00e9cho a \u00e9t\u00e9 ph\u00e9nom\u00e9nal\".\r\n\r\n<img class=\"aligncenter wp-image-170887 size-large\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/05\/Get_together_Mitarbeiter-Event_1-2-1024x577.png\" alt=\"Swisscontent\" width=\"768\" height=\"433\" \/>\r\n<figure id=\"attachment_170888\" class=\"wp-caption aligncenter\" style=\"width: 768px\" aria-describedby=\"caption-attachment-170888\"><img class=\"aligncenter wp-image-170888 size-large\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/05\/Get_together_Mitarbeiter-Event_3-1-1024x516.png\" alt=\"Swisscontent\" width=\"768\" height=\"387\" \/><figcaption id=\"caption-attachment-170888\" class=\"wp-caption-text\">Le CEO Daniel Grieder salue les collaborateurs d'Hugo Boss lors du \"Get together\" virtuel. La pr\u00e9sentation a \u00e9t\u00e9 diffus\u00e9e en direct depuis Metzingen aux quelque 14'000 collaborateurs.<\/figcaption><\/figure>\r\n<h3>Vid\u00e9os strat\u00e9giques et application pour PDG<\/h3>\r\nDans une phase ult\u00e9rieure, une vid\u00e9o strat\u00e9gique a \u00e9t\u00e9 \u00e9labor\u00e9e sur la base du sc\u00e9nario de l'\u00e9v\u00e9nement virtuel pour les collaborateurs. Grieder, le conseil d'administration en g\u00e9n\u00e9ral ainsi que les cadres et les services sp\u00e9cialis\u00e9s du monde entier ont utilis\u00e9 cette vid\u00e9o pour des pr\u00e9sentations internes et externes. En moins de dix minutes, le CEO y r\u00e9sume la nouvelle strat\u00e9gie et la nouvelle culture d'entreprise.\r\n<figure id=\"attachment_170889\" class=\"wp-caption aligncenter\" style=\"width: 768px\" aria-describedby=\"caption-attachment-170889\"><img class=\"aligncenter wp-image-170889 size-large\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/05\/Strategie-Video_03-1024x576.png\" alt=\"Swisscontent\" width=\"768\" height=\"432\" \/><figcaption id=\"caption-attachment-170889\" class=\"wp-caption-text\">Capture d'\u00e9cran de la vid\u00e9o.<\/figcaption><\/figure>\r\n<figure id=\"attachment_170892\" class=\"wp-caption aligncenter\" style=\"width: 768px\" aria-describedby=\"caption-attachment-170892\"><img class=\"aligncenter wp-image-170892 size-large\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/05\/Strategie-Video_04-1024x576.png\" alt=\"Swisscontent\" width=\"768\" height=\"432\" \/><figcaption id=\"caption-attachment-170892\" class=\"wp-caption-text\">Capture d'\u00e9cran de la vid\u00e9o de strat\u00e9gie.<span style=\"font-size: 16px\">\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\u00a0<\/span><\/figcaption><\/figure>\r\nLa proximit\u00e9, l'\u00e9change, un contact d\u00e9contract\u00e9, la confiance et la transparence au sein de l'entreprise sont essentiels pour Hugo Boss, ils font partie des \u00e9l\u00e9ments les plus importants de la nouvelle culture. Afin de la promouvoir et de la transformer durablement, l'application CEO \"My Hugo Boss\" a en outre \u00e9t\u00e9 d\u00e9velopp\u00e9e et mise en \u0153uvre - tant au niveau du contenu que de l'aspect visuel et technique. Celle-ci permet \u00e0 Grieder de communiquer avec ses collaborateurs ind\u00e9pendamment du lieu et de l'heure. Les histoires et les impressions du quotidien ne sont pas les seules \u00e0 \u00eatre partag\u00e9es. Les collaborateurs ont \u00e9galement la possibilit\u00e9, sous le label \"Ask me anything\", d'aimer et de commenter des articles, de participer \u00e0 des sondages et de t\u00e9l\u00e9charger des photos et des vid\u00e9os sur le mur social.\r\n<figure id=\"attachment_170893\" class=\"wp-caption aligncenter\" style=\"width: 768px\" aria-describedby=\"caption-attachment-170893\"><img class=\"aligncenter wp-image-170893 size-large\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/05\/MY_HUBO_BOSS_App_01-1024x640.jpg\" alt=\"Swisscontent\" width=\"768\" height=\"480\" \/><figcaption id=\"caption-attachment-170893\" class=\"wp-caption-text\">L'application du CEO propose des tableaux de bord sur les principaux indicateurs, des aper\u00e7us du quotidien du CEO et des possibilit\u00e9s de participation pour les collaborateurs.<\/figcaption><\/figure>\r\n<h3>La culture en point de mire<\/h3>\r\nTout changement durable n\u00e9cessite de se pencher au pr\u00e9alable sur la situation de d\u00e9part et les circonstances. Ainsi, il \u00e9tait important de comprendre d\u00e8s le d\u00e9part la culture dominante dans l'entreprise afin d'en d\u00e9duire les \u00e9volutions souhait\u00e9es de mani\u00e8re cibl\u00e9e pour l'avenir.\r\n\r\nPour ce faire, Forward Advisors a d\u00e9velopp\u00e9 un \"Cultural Change Program\" parall\u00e8lement \u00e0 l'introduction de la strat\u00e9gie de communication. Sur cette base, l'agence a formul\u00e9 des recommandations pour l'avenir et a organis\u00e9 des ateliers avec les cadres.\r\n<figure id=\"attachment_170881\" class=\"wp-caption aligncenter\" style=\"width: 768px\" aria-describedby=\"caption-attachment-170881\"><img class=\"aligncenter wp-image-170881 size-large\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/05\/Cultural_Change_Program_02-1024x640.jpg\" alt=\"Swisscontent\" width=\"768\" height=\"480\" \/><figcaption id=\"caption-attachment-170881\" class=\"wp-caption-text\">Le \"Cultural Change Program\" comprend diff\u00e9rents sous-projets. Outre la collecte et l'\u00e9valuation initiales des donn\u00e9es, l'accent est d\u00e9sormais mis sur la r\u00e9alisation d'un changement culturel durable.<\/figcaption><\/figure>\r\n\r\n<hr \/>\r\n\r\n<em>Forwar<\/em><em>d<\/em><em> Conseillers<\/em><em> sont synonymes de strat\u00e9gie, de num\u00e9rique et de donn\u00e9es.<\/em> <em>K<\/em><em>ommunications<\/em><em>tion.<\/em> <em>L'agence suisse conseille les entreprises<\/em><em>neh<\/em><em>mer,<\/em> <em>C<\/em><em>-L<\/em><em>ev<\/em><em>els<\/em> <em>et les conseils d'administration ainsi que leurs entreprises <\/em><em>dans la r\u00e9solution de leurs d\u00e9fis en mati\u00e8re de communication. <\/em><em>Votre<\/em><em>e<\/em> <em>Le travail est bas\u00e9 sur une longue exp\u00e9rience en tant que<\/em> <em>agissant<\/em><em> Unt<\/em><em>entrepreneur <\/em><em>ainsi que des personnes \u00e0 l'esprit num\u00e9rique et bien connect\u00e9es<\/em> <em>K<\/em><em>ommunication<\/em><em>ofis.<\/em>\r\n\r\n<em>Swisscont<\/em><em>ent<\/em> <em>est l'une des principales agences suisses dans les<\/em> <em>Domaines<\/em> <em>K<\/em><em>ommunication<\/em> <em>et du marketing. L'agence conseille et<\/em> <em>unt<\/em><em>soutient<\/em><em> leurs clients, du d\u00e9veloppement de la strat\u00e9gie \u00e0 la<\/em> <em>K<\/em><em>onception<\/em> <em>jusqu'\u00e0 la mise en \u0153uvre cross-m\u00e9dia orchestr\u00e9e de la<\/em> <em>d\u00e9finis<\/em> <em>Mas<\/em><em>s mesures<\/em> <em>et de la distribution.<\/em>\r\n\r\n&nbsp;","protected":false},"excerpt":{"rendered":"<p>Mit Antritt des neuen CEOs, Daniel Grieder, im Juni 2021 hat f\u00fcr das MDAX-Unternehmen Hugo Boss aus Metzingen eine neue \u00c4ra begonnen. Die Agenturgruppe Forward Advisors\/ Swisscontent\u00a0 hat in Zusammenarbeit mit Grieder und dem Kommunikations- und Strategieteam des Modeunternehmens eine umfassende neue Unternehmensstrategie namens \u00abClaim 5\u00bb f\u00fcr die Kommunikation aufbereitet und auf geeigneten Kan\u00e4len gestreut. [\u2026]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Swisscontent","_yoast_wpseo_metadesc":"In enger Zusammenarbeit mit den Verantwortlichen bei Hugo Boss hat die Agenturgruppe eine interne Kommunikationsoffensive gestartet.","articlekey":"","footnotes":""},"categories":[29],"tags":[2850,2631,3244],"class_list":["post-12839","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-agenturen","tag-hugo-boss","tag-swisscontent"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Swisscontent und Forward Advisors starten Kommunikationsoffensive f\u00fcr Hugo Boss - Organisator<\/title>\n<meta name=\"description\" content=\"In enger Zusammenarbeit mit den Verantwortlichen bei Hugo Boss hat die Agenturgruppe eine interne Kommunikationsoffensive gestartet.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.werbewoche.ch\/de\/marketing\/marken\/2022-05-11\/swisscontent-und-forward-advisors-fuer-hugo-boss\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Swisscontent und Forward Advisors starten Kommunikationsoffensive f\u00fcr Hugo Boss - 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