{"id":31343,"date":"2024-10-29T16:26:22","date_gmt":"2024-10-29T15:26:22","guid":{"rendered":"https:\/\/www.markt-kom.com\/?p=225662"},"modified":"2024-11-07T10:53:44","modified_gmt":"2024-11-07T09:53:44","slug":"mutiger-wandel-bei-wirz-gelingt-die-kreative-transformation","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2024-10-29\/mutiger-wandel-bei-wirz-gelingt-die-kreative-transformation\/","title":{"rendered":"Un changement courageux chez Wirz - la transformation cr\u00e9ative est-elle r\u00e9ussie ?"},"content":{"rendered":"<figure id=\"attachment_225673\" class=\"wp-caption alignnone\" style=\"width: 1400px\" aria-describedby=\"caption-attachment-225673\"><a href=\"https:\/\/www.markt-kom.com\/wp-content\/uploads\/2024\/10\/A-creative-modern-space-with-groups-of-people-engaged-in-lively-discussions.-Generated-by-Dall-e-scaled.webp\"><img class=\"alignnone wp-image-225673 size-full\" src=\"https:\/\/www.markt-kom.com\/wp-content\/uploads\/2024\/10\/A-creative-modern-space-with-groups-of-people-engaged-in-lively-discussions.-Generated-by-Dall-e-scaled.webp\" alt=\"Wirz Creative Business\" width=\"1400\" height=\"800\" \/><\/a>\r\n<figcaption id=\"caption-attachment-225673\" class=\"wp-caption-text\">\"Un espace cr\u00e9atif et moderne avec des groupes de personnes engag\u00e9es dans des discussions vivantes et du logo\". Image g\u00e9n\u00e9r\u00e9e par IA avec by Dall-e<\/figcaption>\r\n<\/figure>\r\n<p>Le secteur de la publicit\u00e9 est confront\u00e9 \u00e0 des d\u00e9fis qui n\u00e9cessitent un changement radical - et <a href=\"https:\/\/www.wirz.ch\/\" rel=\"noopener\">Wirz<\/a> montre qu'une agence traditionnelle veut saisir l'occasion de se red\u00e9finir pour cela.<\/p>\r\n<h3><strong>Wirz en tant que \"Creative Business Partner\" - Une rupture radicale avec les traditions<\/strong><\/h3>\r\n<p>En tant que \"Creative Business Partner\", l'entreprise renonce \u00e0 une facturation rigide, bas\u00e9e sur les d\u00e9penses, au profit d'une approche mod\u00e9lis\u00e9e qui place la cr\u00e9ativit\u00e9 en tant que force productive au centre. Les clients ne paient pas pour les heures pass\u00e9es, mais pour le succ\u00e8s mesurable des solutions cr\u00e9atives. Ce changement peut para\u00eetre radical pour certains, mais \u00e0 une \u00e9poque o\u00f9 les structures classiques de la publicit\u00e9 sont de plus en plus souvent remises en question, Wirz donne ainsi un signal fort de son esprit d'innovation et de sa capacit\u00e9 d'adaptation.<\/p>\r\n<h3><strong>Cr\u00e9ativit\u00e9 strat\u00e9gique plut\u00f4t que structures rigides<\/strong><\/h3>\r\n<p>Les nouveaux modules comme \"Brand Capital\" et \"New Game\" montrent jusqu'o\u00f9 l'agence va dans sa transformation : il s'agit de plus que de publicit\u00e9 - il s'agit de cr\u00e9ativit\u00e9 strat\u00e9gique capable d'intervenir en profondeur dans la cha\u00eene de cr\u00e9ation de valeur d'une entreprise. La cr\u00e9ativit\u00e9 devient un moteur de croissance et de valeur ajout\u00e9e, orient\u00e9 vers les objectifs strat\u00e9giques du client. Mais ce changement comporte \u00e9galement des risques, car comment peut-on mesurer la cr\u00e9ativit\u00e9 ? La promesse que l'accompagnement cr\u00e9atif et le conseil strat\u00e9gique donnent des r\u00e9sultats concrets est ambitieuse et exige un r\u00e9ajustement dans la compr\u00e9hension du march\u00e9 du secteur.<\/p>\r\n<h3>Des proc\u00e9dures strictes au partenariat cr\u00e9atif flexible<\/h3>\r\n<p>Je me souviens de mon passage chez Wirz au milieu des ann\u00e9es 1990, lorsque l'agence avait une structure presque militaire - des hi\u00e9rarchies claires, des contr\u00f4les \u00e9troits. C'\u00e9tait une autre \u00e9poque. Le monde de la publicit\u00e9 \u00e9tait domin\u00e9 par la presse, la t\u00e9l\u00e9vision et les campagnes d'affichage. Le num\u00e9rique ne jouait aucun r\u00f4le et l'id\u00e9e de cr\u00e9ativit\u00e9 \u00e9tait indissociable des comp\u00e9tences artisanales et de la compr\u00e9hension du march\u00e9 pour les m\u00e9dias classiques. La transformation actuelle de Wirz souligne que les comp\u00e9tences requises aujourd'hui sont tout \u00e0 fait diff\u00e9rentes : L'agence s'efforce de se positionner en tant que partenaire pour les objectifs strat\u00e9giques de l'entreprise et de placer le r\u00f4le de la cr\u00e9ativit\u00e9 dans un nouveau contexte aux multiples facettes.<\/p>\r\n<h3><strong>L'\u00e9quilibre entre cr\u00e9ativit\u00e9 et r\u00e9alit\u00e9 \u00e9conomique<\/strong><\/h3>\r\n<p>Mais une chose demeure : La branche risque de perdre sa rel\u00e8ve, car les talents cr\u00e9atifs se r\u00e9alisent de plus en plus dans d'autres domaines. Un CEO d'agence me disait r\u00e9cemment \u00e0 ce sujet : \"Je constate actuellement un sentiment d'impuissance dans la branche\". Et : \u00e0 une \u00e9poque o\u00f9 des th\u00e8mes sociaux tels que la diversit\u00e9 et la durabilit\u00e9 gagnent - \u00e0 juste titre - en importance, ils ne doivent pas devenir une distraction par rapport \u00e0 la r\u00e9alit\u00e9 \u00e9conomique. Au contraire, ils doivent compl\u00e9ter le potentiel cr\u00e9atif qui constitue la v\u00e9ritable force d'innovation dans ce secteur.<\/p>\r\n<figure id=\"attachment_225675\" class=\"wp-caption alignnone\" style=\"width: 1400px\" aria-describedby=\"caption-attachment-225675\"><a href=\"https:\/\/www.markt-kom.com\/wp-content\/uploads\/2024\/10\/A-dynamic-image-of-a-young-creative-talent-in-the-advertising-industry-collaborating-on-a-cool-innovative-strategy-with-a-colleague-generated-by-AI-Tool-Dall-e-scaled.webp\"><img class=\"size-full wp-image-225675\" src=\"https:\/\/www.markt-kom.com\/wp-content\/uploads\/2024\/10\/A-dynamic-image-of-a-young-creative-talent-in-the-advertising-industry-collaborating-on-a-cool-innovative-strategy-with-a-colleague-generated-by-AI-Tool-Dall-e-scaled.webp\" alt=\"\" width=\"1400\" height=\"800\" \/><\/a>\r\n<figcaption id=\"caption-attachment-225675\" class=\"wp-caption-text\">\"Une image dynamique d'un jeune talent cr\u00e9atif dans l'industrie de la publicit\u00e9 collaborant sur une strat\u00e9gie cool et innovante avec un coll\u00e8gue\" - g\u00e9n\u00e9r\u00e9e par l'outil AI Dall-e<\/figcaption>\r\n<\/figure>\r\n<p>Wirz ose faire le pas de mettre syst\u00e9matiquement la cr\u00e9ativit\u00e9 au service de la croissance de l'entreprise - une d\u00e9cision courageuse qui m\u00e9rite le respect. La r\u00e9ussite \u00e0 long terme d\u00e9pendra de la p\u00e9rennit\u00e9 de ce mod\u00e8le dans la pratique et de sa capacit\u00e9 \u00e0 attirer des clients pr\u00eats \u00e0 payer vraiment le juste prix pour des r\u00e9sultats.<\/p>","protected":false},"excerpt":{"rendered":"<p>Une agence de publicit\u00e9 traditionnelle ose un changement profond et se red\u00e9finit comme \"Creative Business Partner\". En tant que membre de longue date de la branche, je reconnais que l'adaptation de solutions cr\u00e9atives aux exigences \u00e9conomiques croissantes requiert du talent et de l'horizon. Wirz parviendra-t-il \u00e0 donner des impulsions fra\u00eeches \u00e0 la branche ?<\/p>","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":"Wirz Creative Business","_yoast_wpseo_metadesc":"Die Agentur Wirz setzt auf strategische Kreativit\u00e4t als \u00abCreative Business Partner\u00bb und bricht mit traditionellen Werbemodellen.","articlekey":"","footnotes":""},"categories":[29],"tags":[4345,4348],"class_list":["post-31343","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-business","tag-mk-format"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Mutiger Wandel bei Wirz \u2013 Gelingt die kreative Transformation? - Organisator<\/title>\n<meta name=\"description\" content=\"Die Agentur Wirz setzt auf strategische Kreativit\u00e4t als \u00abCreative Business Partner\u00bb und bricht mit traditionellen Werbemodellen.\" \/>\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.organisator.ch\/fr\/marketing\/2024-10-29\/mutiger-wandel-bei-wirz-gelingt-die-kreative-transformation\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Mutiger Wandel bei Wirz \u2013 Gelingt die kreative Transformation? 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