Swisscontent and Forward Advisors launch communications offensive for Hugo Boss
With the arrival of the new CEO, Daniel Grieder, in June 2021, a new era has begun for the MDAX company Hugo Boss from Metzingen. The agency group Forward Advisors/ Swisscontent worked with Grieder and the fashion company's communications and strategy team to prepare a comprehensive new corporate strategy called "Claim 5" for communications and spread it across suitable channels. [...]

The kickoff: A global, virtual employee event
In order to present himself, his ideas, and future core values for Hugo Boss, an unusual type of presentation combined with an inspiring performance was important to CEO Grieder. Under the overarching motto "Timing, Mindset, Energy," the new strategy was staged with a stage performance. This was streamed globally from Metzingen to around 14,000 employees. Dynamic films with multimedia elements and animations, fast-paced sequences, statements by famous personalities and stirring music guided the audience through the speech. Transporting emotions and energy played just as important a role as the content itself. "The goal was to position the new CEO authentically and clearly when he took office," explains Daniel Kaczynski, Senior Partner of Forward Advisors and CEO and Chairman of the Board of Swisscontent. "The response was phenomenal".

Strategy videos and a CEO app
In a further phase, a strategy video was developed based on the storyline of the virtual employee event. Grieder, the Executive Board in general, and managers and departments worldwide used this video for internal and external presentations. In less than ten minutes, the CEO sums up the new corporate strategy and culture.


The culture in focus
Every sustainable change requires an initial analysis of the starting position and the circumstances. It was therefore important to understand the prevailing culture in the company right at the beginning in order to derive specific desired developments for the future. To this end, Forward Advisors developed a "Cultural Change Program" in parallel with the introduction of the communications strategy. Based on this, the agency formulated recommendations for the future and conducted workshops with the executives.
Forward Advisors stand for strategic, digital and data-based Kommunicationsation. The Swiss agency advises companiesnehmer, C-Levels and Boards of Directors as well as their companies in solving their communication challenges. Youre Work is based on many years of experience as a strategic acting Untentrepreneurs as well as digitally minded and well-networked Kommunication profis. Swisscontent is one of the leading Swiss agencies in the Areas Kommunication and marketing. The agency advises and untSupports their customers from strategy development through Konception to the cross-media orchestrated implementation of the defined Massnahmen and distribution.