Marketer 2 Marketer

What other marketers had to ask SWISS chief commercial officer Holger Haetty.

Laurence Bresh, marketing director at VisitBritain, asks: When do you think you will start to trial social commerce through your social media channels?

Holger Haetty (HH): I sometimes feel our websites are very boring but we have conservative clientele. However, the customers of tomorrow are the Facebook generation, so I’ve asked the business to bring me these guys who are inventing the websites for this generation – ‘the geeks’. I would like to hire them and produce a website that brings together both worlds, keeping the conservative way but making it modern. But I don’t yet have the solution.

Andrew Warner, marketing director at Expedia, asks: Where do you see SWISS fitting into the Lufthansa brand portfolio in the mid- to long-term?

HH: We are totally independent in terms of marketing as our brands are very different. However, we are always checking with our Lufthansa colleagues about what we can do jointly, and what would be the benefits and disadvantages of that. We are competitors because we fly to similar destinations, such as Warsaw and Milan, but competition makes you better.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here