The World: Insider's View - Switzerland.(Column)

There's much more to Geneva than snow and skiing. Clients have recognised this and agencies should wise up to all the city has to offer, Marcus Brown says.

'You don't happen to have somewhere I can park my car for the ski season, do you?,' a senior adland executive asked when I introduced myself as the chief executive of Young & Rubicam Brands in Geneva.

This is a typical response. Geneva equals skiing to all but a few in the ad world. But those few are slowly gaining in number. And I am one of them. So what was it that drew me away from the threat of terrorism that is so much a part of London life?

Well, Chamonix is not the only bustling centre of activity within 60 minutes of Geneva. Procter & Gamble, Colgate-Palmolive, Ralph Lauren, Entertainment Arts, Nestle, Philip Morris and other multinationals have their global or regional headquarters in this most international of cities.

Whether it was the 220 nationalities that inhabit Geneva or the Swiss tax system that drew them here is immaterial. Given the proportion of the world's communication spend that they represent - they're good shoulders to be rubbing.

They are here along with 20 international institutions such as the United Nations, the World Trade Organisation, Uefa and the International Olympic Committee, and almost 300 non-governmental organisations: many of which are taking decisions that affect the human race, not just advertising.

'But it's so boring there!' another 'deep' skier said. I suspect that in the search for green road signs to his heaven, ...