The sweet sound of success
604 new marketing professionals were honored at the Kursaal in Bern. In keeping with the internationally recognized motto «Work hard, play hard,» a well-deserved party kicked off after a period of rigorous study. The highlight of the glittering gala, hosted by Melanie Winiger with wit and edge: the soul singer from Deep Aargau, who got the 1,200 guests dancing like they were wearing seven-league boots.
Does this lady have Red Bull in her groundwater at home? Or do her wit and bite increase with every degree of outside temperature? At the end of June, the Kursaal in Bern could certainly bet on the latter. Because while strong rays of sunshine warmed up the aperitif terrace outside, inside Melanie Winiger was on top form right from the start. The Ticino native, still the benchmark in the army of former and reigning Misses, led the afternoon and evening with a cheeky smile. "You are the very best," La Winiger called out to the 604 successful marketing professionals who were able to receive their federal certificates at this event.
Of course, there was also room for more civilized tones on that jubilant evening. For example, when Andreas Balazs, President of the Examination Board, addressed his words to the young marketing talents. They should, said Balazs, combine their sound knowledge of everyday professional life with personal commitment and creativity. The eloquent speaker did not lose his composure when the first corks popped in the audience after the second sentence. A clientele that knows what hard work means. After all, in the long run, school ruled over sleeping in and group work was the order of the day instead of partying. And those who work hard can usually also party hard. Or at least have the right to. The strength, the will to persevere, everything that was so important during the training period, Balazs suggested, must now continue to have an effect in everyday working life. Should this everyday life even inspire them to continue their career in a logical way, Swiss Marketing President Uwe Tännler already had the right words at the ready: "Those who are part of Swiss Marketing are taking the elevator to the top."
Field hockey goalkeepers under fire
Whenever it says Ticino on it or even Ticino in it, Melanie Winiger - she owes it to her reputation alone - is always the subject of intense attention. That evening in the Kursaal in Bern, she had several opportunities to do so. For example, when she was able to ask Ivo Soldini, the creator of the Swiss Marketing Awards, for an interview. Or when she was able to celebrate with the Ticino team, who had arrived from the sunshine region in their full magisterial regalia. There was also an award category winner from Losone to celebrate. And the fact that one of the successful graduates, Kloten Flyers goalkeeper Ronnie Rüeger, once played in Lugano, was of course a perfect fit for the sharp-tongued Ticino native. The audience got a taste of the cantonal rivalry when the presenter asked Rüeger to come on stage: "That you once played for Lugano was only because of the money, wasn't it?" Well, after all, the price is one of the four key elements in the marketing mix. Rüeger coolly replied: "No, Lugano is also a very nice place." The Kloten man, cool as an ice nugget, parried Winiger's power play of questions perfectly. The latter, who probably has it more with Ambri-Piotta, was also able to tell Rüeger that he himself had already kept the box at the top of the Gotthard. The keeper pulled off a communicative shut-out - and the crowd had a lot of fun watching Winiger take a verbal slapshot again and again.
Strong beats
The diploma ceremony in Bern has now become a real must in the industry. It combines festive elements with circus flair, for example when the diplomas rise up from the middle of the room using dry ice. With a stylish aperitif, it encourages networking, which is so important in the industry. And, of course, it also provides musical highlights. As in the previous year, the beatboxer ZeDe performed, a real vocal rattletrap: "So many sounds from just one mouth," marveled a somewhat older person who had accompanied the youngsters to the party and was sure to have something exclusive to talk about the next day at the regulars' table. Towards the end of the event, soul singer Seven from Aargau took to the stage with his band. And it really only took a few short prompts before the first people were shaking a leg. Soon the room in front of the stage was full of newly qualified marketing professionals who switched into controlled shake mode. "Reach for the stars," Seven called out to the 604 new marketing professionals. They were quickly under the spell of his sweet sound of success.
Melanie on the combox
Of course, every fresh (and also every not-so-fresh) marketer knows that a good presentation doesn't just need a great start and a strong middle. But also an ending that creates memorability. A final bouquet that inspires and carries the power of the message far into everyday life. This was also achieved at the graduation ceremony for marketing specialists. And in a way that is considered state of the art today: in the fusion of exclusive emotion and modern technical aids. And a little bit of La Winiger.
Days later, when the spirit of the Kursaal was already threatening to be suffocated by everyday life again, the participants in the graduation ceremony suddenly received a call on their cell phone voicemail. "Hello, this is Melanie Winiger," it actually rang out from 604 iPhones, Samsungs and Nokias across the country, "I would like to congratulate you personally on your diploma." Indeed, it was La Winiger speaking, with her famous voice that has something rough and rebellious about it, an organ that somehow speaks of fun and horse stealing. And of good marketing. The voicemail launched by Tropa Services from Dänikon in the canton of Zurich must have hit the mark. Melanie W. on the combox - not everyone has that. Exclusivity mixed with emotion - a great hook. Emotion and exclusivity - such a feeling, full of pride and satisfaction - was also conveyed to all participants in the Kursaal in Bern that evening.
Of course, there was also room for more civilized tones on that jubilant evening. For example, when Andreas Balazs, President of the Examination Board, addressed his words to the young marketing talents. They should, said Balazs, combine their sound knowledge of everyday professional life with personal commitment and creativity. The eloquent speaker did not lose his composure when the first corks popped in the audience after the second sentence. A clientele that knows what hard work means. After all, in the long run, school ruled over sleeping in and group work was the order of the day instead of partying. And those who work hard can usually also party hard. Or at least have the right to. The strength, the will to persevere, everything that was so important during the training period, Balazs suggested, must now continue to have an effect in everyday working life. Should this everyday life even inspire them to continue their career in a logical way, Swiss Marketing President Uwe Tännler already had the right words at the ready: "Those who are part of Swiss Marketing are taking the elevator to the top."
Field hockey goalkeepers under fire
Whenever it says Ticino on it or even Ticino in it, Melanie Winiger - she owes it to her reputation alone - is always the subject of intense attention. That evening in the Kursaal in Bern, she had several opportunities to do so. For example, when she was able to ask Ivo Soldini, the creator of the Swiss Marketing Awards, for an interview. Or when she was able to celebrate with the Ticino team, who had arrived from the sunshine region in their full magisterial regalia. There was also an award category winner from Losone to celebrate. And the fact that one of the successful graduates, Kloten Flyers goalkeeper Ronnie Rüeger, once played in Lugano, was of course a perfect fit for the sharp-tongued Ticino native. The audience got a taste of the cantonal rivalry when the presenter asked Rüeger to come on stage: "That you once played for Lugano was only because of the money, wasn't it?" Well, after all, the price is one of the four key elements in the marketing mix. Rüeger coolly replied: "No, Lugano is also a very nice place." The Kloten man, cool as an ice nugget, parried Winiger's power play of questions perfectly. The latter, who probably has it more with Ambri-Piotta, was also able to tell Rüeger that he himself had already kept the box at the top of the Gotthard. The keeper pulled off a communicative shut-out - and the crowd had a lot of fun watching Winiger take a verbal slapshot again and again.
Strong beats
The diploma ceremony in Bern has now become a real must in the industry. It combines festive elements with circus flair, for example when the diplomas rise up from the middle of the room using dry ice. With a stylish aperitif, it encourages networking, which is so important in the industry. And, of course, it also provides musical highlights. As in the previous year, the beatboxer ZeDe performed, a real vocal rattletrap: "So many sounds from just one mouth," marveled a somewhat older person who had accompanied the youngsters to the party and was sure to have something exclusive to talk about the next day at the regulars' table. Towards the end of the event, soul singer Seven from Aargau took to the stage with his band. And it really only took a few short prompts before the first people were shaking a leg. Soon the room in front of the stage was full of newly qualified marketing professionals who switched into controlled shake mode. "Reach for the stars," Seven called out to the 604 new marketing professionals. They were quickly under the spell of his sweet sound of success.
Melanie on the combox
Of course, every fresh (and also every not-so-fresh) marketer knows that a good presentation doesn't just need a great start and a strong middle. But also an ending that creates memorability. A final bouquet that inspires and carries the power of the message far into everyday life. This was also achieved at the graduation ceremony for marketing specialists. And in a way that is considered state of the art today: in the fusion of exclusive emotion and modern technical aids. And a little bit of La Winiger.
Days later, when the spirit of the Kursaal was already threatening to be suffocated by everyday life again, the participants in the graduation ceremony suddenly received a call on their cell phone voicemail. "Hello, this is Melanie Winiger," it actually rang out from 604 iPhones, Samsungs and Nokias across the country, "I would like to congratulate you personally on your diploma." Indeed, it was La Winiger speaking, with her famous voice that has something rough and rebellious about it, an organ that somehow speaks of fun and horse stealing. And of good marketing. The voicemail launched by Tropa Services from Dänikon in the canton of Zurich must have hit the mark. Melanie W. on the combox - not everyone has that. Exclusivity mixed with emotion - a great hook. Emotion and exclusivity - such a feeling, full of pride and satisfaction - was also conveyed to all participants in the Kursaal in Bern that evening.
