Advertising Week 19/2015: What awaits you
The new issue of *Werbewoche* is here! 15 reasons why it's worth reading this time, too.
How many blockers can we handle?
Ad blockers are spreading rapidly online—how long can this trend be tolerated without countermeasures?
Creativity as an Economic Factor
If you want creativity, you have to learn to appreciate differences. And you can’t calculate based on time and effort. We have to think, explore, experiment, fail, and get back up again—and do so on a grand scale. Says Roger Spindler, Head of Advanced Vocational Education and Continuing Education at the School of Design Bern and Biel
Tracking of the future
As digitalization advances, online marketing is seeing not only an expansion of the possibilities offered by programmatic advertising but also increasing demands on market research. This is giving rise to new methods for analyzing data in real time—and advertising effectiveness research is becoming increasingly comprehensive. Statements by Christoph Spengler, Managing Director of Accelerom; Rolf Schmitz, CEO of NET-Metrix; Felix Bernet, Head of Online/Media at Link Institut; and Sandor Laczko, Country Manager of Adello Switzerland; interview with Alexander Horn, Research Consultant at Media Insights GfK Switzerland
Blind Fury
Lukas Bärfuss has written a remarkable piece in a fit of anger. Now he’d better brace himself. Critics are questioning his integrity. Column by Hans Stutz
From Blocher in Swimsuits to Lettuce Without a Head
«I don’t know much about politics, but as a voter, I could have been persuaded by clear and smart communication. They could have. But they didn’t!» says Theophil Butz, a critic in *Werbewoche*.
The Hamburger Menu
Beat Hürlimann presents a series on deceptive and genuine solutions.
DOOH: Finally, Reliable Data on Reach Measurement
The first study on digital out-of-home advertising in Switzerland—Digital Out-of-Home (DOOH) Audience Measurement—was presented during the IGEM Insider Lunch at Goldbach Media in Küsnacht. The goal of the study was to use reliable and verified data to provide a planning foundation and planning certainty for agencies and clients who are using this emerging medium or plan to use it in the future.
How Not to Lose Your Cool
Manuel C. Nappo on Instagram Advertising
Reliance on Google is a dead end
Being independent of Google increases visibility in search results. Article by Imre Sinka
The ravioli campaign
Streuplan brought “Hero Eier Ravioli” into the election campaign—and caused quite a stir among the usual crowd of pundits. Reason enough to take another look back at the campaign.
Edi.15 Shortlist
The Swiss Prize for Advertising, Industrial, and Corporate Films is being held for the sixteenth time this year. Four jury teams, comprising a total of 42 jurors, spent five days screening and evaluating approximately 300 films across three categories. The shortlist.
The right package for every customer - even at the weekend
Over the course of eight weekends, they brand over 550 DPD vehicles at 10 locations across Switzerland; they stage an overnight guerrilla campaign at 100 Denner stores in Zurich, Lucerne, Bern, and Basel, accompany every new Nespresso coffee capsule and machine all the way to the point of sale, and design the atmosphere when Radio 24 throws a party: the Dreiplus advertising architects.
Using Stories to Spark Conversation
With its new online platform «Storys» and various campaigns, Swisscom is embracing corporate storytelling. *Werbewoche* visited the telecom provider in Bern to learn how and why the company is focusing on storytelling.
Frame eleven makes the spectator the referee
With an interactive video campaign, Frame eleven is inviting soccer fans to try their hand at making referees« calls. On Werdeschiri.ch, it lets viewers see things »through the eyes” of the referee.
Person of the Week: A Physicist in a Sea of Data
Michael Prim has been the Data Science Team Leader at Adello since the beginning of the year. His day-to-day work shows remarkable parallels to his previous work in particle physics.
