Nadia Meier is a freelance copywriter and concept developer from Bern. She has already been a regular guest contributor to Mamablog over the past year. Nadia Meier will blog every Tuesday and will be an excellent addition to the team around Gabriela Braun (management), Jeanette Kuster and Andrea Fischer Schulthess as well as some Papabloggers. Nadia Meier is co-responsible for running a chaotic household in Bern and has a son and a daughter.

Every Friday, sexologist Andrea Burri answers readers' questions about lust and love as a guest author. "Sexological" is the name of the new advice column that appears online in the Mamablog and in print in the Knowledge section. After studying clinical psychology at the University of Zurich, Andrea Burri conducted counseling and research in England at King's College and in Turku, Finland. From July, she will be an assistant professor at the Auckland University of Technology in New Zealand.

With around one million readers a month, the Mamablog is one of the most widely read blogs in Switzerland. For almost seven years, the authors have been blogging five days a week about everything that being a parent entails: Family life, role models, compatibility, school, job, partnership and parenting.

All about the Werbewoche Advertiser of the Year award here. Photos of the day's participants can be found in the upcoming Advertising Week 10/2016.

The first general meetings of the two language-regional sections of German-speaking and French-speaking Switzerland also took place. François Besençon, President of the French-speaking Switzerland section and Vice-President of Communication Switzerland, emphasized at the members' meeting of the former Publicité Suisse that the nationwide association would give commercial communication the necessary boost it needed in its commitment to liberal guidelines.

Councillor of States Filippo Lombardi, President of Communication Switzerland, doubled down at the joint general meeting of the umbrella organization and the German-speaking section: "Our new structures and our new name are a commitment to the fact that we are committed to the entire spectrum of commercial communication - from traditional advertising to direct marketing, sponsorship and promotional items to public relations."

A powerful day of advertising

In his opening speech on Advertising Day, the Council of States explained that the conference motto "higher, faster, further" was a good fit for commercial communication, and not just because of the venue in the Olympic Museum. On the one hand, it was "the winner takes it all" on both sides. In addition, the field of competitors has grown ever larger in recent years. "Thanks to the World Wide Web, the dominators of recent decades have been caught up and in some cases overtaken by new, fast and extremely agile competitors. To ensure they still have a chance, more and more companies are resorting to - in most cases legal - doping: big data is putting the industry in a gold-rush mood." The two keynote speakers will demonstrate what contemporary advertising can look like. Switzerland's first and so far only space traveler, Claude Nicollier, and Ian Logan, Director General of the 2020 Youth Olympic Games in Lausanne, gave excellent examples of emotional advertising in the sense of consistent and credible storytelling, which is more in demand today than ever before.

50 years of the Swiss Commission for Fair Trading

On the occasion of the 50th anniversary of the Swiss Commission on Fair Trading, Peter Leutenegger, in his role as an elected member of the Chamber, summed up that the SLK has not only gained a high level of acceptance during this time, but is still managing with almost the same budget today as it did in 1966. "The Commission on Fair Trading has spent almost the same amount every year for 50 years. This should be brought home to parliamentarians who don't want to imagine that the goals of today could be achieved with the budget of the day before yesterday." Marc Schwenninger, the legal secretary of the SLK, gave a witty speech to the industry representatives present in which he pointed out the sometimes fine line between advertising exaggeration and unfair commercial communication.

For the first time on Advertising Day: Advertising Week Advertiser of the Year

The Werbewoche Advertiser of the Year was chosen for the first time in 2016 as part of the Advertising Day. According to Werbewoche editor-in-chief Anne-Friederike Heinrich, Thomas Wildberger, who beat Dennis Lück from FCB Zurich and Livio Dainese from Wirz, was chosen for his outstanding performance, which he has delivered continuously over many years. The CCO of Publicis made a name for himself last year with the branding campaign for Salt, the multi-award-winning Swiss campaign and his work for UBS. "Thomas has attracted attention with his great work for major clients. Work that is as well thought out as it is done. Work that was not only seen, but noticed," emphasized Wildberger's predecessor Curdin Janett in his laudatory speech.

More about the award: Werbewoche.ch/thomas-wildberger-is-werbewoche-advertiser-of-the-year

KS Communication Switzerland is the umbrella organization for commercial communication. It represents the interests of advertising clients, contractors and media companies as well as advertising agencies and thus represents almost 22,000 employees in this country with an annual turnover of around CHF 7.2 billion. At a political level, KS/CS strives for liberal legislation. As a founder and founding member of the independent Swiss Fairness Commission, it is committed to ensuring that advertising is lawful, truthful and non-discriminatory. KS/CS is also committed to training and further education in the sector and conducts the relevant federal professional examinations on behalf of the Confederation.
 

What to do if the boss refuses to pay overtime? How to proceed if there is mold in the apartment? Lay people often don't know what rights and remedies they have. Internet search engines provide results, but this information is not always trustworthy and correct. This is where Guider, the Observer's new digital advisor, comes in. It provides the knowledge needed around the clock, making it a powerful decision-making tool for solving acute problems. Guider is a guide through everyday life.

In contrast to other consulting platforms, Guider contains content exclusively from verified and reliable sources that take different perspectives into account and are permanently updated. In addition to tips and relevant articles, Guider members have access to fact sheets, sample letters, checklists and contract templates. Members even have the option of creating a personal dossier of their current case. Guider covers all topics related to family, work, education, housing, government, finance and consumption. The platform itself is strongly geared towards use with mobile devices. It is characterized by a user-friendly, intuitive operation.

If the situation is more tricky or personal advice is needed, 38 Observer experts provide individual help. Thanks to Guider, this is now even easier and more convenient. Waiting times on a hotline are eliminated thanks to convenient online appointment scheduling for personal advice, either by phone or e-mail. Karin von Flüe, Head of Family and Social Counseling at the Beobachter Counseling Center: "Through Guider, we support everyone who wants reliable protection in critical life situations. Our lawyers, attorneys and technical experts have a great deal of experience and know how to give advice in almost any life situation."

Guider is the consistent further development of the existing consulting services of the Observer Consulting Center. The service combines the strengths of a comprehensive digital reference work with personal legal and life advice via telephone and e-mail. Roland Wahrenberger, Head of Beobachter: "We developed Guider with a clear goal in mind: Advice seekers in Switzerland should receive simple and efficient guidance and decision-making assistance. We are convinced that with Guider to have set a new standard in advice on legal and life issues." Effective immediately, the vast Observer knowledge is available to anyone, regardless of magazine subscription. Guider can be tested free of charge for seven days.

In ten days, the soccer event of the summer begins in France. Preparations are in full swing: while the Swiss national team is warming up in Lugano, fans are getting ready at home. Just under half a million (7 percent of those over 14) want to decorate their home, garden or car with the national flag. Around twice as many are already reading the sports media (17 percent) or stocking up on beer and barbecue supplies (14 percent). Panini stickers (9 percent) and jerseys (5 percent) are also being diligently purchased. These are just some of the findings of a representative GfK survey commissioned by Zattoo.*

The European Championship unites the nation in front of the television

Opinions may differ about Petkovic's lineup, but the TV program for the European Championship is clear to the majority. More than six out of ten respondents want to watch the games live on TV. Not surprisingly, the euphoria among men (70 percent) exceeds that of women (50 percent). However, enthusiasm also varies from region to region and is much more pronounced among the German-speaking Swiss (63 percent) than among the French-speaking Swiss (55 percent).

EM fans have certain games on the screen

SRF, ARD and ZDF will broadcast all 51 matches of Euro 2016, with the national team's matches being the main focus of interest: 43 percent of soccer fans want to watch the games of Lichtsteiner, Behrami, Xhaka and Co. In each case, around a third are interested in the decisions of the top teams, the finals or want to tune in spontaneously, on a whim. By contrast, one in seven plans to watch all the games. That's a challenge, but thanks to multiscreen, it's certainly possible today.

Own sofa more attractive than public viewing

Although live broadcasts in the pub or in public places are becoming increasingly popular, the TV set at home remains the favorite in viewers' favor. That's why more than half of those surveyed say they want to cheer on the Swiss eleven from the comfort of their own TV armchair - either alone (54 percent) or with family or friends (51 percent). Around one in four of those surveyed said they would hope, celebrate or suffer among like-minded people at a public viewing event. This is particularly popular among younger people under 30. Meanwhile, some are also preparing to watch interesting games at work (7 percent).

"TV streaming providers certainly don't have to fear a summer slump this year; on the contrary, on individual days we are expecting user numbers to be many times higher than they usually are for us," says Jörg Meyer, Chief Officer Content and Consumer at Zattoo, already looking forward to the European Championship in France. "The live moment of football connects across ages and professions, and thanks to TV streaming on smartphones and tablets, no one has to worry about missing out. For the European Championship, Zattoo's motto is: Football's coming phone."

In fact, more than a third of viewers interested in soccer would be annoyed to miss a game of their "own" team. Another ten percent would even be sad.

* To the survey: In a representative online survey conducted by GfK, 1004 German- and French-speaking Swiss citizens between the ages of 15 and 74 were asked about their attitudes toward the 2016 European Football Championship. The survey period was May 12 to 19, 2016.

Such statements "are dangerous and undermine the credibility of the media," the Press Council said Tuesday. It said the journalists' code stipulates that journalists should avoid "any form of commercial advertising" and not accept "any conditions from advertisers." Markus Somm had said in April on Radio 1's "Roger vs. Markus" program, "I can't expect an advertiser to place an ad if he's being danced around on the nose all the time." That's the deal with his clients, he said. "There is a measure of criticism that is right and there is a kind of one-sidedness that no longer works." In this case, he said, he can make a Advertisement boycott only support, said Somm (Werbewoche.ch reported). Hanspeter Lebrument, for his part, was quoted in mid-April in the "NZZ am Sonntag" as saying: "A clean separation between the advertising market and the editorial part of a newspaper has become much more difficult than it was twenty years ago, when the financial situation allowed editorial independence to take precedence over everything." At the plenary session on May 24, the Press Council now expressed its "disapproval and incomprehension" that leading figures of the Swiss Media Publishers Association allowed themselves to be carried away by such statements, even if the economic situation was currently difficult. The independence of the editorial staff and the clear separation of editorial and advertising are fundamental pillars of the media's credibility and its raison d'être, he said. "To call these fundamental principles" into question, he said, was a "dangerous aberration." (SDA)

With the simultaneous removal of Lukas Stuber and Beat Muttenzer from the BoD, the agency ensures the separation between the operational business and the management body.

Beat Bühlmann (picture) has been a member of Yourposition's Board of Directors since July 2014. Formerly Industry Leader at Google Switzerland and Google UK, he took over responsibility for the client business as COO in April 2015 and ensured the successful implementation of various new processes. As of June 1, 2016, Bühlmann will now give up his operational role as COO and replace Lukas Stuber as Chairman of the Board of Directors.

New members of the Board of Directors

Marcus H. Bühler looks back on a long career with various private banks and brings to Yourposition valuable knowledge in the field of finance.

Daniel Risch is currently a member of the Executive Board of Liechtenstein Post and was previously CMO of the e-business agency Unic, among others. His specialty is e-commerce, Yourposition's fastest growing business area.

Christoph Weilenmann is an HR and IT specialist and supports various companies in Germany and abroad as an independent consultant. At Yourposition, his focus is on sustainable human resources development.

Resignations from the Board of Directors

In order to ensure a separation of personnel between the Board of Directors and the operational level, the Beat Muttenzer (CEO) and Luke Stuber (CMO) step down from the Board of Directors and concentrate on operational management.
 

A completely new approach to dog food advertising: if you know dark secrets, you shouldn't upset them. The dog's eyes of this world have probably seen so much that we don't want to know. The Brazilian agency DM9DDB reminds us of this on behalf of the dog food brand Special Dog: it's better to keep your four-legged witness happy. With Special Dog. Secrecy and discretion have always had their price. (hae)

The BVKSG not only provides services such as training and continuing education for specialists or advice for its members. Its tasks also include networking with stakeholders such as builders, political decision-makers and the public. As a first visible measure, E,T&H designed a campaign to motivate young people to learn a construction trade. Young people are approached with confident messages about whether they have what it takes to work in construction.

Also newly launched was the website Master builder-sg.ch, which visually and didactically revised presents the BVKSG with its services in a user-friendly way and activates the website visitors more.

Responsible at BVKSG: Kurt Maus (Managing Director), René Engetschwiler (Technical Manager), Moritz Meichtry (President of the Rorschach-Rheintal Master Builders' Association). Responsible at E,T&H: Axel Thoma (strategy), Christian Hacker (consulting), Jean-Marc Demeulemeester, Ladina Bosshart (creation). Michael Sieber (photography), senag ag (programming).

Nadine Sommerhalder will be the executive producer of Radio 24's morning show "Ufsteller" and will be responsible for medium- and long-term topic and content planning, as well as managing the daily production of all content for the morning show. "I am excited about the new challenge. Radio is my great passion!" the 30-year-old from the Zurich Oberland said in a statement.

Sommerhalder brings with her several years of experience in radio journalism in a wide variety of functions, including as morning editor for the "Ufsteller" at Radio 24. In her function as video journalist at Tele Züri and activity in the social media area, Sommerhalder can also contribute professionally in the area of moving images and the increasing demands on radio stations for innovative online offerings. "We are very pleased to have a proven radio expert on board in Nadine Sommerhalder," says Florian Wanner, Managing Director of Radio 24.

With its sponsorship, Zürcher Kantonalbank supports more than 140 regional events in the areas of culture, environment, sports and health every year. The commitment promotes diversity in the region and thus also gives small events at the community level a big stage. From the boys' shooting to various theaters and the regional wrestling festival.

TBWA\Zurich is responsible for the current regional sponsoring campaign and has realized two print subjects as well as two films. On a sports field and in a theater, the "frame" shows how sponsoring turns venues into a broad audience experience. The print subjects and films are used for advertisements, online advertising, cinema/TV and on the website of Zürcher Kantonalbank.

Responsible at Zürcher Kantonalbank: Catherine Scheitlin (Head of Advertising), Angela Baumann (Head of Advertising), René Weiss (Head of eMarketing). Responsible at TBWA\Zurich: Simon Rehsche (strategy); Cyrill Wirz, Bruce Roberts, Tizian Walti, Bettina Klossner, Wanda Michel, Sara Steinmann, Stephanie Seematter (creation); Stephan Lanz, Vanessa Welti (consulting).
Photo & Film Production: Jonathan Heyer (Photo/Film), Dhondup Tersey (All In Productions GmbH), Patrik Rohner (Image Editing), Südlich-t (Editing/Animation).
 

Switzerland's largest book retailer, Orell Füssli Thalia, was previously present in the Swiss market with the two main brands Orell Füssli and Thalia. In future, the company will focus on the Orell Füssli umbrella brand and has therefore rebranded 15 Thalia stores in Switzerland as Orell Füssli (Werbewoche.ch reported). The project, which includes replacing the lettering on the exterior facades and in the stores, is accompanied by a targeted image campaign. This is supplemented by Orell Füssli streetcars in Basel and Bern, where books are made available for reading.

The centerpiece of the image campaign illustrations of well-known figures from the world of books and literature. This world merges with the world of Orell Füssli in the images. Gutenberg, for example, can be seen reading a novel on his Tolino e-reader, or Sherlock Holmes looking for the solution to the mystery on the bookshelf. The idea behind the subjects: protagonists from world literature, whose stories were previously also available as books in Thalia stores, are now all united under the Orell Füssli name.

Bookshelf on rails

The illustrations are also printed in real size on the two Orell Füssli streetcars that will be on the road in Basel and Bern for three months from May 28 to August 28, 2016. While the illustrations of characters from famous stories can be seen on the exterior cladding of the streetcars, passengers can browse through books themselves inside - current bestsellers and timeless classics are available for streetcar users to read. "This is our way of sharing our passion for books with passengers," says Coralie Klaus-Boecker, Head of Marketing & Communications at Orell Füssli Thalia. "People will realize how quickly you forget stress and everyday life when you immerse yourself in the world of literature." The campaign will be complemented by ads placed in various print media.

Renaming of 15 Thalia stores in just one week

The Blue Spirit agency carried out the nationwide conversion of the 15 Thalia bookstores to Orell Füssli in just one week during ongoing operations. Blue Spirit worked with Marzohl on the actual implementation. The individuality and history of each store had to be taken into account. Conceptual design and meticulous preparations had been underway since December.

Responsible at Orell Füssli Thalia: Coralie Klaus-Boecker (Head of Marketing & Communications), Urs Schweizer (Head of Infrastructure and Contracts), Mirem Atac (Campaign Manager). Project partners: Blue Spirit Communications, Marzohl Werbetechnik (both branch implementation); Zürizee Werbeagentur (campaign concept), Charlotte du Jour (illustrations), Flowcube Communications (public relations); Kramer Druck (printing Orell Füssli streetcars), Allgemeine Plakatgesellschaft (implementation Orell Füssli streetcars); Mediaplus (ad bookings).

Radio 24 is Zurich's popular local radio station. With #dasischzüri, the station has also captured the hearts of social networks. The call to submit a picture of a very personal Züri was followed by uploads in the five-digit range. The campaign was crowned with a photo exhibition on countless posters throughout the city (Advertising Week 10/2015 reported). The continuation of the #dasischzüri campaign builds on the huge success of the photo campaign. With moving pictures. For the initial ignition, the entire keyboard is played again:

With calls via social media, on banners and through the presenters on Radio 24. The centerpiece is a world premiere: a commercial, shot entirely and exclusively with the iPhone 6s and the Live Photo function. Over the course of a month, a dozen phones were distributed and passed around the city. The result is a panopticon of a radiant, touristy, highly cultivated, underground and radiated Züri. With the call from Radio 24 on Dasischzüri.ch upload your own clips. And become part of Das isch Züri - The Movie. The film in which a city and its inhabitants play the leading role and which will be released in Zurich cinemas and on television from autumn 2016.

Responsible at Radio 24: Florian Wanner (Managing Director), Barbara Novak (Marketing Manager). Responsible at Alpha 245: Patrick Senn, Patrick Beeli (creative direction), Patrick Senn (text), Barney Rees (art direction), Erasmo Palomba (art buying), Sylvia Kohler, Ursula Keller (consulting), Walter Tagliaferri (overall responsibility), SMLY, Marc Leuzinger (online), Who's McQueen Picture (production), Spacetrain (music).