The 48-year-old Peter Hirrlinger has lived in Munich for 18 years and works as a freelance copywriter and creative director. In October 2012, he was elected to the board of the Art Directors Club Germany as a representative of the Munich section. 

Werbewoche.ch: Peter Hirrlinger, congratulations on your election - how did it come about?
Peter Hirrlinger: Thank you very much! I'm also a little pleased for Switzerland that I can sit on the Board here. How it came about: Board members have to stand for election every two years. I was told by some ADC members that they would welcome it if I stood for election.

What tasks does the new post entail? In addition to the honor and appreciation, are there also duties that are less attractive?
Well, the German ADC is huge, so you have to deal with a lot of representation, politics and organizational stuff. And woe betide the Germans if they set up an association - they're almost better than the Swiss. But luckily we have an office with over ten permanent employees who support us.

What has the feedback from your German industry colleagues been like so far? Are they happy that a Swiss is providing "support"?
They are actually delighted. As a Swiss citizen, you enjoy a certain exotic and sympathy bonus here. Switzerland generally has a high reputation. Germans still associate us with virtues such as reliability, quality and good education. They have much more confidence in us than we do in ourselves. They also like our singsong and Shaqiri.

You have been living and working in Germany for 18 years - what made you decide to turn your back on Switzerland?
I was a copywriter at Weber,Hodel,Schmid back then. I thought it was the best agency in Switzerland at the time. After four years, I had the feeling that I needed to develop further, but I couldn't imagine working for any other agency in Switzerland at the time. I also felt a bit constricted in Switzerland; I just wanted to go out into the big world. And because I'm a copywriter, I wanted it to be in German. I made a deal with the agency that they would send me to a training camp in Germany for two or three years and then I would come back. The two years have now turned into 18; I'm still learning.

How long have you been working as a freelancer in Germany and how have you built up your network?
I've been working freelance since 2010, before that I was CD at Heye & Partner and creative director at Start. This gave me plenty of opportunity to gain a certain level of recognition. I was lucky enough to work on big and well-known brands such as McDonalds, Bosch and the Süddeutsche Zeitung. There was even a bit of BMW. And after a lot of work for food clients such as Ritter Sport, Molkerei Müller or Wagner Pizza, you're suddenly also considered a food specialist, so a network comes naturally.

As a Swiss citizen living in Germany, do you notice anything about the relationship problems between the two countries that have been discussed time and again recently? Keywords: tax dispute, aircraft noise, immigration debate.
My impression is that these issues affect Switzerland much more than Germany. The fact that many people have invested their money in Switzerland has not only been known since the tax data CDs. On the whole, the Germans react with bewilderment when you tell them that we now have a dispute with each other. They really appreciate us and want to be loved back a little. I think that would make them happy.

Interview: Thomas Häusermann
 

According to the press release, the resumption of the cooperation was prompted by the design of a modernized logo and the development of the new claim "Help.ch - your e-guide". Further communicative measures are to follow. As part of the Help consulting mandate, the communications agency Karl F. Schneider is dealing with the question of how a Swiss provider of search engines should position itself. Together with Mutation Design, PR-KFS accompanies the strategic reorientation of Help.ch. With the rebranding of the logo, the starting signal has already been given. The new claim "your e-guide" also makes it clear that the Swiss online network offers users orientation in all possible areas of interest, according to the release. This is done, among other things, by a comparison calculator for health insurance premiums.

Responsible at PR-KFS: Christian K. Schneider (consulting), Gabriel Diezi (editing). Responsible in Mutation Design: Christoph Eberle (graphic).

 

"At the latest when they are reborn as Somalis, some would be glad they had been against the tightened asylum law at that time" argues Amnesty in the "Now is enough" campaign ("for a fair and humane asylum policy"). 

However, as Tagesanzeiger.ch reports, the Amnesty board decided unanimously on Monday not to support the referendum against a tightened asylum law. This is despite the fact that the campaign is said to have cost a six-figure sum, according to Tagesanzeiger.ch. The online portal quotes Amnesty spokeswoman Alexandra Karle as saying that they did not support the referendum because they did not expect to win more than 25 percent of the votes. Already in 2006 one had been able to persuade with only one third to a refusal of a tightening - "a traumatic experience". The decision, however, does not amount to a retreat from the asylum debate. Amnesty wants to continue the campaign, continue lobbying for a change in asylum policy and continue direct cooperation in individual cases, Karle told Tagesanzeiger.ch.

Screenshot Amnesty.ch
 

The corresponding statement of claim was submitted to the judicial authorities on Wednesday, the station said. Tele Züri and Markus Gilli demanded from the Young Socialists in particular publication of the verdict and satisfaction, it continues. The Young Party had said in a communiqué on Tuesday, among other things, that the TV station and its editor-in-chief would "defend racists." Anyone who defends racism supports it and thus becomes part of it.

 

Deadline passed

The party was given a deadline by Tele Züri's legal representative to withdraw the media release and to publish a public apology to Tele Züri and Markus Gilli. The Juso let the deadline pass. In September, the public prosecutor's office opened criminal proceedings against Alfred Heer on suspicion of racial discrimination. The case concerns statements made by Heer in the Tele Züri program "Sonntalk" on September 16. Heer said at the time: "Especially the young North Africans from Tunisia come as asylum seekers with the intention of becoming criminals. They don't care whether they have emergency aid or social welfare." Two people of Tunisian origin had subsequently filed a criminal complaint.

Heer himself invokes his immunity as a parliamentarian. He claims that he took part in the discussion as a member of the National Council. The National Council's Immunity Commission (IKN) must now decide whether to lift Heer's immunity. As a member of the National Council commission, Heer will stand aside during the proceedings.

Heer as a mandate holder in the "Sonntalk

Tele Züri or Markus Gilli never evaluated or defended the statements made by the SVP National Councilor in "Sonntalk," according to the statement on Wednesday. Gilli had only made a statement to a journalist from the Sonntagszeitung regarding the concept of the "Sonntalk" program. Part of the concept is that the guest panel is made up of elected officials and functionaries - especially politicians. Alfred Heer had been invited to "Sonntalk" because he was a member of the National Council and President of the SVP of the Canton of Zurich. However, the Sunday newspaper ran the headline "Racism complaint: Tele Züri defends Alfred Heer". The Juso in turn referred to what Tele Züri considered to be a "misleading article". (SDA)

Teaser image: Telezueri.ch
 

This was announced by Teleclub on Wednesday. The selected games of the National League B complement the existing Swiss ice hockey offer around the highest league NL A. Starting November 15, one NL B game will be broadcast live on the pay-TV channel every Thursday evening from 8 p.m. (and once on a Friday evening from 6:15 p.m.). Eleven games will thus be shown until the play-offs. Each NL B team can be seen live at least once on Teleclub. All games will be commentated in German and French for Teleclub subscribers and Swisscom TV customers. And from the playoffs onwards, Teleclub will broadcast one NL B game live per round. 

According to the "Hilfe schenken" campaign, every gift is received twice over - by the recipient in the form of a beautifully designed certificate. And in real terms to people in need all over the world. This year, a goat is in the spotlight for "Hilfe schenken". For a small farmer in Bangladesh, a goat means the start of a life without hunger, writes the agency. The new motif will be used in various media from mid-October.

Responsible at Heks: Hanspeter Bigler (Head of Communications), Ruedi Lüscher (Campaigns/Events), Annelies Hegnauer (Head of Marketing/Fundraising). Responsible at Advico: Markus Gut (CCO), Martin Stulz, Dominik Oberwiler (CD), Annik Weber (AD), Jeremy Küng, Anna Röthlisberger (graphics), Marion Lim (text), Pascal Trütsch, Kerstin Schnyder (consulting), Raphaela Pichler (photography), AschmannKlauser (image processing).

 

Because Valiant is more than just a bank, the agency said in a press release, it makes dreams come true. With the new website, Maxomedia has V4u.ch created a platform on which young people determine the content themselves. All they have to do is post their heart's desires and have them rated by the community. With a bit of luck, their dream will be turned into reality - or they will be helped to do so. True to the motto: "You make it real!" On the wish portal, even small wishes have great significance: users can immediately benefit from exclusive discounts and special offers from Valiant partners.

Maxomedia is responsible for the idea, the concept and the entire technical implementation of the youth platform. The agency has developed a modern, highly recognizable appearance tailored to the target group. Thanks to the responsive design, the site was adapted to the mobile surfing behavior of young people.
 

Just over 20 percent of CEOs write blogs and tweets, while the rest hire ghostwriters or write nothing at all for the Internet. In general, dialog-based online communication is still not very widespread among executives. Many companies have a communications strategy for social media, but in most cases it is not yet an integral part of the overall strategy. These are three current findings of the global Grayling Pulse study.

Digital communication is mandatory

More than 70 percent of companies worldwide have a strategy for their communications activities in various online channels. Only 22 percent of respondents reported a complete lack of an online strategy. Companies in Western Europe are more strategic about online communications than those in Central and Eastern Europe and Eurasia. Naturally, digital communication plays the biggest role in technology, media and telecommunications companies; 83 percent of these companies have a digital strategy. In transportation, automotive and logistics, this is the case in 60 percent of companies. "This result clearly proves that social media communication has become mandatory rather than optional for companies," says Grayling Managing Director Stephan Oehen.

Stepchild treatment - potential underestimated

Globally, only 39 percent of respondents say their digital strategy is embedded in the company's overarching communications strategy. "Considering the enormous speed with which information spreads across the board in the online world, this figure is surprisingly low. Nowhere else are contradictory or inconsistent messages exposed more quickly. That's why a social media strategy that is integrated into the company's overall communications strategy is indispensable," Oehen is convinced.

Executives hardly represented in social media

According to the latest Grayling Pulse study, only 23 percent of CEOs are active in social media themselves. Just under 27 percent seek support from ghostwriters for their presence on various dialog platforms, while 44 percent forgo communication via Facebook, Twitter and blogs altogether. Oehen: "For executives, social media communication is a question of setting priorities and managing resources. Writing texts and reading and commenting on other people's messages takes time, of course. Time that is often not available at management level. However, entering into direct dialog with relevant target groups opens up completely new possibilities for positioning the company, its products and the leadership personality - as long as authenticity is maintained. If not, digital silence is often the better recommendation."

 

According to lawyer Ralf Höcker, the list, which is part of Kachelmann's book "Law and Justice" in a non-updated form, only includes a fraction of the articles that were banned. He explained to Bildblog.de that, among other things, "hundreds of cease-and-desist declarations" that media outlets announced following warnings were not listed. Nevertheless, the published list includes 91 articles whose publication and dissemination were prohibited by the courts in connection with the "Kachelmann case".

The numerous German titles also include two representatives from Switzerland: According to the list, Blick Online was banned from describing Kachelmann's alleged sexual practices by the Cologne Regional Court, as the medium can also be read in Germany. Blick.ch was also banned from publishing Kachelmann's vacation photos from a trip to Canada, according to the list. 20 Minuten was targeted by his legal representatives in connection with statements about Kachelmann's state of health. In that case, however, part of the injunction was later waived and the injunction issued by way of a default judgment was recognized as the final settlement.

The complete list can be found at Bildblog.com
 

Mount winter tires, store summer tires; and in spring, the same procedure in reverse order. But when changing tires, who thinks about the noise that car tires make? About the fuel that tires could save? Or of the braking properties that these or those tires possess? According to the agency, tires are not an issue for many people.

Ignorance and lack of concern among motorists when it comes to tires are the logical starting point for the national awareness campaign, which is being launched in parallel with the "tire label" introduced in Europe on November 1, 2012. The senders are the Federal Office of Energy, the Federal Office for the Environment, the Federal Roads Office together with the most important industry organizations.

JBL und Partner is responsible for concept and realization; the agency won the mandate in a competitive presentation at the beginning of the year. In the choice of media, the Solothurn-based company is relying on broad impact on the one hand and in-depth information on the other: TV commercials, posters, Landing pageWeb applications, information brochures, flyers and POS and PR activities put the focus on the topic of tires, make the tire label known as an information and advisory tool and motivate motorists and the trade to buy and sell the best possible tires in the future: safe, quiet and energy-efficient tires that reduce accidents, save fuel and money and, thanks to lower noise emissions, provide a plus in quality of life.

Responsible at SFOE, Bafu and Astra: Chantal Purro (overall responsibility), Gabriella Zinke, Hermann Scherrer, Dominique Schneuwly, Thomas Rohrbach. Responsible at JBL and Partner: Andy Wüthrich (CD/text), Christoph Biedermann (CD/art), Heinrich Breiter (image/multimedia), Urs Zenger (consulting), Roland Tanner (production), Andris Linz (web). Film production: Insertfilm, Solothurn.

 

Schreier reports directly to Executive Chairman Erwin Stoller, according to a statement. In addition to a degree in German, psychology and art history, she successfully completed the EMBA at the University of Zurich in 2008. Previously, Cornelia Schreier was a member of the management team at the City of Zurich's Civil Engineering Office, where she was responsible for communications. She gained her experience in industry, as a consultant and member of the executive board at Farner, among others, as a journalist, and as managing partner/owner of Schreier & Haussmann Corporate Communications.

The customer journey is being measured across all channels for the first time at CSS. In addition to digital channels (SEO / SEA / Display / Affiliate / Direct-TypIns), the return of the TV campaign is now also integrated. The measurement takes place within a 10-minute time window
immediately after the TV ad is broadcast. On this basis, the influence of a push channel (TV / display) on pull channels (search) and direct access to the website is measured. Corresponding entry and exit points for lead and sales generation can thus be precisely assigned.

This makes the customer journey highly transparent. The findings form the basis for better allocation of channel budgets and optimization of communication. The House Agency focuses on merging online/offline with the aim of massively increasing the efficiency of campaigns. "In Switzerland, only single-channel tracking has been used so far," explains Nico Podgorny from The House Agency to Werbewoche.ch. "Cross-channel measurements were carried out manually or by instinct and did not allow any conclusions to be drawn as to how the individual channels were cross-fertilizing each other."