Although the newspaper had received many positive reviews and had also performed well on Facebook, its paid circulation fell «short of expectations.» The New Day had launched at the end of February (Werbewoche.ch reported). It was the first new daily newspaper to be launched in the United Kingdom in 30 years. The owners of Trinity Mirror, which also publishes the Daily Mirror, hoped to appeal to both men and women with a largely apolitical mix of consumer and lifestyle topics and to win back readers who had stopped buying newspapers. At the end of March, the print edition of the long-established British newspaper The Independent had already been discontinued. Only an online edition remains. Like many other newspapers, the paper had suffered from declining circulation. (SDA)

By engaging BSSM, the Communications Department of the University Hospital of Basel sought to implement a strategic shift in its reporting. The previous, largely analog communication approach was to be replaced by a completely new concept that includes a comprehensive online component and offers a diverse range of media formats. The 2015 Annual Report is available exclusively online. Organized by division, the top level provides quick readers with a summary of the results. Those interested can find more in-depth information—such as quality reports, background reports, and PDFs with detailed information—on a second level. The University Hospital Basel still publishes the financial report and corporate governance information in print. Thanks to the comprehensive shift to online platforms, the print volume has been reduced from over 300 to 70 pages.

AnnualReport.unispital-basel.ch/15/

Responsible at the University Hospital Basel: Sabina Heuss, Angela Roos (overall responsibility); Alma Buchli (responsible for online content). Responsible at BSSM advertising agency, Basel: Urs Schneider (CD); Pascal Rehmann (AD); Hannes Müller, Hanspeter Brugger (Copy); Daniel Bard (Screen Design); Daniela Geiser (Desktop); Philipp Buser (Consulting); Imke Fichtner (Production); Lukas Film (Video); Derek Li Wan Po (Photography); 4eyes (Programming).
 

By Walter Weder, Media Research Group

Some «experts» believe that the media agency is a thing of the past. However, developments in the Swiss advertising market over the past few years, at least, paint a completely different picture. The number of the top 750 advertisers working with a media agency has surpassed the 500 mark for the first time this year. In 2014, the figure was 457 (60.9 percent); last year, it was 485 (64.7 percent); and now, in 2016, it has already reached 511 (68.1 percent). Of these, slightly more than half (52.5 percent) work with a media agency that belongs to an international network, while 47.5 percent work with a national media agency.

The Media Agencies Rating, which has been conducted by the Media Research Group since 2003 among the top 750 advertisers in the Swiss advertising market, consists, on the one hand, of questions on which all advertisers are allowed to comment (brand awareness, overall impression, and recommendations) as well as questions about specific agency services (strategy, creativity, consulting, and media buying), which may only be answered by those who actually use these services as clients of the agency being evaluated. The former reflect an agency’s growth potential, while the latter reflect client satisfaction with their agency.

Mediaschneider and Mediatonic are the best-known media agencies in the Swiss advertising market

When asked a question designed to determine an agency's name recognition, the respondent can provide information about any media agency,

– he knows what this agency stands for,
– he is familiar with some of this agency's projects/clients,
– he only knows this agency by name, or
– He doesn't know anything about that agency.

Mediaschneider remains the best-known Swiss media agency, but it has lost some of its absolute dominance. While 91 clients said a year ago that they knew exactly what this agency stands for, only 76 said the same in 2016.

A year ago, 50 clients said this about Mediatonic. Now there are already 61. The two best-known media agencies in the Swiss advertising market are therefore agencies not affiliated with an international network. They are followed in third through sixth place exclusively by network agencies (OMD, Havas Media, ZenithOptimedia, Mindshare).

Mediaschneider and Mediatonic are the most frequently recommended

The picture is practically the same when we ask clients which agency they would recommend to a colleague. mediaschneider is most frequently recommended to a colleague. But here, too, it has lost its big lead. Last year, mediaschneider was recommended by 67 clients, in 2016 only by 55. mediatonic is getting closer here too. In 2015, mediatonic received 49 recommendations, now it has 51. All other agencies receive less than half as many recommendations as the two frontrunners.

The overall picture of the assessment is characterized by great stability

The average score for the overall impression of all agencies remained exactly the same as last year at 7.55 points. This is despite the fact that some agencies saw strong gains (PHD +0.56 and Mediakanzlei +0.32), while others suffered significant losses in some cases.

There were also extremely minor changes in the average scores for the four categories: strategy, creativity, consulting, and media buying. The score for strategy remained exactly the same as in 2014 (8.37). The score for creativity has declined slightly, by 0.01 (7.64). Media agencies have improved very slightly in media buying (by 0.04 to 8.63). However, in the area of consulting, they have now suffered a decline for the second time in a row (down -0.18 to 8.43).

The same agencies are on the podium as last year

As has been the case every year since the “Media Agencies” agency rating was first published in 2003, mediaschneider has once again claimed the top spot on the podium this year. The victory is clear, but not quite as overwhelming as last year’s. The total score across all 7 categories has declined slightly, by 0.31 points, but remains well above the 2014 score (5.83).

Mediatonic, the perennial runner-up, managed to narrow the gap with mediaschneider by 0.8 points, but still trails by 4.2 points. Things get interesting starting with third place. Havas Media has closed the gap on Mediatonic by 2.8 points while simultaneously extending its lead over fourth-place Konnex by 2.0 points. The top three spots thus appear to be firmly established for the foreseeable future. The top three agencies did not achieve their high rankings simply because they were rated by only a few „favorable“ clients. Quite the opposite is true. They are all among the most frequently rated agencies. Mediatonic, for example, has 49 client reviews.

The 2016 Agency Rating lists 16 media agencies. New additions include mediafactor and PHD. Both have, for the first time, met the required minimum of 10 evaluations from their own clients. Agencies not listed here have not met this requirement.

Media Cutter 60.20
Mediatonic 55.98
Havas Media 53.34
Konnex 51.01
Mediaplus 50.68
ZipMedia 50.32
OMD 50.22
Media Law Firm 48.02
The Generation Media 47.26
Mediafactor 46.92
TWMedia 45.83
MediaCom 45.61
Mindshare 45.19
Carat 43.66
ZenithOptimedia 42.97
PHD 41.65

Mediatonic – in 2nd place with a balanced score sheet

Because mediaschneider’s overall score dropped by 0.31 points while Mediatonic gained 0.5 points, Mediatonic closed the gap on mediaschneider once again. When asked about overall impression, Mediatonic achieved the highest score of all media agencies at 8.89 and ranked among the top three in each of the four individual performance categories surveyed: strategy, creativity, consulting, and media buying. Mediatonic has thus been the «agency with the most satisfied clients» since 2013.

Havas Media is the best network agency

The top duo of the Swiss media agency scene is completed by Havas Media, which is the only one that can keep up with these two. In contrast to them, Havas Media was able to improve its overall score by 3.32 points in 2016. In 2014, Havas Media was still 0.96 points behind Konnex in fifth place. Last year, it made it onto the podium, 0.33 points ahead of ZIP Media. In 2016, it was able to consolidate its place on the podium. Its lead over 4th place is now 2.33 points. As always in recent years, Havas Media is therefore also the best network agency; once again ahead of OMD.

Konnex, Mediaplus, and Zipmedia—the closest competitors

In fourth through sixth place are three other national media agencies: Konnex, Mediaplus, and ZipMedia. Konnex and ZipMedia have ranked higher in the past, while this is the first time Mediaplus has placed this high. All three have improved their scores, with Mediaplus showing the greatest increase (+3.4 points).

Konnex received the highest score of all agencies for strategy. ZipMedia took first place in two disciplines (consulting and media buying) and also achieved the third-highest score for overall impression. Mediaplus made it onto the podium as the third-best agency in consulting and otherwise secured its top position thanks to a well-balanced performance across all disciplines.

OMD with the largest increase in points

OMD ranked fourth in the 2013 agency rankings, slipped to sixth in 2014, and fell as low as tenth last year. In 2016, it regained its former strength, gaining 4.73 points—the most of any agency—and climbed back up to 7th place. It did not achieve this turnaround simply because fewer clients submitted their ratings. On the contrary. OMD was rated by 31 clients (the third-highest number among all agencies).

National media agencies also in the next four places

In spots 8 through 11, four more national media agencies follow: Mediakanzlei, The Generation Media, Mediafactor, and TWmedia. Mediakanzlei received the highest score for creativity, with 8.77 points. This puts it 1.23 points above the average score for all agencies. The second-highest score (8.62 points) for creativity went to Mediafactor, which was included in the agency ranking for the first time in 2016. The third-highest score (8.45 points) went to The Generation Media, which also took third place for its media buying.

The network agencies are lagging behind

With the exception of Havas Media, which ranked third, and OMD, which ranked seventh, the major network agencies failed to make an impression in this ranking. They occupy the lower ranks or did not even meet the requirements to be included in the ranking. This is not due to a lack of name recognition, as all of the well-known network agencies are found in the top half of the rankings. This unfortunate situation can be remedied primarily by improving their own performance and communicating it effectively.

About the study

In 2016, 352 of the 750 advertisers surveyed participated in the Advertising Market Study, which serves as the basis for the Agency Rating. Of these, 335 answered the Agency Rating questionnaire. A total of 23 agencies were surveyed. Sixteen were rated by at least 10 clients and thus met the requirements for publication of the results. The survey was conducted by the Media Research Group from mid-January through the end of February.

Additional findings from the advertising market study are available here: Mediaresearchgroup.ch
 

Werbewoche: Hans-Georg Häusel, decisions happen in the brain largely unconsciously and always emotionally. So is it illusory to try to influence purchasing decisions with marketing measures?
Hans-Georg Häusel: No. Of course, I often have no influence on what is unconsciously absorbed by the brain. But our brain - including the consumer brain - takes in stimuli from the environment, and advertising is one of these stimuli. What the brain then does with these stimuli runs unconsciously, but can still influence decisions.

But if the gut is our brain, how is it possible to influence purchasing decisions in a targeted way?
That's possible, even if you can't turn the consumer into a puppet. The consumer, the customer, will always remain a bit of a closed book, and we should have no illusions about that. We can't predict reactions one hundred percent. That's because we're not dealing with a blank brain, but with a human being who, in many ways, is a
areas has quite a lot of prior experience, and this prior experience initially eludes your marketing measures. But if you do it right, you can reinforce behavioral and thus buying tendencies.

There is not THE customer, THE buying behavior: What can marketers and advertisers base the development of communication measures on anyway?
First of all, you have to know how communication works in the brain, which emotion systems there are, how perception works and which stimuli work and which do not. What can I do to emotionalize? How can I create attention for my message? Brain research can answer these questions. But in all of this, of course, it's about making it all purposeful, and that brings us to the question of target audience. There are several dimensions to the target audience. Social dimensions: What milieu is someone growing up in? Neurobiological dimensions: Age and gender. Neuropsychological dimensions: What is the consumer's emotional makeup? And cultural dimensions: What cultural background does the consumer come from? There are a number of influencing factors that determine whether what a marketer comes up with is relevant or not.

Can you give a concrete example to illustrate how to do clever neuromarketing?
So, we always start by assuming that emotions are the main deciders - but they're not the only ones, I'd like to emphasize, because social factors are often just as important. For example, I consider: I want to approach a young man between the ages of 20 and 30. Then I know very well that his testosterone and dopamine levels in the brain are relatively high and that he is very adventurous. So my stimuli have to be loud and they can definitely be charged with sexual components. If you deliver on that, you're already going to resonate relatively well with this target audience. If you send the same message to an older 65-year-old lady, you'll reap indignation and she'll say, "That's way too loud and way too violent for me.

If there is not THE customer, can advertising and marketing even target larger groups of customers?
It depends on what your product is. Example: Take two brands from the automotive sector, for example Volkswagen and Porsche. VW is a brand that also appeals to an extremely broad target group in its communication. VW makes cars for old and young, for families and individualists, there's something for everyone. Accordingly, VW's overall communication is very broadly based. You find the opposite at Porsche. Porsche targets only one basic emotional type, and that is the one with a pronounced dominance system, i.e., a desire for career, power, status, and assertion. We call this type "performer. And it is precisely for this performer that Porsche builds its cars, the Boxter for the young performer and the Panamera or Cayenne for the old performer. And communication is focused accordingly.

How exactly do I need to know my customer to be able to influence his buying behavior?
I have to know who my target customer is, who I want to address. Then I can still decide whether I want to shoot a bullet or whether it's better to shoot buckshot, because my product is not particularly target group-oriented, as we've just seen with the Volkswagen example. In many areas, you have an extremely broad target group, but in areas like lifestyle, the target groups are much narrower. But I have to know that beforehand. I have to know what kind of gun I'm going to take out of my cabinet - do I get the shotgun or the rifle - but for that I have to know in advance who my target is.

How can you seduce customers? Where are the "buy buttons"?
If I know who my customer is and which emotional fields they are at home in, then I can align the language with that, I can base the imagery on that, I can base my advertising messages on that, I can align my social media activities with that - in other words, I stage my product in such a way that it fits exactly into this emotional funnel that belongs to their personality. That can be very pointed, as with Porsche, but it can also be the case that I take messages that many people like equally and that are not particularly target group-oriented. If you show a nice ideal world, everyone wants it. So you can control whether your message is emotionally relevant or not. But that's how you can influence probabilities, not predict certain outcomes.

And how can consumers prevent a button from being pushed on them?
To do this, you need to know how the providers shoot.

You have a very defensive vocabulary, you use "shoot", "gun", "perpetrator", "victim" - is marketing a struggle?
No, but we're in competition. And competition can be playful or a Champions League game. But that's also fun.

Does it depend on the product how well you can arouse desire for it? Does chocolate sell more easily than detergent?
Yes, of course, it always depends on whether the product has some kind of rewarding aspect or is part of a daily ritual. Detergent tends to be part of a daily ritual, chocolate is a reward. And if the product then goes into the distinction line, i.e. enables you to have status, then of course a lot more desire arises. Products often also have a social communication function; with the iPhone 7, for example, you demonstrate a penchant for individualism. But not all products have a social communication function: detergent has none at all, toilet paper none at all, chocolate some of the time, even the wine you serve your guests already has a social communication. And the more emotional worlds there are behind a product, the more the consumer is willing to pay money for it. Detergent triggers low reward, chocolate triggers medium reward.

What tips do you give to makers of detergent commercials - the most awful commercials of all - that are eerily annoying, especially on evening programming?
You are on the wrong track with this assessment. Because here you have to ask exactly: For whom? I assume that you are well educated as a journalist and are rather individualistic. For you, doing the laundry is probably also more of a punishment. So you don't belong to the group of people who are actually interested in laundry detergents. However, there is a group of consumers - especially female consumers - that should not be underestimated, who do not see washing as a punishment, but rather as part of their life fulfillment. That's about 35 percent of all women. They tend to be passive, conservative, we call them harmonizers. For them, of course, laundry detergent has a completely different meaning than it does for the two of us. That's why these commercials run in the evening program: That's where they all sit! In return, they won't see much detergent advertising in digital media. A second group, the traditionalists, are also responsive to detergent advertising.

What do "stinginess is cool" from Saturn and "I'm not stupid" from Media Markt do to the recipient's brain? Why does such advertising work?
Here, too, we need to see the coding of Saturn and Media Markt; which core target group are you addressing? The emotional core target group here is 70 percent men between the ages of 20 and 35. These are the ones with testosterone and dopamine, loud and aggressive, already a bit brutal, that's exactly the world that suits this target group and that the advertising is also aimed at. What is particularly exciting in the case of Media Markt is that Media Markt belongs to the Metro Group, which also owns the Real hypermarkets, which serve a completely different target group, more our harmonizers. And the Real stores put exactly the same polarity as Media Markt into their advertising a few years ago. The result was disastrous. Because the advertising did not hit the world of the target group. What works well at Media Markt, this testosterone-fueled advertising, doesn't work exactly there.

You advise medium-sized companies and corporations on marketing and sales. Can you give me an example of an assignment in which neuromarketing brought about a turnaround and finally resulted in entrepreneurial success?
I would like to tell you about a project that the Nymphenburg Group has undertaken together with the Vorarlberg company Zumtobel: Zumtobel is one of the largest and most high-profile lighting manufacturers in the world. We measured the emotional impact of light for Zumtobel, using neurophysiological means, i.e. we surveyed acceptance and rejection. This is how we found out that different emotional types have different light preferences. So if you are more in the harmony and balance zone, you look for a different lighting atmosphere than if you are hedonistic or performance-oriented. Together with a large German fashion chain, we then looked at which target groups you actually serve, which is the core target group, and then we aligned the light in the stores precisely to the core target group. The effect: ten percent more sales. (More about the study)

What can salespeople learn from brain research?
You can read about that in my book "Topseller". Perhaps a brief summary. What does the sales process look like from the perspective of brain research? The first topic would be how body language is created and what I can already do on the nonverbal level to trigger trust in the customer's brain. The second topic is how I find out what my customer really wants. There are magic questions that virtually ask the customer what he wants and with which you trigger the right actions at the same time. And the third topic is how I present my product arguments in such a way that I really trigger product desirability - in other words, what do the language and multisensory elements have to look like? And the fourth topic would be: What can I do to speed up the decision or move the customer toward the decision so that the sales conversation doesn't end up completely open-ended? Brain research can contribute quite a bit to this.

So in essence, it's about consciously dealing with the unconscious or subconscious.
Exactly, recognizing and sending out signals. These instruments have been used forever and brain research did not invent all this. But it can show and explain what works and what doesn't and why something works. We can use this to target advertising and sales. If you know that something works and why, you are simply better off than if you only suspect that it might work.

In which direction do you think marketing is developing in 2016?
Of course, you almost can't hear it anymore, digitization continues, that's one part. But our brain still remains the old one. I think we all have to be aware of the digital possibilities - but we also always have to ask ourselves in front of which and for which brain this is taking place. And only when we know how the brain reacts to digital media can we use these possibilities properly. Sure, all areas are becoming more and more digital, the media itself, retail, print is decreasing, online is increasing, digital commerce is outpacing retail - but still, everything has to be implemented in a brain-friendly way with the possibilities of the individual channels. That is the wish I would have in 2016, 2017 and 2018.

Interview: Anne-Friederike Heinrich

In a nutshell

Hans-Georg Häusel holds a doctorate in psychology and is a thought leader in neuromarketing. He is one of the leading international experts in marketing, sales and management brain research. As a brain researcher with many years of consulting experience, Häusel knows where the many small unconscious purchase buttons are located in customers, what distinguishes customers from one another and how to win them over. He shows managers how motivation and leadership really work from the brain's point of view and what makes companies successful. Häusel is a sought-after keynote speaker both nationally and internationally. He has received the Excellence Award as one of the best speakers in the German-speaking world. Together with the Haufe publishing group and the Nymphenburg Group, Häusel also organizes the largest European neuromarketing congress every year. Häusel is a lecturer at the Hochschule für Wirtschaft in Zurich and works as a senior partner for Gruppe Nymphenburg Consult.

Haeusel.com
 

This interview already appeared in the Werbewoche "Branchenreport Marketin", which was sent to our subscribers with Werbewoche 4/16.

The industry report is a new, 16-page special publication that appears six times a year under the label Werbewoche and takes a very targeted look at various sections of our industry. The first industry report on marketing was published on February 26. The Werbewoche industry report "Advertising" is published on "Advertising Day" with the "Werbewoche Advertiser of the Year 2016" and reaches Werbewoche subscribers and recipients of the KS/CS member magazine "Monitor" as well as participants in Lausanne as a separate issue. Use this platform to put yourself as an advertiser in the focus of an entire industry - more information at Werbewoche.ch/advertising-in-the-advertising-week

2210 participants from all over Switzerland took on the 42.195 km course despite the cold and wet weather. Rico Peter, bobsledder and Aargau Sportsman of the Year, fired the starting gun at 9 a.m. in Schachen Aarau. 670 individual runners and more than 500 teams of 2 and 4 took part in the marathon, cheered on by numerous spectators along the route.

The finish area in Brugger Schachen became a festival mile. The Runner's Village offered various exhibition stands, exciting activities and a large festival restaurant for the more than 4,000 spectators. The official welcome was given by Alex Hürzeler, Aargau Cantonal Councillor and Head of the Department of Education, Culture and Sport (BKS) and Daniel Moser, Mayor of Brugg. Young athletes were also catered for: in the 421m "KidsRun" (one hundredth of the marathon distance), almost 100 little "racing mice", "bunnies" and "cougars" raced against each other on Saturday afternoon.

Schaerer und Partner responsible for organization, marketing and sponsoring
For Schaerer und Partner, the Aargau Marathon is the first in-house project to be launched with the support of the sponsors Hirslanden Klinik Aarau (presenting partner) and the three main partners IBB, Valiant and Salming, as well as numerous other partners and sponsors.

The agency was able to demonstrate its expertise and efficiency in all communication disciplines: From sponsoring, marketing, design, media relations and the online concept to the complete organization of the event.

Responsible at Schaerer and Partner: Barbara Egloff (management of the Aargau Marathon Association), Andi Schaerer and Sandra Kohler (overall responsibility and media relations), Samuel Keller (sport), Patrick Crivellari (creation and graphics), Daniel Rist (event).
 

We present the three nominees in Monday's newsletter and in Advertising Week 8/16, which will be published on Monday.

Take this opportunity to help determine who will be the 2016 Werbewoche Advertiser of the Year. Eligible to vote are exclusively subscribers of Werbewoche. So for your choice you need your subscription number, which you will find on the slide in which the advertising week is sent. Alternatively, our subscription department will be happy to help you. Phone: 0844 226 226, Mail: [email protected].

Your voice carries weight - so don't miss out!

The "International Day of Struggle of the Working Class" is truly the right date for a trade union website to go live. The Swiss Association of Public Service Employees seized the opportunity: on the Friday before May 1, the Vpod's new German-language website went online, along with the new websites of all German-speaking sections.

The aim of the new Vpod website was a "concentration of forces". Previously, some Vpod sections operated their own websites, while others were content with subpages on the union's national website. With the conception of the Vpod site as a portal, the regional and branch associations now have independent subsites under the umbrella of the national organization, can design their own web presences and still benefit from portal-wide functions such as news, calendar with registration forms or online petitions. There is also the option of integrating "global content" from the national organization into the regional sites, which reduces the maintenance effort for central information sections such as the "Service for members" or the "Votes and slogans" pages, as well as facilitating the transfer of national content and campaigns.

The Vpod portal was designed and implemented by the Zurich-based internet and media agency Update on the basis of the association solution "Verbands.net", an agency-owned further development of the content management framework "Processwire" with ready-made solutions and structures for clubs, associations and foundations. Thanks to "responsive design" techniques, the page content is compiled according to the size of the displaying screen. This means that the pages of the new Vpod portal can be used optimally on smartphones, tablets, PCs and televisions.

Responsible at the Vpod: Tanja Lantz, Natascha Wey, Georg Christen. Responsible at Update: Hans Ott, Markus Koch (project management); Markus Hasler (design); Markus Koch, Philipp Urlich (technology).
 

The campaign is once again supported by the popular scratch-off tickets, with which there are great instant prizes to be won. Few customers are aware that a wide selection of high-quality Swiss-made bread is available in the 116 participating Avec Shops. The Avec stores are open until late in the evening, so customers can still get their crusty fresh loaf or roll even at a late hour.

During the campaign period, the bread buyer receives 2 scratch-off tickets for every monthly bread purchased in May (chia bread). For all other large loaves, as well as for specially marked products, the customer will receive 1 lottery ticket each. In this way, a total of 200'000 attractive instant prizes will be raffled off in just 3 weeks. In addition as main profits 10 Gourmet Kochkurse for 2 persons each wave. Anyone can take part at www.Avecch/win. Discover the world of bread!
This campaign was conceived and created together with the agency Zeitgeist Kommunikations AG. Under the guiding idea "Your bread for all occasions... ...freshly baked until closing time", a key visual for the campaign was developed and shot, which generally refers to Avec's bread competence.

Various communication measures were realized: Posters, scratch cards, wobblers as well as web and Facebook support.

Responsible at Valora Switzerland: Violetta Ziehlke and Lucia Rosendo (Marketing Valora Retail). Responsible at Zeitgeist: Brigitte Naschberger (Senior Account Director), Jacqueline Betschart (Junior Account Manager), Birgit Mühleder (Junior Art Director).  Photos: Leu & Partner and Carmen Baumgärtner, Design Assistance (Art Direction).

 

This time, the product is aimed at a specialist audience - unlike previous collaborations between Minz and the cantonal archaeology department (Werbewoche.ch reported).

On a total of around 750 pages, the archaeologists scientifically describe their excavations, as well as the investigations of houses from the first floor to the gable and church buildings. The three volumes are richly illustrated with archaeological drawings and photographic catalogs of finds with detailed descriptions. The work will primarily appeal to experts, who will hopefully also enjoy its design, as the agency writes. It was exciting for us designers to immerse ourselves in the world of archaeology and at the same time contribute our specialist know-how. They were particularly pleased that graphics and typography were also important to the archaeologists.

The Bern building insurance company insures all of the approximately 400,000 buildings in the canton against fire and natural hazards on a mandatory basis. For most homeowners, however, the installation of a lightning protection system is voluntary. At the same time, every third fire damage in the canton of Berne is caused by lightning. The GVB wants to address and change this fact with its current prevention campaign. Anyone who has a protection system installed receives a contribution towards the costs of up to 2,500 francs. GVB's locally based home experts are also available for free advice on "lightning-fast" lightning protection.

To draw attention to the danger of lightning, charred boards symbolize the possible effects of an impact. Particularly evident in a series of three poster stands, two of which are charred, while on the third the resolution is made via the KeyVisual with the house expert.

In the media mix, In Flagranti Communication relies on the proven, hyperlocal strategy with ads in regional print media, thematically consistently designed posters (full designs, floor stickers and hanging boxes including info flyers and PassengerTV), and billboards. The advertising campaign for Passenger TV and the theme page Gvb.ch/flash realized spot shows in a tongue-in-cheek way how safe mascot "Benno" and the home expert can feel thanks to the lightning protection system.

Responsible at the building insurance Bern: Stephanie Kriesel, Head of Communications; Anja Méroz, Communications Specialist. Responsible for concept, strategy and realization: In Flagranti communication.

«But instead, she filleted me, served me up for tea to a deranged despot, and turned me into a German Ai Weiwei,» said the 35-year-old ZDF host and Grimme Award winner, who had previously said little about the controversy surrounding his poem.

 

Now Böhmermann seriously thinks he's Ai Weiwei. So either he's completely out of his mind, or I am!

— Jan Böhmermann (@janboehm) May 3, 2016

Böhmermann made this statement to the weekly newspaper *Die Zeit* (May 4 issue). On Tuesday, Zeit Online published an advance excerpt from it. At the end of March, on his satirical TV show «Neo Magazin Royale» (ZDFneo), Böhmermann had read a poem about Turkish President Recep Tayyip Erdogan that contained language aimed below the belt. Erdogan filed a criminal complaint for defamation. The Turkish government approached the German government with a formal request for criminal prosecution under Section 103 of the Criminal Code. The section criminalizes insults against organs and representatives of foreign states. For prosecution to proceed, the government must grant authorization. It did so in this case. It is not yet clear whether a trial will actually be initiated. Chancellor Merkel had also initially described Böhmermann’s poem as «deliberately offensive.» She later commented: „In hindsight, that was a mistake.» (SDA)

 

 

According to a statement on Tuesday, they are responding to media and media usage developments and the industry's desire for comprehensive intermedia data and advertising reach. At the heart of the assignment is the development and design of an organization jointly supported by WEMF and Mediapulse for the comprehensive, cross-genre procurement, dissemination and analysis of online-based media usage data. The "Swiss Media Data Hub" project is to take on technical and organizational contours in the coming weeks and will be presented to interested industry representatives and media at an information event before the end of summer 2016. Wemf has been calculating how the media are used in Switzerland since 1964. Mediapulse measures the official key figures for radio and television use on behalf of the federal government. (SDA)