Guests from the Nordic countries (Denmark, Finland, Norway and Sweden) have a high affinity for key strengths of Switzerland as a tourist destination - for example, snow sports, outdoor activities and meetings - and are characterized by high purchasing power and lower price sensitivity by European standards. That is why ST has decided to intensify the development of these markets and expand its presence.

In order to seize these opportunities in the Nordic countries, ST wants to focus its local approach even more on the most promising target groups. To this end, it is creating the position of Market Manager, who will lead the existing team in Stockholm and be responsible for marketing for the entire region.

ST was able to win Adrien Genier as market manager: He has been working for ST in São Paulo as Market Manager Brazil since April 2012 and was named one of the country's 25 most innovative tourism entrepreneurs in 2015 by Panrotas, Brazil's leading tourism trade magazine. The 38-year-old knows Switzerland as a tourism product like the back of his hand: The graduate in business administration with an MBA in tourism management was a research assistant at the Lausanne Hotel Management School in 2004 before becoming director of Estavayer-le-Lac / Payerne Tourisme. As a sideline, Genier was, among other things, a member of the board of the Lake Geneva Region Tourism Association.

Genier will take up his new position in Stockholm on September 1, 2016. The position of store manager Brazil will be filled at a later date.

Christoph Fisch will become Head of Production as of May 1, 2016. He will take over the management of the production editorial team from Colette Gradwohl, deputy editor-in-chief and head of the weekend edition of the Neue Zürcher Zeitung. The upgrading of the production editorial team to a separate department reflects the importance of the final editorial team for the newspaper.

Christoph Fisch has been working for the Neue Zürcher Zeitung for twenty years. He started out as a service editor in the Zurich section and then became sports editor for many years. His reports on cycling, doping and the socio-political significance of sport, particularly in the USA, stand out from this period. From October 2014, he was a member of the project team for the relaunch of the NZZ last August and was responsible for other print and e-paper projects. Christoph Fisch has been daily manager since 2015. He will continue in this role and will also continue to be involved in the planning, design and editing of the Weekend Bund, which is published on Fridays.

Fisch was born in Zurich in 1961. After an exchange year in San Francisco, he studied German, Romance languages and literature and journalism in Zurich. He then worked as a journalist for the Tages-Anzeiger and as a freelance foreign correspondent in Canada before joining the Neue Zürcher Zeitung in 1996. Fisch is the father of three grown-up sons.
 

Following its acquisition at the beginning of the year, Scout24 Switzerland recently integrated the online platform Gratis-Inserate.ch into the classifieds portal Anibis.ch. The offering on Anibis.ch has thus grown by around 60,000 advertisements - over 1 million ads are currently published on Anibis.ch. "The integration in such a short time was a major technical challenge. I am very pleased that everything went smoothly and that we are able to welcome the users of Gratis-Inserate.ch to our site," says a delighted Patrik Hagi, Director Anibis.ch. In addition to the large selection of sales offers, users will also benefit from the greatly increased reach of their advertisements.

In total, anibis.ch recorded around 9.3 million visits last month. More than half of these were visits from smartphones or tablets. Since recently, offers can also be advertised on Anibis.ch via these mobile devices - directly via iOS and Android app.

Anibis.ch also launched a new campaign a few days ago. With the short and concise slogans "Chaufs eifach" and "Verchaufs eifach", the variety of the leading Swiss classifieds portal is advertised in TV commercials. The clips show Mr. and Mrs. Swiss in various everyday situations. The focus is on how uncomplicated it is to buy or sell on Anibis.ch. Online advertising media accompany the offline measures.

Anibis.ch was founded in Lausanne in 2004 and acquired by Ringier Digital in 2009. Since 2014, Anibis.ch has been a brand of Scout24 Switzerland, which is 56 percent owned by Ringier Digital and 44 percent by international investor Kohlberg Kravis Roberts (KKR). (pd/hae)

 

"The rediscovery of an old brewing tradition: dark gold in color, full-bodied, distinctive and with a mild malt character: this is how Bergedorf beer reveals its origins," reads the Bergedorferbier.de. Sounds like an intense taste experience. And with the campaign that Jung von Matt is presenting to us here, nothing stands in the way of drinking pleasure. Except perhaps the physical distance: "Available in the Bergedorf region from well-stocked specialist retailers in packs of six". Not a stone's throw, but still... (hae)

In keeping with the historical template, a striking key visual was created that is used in print ads, posters, e-panels, online banners as well as on social media channels.

The special exhibition at the Spielzeug Welten Museum in Basel features around 150 enamel and tin signs from the period 1890 to 1970, including Persil's "White Lady" from the 1920s and "PEZ Peppermint" from 1952, which together with three other classics from the advertising era form the key visual for the special exhibition. The campaign has been set up nationally and internationally and is already in use. The special exhibition runs from April 16 to October 9, 2016.

Responsible at the Spielzeug Welten Museum Basel: Laura Sinanovitch (overall responsibility). Responsible at BSSM advertising agency, Basel: Urs Schneider (CD); Luca Stancheris (Junior AD); Joëlle Käser (Graphics); Daniela Geiser (Desktop); Arlette Jaberg (Consulting); Imke Fichtner (Production); Nicole Lehner (Media Planning); Barbara Strebel (Media Relations); Sturm AG (Image Editing); Marcel Meier (Audiovisual Productions).

Internet gained ten points in the Gemi last month and is now at a new high of 946 points. Advertising pressure in the TV sector also increased by 7 points. Radio lost 2 points compared to the previous month, but is still average compared to recent years.

The overall market for all media remains at 240 points. The electronic media segment gained 5 points and now claims 683 points.

Ten years after the introduction of DAB+ digital reception technology, SRG is continuing to prepare for the digital radio future. In mid-November, it will optimize its offering for DAB+ digital radio and end operation of the older DAB reception technology. The switchover is being made in anticipation of the FM switch-off: If things go as planned, all Swiss radio stations will gradually switch from FM to DAB+ from 2020.

More and better reception of DAB+

Currently, 91 programs from SRG and private radio stations are available via DAB+ in Switzerland, with different numbers depending on the language region. And radio listeners can already receive all SRG programs in their respective language region on DAB+, but not all those of the other language regions. This is where SRG is improving its offering: from November 15, 2016, it will also broadcast Radio SRF 3, Couleur 3 and Rete Tre throughout Switzerland on DAB+. Thus, from mid-November, a total of seven SRG radio stations will be available nationwide via DAB+. In addition, the broadcast area of the SRF regional journals will be expanded.

Ending the parallel operation of DAB and DAB+

Since fall 2012, SRG has broadcast nine digital radio stations via both DAB and DAB+. SRG will discontinue this parallel operation as of November 15, 2016, and use the technical resources thus freed up for the expansion mentioned above. Retrofitting older devices from DAB to DAB+ It is estimated that one to two percent of radios in Switzerland are still in operation with the older DAB reception technology. Owners of such radios are advised to seek advice from specialist dealers at an early stage - individual DAB models can be upgraded to DAB+. There are no problems with FM reception, which is still available for the time being: Because DAB radios are also FM receivers, they can continue to be used for analog reception.

Geri Aebi, who chaired Wirz Group Management for over eight years and has successfully led it as CEO since 2010, will relinquish his position as CEO Group with effect from the Annual General Meeting at the end of April 2016. He will now become Vice Chairman of the Board of Directors of Wirz Partner Holding and take over the management of Wirz Services from Michael Waeber, who has left the Wirz Group as CFO.

At the same time, Switzerland's largest owner-managed communications group was able to expand its round of majority owners by three people, thus further securing the long-term independence of the Wirz Group. In addition to Geri Aebi and the existing Thomas Städeli (CEO Wirz Werbung) and Urs Binggeli (CEO Wirz Corporate), new co-owners have now taken over corresponding capital shares: Petra Dreyfus, has been with Wirz Werbung for over ten years and has been Managing Director since 2010, Livio Dainese, Executive Creative Director since the beginning of 2014 and newly CCO and thus Co-Head of Wirz Werbung since March, andJörg Bewersdorff, joined Wirz Wietlisbach Dialog in 2013 and became the new CEO at the beginning of the year.

The now six co-owners together hold the majority of the capital of the 140-strong Wirz Group, which has been wholly owned by the Swiss management and the Board of Directors since the MBO in 2005.

Geri Aebi comments: "With this step, we are ensuring that the owner-managed Wirz Group, which has been successful for many years, will continue to develop positively - led by strong personalities who are both operationally active for their customers and entrepreneurially responsible for the entire Group."
 

1. you could swap your smartphone with someone else's for a day. Would you? And if so, with whom?
Sorry. Besides Johnny Depp, Paul Smith and Karl Lagerfeld, I'm probably the only one left who doesn't own a cell phone.

2. where and how have you ever bluffed in your life?
In the early days of the agency, we were able to invite Stimorol Switzerland to an agency presentation. Without further ado, we doubled the team to six employees. Unfortunately, the supposed secretary didn't know where the coffee machine was, which irritated the client a bit. The theater blew up, but the marketing manager was visibly taken with our acting and commissioned us as the lead agency for Switzerland.

3. what was the most fun lunch partner?
The lunch with Gianna Nannini and Edoardo Bennato on the occasion of the presentation of a record cover. The location: Giorgio Moroder's private apartment in Milan. Shrill, quirky, emotional. In the middle of the table, a Murano glass turtle suspiciously watched the action.

4. what would you work for free?
Happens to me all the time.

5. was there a moment in your life when you thought: Wow. This is awesome. And it's from me!
In 1989, as art director at Publicis, I created the international Swatch campaign. This is quoted by Spanish filmmaker Pedro Almodóvar in the movie "Carne Trémula".

6. what would you not promote under any circumstances?
For the SVP.

7. what do you think about owned media?
I think that's great.

8. is the opinion true that you can't grow old in agencies, or is that a prejudice?
I'm 56. High time to ask my employees about it.

9. what is it impossible for you to do without?
To hiking. Preferably crisscrossing Europe.

10. name a campaign that has recently caught your eye in a positive way - but did not originate with you.
Ruf Lanz's campaign for the Haus Konstruktiv.

11. can you tell us a little secret?
What is Owned Media?

12. what are you determined to achieve?
The flight to Berlin to the award ceremony of the Berlinale.

13: Where do you see the biggest challenge for the advertising industry at the moment?
Do not lose humor and passion at work. True to our slogan: Business as pleasure.

Jürg Schaffhuser is CD at Velvet Creative Office. The agency he co-founded in Lucerne in 1995 manages national and international budgets. Among them numerous cultural institutions. In addition to the Schauspielhaus Hamburg and the Deutsches Theater Berlin, the current appearance for the Berlinale is causing quite a stir.

The "13 Questions" appear both online and in the print edition of Werbewoche.

Implementation 13 Questions: Thomas Häusermann

The DEF, which took place this year on Wednesday at the Park Hyatt in Zurich with over 200 interested parties, sees itself as a decisive update for innovations and the consequences of digitalization.

The 4th industrial revolution, digital transformation, disruptive economy and the positive and negative effects on the economy, jobs and society were the focus of the two-day meeting with influential international thought leaders as well as entrepreneurs, start-ups, CEOs, researchers and consultants from the digital and analog world. For futurist Gerd Leonhard, we are undergoing exponential technological change, data is the new oil and science fiction is becoming science fact. In five years' time, Leonhard predicted, a computer will have the capacity of the human brain. And the world will change more in the next 20 years than it has in the last 300.

Erik Qualman (Photo: ZVG)

Today, everything is assessed automatically, ratings are now everywhere and "privacy is dead", explained the successful American author Erik Qualman at the media roundtable. This automatically gives companies and private individuals a digital footprint or a digital stamp. All data is recorded and evaluated, from economic and personal behavior to health status and economic performance. Qualman believes that the combination of offline and online is eminent and that it is very important to actively influence the digital stamp yourself and not let it be determined from the outside. It is important to focus on what is important and simple. Break / Through CEO Reto Schnyder also made it clear that the indirect effects of digitalization are greater than the direct effects, e.g. autonomous mobility on the real estate and employment market. For German crime writer Veit Etzold, in a digital world with ever more information and ever shorter attention spans, those with a good story will still be heard, understood and bought.

Big Data and Consumer 2.0

Communications specialist Julius Van de Laar explained his strategy for US President Barack Obama's successful 2012 election campaign, which was based on big data and tools for integrated campaign management. "No matter what you do, you must remain authentic, even on social media," Van de Laar concluded his presentation. Science fiction is now reality, explained digital disruption and transformation consultant Kamales Lardi. She presented the "disruptive consumer 2.0" and essential technological trends. The consumer has changed significantly with technological innovations. The question now is to what extent producers and companies have also changed. Industries are being dragged into a digital storm and companies and start-ups that have weathered this storm are acting in a consumer-oriented manner and will have a major impact on future economic development. Brain researcher Pascal Kaufmann did not believe that independent artificial intelligence could be realized in the near future. However, he propagated so-called corporate cyborgs (a mixture of man and machine) that could be developed in Switzerland through research into artificial intelligence. The engine of the digital revolution is the human brain, Kaufmann explained.

Mastering the digital future

Andreas Krebs, Chairman of MERZ Pharmaceuticals, pointed out that no CEO of a major pharmaceutical company could currently say with conviction that their company had a digital strategy. He considered it very important that pharmaceutical companies guide patients through the digital world and bring them to the doctor via this route. In two times three business tracks, various companies demonstrated their successful approaches to mastering the digital future and in the plenary session, Ali Mahlodji gave a convincing presentation of his motivation to turn a childhood idea into a success story with the storytelling platform Whatchado.com. Behavioral economist Andreas Staub confronted the participants with non-rational decisions. He noted that social preferences remain pronounced and that digital anonymity is not relevant. People therefore remain human even online.

The DEF kicked off on Tuesday with a highly communicative Carsten Maschmeyer. In an entertaining overview of fintech and the state of the banking world, the German investor anticipated a breathtaking technological development with young, bold and innovative entrepreneurs. Maschmeyer believes that traditional banks are in danger of being left behind in the face of innovative developments outside of licensed financial services. As an investor, he concentrates on creative product makers who are more important to him than the product and their solutions for successful sales and marketing, said the dazzling entrepreneur.
 

SRF confirmed the research. Recently, the first film shoots for the clips took place in Zurich. This collaboration was made possible by the end of "Musikantenstadl" last year. The two broadcasters then discussed other forms of collaboration.

"Verstehen Sie Spass?" has been running as a Saturday evening show since 1980 and 1983 respectively. Back then, the Swiss show couple Kurt and Paola Felix presented the show. Today, the show is hosted by German comedian Guido Cantz. The last edition of the show achieved the best ratings for five years.
 

The communication measures are aimed primarily at health-conscious, young men who are not only looking for a protein-rich drink for their workout, but also a very special treat. Because unlike other protein drinks that men are familiar with from the bodybuilding world, Emmi's protein drink tastes great.

The campaign has just gone on air (print) and online in Switzerland.
Emmi Protein Drink is initially only available in Switzerland. According to the press release, Emmi is launching the product in response to the ongoing trend towards protein-rich foods with a low fat content. Until recently, protein drinks were particularly popular in the fitness scene, but today they are appreciated by more and more people both for their contribution to muscle building and for their quick satiating effect.