Anyone who takes out a "Young", "Student" or "Starter" service package from TKB can now enjoy free cinema - and also benefits from a welcome gift of six SBB night surcharges. The broad-based campaign is staged by Vitamin 2 with a concise message and dynamic key visuals. Posters around hot spots of the target group such as cinemas, shopping malls, sports facilities, schools, etc. draw attention to the exciting offer of TKB. This is accompanied by advertising in the vicinity of all TKB offices as well as offline with cinema spots, PassengerTV and hanging boxes on bus routes in the entire area of the canton of Thurgau. The awareness campaign runs online with banner ads on Cineman, Bluewin.ch and Gmx.ch - supplemented by search engine ads on Google and Facebook advertising.

Responsible at Thurgauer Kantonalbank: Thomas Gmünder, Philipp Wenk, Bettina Egger, Marco Wenger.Responsible for vitamin 2: René Kappeler and Jan Hasler (consulting/ project management), Clara Hollweg and Eveline Graf (graphics), cinema spot: Marc Frick (Senic.ch). Photos: Till Forrer.
 

Samsung Switzerland has taken its sponsorship and brand experience strategy to a new level, according to a statement. On the one hand, the approach pursued so far will be expanded to new areas and target groups, as well as supplemented by additional topic areas. Overall, the new orientation is to be focused and professionalized. CCI Cotting won an agency pitch in early summer 2016 and has since designed the new strategy together with the various departments at Samsung Switzerland and developed the content-related and organizational foundations.

"Our goal was to optimally integrate sponsorship into Samsung's overall communications, brand management and internal processes to a greater extent and to make it more efficient," says Patrick Cotting, the lead consultant at CCI. Patrik Rosenberg, Brand Communication & Live Marketing Manager at Samsung, is pleased with the new strategy approach: "The new strategy builds on previous ones. It will be even closer to Samsung's vision: Inspire the world, create the future."

Samsung Ambassador Dave Hablützel (ZVG)
 

Sponsorship has changed. While it was once enough for sponsors to hang up a few colorful flags at events, today they want to stage their story before, at and after "their" events. That's why St. Galler Kantonalbank is making sponsorship the focus of its new umbrella campaign and pursuing a clear goal: contacts should further increase brand loyalty - at all levels.

Thus, in the continuation campaign of the St. Gallen agency Ammarkt, visitors to the sponsored events are the real stars. In ads as well as TV and cinema spots, they enjoy unforgettable experiences, from the anticipation to the guest appearance on a festival stage. These stories are specifically "played on" in social media, where backstage stories and contests lead to a dialogue with the brand. In addition, new accompanying measures are created around the sponsorship commitment. For example, football fans can qualify for a match against their idols from FC St. Gallen at the St. Galler Kantonalbank Cup.

With its new campaign, St. Galler Kantonalbank not only stages unforgettable experiences, it also makes them possible. The result is that the desired brand loyalty arises quite naturally.

Responsible at St. Galler Kantonalbank: Thomas Rüegg (Head of Marketing), René Güntensberger (Head of Sponsoring), Monika Egli (Head of Advertising & Communications). Responsible at Ammarkt: Patrizia Mazzucchelli (Consulting Group Manager), Marc Ammann (Consulting, Media, Production), Martin Fuchs (Creative Direction), Jerry Zimmerli (Art Direction), Matthias Maurer (Polygraphy), Aron Herz (Text, Concept). Film production: Shining Pictures, Luki Frieden (director), Fabian Weber (camera, photography), Gustaf Richter (production management), Jaël (music), Felix Schregenberger (picture editing).

 

The agency is working with photographer Ryan Schude for this unusual campaign. He specializes in so-called tableaux vivants, i.e. photographs in which actors or models recreate theatrical scenes. Staged images of random moments. In Schude's pictures, several scenes happen simultaneously and each tells its own story or part of the story at the moment the picture is taken.

Example of a tableau vivant by Schude (larger). Image source: Ryanschude.com

Schude normally photographs each scene individually and then combines them into a single, coherent image. For the Motorola campaign, however, the aim was to capture a tableau vivant with just a single photo. With 21 scenes that tell 21 stories. Because with 21 megapixels, the smartphone camera should be so good that you take pictures of what you want, not what you can. This photo was taken during a shoot that was difficult to coordinate:

Image larger

It's always fascinating to see what kind of photos we can get out of our phones today - until a few years ago, comparable light intensity and quality was reserved for expensive DSLR cameras. But that's not the real highlight of the campaign. The photo was designed specifically for Instragram's mobile platform - so that it can be divided into 21 individual square photos. Each tile shows one of the 21 scenes. If you click on it, a movie is played that embeds the scene in a story.

The image, the tiles and their video stories can also be viewed on the campaign page Moto21in1.com can be called up. Incidentally, the actors are not actors, but all people (and dogs) who use Instagram with great success.

Casemovie:
 

It seems as if Apple really needs to dress warmly. Not only as far as the cameras of the iPhone models are concerned, but also as far as the recently rather uninspired advertising campaigns are concerned. (hae)

The automation of planning and purchasing processes, data-driven media planning, campaign control and optimization, the use of a global market to monetize publishers' advertising inventory, the opportunity to use data to offer consumers a target group-oriented and entertaining advertising approach, the theoretical opportunity for transparency between advertisers and websites and the possibility of running campaigns at any time, 24/7 - "instant satisfaction".

According to Emarketer.com, 59% of digital advertising bookings in the display sector in the US and the UK were booked via programmatic in 2015. In the video sector, this figure was 39% in the USA in the same year. According to an estimate by Magna Global, a third of inventory in Germany will already be traded programmatically in 2017.

In Switzerland, this share is estimated at 25 percent by Netprofit GmbH in 2015. Ne-
n addition to auction-based media buying ( real time bidding ), direct programmatic buying of digital inventory in a 1:1 relationship between the advertiser and the website ( programmatic direct ) will increase. Automation is progressing rapidly, but there is still some way to go before the future vision of a self-learning advertising system that assembles modular, individual and entertaining advertising messages and thus guides the right consumers through the digital buying process at the right time and in the right place. Here in Switzerland, too.

The use of data as a challenge

Many advertisers see data as the new gold. Whoever has the best expertise in interpreting figures and data in such a way that customers buy more and are more satisfied has won. The technical possibilities for using data have been around for some time. According to a study by AOP Research in the UK, only 4 percent of advertisers use their own customer data (first party data) to achieve better results from programmatic campaigns. According to the same study, 68 percent of marketing decision-makers do not use any additional data in programmatic campaigns.

Data-driven campaigns offer many opportunities, but consumers do not want to be disturbed. The intensive use of dynamic retargeting over the last three years has led to increased sensitivity among consumers. Some of the advertising is already more relevant, but consumers are more aware of what is being tracked about them. One response to the overuse of consumer data is the proliferation of ad blockers. In Switzerland, Pagefair and Adobe estimate that 15 percent of users already use ad blockers.

Creativity as a challenge

Consumer behavior only shows that the advertising as a product is not good enough. The task now is to link the world of creative agencies with the performance figures of the campaigns. Advertisers, publishers and creative agencies will now be required to work much more closely together or possibly integrate vertically.

The security challenge

In May 2015, digiday conducted a survey for Chango and Rubicon on the challenges of programmatic buying in the US and the UK. This revealed that some advertisers are still reluctant to use the programmatic channel due to fraud, the quality of the environments/websites, the visibility/invisibility of the advertising or uselessly purchased reach. The industry therefore needs to work on transparency and security.

The challenge of technology costs and complexity

In the days before "programmatic", publishers traditionally used an ad server or possibly a yield solution to optimally control the advertising and monetize the inventory perfectly. These solutions were still affordable. Then came the new automatic or programmatic technology development. Now the technology providers on the publisher side ( supply side platform, SSP ) no longer want to be paid a price per thousand contacts of CHF 0.03, for example, but up to 15 percent of the media costs. There is also the possibility for a number of intermediaries to integrate a non-transparent fee into the set-up. The technology manufacturers on the customer side ( demand side platform, DSP ) also want their margin, which is already integrated as standard. No problem for the technology providers and intermediaries. For the performance of the campaign and for transparency, however, it is.

If the performance of the campaign is compared with other channels, the performance is too weak and therefore the costs are too high. As a result, other channels will be considered in the next wave. In addition, these solutions, whether on the publisher side ( SSP ) or on the customer side ( DSP ), are very complex. There are approaches in Switzerland to reduce this complexity by using another solution - with a reduced and simplified interface - on top. Here too, every intermediary reduces the performance of the campaign. It is therefore important to understand the complexity.

The challenge of competence

Selecting and operating the complexity of these high-tech, data-driven solutions requires highly competent employees. The smallest media agency or medium-sized marketing teams need data analysts, campaign managers with programmatic understanding, media traders or IT-oriented project managers who know how to combine dynamic advertising media with brand messages, campaign results and publisher sites and optimize them in such a way that the consumer has fun and the campaign performs for the brand according to the specified standards. The knowledge of brands, consumers/people, campaign mechanics, impact models and the entire range of digital techniques is invaluable.

Opportunities for the innovative

The world of digital advertising space trading is definitely changing. The growth in usage shows great hope. The challenges conceal great business opportunities for innovators.

Jochen Witte is COO at Stailamedia and a programmatic expert. He comments on the developments in the market as follows: "Even conservative market participants recognize that there is no getting around the topic. In 2015, the big agencies were still focused on transferring established business models into the programmatic world as 1:1 as possible, but the focus is now increasingly on the new opportunities that programmatic advertising offers. The main topics here are cross-device user tracking, the use of data to optimize branding campaigns and the introduction of viewable impressions as a currency. If real time advertising was cool in 2015, it will be normal in 2016."

Programmatic services as a future opportunity

As we all know, Switzerland is a country of services. There will certainly be some new business opportunities in the area of programmatic services in the future. Be it in the consulting area for the selection of technology on the customer or publisher side, or in the area of data analytics, algorithm optimization, user journey architecture, target group segmentation, data sales or strategy consulting for bidding, etc.

Technology as a future opportunity

Anyone who manages to bring a simplified solution to the market at a reasonable price has good opportunities. If the quality of the inventory is then seriously controlled, the potential is great. Security on the customer side can then be increasingly guaranteed.

Future opportunities Competence

At the same time, expertise as a challenge opens up very exciting opportunities for the quick and smart. Programmatic specialists are rare and expensive. Those who continue their education and acquire highly qualified expertise will have very good opportunities on the job market in the future.

Catrin Rubenson has been working in the field of digital media in Switzerland for 16 years. She has been self-employed as a personal growth coach and digital media consultant since the end of 2015. Most recently, she was CEO of the digital media agency Admazing in Switzerland. Prior to that, she was Managing Director of the first and leading affiliate network Tradedoubler in Switzerland. Catrin Rubenson is married and lives in Zurich and Sri Lanka. Catrinrubenson.com

 

This article was published in Werbewoche's "Branchenreport Digital" on April 15, 2016. You can download the publication as a PDF under this link download free of charge.

Note/Correction: Jochen Witte is not - as stated in the original article - CEO of Stailamedia, but COO. The CEO is Michael Baum. We apologize for any inaccuracies.

The Swiss Press Awards 2016 were presented on Wednesday, April 27 at the Bellevue Palace Hotel in Bern by the Reinhardt von Graffenried Foundation in the presence of Federal Councillor Simonetta Sommaruga. The Lausanne rapper La Gale (Karine Guignard) premiered the Swiss Press Song 16 "Echoes". The grande dame of German-language journalism Margrit Sprecher was presented with the Reinhardt von Graffenried Lifetime Achievement Award. As last year, the award ceremony was streamed live on the worldwide web.

The winners are Sophie Roselli from the Tribune de Genève (Swiss Press Print), Anetka Mühlemann from 24 Heures (Swiss Press Online), Matieu Klee from SRF Regionaljournal Basel (Swiss Press Radio), Prisca Häberli from Tele Bärn (Swiss Press Video) and Niels Ackermann, freelance photographer (Swiss Press Photo).
 

Each of the five award winners was presented with the diamond for their outstanding work and the sum of 20,000 Swiss francs.

The following other prizes worth 1,000 francs were awarded: Michael Feller + Oliver Meier (2nd prize print), Christian Keller (3rd prize print), Patrice Siegrist (2nd prize online), Thomas Angeli (3rd prize online), Mike Baader (2nd prize radio), Grégoire Baur (3rd prize radio), Thomas Vogel (2nd prize video), Marc Meschenmoser (3rd prize video). The winners of the Swiss Press Photo Pascal Mora (current affairs) Kaspar Thalmann (everyday life), Daniel Rihs (Swiss stories), Mara Truog (portrait), Arnd Wiegmann (sport) each receive CHF 2,000.

The publisher-independent Fondation Reinhardt von Graffenried was founded by Franziska and Erwin Reinhardt-Scherz and Charles von Graffenried, who died in 2012, with the aim of promoting Swiss journalism. This year marks the 30th anniversary of the Swiss Prize for Local Journalism and the 25th anniversary of the Swiss Press Photo Prize. Two books "30 Years of Local Journalism" and "25 Years of Swiss Press Photo" will be published to mark the anniversary.

The four-language Swiss Press Award catalog with the works of the nominated journalists together with the traditional yearbook Swiss Press Photo (Edition Till Scaap) are available in bookstores. The national touring exhibition "Swiss Press Photo 16" starts on May 4, 2016 at the Swiss National Museum in Zurich before moving on to Lugano, Bern and Prangins.

All winning entries can be viewed on Swisspressaward.ch can be viewed and read.

Reinhard von Graffenried Liefetime Achievement Award
 

Margrit Sprecher, journalist

The grand dame of Swiss journalism lives in Zurich and has already received the International Journalism Prize Klagenfurt in 1985, the Egon Erwin Kisch Prize Hamburg in 1992, the Zurich Press Association Prize in 2003 and the Grisons Literature Prize in 2008. She is the first Swiss journalist to be honored with the Fondation's Lifetime Achievement Award.
Margrit Sprecher, born in Chur in 1936, studied newspaper and theater studies in Munich and Vienna and built up and headed the "Leben heute" department at Weltwoche until 2000. With her numerous reports and texts, she has had a significant influence on German-language journalism. Her books "Leben und Sterben im Todestrakt" and "Ungebetene Besuche" have attracted a great deal of attention.
 

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Swiss Press Photographer 2016

Niels Ackermann - Das Magazin / L'Hebdo / Le Temps / Sonntags Zeitung
Les enfants de Tchernobyl sont devenus grands
published on May 16, 2015

When the Chernobyl nuclear reactor exploded 30 years ago, they were not yet born and their town did not exist. Slavutych was only built in 1986, just outside the exclusion zone. Yulia and Zhenya are getting married, but what future awaits them, the children of Slavutych? The photo series from Ukraine's youngest city was taken between 2012 and 2015.

 

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Winner Swiss Press Print

Sophie Roselli - Tribune de Genève
Young people on a jihadi path 
(Des jeunes se préparent au jihad)
published on August 28, 2015

 

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Winner Swiss Press Online

Anetka Muhlemann - 24Heures
The secrets of the shingle makers
(Les secrets des tavillonneurs)
published on December 23, 2015

Traditional wooden shingle roofs in the Alps evoke nostalgic feelings in us with their simple beauty. But aren't they doomed to disappear? A federal program is promoting the revival of this time-honored craft. Anetka Mühlemann accompanied one of the last Vaudois shingle makers through all seasons and created a reportage full of values, sounds, colors and poetry. You discover how a wooden roof enriches contemporary architecture with its warmth. And how the new media make it possible to combine texts, photos and videos into a rich work in which an entire production team was involved.

 

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Winner Swiss Press Radio

Matieu Klee - Regionaljournal Basel
The "control affair" in Basel
published as of August 7, 2015

The Control Office for Undeclared Work in the Canton of Basel-Landschaft cheated with public funds by collecting far more subsidies than it paid out in wages to its inspectors. This explosive result of an investigation, which began with an inexplicable decline in undeclared work inspections, culminated in a criminal investigation after further inconsistencies were uncovered. In addition, the Baselbieter government demanded several hundred thousand francs back from the private inspection agency. Other media picked up the story and spun it further - investigative local journalism with the typical ingredients: a powerful politician in need of an explanation, a wall of silence, complaints about the "media campaign" and protection of sources as the highest maxim.

 

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Winner Swiss Press Video

Prisca Häberli, Natalie Barros and Rahel Grunder - Tele Bärn
Bullying at Roggwil school
published from October 26 to November 2, 2015

The series begins with vehement accusations against the Roggwil school: a girl and a boy in the upper school are being systematically bullied. After the first report, an avalanche began. Other parents come forward and report assaults on their children, and the school management comes under massive pressure. In the multi-part report, the families affected, the school and the authorities speak out. Youth psychologist Allan Guggenbühl takes a look at the problem of bullying from the outside. The principal is heavily criticized by former colleagues. After a week of continuous reporting on TeleBärn, during which more and more cases come to light, the education commission finally parts ways with the principal.

TV25 has been on the air since Tuesday evening at 8.15 pm. To mark the start of broadcasting, AZ Medien's new Swiss TV station invited around 100 guests - including agency representatives, distribution partners, program licensors and friends of the company - to the posh Zurich event location "Haus am See". The evening was opened by TV Managing Director Roger Elsener, who presented TV25's concept and program highlights to the invited guests and took a brief look back at the successful first two years of sister station TV24. Afterwards, Meteovews CEO Peter Wick explained in his speech the special cooperation of TV25 with his Meteonews TV, which will be shown on TV25 during the day. Tele-Züri presenter Patricia Zuber led through the evening.

Roger Elsener, TV Managing Director AZ Medien, Markus Gilli, Editor-in-Chief TV Channel Family AZ Medien, Peter Wick, CEO Meteonews, Peter Wanner, Publisher AZ Medien and Axel Wüstmann, CEO AZ Medien (from left).

Presenter Patrica Zuber with Roger Elsener and Peter Wick (r.)

TV25's entertainment programming offers a wide range of European feature films and series, documentaries, cooking shows as well as arthouse films and Swiss in-house productions. During the day, TV25 broadcasts Meteonews TV. Meteonews, the now largest private Swiss weather service founded by Peter Wick, offers Switzerland's first pure weather channel with Meteonews TV. On TV25, viewers are informed daily from 6 a.m. to 6 p.m. about the latest weather developments regionally, nationally and internationally in various weather shows. In addition, Meteonews TV offers services such as severe weather warnings, current weather images, weather reports and seasonal weather content. At the start of broadcasting, TV25 can be received in the program range of Swisscom, UPC Cablecom, Sunrise, Quickline as well as SASAG, GGA Maur, Ziknet, YetNet and Stadtantenne Baar.

 

Martinelli has been on the ZSPR board for seven years and was most recently vice president. He is head of communications at the Association of Swiss Police Officers (VSPB) and previously worked for the agency Kommunikationswerkstatt in Lucerne. He takes over from Marc Lustenberger, owner of the communications agency Media-Work in Lucerne, who is stepping down from the board after three years as president and three years as vice president.

Lukas Portmann, Stefanie Meier, Ina Gammerdinger, Jasmin Amrein, Reto Martinelli, Patrizia Hort, Olivier Burger and Brigitte Heinrich (Photo: Emanuel Ammon/Aura) (f.l.)

At the General Assembly in the City Hall of Lucerne, all agenda items were unanimously approved. After his election as president, Reto Martinelli said: "I am very proud and look forward to the challenge of working together with the committed members of the board to promote the concerns of our profession." In doing so, he also gave an insight into the new ideas that had been developed by the Board at a retreat on the Menzberg. Brigitte Heinrich, as a member of the central board of pr suisse, provided information about the numerous activities of the national umbrella organization.

Before the General Assembly, Niklaus Zeier (Head of Communication of the City of Lucerne) gave an introduction on how the communication of the city is organized today and how and by whom political decisions are made. The subsequent aperitif riche took place in the water tower of the Chapel Bridge. There, the approximately 35 participants had the opportunity to take part in a guided tour of the tower, which was built in the 14th century and once served as a prison, treasury and archive.

ZSPR is the association of communications professionals in Central Switzerland and one of the seven regional societies of PR Suisse - the Swiss Public Relations Association with around 1500 members. ZSPR itself has around 150 members and organizes up to ten events a year on PR and communication topics.

Board of ZSPR:

Reto Martinelli, Association of Swiss Police Officers VSPB (President)
Jasmin Amrein, SAN
Olivier Burger, Swiss Museum of Transport
Ina Gammerdinger, field bird
Brigitte Heinrich, Nettwerk
Patrizia Hort, Lucerne Theater
Stefanie Meier, Stefanie Meier Communication
Lukas Portmann, University of Lucerne
 

As part of the cost-cutting program at SRF, Nathalie Wappler, Head of the Culture Department, has made another adjustment in the organization. In this context, the Multimedia Culture Division will be abolished, and Division Head Monica Cantieni will leave SRF. Her position will not be filled.

Monica Cantieni has been Head of Multimedia in the Culture department since 2010 and was largely responsible for setting up SRF Kultur's online platform. Before that, the 51-year-old from Aargau held various positions at SRF, including executive producer of "Sternstunden" and project manager of "Frischfilm. In addition to her work at SRF, Monica Cantieni is a book author and was nominated for the Swiss Book Prize for her debut novel "Grünschnabel". In the future, Cantieni will concentrate more on her work as an author.
 

"When complex political business is reported in the online ticker at press conferences, I'm not sure whether this is technological progress or journalistic regression," said Sommaruga according to the text of her speech at the award ceremony in Bern on Wednesday evening. And when analyses of important government decisions appear online just ten minutes after a press conference, she wonders in amazement how it is possible to think, question, check and classify all at the same time in ten minutes.

Sommaruga also warned against the development that headlines often have little to do with the content of the articles. This is not a new phenomenon, but it is "increasingly affecting media that used to apply stricter standards." On the occasion of the Swiss Press Awards, however, Sommaruga said that she primarily wanted to pay tribute to journalistic quality and not question it. Journalism is absolutely indispensable for any free democratic society, even in the Internet age. The Panama Papers demonstrated this in a spectacular way. "Today more than ever, we are dependent on professional journalists who have the necessary resources to research, who are able to sift through, structure and check the flood of data and information and who are capable of embedding and classifying it."

Prizes for local journalism and photography

With the prizes for local journalism in the print, online, radio and TV categories and the Swiss Press Photo, the Fondation Reinhardt von Graffenried honored media professionals who have made a special contribution to local journalism and press photography in Switzerland. The names of the award winners will be announced in the course of Wednesday evening. (SDA)