Alu Office is a flexible, expandable furniture system for working and living. Functionality and design are at the heart of the philosophy, which has already earned the young brand various design awards and the certificate for tested safety. Alu Office gets its versatility from a sophisticated profile system that can be used to create both rectangular and round shapes. The first results of the new cooperation between Alu Office and BSSM were realized at Swissbau 2012.

Responsible at Bard AG: Overall responsibility: Markus Bard. Responsible at BSSM advertising agency: CD: Urs Schneider; text: Hannes Müller, AD: Daniel Bard; Consulting: Sylvia Halbeisen.
 

The 36-year-old was released after being questioned. The two allegedly harassed five Blick journalists with phone calls and text messages and threatened them. They are also alleged to have placed dead fish in the letterboxes of the four sports reporters and one court reporter. They also put up posters with pictures of three of the five people threatened. They asked: "Who knows these (reputation) murderers?", with the word reputation printed in very small letters. These posters were completed with the telephone numbers and addresses of the journalists.

The journalists were presumably targeted by the two alleged perpetrators as a result of their reporting in connection with the petard throwing at the FCZ match against Lazio Roma. The FCZ fan was seriously injured in the hand by the self-detonated firework. Blick subsequently published pictures of the petard thrower - the area around his eyes was blackened - and described him as a petard thrower. Following the poster display and the harassment, the journalists filed a complaint with the public prosecutor's office and the Zurich city police. The police investigation then led to the two Swiss nationals living in the city of Zurich. (SDA)
 

The 18-year-old artistic gymnast Giulia Steingruber from Gossau is the great Swiss hopeful for the London 2012 Olympic Games and is a hot contender to win an Olympic medal. Giulia Steingruber will support Opel in various brand and product-related activities as a brand ambassador. The commitment is based on a long-term cooperation and will be supported.
 

Günter Tschan takes on the role of Product Manager for development courses and account management for the Basel area. He ensures that the range of courses for IT developers is always up to date and takes care of the customer-oriented expansion of the Basel region. Oliver Ryf takes over the position of Product Manager for Microsoft and security courses. He is a Microsoft Certified IT Professional and has been a Microsoft trainer for many years. Both Oliver Ryf and Günter Tschan will report directly to Bak-Heang Ung, Digicomp Manager Product Management & Sales and member of the Executive Board. Peter Kupper, Digicomp CEO: "We are delighted to be working with Oliver Ryf and Günter Tschan to further expand our offering and our market position. We are paying particular attention to business development in the Basel area."
 

Where does milk come from? What is it made of? What role does it play in the healthy diet of children, young people and adults? Swissmilk's school competition aims to get many Swiss young people to deal creatively with milk-related questions. "In a colorful way, we draw attention to Milk Day. At the same time, we emphasize that milk not only makes you strong and fit, but also smart. It also promotes the ability to concentrate," explains Albert Rösti, Director of the Swiss Milk Producers (SMP).

Swissmilk is therefore having all the school posters displayed on billboards in the immediate vicinity of the respective schools by Allgemeine Plakatgesellschaft APG. Swissmilk invites all participating school classes to Bern for the main Milk Day event. Prizes will be awarded to the three best entries on the spot. The three winning classes will receive nice additions to their class coffers from Swissmilk. The main prize is endowed with 5,000 Swiss francs.

It's that simple: Interested classes can register by February 15. All participants receive a large sheet of paper from Swissmilk to practice on and a real poster template in F12 format. If required, Swissmilk will organize workshops with professional graphic artists for the classes and will provide a poster template on www.swissmilk.ch/tagdermilch each designed poster. The most popular subjects are selected by online voting. A Swissmilk jury will decide on the ranking of the three school classes with the most votes.

You can find more information about the competition here.
 

Is the "economy" a place of freedom? The documentary filmmaker Eric Bergkraut, born in 1957, approached his film project "Gasthaus Helvetia" with this thesis in mind, and was equally surprised by the intended opposite and the possible confirmation. What freedom is at stake? The inns, which for Eric Bergkraut are unusual only because they are ordinary, are located in three different parts of the country. Do they and their guests reflect the verbose or taciturn freedoms of different cultures? Or is - quoting Bergkraut - "dead pants the general program"?

Eric Bergkraut convinced the jury with his idea of filming the theme of freedom on a journey through Swiss regular pubs. "Globalization with its effects on people has positive aspects, but at the same time goes hand in hand with a cultural loss," says Hedy Graber, Head of the Culture and Social Affairs Directorate of the Federation of Migros Cooperatives and jury president. Especially against this background, the film is an exciting contemporary document. One can be curious about the observed freedom of the ordinary and its challenges. How Eric Bergkraut will realize his ideas on film will become clear in April 2013, when the film is expected to premiere at Visions du Réel in Nyon.

2012 competition theme: "Courage? Courage!" Under the title "Courage? Courage!", the Migros Culture Percentage is announcing its CH documentary film competition for the 3rd time. It invites Swiss filmmakers to deal with current issues around the topic of courage in documentary form. We are looking for cinematic ideas from the everyday, social, political and economic environment - in short: the globalized context of life in Switzerland - that deal with the driving force of human thought and action in an independent and differentiated way. The Migros Culture Percentage is looking forward to stories in the field of tension between private initiative and social norm, between public manifestation and political sanctioning; stories of (up)breaks, risks, losses - and of course of success. (SDA)
 

The measures, which will be implemented over several years, are primarily aimed at the company's own employees. The aim is to ensure that the new mission statement is well understood and practiced intensively and that a sustainable cultural change towards the values formulated in the mission statement takes place. The surprising thing about Erdmannpeisker's communication is that it is not the managers who address the employees. Instead, colleagues give each other tips and advice. To this end, 12 BLS and ep employees were interviewed and later portrayed in a humorous collage by illustrator Rahel Nicole Eisenring.

The result is a large-format calendar and a matching competition, which in 2012 is under the heading of reliability. The best employee tips are published month after month. Without the finger-wagging. Instead, they are humorous and absolutely authentic. The internal competition got off to a very good start, with over 20 percent of BLS employees taking part in January and engaging with the communication.

Responsible at BLS: Stephan Appenzeller (Head of Corporate Communications), Giovanni Leardini (Head of Internal Communications, Project Management) Responsible at Erdmannpeisker: Gabriel Peisker (CD), Christina Schmid (AD), Bettina Korn (consulting), Rahel Nicole Eisenring (illustrations).
 

McDonald's is a great place to enjoy a good meal at a reasonable price, and what many people still don't know is that you can surf for free. This means that after a good Big Mac meal, you can sit down for a while, just as you would at your favorite pub. McDonald's marries megabites with favorite pubs. With posters around the restaurant, the offer was made palatable to passers-by during the Friday and shopping period at the end of December.

Responsible at McDonald's Switzerland: Thomas Truttmann (Marketing & Communications Director Switzerland & Head Sports Europe), Yvonne Maurer (Local Marketing Manager). Responsible at TBWA Zurich: Thomas Ammann, Benny Goldstein (Creative Direction), Seung-Yun Oh (Art Direction), Guido Zehnder (Consulting).
 

- Gamification: The big brands are becoming more playful Typical game features are applied to non-game situations so that the user can play an active role. The simplest type of gamification is points-based reward collection. This means, for example, that achievement rewards can be collected or the consumer works their way through puzzles. This is a fun and easy way to bind the consumer to a brand.

- Just Tap It: Wide-ranging use of the mobile wallet Since most people take their cell phone with them everywhere - just like their wallet - it makes sense to combine the two. It is no longer a hassle to pay with money or credit cards, but simply with the cell phone. For advertising, this means that the cell phone will become increasingly important in the lives of customers. They will no longer just use it to make calls, but also to pay, as a passport, as a house or car key. For this reason, the focus must be placed on cell phones and their advantage - simple communication with customers - must also be used in advertising.

- Virtual get-together: Users should be increasingly involved not only on the internet, but also in television. In combination with Twitter and blogs about programs, viewers can interactively experience the television offering and producers can obtain appropriate feedback.

- Online video finds its way into the living room: Thanks to YouTube and similar portals, videos on the Internet have long been a source of great fascination for users. In 2012, this online video phenomenon will also be brought into the living room. Although it will be difficult to bridge the gap between the possibilities of the Internet and the cozy atmosphere of the living room, this development will continue in 2012.

- Mobile marketing is becoming more social and local than ever before: SoLoMo - social, local, mobile - will be the new motto for advertisers and brands. A large number of cell phone users already use a map function that gives them directions and tells them which stores exist in their current location. It is only a matter of time before brands target these people who are in the right place at the right time.

- Growing - the only really important app trend: It seems as if it is impossible to create an app that can outdo today's app trends. Nevertheless, further developments such as new smartphone users or in-app purchases will emerge. The blending of TV, mobile and online will also lead to new achievements. Apps no longer have to be downloaded via iTunes, but can be downloaded from the manufacturer itself, and they will no longer only be used on smartphones or tablets, but also on computers and televisions.

- Social CPG e-commerce: The oscillation between engagement and marketing leads us back to traditional marketing At the moment, shopping in online stores is still low. But gradually this trend will also increase. So-called CPG, Consumer Packaged Goods Brands - i.e. brands of consumer products - will increasingly experiment with social media. However, caution is required, as consumers may no longer want to buy certain products or social media may negatively influence other consumers to buy them. Nevertheless, social media can be used as a platform for a media campaign or to test products. This demonstrates the popularity of fan communities - products can be sold before they have even reached a shelf in a retail store.

- The Social Graph: Generating important data for brands Facebook now has over 750 million users and continues to grow. Our real-life social lives have found their way into the online world, and almost every social platform links to Facebook to find a service for its customers. As a result, most users are providing more insight into their personal habits and needs. For many brands, this data is a help for their own products. In this way, it will be easier to calculate the influence of social media on brands in the future.

- Regulators are narrowing their view, while customers are paying the real price for "free" access: The ever-increasing amount of mobile data raises the question of regulation. Consumers would have to pay for someone to store their personal data. However, due to the large amount of this data, it would hardly be possible to monitor it, and consumers would hardly be willing to pay for something that should actually be free. A way must therefore be found to prevent this data from being misused. Otherwise, customer trust in a brand will be put to the test.

- The advent of seamless sharing: Around half of the 10,000 largest websites already have a sharing button, i.e. a function that allows certain content to be shared with others. This sharing function is becoming more and more of a trend and shows that today's internet users want to share content with their friends in a simple way. For brands, this means Those who produce good content lead the wave of sharing and reap the rewards.

- China will see a convergence of micro-blogging, social networks and information portals: The exploding growth of social media has undoubtedly had a major global impact, including in China. Although Facebook is banned in China, comparable local social media platforms have nevertheless emerged there. Over time, these social media platforms will become increasingly important and will sooner or later converge.

- Online advertising: Real-time decisions take center stage In the near future, the demand for real-time data from brands and creative decisions made during campaigns will increase. Successful market players will be those who quickly recognize how real-time data from media plans can be used to optimize online advertising through analytics and creative evaluation. Monica Danuser

Sana Carlton, Managing Director of Millward Brown Switzerland, comments on the results of the trend study

WW: How and on how broad a scale has this Millward Brown study of digital trends for 2012 been compiled?
Sana Carlton: The Top 12 Digital Predictions is an overview of current trends compiled by Millward Brown's Global Futures Group. It is based on our insights into the digital and social media market and our close collaboration with the leading companies in this field. The overview projects the most likely developments into the future, rather than focusing on established digital developments.

What is the most important insight for you?
We expect gamification, "virtual togetherness" and real-time online decision making to be the most influential digital trends for 2012. These have the potential to radically change the way marketing interacts with consumers. Take gamification as an example: applying playful mechanisms where we wouldn't normally expect them can open up countless new opportunities for marketing to engage consumers. Moreover, gamification is inherently social, which is probably one of the most important trends in general. Television, for example, will not remain a one-dimensional medium, but will also allow social interactions.

Will future developments in the digital world continue to take place gradually, or can we once again expect a real revolution?
Some of the trends we have identified certainly have the potential for digital revolutions. For example, the widespread acceptance of mobile wallets, i.e. paying by smartphone, is one of many indicators that after decades in which the PC was the entry point into the digital world, it will very soon be the cell phone. Replacing the previous dominance of the PC in the digital world is a small revolution in itself.

Is there also a trend that you would classify as negative?
None of the trends are negative in themselves, quite the opposite. The increasing variety of digital tools, particularly in the areas of social interaction and useful information procurement, is opening up previously unknown horizons for us all.

How can advertising and marketing benefit from these new trends? Can you give us a concrete example?
Advertising and marketing are based on the transmission of information about brands in a relevant and appealing form to the target group. With mobile marketing, companies can communicate via geolocalization at the relevant place and time. This can happen via active advertising messages from the company side, but also from the consumer side, who wants to receive information, promotions or recommendations, even in real time while shopping. In Switzerland, for example, it is easier than ever to view Zara's new spring collection on their app or La Redoute's new promotions. Smartphones open up opportunities for companies to communicate their products, advertising messages, points of sale or programs more precisely than was previously the case. Interview: Andreas Panzeri

Further digital prospects for 2012
Anyone reading through the studies on upcoming trends that are currently booming everywhere can prepare themselves for an exciting 2012. This year, for example, the most important journalistic award in the world will be one facet richer. The next Pulitzer Prize for "Breaking News Reporting" will be awarded for the first time on the basis of real-time reporting. In addition to live blogging, the jurors will also consider the integration of social media in their decision. Live blogging has become an important journalistic tool in the wake of last year's revolutions and disasters. Parallel to the expansion of multimedia practices and the merging of online and print editorial offices, in the near future journalists and programmers are to be hired in many editorial offices in order to promote the hype topic of data journalism together with the editorial offices. Further competition for traditional print media and their digital presence threatens to come from "You-Paper". The first successful step in this direction of personalization is "Flipboard", which was named iPad application of the year by Apple and one of the top 50 innovations of 2011 by Time Magazine. An algorithm uses traditional news, blogs and social media to create a personalized newspaper for each reader. Mobile devices will continue to gain in importance among the carrier media in 2012. On the one hand, the population in many developing countries is skipping the stationary phase and surfing the Internet via smartphone right from the start; on the other hand, studies also show a sharp increase in usage in our region, particularly in parallel with TV consumption. The first Facebook-only news agency is also to be founded in 2012. In the area of advertising, TV spending will overtake print revenues. Digital will continue to grow at a double-digit rate. the advertising week is completely Kooabized. Texts marked with the Kooaba icon offer additional material such as articles, images, videos or studies at the click of a button.

 

The Goldbach Award in the Crossmedia and Social Media categories honors campaigns that impress with their innovative and intelligent networking or use the possibilities of social media platforms in a new way.

The Goldbach Award, which is an important part of Werbewoche's creative ranking, reflects current developments in the innovative communications industry. "Every year, we are curious to see how the advertising industry deals with the new possibilities offered by electronic, mobile and interactive advertising and how it uses and networks its new offerings and tools," says Klaus Kappeler, CEO of the Goldbach Group.

As of now are available at goldbachaward.ch Registrations and submissions are open for the Goldbach Award 2012. Campaigns realized between April 2011 and February 2012 are eligible. The first prize in each of the two categories is worth CHF 10,000, while the special cross-category prizes for the best integration of mobile and video, which are being awarded for the first time this year, are each worth CHF 2,500. The awards ceremony will take place on May 10, 2012 as part of the Goldbach Award Night at Kaufleuten in Zurich.
 

In line with the current overall campaign "The friendly energy", OFSI designed the exhibition stand for natural gas at Swissbau 2012. The central message of the various advertising measures designed by Rod Kommunikation in 2011 is that anyone who chooses natural gas will be thanked by nature. On this basis, OFSI designed an exhibition stand that not only contains nature, but consists of nature.

OFSI not only developed the concept for the trade fair appearance, but was also responsible for its realization on behalf of Erdgas. OFSI planned and coordinated the stand construction as well as all lighting and media technology on its own responsibility with proven implementation partners. OFSI was also responsible for adapting and updating the existing multimedia programming and the structural integration of the communication designed by Rod.
 

Once upon a time, it was 1977, an unknown Giel boarded the train to Zurich in Bern. His goal: a job in a cool advertising agency. His weapons: a diploma as a graphic designer, acquired at the Kunsti Bern, and a head full of ideas. His courage was rewarded with a job at the advertising agency Gisler & Gisler. And numerous exciting assignments.

He has long since ceased to be a nameless figure in the industry. Felix Zimmermann, now 57 years old, sits in front of his Mac. There are three other workstations in the room, which is open on one side. Two of them are occupied. The floor, the walls, the ceiling, everything is modern. The furnishings: sparse, but carefully selected. The office is located in a renovated industrial building at Förrlibuckstrasse 110 in Zurich. It is located in the back of a huge hall. The rest of the space belongs to the Station Internet agency. Since September 2011, graphic work made by ID Idee Design Felix Zimmermann has been created at this address in Zurich West. The company itself has been active since last June. Once again, Zimmermann has dared to make a new start.

Nevertheless, much has remained the same. The cast, for example. Felix Zimmermann has been working with Fabian Iseli and Philipp Stern for five and three years respectively. The seasoned advertiser has also known clients like Migros and its children's marketing program Lilibiggs for over eight years. And yet he is now starring in a different film.

Separate locations and names

Flashback: After ten years at Gisler & Gisler, Zimmermann joined Impuls Werbung in Zurich as AD in 1987. After two years, he moved on to Farner Publicis, where he served as AD and member of the extended management board for six and a half years. In 1995, he returns to Impuls as CD, which at that time is domiciled in Küsnacht and Bern. Together with Daniel Bürgi, head of the Bern branch, the father of four founded the advertising agency Z.B. Zimmermann Bürgi in Zurich and Bern in 1998. Three years later, Bürgi leaves as a partner and Denis Jeitziner joins. From then on, the agency operates under the name Z.B. Werbung and sticks to its two locations. Until 2011: "Z.B.'s motto has always been to advertise in Switzerland's two capitals. But after twelve years of following this credo, we realized that this no longer interested customers," explains Felix Zimmermann. So the question for the two owners was: Quo vadis Z.B. Advertising? "We discussed all possible variants and in the end decided to continue the locations and the names separately." While Z.B. Werbung in Bern continues to position itself as a classic advertising agency, Zimmermann, Iseli and Stern are now focusing on just one genre with the new company: the graphic implementation of creative ideas. And what has changed for the three protagonists as a result?

Felix Zimmermann: "I'm doing a lot more administration at the moment."

Fabian Iseli: "The processes have changed. We now only work with external copywriters and consultants."

Felix Zimmermann: "This also has the advantage that we can call in a specialist, especially in the text area, depending on the job. Because not everyone is strong in all areas."

Fabian Iseli: "And we do less classic advertising. The focus is on graphics."

Philipp Stern: "Since we are all designers, we have a similar understanding of the work. That makes a lot of things easier. For me, it feels smaller with ID Idee Design, but also more dynamic."

Although the age difference between the agency owner and his employees is over 30 thirty years, the three of them have a lot in common. On the one hand, there is the joy of design. It was always clear to all of them that they wanted to become graphic designers. Fabian Iseli, who already glued together booklets as a small boy and started his first attempts at layout on the PC, graduated from the graphic design class at the School of Design in St. Gallen. His colleague Philipp Stern decided to become a graphic designer as early as the sixth grade and later completed a vocational apprenticeship. And Felix Zimmermann could not have imagined any other profession anyway. Even though each has his own personal style, the trio agrees: less is more. "We'd rather leave something out than do something too much," says Zimmermann. And then there's one big passion that always gets people talking: movies. With this in mind, it's no surprise that visitors to the www.idee-design.ch homepage look under "Team" into the eyes of Arnold Schwarzenegger as the Terminator, Charles Bronson and Jack Nicholson in the role of the crazed Jack Torrance. But anyone who suspects that the ID heroes have deliberately chosen their respective "doubles" will be disappointed.

Philip Stern (Jack Nicholson): "I love to run around with an axe and chop everything up. All joking aside, I like playfulness. In the movie Shining, there's a scene where you see what Jack is writing all the time. It's always the same sentence, but created with the simple means of the typewriter in various ways. That reflects some of our work."

Fabian Iseli (Charles Bronson): "It was just a gimmick where we all found each other because we keep discussing movies together."

Felix Zimmermann (Terminator): "The focus was on the visuals. With the chosen actors, we are connected more by a film direction than a character trait. For example, I think Arnold Schwarzenegger is a puke."

Parallels or not, the unusual appearance caused positive reactions among the customers and that is the most important thing. Because these also play the main role in the everyday life of ID Idee Design. Among them are big names like the Migros-Genossenschafts-Bund, with the Lilibiggs program and the Kulturprozent. But also smaller companies, such as the Patrik Fröhlich Gallery or the Evangelische Mittelschule Schiers. "We have a customer structure that is adapted to our size," says Zimmermann. Accordingly, ID Idee Design wants to establish itself wherever a small graphics company is also in demand. That's not always easy, Zimmermann continues, "Often small companies that would actually be in very good hands with us hire big agencies because they think they'd do it better." He is convinced that the very size of his company is also its strength. They can listen to the client, he says, and are also very flexible. Since the separation from Z.B. Werbung Bern also eliminated in-house consulting, the ID trio relies on cooperation with small agencies that, for their part, do not have their own creative department. One of these is Alborghetti Communication, with whom Zimmermann and his team work especially for the Lilibiggs assignments. With 36 years of professional experience in various agencies, Felix Zimmermann can provide his clients with competent advice. But it's precisely his experience that sometimes gets in his way: "Sometimes I'm too classic. Then Fabian and Philipp come up with young, fresh ideas. We have the perfect mix." An optimal line-up, a fresh new name and a state-of-the-art location: nothing stands in the way of ID Idee Design Felix Zimmermann's breakthrough.
Simone Fankhauser

Film fans among themselves: Fabian Iseli, Felix Zimmermann and Philipp Stern
(from left).