At the end of October 2015 at this point the campaign by Australian agency Clemenger BBDO for underwear company Bonds. The message: underpants should be comfortable - so that everyone involved feels good. The campaign was not only met with enthusiasm in its home country, but also aroused great interest here in Germany. Not only because sex is sexy - but also because the idea and implementation were good. In other words: We're staying tuned. Especially when the two friendly testicles on an oversized, impressively large billboard display the temperature. And react accordingly. (hae)

The new Bachelorette is setting records on 3+. In the advertising-relevant target group, the show achieved a market share of 21.4 percent. This meant that 3+ outperformed SRF1, the second most-watched channel, by almost double and also achieved a significantly higher market share than SRF1 and SRF zwei combined. Compared to the previous year, the start of the season achieved an increase of 48% in this target group.

Among young female viewers, almost half (48.4 percent) on average watched Zaklina date. At its peak, more than two thirds (67.8 percent) watched.

The new Bachelorette Zaklina not only outperformed her male Bachelor predecessor, but also the first Bachelorette Frieda Hodel. Monday's Bachelorette episode is therefore the in-house production with the best ratings in the history of Switzerland's largest private television channel. Yesterday, 3+ and the entire 3 Plus station group achieved their best day since the start of broadcasting.

The 35-year-old complements the existing team. The editorial team now consists of Franz Ermel, Marius Egger, Olaf Kunz and Maurice Thiriet. Thiriet worked as a reporter at 20 Minuten Online from 2006 to 2008 and as domestic editor of the Tages-Anzeiger from 2008 to 2013 before launching Watson.

Image: Watson.ch

Jeep is the official sponsor of Juventus Turin. As part of an international project, Jeep invites two people from each European country to a game of the Italian record champion at the Juventus Stadium in Turin. To publicize this engagement on social networks, the Zurich-based agency Fastr designed an activation program with a competition on Jeep Switzerland's social media channels. The basic advertising medium is a spot directed by Jyri Pasanen. Made in Switzerland with the juniors of SC YF Juventus Zurich.

Client: FCA Switzerland. Production: Rear Left; Red Department

Michael Brecht took over the leadership of Doodle in February 2014, after the founders sold the appointment-finding platform completely to the Swiss media group Tamedia and withdrew from the company (Werbewoche.ch reported). Michael Brecht has successfully driven the international growth of the platform. Today, around 26 million people worldwide use the online appointment planner. Doodle is now present in a total of 175 countries, available in 22 languages, and an internationally recognized brand. The use of Doodle on mobile devices increased by a double-digit percentage in 2015. Michael Brecht also built up a team in the start-up metropolis of Berlin last year to further accelerate Doodle's international growth.

The strategic focus at Doodle in the future will increasingly be on further product development with a focus on mobile devices. Information about Michael Brecht's successor at Doodle will be provided in due course.

These are currently 50 online tickets a day with a 20 percent discount. Three different themed worlds are being used for the campaigns. In addition to the well-known zoo poster subjects designed by partner agency Matter Gretener Lesch, the Masoala Rainforest (current chameleon subject), the Kaeng Krachan Elephant Park and the new aquariums will be advertised from the beginning of April to mid-October 2016.

For the display ad campaign, GBI relies on a combination of branding and performance services, which are continuously optimized during the campaign period. The overarching conversion goals of the digital campaign are to increase visitor numbers and generate leads. Users are directed to the relevant areas of the website, e.g. the ticket store or competition entry. In combination with the classic poster subjects, this results in a holistic cross-channel campaign.

Responsible at Zurich Zoo: Markus Rege (Head of Marketing), Dominik Ryser (Head of Online Marketing & Advertising). Responsible at Goldbach Interactive (Switzerland): Katrin Sprenger (overall responsibility; Head of Campaigns & Social Media), Ralf Wöstenfeld (Head of Sales), René Schoedon (Creative Supervisor), Torsten Schallmaier (Senior Copywriter / Concept Designer).

Thomas Back, Managing Partner of Streuplan, says: "This step is consistently aligned with the growing need for a stringent customer experience across all touchpoints. Since our founding in 2004, we have always expanded our Below the Line offering accordingly and are now very pleased to be able to offer an additional touchpoint with events. It is great that we can draw on La Folie's many years of know-how and event expertise. The customers of La Folie and Streuplan will immediately benefit from extended services from a single source: from event conception and realization to copywriting, creation, design, web and mobile development to content generation and follow-up."

For Tim Schlichting, Managing Director of La Folie, Streuplan is the perfect partner: "To cover the growing customer needs and additional services, it was important for us to integrate our event expertise with a strong partner. Streuplan is the ideal choice, because the agency is also owner-managed and the customers are looked after very personally. We have already been working with Streuplan for years and with great enthusiasm, and are now taking the next step. I am particularly pleased for our customers that this has worked out. With Streuplan, they benefit from concentrated below-the-line expertise. With enormous creativity in conception and professionalism in implementation."

As project manager, Evelyn Vonesch will ensure seamless continued support for La Folie customers. She held the same position at La Folie. She will be supported by Simona Maiolo as consultant and Ilgin Aydemir as project assistant.

Tim Schlichting as well as co-owner Sasha Badiali will accompany the integration phase of La Folie. Afterwards, they will concentrate on their activities as organizers of the event series "Fashionhotel" and the staff leasing platform "Staff Finder" and will continue to support Streuplan in an advisory capacity for specific projects. Spreading plan now employs 22 permanent staff and eight part-time employees.
 

Other aspects of the study, which was conducted for the first time, include the satisfaction of companies with their media agencies and their own media performance.

Notice: The study was conducted in Germany, so the results relate to German media agencies.

The ongoing discussions about the quality, performance and transparency of media agencies have left their mark on marketing and media managers in advertising companies. Only just under one in three decision-makers are completely satisfied with their media agency. Furthermore, only seven percent of the companies surveyed rated their own media performance as very satisfactory. These are the findings of the first "Media Entscheider Radar 2016" conducted by Brainagency Consulting.

Media agencies with pent-up demand in the digital disciplines

There are major differences between the classic and digital media disciplines. While more than half of the decision-makers surveyed rated the performance of their media agency for non-digital planning as very good, companies' satisfaction with the agency's performance drops sharply as the degree of digitization and specialization of the tasks increases. Only just under 30% of marketing and media experts are very satisfied with their agency's performance in the area of search. In the growth market of real-time advertising/programmatic buying (RTA/PB), the figure is already just under a quarter. Bringing up the rear in the digital disciplines are social media and data ownership: according to the "Media Decision Makers Radar 2016", the vast majority (around 60%) of the companies surveyed are not satisfied with the implementation by their agency.

Top topics of the companies: Real-time advertising and data sovereignty

At the same time, 40 percent of decision-makers believe that search and real-time advertising/programmatic buying will become increasingly relevant in the future, followed by data ownership (37 percent). In contrast to search, however, there is a great deal of uncertainty in companies when it comes to dealing with data-driven disciplines: over a third of respondents state that they have an increasing need for advice on RTA/PB and data ownership and would like support from a neutral consultancy with in-depth expertise. "The topic of data requires detailed specialist knowledge. Only a few companies can master these complex technological and legal challenges with in-house expertise alone," says Oliver Mohr, Managing Director of Brainagency Consulting, commenting on the results.

Companies are still in the early stages of handling data

Despite the high relevance and sensitivity of the topic of data, companies are still at the very beginning in terms of their data management: only one in five companies plans to anchor its data management in-house and thus have complete control over the data. These 20 percent expect in-house data management to be more effective and to eliminate hidden external value creation, for example by the media agency.

82 percent of companies do not carry out any quality assurance measures

Another topic of the qualitative study was the satisfaction of companies with their own media performance and the use of quality assurance measures. Although two thirds of decision-makers in the companies attach great importance to the topic of media, only a fraction (6.7 percent) are completely satisfied with their own performance. In particular, almost 60 and 47 percent of marketing and media decision-makers are not satisfied with the effectiveness and efficiency of media activities. One reason for this dissatisfaction may be a lack of control and a lack of targets: 82% of companies do not carry out any quality assurance measures to check the performance of their media agency. Furthermore, only one fifth use ROI calculation models, statistical modeling or business analysis models as a basis for their media decisions. Again, only 15 percent of decision-makers stated that marketing controlling has a great or very great influence on media decisions. Oliver Mohr: "An astonishing result. After all, media is one of the largest cost blocks in many companies alongside personnel, research & development and production. However, anything that is not validly measured can only be poorly assessed and managed - and this in turn leads to uncertainty."

Basic trust in the media agency is there - but only a third are very satisfied

As the study also shows, the cooperation between companies and media agencies is characterized by basic trust: 58% are somewhat satisfied with the performance of their media service provider - but only 30% are very satisfied. Mohr: "The increasing complexity, especially when it comes to the digital topics of the future, is increasingly leading to unanswered questions and uncertainty within companies." Nevertheless, only 22% of companies have so far relied on external support, e.g. media auditors or management consultancies specializing in media and communication. However, some companies are already rethinking their approach: While only a few decision-makers have used the services of independent consulting firms with in-depth media and communications expertise to date, five times more of them can imagine working with external consultants in the future.

Conclusion:

"The study provides a comprehensive market picture of the cooperation between companies and their media agencies. We wanted to find out in a neutral and quantified way which topics are relevant for decision-makers now and in the future and in which areas there is a need for action or dissatisfaction with performance," says Brainagency Consulting Managing Director Oliver Mohr, and continues: "The study clearly shows that the need for consulting in companies will increase massively in view of the continuing rapid progress of the digital transformation. Consulting firms that support companies with in-depth expertise both in the development of a cross-disciplinary digital strategy and in the operational implementation in the individual sub-disciplines will become increasingly important," summarizes Mohr. (pd)

About the study:

For the "Media Decision-Maker Radar 2016", 60 marketing/media decision-makers from 14 sectors (including automotive, financial services, FMCG, tourism, healthcare/pharmaceuticals, logistics and shipping) in Germany were surveyed. All of the companies surveyed employ at least 300 people and generate an annual turnover of at least 200 million euros. All companies work together with a media agency, advertise in the B-to-C sector and have a media budget of at least two million euros per year. The qualitative study (CATI survey) was conducted by the market research institute Mindfacts, Munich, on behalf of Brainagency Consulting in November/December 2015.

As part of the comprehensive campaign, KSP has developed a major online competition. With a series of six 360-degree videos in which "Access all Areas" with the features of the new Tiguan can be experienced throughout Switzerland. Whoever recognizes at the end of each 360-degree video at which location the new Tiguan stops can win a brand new VW Tiguan Comfortline 2.0 TSI 4Motion and other episode prizes.

Basis is the campaign website Access-all-areas.ch. In addition to the 360-degree episodes, a TV spot will run, accompanied by full-width print subjects, megaposters and dealer communications.

The campaign got off to a successful start even before the official launch of the new Tiguan with exclusive advance test drives. In keeping with the motto "Access all Areas," the Tiguan could be tested at unusual locations by appointment. The 500 or so limited places were booked up within a very short time.

You can watch the 360° videos on your desktop computer or smartphone. Important: To watch the video in 360° mode, the browser (Internet Explorer, Firefox, Chrome, Opera) or your YouTube app must be up to date. On the PC, you can watch the video in the YouTube player and change the viewing angle with the mouse: hold down the left mouse button and move it around in the video. On the smartphone you can watch the video in the YouTube app. If you move the phone, the viewing angle changes.

Responsible at Amag Switzerland: Sandra Grau (Head of Marketing VW PW, authorized signatory); Nathalie Mösch (Head of Marketing Communication VW PW, authorized signatory); Sonja Spaccarotella (Advertising Specialist VW PW). Responsible at KSP: Sascha Borsai (creative direction); Dominic Wirz, Daniel Zehnder, Fabrizio Bonifazi (text); Lea Baldinger, Michelle Mancina, Florian Kech (graphics); Giacomo Wyss (image editing); Nadine Rickenbacher (DTP); Franziska Saxer (consulting management) ; Nina Stebler, Michael Vogel (consulting); Rocket Film (film production); Leonardo Sanfilippo (producer); Benjamin Weiss (director); Claudio Sulser (camera). Responsible at Mediacom: Ingo Sautter (Consulting Management); Annunziata Passarello (Digital Strategy).
 

Until now, Michel Péclard has been known for his successful establishments in the city of Zurich and on the lake. Last fall, he and his crew launched a new project in Arosa, and since December 2015, guests have been spoiled with rustic mountain hut magic at the Alpenblick mountain restaurant.

The Alpenblick is located in Inner-Arosa, right next to the "Hörnli-Express", and looks back on a long tradition, so it is well known to guests from near and far. Inside it was completely rebuilt, materials such as slate and a lot of old wood as well as a charcoal grill now characterize the interior design. Old and new have been put together as authentically as if they had always been there. Gastronomically, too, there are no frills; the dishes bear the signature of uncomplicated, market-fresh mountain cuisine.

Strebel Juon was commissioned with the conception and realization of the appearance and the website of the new Alpenblick. The goal of the designers was to create a logo that on the one hand expresses the rustic and cozy atmosphere of the mountain hut and on the other hand the fresh wind that is now blowing. The result is a character head - a sympathetic mixture of alpine gnome and urban hipster - which from now on stands as a symbol for the Alpenblick. The logo adorns a wide variety of advertising materials such as business cards, matchboxes and water bottles only in a discreet blue, and the company has deliberately dispensed with refinements and multi-colors in order to emphasize its original and uncomplicated character. This look continues on the website, with generous images and striking typography.

The restaurant Alpine view Arosa belongs to Pumpstation Gastro of Michel Péclard. The group has eight other establishments in Zurich and the surrounding area: Restaurant Pumpstation, Conditorei Péclard Schober, Fischer's Fritz, Restaurant Kiosk, Michbar, Beach Thalwil, Coco Grill & Bar and Rooftop restaurant. Strebel Juon is in charge of all communication measures of the group.

Responsible at Pumpstation Gastro: Michel Péclard, Florian Weber. Responsible at Strebel Juon: Gian Marco Juon, Esther Kümin (consulting), Robin Strebel, Joceline Strebel (creation); Thomas Ammann (website texts); Xandra M. Linsin (photos); Serge Hardmeier/Code Division (web publishing).

The St. Galler Tagblatt remains in the hands of eastern Switzerland, while its regional journalistic focus is strengthened. The Board of Directors of Tagblatt Medien has elected 38-year-old St. Gallen journalist Stefan Schmid as successor to Philipp Landmark following a hearing with the editorial team. Schmid, who currently heads the domestic department at AZ Medien's Nordwestschweiz newspaper group, will take up his post on August 1 at the latest.

Schmid already worked as domestic editor for the eastern Swiss media house from 2005 to 2009, and from 2009 to 2011 he was page editor and a member of the editorial board. "I have worked for the 'Tagblatt' for most of my journalistic career and am therefore very pleased to return to this newspaper - and at the same time to my home canton - as Editor-in-Chief," the native of Wittenbach said in a statement.

In addition to the St. Galler Tagblatt, Schmid is also responsible for the regional editions Appenzeller Zeitung, Wiler Zeitung, Toggenburger Tagblatt and Ostschweiz am Sonntag. The historian and political scientist can rely on a proven and rejuvenated management team. Online Editor-in-Chief Sarah Gerteis, Jürg Ackermann, Head of the national sections, and Ostschweiz am Sonntag Editor-in-Chief Silvan Lüchinger will remain in their positions on the editorial board.

Andri Rostetter, head of the "Ostschweiz" department, was newly elected to the management board. The 36-year-old journalist joined the Tagblatt in 2008 after a two-year stint as sole editor of the Neuer Sulgener Anzeiger. Rostetter studied history and German in Bern and Fribourg. He replaces Bruno Scheible on the editorial board. He will bring his journalistic skills to bear in his new role.

"I am very much looking forward to working with the new management team," says Pascal Hollenstein, the journalistic director of the NZZ regional media: "This editorial team stands for modern journalism with pizzazz and precision both online and in print. It also guarantees a strong eastern Swiss voice in the Swiss media concert."

The position of the Thurgauer Zeitung is also strengthened in this context. Its head, David Angst, will be appointed editor-in-chief. "In many issues, Thurgau has its own, very specific optics. The Thurgauer Zeitung should be able to take this into account even better than before. That is why it is right that the editor-in-chief of the 'Thurgauer Zeitung' is put on an equal footing with that of the 'St. Galler Tagblatt'," Hollenstein says in this regard.

Until Stefan Schmid takes office, Silvan Lüchinger will manage the Tagblatt ad interim as Editor-in-Chief. Philipp Landmark will leave the editorial team at the end of this month. However, he will remain at the Tagblatt's disposal for journalistic projects until further notice.

The ABZ offers good, affordable housing for over 11,000 people in Zurich and the surrounding area, while at the same time being an experienced and competent player in non-profit housing construction and urban development. To ensure that this gradual repositioning of Switzerland's largest building cooperative is also clearly reflected in the company's own media, the ABZ editorial team has realigned the ABZ Forum magazine in terms of both content and form.

The new ABZ Forum also contains reports on life in the housing estates and the commitment in the almost 60 estates. With current topics such as "Living and building" or "Sustainability and responsibility", the magazine is also increasingly focusing on content that directly addresses external readers - partners, associations, representatives of the city, other building cooperatives and interested parties. In combination with articles relating to organization and participation in the housing estates, this results in an informative mix of topics that encourages people to engage in dialogue and actively promotes opinion-forming. In keeping with the content level, where the focus is always on people, the new ABZ Forum has a fresh, modern and reader-friendly look. TBS & Partner was responsible for the entire design concept for the new magazine, while the Zurich-based agency also supported the ABZ in refining the content concept.

The 24-page magazine is published four times a year with a print run of 6,500 copies. The first issues have already been extremely well received by the target groups. This seems to provide an ideal basis for representing the ABZ's high level of expertise in the dynamic market of non-profit housing construction in the future.

Responsible at Allgemeine Baugenossenschaft Zürich: Samira Courti (Head of Communications); Chantal Bron (Communications/Projects); Rahel Klauser (Communications/Projects). Responsible at TBS & Partner: Beat Aeschlimann (overall responsibility); Claudio Caravina (art direction); Eva Friedli (consulting); Gregor Herzig (text); Nadia Ermert (polygraphy); Heini Fümm (image processing).