To this end, Somedia Production AG, which also owns Werbewoche, is acquiring a stake in Comprinta AG. CEO Andrea Masüger, CFO Alois Bearth and UL member Toni Thoma explained to employees why this step must be taken to secure the future of the printing business. According to the press release, Somedia will help to find solutions for the employees affected.

Commercial printing follows newspaper printing

More than ten years ago, Somedia decided to work with partner publishers in the area of newspaper printing. Since then, all the newspapers of the Chur and Glarus media company have been produced in Haag, in the canton of St. Gallen, in a printing plant supported by several newspaper publishers. Somedia Production is now taking the same approach in the area of customer printing (commercial printing). The company is acquiring a stake in the share capital of Comprinta in Schwerzenbach in the Zurich Oberland and will print customer orders at this location from January 2017. Two members of Somedia's management team will sit on Comprinta's Board of Directors.

Participation should enable profit

Comprinta is a competence center specializing in industrial print production and further processing with around 100 employees. Three-shift production is carried out continuously on an eight-color offset system and two six-color printing presses. With the participation of Somedia Production, Comprinta will be owned by six independent partner companies that will bundle their production in an efficient printing center in Schwerzenbach. According to the press release, this will make it possible to produce high-quality products cost-effectively and significantly strengthen the company's competitive position thanks to the consistent use of synergies and optimal utilization of the machinery and other infrastructure. This will create the conditions for ensuring competitive production in Switzerland despite a massive price war on the printing market, in particular due to the continuing overvaluation of the Swiss franc.

Somedia Production is a Somedia subsidiary and made a slight operating loss in 2015. The investment in Comprinta will enable the printing division to return to sustainable profitability within a short period of time. In addition, Somedia Production will no longer have to make the substantial replacement investments for printing presses and machines for further processing in Chur that are due in the next few years.

Print shop on Kasernenstrasse closes

This step means that the print shop and finishing department at Kasernenstrasse 1 in Chur will be closed at the beginning of 2017. There are currently 31 employees at this site. Comprinta will be able to make numerous Somedia Production employees a job offer, as the press release explains further. In addition, the job cuts will be cushioned by early retirements and reallocations, and new training companies will be sought for apprentices. It is also being examined whether the small-format print shop in Chur can be continued. Employees in the areas of pre-press, internal and external sales and marketing will remain at the media house in Chur.

Somedia Production's range of services, including print products, video and web productions as well as editorial and publishing solutions in the newspaper and magazine sector, will be retained in full; only the printing location will change.
 

A few days ago at this point about the Porsche hologram reported. The article generated a great deal of interest, although the effects of the spinning cars were not particularly spectacular. However, an example from Germany (which was presumably created at the same time as the Porsche campaign) shows just how much potential there is in hologram technology. Leo Burnett brought fascinating sea creatures to life for the Frankfurt Zoo's in-house magazine. And you can bring living things to life almost better than cars. Again, we'd love to try it out, but haven't got our hands on any of these films yet. Swiss agencies, please follow suit. (hae)

All in the spirit of "Don't hesitate. Do it now. Do it." From the beginning of April, the campaign will be communicated throughout Switzerland via various media channels.

With its new brand identity, Rivella wants to represent modern and diverse Switzerland and stand for an active and optimistic life. The reference to sports is and will remain an integral part of the brand DNA. Rivella now wants to interpret the concept of activity more broadly and call for creative creation. This attitude is expressed in the new communication campaign. "Mach's" was developed in collaboration with Leo Burnett. It calls on the Swiss population to look ahead optimistically and get things done. The campaign will be communicated throughout Switzerland from the beginning of April. To kick off the campaign, various media channels such as TV, posters, online and print will spread the "mach's" idea. For an immediate brand experience, the idea will also be broken down into public samplings and down to the point of sale. The kamapnge will accompany Switzerland throughout the year in various facets and sub-campaigns.

Responsible at Rivella: Andrys Aardema (Marketing Manager), Olivia Dahinden (Group Brand Manager), Daniel Strobel (Senior Brand Manager). Responsible advertising agency: Leo Burnett. Responsible media agency: Havas Media.

Rivella has worked with Yves Béhar to completely revamp its brand identity. Werbewoche spoke with the internationally successful designer and founder of the San Francisco-based agency Fuseproject about the modernization of the brand, as well as how Rivella is now implementing the new era in design and production. Our subscribers can read the interview with Yves Béhar in the print edition, in the E-Paper and online.
 

McOptic is a Swiss chain of opticians operating nationwide. The brand is committed to the promise of quality. With the #Rethinkmarketing approach, a new concept was developed, away from pure price positioning, towards service leadership and more individuality.

The new campaign focuses on the qualities of McOptic. With clear promises, as well as a personal and genuine approach. And with authentic personalities and real spectacle wearers who we know and who present themselves with their own chosen glasses. In addition to the well-known Gilbert Gress, Stefanie Heinzmann now also show which service and which eyewear models they no longer want to do without.

With its commitment to quality and value, the McOptic brand is genuinely Swiss. The revised logo and the new brand world are designed to underline this.

Responsible at McOptic: Nicolas Schibler (COO - Marketing and Sales); Anne Biehle (Marketing Manager); Tanya Rodriguez (Marketing Project Manager); Kristina Bach (Marketing Project Manager). Responsible agency: By Heart. Photography: Sven Bänziger
 

The 53-year-old studied history and politics at the University of Zurich, completed further business training at the University of St.Gallen (HSG) and can look back on 30 years of experience in the communications industry. Most recently, Hartmans headed Helsana's communications for eight years. In 2015, he set up his own business and has since been advising organizations and personalities on strategy, communication and politics. He works mainly as an advisor in the network of the Furrerhugi agency, which is active in the field of public affairs and corporate communications.

"The challenges in business and society are often of a communicative nature. In order for corporate communications to contribute to value creation, integrated and interdisciplinary communication solutions are necessary" says Rob Hartmans and adds: "I am pleased to share my knowledge and experience with the students of the CAS Corporate Communications together with the lecturers of the HWZ."
 

Dino Ceccato, Managing Director of Webguerillas since 2013, took over the shares for the Swiss location in Zurich from the German owners at 100% at the end of last year. As a new partner, Martin Rüegg is also on board at Stauffacher as of April.

"Apart from the change of name, there will be no big changes. We will continue to offer digital brand management from strategy to go-live, using Digital Creativity as the core," says Dino Ceccato, CEO of Cell. As an owner-managed boutique agency, Cell intends to expand and leverage its network of specialists, which has been built up and proven over a long period of time, to an even greater extent in the future. "This allows us to be scalable for our clients at the push of a button. Likewise, we are happy to still have a valued partner in the network with Webguerillas in Munich," as Dino Ceccato shares.

The name change comes into effect as of April. At the same time the new website Cell.ch is switched on.
 

As Google's first vice-president and chief engineer, he led the further development of Google's original technical infrastructure - and thus played a major role in the global company's success. Urs Hölzle is one of the best-known and most influential computer scientists in the world - and thus a deserving honorary award winner, according to a "Best of Swiss Web" release.

Urs Hölzle, who grew up in Liestal, Basellandschaft, studied computer science at ETH Zurich after finishing school. After completing his master's degree, he earned his doctorate as a Fulbright scholar at Stanford University in California. As one of the pioneers of "just-in-time compilation", without which today's Java compilers would not be possible, he was soon a professor at the University of California Santa Barbara (UCSB). In recognition of his work on high-performance implementations of object-oriented programming languages, he was awarded the Career Award of the prestigious National Science Foundation in 1996.

In 1999, Urs Hölzle joined Larry Page and Sergey Brin's start-up company Google as the eighth employee. Today, as Senior Vice President, Technical Infrastructure & Google Fellow, his responsibilities include the design and operation of networks and data centers for all Google services, as well as the development of the software infrastructure used by Google's applications. The highly efficient data centers and servers developed under his leadership use significantly less energy than other data centers; this is one reason why Urs Hölzle is also a board member of the US World Wildlife Fund.

In addition, Urs Hölzle, as the "Cloud Guy with the red socks", has written numerous scientific papers and US patents and is a Fellow of the Association for Computing Machinery (ACM) as well as a member of the Swiss Academy of Engineering Sciences (SATW) and newly - honorary laureate of "Best of Swiss Web".

The "Best of Swiss Web" honorary award

"Best of Swiss Web" is the oldest still existing Internet and Mobile Award in Europe. In addition to the regular project winners, the Honorary Award Jury, which is made up of the twelve jury presidents of the individual categories as well as the Steering Board of "Best of Swiss Web" - selects the respective winner of the Honorary Award once a year.

This prize is awarded to individuals who have made a special contribution to the development of the Internet and the ICT industry. For example, through fundamental developments in the technical field or extraordinary achievements as an entrepreneur, politician or researcher.

Previous honorary award winners (excerpt):

- 2007: Dr. Fulvio Caccia (former Director of Comcom)
- 2008: David Nüscheler (CTO and Co-Founder, Day, now Adobe)
- 2009: Christian Wanner (CEO, Le Shop)
- 2010: Robert Cailliau (co-inventor WWW, CERN)
- 2011: Marc Bürki and Paolo Buzzi (Founder and Managing Director Swissquote)
- 2012: Beat Schmid (Founder IWI, University of St. Gallen)
- 2013: Switch Foundation (among others Bernhard Plattner, founder Switch)
- 2014: Bea Knecht (Founder and Chairman of the Board of Zattoo)
- 2015: Marcel Dobler, Oliver Herren, Florian Teuteberg (Founders of Digitec.ch)

The award will be presented in a festive setting at the award night of "Best of Swiss Web" on Thursday, April 7, 2016 (17:30 - approx. 22:00), at the Kongresshaus Zurich.

 

For the detailed conception and production of the innovative live dialog campaign, lead agency Leo Burnett Switzerland brought on board support from Notch Interactive, Faro TV and Swisscom. Immediately after the live test, an e-commerce expert from Swiss Post took over to discuss the results with the operators and identify practical opportunities for improvement. For example, with the integration of postal services such as evening and Saturday delivery, the pick@home returns service, PickPost, the My Post 24 vending machine or the new Login Post Connector.

Responsible at Post Logistics: Christian Suter (Project Manager Marketing Communications), Martin Gonzenbach (Head of Marketing Communications), Ruth Mathias (Head of Communications). Responsible at Leo Burnett Switzerland: Christian Bircher (CD), Bastian Otter (text), Ilija Gautschi (AD), Axel Eckstein (ECD), Fernando Gort, Michael Gassler, Dominic Siegrist (consulting), Erasmo Palomba (agency producer). Responsible at Notch Interactive: Peter A. van der Touw (overall responsibility), Jeff Gerber (executive creative director), Marco Klein (art director), Marcel Vogt, Alain Gantner (consulting) Thomas Gschwendener, Katrin Ulmer (producing), Tobias Fuhlroth (technical director). Responsible at Faro TV: Philippa von Wittgenstein (Producer), Miriam Martino (Direction & Casting). Responsible at Swisscom: Tobias Adler (Marketing Communication Business), Jan Brune (Project Manager Digital Media). Photography: Tobias Stahel.

Moreno Cavaliere - together with Simone Bianchi, Head of Advertising Market Corriere del Ticino, and Publicitas - will look after the concerns of customers and agencies. In addition, he will intensify cooperation with all market partners and professional bodies and represent the interests of the media company. Publicitas will continue to be exclusively responsible for marketing Corriere del Ticino and BiTop.

"Moreno Cavaliere's entry into the great family of Corriere del Ticino makes us exceptionally happy. We have known and appreciated him for many years," says Marcello Foa, CEO Corriere del Ticino and MediaTI Holding. "With him, we are significantly strengthening our market presence vis-à-vis our partners throughout Switzerland," Foa continues. Christoph Marty, CEO Publicitas, agrees: "I am delighted that Moreno Cavaliere is taking on this new role for MediaTI and Corriere del Ticino and bringing his experience to bear." "After many years in the role of intermediary between clients, agencies and media houses, it is an exciting challenge for me to now represent the interests of a very innovative but also traditional media house directly on the market and thus be able to contribute to the long-term and sustainable success of the company," says Moreno Cavaliere.
 

The study shows: Mobile marketing is already widespread and the responsive website is the most important tool. However, there is a need to catch up when it comes to the individualization of mobile marketing measures. The Lucerne University of Applied Sciences and Arts and the University of St. Gallen wrote this in a press release on Tuesday.

Around 70 percent of the Swiss population own a smartphone and use it every day, and the trend is rising. This rapid spread and new mobile technologies allow companies to personalize communication, target marketing and handle business processes more efficiently: The app directs the father to a child-friendly restaurant and shows the customer in the store the way to the wine shelf - and at the same time makes a recommendation for the right cheese. The bill is also paid via smartphone. Mobile technologies are also giving rise to new communication channels such as WhatsApp and Snapchat, which enable a direct line to customers and other target groups.

We are talking here about mobile marketing, i.e. all measures taken by a company via the mobile channel. The spectrum ranges from pure advertising messages produced for mobile devices, QR codes and apps to shopping options in the web store. The Lucerne School of Business and the University of St.Gallen (HSG) investigated the importance of mobile marketing for Swiss companies. The research team surveyed 129 companies from various sectors.

Responsive website will be the most frequently used mobile marketing tool in future

The study makes it clear that many companies in Switzerland are already making good use of the opportunities offered by mobile marketing: More than half of the companies surveyed already show a high to medium intensity of use. This means that they are also achieving their marketing goals via the mobile channel and addressing their customers in a personalized way. Unsurprisingly, the pioneers are companies with a strong focus on communication and technology, followed by companies from the transportation, traffic, tourism and retail sectors. Companies mainly use mobile marketing to communicate with their customers, interact with them and disseminate information. They use the following mobile tools most frequently: apps (71 percent), a responsive website (66 percent), mobile advertising on the web (60 percent) and QR codes (60 percent). The popularity of responsive websites in particular is on the rise. A quarter of companies are planning to use this tool in the future. "This means that the responsive website will soon replace the app as the most frequently used mobile tool," says mobile expert and co-project manager Thomas Wozniak from Lucerne University of Applied Sciences and Arts.

The importance of responsive websites is underpinned by another survey result: companies describe the tool as the most important in mobile marketing, while the app tends to be classified as significantly less central. In view of the fact that many expensively developed apps are orphaned in the app store and are hardly used, it seems to make more sense, at least for some companies, to interact with customers via responsive websites. "Apps need concrete added value to be well received," adds Katarina Stanoevska-Slabeva, an expert in digital communication at the University of St.Gallen. "And they need to be used where their technology is in demand: for example, as dedicated touchpoints in digital customer processes or for location-based marketing measures." Location-based marketing measures refer to applications that locate the device owner and offer individual benefits based on location information (e.g. how do I get to the hotel by public transport?).

The potential of individualization is far from exhausted

Speaking of individual benefits: The potential of the mobile channel is far from exhausted in this respect. "Companies are tailoring their messages and content far too little to individual users, their location and their behavior on the company's own website, for example," Wozniak explains. Only 40 percent of the companies surveyed differentiate between different customer segments in order to target them more specifically. "The majority seem to be treating mobile customers according to the 'watering can principle'," says Wozniak. However, companies are likely to abandon this strategy in the future. The study makes it clear that companies are concerned about the issue of individualization: Location-based marketing in particular has a great future from their perspective. Almost a third of companies are discussing a possible use.

What actually happens with the mobile channel is decided by the top management in more than 60 percent of companies, as the survey shows. This is despite the fact that companies only spend an average of 4.3 percent of their total marketing and communication budget on mobile marketing tools. Whether this proportion increases in the future will also depend on whether companies succeed in responding to the challenges. On the one hand, the companies surveyed are convinced that the current technological possibilities, broad customer acceptance and good measurability promote mobile marketing. On the other hand, data protection regulations and legal framework conditions have a restrictive effect. "Mobile marketing is caught between very different developments that need to be sensibly balanced by management," says co-project manager Dorothea Schaffner from Lucerne University of Applied Sciences and Arts. A summary of all the results can be found at Hslu.ch/project-mobile-marketing.

A toolbox is being developed

The "Mobile as an innovator in marketing and sales" project was launched in 2015 and aims to develop a toolbox that supports companies and agencies in using the mobile channel effectively in marketing and sales. The Lucerne University of Applied Sciences and Arts (Institute of Communication and Marketing IKM and Institute of Tourism Economics ITW) and the University of St. Gallen are working together to achieve this. Project partners are the digital agency Aperto Switzerland,
Swisscom, Magazine zum Globus, Swiss Post and Raiffeisen Switzerland. The project is supported by the Swiss Federal Commission for Technology and Innovation CTI.

The most frequently used mobile marketing tools in Switzerland.

(Image larger) Supporting and inhibiting factors for mobile marketing.

 

Livesystems has established the passenger TV Passengertv with digital news and advertising on screens in public transport in Switzerland. Passengertv started about 9 years ago with the first public transport partner Marzilibahn near the Bundeshaus. Passengertv has a Wemf-approved viewership of over 1 million daily, four dozen public transport partners whose contracts have been renewed, and a rapidly growing advertising volume that is now generated in absolute self-marketing. Livessystems, which now has more than 40 employees, has also become an important employer in the Bern conurbation.

The new three-member management team is made up as follows:
- CEO will be Tobias Frommenwiler, 41, business informatics specialist, with Livesystems AG since March 2013, previously Public Transport IT Consultant and, among other things, Passenger Information Specialist at PostBus Switzerland AG.
- Yves Kilchenmann, 35, co-founder and member of the Board of Directors of Livesystems AG, will join him on the Executive Board as Head of Market. As a former member of the Executive Board, he was responsible for Technology & Innovation.
- Livesystems AG was able to win Kathrin Saner, 30, MA in Economics and Communication and business economist, as COO and third member of the management board. Previously, Kathrin Saner worked at Swisscom.

The two co-founders of Livesystems, Olivier Chuard and Christian Imhof, will be relieved of operational functions and day-to-day business in order to be able to fully concentrate on the growth and dynamic further development into the breadth of Livesystems. Both remain on the Board of Directors of Livesystems, Olivier Chuard in the function of VRP.

The new management of Livesystems, with CEO Tobias Frommenwiler (center), COO Kathrin Saner and Head of Market Yves Kilchenmann.
 

Just in time for the advance ticket sales for the 2017 World Ski Championships in St. Moritz, Raiffeisen Switzerland launches the snowsports platform Welovesnow.ch. The Zurich-based communications agency Prime implemented the platform in responsive web design. In addition to discounted World Cup tickets and exclusive background information on the event, the website offers many other attractive offers.

"With Welovesnow.ch we want to offer snow sports fans a platform with exciting content and communicate our commitment to Swiss snow sports," says André Stöckli, Head of Sponsorship at Raiffeisen Switzerland. As a role model for Welovesnow.ch served the football platform Welovefootball.chwhich Prime implemented for Raiffeisen last year. André Stöckli is satisfied: "Prime has Welovesnow.ch implemented efficiently and to a high standard. We are very pleased with the result."

The website is based on Adobe Experience Manager technology. The Agile methodology ensured smooth project management and monitoring.

Responsible at Raiffeisen: André Stöckli (Head of Sponsoring), Sandra Bürkle (Project Manager
Marketing). Responsible at Prime: Christian Paredes (Senior Consultant), Pascal Künzli (Consultant), Janine Eichenberger (Consultant), Bessie Lehmann (Digital Project Manager). Design: Hug & Dorfmüller Design.