Even then, however, online technologies and clicks were an important topic - after all, tracking is one of the inherent strengths of computer-based media. Since then, and especially in recent times, Web 2.0 channels have rapidly changed the media world and thus also the way organizations shape their relationships with their customers, employees, owners and other stakeholders. This year's fourth Communications Controlling symposium on June 30 drew an interim conclusion. However, the contributions not only addressed online controlling and conceptual issues, but also - in tried and tested fashion - leading solution approaches from various other areas of corporate communications. And it became clear that examples of concrete communications controlling are also on the increase in Switzerland.

Social media are changing communications controlling

Philip Sheldrake from London, owner of the agency Meanwhile and specialist author, kicked off the conference. He gave an overview of the international efforts to align communications controlling with the new possibilities of social media. Sheldrake is also Chairman of the Social Media Measurement Group of the Chartered Institute of Public Relations (CIPR) London, and he presented the "Barcelona Principles of the International Association for the Measurement and Evaluation of Communication" for the first time. It is significant that the first principle laid down therein is to set communication goals. This may seem obvious at first glance, but practitioners know how many companies already fail here. And even if it is much easier and cheaper online to obtain basic material for evaluative analyses. Without knowing what you want to measure, "you measure crap". Michael Rottmann, Senior Consultant at Namics, then spoke about the tension between "Owned, Paid and Earned Media". "Nobody has a general solution ready," he explained, referring to the rapid development of social media in recent times. The usage behavior of the generations differs enormously; in two years, mobile internet usage will overtake static internet usage. "Facebook is becoming the gateway to the Internet," said Rottmann - and this also applies to the over-40s. Using the example of like-bottoms for Levis pants or his own complaint via Twitter, he showed that user-generated content is increasing and that an entrepreneur is no longer the only source for brand management. Today, 25 percent of search results for the world's top 20 brands already lead to such content. However, interactions are changing fundamentally, meaning that separate tools are required for measurement: PostRank, Klout, Omniture from Adobe, Sysomos, Hootsuite or Google Analytics.

If you want to know more about the "new love story" of communication controlling and social media, you can find further material from Michael Rottmann at www.namics.com The main presentations were interrupted by breakout sessions, which dealt with very practical aspects. The participants had the opportunity to work in groups of twenty on selected concrete examples of communications controlling. Christoph Glauser from ArgYou showed why most content is never searched for on the Internet. Harry Graf, Head of Communications at EWZ, dealt with measuring the impact of sponsoring measures. Using clear posters stuck to the wall, he explained how he arrives at a very practical basis for decision-making - and also justification for his political clients. Matthias Meyer, Head of Communications at Google Switzerland, presented the numerous free options that Google offers for communication controlling, not without having switched on an advertising block for Google+ beforehand.

Finally, Marc Rauch, Head of External and Internal Communications at Flughafen Zürich AG, gave a vivid presentation on the control system that was developed in-house and successfully introduced in 2010. Notabene a solution for which no budget was available. The evaluation is carried out using a specially developed Excel solution based on clippings provided by Argus. For cost reasons, the airport concentrates on measuring company-relevant topics in Swiss daily newspapers. "However, we have found that this is sufficient," says Marc Rauch, "because television generally relies on the reporting of colleagues in print." Andreas Jäggi

Present your Communications Controlling!

The next Swiss Communications Controlling Conference is planned for June 21, 2012 and will again be held at the HWZ. Practical examples will also be
from Swiss companies and agencies.

If you would like to take the opportunity to present your experiences at the conference, please contact fabiola.thomann@
fh-hwz.ch.

 

With 28,828 works in competition, Cannes set a new record this year with an increase of 19% compared to the previous year. The number of Swiss creatives was also record-breaking. With around 400 works, the Swiss advertising industry's presence in Cannes was roughly the same as in 2010. However, the results were significantly better. There were seven Lions to be won. Including, for the first time in ten years, a gold award in the top category of film. The winner here was Saatchi & Saatchi with two commercials for Novartis. Remy Fabrikant won the first lion in his career and a silver one for Hakle. He had to prevail against 5415 competitors. Spillmann Felser Leo Burnett, Jung von Matt/Limmat and Wirz were also delighted to receive bronze lions. Contexta made it onto the shortlist with "Lost in Val Sinestra" for Swisscom TV. The Swiss advertisers therefore had two reasons to dance. For the first time since the end of the Cinecom party, 2011 saw the return of one of the legendary Swiss parties at the Croisette. The industry get-together was organized on the initiative of Jean-Claude Bruhin at Star TV. The event was financially supported by the Swiss ADC, Swissfilm Association and Werbewoche. The Swiss Party "relouded" was a complete success. More than 100 top creatives took part in the networking event. The event is therefore set to become a permanent institution once again.

Trend towards 360°

At this year's edition, Cannes once again made a name for itself as the leading forum for international advertising. Whereas in the past it was mainly creative people who made the pilgrimage to the Côte, this summer numerous consultants, clients and strategists could also be spotted. The festival has become more open and is no longer called the "Cannes Lions International Advertising Festival", but the "Cannes Lions International Festival of Creativity". Where advertising films and print work used to be judged above all, today it is the idea itself that counts more and more - and this finds its way into the minds of its target audience via new channels every day. Ikea was named this year's "Advertiser of the Year" as an example.

This year, the international Cannes Lions jury once again received reinforcements from Switzerland. Of the nine proposed jury members, Nathalie Bösiger, CEO Mediaxis-MPG, was selected in the Media category, Markus Ruf, Creative Director Ruf Lanz, in the Direct category and Philipp Skrabal, Executive Creative Director Wirz Werbung, in the Promo & Activation category.

Andreas Panzeri
 

By superimposing photographs of animals and people, irritating images have been created that consist of different superimposed layers and are perceived differently by each viewer. They leave room for individual interpretations and for reading and seeing one's own stories in them.

The six different subjects were implemented by TBS Identity on posters, advertisements, web banners, an e-board for Zurich main station and as the cover of the program newspaper and pocket. The website Theaterspektakel.ch, designed by TBS Identity, also showcases this year's campaign motif.

Person in charge at Zürcher Theater Spektakel: Sandro Lunin, Cornelia Howald, Werner Hegglin (Management), Esther Schmid (Communications and Public Relations). Responsible at TBS Identity: Michael Schädelin (consulting), Daniel Leber (CD), Kathrin Treml (AD/screen design, design program newspaper), Matthias Schnüriger (web programming), Nadia Ermert (polygraphy), Marlen Gassler (project management).
 

Apparently this column is being read, but it doesn't seem to have done any good yet. I have therefore decided to continue grumbling from August. Let's recap. The January 14 Motz was about Orange trying to send me different messages. So, it only takes one message, and it has to stick in your mind. In the Motz of February 4, I explained on the basis of the AXA campaign, where people have to skip a red line, that compared to the past, computer technology would have given much more possibilities and time for better advertising ideas. Unfortunately, I usually only find the opposite.

On February 18, I suggested to get inspired on YouTube under "funny car commercials". What do I notice: BMW still advertises with 200% BMW. I still haven't grasped this bill, though. So miles past the consumer. Is joy of driving now to become joy of saving? No M better of 4. March did not like the Geri Aebi as usually. The Nanos are made quite funny. But I still find the trick of harnessing children to the sales car unethical.

Mr. Steven Jobs still hasn't read my March 18 rant, because Flash Player still doesn't work on the iPad. And exceptional websites are still rarities. Unfortunately, the column of April 1 was no joke. I'm still constantly being bombarded with disgusting advertisements in my mailbox.

On the lowest rung of the advertising scale is advertising for politicians. Soon the time will come when this whole head-salad will start all over again. Please read once again my editorial from April 15.

The fact that no one at the April 29 contest figured out which ad belonged to which car brand proves my one-size-fits-all theory.

New advertising manager, new agency and, of course, a new advertising idea. Most of the time it gets worse. In addition to a good concept and creative implementation, continuity is needed. To be read in the Motz of May 13.

In the May 27 column, "Ideas and soulless actionitis," you could have been convinced that brand image and psychological preference for a product come before price gouging.

Dear customers, stop saving in the wrong place by muddling the creation yourself when you already spend a lot of money on the advertising space. Let the professionals generate the message. Read about it in the June 10 issue of Werbewoche. In the last issue of June 24, you can learn that a double page does not guarantee success. There would have to be more pepper in it than this Sunrise talk.

So, my lessons continue, starting August 12. You now have four weeks to recap everything. My resolution this week: 30 days not to produce a Motz. Have a nice vacation.

Theophil Butz, once a star advertiser (quote Ringier), now an inspirer and, as of now, a mothballer. "Not an easy role, but a necessary one, which I perform here every fortnight." Please send any relevant information to [email protected].
 

> To the articles (PDF)
 

On the one hand, this is a reaction to the growing internal and external need for advice on the handling of existing media data, and on the other hand, it ensures the coordination and implementation of in-house research activities. Publicitas wrote this in a communiqué on Thursday. Mirko Marr will take up the position of Manager Market & Media Research at Publicitas on September 1, reporting directly to Head of Marketing Othmar Fischlin.

In this role, Marr will represent the interests of Publicitas in relevant bodies. He will support and advise the media service provider's sales units in the procurement of sales-relevant research data and implement customer-related research projects. This includes, for example, proof of the impact and efficiency of various communication measures as required by the market.

Mirko Marr has many years of professional experience in academic and applied media research and is a proven expert on issues of media distribution, media use and media impact, Publicitas said in the statement. Most recently, Marr worked (since 2008) as head of method development at Mediapulse in Bern.
 

An advertising idea finds its resonance. The Antalis Design Lounge took place for the second time at the end of June. Around 70 invited guests from the fields of graphics, advertising and marketing used the industry event at the Stanzerei in Baden for networking and discovering new ideas. The specialist presentation by master screen printer Lorenz Boegli on the topic of "Paper Aesthete" provided exciting impulses. Interested parties were able to see that creative papers offer unimagined possibilities, especially in the field of advertising, and that screen printing is far from obsolete. The broad spectrum of possible effects demonstrated with a great deal of passion for the craft is likely to have triggered or at least initiated creative processes among the experts. The performance of the improv theater Die Mauerbrecher with the play "Poesie der Lücke" also caused a stir.

Following the positive feedback from visitors, Antalis is already planning its third Design Lounge - this time in French-speaking Switzerland, as Janine Baumeler, Head of Product Management at Antalis, explains. Antalis is the leading European paper and packaging materials retailer. A total of 6900 employees look after 230,000 print shops and business customers in 51 countries. Over 300 employees work at the two Swiss sites in Lupfig and Meyrin. pan

The magazine is intended as a small lifestyle showcase to provide insights into the world of Coiff your Success. With photographs by Dan Cermak, Joëlle Lehmann, Luca Christen and Tabea Reusser, the printed work is available now.

Responsible at Coiff your Success: Pino Zinna (Owner). Responsible at Komet: Thom Pfister (CD), Kasper Kobel (AD), Tamara Janes, Natalia Funariu (graphics), Antonia Bekiaris (text), Simon Schatzmann (head of consulting), Emma Isolini (consulting). Photography: Dan Cermak, Luca Christen, Joëlle Lehmann, Tabea Reusser.
 

Great international artists come to Switzerland time and time again. Tickets for most of the acts can be purchased exclusively via Ticketcorner.ch. And that was actually always okay. Recently, however, the church is no longer in the village. Why? On December 12, 2011, the German rock band Rammstein played at Zurich's Hallenstadion. Tickets could be bought online, in call centers or at the 1450 advance booking offices. Theoretically. Because as so often recently, tickets were always sold out within minutes at the official Ticketcorner sales points - only to reappear a little later on the Internet at sometimes massively inflated prices. According to the information on 20Minuten.ch, this is due to a handful of ticket dealers who are leveraging the market. Maybe. The fans don't care much, they feel cheated. As befits a modern company, Ticketcorner also encourages customers to "Follow Ticketcorner on Facebook and Twitter." It's obvious that they do so and naturally use these platforms to get in touch with Ticketcorner. Especially - who is surprised - when they are disappointed. And they obviously are now.
 
On Facebook, the page announcing Rammstein has hundreds of comments complaining about ticket sales (http://on.fb.me/j9uO5A). Fans who lined up at the sales points at eight o'clock in the morning as soon as pre-sales began were left empty-handed. Members who were unable to benefit despite paying their membership fee, etc.... Fans who have been left out in the cold are demanding a public statement from Ticketcorner. And what do they get? An impersonal post that appears identically on all the pages where the complaint was submitted. "Thank you for all the feedback... Due to high demand, only a few VIPs and members were able to benefit..." Always the same. If you look at Twitter, the situation is no less desolate. Here, too, there are only standardized announcements. Not a trace of dialog.
 
My point here is not whether the black market is good or bad. Nor do I want to accuse Ticketcorner of having anything to do with it. But what we are seeing here is a clear social media communication faux pas. Apparently nobody at Ticketcorner knows about the - now legendary - TelDaFax case (http://on.fb.me/mcObhg). If they did, they would have learned from it. If you want to engage on social media, you have to be prepared to have a dialog. 180 comments (an impressive number with 1415 fans) are crying out for a personal response, they are crying out to be taken seriously. Copy&paste posts in response are not one of them. On the contrary. They make things much worse. Because if social media teaches us anything, it's that - as Thomas Knüwer puts it - "for the first time, the customer is actually something like the king".

Looking at the individual channels separately, SF 1's market share of 21.0% represents an increase of 0.8 percentage points compared to the 2010 half-year average. Due to the lack of major sporting events, SF 2 lost 3.9 percentage points compared to the previous year (January to June 2011: 8.0 % market share). In 2010, SF zwei had benefited greatly from the Winter Olympics in Vancouver and the Football World Cup in South Africa. SF info gained 0.1 percentage points compared to the first half of 2010 (1.8 % market share). Information programs in particular made gains on SF 1. For example, the main edition of "Tagesschau " increased to a market share of 50.8% in the first half of 2011 (up 1.6 percentage points on the first half of 2010). "10vor10" achieved an increase of 2.7 percentage points (January to June 2011: 35.1 % market share), and "Eco" recorded an increase of 3.4 percentage points (21.7 %).

The bombshell dropped on June 22. Despite the midnight hour, in front of an audience of millions. Because it was detonated on ARD, where, as is well known, there is always a front row seat - even in this country. The explosive material was compiled by a renowned documentary filmmaker on behalf of WDR, which is known for its investigative TV journalism. Since then, "The Pact with the Panda" has been causing a stir on the internet and dividing the NGO community. The core criticism of the elaborately researched report is that the discrepancy between the WWF's official messages to its donors (e.g. we are against genetic engineering) and contrary practices (including corresponding statements by leading WWF managers, e.g. US Vice President Jason Clay) undermine the credibility of the world's largest environmental protection organization with an annual budget of 500 million euros. And without credibility, nothing is possible in this business.

Power needs criticism - even at NGOs

Regardless of the outcome of the debate raging on Twitter, Facebook, WWF websites, but also in the German mainstream media, as to whether the "eco multinational" (Der Spiegel) actually supports the cultivation of genetically modified soy plants in South America, this - actual or supposed - fall from grace shows three equally important things for the media and NGO world:

1) Nowadays, corporate partnerships are always accompanied by their own reputational risks, especially if these partners have a dubious reputation (as is the case with WWF's Monsanto).
2) The larger an organization is, the more vulnerable it is, but the greater the need for external control of its activities and professional internal crisis communication.
3. the always ambivalent relationship between the fourth (media) and fifth (NGO) powers in the state as "complementary competitors" is coming to a head.

Point 1: The line between pure sustainability PR or mere "greenwashing" and real progress in corporate behavior through civil society pressure is becoming increasingly difficult to draw, even for experts. However, anyone who gets involved in business alliances because they see dialog as a greater lever for change than confrontation needs trustworthy partners, otherwise the trust of their own followers will suffer.

German PR disaster without Swiss media coverage

On point 2: Under media pressure, the German section of the WWF made exactly the same cardinal communication mistakes that corporations usually make when they come into the crosshairs of NGOs: more obstruction than support for research and a late, inaccurate, uncoordinated response - at least by social media standards. It is disastrous and simply unacceptable for top representatives of a global civil society player to publicly express contrary opinions on issues that are crucial to the organization's DNA, such as genetic engineering.

Point 3: The fact that power needs independent control naturally also applies to political actors beyond parties, administration and associations. The media should and must fulfill their role as watchdogs vis-à-vis NGOs just as they do in other areas. The fact that they rely more than ever on their field experience and research capacities due to a lack of their own knowledge or resources in everyday journalistic work should not lead to reservations. After all, to ensure that these (inherently critical and constructive) cows remain in the pasture, they need media jolts in the fence.

PS: In this country, this PR disaster has so far been ignored by the press, radio and television. Perhaps after the recent celebratory reports on the panda's 50th birthday, the "WWF contingent" in some editorial offices was already exhausted. Only the alert Christof Moser reported in the Aargauer Zeitung on the "Twitter thunderstorm" that also descended on the Swiss section. Thanks for that.
 

The new data follows on from the results of the EMS Emea study published in March 2011. CNN International has the largest reach among all international news brands in combined monthly TV, online and mobile usage. CNN holds this top position in combined reach in both the EMS and EMS Select panels: business travelers, decision makers, top earners and opinion leaders.

The international news channel reaches 56.4 percent, more than half of the EMS Select panel. This group represents the top 3 percent of high earners, frequent flyers and executives. CNN International is ahead of BBC World News at 52.9 percent. Within the overall EMS panel (top 13 percent), CNN International also achieves the highest reach among competitors in combined TV, online and mobile usage at 40.0 percent. This puts CNN International ahead of BBC World News (37.7 percent) and Sky News (31.9 percent).

The study results also show that users of the CNN brand have a higher affinity for social media than the average European top earner: 54 percent use websites such as Facebook, LinkedIn or Twitter on a weekly basis.