At the center of the key visual is Switzerland's First Family, i.e. Mr. and Mrs. Tell and their children. With mischief and a wink instead of technical bells and whistles, they demonstrate how Skoda keeps the Swiss family happy. The motif is used in all relevant communication channels, including national and regional advertisements, mailings and at the POS.

Responsible at Amag Switzerland: Carol Hochuli, Mario Montanari. Responsible at DD Com: Daniel Müri (CD), Florian Brand (AD), Matteo Ferrari (graphics), Peter Gehrig (text), Jean Pierre Kuhn, (consulting management) and Sara Renzi (consulting), Noë Flum (photography).
 

Social media has arrived in public administration. At the beginning of 2011, the canton of Zurich launched a one-year e-government pilot phase: the canton on Facebook (http://www.facebook. com/KantonZuerich) and Twitter (@kantonzuerich). The canton hopes to gain better access to the population through these two presences - at a level where citizens already actively exchange information. In this way, they want to reach us citizens quickly and easily, since many of us can no longer imagine life without social networks and visit them several times a day. I'm certainly not the only one. Facebook and Twitter have made it easier to publicize events. Media conferences are live online. Media releases are posted online. Votes are announced and explained, and the associated documents can also be found online. Government council resolutions are announced so that people can stumble across them even if they would otherwise hardly be interested. Inquiries or suggestions can be made more easily. But the most exciting idea in this project is that social media tools can be used in more complex situations, such as crises or emergencies, where speed and timeliness can be used as a strength. It is important that the canton has a well thought out strategy in this case.

Zurich wants to present itself as a canton that is open to the future, modern and attractive for tourism and business. For this reason - and also for the multicultural population - there is a choice between the languages German, English and French. This pilot phase is intended to find out whether the networks are being used and whether it is worthwhile to continue working at these levels or even to expand them.

Well, just the fact that such a pilot was launched is commendable. How could you make the site even more webbable? By giving the two accounts a face. Like they do in New York, for example. You see, The Big Apple has its own social media manager, a pretty twenty-seven-year-old named @Rachel- Sterne. She's appointed by the mayor with the goal of making government more user-friendly, i.e., improving communication between the administration and the public. Miss Sterne works closely with the different areas of the administration and, in her own words, wants to make the greatest city in the world the most innovative city online, through mobile technologies that improve the quality of services and help citizens.

Therefore, dear Zurichers, follow, tweet and post with us so that we can seize this opportunity! Because what is true for NYC is also true for us. And I don't mean that ironically at all. Online democratization as support for offline democracy.
 

That's where the action is and speculation is rife. For the game to be really attractive, it needs a few basic prerequisites. First of all, a medium that initiates the discussion in the first place. The fact that this is usually one that appears on Sunday may only surprise the absolute amateur. After all, the point is to be quoted everywhere by the next Monday at the latest. Even better, if the story makes it into the electronic media on Sunday evening.

Furthermore, there is a need for informants who do not want to be named, but nevertheless know everything, and experts who very well want to be named, but know nothing at all. It is always good to include possible conspiracy theories. So after the slogan "who has already times with whom" and "who wants in no case more with this, because the other already always".

The reactions of those directly affected are also very important. That's when it really gets down to business: O-tones in print. Those CEOs who have a press spokesperson are in the clear. The statement "We do not comment on speculation" comes easily from their smiling lips. It becomes more difficult when the CEOs have to answer directly. There are various possibilities. Some say in an extremely meaningful way that "such a commitment/interest can neither be confirmed nor denied.

Or one wants "not to comment on the matter to newspaper XY". You can also go underground. Then it is simply said that "unfortunately no one could be reached for a statement by the editorial deadline. This silence is not entirely unproblematic, because it allows the story to continue unscrupulously. Now, however, new extras are needed: good acquaintances, hostile competitors, former business partners or colleagues from the guild, association, Guggenmusig. It doesn't really matter where they come from or what their name is, they don't want to read their name in the newspaper anyway. All the more concisely therefore the formulations: "he always wanted" and "I can imagine that well". With these new statements, one can then confront the experts again - perhaps there are new aspects. We will hear a lot in the next weeks: TeleZüri is up for sale and at Rheinknie there are also some secrets waiting to be revealed.

We are happy about that.

Pierre C. Meier, Editor-in-Chief
[email protected]
 

According to a frequently quoted statistic, we are bombarded with 3,000 advertising messages every day. 5 of them were clearly too many for Sarah Vetsch and Steffen Lemmerzahl. "We were always annoyed by the uncreative posters hanging on the wall of our house." The artistically questionable messages of the SVP were a particular thorn in the side of the young couple from the film and art scene. Instead of putting their foot down, however, they picked up the phone and negotiated a deal with Clear Channel: Sarah and Steffen are now allowed to use their billboard three times a year for two weeks to promote their own views. In January, they surprised passers-by for the first time with contemporary art instead of posters. The second vernissage followed on Monday of this week. "Advertising is art" was the motto of the open-air exhibition. After the Hammerstrasse homeowners wrote to "a few advertising agencies", the creative minds at Publicis, Contexta, Euro RSCG, Wirz and Walker were "immediately on fire" for the artistic challenge. Frank Bodin himself painted the work "Hommage" with unmistakable allusions to Andy Warhol's Campbell cans. The series of four budget cans can be purchased on the Stern Agency website. The proceeds go to the SOS Children's Village. Two agencies have opted for art with typography. Pius Walker declared "Art is advertising" and Urs Fürer with Iwan von Rickenbach at Wirz used the example of their Mobiliar to show what remains of an idea when the art is left out. Andreas Panzeri

The budget boxes by Frank Bodin are entitled "Hommage". They are hung in a series of four (top left). Contexta has upgraded the Appenzeller Sennen to art using frames. The chocolate speech bubbles were created by Publicis.

The cucumbers were to blame first, and then the ones from Spain. Of course they were, I concluded, as I had recently seen a shocking report on mass production in El Ejido. For a moment, the disaster had a conciliatory effect: it pays to pay attention to the origin of vegetables when shopping and to give preference to seasonal local produce. And the next day, the cucumber salad proudly labeled "Swiss product" tasted particularly good. One of the best aha moments is the satisfaction we get when a threat doesn't affect us because we can think clearly, make rational decisions and simply explain to anyone who wants to know why this is good and that is bad. Editors also get this satisfaction when they can quickly provide their readers, or users who are digitally and multimedia-based, with answers: This one is to blame. They can help. And that's how you have to behave. That way you can quickly get everything back under control. Uncertainty, on the other hand, is very unpleasant and is therefore avoided with preference. Apparently, no catastrophe is more frightening than admitting that you don't (yet) know anything. Thanks to research, one threat after another seems to have been taken out of our way. Thanks to the Internet, we can find out about anything at any time. And if we have a question, it is sure to be answered quickly thanks to swarm intelligence.

In Lausanne, a very clever person even wants to decode and recreate our brains. Soon we will know what makes people human and what holds the world together at its core. Humans are the most curious creatures in the world. That's why he never rests: no sooner has he pushed open one door of knowledge than another closes in front of him. No wonder, then, that ignorance stresses us out and we are restless in our search for answers.

The media can rejoice in people's curiosity and need for control. Every day, and now every second, there is a demand for more facts and opinions. Professor XY from XY University, for example, is allowed to speculate on what could be the cause of the EHEC bacterium. A lack of rain, sprouts, biogas plants or even terrorists could be responsible for the pathogen. Every time you check the news pages on the internet, new explanations are presented. The subtle difference between a thesis and a proven fact is quickly lost. Unfortunately, these speculations not only have harmless consequences, such as cucumber jokes, but also drastic economic ones. Who will be liable for cucumber slurs in the future?

Like the media, many experts also benefit from the art of groping in the dark. Particularly clever ones use rhetoric that makes their statements appear to be correct predictions in historical hindsight. If you want to learn more about this, it is best to study the art of card reading, as demonstrated by Mike Shiva and his colleagues. Certain spin doctors are also particularly adept at supporting political and economic turncoats with arguments in such a way that they don't break their own necks in the process and ultimately believe themselves that they knew or even said what was going on from the outset.

Nevertheless, we have to come to terms with the fact that certain mysteries remain unsolved. Even if the media want to take on the role of the all-knowing person who has an answer to every question, even Google doesn't always help us. If no culprit is found for the EHEC bacteria, we can still console ourselves with the explanation that they mutated purely for the fun of it. In the words of Karl Valentin, we are left with the realization: "We don't know anything for sure."
 

WW: The Swiss Dialog Marketing Award has a new concept. What was the motivation for these changes?
Erik Neumann: For six years, the Swiss Direct Marketing Association (SDV) had its award presented by an external licensee. In 2009, we decided to bring the award closer to the association again. After all, the Dialog Marketing Award is the most important event for our association, allowing us to present ourselves to the public. We wanted to reposition the event because we realized that the award had developed in a direction that no longer did us or dialogue marketing in Switzerland justice. We had lost credibility and slipped into a corner where our concerns were no longer discussed as intensively.

They talked more about the show?
The Award Night is just the culmination of a process that extends over the whole year. It starts with an application for the submission, a theme is defined that you want to play on, then come the submissions, the vernissage, the exhibition, the cooperation with the sponsors. The structural changes are now aimed at making dialog marketing a more visible focus of our association's activities throughout the year. At the Award Night, we then have to find a good balance between the gala evening and the awards ceremony. The presentation of the best dialog work in the industry must once again come to the fore. To this end, we have also upgraded the jury with top specialists.

The price is now borne by an association?
This is only of an organizational nature. The "Schweizer Dialogmarketing Preis" association means a mathematical separation from the association, so that the SDV is secured. We have our own budget, which we then collect from sponsors and dialog friends. At the end of the year, we have to be in the black.

Which agencies design the event?
We initiated a screening process in 2009. A committee of board members then decided in favor of the event agency Standing Ovation. They did a very professional job at the award night. We developed the communication motto and the measures together with Ogilvy One.

What does the SDV expect from this new orientation?
We have set ourselves various quantitative and qualitative goals. The qualitative goals focus on image. We want to be perceived in the market again. We also want dialog marketing to return to the creative ranking of Werbewoche. This is an expression of relevance in the Swiss market, when the top creatives also say: Okay, this is a prize, it's important. An award that really recognizes the most important dialogue marketing work. There are many prizes with different weightings and we claim to seek a balance in pricing between creative performance, brand fit, brand message, campaign capability and efficiency. The economic relevance of a campaign is very important to us. We have also defined quantitative targets. We want to stop and even reverse the negative trend in submissions.

How can quality be achieved?
An important factor in our qualitative goals is that we adapt and orient ourselves internationally. That is why we have also looked at international judging criteria and international standards in terms of category. This means that we have looked at Cannes, London International, Clio Miami or Caples Award as well as the Dialog Marketing Award in Germany and Austria. We base our benchmarking on these competitions. They show us which screws we need to turn in order to really achieve the desired relevance.greichsten bei Award 2011: Agentur am Flughafen. Board of Directors SDV.

Compared to other countries, where do Swiss works stand in terms of quality?
We have seen a very good vintage this year. In the past, we were sometimes ridiculed. I think that was an injustice to Switzerland. The association didn't manage to actually get the best campaigns to enter the competition. The agencies didn't see the relevance and therefore didn't want to enter. As a result, there were many great things that never even made it to the jury. But that's what the public then perceives. In the meantime, feedback from my colleagues in Germany and Austria has also confirmed that we are very good in Switzerland. We now have to wait and see how the work that has just won awards performs in other award shows. Swiss agencies have already done well at the DMPreis of our sister association in Germany. Now we are waiting for the big show in Cannes. Dialogue is very important there.

So why is the Swiss ADC still so neglected?
I believe that direct marketing in Switzerland has always been a very technically oriented topic. Technology is for technology lovers. We have wasted a lot of potential in creative communication. Because extremely specialized direct marketing agencies have emerged in Switzerland, which have also occupied the term direct marketing for themselves, we have been pushed into this technical corner. To counteract this, we deliberately call our award the Dialog Marketing Award. Dialog marketing is an important part of direct marketing and, as the word suggests, it is about the dialog that we want to initiate and conduct. In this respect, dialog marketing is much less a discipline than a communicative attitude. This also plays an increasingly important role in many other classic disciplines and especially in the online sector. I believe that we have been treated so neglected in Switzerland in the past because we have neglected the topic of dialog - this attitude in communication - in favor of direct marketing. And direct marketing is very salesy, promotional and sales-oriented. These measures still exist, but a campaign based on dialog has many other and additional facets. We have to get there and we have taken a good step. We are already included in the ranking as a variable category and we find that good and interesting.

Are you getting closer?
Among our entrants, it is noticeable that the top 5 includes two more traditional agencies, the Y&R Group and Spillmann Felser Leo Burnett. If you look at the top 10, half of them are classic advertising agencies. There are three classically oriented agencies among the top 7 on the shortlist. As the icing on the cake, the number 2 from the creative ranking, SFLB, also came off as the second best agency behind the agency at the airport. This means that original direct agencies were left behind by the classic agencies. This shows a bit of the change, which is certainly very strongly characterized by the online sector, but also by ambient measures, which we evaluate.

Interview: Andreas Panzeri

 

Uko has recognized the signs of the times and repositioned itself accordingly. Under the label Uko - The Audio Suite, the company combines all relevant disciplines of audio production with a sound understanding of commercial communication. As part of this repositioning, the company has restructured its services and revised its homepage accordingly. "Whether corporate sounds, composition or voice production: Uko ensures that messages and ideas are received correctly. And that they are firmly anchored."
 

They're crazy, the Romans!" is what Asterix always says. By now it's clear: the French are crazy too. Many of us have had to experience first-hand that the people of the Grande Nation are, shall we say, a little peculiar - especially when it comes to their culture (you know: "Jeanette, baguette, cigarette") and their language. When trying to buy a sandwich, for example. Or when asking for directions in less than perfect French. It's like talking to someone who is hard of hearing. Or the deaf. But recent events show that the (linguistic) quirk of the French is much worse than previously thought. Since 1994, the language FBI "Délégation générale à la langue française (DGLF)" has ensured that French is used for advertising, labeling and operating instructions for all products offered in France as well as for publications, television and radio. And it is French-French. Anyone who speaks French vividly and allows their French vocabulary to be enriched by foreign words must expect draconian penalties by law. The Grenouilles are particularly concerned about the Anglicisms introduced by many technical innovations. Rumor has it that a beheading machine (French "guillotine") from Robbespierre's private collection has been installed in the DGLF's chambers. Several acquittals had already disappeared without trace after being summoned to the authorities ...

You need that much time

Seriously, of course the French are right. After all, "fournisseur d'accès à l'internet" simply sounds nicer than "internet provider", "accès sans fil à l'internet" better than "wireless internet access", "informatique en nuage" aparter than "cloud computing", "l'ordinateur" of higher quality than "computer" and even "bloc" has a nobler touch than "blog" (other terms: http://franceterme.culture.fr). Speaking Franco-French is a little more complicated and takes a little longer - but excuse me, French took centuries to develop. There must be enough time for a few longer sentences!

After social networks, which logically can only be called "les réseaux sociaux" in France, Twitter and Facebook are now also under attack. After all, both are brands, naming them is surreptitious advertising and this has been prohibited since 1992 - another law. The French regulatory authority for television and radio, the "Conseil supérieur de l'audiovisuel", recently came to this conclusion. That's actually true. Pardon, correctement complètement! This means that Facebook or Twitter accounts can no longer be referred to on the radio or television, at least not with the nasty F and T words. At most, a general reference is allowed, like this: "Suivez-nous sur réseaux sociaux." Great. What do the French actually use to make calls? Certainly not with an iPhone. And probably not with a smartphone either. Merde! In comparison, the battle between certain parties over Swiss German in childcare is downright harmless. After all, all Swiss dialects are permitted in childcare. Even Valais dialect.

Abolition of liveliness

Grande Nation my ass. "Screech," is all I can say. Just don't tell the French that many elements and terms in their language come from Germanic, Frankish and even Celtic, for example the counting system in the twenties, which standard French retains to this day. Otherwise, the sons of the Seine might just get the idea of abolishing themselves. Although, perhaps someone should tell them ...
 

The illustration style is designed to create a homogeneous and child-friendly world of experience. Coloring books are a thing of the past - in the Lötschberg coloring book, children can continue coloring, paint themselves, solve picture and word puzzles, hang up posters, stick on decals or take part in competitions. All the destinations in the region have contributed their content to this coloring book and are now being advertised as such. A memory game, colored pencils and a coloring sheet round off the offline offer.

An extra section for families has been set up online with specific offers, monthly puzzles and newsletters. Prizes such as a party on a steamboat, an extra role in the Tell plays or simply a Lötschberger memory can be won in the painting competition.

Responsible at BLS: Damian Pfister (Head of Marketing), Martin Gäggeler (Project Manager). Responsible at Erdmannpeisker: Gabriel Peisker (CD), Christina Schmid/Jenny Caparelli (AD), Thomas Blumer (text), Selina Helbling/Miriam Kolly (consulting), Felix Reidenbach (illustrations).
 

The infographic is intended to illustrate what happens on the Internet in one minute. A lot happens in 60 seconds, especially in the area of social services. Facebook alone records more than 695,000 status messages, 79,364 wall posts and 510,040 new comments in this time. Linked In records 100 new members per minute and 600 new videos are posted online on YouTube in 60 seconds, as Derstandard.at can see from the infographic. On Twitter, 320 new users are registered every minute and over 98,000 tweets are written. While 6,600 images are uploaded to Flickr and 694,445 queries are started on Google, Firefox is downloaded 1,700 times.
 

The sacrifices are great, as is the commitment: when marketing and sales talents decide to undertake further professional training, they have a lot to face. In business life, full performance is usually still expected, but you also have to readjust to school life, sacrificing evenings, weekends and often enough some of your already scarce vacation days. Balancing all of this is an art. What is it that motivates Swiss people to undergo such a tough phase? Ruedi Schweizer's motivation was and is to find out. The subject of his master's thesis as part of the "Business Psychology" master's degree course at the University of Applied Sciences and Arts Northwestern Switzerland in Olten: "Motivational orientation in professional development in the marketing and sales environment". Or, to put it in a nutshell: What is decisive for the decision to pursue further training? Ruedi Schweizer, federally certified marketing and sales manager and head of the higher professional examinations for both titles, is opening up a new field with his topic: "In German-speaking countries, there has been little research into the motivation for further training, and it has remained a marginal phenomenon until now."

Further training: A purchase decision

Schweizer is convinced that the topic of continuing education should by no means be viewed in isolation from the usual laws of the market economy. On the contrary - there is also a good deal of marketing in the area of knowledge. This can be seen in the way continuing education institutes have been presenting themselves more and more aggressively since the start of the Bologna-Copenhagen process and communicating themselves to a wide audience. Schweizer says that enrolling in further education can therefore be seen as a "purchase decision". A purchase, of course, which in many cases is the equivalent of a small car. So if further training corresponds to a durable consumer good in terms of financial outlay, it is also worthwhile for training institutes to know more about the motivation of their customers. Another parallel to the car: just as a new model is unique when it is launched and gives its driver a certain superiority, this unique selling point can fade over the years. Translated to continuing education: Diplomas and specialist certificates that give you a head start in management for a certain period of time can become the norm over a longer period of time as more and more graduates secure this title. Schweizer himself has gained a great deal of experience in this area; after all, his participation in the Master's degree course in Business Psychology is already his sixth further training course.

Four motivational bundles

Schweizer proceeded in three steps for his 70-page study. First of all, he conducted interviews with course managers at training institutes. The marketing professional then wrote to one hundred former graduates of marketing and sales courses by e-mail. Schweizer asked this reference target group to name five reasons for their motivation to continue their professional development. The most frequently mentioned reasons were "professional advancement, career", "broadening horizons/knowledge/new things", "professional competence", "higher income" and "personal development". Schweizer classified these results - the responses were divided into 37 subgroups on the motivation for further education - on the basis of two well-known models for consumer and female education motivation. The main survey then took place. This spring, Schweizer approached 1870 former graduates of professional examinations and higher professional examinations. From the responses, the marketing professional was able to identify the main motives for continuing professional development. Schweizer basically assigns the motives to four different groups of determinants. The social, psychological, personal and cultural determinants.

The top 5 mentions can be broken down as follows:

1. increasing professional competence (psychological
determinant)
2. securing professional advancement,
Career (social determinant)
3. broadening horizons, striving, discovering,
Curiosity (psychological determinant)
4. higher income (social determinant)
5. personal development (personal determinant)
For Schweizer, this outcome was partly surprising:
"I had roughly expected these motifs,
but possibly not in that order."

Personalize training info

The top 5 could be commented on in a somewhat nuanced way: Not only the determinants career and the expected salary increase shape the motivation bundle, but also determinants such as the increase in professional competence. And even if it is generally assumed that social determinants are the main drivers of further training, psychological determinants are mentioned twice in the top 3. In an initial, still subjective perception, new approaches could be gained from this, especially for further education institutes. Today, the elements of career and/or salary increase are still often emphasized prominently when addressing customers. However, no one can guarantee that such successes will occur. Based on the results of the study, institutes could take a broader view of their customers' motives. If increasing professional expertise and broadening horizons are so high up on the list, then these added values could be used as arguments more often. "I see potential for optimization," says Schweizer, "in the way institutions approach candidates personally. " In addition to the general information evenings, it would be possible to better determine the respective motivation in personal discussions with customers. Incidentally, these motivations can vary depending on age and education. The networking effect, for example, which comes as a kind of free bonus with further training, is rated differently depending on the level, says Schweizer: "Networking is weighted significantly higher for graduates of higher specialist examinations such as sales managers and marketing managers."

Further training en vogue

Professional knowledge is highly valued in Switzerland and is constantly being developed. This is also shown by the figures from Swiss Marketing.

If you rest, you rust. Nowhere is this more true than in the area of professional knowledge and the associated skills. Globalization, rapid technological development and the generally faster pace of business make it necessary to keep up to date at all times. More importantly, no one can expect the state or the company to put them on the right track - you have to set the course yourself. In Switzerland, this is common knowledge, as the figures from the Federal Statistical Office (FSO) show. The study "Participation in continuing education", which was published in spring 2010, shows that "80 percent of the permanent resident population has participated in at least one continuing education activity in the last twelve months." The FSO report defines "continuing education" broadly and also includes forms such as participation in conferences, computer-based learning or "training on the job". It is striking that women show a greater interest in extra-occupational further training than men. And: the continuing education rate is significantly higher among the employed population than among the unemployed or inactive.

Over 3600 candidates at Swiss Marketing

To put it bluntly, the motto of the Swiss when it comes to further education is: "Those who already have, want more." Because, writes the FSO, "the higher a person's level of education, the more likely they are to continue their education." This could also be said of the talented people who choose the professional path with Swiss Marketing in the areas of sales and marketing. What you often hear at exams and graduation ceremonies - "I've passed this exam and now I'm already planning the next step" - can also be seen in Swiss Marketing's figures. The number of candidates has risen steadily in recent years, partly due to the introduction of the MarKom admission exam. While there were 1748 candidates in 2000, ten years later there were 3672.

 

Responsibility for the newspaper has been in the hands of the Herzog family for 133 years, who are the fourth generation to publish the paper. The family holds 58 percent of the shares. Publisher Walter Herzog is also editor-in-chief. Basler Zeitung Medien BZM holds a 21 percent stake in NFZ and prints the regional paper. The Binkert family holds a further 21 percent.

The first edition of the Volksstimme, the oldest predecessor of the NFZ, was published on January 5, 1861. According to the SDA, the Neue Fricktaler Zeitung first appeared on the market in June 2005 as a merger of the Fricktaler Zeitung and Fricktaler Boten.

Today, the NFZ is published three times a week as a regional newspaper and reports on events in the Aargau districts of Rheinfelden and Laufenburg. The subscription circulation of this lively newspaper is around 9,000 copies twice a week. The paper is published once a week with a large circulation of 37,000 copies. The focus of reporting is on the regional.