The articles on the front page are about the four exhibitions of Japanese art on show in Lugano until the end of February 2011. The Japanese texts were accompanied by normal news pictures, such as a portrait of the Ticino racing skier Lara Gut, who was punished by Swiss Ski. The news content was then added in Italian on page two. The texts on the front page, where Lugano's mayor Giorgio Giudici (FDP) can also be seen as a comic figure in samurai clothing, were written by a Japanese translator from Ticino.
With this campaign, the city of Lugano wants to draw attention to the "extraordinary series of exhibitions on Japanese art and culture", as Eleonora Bourguoin, responsible for city marketing, told the news agency SDA.
The Giornale del Popolo, which is majority-owned by the diocese of Lugano and therefore by the Church, was previously regarded as a rather conservative paper. According to Bourguoin, the newspaper is increasingly trying to appeal to a younger readership.

Compared to the same month last year, advertising pressure in print products, electronic media, cinema, on posters and on the Internet increased by 8.9% to CHF 465.7 million. The automotive industry in particular invested massively more in sales propaganda again after the industry crisis (+71.3%).
In terms of value, advertising for cosmetics and personal care increased the second most, followed by food, as Media Focus reported on Thursday, according to SDA. By contrast, advertising for energy (-36.2 percent) and tobacco products (-25 percent) in particular declined. Over the first eleven months of 2011, advertising pressure grew by 8.0% to CHF 3.927 billion.
The shares of the respective advertising media have changed: while that of the daily, regional weekly and Sunday press fell from 41% in 2000 to 31%, television increased from 18% to 30%. Although the Internet increased from 1 to 4 percent, it is still a niche market.

This is the advice if the man does not know the nationality of the woman. But of course the same applies here: other countries, other customs. If a woman is from Germany or Canada, the man should praise her skin. If she is Italian, French or American, he should praise her clothes. If she is British or Turkish, he should praise her legs. If she is Spanish or South American, he should praise her hair, and if she is Dutch or Portuguese, he should praise her ears. The most frequently used phrase, regardless of the woman's nationality, is "You have beautiful eyes", but the phrase "You have beautiful lips" has the highest response rate worldwide.
And for those readers who would like to delve deeper into the topic, here is a detailed overview of the best sentences and their locations:
Worldwide: You have beautiful lips.
Germany: You have beautiful skin.
USA: You dress beautifully.
United Kingdom: You have beautiful legs.
Spain: You have beautiful hair.
France: You dress beautifully.
Italy: You dress beautifully.
Europe: You dress beautifully.
South America: You have beautiful hair.
Portugal: You have beautiful ears.
Sweden: You have a beautiful figure.
Netherlands: You have beautiful ears.
Russia: You have a beautiful nose.
Turkey: You have beautiful legs.
Poland: You have beautiful arms (!).
Canada: You have beautiful skin.
Source: Badoo.com

According to RhB, the decisive factor in the decision was the fact that the two agencies presented the most convincing umbrella for a future social media concept. A social media concept that allows excursionists and hikers to participate in the unique Unesco World Heritage of the Rhaetian Railway in a popular way. The campaign will be launched in summer 2011.

The two new foreign correspondents previously worked as domestic correspondents at SF, Schweizer Fernsehen announced Thursday. Michael Gerber, born in 1970, has worked for SF since 2003. In 2007, he became Western Switzerland correspondent.
29-year-old Jonas Projer joined the team at Leutschenbach in 2006. Since August 2009, he has been the correspondent for Zurich and Schaffhausen. Adrian Arnold and Christoph Nufer, on the other hand, are returning to the Zurich editorial team.

The new layout of NZZ-Online was launched at the end of November and the new website of the Neue Luzerner Zeitung and its regional editions at the beginning of December. The latter can now be accessed at Luzernerzeitung.ch instead of Zisch.ch. All three sites have the same design for the most part and a uniform navigation structure. The content of selected sections of NZZ Online is made available to the portals in Lucerne and St. Gallen. Regional editorial teams manage their sites and supplement them with local news.

This was in various areas, such as the development of an online awareness campaign for all DKSH business units, as detailed in a press release. According to Martina Ludescher, Vice President, Strategy & Corporate Communications, in addition to the digital know-how and innovative ideas, the integrated proposal from Y&R was particularly convincing.
According to the press release, DKSH is the world's number 1 in Market Expansion Services with a focus on Asia. The company employs over 22,000 people worldwide and has been very successful for many years.

Manuela Aggeler from Miux Konzept Grafik Web, Chur, and Isabelle Meyer from Umantis, St. Gallen, are the best Swiss creative team under the age of 28. They were chosen at the "Das kann nur ein Inserat" award ceremony on the evening of December 16 at the Basilika bar-lounge club in Zurich. The two convinced the seven-member jury with their "Karaoke" campaign, in which the poster viewer can sing the song lyrics printed on the motif to an instrumental by telephone. The winning work is therefore not only something to be seen, but also heard. "The campaign shows that an advertisement can have an impact far beyond print and engage the viewer. It also opens up the opportunity for an exciting competition with public voting," was the jury's verdict.
> The Winning campaign by Manuela Aggeler and Isabelle Meyer.
Aggeler and Meyer received 10,000 francs in cash as prize money and the contract to realize their idea. They will receive up to a further 30,000 francs for the implementation. The campaign will run for a year from March 2011 in more than 100 Swiss newspapers and magazines. Aggeler and Meyer will also travel to Croatia for bestYET 2011, a competition for young creatives from all over Europe. If they also win there, they will also take part in the 58th International Advertising Festival "Cannes Lions" from June 19 to 25, 2011.
Another team of participants from "Only an advertisement can do that" will also be flying to the bestYET competition: Manuel Rohrer and Patrick Ryffel, who both work at Contexta in Bern. The two of them created all three campaign ideas that made it onto the shortlist anonymously during the judging on December 9 - so the second bestYET team was already determined after the judging. Nevertheless, the guests at the award ceremony were still able to decide which of the two young creatives' proposals they liked best. Rohrer and Ryffel are very familiar with "Only an advertisement can do that" and bestYET: Rohrer already won "Das kann nur ein Inserat 2009", Ryffel "Das kann nur ein Inserat 2007".
The three works on the Shortlist are all by Manuel Rohrer and Patrick Ryffel.
The Swiss creative scene is keeping its fingers crossed for Aggeler, Meyer, Rohrer and Ryffel for their participation in bestYET.
As last year, Werbewoche, as media partner of "Das kann nur ein Inserat", will report live on the eliminations on May 12 and 13 in Croatia on Twitter (twitter.com/advertisingweek) as well as print and online.
Anne-Friederike Heinrich
Pictures from the award ceremony:

Search engines present blended search results for 33% of search queries. 36 percent of search engine users already click on news reports in the blended search results, 31 percent on images and 17 percent on videos. Search engine marketing must take advantage of this user behavior and adapt its strategy accordingly. But with what measures and consequences?
The website is the hub for search engine marketing; the rules of search engine optimization still apply and targeting the right keywords still determines success. The new task is to recognize the motivations and needs of consumers, provide content that is relevant to them and publish it on platforms that appear in the blended search results. For example, in the form of
- Blog posts
- Podcasts
- Apps
- Presentations
- How-to-do videos
- Press releases
- Pictures
- Facebook posts
- Product reviews
- Map entries
- Tweets
This information about the company, brand or product can be placed on numerous portals such as YouTube, iTunes Store, Slideshare, Facebook, Twitter, Flickr, Google Places, Open PR, price search engines, specialist portals or news portals. Search engine optimization of the content ensures that the information appears together with the website in the blended search results. This ensures that consumers can find the right information about the company, brand or product in the form of videos, audio clips, images and text in the search results, depending on their needs and interests.
In addition to knowledge of search engine optimization for the individual media, a prerequisite for successful work with blended search results is the harmonization of keyword selection and text structure between your own website and the presence in alternative information sources. Links lead the consumer from the alternative sources of information to the website where the conversion process takes place. Optimizing for blended search results involves work. However, the work is worth it, as the consumer can pick out the information that is relevant to them from the search results. In addition, relevant, attractive or entertaining content is recommended, which in turn supports viral marketing.
Imre Sinka, dotpulse Webagentur AG

Devolo has been active on the Swiss market for seven years now. The breakthrough for the young company came with so-called powerline technology, which allows data signals to be distributed throughout the home via the power line. On January 1, 2011, Devolo will now open an office in St. Gallen in eastern Switzerland.
According to a press release, Devolo expects the new sales team to provide the necessary proximity to the market, and there will be a dedicated field sales force to ensure sustained on-site support for resellers, supported by another colleague in the office to ensure direct contact.

Recognizing opportunities and generating motivation plays a particularly important role here. Through the various presentations, the participants learned how associations, universities, agencies, companies and private individuals are seizing their opportunities and making a fresh start after the crisis.
Thomas Daum, Director of the Swiss Employers' Association, described Switzerland's situation based on the free movement of persons and emphasized how important this is for Switzerland, especially in difficult economic times. For him, our country is in a good starting position to take advantage of the opportunities in the period of recovery after the crisis. Switzerland's long-term position for success must not be gambled away by questioning the strengths of our location or suppressing urgent problems. We must tackle the restructuring of the social security system in financially good years. This will give us more leeway through longer transition periods. Otherwise, we could face a much bigger crisis in ten to twenty years' time.
According to Philippe Bardet, Director of the Interprofession du Gruyère, the association of cheese varieties is taking a completely different approach. His presentation on "How can a cheese with a long tradition and good reputation continue to be sold during the crisis" showed how the advantages of a long-term image boost, a focus on long-standing tradition and quality with a strong label can help a product to continue to be sold successfully even in difficult times.
Prof. Dr. Paul Burger heads the "Sustainability Research Program" at the University of Basel. He spoke about how differently sustainability is understood and how important it is therefore that sustainable development is not a discourse on conservation, but on innovation. Based on background problems, he described the global challenges and the development dilemma facing us, our children and their children. His wish is therefore for social development to be decoupled from resource consumption. In his opinion, societies will only be able to meet the existing challenges through substantial, institutional, social, economic and technical innovation within an ecological framework.
Franz Nietlispach overcomes a completely different crisis in his life every day. The Head of Sports Sponsoring at Novartis International AG and wheelchair athlete became a multiple Paralympic champion despite his disability and used "change as an opportunity". In his speech and a short film about his life, Nietlispach impressively demonstrated how much strength and motivation were needed to achieve these great feats. He also gave hope to those who would describe their situation as hopeless. According to him, some doors may close in a crisis, but many new ones usually open.
Crises are part of everyday life in sport. Every point lost calls the team, but also the coach and the management team, into question. But every new victory is also an opportunity and, above all, a great source of motivation for those involved. Dr. Urs Linsi, Chairman of the Board of Directors and CEO of Neue Grasshopper Fussball AG, showed in his presentation entitled "It takes a special sporting spirit!" how GC is heading into the future with the strategy "young, bold and committed". A football club experiences crises time and again, and GC has also been at rock bottom several times. But according to Linsi, you have to be able to take your chances, go on the offensive and score goals again.
Francesco Lurati, Professor of Corporate Communication at the Facoltà di Scienze della Comunicazione, Università della Svizzera italiana, showed how competent training is particularly important and helpful in times of crisis. Switzerland is less academicized than other European countries. He demonstrated the number of existing specialist certificates and diplomas in communication with impressive figures and informed the symposium participants about the professional needs and expectations of companies and agencies for future communication specialists. The high requirements can also be explained by the fact that nowadays communication strategies are no longer presented to the CCO, but directly to the CEO.
At the end of the event, moderator Bernhard Schär asked PR-suisse President Regula Ruetz how badly the communications industry had been hit by the crisis. According to Ruetz, the PR industry was much less or hardly affected in contrast to the advertising industry, newspaper publishers with a slump in job and image advertisements and advertising agencies such as Publicitas, APG, etc.. This is because advertising budgets are usually cut first, whereas various PR disciplines such as internal communication, crisis and issue management are in particular demand.
After another musical intermezzo by the duo Schweizer Roosen, Regula Ruetz thanked the many members who support the concerns of PR suisse, because it is thanks to their commitment that the association is what it is today. Afterwards, the President invited the participants to a concluding aperitif riche and thanked the speakers, the moderator and the participants for their interest.
The 17th Swiss PR Symposium was organized by the BR-SPRV professional register of the Swiss Public Relations Association (SPRV). The main sponsors of the conference were the Swiss PR Institute (SPRI), News aktuell and ZMS Media Monitoring. Details of the program as well as the individual presentations and photos from the event can be found on the website of the BR-SPRV professional register www.br-sprv.ch.

The corporate design of the Bern Center for the Blind and Disabled has now received the "red-dot award best of the best". The company logo was designed by the design company 2.stock süd netthoevel & gaberthüel.
To the corporate design