The new live DMP collects over 13 million data records per day for Switzerland alone and processes them using dynamic cloud technology. Users are divided into any target groups and approached in a differentiated manner. Digital campaign data and any external data sources can be connected directly and used in a targeted manner. Not only is the delivery carried out live, but the actual data processing also takes place in real time with the Adwebster DMP.

The entire live DMP was programmed at Adwebster in Zurich. The server-side data processing and ensuring a stable system were considered complex. The modern technologies process the immense flood of data and ensure the big data approach.  

Adwebster's vision - to deliver digital advertising in such a personalized and needs-oriented way that it is perceived by the user as added value - was at the heart of its development. The anonymization of data protects the privacy of Internet users at all times.

The launch of a Zurich agency under the umbrella of Agentur Heimat had already been announced by co-founder and managing director Matthias von Bechtolsheim in January (Werbewoche.ch reported). Built up by three Swiss nationals, Home in Zurich is a "completely local and independent team on the offensive". Matthias von Bechtolsheim confirms this to New-Business.com.

Now also the names of the managing directors are well-known: The agency will be built up by Nico Ammann, Roman Jud and Simon Rehsche, says Bertolsheim. They will start with a team of around 15 people. Together with Heimat's Berlin founders, Andreas Mengele, Matthias von Bertolsheim and Guido Heffels, the three managing directors share the firm conviction that the timing is perfect for a start-up in the Swiss market. "The Swiss advertising industry changes only sluggishly, has collected dust, sticks to outdated self-image and role concepts," the three Zurich-based managing directors told Nwe-Business.de. That's why they don't give a damn about historically grown dogmatic ideas in processes and organizational charts.

As its first mandate, Heimat Zürich will develop the brand of the online marketplace Siroop. So far, the Berlin agency - with offices in Hamburg and Vienna - has served Swiss clients Swisscom and Jelmoli with individuals in Zurich. We're excited to see what happens next. (uma)

The managing directors from left: Roman Jud, Nico Ammann, Simon Rehsche (Photo: Heimat)
 

At the Art Directors Club in Zurich Wiedikon, the first cohort under the direction of Stefan Vogler was graduated with the Certificate of Advanced Studies (CAS) in Marketing Communications on February 4, 2016. Vogler is a management consultant for branding, marketing and communications and took over the management of this HWZ course last summer. 24 specialists have now successfully completed the part-time CAS in Marketing Communications.

For the successful management of brands, a strategic understanding of the brand, differentiating marketing communications and a profound knowledge of all communications instruments, media, measures, resources and related disciplines play a decisive role. With the CAS in Marketing Communications, students receive state-of-the-art knowledge and current practical input in 18 course days as a career-relevant basis for the modern management of brands and customer relationships. The course is under the patronage of the associations BSW - Association of Leading Advertising Agencies in Switzerland and the Swiss Association of Advertising Clients SWA.

The 24 2016 graduates of CAS Marketing Communications:
Aurelia Carlen, Marija Cirkovic, Fabia Dellsperger, Emma Drenth, Selina Eugster, Daniela Frangi, Marc Gooch, Daniel Hasenfratz, Valérie Huber, Ljiljana Ilic, Franziska Kamp Lindell, Ursula Keller, Alexander Larcher, Aline Litchenhaus, Manuela Marty, Eveline Moser, Marco Portmann, Maria Sägesser, Bettina Scheidegger, Reto Schorta, Sanchika Shantakumaran, Dominik Stauber, Michelle Widmer, Nancy Wolf.

 

The campaign was developed and implemented by C-Factor and Xeit. Execute three clicks and already lean back? At the Children's Hospital Zurich, this is now possible. Interested nursing professionals can sign up on the microsite Kispi-spirit.ch apply within 15 seconds and receive a response from the Children's Hospital Zurich within two days. "We want to make this the easiest application in the entire healthcare industry," says HR Manager Matthias Bisang, explaining the recruitment campaign that has just been launched, "Care for the Kispi Spirit with us.

In addition to the greatest possible simplicity, the "Kispi Spirit" is at the center of the campaign - the extraordinary team spirit and good cohesion of all employees for the benefit of the children. It can be experienced in six short, personal videos, on Facebook and, of course, in the children's hospital itself. The campaign relies primarily on online marketing for the suppliers to the microsite with targeted AdWords, Display Ads, Facebook Ads and Youtube Video Ads, but also attracts attention offline: Starting today, a "Kispi-Spirit" streetcar rolls through the city of Zurich. "C-Factor and Xeit convinced us in the collaboration with creative ideas, strong consulting and a lot of implementation power," Matthias Bisang describes the approximately nine-month joint project.

Responsible at Kinderspital Zürich: Matthias Bisang (HR Manager), Sonja Auf der Maur (Divisional HR Manager), Manuela Frey (Communications), Jörg Buckmann (Consulting). Responsible at C-Factor: Philipp Metzler (Consulting Management/Content), Marlen Steiner (Consulting). Responsible at Xeit: Simon Künzler (strategy/consulting), Thomas Lecher (consulting/project management). Responsible at Hauptstadtfilm: Roland Luder, Beni Leoni (videos).
 

"Glanz & Gloria" has developed further since the last observations. The program is relaxed and invites viewers to relax with infotainment, the Audience Council stated in a press release on Tuesday. The program takes a personal approach to topics by letting celebrities have their say on current events. The people magazine no longer simply depicts events, but repeatedly asks the celebrities relevant questions and thus offers information content. Especially in the weekend edition, "G&G Weekend" creates closeness and depth. The moderation appears likeable and confident, the new studio calm and elegant.

In the opinion of the Audience Council, however, the signet does not suit the program. It suggests a nightclub atmosphere and cements an antiquated woman-man scheme.

What the Audience Council likes about "Reporter" is that the show focuses on extraordinary people with their unconventional stories and surprising developments. It also sheds light on socially relevant topics that go beyond the personal.
The authors treated the people portrayed with respect. The majority of the reports are informative and sensitive. However, the majority of the Audience Council would like to see more in-depth coverage. However, the format should not drift into "moralizing concern journalism". (SDA)
 

The robots are coming. Or rather, they are already among us. While the arrival of robots was prominently discussed at the WEF in Davos last week, automated helpers have long since crept into our everyday lives through the back door. They clean our homes, mow lawns and help care for the elderly. Unspectacularly and almost unnoticed, they have emerged from the laboratories of robotics researchers into our lives to relieve us of dangerous, strenuous or monotonous tasks. And in the process, they have become more and more like us. Not only have the robots' inner workings evolved, but their appearance has changed as well. We still perceive some robots as machines. Others are so tiny that the observer cannot even recognize them with the naked eye. But some now look uncannily like humans. It is these that particularly fascinate us. Take, for example, the "hubots" (a word combination of "human" and "robot") that are part of the everyday lives of the residents of a small Swedish town in the near future in the popular Swedish TV series "Real Humans". They do the housework, drive cars, cook and read bedtime stories to the children. They are exceptionally willing to serve, service-oriented and usually in a good mood. Nevertheless, the question remains: Should we fear them? Because the more humanoid a robot becomes, the more uncanny it seems to us. This phenomenon in robotics is called "Uncanny Valley". And it is measurable: acceptance of robots drops abruptly as soon as they resemble humans too closely. This can put the brakes on innovation. It has long been known from research that new technologies only become established if they are also accepted by people. Nevertheless, there are two ways out of the uncanny valley. The simpler one is to take away the human resemblance of the characters. For example, someone who comes across as "cuddly" as the popular "Paro" does not generate skepticism. With its big black beady eyes and fluffy white fur, the intelligent baby seal conquers the hearts of all animal lovers. Not only dementia patients react positively to the therapy robot designed for them. Young people also fall for the charm of the interactive seal and immediately want to play, talk and cuddle with it.

Why do machine people creep us out?

The second way out of the uncanny valley is more difficult. It consists of identifying those key stimuli that trigger our uneasy feeling toward the machine in the first place. In practice, this is usually more complex than expected. After all, a particular machine person does not have the same creepy effect on all "real" people. For example, children tend to be more open and positive about robots than adults. And those who regularly communicate with avatars in video games will probably be more likely to be served by a humanoid robot in real life in the future. What do you mean by "in the future"? With Pepper, the first truly human robot is now on the market. Equipped with eyes and arms that allow (still limited) facial expressions and gestures, it resembles us humans not only externally. Its interaction is also modeled on our communication. Thanks to facial and voice recognition software, it can respond to the emotional state of its counterpart. Happy, sad or stressed? Pepper finds the right tone and the right words. And that's necessary, because unlike many of the robots we've seen so far, Pepper wasn't designed to push packages around a warehouse or vacuum at home. Rather, Pepper is intended to become the emotional all-round support of its owners, or more precisely: our friend.

Helpers welcome

A friend, however, who - as so often discussed these days - could also be used in the job market. Nestlé is already testing Pepper's skills on the service front, namely in sales. In Japanese household goods stores, he extols the benefits of coffee machines to customers, provides information, answers questions and advises on purchases. For the time being, Pepper serves primarily as a store attraction to draw more customers into the stores. In the medium term, however, he will provide serious support to his human work colleagues, especially where simple and repetitive tasks are involved. Greeting customers in a friendly manner at the entrance, efficiently unloading and parking shopping carts, weighing vegetables, processing payments, lugging heavy shopping bags to the trunk of the car - these are all tasks that he could relieve customers of in the future. This would also appeal to older customers who are still skeptical today. If the tasks become more complex, Pepper, Oshbot and other automated shopping assistants will network their customers with human sales advisors - at least today. The more intelligent and adaptive robots become in the coming years, the more tasks they can be assigned in the longer term on the front lines of service-intensive industries such as retail, restaurants, hotels and tourism. Taking complaints, apprehending shoplifters, keeping unruly customers in check - the possibility of being able to send an artificial colleague ahead in difficult and hectic situations in the future is certainly tempting. And perhaps, in the end, the new servants will even lead themselves out of the uncanny valley.

Martina Kühne is a senior researcher at the Zurich GDI (Gottlieb Duttweiler Institute). She analyzes social, economic and technological changes.

Martina Kühne is now writing as a columnist for the Print edition of the advertising week.
 

On the Festival website the CEO of Havas Worldwide Zurich talks about why he participates as a jury member and what he takes away with him: The trained pianist and composer believes that judging work is simply part of the job of an executive in an agency. At the same time, he says, it's a way to discuss and learn from the best creative people in the world. When asked why he made his career in advertising, he says: "Because I didn't have a better idea. (uma)

Teaser image: Advertising.newyorkfestivals.com

The qualified media scientist has already worked at Geyst, traveling the world for a year in between. Julia Hartung is now back at home in the world of Geyst and has joined the team of consultants. Her biographical background includes a stint at Suisse Emex. At the Swiss marketing trade fair, Julia Hartung was responsible for the media and press department.

The ADC Gala will take place afterwards from 7 p.m. in the Maag Halle.

- 5 pm public award ceremony at the ZHdK
- 7 p.m. ADC Gala and Party at Maag Halle (doors open, admission with ticket only)
-
Tickets for public sale can now be purchased online via Adc.ch be ordered. First come, first served.
 

The robots are coming. Or rather, they are already among us. While the arrival of robots was prominently discussed at the WEF in Davos last week, automated helpers have long since crept into our everyday lives through the back door. They clean our homes, mow lawns and help care for the elderly. Unspectacularly and almost unnoticed, they have emerged from the laboratories of robotics researchers into our lives to relieve us of dangerous, strenuous or monotonous tasks. And in the process, they have become more and more like us. Not only have the robots' inner workings evolved, but their appearance has changed as well. We still perceive some robots as machines. Others are so tiny that the observer cannot even recognize them with the naked eye. But some now look uncannily like humans. It is these that particularly fascinate us. Take, for example, the "hubots" (a word combination of "human" and "robot") that are part of the everyday lives of the residents of a small Swedish town in the near future in the popular Swedish TV series "Real Humans". They do the housework, drive cars, cook and read bedtime stories to the children. They are exceptionally willing to serve, service-oriented and usually in a good mood. Nevertheless, the question remains: Should we fear them? Because the more humanoid a robot becomes, the more uncanny it seems to us. This phenomenon in robotics is called "Uncanny Valley". And it is measurable: acceptance of robots drops abruptly as soon as they resemble humans too closely. This can put the brakes on innovation. It has long been known from research that new technologies only become established if they are also accepted by people. Nevertheless, there are two ways out of the uncanny valley. The simpler one is to take away the human resemblance of the characters. For example, someone who comes across as "cuddly" as the popular "Paro" does not generate skepticism. With its big black beady eyes and fluffy white fur, the intelligent baby seal conquers the hearts of all animal lovers. Not only dementia patients react positively to the therapy robot designed for them. Young people also fall for the charm of the interactive seal and immediately want to play, talk and cuddle with it.

Why do machine people creep us out?

The second way out of the uncanny valley is more difficult. It consists of identifying those key stimuli that trigger our uneasy feeling toward the machine in the first place. In practice, this is usually more complex than expected. After all, a particular machine person does not have the same creepy effect on all "real" people. For example, children tend to be more open and positive about robots than adults. And those who regularly communicate with avatars in video games will probably be more likely to be served by a humanoid robot in real life in the future. What do you mean by "in the future"? With Pepper, the first truly human robot is now on the market. Equipped with eyes and arms that allow (still limited) facial expressions and gestures, it resembles us humans not only externally. Its interaction is also modeled on our communication. Thanks to facial and voice recognition software, it can respond to the emotional state of its counterpart. Happy, sad or stressed? Pepper finds the right tone and the right words. And that's necessary, because unlike many of the robots we've seen so far, Pepper wasn't designed to push packages around a warehouse or vacuum at home. Rather, Pepper is intended to become the emotional all-round support of its owners, or more precisely: our friend.

Helpers welcome

A friend, however, who - as so often discussed these days - could also be used in the job market. Nestlé is already testing Pepper's skills on the service front, namely in sales. In Japanese household goods stores, he extols the benefits of coffee machines to customers, provides information, answers questions and advises on purchases. For the time being, Pepper serves primarily as a store attraction to draw more customers into the stores. In the medium term, however, he will provide serious support to his human work colleagues, especially where simple and repetitive tasks are involved. Greeting customers in a friendly manner at the entrance, efficiently unloading and parking shopping carts, weighing vegetables, processing payments, lugging heavy shopping bags to the trunk of the car - these are all tasks that he could relieve customers of in the future. This would also appeal to older customers who are still skeptical today. If the tasks become more complex, Pepper, Oshbot and other automated shopping assistants will network their customers with human sales advisors - at least today. The more intelligent and adaptive robots become in the coming years, the more tasks they can be assigned in the longer term on the front lines of service-intensive industries such as retail, restaurants, hotels and tourism. Taking complaints, apprehending shoplifters, keeping unruly customers in check - the possibility of being able to send an artificial colleague ahead in difficult and hectic situations in the future is certainly tempting. And perhaps, in the end, the new servants will even lead themselves out of the uncanny valley.

Martina Kühne is a senior researcher at the Zurich GDI (Gottlieb Duttweiler Institute). She analyzes social, economic and technological changes.

Martina Kühne is now writing as a columnist for the Print edition of the advertising week.
 

"Do you like it? Be at home there" is the slogan of Airbnb's new promo campaign. On the online platform, travelers can discover unique accommodations worldwide and live out their passions - under this motto, Airbnb has collaborated with Disney and Man vs. (uma)
 

First and foremost, food has to taste good. However, factors such as health, ecological and regional aspects as well as availability are playing an increasingly important role in purchasing decisions. The new umbrella campaign for Migros Gastronomy addresses this.

Against this background, the task was to develop an overarching framework for Migros' gastronomy communication for the restaurant and for take-away. The three overarching key messages had to be integrated in the same way as the different national and regional circumstances in order to achieve the objectives set at various levels. In particular, Migros gastronomy should be associated with varied and uncomplicated culinary experiences.

Around 550 poster sites will feature subjects that often make a location-specific reference. For example, passers-by are confronted with the question "Invest or speculate?" in front of the Migros Bank in Zurich-Oerlikon. The Migros-Restaurants and Migros-Take-Away senders advise: "Eat first, then decide. For a good gut feeling." Because with Migros restaurants, you can trust that values such as origin, freshness and value for money are right. This gives you a good gut feeling, which makes decision-making easier.

The poster campaign is supplemented with online measures. Thanks to the modular structure, the subjects can be arranged according to location, target group and product, at poster sites and in Migros restaurants and take-aways.

Responsible at Migros Gastronomy: Roman Reichelt (Head of Marketing Communication), Yvonne Hiller, (Project Manager Gastronomy Communication), Natalie Estermann (Project Manager Gastronomy Communication), Philipp Marquard, (Head of Media), Valeria Marra (Project Manager Media). Responsible at Inhalt&Form, Zurich: Serge Riedener (CD), Karin Estermann (Senior AD), Fabian Zahner, Judith Maurer (text); Raymi Mendoza (graphics); Kristian Brändle, Julienne Locher (consulting); Martin Hemmi (photography), Linda Hemmi (food styling).