Anthony began his career as a designer with an apprenticeship at the Basel agency Fasolin Werbung, as OSW writes in a press release on Thursday. As a trained graphic designer, he soon became self-employed and shared the studio with Michael Oswald. This was followed by a permanent position at the fiduciary firm Ernst & Young, where he was responsible for compliance with CI specifications for all documents, developed various communication tools and also carried out CI training courses. Anthony has now been with OSW since the beginning of March.

Study leader Kevin Wise and his team have put forward the theory that users either surf "passively social" or browse the profiles of others in a "socially exploitative" manner, reports Cnet according to the press release. By "passive social" surfers, the researchers mean user behavior that is limited to following information from the newsfeed. "Socially exploitative" behaviour is characterized by the decision to actively visit friends' profiles and browse through posts, photos and so on. According to the researchers, the latter surfing behavior generates strong emotions. According to this study, the decision as to which profile to click on is based on fairly simple selection criteria. People either visit the pages of people they love or those of people they hate. According to the researchers, stalking other profiles triggers much stronger feelings than simply reading along in the newsfeed.
The researchers carried out tests with various people in which physical reactions were measured during so-called "profile stalking". The results now at least allow us to speculate as to whether Facebook is now a preferred channel through which people vent their inner emotions.
Psychologists such as Natascha Murashev from the blog Psychology.com are now raising the question of whether Facebook stalking has even become a new way for people to deal with their anger towards friends or acquaintances. It is possible that certain users are actually avoiding a personal confrontation and trying to find "virtual excuses" on Facebook.

For over 25 years, the Swiss Red Cross Emergency Call has been there for elderly, elderly and sick people. Once installed, they can call for immediate help using the emergency call button. Whether from home, or now also while on the move. In the event of an emergency call, the emergency call center responds immediately around the clock via the hands-free system and provides reliable and fast assistance. The Red Cross emergency call gives customers and their relatives a good feeling in everyday life and security in an emergency.
The new launch campaign is intended to raise awareness of the Red Cross emergency call and reposition it as an insurance product. The TV commercial "Vorsorge Jetzt Vorsorgen" can now be seen on TV.

Social media today
Everyone’s talking about Xing, Facebook, and Twitter—and since being part of the action is everything, almost everyone is jumping on board. *Werbewoche* wanted to know why and how. That’s why we conducted a social media survey among 15 media companies, businesses, and advertising agencies. Although the results aren’t representative, they reveal some interesting insights into the potential and weaknesses of social media networks.
Trend: the proof of the pudding is in the eating
Those who conduct surveys are sometimes surprised by answers that aren’t really all that surprising. This is due to expectations. In our survey, it was surprising that most managers first had to figure out what was actually going on with social media at their companies. Our questions were often forwarded directly to the people in charge of online operations. This shows that the integration between the virtual and real worlds is still far from working as well as it could. It’s a finding that’s both well-known and surprising.
Another trend that emerged in our survey is the widespread use of «trial and error»: People have jumped on the social media bandwagon and are now just seeing where it takes them. Studies show that in Switzerland, about 90 percent of full-time communications professionals use Facebook, Twitter, Flickr, or YouTube in their personal lives. Typically, they gained their first experience with social networks through a personal account before setting up an account for their employer as «social media experts» for companies, newspapers, or agencies. But this “learning by doing” approach clearly works very well: Respondents take social media seriously and use it very professionally for marketing campaigns and the distribution of editorial content.
It also became clear that neither companies nor media or agencies currently assume that they can earn money with their involvement in social networks. If anything, a positive effect for the brand is expected. For brand companies, there are still undreamt-of opportunities in social media.
Another trend was also interesting: while companies and the media are very active on Twitter, Facebook, YouTube, Netlog and the like, most of the advertising agencies surveyed do not have their own accounts - even though they all carry out social media marketing for their clients. Markus Ruf, CD and co-owner of Ruf Lanz, provides an explanation for this: "The agency itself deliberately does not have any accounts. Let's take Xing: there are mainly people on there who are looking for jobs. But we already get far too many inquiries from production companies, printers or freelancers who want to work for us. This would multiply with an account - to the dissatisfaction of everyone involved. But of course most of our employees are on Facebook. In fact, a little too often for my taste."
If the only "risk" of a social media presence is too many inquiries, it could become important for up-and-coming agencies to set up a Xing, Twitter or Facebook account. Jung von Matt/Limmat, for example, is planning to open a Twitter or Facebook account in the near future, and Erdmannpeisker is looking into whether a Facebook account could be worthwhile for the agency. For Markus Ruf, an agency account is only an option on one condition: "If we have an idea that makes the social media platforms really interesting for the additional profiling of our agency, then we will implement it. But we're not in it simply so that we're still in it." Gabriel Peisker, founder of Erdmannpeisker, is also weighing things up carefully: "It's quite possible that we'll get an account. However, we will first make a cost-benefit analysis, because maintaining these platforms is time-consuming. After all, this channel is also a form of customer relationship management and we are already very active in this area. Rather than having a poor presence with no added value, we prefer to have none. There are enough fig leaf groups on Facebook."
In fact, being there is not everything. It's not clever to wait too long to get involved in social networks, to observe what others are doing for too long. But anyone who tweets a little or sets up a Facebook account without a concept, clear goals and manpower, without regularly looking after their friends, is not doing themselves or what they stand for any favors. The biggest mistake in connection with social networks is to underestimate the effort it takes to maintain accounts and to be - and remain - authentic and creative.
How: Type of Activities
Companies, media and agencies use social networks in different ways: Companies primarily use Twitter, YouTube and Facebook to place marketing and themed posts, draw attention to promotions or take orders. They often run a fan page on Facebook, participate in discussions as group members in topic forums and make images available on Flickr. Marionnaud, Philips and Swiss also have their own company social media offerings: Marionnaud and Philips operate blogs, Swiss a social media newsroom. Philips press officer Raphael Wermuth also likes to post more than just hard facts from the company on Twitter: "I post on our Twitter account several times a day, sometimes with things that at first glance don't have much or anything to do with us, sometimes with observations from my personal everyday life. With our activities in the social networks, we want to give the Philips brand a likeable, exciting face."
However, the companies surveyed use Facebook and Twitter not only to post messages and offers, but also to communicate with their friends and followers. "For Swiss, Facebook is the 'headquarters'," says Swiss spokeswoman Sonja Ptassek. "All our multimedia material is linked or uploaded to Facebook, we provide our fans with news, company insights, services, competitions and last-minute offers. We also actively communicate with our fans there, take criticism, input and ideas on board and answer questions." Swiss Post also values the opinions of its customers and obtains them via Facebook, among other channels: The Swiss Post Facebook group is used "to gather customer feedback", says Swiss Post spokesman Mariano Masserini.
Brand management and brand protection are another important motivation for the company's involvement in social networks: Sevenone Media believes that the "distribution of our news in a modern, uncomplicated and trendy way will enhance the image of our brands among feed readers". Marionnaud online specialist Yago Veith is also concerned with protecting his brand: "We are also present so that the Marionnaud brand is not misused by others." Misuse? This risk is indeed high: "The existing Tages-Anzeiger Twitter pages are not ours," confirms Tagi editor-in-chief Markus Eisenhut. "For us, Facebook comes first. We use Twitter specifically when we want to report directly and quickly about an event on location, for example about the WEF in Davos, where a reporter was out and about with her iPhone and tweeted about the social part with the VIPs, or about the Olympic Games in Vancouver. There, too, journalists offered a direct insight on site that readers would otherwise never get."
The media use social networks primarily for news tweets and to disseminate editorial articles. They want to retain readers, attract new ones and increase their reach. On Twitter, they link to articles that have recently been published on the newspaper's or broadcaster's website, as well as to video podcasts that can be viewed on YouTube. NZZ campus and NZZexecutive.ch announce events and promos on Facebook and Twitter that are of interest to their target group; NZZ campus also makes all its magazines available as e-papers on Issuu.com. SF runs fan pages for individual programs on Facebook and offers live chats for live broadcasts on the Internet.
None of the advertising agencies surveyed operate an agency account on social networks. Almost all agency employees have private accounts on Facebook or Twitter and post videos on YouTube. However, the agencies themselves have neither friends nor followers. However, it would be a mistake to conclude from this that they lack social media expertise. After all, advertisers are very active and creative on social networks for their clients. Markus Ruf from Ruf Lanz, for example, reports: "We think carefully about how we can best reach the respective target group. Sometimes this works best with a TV commercial, sometimes with posters in train stations, sometimes with direct mailings, sometimes with social media. Mostly, however, with a combination of different media. One example: we linked the Suva prevention campaign for more safety on construction sites with the prominent Swiss construction worker Gölä to the most popular social media networks such as Facebook and Twitter, thus ensuring more traffic to the microsite. The traditional media then picked up on the campaign editorially and multiplied the advertising impact, including with a longer feature in '10 vor 10'."
Jung von Matt/Limmat also runs "all kinds of marketing activities" for its customers on social networks, Erdmannpeisker is active on Facebook and Twitter for Rivella and Mammut and Rod has developed a promotion for Saturn Germany that runs exclusively on Facebook. "This works with an insight into the medium," explains co-owner David Schärer. "The application can be played by anyone who sets their relationship status to 'single'. So anyone who cheats with Saturn is rewarded." Thanks to Facebook, Rod's campaign "Slow down. Take it easy." has also caused a sensation. The angel Franky Slow-Down has around 100,000 fans on Facebook - twice as many as the biggest pop stars in Switzerland. Schärer: "It was not least because of Facebook that we managed to turn the song of the same name into a top ten hit. 'Classic' online advertising media on social media networks, i.e. banners and the like, are now also a serious option."
Who for: Target age groups
Companies, media and agencies are primarily targeting the younger and middle-aged target group between 18 and 45 with their social media activities. Within this range, the services are very clearly geared towards the respective target group: NZZ campus is aimed at high school graduates and students, Swiss at air travelers of all ages, Rohner Socks at sock buyers up to the age of 50. "Depending on the offer or program, we appeal to completely different age groups," says SF Director Ueli Haldimann. "Netlog is mainly for teenagers, for example the MusicStar offer was a big hit. However, Facebook and YouTube are so well established in the Internet world that we can't address any significantly different age groups than the core offering of sf.tv. However, we are expanding the circle of potential consumers with these offerings. People who are active on Facebook and the like do not necessarily visit sf.tv. We go to the social media platforms with our offerings in order to pick up people where they are: We fish where the fishes are. At the same time, we want to draw their attention to our extensive offering on sf.tv."
Time-consuming: Account maintenance
Feeding social media accounts with information is usually additional work for companies and media houses: company spokespeople tweet and Facebook between press releases and press conferences, online managers alongside their development work, TV and print editors between news and reports - rarely supported by product managers, as is the case at NZZ, for example. Swiss is a laudable exception: the airline employs a full-time employee who devotes 100% of his time to maintaining the social networks. At Swiss Post, the marketing and communications department ensures that the Postfinance accounts on Facebook and Twitter remain up to date. "However, the establishment of a 'social media' specialist group is already in preparation," says Swiss Post spokesman Mariano Masserini.
None of the agencies surveyed have their own agency accounts. When they feed Twitter, Facebook and YouTube, they do so on behalf of clients - which means that maintaining social media is a genuine part of their work for advertisers. "Depending on the task, different people feed our social networks," says David Schärer from Rod. "But it's mainly employees who have a PR focus. We have a total of five people who have already managed the social media aspects of overall campaigns."
Control is better: monitoring
Only a few companies, media and agencies systematically monitor the reactions of their friends and followers. "This will certainly become an issue as the number of followers increases. It's not necessary at the moment," says Silvano Senn, Interactive Manager at Sevenone Media. Manual monitoring is also currently sufficient for Swiss. Swatch, Swiss Post, Marionnaud, NZZ, Jung von Matt, Rod and Ruf Lanz monitor the reactions and comments of fans and followers themselves, while Erdmannpeisker leaves the monitoring to its customers. Philips spokesperson Raphael Wermuth believes it is crucial to respond to posts from fans: "Interaction with people on social platforms is an important part of the whole thing." And it takes time and energy. David Schärer from Rod confirms this: "Triggering interaction is very time-consuming and costs money. The profile maintenance alone for 'Slow down. Take it easy.' alone takes two hours a day at peak times."
SF director Ueli Haldimann also considers it important to monitor the contributions of friends and followers, but sees it more as moderation: "We look at the comments and inputs. Of course we do. But what we find much more interesting than the individual reactions on the fan pages is what is generally being said about SF in the social community - apart from our own offerings. We are in the process of establishing a monitoring system that delivers the best possible results with the least possible effort. Not an easy task."
Why: Significance for the balance sheet
How many people in a company, a medium or an agency ensure that the networks are regularly fed with new content reveals a lot about the importance that social media really has in the organization. According to Mario Marogg from Rohner Socks, "(still) too few" people at the sock manufacturer take care of social media. Consequently, Rohner Socks considers the importance of social networks for its economic success to be "low" and is "prepared to be surprised". Marionnaud online expert Yago Veith is of the opinion that the importance of social networks should not be underestimated, but also not overestimated. Social media are a "part of the whole pie". Tagi boss Markus Eisenhut takes a similar view: "The relevance of social networks for the economic success of the Tagi is moderate. But Facebook is an interesting marketing tool." Silvano Senn from Sevenone Media is cautiously optimistic about the future: "The importance of social networks for our economic success is still difficult to assess at the moment, as we are still in the early stages. However, it seems quite realistic to us that social media will gain in importance in the future."
The influence that activity on social networks has on a company's balance sheet naturally depends heavily on its target group. NZZ campus, for example, is read by school leavers and students. The newspaper needs to be present where its target group is: on Facebook, Twitter and YouTube. "If you want to appeal to a young target group, you have to be where they can be found," emphasizes Andreas Häuptli from NZZ campus. "It's about being found. If you can't be found on social media sites, you don't exist in the eyes of those searching. Our overall presence with a website, weekly pages in the two newspapers and the four magazines is supplemented with a broad mix of marketing measures. Social media activities are certainly among the most important." Ueli Haldimann does not consider a presence on social networks to be irrelevant either: "In economic terms, social media does not bring us any direct success: we are not allowed to advertise online. However, our primary goal must be to make our offers available in as simple and diverse a way as possible. In this respect, our social media activities promote awareness of our services and the acceptance of having to pay fees for them." Markus Ruf does not attribute his agency's positive results to its presence in individual media: "The creative quality of the ideas continues to be decisive for our commercial success - and much more importantly, for the success of our clients. Because only this makes advertising palatable to the public. Regardless of the medium in which it takes place."
At Swiss and Philips, involvement in social networks is clearly part of the future strategy. "We are fundamentally very convinced that social media promotes our success, whether directly or indirectly cannot yet be said," emphasizes Swiss spokeswoman Sonja Ptassek. "But because we are convinced of this, we are putting a lot of effort into social media." Philips also rates the importance of social networks for the company as very high. Raphael Wermuth: "It's not for nothing that Philips has launched an interactive social media campaign with the film production company Ridley Scott Associates, for example, to convince consumers of the unique cinema experience with our flat-screen TVs." David Schärer from Rod sings a true hymn to social media: "For the agency's own image, social networks are still secondary or even tertiary. But with regard to our customers, they are an opportunity for a real dialog at eye level. If we are allowed to, we sit down at the kitchen table with our audience. The pull factor takes on new significance. Only those who are relevant come into intensive contact with their audience. It is therefore about creating content that the audience likes to engage with. From an advertiser's point of view, the challenge is to use new formats. I see this development as a great creative liberation."
Outlook: What the Future Holds
For many respondents, the outlook for the future remains vague. They often vaguely mention that they are planning «a few things» by the end of the year. Whether that means «we’re not providing any information on that» or «we don’t have any plans» is left open to interpretation. Swatch does not disclose any information about its future plans «for strategic reasons.».
However, concrete plans are also expressed: Swiss is launching activities in the frequent flyer forum Flyertalk.com, Rohner Socks will update its posts more regularly and offer promotions in the online store and live streams, Marionnaud is compiling behind-the-scenes information for its fans, SF wants to make its video-on-demand offering available on the most important social media platforms, Tagi will expand its existing presence on Facebook and ensure more interactivity in the mommy blog, NZZexecutive.ch wants to expand its job markets in the social networks and NZZ campus plans to further refine "the 'playing' of the channels" and concentrate on high-reach social media sites. "If new opportunities arise, we will be among the first to launch a meaningful offer," emphasizes Andreas Häuptli from NZZ campus.
According to David Schärer, Rod is also busy planning new things: "A major campaign is in the pipeline and will be presented in May. But the biggest thing for us this year is likely to be the mobile internet." Ruf Lanz is currently working on new campaigns for VBZ, Suva and Hiltl, in which social media will also play a role due to the target group. Markus Ruf: "The decisive factor here is also the surprising idea: I think the Facebook case by Crispin Porter + Bogusky for Burger King is outstanding, where you could swap ten Facebook friends for a Whopper. That is the benchmark in this area."
Apparently, we can also expect surprises from Swiss Post: "Swiss Post has recognized the importance of the new channels for exchanging information and opinions and is currently preparing its social media strategy," reveals Swiss Post spokesperson Masserini. "Swiss Post wants to become active in these channels and enter into direct customer contact. By the end of the year, the dialog media will be integrated into our communication, marketing and sales activities in various ways."
Anne-Friederike Wilhelm

Rules for social media activities
1. Precisely defined target group
2. target group relevant creation
3. landing page with interaction option
4th partner agency with social media knowledge
5. 10,000 francs minimum investment
Survey participants
(15 out of 21 respondents)
Company
- Swiss Post, Mariano Masserini, Media Spokesman
Postfinance accounts at: Facebook, Twitter
- Marionnaud Parfumeries, Yago Veith, Online Specialist
Accounts at: Facebook, Twitter, Flickr, Youtube; company blog
- Philips AG Switzerland, Raphael Wermuth, Corporate Communications
Accounts at: Facebook, Twitter, Flickr, Youtube; company blog
- Rohner Socks, Mario Marogg, Marketing Manager
Accounts at: Facebook, Twitter
- Swatch AG, Press Office
Accounts at: Facebook, Twitter
- Swiss International Air Lines Ltd, Sonja Ptassek, Spokesperson
Accounts at: Facebook, Twitter, Flickr, Youtube, Friendfeed; company's own social media newsroom
Agencies
- Erdmannpeisker, Gabriel Peisker, agency founder
- Jung von Matt/Limmat, Marion Marxer, Head of Digital
- Rod Kommunikation AG, David Schärer, partner and co-owner
- Ruf Lanz Werbeagentur AG, Markus Ruf, CD and co-owner
Media houses
- NZZ campus, Andreas Häuptli, Project Manager
Accounts at: Facebook, Twitter, Youtube, Issuu
- NZZexecutive.ch, Oliver Scheer, Product Manager
Accounts at: Facebook, Twitter, Friendfeed, Xing, Linkedin
- Pro 7/Sat 1/SevenOne Media (Schweiz) AG, Silvano Senn, Product Manager Interactive
Accounts on: Facebook, Twitter; company-owned community platforms
- Swiss Television, Ueli Haldimann, Director
Accounts at: Facebook, Twitter, Netlog, Myspace, Youtube, MSN Messenger
- Tages-Anzeiger, Markus Eisenhut, Editor-in-Chief
Account with: Facebook

We also asked Numéro10, Scholz & Friends Zurich, Walker, the Blick Group and 20 Minuten, but by the editorial deadline they had not responded to our request or sent back any answers. The Jungfrau-Zeitung did not want to take part in the survey due to time constraints.

Zurich's public transport company is looking for 200 new employees every year, including 100 new bus and streetcar drivers alone. Ruf Lanz has developed a commercial for this purpose that dramatizes the VBZ message. It shows that VBZ is not just looking for any old people. They are looking for people who have the public transport gene in them from an early age.
The commercial is part of a new VBZ personnel marketing campaign that will be implemented step by step over the next few months.
> To the spot
Responsible at VBZ: Heinz Vögeli (Head of Corporate Communications), Jörg Buckmann (Head of Human Resources Management). Responsible at Ruf Lanz: Markus Ruf, Danielle Lanz (CD), Marcel Schläfle (AD), Markus Ruf (text), Kristina Burch (consulting). Production: Manifesto Film, Zurich. Producer: Daniela Berther. Animation: Noé Marti. Music: Roman Camenzind.

SDA Informatik, based in Zurich, was founded in January 2010 by the news agencies SDA and APA as a joint venture. The two partners had already jointly acquired the Keystone picture agency at the end of 2007.
The aim of SDA Informatik is to expand its synergies in the area of information technology (IT), as the Swiss and Austrian news agencies announced on Thursday. In future, the two partners will offer the Swiss media customized IT solutions and services.
(Pictures: Presseportal.ch/ots)

Newspapers should boycott the search engine and no longer display their content for free, according to Murdoch's press release. News Corp had previously used terms such as "tech tapeworm" and "internet vampire" against Google. At the beginning of March, Murdoch also announced that he would sue Google if News Corp content continued to appear in searches and was not compensated financially.
Murdoch also once again defended his paid content plans for various newspapers online. "We will stop people like Google or Microsoft or whoever from taking stories from us for free," the media mogul told the National Press Club in Washington. Google had opened up a river of gold with its internet search, but the content had mainly been taken from newspapers.
In the UK, Murdoch will be introducing online paywalls with his Times and Sunday Times newspapers from June. There are also various paid content plans for the USA. Murdoch was positive about the iPad, saying it was a "wonderful tool". "It could be the salvation of the newspaper industry," believes the media mogul.

The cell phone stone is operated via a large touch screen, which is protected by a sapphire glass plate. Below it is a mechanical clock, next to which are two golden buttons for making calls. Naturally, all the symbols and patterns on the stone are also made of solid gold. The manufacturer Mobiado was inspired by Renaissance marble statues when designing this elegant piece. Original and noble, you might think. Which is actually true. The only catch: it's ugly - uglier than any other cell phone ever seen. Or is it? And it is not yet known how much the fun will cost. Sure enough, one or two would-be luxury ladies will jump at the chance to polish up their battered egos - despite the ugliness.

(Image: Areamobile.de/Mobiado)

The mandate for the bed linen and terry towel manufacturer includes all media work as well as managing the press office in Switzerland and Germany, as detailed in a press release issued on Thursday.

The Project was launched by BKW FMB Energy, Jungfrau Railways and other partners to raise awareness of climate change among young people in the mountains and to show them that they can make a personal contribution to combating it. From August 9 to October 15, 2010, 80 high school classes can experience the changes in the high alpine glacier world in the Jungfrau region for two days.
In Flagranti created all the communication materials for the project. The content of the program and the advertising material was created by the company Ökomobil Umwelt & Kommunikation from Lucerne.

The commercials will be shown for three weeks during prime time in German-speaking Switzerland on SF 1, SF zwei, RTL, Sat.1, ProSieben, RTL 2, VOX, Kabel eins and 3+. In French-speaking Switzerland, viewers of TSR 1 and TSR 2, M6 and RTL can look forward to additional entertainment during the commercial breaks, as the company writes in a press release. The advertising agency responsible is Brot&Spiele in Zurich. Media agency: Carat in Zurich.
The commercials can already be seen on YouTube: