The collaboration begins with a summer promotion for the style icon IXUS in May this year, complete with poster advertising, in-store measures and a competition.

In addition to brand, typography and color, the central element of the design is an independent visual world. TBS Identity is responsible for the entire corporate identity and defined the design for all areas of marketing communication. Derendinger made its first major public appearance at this year's International Motor Show in Geneva, for which TBS Identity developed the design.

Responsible at Derendinger: Beat Zenklusen (Head of Marketing), Claudia Geissmann (Head of Marketing Communication). Responsible at TBS Identity (ASW): Michael Schaedelin (communications consultancy), Christian Tobler (CD), Thomas Geissberger (AD), Andreas Gloor (polygraphy), Flavia Papi (project management).

The hearing aid manufacturer Phonak was honored in the large companies category for its "Hear the World" foundation campaign. The Interlaken-based brewery Rugenbräu received the Marketing Trophy for its campaign for the Swiss Highland Single Malt Whiskey "Ice Label" (medium-sized company category). Natura Güggeli received the prize in the small company category for its overall concept. And in the non-profit organizations category, the Pro Kloster Einsiedeln Foundation was awarded a prize for its online campaign for the renovation of the monastery square.
Around 1,000 people attended this year's Swiss Marketing Day 2010 at the KKL Lucerne. This was a new record number of participants, the organizers announced on Tuesday. Every year, the professional association Swiss Marketing awards the Marketing Trophy in recognition of innovative and successful marketing ideas. This year, the nominations and winners were selected by a ten-member jury of experts headed by Marco Bernasconi, Managing Director of Wemf AG für Werbemedienforschung.

Caption (from left to right): Helmut Fuchs from the Pro Einsiedeln Foundation, Bruno Hofweber, CEO, and Philippe Adler, master brewer at Rugenbraeu, Andi Schmal from Frifag Maerwil and Stefan Pagnoncini from Natura Gueggeli and Vanessa Erhard Blattmann and Alexander Tschokke from Phonak. (Picture: Keystone)

This is the result of a representative study conducted by the Center for Gerontology at the University of Zurich on behalf of Pro Senectute Switzerland. While 58 percent of 65- to 69-year-olds and 50 percent of 70- to 74-year-olds surf the web, only 8 percent of over 85-year-olds "dare" to go online. Whether senior citizens surf the Internet depends heavily on their social environment. Those who have friends or children who use the Internet usually have a more positive attitude towards the medium and also use it themselves. The level of education and social class also facilitate access to the Internet.
Most older people (around 88%) mainly use the internet to write emails. They also use the web to check timetables or obtain information on specific topics, for example. According to study director Rudolf Schelling, older people would use the internet more if it were more age-appropriate. Most of those who are never online consider the web to be too complicated (71 percent). Many of them also consider the effort required to learn how to use the Internet to be too great (60 percent). There are also major concerns about data security.

Low-threshold solutions required
In order to make it easier for "offliners" to enter the virtual world, the study states that customized solutions are needed. The authors therefore suggest, among other things, promoting low-threshold training and support services. People without a connection are already disadvantaged in various areas, for example when ordering tickets. It is therefore essential that these traditional channels to information and services continue to exist.

Hasbro is normally cautious about sponsorship, according to a press release issued on Monday. However, "Bauer, ledig, sucht..." has completely won over the toy manufacturer: the big advantage of the format is its authenticity. "The emotions that are evoked while playing must be real," Petra Durrer, Head of Marketing at Hasbro Switzerland, is quoted as saying. The recipient's desire to organize a game night themselves must be awakened... With so much authenticity, nothing should really go wrong. We wish you an enjoyable game night: Tuesday, March 9, at 8.15 pm on 3Plus.

As project manager for new media, Florian Nyffenegger will be responsible for conception and coordination in future and will ensure the link between creation and implementation, as the advertisers wrote in a press release on Monday. The new agency headquarters are located at Feldstrasse 41 in Zurich.

Philippe Sordet, Chairman of the Board of Directors of Vaud-Fribourg TV, confirmed that the departures had nothing to do with each other, as reported by the French-speaking Swiss radio station RSR on Monday. Bovay and Capt, together with editor-in-chief Fathi Derder and CEO Christophe Rasch, form the company's management quartet. La Télé was created in mid-2009 from the merger of the former Vaud regional broadcasters ICI TV, Canal Nord Vaudois and TVRL and has 800,000 potential viewers, according to its own figures. It is mainly supported by Edipresse and the publisher of the Fribourg daily newspaper La Liberté.

The illuminated poster put together by Ruf Lanz, mounted on a bicycle trailer, is powered purely by muscle power. For the launch campaign, advertising manager Kilian Gasser was on the road with the vehicle and visited various media agencies to get the eco-pool more advertisements. The four titles of the advertising combination - Hochparterre, Nebelspalter, Surprise and Woz - occupy the top ranks in the Mach-Basic affinity ranking for the criterion "very strong interest in environmental protection". Most recently, the construction was sublet to the Green Party of the City of Zurich, which used it to campaign for its city council candidates Ruth Genner and Daniel Leupi in recent weeks.

> To the documentary film

Dancing cheerfully in time to a new take on «Oh Happy Day!», the hens are enjoying life on the farm. The director of the new egg commercial is Michael Fueter. The TV commercial is the centerpiece of the new communication campaign for Swiss eggs. It aims to raise awareness of this domestic product among consumers and the foodservice industry. The commercial is now airing nationwide in Switzerland. It is being continuously supplemented by additional initiatives, such as a revamped trade show presence.

> Watch the 45-second spot’
> Watch the 24-second spot’

Responsible at Gallosuisse: Daniel Würgler, Willi Neuhauser, Oswald Burch, Jean Ulmann. Responsible at the New Lgk: André Benker (CD), Andreas Szentkuti (Script), Dominic Beyeler (Art Director), Silvano Spezia, Diana Geissbühler (Consultants). Director: Michael Fueter. Film Production: Markenfilm Schweiz. Post-Production: UPP. Music: Spacetrain.

Elvira Werro has worked for Jean Frey AG/Axel Springer Verlag in Zurich for the Beobachter for the past nine years. She previously worked for Ringier for many years. The Swiss animal magazine is published weekly with a circulation of over 70,000 copies.

The jury of experts awarded the advertisers the Spotlight in Silver in the "tv & cinema" category. The award went to the "Beachbar/Bus/Tennis" spot series for the "Love Life Stop Aids" prevention campaign for the Federal Office of Public Health. The agency also won gold in the audience awards for the "Bus" spot.

> To the winning spots

The background to the tightening of the guidelines is the now widespread practice of many advertisers using bloggers and members of community portals to spread their own marketing messages. It is usually not clear to the user that these are paid postings. The intended deception of users in this way is not only a thorn in the side of British consumer advocates. According to the industry service Pressetext, the Federal Trade Commission (FTC), the regulatory authority responsible in the USA, set stricter advertising guidelines for bloggers as well as Facebook and Twitter users back in October last year.