With the necessary assistance, a trailer no longer has to be a cumbersome, confusing burden for drivers. And with the right preparation by the right agency, it can even be a lot of fun. Prerequisite: A good idea - a lot of work. (hae)

The campaign highlights the geographical proximity between the ski resort in the Bernese Oberland and the two capitals of Fribourg. Two reels of different sizes symbolize on the one hand the more than 200 kilometers of ski slopes in Adelboden-Lenk and on the other hand the short distance between Bulle or Fribourg over the Jaun Pass to the ski resort. The agency has chosen a simple and efficient approach, which compares the vastness of the ski slopes with the short distance to the ski station.

The posters were placed between the two cities according to a precise distribution plan, depending on whether the distance to the destination was closer to 60 or 90 kilometers, delivering a personalized message to the two regions.

Responsible at Lenk Bergbahnen: Matthias Werren (Head of Marketing & Sales). Responsible at Franz & René: Valérie Pecalvel (Strategic Direction), Luciano Gerber (Client Service Direction), Yoann Cosson (Copywriter), Marco de Albuquerque (Junior Art Director), Clémentine Girardeau (Graphic Designer), Sven Jungo (Graphic Designer). Image Composing: Mécanique Générale, Paris (France).
 

Lauris, the leading agency for operational marketing in French-speaking Switzerland, will in future be responsible for the support and provision of promotional staff in French-speaking Switzerland and Ticino. In return, Promokant will provide the new partner with staff for German-speaking Switzerland. According to the press release, the cooperation will enable both agencies to expand their range of expertise and services and to concentrate territorially on conceptual and advisory functions. In addition, well-known brands are now offered so-called "glocal" solutions - global strategic management accompanied by local operational efficiency. Together, the two agencies employ 30 permanent staff spread across four offices (Zurich, Basel, Lausanne and Lugano) and manage a staff pool of almost 3,000 promoters, hosts/esses, bartenders and logisticians.
 

RAW shows the best scenes from each of the weekend's fights and continues to tell the exciting stories surrounding the WWE heroes. With a community of over 287 million Facebook fans and more than 80 million Twitter followers, World Wrestling Entertainment is one of the most popular sports programs. Since 1993, the TV format and WWE flagship "RAW" has been running successfully in prime time on US cable television. With Claudio Castagnoli from Lucerne, there is also a Swiss among the superstars of the wrestling scene. Better known by the ring name "Cesaro", he is on the world ranking of the top 20 wrestlers and has 1.6 million Facebook fans. Castagnoli also appeared in the Oscar-nominated film "The Wrestler." Starting January 28, Joiz will broadcast RAW on Thursday evenings and Sunday evenings in Switzerland.
 

Throughout Berlin, the Berlinale posters set the mood for the upcoming festival. Together with the artists of the international film world, the bear conquers the Berlin urban area. The six poster motifs created by the Lucerne agency tell of fleeting encounters of individual revellers with the bears in the city, captured photographically - caught between reality and fiction.

Responsible at the Berlinale: Dieter Kosslick (Festival Director), Anne Marburger (Head of Communications). Responsible at Velvet Creative Office: Wolfgang Möhrle (consulting), Peter Moser (AD), Jürg Schaffhuser (CD), Oliver Zwimpfer (image montage and editing).
 

The move underscores Coca-Cola's broad beverage choice, enabling consumers to select the exact Coca-Cola that suits their tastes, lifestyles and diets. "It's becoming increasingly clear that people prefer their Coca-Cola in different varieties," said Marcos de Quinto, chief marketing officer of The Coca-Cola Company. "Taste the Feeling" will be launched at multiple points in 2016 in all markets worldwide and will be implemented with the help of various elements, including:

- Ten TV spots
- Over 100 campaign motifs
- New visual identity
- New "anthem" and audio signature
- Customizable, interactive, digital platform

The campaign builds on the foundations of the Coca-Cola brand - the typical curved lettering, the red disc and the legendary glass bottle. It presents these in a modern way in authentic and real-life situations where the product takes center stage. Coca-Cola gathered creative minds from ten different agencies to begin the development process and ultimately had the ten TV spots produced by the following four agencies: Mercado-McCann, Sra. Rushmore, Santo and Oglivy & Mather New York. The spots give viewers a brief yet intimate glimpse into everyday stories, feelings and experiences people experience while enjoying an iced Coca-Cola. At the end of each spot, the portfolio of Coca-Cola branded products appears united under the famous red Coca-Cola Disc.

Rodolfo Echeverria, Vice President, Global Creative, Connections & Digital, The Coca-Cola Company: "The campaign is based on the idea that simply enjoying an iced Coca-Cola makes every moment special. The universal moments and stories depicted in the campaign were designed to resonate with our customers around the world. The same images and TV spots that are shown in Japan, are also seen by people in Italy, in Mexico and around the world."

Six of the ten spots will air at the campaign launch. The most important TV spot, "Anthem" (Mercado-McCann), consists of a series of everyday moments whose common denominator is a Coca-Cola, e.g. ice skating with friends, the first date, a first kiss and first love. The commercial will run worldwide in 2016. The soundtrack to "Anthem" is a song created especially for the campaign called "Taste the Feeling."

Coca-Cola worked with the Music Dealers agency to write and produce the song. In select markets, the voice for the song comes from newcomer Conrad Sewell. Sewell, a London-born singer who grew up in Australia, was featured in the hugely successful single "Firestone," which has been accessed 300 million times on Spotify and sold more than three million copies worldwide. The anthem features a new audio signature inspired by the sounds of drinking a Coca-Cola - the opening of the cap, the fizz of the carbonation and finally the sound of sipping. The new audio signature is used throughout the campaign.

"Break Up" (Santo) follows a young couple in love from their first date and initial excitement and infatuation to an emotional breakup and eventual reconciliation over an iced Coca-Cola. The spot features newcomer Alexander Cardinale's new song "Made for You."

"Brotherly Love" (Santo) describes the universal story of love and conflict within the family through the unique and difficult relationship between two brothers. The commercial features a new version of the hit song "Hey Brother" by Avicii.

Following a partnership that began in 2014, Coca-Cola also commissioned Avicii to produce a remix version of the anthem "Taste the Feeling" with Conrad Sewell. Avicii will also produce versions of the anthem for the Euro 2016 and Rio 2016 Olympic Games campaigns.

Other TV spots for the launch include:

- "Under Pressure" (Ogilvy & Mather) tells the story of the everyday pressure we are all under. The spot emphasizes the importance of taking a break, releasing tension and enjoying the moment.

- "Supermarket" (Sra. Rushmore) tells the story of a young saleswoman who becomes enchanted by a handsome customer.

- "What is a Coca-Cola For?" (Sra. Rushmore)

The new campaign features over 100 campaign motifs created by fashion photographers Guy Aroch and Nacho Ricci. They show people from all over the world enjoying Coca-Cola in a variety of everyday moments. The new campaign motifs will be used in print advertising, on billboards for outdoor and indoor advertising, and in digital media.

The customizable interactive, digital common platform, consists of various GIF scenes depicting feelings related to drinking Coca-Cola while listening to the "Taste the Feeling" anthem. In the process, users can access a gif scene directly from the microsite, personalize it with current feelings and share it on social platforms at #TasteTheFeeling.

Swisscom Enterprise Customers supports Swiss companies in the development and implementation of their digital strategy. By acquiring half of Open Web Technology and founding the joint venture, Swisscom Enterprise Customers aims to expand its digitalization expertise. Like Swisscom, the Geneva-based strategy and technology consultancy specializes in the digital transformation of companies.

Open Web Technology was founded in 2009 by sole shareholder Frédéric Weill and has been managed by him ever since. More than sixty specialized engineers work in the offices in Geneva and Zurich. In future, they will be supported by around thirty specialists who are moving to Open Web Technology from Insentia, a subsidiary of Veltigroup. According to the press release, this team will cover all areas relevant to digitalization. This includes consulting for the right digitalization strategy as well as application architecture, the development of tailor-made omnichannel software and omnichannel marketing. The client portfolio includes leading global companies from the telecommunications, banking and insurance, luxury goods and security sectors.

The company, which will be called Swisscom Digital Technology in future, will retain its Open Web Technology brand. The joint venture will be managed by Frédéric Weill: "We have had the pleasure of supporting Swisscom in its digital transformation since 2009. The unique expertise we have built up together can help other industries that are also facing the challenges of the technological revolution today."

Swisscom Digital Technology will work very closely with Swisscom's Digital Enterprise Solutions department. Nicolas Fulpius, head of this department, will also become Chairman of the Board of Directors of the joint venture. With the support of Swisscom and its sales team, Swisscom Digital Technology intends to acquire new customers, particularly in German-speaking Switzerland. The parties have agreed not to disclose the financial details of the transaction.
 

Melanie Müller completed her communications training at the ZHAW and has been advising clients of the Glaswerk agency for three years. In addition to the position as Head of Consulting, she will also take over the deputy management of the agency in the future. Clovis Wieske has been shaping the agency's creative output for the past year. He acquired his know-how in leading agencies in Amsterdam and as a freelancer in Berlin.

"Customers want individualized products. That boosts their self-esteem. You stand out from the crowd. It's more fun to drink a Coke if it has your own name on it," says marketing expert Martin Fassnacht from the WHU business school in Düsseldorf. In a recent survey conducted by JDA, a software provider specializing in retail logistics, around a quarter of German consumers surveyed expressed a preference for personalized products. Ideally, the consumer receives a product that is better tailored to their needs.

Many manufacturers have already jumped on the bandwagon: Coca-Cola is available in customized packaging on request, as are Nutella and Nivea. At Adidas and Nike, recreational athletes can customize their sports shoes. And online providers such as MyMuesli or Chocri offer the opportunity to put together your own muesli or favorite chocolate. "It's a unique opportunity for manufacturers to get a direct line to the customer," says marketing expert Fassnacht. In the long term, this will increase the power of manufacturers and decrease the power of retailers.

However, consumers should be aware that the customized products are usually more expensive than the standard offerings. In Germany, the 200-milliliter Cola bottle with the selected name on the label costs more than twice as much in the Coca-Cola online store compared to the fake bottle without the imprint. The Nivea cream in the 75 milliliter photo can with a picture of your own family on the lid is also more than twice as expensive in the Nivea online store as the cream in the conventional can.

This is because personalization means additional costs in the production process. "The decisive factor is where in the production process I start with personalization," says retail expert Ulrich Thonemann from the University of Cologne. "The later this happens, the lower the costs." With Nutella or Coca Cola, for example, where it is only about the label, the cost is comparatively low. It becomes significantly greater when a sports shoe is produced according to individual specifications. "This requires a completely different production technology to mass production," says the expert. The same applies to individually composed muesli or home-made chocolate. In the end, the consumer has to weigh up what it is worth to him to see his name on a bottle of cola or to have the muesli mixed according to his personal wishes, says Thonemann. (SDA)

In the future, not all former Werbewoche advertisers of the year will be invited to submit proposals for the next award winner, but only the last eight. In addition, each year the jury and Werbewoche will select four young minds in the industry who have already attracted attention for their outstanding creative achievements. They serve on the jury for one year. In 2016, these are Dominique Magnusson, Sandy Pfuhl, Christian Etter and Kevin Zysset.

As the nomination of the Advertising Week Advertiser of the Year 2016 will take place during the "Advertising Day" on May 27 in Lausanne, we have additionally invited two representatives of French-speaking Switzerland to join the jury, Valérie Pecalvel and Gabriel Mauron. So we have concentrated creative power together to find a worthy Advertising Week Advertiser of the Year 2016.

The laudatory speech for the new award winner will be given by last year's Advertising Week Advertiser of the Year at the ceremony announcing the winner. The 2016 winner will therefore be chosen by Curdin Janett.

Subscribers on board

Of course, our subscribers also still have the opportunity to cast their vote. With the publication of Werbewoche 6/2016 and on Werbewoche.ch from March 29, we will ask you to submit suggestions for this year's award winner. In Werbewoche 8/2016 and on Werbewoche.ch from May 9, we will present the three creatives nominated for the award and you will finally be able to vote for your favorite between midnight on Monday, May 9, and 12 noon on Tuesday, May 10. The jury will then decide on May 10 who may bear the title of Advertising Week Advertiser of the Year 2016.

Anne-Friederike Heinrich

The Advertising Week Advertiser of the Year Jury 2016

Frank Bodin, Havas Worldwide, Advertising Week Advertiser of the Year 2009

Nadine Borter, Contexta, Advertising Week Advertiser of the Year 2011

Peter Brönnimann, Freelancer, Advertising Week Advertiser of the Year 2013

Regula Bührer Fecker, Rod Kommunikation, advertising week advertiser of the years 2010 and 2014

Christian Etter, Etter Studio

Alexander Jaggi, Jung von Matt/Limmat, Advertising Week Advertiser of the Year 2014

Curdin Janett, Publicis, Advertising Week Advertiser of the Year 2015

Dominique Magnusson, Wirz Advertising, Young Lions Cyber 2015 Award Winner

Gabriel Mauron, Havas Geneva

Valérie Pecalvel, Franz & René Freiburg

Sandy Pfuhl, Publicis, Award Winner Young ADC 2015 Film and Cyber

Urs Schneider, Mediaschneider, Werbewoche Advertiser of the Year 2012

Pius WalkerWalker Advertising Agency, Advertising Week Advertiser of the Year 2008

Kevin Zysset, Krieg Schlupp Partner advertising agency, Young Lions Cyber 2015 award winner

Anyone who opens a Savings Account Plus at Bank Coop receives an interest bonus of 0.2 percent on net new money in addition to the basic interest rate of 0.1 percent, bringing the interest rate to a fair 0.3 percent in the first year.

The subjects appear online in various banner formats and offline on advertisements and accompanying posters in the vicinity of Bank Coop branches. In addition, potential customers are invited on a microsite to show an original picture or clip of what they have always wanted to have more of. And thus win a Savings Account Plus with an initial credit of 5,000 francs.

Responsible at Bank Coop: Markus Wittenbecher (Head of Sales Management), Sibylle Stutz (Project Manager Sales Management). Responsible at Ruf Lanz: Danielle Lanz, Markus Ruf (CD), Florian Birkner, Markus Ruf (text), Danielle Lanz, Marcel Schläfle (AD), Dave Schellenberg (graphics), Anita Roth (consulting). Photography: Achim Lippoth. Image processing: Stefan Kranefeld Imaging. Online production: Ultra Images.