"Swiss Meat" has taken on the topic of meat preparation and commissioned Polyconsult to develop the first app that shows how meat is perfectly prepared. It is divided into four sections.

- Meat preparation: In 34 videos and step-by-step photo instructions, all important preparation methods are explained simply.
- Cooking School: In ten lessons, beginners learn to recreate complete menus with the help of videos and photo instructions.
- Good to know: How do I cut up a chicken? What does "saignant" actually mean? This section provides answers and valuable tips for meat preparation.
- Recipes: A collection of inspiring meat preparation ideas rounds out the Academy's offerings.

The app has an integrated meat thermometer function. And because clean hands are rare in the kitchen, the photo instructions can be turned over without touching them using hand movements.

"Swiss Meat Academy" is available now at the App Store and with Google Play available. The app is being launched with a broad-based campaign and is already top-ranked in the "Food and Drink" category. It is also among the master nominations at the Best of Swiss Apps Award 2015.

Responsible at Proviande: Marcel Portmann (Head of Marketing & Communications), Samuel Zaugg (Head of Communications Gastronomy), Esther Baumgartner (Head of Communications Food), Marcel Frey (Head of Digital Media), Erich Schlumpf (Head of Communications Office). Responsible at Polyconsult: Mike Brodbeck (overall responsibility), Roger Ghezzi (creative direction/concept), Petra Brönnimann (art direction/concept), Helene Zenhäusern (text), Karin Hirschi (graphics), Doro Beck, Laura Marti (consulting). Christian Splettstösser, Foodstyling. Responsible at Shining Pictures: Roland Schmid (direction and camera), Jules Moser (food photography), Apps with love (programming).

 

The comprehensive, diverse, factual and regionally focused program convinced the audience councils, as stated in a press release from the SRG Audience Council on Presseportal.ch. Over the years, SRG has consistently performed well in its election coverage. Critical discussions were prompted in particular by the language used on SRF, which is not always gender-appropriate, the gender representation in the RSI programme and the personalization of reporting.

In discussions with Marianne Gilgen, SRG's Head of Elections 2015, and representatives from SRF (Barbara Flückiger) and RTR (Isabelle Jaeger), the national SRG working group of the Presiding Audience Councils noted that the four language-regional business units and Swissinfo made a great commitment to election coverage. In quantitative terms, a great deal was done across all vectors (radio, TV and online) and language regions, as well as at Swissinfo with numerous articles on the topic of elections. This was despite the fact that not all regions had the same resources at their disposal. The websites with online dossiers and additional services such as election aids or the "Politbox", which focused in particular on a younger target group, were particularly praised. Critical comments were made regarding the partial lack of orientation aids and navigation on the Internet as well as the prioritization of topics according to relevance.

The extensive and varied SRG offering is attested a high quality overall. The reporting was factual and balanced and all regions ensured an independent offering. Voters were able to form a comprehensive picture of the political issues and positions of the parties in their regions. Among others, the RTR program "battaporta" was praised for its fresh and relaxed approach to young parties, as was "La mia Svizzera" on RSI la Uno, which was presented in an elegant and very lively manner. "Schweiz am Mittag" also provided an insight into the other language regions, according to Marianne Gilgen.

Personalization and rankings

The selection criteria for the inclusion of candidates in programs such as SRF's "Wahlfahrt", which provided a large platform for those portrayed, gave rise to discussion. According to Marianne Gilgen, the focus was on undisputed well-known personalities for the National Council who were not in need of electoral support. Nevertheless, the audience councils are of the opinion that despite the innovative and entertaining form as an infotainment program, the selection of those portrayed is a delicate undertaking. The influence on opinion-forming should not be underestimated. Equally delicate are "rankings" and party opinions that prevent a genuine discussion. Such programs should increasingly be enriched with facts and thus deepened. The Kassensturz programme from 22 September 2015 about the party duel was therefore classified as sensitive by the Audience Council. Smartvote was also critically scrutinized as an election aid. Interestingly, Smartvote was used very little, confirmed Marianne Gilgen. Another criticism was that the language used in SRF broadcasts and online content was not always gender-appropriate.

As development measures, the Audience Councils recommend that the "Politbox" in particular should be pursued further and ideally expanded. If necessary, renaming the SRG app could help to make the tool better known. SRF's election aids should also be made available to the other language regions.
 

It is no coincidence that we speak of mother tongue: language is very close to us, very emotional, centrally linked to our feelings, thoughts and actions, and shaped by them. Children who grow up speaking not only their mother tongue but also their father tongue - in other words, bilingually - are particularly fortunate. Because they are at home in two language worlds, can express themselves in two ways, and thus perhaps understand a little more of the world and of people.

But those who grow up bilingual also differentiate very precisely when they use which language: To express feelings and thoughts, anger and sadness, they usually use the language that is spoken most frequently in their environment. He speaks the "other" mother tongue when he has to deal with speakers of this language, when it is a matter of fact - or simply when he lacks the words in the first language. Mothers and fathers are advised to speak only their own mother tongue with their children. Even if you have a very good command of a foreign language, it remains a foreign language, not quite true to life, grafted on. In this way, facets and subtleties of the spoken language that are central to the child's (language) development are lost. Mother, father and child do not notice this. Nevertheless, it is a loss.

However, it is not only many parents who succumb to the urge of the polyglot, but time and again also advertisers and marketing experts. I am in favor of linguistic diversity. Anglicisms and colorings by other languages testify to the liveliness and adaptability of our language, to open perception and open thinking. But caution is required when it comes to advertising messages and slogans, especially when they are used by internationally active companies. Because they have to expect that someone outside will understand them - or rather, try to understand them. And that a well-intentioned message could then turn into a stupid shot in the arm.

When our four-year-old, returning home from a birthday party, sings "Aunt Guri adé" (Tanti auguri a te - many congratulations to you), it is both golden and creative. For not only has he tried to capture the sound of foreign words in his own language, he has also given us a new member of the family. Aunt Guri is with us everywhere from now on. Even if she always has to go away.

But if an internationally active Swiss industrial company wants to polish up its image internally and externally and let a new spirit blow, it should be more careful with language than our big player. The defense company proudly announced that it wanted to strengthen the brand and move shoulder to shoulder into the future: "Together ahead" is the claim for the project. For at least some of the British employees, this attempt to join forces became a laughing stock. They read "To get her a head" and were once again confirmed in their opinion that their employer was acting completely headless.

"It is our employees who give us a face. Their behavior determines success or failure," the Group emphasizes in its guidelines. Perhaps it would have made sense to give these very employees a voice in advance, to check their reaction to the new claim, or even: to involve them in the creation. We remember: language can convey real emotions or seem grafted on. And it's immediately noticeable. Lesson learned: branding can also lead to serious burn.

Clothing manufacturers make their business on the idea of being able to buy beauty and good looks. I fell for it once again. A few days ago, I found myself in a dressing room, together with pretty clothes that I had already bought inside, even before trying them on. Blissfully I carried my loot to the checkout, blissfully I paid, blissfully I took possession of the paper bag with my purchase. In my mind's eye, I was already planning which outfit would be used on which occasion. Then in the streetcar the shock: I had placed the bag on my knees, tightly clutched with my hands. And on the bag it said: "#ImPerfect". Waaaaaaas?! I spend a lot of money on clothes, I'm happy about it too, and then it says "defective, defective, imperfect"??? What a frustrating message! Once home, I immediately put all the pieces on again - and found they didn't fit as well as they did in the fitting room. What a stupid store!

Of course I understood that "I'm perfect" was meant, the exact opposite of what I had spontaneously understood. And that you can't write this sentence correctly in social media. Nevertheless, for me the damage to the image of this negatively ambiguous claim is greater than the disaster at VW. Double meaning only makes sense when it makes double sense. Auntie Guri sends her regards.

Anne-Friederike Heinrich, Editor in Chief
[email protected]

Lab2 designed advertisements for the "MyFleurop" customer club to draw attention directly to the benefits. The busy bee is also a central element on a brochure and on the customer card. (uma)

Responsible at Fleurop Switzerland: Sandra Wittmann (Head of Direct Sales), Monika Kessler (Head of Marketing Service). Responsible at Lab2 Kommunikation & Design: Roland Hess (Concept & Art Direction).
 

For some time now, Marketagent.com has been testing selected posters and ads once a month for *Werbewoche*. Since early 2015, the pollsters have also been analyzing TV commercials on an alternating basis. The editorial team selected five commercials that have appeared frequently on TV in recent weeks. The commercials were shown to 457 internet users from German-speaking Switzerland between the ages of 14 and 65. The survey assessed how well the TV commercials were remembered by the public (Awareness) and how they scored on the key attributes «Likeability» (Likeability), «Stands out from other TV commercials» (Uniqueness), and «Fits my image of this advertiser» (Brand Fit) on a six-point scale.

In this article, *Werbewoche* presents the overall awareness figures and the Top-Box ratings for the key attributes.

WWF's "Spinas Civil Voices" has been very well received

The WWF’s latest commercials highlight the wonders of the oceans—«male seahorses that give birth,» «octopuses with three hearts,» and «dolphins that give each other names.» Although the commercial ranks only second in unaided ad recall (76.1%), it performs very well in all other categories: Respondents like this commercial the best (35.3%). It also fits the brand very well (38.5%) and stands out from other TV commercials (25.7%). The Swiss ad ranks first in unaided recall (81.2%), even though it isn’t very far ahead in the other metrics. The Raiffeisen ad trails the WWF ad by only a small margin (75.8%) in unaided ad recall, closely followed by Micasa (74.7%). Respondents also recall the Schulthess commercial well, with 59.1 percent remembering it.
Members of the Marketagent.com Online Access Panel—which comprises approximately 43,000 active Swiss participants (as of November 2015)—were interviewed using computer-assisted web interviews (CAWI). The online survey method ensures anonymity and objectivity. (uma)

View the detailed results report (PDF)

The subjects surveyed:

(Image larger)

The transfer of staff at Tages-Anzeiger will take place on Monday, January 4, 2016. In addition to Arthur Rutishauser, the joint editorial team of Tages-Anzeiger and Sonntagszeitung will in future comprise Simon Bärtschi, Michael Marti, Armin Müller and Judith Wittwer. This was announced by Tamedia in a press release on Thursday.

Simon Bärtschi, who has been writing for the Sonntagszeitung since 2003, was previously responsible for editorial management in the extended editorial team of the Sonntagszeitung. Michael Marti has been a member of the Tages-Anzeiger editorial team since 2012 and was previously deputy editor-in-chief of Newsnet. He will be responsible for digital projects within the editorial team and will be supported in this task by his deputy Samuel Reber. Armin Müller joined Sonntagszeitung in March 2015 from Handelszeitung, for which he had already written between 1999 and 2010. He was previously head of copywriting and author at the Sonntagszeitung. Judith Wittwer also returned to the Tages-Anzeiger in 2014 from the Handelszeitung, where she had previously worked from 2002 to 2010. She was previously head of the editorial office.

Andrea Bleicher and Andreas Kunz, who both joined the Sonntagszeitung in 2014, will continue to be responsible for planning and production as editorial directors of the Sonntagszeitung. Their counterpart at the Tages-Anzeiger will be Alain Zucker, who will take over the management of the Tagesleiter team.

The weekend supplement Das Magazin will work more closely with the Tages-Anzeiger in future. The magazine's editorial team, headed by editor-in-chief Finn Canonica, who reports directly to Arthur Rutishauser, will therefore become an independent team within the Tages-Anzeiger and Sonntagszeitung editorial teams.

Res Strehle, Editor-in-Chief of the Tages-Anzeiger since 2009, will continue to work as an author for the Tages-Anzeiger. He will also develop a quality model for all Tamedia media on behalf of publisher Pietro Supino.

Publisher Pietro Supino: "Arthur Rutishauser has formed an outstanding team. I am therefore convinced that the Tages-Anzeiger and the Sonntagszeitung will succeed in mastering the challenges of the future and combining journalistic quality with the advantages of the digital transformation. I wish Arthur Rutishauser, the new editor-in-chief and the entire team every success in this major task."
 

Courage to print

The demand for carefully designed magazines, books and brochures remains high. Read the Plea of a consumer who is also a doer.

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The winners of the Edi.15

The Swiss award for advertising, industrial and corporate films was held for the sixteenth time this year. Four jury teams with a total of 42 jurors assessed around 300 films in three categories over five days. Movies.

 

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Media quality: focusing on users

On October 26, the Fög Research Institute for the Public Sphere and Society presented its freshly printed sixth Yearbook "Quality of the Media to the interested public. The figures on media usage are alarming, while those on RTVG reporting show how the media policy debate has changed.

 

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"The small Swiss market has made us faster and better"

Michael Baum, CEO of Stailamedia, reveals in an interview with Werbewoche how he sees the present and future of the programmatic advertising market and why he is positive about the planned joint venture between Swisscom, Ringier and SRG.

 

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Head of the week: Strong-willed in the market

A few months ago Stefanie Meierfrankenfeld moved from Milan to Zurich to manage sales for Gruner + Jahr from here. As Managing Director at Gruner + Jahr Sales Offices Switzerland & Italy, she can often be found traveling to Milan or Paris.

 

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Social media in customer relationship management

At Smart Business Day 2015, the speakers took a look at the digital transformation through the eyes of the end customer. Werbewoche spoke with Christiane Lehrer, Head of Competence Center Social CRM at the University of St. Gallen, and Jürg Stuker, CEO of Namics, spoke about the new opportunities for customer loyalty.

 

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"Will my donation be received?"

It's the beginning of the season for fundraisers. Theophil Butz has lost faith in the effectiveness of personalized direct mailing for donations and asks whether the donations from such mailings recoup the administrative and organizational costs or even generate a profit.

 

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Plus: Impact Check, Beat C. Hürlimann, IAB Switzerland, Shortlist Programmatic Advertisind Day, 13 questions, Déformation professionelle, Keystone exhibition, Last but not least and much more.

Edi., the Swiss prize for advertising, industrial and corporate films, was held for the sixteenth time this year. Four jury teams with a total of 42 jurors evaluated around 300 films in three categories over five days. On Thursday, Nov. 5, 2015, at a festive gala in Zurich's Schiffbau, the winners from the Shortlist awarded.

(Photos: Werbewoche/uma)

Here you can see a compilation of the 14 winning films with credits as well as a short excerpt from each laudation. (uma)

Commercials: TV and cinema spots

Special Edi. for idea / concept to the series: WOZ SVP / Marignano

A political issue with a positive backflip. A current topic, an ingenious idea and some self-irony. Not only the realization, the acting and the direction, but especially the idea and the script convinced the jurors. That gives a special Edi. for script and concept. Link to the film.

Client	WOZ The weekly newspaper
Production Company	Plan B Film
Agency	Leo Burnett Switzerland
Idea/Concept	Johannes Raggio, Pablo Schencke, Barbara Hartmann

Special Edi. for Directing at: Festival du Film Français d'Helvétie 2015

A famous actor, perfect dialogues and three different roles all vying for participation in a festival. This combined with a great direction makes this work a mini-feature film with format. The jury awards this achievement with a special Edi. for direction. Link to the film.

Client	Festival du Film Français d'Helvétie
Production Company	Lunica Productions
Agency	Sofa Communication
Direction	Sébastien Kühne

Gold: Scroll

Another one of those moments that we - the baby boomer generation - know very well. Moments when we suddenly realize that we have grown older. The film captures such a moment. An everyday situation that changes everything. Subtly told by actor and director. A bit painful perhaps, but fortunately with a lightness that makes us - finally - get involved with the subject. For this, the jury gives it gold! Link to the film.

Client	UBS Switzerland
Production Company	Pumpkin Film
Agency	Publicis Communications Switzerland

Silver: Find the one

A fairy tale with speed and wit, which takes us for a moment into another world, to finally let us land velvety soft on the ground of reality. Greatly produced and realized on an international level, the jury awards this work with silver. Link to the film.

Client	Triumph Intertrade
Production Company	Stories

Bronze: Wine campaign - Surprise

Every day, people accomplish incredible things. The craftsmanship and dedication they display in doing so can also be found in this film. Those who do it for the cause and not for the fame are all the more happy about the recognition they receive. And that means bronze for a beautiful film. Link to the film.

Client	Denner
Production Company	Stories
Agency	Viznerborel

Bronze: WOZ SVP

This film impresses with its reduced and consistent staging. With refreshing self-irony, it shows us the power that consumers can have today. Satisfying them is hard work. And sometimes a fairy godmother helps. The jury smiles and awards bronze. Link to the film.

Client	WOZ The weekly newspaper
Production Company	Plan B Film
Agency	Leo Burnett Switzerland

Corporate: Image films

Special Edi. for cut to: The heartbeat of Switzerland

With poetry, charm and joie de vivre, this film takes us on a journey in the rhythmic pulse of the heart. The snappy and cheeky editing is what drives the story forward. For this, there is a special Edi. for editing. Link to the film.

Client	SBB
Production Company	Lichtspiele,The Film Agency
Cut	Wolfgang Weig

Special Edi. for music an: Maintenance Engine Change

Unobtrusively, the music draws the viewer in and elegantly reinforces the overall impression of this industrial production. Variations of the motif, caesuras and rhythm changes create an almost hypnotic pull. For this achievement, the jury awards a Special Edi for Music. Link to the film.

Client	Swiss International Air Lines
Production Company	Eavesdropping
Agency	Hinderling Volkart
Music/Composition	Michael Rica

Gold: The test

This film was convincing on all points. At the center is an original basic idea that translates the brand DNA surprisingly and consistently into a visitor film. The story is told with a lot of tongue-in-cheek and entertaining. The film's craftsmanship is of a very high standard: be it the precise acting, the outstanding production design, the witty visual language, the attention to detail or the solid sound design. For this, the jury awards gold. Link to the film.

Client	Doubt Pomy Chips
Production Company	Boutiq

Corporate: Marketing films

Silver: Designer

The director's strong signature is evident in the look, sound, editing, photography and mise en scène. The evidence in the narrative suggests a longing that is already present. This stylish realization hits the target audience in the heart and takes them on a cinematic journey. This is worth an Edi. in silver to the jury. Link to the film.

Client	Hoststar
Production Company	Rosas & Co Films
Agency	Publicis Communications Switzerland

Corporate: Internal Communication & Training

Bronze to Series: Take Care - Property Security / IT Security / Health Protection

Through the fast-paced & funny animation concept, students are introduced to the most important regulations and rules of conduct for working in the new house. The strikingly fresh illustrations have a lively effect and convey the less exciting content in an entertaining way. The films thus reflect the creative environment. That gives bronze. Link to the film.

Client	ZHdK
Production Company	Marumar

Online & Multimedia: Internet Virals & Clips

Gold: Cup Winner

There are many experts in football. The expert in this film, however, is not only heavy in weight, but also in concept. Actually, all she has to do is predict the next Cup winner. But what she seems to master in a short pre-roll proves to be extremely difficult in the subsequent making-of. But as extremely amusing. And this proves the client's greatest asset: humor and self-irony. For this, the jury awards gold. Link to the film.

Client	Valais/Wallis Promotion
Production Company	Lineli Solutions
Agency	Contexta

Silver: Jonas Fricker - Your Green Voice in the National Council

Election videos of politicians are not among the usual suspects for an Edi. All too often, the content is empty and the videos are soppy. So it's all the more gratifying when someone shows that things can be done quite differently. With an idea that attracts attention from the very first sentence and conveys the message in a surprising way. And with an implementation that comes across as charming and professional despite a limited budget. Reason enough for the jury to give this candidate their vote. And for silver. Link to the film.

Client	Jonas Fricker, Regula Fricker
Production Company	Cat People Film

Online & Multimedia: Transmedia & Entertainment

Bronze: Foul?/swallow?/card?/handball?/penalty?

An online recruitment campaign full of power and action. From an unusual perspective, the target group experiences in a playful way what it means to make decisions on the soccer field. Foul sequences from different perspectives glide seamlessly into each other. An audiovisual experience that is convincing throughout the entire game. The result is also impressive: Bronze at the Swiss Championship in the category Online and Multimedia. Link to the film.

Client	Aargau Football Association
Production Company	Frame Eleven

tefanie Meierfrankenfeld recently took over responsibility for the Swiss Sales Office at Gruner + Jahr. Her responsibilities include international business, i.e. advertising customers for Gruner + Jahr's entire portfolio of titles. On the other hand, the Swiss splits. These include Gala magazine, which has just been added to MACH. "We already have 182,000 readers, which is a good result," Meierfrankenfeld states happily. "We are very satisfied with that." Gala has now been present in Switzerland for 5 years, with Switzerland-specific topics from its own editorial team.

"The publishing business is very important to us," emphasizes Meierfrankenfeld. After all, the focus is not only on the advertising business, but also on a high-quality publishing site. For example, a new editorial team has just been set up for GEO in Switzerland. Marco Vala is responsible for the entire operational publishing business in Switzerland and therefore also for Schöner Wohnen and Brigitte Switzerland.

"Portfolio and customer base are growing steadily"

Gruner + Jahr's largest portfolio of titles is based in Germany, the second largest in France. In Italy, where Stefanie Meierfrankenfeld has been for the last six years, the publishing house does not have its own reader base - the publishing business was sold - but it does have many advertising customers. In 2009, when Meierfrankenfeld moved to Milan to set up a sales office for Gruner + Jahr, the publishing house was still represented by third parties. As Italy is one of the most important foreign markets in terms of advertising business, it was decided that it would be better to develop the market in a local office, says Meierfrankenfeld. She then set up her own sales office in Milan with three employees. There are now nine employees. "It's going very well," she says happily.

The sales office in Milan, like the one in Switzerland, is responsible for all of the publisher's foreign media and those of some leading external publishing partners, i.e. for the portfolio of titles in Germany, France, the Netherlands, Spain, Denmark and China. Inflight magazines are also a major topic. Gruner + Jahr works with Lufthansa, Austrian Airlines and KLM as a publisher and for advertising sales, as well as a sales office for British Airways and several others. "The portfolio and customer base in Italy have grown steadily and so has the team," explains Meierfrankenfeld.

With Gala to Zurich - and back

After successfully setting up the international sales office in Milan, Stefanie Meierfrankenfeld has now moved to Zurich to work on the advertising market. "I've settled in very well in Zurich," says Meierfrankenfeld. Unlike before in the traffic-heavy center of Milan, she has already been invited to Halloween pumpkin soup dinners by her neighbors while the children make the neighborhood unsafe in their costumes. "There's much more going on outside here and the children play in the street," she says happily. It really is a bit like her childhood.

As Meierfrankenfeld is still responsible for international business in Italy, she commutes to Milan more often. She also wants to visit publishers in France and other countries. But she won't be spending as much time on the train to Milan as she is at the moment. "I think I will commute to Milan about every 14 days," she explains her plans. After all, she already knows the customers in Milan and her local Sales Director manages the team very well.

At the moment, she wants to spend most of her time getting to know customers in Switzerland. "Because Switzerland is also big," she explains, referring to the Swiss advertising market. In addition to German-speaking Switzerland, Gruner + Jahr also has many customers in French-speaking Switzerland for its international business - mainly watch customers. Although Meierfrankenfeld does not speak French, she does speak English and Italian. "Some people have a certain talent for languages - it takes me a little longer to be able to speak freely," she explains. "I have to get through a language logically somehow, it doesn't come naturally to me," she laughs.

In addition to watch and luxury customers, international customers in Switzerland also include the financial market, tourism, design, fashion - "and cheese", she explains. "One big difference to Milan is that here in Switzerland I deal with German-speaking customers who also know our products really well," says Meierfrankenfeld. This allows us to go into a little more detail with our partners. However, as far as title selection and placement are concerned, there is not much difference to the work she did in Milan, says Meierfrankenfeld. "In general, I have the feeling that both in Italy and here, in addition to all the figures and performance values, which of course have to be right, personal discussions are always considered very important in order to find creative approaches and get to know the people behind the titles."

The bubble bath moment

Stefanie Meierfrankenfeld was able to choose her entire workforce herself in Milan, gradually built up the team and has not yet lost any of these employees. "We all started with a start-up feeling, but always had the large parent company behind us," she says, describing the good starting position. This provided security, but also the necessary flexibility. This was always very motivating for the employees in particular. "We knew that the business plan had to be right and that we also had to look at costs and revenue. But we also have something new every year," explains Meierfrankenfeld. New countries and new titles are added every year. "All of this together is probably part of the success there," she summarizes.

As far as the international markets are concerned, everything fits into the picture, she says. "It works very well," she states, "especially in the international luxury goods sector, people continue to rely on high-quality print. There has already been a major shift in the national sector or other industries." The publishing house is therefore also taking part in the digital changes. "Gruner + Jahr offers high-quality journalistic content across all channels - and this certainly includes digital and mobile with an increasing share - and tailor-made solutions on how customers can be integrated there," she explains. "But luxury is still beautifully attached to print. People want opulence, especially in the watch and luxury segment, and only a certain environment."

In this way, Gruner + Jahr is very stable in the market - especially with the further developed flagships such as Stern, Capital, Häuser and Geo. Gala, for example, is not only stable on the international market, but is even recording rising circulation and readership in Switzerland. Exciting reports from the world of Swiss celebrities, news from fashion, beauty, gourmet and wellness. "Our readers in Switzerland really appreciate this mix of topics, it's like the bubble bath moment of the week," says Meierfrankenfeld. At the same time, the publisher is focusing on successful new launches. In Germany, for example, Grazia was launched five years ago and magazines such as Barbara only recently. "We also have the courage to launch new premium niche products," says Meierfrankenfeld, "such as Salon. This is very tactile, elegant and opulent." She compares the magazine to a "Vogue for food and hospitality", which is intended to appeal to a very high-end target group. "It's great fun to bring these magazines to the market."

Loyal to the publisher

Stefanie Meierfrankenfeld grew up in Westphalia. As a child, she was more focused on animals and agriculture. "I even briefly considered becoming a vet at one point," she says. During her A-levels, however, her interest in German and philosophy took her in a different direction. "But I couldn't write myself," she is convinced. "There are people who are brilliant at something. That was never me," she adds. What's more, she wasn't quite sure what she wanted to do at first. And business studies offered a relatively wide scope for decisions for a later career choice. After graduating, Meierfrankenfeld started in sales in the publishing industry. "My job now offers a good combination of my interests," she explains.

Meierfrankenfeld started out in the warehouse at Bertelsmann, which wholly owns Gruner + Jahr. Its headquarters are in Gütersloh, where she grew up. After an internship in NY and Hamburg and a traineeship at Gruner + Jahr, she worked as Portfolio Manager Digital before moving to AOL as Business & Sales Strategy Manager. Two and a half years later, she returned to Gruner + Jahr as International Sales Manager and has been with the publishing house for around eleven years since then. Her many years of experience have not only given her a good network. Proximity to the editorial teams and customers is also important to her.

What drives her is briefly described. Apart from the fact that she has a good level of self-confidence - which has also grown through the independent establishment of a sales office in Milan - Meierfrankenfeld describes her motivation very easily: "I have a clear idea of what is possible - and the will to simply do what is necessary well." In Milan, for example, she struggled a lot at the beginning, but in the end it was precisely this determination that led to success. "I'm probably quite strong-willed and also a bit impatient," she adds. "It just makes me happy when it works, for our advertising partners and therefore also for us."

Ursina mason

Publicis is now cleverly turning this supposed deficit into an advantage: The focus is on two boys from Graubünden who are following the Europa League matches from their sofa with great interest. As they do so, they make numerous comments, revealing themselves to be football enthusiasts, but also to be quite a bit of a football novice. However, since the two analyze what's happening on the pitch in their typical, Grisonian way and in a surprising manner, they not only entertain themselves, but are also guaranteed to entertain other soccer enthusiasts in front of the screens.

The self-deprecating sponsorship campaign seamlessly continues the strategy developed last year. With break-bumpers, a fully integrated website, banners, online competitions and a poster campaign, the position as a likeable and close brand that not only takes itself but also life not too seriously is further strengthened.

The campaign started at the end of October and will run until the UEFA Europa League final on May 18, 2016.

Responsible at Calanda: Nabil Nasser (Marketing Director), David Kistler (Group Brand Manager) Riccardo Dillier (Brand Manager), Caroline Senn (Junior Brand Manager). Responsible at Publicis: Thomas Wildberger (CCO), Lorenz Clormann (CD), Wim Roelfs (CD Digital), David Lübke, Jan Kempter, Patrick Suter, Silja Rast (Text), Marvin Hugentobler (AD), Dominik Locher (Graphics), Cem van der Schaar (Head of TV), Matthias Koller (BGL), Manuela Schikor (Senior Brand Director), Alexandra Stojanovic (Brand Director), Claudia Ziltener (Junior Brand Director), Simon Grasser (Head of Digital), Sandro Duccheschi (Programming). Responsible at Czar Film Berlin: Simon Verhoeven (Director), Daniel Gottschalk (Cinematographer), Thorne Mutert (Executive Producer), Rahel Klemperer (Producer), Jingle Jungle (Sound Studio).

 

AXA Winterthur's twelve-strong communications department is now serving media professionals, the public and employees from its own newsroom in the new Winterthur Superblock. Thomas Hügli, Head of Communications and Sustainability at AXA Winterthur: "The digital transformation of the media world and the insurance industry means that communication needs are constantly changing. With the newsroom approach, we can meet the increased demands for topicality, relevance and dialog more quickly and efficiently, while at the same time better managing the communications that are thus becoming more demanding."

Constant comparison with up-to-dateness

A central element of the working method in the AXA Newsroom is a constant comparison between short- and medium-term communication planning and the current news situation, according to a statement by the Swiss insurer. If necessary, the company overrides its own agenda to take advantage of short-term opportunities and get involved in ongoing debates. "Active corporate communications is successful when the content we want to convey corresponds to the public's current interest and brings a new perspective to the discussion," explains Lorenz Heinzer, who heads the newsroom together with his deputy Nicole Horbelt, Head Media Relations.

Integrated organization with focus on storytelling

At the same time as opening the new control center for all external and internal communications activities, the department is completely reorganizing itself: Whereas in the past the focus was classically on target groups, the emphasis is now on thematic and media expertise - and thus on storytelling that is geared to user interests and the latest news of the day, across all channels.

Instead of media spokespersons and specialists for employee communications, topic and channel managers work in AXA's newsroom. The topic managers are responsible for the networked communication of their dossier to all target groups, be it the media, employees or the public. The task of the channel managers is to watch over the mix of topics in the respective channel and to constantly develop it further. "With these job descriptions, we are taking into account the development that the differences between the various target groups are dwindling, but at the same time the demands on the relevance and quality of the content as well as the user-friendliness of the channels are increasing strongly," says Lorenz Heinzer.

"AXA Blog" as a central channel for all target groups

A new channel is the "AXA Blog"which is being launched at the same time as the Newsroom and takes a look behind the scenes at AXA Winterthur, for example with claims reports, agency and employee portraits, or service articles. Until now, such stories have been told primarily in internal communications. With the corporate blog, the newsroom team wants to make the AXA world increasingly accessible to the public as well as to employees.

Platform for the social media generation

"Due to the change in the media, classic media work tends to lose importance in corporate communications," explains Head of Newsroom Lorenz Heinzer. The service for journalists will continue to be a central task of his team and will even be expanded with a redesigned media newsroom at axa.ch/medien. However, more and more people are finding out information mainly via social media and thus media in which it is not media professionals but the users themselves who generate the content. "Thus, according to "Yearbook 2015 Quality of the Media"According to a study by the Research Institute for Public Spheres and Society at the University of Zurich (Fög), 56 percent of young adults now say they "never" pick up a subscription newspaper. If we want to reach this target group as well, we have to be able to publish our own articles and videos and carry them on the social networks. For this we need a platform like the AXA Blog."

Share, comment, tweet

Much emphasis is therefore placed on the sharing options in the "AXA Blog". In the mobile version you can link to Whats App chats. The editorial team in the newsroom also attaches great importance to interaction with readers: all articles can be commented on by users. "The fact that it succeeds in entering into a dialog with users and triggering a reaction will certainly be one of the success factors of the Newsroom approach in corporate communications," says Thomas Hügli, Head of Communications and Sustainability. Accordingly, the AXA Newsroom can of course also be found on Twitter: @AXACH_Media.

 

This is because the publicly financed media company will not decide until the end of April which research institute will be allowed to conduct the trend surveys before votes for the 2016 to 2019 legislative period. This was confirmed by SRG spokesperson Daniel Steiner at the request of the Handelszeitung. The aim is to clarify very carefully which institute best meets the requirements. "The tender is much more detailed than before. The evaluation process will take correspondingly longer," says Steiner. External experts will also be called in.

Last week, SRG wrote to 17 research institutes and universities that could be considered for the contract, as the media company writes in a press release on Presseportal.ch. Applicants have until the end of the year to submit their bids. Michael Hermann and his Sotomo Institute have positioned themselves as Longchamp's most promising challenger.