In this way, the agency wants to show what it is capable of in terms of branding and design, and to deal with trends and new perspectives itself. This creates new impulses for the work as a brand consultant and designer.

62a is the house number of the Process brand agency on Zurich's Giesshübelstrasse. And 62a is the title of the design and branding magazine that Process has published to mark the agency's 20th anniversary. It is aimed at people who are interested in stories and people around brands and design. "For our 10th anniversary, we did the book 'Design by Process,'" says Susana Lamas Docampo, Process' PR manager, explaining the motivation for producing a magazine. "We first considered doing a second volume of "Design by Process," with the continuation of our story and our projects of the last ten years. But the magazine gave us more possibilities, because we didn't want to just talk about ourselves, but also have people speak who we find exciting and write about topics that concern us."

Lamas Docampo started researching and didn't find a branding and design magazine like Process had in mind. So it was imperative to put the idea into action. Starting in March, a team worked on the concept, design and implementation of 62a, with Lamas Docampo and Martin Kessler, Group Managing Partner and co-founder of Process, at the forefront. In total, various agency employees in all three locations - Zurich, Shanghai and Taipei - were involved in the implementation. "Anyone who can participate naturally identifies with the product," Martin Kessler emphasizes. "And that's what we wanted to achieve."

However, the story was not as simple as it sounds. After all, Process is constantly involved in various customer projects and 62a also had to be brought to life "on the side", so to speak. The originally planned publication date in June was postponed to September, and the magazine was finally launched at Process' birthday party.
Depending on the response to the magazine, 62a could appear regularly once or twice a year. That, however, will be decided by those responsible once they have recovered from the production of the first issue.

"We wanted to do something that looked to the future"

Werbewoche spoke with Martin Kessler, Group Managing Partner and co-founder of Process, and Susana Lamas Docampo, PR Manager at Process, about the new 62a magazine.

WW: You launched the branding and design magazine 62a to mark Process' 20th anniversary. Why?
Martin Kessler: Actually, we wanted to do a second volume of "Design by Process" and had already started planning. But then we didn't think it was ideal to look back at the last ten years again. We preferred to do something that looked to the future and reflected our current activities - after all, we have developed a lot over the last ten years. And a book was not the right thing for that. Of course, it's nice to hold a 400-page book in your hand later in a deck chair and proudly say, "Look what we've done." But that's really retro. Then we stopped that project and threw ourselves into the magazine.

What does the future of 62a look like? Should the magazine appear more frequently? At what frequency? When will the next issue be published?
Kessler: At the moment, we're leaving that open. A lot of heart and soul has gone into the project. But at the moment, we're just happy that 62a has been launched and the project has been completed for the time being. However, we are not ruling out the possibility of a second issue, nor that there could be two issues per year, nor that 62a will only be published once. That depends on how the response turns out. The effort for us was enormous, it was a real hoselup. But so far the feedback has been very positive - we've received a lot of e-mails and also letters. And we have many topics that we have not yet been able to work on. There is simply no comparable magazine in the German-speaking world, which is surprising. Let's see how great the need is for this gap to be filled.
Susana Lamas Docampo: It was already the idea that we would publish the magazine at least once a year. But we have to see how that can be done with our resources; our customer projects always have priority. However, the first issue is always particularly time-consuming. Now we have defined containers and a design concept and can fill the existing with new content. And if there really is a need for a magazine like this, we'll certainly consider working with more outsiders to get it done, then ads will become an issue, or we'll even build structures where we can produce a regular magazine.

Why did you choose the focus "character" for the first issue?
Lamas Docampo: There was a brainstorming session in the team in which we discussed many different options for focal points. But we already had a few ideas for topics, and they fit together well under "character". Character also fits in with a 20th anniversary, with design and branding, with the Process brand and with our work. Everything has to have a character. We're not interested in anything that's interchangeable.
Kessler: Character shapes our daily work: we visually translate the character of companies. So 62a's focus fits well with a magazine that wants to position itself in the field of branding and design.

What should the cover picture with the collage of a doll and a face say?
Kessler: Susana has written an article about the scientific approach to character. In it, we talk about different virtues and character traits. For this we created a collage in which the head of a doll is superimposed with different faces. We created hundreds of combinations this way, and each time the face looks different. This shows how multifaceted character is.

That's why there are four different covers?
Lamas Docampo: Exactly. That's to show the variety of possible combinations that ultimately make up the character. And when you look at the resolution on the inside of the magazine, the faces look completely different again. Incidentally, we held an internal competition for the cover picture, in which all 40 employees were invited to submit suggestions. Almost everyone took part.
Kessler: Of course we wanted to attract attention with the magazine and thought about how we could do that. But we didn't want to put a donkey on the Matterhorn, because then we would get attention and irritation - but only irritation. That is weak. We didn't want to show a Nice Picture either, even if we would have had enough of them. We wanted to irritate and at the same time tease the content. The reader should pause, ask: "What's this all about?" This succeeds with the four cover pictures.

You have brought two well-known Swiss people into the first issue, Carlos Leal and Jean-Claude Biver. Why these two?
Kessler: Biver is an exotic figure in our business world. When you read the credo by which he is guided - all you need is love - that is something you would never learn in an MBA anywhere. Sure Biver flirts with it, as most people who stand out from the crowd do with anything. What's special is that Biver goes totally against the mainstream and is successful at it. And we wanted to have someone in the magazine who is not interchangeable with 20 others. Of course, we could have included a person in the magazine who was unknown but whose life had exciting facets. However, we were unanimous in our opinion that we needed prominent characters for the first issue. Biver is one of them.
Lamas Docampo: Carlos Leal appears in the "People and Brands" section. We asked people all over the world, from São Paulo to Tehran to Tokyo, about their favorite brands, and wanted someone they knew as a counterpart, to show that everyone has a connection with brands. Leal also talked about the brands that accompanied his childhood ...

... and he is also an advertising face.
Kessler: That was actually the deciding factor why we chose him. There's no one else in Switzerland who's a successful singer, a successful actor and, on top of that, gives himself away as a figurehead for a brand. He delivers commercials a gogo. And he does it deliberately, without fear that it could damage his brand, his image. I find that remarkable.

Is 62a also a corporate brochure?
Kessler: Yes, of course, 62a is also self-promotion. But not only in the middle section with the agency presentation. We are also active in the editorial field, and for that the whole issue is a business card. When we talk to a new client about an editorial project in the future, we don't just take the Swisscom or Credit Suisse employee magazine with us, but also our own branding and design magazine. That's a sample of our work that reflects our thinking, our professionalism and our idea of design.

The magazine is called 62a - after the agency's house number. What other titles were up for grabs?
Kessler: I don't know anymore. 62a was not my favorite title, but I bowed to the majority decision and have since become well accustomed to it.
Lamas Docampo: Finding the title was extremely difficult. We finally decided that the title should not say too much at first glance, should arouse curiosity so that we can freely fill it with content. In addition, the title should be an eye-catcher and numbers work well in this respect. We also came up with our house number because the combination with the letter can be designed well.
Kessler: When we developed the appearance of Novartis, everyone scolded us at first. Today, no one stumbles over it anymore. In short, people get used to this kind of thing. The decisive factor is what we fill this packaging with. If we fill the magazine with good content, 62a will be positively charged at the end, the title will connect with the content.

How did you finance the production of the magazine? I only found one ad from Papyrus, so the paper was probably sponsored. And the rest?
Kessler: We paid for that ourselves, which is quite an investment. But the book for the tenth anniversary wasn't cheap either.

How much does the magazine cost? Printed on it is 18 francs, but you give it away for free?
Lamas Docampo: We give 62a to customers or potential customers free of charge, but you can also order the magazine via our website. Then we charge 18 francs. Orders have already been received.

What is the character of good design?
Kessler: Good design is the reflection of character. Many people think that our job consists of designing from morning to night. That is by no means the case. The design process takes up maybe 50 to 60 percent of our time; the rest is backbreaking work, brainwork: strategy, concept. You don't go to a tailor and say "I need an evening gown" and leave. Then the tailor sits there and thinks: What's her style, I don't know her measurements, does she only wear it once, what color ...? He has a hundred questions. That's why he needs your measurements and wants to know what exactly you have in mind. It's the same with us. We need to know a lot about a brand, a customer, before we can start working. Most of the time, we want to know more than our clients know about themselves. So together with the customer, we get to the bottom of the character.

And what is the character of a good branding and design magazine?
Kessler: I hope that people who know us, just like people who are just getting to know us, will find that when they pick up 62a, "This suits you." The magazine should be a reflection, a business card of us - but it also has to offer surprises. We all have to be comfortable with it, and the customer has to be comfortable with us and what they see of us. Then we've done everything right.

Article & Interview: Anne-Friederike Heinrich

 

Organizer Kurt Schwendener, Managing Director of Adresult, has once again put together a programme for this year's meeting place for the affiliate marketing industry. Network, customer, publisher and technology site representatives will be on site. The main sponsor of this year's conference is the affiliate marketing network Affilinet. The conference is also sponsored by Tradedoubler, zanox and the new customer partner network Profity.

Speakers from the DACH region

In 2016, recognized personalities from the German-speaking world will once again speak about the entire spectrum of affiliate marketing. For example, representatives of networks such as Ulrich Bartholomaeus, Managing Director of Affilinet, Andreas Schwibbe, Product Director Trade Doubler, and Philipp Rössel, Key Account Manager of Zanox.

Tim Reinermann, Online Marketing Manager of the long-established company Oswald, and Lukas Speiser, founder and owner of Amorana and Looks of Love, will present the customer's perspective. They will give participants a comprehensive insight into their entire marketing activities.

Other speakers include Elisabeth Kröss, Lead Business Development Manager DACH Stylight, Marcus Seidel, Managing Director Smart Shopping and Saving (Gutscheine.de, Gutschein.ch), Andre Koegler, Managing Partner The Reach Group, Thomas Bindl, Managing Partner Refined Labs, as well as Patrick Kessler, Managing Director and President of the Swiss Mail Order Association, and Kurt Schwendener, organizer of the Affiliate Marketing Conference and owner of the performance marketing agency Adresult.

Tickets available now

At Affiliate-konferenz.ch ticket sales have started. The first early bird tickets are available at 99 francs, after which tickets will be available at the regular price of 149 francs. The number of seats is limited to 350 participants.

 

Thomas Passen has held several positions at Ringier since 1997. Among other things, he was Head of the Blick Group and Head of the Magazine Readership and Advertising Market. His current position as Head of Sales and Marketing at Ringier will be filled by a new member of staff, according to a press release issued on Friday. Urs Heller, Managing Director Magazines Ringier Switzerland, will take over responsibility for the advertising market on an interim basis. According to Ringier, Passen was intended to be deputy CEO and Chief Sales Officer as part of the planned joint marketing organization with Swisscom and Publisuisse. Ringier will now fill this position.

At Tamedia, Passen will now be in charge of sales for all national daily and weekly newspapers. According to a Tamedia press release, he will also assume responsibility for company-wide content projects. In his new role, he will therefore play a key role in the development and implementation of strategic projects for Tamedia's entire advertising market.

The whole "Back to the Future" hype has taken on almost grotesque (and annoying) features in recent days. Even if the reason - on October 21, 2015 Marty McFly "landed" 30 years ago in the future - was quite memorable. Every brand jumped on the bandwagon and added their McFly mustard, which quickly led to an overdose. Once the lemon is squeezed, it loses flavor. And the next day, no one talks about it anymore, because the next hype is on the horizon.

Nike is a minor exception. Along with DeLorean, the sports goods manufacturer was probably the biggest product placement winner of the trilogy. The reason for this is the legendary, self-lacing sneakers that Marty McFly puts on before his 2015 city walk. In the last few years, rumors kept coming up that Nike was putting the shoes to work. Apparently not a rumor after all, because the shoes exist and will soon be launched. First test person: Michael J. Fox, who suffers from Parkinson's disease. On October 21, the video was published on the account of his foundation:
 

The pair will be auctioned off for the benefit of the foundation. Probably for a lot of money. Anyone who wants to pay a little less (but probably still more than enough) will have to be patient until spring 2016 - when Nike will launch the model on the market. The shoes are likely to sell out faster than Otto Normalverbraucher has noticed that they are available for purchase. Gab. (hae)

Source and image: Engadget.com

Development takes place using agile methods. According to a statement, Dream Production focuses on the strategic planning, implementation and support of corporate websites to strengthen and build brands in the digital world, the development of e-commerce platforms for sustainable success and the development of mobile and web apps.

Dream Production emerged from DWB and is managed by Simon Schweingruber and Christian Vollenweider. The long-standing partner company Dream Production SRL, based in Romania, is being taken over 100 percent by the Swiss Dream Production AG. Dream Production describes its own business model as managed nearshoring. The consultation, conception and project management take place in Zurich. Together with the customer solutions are worked out at the table. The development is implemented by the own team in the office in Timisoara. When asked what the main reason is for choosing Romania as a development location, Simon Schweingruber says: "The competitive advantages help with market entry, but what counts most for us is the proximity to the technical university in Timisoara and access to highly qualified development talent."

 

Matthias Zehnder has been Editor-in-Chief of BZ and BZ Basellandschaftliche Zeitung since November 1, 2012. Over the past three years, he has also positioned the BZ in the city and agglomeration of Basel and made it an important voice. The bz is the only paid daily newspaper in Switzerland to have increased its circulation during this time. Having completed his development work in Basel-Stadt, Zehnder is stepping down and taking a new direction.

The Board of Directors of AZ Medien has appointed David Sieber as the new Editor-in-Chief. The Basel native entered journalism in 1989 and worked as foreign, business and federal editor at Südostschweiz. He later headed the domestic desk of the Berner Zeitung. After various further training courses, he worked as a freelance journalist for AZ Nordwestschweiz and as editor of the Swiss Parliament for Schweiz am Sonntag. Sieber has been editor-in-chief of Südostschweiz since 2009. He further developed the newspaper in terms of content and appearance and brought it into the digital age. His departure from Somedia was announced in June (Werbewoche.ch reported). According to the press release, the Board of Directors and management of AZ Medien are delighted to have gained a distinguished journalist and experienced manager in Sieber.

Trimarca, specialized in hotel and tourism marketing, positions the Sorell Group as one of the leaders in the areas of guest experience and service quality. The brand values of individuality, quality, happiness, and coziness are incorporated not only in the corporate design, but also in the development of interior design concepts, in the introduction of common service standards, in the design of offers, and in staff training. Martin Hilzinger, owner of Trimarca, is convinced of this holistic approach: "A profiled, credible, and marketable product is the best argument in communication."

The rebranding is based on a clear formula for success: lived individuality and standardized quality equal distinguishable identity. From key cards and staff training to homemade organic confectionery, the Sorell brand guarantees impeccable service - with individual flair. The current 17 Sorell Hotels of the largest Swiss hotel group in Swiss ownership are committed to this promise.

The new Sorell brand is launched on the market in October with a broad relaunch campaign. The value of the stylish corporate design is demonstrated by posters, advertisements, online banners, ceiling foils, and moving posters in the streetcar. The claim "When hosts step on the gas" pointedly underlines the service quality of the brand. The new Website has already been online since the beginning of July. At the same time, all correspondence tools have also been introduced. The brochures, which have also been redesigned, are being implemented on an ongoing and consistent basis. Continuous marketing activities create sustainable value for the brand.

Responsible at ZFV companies: Michael Thomann (Head of Sorell Hotels Switzerland / COO Hotels of the ZFV companies), Peter Waltenspühl (Head of Marketing and Communication of the ZFV companies), Fabienne Turrian (Responsible for Marketing Sorell Hotels Switzerland). Responsible at Trimarca: Martin Hilzinger (owner, strategic consulting), Vera Fetz (project management), Hardy Hemmi (creative director), Giampiero Tinti (art director). Photography: Tobias Stahel and Stöh Grünig. Website: Positioner.
 

The current partners of Farner Consulting, Christian König (Chairman), Roman Geiser (CEO & Managing Partner), Jacqueline Moeri, Daniel Heller, Urs Knapp and Michel Grunder, welcome two new personalities to the partnership, Daniel Jörg and Frédéric Jacquemoud, who have played a key role in shaping the agency in strategic positions since 2012 and are both members of the Executive Board.

Daniel Jörg and Frédéric Jacquemou (from left)

Frédéric Jacquemoud joined Farner in 2012 and is responsible for Farner's activities in French-speaking Switzerland. The Swiss-American dual citizen, who grew up in Geneva, has deep roots in French-speaking Switzerland. He has been contributing his broad consulting experience in the areas of finance, business and politics as well as his previous management experience in a communications agency to the agency since 2012. The Farner team in Lausanne/Geneva has grown continuously under his leadership and is one of the leading providers of communication services in French-speaking Switzerland. With Frédéric Jacquemoud as a partner, Farner Consulting intends to emphasize the importance of French-speaking Switzerland in the agency's strategy and its claim to be a leading national communications player.

After studying humanities at the University of Geneva, graduating from the elite French university Sciences-Po Paris (IEP) and completing a diploma in business management at the Cnam-Intec Institute in Paris, Frédéric Jacquemoud began his professional career at Publicis Consultants in Paris, where he worked for several years. Back in Geneva, he worked for PublicisLive with international clients such as the UN and the United Arab Emirates, as well as Swiss clients, before becoming a partner in an independent communications agency in Geneva. In 2012, he joined Farner, where he took over the management of the French-speaking Swiss activities with offices in Lausanne and Geneva.

Daniel Jörg also joined Farner in 2012 as a Digital Strategist and member of the Executive Board. In addition to his role as Digital Strategist for the agency as a whole, he has since built up a market division for Farner specializing in cross-media and digital communication. Under his leadership, the agency's digital offering has undergone significant further development; today it continues to grow strongly at the interfaces of cross-media conception, community management, content services, online campaigning and social media advertising. Daniel Jörg joins the Farner partnership as a communications professional who has shaped the digital transformation in the communications industry at a national and international level and has driven forward the integration of online communications into all of Farner's services.

Daniel Jörg entered the world of communications after studying journalism and media studies, business administration and international relations at the University of Zurich, where he set up one of the first online units in the Swiss PR industry 15 years ago at what was then Peter Bütikofer & Company. He then worked as a consultant at a large Bernese advertising agency, where he rounded off his communications consultancy profile with classic advertising expertise. Before joining Farner, Daniel Jörg was a digital strategist and head of the digital competence team at Burson-Marsteller in the EMEA region (Europe, Middle East and Africa). In this role, Daniel Jörg led Burson-Marsteller's digital strategy across the region. Prior to this, he was a member of the Executive Board & Head of Crossmedia at Burson-Marsteller Switzerland from 2008 to 2010.
 

Michael Prim leads a data science and analytics team that focuses on «machine learning,» «high-performance computing,» «data mining,» and above all, the algorithm that manages to filter out the relevant data from over 10 billion data points per day in fractions of a second. According to Prim, the end result of programmatic advertising is that, ideally, users see fewer ads and advertisers gain more customers while maintaining the same advertising budget. He knows that enthusiasm for programmatic advertising in Switzerland is still somewhat muted. However, he believes programmatic advertising still has a great deal of potential here.

From Physics to Advertising

Michael Prim has been the Data Science Team Leader at Adello since the beginning of the year. Prior to that, he worked for a year as a data scientist at Adello. Advertising, sales, and image itself are not, in principle, areas that would spark Prim’s main interest. But that’s not necessary, as he explains: «Statistics and the procedures and methods used in particle physics are universally applicable. This form of data processing can be applied to all industries. As a data scientist at Adello, I only have to deal with advertising to the extent that I need to define the algorithms and prepare obvious knowledge for the machines.»

To explore topics in the industry, Prim joined the software company Blue Yonder five years ago. Big Data in the context of programmatic advertising has been his area of expertise for quite some time. Moreover, the two fields are closely related. However, there is one major difference between physics and data processing. And it is precisely this difference that drew Prim away from physics and into advertising. In physics, the typical question is: «Does the given theory still make sense based on the data we’ve analyzed so far, or can I disprove the theory?» So, while the same research and analytical steps are taken—with data analysis focused on evaluating interesting events based on the probability that the desired event will occur—«essentially a prediction of individual probabilities,» as Prim summarizes. In advertising, measurement can determine whether, for example, ad impressions actually correspond to the desired outcome, whether the ad is actually being displayed, and whether sales figures or brand image actually improve to the desired extent after the campaign. In short: An effect is immediately visible. This is what fascinates Prim about programmatic advertising: «Continuous learning from data analysis drives constant change. In physics, the laws of nature do not change. That means I can only use the data to test the theory and, if necessary, narrow it down further. Not a very big change.»

Michael Prim has always had this curiosity and desire for a challenge. As a child, he wanted to be an astronaut—«but that’s what all boys want,» he says. At the same time, Prim was exposed to computers at a very early age. He was already sitting at a computer regularly by the time he was about six years old, since his father had gotten into IT early on. «I’ve always found it interesting. After all, computer science isn’t just mechanical data processing; to a certain extent, it also involves a creative process. You build systems and develop algorithms—there’s a creative process behind it all.» But while studying physics, it became clear to Prim that he didn’t want to stay in research. «In research, there was too little change for my taste,» he explains. It’s completely different in programmatic advertising. «Users today show very different interests than they did yesterday, for example. So theories can change very quickly, and the effects can be measured immediately. I like that.» And so, a few years ago, the job posting for a data scientist immediately fascinated him—the ability to use algorithms to calculate the probability of an event occurring and then measure that probability in real time. «Of course, I can’t predict what a specific target group will be looking for in six months. But I can calculate with great precision how likely it is that a specific user—given their background and the campaign I’m showing them—will perform a specific action at a specific point in time. From this, I can make what’s called an expectation-based forecast, which makes it very easy to run the numbers and make the right decision.» Of course, the models have to be continuously adjusted if events don’t unfold as predicted. «But that’s exactly what makes my job so exciting,» Prim says enthusiastically, «things are constantly changing.»

On Data and Elementary Particles

Prim's data science team is responsible for developing and refining algorithms that analyze billions of ad impressions every day and display them on a patented real-time analytics platform. For each impression, the algorithms examine thousands of attributes to make real-time predictions about where the best conversion will occur. Every step of the customer journey is measured and fed back into the system. This results in a self-optimizing system that learns from every ad view, every interaction, every website visit, and every purchase. These systems have since led to various patents and award-winning mobile advertising products from Adello, which are managed by fifty employees around the globe. Just a few weeks ago, the «Silicon Valley Technology Innovation & Entrepreneurship Forum» (SVIEF) presented the Swiss mobile technology company in Santa Clara with the 2015 Top 30 Innovation Award. Adello received the award for its proprietary technology, which boosts the efficiency of mobile ads by using machine learning to identify the right customers for the highest ROI. As a result, users see fewer ads, and advertisers gain more customers while maintaining the same advertising budget.

But what exactly is behind data processing using algorithms from particle physics? Michael Prim makes the answer easy to understand—the approach to handling large amounts of data, borrowed from physics, is almost fascinating. «Particle physics deals with the question of what holds the world together at its core—the question of the fundamental forces of nature,» Prim begins. «To answer the questions in these fields of research, scientists build very large detectors, such as those found at CERN in Geneva. These machines are the size of houses and produce data rates per second that, if written to CDs over the course of a week, would stack up to the moon.» Adello also generates these volumes of data, albeit on a smaller scale. To be able to process and analyze these data volumes nonetheless, they must be filtered. And this must be done very quickly. That covers the context of individual particles. But this data also needs to be evaluated instantly. «So, for example, if I have 1,000 events per second, I have to discard 999 of them immediately; I can only save one of them for analysis,» says Prim. More precisely, the algorithms save approximately 1,000 out of 40 million events per second. «The decision, then, lies in which data I keep or discard,» he explains. Anything that is deleted is irretrievably lost. This requires the algorithms to evaluate the data very quickly and then either store or delete it. This is only possible if it is specified very precisely which data is valuable or unknown. After all, only this information is truly worthwhile for further research. On the other hand, the algorithms should capture information that has long been known. «Data that we know, that we have understood,» as Prim explains. The algorithms are capable of making this decision if they are programmed with the appropriate triggers. To illustrate the scale of data volumes in particle physics, Prim gives an example: «At CERN, a dozen data centers are linked together just to store the data and then process it further. That’s still far beyond what a single computer could handle.» The advantage here, however, is that the entire dataset is stored and can be searched using many interconnected computers to identify the 1,000 events of interest that are specifically related to the process under investigation. For his doctoral thesis, for example, Prim filtered 1,000 such events that had accumulated over more than 10 years of measurement—even though billions of events had been recorded. The analysis ultimately takes place on this relatively small subset of data. «Perhaps we’ll then find out whether certain theories are truly important—we can use the analysis to support an existing theory or, in the rarest of cases, even falsify it,» Prim summarizes. To get there, data processing takes center stage. Data processing is primarily about establishing a scale that does not yet exist in industry. In industry, however, the volume of data is a factor of 1,000 smaller than in particle physics. And this is where the data scientist comes in. Until now, business analysts have been sifting through such data sets, but the trend is shifting toward particle physics.

The same is true for Adello in the field of mobile advertising. «We have 10 billion ad impressions every day,» says Prim. These are distributed across 8 billion people, 1 billion smartphones, and several hours of mobile usage per day. «The industry’s traditional methods fall short when it comes to analysis,» explains Prim. Existing programmatic approaches cannot meet the challenge of rapidly and accurately predicting user behavior in conjunction with the enormous volumes of data. This is because these approaches are focused on individual computers, even though distributed data analysis is required to ultimately use multiple separate computers to filter out the individual ad impressions that are of interest to the customer. In his view, therefore, the problem of rapid, instantaneous data reduction and decision-making is best solved using scientifically proven methods from particle physics. However, customer satisfaction and growth demonstrate to Prim on a daily basis that, thanks to its chosen approach, Adello is now successfully holding its own internationally against the industry giants.

In a nutshell:
Michael Prim has been the Data Science Team Leader at Adello since January 2015. Prior to that, he worked for one year as a big data scientist at Adello. Before that, he worked as a Data Analyst at Blue Yonder for over three years, during which time he completed his Ph.D. at the Karlsruhe Institute of Technology. He also earned his master’s degree in physics from the Karlsruhe Institute of Technology.
– October 2004 – January 2010: Bachelor’s degree in physics. Karlsruhe Institute of Technology (KIT)
– November 2009 – December 2012: Data Analyst. Blue Yonder, Karlsruhe
– February 2010 – December 2013: Ph.D. in Physics, Doctor of Natural Sciences. Karlsruhe Institute of Technology (KIT)
– January 2014 – December 2014: Big Data Scientist. Adello, Karlsruhe.
– January 2015–present: Team Lead, Data Science. Adello, Karlsruhe.

Ursina mason

According to Guinness World Records, Haus Hiltl in Zurich is the oldest vegetarian restaurant in the world. It was founded in 1898 by Ambrosius Hiltl and is now run by Rolf Hiltl in the fourth generation. Now Hiltl is passing on his experience to others: in the new Hiltl Academy. The Hiltl Academy combines knowledge, enjoyment and experience through a wide range of cooking courses and information evenings, inspiring events such as Chef's Tables, individual nutritional advice and much more. In addition, trained chefs and restaurateurs deepen their vegetarian and vegan expertise in instructive professional training courses and benefit from over 100 years of Hiltl experience.

Ruf Lanz uses the rings of onions, leeks and artichokes as a surprising way of highlighting this long-standing experience in the new image campaign. Since 2006, the creative agency has been ensuring that the Hiltl brand remains on everyone's lips with multiple award-winning campaigns. The three new subjects are used on advertisements, posters, postcards and in various online applications.

Responsible at the Hiltl House: Rolf Hiltl (overall responsibility), Amber Turgeman, Marsha Lehmann (Marketing + Communication). Responsible at Ruf Lanz: Markus Ruf, Danielle Lanz (Creative Direction), Grit Wolany, Isabelle Hauser (Art Direction), Markus Ruf (Text), Pascal Trütsch (Consulting). Photography and image processing: Felix Streuli.

The special award from FEPE, the international association of outdoor advertisers, was presented to Rod on Thursday at the Effie Gala at the Cercle de Lorraine, Brussels by FEPE Executive Director John Ellery. The award was accepted by Annette Häcki, Head of Creation, and David Schärer, agency co-owner.

The reason given for the choice is the exceptional use of outdoor advertising as part of an integrated multimedia campaign to raise awareness and attention to HIV and safer sex. The campaign was the most talked-about in Switzerland and Liechtenstein last year and caused a sensation even beyond the country's borders. In three months, the campaign generated publicity worth 5.2 million Swiss francs and reached 80 percent of its target audience, he said. Commenting on the award-winning work, Mark Flys, secretary general of FEPE, said, "This campaign is a great example of how creativity and the right use of the out-of-home medium can combine to reach people and change their behavior." (hae)

Rod worked closely with Mediaschneider to implement this campaign. Mediaschneider was responsible for the entire media planning.

On the subject: "Love Life" poster works (print edition 23/2014)

Scholz & Friends is the new lead agency for Swiss fashion house Charles Vögele. In a pitch, Scholz & Friends won over the client with an orchestrated team of fashion and retail marketing specialists. The first result of the new collaboration is now visible in an international umbrella brand campaign. The campaign developed by Scholz & Friends was launched on October 19 in Switzerland, Germany, Austria, Belgium and the Netherlands with a new TV commercial flanked by advertisements, posters, online banners and other print measures. The aim of the communication is to give the brand more topicality and vitality.

Moments with Charles Vögele

It's the special moments that stay with us for a long time. Enjoying them is even easier with the right fashion. That is why it is precisely these moments that form the emotional framework of the new campaign. A new graphic frame serves to ensure recognizability across all measures. Inspired by the focus frame of optical devices, which is always on the lookout for special moments, the Charles Vögele frame element also stands for something special: the special moment, the special offer, a special fit or even the particularly low price. In the first flight of the campaign, everything revolves around the perfect fall moments. The campaign will be shown in all target markets with a focus on Switzerland. The campaign will continue in 2016.