On behalf of Credit Suisse, Roger Federer beams truthfully at the arriving passengers. And not only that, he also addresses them. He welcomes them, jokes with them, and even asks them to take a photo with him. The passengers themselves then have the opportunity to stand next to Roger Federer in the designated area and take a photo together. With #RFandME tagged and shared on social media, all pictures with the tennis star can be easily found and admired.
 

Responsible at Filmgerberei: Flavio Gerber (idea, direction), Alexander Wyssling (production), Silvio Gerber (camera), Alessandro Biffi (edit), Benoit Barraud (sound). Responsible at Credit Suisse: Michael Schmid.

To showcase the benefits of saving in a memorable way, the savings sow was brought to life, with more money left over for leisure thanks to low premiums. At Sparsau.ch you can see the savings sows in action in videos.

Other online and offline measures aim to involve mobile users in the campaign. On the Olma weekend, for example, pig noses are distributed in St. Gallen so that visitors can show how they let out the piggy bank as part of a competition with #sparsau. A high density of shareable content on social media also contributes to involvement. Reward calculators and sweepstakes provide further incentives to request a quote from Sanagate.

In addition, classic print measures, radio spots, regionally distributed direct mailings and posters increase the campaign's reach and ensure additional traffic on the landing page and premium calculator. Neo@Ogilvy is responsible for media planning.

Responsible at Sanagate: Antonia Lepore (Head of Marketing & Services),
Désirée Seuret (Marketing & Communication Specialist). Responsible at Ogilvy One: Benjamin Franken (CD), Frank Engelhaupt (Text), Karl Badde (Art Director Digital), Christoph Perner (Art Director), Sandra Pally and Petra Weber (Consulting), Nadine Wolf (Social Media), Yvan Piccinno (Media). Responsible at Zweihund (film production): Jonas Maier (Director),
Niels Vije (Producer).

 

The twelve articles are published at lunchtime. According to the press release, the 12 app is a response to the massive flood of information that reaches us every day via all media. Michael Marti, Head of Digital Development: "The 12 app offers guidance. It doesn't offer everything, just the most relevant information. Thanks to the app, users receive curated content every day so that they can focus on finding information during their breaks - and enjoy it without having to search for suitable content beforehand. Personally, I think it's great that the 12 app offers such journalistic diversity. Users of the app find a selection of stories from different genres every day and can also get to know authors of titles that they don't read regularly."

In terms of design, the 12 app focuses on what makes the product special: the editions are clear and compact. There is no button or function in the app that is not really needed. The individual articles are presented in the form of cards, which users can browse through on a daily basis. In addition to the current editions, older editions can be called up at any time or saved articles can be read. Readers can also share individual articles with their friends.

The 12 app is currently only available for the iPhone and can be downloaded from the App Store. Twelve articles per month are freely accessible. For CHF 6 per month, readers receive free access to all content. For people who are already subscribers to Tages-Anzeiger, Der Bund and BZ Berner Zeitung, a subscription to the app is included. All content is free for all users in the first month after the launch.

Switzerland is the second-strongest national brand. In the list of the 100 most valuable national brands, it has moved up from 16th to 14th place (see tables below).

Recent revelations about 11 million diesel vehicles equipped with software designed to manipulate emissions tests are not only tarnishing VW’s reputation but are also having a negative impact on the German national brand as a whole. According to Brand Finance, Germany has consequently lost its position as the strongest national brand. The brand valuation and strategy consulting firm assesses the financial impact of image and reputation on the value of the national brand for the 100 most successful countries. The results are published in its annual study, the Brand Finance Nation Brands Report. The report shows measurable damage to the long-term financial potential of the «Germany brand,» whose value has fallen by 191 billion U.S. dollars to 4.2 trillion U.S. dollars—4 percent lower than in 2014.

«German industry is praised for its efficiency and reliability, and Germans are regarded as hardworking, honest, and law-abiding. The fact that such an iconic German brand is capable of behaving in this manner destroys decades of accumulated goodwill, tarnishes the reputation of German industry, and makes the Siemens bribery scandal appear less like an isolated incident and more like further evidence of a widespread problem in German corporate culture,» says David Haigh, CEO of Brand Finance.

Up until this incident, 2015 had actually been a pretty good year for Germany’s international image, and the prospects for a strong showing for its national brand looked promising. Germany garnered worldwide admiration, particularly for its willingness to take in Syrian refugees. Even though this influx—consisting largely of young people and families—is boosting the German economy, the goodwill earned through this display of compassion is being overshadowed by the VW scandal.

Singapore has knocked Germany off its top spot (now ranked 13th) and is this year’s strongest national brand in the world. As the city-state celebrates its 50th anniversary this year, its citizens can be truly proud of the nation they have built. The person primarily responsible for this success story is none other than the nation’s founder, Lee Kuan Yew. His vision, his pragmatism, his zero tolerance for corruption, and his kindness are seen by many as the key factors behind Singapore’s success.

Haigh continues, «Although the death of Singapore’s founding father, Lee Kuan Yew, in March of this year is a sad loss, he leaves behind a legacy that hardly anyone can surpass. He transformed Singapore into a modern, innovative, and efficient city that welcomes outsiders and is growing increasingly rich in cultural diversity. As a result, it has left its neighbors—including Malaysia, from which Singapore was excluded 50 years ago—far behind.»

The Ten Strongest National Currencies of 2015
 

	Nation	Points (/100)	Brand St. 2015 Rating	National Brand Value 2015 (in billions of USD)	Amendment (in %)	National Brand Value 2014 (in billions of USD)
1	Singapore	88.0	AAA	412	10%	374
2	Switzerland	85.9	AAA	1024	6%	970
3	United Arab Emirates	85.9	AAA	403	7%	376
4	Finland	85.7	AAA	289	-6%	307
5	New Zealand	85.6	AAA	200	4%	191
6	Hong Kong SAR	85.4	AAA	325	15%	284
7	Netherlands	84.5	AAA-	1000	-3%	1026
8	Luxembourg	83.5	AAA-	60	7%	56
9	Qatar	82.7	AAA-	235	-8%	256
10	Norway	82.6	AAA-	388	-2%	396

Even though it still has a long way to go before reaching the top spot, Iran is this year’s fastest-growing national brand. Its brand value has risen by 59 percent to $159 billion. This result is primarily attributable to Iranian President Hassan Rouhani, under whose moderate approach the country’s international perception is slowly but steadily improving and sanctions are being eased. However, strained relations with Sunni states will continue to pose an obstacle to local trade and investment; yet, with a market size of 77 million people, vast hydrocarbon reserves, and a well-educated population, Iran is well-positioned on the global stage.

«Iran must handle its communication with its newly gained supporters with care. In this regard, a carefully thought-out marketing strategy is almost as important as diplomacy in the traditional sense. If managed correctly, Iran could leverage its ancient treasures, its educated population, its strategic location, and its natural resources to transform its reputation,» comments David Haigh.
Although Singapore is the strongest brand and leverages its full potential more than any other nation, the United States remains in the lead in terms of value alone. It is the most valuable national brand, with a national brand value of 19.7 trillion U.S. dollars.

The U.S. is undoubtedly a strong brand with an inviting business climate. However, its value stems primarily from the sheer size of its economy. In addition to a large and capital-rich market that fully embraces the «Buy American» motto, there is an unrivaled number of established companies and organizations whose American roots account for a significant portion of their appeal and which export their products worldwide.

A world-leading higher education system and «soft power»—which stems from its dominant position in the music and entertainment industries—are other significant factors contributing to the United States« success. This »soft power” will help the U.S. defend its title as the world’s most valuable national brand for some time to come—at least until China replaces the U.S. as the world’s largest economic power.

The 100 Most Valuable Government Stamps in the World
 

Rank in 2015	Rank in 2014	Nation	National Brand Value 2015 (in billions of USD)	Amendment (in %)	2015 Rating	2014 Rating (revised)
1	1	United States	19,703	2%	AAA-	AAA-
2	2	China	6,314	-1%	AA-	A+
3	3	Germany	4,166	-4%	AAA-	AAA-
4	4	United Kingdom	3,010	6%	AAA-	AAA-
5	5	Japan	2,541	3%	AAA-	AA+
6	7	France	2,158	4%	AA	AA
7	8	India	2,136	32%	A+	A+
8	6	Canada	2,040	-8%	AAA-	AAA-
9	11	Italy	1,445	12%	A	A
10	9	Australia	1,404	-10%	AA+	AA+
11	10	Brazil	1,171	-17%	A-	A
12	15	South Korea	1,092	10%	AA-	AA-
13	13	Mexico	1,091	6%	A	A
14	16	Switzerland	1,024	6%	AAA	AAA
15	14	Netherlands	1,000	-3%	AAA-	AAA-
16	18	Spain	872	9%	AA-	AA-
17	17	Sweden	814	2%	AAA-	AAA-
18	12	Russia	810	-31%	A	A-
19	19	Turkey	668	-11%	A+	A+
20	20	Poland	566	-6%	A+	A
21	21	Indonesia	564	10%	A+	A+
22	23	Saudi Arabia	506	9%	AA	AA
23	24	Belgium	500	11%	AA+	AA+
24	25	Taiwan	450	9%	AA+	AA+
25	22	Austria	438	-7%	AA+	AA+
26	31	Singapore	412	10%	AAA	AAA
27	28	Denmark	410	4%	AAA-	AA+
28	29	Malaysia	407	5%	AAA-	AA+
29	30	United Arab Emirates	403	7%	AAA	AAA-
30	27	Norway	388	-2%	AAA-	AAA-
31	26	Thailand	347	-15%	AA-	A+
32	33	Hong Kong SAR	325	15%	AAA	AAA
33	32	Finland	289	-6%	AAA	AAA
34	39	Ireland	287	15%	AAA-	AAA-
35	35	Philippines	267	3%	A+	A
36	37	Qatar	235	-8%	AAA-	AAA-
37	36	South Africa	225	-12%	AA-	A+
38	38	Chile	218	-13%	AA	AA
39	34	Argentina	208	-22%	BB	BB
40	40	New Zealand	200	4%	AAA	AAA-
41	42	Nigeria	189	6%	BBB	BBB
42	41	Czech Republic	187	4%	AA-	A+
43	47	Israel	181	19%	AA-	AA-
44	45	Kazakhstan	175	6%	A+	A
45	46	Colombia	166	5%	A	A-
46	NA	Iran	159	59%	A-	A-
47	49	Bangladesh	144	25%	A-	BBB
48	48	Romania	141	11%	A	A-
49	43	Vietnam	140	-19%	A	A
50	50	Portugal	137	20%	AA	AA-
51	51	Kuwait	124	24%	A+	A
52	44	Peru	114	-33%	A	A-
53	52	Hungary	94	15%	A	A
54	55	Pakistan	93	29%	A	A-
55	54	Egypt	81	8%	A-	BBB
56	56	Algeria	74	12%	BBB	B
57	58	Sri Lanka	68	11%	A+	A+
58	61	Luxembourg	60	7%	AAA-	AAA-
59	59	Greece	59	-3%	A+	A-
60	57	Slovakia	59	-9%	A	A
61	63	Dominican Republic	55	4%	A-	A-
62	60	Slovenia	53	-6%	A	A
63	67	Lithuania	50	15%	AA-	A+
64	65	Bulgaria	50	12%	A-	A-
65	62	Oman	48	-9%	AA	AA
66	68	Costa Rica	46	7%	A+	A+
67	NA	Venezuela	46		CCC	CCC
68	53	Ukraine	44	-45%	A-	BBB
69	64	Morocco	44	-8%	A	A
70	72	Guatemala	42	14%	A	A-
71	70	Azerbaijan	41	4%	A	A
72	69	Panama	40	0%	A+	A+
73	71	Jordan	37	-2%	A+	A+
74	76	Uruguay	37	14%	A	A
75	75	Latvia	35	7%	AA-	A+
76	73	Croatia	32	-12%	A	A-
77	79	Kenya	31	43%	A	A-
78	74	Serbia	31	-11%	A-	BBB
79	77	Bahrain	30	7%	AA	AA
80	81	Ghana	23	12%	A-	A-
81	85	Tanzania	23	44%	BBB	BBB
82	83	Ethiopia	22	26%	BBB	BB
83	78	Lebanon	22	1%	A	A-
84	84	Bolivia	19	11%	BBB	BBB
85	82	Estonia	17	-7%	AA	AA
86	88	Cambodia	16	9%	A-	A-
87	96	Cameroon	14	50%	A-	BBB
88	92	Uganda	14	16%	A-	BBB
89	98	Zambia	13	39%	A	A-
90	93	Iceland	13	14%	AA+	AA
91	87	Cyprus	13	-16%	AA-	AA-
92	94	Nepal	13	18%	A-	BBB
93	91	Georgia	12	-7%	A+	A
94	90	Honduras	11	-26%	A-	BBB
95	NA	Mozambique	10		BBB	BB
96	99	Albania	9	8%	A-	A-
97	NA	Senegal	9		A-	A-
98	97	Botswana	9	-7%	A	A
99	NA	Mauritius	8		AA-	A+
100	100	Jamaica	8	0%	A	A

You can find the complete results and analyses in the 2015 Brand Finance Nation Brands Report.
 

As it now turns out, this film was a pre-produced play-in for the show "Wer's glaubt", the quiz show about the most unbelievable claims. In the show, which was developed by Wirz together with Joiz and Mobiliar Insurance, the candidates have to guess, among other things, whether a Youtube clip is a real claim or whether it's all a big fake. The dog virus was a fake.

The film, jointly produced by Wirz and Joiz, actually went viral before the start of the broadcast, was spread across countless blogs and news portals and achieved over 200'000 views within a few days. In the first live broadcast, the hoax was unraveled:

"Who Believes" runs through Nov. 10, every Tuesday at 6:30 p.m. live on Joiz and on Joiz.ch/live
 

The 140-year old Lucerne Graphic Arts College offers full-time training as a graphic designer with a professional design baccalaureate and guarantees the best prerequisites for a successful start to professional life in the graphic arts sector - or for further studies. The canton wants to save three million francs through the planned closure. This was reported in the Neue Luzerner Zeitung last week. Susann Mäusli, managing director of the Swiss Graphic Designers Association, expressed her horror at the plans to the newspaper: "This is a disaster for the entire industry!" The association now wants to turn to the cantonal councils to fight for the school to remain.

The association has the support of the left-wing parties. For SP President David Roth, the closure of 140 years of anchored and functioning structures shows where "the tax dumping policy of the bourgeoisie" has led. And for Green cantonal councilor Katharina Meile, the plans are "a signal that young, creative minds are not as welcome to the government as letterbox companies".

A Online petition of the sponsoring association now opposes the planned measures. They point out the importance of the school for students and the entire economy. In addition, a closure would also damage the reputation of Lucerne as a cultural center - after all, the school has repeatedly provided important impulses, such as the founding of the Weltformat poster festival. In addition, the initiators are generally opposed to cost-cutting measures at the expense of education: "The closure of schools must remain a taboo. A clear-cutting follows a short-term financial optic. This completely ignores longer-term follow-up costs and damages the national reputation of the canton of Lucerne." (hae)

 

It seems that most of us stare at a screen for eight hours a day. That's not too healthy for the eyes. It would be better to let your eyes wander from the computer into the distance from time to time - it's the variety that makes the difference. That sounds good, but it's difficult in practice - because once you're immersed in work, you quickly forget your good intentions. This can be remedied by Softwaredeveloped by the Famous agency for the Belgian opticians' association. Once installed, "Eyescare" reminds you after 20 minutes that your eyes need a break. With images that you don't want to see. So you look away. Goal achieved. There are campaigns where you don't really know whether you should like them or not. But at least it's a new approach. All that's missing now is a solution that gets you out of your chair once every half hour - as we all know, sitting for long periods of time is at least as unhealthy as staring. (hae)

Radio 1 CEO and owner Roger Schawinski's new discussion partner every Monday will be Markus Somm. For 30 minutes each week, the two will engage in controversial debates - on the most exciting topics of the past week, following the tried-and-tested principle: "Two points of view, two opinions, two worlds". As publisher and editor-in-chief of the Basler Zeitung, Markus Somm is one of Switzerland's most distinguished journalists and book authors. "Doing a radio show with Roger Schawinski is an extremely exciting challenge for me, and one that I'm very much looking forward to!" said Somm in a statement.

Roger Schawinski is convinced that the relaunch of the show with a different protagonist will quickly reach its former flying height: "We have very different political and ideological positions, that's the salt in the soup. After Roger Köppel entered politics, the thoroughbred journalist Markus Somm was my absolute dream candidate for this format, which is unique in the entire Swiss radio landscape." The end of the show "Roger gegen Roger" was announced in September 2015 (Werbewoche.ch reported).

He also coordinates campaigns with the agency's partners. In a press release, INM is pleased to have gained a specialist who has been working in the Internet sector all her professional life. Steinbach was responsible for online corporate communications and the relaunch of the website at a large Swiss insurance company. Before that, he worked for a well-known web agency for many years. Steinbach therefore knows both the customer side and the field of activity of a web agency inside out. Just like INM, Steinbach has been doing internet marketing since 1996.

A scream. An emergency stop. Panic in the car. This is how the film "All beginnings are parking spaces" begins. Together with the film "Practice, practice, practice", the web two-parters show why it is particularly important for learner drivers to practice a lot in private as well. The Swiss Council for Accident Prevention (BFU) recommends that learner drivers take every opportunity to gain routine without neglecting the important training they receive at driving school (Campaign page).

The Baden-based production company Maybaum Film was allowed to both develop and produce the two stories about father and daughter. The actors Camilla Toman and Oliver Koch are particularly charming and entertaining. On the way to the necessary driving experience, they go through joy, panic and disappointment - of course with the necessary happy ending.

 

Responsible at the AAIB: Claudia Schär (Project Management) and Thomas Kramer (Scientific Consulting). Responsible at Maybaum Film: Michel Alraun (director/screenplay), Michel Frutig (production manager/screenplay), Laurent Ulrich (DoP), Daniel Wyss (editing), Somm (color grading), Bluebox Tonstudios (mixing and mastering).

The 48-year-old brings more than 20 years of experience in the marketing business. Most recently, as Head of TV at Publicitas, he oversaw the development of the TV portfolio. In 2013, he founded News & Sport Factory, a marketing agency for electronic and digital media in the fields of news, sports and culture. Previously, Patrick Zanello worked as Advertising Director at Publicitas Léman and was Marketing Director at Agefi Groupe. "With Patrick Zanello, we are delighted to have gained an experienced and networked professional in the marketing business," says Gabriel Blume, Sales Director at Goldbach Media, and adds: "With the signing of Patrick Zanello, we are taking account of the consistent expansion strategy for the DOOH sector."

 

The image spot promotes the values of purity and authenticity of the Swiss brand and will be distributed during two weeks through a national media plan.

For more than two years, the agency has been working with Saline de Bex, which produces the famous white gold from the canton of Vaud. While in the first two years the focus was on brand awareness and success was not long in coming, in the second half of 2015 the emphasis was laid on spreading strong emotional values, emphasizing Swissness, authenticity and... a touch of special effects.

Over a duration of 20 seconds, the TV spot showcases the imposing landscapes of the Vaud Alps. In addition, the image spot is complemented by narrative voiceover and epic music. The authenticity and purity of the product is clearly seen through the transformation of a piece of salt stone from the Alps... into Sel des Alpes! The 14-day media schedule started on October 5 on all Swiss and private channels.

Responsible at Saline de Bex/Swiss Salt Works, Bex: Annick Foretay (Marketing Manager). Responsible at Franz & René: Valérie Pecalvel (Strategic Direction), Luciano Gerber (Client Service Direction ), Vincent Eichenberger (Campaign Manager), Marco De Albuquerque (Art Director). Film: Ramon + Pedro, Lausanne.