Out-of-Home works. And appeals. Especially when there is something to be won. And in this case, that doesn't mean scanning a QR code and never hearing about the prize draw again. The Mullen Lowe agency has created a much simpler and much cleverer incentive for New York residents to take a closer look at the posters of its client Jetblue. The message on behalf of the airline: steal this poster! The agency not only made use of the double meaning of the expressions takeoff (start of an airplane) and take off (remove, detach), but above all a good, simple idea. 181 of 185 vouchers put up in five districts - including for flights and basketball tickets - were "stolen". Beneath the detached posters, slogans such as "Takers Gonna Take" and "Report This Ad Stolen" awaited viewers who had looked closely a little too late. (hae)

Investigative non-governmental organizations (NGOs) regularly receive more or less serious "offers" from companies in the crosshairs for a non-binding "dialogue. The goal of such an exchange, which is often supposedly in the interest of both sides, is always stated as being "the joint search for a solution" to the problem that has been denounced. Yet for PR professionals, dialogue offensives have long been part of the repertoire for communicative "damage control" of a tarnished corporate image. NGOs, whose core business is uncovering grievances and representing minorities, and which therefore gratefully decline such invitations, are just as regularly accused by business representatives of being incapable of dialog and of painting the black.

Constructive pressure

Dialogue-skeptical NGOs are under similar "pressure to construct" these days as the crisis-ridden fourth power in the state. As is well known, their mantra is "only bad news is good news. The inherent negativism, even cynicism, of this attitude has always made heads turn, both inside and outside the editorial offices. With Ulrik Haagerup, head of news at the Danish state broadcaster, the advocates of "constructive journalism," which is also supposed to point out possible solutions to social, ecological or political problems, have a new spokesman. The latter recently presented his steep theses to some leading Swiss media and told the Tages-Anzeiger that he is "primarily concerned with news journalism. He attributes his stations' current ratings successes to "less tabloid reporting and more socially relevant topics." So far, so banal.

Substance-free scandalization

More revealing is the title of the interview: "We show extremes too often. So it's not just the displacement of unagitated normality and solution orientation by ever more garish superlatives and substance-free scandalization that is being lamented. Haagerup also notes the much more important connection between the quantity and quality of our everyday news supply. Those who report ever faster and (also for this reason) ever more, become ever shallower in substance and ever shriller in tone. This negative reinforcement is conditioned and controlled by an attention and media economy that applies nowhere more mercilessly than on the Internet. In short: Before Donald Trump reigns, the Donald Trump principle that characterizes online journalism reigns. Here, too, the causality is evident.

Market compulsion for quick turnaround

The question remains why, of all Swiss publishers and editors-in-chief, Messrs. Supino and Strehle have ordered their flagship to translate this crude constructive concept into real stories. Probably because the thoroughly quality-conscious duo suffers from the apparent market compulsion to turn fast and hopes for some moral relief from its Monday "anti-depressants in article form" (NZZ).

With this journalistic sale of indulgences, Tamedia wants to buy its way out of a few of the sins that notoriously underfunded editorial departments inevitably commit in their hunt for clicks and clients. For Ringier, beating the bush is just as much a part of the business model as the NZZ's turned up nose at the sensational press. Between these poles, Tamedia continues to search for its identity and attitude.

Slow Journalism

A more constructive and sustainable approach than "contributions to tackling social, economic, political or ecological problems" that disappear into a corner of shame would be "slow journalism. This rightly starts from the premise that less material and speed in digital journalism brings more substance and relevance.

"Less is more" would be an ideal successor to the long-outdated corporate motto "Content for people," wouldn't it, Mr. Supino?

Oliver Classen is media spokesman for the development policy organization Berne Declaration. Previously, he worked as a media journalist.

This column appeared in the Werbewoche print edition 17/2015 of September 18, 2015.

Respondents liked the VBZ ad best (22.8%), and it stood out the most from other ads (14.7%). Furthermore, according to respondents, it is the best fit for the brand (15.7%), though it shares first place in the ‘Brand Fit” category with the SBB ad (15.7%). In terms of unaided recall, the VBZ ad ranks only in the middle of the pack (35.8%), which is still quite impressive given the transit company’s strong local presence. Respondents remembered the McDonald’s ad (56.6%) and the SBB ad (53.0%) best, followed by VW (51.7%). The Samaritan Federation’s ad also achieved good scores. Many respondents felt that it fit the brand well (12.4%) and stood out strongly from other ads (10.8%). According to users, the Swiss Pharmacists’ Association’s ad campaign fits well with the brand (11.2%). In the middle range are the Geneva Animal Welfare Society, with an overall appeal rating of 6.5 percent, and the ad campaign by *Der Bund*, with a brand fit
4.7 percent. The ads from the Swiss Media Association (11.6%) and Publisuisse (5.3%) generated the least awareness.

In this article, Werbewoche presents the overall awareness figures and the top-box ratings for the key attributes. The online survey was conducted by Marketagent.com.

View the detailed results report (PDF)

The subjects surveyed:

Image larger

Details on the research question and methodology can be found at Advertisingweek.ch, Webcode Impactcheck.

The 2015/2016 season has just begun in Lucerne, the last under the direction of Dominique Mentha. At the suggestion of the theater management, the season booklet by TBS & Partner was given the both succinct and pathetic motto 'Adieu'. In the inside section, the photo series by Lucerne photographer Sylvan Müller once again pays tribute to the real star of the theater: the ensemble!

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These ensemble images will be displayed throughout the season in the form of a total of 22 poster subjects. The play posters continue the typographic concept that has been successful for several years, communicating a surprising statement from the corresponding play. And the opening motif for the season is the equally succinct and pathetic motto: "Life! Now also as a subscription."

Responsible at the Lucerne Theater: Dominique Mentha (Director), Patrizia Hort (Head of Communications and Media). Responsible at TBS & Partner: Michael Schädelin (concept and consulting), Daniel Leber (creation/design), Daniel Erdin, Ramun Knapp (website), Marlen Gassler (project management), Nadja Ermert (graphic design).
 

Two young, unknown vloggers ventured into the fray for 20minuten.ch and reported live from the festival events throughout the summer. Jim & Jim was responsible for the content development, the ongoing video production, the ticking and the moderation of the social media channels. The result was countless entertaining and sometimes curious videos. The coverage was a complete success and a continuation next year is already a done deal.

Moving images are a suitable means of making media reporting more dynamic and appealing to the young target group. Especially online and in social media, videos are proven to be viewed many times more frequently than conventional text contributions. To specifically expand its classic OpenAir coverage, leading Swiss news platform 20minuten.ch commissioned Jim & Jim to design and implement an innovative moving image diary for the summer of 2015. The primary goal was to give readers the opportunity to be up close and personal with the festival action in real time.

Vlogger from the target group for the target group

As part of an extensive casting process, two vloggers were sought to visit the festivals for 20minuten.ch readers. Olivia Maritz (18) and Laszlo Schneider (25) were found. While Olivia, with over 2,000 Instagram followers, was a true representative of Generation Z, Laszlo, with his first journalistic experiences in his backpack, formed the ideal counterpoint. The two were trained in journalism in advance and were expertly accompanied by Jim & Jim throughout the summer.

Ready video reports at the reader in 30 minutes

Jim & Jim was responsible for the conception, content planning and production of the features live on location as well as the live tickering. The big challenge was that the videos had to be online within 30 to 45 minutes so that the viewer could participate live in as many emotions as possible - which was never easy with boisterous spectators, unpredictable weather and eccentric artists. Shown throughout the summer were interviews, live challenges with visitors, various polls and entertaining pranks. According to the press release, the coverage was a great success and will be continued in the same style next year.

The highlights from the 20minuten.ch festival summer:

Responsible 20 minutes: Marco Gasser (project idea), Tamara Ambrosini (project lead). Responsible at Jim & Jim: Fabio Emch (overall lead), Tobias Bonfanti (production), Sven Probst (video production), Michèle Fellmann (project coordination) . Responsible 20 minutes: Marco Gasser (project idea), Tamara Ambrosini (project lead).
 

You look for something surprising, unprecedented, reshuffle all the cards and try to awaken the demand for what you have developed among customers and consumers. It is possible that the competition is already a nose ahead with the development, so that one can either sow on already prepared breeding ground (= luck) or will remain the eternal second, third or tenth (= bad luck).

If a device already has all the functions that the user needs, product developers are sure to find another button, an additional function that is only the latest craze and will soon be standard. I remember searching in vain for a cell phone without a camera a few years ago. I didn't need this feature because I always had my Nikon with me. Why take pixelated pictures if I can't use them for anything anyway?

Today, the cell phone camera is standard and on city trips I'm looked at like a Martian when I point the lens of my Nikon (which still accompanies me) at a subject, while smartphones and tablets are stretched up in the air around me. Yes, of course, the resolution of my cell phone is now almost as good as that of my camera. It's also smaller, lighter, and I can send and share the pictures immediately... Still, the old Nikon has flair. My Martians, once snapped, end up in the data graveyard. I look at the photos I took with the camera again - at least while I'm loading them onto my computer.

In many industries, the race for innovation, the hunt for the latest trend, forces those involved into a hamster wheel that turns ever faster. At some point, being there is everything; not being there puts you at a disadvantage. However, wanting to be there at all costs can also lead to death.

That must have been what happened to Volkswagen: If a car can already drive, looks nice, is comfortable and safe, gets you to a certain destination, consumes relatively little gasoline, and offers good value for money - where are the levers to boost sales? Environment! That's the idea! And since it is absurd that a diesel is a "clean car" - there is no such thing as an "egg-laying lizard", even if the advertising claims there is - the development department of the car manufacturer probably felt compelled to make a miracle possible, at least mathematically. After all, consumers today demand not only gripping advertising, but also proof of the advertising promises. Gone are the days when people didn't wonder if someone was bathing their hands in dishwashing liquid.

The massive criticism of Volkswagen is justified. But we should also take a look at our own nose; not just to hold it shut. As consumers, we are all too willing to be naïve when it makes us feel good: "I'm driving a clean diesel! Palm oil production secures jobs. If I don't buy the cheap clothing produced in China, the seamstresses' children won't have anything to eat." Hmmmm.

I can't shake the feeling that the automotive lobby is helping to hammer Volkswagen instead of addressing the fundamental problems behind this case of fraud. After all, a prominent culprit diverts attention from all those who are also cheating.

Ruf Lanz currently sends an old VBZ streetcar into the race as a "clean Volkswagen". Not a Cobra. Because the old tram has flair. It's hard to decide where to put one's foot on the ground between the old and the new. The best orientation in this balancing act is provided by one's own gut and the target group. The German PR agency Edelman has just published its latest Trust Barometer. Of 33,000 respondents in 27 countries, 57 percent said that the speed at which new business ideas are developed and product worlds are changed is too fast. The technology landscape is also viewed skeptically: For 51 percent of respondents, changes are happening too quickly. Only 21 percent rate innovation cycles as too slow. "Companies face a balancing act: they have to innovate to secure their future. At the same time, they run the risk of losing their customers if they develop business ideas, products and services too quickly and do not explain them adequately," says Susanne Marell, CEO of Edelman Germany.

What can we learn from this? That a little Nikon, diesel soot and squeaky streetcars can do a lot of good. We need that flair. And that new developments only make sense if they effectively bring us additional benefits and a better feeling or increase our trust in a product or company. Innovation for innovation's sake can quickly become a trap. A worthwhile innovation, a real USP of products, for example, would be that they give us more time for what is important to us.

It is important for me to take this opportunity to remind you of Pierre C. Meier. Tomorrow, Saturday, October 3, will be the first anniversary of Pierre's death. Our memory of him is still very fresh.

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

The vast majority of young people own a smartphone. Those who don't have one are excluded. Many parents observe the use with mixed feelings. The new study proves them right: almost one in ten (8 percent) young smartphone owners is at risk of addiction. For the study commissioned by the State Media Authority of North Rhine-Westphalia, researchers surveyed 500 children and young people between the ages of 8 and 14, as well as parents. The study is thus representative of cell phone owners in this age group. Many children and young people admitted to the researchers that they were self-critical about their use of mobile computers.

Distracted and stressed

Almost half admit to being distracted by their cell phones, for example from doing their homework (48 percent), or to revealing personal data without thinking (43 percent). More than one in four young respondents said they had already received messages from strangers. One in four feels stressed by constant communication via messenger services such as WhatsApp (24 percent). One in five (21 percent) has already ended up on adult sites, admits to problems at school due to heavy cell phone use (20 percent) and has already received violent videos with degrading images via smartphone (19 percent). One in seven (15 percent) complains that they do not have enough real contact with friends. One in ten (11 percent) has already been the victim of digital bullying or exclusion from WhatsApp groups. The problem of sexting still seems to be lowest among eight- to fourteen-year-olds: Only just under one in twenty respondents (4 percent) said they had already sent intimate photos.

The number of unreported cases could be high

Assuming that many young respondents tend to play down the downsides of their beloved smartphone, the figures are minimum values - an upper figure cannot be ruled out, says Karin Knop from the University of Mannheim. The excessive use of smartphones by children and young people is partly driven by the fear of being excluded from the communication process of their circle of friends or acquaintances. This creates a "permanent pressure to communicate," he said. "Eight percent must be classified as at risk of addiction," says Knop. The vast majority of young people in Germany already use a smartphone. Among 12- to 13-year-olds, 85 percent have a computer cell phone, according to a survey conducted this year by the IT industry association Bitkom. Among younger teenagers between the ages of 10 and 11, a good half (57 percent) use a smartphone.

Parents overwhelmed

The parents surveyed see themselves confronted with difficulties in "cell phone education": They suffer from powerlessness, loss of control and excessive demands. Families often argue about the extent of their children's cell phone use. Many parents secretly control what their offspring do with their smartphones. The researchers found four different types of parents: One seventh (15 percent) capitulates to the mobile multifunctional devices and forgoes educational guidelines. In contrast to this "laissez-faire" group are the "fearful-conservative reglementarians". They restrict the use of smartphones and ignore the disadvantages this causes their children. The "friendly liberals" rely on a trusting relationship with their children, can understand their enthusiasm for cell phones and have few worries. The "child-centered active" ones are very concerned with their children's cell phone use, talk a lot about it and try to provide comprehensible guidelines for age-appropriate use. Most parents are unaware of technical restrictions on use. The researchers also found that very few parents seek media education advice from the Internet. (SDA)

The 36-year-old was previously Senior Account Manager and Deputy Sales Director TV at Goldbach Media Switzerland. Managing Director Nicolas Bürer is looking forward to the new Head of Sales: "In Stefan Leimbacher we have found a very experienced expert. With his wealth of experience and network in the advertising and media industry, Stefan will enable us to continue our growth."

Stefan Leimbacher comments: "I am very much looking forward to the new challenge at Joiz Switzerland. With a highly motivated team, I'm sure we can continue to develop and expand joiz's success story."
 

Why readers want solutions (and not just problems)

Because time was running out Dominique EigenmannGermany correspondent for the Tages-Anzeiger, did not speak at the media congress in Interlaken - to the regret of many members of the audience. He summarizes what he actually wanted to say for Werbewoche.

62a: Process names a house number

To mark its 20th anniversary, the Zurich-based brand agency Process published the branding and design magazine 62a. The agency wants to show what it is capable of in terms of branding and design and to deal with trends and new perspectives. This provides new impetus for the work of brand consultants and designers.

"I always say that honestly, because it's the same for all start-ups anyway"

In January, the Peter Hogenkamp and his start-up Newscron launched the "Niuws" app, which offers users hand-curated news on various topics. 50 curators - all experts in their fields - link to relevant articles in their boxes. With curating, Hogenkamp has picked up on one of the big trend topics at an early stage. In an interview with Werbewoche, Hogenkamp takes stock.

Hornberg shooting in Seldwyla

The alliance between SRG, Swisscom and Ringier is not a case for the Cartel Office. It violates the necessary separation of powers. Says Jürg Altwegg, correspondent for the Frankfurter Allgemeine Zeitung in Geneva.

About ineffective advertising activities

An advertisement as a poster or a text in six-point font or a TV commercial without sound or a Formula 1 driver for soft cheese. All ineffective advertising. Finds Werbewoche-Motzer Theophill Butz.

An up-and-comer makes the running

Everything about the Swiss Annual report rating 2015

Interactive Media Design

More and more agencies and companies are looking for experts in interaction design. We present two extra-occupational Training courses that enable designers and creators to explore new, digital areas of their professional field.

Good advertising, efficient implementation

A good idea is also at the heart of multimedia campaigns. These are usually cost-intensive, which is why efficient implementation is becoming increasingly important. At one of the PublishingNetwork clients, service providers and creative professionals gave valuable tips at the event organized the evening before.

Integrated content marketing

Content marketing to address customers is only worth half as much if employee communication is not integrated into an overarching content strategy. More and more companies are therefore opting for integrated content marketing that also considers employees and future employees as target groups. A Studywhich was initiated by the Content Marketing Forum, shows what to look out for.

Head of the week: HR consultant with a gut feeling

Anyone looking for a new job in the communications industry is likely to come across the Werbekraft recruitment agency at some point. If you let Sonia Soutter If we support them in their job search, a successful placement depends above all on whether it is a good fit on a personal level. However, she believes that many changes would not actually be necessary.

Advertising campaign unintentionally political

The Bern agency e621 has for the company Honegger implemented the national "We are Switzerland" campaign. With this campaign, Honegger was suddenly associated with the refugee debate. This was not planned, the company emphasizes.

Plus: Impact Check, Beat C. Hürlimann, IAB Switzerland, Shortlist Screen-up, LinkedIn Pulse, 13 Questions, Franz & René, Déformation professionelle, Keystone exhibition, book "Bikini in den Bergen", Last but not least and much more.

The boutique hotel with 39 rooms is located in the middle of the winding streets of the old town. The hotel on Marktgasse is one of the oldest inns in Zurich and has been making history since 1291. It has now been completely renovated with a contemporary design, including the "Baltho" restaurant and bar and the "delish" take-out café.

Together with the operator Ospena Group, Studio Roth&Maerchy developed the brand identity and names for all three establishments. On this basis, a brand family was created with independent individual brands with a strong character - a coherent appearance from the house lettering to the restaurant menus, from the hotel accessories to the Websites.

"Baltho Kitchen and Bar" and "delish Café Take-out" are already open for enjoyable meals. The hotel is also already enjoying a high occupancy rate. The official opening will take place at the end of October.

Responsible at Ospena Group: Nicole Thurnherr (Director of Product Management), Micha Schmutz (Assistant Product Management). Responsible at Studio Roth&Maerchy: Monica Maerchy (Creative and Art Direction), Martin Roth (Positioning, Naming), Véronique Cuennet (Appearance), Eleonora Nodari (Graphic Design), Marton Dobozi (Webdevelopment) Photography: Vera Hartmann.
 

Kurt Rossi, Pascal Urscheler and Michael Schönenberger (from left)

In recent years, Farner Consulting has acquired a broad portfolio of e-commerce clients and built up unique expertise in this growth area. Kurt Rossi, who has been with Farner since 2004, has played a key role in shaping this development as Deputy Market Area Manager. From October 1, 2015 Kurt Rossi a newly created market division focusing on e-commerce and marketing communication. By bundling its services in a specialized market area, Farner is creating additional growth opportunities. The dynamic and competitive e-commerce market, in which the competitive environment and the legal framework are changing rapidly, requires flexible, relevant, distinctive and trust-building communication solutions. This is where the new Farner team, headed by Kurt Rossi, comes in with a full range of consulting and creative implementation services.

As of October 1, 2015 Pascal Urscheler joined the team as Deputy Head of Digital and member of the Farner Management Board. Together with Daniel Jörg and the now eight-strong team, he will further strengthen and expand the agency's cross-media services. Farner's digital market area is growing rapidly, particularly at the interface between social media advertising, online campaigning and content services. Pascal Urscheler is a proven agency professional who has been working in and on digital change in the Swiss communications and marketing industry for over 13 years. Most recently, Pascal Urscheler worked as a freelance strategy consultant for start-ups. Prior to that, he was Head of Business Development at Publicitas. Before that, he headed the Digital Unit of the Publicis agency. His own web agency .nemos, which he set up together with two partners and later sold to Publicis, brought him to Publicis. In addition to supporting the digital market unit as Senior Consultant and Deputy Head of Market Unit, Pascal Urscheler will lead the strategic topics of business development, knowledge and innovation management across the agency.

Strengthened as of January 1, 2016 Michael Schönenberger as Senior Consultant for the Public Affairs market area. The experienced journalist was responsible for the education policy and education issues, social insurance and political parties dossiers in the domestic editorial department of the Neue Zürcher Zeitung. Until 2010, Michael Schönenberger was Managing Director of Zürich Land Medien AG and Editorial Director of the Zürcher Landzeitung. He gained his qualifications at the University of Zurich, where he majored in history and minored in German and political science, graduating with a Master's degree in 2000. In the Public Affairs division at Farner, he will focus on strengthening media expertise and complement the division's management team of around 20 consultants.

Strengthened since July 2015 Janine Zundel as a consultant for the team in Bern in the areas of science, education and art. Janine Zundel previously worked in fundraising at the University of Zurich for four years. From October 1, 2015 Sibylle Widmer joined the Farner creative team in Zurich as a consultant. The Swiss certified marketing manager has spent the last few years working on the client side. Most recently, she worked as Marketing Communication Manager at Publicitas.