Compared with the previous year, gross advertising revenues also declined by 15.9 percent, and the share of the total advertising market fell from 13.8 to 11.2 percent compared with the previous month. This is shown by the "E-Commerce Trend Report 2015/08" from Media Focus.

Battle at the top of the top categories

In August, the top 2 categories swapped places. The "Search & Find" category falls back to second place in August, with an advertising print of 4.9 million, but features a new top brand in the form of Tutti.ch. "Travel," on the other hand, remains stable compared to the previous month. The category continues to show an advertising print of 6.4 million gross impressions, making it into first place. The General Merchandise category has fought its way back into the Top 5 with 2.2 million (+0.8 million gross impressions compared to July). In the Consumer Electronics category, Nettoshop.ch replaced the previous top brand Digitec.

Online advertising is a permanent fixture

The media mix was virtually unchanged from the previous month. The Search media group continues to account for the largest share, at 46 percent. The print (+2%) and TV (+4%) media groups increased slightly compared to the previous month. The media mix in the top 5 categories differs. While Travel relies more or less equally on print, TV and online (search) advertising, other categories concentrate on one media group in particular. Finance and Clothing & Accessories in particular rely heavily on online (search). In general, online advertising accounts for a large proportion of advertising across all categories.

Long tail despite increasing market concentration

The top 5 brands account for at least 45 percent of the total gross power print in all top 10 categories, and this value has thus risen further. Consequently, the categories are clearly dominated by the top brands, but remain highly fragmented in some cases. The number of niche brands has also decreased: In the "Travel" category, it has fallen from 419 to 397 brands within one month.

The EPFL start-up Sthar "Social Thermodynamics Applied Research" and Business Campaigning are joining forces in a new partnership and will soon be offering a new type of service together: the Demographica software. This should be able to answer the question: "How do I achieve viral distribution of my message?", Business Campaigning explains in a press release. The software uses big data to calculate the right place and the right time to disseminate information so that the greatest possible spread of information can be achieved effectively.

The campaigning duo

Sthar's exclusive partnership with Business Campaigning results in a cooperation of scientific knowledge and many years of campaigning expertise, paired with knowledge of the use of big data. This combination should now, for the first time, enable accurate predictions about where the target group is and when, how they move and how best to mobilize them. The software identifies the most effective time and place to efficiently place a message in the target group and spread it (virally), while the messages correctly formulated and packaged by the campaigning experts do the rest.

Teaser image: sthar.ch
 

At the Porsche Center Bern, the Pink Elefant owner interviewed the CEO of Swiss Post on various topics such as the feminization of business, quota women and how to build and maintain a network.

Susanne Ruoff provided insights around motivation, team building and why it is important for her to look behind the facade of people despite first impressions.

The event was rounded off with a buffet and networking.

The craft is brought to the fore in three subjects: Tibits gets the best out of every fruit and vegetable. The new motifs can now be seen on posters and advertisements in Switzerland and London.

Responsible at Tibits: Daniel Frei, Reto Frei, Christian Frei (Tibits co-founder), Tobias Keller (Head of Marketing & Events). Responsible at Wirz: Livio Dainese/Fernando Perez (ECD), Dominique Magnusson (AD), Sarah Ming (text), Ben Staudenmann (graphics), Lucia Burtscher, Fabiana Imhof (consulting), Henrik Zapp (strategy), Bettina Fässler (art buying). CGI Production: Vault49.
 

After five and a half years at the helm of the Swiss office, Michel Gabriel has decided to leave Interbrand for personal reasons and wants to take on new challenges, according to an Interbrand press release on Friday. As Managing Director, he was responsible for the strategic development of the business in Switzerland as well as in the CEE network for Germany and Austria. His passion for and expertise in the automotive industry made him an industry expert for Interbrand. He also looked after a large number of clients across locations, such as ABB, Hugo Boss, Mercedes-AMG, Osram and Schindler. Michel Gabriel looks back on many years of experience in brand consulting. Before joining Interbrand, he worked at Wolff Ollins in London, Wirz in Zurich and Berlin and Meta Design in Berlin and Düsseldorf.

Sabine Menz, Calin Hertioga and Andrea Burghart will take over the operational management of the Swiss office with immediate effect. They have all been working in management positions at Interbrand Zurich for several years.
 

His start in the healthcare market began with his work as a project manager at IMS, Zug for the Swiss Diagnosis Index. As regional sales manager of the Berner Zeitung BZ, advertising and sales manager of the Migros magazine Brückenbauer, sales manager of the online service Search.ch and at the Swiss Druggists' Association, the 59-year-old has many years of experience with both printed and electronic media.
 

According to the company, Online recorded good sales even in difficult years for the economy as a whole. Young talent also benefited from this; Online has already trained 14 professionals to become EFZ IT specialists. In 2011, a subsidiary for nearshoring software development was founded in Poland. To this day, the cooperation is constantly being strengthened.

"When we started our business in a four-room apartment in 1995, we assumed that a maximum of ten percent of all companies would use the Internet in the future," recalls Managing Director Balz Zürrer. Like so many other predictions in the IT sector, this one was also wrong. Back then, he would never have dared to dream that the Swiss company would today be offering solutions to industrial companies operating worldwide.

Teaser image: Online.ch
 

In addition to new poster motifs and the customer magazines for men/women and children, the website was also adapted to the new look. It presents itself in a fresh, clear look. The website is not designed as a conventional online store, because at Walder the focus is on personal advice on site and the perfectly fitting shoe. The website also offers a whole host of tips for shoe care, shoe purchasing and lots of interesting facts about children's shoes and healthy children's feet.

Responsible at the shoe store Walder: Daniel Walder (Managing Director, Head of Marketing & Sales), Suena Jäger (Advertising and Communications Manager), Sabrina Wagner (Marketing Assistant). Responsible at Leo Burnett Switzerland: Axel Eckstein (ECD), Christoff Strukamp/Daniele Barbiero (Art Direction), Mark Stahel (Text), Alba Rau (Graphics), Dominik Mätzener, Elodie Caucigh (Consulting), Erasmo Palomba, Suzana Kovacevic (Art Buying), Daniel Strickler (Production), Martin Ottinger (Image Editing), Hannes Kälin (DTP), Roger Weber (Photography). Responsible at Update: Germaine Egli (Multimedia Designer), Philipp Urlich (Web Application Developer), Tanja Sahli (Project Manager).

Oliver Bono has been presenting for Swiss radio and television since 1996 - initially in sports, and since 2002 on "Schweiz aktuell". And the 49-year-old has also repeatedly been involved in the major long-term live reports. In addition to his role as a presenter, Oliver Bono has also been working as a producer and inputer for "Schweiz aktuell" for some time. Now he is moving completely behind the camera. At the beginning of 2016, he will move to the news magazine "10 vor 10" as a producer and reporter.

Before Oliver Bono began his career at Schweizer Fernsehen DRS, he worked at Radio Sunshine and Radio Zürisee. Bono then worked as a presenter and editor at DRS 3, where the graduate of the Zurich University of Music and Drama also lent his voice to the crime drama series "Philip Maloney". Oliver Bono began his career in Swiss television in 1996 in the sports department. He was presenter and editor of the background magazine "time out" and hosted the Olympic broadcasts "Nagano live", "Sidney live" and "Salt Lake update".

Oliver Bono has been a member of the "Schweiz aktuell" presenting team since 2002. He has also been working as a producer and inputer for the regional magazine show for some time. Oliver Bono is also known to the public as the presenter of various summer specials on "Schweiz aktuell". He presented the living history formats "Alpenfestung - Leben im Reduit", "Steinzeit live" and "Internat - Schule wie vor 50 Jahren". As part of the series "Die Älplerfamilie", Oliver Bono even became an actor himself and spent three weeks working on an alpine farm.
Oliver Bono also hosted many long-term live reports lasting several hours. "Breakthrough live" was the name of the seven-hour live broadcast on the historic breakthrough of the Neat Gotthard Base Tunnel. Oliver Bono hosted "A house goes on a journey" for two days: The program accompanied the relocation of the management building of the former Oerlikon machine factory.

Oliver Bono: "I now have the opportunity to expand my journalistic work to national and international topics. After 13 great and fascinating years at 'Schweiz aktuell', I'm looking forward to the new challenge as a reporter and producer at "10 vor 10"."
Daniel Pünter, Editorial Director of "Schweiz aktuell": "Oliver Bono is and was unique on the editorial team. A multi-talented journalist who achieved extraordinary and diverse things of great value for "Schweiz aktuell" over 13 years. Whether in front of or behind the camera, he was always curious, focused and full of drive when there was news or background information to report from the farthest valleys or centers of the country." According to the press release, Oliver Bono's successor has not yet been appointed.

"Marketing brands, events and functions is a constantly growing challenge.This is reflected on the one hand in the increased expectations of consumers, who are faced with a very diverse range of products and possible events, and on the other hand for potential sponsor commitments, who demand concrete added value for their investment," says Patrik Luther, Account Director at Coundco.

For this reason, Coundco's integrated communication concept "Gustofestival" aims to present products, brands and services with passion and creativity, appealing to the participants' senses on various levels and thus creating a lasting brand experience.

"The Gustofestival brand stands for enjoyable brand presentations with memorable value. The focus here is on integrated communication; all stakeholder groups involved are analyzed in detail as part of the overall concept and are given a tailor-made platform in order to be remembered positively and for the long term by their target group," explains Patrik Luther.

With the unique gourmet event "Buenos Aires Gourmet", Coundco tested the new concept on its own initiative as a proof of concept. From September 17 to 21, the ambassadorial city of Solothurn was the venue for the culinary staging of Argentina at the highest level with Mediterranean flair. Accompanied by various cultural highlights: The Argentinian guest chefs Diego Gera, Dario Gualtieri and Martin Molteni are considered top speakers for the new Argentinian cuisine in their home country of Argentina and enjoy international renown. It was also an honor and a pleasure to announce that celebrity chef Dolli Irigoyen spontaneously agreed to participate in the Gustofestival and even took on the role of patron for "Buenos Aires Gourmet". Under the direction of Boris Walker, who had overall responsibility on the agency side thanks to his gastronomic experience in Argentina.

In addition to the culinary highlights, the agency presented a varied and cultural supporting program on the theme of Argentina as part of the Gustofestival. Stories were told, people danced the tango at the market and, in the spirit of Astor Piazzola, there was a bandoneon matinee. Another highlight was the performance in the Stadtcasino by the Duo Hohe Stirnen (Pedro Lenz, author, and Patrik Neuhaus, piano) with "I bi meh aus eine - die bemerkenswerte Geschichte eines Emmentaler Siedlers" ("I bi meh aus eine - the remarkable story of an Emmental settler"), who fled to Argentina in 1860 and became someone else there in the truest sense of the word.

In record time, Coundco, supported by the uncomplicated and open commitment of all those involved, organized and orchestrated the festival and implemented the entire integrated communication, taking all participants and partners into account.

Responsible at Coundco: Boris Walker (overall responsibility), Patrik Luther and Garry Bachmann (concept, strategy), MarieSophie Pascher (art direction), Thea Meier (graphic design), Visay Saycocie, Gian Gebhardt (development), Stephanie Steinmann (press, Stephanie Steinmann Public Relations).
 

For decades there has been speculation about whether green males live on Mars. The fact is that in recent weeks, green males have been spotted repeatedly in Basel, Bern, Lausanne, Lugano and Zurich. Mostly they were on the move in well-frequented squares, at train stations and on trains - in small groups, often on grass-green bikes and always in a good mood. They are flesh and blood, female and male. With their green robes, they immediately attracted the attention of passersby and commuters, building bridges with children was accomplished in no time, and time and again the green males asked, "How Swiss are you?"

Behind these actions is the Bernese family-owned company Honegger, which has been active in the fields of cleaning and facility management for 66 years. It has around 6000 employees from more than 100 different nations. "Cosmopolitanism has a long tradition with us. About 90 percent of my work colleagues have an immigrant background. They come from Poland, Croatia, Venezuela, Morocco and many other countries. Mostly they work in mixed teams, and they work well," explains CEO Stefan Honegger.

The central element of this campaign was an app that people could use to upload selfies. All they had to do was add a succinct explanation - funny or serious - of how Swiss they were, and they were entered into the big contest. The compilation of countless selfies is available on the web at We-are-switzerland.ch to find. The regional TV station Tele Bärn made the campaign just as much a topic as the online portal 20 minutes.

Finally, 100 Singlespeed bikes were raffled off among all selfie participants at an event in downtown Bern.

Responsible at Honegger: Andrea Pistilli (Head of Marketing & Communication), Amanda Flückiger (Project Manager), Sarah Honegger (Concept). Responsible at e621: Pascal Zaugg (CD, consulting, photography), Ivan Perera (AD). Voice and beatbox for the radio jingles: Steff la Cheffe. Editorial Photography: Mauro Melone. Media Relations: Mark Balsiger, Border Crossing.