From July 13 to 19 - all of Watson's departments will be focusing intensively on food and nutrition alongside their day-to-day business. They illuminate the topic from all sides, explain economic and ecological backgrounds, point out historical and future developments, and provide tips and tricks for everyday life. In contrast to the classic print supplement, stories can also be told online using multimedia - so there are quizzes, photo duels, videos with recipes and food hacks, and the Picdump as a special issue on the topic.

(Image: Watson.ch)

The food week is made possible by Coop, which sponsors all the items in the theme week.
Similar to native advertising, the client can thus present itself in an environment that optimally supports its brand values and marketing goals. Of course, the editorial team had a free hand in selecting and implementing the stories. With its involvement, Coop receives an exceptional presence on Watson and can address users directly in their familiar environment without wastage. The client's logo appears on all teasers and in all articles, with an additional info box and link at the end of the story.

Themed weeks for other topics are already being planned.

All articles of the food week
 

The number blocks with the 079 area code are gradually being used up, the telecommunications group announced on Tuesday. For the time being, new prepaid customers with a combined offer of SIM card and device will receive a 075 number. The communiqué stated that these will probably be issued to all new prepaid customers from the fall.

The prefix will then also be introduced for subscription customers over the course of next year. Subscription customers can already purchase particularly memorable numbers on request. According to Swisscom, the 075 numbers have so far only been allocated to business customers with data subscriptions.

Sunrise also has a second mobile prefix in operation: Since the takeover of its competitor Tele2, Sunrise has been operating the 077 prefix in addition to the usual 076 prefix. However, new customers will continue to receive 076 numbers, said Sunrise spokesman Roger Schaller. In addition to Sunrise, M-Budget and Lycamobile also use the 077 prefix.

Salt (ex-Orange) does not have another number block in addition to the 078 area codes. "We still have enough numbers available for the foreseeable future," said Salt spokeswoman Therese Wenger. According to the Federal Office of Communications (Bakom), the 073 area code numbers have not yet been allocated. (SDA)
 

The declared aim is to expand the company's own range of services in the areas of "analytical CRM and customer value management" and to strengthen the Group's profile as a communications service provider that thinks and works holistically.

When asked about the reasons for this, CEO Geri Aebi says that even before the relevant studies were conducted, the company had already recognized where the greatest new demands on communications agencies lie today. "Big Data may be a buzzword, but Smart Data is certainly not - rather, it is the vital prerequisite for offering communications solutions that move the market and marketing forward in the future," he explains. According to Aebi, the only question for Wirz was whether to found the company itself or enter into a strategic alliance. "We decided in favor of the foundation. This may be related to the Wirz philosophy of entrepreneurial independence, but it is mainly because in Datalogue we found the perfect partner for what we envisioned in the area of customer value management."

Jörg Bewersdorff, Head of Creation at Wirz Wietlisbach Dialog, has known the Hamburg-based company's key players for years and appreciates their independent data management and analytics solutions. "Above all, however, I am also convinced by the way in which Datalogue prepares all the information relevant to daily agency work in such a way that not only computer scientists can do something with it," says Bewersdorff, "Because that is often enough the weak point: analysts and agency representatives do not speak the same language and it is up to the clients, i.e. the customers, to take on an intermediary role. But that's not how we see ourselves as a communications service provider. We want to simplify work and make it more efficient, not generate additional effort."

Andreas Hannemann, Managing Partner at Datalogue, supports him on the last point: "We actually have good access everywhere because we can guarantee all companies that we bring them more than we cost. But what really sets us apart is the combination of analytical skills and communication skills. It simply benefits everyone more when we not only collect, evaluate and enrich data, but when we also derive the concrete recommendations and calls to action from it."

The newly founded company can already welcome its first major customer. Who this is, however, cannot be revealed at the present time.

 

Hanging gardens, oversized planted bags or birdhouses form the framework of the jungle. In their own way, seven artists have played with the arches and brought them to life. For example, oversized butterfly wings serve as photo points, floral graffiti grows from thistles, chicory and mallow, or a night owl becomes active with the dawn.

On behalf of the PWG Foundation and in collaboration with the Eggliwintsch agency, Aroma was significantly involved in the concept and implementation. The intervention lasts until September 6, 2015 and can be admired by day and night.

 

"After so many years in the countryside, working in the middle of the city is extremely inspiring," says Gerold Brütsch, who runs the agency together with his wife Sybille Brütsch-Prévôt. It's only when you dive back in that you realize how much creativity there is in this city. And this should also have an impact on the agency's copywriting and advertising output.
Wortstark works for Schulthess Maschinen, Remax Switzerland, DHL Global Mail, Swica, Smart Media and many other clients.

Now eloquent in Zurich: Sybille and Gerold Brütsch-Prévôt
 

The fashion department store chain Harvey Nichols, founded in 1831, has definitely arrived in the 21st century and is launching a points collection app as a loyalty program. You earn one point for every pound you spend. The more points you have, the more valuable rewards you can choose and services you can take advantage of.

This may be of limited interest to non-customers of the luxury department store. More interesting, however, is the campaign promoting the new collecting fun. It "celebrates" people who were already interested in free items from Harvey Nichols before the app was launched. The brazen thieves were made unrecognizable for legal reasons - fortunately, because the cartoon heads are wonderful. 

The viral clip released on Monday is accompanied by a campaign that puts department store thieves in a glamorous light. Photographer Marcelo Krasilcic was inspired by classic crime photography for the subjects created at the parent store in London/Knightsbridge. However, the real thieves are in no way inferior to the staged ones in terms of style. (hae) 

Harveynichols.com/rewards via Twitter.com/PBroennimann

With winning codes on the PET bottle lids, participants can win on Pack-your-bags.ch Unlock travel paraphernalia like sunglasses, flip-flops, etc. and use them to pack their personal virtual travel suitcases.

Each Iced Tea increases the chance to pack a suitcase faster and check in. The goal of the summer campaign is to pack one's suitcase with the required utensils: Only those who have all the specified items together can check in their suitcase and thus take part in the prize draw for a trip. Each suitcase checked in increases the chances of winning in the respective suitcase category. The suitcases come in three different sizes. The principle is simple: the larger the packed suitcase, the further you fly. In partnership with Migros Ferien, there are nine city trips in the small suitcase category, four European trips in the medium suitcase category and two overseas trips in the large suitcase category to be won. In addition, cool instant prizes such as suitcases, bath towels, deck chairs, etc. in the iconic Ice Tea design will be raffled off.

The Zurich-based digital agency Jung von Matt/Next created a playful approach that involves customers in the game over the entire competition period. The mobile-first responsive design approach was chosen for the conception, creation as well as the technical implementation. The campaign is now in use throughout Switzerland and ends on September 6, 2015.

Responsible at Bischofszell Nahrungsmittel: Arnold Graf (Key Account/Product Group Manager). Responsible at Migros: Stephan Lustig (Category Manager Beverages/ Health); Angela Schärer (Category Field Manager Beverages/ Health). Responsible at Jung von Matt/Next: Markus Schärer (Executive Digital Direction); Marco Zimmerli (Creative Direction); Annina Walker (Art Direction); Oliver Vedolin (Strategy/Conception); Amir Ferhatbegovic (Project Management); Ralf Brändli, Raphael Prader (Technology).
 

The family breakfast together, the perfectly clean laundry, the streak-free shiny floor and the mother as the perfect manager of a spotless household - this is probably an image that many people think of first when the target group of "householders" is mentioned. And it's hardly surprising, because consumer goods advertising in particular has shaped this ideal image on TV for decades - whether it's for laundry detergent, jam or floor cleaners. There are 40 million householders in Germany, including around 25.9 million between the ages of 20 and 59. That's 37 percent of the population and thus an incredibly large and, above all, advertising-relevant target group. After all, householders decide which brands and products end up in the shopping basket - and which stay on the shelf.

Householders are not a homogeneous target group

Researchers at Plan.Net Group took a closer look at the target group and analyzed the nearly 26 million householders using data from the "Best 4 Planning 2014-I" study. It turns out that the target group is much more heterogeneous in terms of values, lifestyle and consumer behavior. "We found in our analysis and a total of five different types of household heads, some of which differ significantly from the classic family manager. Classic brand communication thus often misses a relevant set of purchase decision makers due to the different lifestyles," says Nikolaus Schmitt-Walter, Director Insights at Plan.Net Group.

Two of the segments correspond to the usual cliché: mothers with children (6.29 million) and modern housewives (9.58 million), for whom the children are often already out of the house. What's exciting here is that young mothers are a very digitally savvy target group: 93 percent use the Internet and 72 percent shop online - they are also active users of social networks, where they primarily exchange information with friends and acquaintances.

Two other segments are still about to take the step into family life, but already bear responsibility for their own household: young, working men (1.78 million) and women (2.05 million). The most important difference: even today, young men feel responsible for the household only as long as they live alone. As soon as they start living with a partner, they are no longer the head of the household; then the classic division of roles takes effect.

The digital affinity of young professionals is very pronounced: Almost all of them are online, and three-quarters also use smartphones. Social networks, online video and e-commerce are part of the target group's natural media repertoire. In addition, young men are by far the best equipped with technical devices such as tablets, Internet-enabled smart TVs and game consoles.

Often neglected but not insignificant: single men. 2.7 million men between the ages of 40 and 59 live alone and also have to take care of their household.
How the segments differ in terms of income, attitudes, consumer behavior, and media and Internet use is shown in a Infographic summarized.

Unused potential in communication

But even this brief overview makes it clear that there are sometimes serious differences between the groups in terms of their lifestyles, their consumer behavior and, above all, their media use. Young professionals in particular are a very consumer-friendly and brand-affine target group with many "digital natives" for whom targeted communication planning for FMCG brands away from TV would be extremely worthwhile. Online moving images, social advertising and mobile Internet are still often untapped channels here for brands from the food and consumer goods sector. However, an above-average affinity for online and mobile is already visible among young mothers, which could be used to extend classic campaigns. There is also a lot of untapped potential in digital inserts and brochures, which could be used to enhance the mechanics of offer communication learned over the years with dynamic, interactive content, detailed targeting options, and very efficient media placements.
 

Nadine Isabel Mojado joins the graphics unit. She previously worked as art director and multimedia designer at Condor Films and as screen designer at Maxomedia.

Christian Haueter strengthens the Consulting Unit. He previously worked as a marketing
Coordinator Europe at Kuoni Travel and most recently completed the MBA in Digital Marketing at the University in Rio de Janeiro, the most important think tank in Latin America.

Freundliche Grüsse is a new full-service agency in Zurich and Berlin and works for national and international clients such as Franke Kitchen Systems, Sonova, Brack.ch and FC Zurich Women.
 

The topic is as old as culture itself: Small theaters can only create big stages with financial support. This is also the case with the Kleintheater in Lucerne. Founded in 1967 by Emil Steinberger, it is still one of the most traditional and most frequently performed guest theaters in Switzerland and is a valued venue for professional productions. The Kleintheater relies on donations and patrons to ensure the artistic direction and the high-quality, diverse and up-to-date program. Feldervogel has been supporting the Kleintheater for years - including with the current poster campaign "Heart Blood Donation". In Central Switzerland, the large-scale poster is intended to encourage people to donate their heart's blood and become patrons.

Responsible at Kleinthetaer: Sonja Eisl and Caroline Haas (co-leaders). Responsible at Feldervogel: Dominik Studer (text and concept), Mirjam Beyeler (design), Menk Bürgi (image editing), Andrea Pfister (project management and consulting).
 

On June 12, the responsible agency Q Kommunikation, which commissioned the placement with Tamedia/20 Minuten in Basel, received written confirmation for June 17, 2015. Four days later, it was informed by telephone that 20 Minuti would reject the ad. When asked, it was told: "Without justification".

Screenshot Facebook.com/swiss-animal-protection

The advertisement is directed at the Migros cooperative. It will soon decide whether it also wants to ban the animal-cruel foie gras from its range in western Switzerland and Ticino. Migros has not sold it in German-speaking Switzerland for years. Competitor Coop already threw the product, which cannot be produced in Switzerland due to animal protection laws and must be imported, off the shelves throughout Switzerland in the 1990s and now only offers unstuffed poultry liver. This step is demanded by the STS on said advertisement now also by Migros. Foie gras is being sold by the Swiss Animal Protection referred to as "one of the worst forms of animal abuse."

One-sided nomination problematic

Since it is rather unusual in this day and age for publishers to reject paying advertisers, Werbewoche.ch asked Tamedia for the reasons. The decision was made not to accept because the ad only plays against one market player, although other retailers also have foie gras in their assortment, Michele Paparone, Project Manager Corporate Communications at Tamedia, told Werbewoche.ch. The one-sided naming of Migros in the ad must therefore be classified as legally problematic, he said, as the exemplary denunciation of a single market participant could fall within the scope of unfair competition. "If all major retailers offering the product in question had been listed in the ad, we would have published the ad," Paparone said.

After initial indignation, the STS takes note of the reasoning calmly and with a certain understanding. "You can see it that way - we could have listed the other offending retailers as well," media officer Helen Sandmeier told Werbewoche.ch. However, in Switzerland, only Coop is comparable to Migros in terms of economic importance, she said, which is why they limited themselves to naming the two main competitors - especially since other foie gras sellers such as Denner, Globus or Manor belong to Migros anyway. "Our aim was to specifically address the respective Migros cooperatives, because we noticed that the product would be discussed internally there in the near future - surprisingly, the publication in French-speaking Switzerland, where foie gras is much more popular and is partly regarded as a cultural asset, worked out without any problems," says Sandmeier. The advertising medium: Le Matin from Tamedia. (hae)
 

Summer in Zurich: that means strolling, shopping, relaxing, eating and drinking by the lake. A highlight every year are the summer events of the City Vereinigung Zürich. Instead of the colorful cows, bears, benches and flower pots, there is a new concept this summer - aptly named "Aufsehen!". Artistically designed works incorporate the city's spaces and squares into the action, interweaving the urban world with creative content. Impressively designed installations and artworks create a real stir. One of the technical partners of "Aufsehen!" is advertising technology specialist Frontwork.

- Confiserie Sprüngli (Hannes Schmid 1991, "2030" - People influenced by the digital world)

- Gmurzynska Gallery (Fernando Botero, "Santas")

- Swiss Life (Romero Britto, "Vivo" joie de vivre): This image was attached to the Swiss Life building as a large banner on a stretched scaffold - without a single screw

- ZKB (Nadine Geissbühler, "Tradition" silhouette art with various facets of the Canton of Zurich)

Responsible at Frontwork: René Amport (Advertising Technology). Project Responsible Agency: CP9 Advanced Marketing Solutions.