The short feature film "Gipfelstürmer", with which the Swiss salt works convey everything worth knowing about salt, is awarded gold in the Education category. The film, which lasts just under 20 minutes, was produced in collaboration with Wirz Corporate, which is responsible for the new overall image of the Swiss Salt Works. The film was directed by Daniel Leuthold.

The film series "Bucherer Craftsmanship" also won gold in the Public Relations category. The five poetic short films by director Damien Krisl are a declaration of love for craftsmanship. They are part of the new Bucherer website, which was developed by the Station web agency.

The new image film for Mikron is awarded a Certificate for Creative Excellence in the Public Relations category. The film was realized in collaboration with Zoebeli Communications. The film was directed by Janos Menberg.

The US International Film & Video Festival in Los Angeles has been honoring outstanding achievements in the fields of corporate and documentary films and TV every year since 1967. This year, over 1,000 films from 34 countries were submitted.

 

Dominque Malanja Magnusson, art director at Wirz Werbung, and Kevin Zysset, graphic designer at KSP Krieg Schlupp Partner, crown their performance in last year's ADC Youth Competition with the gold medal at the 2015 Young Lions Cyber Competition.

Dominique Malanja Magnusson and Kevin Zysset (Pictures: Wirz/KSP)

By winning the "Cyber" cateory at the Young Creatives Awards, the two-person team secured entry to the Cannes competition. The 45 international teams were tasked with creating an online campaign for the organization A World at School the global campaign, which has been running since 2013, aims to provide schooling for all the world's children. The performance of the Swiss team convinced the jury, led by Jean Lin, Global Chief Executive Officer of the Isobar agency. At the young talent competition in Cannes, a Swiss selection has thus won a medal for the first time. And a gold one at that - congratulations! (hae)
 

Dominique Magnusson at the Young Creatives Awards 2014 (Photo: Simone Isliker/Advertising Week)

The winning entry at the Young Creatives Awards 2014, with which the duo qualified for the competition in Cannes

Grande: Our art director Dominique Magnusson wins at the #CannesLions Young Lions GOLD i.d. category Cyber! pic.twitter.com/w2zsoeZKBJ

- Wirz Advertising AG (@wirzwerbung) June 24, 2015

Ticino seems to be a literal hot bed for poster advertising. The Swiss Commission for Fair Advertising had to intervene back in 2012. Although the second chamber found the depiction of the woman on the poster of an erotic portal not so bad after all, the raunchy "play on words" was below the belt (Werbewoche.ch reported). Scoprimi" ("discover me") became "Scopami" ("fuck me") at first glance.

In December, the Ticino sex portal Sexlocal.ch provoked the serious platform Local.ch with an all-too-obvious risk of confusion, which subsequently took legal action against its unloved namesake.

Picture: 20min.ch/Nicolas Saameli

And now this. As reported by Tio.ch and 20min.ch, a new sex scandal is rocking southern Switzerland. The website Sweetticino.ch advertises its services with a rather revealing backside. In combination with the slogan "Prostitutes on the sidewalk? No, thank you! Better on Sweetticino.ch!", the posters make heads turn. Even though the slogan is actually not that bad and could be adopted directly by the city of Zurich ("Prostitutes on the sidewalk? No, thank you! Better in the prostitution box!").

Apparently, however, the population has had enough of sexual lewdness on billboards and is actively taking action against the posters. With slogans ("Provoking is not good. Shame."), felt-tip pens (sexy underwear becomes modest underpants) or paper pants are used to get to grips with sex terror.

Photos: Tio.ch via 20min.ch

And what does the operator of the portal have to say about creative vigilante justice? According to him 20 minutes "really angry" and suspects "sexually frustrated mothers" are behind the defacements. It must be hard when the country's biggest newspaper rubs its own sex domain under the noses of millions of people who have never heard of it before. We are in tears - our thoughts are with the owner of the online brothel in these difficult hours Sweetticino.ch.

Thomas Häusermann

Meanwhile, 47 stores, restaurants and bars invite visitors to linger, shop and enjoy. To communicate this and further publicize the location of Zurich's new district, Vizner Borel has developed new poster designs that make it immediately clear what Europaallee has to offer. A booklet of vouchers with attractive offers is also intended to generate footfall at the retailers.

Responsible at SBB Immobilien for Europaallee: Manuela Vujevic (overall responsibility), Mélanie Crittin (assistance). Responsible at Vizner Borel: Lajos Vizner, Guillaume Borel (overall responsibility), Fabian von Rechenberg (consulting), Florian Steiner (art direction), Rainer Schaer (photography), JBW Media (media).

 

Workshops, presentations, aperitifs. Award ceremonies, networking lunches and talks with CEOs and representatives of all the big names. The Cannes Lions Festival is a large, international stage on which the advertising world presents itself in not everyday, but brilliant ideas. Alongside beaches, harbors, and as the icing on the cake, fresh food, sun, palm trees and lots of rosé.

Werbewoche talked to Ralf Kostgeld about his impressions. The creative director at Ammarkt in St. Gallen was selected this year as a Swiss jury member in the "Direct" category. Read about Kostgeld's impressions of the judging, the trends in the Direct category and what he will take back to St. Gallen from the festival. Thursday in the Cannes Report The Advertising Week in Cannes. (uma)

Werbewoche is present in Cannes at the invitation of Publicitas, the Swiss representative of the Cannes Lions International Festival of Creativity.
 

Omnimedia's national marketing business has been operated exclusively for Scout24 Switzerland for years and was fully integrated into Scout24 Schweiz AG at the beginning of the year. Scout24 Adbusiness acts as the marketer of advertising space on the Scout24 Schweiz online platforms and works closely with other sites in the Ringier network (including Ticketcorner.ch). The SME marketing business, which is offered in the market under the Ontrac brand, will be sold to Cleoo Limited Corp. as of July 1, 2015. An ideal buyer has been found in the company, which specializes in online marketing. Omnimedia and Cleoo Limited had already been working together in partnership for several years. Cleoo Limited also has the necessary know-how to further advance the online marketing activities and ideally complements its international portfolio with this acquisition.

The article "Six answers to open IGEM questions about the TV panel". has made me think. Not because it contains errors - it is mostly factually correct. From Mediapulse's perspective, it would certainly have been possible to create understanding with some explanations on many points. Obviously, however, we did not succeed in doing so on the occasion to which the article refers. The main point is also not that IGEM has made parts of a confidential audit report public with its list of questions.

What makes me think more is the discrepancy in the perception of Mediapulse's work. After a difficult start, we, Mediapulse, perceive a well-positioned panel that reflects reality better than before and provides more comprehensive data than we know from any other media genre. Without wanting to be self-praising, the panel is a solid and trustworthy measurement of Swiss TV consumption. From the outside, however, a cold wind is still blowing: Many doubts from 2013 persist. It is also no coincidence that the IGEM questions are based on an old 2013 report.

It is - as so often - a question of perspective. 90 to 95 percent of the panel is running perfectly today, and there is potential for improvement in the remaining area. From a corporate communications perspective, of course, I see mainly the positive part. Some users, because of the loss of trust in 2013, are still focusing on the part that is not yet running perfectly. The report of the Media Science Commission (MWK) does not help in any way to close this gap. It is a critical quality report in the sense of the continuous improvement process; that is, it deals with the positive in a few words and focuses in detail on the development potentials. Everyone knows from their own company that auditors and auditees do not always agree.

If we want to get out of this trench warfare, we need a change of perspective. While Mediapulse (by necessity) takes a very critical look at its own work, we sometimes miss the courage to show goodwill on the other side; the courage to simply assume that Mediapulse is working correctly. Why don't you try to test both hypotheses equally rigorously: What speaks for a mistake at Mediapulse? What speaks against it? We would be happy to help you list the numerous quality controls and test steps that the data have to go through before they reach you! Or give you a picture of the many processes that run smoothly.

However, transparency alone is not enough. In Germany, people have been rubbing their eyes for a long time about everything we disclose here. It also takes the will to trust. Or as it is taught in elementary psychology school: The biggest obstacle to building trust is that people habitually approach new things with mistrust. It would be time to overcome this mode soon. In the old panel, we were confronted with greater challenges. However, hardly anyone asked any questions about them.

Nico Gurtner
Communication Manager
Mediapulse

 

For the aid organization of the Protestant Church EPER (German: HEKS), the spot picks up on the theme that refugees are often highly qualified but cannot apply their skills in their new country.

Switzerland came away empty-handed in the "Design" category, although it had a chance of winning a Lion thanks to Leo Burnett's cheese paper business report (for Emmentaler). In the other categories awarded on Wednesday - "Cyber" and "Product Design" - there was no hope, however, as no Swiss agency made it onto the list of finalists. (hae)

Cannes Lions 2015: Swiss medal table

 

Saatchi & Saatchi	1	2	2
M&C Saatchi			1
Total:	1	2	3

Lions Health 2015: Swiss medal table
 

 

Saatchi & Saatchi		2	1
FCB Zurich			1
Total:		2	2

 

Marketers have long relied on third-party data as part of their data-driven marketing efforts. The most successful marketers use significantly more of their own customer data for their data-driven campaigns than less successful marketers, as a new study by Econsultancy and Signal, the world's leading provider of cross-channel marketing technologies, shows.

"Marketers are under pressure to create more effective customer experiences based on insights about their users' behavior," said Mike Sands, CEO of Signal. "This study highlights a profound shift in the industry's data landscape as marketers increasingly turn to first-party data, i.e. data from their own customers, to better personalize and target their campaigns and increase ROI."

The survey of US marketers showed that 81 percent of marketers who reported the strongest ROI on their data-related investments regularly use first-party data, while only 71 percent of marketers with less spectacular results typically do so.

First-party data provides the highest quality insights into customer behavior. More and more marketers are relying on this valuable data source: 82% stated that they would use more first-party data in their campaigns in future, although not a single marketer said they wanted to reduce their use of first-party data. In contrast, one in four respondents said that they would use third-party data less frequently in future.

The study also examines second-party data, for example data that is shared with trusted partners. This type of data is considered to be an effective but underutilized data source. 77% of top performing marketers use second-party data regularly, but only 48% of less successful marketers. 60% of those surveyed would like to make greater use of second-party data in the future. Marketers seem to be slowly realizing the value of sharing their customer loyalty data.

Marketers rely primarily on first-party data to improve their key performance indicators in the long term: 74 percent stated that this data provides the best insights into the behavior of their own customers. 64% believe that this type of data improves customer lifetime value the most. 62% said that first-party data is the most important source of data for campaign success. Less than 10 percent of the marketers surveyed expect the same positive effect from third-party data.

Companies with the most profitable data-driven campaigns not only prefer to use first-party data, but can also use their newly gained knowledge more precisely in important data-related procedures. For example, 66% improved their campaign targeting and analytics, 60 percent were able to more personalize their marketing activities and 59 percent were able to more successfully realize their potential in attribution and audience segmentation.

The study revealed major differences between the top-performing marketers and the rest: the most successful have already adapted considerably better to the multitude of new channels and devices beyond the web:

- 60 percent also collect and use data from mobile apps, compared to 41 percent of the less successful ones

- 60 percent also collect and use data from email/SMS, compared to 47 percent

- 23 percent collect and use data from beacons, compared to just 8 percent

"Merging first-party data across devices and channels is critical to gaining useful insights about customers and helping marketing programs achieve unprecedented opportunities," explains Mike Sands. "Signal's Fuse platform helps realize these goals by providing a unified and complete view of the customer across online and offline channels that brands can use for smarter marketing." The survey of 302 marketers was conducted in May 2015. You can download the study entitled "The Promise of First-Party Data" at here download
 

Tanja Hollenstein brings extensive know-how in integrated corporate and marketing communications as well as strategic consulting. At cR Kommunikation, she will contribute her knowledge in particular in the areas of corporate communications and brand PR as well as the topic of corporate responsibility.

She has gained her experience over the past 18 years in advising national and international clients. This includes working for renowned PR professionals such as Klaus J. Stöhlker and Edith Weibel, as well as on the client side at Bluewin and Basler Versicherungen. She complemented her education with a Master in Business Communications.
Tanja Hollenstein is a board member of the industry association BPRA and was most recently managing director of the BPRA agency Paroli, for which she worked for a total of six years.

The unanimous tenor on June 18 at the Dolder Grand: authenticity and credibility are basic requirements for strong brands. In addition, passion must be displayed in order to arouse emotions in customers.

For Carsten Maschmeyer, the key success factor in brand management is not innovation, but communication. Maschmeyer's credo is: "Marketing and communication are so important that I do it myself." Brand is a matter for the boss. Anton Affentranger (CEO Implenia) also shares this view. The reason for this is the importance of the brand: it is "the mirror of the corporate culture". Nevertheless, not only Affentranger himself, but every employee is a brand ambassador. They are a company's most valuable asset and give it a soul.

Marketing decisions "from the gut"

For Pierin Vincenz (CEO Raiffeisen Group), a CEO's identification with his own company is indispensable. That is why his successor next year will certainly come from the Raiffeisen family. Spontaneity is important to the Raiffeisen CEO: 80 percent of Vincenz's marketing decisions were gut decisions.

Stress "does what it wants"

Rapper Stress also decides - together with his manager Reto Lazzaretto - "based on gut instinct" which partnerships to enter into. The Stress brand stands for "authenticity and credibility". "We do what we want. We are genuine." Companies that approach Stress want profile, Lazzarotto is convinced. Potential brand partners must share the same values. Brand ambassador Stress can identify with the VW brand, which wants to demonstrate sustainability with the "Road to blue" campaign. He was involved in the script concept for the current commercial.

With authenticity to success

If brands are perceived as authentic, it has a positive influence on consumers, as they become emotionally attached to the brand. Prof. Dr. Felicitas Morhart (University of Lausanne) distinguishes between four dimensions of brand authenticity: consistency, sincerity, integrity and symbolism. Companies must be transparent and remain true to themselves. The decisive factor for customers is whether a company's actions are morally impeccable.

As part of the Swiss Brand Congress, Werbewoche selected the "Advertiser of the Year 2015": Curdin Janett, CEO Publicis. You can find the coverage here here.

In the morning of the Swiss Brand Congress, Swiss brands presented their success stories in eight specialist forums such as "Generation Y", "Brand Development", "New Brand Management" and "Swissness B2B/B2C". Renowned speakers from Migros, Zurich, Diwisa, UBS, Amag, Gartengold, Zimmerli, Appenzeller Käse, Chocolats Camille Bloch and Joiz provided tried-and-tested insights. Next year's Swiss Brand Congress will take place on June 23, 2016.
 

In various illustrations, the Bern agency shows the diverse and complex activities of Spitex with a wink of the eye. Based on this, the current recruitment campaign was developed, which is looking for "body function supervisors", "self-managers" or "networkers".

The aim of the employee campaign launched this year is on the one hand to create a strengthened identity both internally and externally, and on the other hand to show appreciation for the daily work of Spitex employees. The campaign will run until the end of 2015 and the subjects will appear in the form of posters, life-size displays and various gadgets such as cell phone wipes or handkerchiefs for employees. In addition, the Spitex employees were given a primer with an ABC of work. This contains a guide with assistance in almost all (life) situations.

Search for jack-of-all-trades, clear-ship maker and everyday showman

The public Spitex Bern is constantly looking for qualified employees. In order to attract potential employees, Republica has developed a very special recruiting appearance: Instead of nursing professionals, we are looking for body function supervisors, self-managers or networkers. The created terms express that Spitex employees slip into the most diverse roles and have to possess the most diverse skills. The somewhat different job advertisements do not appear in classic form but primarily as posters (F12/F200) and as banners. Potential Spitex employees are thus approached directly and surprisingly in the vicinity of hospitals and other health care institutions.

Responsible at Spitex: Lisa Humbert-Droz (President Spitex Association Canton Bern), Jürg Schläfli (Managing Director Spitex Association Canton Bern). Responsible at Republica: Margit Fellerer (Creative Direction/ Illustrations), Mike Krüll (Text/Concept), Nadia Jost (Graphics), Andrea Nehls (Consulting), Bala Trachsel (Overall Responsibility).