In view of the next budget debate in parliament in the fall, it is warning against cutting staff costs. To this end, the PVB launched the "Love Service public" campaign on Thursday, which is visually based on the Federal Office of Public Health's "Love Life" campaign. With flyers and information material, it aims to make the population aware of the great benefits of public services in Switzerland.

"Many people do not know how they benefit from the work of federal employees," said National Councillor Maria Bernasconi (SP/GE), Secretary General of the PVB, to the media in Bern. It was time to inform the public about this. People are behind the public service. Federal employees have come under increasing pressure in recent years, said Bernasconi. Administrative work was increasingly being outsourced or privatized. "That is dangerous." According to Bernasconi, there are various reasons why the number of federal employees continues to rise. The world has become more complex and the population's need for security is growing. "If parliament places ever higher demands on the administration, it cannot simultaneously reduce personnel costs."

Convincing parliament of the public service

On Wednesday, the National Council scaled back the austerity package for federal finances. Among other things, it said no to cuts in federal personnel. Nevertheless, the PVB is dissatisfied: The austerity measures would jeopardize the continued high quality of public services. And the next parliamentary budget debate will take place in the fall. "It is important to convince the political decision-makers of our concerns," said Bernasconi. That is why the PVB gave all parliamentarians a paper bag with information to take home with them at the end of the special session. It contains material from the "LOVE public service" campaign.

The campaign costs CHF 30,000 and will run until the end of the year. According to the PVB, it will be financed exclusively by the association's membership fees. "We will distribute flyers in train stations and perhaps put up posters," said Bernasconi. The PVB says it represents the interests of more than 10,000 federal employees. (SDA)

Letter to the Parliament (PDF)
 

Beobachter Natur, originally launched in 2009 as an editorial supplement to Beobachter, has been published as an independent magazine since 2010. As of June 2015, the title will once again appear only as a supplement. The reason: the product was not well received in the subscriber market and did not achieve the targets set. "Despite great success in the advertising market, circulation revenues fell short of expectations," Roland Wahrenberger, managing director of publishing Beobachter, told Werbewoche.ch. The flattening of the sustainability movement at the time (LOHAS, Lifestyle of Health and Sustainability) and the monthly publication frequency had made it increasingly difficult to establish the magazine with subscribers.

According to Wahrenberger, job cuts are "unfortunately unavoidable. In concrete terms, this means that a total of nine editorial, layout and production jobs will be affected by the change. Exactly what the future publication will look like is still open: "The definitive insert concept has not yet been drawn up," says Wahrenberger. The quarterly publication will be affiliated with the Extra editorial team and will be "somewhat reduced in size. (hae)

Gold went to Havas in Direct Marketing for Avnet Ringleader and in Poster for "Soldiers" (Zurich Chamber Orchestra) and for Iart with Lindt, Chocolate Adventure in Spatial Communication. MCI received a Finalist Award for Grinding Symposium in Event.

Two more gold medals with Swiss reference were awarded to the German agency Heimat with their work "S5 Samsung" for Swisscom in Event and Media.

The Golden Award has been presented in Montreux since 1989 and traditionally opens the round of international creative competitions in Europe. No silver and bronze awards are given in Montreux, only gold and finalist awards. The scores are taken into account in various international rankings. Jury members from 16 countries judged works in the main categories TV/Cinema, Print, Poster, Direct Marketing, Digital, Media, Spatial and Event, Corporate Film.

A total of 59 Gold Medals were awarded. The most successful agency in 2015 was BBDO New York with eight Gold Medals.

All winners and info on Goldenaward.com
 

The result is an annual report in three languages that reflects Swica's philosophy of focusing on people's health. The agency's work ranged from concept development and design to production-ready implementation.

To the Swica Annual Report 2014

"If I don't become Advertiser of the Year, I'll open a Dueling Piano Bar in Zurich," you announced in 2012 on the occasion of your first "Advertiser of the Year" nomination. What became of it?
Unfortunately, it remained with the plan. But obviously I get a second chance now.

At the time, you were still working at Maxomedia, the agency you co-founded as a student and online pioneer. And you said of yourself that you were "not a typical advertiser" and perhaps that's why you were nominated. How does it look today as CEO of Jung von Matt/Limmat?
Apparently, there are fewer and fewer typical advertisers... Seriously: Today, everyone in advertising has to do pioneering work. The constant search for new solutions, the permanent learning and experimenting, suits me very well. In that sense, I might even be a typical advertiser today - in a new sense of the word.

What were your highlights at Jung von Matt/Limmat in the last twelve months?
My new environment constantly creates highlights: Outstanding work in projects, exciting conversations with clients, and inspiring collaboration with employees. If I had to single out something, it would perhaps be the founding of Jung von Matt/Impact. The speed with which we launched the agency for data-driven online marketing and brought it to market gives me pioneering feelings.

Jvm.ch

• Studies in Business Administration and Communication at the University of Fribourg
• 1996 Co-founder Maxomedia
• since 2014 Co-owner and CEO of Jung von Matt

You're currently making quite a name for yourself with Orange's new brand identity. Is that one of the reasons why the former "Advertiser of the Year" nominees put you forward for election?
I guess the suggestions were made before the Orange rebranding was announced and the campaign unveiled. I don't think the alumni are suggesting me as the advertiser of the year. It's much more likely that Publicis will have put forward the Advertiser of the Year - we've spent the last few years successfully delivering large, integrated campaigns in a difficult environment, scoring creatively nationally and internationally, and achieving our goals with our clients. I could imagine that the nomination honors this agency achievement.

The "Advertiser of the Year" is a creative competition. As CEO of Publicis, what do you see as your contribution to the success of the advertising campaigns?
The main task is not to prevent good campaigns. Maybe you can compare it with a football coach: You try to find the right team, the best conditions, try to motivate and paint the right strategy on the blackboard. Whereas in this example, I've always been more of a player-coach - I function better as part of the team than from the sidelines. In any case, the right team constellation is the biggest contribution I can make.

This is your first nomination as "Advertiser of the Year. Why should you win the first time around?
Maybe it's just all coming together this year - the fruits of our labor over the last three years, the overall campaign for Swiss winning everywhere, and then the launch of Salt - a very good vintage.

Publicis.ch
 

• Joined advertising in 1990, after KV and first further training in advertising.
• 2000 Managing Director at McCann Erickson in Geneva
• 2003 COO, 2005 CEO McCann Erickson Switzerland
• 2008 Entry into Publicis
• since 2010 CEO of Publicis Switzerland

In 2014, your partner and co-founder of Hinderling Volkart, Michael Hinderling, was nominated for the election. Why did the agency deserve an "Advertiser of the Year" award this year in particular?
We are very honored to be nominated for this title two years in a row. And for good reason: In 2015, we took the lead in the digital agency rankings, won the Master at the Best of Swiss Web Awards and nine other awards - and finally received one of the four gold cubes awarded this year by ADC.

What makes your web agency so successful?
We are in the fortunate position of always attracting the best talent: People who provide new impetus for projects that inspire customers and users. That, in turn, helps attract more good employees and bold customers. This cycle is an important success factor for our agency.

What would a win mean for you?
For Hinderling Volkart it would be a huge recognition of our passionate and hard work. For me personally it would be a great birthday present on the day of the award ceremony.

Hinderlingvolkart.com
 

• C-Matura at MNG Rämibühl
• Studied graphic and media design at the F+F School Zurich
• Start of independent work in the field of graphics and web
• 2007 Foundation of Hinderling Volkart

In 2013, the agency started "Magic of Flying"-The campaign for British Airways caused a worldwide sensation - and a Grand Prix in Cannes. At Picadilly Circus, among other places, a child on the billboard pointed to the planes flying overhead - and named them with the correct flight number.

Now Ogilvy One is bringing billboards to life again. A world premiere - and for a good cause to boot. The agency is distributing flyers in east London for Battersea Dogs & Cats Home, Britain's oldest and most famous animal shelter. The highlight: they are equipped with RFID. RFID is, according to Wikipedia "a technology for transmitter-receiver systems for automatic and contactless identification and localization of objects and living beings with radio waves." This makes it possible for campaign dog Barley to interact with people who have taken a flyer on the interactive billboards. He follows them, walks up to them and thus turns attention into an experience for passers-by.

The campaign #Lookingforyou should help to find a new home for more homeless dogs. Because: A life in the shelter may mean a short-term improvement of the circumstances, but is nothing in the long run. Nothing but a dog's life. (hae)

At Lindt, 2015 is the Lindor year. Countless Lindor moments are shared throughout the year on TV, at POS, in print, in promotions, and on social media. And there is always one moment that makes us melt in particular. And who brings us closer to that moment than Schweizer Illustrierte. So a collaboration with Lindor was an obvious choice. KSP created a number of ad subjects, which the editors of SI then incorporated into the corresponding editorial environment throughout the year. This week's issue is particularly fitting, with the red, circular Lindor ad placed next to the newborn princess.

The action is extended on Facebook with a competition in which the public can show what else makes them melt.

Responsible at Lindt: Marco Peter (Marketing Director), Evelyne Landolt -Jenzer (Group Product Manager Pralinés), Judith Hillebrand (Product Manager Pralinés). Responsible at KSP: Uwe Schlupp (Creative Direction), Anita Kummer (Art Direction), Virginia Waldburger (Graphics), Daniel Zehnder (Text), Audrey Isaak (Consulting Direction), Ileanna Davanzo (Consulting).
 

According to the press release, the T idea is trimmed for independence from A to Z: from A for appearance to B for letterheads and brochures, C for corporate identity, D for design, P for packaging, W for web and Z for target group language. And all this with the effect of eliciting an "Oh" even from the absolutely thirstless consumer in a saturated market. Makoto-T is supposed to make an understatement with black simplicity and thus stand out all the more on the shelf. The tea bag's label, which appears to be hanging out of the bottle, conveys that the beverage still contains "real tea," thus immediately creating trust and associating naturalness and health.

Responsible at Makoto-T: Tobias Stalder, Beat Bryan, Hansueli Preisig. Responsible at Rosarot: René Karrer (Creative Direction), Andreas Steiner (Concept, Text), Yolanda Lopez (Art Direction), Sandra Brandenberger (Graphics).

 

The general meeting of St. Galler Tagblatt AG approved the new holding structure on Tuesday, according to the Tagblatt on Wednesday. The new structure with a Tagblatt Medien Holding AG replaces the historically evolved parent company structure of St. Galler Tagblatt AG. Until now, this company was operationally active with the newspaper and the printing business, but at the same time also held investments, for example in other publishing houses, TVO AG or Radio Ostschweiz AG. The new St. Galler Tagblatt AG is now purely operational. In addition, the capital of St. Galler Tagblatt AG was reduced from CHF 6.2 million to CHF 124,000 by reducing the nominal value from CHF 100 to CHF 2 per share. This means that in addition to the dividend, CHF 6.076 million will flow to the shareholders, mainly to NZZ. The latter holds 93 percent of the shares via Freie Presse Holding. NZZ CFO Jörg Schnyder said, according to the Tagblatt, that the NZZ was not financing its own media. Rather, the aim is to have funds available for further media-related acquisitions (such as the Swiss Economic Forum or Moneyhouse). (SDA)

The development costs of adresult are a donation to Pro Juventute. Thanks to this donation and the generous corporate partners - Swiss Post, DeinDeal, Qualipet, PerfectHair and Lehner Versand - it has become possible to give something back to donors as a thank you for their support.

Donating on the Platform works very simply. The donor freely chooses a donation amount and receives a voucher worth 10 Swiss francs for shopping in various online stores. By entering the cell phone number and then confirming the donation via SMS, the amount is debited from the cell phone bill.
 

The agency rating for advertising agencies, which is carried out at the same time as the agency rating for media agencies as part of the advertising market study, is based exclusively on the opinions of advertising clients. The top 750 advertising clients are invited to take part in the study. The rating includes questions that are open to all respondents ("How well do you know the following advertising agencies?", "What is your overall impression of these agencies?" and "Which advertising agencies would you recommend to a colleague?"). In addition, there are questions on which only respondents who have received services from the agency being assessed in the past year can comment. The first questions give an indication of the agencies' potential in the advertising market, while the second questions show how satisfied clients are with their advertising agency. According to author Walter Weder, the combination of these two types of question should provide a fairly good picture of how well the individual agencies are positioned.

For image (overall impression) and the three services (creativity, strategy and consulting), the ratings are determined using a ten-point scale, while awareness and recommendations are determined using a four-point scale. The statements made on the four-point scale can also be easily mapped on the ten-point scale. The respondents were mainly traditional advertising agencies, but also individual digital agencies

The agencies in places 1 to 6 are very close together. Only a tenth of a point separates them. A larger gap only opens up between them and the agency ranked seventh. Jung von Matt, long-time serial winner of the rating, has returned after a one-year hiatus.

Jung von Matt made strong gains in strategy (+0.4) and consulting (+0.52) and slight gains in awareness (+0.15). The score for the other three criteria fell slightly. Wirz, on the other hand, lost 0.4 points in both initial recommendations and creativity. In Rod Communication, the score sheet has hardly changed compared to the previous year. All in all, this results in an increase of 0.12 points. This is enough to draw level with the Wirz agency, which fell slightly behind, and take second place together with it.

Awareness, recommendation and image (overall impression)

According to Media Research, Jung von Matt is the best-known advertising agency in the Swiss advertising market. 121 of the 359 clients who answered the agency rating questions "know what this agency stands for". This is 8 more than in the previous year, but not quite as many as in 2013 (124). Wirz, which was on a par with Jung von Matt in terms of awareness a year ago, has now fallen back to the level of the year before last (105). Two others, Leo Burnett and Publicis, still have 82 and 80 clients respectively who "know what this agency stands for". However, both have seen a steady decline in awareness over the last three years.

Jung von Matt is also most frequently recommended by clients to a colleague (37). They are followed by Rod Kommunikation, who are the second most recommended (out of 31 clients) and Ruf Lanz, who are the third most recommended (out of 28).

The top five agencies are quite close in terms of image (overall impression), which can be assessed by all clients. Rod Kommunikation is slightly ahead, receiving an average score of 8.31 from 103 clients. Jung von Matt follows in second place with an 8.17 (out of 169 assessments). Ruf Lanz is in third place with 8.06 (with 108 ratings). Wirz and Leo Burnett also receive a score above 8.0. With the exception of Wirz, each of these top-rated agencies suffers a slight drop.

Very satisfied with the services of its own advertising agency

241 clients assessed the performance of their advertising agency. At 8.17, the average score for creativity, strategy and consulting is no longer quite as high as last year (8.21), when the highest score since the agency rating began in 2003 was measured, but is still significantly higher than in 2013 (8.10). Agency clients' satisfaction with their advertising agencies therefore remains very high.

At the Creativity has Call Lanz has established herself at a very high level over the past three years. In 2013, it received a 9.50 from its clients, last year it improved to 9.62 and now it has a 9.46, leaving all others far behind. The House Agency, which was surveyed for the first time, came in second place with 8.85, just ahead of Leo Burnett in third place with 8.82 and Rod Kommunikation in fourth place with 8.81.

At the Strategy last year's best in class was dethroned. The agency, which was surveyed for the first time Serviceplan wins out over the established agencies with a score of 9.11. Wirz remains the second-best agency with a score of 8.79. Rod Kommunikation dropped from first to third place, but only achieved a slightly worse result of 8.75.

At the Consulting all podium places go to "newcomer agencies". At the top with a very high 9.62 points is The House Agency. Serviceplan follows in second place with 9.22 and last year's winner Erdmannpeisker in third with a still very good 9.00.

Market potential and customer satisfaction

If we compare the three scores for the individual agencies, which express the market potential, with the scores for the three individual services, we can immediately see that the clients' scores for their agency's services are significantly higher than the market scores. Only at Jung von Matt is the market potential rated almost as highly as the individual services. All others receive significantly higher scores from their clients than from the market.

In 2015, 366 of the 750 advertising clients surveyed took part in the Advertising Market Study, the sponsor study of the Agency Rating Advertising Agencies. Of these, 359 answered the agency rating questions. 26 advertising agencies were surveyed. 24 were rated by at least 8 clients. The survey was conducted by the Media.Research.Group between mid-January and the end of February.

Further results can be found at Mediaresearchgroup.ch