Eichenberger was most recently Head of Marketing Communications at the Stade de Suisse since 2012. With training as a typeface and advertising designer and further training as a marketing communications planner, he brings with him many years of experience in 360° brand communication. His stations include AY&R, Jung von Matt, Contexta, Frontwork, Aroma Productions and Creative Circle. The Stämpfli Kommunikation agency is one of five service areas of Stämpfli AG, which also includes the areas of Internet, publication systems, publishing services and production.

An unconventional invitation to tender, a dialog marketing campaign called "Times are changing", was used to fill the position of head of Stämpfli Kommunikation and also to present Stämpfli as a multifaceted communications service provider. Via mailing, recipients were directed to a personalized microsite that showed in a surprising way how times are changing - also at Stämpfli. Interested parties had the opportunity to sign up for an initial contact right away or to recommend someone. "We wanted to show in a self-ironic way that we are also moving with the times," holds Managing Director Daniel Sinn. "All the more reason for us to look forward to Dominic Eichenberger, who also embodies this spirit."

The move supports "the current leadership and management of Goldbach as an active and committed shareholder," Veraison announced Monday. "We are pleased to accompany Goldbach Group on its future path after focusing," Veraison board chairman Gregor Greber was quoted as saying in the statement. Goldbach has focused on its core competencies as a marketing services provider with a focus on the DACH region (Germany, Austria, Switzerland) including Poland after rapid expansion. (SDA)

Small and micro cars are in vogue. Especially in city traffic, maneuverable cars offer numerous advantages over their unwieldy, long counterparts. Especially when it comes to finding a parking space: if you drive a short car, you can fit into a space that isn't actually a space at all. The undisputed champion of this discipline is the Smart. Less suitable for buying furniture, it plays to its strengths in parking flexibility mercilessly. A Smart is so short that even the small cars of the competition are left behind when it comes to centimeters.

Actually, it's an old tradition, but you can show it again. And in a way that would probably not be possible in this country: the competition is not just hinted at, but shown in all its glory. Comparative advertising always treads a fine line in commercial law - both in Switzerland and in the EU. It is generally permitted, but is subject to strict conditions. For example, the statements must be truthful and objectively verifiable. And they must not denigrate or disparage the competition. BBDO certainly seems to be sure of this. And anyway: with such a charming commercial, nobody can be angry with Smart anyway. (hae)

The investors include the investment bank Goldman Sachs and a fund from Abu Dhabi, as reported by the US business newspaper Wall Street Journal. A spokesperson for the US bank declined to comment on the report when asked. With Spotify, music tracks can be selected from an extensive catalog and listened to free of charge via the Internet. Advertising is played and displayed - unless a user opts for a paid subscription. Founded in 2008, the service claims to have 15 million paying customers. A further 45 million music lovers use the service free of charge. (SDA)

They complement the 4DX system, which is designed to make audiences feel even more directly involved in the on-screen action - even in the upcoming post-apocalyptic cinematic summer, according to magazine Variety.com reports.

Experience disasters live

CJ 4DPlex offers "4D cinema" that, according to the company, is even more captivating than any 3D screening. To achieve this, the 4DX system relies on effects such as movement, fog, lightning, smells or vibrations. These fill the cinema auditorium to match the action on the screen. According to the manufacturer, the current expansion to include stormy weather effects is intended to involve viewers even more in the film experience, especially in disaster scenarios - floods, explosions, earthquakes, tornadoes or conflagrations. The expansion of the 4DX system comes just in time for a movie summer that beckons with apocalyptic adventures. In mid-May, for example, "Mad Max: Fury Road" is released, with which an end-time cult franchise celebrates its return to cinemas. This will be followed a short time later by "San Andreas," a film that depicts the quintessential California nightmare scenario with a mega earthquake. Both films will be available in a 4DX version, as will "Furious 7", which has just been a huge success at the box office.

4DX trend takes hold globally

However, the stormy summer blockbusters are far from being a global phenomenon. China and India, the most populous countries in the world, already have 4DX movie theaters. In South America and Eastern Europe, too, effects cinema is becoming increasingly widespread, but in the West it is only slowly gaining a foothold. In the U.S., the first auditorium was upgraded only last year in Los Angeles; in Germany, the technology is still a long time coming. In Switzerland, it was only this March that Arena Cinémas put the first 4DX room into operation, at La Praille in Geneva. (pte)

For a year now, Watson has had its traffic figures certified by Netmetrix. And after these twelve months, the news portal has cracked the million mark in terms of unique clients: exactly 1,018,262 unique clients accessed Watson in March, according to a statement. This corresponds to an increase of 53,000 compared to the already strong previous month.

Visits also reached a new record - Watson was visited 6,309,000 times in March, an increase of 19 percent over the previous month. And page impressions also increased by 12 percent compared to February and amounted to 34,352,000. Overall, Watson was able to increase its traffic figures in the first year of Netmetrix measurement (see chart). According to quarterly averages, unique clients increased by 68 percent, visits by 151 percent and page impressions by as much as 413 percent.

From now on, the car-savvy target group can convince themselves of the quality and versatility of the Opel model range at the new Opel Center Basel at ASAG Gellert. WS Kommunikation focused on a comprehensive dissemination of the message "Opel parks. ASAG gets on board." via posters, advertisements, mailings, TV commercials, streetcar and bus advertising as well as online displays and a trade fair appearance.
With its wording, WS Kommunikation deliberately drew on the umbrella brand campaign that Opel is running in Germany with the slogan "Umparken im Kopf". In this way, the Rüsselsheim-based company aims to drive forward its desired image change by encouraging the target group to rethink and help break down traditional prejudices against the brand.

Responsible at ASAG: Jasmine Gasser (Head of Marketing and Communications). Responsible at WS Communication: Reto Meyer (overall responsibility), Markus Stöckli (art direction, text), Joe Werner, Marion Philipp (graphics), Nadine Wolleb (consulting).

Reflection Marketing will be integrated into the MCH Group as an independent company under the management of the current partners and managing directors Pascal Kreder and Urs Stamm, and will continue to operate independently, according to a statement.

The current ten-member team of the Reflection Marketing agency, founded in 2002, specializes in "Strategic Marketing" as well as reviews and solutions in the area of "Sponsoring & Events". The range of services includes strategy development and implementation as well as the corresponding analysis and conception.

"With Reflection Marketing, we can further expand the unique network of our live marketing company and the range of services we offer our customers," explains René Kamm, CEO of the MCH Group. "At the same time, we are also strengthening our internal marketing expertise." For Pascal Kreder, one of the previous owners of Reflection Marketing, the integration into the MCH Group holds great potential: "We will benefit from the MCH Group's strong market position and the synergies of the group network, and will be able to expand our customer base."

The invitation from Switzerland's leading communications agency was accepted by almost 100 people from politics and business, who followed the discussions on new campaigning approaches with interest. In his opening words of welcome, Roman Geiser, CEO of Farner, posed the key question for the 2015 election year: "How do we mobilize successfully in the digital age?"

The change has already taken place

The first answers were found by Alec Ross, who revolutionized the digital election campaign. In 2008, Ross was responsible for technology and innovation in the US election campaign and led Barack Obama to success with his strategy. In his opening speech, Ross, now an advisor to Hillary Clinton, impressively explained the impact of digitalization on diplomacy, politics and campaigning, stating: "The world is not changing, smartphones and wireless technology have already changed the world." In addition to the Obama campaign's recipe for success, "What really mattered at the time was making political campaigning more efficient and effective", Ross presented five campaigning tips:

1. treat your engagement on social media as you would on live TV.
2. use social media as a place to listen, not only to send!
3. there is no such thing as online and offline! Ask them to put your twitter handle and your facebook URL below your name on TV.
4. Twitter is perfect to influence the elite and tell a story. Facebook is to reach the folks back home!
5. put on the amount on social media where you are comfortable with! Give them a glimpse of your private life, but not too much!

Swiss politics has also arrived in the digital age

At the subsequent panel discussion chaired by former Co-Editor-in-Chief Markus Eisenhut (now Farner), National Councillors Aline Trede (GPS) and Christa Markwalder (FDP) discussed with Christian Engeli (Head of Campaigns at greenpeace), Patrik Müller (Editor-in-Chief of Schweiz am Sonntag) and Daniel Heller (Political Consultant at Farner). Sushil Aerthott, responsible for digital campaigns at Economiesuisse, contributed his experience of campaigning in the digital age.

While Trede saw online media as a huge opportunity for small parties, editor-in-chief Müller also took up the cudgels for the tried-and-tested means of communication, stating: "The Twitter kings among parliamentarians have a fraction of the reach of newspapers." Greenpeace campaign manager Christian Engeli praised the opportunities that digital channels would offer in building communities on issues and mobilizing them. However, the differences between Switzerland and the political system in the USA also emerged clearly from the discussion. The good access to education and information here alone leads to a different use of social media channels. However, young voters in particular could be won over to politics with social media elements. The big challenge is then to bring these young people from the virtual world to the real ballot box. Markwalder, one of the most active Twitter users under the Federal Palace dome, emphasized that in addition to social media elements, personal exchange with the community is still the most important approach, which even the digital world cannot replace.

This personal exchange with all attendees was actively cultivated during the cozy finale. Before that, Farner CEO Roman Geiser emphasized in his closing remarks that successful campaigning in the digital age is based on the interaction of various elements. Based on 60 years of campaigning experience, he referred to the Farner Campaigning Boxwhich offers content for a sustainable campaign under the keywords "analysis", "integration", "acceleration" and "regionalization".

The success of a campaign depends less on the duration of visibility (= how long was an advertising medium in the visible area?) than on the duration of viewing (= how long was an advertising medium actually viewed?). On the other hand, attention-grabbing creation and relevant messages through precise targeting are elementary prerequisites for a successful online campaign. These factors play a decisive role in determining whether and for how long an advertising medium is viewed. These are the key findings of United Internet Media's viewability study "I see something you don't see". The media marketer of the United Internet portals GMX and Web.de conducted the study together with the market research institute Eye Square, Berlin.

Last year's discussion about performance values for assessing the quality of online advertising focused on "viewability". United Internet Media has now investigated the relationship between viewability duration and the actual viewing of advertising media. The study shows that the viewability of an advertising medium does indeed determine its viewing, as only a visible advertising medium can be perceived. However, only 16 percent of the viewing time can be explained by the duration of visibility. Large formats have a better chance of being viewed for longer than smaller formats. However, the correlation between viewability and viewing duration remains at a manageable level, even for large formats.

Creative advertising is better perceived

The findings regarding the rather weak correlation between visibility and viewing time already indicate the role played by the creation of a campaign. Above all, formats that do not stand out due to their size or are placed in an environment with a short dwell time are particularly dependent on the quality of the creation. Advertising in general - regardless of the size of the format - must be attention-grabbing. And good creation has a major influence on this. This is because it plays a key role in determining whether and for how long an advertisement is seen. This has already been shown by the OVK study "The Power of Creation", which attributed overriding importance to creation with an explanatory share of eye contact with an advertising medium of almost 50 percent. "I see something you don't see" thus confirms the results of the OVK study, which, in addition to the question of whether an advertising medium is perceived, also examined the duration of viewing in more detail.

Because when it comes to how long an advertising medium is actually viewed, the explanatory share of the creation drops to around a third. However, personal characteristics become more relevant than with pure eye contact. Precise and powerful targeting is therefore the basis for the duration of perception of advertising messages.

In addition to measuring visibility and viewing time, the "I see what you don't see" study also includes a follow-up survey. This enables a holistic campaign assessment that is not only based on measurable key figures. The follow-up survey showed that the memorability of a campaign motif depends less on the duration of visibility (8 percent explanatory share) and more on the duration of viewing (25 percent explanatory share). It also became clear that the campaign whose advertising material was viewed most frequently and for the longest time also had the highest advertising impact.

Formula for a successful campaign

The results of the "Viewability" study provide important insights into the conditions for a successful online campaign. There is a classic division of responsibilities: The task of online marketers is to provide highly visible and large-scale advertising placements as well as precise targeting to reach the right target group. However, this is only half the battle, because only when agencies and advertisers use the advertising space with eye-catching and online-optimized advertising media creations are the prerequisites for optimal advertising impact met.

"Not every measurable indicator is equally important for the success of a campaign. The results of our study have shown this once again. It is not the duration of visibility that matters, but above all creation and relevance. This provides market participants with important new insights into the performance evaluation of campaigns. Marketers, agencies and advertisers can only realize a successful online campaign if they work together," emphasizes Rasmus Giese, Managing Director of United Internet Media.

Further information on the study results can be found at United-internet-media.com

About the methodology

The study was conducted in an online representative panel including viewability measurement and measurement of viewing time using the respondents' webcam. The participants (600 respondents, aged 14-59) were initially recruited in the online access panel. They were given the surfing task of visiting three websites (Focus.de, Web.de and GMX) on which the target advertising to be investigated was placed. The respondents had contact with a total of three campaigns, each consisting of five formats (billboard, half-page ad, superbanner, skyscraper and medium rectangle). A follow-up survey was then conducted.

Following the turbulence of recent months, the Board of Directors had to prepare for an unpleasant meeting. Two shareholder groups had announced attacks on the company's top management in advance. One group wanted to oust Jornod from office, while the other wanted the Board of Directors to be elected for just one year instead of the previous four. In order to secure voting rights, several NZZ journalists had even bought shares in recent weeks. However, the meeting was "disappointingly normal", one participant told the sda news agency. Although Jornod had to put up with some criticism, he had surprisingly achieved the best result in the re-election.

Jornod was criticized above all in connection with the choice of the new editor-in-chief. The fact that he wanted to appoint Markus Somm, editor-in-chief of the "Basler Zeitung" and close to Christoph Blocher, as successor to Markus Spillmann at the head of the NZZ editorial team also triggered strong reactions within the editorial team. Former NZZ foreign editor Reinhard Meier described the maneuver with "Blocher man Somm" as an attack on the soul of the NZZ and a "terrible lack of political judgment", as the NZZ announced on Twitter. However, his motion to vote Jornod out of office was rejected by a clear majority.

Jornod clearly confirmed

As the term of office for members of the Board of Directors is four years, only three of the nine members had to stand for re-election: In addition to Chairman Jornod, these were Christoph Schmid and Bernd Kundrun. All three were confirmed in their positions with clear majorities. The four-year term of office also remained unchanged. A proposal by the "Friends of NZZ" shareholder group led by Erhard Lee, Oliver Benz and Edwin van der Geest to limit the term of office to one year and amend the Articles of Association accordingly did not receive a majority. The existing model with staggered four-year terms of office has the advantage that it allows for regular renewal while maintaining consistency, according to an NZZ press release. This allows the Board of Directors to develop a long-term view together and thus contributes to securing the economic and political independence of the medium.

Sharp criticism as a welcome

The shareholders were greeted by former members of the editorial team with a flyer. The group without voting rights struck an unusually sharp tone. The Board of Directors and company management were accused of leading the former "flagship of the Swiss press" into a crisis, exposing it to ridicule and irresponsible risks.

The NZZ has been in turmoil since last November, when it was announced that the printing plant in Schlieren would be closed (Werbewoche.ch reported). As a result, 125 employees will lose their jobs in the middle of the year. The Board of Directors around Jornod made even more negative headlines in Decemberwhen NZZ editor-in-chief Markus Spillmann had to leave and it became known that he was to be replaced by the editor-in-chief of the Basler Zeitung and Christoph Blocher's close associate Markus Somm should be replaced. Due to the public pressure and protests, a month ago a new Internal solution found. Eric Gujer, Head of Foreign Affairs, was appointed Editor-in-Chief. He admitted at the General Assembly that the last few months had been stressful for the editorial team. However, the vast majority of journalists are now looking to the future. (SDA)