Last November, Ruf Lanz was commissioned by the umbrella organization Swiss Youth Parliaments (DSJ) to create a pointed campaign under the motto "Make Swiss politics more youthful" (Werbewoche.ch reported). As the Federal Councillors have an average of 56 years under their belts, they were presented in youthful outfits. Former Federal Councillor Christoph Blocher (73) was also given a subject. Media in all parts of the country picked up on the campaign and multiplied its impact.

In the meantime, several Federal Councillors have also commented on this. And they certainly showed a sense of humor.

Some reactions:

"Thank you very much for the rejuvenation!" (Simonetta Sommaruga)

"The message to dress the Federal Councillors in new outfits and style them as typical young people has been well received. As far as I'm concerned, I can completely identify with my 'new outfit'." (Eveline Widmer-Schlumpf)

"Thank you for the successful picture of me and the funny photos of my colleagues" (Ueli Maurer)

"Your campaign has been well received!" (Doris Leuthard)

Didier Burkhalter's reaction was captured on film and can be seen at the end of the case movie:

Host Uwe Tännler, President of Swiss Marketing, was able to attract a whole series of high-profile keynote speakers for his anniversary event, who took numerous perspectives on challenges and visions for the future regarding the red-hot topic of "Big Data and Big Inspiration". Over 1,000 marketing and communications professionals took advantage of the industry event to update their knowledge, exchange ideas, and ultimately see who would take home the coveted marketing trophies this year. The event was moderated by Susanne Wille.

"Communication must become service"

Before Christian Rätsch, CEO of the advertising agency Saatchi and Saatchi and expert in brand management, got the chance to explain his experience with Big Data, Reto Brotschi, Head of Direct Marketing PostMail, pleaded for an unbiased attitude towards unaddressed advertising and presented Swiss Post's new advertising-friendly mailbox stickers: "Welcome good advertising" is to be emblazoned on all Swiss mailboxes with immediate effect and calls not least on industry representatives to trust their own work more.

Communications expert Christian Rätsch backed up his explicit demand that "communication must become a service" with a whole series of well-known campaigns that skillfully implement the rules of communication in the digital world and thus achieve success. Success, in Rätsch's experience, that increasingly pays off financially for companies. In his opinion, digitization is a great opportunity for companies, a real driver in the company's value creation in terms of interaction, service and sales.

"Intuition is felt knowledge".

Gerd Gigerenzer, Director of the Max Planck Institute for Human Development, analyzed what Big Data cannot do. He pleaded for more gut feeling and trust in one's own intuition. His criticism of Big Data, or rather the reliance on the evaluation of large amounts of data, is based in particular on the fact that collected data depict the past and thus the limits in terms of innovation are evident. If the future is uncertain and the situation unstable, he prefers simpler, less cost-intensive measurement methods and gives preference to and own intuition. Because, according to Gigerenzer, "intuition is felt knowledge."

Data protection: Opportunity or threat

The subsequent panel discussion with Karin Frick, Gerd Gigerenzer, Hanspeter Thür, Andreas Wiebe and Wolfgang Zimmermann clearly showed: Big Data is gaining relevance at high speed. The topic will occupy us over the next few years, regardless of which viewpoint one takes. In addition to solving data protection issues, the challenge will be to keep pace with technological progress. Because technology - everyone agrees - is always one step ahead of us.

"Message matters"

Julius van de Laar had the privilege of helping to shape both of Barack Obama's election campaigns. In his impressive presentation, he outlined the most important stages of successful campaign management and provided insight into the effective use of digital channels and social media. Nevertheless, his most important message was probably "Message matters." No plan, no matter how smart, can do without authenticity and content, van de Laars is convinced.

The winners of the 2015 Marketing Trophies are:

- In the specialpeis category: Bagno Sasso Mobili and Abegglen Management Consultants, Zurich for the project Swiss Eco Tap

- In the category SME: Swiss Bankers Prepaid Services and Contexta for the project Travel Cash - The Travel Money

- In the NPO category: Schtifti Foundation and Kreienbühl and Vogler for the Gorilla project.

- In the large enterprise category: CSS Insurance and Contexta for the Holistic Brand and Customer Experience Management project.

- The audience award went to Mazda and JWT/Fabrikant for the project Voilà ma Suisse

 

As early as May, a group of German online editors will use a test platform to determine which topics are popular with the young German readership. After this test phase, a decision will be made as to whether the "20 Minuten Deutschland" project will definitely be launched. As Tamedia spokesperson Christoph Zimmer told the Handelszeitung explains, the company sees potential in Germany "in the niche of the digital and very young target group". Especially in the mobile sector, 20 Minuten Online has become a strong brand.

The focus on a niche, particularly in the mobile sector, is in view of the wide range of already established online media in Germany, Zimmer told the SDA news agency.

20 Minuten tried to gain a foothold in Germany with a print version back in 1999, but was unable to prevail against strong competition from Axel Springer and Dumont. The free newspaper was discontinued two years later. (hae)

This is the result of a study published on Tuesday by the Mainz University Medical Center. All of these factors ultimately promote social exclusion. According to the study, which was published in the run-up to the German Congress for Psychosomatic Medicine and Psychotherapy, 3.4 percent of the young people surveyed use the internet addictively. They are online for more than six hours a day, no longer have any control over it, give up their interests and suffer negative personal, family and school consequences as a result of spending so much time in front of the computer or on their cell phone. 13.8 percent do not exhibit addictive use, but nevertheless excessive and rampant use. Girls and boys are equally affected. The research team led by Manfred Beutel from the Mainz University Medical Center reportedly surveyed around 2,400 young people between the ages of 12 and 18. (SDA)

Swiss advertisers reach over 1.67 million households with Swiss free newspapers. This gave Leo Burnett Switzerland the idea of creating a doorstop to convince the most important media agencies that the door to Swiss free newspapers does not close without thinking. The pretty little gadget can also be purchased by other advertisers while stocks last.

Responsible at the Association of Swiss Free Newspapers (VSGZ/ASEG): Dani Sigel (President), Hannes Zaugg (Head of Office). Responsible at Leo Burnett Switzerland: Vinzenz Blaas, Mark Stahel, Alba Rau (creation), Axel Eckstein (ECD), Aline Litchenhaus (consulting).

 

The new Emmi Yoqua has twice as much filling protein as conventional yogurts - and with only two percent fat. According to the press release, this makes everyone who was just hungry smile.

Scholz & Friends demonstrates both with a campaign that orchestrates a cheerful central idea across all channels. Yoqua smiles at the viewer from TV and online commercials, posters, advertisements and banners. And even from special promotional cards.

The moving eyes and mouth of the card motif can be detached, stuck on and made to laugh as much as you like; and anyone who shares pictures of it with #yoqua on social media or on Yoqua.ch can win a trip to the capital of happy endings - Hollywood. The microsite shows the imaginative contributions in a gallery. And, of course, it provides more information about Yoqua and what makes it so valuable for nutrition. The campaign, which is now on air throughout Switzerland, is also accompanied by numerous sampling and point-of-sale measures.

Responsible at Emmi Switzerland: Robin Barraclough (Chief Marketing Officer); Katharina Müller (Global Category Head Spoonable); Christian Stoffels (Global Marketing Manager); Yvonne Arnold (Group Brand Manager); Andrea Decurtins (Brand Manager). Responsible at Scholz & Friends Switzerland: Thomas Müller, Roger Dobmann, Sabine Bremermann, Manuela Miksa, Dan Nessler, Christian Vosshagen, Lukas Frei (creation); Mathias Rösch, Fabian Röthlisberger, Martin Samsel (consulting). Film production: Markenfilm; Director: Boris Mosner Music production: Hitmill. Photographer: Christian Lohfink. Digital realization: SMLY
 

Online advertising segments

To depict the entire online advertising market, Media Focus' advertising statistics, which include only the display advertising segment, are supplemented by expert estimates of the search engine advertising, affiliate marketing, online classifieds, and online directories segments. The following describes how the various online advertising segments can be characterized and differentiated from one another.

At classic online advertising (Display) refers to display ads, i.e., advertising spaces such as banners, skyscrapers, rectangles, or the integration of (multimedia) content from advertisers into the editorial area of the online advertising media covered. The usual forms of billing are fixed prices or prices according to the contacts (CPM) or clicks (CPC) achieved. The invoiced gross order values are integrated into the advertising print statistics. The moving image subsection specifies the video ad format (in-banner and in-stream).

With Search engine advertising are advertising options in which the advertiser pays for a position of its link on the common search engines. Usually, an auction process is used to determine who gets the best position. The billing method of search engine advertising is payment by number of clicks on the text-based links.

The segment Affiliate marketing is part of performance marketing and is billed on the basis of performance. Normally, billing is based on CPO, CPL, and in some cases CPC. The integration of advertising media takes place on a large number of websites, for example by means of display ads, text links, product feeds or special integrations. Affiliate marketing measures are usually carried out via a network and usually have a long-term orientation. The advertiser provides advertising material and remuneration as part of the "affiliate program," while the website bears the main responsibility for deciding which advertising material is delivered when, where, and how.

Under the Online classifieds market (Classifieds is the term used to describe the online classifieds business. The "Real Estate," "Auto," and "Job" sections are taken into account as the basis for the Semester Report. The online directories advertising segment comprises the paid entries of a directory search platform, such as paid additional entries, highlighting ad, logo entry.

Online trend by advertising segment

Development in absolute terms, 2009 to 2014

The online advertising market continues to grow. All advertising segments are showing growth. Even traditional online advertising, which was still slightly behind with an advertising volume of 68 million in the half-year analysis, caught up in the second half of the year and was able to slightly top the previous year's result. The greatest development continues to be seen in search engine advertising. Advertising pressure in this area increased by 42 million Swiss francs and the advertising volume rose from 250 to 292 million. The expert panel estimated the total volume of the Swiss online advertising market in 2014 at around 850 million Swiss francs.

Sources: Expert estimates; *Extrapolation of advertising print statistics from Media Focus (from 2011); **Moving image subsegment based on expert estimates.

Online trend by advertising segment

Segment mix 2014

The segment mix has hardly changed compared to the previous year and appears to be at a standstill: Only the online directories segment has gained one percentage point, while the online classifieds market (job) has lost slightly (-1%).

Growth

Growth 2006 to 2014

Overall, the growth forecasts for 2014 were slightly exceeded: The online advertising market recorded growth of 14.1 percent, overtaking the last forecast of 10.3 percent.

Sources: Expert estimates; *Extrapolation of advertising print statistics from Media Focus (from 2011); **Moving image subsegment based on expert estimates.

Forecast

Growth forecast 2014 to 2017

According to the panel of experts, the online advertising market will continue to grow in the coming years. Compared with the advertising volume in 2014, the experts predict average annual growth of 10.4 percent for the online advertising market up to the end of 2017.

Share of online advertising in the Swiss advertising market

Year 2014

The share of online includes the advertising forms display, search engine advertising and affiliate marketing. To maintain comparability, online classifieds and directories were not included for this analysis, as classifieds or directories are not included in other media groups either. In the media mix perspective, the share of online advertising in 2014 was 10 percent. This represents an increase of one percentage point over the previous year (2013: 9%).

Online advertising (display) by industry

Year 2014

The services sector has seen a significant increase in advertising print. While it invested 15.8 million advertising dollars in online advertising (display) in 2013, this figure had already risen to 24.9 million in 2014. It thus recorded growth of 9.1 million advertising print francs and climbed from fourth to second place in the industry ranking. The financial market increased by 1.3 million advertising impressions compared with the previous year (25.7 million in 2013) and, as in the previous year, took first place in the industry ranking. The average share of traditional online advertising in the media mix is 3.4% in an industry comparison.

Source: Media Focus advertising print statistics

Methodology

The data for the Display advertising segment are based on Media Focus' advertising print statistics and are product-specific, reported values (gross invoiced) from Media Focus' cooperation partners. The total volumes of the Display segment are based on an extrapolation of these values. The data for all other segments are based on expert estimates.

Experts consulted for the estimates:

- Adresult
- Affilinet
- Car4you Switzerland
- Goldbach Audience
- Goldbach Interactive
- Homegate
- Jobcloud
- Monster Worldwide Switzerland
- Netprofit
- Ringier Digital
- Search.ch
- Stailamedia
- Local.ch
- Tradedoubler
- Worldsites
- Yourposition
- Zattoo Switzerland

Cooperation partner:

- Axel Springer Switzerland
- AZ Media
- Cash Zweiplus
- Comparis
- Goldbach Audience
- Microsoft Advertising Switzerland
- NZZ Net
- Omnimedia
- Publicitas
- Ringier
- Sevenone Media
- Swisscom Bluewin
- Tamedia
- United Internet Media

 

Schweizer Radio und Fernsehen and the Swiss Retail Federation have settled their dispute "amicably with a mutually acceptable settlement so that they can devote all their energies to their core tasks again", according to the short press release from both parties. The parties have agreed not to disclose the content of the settlement. Neither Swiss Radio and Television nor the Swiss Retail Federation wanted to answer the question of whether both sides will continue to use the abbreviation SRF. Both referred to the confidentiality agreement. However, while the SRF logo is emblazoned on the press release from Swiss Radio and Television, the abbreviation is missing entirely from the latest press release from the Swiss Retail Federation. This suggests that Swiss Radio and Television may have prevailed in the name dispute.

Swiss television sued

The dispute over the three letters SRF arose after Swiss radio and television were merged under one roof at the beginning of 2011. The new name was Schweizer Radio und Fernsehen SRF. Around a year later, the various television and radio stations were also launched under the SRF brand. This name change was not at all to the liking of the Swiss Retail Federation, which had already been using the abbreviation SRF since 2000. The retail association felt that its trademark rights had been infringed and filed a lawsuit.

The main hearing was opened before the Commercial Court in Berne in mid-February (Werbewoche.ch reported). The plaintiff's lawyer emphasized in court that those responsible at Schweizer Radio und Fernsehen could have easily found out that the abbreviation SRF was used by the retailers' association.

"Only used sporadically"

The Swiss Retail Federation had only used the abbreviation SRF informally and sporadically before the legal dispute, however, emphasized the lawyer for Swiss Radio and Television. This does not constitute a right to protection of the name. The fact that the abbreviation has been used more frequently since the outbreak of the legal dispute does not change the matter. Shortly after the proceedings began, the lawyers signaled their willingness to negotiate an out-of-court solution. The two parties then entered into settlement negotiations. An amicable settlement was negotiated behind closed doors - with success, as has now been announced. The court hearing will therefore not continue.

The Swiss Retail Federation - formerly known as the Association of Department Stores (VSWK) - has represented the interests of medium-sized and large companies in the Swiss retail trade since 1937. Its members generate an annual turnover of around 12 billion Swiss francs and employ 40,000 people. (SDA)

Fredy Greuter holds a doctorate in economics and worked in several industrial companies before holding various positions at the Neue Zürcher Zeitung. Among other things, he was correspondent in Paris, headed the NZZ stock exchange team and was responsible for NZZ-Online, the newspaper's digital platform.

Most recently, Greuter was a member of the management board of the Swiss Media Association and head of its affiliated media institute, announcing his departure in October 2014 (Werbewoche.ch reported). "With Fredy Greuter, we are welcoming an experienced communications specialist and expert on the Swiss media scene on board," says Director Roland A. Müller. Fredy Greuter's appointment is part of a realignment of the association's communications. The association recently launched a new and modern online presence.

In the spot, Carlos reaches into the sides of an electric guitar and uses the hard rock classic "Smoke on the water" to show his ukulele-playing partner the difference between ordinary Internet and Internet from UPC Cablecom. The guitar interpretation of the legendary Deep Purple classic was recorded especially for this campaign by Steve Stevens, best known as the guitarist for Billy Idol and Michael Jackson.

 

The song "Smoke on the Water" was written more than 40 years ago in Switzerland. In Montreux, Deep Purple wanted to record their new album in 1971. On the evening of December 4, Frank Zappa and The Mothers of Invention gave a concert at the Montreux Casino, which ended disastrously. During the concert, fire suddenly broke out and the building became a prey to flames. Deep Purple watched from their hotel room as the smoke spread over Lake Geneva - the inspiration for the title "Smoke on the Water". As "Funky Claude", the now deceased founder of the Montreux Jazz Festival, Claude Nobs, is also mentioned by name in the song.

The new spot will run immediately on all TV stations in Switzerland and will be accompanied by a large-scale campaign (posters, ads, radio, online, etc.).

Responsible at UPC Cablecom: Ivo Hoevel (Senior Vice President & Chief Marketing and Products Officer ), Marcus Kikisch (Director Marketing Communication & Brand Management), Sandra Taddei (Marketing Communication Manager), Sara Mojentale (Graphics). Responsible at Manifesto Films (production): Reto Salimbeni (director), Shannon Mildon (producer), Charlotte Hottinger (client services) Andy Weimer (post-production supervisor), David Casey & Tristam Gieni (3D), photography: Michael Munique, music: original composition: Deep Purple, performer Steve Stevens.
 

 

In French-speaking Switzerland, the new magazine will be called "Bolero-Edelweiss". In German-speaking Switzerland, Bolero will be retained. The director of Ringier Romandie, Daniel Pillard, confirmed to the SDA news agency on Monday a report to this effect from Radio and Television Suisse Romandie (RTS).

At the end of February, Ringier had announced closer cooperation between the women's magazines (Werbewoche.ch reported). The titles SI Style, Bolero, Bolero Men and Edelweiss will in future be headed by SI Style Editor-in-Chief Sabina Hanselmann-Diethelm. The reorganization is intended to make the titles more attractive to advertisers and to exploit editorial synergies. It is not yet clear whether there will be any job cuts. The merger will affect both editorial teams in Zurich and Lausanne, Pillard said. Bolero-Edelweiss will consist mainly of articles from Zurich, which will be translated into French by the Lausanne editorial team.

At Ringier Romandie, there will be further adjustments following the complete takeover of the newspaper Le Temps. Le Temps will be merged with the weekly L'Hebdo and the Edelweiss editorial team into a joint newsroom in Lausanne. The editorial team of the women's magazine will also produce the lifestyle pages of Le Temps and L'Hebdo in the future. (SDA)