Eye movements are usually synchronized so that both eyes focus on the same central target (often a marketing or communication target). When squinting for success, however, one eye looks at one's own brand while the other eye simultaneously and continuously focuses on the most dangerous competitor brand.

Symptoms

Squinting at success can lead to double images. For example, the self-marketed coffee beans overlap with the capsules of the innovation leader. Or your own smartphone philosophy intersects with the current design of the challenger. The attempt to transfer double images directly from the brain to specific products or advertising media causes headaches. Not for the cross-eyed person, however, but for everyone else.

Therapy

If the healthy eye is covered, the squinting eye is forced to look at its own strengths again. If this does not happen, the squinting eye should be covered (inverse occlusion). Although the healthy eye will then also start to squint, in the best case scenario it will also observe what others are doing and both visual axes will be approximately aligned.

Operation

If the person concerned can follow a presentation of in-house developments while reading newsletters from competitors on their cell phone under the table, the squint angle is so great that a surgical correction makes sense.

Published so far:

Gold fever (febre auri)
Platitourette (repetitio nausea)
Visual fetishism (stimulus best practice)

The strong franc is exerting great pressure on the cost structures of advertising clients. As a result, it is indirectly accelerating the digital transformation in companies across a wide range of industries and ultimately in the economy as a whole. The resulting transition to cost-efficient processes and systems also has a significant impact on our world of marketing and communication. The increased focus on the customer journey and the desired conversion is strengthening the convergence between CRM, advertising and digital commerce. National and local expertise remains of central importance here. The use of operational analytics shortens the planning horizon, but the strong advertising franc can ultimately be used more optimally.
 

The SNB's decision has the short-term effect that many companies will have to revise their budgets for 2015. Sales will be lower in export-oriented sectors. Accordingly, variable costs will have to be cut for the current year. Since communication tasks are, willy-nilly, among the variable costs, some are cutting back here. Image-promoting measures are more likely to be affected. Sales promotion activities will be maintained or even expanded. The classic channels - and here above all print - will have to accept significantly more losses. Online, direct mail and, above all, promotional activities will tend to increase - the first Eurobonus campaigns are already hailing here. In the longer term, however, there will be a correction here once companies have adjusted to the new currency situation.
 

As an owner-managed agency with a majority of Swiss clients, we are not as strongly affected by the appreciation of the Swiss franc. Moreover, Serranetga was founded in 2008 and is accordingly crisis-tested. In the latest BSW study on the expectations of advertising clients, 75 percent of those surveyed said they wanted to invest significantly more resources in digital communications in the future. That's why we're confident that there won't be too much of a slump in our sector. Especially since our core competence of developing integrated campaigns with digital DNA is not widespread in Switzerland. Regardless of the economic situation, there is an increasing focus on efficiency measurement in marketing communications. Due to better measurability and the usually more attractive price/performance ratio, the structural shift from print to digital therefore continues unabated.
 

Compared to the last crisis, it is noticeable that some Swiss companies, e.g. the automotive industry and retailers, are reacting much more quickly with price discounts (euro discount, euro bonus, etc.). For better or worse, these price reductions will have to be saved in various cost items. Cutting advertising budgets seems to be the least of the evils. This will inevitably lead to budget corrections at agencies this year. Price reductions are certainly not a recipe for success in the long term. In many sectors, the future demands fundamental strategic considerations about new business models, sales markets, distribution channels and communication channels. However, as a locally based advertising agency with an international network, we have been exposed to a tough competitive environment with great cost pressure not only since the lifting of the minimum euro threshold. For agencies, this means an even greater focus on targeted creativity, local expertise and measurable efficiency.
 

The view misses in its ArticleThe Juso writes in a statement on Wednesday that the requirements for an application are becoming ever more stringent and the pressure on prospective apprentices is constantly increasing. In addition, there is a huge shortage of apprenticeships, which the Blick does not mention in its text. To call students without a follow-up solution "stupid" is a nasty insult and specifically discriminates against a group of people. With the complaint to the Press Council, the young party wants to put an end to the "tendentious reporting". (SDA)

Before the attacks, Charlie Hebdo had a circulation of around 60,000 copies. The new issue is also available in Switzerland: over 20,000 copies have been delivered, whereas only around 300 copies were sold before the attacks. In French-speaking Switzerland, the latest issue has been available at newsstands since Wednesday morning. Previously, deliveries to stores had been delayed by one or two days compared to the start of sales in France, according to the French-speaking Swiss newsstand chain Naville Presse. In German-speaking Switzerland, where only around 500 copies are distributed, the satirical magazine will not be available from Valora until Friday.

"Here we go again!"

No Mohammed caricature was printed on the front page of the latest issue this time. It shows a caricature on a red background in which a dog with a Charlie Hebdo issue in its muzzle is being chased by a slavering mob. Among the pursuers are a dog with a Kalashnikov and a headband - a caricature of a jihadist - the Pope, the conservative former head of state Nicolas Sarkozy and the leader of the far-right Front National (FN), Marine Le Pen. "Here we go again!" is written on the front page. On 16 pages, the editorial team deals intensively with the attack in texts and cartoons. The desecration of a Jewish cemetery, the Greek financial situation and the flu epidemic in France are also topics in this issue.

Slower start to sales

It was last published on January 14, one week after the attack on its editorial offices that left twelve people dead. The so-called "survivors' edition" was published with a record circulation of eight million copies, unprecedented in French press history, and sold like hot cakes. Sales of the latest edition were somewhat slower, as newspaper vendors in Paris and other French cities reported on Wednesday morning. "After the violence we experienced, we wanted a more soothing front page," explained the head of Charlie Hebdo, whose pen name is Riss. He was injured in the shoulder in the attack by two jihadists who stormed into the editorial offices with Kalashnikovs and fired around. (SDA)

This is the result of analyses that scientists at the Universities of Fribourg i. Ue. and Basel have been carrying out for several years on behalf of the Federal Office of Communications (OFCOM). These studies, led by Klaus Neumann-Braun, serve as a basis for OFCOM to decide whether a licensed regional TV station meets the programming requirements. Tele Bärn also tends to report more than average on crime and accidents, says one of these scientists, Steffen Kolb. He is a professor at the University of Applied Sciences in Berlin and a lecturer at the University of Basel.

Tele Bärn has been part of the AZ Medien family of regional TV stations for several years. This family also includes Tele M1, based in Aarau, and Tele Züri. Kolb says he has the impression that this is becoming more and more apparent in the Tele Bärn offering. However, the analysis for 2014, which may confirm this impression, is still missing. Tele Bärn editor-in-chief Adrian Grob says that this cooperation between the broadcasters with jointly-produced formats such as talk shows is simply necessary for financial reasons. The Bernese broadcaster sometimes receives complaints about too much "Züritüütsch". However, there are also presenters who are so well accepted that their dialect is not even noticed.

The cooperation also has other advantages, such as the training of young journalists and the exchange of sports programs. Around 45 people currently occupy around 35 full-time positions at TeleBärn. The editorial team consists of 20 people. (SDA)

This was around 900 million kroner more than in the previous year. Group CEO Jørgen Vig Knudstorp spoke of the "best year ever" for the Group when presenting the figures in Billund on Wednesday. Lego's turnover is also continuing to soar: at 28.6 billion kroner (4.1 billion Swiss francs), it was 13 percent up on the previous year. In the first half of the year, the Group became the world's largest toy manufacturer. Over the year as a whole, US competitor Mattel is again stronger in terms of turnover at 6 billion dollars (5.7 billion Swiss francs), but earned around 500 million dollars in 2014, less than half that of the Danes.

The boss sings and dances

Lego is already planning new film projects in collaboration with Warner Brothers in order to further outpace the competition in terms of revenue. The Danes have also announced a second part of the Lego film for 2017, whose theme song "Everything Is Awesome" was nominated for an Oscar this year. The story of Emmet, an ordinary brick-builder who becomes a hero, grossed around 469 million dollars worldwide. "Today is one of those days where you wake up and say: everything is great here!" said Knudstorp, who sang and danced with joy in front of journalists on Wednesday. According to the Group, it grew in all markets in 2014. This year, a new block factory in China for the Asian market is to be launched, among other things.

Mattel plans counterattack

According to the company, the "Lego City", "Lego Star Wars" and "Lego Friends" series sold particularly well. Adults are also playing more with the bricks with the famous studs again: The "Lego Creator" product range for an older target group was also more popular in 2014. The US toy giant Mattel, whose former bestsellers "Barbie" and "Ken" have been left behind, does not want to accept the Danes' rise without a fight - and is attacking Lego with the purchase of the building block manufacturer "Mega Brands". It remains to be seen whether the industry leader's plan will work. (SDA)

The "Must Have Deluxe" and the "Must Have TS" are the first to be launched. The new creations can already be seen on posters, in print, online and, of course, in every McDonald's restaurant.

Responsible at McDonald's Switzerland: Thomas Truttmann (VP Marketing, Communications, Public Affairs, Supply Chain), Leonie Bringold (Marketing Manager), Bettina Lunelli (Marketing Consultant). Responsible at TBWA\Zurich: Bruce Roberts, Cyrill Wirz (creative direction), Bettina Klossner, Marek Zdarsky (art direction), Simon Rehsche (strategy), Stephan Lanz, Ilenia Peluso, Katalin Bertyak (consulting), Agnes Meier (production), S+K Werbefotografie (photography), Ben Fernandes (image editing). Responsible at Goldbach Interactive: Mario Kurmann, Larissa Mörgeli (consulting).
 

The ECtHR thus contradicted the decisions of the Federal Supreme Court and the Zurich High Court (Werbewoche.ch reported). The four "Kassensturz" journalists had used the hidden camera to document the questionable business practices of an insurance consultant. The consultant's face and voice were made unrecognizable in the film.

For ROG, this is an important victory for freedom of information, as the Swiss section writes in a statement on Wednesday. The ECHR has recognized that the public interest was the decisive factor in the SRF journalists' decision to take this action. ROG points out that hidden image and sound recordings by SRG editorial offices are subject to strict regulations and are always subject to a careful balancing of interests. According to ROG, the European Convention on Human Rights is an important bulwark in the defense of human rights, especially freedom of information - even if one political party, the SVP, is planning a popular initiative to establish the primacy of Swiss law over international law.

After the shortlist with the best-juried participant projects was published on February 8, 2015 (Werbewoche.ch reported), you can now see which projects were nominated by the Best of Swiss Web jury for the Master of Swiss Web. In line with the year's theme of "e-commerce", projects with exceptionally good solutions for digital business processes scored particularly well with the expert jury in this fifteenth edition.
 

The last two steps on the way to the Master title are now in the hands of the Best of Swiss Web community: On February 25, voting for the "Master of Swiss Web" starts and at the Award Night on March 23, 2015, the audience in the hall will contribute the last third of the votes. The readers' vote will take place online among subscribers to the Netzwoche newsletter.

The awarding of the winners of all eleven categories as well as the "Master of Swiss Web 2015" and another two special prizes will take place at the Award Night on Thursday, March 26, 2015 at the Kongresshaus Zurich.

Under this link you will find the detailed listing of this year's Master's candidates.