But the latter could have been done with less work, as the idea from Leo Burnett Switzerland is intended to show: A single ad in Migros magazine has the same reach. The mailing was sent by post and electronically to selected addresses.

Responsible at Migros Media: Rolf Hauser (Publishing Director), Patrick Rohner (Head of Media and Marketing Services). Responsible at Leo Burnett Switzerland: Fabian Windhager, Anna Leudolph, Vanessa Mermoud, Pablo Schencke (creation), Johannes Raggio (ECD), Isabelle Meier, Ingrid Zumkehr (consulting).
 

In addition to managing Republica, Barbara Trachsel serves as President of the Brand and Marketing Day (BMT). In 2000, she completed her training as a strategic planner BSW and in 2002 as a federally certified marketing manager.

Chris Morgan, creative director at Republica, is the father of four children.
He has over 20 years of professional experience in design and communication and has worked in various agencies in Zurich and Bern.

As in the previous year, the "Prix de Soleure" jury prize and the "Prix du public" audience award went to SRG co-productions at yesterday's "Soirée de clôture". The "Prix de Soleure", endowed with CHF 60,000, went to the documentary "Spartiates" by Nicolas Wadimoff (Switzerland, France): The film impressively shows how 24-year-old Yann Sorel founds a mixed martial arts (MMA) club in the neighborhoods of northern Marseille. The fighter takes the place of the passive public authorities in the educational field: through sport, he teaches the children of the "Cité Bellevue" what respect and tolerance mean.

The "Prix du public", endowed with CHF 20,000, also went to an SRG co-production - the prize was awarded to the feature film "Usfahrt Oerlike" by Paul Riniker: Hans, the main character in the film, is tired. After a full life and the death of his wife, he doesn't really want to go on. He wants to die. His best friend Willi is supposed to help him realize his plan. Willi, the true friend who sticks by him to the end...

SRG co-produced 11 of the 16 films nominated in both competitions. The long-standing media partner of the Solothurn Film Festival is committed to Swiss film as part of the "Pacte de l'audiovisuel". It invests CHF 22.3 million annually in the production of feature-length and short films as well as fiction and documentary films.
 

The concept follows the "mobile first" principle, with the user experience primarily designed for smartphones and tablets. The flyout navigation creates a clearly structured overview of the topics and subtopics and allows visitors to find the desired content in just a few clicks. For an optimal result, the new user navigation was subjected to comprehensive usability testing before going live.

The new website focuses on customer proximity. The 500 or so customer advisors are all represented with a picture and a text portrait and have their own Domain. Other features of the website include online calculation tools for financial planning of different life situations, live search for branches and customer advisors, and integration of all locations and ATMs with Google Maps.

The programming was done by ConX in Lucerne.
 

Facebook earned 3.59 billion dollars from advertising in the first quarter alone. That is an increase of 53 percent. Meanwhile, the company is also earning a lot of money from advertising displayed on tablets and smartphones. Ads on mobile devices recently brought in 69 percent of all advertising revenue.

With figures like these, it is not surprising that Facebook wants to further optimize its advertising business. The new terms and conditions are intended to tailor advertising more closely to individual users. For example, information about pages visited and apps used outside of Facebook will also be evaluated.

Those who do not want this can deactivate personalized advertising, explains Facebook. The company also promises to use the changes to make its data and terms of use clearer and easier to understand for users. In future, members will be able to define more precisely who can view their entries. They will also be able to find out why they are being shown certain advertisements.

Nevertheless, the new rules have met with fierce criticism from data protectionists, who are talking about a lack of transparency. In particular, it is not clear whether Facebook also creates precise user profiles when evaluating data. In addition, the terms and conditions do not explicitly state that no data is exchanged with the WhatsApp text messaging service.

Information about the surroundings

At the same time, Facebook wants to provide its users with information about their immediate surroundings in future. Over the next few weeks, the new "Place Tips" function will be tested, which can display "entertaining, useful and important information" to Facebook smartphone users. To do this, "Place Tips" determines the user's location and displays information about the surrounding area in the Facebook app. Among other things, the new function will display comments and photos from other users as well as demonstrations that are called for on Facebook.

The function is currently only available for iPhones. If you want to use it, you must agree to Facebook determining your location via the mobile or Wi-Fi network. However, this will not be visible to other users. The function is initially being tested in particularly busy places in the New York metropolis, such as Central Park and Times Square.

With the new function, Facebook is attacking providers such as Yelp, on whose pages users can rate restaurants and service providers, for example. Yelp is active in 29 countries. (SDA)
 

In the positioning process, we worked with the customer to identify the most important customer insight and strongest driver for the purchase of the product on the one hand and to differentiate it from Swisslos' other products/business areas on the other. Whether an experienced lottery player or a beginner, at the moment of scratching off, nobody can escape the excitement of a possible win. For a brief moment, everything suddenly seems open. This thrill accumulates in the new claim "Is today your lucky day?".

Happiness is a fleeting commodity. When it comes to happiness, almost everyone has their own way of dealing with it and quite a few people want to give happiness a boost. Whether with classic
Lucky charms or special quirks - the methods are as varied as the people.
The agency was therefore looking for a form of storytelling that was as catchy as possible, with which the various quirks and little superstitions of the people could be presented in a sympathetic way. Together with the Swiss hit producer Roman Camenzind, a catchy tune was created about the quirks of the players. The song was staged by Markenfilm and the young director Rogier Hesp with quirky humor and a lot of warmth.

In addition to the two TVCs, a music video was edited with the film material. The song is available for free download on iTunes and the Swisslos website. In addition to TV and online, the campaign can also be seen on posters, on the radio, at the POS and in advertisements.
 

Together with its agency Heimat Berlin, Swisscom picked up two megaphones in this year's The Year of Advertising competition. In the Campaign category, it scored with Samsung's new S5 marketing strategy and won a silver trophy for "The Pulse Challenge.

Their film "Nico" for the new TV format 2.0 also impressed the jury and was awarded a bronze megaphone. The TV spot featuring Tina Turner, which promotes secure Swiss communications, also impressed the jury. It was named best in the telecommunications sector. This means that Swisscom is once again one of the most successful companies in the competition.

BMW Switzerland and UBS are each best in the industry. The German-Swiss cooperation of DigitasLBi and UBS dominated the sector Banks, Savings Banks, Investment with the relaunch of the UBS website. BMW Switzerland and Serviceplan Suisse came out on top with the entry "Soundtree" in the automotive sector.

Scholz & Friends was named Agency of the Year 2014. With its "Umparken im Kopf" campaign for Opel and the Grand Prix awarded for it, Scholz & Friends overtook last year's winner Heimat. Just one point behind, the Berlin agency took second place in the competition rankings with entries for Hornbach and Swisscom. Third on the podium this year is serviceplan, which scored points with work for Bytro Labs and ZDF. The title of Newcomer Agency of the Year 2014 went to Hamburg: Blood Actvertising convinced the jury with a new, fresh concept and well-known clients.

The winners were honored on January 29 at the Winners' Dinner - the awards ceremony for the competition - in Berlin. The winners of the campus young talent competition, Christian Freitag and Paul Kirsten, also presented their work "Metaworlds" there.

All selected and awarded works will be published in the Year of Advertising 2015 book, which will be published by Econ Verlag in April. The works can already be viewed at Jdw.com can be viewed.
 

I'm trying to find out why I feel this way. Recently, prints of turn-of-the-century tourism posters advertising St. Moritz, Zermatt and Davos went for up to 30,000 francs at a Christie's auction. I bet that some of today's advertising posters wouldn't even fetch 30 centimes in 100 years' time.
Today's poster art lacks precisely this aesthetic. This harmonious art is on display until February 8 under the title "100 Years of Swiss Design" at the Museum für Gestaltung Zürich. What is striking is that the interesting design objects are not from the most recent years, but from the older ones. The decline in the level of quality in the
However, the design world is nowhere near as significant as in the advertising world, especially the poster world. I wanted to try to find out what underlies this aesthetic decline.

Several theories: 1. Until 70 years ago, posters were printed using the classic lithography process with stone plates. Each printing color had to be drawn on separately, reversed with a grease pencil, and then printed at a snail's pace. This laborious work forced the graphic designers or artists to plan exactly how attractive the result should be. Nowadays, it is unfortunately possible for any layperson to create a poster in no time at all, without any aesthetic conception. This is one of the great disadvantages of our New World.
2. Today, the scaredy-cat strategy that I have often quoted prevails. As the client, the marketing manager wants to please as many superiors as possible. The price displayed as prominently as possible on a yellow flash, 3 to 4 products draped around it, the logo even bigger and "new" or "new" placed in the top right corner. The CD, the AD, the copywriter, the photographer and of course the account director can also comment on it. But nothing too creative, original or even eye-catching, please! Such a procedure also contributes to the extinction of aesthetics.
3. Another reason for the advance of ugliness is the requirement to keep the design, the idea and the production as cheap as possible. So you don't commission the professionals, but someone from the fields, woods and meadows.

For one of my clients, the advertisements were created by the accountant. The collaboration lasted two weeks. I don't mean that something aesthetic should cost more. In urban development, where aesthetics play a major role, there are many good examples that were created on a smaller budget. Perhaps there are simply too many amateurs. The reason: the "improvement" reads in the caption.

I'm thinking that spring will start again in 54 days.

Theophil Butz, graphic designer, advertising agency owner, inspirer and for more than three years now also a mothballs for the Werbewoche readers. Please send any relevant information to [email protected].

The appearance with expressive typography and pictograms developed in the same style corresponds with the design language of the architecture. It also serves the sports and wellness target groups with its five bright colors.

 

Peter Rehnke, Managing Director Havas Digital Switzerland:
"The Internet of Things is one of the major megatrends in 2015. It starts with very simple things like smartphone-controlled light bulbs (which I also like to use myself), smart TVs, smartwatches, smartphones and actually ends with self-driving cars or delivery drones that are controlled via the internet. Of course, there are also gadgets such as ovens and washing machines that display the cooking time and duration of the spin cycle on your smartphone - but I personally doubt that these will be used regularly by the masses. The IOT is an ideal field of activity for Internet multinationals such as Google, Apple, Microsoft and others. Why? These neat little devices such as "Nest" or Carplay reveal even more about how people behave at home and on the move. Ideal additional behavioral attributes that can be targeted by us advertisers. Data is collected, data is marketed - we simply have to come to terms with this fact. And the fact that this data is not secure. With a few open source programs such as SnoopyNG, a Rasperry Pi, a drone and the Maltego forensic software, these smart devices can be spied on and personality profiles created."

Roman Hirsbrunner, CEO Jung von Matt/Limmat:
"The Internet of Things is something like the target image of digitalization: it combines the two central thrusts of the digital revolution, the identification of all objects in physical space (geolocation) and the standardization of exchange and interfaces (convergence). We are only in the first third of this development. According to an estimate by Cisco System, around 12 billion objects are currently connected to the Internet. This figure will rise to 50 billion by 2020. We control the light and temperature in our homes via an app, check the fuel level in our cars or have plants watered automatically. But At most, the individual systems themselves are really intelligent, but rarely the systems themselves. There is still a lot to be done here. From an online marketing perspective, this means that we are in for good times. There are countless new "touchpoints" where brands can engage in a beneficial dialog with consumers. New interfaces and new forms of interaction. But knowledge of consumer needs will also improve significantly thanks to more highly relevant data. The driver of development is - as always - technology. And users will decide which of the new possibilities they use. Advertising will be geared towards this."

Alexander Horrolt, Managing Director Goldbach Audience:
"Music streaming in all rooms, individually controllable via cell phone; connected TV with content such as Netflix; snow forecasts for your favorite ski resort on your smartphone; sports watches that display not only your heart rate but also the number of meters you've skied on the slopes, altitude and ski runs - all of these have long been normal for me. We still write shopping lists and the fridge doesn't communicate with the retailer on its own. But my dentist already calls me by text message for a routine check-up. Networking is on the increase, is becoming affordable and will become completely established in everyday life over the next ten years. The path to modern and cost-effective use of resources is finally open. How online marketing will use this remains uncertain for the time being. Because Consumers' reservations about advertising messages on personal devices show that we need to be very sensitive when conquering the smartwatch, fridge or car display. In today's digital world, a lot of homework has not yet been done. At the moment, the advertising industry's main focus should be on the convergence of established media such as TV, and this is where priorities need to be set."

Peter van der Touw, CEO Notch Interactive:
"The hype surrounding IoT is huge. The question of whether intelligent objects will find their way into our everyday lives has long since been decided. Just think of wearables, smart homes or the automotive industry. As marketers, we are faced with two major opportunities. Firstly, IoT allows us to seamlessly integrate advertising messages into the flow of everyday life - using objects as media platforms. Secondly, IoT can strengthen the relationship between brand and consumer by continuously connecting online interaction and real product experiences. Nevertheless: Connected does not equal intelligent. Only the leverage effect of big data analytics will bring the big bang for context-sensitive and non-invasive communication. In the near future, IoT data will be interpreted by intelligent algorithms and merged into an informed picture of the respective person. For agencies of the future, extensive analytics skills are a matter of course. Take this scenario, for example: as a hobby guitarist, I like to play certain chord progressions, need a lot of distortion and have a typical way of strumming. My Fender amplifier could send this data to many companies with my consent. Fender could then make me offers for new equipment, Amazon offers for e-books to improve my guitar playing. Kitag would recommend a documentary about the band Joy Division and Starticket the reunion tour of The Police. Whether the communication is successful in all these cases is one thing. What is certain, however, is what Eduard O. Wilson (social biologist) noted: "We have created a Star Wars civilization, with Stone Age emotions, medieval institutions, and godlike technology."

Maurizio Rugghia, Managing Director Serranegta:
"A lot has already happened in 2014: Bluetooth Low Energy has become very popular and many devices have arrived on the market or at least on Kickstarter. Over the next few years, solutions that simplify life and are intuitive to use will prevail. Household appliances are just as predestined for this as fitness or mobility tools. It will certainly be another five to ten years before an intelligent "Internet of Things" emerges. First, a universal standard must be established that networks all devices - regardless of provider - in one system. The additional touchpoints offered by the Internet of Things will result in even more individual usage data being collected. This opens up completely new possibilities for more targeted targeting. I'm convinced Coca-Cola would pay more money for advertising if it was shown in a Pepsi household. At Serranetga, we are already seeing a shift towards user-centered marketing communication. In future, this will be data-supported, automated and played out in real time and will no longer be purely manual. Personally, I have an on/off relationship with my Jawbone Up24. It reminds me that I should move more."

Andreas Widmer, CEO Futurecom interactive:
"We use various smart devices in our home, mostly in the audiovisual area. We are very enthusiastic about using the Sonos audio system throughout the house, but the TV, telephone and surround system receiver are also connected to the internet. The entire home network accesses a media server that stores photos, videos and documents centrally. Less smart, but still very helpful, are the robot lawnmower in the garden and its colleague in the house, the robot vacuum cleaner. Strictly speaking, neither of these are yet part of the Internet of Things, but they are following the major trend of making everyday objects smarter and are doing their job perfectly. I'm also currently experimenting with smart light bulbs to use them as time-dependent alarm clocks. In general, my aim is to control as many devices that are connected to the power grid as possible via smartphone - even if it's just to make sure that they are no longer in use. The smart home trend is at least as significant as the wearables trend: according to Gartner Group estimates, there will be around 26 billion smart devices in 2020. IP-based smart home components will increasingly replace proprietary systems and make home automation, which was previously very expensive (e.g. bus systems for lighting control), much more cost-effective. In addition, objects that were previously not intelligent will become intelligent. For example, I am delighted about the toothbrushes that are now available with a smartphone connection. These motivate kids to brush their teeth and also help them to check that they are doing it properly. What will be new for us as consumers and advertisers is that objects such as coffee machines will constantly provide information about their use to the manufacturer. This means that the habits of coffee drinkers, for example, can be understood much more precisely in future. The knowledge gained in this way can and will of course be used for marketing purposes. Offers will become much more refined in terms of personalization and timing, making them more useful for the consumer and therefore more effective for the supplier. In future, for example, the coffee machine will tell you that it is time to order new capsules of your favorite variety - and if you wish, it will place the order itself. Of course, it is also conceivable that the coffee machine of tomorrow will upsell by pointing out new varieties. Such recommendations will have high success rates because they are based on big data, i.e. a great deal of data from other customers with similar consumer behavior. However, we must also be aware that manufacturers of such intelligent coffee machines will know, for example, when a single household has had visitors overnight. Google's acquisition of Nest for 3.2 billion dollars shows that the Internet of Things will be of central importance for the marketing of the future. Thanks to Nest's networked thermostats and smoke detectors, Google will be able to create even more detailed consumer behavior profiles. In a world where data is the new oil, this will help Google remain successful and relevant as the largest advertising network."

Survey: Simone Isliker

 

As announced in a trailer in January, the new TV spots from Ogilvy & Mather answer the question of whether Aldi - meanwhile already 10 years in Switzerland - actually suits us Swiss as well. The answer is: yes, very well indeed. With three episodes from the series "Fink & Bürgi versus Aldi", the new image campaign proves that Aldi Suisse is more Swiss than one might think.

The two officials Fink & Bürgi take on the role of the prejudiced Swiss, who like to see everything foreign as bad, as representatives. The spots are intended to help break down prejudices and create sympathy for the discounter. The first episode is about the low price. Two more episodes will follow in February, according to the statement.

Responsible at Aldi Suisse: Reto Furrer (Head of Marketing), Marina Budimir (Project Management) and Christina Schefer (Web).  r: Gaby Zimmerli (overall responsibility), Thomas Bolliger (CD), Markus Sidler (strategy/text), Tino Heuter (AD), Filippo Salmina (graphics), Samuel Hug and Max Brunner (consulting). Production TV spots: Rocket Film together with Dani Levy (direction & script).

Y&R Group New York encouraged people to post good deeds with its #ClickandShout advent campaign. Thanks to the cooperation with Futurecom Zurich, spreading the word around the world became even more of a breeze. This is because Brandalizzer, an app developed by Futurecom, accesses content tagged with a predefined hashtag and links it directly to the platform. Brandalizzer picked up images and videos tagged with #ClickandShout from Instagram and Twitter and posted them to the Y&R Gallery.

In this way, thousands of good deed impressions were created around the globe - with the nice side effect that money and time were actually given away. You can see in which form charity for people, animals and the environment came to bear here.

Responsible at Y&R Group New York: David Sable (Global Chief Executive Officer), Sulaiman Beg (Director of Global Digital and Social Communications). Responsible at Futurecom (Member of Y&R Group Switzerland): Andreas Widmer (CEO), Valeska Kraus (Consulting), Ivan Kellenberger (CIO), Michael Hoehn (Programming).