Since January 1, Promokant and Made Marketing have been a couple who not only share a love of perfection and morning coffee, but also a place to stay. Promokant, a long-standing player in the promotion scene, and Made Marketing, a "young up-and-coming deer in the marketing field", have been sharing a roof since the beginning of the year. At Bluntschlisteig 1, at the foot of the engemer church. "Although we were a little apprehensive about moving in together (i.e. giving up old freedoms and habits), we're really looking forward to this new chapter. It seems to us that when you change one thing, it always entails further changes - and that's a good thing," the two agencies write in a joint statement.

The WEMF currency system for recording the readership of print media assumes that readers only pick up a print product once per issue. However, this is not the case. As print titles - depending on the category - are relatively long-lived, the same issue of a title normally has several chances of being used. This is shown by the pick-up analyses of the WEMF MA Leader study. In contrast to MACH Basic or MACH Consumer, MA Leader also provides information on how often an issue of a title is picked up for reading or browsing by its readership on average. Depending on the type of title, the majority of pick-up values are between 1.5 and 2.5 per issue, not including the usage-intensive TV guides. The news magazine L'Hebdo in French-speaking Switzerland has the highest pick-up value of the titles included in the MA Leader 2013 at 2.6. The front-runner in German-speaking Switzerland is the wine magazine Vinum with a pick-up value of 2.4. While the daily newspapers with subscriptions have an average of 1.5 pick-ups per issue and reader, the values for Sunday newspapers are 1.7 and for magazines 2 pick-ups per issue (see chart).

Hidden achievements: Example Weltwoche

According to MACH Basic 2014-2, Weltwoche has 231,000 readers. The MA Leader 2013 shows a pick-up value of 1.9 for the magazine. This means that Weltwoche readers pick up the title on average 1.9 times per issue to read or leaf through it. Taking this pick-up value into account, Weltwoche's performance increases from 231,000 readers to around 440,000 contacts per issue. The latter remain unpublished. And the reported price per 1,000 readers of CHF 67 (TLP) is halved to around CHF 35 per 1,000 contacts (CPM).

Beaten below value

In contrast to TV commercials, ads in print media have more contact opportunities than readers or viewers. While a TV commercial is irreversible once it has been broadcast for a fee, print ads have a potential impact over a longer period of time that can be tracked with the pick-ups. The current currency of print media therefore underestimates a large number of contacts. In other words, the values reported and included in the media programs are at the lower end of the interpretable performance range - with a lot of upside potential.

Otto Meier

A little of the glamour of the offspring will one day probably also shine back on its creators.

To call this little living trademark simply Albert or Wolfgang Amadeus is of course not possible. That's why the Wohler text agency Erfolgswelle now offers to invent the right name for the offspring, independent, unprecedented and, above all, matching the last name. "Mrs. Schweiss, do you really want to call your son Axel?" If you want to avoid embarrassment when naming, entrust your child's happiness to the name developers, trademark lawyers and historians at Erfolgswelle. "Anyone who commissions us gives their child a special gift for life," says company founder Marc Hauser. The whole thing costs as much as the creation of an international brand name. If Hauser is smart, he'll open a renaming agency while he's at it. In case the "brand" doesn't "run". afh
 

She will join the Zeitlupe team on March 1, 2015 as a professional, experienced and passionate sales personality, as detailed in a press release. Astrid Kägi has many years of sales and publishing experience and most recently worked for several years as Product Manager for the specialist magazine Schweizer Versicherung at Axel Springer. After many years of successful collaboration, Kilian Gasser Medienvermarktung has relinquished the Zeitlupe mandate as of 31.12.2014 due to Kilian Gasser's professional reorientation (Werbewoche.ch reported). The magazine Zeitlupe is published ten times a year and reaches 145,000 readers (Mach Basic 2014-2) with a circulation of 71,776 copies (Wemf 2014).

Picture Astrid Kägi: Axel Springer

The sports channel, marketed in Switzerland by Goldbach Media, broadcast the World Darts Championship live from London from December 18 through January 4, with the January 4 final in particular drawing many viewers in German-speaking Switzerland to their screens: The final two hours of the championship were watched by an average of 33,500 viewers, corresponding to a market share of 2.45 percent. Viewership peaked at around 42,800 viewers at approximately 10 p.m. The market share even exceeded the 5 percent mark toward the end of the broadcast. In the main target group of men aged 15–49, the market share averaged 4.62 percent and reached as high as 9.4 percent at peak times.

Source: Mediapulse TV Panel (InfoSys+), DCH, January 4, 2014, 9:30–11:30 p.m., all platforms, target group: individuals aged 3 and older, including guests, ages 15–49. Men, including guests, Rt-T, MA, Overnight +7, T-Signal

Image: Keystone
 

The Kaufmännische Verband commissioned Branders to manage a comprehensive brand mandate to revise the content and design of its brand identity. The goal was to make the association's comprehensive range of services visible in the new appearance as well as to harmonize the partially different brand appearances of the individual sections so that the association can appear as a uniformly strong brand in the future.

The Kaufmännische Verband is the largest professional organization for office and sales staff and related professions in Switzerland. At national level, it represents the interests of 51,000 members in 31 sections.

2015 begins for the Swiss Commercial Association with a new brand name, a new appearance and a new content orientation. The current brand name "KV Switzerland" primarily represents the KV apprenticeship. However, many other services offered by the association are not adequately represented by the abbreviation KV. In order to be able to position itself attractively as a member organization in the education and professional market, a sharpening of the positioning and a contemporary adaptation of the range of services is indispensable. The aim was to make the added value of membership and the entire range of services also visible in the brand image: in brochures, on the Internet, at the association's various events, in the consulting process, the members' magazine, etc.

Based on these considerations, the brand name was adapted, moving away from the abbreviation KV to what the association has stood for over 150 years: "Kaufmännischer Verband. In addition, the brand name is now supplemented with the claim "more economy. for me. This sums up the added value of membership: more know-how, inspiration and more personal development in the business environment.

The association's new positioning in terms of content is brought to life with a new brand design: from the new websiteThe association has been given a new look, from the brand logo, through all print media, to its trade show presence and the labeling of its buildings. The brand color blue has been retained, but the entire rest of the appearance has been completely redesigned so that it expresses more concisely and in a more contemporary way what the Kaufmännische Verband embodies: a broad, future-oriented range of services in the field of careers and education - and real added value that the association offers all its members.

Responsible at the Commercial Association: Peter Kyburz (CEO Kaufmännischer Verband), Rolf Butz (Managing Director Kaufmännischer Verband Zürich), Ingo Boltshauser (Head of Communications Kaufmännischer Verband), Silvia Schorta (Head of Marketing Kaufmännischer Verband). Responsible at Branders: René Allemann (CEO), Marisa Güntlisberger (Brand Consultant to the CEO), Maria Fahringer (Executive Brand Designer).
 

Experts at Millward Brown predict that programmatic marketing—data-driven marketing based on algorithms—in particular will continue to gain importance. While the focus has primarily been on costs and the accuracy of targeting specific audiences, marketing professionals will place greater emphasis on the creative aspect in 2015.

«The discussion surrounding programmatic marketing still revolves heavily around pricing models such as cost-per-click. Marketing decision-makers» expectations of algorithms and targeting models will change in 2015. In the future, programmatic marketing will have to make a greater contribution to building and expanding strong brands. Dynamic targeting will increase. Creative elements will be more highly personalized than before, but at the same time, brand messages must be communicated consistently,” said Duncan Southgate, Global Brand Director for Digital at Millward Brown. Millward Brown has identified the following additional trends for 2015:

Synchronizing the second screen enhances multiscreen control

Sync technology offers numerous possibilities: It can extend TV commercials or add value through complementary storytelling approaches. The technology also enables the targeting of complementary products. The benefits of second-screen synchronization will become increasingly apparent throughout 2015. As the technology becomes more widely adopted, its positive impact on brands and consumer behavior will become clearly evident.

Strategies for various social and mobile media platforms will be more closely integrated

Consumer media behavior is becoming increasingly complex: While the TV is on, consumers today often simultaneously browse the Internet and social media on their smartphones or tablets. To develop effective strategies and make the right decisions regarding media investments, brand managers must thoroughly understand the added value of this synchronous media behavior. In the past, strategies for social media and mobile media were usually developed independently of one another. Millward Brown expects a more coordinated approach in 2015 that will more efficiently link strategies across different devices, platforms, and media.

From Big Data to Intelligent Data

The importance of «big data» for marketing will continue to grow in 2015. This includes both the detailed analysis of complex data sets and investments in personnel and applications. Predictive analytics tools, in particular, can be helpful in identifying the key drivers for brand expansion or revenue growth. Statistically significant patterns in complex datasets can provide important insights into the relevance of certain products or topics to consumers. These insights serve as a guide for marketing teams in determining the focus and investment levels of planned activities.

Micro-video formats are becoming mainstream thanks to paid advertising

Micro-video platforms remain very popular in 2015. However, the advertising formats on these platforms must immediately captivate viewers, because consumers expect one thing above all else from these services: creative entertainment. For the sharing service Vine, videos should be simple and authentic—and have a certain viral potential. Videos for Instagram should be entertaining and emotional, while also subtly conveying brand value. Creative agencies are therefore challenged to develop stories that work across various micro-video platforms. And media agencies face the challenge of integrating micro-video formats into larger campaigns and optimizing targeting.

Cross-generational multi-screen marketing is getting better

Recent multiscreen studies by Millward Brown in the U.S. show that two factors in particular play a key role in the choice of preferred screen: first, the generation to which the audience belongs, and second, the time and concentration required to engage with the content. To optimize campaigns, multiscreen marketing should take these findings into account. Millward Brown anticipates that the importance of screen preference will continue to grow. Marketing decision-makers will therefore invest in gaining a better understanding of consumption habits in 2015.

Programmatic Marketing Gets Creative

In 2015, programmatic marketing will become more efficient and easier to understand. Creative agencies will therefore seek out suitable partners or build their own programming capabilities. This will enable them not only to produce intelligent advertising formats with flexible creative elements, but also to implement them. Millward Brown therefore anticipates a new, dynamic form of storytelling. The best providers will stand out with a mix of creativity and in-depth knowledge in the areas of technology, media, and research.

Programmatic marketing will go beyond direct-response approaches

The quality of automated digital ad buying depends largely on the data used for this purpose. Algorithms currently still rely heavily on metrics from the field of interactive marketing, such as click-through rates or interactions. This year will see a shift in this area, and programmatic marketing will increasingly emphasize factors such as brand building, conveying key brand messages, and changing brand attributes. Algorithms and data systems will also undergo more significant changes in 2015 in terms of cost efficiency. With the goal of further improving automated buying, new methods will be used to evaluate the effectiveness of automated campaigns.

Location-based and consumer-oriented marketing sets the tone

Thanks to mobile and fixed-location tracking services, Google, Facebook, and Apple can now create comprehensive movement profiles of consumers. Marketing experts are just beginning to capitalize on this data. With the help of this location data, advertisers can better understand shopping behavior and dwell times, service providers can enhance the shopping experience, and retailers can personalize shopping trips even further. Brands that want to build an even closer relationship with their customers must, in 2015 more than ever, offer the right product at the right time and in the right place.

Native advertising is getting better and better

Native advertising will be a major trend in 2015. While a poor ad is, at worst, perceived as boring marketing propaganda, good advertising evokes positive feelings that resonate with consumers and thus increase brand influence. To this end, advertisers should partner with publishing companies. Publishers stand out thanks to a balanced mix of editorial and advertising content. Even when they clearly label sponsored content, the content matches the language and style of the respective website. Studies on brand impact in 2015 will show whether the promise of native advertising is ultimately being consistently fulfilled.

Analog Becomes Digital

Mobile devices are transforming traditional media formats into interactive, digital touchpoints. Smartphone ownership and the various ways brands engage with consumers make interactivity easy to achieve. Every brand touchpoint, no matter how analog it may be, is simultaneously being digitized—something consumers now increasingly expect. While the reinvention of analog channels was unveiled in 2014 and thought leaders outlined the first promising results, modern and analog design continues to take shape in 2015 thanks to further refinements.

Winning in the Digital Age

To thrive in the digital age, companies in 2015 are increasingly seeking out innovative trailblazers with fresh and adaptable ideas. Existing teams are therefore being restructured and supplemented with external experts. The goal is to better manage the distribution of touchpoints and respond to market developments at an early stage. To achieve this, successful marketing experts are taking a step back to examine the impact of digital campaigns on consumers. Meaningful engagement with consumers therefore remains essential.

«Various technologies, such as native advertising, microvideos, and location-based marketing, enable marketing decision-makers to engage more deeply with customers and communicate with them,» said Southgate. «For marketers, 2015 will therefore be crucial for optimizing the use of these strategies and successfully integrating them into the overall media mix.»

A detailed overview of digital trends for 2015 is available at the Website from Millward Brown is available for download.

This celebrates the unique Lindor moment of pleasure. The moment when the shell of the Lindor ball breaks in the mouth and the infinitely melt-in-the-mouth filling pours out. The intense, very personal moment of pleasure. "The one moment that belongs only to you".

The noble film dramatizing the Lindor red exaggerates this sensory and taste highlight in an abstract, symbolic realization. This moment is still made possible by the Maitre Chocolatier, who are responsible for the passionate preparation of the uniquely fine Lindt chocolate and stand for the Lindt brand and its promise of quality.

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); Michael Gloor, Onfilm (Agency Producing Switzerland); Rossana Ceriani, Craft Milano (Agency Producing International); The Family, Milano (Film Production); Karina Taira (Director); You Are, Milano (Postproduction).

They held up pens, caricatures and "Je suis Charlie" signs. In Bern, a few dozen media professionals gathered on Waisenhausplatz for a silent memorial event. The journalists' associations Impressum and Syndicom had called for this. Around 300 people also took to the streets in the Valais capital of Sion. They braved the rain on the Place de la Planta and received support from State Councillors Jean-Michel Cina (CVP) and Esther Waeber-Kalbermatten (SP).

In Lausanne, over 200 people gathered on the Place de l'Europe, including many media professionals and representatives of religious communities. They stood up for freedom of expression. Satire is also a tribute to intelligence, said Sebastian Dieguez from the French-speaking Swiss satirical magazine Vigousse. He knew some of the victims because Vigousse works with Charlie Hebdo. Vigousse has received numerous requests for subscriptions since the attack, said Dieguez. This had prompted the editors to reflect on their responsibility as "spinners".

Religious representatives plead for tolerance

The Association de l'Arzilier, which runs a house for interfaith dialog, also took part in the rally in Lausanne. It is unacceptable that Jews have to live in fear and that mosques are attacked, said Dominique Voinçon of the foundation. "We are all standing up for tolerance here." The words "Islam condemns all fanaticism, racism and violence" were written on a large banner. Several people held up signs reading "Je suis Ahmet" in memory of the police officer killed in the attack. The rabbi of the Israelite community of Lausanne and the canton of Vaud, Lionel Elkaïm, expressed his concern: "The climate in Europe reminds us of difficult moments in history." They look to the future with great concern. In Geneva, Christians, Muslims and Jews had invited to an interfaith commemoration event on Wednesday evening. (SDA)
 

The new edition was already sold out in all 27,000 newsagents in France by the morning, according to the press trade association UNDP. Charlie Hebdo normally has a circulation of 60,000 copies. Following the Islamist attack on the newspaper in Paris on Wednesday last week, which left twelve dead, the front page of the new issue once again features a cartoon of Mohammed. Initially, one million copies of the new edition are to be distributed on Wednesday, followed by around 500,000 copies in each of the following days. The survivors of the editorial team produced the new edition despite the bloody attack.

Rush on sales outlets

The first edition of the paper since the attack on the editorial office was sold out within a very short space of time at a number of newsstands in Paris and other cities across the country. Many regular customers had already reserved copies in advance, according to sellers after the launch in the early hours of the morning. In the latest issue of the magazine, the still-living creators of Charlie Hebdo poke fun at the Islamist terrorists who shot dead twelve people in an attack on the reaction last Wednesday. In caricatures, they are ridiculed as mentally deficient idiots.

One drawing, for example, alludes to the fact that one of the assassins worked at a waste disposal company. In the cartoon, the waste sorter stands helplessly in front of two waste garbage cans, one labeled "good" and the other labeled "bad". "That's too complicated," is written in the speech bubble. In another cartoon, the assassins killed by the police ask for virgins in heaven, which they expect from God as a reward for their terrorist attack. They are all with the Charlie team, they are told from a cloud in which a wild party is going on. (SDA)

Like previous subjects, each one highlights the strengths of a good lawyer from a new perspective. The subjects are used for advertisements in both national and international media.

Responsible at Staiger, Schwald & Partner: Hans-Peter Schwald, Managing Partner, Nadine Bachmann, Head of Marketing. Responsible at Leo Burnett Switzerland: Christian Bircher (CD), Bastian Otter (text), Ilija Gautschi (graphics), Nadine Stüssi (consulting), Rolf Zimmermann (strategy), Erasmo Palomba (art buying), Robert Marksteiner (photographer).

As COO and member of the Executive Board, Stefan Bäuerle will be responsible for Publicitas' IT solutions and infrastructure, among other things. He will be responsible for the introduction of the system solution in Publicitas' international business and will sit on the Xentive Board of Directors.

Rainer Sauser, Operations Director, has decided to leave Publicitas in the second half of 2015. He will complete ongoing projects and gradually hand over his responsibilities to Stephan Bäuerle by July 1, 2015.

Christoph Marty, CEO & Sales Director Switzerland, "We thank Rainer Sauser for his valuable work at Publicitas. Successful process redesign, realignment of the organization in his area, operational detachment/carve out from Publigroupe and consistent review of key cost issues have contributed significantly to the stability of the company."

51-year-old Stephan Bäuerle has extensive expertise in publishing - print and online media - as well as in-depth knowledge of the various publishing areas, including publishing IT. Most recently, Stephan Bäuerle was Managing Director for 14 years at Funkinform Informations- und Datentechnik, a medium-sized IT company and provider of publishing systems for successful multichannel publishing. During his time at Funkinform, he was responsible for the successful implementation of Funkinform's Dialog solution at more than 30 publishing houses in Germany, Switzerland and Luxembourg. Prior to that, the business graduate worked as Head of Corporate Development at the Mittelbayerischer Verlag group of companies.