The newspaper is published by Meier + Cie Schaffhausen, in cooperation with the municipality of Thayngen. As an official publication, the Anzeiger will report on social, political, economic, cultural and sporting events in the municipality. At the same time, the newspaper will provide associations, political parties and other organizations with a platform for their own communication and readers with a forum for exchanging opinions.

In January, the Thaynger Anzeiger is distributed to 2,600 households in the municipality, after which only subscribers receive the newspaper. The exception is the last Tuesday of each month, when the Anzeiger is published free of charge in large print runs.
 

1. was there a moment in your life when you thought: Wow. This is great. And it's from me!
The brilliant idea of how to design YouTube ads more effectively. Even Google's army brass loved it. (Besides, I think that every time I see my Hammer team and the outputs for our clients).

2. who was the most fun lunch partner?
Claude Nobs - God rest his soul - and his life partner. At this amusing meeting, both told me about the respective preferences of the partner.

3. what are you sorry for?
That many are dissatisfied with their jobs and their lives.

4. what would you not promote under any circumstances?
Nothing, actually. There are so many exciting stories to tell. Why should you limit yourself? But I would have a hard time with dolphin and whale catches or the torture of humans and animals in general.

5. which movie do you find abominable?
All Plantoslim films and commercials.

6. what do you personally think about the effect of films?
There is no other medium that conveys more information and emotions in a short time. As time is increasingly precious, the moving image is becoming more and more important in communication. The story and the way it is made must be brilliant.

7. has your media behavior changed in the last three years?
Not really, except that I'm buying more vinyl records again.

8. a buzz word, that gets on your nerves?
Corporate Identity. Many think that their logo is the only thing that defines their identity and do not question it. With our films, however, we show the identity in a tangible way and make it accessible to the target groups.

9. if you had not become the owner of a moving image agency - what then?
Lecturer in communication and strategy or kung fu monk.

10. do you think you deserve the salary you earn?
I don't pay myself out much, as I prefer to invest in my employees and the development of our skills and performance.

11: What do you think about owned media?
I think they are essential, as every good communication has a call to action and gets the recipient to act. Paid, earned media are good for "touting", but they should refer to an owned media channel that you can design and control yourself so that the effect doesn't fizzle out.

12. What inspired you to enter the advertising/communications industry?
Even as a little boy, other kids listened intently to my stories. Now we tell the stories for and from our customers.

13. what are you determined to achieve?
That agencies and customers bring us on board as a competence and sparring partner right from the start of the conception phase. This would ensure that the concepts of generalists work on all channels and are not just clumsy adaptations.

Timo Wäschle has always loved telling stories. After presenting at Radio 24, Energy Zurich and a stint at SRF, he moved to Hamburg to learn from the best. There he also studied at the Hanseatic Academy. Shortly afterwards, he founded the moving image agency Corpmedia in Zurich's Niederdorf district in 2008. The company now employs nine people and designs, advises and produces storytelling strategies, image and animated films for well-known clients.

Thomas Häusermann 

The second Havas Trend Forum was devoted entirely to the red-hot topic of data collection and exploitation. Whoever has power over algorithms, according to guest speaker Marc Elsberg, has the highest level of power - he influences us without us noticing. The best-selling author and former CD Elsberg read from his 2014 crime novel "Zero - They Know What You're Doing." The novel tells the story of London journalist Cynthia Bonsant, whose daughter becomes involved in a mysterious shooting. Bonsant investigates the background to the crime and comes across the fictional platform Freemee, which helps its users to improve their lives in all areas. During her research, she comes under fire from Freemee and the U.S. Secret Service - and into contact with the activist group Zero, which has set itself the goal of smashing all data octopuses.

In his presentation, Elsberg criticizes current developments and speaks of a "violation of human dignity" when companies make the values and wishes of their customers tradable. Ultimately, however, it is not the power of technology but of an ideology: the free market economy. The market decides how much our courage is worth or our sense of family. The only difference between now and the past is that companies like insurance companies can follow us wherever we go. They don't have to disclose their codes. "They snoop on us, and our privacy becomes a trade secret," Elsberg says. Google, Facebook & Co. would have the means for mass manipulation and are subject to a "countermovement to democracy." Because just like the fictional company Freemee, they do not simply map social dynamics and processes, according to Elsberg: "All software is based on fundamental assumptions of its programmers. These assumptions flow into the program. For example, whether one is a follower of non-cooperative game theory or cooperative. That is, the program ultimately maps the worldview of the people who write it." Digital surveillance ultimately leads to standardization that reduces innovation and quality of life, he said.

The presentation was followed by a panel discussion lasting around 30 minutes, chaired by Persönlich Editor-in-Chief Matthias Ackeret. In addition to Peter Rehnke and Marc Elsberg, the panelists included Adwebster CEO Michel Lazecki and attorney Nathalie Glaus. The law is in a state that is no longer appropriate for today's circumstances, the lawyer said. Existing data protection laws are usually not affected in the case of anonymized data. Michel Lazecki emphasizes that the individual is of no interest in online marketing. Users are grouped into clusters and only group profiles are created. In two years, however, the possibilities of predicting individual consumer behavior in the context of predictive targeting will be massively improved. In an entertaining way, the event provided insights into a topic that is controversial, especially beyond the industry. Both the novel and the Trend Forum left open the question of how best to address the new possibilities of online tracking as a society. For Rehnke, however, one thing is clear: "We at Havas know what we're doing."

Simone Isliker

"Data protection no longer does justice to the technical possibilities"

Nathalie Glaus was a panelist at the Havas Trend Forum. We spoke with the lawyer about the legal framework for storing personal data and what changes would be necessary.  

WW: Under what conditions is tracking and storing personalized data legally permissible in Switzerland?
Nathalie Glaus: The Data Protection Act protects against misuse of personal data. For anyone collecting personal data, the basic principles of purpose limitation, recognizability and consent apply. Tracking and storing as well as the purpose and scope of data processing must be recognizable. In reality, complex, ongoing data collection and data combining takes place. However, since this data is often collected anonymously, conventional data protection regulations are unable to apply. The law is no longer easily able to cope with today's circumstances and would have to be adapted accordingly. If personal profiles can later be reconstructed from anonymously collected data, then data protection law would also have to cover the collection of anonymous data.

What would such an adjustment of data protection mean for advertisers?
I doubt that allowing anonymized data to be stored or processed only with the user's consent would limit the advertising world immensely. The new technologies also open up great opportunities for users. Everyone loves the fact that there are navigation devices or that they can locate themselves on Google Maps if they get lost. Storing and tracking data is problematic if it is manipulated in a way that is unrecognizable to the user. If the data law principles were extended to the collection of anonymous data, advertising companies would have to disclose how the data is used. Few users would give up their services because of this.

Do you see a need for additional action in addition to improved data protection?
How far regulations should go is not just a legal question, but a sociopolitical one. If Google influences our voting behavior because the company can decide what information we have at our disposal, this affects the very foundation of our democracy and our understanding of the law. The constitution does contain corresponding fundamental rights, such as freedom of opinion and freedom of information. However, no enforceable right can be derived from fundamental rights alone as long as specific concretizing legal provisions for enforcement are lacking. These regulations are lacking in the area of "smart data." If this legal framework is to be created, it must first be discussed and a political decision made. However, the extent of technologization is far from being recognized by everyone.

Interview: Simone Isliker
 

Because with Ford's intelligent all-wheel drive system, it makes no difference whether you are driving on summer roads or winter surfaces. The image, which shows the Kuga 4×4 transforming a snowy landscape into a spring-like environment, is intended to position Ford's all-wheel drive towing horse in European countries such as Sweden, Norway or Finland as the excellent choice for any conditions and any road conditions.

Responsible at Ford Motor Company Switzerland: David Frey (Director Marketing), Stefanie Schaer (Communication & Event Supervisor). Responsible at Ogilvy & Mather: Thomas Bolliger (CD), Stephanie van Ophuisen (AD), Urs Westermann (graphics), Marcel Elsener (text), Michela Girola (consulting), Jonathan Schipper (overall responsibility), Gabriel Szalai (Wunderman / programming).
 

The Best of Swiss Apps Awards were presented for the second time. Various Swiss companies and especially mobile and advertising agencies submitted a total of 130 projects in ten categories this year. In a first step, our 32-member jury brought 69 projects onto the shortlist. As a result of the entire judging process, a total of twelve gold winners and another 27 winners were chosen at yesterday's Award Night.

Master of Swiss Apps 2014: "Sum up" best app of the year

More than 300 people took part in the award night - including well-known representatives of the Swiss app and mobile scene. All those present were able to vote for one of the apps identified in advance by the expert jury and the readers of Netzwoche as candidates for the Master of Swiss Apps. The audience voted "Sumup" as this year's Master of Swiss Apps and thus the best app of the year. The app was submitted by UBS.

UBS gets the master's (Photo: Thomas Stuckert)

"Sum up"

With Sum up, UBS is bringing a tried-and-tested mobile card terminal to Switzerland. With it, even the smallest amounts can be paid by credit card anywhere and at any time via smartphone or tablet. The terminal system consists of an app for tablets or smartphones, as well as a small card reader with a numeric keypad. The app turns the tablet or smartphone into a checkout and payment system: the amount is entered on the screen, the credit card is inserted into the reader, the code is entered via the keypad - and the purchase is complete.

Watson celebrates gold in the Media category (Photo: Thomas Stuckert)

The gold winners in the ten specialist categories

In each of the ten professional categories, the jury of experts selected gold, silver and bronze winners. A total of twelve gold, 14 silver and 11 bronze awards were presented. The total list of all winners can be found on the website: Bestofswissapps.ch

Moritz Zumbühl and Jeremy Spillmann from Blindflug Studios (Photo: Thomas Stuckert)
 

Project	Client	Contractor	Category	Award
ABB Connect	ABB Asea Brown Boveri Ltd.	Namics	Enterprise	Gold
Appoint	Urs Gort	Urs Gort	Young & Wild	Gold
Captormania AR	Federation of Migros Cooperatives	Waking App Ltd | PRfact	Entertainment	Gold
Fifa Official App	Fédération Internationale de Football Association (Fifa)	Monitise Create PLC	Lifestyle	Gold
First Strike	Blind Flight Studios	Blind Flight Studios	Games	Gold
Jiffy	Nordic Usability	Nordic Usability	Productivity	Gold
Swiss phone book from Local.ch	Local.ch	Local.ch	Knowledge	Gold
Sum Up	UBS	Sum Up Payments Limited	Business	Gold
Swisscom Patrouille des Glaciers 2014	Swisscom	Apps with love	Public Affairs	Gold
Tickets	BLT Baselland Transport	Netcetera	Travel	Gold
UBS Event App	UBS	Y&R Group Switzerland	Enterprise	Gold
Watson	Fixxpoint	You Da GROUP	Media	Gold

More photos in the Advertising week 22/2014!

His main topics are the economy, education policy and energy.
Dr. Schenker Kommunikation is managed by the owners. The other members of the management are Stefan Wyer, Nora Fehr and Daniel Schnyder.

New to the Dr. Schenker Kommunikation team is economist Adrian Keller. With his experience at a bank, a university and a pharmaceutical company, he strengthens the focus on social media.

The one, found by chance and all too easily lost again. Love is a decision. It is fleeting, the fire can go out. But it can also be rekindled. These and more thoughts on marriage in China by Leo Burnett Hong Kong in the online film Rejoice "Divorce" China Case from September 2014. The online film is worth watching, even if it is no longer completely up to date.

The agency believes in the immortality of love as long as you give it a chance. Is that the right thing to do? The more than 3,275,000 clicks on Youtube.com answer this question with a like-dislike rate of 4,778 to 92 (uma).

Cattaneo is currently a member of the Executive Board at Radiotelevisione svizzera di lingua italiana (RSI), where she heads the Human Resources department. She succeeds Nancy Wayland Bigler. Before RSI, Roberta Cattaneo worked in the telecommunications industry and for the Swiss Confederation. She holds an Executive Master of Business Administration degree and has first-hand knowledge of electronic communication and public service in the media sector. Her wide-ranging experience and multilingualism will stand her in good stead as the media sector becomes increasingly diverse.

Roberta Cattaneo will take over from Nancy Wayland Bigler on February 1, 2015, who was appointed Head of the Aargau Social Insurance Institution by the Cantonal Council of the Canton of Aargau on December 1, 2014.

Teaser image: Rtr.ch

The campaign focuses on consumers with the message "At Denner, everyone is their own wine expert". This includes the opportunity, much used by wine lovers, to Denner-wineshop.ch Denner wines to rate and comment personally.

What a Denner customer's rating of a maximum of five stars can trigger among wine producers was dramatized by Vizner Borel in 2013 with the multi-award-winning film "Giacomo," which is set in Tuscany (Werbewoche.ch reported). This year, too, the five stars are causing a lot of excitement - this time not in Italy, but in Switzerland. An entire village in the popular wine region of Lavaux is upside down. In addition to the new film, which is once again packed with drama, emotion, and passion for wine, the campaign will also be accompanied in its second year by posters, the "Little Wine Lover" as a widely distributed wine guide, and online as well as POS measures. The new Denner wine film will be shown on TV and in arthouse cinemas throughout Switzerland from November 18, 2014.

Responsible at Denner: Petra Gayko (Head of Marketing Communications), Sabine Gassmann (Project Management Marketing Communications). Responsible at Vizner Borel: Lajos Vizner, Guillaume Borel (overall responsibility), Hanna Zimmermann (CD), Jürg Waeber (concept/idea), Gian Maurizio (art direction), Markus Binggeli (strategy), Irene Stutz (consulting), JBW Media, Nina Rolle (media). Responsible at Stories Filmproduktion: Yves Bollag (producer), Michael Fueter (director), Christos Dervenis (production), Ueli Steiger (camera), Spacetrain AG (music), Peter Bräker (sound design), Jingle Jungle (sound studio).

The NZZ Media Group wants to expand the business field of specialist media even further in the future. With the establishment of the new company and the "NZZ Fachmedien" brand, it therefore intends to pool its strengths in the market and at the same time create the conditions for profitable growth. The area includes both own titles and the publishing business for third parties with associated services.

Thomas Müllerschön, former Head of Magazines/Customer Newspapers St. Galler Tagblatt, will assume responsibility for NZZ Fachmedien. The existing operating sites in Central Switzerland and St. Gallen will be retained, and all employees of the previously separately managed specialist publishing houses will be transferred to the NZZ Fachmedien brand. The headquarters of the new company will be in Lucerne.

 

On October 28, Taco Bell set its social media accounts to "black and zero". White in black, they announced: "Taco Bell #OnlyIntheApp". News of the social media blackout spread quickly and it soon became clear that the digital media innovator with the bell in its logo had heralded a new trend with its #OnlyInTheApp call: brands should increasingly lure users back into their own territory. In technical jargon, this is known as owned media. Incidentally, the social blackout did not last long. But the message got through and the launch of the "Taco Bell Ordering App" with a top-notch user experience offers us a lesson in the latest trends.

Motivations and insights

Taco Bell is now the fast food favorite of millennials in the USA - the generation of 18 to 35-year-olds. This is no coincidence, but the result of a clear strategy. As early as 2012, 20 percent of the 280 million dollar advertising budget was invested in digital media. "You have to go to these other screens," Taco Bell President Brian Niccol told AdvertisingAge in 2012. Thanks to this early advertising move to smartphone screens, the company is now a long way ahead of the competition in terms of experience and creation in mobile digital marketing. Two examples: Inspired by a user Instagram post, Taco Bell created Instagram-ready packaging with the slogan "Right now I am eating a Waffle Taco and you are not." Taco Bell was also one of the first brands to use Snapchat as part of a marketing campaign. In tweets and Facebook posts, followers and friends were asked for Snapchat adds as follows: "We are on @Snapchat. Username: tacobell. Add us. We are sending all of our friends a secret announcement tomorrow!

#Shhh". Brilliant! But there are other reasons than millennials and the mobile boom to bring self-hosted digital platforms back into play. Jordan Kretchmer, CEO of Livefyre, writes with reference to the Taco Bell campaign: "The era of free social marketing is over." Kretchmer's statement is based on the realization that the now publicly listed network operators Twitter and Facebook have begun to monetize their services with advertising offers. This affects companies that operate pages and profiles. This is because it is now virtually impossible for them to expand their networks or supply the existing network with content without spending money. In concrete terms: if a company posts or tweets a post on its Facebook or Twitter page, it will only be displayed to its own fans and followers in the newsfeed if these posts are purchased as "sponsored content".

A second reason is the massive oversupply of content. Today, there are seven times more users on social media networks than there were just five years ago. Moreover, the number of posted content is breaking records every month. The sobering conclusion for the operators of social media profiles is that supply is outstripping demand, with negative consequences for price development and impact quality. A third reason is the big data problem. According to a recent study from the USA - also reported on by the Tages-Anzeiger - 91% are of the opinion that consumers have lost control over the amount of information they give out. 64 percent are now of the opinion that the use of data for advertising purposes should be more strictly regulated. And 60 percent doubt the benefits of information disclosure. In such a climate, confidence-building measures and added value in return are indispensable. After all, 55% are willing to disclose data or share content under the right conditions.

The new Taco Bell app

For Jeff Jenkins, the ordering app is the greatest invention since the introduction of the "drive through". Back then, customers could buy menus and take them with them without having to leave their car. Today, customers can put together, pay for and order menus to their own taste in advance via the app. When they arrive, the tacos, burritos or combos filled with the best ingredients are ready for instant pick-up. Tressie Liebermann, Senior Director, Digital Marketing & Platforms: "We want to give them the opportunity to customize and personalize the way they never could before." Jeff Jenkins, Director Digital Experience and New Concepts: "One of the key benefits of the app is the ability to skip the line in a restaurant. So you can place your order at your own terms." The most valuable indicator in app development was and is customer behavior. 70 percent of all purchases are made via "drive through" and 30 percent via "dine in". Of the dine-ins, 50 percent are takeaways. In other words, very few portions are consumed on site in the restaurant. This is where an ordering app offers the perfect added value. The centerpiece and current favorite of consumers is the "Rotator Reorder" function. When the smartphone is rotated by 90°, the user's own favorite menus appear and can be ordered immediately. We humans are creatures of habit and gamers. This feature serves both. The current functions are the beginning of a series of further functions, always with the aim of making the user experience simpler and richer. The most valuable indicator here is customer feedback. But according to Lieberman, trends from other markets also provide inspiration for innovations.

The campaign for the Taco Bell app

With the social media blackout, the fast food pioneers from California landed a creative coup. But there was a second lever that contributed to the rapid spread of the app customer. Kaleb Nation has 252,000 followers on Twitter. Brian Logan Dales is a celebrity on Instagram with over 77,000 followers. And Shane Dawson is a video producer and musician with over 2.25 million followers on Twitter. All three are ambassadors for Taco Bell. #Friendsgiving is a campaign based on the idea of Thanksgiving. And #Friendsgiving is part of the Ambassadors program, in which Taco Bell invites influential social media activists to its headquarters for a feast. Taco Bell plays the keyboard of impact drivers perfectly. Activities with influential Twitter, Facebook and Instagram celebrities are part of the advertising strategy. The efforts to build up influential ambassadors are now bearing fruit, as they are spreading the message of the new app in their networks. Ordering from the turntable for after the gig. A tweet from DJ twins @perrytwins live from the mixing desk "Can Dj and order for after the gig" with the hashtag #OnlyInTheApp is getting lots of retweets and favorites. I don't know anything about the taste of a Taco Bell menu due to lack of experience. But this campaign tastes great to the advertiser. Because it lives the viral dream. Bon appétit!

Beat Hürlimann

Is "Back to Owned Media" currently the most important trend in digital marketing? Are there alternatives to the mobile app? Answers to these questions and opinions on the article can be found on www.huerlimanncc.com welcome. You can also find in-depth analyses and information here
 

The parties have agreed not to disclose the sale price. The sale of the stake is a consequence of Publigroupe's strategic realignment, the advertising marketer and Swisscom announced on Thursday. The realignment began even before the takeover by Swisscom. Publigroupe was a shareholder in the Graubünden-based company for 18 years.

Südostschweiz Presse und Print is the publishing company of Somedia. It publishes various daily newspapers such as Südostschweiz and Bündner Tagblatt. It also has a commercial printing plant as well as book and magazine publishers at various locations in south-eastern Switzerland.

Sale of shares in media

Publigroupe has already sold its 25 percent stake in FPH Freie Presse Holding to the NZZ media group. It sold the Persönlich publishing house to the editor-in-chief of the communications industry magazine of the same name. Of Publigroupe's holdings in the media sector, the 29 percent stake in SNP Société Neuchâteloise de Presse and 18 percent in Rhône-Media have not yet been sold.

The sale of Publigroupe's stakes in LTV Yellow Pages and Swisscom Directories to Swisscom was approved by shareholders at the Annual General Meeting at the end of October.

Even before the takeover by Swisscom, Publigroupe sold its problem subsidiary and advertising agency Publicitas to a German holding company.

Google counterpart as a target

All that remained of Publigroupe was the fillet piece, the directory platform Local.ch. Swisscom bought it for CHF 475 million. It wants to merge the platform with the Search.ch directory service of the media company Tamedia.

Swisscom will play first fiddle in the new joint venture - it will hold 69 percent. Tamedia will have to make do with 31 percent. Together, Local.ch and Search.ch will form a Swiss alternative to Google. Swisscom and Tamedia had originally faced each other in the bidding war for Publigroupe. (SDA)