They are poking fun at themselves in the announcement of the early Christmas sales. The posters from TBWA Lisbon show a puny young fir tree (still) bending under the weight of Ikea's Christmas tree decoration range. (sis) 

Peter Rehnke, Marc Elsberg and Frank Bodin

Beforehand, in the Folium (Sihlcity), Peter Rehnke, Managing Director Havas Digital, showed the current possibilities of digital marketing: Cookies and canvas fingerprints are only substitute drugs with a short half-life - even if they "support" each other, he said. New technologies such as Facebook's "Atlas", iBeacons, ultrasonic transmitters and NFC would enable tracking and influencing of the entire customer journey.

Marc Elsberg

The bestselling author Marc Elsberg then read exclusively from his latest novel "Zero - They Know What You're Doing" and presented his view of the smart data world in a half-hour talk. His core thesis: whoever has power over algorithms has more power than politicians themselves. "With a self-driving car, who decides whether it should go into an SUV or a compact car when it only has those two choices?"

This was followed by a lively panel discussion with Matthias Ackeret as moderator. In addition to Marc Elsberg and Peter Rehnke, two other panelists were able to point out further aspects of the topic of digital data: Nathalie Glaus (lawyer) explained the current legal status of digital data and Michel Lazecki (CEO Adwebster) stated that within the next 2 years the possibilities of predictive targeting and thus the ability to predict consumer behavior with high probability will become much more precise. The largest Swiss ad network is working intensively on this.

The topic led to lively discussions at the subsequent aperitif, with guests making lively use of the opportunity to ask the experts further questions.
 

The Axel Springer Academy honors the best work of 2014 in the Internet, print, television and radio categories with prize money totaling 54,000 euros. 

All up-and-coming reporters from Germany, Austria or Switzerland - from trainees to freelancers to editors - who were not older than 33 when their articles were published can apply. On Axel-springer-preis.de German-language works from all subject areas can be submitted - from politics to business, culture, sport, society and entertainment.

The winners are selected by four independent and prominent juries. The jury spokesperson for the Internet category is Rowan Barnett (Twitter Germany), for Print Jörg Quoos (journalist), for Television Bettina Schausten (ZDF-Hauptstadtstudio) and for Radio Aneta Adamek (radioBerlin 88,8 des rbb).

Special price 1914

In addition, this year the Axel Springer Academy is awarding a prize worth 10,000 euros. Special price on the topic of 1914 - 2014: What we have (not) learned from history. The special prize is aimed at young journalists and publicists throughout Europe who are no older than 33 and who have produced articles on the First World War and its influence on European history in 2014 - regardless of the form of presentation or department. 
 

Following the successful launch of six web series produced last year as part of a first round of competition, SRG launched a new call for proposals for the production of web-first series this summer. The aim is to continuously expand the multimedia programming offer and to take into account the changing audiovisual media landscape. The focus of the second call was on interactive and interregional projects designed to appeal to a younger target audience.

According to the announcement, four funny, entertaining and original projects from all four parts of Switzerland have won the race. They will be produced over the next year and published on the web platforms of RSI, RTR, RTS and SRF. The multimedia festival "Tous Ecrans", which will take place in Geneva from November 6 to 13, will present the winning projects to a larger audience today, Wednesday, as part of the "Soirée Série Web".

The winning projects at a glance:

Arthur. Interactive mystery game.
Production: Inmagine, RSI
Authors/Directors: Nick Rusconi, Alberto Meroni

Bipèdes. Comedy series that combines the animal world with that of man on
ironically united.
Production: RITA Productions, RTS
Authors/Directors: Charles Nouveau, Ramon&Pedro

Röiber & Poli. Comedy series about the experiment family.
Production: Hesse Greutert Film, SRF
Authors/directors: Patrick Karpiczenko, Rahel Hubacher, Philippe Graber

La taskforce JJ7. Mockumentary about a Rhaeto-Romanic bear hunt.
Producers/Authors: David Truttmann, Martin Cantieni, RTR

Image: SRG

"I am delighted to be President of the 'Creative Effectiveness Jury' at Cannes 2015 and honored to be the first client-side representative to preside over the jury for this coveted award. Nothing should be more important to clients than the creativity that builds our brands and our business. The 'Creative Effectiveness Lions' build a measurable bridge between creativity and effectiveness," Clark was quoted as saying in a statement Wednesday.

New submission criteria

Introduced in 2011, the Creative Effectiveness category combines creativity with brand effectiveness and recognizes work with proven business success. Now, works that have either won an award or made it onto the shortlist at the Cannes Lions Festival from March 1, 2011, to April 30, 2014, can be entered into the Creative Effectiveness category. Previously, this only applied to works from the previous year. The new rule is a response to feedback from the industry and a tribute to the effectiveness of outstanding creative work.

Works can be submitted from now until March 6, 2015. You can find more information here.
 

The test data will be available to all interested parties starting Nov. 17, 2014, according to a statement Wednesday. Wemf hopes that many will test the proposed approach and contribute through their feedback to either confirm or improve the solution offered.

With the issue of the Total Audience 1.3 study in March 2014, Wemf published the combined reach of the print edition and the respective corresponding web offering of a media brand at currency level for the fourth time. The media reaches calculated in cooperation with Net-Metrix correspond in each case to the combined results of the intramedia studies Mach Basic and Net-Metrix Profiles.

Figure 1: Total Audience study

However, there is additional demand in the market for differentiated identification of the various digital offerings. The development process for an extended Net-Metrix profile study, in which the individual digital channels are also reported, has not yet been completed. For this reason, Wemf is launching a test study that breaks down digital offerings by usage device and shows e-paper usage separately. The basis is formed by newly collected survey data on the use of digital channels in the Mach basic survey.

Figure 2: Structure of the print and digital channels test study

With the test study, Wemf provides the market with a possible interim solution until Net-Metrix can offer an analog study based on measurement data.

"Historical data" for test study

The test study Print and Digital Channels is deliberately based on "historical data" from the studies Mach Basic 2014-1 and Net-Metrix-Profile 2013-1/2013-2. The focus of the test is on the chosen methodological approach rather than the concrete results. The data are therefore not to be compared with those from the Total Audience 1.3 or MACH Basic 2014-2 studies.
The method description and the data of the test study are available via the website Wemf.ch open to all interested parties from Monday, November 17, 2014.

The discussion is opened

With the test study, Wemf is presenting media companies and media planners with a possible approach to how digital channels could be identified in the future. The data can be used to gather initial experience for the discussion on how media brands should be recorded and mapped in the future. It is planned to subsequently incorporate the findings from the industry discussion into the further development of the Mach Basic and Total Audience studies.
 

At the same time as the expansion of the popular Italian restaurant, Blue Spirit is designing additional, highly appetizing subjects for the overall communication presence: new cross-media and three-dimensional measures entice customers into Spiga's realm of indulgence with Italianità and an urban atmosphere.

Responsible at SV Group: Cristina McDaniel (PM SPIGA) and Dana Staffiero Donzé (Marketing Consultant). Responsible at Blue Spirit: Rolf Jeger (overall responsibility), Robert Köhler (CD), Jürg Büchi (AD), Danny Bron and Giulia Furrer (graphics), Sarah Pietrasanta and Peter Bietenholz (text), Caro Bünter and Patricia Müller (consulting).

 

On AutoScout 24, everyone can find the vehicle that best suits them - and at top speed. The online-savvy target group of the car marketplace was to be entertained and involved in a playful way. For this reason, the racing track game "Tour des Types", designed completely independently by Maxomedia, was developed.

The game is the continuation of a comprehensive campaign by AutoScout 24 and Maxomedia with TV spots, streaming banners, advertisements, newslettering and social media activities. On the microsite Autoscout24.ch/tour players can compete in four stages with their self-created avatar against "professionals" like Heiri Wydeblitz on the race track. In the process, they race through the whole of Switzerland.

Each track is dedicated to a specific type of car. At the end, depending on the best time on the tracks, it is clear which type of car the player is: for example the "Turbo Racer" (ZH), "City Carling" (GE), "Sun Burner"(TI) or the "Wild Ride"(GR).

To double the fun, gamers can measure themselves against their friends. The best per stage are made visible with their score. The personal results can also be shared dynamically on Facebook, Google plus and Twitter. At the "Auto Zürich Car Show" trade fair, the game could be tried out on site with joystick and gas pedal. Around 2500 gamers registered in four days, according to the statement.

Responsible at Scout 24: Jean-Claude Zulauf (Marketing Manager), Florian Walther (Online Marketing Manager). Responsible at Maxomedia: Julien Villiger (Development), Oliver Schürch (Development), Thomas Kägi (Art Direction), Nihad Nasupovic (Creation), Michel Sulser (Team Leader Consulting), Nadja Heer (Project Management).

 

Users will be able to listen to music without commercial interruption and also without connecting to the Internet. Initially, selected music lovers will be invited to use the new streaming service, which also provides access to the 30 million songs of the "Google Play Music All" music service.

Later, subscribers will reportedly be able to use the service for $9.99 per month. "YouTube Music Key" is in direct competition with established services such as Spotify and Pandora. Prior to the unveiling of the new music service, YouTube had apparently settled its dispute with independent music labels. As reported by the Financial Times on Wednesday, the video portal reached an agreement with music rights agency Merlin, which represents 20,000 independent labels. The deal was signed a few days ago and gives indie labels more favorable terms than an initial version published in June, the newspaper reported. (SDA)

Not only have the actual classics such as Mamablog or Sweet-Home achieved national fame, but newer blogs such as "Manage Your Boss" or "Welttheater" have also quickly found favor with users. 15 different blogs are now operated by tagesanzeiger.ch, and the blog community has posted over one million comments to date. It is not unusual for blog posts to be among the most-read articles of the day or even the week.

Michael Marti, Head of Digital and Member of the Editorial Board at Tages-Anzeiger, launched the blog section at tagesanzeiger.ch and Newsnet in 2009: "Every day, several tens of thousands of users visit our blogs and comment on our bloggers' contributions. With their comments and debates, this community plays a key role in making our blog offering so attractive and lively. "$

As a thank-you, the blogs will be decorated with special posts for the next ten days. Gabriela Braun, blog manager, explains what to expect: "We'll be giving users a look behind the scenes (Sweet Home), portraying authors (Outdoor) - and writing about how to deal with comments and comment writers." 

Best of Swiss Apps takes place after the premiere in 2013 (Werbewoche.ch reported) will take place for the second time. Awards for the best apps of the past year, the highly anticipated keynote by app pioneer Christopher Bergstresser and a unique networking opportunity await visitors to this exclusive event. The Award Night will take place on Wednesday, November 19, 2014 from 7:00 p.m. (doors open; 7:30 p.m. start) at the Aura will take place in Zurich. Tickets can be purchased on Bestofswissapps.ch be ordered.

Werbewoche is media partner and raffles a ticket worth 250.- for the event. All you have to do: Send until 4 p.m. on Thursday, November 13 a mail to [email protected] stating your first and last name and company. As always, your data will not be passed on to third parties. The ticket will be sent to you by e-mail after the draw. Good luck!