In addition to tips on freestyle sports and nutrition, the focus this year is also on drinking water. In a typical sales campaign look as we know it from soft drinks, it is pointed out that tap water is not only refreshingly healthy, but also available at an unbeatable price.

The Zurich agency has also created a radio commercial that is just as blatant about the benefits of tap water.

A Guerrila campaign will also draw attention to the refreshing alternative of tap water.

The campaign can currently be seen - or rather heard - throughout Switzerland.

Responsible at the Schtifti Foundation: Kathrin Steiger and Roger Grolimund (Co-Managing Directors, Communications), Linda Nussbaumer (Project Management). Responsible at Kreienbühl and Vogler advertising agency: Reto Vogler, Oli Kreienbühl, Marco Donada, Fabian Schiltknecht; Mathias Zuppiger (photography), Lorenz Wahl (image processing); Jingle Jungle, Daniela Britt, Bardo Eicher (production radio spot).
 

Whether motor sports, cooking or travel - hobby magazines enjoy great popularity. However, depending on the life situation, other topics are preferred. Schoolchildren and apprentices between the ages of 14 and 19 enjoy reading movie magazines more than average. Younger people up to the age of 39, who are already in working life and live in a childless household, also like to read publications from this genre. In contrast, such an above-average preference for movie magazines cannot be found among working people of the same age who have children in the household. Is this related to the fact that this target group has less time to go to the movies due to caring for younger children? In view of the fact that people over 39 who also have children in the household, on the other hand, enjoy reading movie magazines more than average, this assumption seems reasonable.

Among those under 39 who are not (or no longer) in education (young nokids, young withkids), automotive and motor sports magazines are more popular than average. This preference is even more pronounced among people in this age group without children in the household than among those with children. Among the over-39s, only those living in households without children and not yet retired have an above-average interest in the automotive and motorsports press.

Interest in cooking magazines increases after midlife

Cooking magazines and home magazines are more popular than average among the over-39s. By contrast, younger people tend to show little interest in this type of reading.

Retired people are more likely than average to read travel and hiking magazines. Interest in film and car magazines, on the other hand, is clearly below average in this target group. By contrast, 14- to 19-year-olds in education are not particularly interested in the genre of travel and hiking magazines.

Data basis: Mach Basic 2014-2

The data was collected as part of the MACH Basic 2014-2 study conducted by Wemf AG für Werbemedienforschung. The analyses relate to the titles in the Hobby Press I and II categories published in this study. The "Mach Basic" reach study is published semi-annually and provides the media and advertising market with the official readership figures for around 300 Swiss and Liechtenstein newspapers, magazines and title combinations.

 

Illness can affect anyone. Current examples among many are burnout or depression. As a result, in severe cases, people have to give up work for a certain period of time. But once the illness is overcome or under control, it is often difficult to return to work. The "IV stamp" proves to be a difficult mortgage to overcome, even for candidates with very good prerequisites and qualifications. The SVA Zurich therefore addresses employers directly with two films on the subject and offers its support for a new start. The films are also used by customer advisors in personal contact, at SVA and employer events, and in digital channels.

Starting from an internal basic idea of SVA Zurich, the films were conceived, developed and realized by TBD in collaboration with director Jyri Pasanen. They were produced by who's mcqueen picture, soundtracked by Tonmanufaktur.

Responsible at SVA: Daniela Aloisi (Head of Communications). Responsible at TBD: Tom Seinige, Sandro Nicotera, Jyri Pasanen, Susan Bosshard. Production: Who's McQueen Picture, producer: Clemens Petersson; director: Jyri Pasanen; camera: Jan Mettler; sound recording: Tonmanufaktur.
 

The previous Studio One managing director and founder, Christoph Erni, and his team will continue to serve Studio One customers at the Ruswil site over the next few months. Studio One customers can also rely on Frontal's full service - both online and offline, as well as in the area of brand management, where Frontal has made an excellent name for itself in recent years.
 

Frontal Managing Director Roger Wermelinger (right) and Studio One founder Christoph Erni are looking forward to the future together.

The advertising and web agency Frontal is thus strengthening its position as the largest agency in Central Switzerland with 29 new employees - just in time for its 10th anniversary. "Studio One lives the same values as we do," says Frontal agency manager Roger Wermelinger. "That's why this step fits in very well with our growth strategy."

Christoph Erni is very happy about the merger. "Thanks to our 13 years of successful work and steady client growth, I was looking for solutions with more resources for our clients. It was my wish to connect our agency to a larger team in order to be able to expand our services." He is very pleased about the merger with Frontal. Erni sees the Willisau-based SME as a "model agency in Central Switzerland".
 

Founded in Switzerland in 1999, Visionapartments specializes in renting out high-quality furnished apartments with service and style. The company has advanced from start-up to Swiss market leader in a short time and today offers around 1,000 tailor-made temporary living solutions in Berlin, Lausanne, Munich, Warsaw, Vienna and Zurich, and soon also in Geneva.

To mark the 15th anniversary, a completely new corporate design was developed in collaboration with the Geyst communications agency, which will be introduced in stages from September 1. The appearance is far more modern and fresh and, with the color Turquoise, sets new accents that suit the lifestyle brand. "Your first address." is the new slogan of Visionapartments. On the one hand, this underlines the market leader position in Switzerland, and on the other, Visionapartments should be the first address to think of when it comes to temporary living solutions. For many of the modern residential nomads, the specialist for furnished apartments is indeed the first port of call when they move to a new city.

A special anniversary emblem was also developed to match the new image. This will be used from September onwards on all apartment buildings, local offices, and on print and online materials. Further projects are already in the realization phase.

Responsible at Visionapartments Vision Zurich: Alain Gozzer (Head of Marketing & Communications). Responsible at Geyst: Stephan Huber (consulting), Christian Raissig (concept and design), Torsten Schallmaier (text), Urs Baumgartner and Loredana Boni (realization).
 

The Ice Bucket Challenge was undoubtedly the global web event of the year. To raise awareness of ALS and generate donations, people around the world doused themselves with ice water in front of the camera and then nominated colleagues for the challenge. They in turn had 24 hours to complete the task. The charitable snowball principle mobilized large numbers of prominent participants in particular (more on the reasons for the success: Beat Hürlimann in the advertising week).

Even Homer Simpsons couldn't escape the challenge...

Only a few dared to refuse the digital chain letter. Mehrdad Amirkhizi, Head of Department at Horizont, declined the challenge and - contrary to his fears - did not receive criticism, but applause. ARD newsreader Linda Zervakis also joined the ranks of the "refuseniks", citing more than just her pregnancy as the reason. She prefers to donate quietly - even to other people in need.

In Germany in particular, the number of critical voices increased over the course of the campaign. Many participants forgot the actual purpose of the ice water shock due to all the self-promotion and self-promotion. More or less prominent participants such as Micaela Schäfer, Verona Pooth and Helene Fischer presented themselves half-naked to an audience of millions in a highly publicized manner. Rapper Kay One made fun of the fact that his Archenemy to nominate Bushido. Was this really in the spirit of the now deceased inventor of the challenge? In particular, the fact that the amount of donations generated in Germany was extremely low compared to other countries raises questions about the sense and nonsense of the whole campaign. It seems that very few people were interested in the disease ALS itself - the hype surrounding the challenge, on the other hand, went beyond all limits.

What was it all about again? Micaela Schäfer is publicly committed to a good cause. (Screenshot Youtube.com)

The next point of criticism was not long in coming: For example, the association "Ärzte ohne Tierversuche e.V." ("Doctors without animal experiments") called for a Donation boycott on. The money would be used for torturous animal experiments, although it has been known for years that these are "a complete mistake" for ALS research. The challenge lost its luster. To make matters worse, the media also reported on two deaths that were said to be linked to the ice water.

And last but not least, the Brazilian NGO Ond Azul, together with the agency NBS, has now also "Empty Bucket"-movement was launched. Saving water with empty buckets. She calculates that around 20 million liters of water have been spilled worldwide in the course of the Ice Bucket Challenge. Water that could be put to better use in Brazil, which is plagued by water shortages, than pouring it over people's heads. For example, to fill 60 million glasses of water, wash seven and a half million hands or flush the toilet three million times.

Even if this trend is unlikely to spill over into our water-spoiled climes - and certainly not after this summer - people in Switzerland continue to donate diligently to charitable causes. Most of the time, it's done quietly - true to the modest motto: do good and keep it to yourself.

Thomas Häusermann
 

The Kloten Flyers start with an all-around renewed Website into the season: The entire structure was adapted to the business areas and realigned to the needs of the numerous interest and target groups. Content was streamlined and made easy to find with a new navigation structure. This also laid the foundation for gradually rejuvenating the existing platforms and integrating them efficiently on this basis.

Whereas the previous site acted democratically as a distribution site, the new concept focuses on clearly weighted content under one roof. Accordingly, the team and game events are at the center of the information architecture. And it can keep up with the activities of the Kloten Flyers even beyond the anniversary year. Says CMO Antonio Hernandez: "Our web presence is one of our most important communication tools for keeping our fans and partners seamlessly informed. Accordingly, we are pleased to have implemented the project in such a way within a proverbial sporting timing. Particularly as it also provides an ideal basis for further measures - and there will be a few more surprises in this important year for us.

With a view to maintenance and scalability, the monolingual website is based on a CMS solution from Umbraco and is of course designed to be responsive. The design, which is unmistakably geared towards the world of ice hockey, stages the existing CI/CD and provides the right framework for the club's new visual world.

Responsible at Kloten Flyers: Antonio Hernandez Roche (Chief Marketing & Sales Officer and member of the GL), Désirée Renold (Marketing & Communication), Stefano Buzzi (Sponsoring & Sales). Responsible at Magno: Stefan Hengartner (Project Lead), Katja Gradenegger (Visual Concept), Matthias Rambold (IT Concept and Management).
 

The Branches from Chocolat Frey are one of the absolute favorite products of Mrs. and Mr. Swiss and it is impossible to imagine life without them for all chocolate lovers. Together with Chocolat Frey, Schoch&Sonders created the brand design for the latest chocolate creation: Branches Cornflakes. The light blue packaging with orange elements emphasizes the creaminess of the chocolate on the one hand, while on the other hand the crunchiness of the cornflakes filling is to be conveyed. To promote the novelty and strengthen the Branches brand, Schoch&Sonders created the "Favorite Branches Sweepstakes". At Branches.ch all information can be found. Winning codes are available on selected Branches packaging.

Mio Star is a well-known and successful own brand of Melectronics, which includes a wide range of products from the household electronics sector. Until now, the brand image was not clearly defined and was not managed stringently. With the aim of unifying the product range and strengthening the brand positioning, Schoch&Sonders was commissioned to revise the brand. Based on the newly developed brand strategy, brand values were defined and a brand design and naming concept were created.

In order to convey the brand values "quality", "trust" and "relief", the brand color red was defined in addition to black and white. This color is intended to make the Mio Star brand appear Swiss, down-to-earth and trustworthy, while at the same time standing for quality and competence. The reduced color scheme creates a high recognition value and underlines the typical Swiss design language. This is also reflected in the packaging design. The product information is reduced to the essentials and simplicity also dominates the visual language. The products are presented in a vivid, high-quality and high-contrast manner. The basic principle of the packaging design is the visibility of all important elements on each designable side. The first products have already been implemented in the new brand design and are available in stores.

Schoch&Sonders has already created the brand image for various melectronics own brands. These include the entry-level price brand Durabase, the premium brand Daymond and now the consumer brand "Mio Sta".

Swiss software company Mediahead has developed a booking tool that offers agencies and clients easy and programmatic access to digital advertising inventory, according to a statement. Effective immediately, the programmatically available inventory of the Tamedia sites 20minuten.ch, Newsnet - consisting of the seven news sites 24heures, Basler Zeitung, Berner Zeitung, Der Bund, Le Matin, Tribune de Genève and Tages-Anzeiger - and Search.ch is listed as a separate category on Mediahead and can thus be purchased automatically with just a few mouse clicks.

Programmatic buying marks the beginning of a new era in media processing in Switzerland. Tamedia and Mediahead are at the forefront of this as innovators: On the provider side, Tamedia, in that the titles of the media house make relevant advertising inventory available for softare-supported buying. The Tamedia universe reaches over 74 percent of all Swiss Internet users and does so in a premium environment. On the demand side, the Swiss software start-up Mediahead, whose booking software makes it easy for advertisers to buy and process advertising placements in real time.

"As a publishing house, we believe that in the future a relevant share of digital advertising will be handled programmatically. With Mediahead, we have a partner that makes programmatic access to our inventory even easier for customers and agencies," says Stephan Obwegeser, Head of Digital Advertising & Services at Tamedia. Mediahead's goal is to make the RTA world, previously reserved for only a few specialists, accessible to a broad marketing audience. Mediahead CEO Remo Prinz on the collaboration: "Now that Tamedia, the market player with the largest Swiss advertising volume, has jumped on the bandwagon, an ecosystem can be established whose pricing is characterized by a direct line between advertiser and publisher."

Programmatic buying is part of a fundamental change that has swept the advertising and media industry, starting in the USA and the UK in Europe. In the area of display advertising, around four billion Swiss francs of display advertising was transacted worldwide in 2013; by 2017, this figure will already be 20 billion (source: IDC, 2013). For advertisers, programmatic buying of advertising space increases the effectiveness of the advertising budget used, while automated sales improve yield management for publishers and reduce acquisition costs. On both sides, automation in the processing of campaign budgets leads to lower transaction costs. The background that both advertisers and publishers benefit from this development is the driver for the rapid development.

At Zuwebe, over 300 people with special support needs work at the highest level every day. In the Zuwebe workshops, for example, milling, drilling, punching, welding and planing are carried out in exactly the same way as in professional craft businesses. Perhaps the work processes are not always quite as complex as elsewhere, but the components and products manufactured stand up to any quality comparison. Cantonal and municipal administrations as well as traditional Zug and other regional companies commission Zuwebe with responsible and demanding work on a daily basis.

The campaign is the first step towards changing Zuwebe's image and consists of posters, mailings and on-site activities.

Responsible at Zuwebe: Antonio Gallego (Chief Executive Officer), Roland Raue (Head of Marketing, Sales & Product Development), Jeannine Villiger (PR Manager).Responsible at Dynamite:Siegfried Simader (Art Direction), Urs Zwyssig (Text), Massimiliano Madonna, Roger Bosshart (Strategy / Consulting), Scanderbeg Sauer (Photography).

 

The combined physical event and online blog format provided an opportunity to share ideas on climate change, longevity, food security and sustainable energy, and to be inspired by experts and stakeholders. Over 15'000 visitors at the anniversary events did not miss this opportunity.

The experiences, opinions, questions and answers were summarized in a 15-minute cinematic essay. From over 300 hours of interview material with people of different backgrounds, ages and fields of activity, a moving and fascinating montage about the future challenges of humanity was created. Given the obvious complexity and urgency of the issues, one thing became clear: we can only find the solutions together. This brings us full circle to Swiss Re's new brand strategy, whose core promise, "we are smarter together," involves employees and customers alike.

The Swiss Re film on the occasion of its 100th anniversary shows how much the world has changed and become more demanding as a result of globalization.

Open Minds Connecting Generations (Filmic Essay):

Swiss Re 100th anniversary film:

Responsible at Swiss RE: Caroline Scherb (Head Group Communications, Project Sponsor), Fritz Gutbrodt (Head Chairman's office, Project Sponsor), Katja Prowald (Head of 150 Years Project), Tim Dickenson (Head Campaign and Content Workstream), Sophie Woodward (Leader Dialogue and Open Minds), Gillian Rutherford (Leader Content), Daniel Eckhart (Leader Anniversary Movie). Responsible at Advico Y&R: Markus Gut (CCO), Dominik Oberwiler (ECD), Michael Gallmann (AD), Julia Brandstätter (text), Olivia Gnani, Nora Angstmann (graphics), Christoph Schwarz, Ramun Knapp (consulting). Responsible at Markenfilm Switzerland: Heinrich Reinacher, Cyril Melcher (producer), Viviane Blumenschein (director), Timo Schwarz (camera), Alexander Murygin (editor), Christian Meyer (music and sound design).

As CTO Digital, Gresch, who will report directly to Christoph Brand, will be responsible for all Group-wide IT issues relating to the digital business, including data analytics. He will also work closely with the Head of IT Publishing, Frédéric Ranger, and the Head of IT Tamedia, Rafael Corvalan. Responsibility for product-related IT will remain with the respective digital companies.

Thomas Gresch is 39 years old and previously worked as Head of Engineering and before that as Head of Entry Business at Local.ch. From 2006 to 2010, he was part owner of the start-up Siebenhengst, which produced specialized computers, as well as kspace, a spin-off of the University of Zurich, which developed software for physical surface analysis. Prior to this, he founded various start-ups, including Postante, which developed online address books. He also initiated the internet agency Zeitgeist and worked as a consultant and project manager for Starticket and Credit Suisse. Thomas Gresch studied at the University of Zurich and graduated with a Master's degree in physics.