The company Interdelta approached its long-standing agency Pink Elefant at the end of summer 2013 and informed about the upcoming launch of XL-S Medical on the Swiss market. The product is a preparation whose herbal active ingredient binds a portion of dietary fats, resulting in facilitated weight loss. At that time, the parent company Omega Pharma had already launched the XL-S Medical brand in other European markets. For credibility reasons, testimonials were used as brand ambassadors instead of professional models.

What set the launch in Switzerland apart from all other markets, according to the statement, was the fact that the XL-S Medical brand could not be made public at any time before the launch for legal reasons. A confidentiality agreement therefore had to be signed in advance with any potential external project team members before they could talk about the project. This had an impact on the entire campaign preparation, the testimonial recruitment, as well as its monitoring. By means of a creative trick, the creation of the fictitious brand "Slimmy", as well as the corresponding website Mywishweight.chcampaign testimonials were immediately recruited using print and online ads. A question hotline was set up in parallel.

From over 200, mostly female applicants, 25 were invited to the casting. After individual interviews with a doctor, BMI measurements, a professional make-up with subsequent photo shoot, Pink Elefant selected twelve test subjects together with the client.

Under the supervision of a nutrition and fitness coach, the test subjects began taking the product. They kept a diary of their diet, exercise and weight loss on the online platform created for this purpose. The test subjects were also able to exchange information with each other via a forum. Monthly meetings served as a motivational aid during the three-month test period and promoted a sense of community among the participants. There was no shortage of fun either: the ladies received style advice, drank champagne in a stretch limousine and were treated to culinary delights.

Using a sophisticated points system, the five campaign testimonials were determined at the end of the test phase. Petra, Salina, Lea, Martina and Corinna received an invitation for the campaign shoot at the Pink Mile and for the TV spot shoot, which took place in mid-May.

Pink Elefant was subsequently commissioned to implement the following communication measures:

Print: Advertisements in 20Min, 20Min Friday and various trade magazines

Online: Website Xlsmedical.ch with product information, tips on nutrition and exercise, links to online stores, interview videos with the testimonials and the doctor in charge. BMI calculator and the option to send questions to the testimonials by e-mail. Targeting campaign with animated web banners and in-page / in-stream video clips.

POS: Packaging design; production of packaging banderoles, fluorescent acrylic counter displays, life-size cardboard figures, oversized dummy packaging, and consumer brochures, physician mailings, and a presentation box for the sales force.

TV spot: Organization of the film shoot with the five testimonials. Creation of the plot and the off-voice text, integration of 3D animations, soundtrack and jingle production,

Guerrilla action: Planning of a promotional event with life-size cardboard figures in the five largest Swiss cities

On the occasion of a creative workshop, a brainstorming session was held together with the client and external specialists brought in for this project. Follow-up activities to increase awareness and brand identity were defined for the time after the launch.
 

The suspected perpetrators, who according to the authorities were dressed in black and wearing masks, threw paint and stones at the buildings at Dammweg 3, 7 and 9, damaging facades, windows, blinds and entrance doors, according to the regional public prosecutor's office and the Bern cantonal police.

On photos of the online portals Bernerzeitung.ch/Newsnet and Derbund.ch/Newsnet the façade defaced with black paint can be seen. The windows of a total of eight parked cars were also smashed. Damaged cars belonging to the TeleBärn and Radio BE 1 stations can be seen in the published photos. The perpetrators are on the run. Shortly before this, a building on Länggasse in Bern, including an ATM, had also been sprayed. The building houses a bank, among other things. In both cases, the perpetrators had already disappeared by the time the police arrived. They are therefore looking for witnesses.

The journalists' association Impressum and the media and communications union Syndicom condemned "the targeted acts of vandalism" in a joint press release on Tuesday. Attacks on free media are attacks on democracy and society, the statement continued. (SDA)

Picture: Tamedia

"Despite the interesting options that were offered to me, the decision to join Martin et Karczinski was an easy one," says Daniel Zehntner. The shared philosophy, the opportunity to make the high level of consulting expertise available to customers in Switzerland and, last but not least, the unifying factor of an almost twenty-year friendship with the two partners Peter Martin and Daniel Karczinski are convincing arguments for this promising partnership, which together has won over 300 international design awards.

Appreciation and trust: these are the indispensable elements of a good partnership. According to the press release, this was increasingly lacking in the relationship with the investor and partner of Eclat and ultimately led to a break-up. According to Daniel Zehntner, life is too short to spend it in constellations that are no longer right. He is therefore very much looking forward to tackling the new challenges.

Since stakeholders have been communicating via Facebook, Twitter and the like and asserting their claims against companies, they have been confronted with a new kind of transparency and responsibility. If they want to remain competitive, their attitude towards all stakeholder groups must be expressed coherently in content and form. Corporate identity is becoming a management tool for holistic corporate management with a lasting effect. "Martin et Karczinski picked up on this trend at an early stage, expanded its consultancy services for empirically supported identity development and positioning strategies and combined them with a first-class range of design and communication services. The agency's success proves it right. This is demonstrated not least by Lufthansa's decision to appoint Martin et Karczinski as lead agency.

For the next stage of development, top management is now being strengthened and internationalization is being driven forward with a focus on German-speaking Europe and initial steps towards Asia. "We have big plans - the arrival of Daniel Zehntner as a partner is therefore a stroke of luck for us. He brings with him the seniority, credibility and expertise that will make us even stronger in supporting our clients at C-level," says Peter Martin. He can also use his experience to support the organizational development of the rapidly growing agency.

Incidentally, Peter Martin's love of Switzerland led him to work in Switzerland at the beginning of his professional career. And nowhere more so than in the agency of Daniel Zehntner, whose reputation even then extended far beyond the country's borders. That was the beginning of the wonderful friendship that has now become a new partnership.

Henniez owes its success to the restaurant sector, where it is the most popular mineral water among the Swiss. To strengthen this position and thank its consumers for their trust, Henniez held a competition together with Swiss restaurants in 2013. A total of one million Swiss francs in restaurant vouchers were up for grabs. The promotion achieved first-class results at all levels.

Reason enough for Henniez to repeat the campaign this year and commission the M&C Saatchi agency in Geneva to implement the second edition. The creative idea was further developed and adapted to the selected media. At the center of the campaign is the Websiteon which the participants register. The high visibility of the campaign is guaranteed with packaging elements such as labels and shrinks as well as placemats in the participating restaurants. In addition, there is a strong digital presence with a banner campaign, YouTube videos and the Facebook page.

This year, 2,300 restaurants are taking part in the promotion. Three weeks after the start of the competition, Henniez can already count 75,000 participants. The second edition of "Henniez invites you to the restaurant" already promises to be a huge success.

Responsible at Nestlé Waters Suisse, Henniez: Detlef Schattner (Sales Take Home & Marketing), Christophe Kienberger (Senior Brand Manager), Natacha Kemball Kashama (Brand Manager). Responsible at M&C Saatchi: Olivier Girard (Creative Director), Romain Gilodi (Art Director), Vincent Schäublin (Digital Art Director), Boris Declerck (Copywriter), Nolwenn Tual (Graphic Design), Elodie Straub (Account Manager), Nina Hugentobler (Client Service Director), François-Louis Noël (Strategy Director). Illustration: WAI, Marie Bastille Agency Paris. Media (incl. digital): Zenithoptimedia, Western Switzerland: Guillaume De Grave (Client Director) - Fabien Speck, Performics Western Switzerland.

The Public Value Atlas Switzerland already has a broad Media response triggered. As part of a broad-based study, the population assessed the contribution of Swiss institutions to the common good: What contribution do Swiss companies and organizations make to the well-being of society?

The study is broad-based, with a total of 4,500 people in German-speaking Switzerland being asked what they think about the public good contribution of 62 selected institutions. The results are summarized for the first time in a Public Value Atlas. This is available online at Common good.ch as well as explanations of the methodology and the scientific frame of reference. In a next step, the survey will be extended to other regions of Switzerland. There are also plans to expand the group of organizations surveyed.

The results of this study, which is representative of the population in German-speaking Switzerland, show that:

- The vast majority of the organizations surveyed enjoy great social support. The interviewees are downright complimentary about these organizations.
- Respondents are very willing and able to differentiate more precisely. For example, "the economy" is not lumped together across the board.
- The organizations rated as critical to very critical have not yet managed to design and communicate their activities in such a convincing way that a pronounced contribution to the common good is recognizable for the respondents.
- Incidentally, the organization with the highest esteem in society is the Swiss Travel Fund (Reka), closely followed by Migros and the Swiss Red Cross.

KSP is responsible for the overall appearance of this project. From the CI/CD to the logo/naming/brand claim "Small country - big values" to the diverse implementation of advertising materials and documents, including the presence on social media such as Facebook and Twitter. Last but not least, as lead agency of the CLVS, KSP was also jointly responsible for the website in collaboration with Interactive Things, the renowned design studio for data visualization and interaction design. gemeinwohl.ch is clearly structured, yet playfully presented and invites interaction in a very novel way. All in all, gemeinwohl.ch is exactly what Switzerland has been lacking until now, according to a press release. Switzerland of communication, Switzerland of business, sustainable and social Switzerland, competitive and open Switzerland. Our small country with big values.

Responsible at CLVS: Peter Gomez (President of the Expert Council of the Center for Leadership and Values in Society); Timo Meynhardt (Managing Director of the Center for Leadership and Values in Society and holder of the Chair of Management at Leuphana University Lüneburg); Pepe Strathoff (PhD student and research assistant at the Center for Leadership and Values in Society since 2013); Carolin Hermann (PhD student and research assistant at the Center for Leadership and Values in Society since 2014). Responsible at KSP: Benny Goldstein (Creative Direction); Kevin Zysset (Graphics); Christian Stüdi (Text); Manuela Julier (DTP); Audrey Isaak, Ileanna Davanzo (Consulting); Dany Kielholz (Consulting Lead); Daniel Krieg (Overall Responsibility). Responsible at Interactive Things: Christian Siegrist (Founding Partner, Design Lead); Benjamin Wiederkehr (Founding Partner, Managing Director). Responsible at Intervista - Market Research and Consulting: Michael Schrackmann (Partner); Lena Korinth (Project Manager).
 

In his opening speech at the event, which took place on June 5 in Zurich's Volkshaus, Guido Sutter, Head of the Legal Department at the State Secretariat for Economic Affairs Seco, pointed out that the Price Disclosure Ordinance (PBV) had not been designed specifically for the automotive industry, but for all sectors. The "guardian" of the PBV explained that the ordinance is based on the principle that consumers must not be misled. Transparency is therefore the best recipe. While the PBV does not apply to car advertisements that do not mention prices or to commercial vehicles, particular attention must be paid to leasing offers. Not only would the PBV apply here, but also individual sections of the Federal Act against Unfair Competition (UWG). Sergeant Georges Eigenmann from the Commercial Offenses Department of the Zurich City Police then showed understanding for the advertising concerns. It is not the job of the state to check every comma. That is why there is always room for maneuver. In any case, he did not immediately issue a fine for the first violation of the PBV. First, he writes a friendly letter to those responsible. In the event of a further violation, he forwards the case to the municipal court1 . This can issue a fine of a maximum of 500 francs. Only in more serious cases does the governor's office come into play. Its authority goes up to a fine of 5,000 francs. The maximum penalty for violations of the PBV is a fine of 20,000 francs, combined with a personal record of the person responsible. Nobody likes such an entry, which is only deleted after five years.

Around 40 participants took part in the lively discussion that followed. They demonstrated how important the topic is for agencies and clients, and how much uncertainty there was about the correct interpretation of the Price Disclosure Ordinance. An uncertainty that - according to the tenor - has become much smaller thanks to the workshop.

The drugged-up driver under the influence of drugs disregarded the Blick.ch not only violated various driving bans (residential areas and country lanes), but was also driving a 90km/h motorcycle without a license. Fortunately, the St. Gallen cantonal police were able to apprehend the escapee after a lengthy pursuit.

Screenshot Blick.ch

Fortunately? Looking at the teaser image chosen by Blick.ch, one question remains unanswered. Namely: Couldn't we make better use of the offender in Brazil in the coming weeks than in the district prison in Wil SG? The man in question is the Swiss national team defender Reto Ziegler. The May/June issue of the Swiss football magazine Zwölf:

 

But no need to panic. According to a valuable reader survey by 20 Minutes Online already the most unpopular player ("Not in terms of looks, but in terms of playing practice"). "This probably has to do with the fact that the defender is rarely used in the national team," is how the editorial team interprets the decision of the specialist audience. A real injection of motivation - moped or not. The only thing missing is an explanation of how Ziegler's sneakers came to have the honor of representing drugged-up traffic hooligans in his home country. As Zwölf editor-in-chief Mämä Sykora explains to Werbewoche.ch, the picture unearthed was taken by sports photographer Toto Marti. It can therefore be found in the Ringier picture archive and is now experiencing a second spring at Dufourstrasse. And this remarkable contemporary document deserves a second lease of life.

Thomas Häusermann

Last Thursday, the Dialog Marketing Verband Österreich (DMVÖ) awarded its coveted Columbus Trophies in Vienna. Among the winners of the evening was the Agentur am Flughafen. As the first Swiss agency ever, the creatives from Altenrhein were able to accept four awards (2 x silver, 2 x bronze as well as another award) and were thus among the most successful agencies of the competition.

Another silver award was taken home by Wirz Wietlisbach Dialog. With this result, the Swiss agencies dominated the D(-A-)CH category, in which only agencies from Switzerland and Germany are allowed to submit their work in Austria and which is therefore considered the toughest to win. The D(-A-)CH category was so busy this year that almost a quarter of all awards were presented in it.

Photo: Facebook.com/WirzWietlisbachDialog
 

Schawinski confirmed a corresponding report from 20 Minuten on Tuesday. The former co-owners insisted on the protection of the name Radio 105, but Schawinski does not accept this: Only word and image are protected - but not the number, he said. "You can't protect numbers," he told the SDA news agency. So, without further ado, the name of an early evening show on the youth station was changed to the station's name: Planet 105. Now the task is to find a new "word-image brand," Schawinski said. To this end, the station is holding an international competition. From the proposals submitted, listeners will ultimately choose the one they like best. The relaunch is then scheduled for mid-August
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Schawinski bought the bankrupt station at auction at the beginning of the year. In April, the Swiss Federal Department of the Environment, Transport, Energy and Communications approved the transfer of the license. Schawinski thus became the owner of two licensed radio stations - the Radio and Television Act does not allow more. (SDA)

Image: Keystone

Hiltl is the most traditional vegetarian restaurant in the world. It was founded in 1898 by Ambrosius Hiltl and is now run by the fourth generation of the Hiltl family. The former "root bunker" for die-hard vegetarians has long since become a hip establishment for everyone who loves healthy indulgence. The Ruf Lanz agency has been working for Hiltl for eight years and is now launching a campaign for the new Badi restaurants. According to Rolf Hiltl, the striking subjects are always very well received by his guests. They also regularly score points with advertising juries. This is evidenced by more than 80 awards, from ADC to Clio to Cannes.

For the Badi launch campaign, Ruf Lanz has reinterpreted the inflatable swimming utensils that are popular with young and old: They come in the typical Hiltl shape of vegetables and fruits. The subjects are used online and offline in various applications.

Responsible at Hiltl: Rolf Hiltl (overall responsibility), Marsha Lehmann (marketing + communication). Responsible at Ruf Lanz: Markus Ruf, Danielle Lanz (Creative Direction), Isabelle Hauser (Art Direction), Florian Birkner (Text), Christian Brütsch (Consulting), Photography and Image Editing: Tobias Stierli, Flaeck.ch.

Corina Hany studied media and communication sciences, business administration and history at the University of Fribourg. She worked, among other things, as domestic editor at the Winterthur daily newspaper Der Landbote. The 34-year-old then moved into the magazine sector as an editor and producer and later headed a Swiss equestrian magazine as editor-in-chief. Most recently, Hany worked as Senior Corporate Publisher at Denon Publizistik. There she was responsible for the production of customer magazines, among other things as project manager and editor. For SDA/AWP Multimedia, Corina Hany works as an editor and consultant.

Daniel Lüchinger graduated from the University of Zurich with a degree in history, business administration and political science. Afterwards, Lüchinger worked as a business editor and later joined the PR agency Communicators as a consultant. There, the 33-year-old primarily handled mandates in the areas of asset management, employee benefits and health care. On the corporate side, Lüchinger worked in the communications department of Notenstein Privatbank, where his responsibilities included corporate publishing. Daniel Lüchinger works part-time for SDA/AWP Multimedia as an editor and consultant.

Roland Kühne is thus responsible for the book business (AT Verlag), the magazine business with four consumer magazines and six trade journals and AZ Verlagsservice, with publishing services for internal and external customers. He takes over the division from Axel Wüstmann, who has managed it on an interim basis since the departure of Christoph Marty.

According to the press release, Roland Kühne has held various positions at Ringier AG in Zurich since 2001, including Head of Customer Contact Center, Head of Services & ICT and most recently Deputy Managing Director of the Blick Group in Zurich. As part of his work at Ringier, Kühne is a member of the Board of Directors of Schober Direkt Media, Ringier Print Adligenswil and SMD Schweizer Mediendatenbank, among others. Before joining Ringier, he worked for Mercedes Benz Switzerland.

The 41-year-old is a federally certified technical businessman and has completed the "Marketing Manager" diploma course at the St. Gallen Business School. Kühne is married and has two children.
He will take up his position on 01.09.2014.