Before Sylvia Pistrich entered advertising at Vienna-based Bárci & Partner Young & Rubicam, she spent three years in New York as Product Manager for an Austrian eyewear company, where she gained her first retail experience. Born in Austria, she has worked in various agencies over the years. From JWT to Rock & Partner to Demner, Merlicek & Bergmann, her path finally led her to Büro X Design. She used her experience as a consulting group leader for service providers, various retail brands from all kinds of sectors, for national and international clients.

Michèle Leibacher has been infected with the advertising agency virus since 1997. She took her first steps at GGK Basel, from where she progressed through various positions at different agencies from assistant to senior consultant. After three years at Ruf Lanz and a seven-month trip across Africa and Asia, she stayed at Wirz for four years, working primarily for MGB. And because standing still is a foreign word for her, she is sure to complete her future master's degree at the HSLU with flying colors.
 

In short: they are lateral thinkers with big ideas, challengers of the established. They don't play the game, they reinvent it. They see markets full of unlimited possibilities, which they combine and redefine to their advantage.

The levers can be completely different: as a product innovation, as at Dyson, in a new system concept as at Nespresso, in the distribution approach as at direct pioneer Dell, an improved service as at Zalando with free shipping, an optimized user experience as at Apple or in a new price and business model as at easyjet.

Game Changers share the following six characteristics and values:

- Thinking differently: breaking with the status quo, changing the rules.
- Rebellious: They are courageous, dare to take on the big players, have staying power and passionately believe in their ideas.
- Act meaningfully: You have a value-creating vision that changes the entire business model and the competitive environment; you want to make something better possible.
- Make it better: Their ideas are relevant to people, they fundamentally improve an existing product, service or model or take a completely different approach.
- Eager to experiment: You like to try out product and service models and work according to the trial and error principle.
- Cooperative: You are well networked, enjoy working with partners and maintain a lively internal exchange.

The digital evolution - and the mobile revolution in particular - is currently bringing about lasting change in established industries. From finance to retail to gaming - game changers are reshuffling the cards in all sectors.

1) Finance - banking is important, banks are not

Bank customers today are much better informed, more mature and therefore more demanding. Flexibility, transparency, speed and customer proximity are therefore in demand - all attributes that tend not to be attributed to banks. This opens the door to game changers that offer customers attractive alternatives in the areas of payments, savings, investments and financing that are simpler, more transparent and cheaper. Many of these services come from start-ups that operate more dynamically on the market, free from rigid organizational structures. Mobile and social are often an integral part of this.

Moven is a purely mobile-based debit customer account. Every transaction that a customer makes with Moven is tracked, assigned to a category and can be accessed in real time via mobile. However, Moven is not a bank, but a service that is based on the customer's need to have better control over their income and expenditure. Moven uses the infrastructure of a traditional bank to process transactions. This highlights the potential danger for traditional banks: services such as Moven mean they lose direct access to customers and are reduced to the function of a supplier of banking services.

Further examples: Fidor Bank - transfers the fundamental values of friendship to the world of finance. Zopa - the world's first "peer-to-peer" credit service. M-Pesa - Safaricom from Kenya enables payment by SMS. Bitcoin - virtual cryptocurrency bypasses banks and financial authorities.

2) Retail - cutting out the middleman

Retail is not sleeping either! We encounter many game changers in the stores - both online and offline. The most exciting innovations fall into the following categories: new business model, new technology, new sales type (e-commerce, m-commerce or omnichannel), new philosophy or new service.

A frequently observed development is the elimination of the middleman: retailers produce and sell directly to the consumer via online distribution. This guarantees unbeatable prices. Warby Parker is a pioneer in this field and is celebrating great success with it: a concept that has now become a model for countless start-ups.
Alibaba is the largest e-commerce company in China - and according to some definitions even worldwide. Hundreds of millions of customers use the three main sites Taobao, Tmall and Alibaba.com, on which 7 million sellers advertise 800 million items - from kitchen utensils to spare parts for concrete mixers. Alibaba's turnover last year was an impressive 248 billion dollars, which is more than eBay and Amazon combined. The IPO of the Alibaba Group is currently pending. In the best-case scenario, the company will achieve a market capitalization of 250 billion dollars, which would significantly exceed that of Facebook, Samsung or IBM. The example of Alibaba shows that the Chinese are no longer just producing for the Western world: "copied in China" is becoming "invented in China".

Further examples: Hointer - sprucing up physical shopping digitally. Rent the Runway - renting out Cinderella moments.

3) Media - the expectation of free content on the Internet

The unrestricted and global flow of supposedly free content on the Internet is standard today. As a result, consumers decide for themselves what content they want to consume and when. In addition, everyone has the opportunity to publish their own content via platforms such as YouTube, WordPress or Twitter. Traditional TV stations, radio stations and newspapers are no longer the only mouthpieces for the population. Instead, independent players with new business and distribution models are finding their place in the media world and showing the top dogs how digital media works.

Netflix has revolutionized the distribution of film and TV content step by step. In 1997, Netflix put the offline DVD rental company Blockbuster under pressure with its online business model, which simplified the ordering process for customers and saved on rental costs for store locations. In 2007, Netflix switched from DVD distribution to online video streaming and was even ridiculed for this move at the time. Today, more than 48 million users consume over one billion hours of films, series and TV shows every month. Since 2011, Netflix has been producing its own series to meet the trend towards non-linear television, with all episodes available online at the same time.

Further examples: Vice - from dirty scene magazine to media company. Amazon Studios - user-generated Hollywood movies.

4) Advertising - Addressing customers instead of booking seats

Modern advertising must be efficient and have a maximum impact with a minimum of resources. However, the creative idea is still the necessary basis for this. But it is often in danger of being lost in the sheer volume of advertising impressions. To prevent this and to achieve the desired effect with a brilliant idea, the advertising must reach the right target group in the right place at the right time. In the field of online advertising, a growing ecosystem has emerged in recent years with the aim of targeting impressions to relevant users in real time instead of booking fixed placements in advance in relevant environments.

This paradigm shift is called real-time bidding. Enriched with big data, communicators can bid on individual advertising impressions via virtual exchanges. As soon as a user accesses a connected website, the impression is offered for auction. Along with website data, individual information such as the user's location and previous cookies are also made available to potential bidders. Data from additional sources is included in order to better assess the relevance of the impression. The entire process, from accessing a page, evaluating and placing a bid to displaying the advertisement, takes a maximum of 120 milliseconds. In this business, the company with the superior algorithm wins.

Rocket Fuel is a company founded in 2008 that specializes in programmatic targeting for display, video and mobile advertising. At its recent IPO, the company was valued at around one billion US dollars. Rocket Fuel combines big data with artificial intelligence to minimize wastage in online campaigns. The campaigns automatically learn which data points are relevant for the desired effect - from branding to sales promotion - and increase the return on investment.

Further examples: BlueKai - largest provider of targeting with 700 million profiles. Google - operator of one of the largest RTB exchanges in addition to AdWords.

5) Gaming - the origin of many innovations

The gaming industry is extremely dynamic, experimental and versatile. It often picks up on new technologies at an early stage of development and develops them further. The same applies to business models. Freemium and gamification are models and approaches that have been popularized by the gaming industry in particular and adopted by other industries (e.g. Spotify, Dropbox, LinkedIn). Gaming is the game changer within entertainment. This is also illustrated by the figures: According to PWC, the video gaming market is currently growing by 6.5% per year worldwide, almost twice as fast as the film industry, while the music industry is stagnating. The game "Grand Theft Auto V", on the other hand, broke all records. In the first 24 hours after its release, the game generated sales of 800 million dollars; that is more than any other piece of entertainment - music, film or game - in such a short time.

Oculus Rift is a head-mounted display that redefines the market for immersive gaming. Players can explore virtual worlds by translating their head movements into real time. The start-up was recently acquired by Facebook for 2.3 billion dollars. Mark Zuckerberg expects vision and virtual reality to become "the next big thing" after mobile. For him, the purchase of Oculus Rift represents a long-term bet on the future of information technology. Experts share this view and expect that Oculus Rift will not only permanently change the experience of gaming, but also of working, reading books, watching movies or face-to-face communication.

Further examples: Microsoft IllumiRoom - enhancing the gaming experience with peripheral illusions in the living room. PrioVR - transferring movements of the whole body into a virtual world.

6) Technology - home, smart home

Fully automated systems are finding their way into the home, making our everyday lives easier, safer and, above all, more energy-efficient. The systems are becoming increasingly sophisticated, learning independently and constantly evolving. Currently, they mainly control heating, electricity and infrastructure, such as windows and doors or media devices.
Nest Labs Inc. is a company that produces intelligent, self-learning room thermostats and smoke detectors. The solutions consist of simply designed hardware and a user-friendly smartphone app as a remote control. Nest was recently acquired by Google for 3.2 billion dollars. According to IDC, the Internet of Things is expected to consist of 212 billion networked components by 2020 and generate a turnover of 8.8 billion dollars. In addition to end devices and applications, the areas of software, security, systems and infrastructure in particular will benefit from a huge growth spurt.

Further examples: Philips Hue - individually adaptable lighting system, operable and programmable via smartphone. 3D Robotics - drones as an intelligent monitoring system for the home, from 750 dollars. Honda Walking Assistance Devices - enables elderly and disabled people to walk.
More information about Y&R Trends: Media-use-index.ch/trends.aspx
 

Unless you own a Zeiss binocular. Because the brand claim "we make it visible" already emphasizes that you discover more with the Zeiss Terra ED - on safari, city trips, hikes or other outdoor activities. The campaign created by KSP shows in a surprising way what this can mean in detail. The four motifs can now be seen at major train stations in German-speaking Switzerland. Exactly where the target group moves to tackle a new adventure.

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Responsible at Carl Zeiss: Heinz J. Widmer (Managing Director); Miriam Ladner (Marketing and Communications). Responsible at KSP: Uwe Schlupp (creative direction); Christian Stüdi (text); Sebastian Krayer (AD); Lea Baldinger (graphics); Dany Kielholz (consulting management); Christoph Ilg (consulting); Michel Jaussi (photo); Salonen Postproduction (image editing).
 

The DDP is the biggest dialog marketing award in the German-speaking world. This makes it all the more understandable that Wirz Wietlisbach Dialog on Uetlibergstrasse is delighted to return from Berlin with two precious metals and another award. Gold goes to the "Advertiser Anonymous"-campaign for Swiss Post, which is also one of the favorites for next week's SDV Award. The CEO of the Wirz Group, Geri Aebi, who won silver for "his" DM agency with the Invitation for the Wirz Cocktail has commissioned. A work for Betty Bossi also received an award.

CD and partner Stefan Dätwyler on the agency's good performance: "The more work is submitted to an award, the more difficult it is to win something, of course. I would also describe the DDP jury and its selection process as extremely strict. We are therefore extremely proud to be the best Swiss agency this year."

Serviceplan and Agentur am Flughafen also have reason to celebrate, having each won a bronze award. The Agentur am Flughafen secured bronze with the "Golden Times" campaign, a Ruble invitation in the style of the golden 20s for Lux Goldschmiede. The agency also received an award for the VBZ campaign "A mailing proves true greatness". Serviceplan won bronze with the "BMW Soundtree". The awards in the DACH category were distributed among the Swiss agencies this year, as they completely dominated the shortlist (Werbewoche.ch reported). (pd/hae)

Photo: Facebook/agenturamflughafen

 

In May 2014, the last founding partner of EclatDaniel Zehntner, has withdrawn from the operational business. Werner Rudolf takes over the helm as Managing Director. The twelve-strong team is positive about the changes. "We are looking forward to bringing our creativity to the projects in the proven quality and realizing outstanding means of communication," says Werner Rudolf, who has worked as a consultant at Eclat since 1996. "A high standard of design and enthusiasm for experimentation" is how Helm Pfohl describes the agency's maxims. Helm Pfohl has been creative director at Eclat for eight years and a member of the management team since 2010.

Soon to be three decades of independence

Eclat was founded in 1988 by four young men. In 1991, the company had six partners, including three visual designers, two 3D designers and a copywriter-concept developer. In 2002, Andreas Weiersmüller acquired a stake in the company, which had been hit hard by the bursting of the dotcom bubble. Despite the economic challenges, Eclat was able to maintain its independence. Andreas Weiersmüller is still Chairman of the Board of Directors of Eclat today.

Innovative spirit as a constant

The common thread always remained the same: the demand for good design and openness to new ideas. In the founding years, Eclat advertised a job with the following text: "Eclat is a design agency. We do what we want with Macintosh systems." A little later, the designers also showed no fear of contact with multimedia and the Internet. Today, Eclat is one of the design agencies with the most experience in the production of media with publishing systems. The design team has received several international awards in recent years. In 2013, Eclat was included in the ranks of the 50 most creative design agencies as a "European Design Leader" and has already been nominated several times for the Design Award of the Federal Republic of Germany.
 

With this, Bantiger Elektro recommends itself to young and old alike as a reliable and competent partner. The bear-strong motif is flanked by banners, car lettering, shop window design and a website.

 

In the online area, Trio launched a website and an app. In print, a flyer was published presenting all the special series of this anniversary year as well as the new brand ambassadors. Steve Guerdat, Nino Schurter, Dominique Aegerter, Belinda Bencic and the Young Boys are figureheads of Swiss sports and are expected to go much further with Honda in the future. According to the press release, product advertising was not neglected either: Agence Trio organized a leasing and stockroom communication for Honda. Throughout Switzerland, advertisements, posters, POS material and radio spots draw attention to the well-known car manufacturer. Trio thus got off to a flying start in Honda's anniversary year.

Responsible at Honda Motor Europe Ltd: Jan Spytek (Department Manager Marketing).
Responsible at Agence Trio: Nicole Limardo and Christa Rastogi (consulting), Michael Kamm (overall responsibility), Timo Kirez (creative direction), Naila Maiorana (art direction), Fabian Monod (graphic designer), Nadine Borel (text), Christophe Muller and Gaël Tran (multimedia), Pascal Bigler (desktop).
 

1. you could swap your smartphone with someone else's for a day. Would you? And if so, with whom?

Yes, with Dr. Olivier Pagan, Director of Basel Zoo.

2. what would you work for free for a week?

KIB Foundation (Children in Brazil).

3.what do you personally think about the effect of advertising?

Good advertising creates good impact.

4. if you had not become an advertiser - what then?

Farrier.

5. what was the most fun lunch partner? (Why?)

Le Boucher Corpaato (verb/transforms culinary with/in art).

6. what would you most like to promote?

For more solidarity (institutions, citizens) in the country.

7. ever thought about leaving the advertising industry?

Yes (after my heart attack).

8. what do you see as the biggest challenge for advertising at the moment?

More appreciation for advertisers.

9. what is it impossible for you to do without?

My riding boots.

10. a buzz word that gets on your nerves?

There are two: challenge and sustainability.

11. What inspired you to enter the advertising/communications industry?

A plastic case at the flea market with 100 different unique coasters.

12. which advertising medium do you find abominable?

Driving advertising streetcars.

13. which websites do you use regularly? (private/professional)

Birdseye.ch

Peter Frey has been a co-owner since 1971 and since 2001 owner and managing director of the Basler CR Advertising Agency. The agency has been developing creative, efficient communication solutions in the fields of corporate communication, corporate design and corporate culture for companies from a wide range of industries and public institutions since 1968.

Ringier and Tamedia acquired Jobs.ch Holding in equal parts from the US investment company Tiger Global Management for CHF 390 million as of November 30, 2012. The holding company was subsequently renamed Jobcloud. Tamedia contributed the online job market subsidiary Jobup, valued at around CHF 120 million, to the partnership on June 14, 2013 (with economic effect as of January 1, 2013), making the media company the majority shareholder. As agreed at the beginning of the partnership, Ringier is now offsetting the investment in JobCloud AG with a payment of around CHF 59 million. Tamedia will continue to consolidate Jobcloud according to IFRS, Ringier according to Swiss GAAP FER.

With Jobs.ch and Jobup.ch, Jobcloud looks back on more than 10 years of history and successful development from a start-up to an innovative and successful online company in the Swiss job market. Since the merger of Jobs.ch and Jobup.ch, the two media companies Ringier and Tamedia have further expanded the job platforms in the face of increasingly international competition. The company employs around 140 people in Geneva and Zurich. In addition to Jobs.ch and Jobup.ch, the portfolio also includes the job portals Alpha.ch, Topjobs.ch and Jobwinner.ch, among others.

Using the example of street vendors, whose work is not permitted in the vicinity of the stadiums during the World Cup, Solidar Suisse wants to raise awareness of fair World Cups among a wide audience. The Zurich-based online agency Kampaweb won the associated competition and has now designed a multi-stage campaign that was launched on May 25.

For the campaign's online presence, Solidar Suisse is using Kampatools, the online campaign toolkit from Drupal and Salsa, an in-house development by Kampaweb, for the first time. With this platform, all conceivable campaigns can be realized; with the Salsa modules, for example, petitions, protest mail and donation campaigns can be implemented. The first step of the four-language campaign is to create a Protest mail sent to Sepp Blatter. For the mobilization of this action and its dissemination, Kampaweb produced a video showing a sequence of real football fouls; the highlight of this sequence is a montage in which Sepp Blatter sweeps across the football pitch and fouls a street vendor with a vendor's tray in such a way that all his belongings are blown up. At the end, the viewer is invited to protest to Sepp Blatter.

The link in the video leads to the protest mail campaign on the Campaign website. The mobilization for this action takes place via various channels: Solidar Suisse's online contacts are invited to the protest mail action by e-mail (using the Salsa e-mail module). The organization is mobilizing content via social media (Facebook and Twitter). The campaign is also supported by online advertising. The concept, text, video and advertising measures were realized by Kampaweb.

 

In February, Adidas withdrew T-shirts with ambiguous motifs from circulation at the request of the Brazilian tourism authority. The heart on "I love Brazil" was wearing a thong, and the slogan "Lookin' to score" - placed next to a scantily clad woman - was a bit too obvious to be reinterpreted horizontally.

In the fight against sex tourism, Brazil has been striving to move away from its thong and samba image. No easy undertaking: Whenever there is a report about the upcoming World Cup, the first thing that is shown is a close-up of scantily clad women's buttocks. This is how one imagines Brazil: Beautiful women either dancing the samba or walking their tanned behinds along the Copacabana. In March, the SRF World Cup year was ushered in with large-format women's buttocks - at least in relatively modest swimwear - as part of the preliminary match against Croatia. Just as it should be.

Screenshot SRF two

Away from the TV coverage, it's the hour of the bodacious World Cup songs. In Germany, for example, Melanie Müller, herself the reigning jungle queen and ex-porn actress, is calmly heading for the 2.5 million mark on YouTube with a silly song and an even sillier video.

There is always room for improvement. "Erotic starlet" Aische Pervers - what a name! - generated over 70'000 clicks in a few days with her self-written hit "Aische's WM Song (Deutschalalaland)" - including idiot apostrophe and self-made quality video.

So Germany is leading the way. Switzerland certainly can't keep up when it comes to "sex sells. Marc Sway is said to be SRF3 have produced a World Cup song. However, a video with breasts and buttocks - indeed, a video at all - is sought in vain. The footballing champion of the big canton will have to set the record straight: Holland. At the beginning of the week, the Netherlands sent the 90s Eurodance formation Vengaboys into the race. The band once had a firm grip on the European charts with hits like "Boom Boom Boom!!!", "Up & down" or "We're going to Ibiza". Now they have dug up a potential World Cup hit with "2 Brazil!" (the song was already released in an earlier version from the album in 1998). The newly produced, extremely witty video should at least provide the necessary promotion. However. Hopp Schwiiz!

via

Thomas Häusermann

Host and main sponsor Peter Metzinger wants to use the Campaigning Summit Zurich to promote interdisciplinary approaches in the aforementioned areas. Thinking outside the box, dealing with new technologies, focus, representing a genuine concern, authenticity, giving meaning, promoting a culture of trial and error and learning, not demanding too much and genuine involvement were the recommendations of the speakers. If marketing machines one day take over the analysis, recommendations for the strategy and implementation of online campaigns from us, we must be able to explain even better than today why a company, a product or a campaign is relevant and good for the user.

The 180 participants came from all parts of Switzerland, Germany, Spain and Austria. They work in companies, associations and NGOs and, in addition to campaigning, are active in media, marketing, advertising, PR, social media, public affairs, political communication, election campaigns, setting up start-ups, change management, CRM and other disciplines.

Host and main sponsor Peter Metzinger kicked off the event. He presented a future scenario in which all devices are networked and exchange data about their users so that marketing machines can send the right messages to the right target groups at the right time and products are delivered even before we know we want to buy them. Despite all data protection concerns, this scenario could soon become reality thanks to new software from Zug that gives users back control over their data without restricting networking. In this scenario, the main thing that remains for people is the creativity to make decisions and answer the question of meaning. Metzinger appealed to the participants to think outside the box, learn everything they could about big data and exchange ideas with representatives from other sectors in order to develop interdisciplinary solutions. This is precisely the purpose of the Campaigning Summit Zurich.

Philipp Maderthaner, founder of the Campaigning Summit Vienna, used the current example of Conchita Wurst to demonstrate that people value concerns and convictions more than offers. "If you don't know where to go, don't be surprised if nobody follows you," he says. In addition, you can mobilize people more successfully if you focus on the bare essentials when asking for their help, for which you have to ask the right question. The trend is moving towards mobile internet and the collection of earned data.

Former advertiser Dominique von Matt advocated the rapid launch of pilot projects. "Do, don't wait," was his thesis, because in these times of rapid change, new strategies, methods and technologies whose effects are not yet known must be tried out quickly so that they can then be used all the more successfully. Communication needs more and more entertainment value. It must support its target group or else it will be lost. While classic advertising can be compared to bowling, campaigning is more like a pinball machine. In addition, new CVs and interdisciplinary teams are needed in advertising.

Greenpeace campaigner Graziella Regazzoni used several examples to show how campaigning leaves the comfort zone when you try out new tools and techniques that you don't yet know how they will be received. In order to be successful in difficult situations, you have to consciously take risks from time to time. Campaigning beyond the comfort zone is a question of culture and depends on the individual and the situation. It must not become an end in itself, but must always serve a higher purpose.

Keynote speaker Gregor Poynton (UK) is Political Director of Blue State Digital, Obama's "secret weapon for digital marketing". Using concrete examples, he showed what works and what doesn't when it comes to mobilizing people. For him, too, there is one central concern that is worth supporting. For example, news emails should come from authentic people, with stories about real people who are being helped and about the people who are taking part. Email is still the most important tool for campaigning, but what works and how must be measured intensively. In addition, it is crucial to know the different stages of mobilization and to know which action works best at which stage. "Make it easy to do important things" was one of his key messages. Between the presentations, moderator Stephan Klapproth once again ensured a lively discussion. The next Campaigning Summit Zurich will take place on March 27, 2015. Preparations have already begun, the official hashtag is #cszh15