The young Zurich agency is pleased to have contributed to the outstanding result of the Serviceplan Group, which has won twenty precious metals and nine other awards, right from its first participation. The campaign "Die Nase, die Nase", which was realized for BMW Motorrad Schweiz, be heard.

 

The Agentur am Flughafen from Altenrhein was the only Swiss dialog marketing agency to win the award. The ski wax letter for Pitsch Sport convinced the dialog marketing specialists among the ADC Germany jury of 364 top creatives.

All winners of this year's ADC Germany are listed under Winner.adc.com to find.
 

This year, the jury of the Zurich Journalism Prize honored three contributions that take up and comprehensively illuminate socio-political and economic issues. Simone Rau for her report "Der Mann, der sich zu Tode hungerte" published in the Tages-Anzeiger, Mark Dittli for his banking analysis "Die verpasste Chance" (Das Magazin) and Alex Baur for the interview with "Carlos" published in Weltwoche, "Ich möchte frei sein", received the Zurich Journalism Prize 2014. The Berlin-based journalist Frank A. Meyer was honored for his complete works.

At the award ceremony, which took place on Tuesday, 20 May 2014, at Kaufleuten Zurich, the jury honored the journalist and her three colleagues with one of the most important awards for journalistic texts in Switzerland in the presence of numerous prominent guests from business, media and politics. Rainer Esser, Managing Director of the successful Zeit-Verlag publishing house in Hamburg, gave the keynote speech. The French-Swiss duo "120 secondes" offered a high-level "intervention satirique". Andrea Masüger, Somedia CEO and President of the Zurich Journalism Prize Foundation, thanked Fredy Gsteiger for his many years of service as jury president. The deputy editor-in-chief of SRF Radio is now handing over this office to Hannes Britschgi, Head of the Ringier School of Journalism.

The Zurich Journalism Prize was awarded for the 34th time this year. Each of the prizes awarded is endowed with CHF 10,000. It is regarded as one of the most important prizes for journalistic work in Switzerland. Outstanding and groundbreaking work and complete works are honored, regardless of the form and channel through which they are distributed.

Image: Keystone
 

The Somedia media company, to which Werbewoche also belongs, publishes a wide range of (multi-)media content via various media channels: From daily and weekly newspapers to radio and TV stations to online and mobile news platforms. The content focus is on current information from the regions of Graubünden and Glarus, as well as Gaster and See. In addition, national and international news from politics, business, sports and society enjoy high priority. In recent months, Somedia has invested heavily in the mobile-optimized websites, as well as the iOS & Android versions of its smartphone apps. In an elaborate relaunch process, architecture and user experience have been redesigned and brought up to the latest development standards. The corresponding apps will soon be available in the Apple and Google app markets. Advertisers can already access this extensive inventory via Adello. The creative possibilities are not limited to standard forms of advertising. With Adello's patented technology, innovative, interactive and animated ad formats such as the "Swipe Cube" or the "Autostart Videostitial" can now also be served. "We are very pleased to be able to co-market another attractive Swiss mobile news portal with Südostschweiz," says Adello Country Manager Sandor Laczko.

The cooperation is starting at an opportune time: The mobile advertising market is growing rapidly in Switzerland, and for more and more advertisers and agencies, the mobile touchpoint with its immense reach and attractive targeting options is part of the standard marketing mix. Especially for the innovative forms of advertising propagated by Adello, Südostschweiz users embody an extraordinarily attractive target group.

Somedia is also looking forward to the collaboration. "Fortunately, we are optimally positioned for customers in the area of digital sales thanks to our variant-rich offer options and are pleased about the strongly growing user numbers on mobile devices. For the expansion of the marketing of our mobile applications, we have decided to rely on the market leader - as a perfect complement to our team," explains Peter Baumgartner, Head of Digital Advertising at Somedia Promotion in Chur.

Winkreative was commissioned to develop a comprehensive brand identity that, among other things, positions Swiss wines as an independent and high-quality product. Gilles Besse, President of Swiss Wine Promotion, explains: "The variety and quality of Swiss wines has never been better or more valuable than it is today. It is time to make the Swiss more proud of their wines - through value-adding, creative and dynamic communication that will give them the recognition they deserve at home and abroad." The new brand identity and the new Swiss Wine Promotion logo were presented to the press on May 20, 2014. The new advertising campaign will be launched nationwide in fall 2014. Winkreative, the creative agency founded by Tyler Brûle, realized the successful brand design for Swiss International Air Lines, among others, and today works for a wide range of international premium brands.

Notice: You will find a detailed interview with Tyler Brûlé in Werbewoche 10/2014 (issue after next).

Although there is no Swiss cross in the new logo, certain elements of it have been adopted. The lines represent the six wine regions of Switzerland.

 

Kevin Richardson is an animal keeper and proven lion expert. He has spent his entire working life with these majestic predators - around the clock. The perfect protagonist for the Dutch clothing brand Van Gils, which is not only committed to saving lions living in the wild, but also sells stylish suits. At first glance, the idea of sending Richardson as a dresser to wild lions and having him play football with them seems rather original. However, the result is astounding and has gone viral on YouTube. The South African is so familiar and confident with the fearsome predators that they become (relatively) trusting cuddly cats. The lions are even up for a game of football - even if they don't always follow the rules to the letter and like to chew up the ball. The World Cup can come. (hae)

With 749 (733) index points, Digital out of Home continued its positive development, gaining another 16 points. Advertising pressure in the TV sector also remained positive, rising by 5 index points to 646 (641) in April. Internet recorded an increase of 6 index points to 731 (725). In comparison, radio 414 (415) and teletext with 56 (57) developed slightly negatively and lost one index point each. The overall market was slightly positive at 236 (235) index points, while electronic media gained 4 index points at 645 (641).

 

Last Friday more than earned the name Advertising Day. And not just because of the high-caliber speakers and panel guests. On this day, seven industry associations and organizations also held their general meetings in the lecture hall of the Kunsthaus Zurich or in another nearby venue. Starting with the umbrella organization of commercial communication SW Schweizer Werbung and its partner organization in French-speaking Switzerland PS Publicité Suisse, through ADC, bsw and Textverband to SAWI and Stiftung Werbestatistik Schweiz. The President of SW Schweizer Werbung, Council of States member Filippo Lombardi, emphasized in his speech: "It is only thanks to this energetic pulling together that we have come together in such large numbers today and have been able to make such a powerful statement for the entire industry.

Powerful statement for the entire industry

Since last year, "The Economic Significance of the Advertising Industry in Switzerland" has been backed up with figures. Industry sales of around 7.2 billion Swiss francs, a GDP share of almost 1.3 percent and almost 22,000 full-time jobs speak a clear language: the communications industry is a weighty economic factor. This is shown, for example, by a comparison with the energy supply industry, which has a turnover of 8.9 billion Swiss francs. Against this background, the Advertising Day addressed the question of how great the influence of commercial communication is on the economy as a whole. The very first speaker, Mark Backé, left no doubt that the importance of advertising is essential for a prospering economy. The Head of Marketing at BMW (Switzerland) then outlined the means by which the premium automotive brand intends to master the challenges of the "digital shift". Backé demonstrated how BMW will counter the increasing individualization of society in the future with a new, emotional image spot that premiered on Advertising Day.

Finally think for yourself again

After a short introductory speech, Sergio Ermotti took questions from the conference moderator Urs Gredig. The Group CEO of UBS made it clear why he does not envy Credit Suisse's Roger Federer and prefers to focus on Formula 1: The product is in the foreground, not people. Patrick Magyar, the long-time meeting director of Weltklasse Zürich and CEO of the 2014 European Athletics Championships, is focusing on heads. The women's 4×100-meter relay team and the mascot "Cooly," "borrowed" from the 2009 Ice Hockey World Championships, are to serve as advertising icons to ensure full stadiums. Finally, Stephan Sigrist ventured a look into the future of advertising. For the founder and head of the Zurich-based think tank W.I.R.E., a key question is how to deal with the growing volume of data. It is true that it opens up new possibilities for a more individualized customer approach. However, according to his thesis, more data does not mean more knowledge and transparency, but on the contrary, more half-knowledge and intransparency. This might even be a good thing, as it forces people to finally think for themselves again.

At the end, Nadine Borter, owner and managing director of the Bernese advertising agency Contexta, Herbert Bolliger, CEO of the Migros Genossenschafts-Bund MGB, Roger de Weck, general director of SRG SSR, and speaker Mark Backé discussed the conference motto on the podium. The assertion "No advertising, no economy" had meanwhile become a statement and found no contradiction in this round. Roger de Weck, however, extended it to the media, which could just as little survive in its present form without advertising.

Lobbying for liberal advertising guidelines

In particular, the above-mentioned study on "The Economic Significance of the Advertising Industry in Switzerland" ensured that SW Schweizer Werbung closed the 2013 financial year with a loss of around 18,000 Swiss francs, despite spending discipline. In this context, Filippo Lombardi stressed that the additional expenditure would be more than worthwhile in terms of the bottom line, as the study would contribute to a better perception of the industry. The importance of the association, Filippo Lombardi continued, was shown by the recent debate during the special session of the National Council. "Not least thanks to our lobbying, the written statements for the attention of the parliamentarians and the participation in hearings, the National Council followed its Economic Commission (WAK-N). When discussing the new Consumer Credit Act (KKG), it did argue for a ban on aggressive advertising. However, it leaves the definition of what is considered aggressive to the industry. This self-regulation, if it gets through in the Council of States, would spare the industry some of the problems that would undoubtedly arise with a total ban."

Marc Werner and Roger Harlacher new on the Board of Directors

Two new board seats were filled at the SW Schweizer Werbung general meeting. Marc Werner, Head of Private Clients at Swisscom, will replace Hans-Peter Hess in the future. The senior adviser at Roland Berger Consulting previously stepped down as a representative of advertising clients - in addition to advertising agencies and media companies. Completing the SW Schweizer Werbung executive committee is Roger Harlacher, Director of Marketing and Sales at Zweifel Pomy-Chips. The President of the Swiss Advertising Clients Association SWA was elected as the association's representative.

The new brand is expected to help rejuvenate the fruit juice beverage market and change the Swiss habit of limiting their fruit drink consumption to breakfast time, according to a statement. The new drink is being positioned as an all-day beverage with the tagline, "Incredibly refreshing anytime!" Cappy Pulpy comes in a young product design and stands for pure joie de vivre and fruity refreshment. The refreshing drink is very popular in the Asian home market. The launch in Switzerland will now be the first in Western Europe - accompanied by a nationwide TV campaign, outdoor advertising, extensive sampling, and targeted PR measures.

The TV spot, created by McCann Warsaw, shows empty oranges in various situations, wittily asking, "Where is the Pulp?" In addition, the spot illustrates the drinking ritual: Shake. Drink. Enjoy. The fruit juice tastes best when shaken well so that the pulp is evenly distributed in the bottle.

 

Publicitas Cinecom, the marketing organization of Publicitas for audiovisual cinema advertising, is now exclusively marketing the advertising space of Liechtenstein cinemas in Schaan and Balzers as well as the Vaduz Film Festival in Liechtenstein. Christian Wittmer, Head of Cinema & TV Publicitas: "We are very pleased about the new cooperation with the cinemas in Liechtenstein, which represents a significant step in the expansion of our media portfolio. Our Publicitas location in Schaan allows us to optimally serve the market and offer our customers access to a new and lucrative advertising market." Markus Wille, cinema operator: "We are delighted to have found an experienced partner in Publicitas Cinecom to support us in marketing the cinema landscape in Liechtenstein."

Big news at Rivella: a new product line, Rivella Cliq, will be launched in May 2014. The fruity aromas of peach and rhubarb meet the unmistakable Rivella taste. The result of this combination is a completely new Rivella drinking experience. To ensure that the new Rivella Peach and Rivella Rhubarb are on everyone's lips right from the start, Erdmannpeisker and Rivella are causing a stir with a major launch campaign. The main roles in the campaign are played by the new peach and rhubarb flavors with an unmissable appearance that will ensure that the new taste experience from Rivella is guaranteed not to go unnoticed. The launch is cross-media in TV, posters, e-boards, advertisements, online advertising media and will be promoted online with various promotions and engaging measures on Rivella-cliq.ch as well as on Facebook, Twitter and Instagram.

Responsible at Rivella: Silvan Brauen (Group Brand Manager Rivella), Carla Mathieu (Brand Manager Rivella); Sara Bätschmann (Brand Manager Rivella). Responsible at Erdmannpeisker: Gabriel Peisker and Sybille Erdmann (overall responsibility), Christina Weisser, Daniel Hesse, Patrick Fawer (art direction), Selina Helbling, Rainer Neusius (consulting); Uli Scheper, Markenfilm Schweiz (production), Kim Jacobsen (direction), Marco Nagel (photography), Felix Schregenberger (image editing), Goldbach Interactive (online advertising material), Nemuk (microsite), OMD See (media planning).
 

In addition, jim & jim implemented the Adecco Street Day on behalf of the personnel service provider and accompanied it with a promotion. Adecco experts demonstrated the benefits of the app live on site in Zurich and Lausanne, thus sensitizing young people to the sensitive topic.

Young people romp around on the social web every day - usually without thinking about what traces they leave behind on the net. This can lead to negative surprises, especially when looking for a job. That's why the youth and student marketing agency jim & jim has developed a social CV check app for the leading personnel service provider Adecco. With it, Adecco wants to make young people looking for a job aware of the issue and show them how their Facebook profile is perceived from the outside. To do this, the app analyzes, for example, pictures and videos posted on Facebook, likes, friend lists or group memberships, and places where people have checked in. Those who do not achieve the top score of 12 points and thus have a flawless social CV receive tips on how their Facebook presence can be adjusted in a few steps in the future in order to be even more successful on the job market.

To spread the word about the Social CV Check, Jim & Jim recently implemented Street Day for Adecco and accompanied it with a promotion. The day is part of the global Adecco Way to WorkTM program and takes place worldwide. At two locations in Zurich and Lausanne, Adecco experts, including Swiss CEO Michael Agoras, gave young people a live on-the-spot demonstration of how the app works and what to look out for when using the social CV. In addition, a promotion team distributed "Coffee to Go" to the participants and passers-by. Participants also had the opportunity to win an iPad and other prizes in a competition.

The Social CV Check developed by Jim & Jim can be accessed via the following link: Blog.adecco.ch/socialcv

Making-of video of the campaign: