Teledata originally belonged to the publishing and security printing company Orell Füssli. The current owners Axon Active now want to focus on the expansion of data networks into process-oriented decision-making solutions in marketing, as they announced on Monday. Under the new owner, Teledata will maintain its core competencies: "Under the umbrella of CRIF, the merged company will be able to concentrate fully on its core competencies in credit risk management and expand its offering," wrote Stefan Muff, Chairman of the Board of Directors of Axon Active Holding, in the press release. However, CRIF will become a strategic partner for Axon Active in Switzerland. (SDA)

The market is flooded with countless innovations every day. However, only very few of them really catch on. Rarely do any of these innovations prove to be a true game changer. Most of them fail, sometimes more, sometimes less.

Ogilvy & Mather Hong Kong asked Kompost to dramatize these different fates of innovation for their client Arrow Electronics in a show trailer - in the most unique, striking and inspiring way possible. The result is a short animated film that tells the story of success and failure in a compelling and almost mystical way. It can all change in a moment.

Responsible for compost: Ian Sampaio (Art Director), Gian Klainguti (Executive Producer), Fabian Dörr (Producer).

In the Olympic year of the "Cool Running" relaunch, the New York agency conquers the Internet with the catchy tune "Bobsled Song". The catchy reggae song ("To the right! To the left! It's bobsled time!") is visualized by a music video in the 8-bit style of the computer games of past decades. If the music is started at the same time as the bobsleigh start, the video runs in sync with the bobsleigh run shown on TV in Sotchi. The only problem: the Jamaican bobsleigh team starts in the two-man bobsleigh - and this competition took place on Sunday and Monday. Whether the whole thing will also work in the four-man bobsleigh (February 22/23) remains to be seen due to the higher speeds. (hae)

At the final examination in the first week of February, they faced tough questions from the examination experts, as detailed in a press release. Beforehand, they wrote a thesis in which they dealt with a practical issue from the media industry. Successful completion of the exam confirms their extensive specialist knowledge, analytical skills and communication skills, which are required in the practical management of projects in the areas of media production and media marketing as well as for management in media companies.

The examination board approved the results last week. The following media managers will receive their federal diploma at a ceremony in May:

- Séverine Bonini, Prime Public Media, Zurich
- Myriam Born, AZ Medien, Basel
- Tanja Buhse, Goldbach Media (Switzerland), Küsnacht
- Alexandro Isler, Appenzeller Volksfreund printing company, Appenzell
- Christian Klinner, Ron Orp, Zurich
- Fabian Marbot, Mengis Medien, Visp
- Andreas Mathyer, Publicitas Publimag, Berne
- Goce Nikoloski, News and Sport Factory, Zurich
- Sabine Schweizer, Swisscom, Zurich

The advertising market's start to the year is only just below the previous year's figure. In January 2014, advertising print was measured at 327.2 million Swiss francs. Compared to the previous year, this equates to a slight decrease of 0.8 percent (-2.6 million Swiss francs).

Final spurt in the voting thriller

January was dominated by the referendum campaign. In the month before the national referendums, the third-highest advertising pressure of the overall market was recorded in the area of initiatives & campaigns (+15.9 percent, CHF 28.5 million). The largest share of this was achieved by the mass immigration initiative with 5.3 million Swiss francs.

Over the course of the campaign as a whole (October 2013 to January 2014), the No campaign to the mass immigration initiative faced the Yes committee with an advertising print of 5.6 million Swiss francs. In the same period, the proponents of the initiative generated advertising pressure of 2.1 million Swiss francs. Broken down to the individual vote, this means that each No vote was based on 3.85 advertising francs and each Yes vote on 1.45 advertising francs.

Strong start for the food market

The food market started the new year with a plus after a mixed advertising year 2013 (-1.8 percent). In January, the industry grew by 14.6 percent (+4.0 million Swiss francs) compared to the same month last year. The driving forces behind the increase were the manufacturers of cornflakes, oatmeal, cereals (+1.8 million Swiss francs) and chocolate bars (+1.1 million Swiss francs).

The flu no chance

The pharmaceutical sector achieved the largest percentage increase in the total market in January 2014 (+42.1 percent, +5.4 million Swiss francs). According to the media, January was the first flu month of this winter period. This is also reflected in the product groups, which accounted for the highest advertising share in the industry in January. Namely, these were the product groups cold/flu remedies (CHF 2.3 million) and sore throat remedies (CHF 2.0 million).

Read the whole Media Focus Advertising Market Trend Report 2014/1 (PDF)

"Saviva - Swiss Food Services" is the combination of food service specialists for discerning hosts. Thanks to the bundling of trade and production under the new brand in out-of-home catering, the catering and hotel industries benefit from advantageous services and comprehensive offers.

The Vizner Borel agency designed the logo and developed the entire corporate design for Saviva. The result is a new brand that appears both as an independent brand for out-of-home catering and as a common umbrella for the competence brands. At the same time, the agency has summed up Saviva's philosophy in a claim: "Saviva - The best for your guests". In addition to the brand, Vizner Borel also designed and implemented the campaign with various communication tools for the market launch of Saviva: The online presence, the brochures, the image film as well as the advertisements will be used in the business-to-business sector until further notice.

In the new promotional campaign, the Shoppyland logo is taking shape again and, in keeping with the theme of adventure, is being transformed into a rare discovery. The "Sensational finds" couponing campaign advertises the wide range of products on offer and aims to increase sales and footfall at the largest shopping center in the Bern Mittelland region this spring. The duck fossil from Komet welcomes visitors on flyers and various indoor measures.

Responsible at Shoppyland: Karl Gorsatt (Center Manager Shoppyland), Rahel Waelti (Marketing & Communication), Diana Weber (Administration). Responsible at Komet: Thom Pfister (CD), Joël Weber (AD), Antonia Bekiaris (Text), Simon Schatzmann (Head of Consulting), Sarina Künzli (Consulting).
 

Since November last year, Lars Bo Müller has been strengthening the consulting team at the agency on Konradstrasse in Zurich. The consultant has 20 years of agency experience in Basel and Zurich; the last eight years Lars Müller worked for the agencies Sulzer, Suter and Hesskisssulzersutter.

There are two new additions to the creative team: Copywriter/conceptual designer Heike Gross has been on board since October, and art director Roland Buob since December. Heike Gross has been writing copy for agencies in Switzerland for more than ten years. Her stations included McCann Erickson, Metzgerlehner and &Söhne.

Roland Buob has been employed as AD at Spillmann Felser Leo Burnett for the last three and a half years. Before that, he worked as a freelancer - mainly for Wirz Werbung as well as Publicis, but also for many other large and small agencies in Switzerland.

Forestry workers standing guard; farmers waving Swedish and Swiss pennants; a brass band of construction workers: with humorous motifs, the Swiss family-owned company Motorex makes it clear that its innovative lubricants are also very popular in the far north. The campaign, which focuses on Motorex's successful market entry in Sweden, was created by the Nudge agency Matter Gretener Lesch and can be seen in Swedish trade magazines, according to a statement.

Responsible at Motorex: Manuel Gerber (Head of Marketing). Responsible at Matter Gretener Lesch: Daniel Matter (Creative Direction), Dominik Imseng (Text), Caroline Jordan (Art Direction), Marcus Gretener and Simone Frei (Consulting). Photography: Christof R. Schmidt/Cyrill Matter; Image editing: Daniel Belet.

There is only one topic in the media at the moment: the acceptance of the mass immigration initiative. The discussion revolves mainly around the reasons, consequences and possible next steps. But did it really turn out the way it had to? Here you can read an analysis of the online presence of both committees during the referendum campaign - and how the tables could perhaps have been turned.

Supporters and opponents of the mass immigration initiative crossed swords for months on various portals and media. Among other things, both camps were represented by a website on the Internet. We investigate: Whose online marketing was more efficient and successful?

Website presentation: 1:0 for the supporters

The supporters rose with the side Massimmigration.ch in the race, the opponents of the initiative opted for Bilaterals.ch. The aesthetics of both pages cannot be faulted and the most important content is also shown.

We also find the most important information and some nice extras on both websites:
The opponents are waiting with

- Well presented testimonials
- A constantly updated news section
- Extensive information material
- Factsheets, FAQs and events
- The opportunity to register with the committee

Nothing spectacular, but definitely appealing. The supporters cover these areas in a similar way, but are a little stronger in engaging their visitors, which increases the viral effect of such a campaign page. They achieve this through

- A much more prominent social media integration
- Integration of videos, which unfortunately have not been optimized for search engines
- Direct invitations to participate (promotions, joining a committee, financial support, possibility to submit letters to the editor) - all with clear call-to-actions

Overall, the Masseneinwanderung.ch site is somewhat more interactive, which probably helped it to attract more attention via viral effects.

This advantage alone is not enough to win and can be compensated for... or could be...
SEO: and it's already 4:0

In the search engine area, however, Bilaterale.ch falls more clearly Although the website is not indexed worse than Masseneinwanderung.ch, according to the SEO tool Search Metrics the site is found via the following search terms: "bilaterale", "power point presentation", "arguments", "brief", "presentation", "simonetta sommaruga" and "bilaterale 1"

The proponent side, on the other hand, is present for search terms such as "mass immigration", "mass immigration initiative" (each in 1st place), "immigration switzerland", "foreigner percentage switzerland", "immigration to switzerland", "immigration switzerland" and "against" (2nd place, hihi)

Bilaterale.ch cannot be reached via these current and concise keywords, as can be seen from the following screenshot (with the exception of "mass immigration no" - where the opponents are present and in first place).

For both camps, it is of course essential that their sites appear in the search terms that undecided voters are looking for in the period before the vote. But which search terms had a strong increase in search queries before the vote? Let's take a look at the search query ratios:

We see: The search terms "mass immigration" and "mass immigration initiative" each have five to six times more search queries than "bilateral". The majority of people who actively searched for information on the vote found the supporters' website.

The paradox is that the opponents of the initiative have laid their own eggs in the nest, because on their website (following the campaign jargon) they always referred to it as the "foreclosure initiative" - a term that never caught on with the electorate, as the following graphic shows.

Using Google Trends and the Google AdWords Keyword Planner, you can roughly estimate the number of search queries in recent months for "mass immigration" and "mass immigration initiative": These were estimated at around 300,000 to 400,000 - and were optimally intercepted by Masseneinwanderung.ch. This does not even include foreign-language search queries.

Conclusion: Online marketing could perhaps have turned it around

The following opportunities were missed by the opponents of the initiative:

- Viral effect on the website
- Lack of presence among several hundred thousand voters who were searching for information on the web due to a lack of keyword analysis before the website was launched

I cannot evaluate the presence of "purchased" traffic via Adwords and other channels such as banners or social media in detail, which of course also had an impact on the result. According to Searchmetrics, the proponents placed at least a small number of paid search engine ads.

Nevertheless, the initiative's opponents missed a great opportunity with their suboptimal online presence and, above all, their lack of consideration for SEO - a negligent and perhaps momentous omission in view of the close outcome of the vote.

Linus Oertli, SEO/SEM manager at Zip Media, Zurich

On Wednesday, the regional newspaper employees want to hand over a petition to the publishing house in which they oppose the planned social plan. They are demanding that the Tages-Anzeiger social plan from 2009 be applied, as it was more generous. The social plan valid for the upcoming layoffs is dramatically worse, the employees write in a statement. For example, all severance payments and compensation payments for daily allowances have been cancelled.

Tamedia takes note of the protest, but stresses that the present social plan should not be compared with previous achievements. "Every social plan is different," company spokesman Christoph Zimmer told news agency SDA on Monday. The social plan mentioned by the regional newspaper employees was negotiated in 2009 for the Tages-Anzeiger and cannot be transferred to other editorial offices.

Extended notice period

But the fact that people would now no longer receive benefits was wrong. The social plan is always based on age, years of service and how quickly someone finds a job again. The benefits are therefore very different. The core of the present social plan is an extended notice period so that employees have more time to find a job. In addition to the normal notice period, Tamedia will grant those laid off an extension of up to 5 months. In addition, early retirement from the age of 60 is possible. The layoffs, which are expected to affect 25 full-time positions, will be announced in the coming weeks. From the beginning of June, the regional newspapers will then appear with a new structure and layout. Externally, Landbote, Zürcher Unterländer and Zürichsee-Zeitung will in future be based on the Berner Zeitung.

Tamedia had announced in August 2013 that it would take over the Winterthurer Landbote completely and restructure the regional papers (Werbewoche.ch reported). The Competition Commission approved the purchase in November, and a few weeks later the previous editor-in-chief, Colette Gradwohl, relinquished management of the Landbote (Werbewoche.ch reported). The new editor-in-chief Benjamin Geiger will implement the reorganization. (SDA)

This is the result of a ruling published on Monday. Lawyers are allowed to advertise their firms, but they must show a good deal of restraint in doing so. Advertising is only permitted as long as it is objective and meets the public's need for information. This is what the rules of professional conduct require. The advertising of the lawyer in question in the ice hockey stadium was deemed inadmissible by the administrative court, as was the lower court.

Penalty presented

The advertising flash for the lawyer was always shown on an LED display in the stadium during player penalties. The stadium announcer announced this with the phrase "Strafe- presented by". The ad with the lawyer's name and website address as well as a slogan lasted around eight seconds and was broadcast an average of seven to eight times per game, depending on how many penalties the referee had to award. In the top soccer and ice hockey leagues, it is now common practice for companies and organizations to present goals, Totomat announcements, time-outs or even penalties during the course of the game with thoroughly professional advertising.

Ethically justifiable

The lawyer in question referred to a St. Gallen court decision according to which the "public's need for information" stipulated in the professional rules was to be interpreted generously. The majority of the population considers attorney advertising to be informative and ethically justifiable. Moreover, the question of whether and in what form advertising by lawyers is permissible is in a state of flux, the lawyer pointed out.

Appropriate warning

However, the administrative court did not follow these arguments. All in all, the lawyer's advertising lacked the necessary restraint, it supported the lower court. With his slogan, the lawyer had tried to establish a connection between the supposedly legal aspect of the player's penalty and the law firm. And this was done during interruptions in the game, during which the attention of the spectators was directed to the large screens in the stadium. The repeated replaying of each penalty imposed further increased the effect on the spectators. The warning as the mildest form of a sanction was appropriate, the administrative court concluded. The lawyer can appeal the ruling to the Federal Court. (SDA)

Image: Keystone