At the Swiss Football League's Football Gala, the best players of the Raiffeisen Super League and the Brack.ch Challenge League will be awarded in various categories. Under the motto "Clear the stage", full-page advertisements as well as online web banners will be placed in the Ringier media and in Le Matin, drawing attention on the one hand to the Football Gala and on the other hand to the start of the second round of the Raiffeisen Super League. The Hug & Dorfmüller agency is responsible for the advertising campaign and, in collaboration with the Swiss Football League and Rufener Events, for the event identity and design implementation of the SFL Award Night.

Responsible at Swiss Football League: Roger Müller, Silvano Lombardo. Responsible at Infront Ringier: Julian Bühler. Responsible at Hug & Dorfmüller: Christian Dorfmüller, Sämi Roos, Mario Mühlemann. Motion Design: Le Mob; Bart Wasem. Photography: Tobias Stahel

 

Dogs are a target group that car manufacturers need to keep an eye on: many dog owners choose a model that explicitly meets the needs of their four-legged friend. They have to, because they want to stay mobile despite having a partner with a cold snout. Especially with large dogs, the choice is limited to estate cars, SUVs or vans. Just like with children, only a little more complicated.

So it makes sense that the Carmichael Lynch agency is targeting dog owners for once in the latest Subaru campaign. There are an estimated half a million dogs in Switzerland alone. Around 80 million in the USA. However, instead of showing the four-legged friends in the passenger role as usual, Subaru is letting them take the wheel themselves. Meet the Barkleys!

The Barkley's show that not only families but also dogs feel at home in the spacious cars. And that dogs are not only in good hands in Subarus, but also in advertising. (hae)

n April, the parent company of Südostschweiz Medien, which also owns Werbewoche, will have a new and modern corporate brand: Somedia. This stands for the entire media company with locations in the cantons of Graubünden, Glarus, St. Gallen and Zurich. In addition to journalistic convergence with newspapers, radio, television and online, commercial convergence in the area of advertising sales and media services is also being initiated. Two service brands will be created for this purpose:

Somedia Promotion combines advertising and spot sales in newspapers and online (previously Südostschweiz Publicitas), radio and television.

Somedia Production now comprises the former Südostschweiz Print (printing and finishing), Südostschweiz Newmedia (web agency) and Südostschweiz Emo- tion (video productions) divisions.

The new brand image was developed by the design and communications agency Tatin. Its managing director, Ruedi Alexander Müller-Beyeler, is also head of the Institute for Multimedia Production at the University of Applied Sciences HTW Chur.

Somedia Promotion will strengthen the cross-media sale of advertising services in the future and Somedia Production will be able to offer customized total solutions along the entire Somedia service chain.

When it moves into the new media building in Chur, which is planned for the beginning of 2015, the company will have a well-established, powerful Group brand and two customer-friendly service brands that are adapted to the market. Convergence will also be evident in the new media house. "We were lucky enough to be able to design the new building from scratch. The entire building will be divided into three zones," Andrea Masüger, CEO of Somedia, told Werbewoche. "There will be a news zone, a commercial zone and an education zone. The Education Zone includes the integration of media training at the University of Applied Sciences HTW in Chur. This kind of integration is unique in Switzerland. The collaboration with the multimedia production/media engineering students at HTW will be exciting," Masüger continues.

 

According to the statement, the two are a well-established team and have already been working together successfully for years. Patricia Heyne has worked as a freelance copywriter and concept developer for Werbekontor and numerous other agencies and companies in Basel and Zurich over the past five years. Before that, she studied German and English at the University of Basel and gained agency experience as a senior copywriter at Valencia Kommunikation.

Advertising agency is a full-service agency in the heart of Basel. The team of eight develops customized communication solutions for national clients such as Fressnapf, SBB Cargo, Brauerei Falken and Valora.
 

Beat Sulzer, long-standing Sales Director and member of the Executive Board of Clear Channel Switzerland, is leaving the company at his own request at the end of January due to differences of opinion regarding its strategic direction.

The 44-year-old Ivan Schultheiss will succeed Beat Sulzer as Head of Sales and member of the Executive Board as of January 27, 2014. He has many years of experience in the media industry. Before joining Mediaschneider as Deputy Managing Director, where he was most recently employed, he worked at APG for seven years, including as Managing Director and previously as Sales Director, according to the press release.
 

Suzuki starts the year 2014 with the special models Sergio Cellano under the motto: Collezione d'Eleganza. Suzuki thus continues the extremely successful first series of Sergio Cellano, as it says in a statement. The model range at the best price is presented in style on a sea of waving silk scarves. The campaign elegantly spans national panorama ads, an online presence with banner and microsite, dealer ads, POS and a dedicated Sergio Cellano magazine. The campaign launches on January 25 throughout Switzerland.

Responsible at Suzuki Automobile Switzerland: Hanspeter Bachmann (Managing Director), Jürg Naef (Head of Marketing and PR). Responsible at Metzgerlehner Worldwide Partners: Michael Rottmann, Fabrizio Gianella, Ricco Pachera (creation), Andreas Meier, Jennifer Meier (consulting), Mark Berger, Matthias Känzig (digital), Bruno Breitenmoser, Ursula Trottmann, Pia Litschi (production).

 

According to the press release, there is a need for clarification. For example, Swiss people find that health insurers have administrative costs of 20 percent (instead of around 5 percent) or that they rake in excessive profits (they are prohibited from doing so in basic insurance).

Seven cartoon subjects and four radio spots convey important but little-known facts about the quality, costs and services of our healthcare system, such as "low administrative costs," "debt-free," or "high customer satisfaction." In addition to radio spots, print, out-of-home and online measures are used.

 

A story about an e-commerce start-up is used to present Swiss Post's extensive e-commerce offering in a striking way. To match the film, the e-commerce brochure is also made entirely of cardboard and presents the services in detail. The film is shown at the Post office website and in sales talks, where the cardboard brochure is also used. Back in November 2013, Leo Burnett explained offers from Swiss Post using cardboard (Werbewoche.ch reported).

Responsible at Post CH: Alexander Simon, Deputy Head of Brand Management and Advertising. Responsible at Leo Burnett Switzerland: Christian Bircher (CD/Art), Patrick Suter (CD/Text), Peter Brönnimann (ECD), Erasmo Palomba (Art Buying), Isabelle Meier, Sandro Looser, (Consulting), Daniel Strickler (Production). Film: Plan B Film (production), CanCanClub (animation), Bruno Conti (director). Artwork: Martin Weinknecht.

The division of territories among the large media houses and the ongoing monopolization process led to another "black day for the Swiss newspaper landscape," writes Syndicom in a statement. "Tamedia, of all things, the most profitable Swiss publishing house," is reducing press diversity with the further cost-cutting measure and risks cuts in the quality of the media. The Announced reduction of 25 jobs is a mass dismissal, writes Syndicom and insists on the legal rights of participation of the affected workforce. Staff and staff representatives must be consulted. The aim must be to avoid dismissals or to reduce their consequences. This includes the application of a "decent social plan". Syndicom is in contact with the editorial offices. The union is demanding an open participation procedure from Tamedia without time pressure and the start of negotiations on the social plan.

Imprint demands preservation of all editorial positions

The journalists' organization Impressum also criticized Tamedia for the job cuts announced on Wednesday. Once again, an austerity program is being carried out on the backs of media professionals, Imprint said in a statement. The elimination of 25 jobs necessarily means a further reduction in the diversity of information, even if Tamedia denies this. The media company's previous concentration measures had always resulted in the same texts appearing in different titles.

Imprint once again condemns Tamedia's declared profit target of 15 percent, which enjoys a higher priority than the quality of the media. The organization demands that no layoffs be made at all and reminds Chairman of the Board Petro Supino of an SRF 4 broadcast in August 2013, in which he confirmed that no layoffs were planned at the Landbote. If jobs were to be cut elsewhere as a result of the purchase of the Landbote, Supino would be breaking his word, according to Impressum. (SDA/PD/hae)
 

Being seen as an attractive employer is the goal of companies' employer branding activities in the battle for young academics. However, the corresponding efforts in social media have not yet been successful enough. As a study by the Wiesbaden Business School, the magazine "Personalwirtschaft" and the online HR consultant Talential.com showed, only nine percent of employer branding activities in social media reach their desired target group. Why this is the case and how activities can be optimized are the questions addressed by a research study now published by the University of Liechtenstein. The study was led by Dr. Susanne Durst, Assistant Professor at the Chair of International Management, and Master's student Christoph Hinteregger. 214 business administration students from the University of Liechtenstein and the University of Applied Sciences Vorarlberg took part in the survey and assessed the effectiveness of social media in relation to employer branding activities.

Reserved to very interested

One of the core questions of the study focused on the source of information. Where do students obtain information about potential employers? The evaluation of the answers clearly showed that a student's occupational status has a significant influence on his or her choice of information source. The three categories "working", "not working" and "looking for a job" are decisive for the usage behavior of the study participants. Working students consulted social media only very cautiously (16 percent) before taking up a job, which is partly due to the fact that they were not actively engaged with them or were not sufficiently aware of them at the time of their job search. By contrast, job-seeking students use social media much more intensively, with nearly 50 percent using this source of information. An equal 60 percent of students who are not employed or looking for work said they would use social media to gather information in the future. For all students who use social media to obtain information, Facebook is the first choice ahead of Xing.

The students justify the partially low use of social media on the one hand with doubts about the credibility of the content communicated by companies in social media. On the other hand, they say that they use social media exclusively for private purposes. Many are also of the opinion that hardly any relevant information can be found there.

As is clear from the study, all students - whether employed, job-seeking or not - still primarily use company websites and private and professional contacts before turning to magazines, daily newspapers, job exchanges and social media as sources of information.

Feel good desired

The second set of topics in the study revolved around the question: What makes an attractive employer? At the top of the students' wish list are the feel-good factor, fun at work and the opportunity to gain career-enhancing experience. But relationships with work colleagues and superiors are also named as important employer characteristics.

At the same time, students have specific expectations of the content provided by employers on social media. However, these do not correspond to the list of the most attractive employer characteristics. Only when it comes to the desire to be able to collect career-enhancing measures and advance in a company should the employer offer information. Otherwise, however, information on the company's sense of social responsibility and details on quality, innovative strength and the type or nature of the product and service are expected. Students also want to know whether the company uses innovative forms of work and ideas.

It is necessary to be versatile

For the authors of the study, the survey results have various implications for employer branding activities. On the one hand, it has been shown that social media still play a subordinate role as a source of information in this area, since people still rely first and foremost on traditional channels. However, the trend is in favor of social media, and the course must be set accordingly. In principle, the experts recommend that companies should not limit themselves to individual factors in their external presentation, but should create a "coherent overall picture". This is because all the top employer characteristics were rated by the study participants as being of almost equal value. It is important to present oneself authentically and credibly in social networks, ideally by using one's own employees as image bearers and also involving management. For example, insights into the everyday life of a company can be presented visually on YouTube, or employer information can be made available by means of a dedicated Facebook fan page. The need for social interaction, according to the experts, must also be satisfied, for example through applicant chats or other forms of interaction. Above all, however, interaction is also needed on the company website.

The authors of the study of the University of Liechtenstein: Dr. Susanne Durst, Assistant Professor at the Chair of International Management, and Master student Christoph Hinteregger.
 

Since the beginning of December, new Petra Moser expands the digital specialists in the consulting of Webguerillas. Petra Moser has worked in various interdisciplinary agencies, most recently at Jung von Matt/Limmat.

The creation team also has a new addition to report for text/concept. Annika Eigenmann, who worked on various integrated campaigns at Rod Kommunikation before her trip around the world and helped shape the agency's digital development, joined the creative team in November.

"With Annika and Petra, we were able to sign up two desired candidates who will positively influence the creative output of the agency," says managing director Dino Ceccato.

 

Concrete shapes our environment, the living space of all of us, our everyday life - and thus our entire life in many different ways. Or to put it another way: Müller-Steinag builds the world. Reason enough for Walder,Werber to honor the elementary building material as well as the competencies of the company in an image film. Reference projects, urban environments, renaturalized landscapes - typographically and rhythmically speaking, the content meanders through a photo-realistic, animated visual world of 3D and stop-motion effects. Together, this results in a spectacular presentation of the company and the building material. The "Swissbau" trade fair could not have been more fitting as the stage for the premiere.

Walder,Werber developed the idea, concept, storyboard and text for the image film. The agency was also in charge of the realization. Once again, Walder,Werber relied on the close cooperation with the animation studio Le Mob and the film production company Encore Pictures.

Responsible at Müller-Steinag Group: Bruno Ruesch (Head of Marketing Communications). Responsible at Walder,Werber: Sandro Walder (overall management); Stefan Moeschlin (concept/text), Caroline Breitenmoser (graphics); Melanie Poltéra (consulting). Motion Design: Bart Wasem (Le Mob). Film production: Anna-Lena Carl (Encore Pictures). Sound Studio/Sound Design: Gregor Rosenberger (Jingle Jungle).