The delegates of the Impressum media union in Western Switzerland approved the collective labor agreement by 16 votes to 7. The decision was made "without joy and after a lively debate," as Dominique Diserens, the union's central secretary, told the SDA news agency. The delegates had criticized numerous points of the agreement. The Vaud section did not hide its opposition to the collective labor agreement, she said. The reinstatement of the joint commission and thus of the social partnership with the publishers had tipped the scales, Diserens noted. Moreover, a collective labor agreement was preferable to a contractless state of affairs, as was the case in German-speaking Switzerland.

No more minimum wages

The publishers had terminated the previous CLA in December 2012. The main reason they had given was that they no longer wanted provisions for minimum wages. These are no longer included in the new collective labor agreement, but 5842 Swiss francs per month and a 13th month's wage were set as a minimum starting wage. The wage scales are to be replaced by individual wage systems. At least every two years, there is to be a discussion in which wages are also to be determined. In addition to seniority, work quality and professional experience are to be taken into account.

Five days paternity leave

The GV now also includes paternity leave. After the birth of a child, five days off are planned for the father. In addition, the joint commission is to be reactivated. The negotiations, which began in the spring, were described as "long and difficult". After all, there was still a collective labor agreement in French-speaking Switzerland until December 2012. In German-speaking Switzerland, a contractless state has prevailed since 2004. (SDA)

This is what the newspaper Schweiz am Sonntag writes in its current issue. According to Publisuisse, the search took so long because the "Giacobbo / Müller" brand was strongly associated with Mobiliar and therefore not very attractive to potential sponsors. The search has now come to an end with the Proviande brand Schweizer Fleisch. Although SRF and Publisuisse have not provided any details about the level of commitment, it is assumed - based on figures from previous sponsorship contracts - that the amount will be between CHF 150,000 and CHF 500,000 per year. (SaS/hae)

"No Empty Chairs at Christmas" is the name of the initiative that Ikea Switzerland has launched this year for Christmas. The furniture store brings people together for the feast of love. On Noemptychairs.ch, everyone can offer a place to celebrate. Or get in touch with people who still have a free chair. It doesn't matter if you are a single parent, if your relatives live abroad, or if you are a family that wants to put down an extra chair for the feast. Somewhere, there's a place for everyone to join in the celebration. Ikea's vision of creating a better everyday life for the many people was the inspiration behind the creation of the "No Empty Chairs at Christmas" Internet portal. Because it's not just furniture and furnishings that create a better everyday life for people, but also being together.

The non-commercial platform was designed and developed in cooperation with Wirz Werbung. It has been online since the beginning of December until shortly before Christmas. Now only a lot of people have to register and Christmas will not only be the feast of love but also the feast of encounters.

Responsible at Ikea: Christoph Widmer (Social Media Manager), Virginia Calisi (-Bertschinger) (PR Manager), Katrin Polzer (External Communication Manager), Annelies Bühler (Project Leader Campaigns). Responsible at Wirz Advertising: Philipp Skrabal (ECD), Rob Hartmann (CD), Angela Erni, Barbara Hartmann, Paul Labun, Tanja Jablanovic (AD) Lilian Metzker, Isabelle Bühler (Screendesign), Wolfgang Bark, Marietta Mügge (Text), Petra Dreyfus, Eva Boretti, Stefan Schmid, Yves Rückert, Prisca Grollimund, Ariane Tavakol (Consulting).

Beer advertising often conveys a romantic image: good-looking, successful people laughing and toasting their best friendships or just making them. The prime example, which has been annoying since 2012: Bitburger.

That's one side. The other is far less heart-warming. But at least as realistic. Slightly bored men who drink beer together and sooner or later come up with stupid, but not necessarily stupid, ideas. Funny ideas - at least for the moment. The next day they are classified as "beer ideas" and filed away. 

Not necessarily the image that manufacturers of alcoholic beverages want to convey to their customers. You might think so. With the #Hellobeer campaign, Carlton Dry celebrates the lovable idiocy and shows various ideas that were created under the subtle influence of beer and, above all, put into practice. The campaign was created by Clemenger BBDO Melbourne. (hae) 

 

via Adweek.com

The winners will be announced on May 15, 2014 at the Goldbach Award Night, at Kaufleuten in Zurich. Information on the registration process will follow in January 2014.

The independent jury, which consists of 16 specialists from various professional fields, will judge the submitted campaigns in a two-stage process, according to a statement. In addition to the Crossmedia Award, the jury has the option of awarding special prizes, so-called Trendsetter Honors. The focus here is on campaigns that innovatively link the cross-media sub-sectors of mobile, video or social media. In its tenth edition, the Goldbach Crossmedia Award, which is endowed with 10,000 Swiss francs, also counts towards Werbewoche's annual creative ranking and, as in previous years, silver and bronze prizes will be awarded in addition to gold.

The jury of the Goldbach Crossmedia Awards 2014 is chaired by:

Marco Taborelli (Marco Taborelli Consulting) for the Crossmedia Award and
Leila Summa (Facebook Germany) for the Trendsetter Honours.

The other members of the 2014 expert jury are:

Geri Aebi, Wirz Advertising
Nadine Borter, Contexta
Roland Ehrler, SWA
Markus Gut, Advico Young & Rubicam
Cornelia Harder, Draftfcb/Lowe Group
Roman Hirsbrunner, Jung von Matt/Limmat
Michael Kathe, Havas Worldwide Digital Zurich
Christof Kaufmann, Aegis Media Group Switzerland
Manuel P. Nappo, HWZ
Wim Roelfs, Publicis
Marie-Christine Schindler, Mcschindler.com
Cyrill Schneider, Goldbach Interactive
Andy Stäheli, Leo Burnett Switzerland
Thomas Truttmann, McDonald's Switzerland
 

Never change a winning horse! In line with this motto, the Swiss Media Association is sticking to its generic marketing campaign "Only those who read become smarter". "When has an advertisement triggered so many positive reactions from teachers, parents, marketing specialists and readers as this campaign has in the last two years?" asks the association in a press release. With over 32,000 trial subscriptions of CHF 20 each, the joint subscription campaign "Presseshow" with the animal pictures on the cover, which ran in parallel, and the over 17,000 calendars sold were also extremely successful.

The campaign is now being continued with six new subjects. This time, it's no longer predators facing each other, but "David" and "Goliath", with the reading "David" dominating the scene. "Trick - reading makes you smarter! Every child will soon know that."

The next three-month joint campaign with the "Presseshow" will also start in sync with the advertising campaign. This will involve 60 titles from German-speaking Switzerland and 16 titles from French-speaking Switzerland. The total circulation of the folders is over 6.34 million copies. There are two Renault Captur cars worth a total of CHF 50,000 to be won, as well as 10 x CHF 1,000 in cash.

Responsible at Wyler Werbung: Ruedi Wyler (CD, text), Andreas Konrad (AD, composing), magicgroup.nl: Peter Witte, Edwin Veer (illustration). Responsible at the Swiss Media Association: Toni Vetterli (Reading Campaign Project Group in the Department of User Market), Pepi Burch (Project Management).

More information: swissmedia.ch.

 

Canetta has worked for RSI for more than 30 years, holding a wide range of management positions. Today, he is Chief Information Officer and a member of RSI's Executive Board. He succeeds Dino Balestra, who is retiring, on June 1, 2014. Due to his experience in a wide variety of journalistic fields and his management skills, Canetta ideally meets the requirements for an RSI director, according to the statement. He was appointed at the request of the regional board of the SRG Cooperative of Italian Switzerland (Comitato Corsi).

The 57-year-old joined RSI (then TSI) television in 1980: First he was a trainee in Zurich, then editor of the program "Telegiornale," then Federal Parliament correspondent in Bern, later producer of "Domenica Sportiva" and "Telegiornale. Since 2003, he has held important management positions at RSI: as Head of Sports, Head of "Telegiornale," Head of Culture and, since July 2012, Head of Information. Canetta was born on December 25, 1956, he is married and has two grown-up children. On June 1, 2014, he will replace Dino Balestra as Director and will then also be a member of the SRG Executive Board.

Image: Rsi.ch

The 32-year-old Klement joins Publicitas on February 1, 2014 from Qusima, where he has worked as Director Technologies since 2011. At the full-service provider in the technology and digital marketing sector, he was responsible for the development of the Quisma Media Platform, a multi-channel tracking platform for handling online marketing campaigns, among other things.

In the newly created role of CTO at Publicitas, he will be responsible, among other things, for the development and introduction of the advertising marketing platform announced in August for the automated planning, booking and processing of advertising in all media categories. Klement reports directly to CEO Alain D. Bandle and is a member of the Executive Board, which is fully staffed.

Before joining Quisma, David Klement worked at Adjug as Head of Products and at Booming as Project Leader IT Solutions.

Alain D. Bandle, CEO Publicitas: "I am delighted that we have been able to recruit David Klement, a highly experienced IT specialist who is also an outstanding expert in the media and advertising industry. His extensive experience in the field of multi-channel technology and real-time advertising is extremely valuable for implementing an important part of our strategy of increasingly automated advertising marketing."
 

Sentiment analysis can be used to automatically determine the mood of print, online and social media messages within a very short time. The function is integrated into the all-in-one platform Argusavenue and is available to all customers with immediate effect.

Together with ICL, Argus has spent a year developing a solution for the automatic evaluation of text content in German, French and English. This expands Argus' media intelligence offering and enables customers to gain a quick overview of the sentiment of a large number of articles. A distinction is made between "positive", "neutral", "negative" and "controversial". In addition to the evaluation of the entire article, the analysis can also be narrowed down to individual keywords (detailed evaluation). This automatic evaluation is integrated into the new all-in-one platform Argusavenue. In combination with the newsletter module, automatic alerts can be set up for negative reports in order to be able to react promptly to reputational risks.

While a great deal has already been achieved in the field of sentiment in English, there is still a lot of catching up to do, especially in German and French. Closing this gap is an important goal of the joint project. "As a Swiss company, it is important to us that we initially focus on the languages German, French and English when it comes to the machine analysis of texts. In the University of Zurich, we have found the ideal partner to help us make progress in this area," explains Linard Campell, Head of Product/Business Development at Argus.

Manfred Klenner, ICL project manager: "The focus of the development was the creation of a new multilingual sentiment analysis. The vision was a system that can not only differentiate between simple positive and negative evaluations as usual. New filter functions should also make it possible to distinguish between positive and negative facts on the one hand and moral and emotional 'tones' on the other."
 

Targeted word of mouth generates increased attention for brands and increased consumer involvement. "Through a Word of Mouth marketing campaign, brands can generate a large number of brand-related C2C interactions, i.e. conversations and recommendations, offline and online, and thus have a lasting influence on purchasing decisions," says Kjero Managing Director Stefan Ramershoven about the Word of Mouth offer from Kjero.com. According to studies by Nielsen and others, over 90 percent of consumers believe recommendations from friends and acquaintances, but only 50 percent believe advertising. Customer journey studies by touchpoint specialist Accelerom show that word of mouth is one of the most influential contact points for purchasing decisions.

To date, Kjero has planned and implemented word-of-mouth marketing campaigns in the confectionery, snacks, beverages, cereals, food, personal care, healthcare, pet food, cosmetics and electronics sectors for clients including Glaxo Smith Kline, Henkel, Nestlé, Beiersdorf, Bertolli and Intersnack. In Switzerland, Kjero.com is operationalized together with Value Ad Network Suisse, which has launched Mr. Wom, the first full-service provider for word-of-mouth marketing in Switzerland. "By expanding our offering to include Kjero.com Word of Mouth campaigns, we are completing our WoM marketing portfolio with a full service offering consisting of Word of Mouth Strategy & Planning, WoM Campaigns, WoM Solution and WoM Trainings", says Mark Leinemann, founder of MR. WOM. Kjero Managing Director Stefan Ramershoven adds: "With the launch of Kjero in Switzerland, we can now offer our customers cross-national WoM campaigns in the D A CH region". In fact, there is a cross-border campaign for the Swiss photo service provider Ifolor right at the launch of Kjero.ch. The campaign will take place in Germany, Austria and Switzerland.

Graphic from Accelerom on the relevance of recommendations in marketing

Figure large

 

The display on the home page of Blickamabend.ch is structured in two to maximum three columns and with a large lead image - on mobile devices in one column. Navigation is intuitive, simple and clearly laid out. The entertaining content, which is aimed at a more youthful audience, can be marked and rated with badges such as "Super," "Jöö," "Funny," "Fail," "Krass" or "Good News.

The new digital presence will be produced from the newsroom of the Blick Group. Journalists with a particular affinity for social media and picture editors have been recruited for this, according to a statement. The editor-in-chief of the portal is Peter Röthlisberger. In total, no fewer than 25 columnists will work for blickamabend.ch. In addition to the two newcomers - bestselling author Linda Solanki rapper Gimma - also the already proven Blick am Abend: Stefan Meierhans, price supervisor; Regula Stämpfli, political scientist; Andi Stutz, silk king; Jeannine Pilloud, head of SBB passenger traffic; Helmut-Maria Glogger, e-mailer; André Blattmann, head of the army; Erich von Däniken, bestselling author, and more.

In order to make it easier for advertisers to deal with the still very young and forward-looking form of advertising Native Advertising on the platform, Ringier Publishing decided to develop the market together with customers and agencies. For this purpose, several advertising and media agencies were tested for the handling and development of native ads and finally selected. The test cases were successfully implemented with the following agencies: Jung von Matt Next, Dreicom, Shortcuts as well as Bergzucker. Peter Röthlisberger, Editor-in-Chief of Blick am Abend and blickamabend.ch: "We want to take our existing print readership into the digital world. We want to offer them the light-footed Blick am Abend style 24/7. And finally, they will be able to share our content on Facebook and Twitter."

The new platform blickamabend.ch will be welcomed with a big launch party in Zurich on Thursday evening. Bligg will give an exclusive concert and selected readers will also be present at the event.

The study was published on Thursday. Respondents who say they like to give other people wristwatches or high-quality jewelry are mostly materialistic, extraverted personalities with a tendency towards hedonism. They attach importance to a well-groomed appearance, correctness and adherence to conventions. When it comes to consumption, this group of people sets clear priorities. For the desired prestige, they rely on tried-and-tested products and strong brands. They usually pay the prices demanded for them. Otherwise, however, this target group is rather stingy. People who like to give away wristwatches and high-quality jewelry have an above-average consumption of tabloid entertainment media.

By contrast, respondents who rarely give wristwatches or high-quality jewelry as gifts prefer to read print media of a more serious nature - such as daily newspapers and family magazines. They tend to be introverted and conservative in character. With a share of 60.5 percent, the majority of people who like to give wristwatches and high-quality jewelry as gifts are male.

Data basis: MA Strategy Radar 2013

The data were collected as part of the MA Strategy Radar 2013 intermedia study conducted by Wemf AG für Werbemedienforschung. The study makes it possible to link media and consumption data with psychographic characteristics and value attitudes. Marketing and media professionals can use the MA Strategy Radar to quickly and comprehensively analyze their target group and their media consumption in all relevant media genres. The latest edition of the MA Strategy Radar was published on Thursday.