On April 16, 2013, SC Bern won the championship final of the National League. Polyconsult was commissioned by Peugeot Suisse, Energie Wasser Bern and Post Finance to realize the congratulatory advertisements.

The SCB are Swiss ice hockey champions for the 13th time. To mark the occasion, Republica teamed up with the publishing house Espace Media to come up with a congratulatory campaign. Under the motto "Bern is upside down", the front pages of the sports section of both local newspapers Berner Zeitung and Der Bund were literally turned upside down for the SCB's gold sponsor, the Westside shopping and experience center in Bern Brünnen - with the exception of the congratulatory advertisement itself.

The advertising media are used in online wideboards, iPhone prestitials and print advertisements.

Responsible at Republica: Chris Morgan, Mike Krüll (creative direction), Simon Matz (graphics), Michael Holzgang, Michael Müller (consulting), Bala Trachsel (overall responsibility). Responsible at Espace Media: Bernhard Baumgartner (Key Account Manager), Pamela Wittwer (Office Manager). Responsible at Westside: Lorenz Feller (Sponsoring Shopping Centers and Real Estate).

The design of the Website is a consistent implementation of the branding - which was also developed by Allink, according to the agency. The focus is on the visual world, which communicates the values of professionalism and innovation. A well thought-out Responsive Design architecture also makes it possible to display content from smartphones to desktop computers.

The website was implemented using Django and FeinCMS. With the flexible framework, modules for news, job postings and locations could be tailored to the needs of Coresystems' employees. Interfaces to SAP for the integration of Solution Partner addresses could thus also be implemented easily.

Responsible at Coresystems: Oscar Martin (Head of Marketing), Sonja Spaccarotella (PR&Communications Manager). Responsible at Allink: Mike Walder (Project Management), David Zangger (Creative Direction), Laura Hirt (Screen Design), Marius Küng (Programming).

Anyone who has successfully implemented an innovative communication concept can now register for the industry award. The closing date for entries from all language regions of Switzerland is July 15, 2013. The projects will be judged by an independent jury of experts.

New on board the jury this year is Urs Frei, Head of Communications at OC Oerlikon Balzers and member of the Harbour Club. A special jury Romande will be appointed for projects from French-speaking Switzerland. For the third year in a row, the organizers around initiator and promoter Roland Bieri are counting on the Grayling Switzerland agency, which is also supporting the communication activities, to sponsor the Award-CC.

The Social Media Category Award will be continued this year. Favorite campaigns can be entered here from 1 May. All social media users can vote online on the Facebook fan page Facebook.com/awardcc. The group of experts formed especially for the category prize then selects a winner from the six best-rated campaigns.

They want to learn from other media companies first and observe how readers behave. Ringier wants to learn from the German tabloid Bild, which is raising the paywall this summer. It is also still unclear which content will be moved behind the paywall and which will not. "If you want money from readers, you have to offer something special." What this "something special" should be, Ringier has yet to clarify. However, the media company is sticking to its decision to raise the paywall.(SDA)

Ringier generates profit of 32.3 million Swiss francs

Group-wide turnover fell by 7% to 1.1 billion dollars compared to the same period last year. Profits, on the other hand, rose by 36 percent to 390 million dollars. The other side of the coin: one in five employees had to leave in the meantime. At the end of March, 11,300 people were still working for the company.

Controversial measures

The Board of Directors poached Mayer, the flagship manager, from rival Google in mid-2012. She wants to make Yahoo one of the top addresses in the internet business again. To this end, she gathered a new management team around her, closed unprofitable areas in South Korea and wants to win back user loyalty to Yahoo with new services and content.

Mayer has made headlines several times in recent months with her management style. First, she ordered the many employees working from home back to the office. All too many employees are said to have taken advantage of the privilege to work on their own projects.

It then bought British teenager Nick D'Aloisio's iPhone app Summly, which displays news summaries, for millions. The technology is now to be incorporated into Yahoo products. (SDA)
 

Dove has made it its mission to celebrate natural beauty away from the unrealistic notions of the photoshopping industry (Werbewoche.ch reported). Not entirely altruistically, because this customer-oriented, sympathetic course is well received worldwide. Since most women do not look like retouched photo models, many women feel understood and addressed by Dove.
 
According to Dove, only four percent of women describe themselves as beautiful. In its latest viral coup, Dove therefore shows the discrepancy between self-perception and the perception of others. "You are more beautiful than you think," reassures the body care manufacturer. In the "Real Beauty Sketches" experiment, women describe their appearance to an artist who draws them behind a curtain without seeing them. In a second step, the participants are asked to describe one of the other (stranger) women. The result is a pair of portraits that - at least in the resulting film - provoke thought. The drawings and a detailed film version of the experiment can be downloaded at Realbeautysketches.dove.com be viewed. (hae)
 

The commercial, filmed by Christine Wiederkehr, is intended to show why and for what Allianz Family was developed. The wild goings-on and the naughty pranks of the three boys document on the one hand the insurance areas covered by Allianz Family, and on the other they introduce the additional services. And because this includes a hotline for families, which can even be used to organize nannies, a nanny is also included, according to a press release.

The story is told within the visual-conceptual framework of a photo album, which forms the link to the other communication measures. Thus, the platform "One Big Family" to all interested families to upload their photos in their own digital family diary and share them with friends and relatives. Facebook page and banners - linked to a contest - lead to the separate microsite Alliance-family.ch.

Responsible at Allianz Suisse: Urs Bretschger (Head of Marketing Communications), Jolanda Heimann (Advertising/CI), Simone Schmitt (Digital Manager), Thomas Iubatti (Segment Manager Market Management). Responsible at Ogilvy & Mather: Dominik Abt, Sabine Furrer and Samuel Hug (Consulting), Thomas Bolliger, Tino Heuter and Markus Sidler (Concept/Creation). Responsible at Condor Films: Christine Wiederkehr (Director), Alessandra Angiuli and Kerstin Reulen(Producers) and at Shortcuts, Social Media Agency, Patrick Müller (Creative Director).
 

SRF is under enormous cost pressure, the company writes in a press release. A reorganization of communications and marketing as of 1 June 2013 is now to exploit synergies and reduce a total of ten to 20 full-time positions.

SRF is redistributing the tasks of the former Communications and Marketing department within the company: Marketing tasks will be bundled in the Programmes department (Design division; Head: Alex Hefter), while communications tasks will be assigned to the Directorate as a whole (Corporate Communications staff unit; Head: Andrea Hemmi). The Marketing division will report directly to Ruedi Matter.

The previous head of the K+M department, Corinne Pellerin (photo), has decided to leave the company due to differences of opinion about the direction of the department. She took up the position in fall 2010 (Werbewoche.ch reported). Gerhard Bayard, Deputy Head of HR, will take over the interim management during the transition phase.
 

One of the major highlights of the Swiss Online Marketing 2013 trade fair, which took place from April 10 to 11, was the presentation by Matt Brittin, Vice President of Google in Northern and Central Europe. In his presentation, he inspired the audience with many examples of the opportunities that the Internet offers to individuals and companies, but also to society as a whole. Videos on YouTube, which was also launched in Switzerland the day before the trade fair, are particularly suitable for evoking emotions and linking them to brand messages. Here, a well-made video reaches far more users than the usual thirty-second advertising film, which is virtually forced on users.

The quality decides

Users expect high quality and exclusive content from videos on the web, which they can only see online or online first, for example, explained Heiko Genzlinger, Managing Director & Vice President Online Marketing at Yahoo! He advised advertisers to sponsor certain formats, produce videos and distribute them to various media via content syndication or develop branded content in order to increase brand awareness and appeal.

Offer the user utility and entertainment value

Dominique von Matt spoke of the "survival of the sexiest". "Without a benefit or entertainment value, users won't let you in today," said the CEO of the Jung von Matt/Limmat agency. As purchasing decisions become increasingly complex, it is the task of companies to help customers make the best purchasing decision. Employees could answer customer queries directly via Twitter or Facebook, for example. In this way, enthusiastic customers become brand ambassadors who influence other buyers.

The digital transformation of a former state-owned company

Trade visitors were given an insight into how an "old economy" company is mastering the challenge of the Internet by Patrick Comboeuf. The SBB e-business director presented the SBB mobile timetable and ticket application as a success story with a slow start but a rapid upward curve, making it the fastest growing sales channel in SBB's history. Comboeuf's lesson to the audience was to simply try things out: "If you want to be one hundred percent sure, you will be one hundred percent late."

The user as part of brand communication

"Many users today want to be a part of communication," explained Thomas Utiger from Amag in a panel discussion organized by the SDV Swiss Dialogue Marketing Association. Companies are faced with the challenge of communicating content in a way that is appropriate to the media and target group, while always offering added value and remaining consistently relevant. In addition, the online medium consists of many different channels that need to be served as broadly as possible so that a brand is also perceived, explained Dominik Sigrist from Futurecom Interactive. "The internet forgets nothing, but individual users do," he pointed out. If, for example, no communication follows a competition, the effect achieved is quickly lost.

User centric marketing - each user has their own campaign

The user-centric marketing approach is already being integrated into many successful online marketing measures today, which increasingly revolve around the user, explained Ralph Klin, Senior Vice President Online Marketing at Deutsche Post. Marketeers must constantly test and scrutinize themselves and their actions. They must constantly analyze the quality of their user data and the relevant information, deduce how well they can target the individual user in a cost-efficient manner and how they can optimize their data interpretation for the next time.

Trade visitors also received practical tips on how advertisers can get more out of their online marketing budget in the presentations given by the exhibiting companies. The topics ranged from search engine marketing, e-mail marketing and web TV to social media and mobile marketing. The special e-commerce area with its exhibitors and presentations also attracted particular attention.

Digital marketing still has room for improvement in Switzerland

In a panel discussion organized by IAB Switzerland, representatives from both media agencies and the creative side discussed who is responsible for the fact that the digital share of the media mix in Switzerland is so low compared to other countries. The proportion in Switzerland is eight percent; within Europe this is 25th out of 28, explained moderator Ueli Weber, President of IAB Switzerland. In the end, the participants in the discussion were unable to pinpoint a clear culprit, be it the creative agencies, the media agencies, the media or the clients. One conclusion was that clients need to sit down with their creative and media agencies again strategically, integrate these new areas of advertising and thus initiate a discussion: "If we don't do this together in the discussion, we will only reach the user in isolated cases."

The next Swiss Online Marketing will take place on April 9 and 10, 2014 at Messe Zürich and will occupy Halls 1 and 2.

In serious accidents, minutes can make the difference between life and death. It's good to be able to count on medical help from the air quickly if the worst comes to the worst. Lesch + Frei shows this in its new TV commercial with a tongue-in-cheek comparison between the classic Swiss rescuer, the St. Bernard rescue dog, and a Rega helicopter.

The last TV commercial already featured a likeable St. Bernard dog that tried in vain to fly. The message is also clear in the current TV commercial: Rega is needed until he learns to fly. According to the press release, the 26- and 40-second commercial was filmed in Glarus and the Uznach region and directed by Christian Aeby from Glassfilm. In addition to the TV commercial, occasional advertisements, flyers and social media measures will also be used from April to accompany the patron mailing.

Responsible at Rega: Sascha Hardegger (Head of Communications and Patrons), Simone Wohnlich (Head of Marketing). Responsible at Lesch+Frei Zurich: Thomas Lüber (text/concept), Natasha La Marca, (AD), Irene Stutz (consulting), Désirée Guzzo and Barbara Meier (DTP and image editing). Responsible at Glass Film Hamburg: Christian Aeby (director), Stephanie Martens (producer).
 

Aargau is a dynamic canton on the move. With this in mind, the annual report is dedicated to a wide variety of sports with an Aargau connection. For example, the pontooners have their say, a glider pilot reports on his high-altitude flights and a young shot putter explains her passion for the 4 kg ball to readers. In addition, the sports of golf, football, show jumping and handball, which are also strongly anchored in Aargau, are also presented.

According to the press release, this annual report concludes the trilogy for the years 2010 to 2012 with the topics of professions, artists and sport.

Responsible at Aargauische Kantonalbank, Aarau: Ursula Diebold (Head of Communications), Arthur Schildknecht (Head of Marketing), Daniel Künzli (Project Management). Responsible at Renzen, Aarau: Marc Tabeling (consulting), Hanno Lietz (CD), Achim Kaufmann (AD), Malaika Niedermann (text), Marc Prell (image editing). Photography: Portrait pages: Sven Germann, Lenzburg; Various: Hannes Kirchhof, Muhen; Jean-Jacques Ruchti, Aarau.