Between the snow-capped peaks of the Gotthard massif and the Mediterranean south shore of Lake Lucerne, it's just as good to live as it is to work: In Uri, prudent investors, innovative entrepreneurs and highly motivated employees meet a business-friendly environment - but this has been too little known in the wider Switzerland until now. In order to change this, the website Location-uri.ch online as an independent responsive platform for location promotion.

The tourism resort in Andermatt and the opening of the Gotthard Base Tunnel are providing Uri with growth impulses for new successes. The canton is committed to using these, for example in the generation project "Entwicklungsschwerpunkt Urner Talboden" and in the marketing of the "Werkmatt Uri" site: 120'000 square meters directly by the Altdorf train station are optimally developed, ready for sale and offer potential for over 1000 jobs in innovative industries. More about this now on Werkmatt-uri.ch. The two new websites were created on behalf of the Department of Economic Affairs Uri.

The concepts, design and editorial content of both websites come from the Altdorf agency Baumann, Fryberg, Tarelli. The team of six is agile and well networked and brings in other partners as needed. For example, the drawings on the Werkmatt website are by Charlotte Germann and some of the photos on the site website are by Valentin Luthiger. The two young talents also share the office with Baumann, Fryberg, Tarelli in the middle of the historic village center of Altdorf.

Responsible at the Department of Economic Affairs Uri: Emil Kälin. Responsible at Baumann, Fryberg, Tarelli: Dori Tarelli, concept/texts and Raphaela Herger, design; illustrations: Charlotte Germann; photography: Valentin Luthiger, Heinz Baumann, Dani Gnos; programming: Webtech AG, all from Altdorf. Renderings: raumgleiter gmbh, Zurich. (pd)

Sometimes you have to write a message very big and very thick so that everyone sees it. And understand it. The Danish agency & Co. has delivered a more or less discreet kick in the shins to the digital competition on behalf of the outdoor advertising marketer Outofhomedia. And makes it clear: May advertising budgets shift to digital - as long as people leave the house in the morning, you can actually reach them quite well with Out of Home. And if the advertising is particularly eye-catching, even better. (hae)

And Switzerland's number three is successfully on the road with the "Discount Championship" on TV, at the POS, with print ads, and online. But Denner not only has the most attractive prices in Switzerland, it now also has the most attractive game for the 2016 European Championship in France: the Denner European Championship betting game. With more than 8,000 football fans guessing and cheering, there is already a winner in the hype surrounding the European Championship before kick-off: Denner. The idea and implementation of the game came from Vizner Borel. The Zurich communications agency was supported by We Talk With You.

Responsible at Denner: Petra Gayko (overall responsibility for marketing communications), Marina Frei (project manager marketing communications). Responsible at Vizner Borel: Lajos Vizner, Guillaume Borel (overall responsibility), Florian Steiner, John Leuppi (creation). Responsible at Wetalkwithyou.com: Michael à Porta (overall responsibility), Wolfgang Burlet (programming).
 

Who knows the news of the region better than the local hairdresser? In the case of Biel and the surrounding area, the answer is clear: the Bieler Tagblatt, of course. As part of the successful "Fully informed" campaign, three commercials illustrate how well informed readers of the region's largest daily newspaper are. Whether it's the EHC Biel ice hockey club, the controversial "Agglolac" issue or the region's nightlife, the protagonists are amazed at the surprisingly extensive detailed knowledge of their hairdresser. The binder reveals where he got all his information: from the Bieler Tagblatt.

The three 32-second films were conceived by Weiss Communication+Design and realized by the film production company Gassmann Media. The film was directed by Simon Huber.

Responsible at Verlag W. Gassmann: Martin Bürki (Director), Regula Liniger (Head of Marketing & Services). Responsible at Weiss Communication+Design: Patrick Weiss, directed by Simon Huber. Production: Gassmann Media.

Last year, the Zug-based company, which is over a hundred years old, made the transition from a traditional print shop to an innovative marketing service provider with a comprehensive range of services in the areas of marketing production and marketing automation. With its entry into the digital medium format (including HP Indigo 10000 in 51 x 74 cm format), Speck Print is one of the pioneers.

Markus Kramer, owner of the company, explains the decision in a press release: "With the production facilities that have just gone into operation, we are giving our customers access to pioneering technologies and enabling individual communication media in uncompromising quality from print run one. Our customers' marketing and advertising agencies play a key role in this. With its economic strength, Zurich offers an ideal environment. Reason enough for us to buck the trend as a manufacturing company and gain a foothold in Switzerland's largest city by opening a second location. We are eager to open up unique applications in paper-based communication for our customers, which perfectly complement our conventional means of production for large print runs. In doing so, we are taking into account the megatrends of digitalization, individualization and acceleration that are relevant to our customers."
 

The paper is owned by Paolo Berlusconi, the brother of opposition leader and former Prime Minister Silvio Berlusconi, and was published in the middle of the local election campaign. The strongest criticism came from the ruling Democratic Party (PD). "I find it disgusting that an Italian newspaper is giving away Hitler's Mein Kampf today," wrote Prime Minister Matteo Renzi (PD) on Facebook. "#maipiù" (Never again). Milan PD mayoral candidate Giuseppe Sala spoke of shame and an insult to all those who had suffered. He said he was glad to have such a newspaper against him. The President of Parliament, Laura Boldrini, called on Twitter for respect for the memory of the Holocaust.

Il Giornale offered its Saturday edition at a higher price in combination with the book "The Rise and Fall of the Third Reich" by US journalist William L. Shirer and a reprint of the 1939 Italian edition of Hitler's 1938 pamphlet. The aim is to study evil in order to prevent it from happening again, wrote editor-in-chief Alessandro Sallusti in an editorial. In the coming weeks, the newspaper, which has a circulation of 200,000, plans to sell seven more books on the history of the Third Reich.

The president of the Association of Jewish Communities in Italy, Renzo Gattegna, took a different view. The publication was "light years away from any logic of studying the Shoah and the various factors that plunged all of humanity into a bottomless abyss of hatred, death and violence", he explained. In his defense, Sallusti explained that Il Giornale was only doing the same thing as the Institute for Contemporary History in Munich after the copyrights to Hitler's book had expired. The Institute's aim was to produce a comprehensive scholarly annotated edition of Hitler's entire work, which would make clear his theses and intentions and show the consequences. (SDA)

Andi Frick (pictured above), creative director, program developer and deputy managing director, has decided to move on after 16 years of service to the company. Andi Frick has shaped B&B Endemol Shine like no other, according to a statement.

Stefan Frick, Commercial Director and member of the Executive Board, will also be taking on new challenges after eleven years. The former producer and realizer most recently successfully built up the branded content business for web, mobile and TV.

"I regret that Andi and Stefan B&B are leaving Endemol Shine and thank them for everything they have done over the past years; for the loyalty and the heart and soul they have put into the company. They both leave a big gap" says Managing Director Tommy Sturzenegger. The areas of responsibility of Andi and Stefan Frick will be redistributed internally.

This was confirmed by public prosecutor Ulrich Krättli to Zentralschweiz am Sonntag and Ostschweiz am Sonntag. In January, it became known that Jolanda Spiess-Hegglin had reported the journalist for defamation and slander (Werbewoche.ch reported). In an article on the Zug sex affair, he had repeatedly accused Spiess-Hegglin of lying and making false statements. He wrote, for example, that the Zug cantonal councilwoman had "planned to falsely accuse" SVP council colleague Markus Hürlimann. (SDA)

Photo: Philipp-gut.ch

The film production company and the brand and design agency share the spacious premises and thus offer their clients professional services for film, print and digital from the idea to the implementation.

In bright sunshine, clients, partners and friends of the two offices met for a summery backyard party in Kreis 5. The 200 or so guests from the worlds of business, culture and science enjoyed the festival atmosphere with various original food trucks, organic beer from Wädenswil and gelati from Zurich.

From print to film: everything in-house

At Gasometerstrasse 29a/b, customers are served for communication on all channels. Be it for print, TV or online: Content and implementation are realized here under one roof by passionate experts. "Joint projects such as the recent one for Credit Suisse or for SBB are just the beginning of a promising neighborhood," says Helm Pfohl, founding partner and design director of Hej.

Customized interior design

A dedicated cinema with 5.1 surround sound, a color grading suite, five editing suites, a sound booth with video transmission: the Film Tannery welcomes its customers to a whole new level at the new location.

"Now we really have the entire production line from A-Z in house, from the initial idea to acceptance in our own cinema with coherent colorgrading and surround sound," says Flavio Gerber, co-founder and managing director of Filmgerberei. "At our previous address on Schaffhauserstrasse, we have also kept our film studio and a workshop room."

Second agency birthday

For the brand and design agency Hej, the summer party coincided with the company's two-year anniversary, for which the office treated itself to a new website. "The fact that we are able to celebrate here today with so many guests shows: there is always room for fresh ideas, good craftsmanship and courageous entrepreneurship," says founding partner and managing director of Hej, Janine Widler. Filmgerberei and Hej work for Coop, Credit Suisse, Die Post, Rai eisen, SBB, Siegfried, Swisscom, Swiss Football League, Swiss Life, Swiss Tennis, WOZ Die Wochenzeitung, Zürcher Kantonalbank, among others.

The market for digital video advertising is growing. Facebook recently opened its Audience Network for video advertising. Experts expect that not only Facebook, but also other players such as YouTube, Amazon and others will launch further offerings for advertisers in quick succession. "Marketing managers urgently need to come to terms with the fact that digital moving images can no longer simply be a by-product for TV extensions. They must finally think about their video campaigns in a holistic way," demand Ben Prause, CEO of eprofessional and Christoph Rohs, Managing Director of elbdudler. The two agencies have jointly written a moving image bible and set out the ten commandments of digital moving image advertising that marketing managers should know.

1. no blunt TV spot extension

Moving image advertising for TV and the web works in fundamentally different ways. Users only accept advertising on the Internet if it really interests them. Frontal advertising, on the other hand, is out. Be aware of which mechanics work and how, and consider the user's context of use. Simply extending the TV commercial to the web does not work.

2. holistic approach right from the design stage

Make it clear in advance what you want to achieve with your video and include the objective in the design phase. Successful moving images are the result of the interplay between creation, technology and targeting.

3. the right format for every channel

The various moving image channels differ in terms of the available video lengths and content requirements. The better a format is tailored to the respective channel, the better it will perform. A video on Instagram, for example, must also work without sound, while Facebook Live is particularly suitable for exciting live events. Take this into account when planning your video production.

4. the first three to ten seconds must pop

In the digital world, users decide in the first few seconds whether to continue watching a video or cancel playback. Convince viewers right at the beginning of the clip, especially with strong, visual moments. The advertising message should also come across in the first ten seconds.

5. define goals and target groups precisely

Think carefully about who you want to reach with your content. Target groups can be clustered in great detail via the digital moving image channels. Based on your chosen target group, you can select the right channels and formats for your campaign. Because not every channel is suitable for every target group.

6. user data for targeting to reach the right recipient

Most video publishers such as YouTube, Facebook or Twitter offer target group-based targeting based on CRM data and/or website visitors. Both options promise great success. You should definitely make use of these options. You can also use a lookalike audience, which localizes statistical twins, to supplement your targeting if necessary.

7. everyone has their own dashboard, adapted to the task and objective

The requirements for the visualization of campaign results and reporting are high. Dashboards help to measure, analyze and evaluate results and maintain an overview of the relevant KPIs. Before setting up the dashboard, ask yourself who it should be for and select it according to your task and objective.

8. views and clicks are two different things, but both are important

Views can be used to track how often a video has been displayed, while clicks show how often a clip has been actively started by the user. You should definitely take both metrics into account when measuring your success.

9. the last advertising contact is overrated - the entire user journey counts

If only the last web contact is taken into account, the user's previous clicks and views are neglected. In order to obtain a sound basis for decision-making, all advertising contacts within the user journey must be included. This is the only way to understand how users move through the Internet and what influence your advertising media have on user behavior.

10. relevant content instead of persuasive advertising

Focus on the content instead of the advertising message. With compelling and relevant always-on content, you will remain present in users' feeds in the long term.

About the moving image bible

For the project Moving image bible the digital agency Eprofessional and the creative agency Elbdudler have joined forces. Under the motto "Successful moving images are the result of the interplay between creation, technology and targeting", the authors shed light on the opportunities and challenges of digital moving image campaigns in a practice-oriented manner. In addition to a glossary explaining the most important terms, the bible also provides an overview of online strategies, formats, channels and key figures. The moving image bible is available for download in return for contact details.

The HelveticoX Peformance SSP combines hundreds of high-quality long-tail publishers (performance inventory) and makes them bookable via a HelveticoX Deal ID. Advertisers and agencies can now access this inventory directly via various DSPs and booking tools. HelveticoX is the first performance sell-side platform (performance SSP) in Switzerland and is the first to offer such an aggregation of long-tail inventory for clients and agencies.

RTB inventory for Switzerland

Many agencies and clients now use their own DSPs or booking tools - such as Google BidManager, AdForm, AppNexus or MediaMath - to manage their digital media campaigns. Despite programmatic processes, it is still time-consuming to book hundreds of small to medium-sized publishers in the long-tail segment via deal IDs or manually using individual bookings. This is precisely where Converto's Performance SSP comes in. HelveticoX aggregates high-quality media inventory in the performance sector for Switzerland and offers customers and agency planners a one-stop-shop solution via a HelveticoX deal ID. This means that the majority of Swiss long-tail websites, blogs and apps can be booked with digital advertising with just one booking with HelveticoX.

Qualitative Long-Tail Publisher

In addition to premium websites (such as Blick, NZZ or 20Min), there are thousands of small to medium-sized publishers on the World Wide Web, which individually have relatively little media inventory. In total, however (all long-tail publishers together), a coveted and - especially for the performance sector - valuable media inventory is created.

The quality of media inventory in the performance sector is of central importance to HelveticoX - in addition to favorable conditions for agencies and customers. There are many questionable websites with "robot-generated" traffic, especially in the performance sector. HelveticoX uses innovative software and constant quality control to provide customers with only high-quality traffic. Websites and blogs with dubious, illegal, dubious, pornographic or otherwise inappropriate content are explicitly excluded.

The HelveticoX RTB technology was built by Converto. Converto was founded by Matteo Schuerch (former Managing Director of Affilinet) and specializes in performance marketing campaigns.