The winners are the two photographers Benjamin Manser and Urs Bucher (St. Galler Tagblatt), Daniela Huber (Thurgauer Zeitung, Tagestext), Brigitte Schmid- Gugler (St. Galler Tagblatt, Reportage), Peter Hanselmann (Radio Top) as well as Matthias Hämmerly and the team "SRF bi de Lüt - unser Dorf" (SRF 1). According to the Eastern Switzerland Media Prize office, 156 entries were submitted. The prize is supported by journalists, media companies, the private sector and public institutions. The main sponsors are Migros Ostschweiz and the St. Galler Tagblatt. (SDA)

After a comprehensive strategic analysis, brand architecture and positioning were developed. This was followed by the development of the naming, logo and claim. The choice fell on "Guider" - because the platform sees itself as a guide, which points the right way in challenging decisions. The logo design also takes up the theme of showing the way. The platform is strongly oriented towards the use of mobile devices and corresponds to the modern lifestyle of the target group. Accordingly, the claim is: "This is how decisions are made today.

An explanatory film shows how the whole thing works and what advantages the digital consulting platform offers, using a concrete example: Ms. Müller has been working a lot lately. When she wants to claim her overtime, her boss gets angry and terminates her. She informs herself on Guider. Here she finds numerous articles, fact sheets, case studies, checklists and sample letters for solving her problem. If she has specific questions, she could take up the offer of e-mail advice or arrange a telephone consultation with one of the 38 Guider experts. This way, everyone can make the right decisions quickly and easily. The film can be seen directly on the platform and is also used as a preroll ad in a shortened version.

Context-based banners, social media advertising and ads complete the communication. Various themed subjects use humorous questions to show that when it comes to problems in everyday life, there are always two ways to decide: the heated reaction in the heat of the moment or the well thought-out solution with the help of Guider. Therefore, from now on, for all questions concerning the law, the following applies: First inform yourself at Guider and only then decide. Or to put it more casually: Guider first, then decide.

Responsible at the observer: Roland Wahrenberger (Head of Observer), Markus Will (Head of User Market), Philipp Arnold (Product Owner Guider), Nicole Platel (Digital Business Development), Yannick Waeny (Digital Marketing Manager). Responsible at Y&R Group Switzerland: Urs Krucker, Martin Frank (strategy), Swen Morath (CD), Michael Gallmann, Sandro Tissi (AD), Stephanie Assfalg (graphics), Kyrill Muff (learning graphics), Anna-Katharina Höke, Julia Brandstätter (text), Edi Walker, Arlena Adrian (consulting), Rafael Tucev, Fabrice Tobler (programming), An Le (DTP), Markenfilm (film production), Isabelle Favez (illustration/animation).
 

The homepage presents itself on Greenfieldfestival.ch with emotional visuals, prominently placed line-up incl. possibility to buy tickets and with countdown in the run-up to the event. The embedding of social media widgets allows direct access to the official accounts of the Greenfield Festival on popular platforms such as Facebook, Twitter, Instagram, Spotify or Youtube.

The new website also offers an intuitive design and user-friendly structure. Festival-goers have the option on the newly designed website to follow the program on the go and to save their own favorite bands, festival dates or other important info about the event to an individual watch list. Each band is also presented with its own profile page, which also features videos as well as integrated links to the respective top tracks on Spotify, the official website and the respective Facebook profile.

The Greenfield Festival has been held every year since 2005 with a line-up of around 40 bands at the Interlaken airfield (BE).

Responsible at Greenfield Festival: Thomas Dürr (CEO Act Entertainment), Markus Meier (Booking & Marketing). Responsible at Goldbach Interactive: Daniel Unger (Creative Director), Katja Pilz (Art Director), Pascal Melcer (Screendesign), Sandro Morghen, Susanne Ulrich-Beck and Gia Thanh Ly (Concept), Mark Mirutz (Senior Consultant / Project Manager), Sergio Abad, Susanne Fankhauser (Frontend), Jonathan Droz, Michael Bolli (Implementation).

Every 30 minutes, a person in Switzerland suffers a stroke. One in three reaches the hospital too late to be treated effectively, and one in four dies as a result. A great deal of suffering could be avoided if the right action were taken in the event of a stroke. Yet 42 percent of the Swiss population cannot name any of the most important stroke symptoms and 35 percent do not know the emergency number 144.

Therefore, the Swiss Heart Foundation launched the national awareness campaign "Recognize a stroke, act quickly and correctly". Within this framework, Polyconsult developed spots and online banners. These demonstrate in a simple but effective way the three most important symptoms that indicate a suspected stroke. Brain stroke exists and the emergency call 144 should be notified immediately.

The campaign will run from June to the beginning of September 2016 on TV and online. Further measures, such as presentations, will be implemented on an ongoing basis in hospitals with stroke centers and stroke units until the end of 2017. These specialize in the treatment of stroke patients.

Responsible at the Swiss Heart Foundation: Stefanie Oehler, Head of Education and Prevention. Responsible at Polyconsult: Silvio Truffer (idea and motion design); Roger Ghezzi (idea and text); Caroline Bühler (consulting). Media: Mediafactor, Bern.
 

The fruit juice market is changing. In contrast to other beverage categories, it is a valuable segment, but the dominance of retailers' own brands is putting pressure on prices, as Andrys Aardema, Head of Marketing at Rivella, explains. Nevertheless, the company has achieved steady growth with Michel in recent years, says Aardema.

Differentiation is necessary to ensure that this remains the case in a highly competitive market. "All suppliers communicate with functional attributes and celebrate health and the ideal world of fruit juice," says Aardema. "That's why it's all the more important to stand out from this 'uniformity'." The new brand image should make the difference. "The key question is why someone should buy a Michel fruit juice product instead of another premium juice. We are convinced that we have found an answer to this with the new positioning and campaign."

Product benefits emotionally anchored

Erdmannpeisker has based the new positioning on a core message that complements the functional side of the brand with a strong emotional component. "We want to position the brand beyond the pure product benefit of 'healthy energy for the day' and anchor it emotionally," explains Creative Director and agency co-founder Gabriel Peisker. "Michel has an inspiring effect, which leads to more positive drive in everyday life."

The result is the new claim "inspired by fruits". According to Peisker, it works on two levels: "On the first, explicit level, we communicate that Michel is not only made from fruit, but was also inspired by it - to create a wide variety of fruit juices and combinations." On a second, implicit level, we show with a wink that fruit can have an inspiring effect and make the subliminal promise that Michel consumers can also experience this inspiration.

Hip staging

A TV commercial produced by Markenfilm was developed as the basis, showing the inspiring world of Michel in everyday life. People shake a leg in the meeting room. The commercial has been airing since April 2016 - and is certainly polarizing due to the eye-catching music and dance moves? "Surprisingly less than expected," says Peisker. No market research results are yet available on the effect. "But we are receiving very good feedback across the board," says the Creative Director, who, together with agency partner Sybille Erdmann, has overall responsibility for the new Michel campaign.

The campaign is complemented by print subjects. It shows hip people in everyday fruit life. Has the target group been shifted from the well-behaved breakfast table family to urban trendsetters? Peisker waves it off: "It's nice that it comes across that way. We're actually showing normal people in everyday office life. I think it's mainly the way they are staged that makes them appear hip. This will also be evident in the next commercial." This has already been shot, is about to be broadcast and shows a family having breakfast.

Thomas Häusermann

This article comes from the current Werbewoche 10/16 from June 3, 2016. To the subscriptions.

A television viewer had complained about the frequent use of the term in a "10vor10" program about the FPÖ. In the program, the news magazine discussed the FPÖ's record result in the presidential election in Austria and the success of right-wing populism in the rest of Europe. One viewer criticized that the term populism was subjective and clearly had negative connotations. The accusation was repeated mantra-like in the program. This serves to stir up opinion against those who think differently.

For ombudsman Blum and those responsible at SRF, the choice of words was legitimate and correct, as Blum writes in his statement published on Tuesday. Blum thus agrees with the assessment of Christian Dütschler, the editorial director of "10vor10". In his statement, he wrote that right-wing populism is a term used by the media and academia that stands for a certain type of party and is not meant to be derogatory per se. In the media, the term is generally used for parties such as the FPÖ, the Front National in France or the AfD in Germany. Dütschler and Blum cite various definitions of the term "populism". According to them, the most important characteristics of this phenomenon include rejection of elites and institutions, permanent reference to the people and "common sense", polarization, emotionalization and personalization. The term was therefore used appropriately. In response to the accusation of propaganda through repetition, Dütschler wrote that the multiple use of a term is common journalistic practice. It serves to make a phenomenon understandable, especially when the audience cannot be expected to have too much prior knowledge. (SDA)

Nescafé Dolce Gusto and Mini have already realized numerous projects together in the past, such as the launch of a Mini coffee machine in 2015. Both companies appeal to a young and active clientele and focus on positive communication that conveys joie de vivre, as well as colorful and unconventional designs. With this in mind, the idea of a somewhat crazy rally was born, in which participants are given a Mini and can enjoy lots of free Nescafé Dolce Gusto while proving their personality and creativity in various tasks. Ten candidates have been selected from around 500 applications in German-speaking Switzerland to take part in the Nescafé Dolce Gusto Road Battle since April 8.

Unusual missions

Equipped with a Nescafé Dolce Gusto machine and a trunk full of coffee capsules, the young competitors have to complete a new, crazy task every week on board their vehicle, which is made available to them by Mini for six months. The aim is to get as many likes as possible from their followers on social networks. As you can see in the often very funny videos, the candidates are highly inventive. Unusual tasks, such as packing as many people as possible into the Mini, reverse parking with one hand, finding the most original passenger or singing in front of a club entrance with the window open, allow the participants to experience a unique, completely new kind of adventure.

A game in two stages

The competition takes place in two phases. At the halfway point on July 14, 2016, the three drivers with the lowest points will have to leave the game and will be replaced by three new candidates to make the battle even more exciting. Applications can therefore still be submitted - until June 26! The winner of the Nescafé Dolce Gusto Road Battle can look forward to a great prize. They will be lucky enough to drive a Mini Clubman with caravan for two months.
Left:

Content.toasted.ch/roadbattle

Facebook.com/RoadBattle
 

Peter Mantsch is currently Human Resources Director Sales & Service Worldwide for the tool and technology company DMG Mori Group. In this role, the 48-year-old has overall responsibility for all human resources topics in the Sales & Service division of DMG Mori AG worldwide. Prior to this, Peter Mantsch was Human Resources Director Sales & Service Europe at DMG Mori Seiki Europe from 2013 to 2014. From 2009 to 2012, he was Head of Human Resources at the software and financial services company Avaloq Group, where he also had overall responsibility for all global HR issues. Prior to that, he held various positions at Swisscom from 2000 to 2008.

Mantsch holds degrees in computer science and economics and a doctorate from the University of Fribourg at the Institute for Microeconomics and Empirical Economic Research. After entering the field of human resources, he successfully completed his training as a Human Resources Executive VSKP in 2006. In addition to his professional activities, he taught as a lecturer at several universities of applied sciences and is, among other things, a member of the board of the Fondation Gad Foundation, which supports unemployed people in their social and economic integration.

Sandro Macciacchini, Head of Finance & Human Resources at Tamedia, in a statement: "I am delighted that we have been able to recruit Peter Mantsch, an experienced HR expert, as our new Head of Human Resources. In addition to his broad experience in human resources, he is distinguished not least by his own career path, which led him from an education as a computer scientist to a doctorate in management. We are convinced that, thanks to his qualifications and commitment, he will master the challenges that our corporate growth poses for HR with flying colors."

The inauguration of the Gotthard Base Tunnel is the perfect time to show that Switzerland's sunniest region is on your doorstep. All the more so when the first trains will soon be roaring through the world's longest rail tunnel and reaching their destination 30 minutes faster. The campaign also includes print motifs. The first subjects showcase the vacation regions of Lake Maggiore, Bellinzona and Lugano and invite visitors to discover the diversity of Ticino.

Responsible at Ticino Turismo: Manuela Nicoletti (Director of Marketing, Country Manager Switzerland). Responsible at Leo Burnett Switzerland: Axel Eckstein (Executive Creative Director), Ilija Gautschi, Daniele Barbiero (Art Direction), Mark Stahel (Text), Tiffany Gaggia (Consulting) Erasmo Palomba (Art Buying). Responsible photo: Noë Flum (photography), Rohner Retouche (image editor), Flaeck (CGI).
 

With the new branch in Pfäffikon, the company closes a gap in its marketing network between the previous locations of St. Gallen in the north, Lucerne in the south, Aarau in the west and Chur in the east, according to a statement. In the region around Pfäffikon, in addition to the vehicles of Postbus Switzerland, a good dozen public transport companies are on the road with the Passengertv program - with more than 70,000 attentive passengers daily, an attractive platform for advertisers.

The contact person for the Pfäffikon site is Sales Manager Antonio Vieira, 30. Vieira has known the greater region since childhood and has several years of experience as well as broad industry knowledge as a customer consultant. Passengertv is now present in streetcars, buses and suburban trains in 23 cantons. The program reaches over one million passengers per day throughout Switzerland, as certified by Wemf.
 

This includes not only the transport from A to B, but Scherrer offers complete system solutions. For the upcoming anniversary, the textile logisticians from St. Margrethen commissioned the agency at the airport for design and programming a completely new website.

Responsible at Alois Scherrer, Textile Logistics and Transports, St. Margrethen: Andreas Scherrer (Managing Director). Responsible at Agentur am Flughafen, Altenrhein: René Eugstair (creative direction), Dominique Rutishauser (art direction), Katharina Eugster (web design and programming), Miriam Egli (consulting).