For example, barista Phil Sipka quit his job at the coffee shop with a gospel. The video has been on YouTube since December and has already received around one million visits. This is what Lead-digital.de wrote on Wednesday. The video probably owes its popularity not least to the show by entertainer Steve Harvey, where it was first shown. In it, the barista sings about his resignation with the words "I am quitting this job today. Even though I like it here. Gonna start a new career. Gonna make it to the top and start my coffee shop." (uma)

 

Joey DeFrancesco quit his job in a less cinematic manner, but with a lot of pomp and fanfare. And he got a whopping 3.6 million clicks. (uma)

It was supposed to be different: Smartphones, of course, and increasingly tablets, are spreading rapidly and are everywhere—yet for advertisers, these modern devices remain largely uncharted territory. Although there has long been talk (the WAP mobile data transmission standard was introduced about 15 years ago) that mobile advertising is on the verge of a breakthrough, these hopes have not yet been realized. It is primarily these obstacles that stand in the way of a breakthrough:

Limited data set

There are no reliable figures on the mobile boom in Switzerland. Surveys and estimates of penetration rates are available from consulting firms (White Paper, PWC). For example, last December’s mobile study by IAB Switzerland found that 57 percent of the adult resident population in German- and French-speaking Switzerland own at least one internet-enabled mobile device, meaning that a total of 3.4 million people in both language regions are currently reachable for mobile online advertising. Regarding mobile website usage, NET-Metrix has been conducting an audit measurement for apps and mobile sites since last spring; however, only about twenty brands—mostly from the publishing industry—have participated in the program.

In the *Werbewoche* survey, the trade association Smama, the Swiss Mobile Association, therefore made the following demand: «The data must, in any case, be brought up to the same level of information as in the online sector. This data is urgently needed, as mobile Internet usage will definitely surpass desktop usage this year—if it hasn’t already done so.» However, there are no signs that, despite how desirable it would be, the data for mobile will catch up with that for online in the current year.

Optimize Websites

Many types of content are still difficult to access via mobile devices because they aren’t optimized for display on small screens. This frustrates users and damages brands. For many website operators, this problem has been tolerable so far, since the number of mobile users driven away by it has been relatively small. As a result, many have so far refrained from investing in upgrades to their web infrastructure, even though the technical solutions are available.

Websites can be designed using responsive web design, which adapts the display of content based on screen size: A traditional website appears as a long vertical layout on a smartphone. Alternatively, adaptive web design can be used, in which the content itself is modified to suit the display devices and their usability: Instead of downloading all the images and videos on a website over a slow data connection, only core elements are displayed.

With mobile web traffic on the rise, a website optimized for mobile devices is a must these days. Apps, on the other hand, are the icing on the cake. It’s becoming increasingly difficult to justify the development costs involved. After all, there are now countless apps, so many of them end up in the “app graveyard” rather than on the screens of their target users. Furthermore, with the HTML5 markup language, websites can now be displayed on mobile devices in ways that were previously only possible with apps. Thus, an app only makes sense if it provides clear added value. Because in many cases websites are not yet optimized for mobile, these companies also invest very little in mobile advertising. After all, it makes little sense to use a QR code, for example, to attract mobile users to your own website if there isn’t at least one adequate landing page for a mobile campaign available there.

Networks That Are Too Expensive

Anyone traveling by train between Bern and Zurich while also using the internet will soon be hoping for more cell towers and, consequently, a better data connection. While it’s easy to browse the web via Wi-Fi at home or in the office, telecommunications providers’ networks are indispensable when on the go. And the more people are on the go with their mobile devices, the more transmission capacities become overloaded. Solutions to this problem include expanding the networks, though this is severely hampered in Switzerland by restrictive regulatory requirements and objections. Much hope rests on the new standard for mobile data transmission, LTE, which, however, is currently supported only by the very latest devices. Meanwhile, telecom companies are working full steam ahead to upgrade their networks for LTE.

Swisscom aims to cover 70 percent of Switzerland with its LTE network by the end of the year. With its new subscription plans—which are priced according to bandwidth—the “Blue Giant” has laid out how it plans to respond to future bandwidth bottlenecks: through pricing. At the same time, mobile data traffic in Switzerland is currently considered far too expensive. Many consumers will therefore continue to react sensitively in the future if they feel they are being charged excessively for the transmission of intrusive advertising messages.

And publishers face the dilemma of whether they want to earn good money with rich media ads and streaming services, and in doing so risk losing their carefully built
To alienate mobile users. This is because the laws of physics do not allow us, with the frequencies currently available, to offer over-the-air data connections that are as fast and inexpensive as those we are accustomed to with landlines. In the long run, therefore, the infrastructure will not be able to meet the desired level of usage.

Difficulty Gaining Acceptance

«The ads are unbearable! No other app is cluttered with more junk! Not recommended!» That’s how one user vented his frustration in Apple’s App Store about the latest version of the free 20 Minuten app. The latest update has significantly increased the flood of ads: In addition to the ubiquitous banners at the bottom of the screen, there are now pop-up ads that take up the entire screen and have to be clicked away multiple times while reading an article. This has apparently pushed a large portion of the audience past their breaking point, as evidenced by the numerous negative comments in the App Store. This example makes it clear: Advertising on mobile devices is only tolerated in small doses.

Mobile Cannibalizes Online

The mobile boom is no cause for celebration, especially in the publishing industry, as it is now putting pressure on online revenues in addition to print revenues, which have been declining for some time. At 20 Minuten, more than half of users access the site via mobile, and at Blick, the mobile share is approaching one-quarter, according to Net-Metrix. Part of this comes at the expense of online usage, while another part represents new, additional usage. While up to twenty ad units can be displayed on a website, on mobile devices there is room for only one or, at best, two. Yet CPM rates in the mobile sector—averaging 50 to 60 francs (with a range of 20 to 150 francs)—are only slightly higher than for online, even though mobile ads receive more attention and have higher click-through rates than online ads. There is no improvement in sight as long as mobile is viewed not as a distinct media category but as a variant of online. If this perspective changes, entirely new business models will emerge—models that are currently being sought after around the globe, by mega-corporations and mini-startups alike.

 
Interesting but delicate opportunities

However, it would be a mistake to write off mobile as an advertising medium because of these obstacles, especially since mobile service providers are reporting rising revenues. These trends will shape developments in the mobile market in the coming months:
 
Mobile First: Soon, more than half of all web traffic will come from mobile devices, so it only makes sense to approach business processes and website design with this in mind from the outset. Until now, the term was a common catchphrase, but it is now gaining increasing significance, especially since technologies such as responsive web design (see above) are available to implement it.
 
Video: Despite widely fluctuating network performance and potential acceptance issues (see above), video campaigns on smartphones and tablets are on the rise. This is because interactive ad formats featuring engaging videos attract three times as much attention as static banners. There will be new formats that enable targeted interaction during the video.
 
Payment: Today, smartphones are already frequently used to research purchases, and soon they will be widely used for payments. Last year, LeShop’s mobile app accounted for over 22 percent of sales, and the trend continues to rise. As was announced around the turn of the year, SBB plans to launch its own mobile wallet through the Wally project and is seeking technology partners for this purpose. Two candidates stand out: Google with «Wallet» and Apple with «Passbook.».

The two tech giants are active in the mobile payments sector because it’s not just about the payment process itself, but also about the commercial analysis of the associated user behavior signals. These signals are made available to the user again via «Google Now»—for example, by adding the purchased flight to the calendar and automatically notifying the user of any delays. An important element of m-payments is an NFC (Near Field Communication) chip, which is built into the latest Android devices but not into Apple’s iPhone 5. Another important aspect in the m-payment sector is so-called m-couponing (see Werbewoche 8/2012, p. 36).
 
CRM Instead of Advertising: Examples related to mobile payments reveal a profound trend: Consumers always have their mobile devices with them, so it is important to avoid media discontinuities and to manage the entire customer relationship—driven by CRM—through these devices. User-oriented information and benefits (e.g., through personalized m-coupons) are thus replacing traditional digital advertising.
 
SoLoMo: A CRM approach can often be improved by also taking into account data from social media connections and users’ locations (Location) via mobile devices. As demonstrated by winter sports destinations such as Laax and Davos, mobile advertising will increasingly adapt to customers’ situations. Hiltl is a pioneer in this field—the restaurant has been rewarding Foursquare check-ins with coupons for quite some time. For now, such features are being used more extensively in the gaming sector. Examples from Switzerland include Gbanga Game and Spontacts.
 
Prices: Currently, the focus in Switzerland is on mobile CPM or fixed placements, with CPM rates varying considerably between 20 and 150 francs and the average CPM ranging between 50 and 60 francs. Gross rates are generally higher than those for the web, but publishers appear willing to negotiate, as the ever-growing mobile inventory remains difficult for them to monetize at this time. However, there is a growing trend from abroad toward performance-based models. Numerous Swiss apps and sites from the so-called “long tail”—which lack access to the advertising market—have already joined large networks (primarily Google), making reach bookable on a CPC basis. Currently, the price-performance ratio for mobile ads is attractive, as click-through rates are often many times higher, while the CPC is usually lower.
 
Christoph J. Walther

«Who really changed America?» asked the user 这里是美国 (Zhelĭ shi měiguo = This is America) on the Chinese microblogging service Weibo, asking, “Who really changed America?” and used a photo collage to illustrate a social trend that in recent years has swept not only the presidential family but also broad segments of society around the world.
 
 
We would like to thank
This article is based largely on a survey conducted by *Werbewoche*, in which the following companies and employees kindly participated:
Adello: Mark Forster, Founder/President of VR Adisfaction GmbH: Daniel Hünebeck, Managing Director
Admazing: Leonardo Kopp, Head of Business Development & Marketing
Goldbach Mobile: Frank Lang, Managing Director
Netcetera: Joachim Hagger, Head of Market & Technology, founding partner and member of the Executive Board, and Sabine Bamert, Head of Corporate Communications
Publicitas Digital: Ronie Bürgin, Product Manager
Smama: Smama, the Swiss Mobile Association
Webrepublic AG: Tobias Zehnder, Head of Operations & Innovation
Xeit GmbH: Andrea Iltgen, Partner, and Simon Künzler, Partner

After the two strategists Regula Fecker from Rod Kommunikation and Nadine Borter from the Bern-based agency Contexta in previous years and the media specialist Urs Schneider In 2012, a classic creative director was once again named advertiser of the year this year. Peter Brönnimann was presented with the "Egon", the little man with an oversized mouth as a megaphone, on Thursday evening at the ABC cinema in Zurich.

Brönnimann is Executive Creative Director and co-founder of Spillmann Felser Leo Burnett SFLB and is the creative head of a team of 80 employees at the Zurich agency. Numerous works from Brönnimann's team have won multiple awards, which secured SFLB first place in this year's creative rankings. Well-known works include the advertising films for Switzerland Tourism, the commercials with the "name discount" for Micasa and the campaign for the weekly newspaper WoZ.

You can find a portrait of Peter Brönnimann here here.

Peter Brönnimann with the "Egon" designed by Swiss artist Max Grüter.

The industry leader of the year is chosen by the subscribers of Werbewoche. A final round of nominees is put forward by a kind of "Academy" of all previous advertisers of the year. The list of "established names" is supplemented by the editorial team of Werbewoche with new faces that have caught the magazine's eye over the course of the year.

Other nominees in the final round:
Geri Aebi, CEO Wirz Werbung, Zurich
Mark Forster, Founder and Chairman of the Board of Directors of Adello, Zurich
Cornelia Harder, CEO Craftfcb/Lowe, Zurich
Gabriel Peiskler, founder and CD Erdmannpeisker, Biel
Peter A. van der Touw, CEO Notch Interactive, Zurich

Visitors to Werbewoche.ch were also consulted. Over the past two weeks, they were able to vote for one of the six nominees - and supported the result of the subscribers. If the online users had had their say, Peter Brönnimann would also have been voted "King" of the advertisers. The creative received 31% of the votes, with Geri Aebi in second place, voted for by 24% of users.

Photos: PPR Media Relations

Advertising Week would like to thank the sponsors and partners for their
Commitment to the 2013 Advertiser of the Year Award!

 

 

Formula 1 is not only a perfect fit for IWC's central message - "Engineered for men. With its technical challenges, emotional moments and exciting competition against the clock, the premier class of motor racing also offers an authentic environment in which to tell gripping stories about engineering watches in marketing communications. Back in 2004, IWC Schaffhausen and AMG, the performance brand of Mercedes-Benz, laid the foundation for a long-term partnership with a sponsorship agreement. The cooperation was based on a shared ambition to push back the boundaries of mechanics and cutting-edge technology.

Even then, both companies looked back on a long and successful tradition in the field of precision engineering. The successful partnership is now being extended to Formula One racing. As a sign of the common ground they share, IWC Schaffhausen and the Mercedes AMG Petronas Formula One Team are teaming up. IWC Schaffhausen has been the Official Engineering Partner of the Mercedes AMG Petronas Formula One Team since January 2013. The partnership enables IWC Schaffhausen to share its passion for outstanding engineering, its pursuit of perfection, and its claim to always deliver top performance with a global audience in its coverage of the Formula One circus.

For the completely revised 2013 Ingenieur collection, IWC's designers and constructors drew inspiration from Formula 1. Typical racing materials such as carbon fibers, ceramics and titanium characterize a new design line within the Ingenieur watch family The exhibition stand at the SIHH Geneva watch show in the penultimate week of January was also dominated by the partnership with the Mercedes AMG Petronas Formula One Team. On almost 1,000 square meters, due space was given here to motorsport, innovation and development, as well as the Silver Arrow legend.

Christoph Grainger-Herr, Executive Brand Architect IWC Schaffhausen: "As an engineering brand, IWC is using the design of its stand at the Watch Salon to highlight the parallels between the world of racing and engine development and the IWC watch manufacture. Both métiers are about using a mix of tradition, cutting-edge development and manufacturing to produce highly complex machines that offer maximum efficiency and performance, using a lot of manual work." Between the wind tunnel, home stretch, pit lane and the original Mercedes-Benz 300 SLR Silver Arrow from 1955, authentic racing exhibits, a disassembled Formula One racing car from the Mercedes Formula One Team and an SLS AMG Race Engineering Car found their place. Displayed in mechanical showcases in the style of moving cylinder pistons, the Schaffhausen-based manufacture presented its historic engineer's watches from the 1950s as well as the novelties of this extremely masculine collection. Like the engineers at Mercedes AMG Petronas, IWC's designers, technicians and master watchmakers work tirelessly to achieve a level of perfection that both companies refer to as "performance engineering." IWC Schaffhausen made a name for itself with the use of innovative materials such as titanium and ceramics, which caused a sensation at the time as a novelty in the watch industry.

The trend toward miniaturization heralded by Formula 1 is a process that calls for particular innovative strength. IWC is also very familiar with this approach. It once demonstrated this expertise, for example, with the groundbreaking development of the first Grande Complication for the wrist - one of the most complicated watches in the world.

However, it is not only high-tech, modern racing that has inspired IWC to create new watches; the legends and roots of motorsport have also inspired IWC to pay special homage. In the 1930s and especially in 1954/55, the Mercedes-Benz Silver Arrows dominated international motor racing. And the 1950s also saw the origin of the Ingenieur watches, with their special features such as pronounced resistance, reliability and magnetic protection. Following the guiding principle "progress through constant renewal ", the Ingenieur embodied the philosophy of the Manufacture in an ideal way

Andreas Panzeri

"The basic architecture of the stand is influenced by the fluid forms of car design and the colors of IWC and the Ingenieur line. Flowing waves in pure white meet aluminum and carbon fiber. The ceiling waves are reminiscent of the smoke trails created during vehicle tests in the wind tunnel, and the curved side walls with the stepped VIP lounge are inspired by the steep curves of classic racetracks and their grandstands," explains Christoph Grainger-Herr, Executive Brand Architect at IWC Schaffhausen.
 

Adello is expanding further abroad. In order to be able to fully serve mobile advertising customers in the DACH region with local teams, the company is establishing a branch office in Vienna, according to a statement. Peter Bachmann, who is well known in mobile advertising, has been recruited as Country Manager of Adello Vienna. He will be joined at the start by three other experienced employees, as well as the entire operations team in Switzerland. Based on the positive experience, it was also decided to expand the center of competence for the Adello Group in the area of mobile search under Peter Bachmann.

Adello founder Mark Forster is delighted about the addition: "With Peter Bachmann and his team, we have been able to gain excellently networked personalities for the Austrian branch. In addition to his proven profound experience, his solid, calm charisma makes him the right person to lead his team in the sometimes hectic daily routine of mobile advertising."
 

After studying business administration at the Zurich University of Applied Sciences in Winterthur, Martin Coninx worked for an auditing and consulting firm as well as for various media companies. Before joining Finanz und Wirtschaft as Publishing Director on November 1, 2004, he worked for Publigroupe in China as Marketing Director. He has been Managing Director of Anlegerzeitung since November 1, 2008. A successor is not yet known.
 

Sandro Mesquita is a long-standing client of Meta Design. He was responsible for the merger of the two traditional brands EOS and Atel to form the new Swiss energy provider Alpiq. Mesquita's experience as Head of Marketing and Communications at Alpiq was convincing, the agency said in a statement on Wednesday.

Prior to that, Mesquita held various management positions in marketing at Romande Energie and Swisscom. He holds an Executive Master in Communications Management (MScom) from the University of Lugano. He also has strong language skills in French, English, German and Portuguese.

Sandro Mesquita advises Meta Design's clients on strategic brand and communication issues. His main task is in particular to build up and strengthen Meta Design's market presence in French-speaking Switzerland.

The briefing that the creative students received asked them to develop a campaign for the relaunch of the traditional Swiss brand Spatz Camping. Three teams were awarded gold, silver or bronze. Gold was awarded to Thomas Kägi and Urs Ander and their idea of giving Spatz tents to homeless people in Zurich and testing them with these special outdoor specialists.

Gold
Thomas Kägi and Urs Ander, Maxomedia
Topic of the work: The outdoor experts

Silver
Valentin Cheli and Cornelia Eiwanger, Wirz Advertising
Topic of the work: Nicknames

Bronze
Sarah Paul and Patrick Bucher, Advico Young & Rubicam
Topic of the work: Spatz: The tent with natural air conditioning

 

European countries are at the top of the ranking, with Eritrea, North Korea and Turkmenistan bringing up the rear, as they have done for years. Two years after the start of the Arab Spring, freedom of the press continues to be trampled on in many countries in the region, according to Reporters Without Borders ROG. In Egypt, for example, journalists and bloggers continue to be frequently attacked, arrested or put on trial. But after the "Arab Spring" and the protest movements that led to individual countries quickly moving up or down the rankings in 2011, ROG's 2013 press freedom rankings represent a return to more "familiar" conditions, it said: The link between the intensity of the political agenda and ranking rank is lower than in the previous year, the statement said. So the 2013 rankings show the regimes' medium- and long-term stance on press freedom. At the top of the ranking are the three European countries Finland, the Netherlands and Norway. Switzerland, ranked 14th, is followed by Germany in 17th place - both countries occupy a middle position in a European comparison. Eritrea, North Korea and Turkmenistan - dictatorships that completely control the media - remain at the bottom of the rankings.

No other country has seen its ranking drop as sharply as Mali (99th), which for many years was one of the pioneers of press freedom in Africa. After the military coup in March and the takeover of power in the north by Tuareg and Islamists, many radio stations in the rebel area had to cease operations. Censorship and violent attacks on journalists were also commonplace in the capital. Japan slipped 31 places to 53rd, mainly because of its restrictive information policy in the wake of the 2011 Fukushima nuclear disaster. Oman (ranked 141) took criminal action against almost 50 bloggers and net activists to prevent the Arab Spring from spreading - the country slipped 24 places as a result.

The biggest climbers in this year's rankings are Malawi (75th) and Ivory Coast (96th). Both have moved back to roughly their previous rankings after responding to domestic crises with severe repression in 2011. Afghanistan's move up 22 positions (to 128th) reflects the fact that, notwithstanding all the shortcomings and insecurities there, no journalists were killed in the line of duty in 2012 and the number of arrests is declining. Burma moved up to 151st place as a result of political reforms: The former military leadership has dismissed a number of journalists and bloggers, and reform steps such as the abolition of pre-censorship give hope for real change.

Declining media diversity in Switzerland

In the current ranking of the journalists' organization, Switzerland is in 14th place - last year it was still in 8th place. In this context, ROG criticizes the decreasing media diversity in Switzerland. Rank 14 does not mean that the freedom of the press and information in Switzerland has massively deteriorated, writes ROG Switzerland in a communiqué published on Wednesday. In principle, Switzerland is in a good position in an international comparison. But the ongoing media concentration, for example, is to be criticized, it said. "Some media companies have grown strongly, smaller ones have disappeared," the communiqué says. There are more "head papers" in the print sector; the process of concentration with jacket editions and cooperation between editorial offices is still underway, especially at the level of regional newspapers.

In principle, it can be said that Switzerland is in a good position in international comparison when it comes to freedom of the press and information, but it is not perfect. Among other things, Swiss experts criticized the ongoing concentration of the media, convergence, working conditions, a lack of access to offices and authorities and the corresponding files and documents, and the influence of lobbyists and legal representatives on editorial offices.

ROG Rankings

The basis of the Reporters Without Borders (ROG) press freedom ranking is a list of questions answered by domestic experts (media professionals, media lawyers, etc.) in each country - so it is a fixed grid. This questionnaire has been redesigned and extended for the current year. When answering certain questions that cannot be answered with fixed numbers or yes/no, the subjective impression of the experts also plays a role. The rating is also always a comparison of the country with itself in the previous year. Swiss experts do not compare Switzerland with North Korea (which traditionally occupies one of the last places in the ranking), but with Switzerland. European countries are always at the top of the rankings, and the differences in points between the ranks are often very small. The first and the 14th place are not separated by worlds.

Overall ROG ranking of press freedom in German

Close-up Europe (in English)

Close-up Middle East / North Africa (in English)

Close-up Asia (in English)

Close-up America (in English)

Close-up Africa (in English)

 

The reputation of the Internet Explorer browser has also been better - the 90s send their regards. Security vulnerabilities and Firefox have taken their toll on the once powerful Microsoft tool. What could be more obvious than a good campaign? A really good product perhaps, a Firefox, Safari, Chrome, or Opera user would counter. But the aforementioned spot is really successful. In contrast to the Tamagotchi, Internet Explorer should obviously be given a new lease of life. (hae)
 

Via Hype5.ch

Thomas Pittino manages the collaboration with Publisuisse, which is responsible for marketing SRF formats. In addition to operational activities, he is also responsible for the further development of sponsorship offers. SRF announced this in a press release on Wednesday.

The Sponsorship department is part of the Marketing and Partnerships division within the Communications and Marketing department. Thomas Pittino has already been working for Schweizer Radio und Fernsehen for a year. He already works as a business developer for SRF and previously held various production and project management positions. He previously worked for Fabritastika (production and project manager), BMW Sauber (project manager for communications and sponsorship) and Smaragd Medien München (editor for TV productions for sporting events). Thomas Pittino graduated from the University of Zurich with a degree in journalism and film studies.

The previous Head of Sponsoring, Raffael Huber, has taken a new direction outside the company.

 

Gian and Giachen find a webcam in front of their usual majestic mountain panorama. Now, for the first time, they have the opportunity to speak directly to the people of the Lower Grisons, who live far away under the thick blanket of fog. Out of compassion, they show the "Blaichländer" that it's not pretty in Graubünden either, according to a press release. 

Since December 2012, Graubünden Ferien has been using this method to promote the new portal Weather Grisons, the meteo platform exclusively for Switzerland's largest canton.

Responsible Graubünden Ferien: Gaudenz Thoma (CEO), Gieri Spescha (Head of Corporate Communications), Mike Frei (Corporate Communications). Vresponsible at Jung von Matt/Limmat: Alexander Jaggy (Executive Creative Director), Livio Dainese, Fernando Perez (Creative Direction), Alain Eicher, Florian Siegrist (Text), Daniel Serrano (Art Direction), Lukas Frischknecht (Graphics), Sarida Bossoni (Art Buying), Rolf Helfenstein, Nicolas Schoberth, Roman Meister (Consulting), Elefant Studios (Animation), Jingle Jungle (Sound Design).