Even small adjustments to the respective channel can improve the performance of moving image advertising. This is shown by a global study conducted by the media platform Teads in collaboration with the AI company Realeyes in Switzerland, Germany, the UK, Italy and India. Optimized creatives attract more attention and achieve better results. But marketers often adapt TV commercials and use them unchanged for online. The study shows that simply adapting the ad increases awareness by an average of 18.5 percent compared to the original ad.

For the study, Teads developed a simple test with eight brands. The goal was to understand what impact simple optimizations (such as adding logos and captions) have on measurable KPIs. The test compared original and edited commercials. With the help of a front-facing camera and the use of AI, viewers' emotions were measured and a strong link between awareness of the ad and brand lift was demonstrated. The results show that a ten percent increase in attention leads to a full 25 percent increase in advertising awareness.

Phil Sumner, VP Insights at teads, sums it up, "On a fundamental level, it's becoming clear that brands are burning money by not making such fundamental adjustments and playing out creatives that could actually perform much better and influence more consumers. In the long run, it's becoming apparent that there's a need to create ads that are better suited for digital environments and capture consumers' attention."

After four years, Irina Bieli is leaving the Ringier media company to join "Andy Was Right. Bieli learned her social media trade during an internship at the Blick Group. She later took a permanent position and continued working for the Blick Group after starting her studies, where she was responsible for content distribution and creation for the main Blick channel.

At Andy Was Right, Bieli will drive stories for clients and her own portals as a senior storyteller, setting the tone and bringing her collective experience to the team.

Roger Hämmerli, Managing Director Andy Was Right: "If there's anyone in the Swiss media landscape who can handle breaking news and stress, it's Irina. For me, she is the perfect embodiment of fast breaking and authentic storytelling. There are few social media managers in Switzerland who, at 21, have such a broad repertoire under their belt. I can consider myself lucky that we were able to train her at Ringier, and I'm even happier that she answered our call to Andy Was Right."

Bieli is currently completing her bachelor's degree at the University of Zurich in media research and communications and has worked for Swiss Content and Ringier AG, among others.

A great honor for Swiss Post, Infel AG and Kinetics Kommunikation AG: Swiss Post's multichannel solution DirectPoint has won gold in the Multichannel B2B category at the Best of Content Marketing Award (BCM). The independent jury of experts was impressed by DirectPoint: "Strategically targeted concept that maps a seamless customer journey with a focus on lead generation. Very coherently implemented using a consistent common thread."

The BCM is by far the largest and most important content marketing competition in Europe. 268 agencies and companies submitted a total of 634 entries. This year, the awards ceremony was not held in Hamburg as usual, but online.

The uncertain freedom of travel in Europe ensures mass tourism in the mountains. There can hardly be any talk of unspoiled nature when Mr. and Mrs. Swiss encounter each other at every shrub and tree several times during their summer vacation. Zürich Tourism is therefore not focusing on the beauty of the Zürich region, but directly on the diverse experiences that only the city on the Limmat can offer. And this in combination with the USPs of other European vacation destinations.

The campaign was launched with an unbranded Züvenir store that toured Switzerland. Typical souvenirs that are usually taken home as mementos of an unforgettable time were brought to the people here with designs from Zübiza, Zü-Tropez, Züstanbul, Zükjavik and Züsterdam - always with the message "The memory to this Züvenir is waiting for you".

With Zuevenirs.com Zürich Tourism shows which unique memories you can still make in Zürich this summer. Whether it's partying like in Ibiza, outdoor activities like in Reykjavik, savoir-vivre like in St. Tropez, culture like in Amsterdam or multi-culti like in Istanbul: Zürich makes it possible.

In short sprints and a continuous co-creation process, the campaign was and is being developed and implemented jointly and iteratively by Jung von Matt/Limmat and Zürich Tourism. Intensive use was made of Slack as a hub for communication and as a PR war room, as well as Miro as a virtual whiteboard.

After the unbranded phase, a nationwide social media campaign will be launched in which Swiss influencers will showcase the products and the Zurich lifestyle. This will be supplemented by an OOH campaign, which will be placed at highly frequented vacation destinations and convey the Zurich lifestyle to Mr. and Mrs. Swiss as well as guests from southern Germany.

Bus instead of stage: Due to the Corona crisis, the ADC winners were not allowed to show their joy on a big stage at the ADC Gala this year. However, ADC Switzerland made a film out of necessity, in the Photobooth bus, in which the gold winners were able to let their joy run free on Thursday. Also present were the winners of the ADC Young Creatives Award 2020, who also finally got their dice in their hands after the cancelled award ceremony in March.

Neutral Zurich won two gold medals together with Heimat Berlin for "Ai Weiwei & Hornbach" in the categories Campaigns and PR. The idea: art for everyone.

Gold was also awarded in the Film category for Galaxus' "X-Mas. To the amusement of the audience, a lot of things go wrong during the studio recording of a Christmas song with well-known Swiss singers. Once again, Digitec Galaxus manages to take the advertising clichés for a ride with irony, which also convinced ADC Switzerland. The Christmas campaign was also awarded a silver cube in the Campaigns category.

In the Digital category, Switzerland Tourism and its agency Hinderling Volkart won gold with the conceptually rethought "MySwitzerland" website. The cornerstones of the relaunch are the "Dream, Plan, Go, Share" phases; behind the impressive presentation of over 45,000 travel destinations in 16 languages and the intuitive user journey are also numerous conceptual and technological innovations.

Jade miniatures from the Museum Rietberg become a gold cube. With the book "Out of the shadows stepped giants" photographer Felix Streuli and art director Markus Rottmann show jade miniatures in a previously unseen way.

For the first time in a long time, Gold was awarded in the category Small-but-fine Gold. This category recognizes work for clients with very small budgets but all the bigger ideas. With the clothing brand "Habibi" Jessica Rees and partner Imad El Rayess wanted to tackle the negative connotation of Arab culture. This appealed not only to the buyers of the fashion, but also to the ADC Gold jury.

15 silver and 31 bronze cubes for brilliant ideas

Four silver medals went to the Geneva branch of Havas in western Switzerland; the "Waiting Wins" idea for Canal+ shone in the direct marketing, ambient, creative media and promotions categories. The idea: to win people over for Canal+ when they suddenly have a lot of time on their hands - i.e. when their plane's departure is delayed.

The idea "Catch a flight to Buenos Aires" by the agency Thjnk for its client Edelweiss Air was awarded two silver cubes in the Digital category under Creative Data and Interactive Promotions, and also bronze and shortlisted in four other categories. The core of the campaign is an app with an integrated augmented reality game: with it, one can scan the sky for Edelweiss airplanes; each Edelweiss Buenos Aires plane captured in this way meant a chance to win a flight to Argentina.

The Ruf Lanz agency can be pleased about double silver: on the one hand for the Hiltl campaign "Kein Tier im Visier" and on the other hand for the legal protection campaign of the K-Tipp in the categories advertisements and text.

Sir Mary won double silver with "WTFold" for the foldable smartphone Galaxy Fold 5G from Samsung Electronics Switzerland. For the launch, a typography was developed that is just as unfolded as the smartphone itself.

The following clients and agencies can also look forward to a silver cube: Digitec Galaxus in the category Online Films Long Form with the spot "Chatz" and the Tanzhaus Zürich in the category Design with a work by Studio Nicolas Schaltegger.

Michael Kyburz is "Student of the Year

In the "Students" category, students and graduates of (technical) colleges or private schools with a creative focus are invited to submit their best creations, term papers or final projects. Six works managed a nomination, the "Student of the Year" award goes to Michael Kyburz for the interactive web documentary "Abseiz - Ultras und Hooligans: Eine Gemeinschaft am Rande der Gesellschaft".

If you are presented with brownish water, you immediately realize that something is wrong. The diagnosis is often the same: rust caused by old water pipes. The solution: pipe renovation by the Naef Group. Because if rust is detected in the tap water, pipe renovation is usually cheaper and more efficient than breaking up walls and floors to replace pipes completely.

The Naef Group, based in Freienbach SZ, specializes in the renovation of drinking water and underfloor heating pipes. Internal pipe renovation is an area in which the Naef Group would like to continue to grow. To support this, Visualpark has filmed commercials that use humorous everyday situations to address the issue of rust in drinking water.

The Rostwasser films can be seen from July 2020 on channels with an affinity for homeowners such as NZZ online and corresponding social media formats.

The national campaign "#WIRSINDZUKUNFT" aims to activate the Swiss resident population to more energy efficiency, as well as to promote the use of renewable energies in everyday life. The campaign is supported by partners from the private sector and Energy Switzerland (Swiss Federal Office of Energy). In collaboration with FS Activation, Aroma designed a sustainable and measurable live experience aimed at a young target audience.

"#Greenfestival" postponed to 2021

The festival summer is an established term in Switzerland and describes an intense and almost Mediterranean lifestyle and is at the same time highly problematic in terms of energy. The project appearance "#Greenfestival" at various festivals combines environmental awareness with positive experiences and sets incentives for the reduction of energy consumption.

The "Very Ecological Person-Lounge" is the center of the concept. From sustainable overnight accommodations, waste separation and recycling, to the appealing staging as well as the catering offer: The VEP Lounge emotionalizes the sustainable lifestyle. With the "#Greenfestival" charter, the organizers are also held accountable. With organizational and technical measures, for example, the proportion of fossil energy consumption is to be reduced by 15 percent.

Due to the event ban issued in March, the project planned for summer 2020 will be postponed.

Summer 2020: Experience missing events in selfie hotel

As a reaction to the omission of the festival summer and the upcoming vacation season in Switzerland, Aroma and FS Activation unceremoniously conceived the Selfie Hotel. The young audience is offered an eventful place-to-be in the redesigned 25 Hours Hotel on Langstrasse in Zurich. On two floors and in different, spectacular rooms, they can pose for the perfect selfie.

For example, visitors can gaze into infinity, take a colorful bath without getting wet, stand on the observation deck above a melting glacier, lie on the beach or look down on the earth from space. The Selfie Hotel invites visitors to engage with the themes and messages of climate protection and energy efficiency.

As of now, on the platform Selfiehotel.ch Time slots can be booked. The temporary pop-up experience will be open from July 2 to August 30, Monday through Sunday from noon to 10 p.m.

With immediate effect, it will operate as the Swiss Regional Media Association (VSRM), as the association announced on Thursday. The association is made up of 25 titles in all parts of the country. Over 1.5 million households are supplied with the publications. (SDA)

The video - which is being played on Facebook and LinkedIn - is a final tribute to the handshake. It celebrates the farewell to this once omnipresent and appreciated gesture - and concludes with the request: "Please use our 512,058 handshake images responsibly." In this way, it makes an important contribution to keeping the topic of social distancing in the minds of marketing and advertising managers. After all, they decide how many images of normal handshakes are shown in the media. Not doing so helps to establish the new social distancing rules as the social norm.

There are over 500,000 handshake pictures for sale on gettyimages. The classic handshake is therefore one of the best-selling images in the image database. It is therefore all the more remarkable that the video advises against buying such an image.

Although nerves are already frayed in many vacation destinations, some people in charge of the Riviera dei Gelsomini coastal area at the tip of the boot have had a video made in which the north is maligned. Images of mass tourism and industrial chimneys in the north are compared with empty, bright sandy beaches and romantic cultural sites in the south.

The three-minute film had already been on YouTube for a few days. Then the president of the Veneto region, Luca Zaia, scolded the commercial. "To write in the subtitles that people are dying from particulate matter here: it's not right," said the right-wing Lega politician. The video insults the country and its people. Other voices from northern regions joined in. Tourism operators from the Riviera dei Gelsomini were also quoted in Italian media with critical words.

The maker of the commercial, Italian-Swiss Klaus Davi and his agency, expressed his surprise in Milan. "It was just a small web video that we made without any money for the area," he told the news agency DPA on Thursday. He had used the instrument of comparative advertising, but there had been similar things before. He suspects that it was only the intervention of the well-known regional politician Zaia that made the debate so big.

The coronavirus pandemic almost brought Italy to a standstill for months from March. It started in the rich north. The Lombardy region is still the worst affected. However, the overall figures are also high in Emilia-Romagna, Veneto and Piedmont. The poor south has been largely spared major outbreaks. The authorities are now only reporting around 200 new infections per day in Italy and around 20 deaths - or fewer.

Holidaymakers from the EU have been allowed back into the country since the beginning of June - but the number of holidaymakers is still manageable. (SDA)

Rüedu is a modern neighborhood store in the form of a wooden container. The concept is sustainable: local and fresh food, initially in four containers in and around Bern, is sold to women and men. The Rüedu container requires no staff and offers what you really need to live - just like the corner store used to. The opening of the sustainable food concept is planned for July 4, 2020 at Wylerstrasse 34 in Bern, the headquarters of Rüedu. The six-strong team will be opening stores at three other locations in the near future.

Cornel Schmid, Esther Cahn, Marcus Föbus and Finn Stein (from left).

The great interest from companies in Switzerland and Germany shows that the startup is filling a significant gap in data analysis with its product, according to a statement.

"In today's world, advertising clients need quick and up-to-date answers to the question of which elements of the campaign did what. A consistent and end-to-end analysis of every advertising campaign, if possible while it is still running, creates the prerequisite for making the right decisions very quickly but still in a well-founded manner," says Marcus Schögel, Institute for Marketing at the University of St. Gallen.

For Cornel Schmid - formerly of Unilever, Sony and Novartis - this was precisely the reason to join the company as a co-founder: "This tool finally answers essential questions that are of great importance for advertisers, both operationally and strategically. In my professional career so far, I have not come across a solution that delivers insights that are nearly as relevant, and that immediately after or even during the campaign."

With Marcus Föbus and Finn Stein, the company has gained additional reinforcement in the areas of media and data science. "In a company that focuses on campaign analysis, you can work very differently than if this area is just part of the service offering," says Data Scientist Finn Stein, who previously worked at Dentsu. "What fascinates me here is that we have an impressively simple approach to comparing the performance of advertising measures across all channels," adds Marcus Föbus, who in the past has worked at Swiss Media Data Hub and GfK, among others.

Signifikant helps marketers optimize their brand and business strategy and efficiently deploy their media budget. Signifikant's solution is now ready for the market and is currently being rolled out in Germany and Switzerland, according to a statement. By continuously measuring cross-media campaigns, they can be optimized on an ongoing basis, increasing media ROI. Data silos are broken down. Unstructured media and conversion data flows into the data pool. The data is cleaned automatically and put into a form that enables efficient AI-based analyses.