The name change did not trigger any discussions at the General Assembly in Thun, according to reports. The tourism canton of Bern is already marketed under the label "Made in Bern". The fact that the umbrella marketing organization is now called that itself ensures a uniform appearance.

"Made in Bern AG" wants to help lead tourism out of the corona-related crisis, explained Patrik Scherrer, Chairman of the Board of Directors. "We see the situation as an opportunity to anchor the Canton of Bern as a diverse destination for our Swiss guests."

The umbrella organization was founded in 2012. Its purpose is to strengthen the tourism image of the Canton of Bern and coordinate the marketing of the individual destinations. (SDA)

In principle, the small chamber was in favor of promoting online media. However, because it did not release the spending brake on this part of the bill, the funding has effectively been rejected. No money is allowed to flow. The plan was for 30 million francs per year.

A center-left majority had previously narrowly approved a legal basis for the promotion of online media by 22 votes to 19. Their tenor was that the package designed by the Federal Council was balanced.

Last word not spoken

Various speakers from the SVP, however, pointed out the lack of a constitutional basis. Thierry Burkart (FDP/AG) also questioned the economic necessity of this measure: "Online media do not need the money."

Both sides, opponents and proponents of online media funding, have now achieved a partial victory. The outcome is open. If the National Council approves the legal basis and at the same time releases the spending brake, online media could ultimately benefit from federal funding after all.

The prerequisite would be that the Council of States would then also approve the spending brake solution during its second deliberation. This requires a qualified majority of 24 votes. On Thursday, 22 Council members voted in favor, so two votes were missing.

Expansion of a proven instrument

During the sometimes chaotic end to the debate, other important decisions by the Council of States were temporarily pushed into the background. The small chamber had already spoken out in favor of expanding indirect press subsidies in the morning.

All subscribed daily and weekly newspapers are now to be supported - including national titles with a larger circulation as well as biweekly newspapers and magazines. The lower the circulation, the cheaper the postal delivery should be.

Publishers' maximum demand fails

In addition to the CHF 50 million for daily and weekly newspapers, the small chamber has also included support for the early delivery of newspapers and therefore also the Sunday press in the package of measures. This will cost the federal government an additional CHF 40 million per year.

This benefits titles that are not delivered to letterboxes by Swiss Post but by early delivery organizations. A proposal to expand early delivery even further to 60 million francs was narrowly defeated. This idea is in line with the wishes of the publishers' association.

The association and member press will also receive CHF 30 million per year instead of CHF 20 million. This decision was taken by 32 votes to 12.

"A piece of public service"

With the decisions of the Council of States, the federal contribution to indirect press funding will increase by CHF 50 million to CHF 120 million per year compared to the Federal Council's draft. In the opinion of the Council of States, publications in the specialist and specialized press as well as free newspapers should not benefit from indirect press subsidies.

There was no opposition to support for education and training institutions, the Press Council and the Keystone-SDA news agency. Paul Rechsteiner (SP/SG) described the latter as a "basic infrastructure for the media" and "a piece of public service".

The various institutions are to be supported with a maximum of CHF 30 million per year. Money is also to be provided for IT projects that are available to the entire sector. This part of the package is to be financed with a maximum of 2 percent from the proceeds of the radio and television license fee.

Financial policy reservations

In the overall vote, the Council of States approved the bill by 29 votes to 9 with 3 abstentions. The package was only strongly contested by representatives of the SVP. Hansjörg Knecht (SVP/AG) said that the financial policy situation did not permit subsidies for companies that were not under existential threat.

Thomas Minder (independent/SH) gave a fiery speech against the media package. He said it was "absurd" to support listed companies with federal funds, even though they generate hundreds of millions of francs in profit every year. "We are throwing taxpayers' money around."

Fear of further newspaper deaths

In contrast, partial subsidization of the media has become conceivable in recent months, even for liberal forces that have frowned upon state intervention for decades. And for the center-left, increased media funding is long overdue.

Commission spokesperson Stefan Engler (CVP/GR) took up the cudgels for the sector. Free and pluralistic media are indispensable, he said. "If we let the competition play out as it does today, media diversity will become impoverished." If things go on like this, there will soon be no more newspapers, said Eva Herzog (SP/BS). Publishers would no longer be able to recoup the advertising revenue lost to Google and Amazon.

No interference with content

"Diversity of opinion needs media diversity," summarized Media Minister Simonetta Sommaruga. If no action is taken, direct democracy will ultimately suffer. Sommaruga emphasized, however, that the independence of the media from the state must be safeguarded. "The state only improves the framework conditions, but it does not interfere in journalistic work and does not dictate content."

The National Council's Telecommunications Committee will next deal with the media package. The aim is to discuss the bill in the large chamber in the fall session.

For years, many newspaper titles, radio and television stations have been suffering from the loss of advertisements and commercials. Since the rise of the internet age, these can also be distributed outside the traditional media. (SDA)

Mülbrecht studied journalism and communication science at the University of Zurich. She then completed a Master's degree in Communication Management at the University of Leipzig. Before joining IRF, Mülbrecht worked for various media companies and most recently for the communications consultancy Kekst CNC in Frankfurt am Main.

As a Swiss consulting firm for business issues, IRF counts around 30 Swiss and international companies among its regular clients. In addition, IRF has made a name for itself in crisis communication and in accompanying capital market transactions and has recently opened a branch office in Geneva.

For its content campaign "Unlock Life" for the e-scooter rental company Lime, the agency was awarded the "Brand Effect of the Year" in the "Excellence in Brand Strategy and Creation" competition category with the highest "Best of Best" award as well as a German Brand Award in Gold in the "Brand Communication - Ambient Media & Outdoor Advertising" category.

The strategic brand offensive "#empoweringbeauty" for Flaconi was also honored twice as "Winner" in the categories "Brand Communication - Ambient Media & Outdoor Advertising" and "Brand Strategy of the Year".

The winners of the German Brand Award were honored for the fifth time on June 18, 2020. The competition presents the most innovative brand presentations and creative campaigns. The initiator of the brand award is the German Design Council, which was founded in 1953 on the initiative of the German Bundestag.

"We are very proud and happy about such a success," says Sacha Moser, founder of Foundry. "Awards like this are the icing on the cake for all our work."

The German Brand Awards competition honors the strongest campaigns, concepts and strategies in the field of "Excellence in Brand Strategy and Creation". Only companies that are officially nominated for the German Brand Award 2020 by the expert panel of the German Design Council are eligible to participate. The expert jury was impressed by the creative invitation on vinyl and awarded Interpunkt. and Trafo Baden the title of "Winner".

Trafo Baden invited its guests to its 15th anniversary celebration with a special and eye-catching invitation. The celebration, themed "Golden Night", commemorated the Swedish-Swiss roots of the former ABB halls.

Instead of a classic invitation, Interpunkt. created a vinyl record in close collaboration with the people in charge at Trafo Baden. The gold cover, based on ABBA's best-of record, referred to the venue. On the back, Reto Leder, CEO and host of the Trafo, invited guests to the anniversary celebration. Anyone who put the vinyl into the record player would hear the host's voice welcoming the audience and inviting them to the party.

The well thought-out strategy, the coherent media planning and the emotional and fresh layouts with a focus on digital channels were particularly convincing. The Bepanthen brand world includes Bepanthen Plus, Sensiderm and SensiDaily as well as Bepanthen eye drops.

Up to now, Bayer has mainly focused on offline campaigns and supporting products directly in stores. Now moving image campaigns and social media activities are to be added.

Dreifive will develop the 2020 strategy for Bepanthen, handle all media planning and support the measures on the website. In addition to planning, defining the campaign KPIs and creating a tracking concept, Dreifive will be responsible for the creation of all advertising materials.

The plan is to carry out an always-on campaign with situational circumstances and a focus on making the products "tangible". The main focus will be on education, information and emotion. This will be implemented using animated, emotional banners, social media ads and native placements, among other things. An influencer campaign and an interactive Facebook chatbot are also planned. Overall, the aim is to strengthen the Bepanthen brand and support new products.

Rausch's new digital brand presence highlights the family-owned company's nature-oriented approach even more clearly - also with the aim of using it to reach younger female customers. "Whereas in the past it was primarily the 50+ generation that felt addressed by the brand, we are actively striving to rejuvenate the target group by emotionalizing the brand. Of course, we now also have to communicate more where our target group moves. And these are digital channels," says Lucas Baumann, CEO of Rausch Kreuzlingen, explaining the strategic realignment. The brand does not have to be reinvented for this. Rausch's approach to nature has always been based on trust, respect, and appreciation. Rather, it is a matter of spreading these values in such a way that young women also feel addressed by them.

Optically and technically up to date 

The website Intoxication.ch was completely revised. Particular attention was paid to ensuring that the integrated webshop is clearly presented not only on the desktop, but also on all mobile devices. The adapted navigation structure helps users find exactly the information they need. In addition, the optimized user-friendliness helps to complete the purchase more quickly.

In addition, the possibilities of Social Shoppable are also integrated, whereby social media content is linked to the web store. Users can thus go directly from the social media post to the web store to complete the purchase process there.

An important stylistic device is the harmoniously coordinated visual language. All images of the models and products were created in collaboration with Branders in an elaborate photo shoot exclusively for Rausch and are used on all channels. (Werbewoche.ch reported).

On the new website visitors are immersed directly in the lives of the residents and in the current topics of the cooperative members. In the digital magazine, portraits tell of cooperative life, and reports document current projects and initiatives in the areas of housing construction, urban development, settlement life, and sustainability.

The fresh design, cheerful illustration style, modern architectural photography and informative infographics are designed to invite visitors to learn more about ABZ's impressive range of topics. In an entertaining way, the website aims to tangibly convey ABZ's attitude and character and its contribution to city life. With the new appearance, the ABZ presents itself as a modern service provider, a non-profit organization and a committed community.

New brand strategy, new brand identity

As a basis for the new appearance, the brand strategy was revised from the ground up. The newly developed brand mission "for lively and livable neighborhoods," the cooperative values, and the attitude to life of the ABZ housing estates run consistently through all communicative measures, but are never imposed on interested parties.

In the strategy phase, all target groups and the content strategy were redefined. This can be experienced directly on the website: the cooperative opens up to all stakeholders and becomes accessible to 2,000 daily visitors. City representatives, investors, partners, associations, media and potential tenants are picked up with their topics and get a lively insight into the current projects, offers and life within the cooperative. At the same time, the site becomes a portal for residents' cooperative life and actively involves employees, volunteers and committed residents.

Multi-culture instead of mono-culture

The new identity is intended to bring the brand promise to life on all channels and in all communication measures. The ABZ Forum becomes an entertaining city magazine that conveys an authentic picture of the cooperative's everyday life. The annual report reads like an architectural study of urban development and shows facets around the development of the cooperative. The new vibe of the cooperative is also omnipresent on site in signaling and event communication.

New head of the Federal Parliament editorial team: Urs Leuthard (Image: Srf.ch)

The 57-year-old has been working for SRF since June 2002. Until 2008, he was presenter and editor-in-chief of "Arena", after which he moved to "Rundschau" as presenter, editor and reporter, before taking over as editor-in-chief of "Tagesschau" at the beginning of 2012. Since 2002, Urs Leuthard has also presented voting and election shows on Swiss television and analyzed the results. He was also host of the session program "Classe Politique".

From summer 2016, Urs Leuthard managed the Newsroom19 journalism project alongside the "Tagesschau" news program, which he then handed over at the end of 2018. With the establishment of the new newsroom organization and the move to the News and Sports Center, the journalism project was formally completed at the beginning of 2020. Urs Leuthard is now taking over as head of the TV newsroom in Bern. He succeeds Christoph Nufer, who is leaving SRF for a new challenge.

"Switzerland's unique political system is even more dependent than other democracies on people being informed and understanding the background and context," Urs Leuthard is quoted as saying in a press release. "Together with a highly competent team, I will devote all my energy to this - on TV and on digital channels."

Based on a sharpened brand positioning, Cardinal is launching the new communication platform with the claim "Les bons moments commencent avec Cardinal." The claim is also the guiding idea for the orchestrated campaign, which includes a TV, online and cinema spot as well as digital, print and retail measures and a new, contemporary visual brand identity, from packaging design to online presence.

The campaign celebrates the openness, spontaneity and lightness of French-speaking Switzerland. The commercial and the new imagery were shot in French-speaking Switzerland, more precisely at Lac de Neuchâtel.

• Despite the economic impact of Covid-19, brands are still investing in influencer marketing, but with a significantly different approach.
• Influencer marketing effectiveness fell by 41 percent year-on-year, whereas influencers from the healthcare category were particularly successful, with a factor of 4.2x

The report's findings show, among other things, a decline in brand-sponsored content and greater collaboration with nano- and micro-influencers who occupy thematic niches with their content. These may offer greater value to brands with tighter marketing budgets. In the coming months, the business with influencers could increase even more, as brands are constantly looking for solutions to engage effectively and authentically with their target audience.

"Despite the economic impact of COVID-19, brands are still investing in influencer marketing to reach their target audiences, but with a significantly different approach," said Yuval Ben-Itzhak, CEO of Socialbakers. "Nano- and micro-influencers are now seen as high-value resources that can make a big impact without the high price tag of macro- and mega-influencers. As budgets remain tight, smart brands will likely continue to expand partnerships with smaller influencers as part of a smart social media strategy as the global pandemic continues."

Influencer marketing scaled back due to tight budgets

Socialbakers' data shows that both the amount of sponsored content on Instagram and the number of brands collaborating with influencers have decreased significantly compared to last year. The number of Instagram influencers who used the hashtag #ad on the occasion of a collaboration with brands dropped by 30 percent in April 2020 compared to April 2019. This is the lowest figure since August 2019, and this sharp decline may be due to the global pandemic. At the same time, the number of brands on Instagram engaging with influencers dropped 37 percent in April 2020 compared to April 2019.

Influencer efficiency declines, small brands gain momentum

There was also a sharp drop in influencer marketing efficiency, which is the ratio of average interactions on an influencer post mentioning the brand compared to a post published by the brand itself. In April 2020, influencer marketing efficiency dropped 41 percent compared to April 2019, reaching its lowest level since at least January 2019. After this metric went up and down during the holiday season, efficiency decreased again in the spring, likely due to the pandemic.

Industries with high influencer marketing effectiveness included healthcare (4.2X), finance (3.9X), telecommunications (3.8X), and lodging (2.7X). At the other end of the spectrum, industries such as automotive (0.6X), sporting goods (0.4x) and airlines (0.2x) were unable to establish effective influencer partnerships. Small brands in particular seem to be the big winners when it comes to influencer marketing. They achieved the highest efficiency with their influencer campaigns and the collaboration with small and also larger influencers.

Less costly campaigns, smaller influencers

While brands have to cope with tighter marketing budgets, Socialbakers' data shows that more is being invested in influencers with a smaller reach. In the last 16 months, about 40 percent of all partnerships analyzed were with micro-influencers. Micro-influencers with less than 10,000 followers account for the next largest share, which has started to grow again since 2020. In contrast, mega-influencers were involved in the fewest brand partnerships, with 1 to 3 percent.

In April 2020, 33.3 percent of all Instagram influencers who collaborated with brands were nano-influencers, and 31.9 percent of all #ad posts were also from nano-influencers. This is the highest percentage there has been since June 2019. Of all brand collaborations analyzed by Socialbakers, nearly 94 percent were micro-influencers with less than 100,000 followers. This highlights brands' belief that positive campaign results can be achieved with smaller, more authentic influencers who are closer to their actual audience.

Due to the current situation and the large number of Swiss on vacation in their own country, Schülke Switzerland is positioning the product in popular tourist destinations before and during the summer vacations. Optenisept Gel provides rapid relief for acute wounds and minor burns and is ideal for treating superficial burns and skin injuries such as abrasions and cuts. Just the right thing when dealing with a pocket knife, open campfire, when riding a bike or even on children's playgrounds.

The campaign is intended to increase awareness of the product in Switzerland and build on the success of the wound antiseptic of the same name. To achieve this, Arbermedia is breaking new ground in brand positioning with Schülke & Mayr.