The new logo of the networking and location development organization forms a rotating "F". In addition, a fresh blue has been defined. "With the new lettering, we want to visually express the dynamics of the organization and the region," explains Christoph Lang, Managing Director of FRZ Airport Region Zurich. The FRZ has continued to develop. In addition to new event formats, he says the accelerated digitalization is worth highlighting. "We communicate with our members on various levels every day." The new corporate design takes into account the cross-media strategy; in addition to print, digital media are becoming increasingly important.

According to Lang, the brand is the linchpin of the factors strategic location development, tactical location marketing and networking around the location community. The claims are: "Give impulses. Cultivate dialogue. We move and effect." The agency Schneiterpartner provided consulting services for the redesign of the FRZ.

New website with FRZ members and location in focus

At the same time as the rebranding, FRZ has launched the website Airportregion.ch redesigned from the ground up. Website visitors should be able to obtain in-depth information about the network and the site with ease. The result is a modern presence that works on both desktop and mobile applications.

On the one hand, the new FRZ brand had to be implemented. At the same time, the homepage had to be technically state of the art. "The website is an important, if not the most important business card of an organization," explains Peter Arnold, responsible for communications and business development at FRZ Airport Region Zurich. The catalog of requirements included a powerful content management system that allows close integration with social media.

Clear navigation and attractive design are just as important as informative content that makes people want to return to the website more often. This includes information on events, the network and site development. The website should regularly provide users with relevant information about FRZ members and the airport region.

Hopfer has over fifteen years of experience in marketing and digital. She acquired her broad B2C and B2B marketing and sales management expertise in various management positions. Most recently, she led the brand management of Ziegert Bank- und Immobilienconsulting as Team Lead. Born in Germany, she started her career at the online marketplace Immoscout24, where she was responsible for digital product innovations and the strategic development of the market segment as Team Lead Consumer Marketing Austria.

Janina Hopfer holds a degree in business administration and studied in Berlin. With immediate effect, she is taking over responsibility for Homegate's entire marketing. A special focus is on the brand and marketing strategy as well as the alignment of internal and external communication.

Since Monday, Watson news has been appearing on ePanels in selected train stations and shopping centers. Watson will be present at a total of more than 400 DOOH locations in portrait format and inform passers-by with news reports updated every hour.

"Our ambition at Watson is always to bring the latest and most relevant news to a mobile, active audience, which makes us the news provider of choice for DOOH offerings," commented Tarkan Özküp, Chief Commercial Officer at Watson, on the new partnership.

Since Wednesday, customers have been able to find the following on the new omni-channel platform Coop.ch in addition to weekly offers and collection campaigns, now also the comprehensive online store, which replaces the previous Coop@home and Mondovino websites. On the new platform, the stationary trade is linked with the online store. At the same time, the new Coop app is launched, which meets the mobile requirements of today and combines the previous apps.

"With the new omni-channel platform, we are revolutionizing our online presence," says a delighted Philippe Huwyler, Head of Coop.ch. "Our customers can now find our offers, from food and wine to recipes and information, in one central place."

Holistic buying experience at the center

At the heart of Coop's new omni-channel presence is the holistic shopping experience, from planning to purchase. For example, a shopping list can now be written and accessed on the new Coop app in-store.

The availability of all products and promotions at the desired branches is now also displayed in real time. Customers can also link the new platform to their Supercard account.

Comprehensive information on each product

In developing the platform, Coop benefited from its many years of experience in online food retailing. Proven functions, such as the nutritional information of a product, were retained - new, previously missing areas were integrated. Thus, not only was the merging of food and wine a key criterion, but also the integration of extensive information on each product. When searching for an item, recipes and knowledge pages are now also displayed and the further used products of a recipe can be added directly to the shopping cart.

Following the "Positive Campaigning" idea of the organization, the campaign subjects focus on the turn for the better. They tell stories of rescued lionesses, street dogs or pigs, which are representative for the many pets, wild and farm animals whose fate Vier Pfoten has taken care of in the last 20 years.

The motifs open the true stories, while the background and rescue measures can be found on the anniversary landing page of Vier Pfoten: Four-paws.ch/20-years. The organization is celebrating its anniversary in the awareness that its animal welfare work is important and of particular significance, especially in the current situation. A major event for the public has been postponed until spring 2021 due to the current situation.

The two-wave campaign uses display ads, social media, DOOH, streetcar ads, and display ads. In September, the three existing visuals will be supplemented by two more. Thanks to the generous free space granted, the campaign will have a good reach. Mediaschneider is responsible for the media.

Diabetes is a disease that affects approximately 500,000 people in Switzerland alone (type 1 and type 2). Roche Diabetes Care has given the proven Accu-Chek Guide blood glucose meter a brand refresh, which is now being communicated. For diverse target groups consisting of diabetes type 2 sufferers, pregnant women with diabetes, and healthcare professionals, Roche has now developed a new campaign that is digital at its core for the first time, but works across all channels.

With empathy for the reality of their lives, those affected receive the suggestion to set their own goals in order to be able to enjoy life even with diabetes. Accordingly, the motto "Set goals" is also extended to the extended target groups such as doctors, diabetes advisors and relatives. In this way, awareness is created for Accu-Chek Guide.

According to a statement, Roche convinced Freundliche Grüsse with an integrated digital campaign that could be implemented completely in-house, from the strategy to the idea to the media. In addition to print, Instagram and Facebook image ads, the topic is also given content depth via instant experience ads and content on the landing page.

Everyone is talking about data protection, influencers and dwindling attention, but how relevant are these topics really for the Swiss population? By means of a representative online survey, around 2,000 people between the ages of 14 and 69 were asked about their media usage and information behavior. The study shows that half of the respondents are concerned about their data, influencers are more entertaining than classic media, and the smartphone has become an irresistible distraction.

Self-censorship on the Net for Fear of Data Misuse 

Users are becoming aware of how valuable their data is. This influences their behavior online and fuels fears of data misuse. One in two people is worried about their data and one in five has not dared to Google something. In addition to self-censorship, security precautions are also increasingly being taken.

For example, 55 percent regularly delete their browsing history and every third person has taped off their laptop's camera. Nevertheless, more than a third of those surveyed welcome ad-financed content. If data is given out, a service in return is expected.

Vive la Voice

Voice assistants are in vogue, but there are still big differences in usage: Although every second person who owns a smartphone also uses the voice assistant, only 5 percent also use it daily. In addition, use in French-speaking Switzerland is almost twice as high at 40 percent as in German-speaking Switzerland at 22 percent.

Influencers cannot be explained away

Almost every young person (95 percent) in Switzerland follows at least one influencer, with an average of 65 percent doing so across all age groups. Musicians are the most popular influencers, from young to old. While female followers predominate among influencers from the areas of culture and lifestyle, male followers are more strongly represented among athletes. Compared to traditional media, the posts of influencers are perceived as more entertaining and inspiring. In addition, they offer different information.

The smartphone is all about hyper-interaction

The Internet is Switzerland's most important medium and is now used more frequently via smartphone than on a PC. However, the smartphone does not make us more antisocial. On the contrary: It is primarily used for communication via messages (especially WhatsApp) and email. And as a constant companion, every second person has his or her smartphone at hand even while sleeping.

The "classics" have not had their day

Online consumption of news primarily takes place directly on the Internet portal of a particular media title. Among 14- to 24-year-olds, however, this also happens to the same extent via social media.

Beacons of the Swiss media landscape regarding trust, such as SRF and NZZ, new challenger media - for example, have had to be Watson or Instagram - are ceding terrain. In times of crisis such as the coronavirus pandemic, however, the greatest trust is placed in classic titles across all age groups.

Second-Screen Nation

While we watch movies and series, we are also increasingly on the phone. Almost half of those surveyed chat on the side or surf the Internet via smartphone. However, gender seems to play a role here: Women multitask more often. They achieve significantly higher scores than men for almost all parallel activities. On the other hand, a quarter of men say they do not engage in any parallel activities while watching TV.

In exactly two weeks, the big award ceremony will take place - the tension is rising: SRF presenter Julian Thorner and his guests Larissa Pohl (jury president), Roman Hirsbrunner and Lennart Hintz (both Effie directors) will lead through the event on June 30, at which it will be exclusively announced which of the four gold campaigns will win the Grand Effie. The first two Gold winners were announced on Tuesday:

1. women's center Zurich: "stop prostitution" (category: PR)

The Women's Center Zurich fights against the liberal legislation for sex for sale in Switzerland - but receives no social attention for it. Not the criminalization of prostitution, but the criminalization of the demand for paid sex should curb prostitution à the less johns, the less abuse of women. Sweden is far ahead of Switzerland in this regard (law in force since 1999), but Switzerland and Sweden, as the most highly developed nations, are often confused with each other internationally. In one very specific respect, however, the Swedes do not want to be confused with Switzerland at any price: prostitution. The Swedes hold up a mirror to Switzerland by loudly venting their displeasure. Pure PR.

• Client: Women's Center Zurich
• Lead Agency: Publicis Zurich
• Other agencies/companies: Social Club Stockholm, Sweden

2nd Migros Cooperative Federation: "IceTeaBeats.ch" (Category: New New)

With Ice Tea Beats, we succeeded in developing an iced tea creation (watermelon/kiwi) in co-creation with consumers, which was bought by far more customers than all previous top Ice Tea innovations, even long after the campaign. The insight that sounds and music are closely linked to the taste experience was digitally translated: Each ingredient got a different sound or beat in the sound mixer. The combination possibilities were almost infinite and each new creation became a unique musical hit. At the touch of a button, an individual music video was created for each input, which could be shared with the world. This interplay of technology (digital touchpoints, mobile-first, motion design), music (multi-sensory taste experiences) and POS experience (trial purchases) encompassed the entire customer journey.

• Client: Federation of Migros Cooperatives
• Lead Agency: Wunderman Thompson Switzerland, Zurich
• Other agencies/companies: Shining Pictures, Zurich / Rob Rauchfuss, Berlin / Samuel Gmür, Zurich

This step is an expression of the strong focus of 20 minutes on fast news on location and aims to strengthen reporters' skills.

Céline Krapf is currently team leader of the 12 app at Tamedia. Prior to this, she held various management positions at Nau and was a reporter at Blick for several years. The 32-year-old studied media and communication science and graduated from the Ringier School of Journalism. Céline Krapf will be replaced by Daniel Krähenbühl, currently deputy head of the Switzerland/News department.

The Switzerland/News section, which will continue to be headed by Daniel Waldmeier, is now called Politics and will also deal with international politics in future. This should also strengthen political reporting. Pascal Michel will remain deputy head of department.

MetaDesign is setting the course for the future with its new organization. Alexander Haldemann will be the new chairman of the branding agency, which has offices in Europe, Asia and North America. In this role, he will be responsible for MetaDesign's global business development and profiling.

Alexander Haldemann has been CEO of MetaDesign in Switzerland since 2001. In addition to the successful development work in Switzerland, he took over the San Francisco location as owner and was responsible for the development of MetaDesign in the USA. Starting in 2016, he gradually sold his stake to Publicis Groupe and led the integration of the branding agency into the global network. This process has been completed since last year.

Alexander Haldemann: "As a global network, Publicis Groupe creates the ideal framework for our ambitions. Within the group, MetaDesign has a clear position as a specialist in brand management. At the same time, and this is significant for our clients, the seamless cooperation with our sister agencies allows us to access their proven competencies in media, technology and advertising. We call this interplay of all disciplines: "Power-of-One.

Lukas Eiselin studied marketing and management at the Universities of Basel and Lausanne. He started his professional career as a brand consultant in Denmark and Switzerland. From 2008 to 2014, he worked at MetaDesign Zurich, most recently as Head of Strategy. This was followed by five years as Vice President of Global Brand and Communications at Ricola. Since 2019, he has been a member of the Executive Board at MetaDesign in Switzerland.

Lukas Eiselin becomes CEO of MetaDesign in Switzerland

Lukas Eiselin, previously a member of the Executive Board, will become CEO of MetaDesign with immediate effect and will be operationally responsible for the Swiss business. Between 2014 and 2019, he headed Ricola's global communications and brand management and was responsible for repositioning the traditional Swiss brand.

Lukas Eiselin: "MetaDesign has shaped the Swiss brand landscape in recent years. With our locations in Zurich and Lausanne and global connections, we are strongly positioned. It is my ambition to further expand this position and at the same time set new accents. Priority is given to solutions that enable our clients to manage their brands digitally, agilely and efficiently, which are especially in demand in the current times."

The fact that a bank is addressing social issues and the concerns of the Swiss may seem surprising to many people. However, when the bank in question is Credit Suisse, it becomes credible - after all, the bank has been addressing the concerns of Swiss citizens for decades with its Worry Barometer. It is therefore only logical that Credit Suisse should address its target groups in its latest campaign with issues relevant to the future in the areas of pensions and wealth.

"In the future, we will be pensioners for 40 years." and "Cash will (soon) no longer generate returns." Anyone who is (rightly) puzzled by pointed statements such as these will be pleasantly surprised by the "See it as an opportunity" link immediately afterwards. There are other ways to plan for the future.

In its campaign, the Serviceplan agency creates precisely the tension between symbolic images and future scenarios that credibly suggests to the target group that they should prepare themselves financially for the future with a long-term and seriously forward-looking perspective.

The campaign can be seen until the beginning of July on various online and social media channels, in print and at the POS.

Roche Diabetes Care launches an innovative campaign for the Accu-Chek Guide blood glucose meter. The Zurich
Creative agency Freundliche Grüsse was able to win the pitch tender with
win a strong concept that combines education and personal
Places objectives at the center of communication.
Diabetes is a disease that affects about 500,000 people in Switzerland alone (type 1
and type 2). Roche Diabetes Care (Switzerland) Ltd. has developed the proven Accu-
Chek Guide underwent a brand refresh, which is now being communicated.
For diverse target groups consisting of diabetes type 2 sufferers, pregnant women with
diabetes and healthcare professionals, Roche has now developed a new campaign,
which is digital at its core for the first time, but works on all channels.
With empathy for the reality of their lives, those affected receive the suggestion to create their own
set goals to be able to enjoy life even with diabetes. Accordingly
an extension of the motto "Set goals" to the extended target groups such as physicians,
diabetes educators and family members. In this way, awareness is raised for Accu-Chek
Guide created.
Friendly Greetings won over Roche with an integrated digital campaign that was supported by the
strategy to the idea to the media could be implemented completely in-house. In addition to
Print, Instagram and Facebook image ads gets the theme via Instant Experience Ads
and content on the landing page also depth of content.
Credits:
Responsible at Kind regards: Pascal Deville, Samuel Textor, Manuela
Brunner (overall responsibility), Jasmine Segginger (consulting), Berni Brungs
(Text/Concept), Alain Aebersold (Art Direction), Maude Mahrer (Graphics)