Once again this year, an independent jury of 14 experts - consisting of representatives from creative and media agencies as well as advertising clients - will honor the best cross-media campaign that impresses with its innovative and intelligent networking.

The following industry experts will evaluate the submitted cases under the direction of Marco Taborelli from Marco Taborelli Consulting:

• Jan Alther, Philips
• Christoph Bürge, Metzger Rottmann Bürge Partner
• Karin Estermann, Content&Form
• Simon Flatt, Coop Cooperative
• Caspar Heuss, Wirz Communications
• Sarah Hiltebrand, The answer
• Pam Hügli, Serviceplan Suisse
• Marc Isler, Brack.ch
• Manfred Kluge, Omnicom Media Group Switzerland
• Dennis Lück, Jung von Matt/Limmat
• Benjamin Moser, MediaCom Switzerland
• Giovanni Porcelli, Volvo Car Switzerland
• Thorsten Schapmann, Beiersdorf
• Dominique Zingg, Feldschlösschen Beverages

In addition to the cross-media strategy and the efficiency of the use of media, the degree of innovation of a campaign, its creative central idea and media-adequate implementation as well as the overall impression are also taken into account when selecting the winner.

The deadline for the Goldbach Crossmedia Award has been extended to January 22, 2020.
The winners will be announced on April 2, 2020 as part of the "Best of Swiss Web" and "Advertiser of the Year" award night at Samsung Hall in Dübendorf near Zurich.

New at Telebielingue: Alain Röllin and Thomas Odermatt (from left to right). (Photos: Matthias Käser / Matt Jeker)

24-year-old Alain Röllin started his media career at Solothurn regional broadcaster JumpTV in 2014. Since then, he has also hosted private and public events and is also active as an actor. Alain Röllin's main job is as a primary school teacher in Fulenbach. He will lead through the info broadcast on TeleBielingue for the first time on Friday.

Thomas Odermatt has been moderating panels, talks and events since 2015. From 2016 to 2018, the 33-year-old worked as a freelance journalist and editor at Anzeiger Luzern, and gained his first camera experience at S1/Swiss1 TV from 2016.

The certified public accountant is also a freelance copywriter and professional speaker and completed a CAS in Corporate Communications in 2018. Odermatt will have his premiere on TeleBielingue on Thursday.

The 26-year-old Hazel Brugger knows her way around award shows, having already won the most important awards in her industry herself: including the German Cabaret Award, the Swiss Comedy Award, the German Comedy Award and the Salzburg Bull. She can also be seen on TV in various satire formats and her appearances as a stand-up comedienne are regularly sold out.

On February 28, 2020, Hazel Brugger will now host the "Swiss Music Awards" for the first time. The comedienne from Zurich's Unterland region, who began her career at the age of 17 on a poetry slam stage in Winterthur, sees her role at the awards ceremony as "midwife for the emotional moments": "The evening with me will certainly be funny, but it won't be a punchline slaughter, because after all, it's not about me." And it's certainly not about bashing musicians, says the comedienne, who was once dubbed "the baddest woman in Switzerland." "Of course, there are already people in this scene who should not be handled with kid gloves. But I'm certainly not going to throw a pie in the face of any award winner."

The "Swiss Music Awards" with Hazel Brugger will take place on Friday, February 28, 2020, at the Culture and Convention Center Lucerne and will be broadcast on TV on SRF two as well as on radio and online on SRF 3 and Srf3.ch starting at 8.05 pm.

The advertising industry is also reporting stable revenue growth in 2019. Just under half of all respondents (48.6%) report an increase in company sales. Only just ten percent report a decline, while 26 percent announce no change.

The outlook for 2020 is somewhat more restrained, but still similarly optimistic: 47.6 percent of the leading advertising clients expect a positive sales trend. At the same time, communications budgets will remain stable: 45.3 percent expect no changes, 26.4 percent will increase spending on communications, and 25.5 percent expect a decrease. Developments in media budgets also follow a similar pattern.

Traditional media lose ground slightly

In the current survey, advertisers were asked about their "Overall Spendings" in the various media types. In traditional media, most of the respondents want to invest about the same amount of advertising money or about a third less. Only in billboard advertising (OOH), driven by digital advertising spaces in public spaces, do many want to invest the same amount or a third more.

A further strong surge in investment is again expected in online media. SEA, social, online videos and display advertising are expected to improve the reachability of target groups even further. However, the investment volume must be put into perspective in relation to TV advertising, as the volumes in the classic area are still greater.

Voice, meanwhile, has not yet been able to fully establish itself in Switzerland: Amazon has been a major driver in this respect in other markets. This is still missing here. Another obstacle is the lack of voice controls that are compatible with our dialects.

Top challenge: Reaching the target groups 

As in previous years, the accessibility of target groups (60%) remains in first place among the top challenges for the advertising industry. Closely linked to this, the next ranks are channel complexity (39%), digital transformation (37%), marketing automation (35%) and building and developing expertise (26%).

This continuing trend can be explained by the fact that the digital transformation is still in full swing. The crucial factor here is that an ecosystem is created in which target group and customer data can be effectively analyzed and used for a targeted customer approach. Mastering this complexity and finding the right mix for successful, data-driven communication requires a great deal of specialist knowledge.

Interpersonal fit for successful cooperation

The most important sources of information in the search for an agency partner continue to include recommendations, contacts with agency management, and agency websites. Finally, from the perspective of the advertising client, the central criteria for the concrete selection of an agency are its personality or qualifications as well as the competencies of the employees.

From the customer's point of view, successful long-term collaboration requires efficient project management, mutual understanding and a high level of commitment. These results map the modern forms of cooperation.

Agile pricing gains importance again

For communications agencies, the "scope of work" is the dominant fee model, which includes a clear project definition and the corresponding agency effort. The majority of media agencies still charge on the basis of a percentage of the media volume and on an hourly basis. Agile pricing continues to gain relevance among communications and media agencies due to new, flexible forms of collaboration between client and agency.

Fabian Duss previously worked as Deputy Director at the Hotel Schweizerhof in Zurich and has a degree in hotel management and an Executive MBA.

Conferences&Events: What attracted you to switch from the hotel industry to the event industry?

Fabian Duss: My daily motivation in my professional life is to make people satisfied or even happy. At a time when there is a lot of "bad news" and major political and economic challenges, this is often neglected. What I have always loved about the hotel industry is that you can let people forget their everyday lives for a moment and pamper them. As part of MAAG, I can now do this in a slightly different way, but no less strongly.

The portfolio is diverse.

That's what makes Maag special. On the one hand, we have the two event locations - the Maag Halle near Hardbrücke and Halle 622 in Oerlikon - which are both super centrally located, just one minute from the train station.

What are the advantages of these locations?

The halls impress with their multifunctionality - from a small event for 50 people to the AGM of a major bank to a rock concert for 3500 people, everything is possible - and always in top quality. We are also active in the event sector. We have our own shows, organize and stage concerts, host trade fairs and exhibitions.

At the moment, we are renting the concert hall of the Tonhalle Zurich, whose guests we are delighted to welcome and spoil with culinary delights.

And are you also involved in the culinary world?

Exactly (laughs). We run various food outlets. Our latest venture is the trendy summer concept "Zum Frischen Max" near Oerlikon station. And we are part owner of "Frau Gerolds Garten". This diversity results in countless synergies.

There is no comparable company of this size in Switzerland that is simultaneously an organizer, restaurateur and location operator in a similar context.

What are you particularly proud of?

This is the casual, young and motivated team that makes Maag what it is. I am delighted to be working with these great, creative minds.

How would you describe your work?

Very varied and exciting. The trick is to dance on different stages at the same time and keep an overview. It's not a one-man show, but teamwork. And that requires a dynamic and well-coordinated team that is in control of the day-to-day business. My job as Managing Director is to support and coach this team and work with them to further develop our business areas.

What is the most interesting thing about your job?

Every day, we at Maag deal with many different people from different cultures, companies and sectors. I really appreciate being in close contact with people from the worlds of art, culture, politics and so on. I benefit greatly from this network, but also from our employees, and I learn something new every day.

Interview: Anna Kohler

Swiss Olympic is the umbrella organization of Swiss sport and the National Olympic Committee of Switzerland. In this role, Swiss Olympic supports over 80 member associations, which include around two million athletes in Olympic and non-Olympic sports.

On the Swiss Olympic Team platform is all about the Olympic missions, athletes and their top sporting achievements. The platform is intended to reflect the spirit, values and emotions of the Olympic movement and offers comprehensive background information on the missions and Olympians as well as live coverage during the Games and stories in the form of long reads.

When analyzing motivation, needs and benefits, two main target groups emerged: Athletes and fans. The website therefore had to be structured in such a way that athletes could easily access their information and fans could also gain exciting insights. This duality runs through the entire website. After six months of development, the website is now going live just in time for the start of the Olympic Games.
The completely revamped website will be online for the first time for the 2020 Youth Games in Lausanne, which will take place from January 9 to 22, 2020.

The new "Spirit of Sport" content hub was integrated into the website as part of an always-on strategy. Fans can access exclusive content in the form of long reads via social media. In addition to Olympic values such as top performance, friendship and respect, various stories also focus on unfiltered athlete stories with surprising insights into the world of sport.

Freundliche Grüsse is responsible for digital strategy, conception, UX, UI design, tone-of-voice and image concept.

That's a familiar Apple position - but its repetition carries particular weight because just hours earlier it was revealed that the FBI is again asking the company to help unlock an assassin's iPhones.

At issue are devices belonging to the man who killed three people at a Marine base last year. The FBI exhausted its options to gain access to the two phones without success, wrote the New York Times with reference to informed persons. Content on iPhones is encrypted and usually cannot be accessed without a passcode. Apple emphasizes that it will hand over the available information to authorities if ordered to do so by a judge.

The U.S. authorities even filed a lawsuit against Apple in 2015 to force the company to develop methods for cracking the iPhone code lock. In the end, however, the FBI said it was able to get into the phone with the help of an external service provider and dropped the lawsuit. At the time, Apple had argued, among other things, that backdoors for authorities could also be abused. Horvath now emphasized that health and payment data on the devices, among other things, make robust encryption indispensable.

Horvath spoke at CES during a panel discussion in which her Facebook colleague Erin Egan also took part. Egan rejected accusations that the online network collects too much data or engages in "surveillance capitalism" with its advertising model. "I think people's privacy on Facebook is protected today," she said. At the same time, she said, Facebook brings added value to users with its ad-supported business model. The online network may have a different business model than Apple - but privacy is protected at both, she said.

Rebecca Slaughter, a member of the U.S. consumer protection agency FTC, disagreed with her. After more and more data breaches and scandals, it is impossible to conclude that online companies are doing enough to protect data or that users' privacy is being protected, she criticized. The FTC is also responsible for data protection supervision in the U.S. - and last summer imposed a fine of five billion dollars on Facebook, among other things because of the Cambridge Analytica scandal. (SDA)

After the Discontinuation of the SMDH project in spring 2019 various variants for the further development of online research have been drawn up and evaluated in the boards of Net-Metrix, WEMF and Mediapulse. These approaches have also been evaluated by various market participants and major clients.

The decision to entrust Swiss online research to Mediapulse in the future was taken with a large consensus. With its existing and further developed measurement systems, the company has an infrastructure that can also be optimally used for online research, according to a statement.

Increasing convergence of media is taken into account

Based on this, a more extensive overall system will be developed. In the opinion of those involved, the solution proposed by Mediapulse best reflects market developments: The steadily advancing convergence of media, the increasing importance of moving images, the need to provide information from a single source, as well as the growing pressure for economies of scale and synergies in research.

As a consequence, the activities will be transferred from Net-Metrix AG to Mediapulse AG. Net-Metrix will continue to operate the current research system until the end of 2020. The employees of Net-Metrix will continue to be employed in full until then, and a takeover in the successor project is being examined.

"Net-Metrix will remain in our best memory".

Jürg Weber, Chairman of the Board of Directors of Net-Metrix, comments: "We are pleased to have found a competent successor for online research in Mediapulse. Net-Metrix was founded over twelve years ago by SRG and WEMF to bundle the various research approaches in online. Now, with the new solution, the research structure can be simplified again. The employees of Net-Metrix can be proud of the excellent work they have done over these years. For this, I would like to express my sincere thanks to Managing Director Rolf Schmitz and his team. Net-Metrix will be fondly remembered."

The next step will be to define the specific activities within Mediapulse. This will take place in close cooperation with the market. Tanja Hackenbruch, CEO Mediapulse: "We are looking forward to this mandate from the market and have many ideas and power to implement it. Now we need a few months to work out the concrete implementation in close cooperation with the market. In spring, we'll know more and will communicate directly with all parties involved." (hae)

In seven complaints received by the ombudsman about the SRF report on the Basel professional fire department, a short scene was criticized in which the fire department was shown rescuing a man from a toilet in which he was trapped and trying unsuccessfully to revive him.

The audience thus witnessed that there was a death in the course of the firefighters' operation. The complaints mainly denounced the violation of human dignity (Werbewoche.ch reported).

Respect for human dignity is a central norm of the Radio and Television Act and the downstream SRG concession. The Journalists' Code, which the Swiss Press Council applies, also requires journalists to respect human dignity. The "journalistic guidelines" of SRF radio and television are also based on human dignity.

No violation of human dignity

Ombudsman Roger Blum does not see any violation of these basic rights in the criticized broadcast. In the film, no dead person was shown who was recognizable. Thanks to pixelation, the man was not visible - except for his hand, which was in the picture for a second. The man was thus doubly unrecognizable, neither physically (as a human body) nor individually (as a person with a face and a name), argues the SRG ombudsman.

In its statement, the SRF editorial team responsible noted that the scene was important because it made it possible to portray everyday firefighting in all its facets. This also included stressful situations. The cameraman had shot the scene with restraint and chosen a camera position that ensured the man's anonymity and directed the focus to the reporter and the firefighters.

SRF is of the opinion, even in retrospect, that the scene was edited appropriately and appropriately. In terms of the form and duration of the scene, reality was neither dramatized nor trivialized on the image and sound track. The dignity of the deceased had not been violated and his identity had been protected.

Criticism in side points

On secondary points, the Ombudsman partially upholds two complaints. Apparently, the dead man was more visible in the original version of the film. The ombudsman also criticizes the fact that the dead man's relatives were not contacted and informed before the broadcast.

As usual, SRF provided interested media with a working copy of the broadcast, including a press release, around two weeks before the film was broadcast. The material was accompanied by a note stating that the video footage was to be treated confidentially and was not to be further disseminated.
Before the film was broadcast, the newspaper had View with unauthorized frames SRF denounced to show the death of a human being. After the broadcast of the film revealed the View the name of the dead person.

In this context, the Ombudsman noted that ethical principles had not prevailed by themselves in this case, but rather that the View The editorial team had further pixelated the scene with a view to broadcasting it. In addition, the editors had apparently given up hastily on researching the identity of the deceased.

The editorial team states that the identity of the deceased was not known to anyone on site. After the shooting, the TV team asked for the identity of the deceased person in order to contact the relatives if necessary. For reasons of data protection, the authorities refrained from providing further details about the deceased person.

Ambiguous role of the gaze

According to the SRF ombudsman, the View played an ambivalent role, because the paper accused Fernsehen SRF of breaking taboos, but broke taboos itself by also showing pictures, revealing the name of the deceased and confronting the deceased's sister in advance with a view of the film that did not correspond to reality.

An eighth complaint about the SRF report criticized the fact that in another operation, two people were shown making a fire on a balcony without having given their consent for the television footage to be broadcast.

The ombudsman does not support this complaint. The audience certainly did not get a bad picture of the two people, he states. It is not apparent how they could have been portrayed negatively or incorrectly. (SDA)

The team of Heim Hotelmarketing: Ramona Vogel, Lucie Heim, Peter Rüegger (f.l.t.r.)

Same services, same prices, same network. At first glance, little is changing at the company based in the city of Lucerne, with the exception of its new market presence.

Lucie Heim and her partner Peter Rüegger work as a team with a network of external service providers who are integrated into the project organizations according to the situation. These can be photographers, graphic and web designers, programmers or search engine specialists, for example.

The Service Guide

So you are always the decisive step ahead. 

• Author: Michael Thissen
• Publisher: Wiley-VCH, 2018
• Pages: 321
• ISBN: 9783527509447

It still seems as if people spend more time complaining about bad service than improving service in their own sphere of influence. After all, service doesn't just exist in restaurants or at information desks. In every company, employees work with both external and internal customers. According to Michael Thissen, service means getting to the bottom of these customers' needs, finding answers to their problems, and thereby contributing directly and indirectly to business success. A solid compendium of service delivery that is especially helpful for beginners.

The principles of success

• Author: Ray Dalio
• Publisher: FinanzBuch, 2019
• Pages: 688
• ISBN: 9783959721233

If anyone knows what commercial success is, it's Ray Dalio. The numbers simply prove him right. In this book, he shares his life story, his personal principles, and the principles that apply at Bridgewater. Here speaks an entrepreneur who spent decades figuring out what works and what doesn't. Anyone who has or aspires to leadership responsibility should read Dalio, precisely because some of his principles are at odds with the zeitgeist. For example, there is much talk of more democracy in business. The book recommends a crucial trick as a supplement.

For Purpose

A new operating system for businesses. 

• Author: Jo Aschenbrenner
• Publisher: Vahlen, 2019
• Pages: 170
• ISBN: 9783800659692

Experts agree that the way of working according to the principles of industrialization that still prevails today is outdated. Hardly anyone, however, presents a new concept that involves such a profound transformation as Jo Aschenbrenner with her for-purpose operating system. Her book is a committed plea for more meaning in working life. How companies can consistently align themselves with meaning in all areas and thereby reinvent themselves is something she sets out in an easy-to-understand and convincing manner.

Corporate identity in the digital age

Guide to a strong corporate identity. 

• Author: Lothar Keite
• Publisher: Haufe, 2018
• Pages: 320
• ISBN: 9783648109229

To trust a company, customers need to know and like its identity. Lothar Keite meticulously explains all the development steps for a strong corporate identity. Examples, tables and overviews help to quickly grasp the contents. The sometimes somewhat unwieldy formulations do not make for easy reading. Nevertheless, it is worth reading; marketing and brand managers will find here a comprehensive working manual at the cutting edge.

The campaign, which was created by the creative agency Spinas Civil Voices, was able to attract the well-known contortion artist Nina Burri. "I didn't hesitate for long when I received the request from Solidar," says Nina Burri. "I am happy that I can make a meaningful contribution to more global fairness with my art."

The campaign was already launched in 2018 (Werbewoche.ch reported) and supplemented by new and expanded subjects in a second wave.