Libra named Swiss financial word of the year 2019

Libra, the cryptocurrency launched by Facebook, has been named Swiss Financial Word of the Year 2019. A jury led by the financial portal Finews.ch and Migros Bank chose the payment method planned for 2020 as the winner from more than 250 entries.

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If the all-digital payment method catches on, it has the potential to upend the financial world and establish itself as a global currency, according to the panel, according to a statement Monday.

The aim of Libra is to exchange money in an uncomplicated way and to carry out cross-border transactions quickly and inexpensively, the jury said. It is still uncertain whether Libra will make the breakthrough. However, given the number of potential users, the cryptocurrency has enormous potential. In developing countries in particular, Libra could help promote economic development through access to financial services.

"Libra is not only a response to the long search for a global digital currency, but also one to the creeping demonetization of traditional currencies," jury member and writer Michael Theurillat was quoted as saying in the release.

The election of the Swiss financial word has taken place for the sixth time in 2019. In previous years, the words punitive tariff, bitcoin, negative interest rates, zero interest rate policy and franc shock were chosen as the financial word of the year. (SDA)

Global advertising spend will increase in 2020, but audience share will decline

Advertisers will increase their global advertising expenditure by up to 4.3% in 2020, but the audience share of advertising programs supplied by the media will fall by 1.6%. This will cause media prices to rise by 6.1%, as the latest "Advertising Expenditure Forecast" from Zenith shows.

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The demand for advertising has risen steadily over the past decade. In order to maintain market share, big brands need to be known by buyers and potential new customers, which requires regular campaigns to build brands with a wide reach. The same applies to smaller brands looking to expand their business. Meanwhile, small companies that may not have previously advertised at all have targeted advertising on digital platforms, injecting new demand into the market.

Since 2010, advertising expenditure has risen by an average of 5.1%. The traditional broad impact is declining: first in the print sector and now also in TV in key markets. Many viewers are replacing linear TV with ad-free video platforms such as Netflix, Amazon Prime Video, HBO and Disney+, reducing the available audience and creating fragmentation.

The use of ad blockers means that some target groups are only exposed to a small amount of digital advertising. The resulting increase in demand and decrease in supply is leading to a rapid rise in prices. According to the Zenith study, the supply of viewers has fallen by an average of 1.3% per year since 2010, while media inflation has averaged 6.5% per year. 

"Long gone are the days when we could find the audience in one place. Thanks to new technologies, we are now reaching them - online and offline - and regaining value for our customers through efficiency and effectiveness by ensuring we target and reach consumers along the consumer journey with the right message at the right time," says Matt James, Global Brand President at Zenith. 

 

US-China trade war against the quadrennial in 2020 

2020 is considered a so-called quadrennial, which only recurs every four years, and thus benefits from the Summer Olympics, Uefa Euro 2020 and the US presidential election. This stimulus is expected to add 7.5 billion US dollars in advertising spend to the global advertising market. Under normal circumstances, spending growth in 2020 would be slightly higher than this year's growth rate.

However, the forecast growth of 4.3% next year is barely above the estimated growth of 4.2% for 2019. The trade dispute between the US and the People's Republic of China is disrupting economies around the world, disrupting supply chains and diverting trade and investment. As a result, growth is being reduced and uncertainty is increasing, making advertisers more cautious in their financial planning. It is estimated that these economic headwinds will cost the global advertising market 1.1 percentage points of growth in 2020. Otherwise, the market would have grown by 5.4 percent. 

 

India will make second-largest contribution to advertising growth 

Despite the trade conflict, the US and China continue to lead the world in terms of increased spending. The US advertising market is expected to grow by USD 39.1 billion and China by USD 10.3 billion between 2019 and 2022. Together, they will account for 56% of the total growth in advertising expenditure over the next three years. China's growth rate is slowing as its own advertising market matures.

After years of being a production-driven, high-growth economy, China is now transforming into a consumption-driven, developed economy and its advertising market is becoming increasingly similar to that of other industrialized countries. Chinese advertising expenditure is forecast to grow by 4.1% in 2020, compared to 4.8% in the US. India will make the third-largest contribution, growing by USD 4.3 billion between 2019 and 2022.

Indian advertising expenditure is growing steadily in the double-digit percentage range. The projected growth for 2020 is 12.4 percent, 12.9 percent in 2021 and 12.6 percent in 2022. The Indian advertising market has great potential for long-term growth, contributing only 0.3% to GDP this year compared to 0.6% in China and 0.7% globally. At current rates of development, India will overtake China as the main source of growth in the Asia-Pacific region and the second largest in the world by the mid-2020s. 

 

Online videos and social media continue to lead growth 

Online video and social media will remain the fastest growing advertising channels between 2019 and 2022, growing by an average of 16.6% and 13.8% per year respectively, mainly due to the continued rise in smartphone usage. Cinema will be in third place with annual growth of 11.5%, driven by rising demand in China, but will only account for 0.9% of global advertising expenditure in 2022. 

TV will not see any growth in the next three years as price inflation compensates for the decline in global viewership. Print prices are also rising, but not fast enough to compensate for the ongoing and rapid decline in readership. Advertising expenditure for newspapers will fall by 4.5% per year and for magazines by 8.1% per year until 2022. 

"With geopolitical tensions wiping out most of the expected gains from sports and elections, 2020 will be a disappointing quadrennial," says Jonathan Barnard, Head of Forecasting at Zenith. "Once the trade war is resolved, we are more optimistic for 2021 and forecast 4.5 percent growth in global advertising spend despite the absence of the quadrennial."

KSP for VW: "See you next year!" - the ID.3 congratulates Tesla

Tesla's Model 3 has been named Swiss Car of the Year in three out of four categories. Volkswagen's ID.3 congratulates the winner in a congratulatory ad. KSP Krieg Schlupp Partner is responsible for the campaign.

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Alongside the congratulations, the ad includes the question "Was it too easy, Tesla?" - with a big wink. Since the ID.3 was not yet on the ballot this year, the Tesla had a pretty easy time winning. So the ID.3 is now looking forward to next year's election.

The subject appears in the Swiss Illustrated and in the L'Illustré.

Responsible at Amag Import VolkswagenMelanie Felder (Teamleader Marketing Communication Volkswagen); Diana Rizzo (Marketing Communication Manager Volkswagen). Responsible at KSP: Daniel Krieg (creative direction); Nico Kesper (text and content); Florian Kech (graphics); Stéphanie Tschanz, Franziska Saxer (consulting); Noemi Rubera (production). Responsible at MediacomNiels Keil (Communication Planning Manager); Svetlana Savatic (Senior Communication Planner /Consultant); Laura Schädler (Junior Communication Planner).

Creative ranking: Download and fill out form now

The creative ranking of Werbewoche is up! All Swiss agencies that have scored in the listed awards may participate. The form can be downloaded now.

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Every year, the creative ranking of Werbewoche is just around the corner. It shows how Swiss agencies have performed in the most important national and international creative awards. The ranking (Top 10) will be published in the first print edition of Werbewoche in the new year as well as online - again in 2020 with comprehensive accompanying reporting. 

Since the 2018 edition, the creative ranking has been carried out according to a new "magic formula": In addition to the main competitions (Cannes Lions, D&AD, One Show, ADC*E, Eurobest, ADC Switzerland and, depending on the year of implementation, Swiss Effie), there are five international and five national competitions to choose from. From these, agencies can have their three best results count towards the points from the main competitions. 

Please download the current form. On the left side (main competitions, green) enter as many award wins as possible, on the right side (5+5 competitions, yellow) select the three awards that give you the most points.

Creative Ranking 2019 Form

The same rules apply as last year. 

  • Only the highest award given counts if a campaign has won multiple awards (for multiple individual subjects) in the same jury category.
  • Only one award will be credited per category and campaign. 
  • Eligible for points are works in which a substantial contribution to the work comes from Switzerland. If a Swiss agency submits work for a foreign agency, this work must be not eligible to participate.

 

Please return the filled out form until 17 December at [email protected].

Important: Please inform the responsible person in the agency if they do not see the call. We will still send out the form personally in some cases, but we will never be able to cover all the agencies and people it concerns (because in some cases the responsible employees also change from year to year). The creative ranking of Werbewoche has always been a "bring debt" - if you don't submit, you don't participate.

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Philipp Gut leaves Weltwoche by mutual agreement

Philipp Gut is no longer the deputy editor-in-chief of *Die Weltwoche*. The termination of his employment was by mutual agreement, according to reports.

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Publisher and Editor-in-Chief Roger Köppel confirmed the news at the request of the Keystone-SDA news agency. Köppel did not want to comment on the reasons for the separation from the long-time employee. 

The online portal further quoted from a statement by Köppel that the weekly newspaper's publisher thanks Gut for his "outstanding achievements" and wishes him all the best for the future. 

Among other things, Gut had hit the headlines in connection with the so-called Zug affair. In June, the Zurich High Court convicted him of multiple counts of defamation against the former Green Party member of the Zug Cantonal Council Jolanda Spiess-Hegglin. Gut was also found guilty of violating personal rights for his reports on a job vacancy at the University of Zurich. (SDA)
 

"Chère M" - This is how Mobiliar smells

What does insurance smell like? Mobiliar has created the home fragrance «Chère M» in collaboration with perfumer Marc Daniel Heimgartner of Luzi Fragrance Compounds.

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The perfume is to smell of citrus and herbs and have a light woody note, and will be used in Die Mobiliar's 80 general agencies. The fragrance is intended to add an additional, distinctive and more personal touch to the insurance company's corporate design. In addition, this new brand dimension is intended to contribute to a more positive customer experience.

The room fragrance does not enter the market and can not be purchased by private individuals. 

Federal Council regulates details on roaming and telephone advertising

In the future, telecommunications service providers are expected to better protect customers from unsolicited sales calls and high roaming charges. Parliament had approved legislative changes to this effect in the spring. The details of implementation are now being finalized.

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On Friday, the Federal Council opened the consultation process for a package of ordinances on the Telecommunications Act. Telecommunications service providers are now obliged to protect their customers not only from unfair mass advertising, but also from unfair advertising.

This includes advertising calls from a number not registered in the telephone directory. Anyone who fails to note that a customer does not wish to receive an advertising message according to the note in the telephone directory is also engaging in unfair advertising. Finally, those who use data from such calls fall under the provision.

 

Various filter offers

In the future, customers should be able to obtain information about the callers from the provider. Providers are also required to offer customers at least two solutions: one that is managed by the provider and only needs to be activated or deactivated by the customer, and one that the customer must manage himself.

These can be two filter offers, for example, as the Federal Council writes in the explanatory report on the consultation. The solution, which is to be managed individually, also allows customers to block calls that may not be allowed to be blocked by providers because they are either noisy or do not fall under the relevant law at all.

 

Inform customers

Other changes relate to roaming. Parliament had given the Federal Council the option of combating disproportionately high retail rates and setting price caps.

The Federal Council primarily wants to oblige providers to inform customers. Normally, they receive the roaming information in the form of an SMS. If a customer cannot receive such an SMS, the provider must block access to the roaming services until the customer has reactivated it himself.

 

Set limit

At the latest when reactivating access to roaming services, customers must also be informed of the applicable prices and the place where they can check the applicable rates as well as the rate options available to them for price reductions.

Customers must also have the option of setting a limit on their roaming costs or choosing a corresponding tariff option. These measures are only mandatory if the costs for roaming services are higher than for similar usage in Switzerland.

 

Billing to the second

It is also planned that the mobile phone providers must bill to the second and kilobyte. The latest figures show that there is still a discrepancy between minutes billed and minutes actually consumed, the report says.

The principle that consumers only pay for the volumes they have actually used should apply to both data and calls. The final amount may be rounded up to the nearest 10 centimes.

 

Maximum 30 seconds rate

One exception is envisaged: if the Swiss mobile communications providers do not receive the data required for billing from their foreign partner companies to the exact second and kilobyte, they will not be able to charge their customers for the services as accurately. However, the providers must prove this on the basis of the data supplied.

Mobile operators are also allowed to set minimum costs for a call so that they can cover the costs incurred to establish a connection in any case. The minimum costs per call may not exceed the tariff for 30 seconds. This tariff structure corresponds to that of the EU and has proven itself, writes the Federal Council.

 

Do not hinder third-party providers

Furthermore, mobile network operators must not impede the use of roaming services from third-party providers abroad. If such an offer exists and a customer wants to use it, this must be possible in a simple manner.

In addition, there are new provisions on short numbers, emergency calls, and exceptions to the obligation of network neutrality. Interested parties have until March 25, 2020 to comment on the planned amendments to the ordinance. (SDA)

Beat Rechsteiner new Chairman of the Executive Board of Meier + Cie

At its meeting on December 5, the Board of Directors of the Schaffhausen-based media company Meier + Cie appointed Beat Rechsteiner as the new Chairman of the Executive Board. He will succeed Stefan Gasser, who has led the company since the death of Norbert Neininger in May 2015, effective January 2020.

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Stefan Gasser signaled his intention to retire early, according to a press release issued on Friday. The Board of Directors praised Gasser's commitment and social sensitivity in implementing important structural measures on the cost and earnings side, thereby strengthening the company's profitability. It is therefore very much appreciated that Stefan Gasser will continue to be available as Chief Financial Officer in order to make solid preparations for the succession plan.

His successor Beat Rechsteiner has extensive experience in journalism and business management. In addition to his studies in media and communication sciences at the University of Zurich, he has a degree in business administration from the St. Gallen Business School. The long-standing journalist and former editor of the Schaffhausen News returned to Meier + Cie Schaffhausen in 2012. Since then, he has managed several multimedia projects and taken on management responsibility at various levels. Among other things, he manages Schaffhausen Television and is a delegate of the Board of Directors of Lokalinfo in Zurich. He has been a member of the Executive Board since 2015 and Deputy CEO since 2017.

Stefan Wabel, Head of Publishing, has been appointed as Beat Rechsteiner's deputy.

Srf.ch: More from the region - less for the region

Not enough clicks: The «Regionaljournal» pages on Srf.ch will soon be a thing of the past. This also applies to the Regionaljournal Bern, Fribourg, and Valais. At its meeting on November 26, 2019, the Programming Committee asked why SRF is withdrawing its online presence from the regions and how this decision should be assessed.

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A survey at the beginning of the meeting on November 26, 2019 shows: Members of the SRG Program Commission Bern Fribourg Valais make little to no use of the Regional Journal website on Srf.ch. They only consume SRF via radio and television, say some; the site is too hidden, say others.

Thus, the online usage of the Program Commission members does not differ fundamentally from that of the average user. The numbers show: The Regi websites hardly find an audience. But it is also clear to the commission that since the catchment area of the regional journals is limited, the number of clicks is also limited. 

Peter Brandenberger, head of the regional journal Bern Fribourg Valais, also justifies the end of the regional websites on Srf.ch with the lack of hits. A quantitative analysis by SRF had shown that the articles on the regional subpages often reach only a few hundred people. And a qualitative survey of user needs had shown that SRF's audience expects topics of supraregional interest, background information and classifications of major regional events on the web.

Regional news would be accessed on the news portals of the regional newspapers, not on SRF. With its Srf.ch/bern site, Regionaljournal gets too few views per week, especially for the pure news articles. That's not worth the effort, according to Brandenberger.

 

Reset button instead of Delete button?

Opinions on the online withdrawal from the regions are not black and white within the program commission. One member sees the decision as another cost-cutting measure. Brandenberger disagrees: they want to use the resources differently, for example for podcasts, for more research and for background reports on the online platform. Another member understands that measures have to be taken when user numbers are so low.

The program committee, however, raises the question of whether optimizations could be considered instead of taking the websites offline in spring 2020. Various ideas are mentioned: better advertising of the pages; regional pages, divided according to cantons, as is already done for elections and votes. SRF could also have benefited from the regional program commissions in this decision if it had involved them in the process at an early stage.

 

More correspondent tasks

In the future, regional topics of interest to the whole of Switzerland will increasingly take place at the top of the Srf.ch homepage. This is an opportunity for the regional journals, says Peter Brandenberger. Their own good stories could thus be placed prominently. The Regis should take on more of a correspondent role on the network. Or in other words: more from the region - less for the region.

"Cyber Weekend" more attractive to consumers than Black Friday and Cyber Monday

A recent study by Bazaarvoice shows the growing interest of consumers in Black Friday offers on the following Saturday and Sunday. As a result, the number of shoppers on this year's so-called "Cyber Weekend" increased by 26% compared to 2018.

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Enthusiasm for Black Friday itself continued to increase year-on-year. Findings from the Bazaarvoice network show a 20% increase in the number of shoppers on Black Friday this year and an 18% increase on Cyber Monday.

This means that the number of shoppers worldwide on Black Friday has grown by an astonishing 86% in just five years. Cyber Monday has also increased by 82 percent since 2015 - although both are surpassed by the weekend in between, when the numbers more than doubled - 102 percent on average.

Sophie Light Wilkinson, VP Marketing, EMEA at Bazaarvoice: "We are observing a completely natural - tactical - shopper behavior here. In response to the high demand for deals and bargains on Black Friday, shoppers are spending more time researching. This can only be a good thing for brands and retailers, as it not only extends the buying window, but also the time spent searching for new and alternative products."

On the Sunday before Cyber Monday, the total number of page views by consumers increased the most worldwide (20%). This means that more research is done on this day and highlights the opportunity for brands and retailers to attract potential customers with products and offers at the last minute.

When looking at the medium used, it becomes clear that mobile devices continue to play an important role as a point of purchase. 47% of transactions on Black Friday took place this way, which suggests an increasingly important role for social shopping.

"Sure, it can be tempting to join the race to the bottom. But brands and retailers that recognize changing preferences and offer informative, interactive online and offline experiences will both retain their existing customers and attract new ones," says Sophie Light Wilkinson.

In its annual survey, Bazaarvoice polled more than 2000 consumers in the UK, US, France and Germany. It found that the number of consumers who value the ability to discover and buy directly from social media platforms such as Instagram, Facebook and Pinterest has increased by 38% in 12 months.
 
The figures in the study come from the Bazaarvoice network, which includes 6200 brand and retailer websites and all transactions that take place on them on Thanksgiving, Black Friday and Cyber Monday.

Key figures used in data processing are defined as:

  • Page views: A page view is a view (whether with or without UGC) of a page that is tracked by Bazaarvoice Analytics using tracking code. These can be product, category or other pages, depending on which Bazaarvoice products are implemented.
  • Shopper: A person who shops on the Bazaarvoice network and is identified by Personalization ProfileID, BVID, BVBrandID or Hash-UA-IP, in order of preference by availability.

Schläfle Trittibach launches limited poster series for Horgenglarus

The Zurich agency Schläfle Trittibach was commissioned by the oldest chair and table manufacturer in Switzerland, Möbelfabrik Horgenglarus, to design and realize a limited poster series.

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Founded in 1880 in Horgen near Zurich and expanded in 1902 to include the Glarus site, the Horgenglarus furniture factory is the oldest chair and table manufacturer in Switzerland.

The poster series is intended to highlight the company's DNA using typographic quotes. A factory stamp was also created, which is used on all prints. The limited edition can be purchased in the showroom in Glarus or online at Horgenglarus.ch be obtained.

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Federal Council wants to pre-empt tobacco advertising initiative

The Federal Council wants to restrict tobacco advertising and provide better protection for children and young people in particular. Although it rejects the tobacco advertising initiative, it largely supports its objectives.

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The initiative "Yes to protecting children and young people from tobacco advertising" calls for a complete ban on tobacco advertising that reaches children or young people. In effect, this would ban cigarette advertising on billboards in public spaces. Various health organizations are behind the initiative (Werbewoche.ch reported).

 

Ball at the Parliament

The Federal Council shares their basic concerns. It welcomes significant restrictions on tobacco advertising to better protect young people from the dangers of tobacco, it wrote in a statement on Friday.

It had already submitted corresponding proposals to parliament in 2015, but these failed. At the second attempt, the Federal Council largely removed the advertising restrictions as demanded by parliament.

However, the Council of States has tightened the rules again. It passed a law in September that provides for additional advertising bans on cigarettes in the press and on the Internet. Sponsorship of international events is also to be banned. In addition, tobacco products are no longer to be sold to minors.

 

Federal Council exerts pressure

The Federal Council supports these decisions, as it states in the communication. The decisions of the Council of States strengthened the protection of minors and made it possible to ratify the World Health Organization's Framework Convention on Tobacco Control, which entered into force in 2005. This would achieve a long-standing goal of the Federal Council.

In the further parliamentary debate, the Federal Council wants to advocate additional measures for the protection of minors. For example, tobacco advertising should also be banned in cinemas and on posters. The goal is a legislative project that largely corresponds to the concerns of the initiative, writes the Federal Council. With this approach, an indirect counter-proposal would be unnecessary.

Now the Tobacco Products Act is before the National Council. There, the new majorities could come into play: At the first attempt in 2016, the large chamber voted 101 in favor of sending the bill back to the Federal Council, with the SVP and FDP voting almost unanimously. (SDA)

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