On behalf of OWM, the strategy agency diffferent investigated the effects of a defined purpose on the economic results of a company, what purpose needs consumers have and how they actually consume in a purpose-oriented way. The survey also looked at the role of marketing in terms of purpose finding, implementation and communication.

"The current purpose discussion is a mixture of zeitgeist, concerns about the future and an awakening sense of responsibility. Companies are asking themselves the legitimate question of the entrepreneurial effects of purpose-driven action. Our study clearly shows that purpose pays off. And not just for companies that want to appeal to young, educated, urban and high-income target groups," says Joachim Schütz, Managing Director of OWM.

Jan Pechmann, Managing Director of Diffferent, adds: "Do good and talk about it! This sentence has never been more true than today. Purpose has changed from an optional freestyle activity to an elementary duty in the battle for consumer attention. So doing good and not talking about it is just as wrong as superficial purpose-washing. Purpose is business-relevant. It must be taken seriously by marketing and consistently activated."

Purpose defines the inner attitude of a company in the context of the times. It describes how a company wants to change the world through its actions.

Ideally, the purpose provides answers to three essential questions: How do I as a company meet the social and ecological requirements of society? What moral compass do I follow? What price am I voluntarily prepared to pay for this?

Every company has a purpose that serves to secure its existence. For a purpose to be effective, it must be translated into concrete actions. This is exactly what more than four fifths (83 percent) of the consumers surveyed demand. They demand that companies act responsibly - and the trend is rising. This shows that the current purpose debate needs to change its focus. It is not a question of whether a company needs a purpose, but how to operationalize and communicate it in a way that is relevant to the business.

Purpose is relevant to sales

Purpose brings brands into the relevant set, increases the recommendation rate, strengthens customer loyalty and creates a willingness to pay more. Regardless of age, level of education or income, around two thirds of consumers surveyed try to consume 'well' and sustainably. They want companies to provide information and support in developing their own purpose competence. 

Purpose can be targeted

Purpose unfolds its effect on business success when companies succeed in fighting for the important things in the right way - and talking about them in a credible way. When communicating a company's purpose activities, the same rules apply as for all other marketing activities: they are perceived as particularly authentic when companies are open about the fact that they are not yet perfect in all facets of what they do. 

Purpose success can be planned

An inner attitude must be supported by the entire company in order to be effective. The marketing department cannot therefore be its "owner", but it can be its protective and supportive force. The study clearly proves that acting but not communicating is just as harmful as not acting at all.

The journey to successful purpose communication does not begin with the perfectly formulated success message and does not end with efficient channel selection. It only works if it is undertaken for and with the consumer. At the same time, however, marketing managers must keep an eye on the interaction with their product portfolio and the overall corporate strategy and continuously adapt these to the ever-changing framework conditions.

Over the past decade, the young creative has worked at Maxomedia, Dojo Berlin, Ruf Lanz, Contexta and TBWA, among others, and has picked up various awards for her work.

She is currently furthering her education in interaction design. With the newly founded HO.LA Design Studio Laura Hofer is available for direct clients, but also as a freelancer for agencies.

KünzlerBachmann Directmarketing and Schober Schweiz have been going their separate ways since 2017. However, both companies previously operated independently on the market under separate names. In order to strengthen their positioning as a full-service provider in dialog marketing, the companies have decided to integrate the Schober Schweiz brand fully into KünzlerBachmann Directmarketing and to operate jointly under the name KünzlerBachmann Directmarketing as of 2020. (Werbewoche.ch reported).

To communicate the integration, Bucher Sigrist staged an event that symbolizes the merger in a sympathetic way - a wedding. The bride: Schober Switzerland, the groom: KünzlerBachmann Directmarketing. The message: We say yes!

The wedding reception for the employees of both companies marked the start of the campaign. They are actively involved in the wedding preparations and can, among other things, put together the entertainment program for the big day.

A targeted awareness campaign is designed to attract the attention of the relevant target groups and the entire communications industry over an extended period. The campaign runs online with banner ads on LinkedIn, the Google Display Network, Werbewoche.ch and Persoenlich.com - supplemented by search engine ads on Google. The most important information and the added values of the merger are summarized on a dedicated wedding website.

The crowning glory of the campaign will be the wedding at the end of November, with an aperitif for customers and a classic wedding reception for employees. In the course of the wedding preparations, Bucher Sigrist is giving KünzlerBachmann Directmarketing's visual identity a new coat of paint and, in addition to the branding, is also revamping the website and address store, all business stationery, and the signaling and advertising materials.

The SKS had objected to a film by Federer and a post by Tchoumitcheva on Instagram with the Fairness Commission because they were not marked as advertising. However, the Lauterkeitskommission rejected their submissions. (Werbewoche.ch reported). The SKS filed an appeal against these decisions.

The appeals will therefore be dealt with by the plenum of the Fair Trading Commission - the three boards of appeal combined - in the spring of 2020, the Commission announced on Wednesday.

In its first rulings on influencer advertising last July, however, the Fairness Commission upheld two complaints from the Consumer Protection Association and reprimanded snowboarder Iouri Podladtchikov and mountain biker Jolanda Neff. They had engaged in surreptitious advertising on the Instagram platform in an unfair manner.

The reasons given for the various rulings on influencers were contradictory, SKS managing director Sara Stalder explained the appeals to the Keystone-SDA news agency.

The SKS has also filed complaints with the Fairness Commission in six other influencer cases. It wants to work towards ensuring that the commission can develop a reliable decision-making practice and, in the best case, guidelines for influencers, as Stalder says.

In its deliberations, the Fairness Commission found that the title of the principle "Separation between editorial information and commercial communication" is too narrow and misleading, as it writes. It wants to adapt it so that it is clear that newspapers, radio, television and all media that produce content are meant. (SDA)

Instagram launches a video music remix feature and attacks its Chinese social media competitor TikTok head-on. This is the Facebook group's second attempt to steal a march on the popular platform from the Far East. Facebook already tried to use the TikTok mechanism with short music video clips with the Lasso function.

However, Yuval Ben-Itzhak, CEO of the social media platform Socialbakers, believes that Facebook has a better chance with its second attempt at Instagram Reels: "While Lasso was a standalone app, Instagram Reels is integrated directly into Instagram's user interface. This makes it easier for Facebook advertisers and users to access this highly engagement-rich content - without the barrier of having to download an additional app. Instagram Stories is the best example of how Facebook has in the past strongly attacked the competition - in this case Snapchat - with a new content format for its existing target group."

Ben-Itzhak also sees advantages of Instagram Reels over TikTok, especially for advertisers: "Since TikTok is aimed exclusively at a younger target group, Instagram Reels could pose a very serious threat to TikTok when it comes to advertising revenue - an even bigger threat than Facebook's Lasso ever was. 40 percent of TikTok's users are between the ages of 10 and 19, according to data from App Annie. With strict regulations on advertising aimed at children, brands are more cautious about their ad spend on the platform. Not only do brands have to comply with advertising regulations, but they also have to consider that 10-19 year olds are often not the ones making the purchasing decisions, so how worthwhile is their investment in a platform with such low demographic appeal? Instagram doesn't face this challenge as the platform appeals to a much broader audience, making it extremely advertiser-friendly." (hae/pd)

New on board is 29-year-old Jeffrey Diesl (left) as Sales Manager. He comes from the advertising company Screen24 and is very familiar with the DOOH market thanks to his previous activities.

In addition, Domenico Torre (right) joins the team in November. The 36-year-old is moving to Livesystems after almost 8 years as a sales consultant at APG Traffic. "Thanks to his many years of experience in the field of digital outdoor advertising, Torre knows the out-of-home market very well," says Simon Kamer, Regional Sales Director for the Eastern Switzerland unit. 

With Jeffrey Diesl and Domenico Torre, the Eastern Switzerland team grows to eight employees. It is part of the 30-strong sales team of Livesystems throughout Switzerland. This team supports advertising clients and agencies across the entire product range of digital outdoor advertising and online products under the umbrella of Livesystems Holding.

Benedikt Hofer, Nadine Landert, Olga Scheer and David Vogel (l.t.r.)

With the launch of a daily podcast, the NZZ continues to expand its digital offering. The roughly ten-minute format, which will highlight a key international topic from politics and business every day starting in the spring, is aimed at an audience from Switzerland and Germany.

"With the podcast, we want to bring together our core competencies - analysis and background, anticipation of international developments, classification by our experts on the ground - with the contemporary audio format and thus also appeal to a new and younger audience. In doing so, we focus on current topics, but dig deeper and offer space for reflection," says Eric Gujer, Editor-in-Chief of the New Zurich Newspaper.

The NZZ-podcast team is made up of Benedikt Hofer, Nadine Landert, Olga Scheer and David Vogel. They will start their work in January and February 2020 respectively. The podcast team will be supported editorially by the correspondents and specialist editors of the NZZ. The first podcast edition is planned for spring 2020.

30-year-old Benedikt Hofer has been working at Swiss Radio and Television since 2015. After his time as an "Arena" editor, he moved to the "Tagesschau" and later to the domestic editorial department to complete the trimedial stage course. He then reported for "Tagesschau," "10vor10" and "SRF News" as an editor in the video and foreign editorial departments. Benedikt Hofer holds a Bachelor of Political Science from the University of Zurich and a Master of Science in Political Sociology from the London School of Economics and Political Science.

Nadine Landert gained her first presenting experience at Radio Zürisee and Radio LoRa. Since 2012, the 30-year-old has worked as an editor at Radio 1. Landert holds a Bachelor of Science in Geography from the University of Zurich. Between 2014 and 2017, she perfected her use of voice and language in acting training at the Schauspielschule Zürich.

Since January 2019, Olga Scheer has been a volunteer at the NZZ in the business and international departments. In addition to internships at Frankfurter Allgemeine Sonntagszeitung, Norddeutscher Rundfunk and Spiegel Online, the 28-year-old has already developed a podcast format for Handelsblatt. Olga studied economics and German language and literature at Philipps University in Marburg. She completed her master's degree in economics and journalism at TU Dortmund University.

David Vogel has been an editor and producer at Swiss radio and television since 2013, initially for SRF 2 Kultur, and since 2017 for Regionaljournal Zürich Schaffhausen. He has extensive experience in radio journalism, gained at Radio 1, DRS 3 and Bavarian Radio, among others. Since 2010, the 41-year-old has also worked as a freelance filmmaker. David studied political science at the University of Zurich and later documentary film and television journalism at the University of Television and Film in Munich.

"We maintain a clear focus on turnarounds, the sharpening of business processes and consequently the sustainable improvement of the overall result. In particular, we provide active and solution-oriented support to hotel owners and management in all areas of operational planning, corporate restructuring and optimization," says Daniel Füglister. Another focus is on the "health check" of projects: In-depth analyses create clarity for potential projects - be it in terms of brainstorming, feasibility or alternative planning. Based on its practical experience, Hotelfactory will also specialize in major problem cases in the hotel industry and tackle difficult refurbishment projects.

Daniel Füglister was a passionate hotelier for many years. As a host and analytical entrepreneur, he managed business, boutique and resort hotels in Switzerland and abroad. Among other things, he worked for the Swissôtel Group in Basel, Sydney and in the Shanghai area in China, enabled the survival and continuation of the Hotel Waldhaus in Flims and managed the InterContinental Davos until February 2019. In his long professional career, he has realized several turnarounds, repositionings and succession solutions. Together with a team of experts, he now offers his many years of experience and expertise to clients in the hotel and tourism industry.

Last year, 18,522 crimes of domestic violence were registered in Switzerland - a new high. On average, one person is the victim of a homicide attempt every week. Last year, 27 people died, 24 of them women.

Violence against women and domestic violence cause great suffering, writes the Federal Council. It therefore wants to strengthen the measures against it. The ordinance will come into force on January 1, 2020. Money will not flow until the following year: Parliament can decide on the planned financial aid credit of CHF 3 million as part of the 2021 budget.

Support for organizations

On the basis of the regulation, the federal government can implement its own programmes and projects as well as support private organizations and their measures with financial aid. The Federal Office for Gender Equality is responsible for the allocation of funds.

For example, national information and awareness-raising campaigns, educational measures for professionals and prevention projects for people affected by or perpetrators of violence are to be funded. Cooperation and coordination between public and private actors can also be promoted.

Committed to engagement

The ordinance is based on the prevention article in the Criminal Code. The Federal Council also refers to the Istanbul Convention, the Council of Europe Convention on preventing and combating violence against women and domestic violence.

The Federal Council states that Switzerland has committed to a comprehensive engagement within this framework. Parliament approved Switzerland's accession in 2017. The convention entered into force in 2018. (SDA)

Talks are underway with cantonal economic development agencies about work permits, premises are being inspected in Zug, and exploratory talks have been held with the financial market supervisory authority Finma, according to well-informed sources. The Handelszeitung Telegram could not be reached for comment.

The settlement would take place in stages. Initially, research and development of the Messenger app would be consolidated in Switzerland. In the longer term, Telegram could also move its headquarters, currently in Dubai, to Switzerland. Telegram is in talks with Finma because the messenger service plans to integrate a payment service into its app. To this end, Telegram has created its own currency, Gram, and raised $1.7 billion from investors for this purpose in 2018.

Telegram would not be the first social media platform to choose Switzerland as a location in connection with a new payment system. Facebook located the association for its new currency Libra in Geneva in early summer. (pd)

Daily updated ads that make tongue-in-cheek reference to the respective forecasts are displayed on various online meteorological sites and clear channel screens in public spaces.

Everyone is talking about electromobility and the future of driving. But instead of just talking about it, we should be doing something about it. The campaign slogan for Opel Corsa-e is: "Beautiful to look at. Even more beautiful to drive."

The current 360-degree campaign starring Jürgen Klopp is designed to underscore this statement. The 2019 World Coach of the Year has been an Opel brand ambassador for seven years. 

In a brief journey through time, the Liverpool trainer strolls from a utopian future metropolis to the backdrop of a Western town with a high horse population in a film set in the middle of a current TV interview discussing sustainable locomotion and zero-emission driving. 

The spot is intended to illustrate that environmentally conscious driving in no way has to mean a lack of fun and well-behaved design. 

FCB Zurich has been responsible for Opel's market presence since the beginning of this year and has tailored the campaign to the Swiss market. The campaign is being used in TV, print, out-of-home, social media and other digital channels and has been running since Thursday.