The association of leading Swiss opticians, Dynoptic, is teaming up with content and form and presenting itself nationally for the first time in winter 2019 with a cross-media campaign. In addition to a print subject, the agency has also produced seven short spots for the eye professionals, which provide an entertaining backdrop to the sports programs "Sportaktuell," "Au coeur du Sport" and "Domenica Sprint. This allows Dynoptic to present itself as the new presenting sponsor of these broadcasts, symbolically using the logo in a thematically adapted context.

The films are accompanied by a banner campaign and various social media posts. Dynoptic's new presence is also being implemented for all its partners and will soon visually strengthen the opticians' association with POS plates, window stickers and other advertising materials at over 100 locations.

Christian Imhof, CEO, Corinne Blunier, COO and Andreas Brodmann, CIO (f.l.t.r.)

Christian Imhof, 38, has been with Livesystems since 2008, the first year it was established. Imhof is a lawyer and has helped shape the company from various management positions. Most recently, as a member of the management board, he was responsible for the business development of the Livesystems products passengertv, gasstationtv and cityscreen and thus a pivotal point for about a hundred Livesystems partners.

Imhof takes over from Olivier Chuard, one of the two co-founders of Livesystems. After two years as ad interim CEO at Livesystems dooh, Chuard is moving from the operational level back to the role of CEO of the holding company, where he will focus on the strategic development of the overall company, which now has around 140 employees.

45-year-old Corinne Blunier will be the new COO of Livesystems dooh. Blunier has been involved in the development and expansion of various fields of activity at Livesystems in various functions since 2010 and has been Head of Human Resources since 2016. She succeeds Kathrin Saner, who is moving to PostFinance.

Andreas Brodmann, the current CIO, remains unchanged in the three-member management team. He has been with Livesystems since 2016 and, together with his team, is responsible for the technical infrastructure, programming and further development. 

On behalf of Livit, which was commissioned by UBS Fund Management with the initial leasing, Matchcom implemented an almost 100% electronic marketing campaign for Guggachpark in Zurich's Kreis 6 (Werbewoche.ch reported). For the 252 rental apartments you can apply completely online.

This bold step paid off. On October 8, the campaign was honored with the Real Estate Marketing Award at the Expo Real in Munich 

Matchcom was responsible for identity and naming as well as concept, strategy and website design. On the website, visitors get to know the fictional resident Alex, who guides them through the apartment finder. She informs about the project, explains the location and shows the apartment offer with the help of 360° visualizations. The Virtual Promoter is a 2 meter high monitor with camera and sound system, the interaction with passers-by is gesture controlled. Matchcom provided the storyboard with the text as well as screen design and branding. 

Roman Bolliger, jury member from Nürtingen-Geislingen University of Applied Sciences, on Alex: "Where there used to be a boring construction wall, now a real experience awaits!" It's a new way to engage potential tenants at the point of property, he said. In addition to online ads, targeted social media campaigns were used to drive prospects to the website: The agency is responsible for the Google Ads campaign, the Facebook and Instagram campaign and the newsletter.  

Overtourism: The (too) popular excursion destination Mount Rigi should once again focus more on its natural and landscape values (Photo: hae/Werbewoche).

The mountain belongs to the population and not to Rigi Bahnen, warn the petitioners, who want to correct the "obvious undesirable developments" on Mount Rigi.

The Board of Directors should replace the "Rigi Master Plan" drawn up in 2016 with a tourism concept "that prioritizes the natural and landscape values of the Rigi", according to a statement issued by the petitioners on Friday. Otherwise, the popular excursion destination, which already attracts almost one million visitors a year, would lose its character.

Undeterred, Rigi Bahnen continued to plan to increase transport capacity with the aim of "driving forward the growth strategy that is dependent on international package tourism". The unchecked growth was also repeatedly criticized by the population.

The "Rigi: 800,000 is enough!" petition launched on Friday calls for the number of trips and passengers on the "Queen of the Mountains" to be limited and for efforts to be made to enhance the natural and landscape resources. This would be in the public interest.

In addition, the "guest mix that is unilaterally geared towards the Asian growth markets with package tour groups that bring in the largest volumes" should be realigned with "credible marketing" that is not aimed at cheap tourism.

Finally, the Board of Directors of Rigi Bahnen should refrain from "relentlessly encroaching on the protected landscape" for the construction of a gondola lift with 14 masts. The existing aerial tramway has significant advantages in terms of usability and safety. (SDA)

As previously announced, the Tamedia Group will undertake a strategic realignment as of the beginning of 2020, creating a new decentralized structure consisting of four independent divisions, including "Classifieds & Marketplaces," the statement continues. Christoph Brand, who will move to energy group Axpo as CEO in the summer of 2020, will ensure a smooth transition until Olivier Rihs takes office, it said.

Olivier Rihs' task will be to continue to drive the organic growth of this division, which has been developing strongly for several years. In a very competitive market, the future autonomy of this area will ensure optimal conditions in favor of transparency and growth, including in the context of possible partnerships and acquisitions. The aim is also to strengthen innovation activity and promote synergies and knowledge transfer between the various brands in the portfolio.

Rihs, who is from French-speaking Switzerland, has been running his own advisory and consulting company Olivier Rihs Management since 2018 and has been director of the Geneva International Motor Show since February 2019. The "bilingue" worked in various roles at Scout24 Suisse, a Swiss network of online marketplaces, from 2002 to 2018, and was CEO of the company from 2011 to 2018.

Search for successor underway

In a separate announcement, the Geneva Motor Show wrote that it was already looking for a successor to Rihs. Chairman of the Board Maurice Turrettini "regrets" the resignation of Rihs, as he had given the Motor Show new impetus.

"I made my decision for private reasons, there were no strategic differences with the Board of Directors," Rihs stressed when asked by news agency AWP. "The next edition of the Auto Salon is going well, many projects are already in the works and will be presented in December," he said.

Among the major innovations for the 90th edition, scheduled for March, is the introduction of a special race track that will allow guests to test electric or alternatively powered cars. "We have space for 48 vehicles, but demand (from manufacturers) far exceeds supply," the Noch director told AWP. (SDA/swi)

The communication is primarily aimed at the B2B target group of electrical planners, installers and architects. A campaign was designed based on the "uncompromising" approach. 

Advertisements were developed that appear in leading trade publications such as Haustech, ET Elektrotechnik and Phase 5. Four also created digital banners, newsletters and flyers. In addition, Feller Nevo is presented to the target group in detail in a 76-page system documentation. 

The Swiss Wrestling Federation (ESV) has strict advertising guidelines. The "Regulations Advertising" is a ten-page paper in which all the regulations are set out. In addition, there is, among other things, a 40-page "Manual Advertising"which shows exactly where wrestlers are allowed to wear sponsor logos and advertising space on which occasions.

The "Advertising Regulations" state as an introductory principle: "In particular, it is mandatory that the competition and festival clothing of wrestlers and officials and the competition arena of wrestling festivals with wreath awarding and with a federal character are completely free of advertising". Only "commercially available shoes" are exempt from the logo ban.

A principle that was the undoing of swinger Sven Schurtenberger. And this despite the fact that he did not even consciously or paid advertising as Blick.ch writes. At the Federal Championships in Zug, the 28-year-old wore shin pads with the Nike logo on them. Bitter: Schurtenberger is not even sponsored by Nike.

The Lucerne native is now not allowed to compete in the coming year at the mountain wreath festivals, partial federation festivals and the external federation and cantonal federation festivals. Or in other words: Schurtenbeger is only allowed to compete at the local cantonal association festivals.

However, the last word has not yet been spoken: The swinger has Appeal filed against the harsh penalty. As this is an ongoing case, the Schwingverband does not comment on the Nike logo case. (hae)

Together with his Head of Sniffing, Kümin has settled into the new co-barking office.

On November 1, Simon Kümin moved to Stauffacherstrasse 101 - right between the Zurich branch of the Heimat Zürich agency and a Subway outlet. There, he strategically expanded his services. "Not-so-cheap consultants convinced me with PowerPoint slides to strategically expand my offering," says the owner of the sole proprietorship.

Following a SWOT analysis, Kümin, who previously only wrote texts, now also offers free espresso and a meeting table. That fits, the copywriter thinks: "Caffeine as a psychoactive substance stimulates in much the same way as a corny joke and is similarly laxative as a testimonial. The potential for synergies is huge."

Neither TikTok Ads nor influencers will be used to communicate the new offer. Caption

In addition to a welcome gift, members of the customer club can find the latest beauty trends, receive special discounts and take part in exclusive beauty events. The Member Club" combines customer-oriented sales promotion and gamification - the three member statuses bronze, silver, and gold each grant access to different benefits - under one roof, thus adding a customer loyalty tool to Import Parfumerie's range of products.

In collaboration with Inhalt und Form, the Import Parfumerie team strategically developed "The Member Club" and designed its appearance. To this end, the Zurich agency provided everything for the launch day on August 31, 2019 with an Instagram campaign, prominent beauty bloggers, POS measures, advertisements, in-store spots, newsletters, various banners and specially produced store material.

Opening of the event on Bahnhofstrasse (Photos: zVg).

The event, which was attended by around 50 people, was opened by Adello CEO Sandor Laczko. In his keynote speech, he took a digression into politics to show how data is taking on an increasingly important role in shaping democratic systems. Using Brexit, the election of Donald Trump and Cambridge Analytica as examples, he traced the changes in politics and showed the massive impact that the messy use of data can have on the value of companies. This is precisely why today's cause and call for comprehensible and legally secure collection, processing and sharing of data is important, he said. This transparency is necessary to create trust and sustainable "Programmatic Advertising".

Sandor Laczko, Managing Director of Adello Switzerland, talks about political systems and data models.

Roland Ehrler, Managing Director of the Swiss Association of Advertisers (SWA), then addressed the audience via video. He sees transparency as a prerequisite for advertising. However, the market is facing major challenges. If these could not be solved, politics would have to intervene. He presented the SWA's Global Media Charter, which would stand for security and transparency in the digital advertising market. Roland Ehrler's core statements were zero tolerance towards adfraud. He hoped for certified tools or conventions for measurement. Adfraud must be combated at all levels. Viewability must also be ensured.

The presentation adopted by the ANA that only 58 cents of $1 advertising money would reach the publisher was vivid and impressive. This was no different in Switzerland and had to change. Transparency was important, namely who would deliver what for what.

He presented the charter, which was distributed as a handout, to eight points, concluding with a positive message to those present that opportunities would arise in collaboration and initiatives with associations such as the IAB and events such as the Adello trade event. He would represent the strong voice of the advertising clients.

SWA Director Roland Ehrler was several hundred kilometers west of Zurich and had a video feed sent to him.

IAB Managing Director Roger Baur briefly presented the topics on which the IAB is focusing: Smdh, viewability/visibility, data protection and transparency.

An important point was the Code of Conduct, which the IAB had developed in cooperation beyond the Swiss border in the DACH region. The providers would voluntarily submit to the Code of Conduct. He also explained how the Code of Conduct had definitely developed clout. Should an advertiser and their agency suspect a provider of a violation, the agency in question would be analyzed in cooperation with the renowned law firm Fischer and the IAB and, if necessary, reported.

He pointed out how an accepted solution had been found with the publishers in Austria. In Switzerland, this had not been achieved, but from 2020 average viewability values would be displayed for all major publishers in Switzerland, in order to provide a point of reference. Ads.txt is also another approach.

Since new people had been elected in Europe in the IAB, the initiatives would have to be explained again and unfortunately we would have to wait for Europe. However, he assumed that logins were an important solution.

IAB Switzerland Managing Director Roger Bauer explains the association's initiatives.

Nele Dagefoerde, Head of Product at GeoCTRL, presented the relevance of data in the physical world. By way of introduction, she outlined the key trends in retail and data. For example, how user data sensitivity would increase and already 11 percent of users tracked by her company had Do-Not-Track enabled. Explicit consent would therefore increase quality and at the same time lead to desired advertising.

In several use cases, she vividly demonstrated how local data had advantages over the big U.S. providers, especially in terms of relevance, trust, and business success.

Physical data is the driver of business success across all industries, he said, and the data visibility and quality of local data will provide the foundation.

Nele Dagefoerde, Head of Product Marketing at GeoCTRL was flown in from Kiel.

Jan Morlock, Head of Data Science at Adello, spoke about how Data Science would work and demonstrated this with illustrative examples. Machine learning (artificial intelligence) is ultimately a craft and not the "black box" it is often thought to be. The first example illustrated in a comprehensible way how Data Science could recognize the gender of users. In this way, not only the 5 percent recognized by Exchanges, but also up to 75 percent of users can be precisely classified by gender according to the method used. He caused a smile with his list of the ten apps with the strongest identifiers of gender characteristics. Examples of viewability prediction and fraud prevention methodologies concluded his competent presentation. Data science is not a black box, but a comprehensible craft.

Jan Morlock, Head of Data Science at Adello.

Finally, Thomas Gresch and Patrick Rademacher of the Swiss Login Alliance took to the podium. They took turns introducing the topic by explaining the strategic considerations that had led to this joint step. Especially the increasing restriction on cookies as an identification feature had spoken in favor of a login alliance. The focus was not only on advantages for the advertising market, but also on better products for readers. Ultimately, the aim was to re-establish 1:1 contact with consumers as in the past. In Europe, two approaches would be pursued, on the one hand login alliances, on the other hand tracking alliances, which would primarily use cookie matching and would only aim at improving the advertising market. Since the advertising market would only represent a part of the added value, they had clearly decided on a login alliance, which has been live for two weeks.

Mark Forster, Founder Adello, Thomas Gresch, Group CTO Tamedia, and Patrick Rademacher, Senior Manager Strategy Ringier (from left).

Patrick Rademacher showed the steps and implementation and emphasized that it is an open alliance, which has now started with around 20 publishers. From Q1/2020, French-speaking Switzerland and Ticino should also go live, which would then bring the number of publishers to around 30. The fact that the Login Alliance would also combat fraud was also emphasized. The foreign model of the Login Alliance would offer great opportunities for services and content. It is not possible to achieve a 100 percent user base with Login, but they are trying to get as close as possible. The challenge is ultimately to link added value to Login. This is up to each individual publisher.
Single sign-on would then also be available from Q4/2020. It was important for the two to emphasize that the login alliance was only a joint authentication, it was not data sharing.

Sandor Laczko closed the evening with a Q&A session with the panel. Tamedia and Ringier were positive about the development with several tens of thousands of newly registered users each. The subsequent aperitif was followed by a lively discussion about the opportunities for the Swiss advertising market.

A monogram with a mountain silhouette forms the trademark of Höhenfieber. The monogram is also used as a secondary brand element in images and is intended to give Höhenfieber's images a characteristic face. 

As part of the relaunch, Keim Identity worked in an interdisciplinary team with the client and programmer Reto Kenzelmann to develop a Website designed to make discovering the desired mountain tour an experience.

The member area allows customers to quickly and easily register for their desired tour. Under "Your recommendations", customers are suggested their next potential mountain experience. Tutorials prepare customers for their adventure in the mountains while they are still at home.

Instead of a comprehensive print catalog, Höhenfieber is making its mark with a teaser brochure. The brochure contains a selection of tours and leads the target groups to the new comprehensive website for further offers.

LivePerson, a global conversational commerce company, on Thursday unveiled the results of its consumer study. This examines consumer attitudes and preferences regarding interaction with businesses, messaging and chatbots. More than 5,000 people in six countries were surveyed. 

The survey revealed that messaging and chatbots are being used more and more frequently. Two-thirds of respondents would like to be able to contact companies directly via messaging. 

The study shows that as consumers become more interested in messaging, companies should pay more attention to conversational design - the ability to evaluate and optimize conversations - to meet consumer expectations. 

The study was conducted in August 2019 and includes responses from the United States, the United Kingdom, France, Germany, Japan and Australia. Among Germans, interest in using conversational commerce increased significantly from 44 percent in 2017 to 64 percent this year. European countries had the highest average demand for messaging at 65 percent. As expected, young people are particularly interested in this option. Globally, more than 70 percent of 18- to 34-year-olds demand the ability to contact businesses via Messenger. 

Messaging can take place on many channels, such as standard messaging apps from Apple and Android, platforms like WhatsApp and Facebook Messenger, voice assistants like Alexa, and even branded apps and websites. 

The study also looked at how consumers use chatbots and messaging to interact with businesses. They were also asked about their attitudes toward these experiences.

Key findings: 

Dealing with companies 

The convenience of messaging is changing consumer preferences. 

• 49 percent of global consumers would spend more money with a company that offered messaging as a contact option. 
• 70 percent of consumers in Australia, the United Kingdom, and France have already used a chatbot, compared to 50 percent in Germany and the United States. 
• Among these users, 80 percent have used the chatbot in customer service, up from 67 percent the previous year. 
• 91 percent of German respondents agreed that they would be more likely to buy from a company that could answer their questions immediately. There is similarly high agreement in the other countries. 
• Consumers are increasingly using chatbots for functions other than traditional customer support. While this remains the most common application, the second most common use for chatbots is purchase support. 

On personalization and data protection

Trust is growing - especially among the younger generations. 

• Eighty-three percent of Germans agree with the following statement: "I am more willing to do business with a company that interacts with me personally (i.e., knows information about me from previous transactions)."
• A small majority of 51 percent of consumers worldwide believe that personalization is convenient rather than an invasion of privacy. Over half of younger people prefer convenience over privacy compared to older generations.
• If consumers are assured that bots are safe and have useful information, most respondents would use them for various customer service and purchasing functions. 

Human vs. bot 

Human representatives are still the default preference for certain situations, but the appetite for bots is growing (especially among younger consumers).

• More than half of the respondents are neutral about their experience with a chatbot, while a quarter each have a positive or negative attitude.
• In Germany, 27 percent of respondents describe their general feelings toward chatbots as "good." 
• A large majority of consumers want to be informed whether an agent is a chatbot or a human. Less than five percent said that specifying the identity of the bot was "not at all important". 
• Only 43 percent of global respondents prefer bots with names from their countries of origin. Nearly half of all respondents have no preference. 
• In terms of gender, a large majority have no preference or prefer a non-gendered name. However, among those who do prefer a gender for the bot, more people voted for a female name. Seven percent of male respondents said they would be more likely to trust a bot with a male name, but only one percent of female respondents agreed. 

"The consumer study on conversational commerce shows that consumers - especially those of the younger generation - are increasingly interested in the convenience and simplicity of bots and messaging solutions," said Manlio Carrelli, executive vice president, Enterprise Business Group at LivePerson. "Nevertheless, there is still room for improvement in terms of customer experience. Organizations should pay attention to conversational design to ensure that they are not only providing their customers with their preferred communication channels, but that they are also meeting and exceeding customer expectations in those channels."