"The SP is fighting for a work-life balance, for more investment in renewable energies and thus in climate protection, for lower health insurance premiums and for good jobs also for people over 50. These are precisely the topics that the poster campaign takes up," says Nadine Masshardt, political campaign manager and SP National Councilor.

KSP Krieg Schlupp Partner is responsible for the implementation of the subjects. Using a ravioli tin, stuffed animals or birthday candles, the agency visualizes and dramatizes the individual themes. Without making too much of a drama out of it in each case. The resulting appearance is intended to be concrete in the individual subjects, positive and constructive in the content and goals, and positive and constructive in the overall effect.

For Christian Levrat, Council of States and SP President, and many others, the last legislative term means four lost years. The four core issues and the overarching subjects are intended to mobilize SP voters in order to bring about new majorities and thus a change in policy on October 20.

The project in Zurich Unterstrass offers families, singles, couples and best agers a centrally located home. Applications can be submitted online for the 252 rental apartments at Käferberg. Matchcom supplied the entire communications package from a single source. The agency was responsible for the object identity and the naming with claim as well as for concept and strategy. The heart of the campaign is the website, including isometrics, apartment finder, visualizations, 360-degree apartment tour and factsheets.

On the website, visitors are introduced to the fictitious resident Alex. Alex also guides through the apartment finder - interested parties search for the ideal apartment with up to three favorites via the apartment offer. Special at it is that for each dwelling a view of the suitable view exists. 

In addition, a virtual promoter - the fictitious resident Alex - was also used, who is available around the clock and addresses passers-by. For this purpose, an actress was recorded in the studio and programmed into an app. 

Alex guides interested visitors through the offer on a life-size monitor and reacts to them by means of touchless interaction. This is a modern and surprising way to get to know the Guggachpark and its surroundings. Matchcom provided the text script as well as screen design and branding.

Furthermore, the agency is responsible for the Google Ads campaign, the Facebook and Instagram campaign, the newsletter, the marketing board and the construction wall. 

Most recently, Esra Yiğit was Marketing Manager at Globus, where she was responsible for developing and establishing the partner business strategy. As Brand Director at Publicis and Senior Consultant at The House Agency, Esra previously gained many years of experience in account management and leading challenging projects on the agency side. At Reach Partners, Esra will be responsible for key accounts and will complement the team with her in-depth expertise in the management of national accounts.

The 44-year-old's main tasks include assessing and interpreting market research data and developing and implementing periodic qualitative market research studies for DMC and Consumo. Likewise, Andi Gemperle is responsible for knowledge building and knowledge transfer in the Media department for Direct Mail Company employees as well as first level support and data management for CRM.

From 2007 to May 2018, the federally certified communications manager (SAWI) held various positions at Publicitas, including senior media planner and research analyst. From 2001 to 2007, Andi Gemperle was employed as Project and Product Manager at Publimedia in Zurich, and from 1997 to 2000 as Media and Marketing Service Administrator at Ringier Magazines. After completing his training, he joined the industry in 1995 at the then Publimedia company. 

On Sunday, the SVP Switzerland published its new campaign posters on social media. "Should leftists and nice guys destroy Switzerland? Rather vote #SVP!" was the text for the subject that caused outrage: worms bearing the colors of political opponents and the EU are eating away at an apple that symbolizes Switzerland.    

The reactions were not long in coming - and rather surprisingly, the party's own ranks immediately fired in the direction of the party leadership on Twitter. SVP National Councilor and communications consultant Claudio Zanetti has little to say for the new campaign. "Those in the picture are neither leftists nor nice guys. They're worms to be exterminated. What do you expect from this unspeakable imagery? Who is supposed to take you seriously there?"

As the Tamedia newspapers write, the visual language also caused displeasure among other SVP representatives. Pentti Aellig, former president of the SVP Schaffhausen and candidate for the National Council, directly linked the success of his own section to the voter appeal: "In Schaffhausen, we also have an SVP voter share of 35 percent because we do without such posters," Aellig tweeted directly to SVP President Albert Rösti. Followed by the request: "Think of all the non-party commissions & list connections - and stop this sujet."

The anti-Semitic diatribe Der Stürmer depicted Jews in Nazi Germany as worms, among other things - on Twitter, numerous users drew parallels to the images used at the time.

The tenor was that portraying the political opponent as "worms" or "vermin" was not worthy of a democratic party. Some think that the party has gone too far this time and that such a portrayal should not be accepted without comment. Others write that the SVP is now showing its true colors. Still others warn not to fall into the trap: Any reaction to the calculated provocation would benefit the SVP.

Calculated provocation

Even campaign professionals judge the question of benefit differently. In his blog, Mark Balsiger recalls the stabbing ad 25 years ago. The pattern is always the same, he writes. A lead medium receives the subject exclusively, other media immediately follow suit. Thousands reflexively share it on Facebook and Twitter.

"Each time there is a demand that the provocateurs withdraw the subject. Thus, the subject lasts for several days, maybe even weeks. It is the opponents of the SVP who provide enormous coverage with their feverish reactions. The pattern still works, the opponents fall into the same trap again and again, each subject goes viral through the roof."

Distract from problems

Although the SVP hardly won any additional votes on October 20 with the apple and worm theme, it did attract attention, writes Balsiger. In this way, it can also distract attention from pressing problems such as the climate crisis or health insurance premiums. The SVP's rise also has to do with attention economy, he says. "No other party internalized media logic so early and so consistently."

Campaigner Reda el Arbi comes to a different conclusion in his blog. He sees the subject as a "knee-jerk" shot. The poster portrays all political opponents as worms, as vermin, he notes. It is "NSDAP communication in its purest form, not even hinted at or hidden".

Gift to the left

The conservative, middle-class voters of the SVP are likely to feel repelled by this poster, el Arbi writes further. "The squabbles over the SVP's orientation have been weighing on the party internally for a long time. This is likely to keep more voters away from the ballot box."

The normal right-wing bourgeois farmer, craftsman, SMEs do not want Nazi posters for their party. And fortunately, elections in Switzerland cannot be won with right-wing extremists alone. "Never before has the political opponent helped the left so much before an election," writes el Arbi. Negative publicity does exist, he adds. The poster and the defensive communication of the party president make the party look weak and desperate.

Criticism within the party

In fact, individual SVP politicians also voiced criticism on Twitter. Zurich National Council member Claudio Zanetti, who is considered a hardliner, was often quoted. "Those in the picture are neither leftists nor nice guys. They are worms to be exterminated," he wrote on Twitter, asking, "Who is supposed to take you seriously?"

National Council candidate Michael Frauchiger of the SVP Zurich wrote: "Laugh? Cry? Ashamed? I don't know! I doubt the party leadership of the SVP the longer the more. The advertising company must be replaced in my opinion, including those who wave through and pay for something like this!"

No worm for the BDP

The Basel SVP cantonal councilor Pascal Messerli finds the poster "bad and clumsy", the Schaffhausen SVP cantonal councilor Pentti Aellig called on the party leadership to stop the subject with a view to list connections. Some commentators in the social media expressed the suspicion that this was also part of the staging.

Meanwhile, politicians from other parties tried to escape the outrage trap with a different approach. BDP President Martin Landolt (GL), for example, wrote on Twitter: "What pisses me off most is that the yellow and black worms are missing..."

Bernese National Council member Adrian Amstutz (BE) is responsible for the apple subject. "As campaign manager, I bear the responsibility. Period," he said in an interview with Blick.ch. He added that the SVP wanted to save direct democracy. "The Nazis did exactly the opposite; they established (...) a dictatorship." (hae/SDA)

There were numerous reactions on Twitter, most of them negative. Many pointed out that the imagery was reminiscent of Nazi propaganda. Images from the Nazi newspaper The striker with apple and worm were used for comparison.

Until September 1, 2019, users can create a pinboard on Pinterest on which they plan their dream room. This gives them the chance to win Ikea gift cards worth a total of 5,000 Swiss francs to put their project into action.
 
Ikea Germany has already run campaigns with "Gemütliche Weihnachten" (Cozy Christmas) and "Draussenzimmer" (Outdoor Room) that worked according to the same principle. As part of these campaigns, more than 23,000 pinboards have been created by users so far, and Ikea has been able to gain more than 30,000 followers.

"We were impressed with the results of the Ikea Germany campaigns and are excited to now try this recipe for success in Switzerland," says Ines Bolter, Project Leader Marketing Campaigns at Ikea Switzerland.

All details about the campaign can be found on the page Dreamroom.ch. Inspiration for creating your own pinboard on the theme of "Dream Room" is provided by the pinboard of the same name, which is filled with ideas with the support of home experts Patrizia from Lilaliv and Sabrina from Healthy & Happy.

The campaign takes place in close cooperation between Pinterest and Ikea Switzerland. Pinterest accompanies the campaign in the product, for example in the highlights and via its own channels. 

The management of Webrepublic: Lars Neumann, Tobias Zehnder, Tom Hanan, Hannes Gasser and Chris Hanan (from left to right).

Since 2010, Lars Neumann has played a key role in shaping the agency's development. As a search specialist, he looked after the agency's first clients and was heavily involved in expanding the service portfolio. He was also responsible for quality management and the training of new employees. In 2015, he took over as head of SEA, the core area of the agency, which now has over 65 employees. Neumann is also a lecturer in digital marketing at the University of Zurich. He completed a master's degree in sociology at the University of Zurich.

Simon Schleuniger and Shady Ashong.

With the new management, the agency will also be given a new name that expresses the philosophy even more clearly: on August 19, the company will be renamed Visàvis. Andreas Schärer will continue to support the company as a strategic consultant until the end of 2020, after which he will devote himself to new tasks and challenges.

Ashong and Schleuniger can continue to build on a long-standing customer base and a proven team of around 20 communications professionals.

The two new agency owners pay tribute with great respect to the achievements of the company founder, who has built up and expanded the agency as a founding member since 1999: "Andreas Schärer has led the agency with prudence and foresight through the last two decades of the advertising industry, which have been characterized by many changes. That inspires us greatly."

Andreas Schärer says: "I am very happy and grateful that I can now pass the company on to good hands - Shady Ashong and Simon Schleuniger are two top communications professionals with a lot of commitment and heart who complement each other perfectly. I am convinced that the agency has a very successful future ahead of it."

Adreas Schärer.

The new name stands for partnership-based cooperation

The new name Visàvis stands for the special characteristics of the agency and its employees. Customer proximity, working together as partners, a close connection between employees and their customers - in other words, a multiple vis-à-vis, "We have been living these values for a long time - now it's time for them to be expressed in our name," says Simon Schleuniger, who heads the Creation and Events departments at the renamed agency. "We are neither an impersonal communications factory nor a glamorous advertising agency with overly big egos. We are a focused and serious agency that has always stood for sustainable communication and solid craftsmanship at the highest level. The satisfaction and success of our clients are at the heart of our work," says Shady Ashong, responsible for digital and consulting.

This is certainly one of the main reasons why the Baden-based agency maintains long-standing and close partnerships with its clients, Schenker Storen, Hero, Kärcher, Aargauische Gebäudeversicherung, Privera and many more.

The full-service agency with its own event location

Visàvis is and will remain a full-service agency with a focus on creation, digital and events. The agency will continue to rely on the many years of experience and expertise of its competent employees. It also has a broad network of partners, such as the digital 3D factory Visual Now. And Visàvis has another special feature to offer: From September 1, 2019, it will breathe new life into the "Druckerei" cultural and event location and take over its management. From September, the location in the same building in Baden will be available for events such as AGMs, product presentations, cultural events, readings, corporate and private functions for up to 250 people.

In the 20th year of its existence, the Republica agency is setting out for new shores: On April 1, the agency left its longtime home due to a change of ownership and is tackling a groundbreaking new project at Wasserwerkgasse 31. Although the old and new addresses are only a few meters apart, the setup at the new location in Bern's Matte district - apart from the spectacular view of the Aare - is completely different.
 

The Republica team at the new location (photos: zVg).

Republica CEO Bala Trachsel has founded the innovation space "Matte Lab" together with Karl Zimmermann, CEO of the KMU Nachfolgezentrum, where co-creation and idea-driven work take center stage. "Berner Matte is part of our agency DNA," explains Bala Trachsel. "That's why it was clear to us from the beginning that we didn't want to move far from the old location. It was a trend-setting coincidence that the premises of Karl Zimmermann AG became available right next door." Karl Zimmermann, who managed the metal construction company for 25 years in the third generation and today advises SMEs on succession planning, adds: "Over several months, full of drive, we made plans together and converted the former production and assembly halls into a home for innovators that allows doers with an entrepreneurial spirit to seize opportunities."

Bala Trachsel and Karl Zimmermann, the creators of the Matte Lab.

In addition to Republica and the SME Succession Center, the "Matte Lab" houses the event agency Eventicum (Beatrice Trachsel), Krippendorf Systems (Sabine Krippendorf, systemic organizational development and marketing), Snabbt (Dave Studer, digital transformation), Vonmerz (Fabian Merz, advertising strategy and communications consulting), Buergy (Fabian Bürgy, creative direction) and Luna de Miel (Cornelia Werren, wedding planning). In addition, an innovation project of Bernmobil is rented with the self-driving vehicle.

Many things are different, but one central point will not change for Republica in the future: its strong local roots. "We have a close connection to Bern as a location and maintain long-standing relationships with a loyal clientele consisting of SMEs and large companies," Bala Trachsel continues. "As an agile agency, we are characterized by the fact that we are constantly reinventing ourselves and creating something new with courage and a willingness to experiment. In doing so, we rely on sound strategies, close collaboration and creative innovation. In the 'Matte Lab', we and our co-workers can mutually benefit from each other and thus appear even more powerful in the market. When others leave Bern, we really get going," says Bala Trachsel.

Bala Trachsel with Beatrice Trachsel (right), managing director of Eventicum.

The fact that the "Matte Lab" concept is meeting with approval became clear at the opening party: Around 250 customers and partners took advantage of the opening, which was staged as a summer pool party, to network with new colleagues or to cultivate proven partnerships, and celebrated until the early hours of the morning.

Adrian Erni of Republica (left) with film producer Def Kallen.

Andrea Luder, Emediately, and Wolfgang Schickli, Bernexpo Group.

Bruno Battaglia, Ilknur Közcer Kazan and Rolf Krähenbühl (from left), all Bernexpo Groupe.

Nadja Ender and Bobby Gertsch, both Promoton.

Dani Ernst, FurrerHugi, and Urs Sahli, Republica (from left).

Eugen Brunder, Aroma, and Jennifer Somm, Bernexpo Groupe.

The management of Republica: Aysun Merz, Margit Fellerer and Bala Trachsel (from left).

Isabelle Fretz (left) and Stefanie Berchtold, both Republica, with Markus Reichenbach, graphic designer.

Anna Affolter, moderator, and Nora Müller, Republica (from left).

Peter Scheurer, Radio Bern1, and Daniel Beyeler, Bernexpo (from left).

Lara Gross and Kim Krippendorf, both Republica (from left).

The Sport Gastro Catering.

DJ Zmi.

Among other things, he will take over the duties of Marcel Castelberg, who is retiring after six years at Heidelberg Switzerland. According to the statement, it is to his credit that he has successfully established the Consumables Business Unit in the market. Since he joined in 2013, the market shares of Saphira products have increased year on year.

Pascal Rölli has worked at Heidelberg Switzerland since 2002. He was initially involved in sales of consumables and CtP systems before taking on the duties of Sales Account Manager for sheetfed offset presses in all format classes in 2005. In this role, he looked after customers in the Lucerne/Aargau /Bern area, in northwestern Switzerland and, to some extent, in Zurich. In 2003, Pascal Rölli graduated from the Technical College in Berne in the field of media management. This was followed in 2015 by a postgraduate course at the HSO to become a qualified business economist.

The LifeCycle Solutions business area comprises the sale of all consumables, the 2S contracts , the Prinect technology with the workflow software and the CtP systems of the Suprasetter series, Subscription, and the associated back office.

The Press Council has rejected a complaint against the Tages-Anzeiger partially good. The TA had not specifically confronted a woman and mother with serious allegations. However, journalists are obliged to hear affected persons on serious allegations.

The Tages-Anzeiger had published a research entitled "More brown than green" about the custody dispute of an unmarried couple. The woman and mother in question was accused of having briefly denied her son medical care. In addition, the author listed circumstantial evidence indicating that the woman was a member of the "Anastasia sect." The Anastasia movement is an organization that is still little known in Switzerland. According to Tages-Anzeiger they identify racist ideas and anti-Semitic ideas; swastikas are among their symbols.

The author wrote the woman a very vaguely worded e-mail only one day before the long-researched article went to press. The woman did not reply. The Press Council found that the newspaper should have followed up. This is because serious accusations must be made to those affected in a concrete and timely manner so that they can explain their point of view.

National Councillor Hans-Peter Portmann has filed three complaints against Weltwoche and View to the Swiss Press Council. Two complaints concerned the Foreign Affairs Committee of the National Council. The vote on a motion by FDP National Councilor Portmann regarding the UN migration pact was in the Weltwoche by author and former National Councilor Christoph Mörgeli to the effect that Portmann could not even convince his own parliamentary group members.

However, from Portmann's reaction to this column - he had requested a correction by e-mail - it was possible to draw conclusions about the voting behavior of the parties. This was in turn confirmed by the View who reported that Portmann had betrayed the Commission's secret with the mail and that Commission President Elisabeth Schneider-Schneiter would follow up on it.

Two complaints arose from this case, but both are rejected. In the view of the Press Council, neither the View violated the duty of truth, nor would the Weltwoche had been obliged to make a correction or had refused to do so.

The Press Council, on the other hand, approved Portmann's third complaint. She had criticized an editorial by National Councillor and WeltwocheThe subject of the article was the editor-in-chief Roger Köppel. Under the title "Verächter Volksverächter" (People Despise), Köppel commented in very pithy but permissible terms on Portmann's appearance in a television program on the so-called self-determination initiative.

At one point, Köppel suggests by inserting "so Portmann" that the latter had spoken of the "ripping beast people" in the talk show. The formulation is presented to the readers as an indirect quotation, although Portmann did not use it in the show in such or similar terms. Through this improper treatment of the source, the Weltwoche Portmann's opinion and violates the journalist code.

According to Facebook spokeswoman Stephanie Otway, the new function should be available to all users by the end of the month. Verification of the reported messages would then be carried out by external bodies.

Posts whose content is false but which do not violate the online service's guidelines will not be deleted, according to the information provided. However, they will no longer be displayed to other users under a hashtag. This alone could "significantly limit the reach of false information.

Facebook is investing heavily in preventing fake news, Otway said. In this context, she announced further updates for the coming months. Facebook has been facing accusations for years that it does not do enough to stop the spread of misinformation, especially during election campaigns. (SDA)