Founders Simon Raess and Frank Salathé had already been busy building up a team for the capital since 2018. On Thursday, the Bern office was officially opened in a central location.

The six-strong team in Bern now forms Ginetta's second Swiss location alongside Zurich. The little Bernese sister of the headquarters in Zurich offers twelve workstations and also specializes in user-centered design and front-end development.

Peter meant well with Komet: Despite possible rain showers and thunderstorms, which were forecast in advance, the Komet party, to which the Bern agency had invited on Friday, remained dry. The invited guests who attended the celebration wanted for nothing: they were spoiled with culinary delights, the DJ played at a pleasant volume, and when you have an agency location right on the water, not much can go wrong anyway. 

In his entertaining speech, agency founder and owner Marcel Durst looked back on the last two decades, on highlights when the small Bernese agency beat the big Zurich competition in the smart pitch, and on disillusionments when this client was lost again for incomprehensible, internal reasons. Durst was optimistic that Komet will still have something to celebrate in another 20 years: The agency is well positioned, is winning new clients and is led by a team of three that perfectly complements each other in terms of experience and new ideas. He doesn't know how long Durst will stay on board before handing over the helm completely to his younger colleagues - he still enjoys his work every day. 

Zurich residents queue up for it every day; in Bern, Gelateria di Berna served the glacé creations at Komet's agency festival. 

The catering left nothing to be desired and left no culinary wishes unfulfilled.

Right on the Bernese Aare: Komet is one of the most beautifully located agencies in Switzerland (Photo: zVg).

20 years ago, when Jean-Etienne Aebi was still ADC president and the Swiss Leading Agencies (LSA) were still called Bund Schweizer Werbeagenturen (BSW), Marcel Durst founded his own agency called Cosmic Bern together with three other ex-employees of the Hofer communications agency and in cooperation with Cosmic Zurich. Their first assignment: the package design for 120 different varieties of pet food under the "Schweizer" brand. 

Rich bar offer - among other things with the own anniversary beer.

This was soon followed by clients such as Swisscom Directories and Smart, who went full throttle in communications at the beginning of the new century and thus ensured the continuous growth of Cosmic Bern. This period also saw the move from the Sulgenau district to the idyllic banks of the River Aare in Altenberg, as well as the acquisition of Migros Aare with Shoppyland Schönbühl as a client in 2009, which has remained loyal to the agency to this day. Finally, in 2011, the cooperation with Cosmic Zurich is terminated and the agency is renamed Komet. Then in 2013, with the national health insurer Visana in the portfolio, another growth step takes place, but also a creative change of course.

While Komet was mainly known for graphic design under Creative Director Thomas Pfister, the agency has developed into one of the leading advertising agencies in the Bern area in recent years. Under the operational management of Consulting Director Corinne Hert and Creative Director Jeff Gerber, Komet now advertises not only for regional clients such as BZ Berner Zeitung, BSC Young Boys, EWB or Oberland Shopping, but also for national brands and those from other regions such as Interdiscount, Microspot.ch, Swiss Lotto or Industrielle Werke Basel IWB.

Today's management: Creative Director Jeff Gerber, founder and owner Marcel Durst and Head of Consulting Corinne Hert (from left) (Photo: zVg).

So it will be interesting to see how the agency develops over the next 20 years. Owner Marcel Durst already revealed this much in a message on the anniversary: "Everything will remain different.

Agency founder and owner Marcel Durst gave a speech in front of an assembled crowd of guests on Friday - it didn't last three hours as "threatened", but it did offer an entertaining and entertaining review of the last 20 years of agency history (photos: Werbewoche.ch).

The youngest visitor - with paws like a big one.

The agency's further development is reflected on the one hand in the increase in personnel, which should bring a breath of fresh air into the company. At the same time, the agency has refreshed its corporate design, paying particular attention to retaining the corporate values. The agency is also focusing specifically on its activation, roadshow and promotion services.

The agency is also supported by the company Gleis6 as a strategic partner. The newly founded company is based on the three service pillars of visual design, social media and interaction design.

The two companies share the credo that everything should come from a single source at transparent conditions.

The approximately 650 cantonal poster panels along cantonal roads were previously managed and marketed by six different companies. This spring, the cantonal civil engineering office held its first public tender for these concessions, which was won by Allgemeine Plakatgesellschaft (APG|SGA) and Clear Channel. Thanks to the tender, the revenue invested in the traffic infrastructure will triple from 2021.

The invitation to tender was recently completed. Of the total of seven lots put out to tender, three went to APG|SGA and four to Clear Channel. Thus, APG|SGA will market the poster panels in the Glattal, Greifensee/Pfäffikersee, and right bank of Lake Zurich regions from 2021. Clear Channel secured the marketing rights for the regions on the left bank of Lake Zurich, Knonaueramt, Limmattal, Unterland, Weinland, and Tösstal. The cities of Zurich and Winterthur are awarding their own licenses with corresponding conditions. Thanks to the tender, the canton of Zurich will earn around 1.55 million Swiss francs per year from 2021 for the benefit of road infrastructure.

With its decision of October 18, 2018, the Government Council amended the Special Use Ordinance of the Canton of Zurich. The amendment of this ordinance was decisive for the public tender of the concessions for the period from 2021 to 2025.

For the invitation to tender, which took place in the spring of 2019, the approximately 650 poster sites were divided into seven lots, which significantly simplifies the handling of the sites that were previously awarded individually. With the concession, the marketer acquires the right to lease its advertising sites to end customers (companies, political parties, organizers of cultural and other public events, etc.). In return, he has to pay a fee to the canton.

Image: Clear Channel Switzerland

Dynoptic is the association of leading opticians in Switzerland and has over 100 owner-managed opticians as partners. Inhalt und Form was able to prevail over the competition in a pitch process and from now on will be in charge of the communication budget of the Swiss quality label. In the new communication, the optical competence is put in the limelight. First works, which put the advantages of the Dynoptic partners in the foreground, are to be seen starting from Q3.

In order to be shared a lot, a moderate length of about one to 1.5 minutes and a surprising storyline are advantageous. It would also be good not to mention brands excessively, but rather late in the clip.

YouTube is interesting for advertisers because they can reach a very large audience relatively cheaply if a clip goes viral. Of course, this doesn't always work out: Ten percent of the videos examined in the analysis were never shared, and more than half were shared less than 158 times. The researchers therefore took a close look at how a commercial should be designed to ensure that it is more likely to be a success than a YouTube failure. Clips from 109 brands that were among the top advertisers in the U.S. in 2012 and other brands active on YouTube were considered - and it was found that many videos are rather modestly designed.

According to the analysis, feelings of inspiration, amusement or enthusiasm strongly favor positive sharing, especially on Facebook and Twitter. However, only seven percent of the spots studied really aroused positive emotions. Real drama and surprising twists also clearly help generate shares. But only eleven and ten percent, respectively, of the clips surveyed took advantage of this. Information is actually only good for sharing when it comes to potentially risky purchases of new or expensive products. It is also more likely to generate shares on LinkedIn.

Only three percent of the videos featured babies or animals, while a good quarter showed celebrities - although cute children and puppies are more likely to encourage users to share than even a celebrity testimonial. It's also better not to annoy users with the brand itself, i.e. avoid frequent and early mentions. Because people are more likely to share what brands mention late. However, only 30 percent of the clips studied used the latter - presumably because this goes against the usual advertising wisdom.

Around half of the clips were actually a bit short at under a minute, and a quarter tended to be too long at more than two minutes. According to the analysis, which was published in the July issue of the Journal of Marketing appears, most likely videos between 1.2 and 1.7 minutes in length. (pte)

The complainant had invoked the disregarded protection of minors. The radio had played the song in the afternoon.
The station itself admitted that the work of Wu Tang Clan is not part of its repertoire and the broadcast was a mistake, according to the decision Blum published on Monday. The song was requested in the section "Subito three".

The presenter had to pick it out quickly and only realized during playback that the song should not have been played at all. She apologized.

Blum appreciates the apology. At the same time, however, he suggests that SRF 3 consider drawing up guidelines on harsh and strong language that glorifies violence, as is the case with the British broadcaster BBC.
 

They replace Sibylle Oetiker, who has decided to step down after many years on the board.

Still on the board of the IAA Swiss Young Professionals are

• Oliver Flueckiger (President, Klazz),
• Daniel Bieri (Vice President & Treasurer, KMU Performer) and
• Tina Fixle (Head of Research, Media Focus Switzerland).

Maria-Sabrina Anastasiu (pictured above) is a Senior Marketing Manager at Uber in Switzerland and Austria. After completing her master's degree in Monetary Economics at the University of Basel, she joined Uber's marketing department in 2015.

Philipp Wild is a Digital Marketing Specialist at Sympany Versicherungen in the Rhine city of Basel, mainly responsible for online traffic generation.

The IAA Swiss Young Professionals are associated with the IAA Swiss Chapter and accordingly pursue the same goal of promoting the exchange of ideas and information among members around relevant and current topics in business, marketing and communications. At the same time, the Young Professionals are also part of the International Advertising Association with headquarters in New York.

The new category of the Swiss Fundraising Awards is for campaigns that are based on new, innovative and standard-breaking ideas that surprise and, not least, delight. The most original and convincing idea, including successful communication, will be honored. 

The unusual "Cats need Homes" project, which was launched at the end of 2018, was all about the "World's Craziest Xmas Cat Tree", which helped cats from the Zurich Animal Welfare Shelter to find a home thanks to live streams. 

The result: all the cats were adopted for Christmas. The fact that this project, which was implemented almost entirely free of charge, also attracted widespread attention and generated donations for Zurich Animal Welfare was honored on Swiss Fundraising Day. 
The House would like to thank everyone involved and congratulate Zurich Animal Protection.

The five prominent Swiss were selected by the consumer protection exemplarily because they have put as Influencer on platforms such as Instagram, Facebook or other a perfume, a clothing brand or otherwise a product in the picture, without marking this as advertisement, as the foundation with seat in Berne communicated on Monday.

Influencers are people who, due to their strong presence and high reputation on one or more Internet platforms, are eligible as vehicles for advertising and marketing. As a rule, they collect advertising or sponsorship money and are often athletes or artists. Contributions listed by Consumer Protection lack the indication that they are advertising.

Roger Federer shows the logo of his clothing suppliers in a video, writes the consumer protection, the snowboarder Iouri Podladtchikov lets himself be photographed in the entrance of a clothing store.

And Michelle Hunziker thanks various stores for their support in a fashion shoot, the cyclist Jolanda Neff spreads a contribution from a credit card company, and finally Xenia Tchoumi advertises jewelry, criticizes the consumer protection. The influencer rejects the accusations vis-à-vis Blick.ch however, firmly refutes, stating that she has no collaboration with the two brands featured and was not paid for the photos. "So why should I write that it's paid advertising when it's not," she says.

Active only after complaint

Consumer Protection is now curious how the Fairness Commission will judge these cases. The Swiss regulation has significant disadvantages compared to those of surrounding countries, it writes. For example, the commission only takes action after a complaint, and it cannot impose sanctions on offending influencers or companies, only warnings. And they would not have to fear fines either.

With the submissions to the Fairness Commission, Consumer Protection says it wants to ensure that advertising on social media platforms is better labeled and that the rules are also followed by smaller, less professionally operating influencers. (SDA/red)

The visual idea of a crumpled sheet of paper stands for the creative process of discarding and starting anew in general - in literature and design in particular. The color combinations and the stylized form of the ball of paper are varied for each new edition.

This long-term concept idea is intended to make the visual appearance of the event unmistakable from year to year and to offer something new every time.

6.4 full-time positions have already not been replaced. According to information provided by the company on Monday, 19 layoffs or terminations of employment will be announced in the coming months. This involves a total of 11.5 full-time positions.

The remaining percentages will be achieved through natural attrition and retirements. All areas of the company are affected by the measures. A social plan has been drawn up for employees whose employment contracts are being terminated or modified for economic reasons.

ZT Medien, like all media companies, is operating in a difficult environment and is facing major challenges, the chairman of the board of directors, FDP National Councilor Corina Eichenberger, is quoted as saying in the press release.

The savings program is one of the measures decided by the Board of Directors on the basis of its analyses. The focus is on streamlining procedures and processes.

ZT Medien includes the daily newspapers Zofinger Tagblatt and Lucerne News. In addition, there is Radio Inside, Regiolive.tv, Alf TV, a printing company and various regional weekly newspapers.

Syndicom offers support

The Syndicom trade union criticized on Monday that the employees have so far been insufficiently involved. It is calling on the company to convene a meeting involving the union. Stephanie Vonarburg, responsible for the press sector and vice-president of Syndicom, was quoted in a media release as saying: "With the requested meeting, the management of the Zofinger Tagblatt would show that it wants to fulfill its social responsibility. It would also be a sign of appreciation towards their employees." (SDA)