Maxomedia won gold in the "Digital: Creative Use of Data" category.

If the SDV Award were a film, it would already be a classic. For 20 years now, the prize has been awarded to the advertising campaigns that best blend creativity and craftsmanship. In keeping with the anniversary, the award night at Zurich's StageOne event location was celebrated in widescreen format: An imposing screen and comfortable seating exuded a light show ambience.

Certificates and agency ranking

19 of the 130 submitted campaigns did not quite make it to the award places. However, their existing quality was recognized by the "Letter of Distinction" certificate. The agency ranking gave these happy endings one point each, while the industry award, for example, brought in five points. The bottom line was that the Jung von Matt/Limmat agency (pictured below) scored by far the most points. With 33 points, it relegated Notch Interactive and Agentur am Flughafen and Wirz Communications / Wirz Group to the places of honor.

The "Honorary Oscar": The DM Life Time Award

The DM Life Time Award sponsored by Swiss Post CH was presented to Swisscom this year. The expert jury found Swisscom to be outstanding in the area of customer dialog. Björn Wiese - the Deputy Head of Customer Value Management at Swisscom - was proud to receive the award from Oliver Egger, Head of Marketing PostMail at Post CH.

Moderator Julian Thorner, SDV Co-President Roger Muffler and SDV President Stephan Isenschmid (from left) welcoming the audience at StageOne (Photos: Anna Kohler, MK Werbewoche).

The campaigns were awarded prizes, but the stars of the evening were the respective agencies. In an interview with moderator Julian Thorner, each agency was allowed to tell something from its dialog marketing secrets. The show of the beatboxer Camero provided in between for enthusiasm just like the star guest, who "crashed" the following party: The DeLorean DMC-12 from "back into the future" became for the people the desired photo object.

Award-worthy: The winners

In the anniversary edition, the prizes were again awarded in three different categories: media categories, industry categories and special categories. The jury awarded an overall prize in five of the eight industry categories, while in the other categories it awarded a total of 28 gold, silver and bronze trophies. The jury chairman Thomas Engeli and 15 jurors formed the "Academy".

Thomas Engeli, Chairman of the Jury.

Since the company was founded last fall, the mortgage boutique Hyrock AG has advised on and placed more than CHF 750 million in mortgage volumes. Geyst AG has helped write the success story - and is responsible for brand development and brand identity, among other things. The segment of more complex and larger real estate financing can hardly be standardized, correspondingly the appearance of Hyrock. For example, the classic black-and-white imagery is accentuated by modern, bright font colors.

Brand development and brand presence include corporate wording, logo, brand claim, website including corporate video and furthermore all offline communication tools. All of these pay off to the uniqueness of Mortgage Boutique.

"For IAB Switzerland, know-how transfer is a strong need. Especially for a young and dynamic discipline like Content Marketing". With these words David Burst, President of IAB Switzerland opened the Content Marketing Day 2019 on stage together with Andy Waldis, representative of Carpe Media, Platinum Sponsor of the event.

The first keynote of the day, entitled "The time of cold reach is over: A change in strategy," was delivered by Nora Beckershaus (pictured below), Chief Innovation Officer at Storymachine. She clarified that qualitative reach only happens when one's posts reach a following that represents a specific demographic, opinion or mission. "We have to reach people where they are, with the right emotions and the right content," Nora Beckershaus explained. She also showed how content is intelligently implemented today, how qualitative reach can be measured and connections can be built online.

This was followed by Tim Alexander, Chief Marketing Officer of Deutsche Bank, who asked whether content marketing is also useful as a key to success in stormy times. In doing so, he reported directly from the field and why it is particularly important for the banking industry, which is going through challenging times, to connect with customers without restrictions and offer dialogs in real time. "I've seen too much content marketing that simply tells a story. Without building emotion, no message is perceived," says Tim Alexander.

In the afternoon, two more top speakers took to the stage. Chomoi Picho-Owiny (pictured below), creative director of T Brand Studio International gave insights into the work of The New York Times, which publishes around 250 specially researched articles every day. He clarified what really matters in producing good stories and how The New York Times' brand marketing arm uses narratives to help brands play a bigger role around the world.

Michael Gross was the last keynote of the day and really got going again, contrasting established brands with YouTubers of today. He explained what brands can learn from successful YouTubers in order to build loyal communities. How do the content concepts of brands differ from those of successful YouTubers? And what best practices can advertisers use to generate discoverable, relevant and authentic content?

Further knowledge was provided at the Content Marketing Day through various practical cases: 

• #LaMiaMaserati - Advantages and Challenges in Journalistic Storytelling; Nora Chapero Janetzkowski, Product Manager, Audienzz. 
• New forms of advertising in traditional media; Corinna Rota, Head of Project Team Content Marketing Partnerships and Ivo Tuchschmid, Project Manager Brand Studio, Ringier. 
• Visionary like Volvo; Christian Lüscher, Head of Commercial Publishing, Tamedia 
• Won over 1000 new blood stem cell donors with a small budget; Christoph Emch, Head of Content Marketing & Storytelling, Farner 

• Address: Bäckerstrasse 26, 8004 Zurich
• Establishment date: April 1, 2014
• Founder: Samuel Textor, Pascal Deville
• Current agency heads: Stefanie Schmid (Consulting), Manuela Brunner (Strategy), Pascal Deville (Creative Director), Samuel Textor (Creative Director)
• Number of employees: 18
• Current customers: Baloise, Coop, Franke, Public Eye, Solidarmed, Sonova, City of Zurich, Swiss Milk, UBS

With the Sound Taxi for Hansaton (Sonova), we have certainly set a benchmark in Switzerland in terms of innovation and experience - even if the idea for it came about on an agency trip to Berlin and the client is from Austria.

The escort campaign for FC Zurich Women, our first work with our own agency. Even then, the campaign contained all the ingredients that Freundliche Grüsse embodies today.

With us, it actually happens in the agency, we love it here.

We are reshuffling the teams, adding intellectuals and musicians.

Create positive impact.

With our positioning, we are certainly a special case in the Swiss agency landscape: Who manages the balancing act between commerce, commitment and technology?

Difficult to say with an agency that has only been around for just under five years.

23 years and 41 years, respectively.

1 to 1.6.

Some of our employees live together in shared apartments. The cleaning schedule is certainly not the only thing discussed there.

About 10.

"Above ground" can be fully compensated.

Our contracts are very straightforward - also when it comes to benefits. But we are always generous when it comes to part-time and other special solutions. After all, people should be able to fulfill their potential as mothers, fathers, musicians, whatever.

Permitted, but no one makes use of it. Berlinoffice is better for us - working and living in Berlin Lichtenberg, our branch in Germany.

What we need is more of a male quota - the proportion of women is currently around 60 percent!

Yes, but so far only as part of our support program "Integrated - opening up new fields of work for refugees" (Friendlygreetings.com/integrated).

So far, Berlin, Art Basel and Fantoche are on the agenda. Alpamare and Skiweekend can be saved for maternity or paternity leave. For our 5-year anniversary this summer, however, we will come up with something.

Yes, since the agency was founded our fries boxes.

In the immediate vicinity of our agency refrigerator.

In 2017, an employee leaves the agency for the first time after three years: Christ goes on a world tour. He is still on the road today.

For three years Freundliche Grüsse has been in the round witch house on Bäckerstrasse (the car was there before).

As South Pole develops "climate protection measures for all" with a global team worldwide, the client is a good fit for the sustainably oriented agency Krieg Schlupp Partner, which differentiates itself in the market with "More Purpose - More Profit".

Migrolino wants to open stores with a size of 50 to 80 square meters. These are to expand the existing network of stores and be staffed by employees only during the day. At night, they would mutate into autonomous stores where customers could serve themselves, like a Report from Watson.ch is to be taken from the press release. Migrolino boss Markus Laenzlinger revealed the plans in the Migros in-house magazine.

Migros is targeting urban locations and Shell gas stations with the "microlinos," he said. To access and purchase at night, customers need the Migrolino app, which is equipped with software like that used by banks. That way, he said, Migros could identify customers and ensure that only those over 18 were purchasing alcohol. Migrolino did not say whether the stores would be open 24 hours.

Migros' plan is piquant, he said, because it copies the concept of Valora's recently unveiled "Avec boxes." Migros and Valora once worked together to build the convenience business, according to Watson. They operated a joint venture until 2008, which resulted in the first Avec stores, he said. After that, the companies parted ways, he said. Valora kept Avec, Migros restarted with Migrolino. (Oliver Schneider/Netzwoche)

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Livesystems provides and operates information systems for trains. Now, screens with the Passengertv program are being installed in 52 new trains from the latest StadlerRail series. 

So far, 23 BLS Lötschberger trains have already been equipped with Passengertv, with the last screen going into operation at the end of 2019. Daniel Hofer, Head of Passenger Mobility at BLS, is satisfied: "The system works technically flawlessly and the good mix of news from Nau.ch, weather and advertising offers passengers a supplement to the passenger information".

Passengertv screens are now present in over 60 public transport companies and 23 cantons.

The Zurich-based startup launched last July and uses data-driven predictions to make marketing campaigns more successful. The company is now close to beta release and uses machine learning to process several million data records every day. Its customers include agencies, financial service providers and industrial companies. The current focus is on the further development of the platform and expansion. The team currently consists of seven employees, but will be expanded in the coming months.

According to Nexoya founders Manuel Dietrich and Marco Hochstrasser, artificial intelligence will influence the entire marketing value chain in the coming years. The company's focus is on marketing analytics: data is automatically combined from dozens of tools, anomalies are detected and marketing intelligence enables predictions to help make the right decisions.

The developers of the Firefox web browser will in future shield users more strongly by default from advertising trackers that collect information about their online behavior. So-called third-party cookies, which are often downloaded in the background on websites, will be isolated in separate "containers" in each case.

They cannot transmit data from these containers. There should be no negative consequences for users, emphasized the responsible manager Dave Camp from Firefox developer Mozilla on Tuesday's announcement.

Mozilla determines which trackers are blocked in this way based on a list that is to be continuously maintained. The Firefox provider does not go quite as far as Apple, where practically all third-party trackers are initially blocked in the Safari web browser.
Mozilla also wants to score points with users with expanded functionality and, for example, is bringing its in-house password vault to desktop computers under the new name Lockwise (previously: Lockbox). Overall, more of the provider's services are to be bundled under the Firefox brand name to increase their recognizability.

The Firefox browser had lost ground to the competing Chrome software from Google in recent years. Chrome is the most used browser worldwide, also thanks to the many smartphones with Google's Android system.

Most recently, even Microsoft replaced the technical basis of its Edge browser with Chromium, the open-source variant of Chrome. Mozilla and Apple continue to develop their browsers themselves. (SDA)

The way brands and customers interact has changed radically over the past 15 years. "The established principles of successful brand communication are being turned upside down," says marketing expert Torsten Tomczak of the University of St.Gallen. "Throw away the books on brand management, including mine!", Tomczak becomes even more explicit. Brand management, he says, is increasingly developing into a team sport in which more and more specialist jobs have to be filled perfectly.

Carl-Frank Westermann, CEO of Wesound, talked about what a fully managed brand has to achieve today: "Audio branding gives the brand additional value". According to him, a good corporate design not only attracts attention visually, but also acoustically. At Swiss insurer Die Mobiliar, they are already setting acoustic accents and making themselves heard. "We've done away with music on hold on the telephone hotline. Instead, the stories of the claims sketches are now recited," explains Michèle Rodoni, Head of Market Management at Mobiliar.

"Brands have three seconds to attract attention," explains Roger Haemmerli, Head of Social Media at Ringier. That's why attention is also the new digital currency. View therefore creates around 200 content posts per day for its approximately 1 million followers. According to Haemmerli, companies are now competing with all media content.

Instead of content masses, Coop relies on a targeted approach to customers through regionality and individualization. Communication in various regional dialects strengthens customer sympathy, which creates identification with the brand. Peter Erni, partner at Brain & Heart Communication, summarizes success on social media in the pillars of content, reach and community management: "Brands must successfully manage the reach, the necessary content and the users on all channels.

If it's up to Nicolas Ziegler, Group Vice President at ABB, this balancing act need only be minimal. The industrial company has set itself the goal of embodying "digital-first" and "customer-first." "We've turned everything upside down except the logo: brand experience, masterbrand and brand activation. Digital-first because that's the most important touchpoint for the customer," Ziegler said.

Mammut is going one step further and not only networking its product portfolio, but its customers as well. "We have created a digital platform through which Mammut customers can find each other for joint ski tours," explained Oliver Pabst, CEO of Mammut. Mammut's goal is to become the digital leader in the outdoor industry.

Olaf Hartmann, Managing Director of Multisense Instituts in multisensory marketing, takes up the cudgels for non-digital communication channels such as print and TV. He says these are still the first choice for conveying many brand messages, even though the costs are higher. "Olymp has managed to double sales since 2009 with print-only measures. Multisensual communication incorporating haptics and sound is the silver bullet for many brand messages."

At the Swiss Brand Congress, the Swiss Academy of Marketing Science Award once again presented the Rigour & Relevance Research Award for a particularly practical research project. In 2019, Tim Böttger received this award for his research work on the topic of "Customer Inspiration". According to Böttger, the usual measurement of customer satisfaction today starts far too late in the customer journey.
 

The 28-year-old Vorarlberg native studied software engineering at the University of Applied Sciences in Dornbirn and the Technological Institute of Crete and worked for the Lovely Systems agency as a project manager for several years. In this role, he was jointly responsible for various digital projects at AZ Medien, such as the further development of the newspapers' news portals, the development of the Petitio petition platform and the relaunch of the radio and TV pages. Most recently, Hämmerle managed various media and e-commerce projects with his own digital agency.

"Florian Hämmerle's experience in digital product development of media offerings and his deep technological understanding make him the ideal fit for the job. I look forward to working with him," said Michael Wanner, CEO of Watson, in a statement. As of August 1, 2019, the watson Executive Board will consist of Michael Wanner, CEO, Tarkan Özküp, Chief Commercial Officer, Maurice Thiriet, Editor-in-Chief, and Florian Hämmerle, Chief Product Officer.

Allergan is a global company that markets CoolSculpting, among other products, in its "Medical Aesthetics" division. This is a non-invasive procedure for fat reduction. Various providers in Switzerland offer these cryolipolysis treatments. Allergan is relying on the agency at the airport to make this known. In a pilot project, together with the Hauser dermatology practice in Rorschach, the cryolipolysis procedure is explained on F12 posters, which are mainly displayed in millionaire locations in Eastern Switzerland. In this procedure, fat cells under the skin are crystallized and broken down by the body's own immune system thanks to targeted exposure to cold. The landing page Wegmitfett.ch was created to provide more in-depth specialist information.