The main winner of the "Swiss Press Photo 19", the "Swiss Press Photographer of the Year", will be chosen at the Swiss Press Award ceremony on April 24, 2019 in Bern. The winner of the "Swiss Press Local" and the journalists nominated for the Swiss Press Print, Online, Radio and Video Awards will be announced on Friday, April 12, 2019.

On July 27, 2018, old railroad ties catch fire on the premises of a logistics company at the Rhine port in Basel. A handful of onlookers watch relaxed as a 30-meter-high column of smoke rises into the sky; someone takes a selfie. At the same time, the police have triggered a poison alert and instructed the public to stay indoors and close windows and doors.

The Chläuse of the St. Nicholas Society Zurich not only visit children during Advent, but also criminals. On December 3, 2018, they marched into the Pöschwies correctional facility. Inside, Santa Claus does not read the inmates the riot act individually, although there would be every reason to do so. Rather, he tells a general story, hands out Grittibänze - and is received with an astonishing amount of warmth, but also respect.

The Swiss artist Pipilotti Rist invites together with the nature conservation organization WWF to an art performance in the water on October 7, 2018. Under the title "Toi comme le corail symbiotique", around 500 guests will swim in the newly renovated Hirschengraben indoor swimming pool in Bern in the blaze of color created by video projections. Rist wants to draw attention to the dying of the corals.

On June 22, 2018, Switzerland wins against Serbia at the World Cup in Russia. More talked about than the victory is the double eagle, a symbol on the Albanian flag. The Swiss Granit Xhaka shows it after the 1:1, Xherdan Shaqiri doubles after the 2:1. The gesture is interpreted by the two dual citizens as a provocation of the opponent. The football association FIFA fines them 10,000 Swiss francs each.

In Goudoumaria in the African state of Niger, there is a rehabilitation center for ex-members of Boko Haram. Here, attempts are being made to reintegrate repentant fighters of the Islamist terror sect. Some want to remain anonymous, like Mohamed from Nigeria. Others show their faces, like Ali, who voluntarily entered the center. There is also a women's section there.

"The minister does not appear in any picture, but each one shows his view of things": so says the report on Federal Councilor Alain Berset on the occasion of his presidential year 2018. Head of Communications Nicole Lamon is always nearby. "Alain" congratulates National Council President Jürg Stahl. A federal weibel strides forward. Bodybuilder Fanny Clavien takes a selfie with Berset.

The aim of the new product is to educate and provide information instead of making and spreading opinions. "With Spick News our main aim is to provide information. In doing so, we keep the texts free of political tendencies and opinions. In the case of more complex and controversial topics, we show the different perspectives and explain them. In this way, teachers can also use the newspaper as a teaching aid in their classes," explains Alexander Volz, Editor-in-Chief of Spick News.

The newspaper's target group is 10 to 15-year-olds. The articles are presented in such a way that younger readers will also enjoy reading them and will not feel overwhelmed. The thematic focus is on current national and international events and news from young people's areas of interest.

In cooperation with Swisscom, the "Media literacy" section is used to provide information on topics such as the safe use of digital media and recognizing fake news. With the "Writing workshop" section Spick NewsIn cooperation with the Swiss Post, the magazine offers school classes the opportunity to work on a topic independently and publish it in the form of a double-page article. The classes receive professional support from the editorial team. The content is rounded off with puzzles, comics and opportunities for interaction.

"Even though the newspaper market is in decline, we are convinced that the newspaper medium will be particularly attractive to young people as an alternative or supplementary source of information," says Roger Hartmann, Publishing Director at KünzlerBachmann Verlag. He receives support both in terms of content and in the form of cooperation from the established media companies Tamedia, Ringier, Somedia and the Swiss Media Association.

The first issue will be distributed to all teachers' rooms in German-speaking Switzerland on March 29 for promotional purposes and sent to 20,000 households by targeted mailing. The actual launch of the weekly newspaper for young people is May 3. The plan is to publish 30 issues per year. The newspaper will be printed in tabloid format. Spick News is available exclusively by subscription.

MK and Werbewoche successfully staged the first event in their new "Marketing Talks" series. Titled "Let's make the news! How brands get into the media." the two trade magazines invited guests to Kosmos on Europaallee. More than 80 marketeers, agency professionals and advertisers came and experienced an inspiring evening.

The concept is both simple and innovative: starting at 5 p.m., followed by about an hour of intellectual input - not dry marketing cases, but meta-topics that make you think. Again and again live music. And finally an apéro riche, where the focus is on talking to each other.

Strategy legend Cary Steinmann (formerly of Scholz&Friends, TBWA and Wirz, among others) gave the input speech and urged those present to distance themselves from the omnipresent push mentality in advertising. It's not about aiming a fire hose at customers, he said, but building them a pool (with a pull mentality) into which they voluntarily jump. Steinmann used entertaining examples to show which Swiss brands have successfully demonstrated this - and thus made it into the media.

After that discussed ViewEditor-in-Chief Andreas Dietrich and Sir Mary's Strategy Director Nicolas Hostettler discussed the relationship between media and marketing in an extremely open and relaxed manner. With editor Johannes Hapig as moderator, they talked about topics such as the economy of attention and the opportunities and dangers of native advertising.

The "thread" of the event was formed by the appearances of Anna Kohler, the journalistic director of MK and Advertising Week. Charmingly she welcomed the guests, introduced the speakers and the Scottish musician Argyle Singh (who delivered impressive intermezzi!).

At the subsequent aperitif in the Kosmos Club, an exchange took place over drinks and catering that lasted until late in the evening. So we can already look forward to June 25, 2019 - when the second "Marketing Talk" will take place on the topic "Mensch? Brand! Brand? Mensch!" will take place. You will find all the information online in a few days. A photo gallery of the event will appear in the next issue of MK Marketing & Communication.

Five up is a young startup company from Biel. It is engaged at the interface of society and economy with focus on non-profit. There are many volunteers in Switzerland. With the app "Five up" you can easily activate and organize their support. 

The Burgdorf agency Hella Studio promotes the app developed by Apps with love as simply as the app itself works. With a clear central idea and a striking key visual, a digital hand, you can change the screen content as the situation requires.

Five up is advertised in all channels that make sense: Focus on online, offline, PR. Communication takes place in two phases: In the first, the app is introduced. In the second, users give the app a high five because it has supported their organization or institution brilliantly.

With new illustrative key visuals in retro style, the 5-star hotel wants to show the combination of modern appearance and over 180 years of tradition. In addition to the main subject with the exterior view, the lobby area, the terrace and the associated restaurant Orsini are shown in other visuals. The Lucerne advertising agency Rocket is responsible for the creation.

The Weisse Arena Gruppe has called the agency at the airport to the mountain. Galaaxy appeals to B2C and B2B customers and offers a wide range of restaurants, bars and accommodation as well as an incomparable workspace and an impressive event platform where pretty much anything is possible in the middle of the mountains. In the "Galaaxy", you can now eat, work, stay overnight and really party at 2252 meters above sea level. Galaaxylaax.ch

When Big Ben rings in your hotel room or you feel like you're in Amsterdam at the Schanzengraben in Zurich, the world moves a little closer together for PostFinance. Because with its e-trading, you can reach the international stock markets anytime and from anywhere. To communicate this, Y&R Wunderman has created two new protagonists, "Zwei von Welt", who explain the advantages and pricing of e-trading in an amusing way. To generate attention for the topic, the "Zwei von Welt" spot was used online.

All users who had seen the awareness spot online were guided closer to the product by the explanatory spot of the "man of the world".

The online spots are played out in a channel-appropriate manner on various web platforms with a trading-savvy target group, as well as on LinkedIn and Twitter, and are accompanied by ads in business-related print titles.

To reinforce the e-trading message, Y&R Wunderman amazes travelers at Zurich Airport with ad-e-motions and digital screens that show surprising parallels between Swiss landmarks and those from around the world. This fusion demonstrates in a likeable way that as an investor you can easily and quickly become a global player - no matter when and where you are.

The development project "Swiss Media Data Hub" (SMDH) was originally designed to create a central platform ("Data Hub") from which both data in the currency standard for online advertising media and for online advertising media measurement were to result. So-called donor data was also to be supplied from this system to the two currency organizations Mediapulse and WEMF for integration into convergent (cross-media) evaluation systems. Data collection was launched in the middle of last year (Werbewoche.ch reported).

Over the course of the last few months, it became clear that the overall solution envisaged together with the partner companies was not feasible due to the high level of complexity, according to the press release. In particular, building a pure software panel with the required mass and quality was too big a challenge. After evaluating other solutions, which would have led to disproportionately high costs, the NET-Metrix Board of Directors has decided to discontinue the SMDH project with immediate effect. 

In a next step, NET-Metrix will evaluate how a modified approach can address the needs of the online market with reasonable effort.

Second-hand is the trend. While used products used to be a niche product in the junk corner, they are now conquering the market. Today, secondhand is increasingly becoming a real alternative to new goods. Online marketplaces have also evolved, with ricardo.ch leading the way. As the number 1 for valuable secondhand, not only are over 1.9 million items currently traded, ricardo.ch also offers Swiss customer service, modern, user-friendly and secure functions, such as integrated payment options, as well as free buyer and seller protection.

For good reason, the new ricardo.ch campaign therefore turns away from the industry's familiar "declutter" messages and shows what secondhand is really about: very personal moments of happiness. The look of the campaign also says goodbye to the flea market tonality and comes across as more modern, more eye-catching and with more lifestyle.

The new campaign comprises TV, print, posters, online video and display. It uses presence, volume and variety of subjects to make it clear who is the top dog in the secondhand market. "We are constantly developing the marketplace. First and foremost, browsing, discovering, finding, shopping and also selling items should be enjoyable, but just as important is the security and convenience for our users," says Francesco Vass, CEO of Ricardo.ch. "It was important to us that the new campaign reflects this change. I am very happy with the result."

According to the study, micro-influencers pay companies up to 32,000 euros - not per post, however, but for an entire campaign.

The willingness to invest cannot be surprising, because German consumers place great trust in the purchase recommendations of influencers: 83 percent say they have already bought a product that was recommended by an influencer. However, it is not always possible for marketers to assess whether the high expenditure is appropriate in individual cases: 77 percent are unsure of the criteria that should be used to calculate the level of compensation, and 37 percent have no way of measuring the impact of individual influencer campaigns on their own sales.

Anthony Capano, Managing Director EMEA at Rakuten Marketing, comments: "Consumers want trusted product recommendations from influencers - which perhaps explains why more and more brands are turning to micro-influencers. They tend to maintain a more intimate relationship with their followers and treat them like friends. That's a lot of value for companies. To measure the impact of their influencer campaigns, new tools are now available to them. Therefore, companies can choose their influencers very selectively, rather than working exclusively with the biggest names and potentially not getting the same return on investment." 

Insufficient performance measurement

Overall, marketers maintain a positive relationship with the influencers they work with. 60 percent say they are open to new suggestions. 83 percent also believe that influencers are interested in how their posts affect companies' sales figures. However, making this connection measurable is a challenge: 57 percent of the marketers surveyed only measure the reach of their campaigns, while 55 percent also check the impact on brand awareness. Only a third (33 percent) record sales that result either directly or indirectly from influencer activities. Only 32 percent also measure the website traffic generated.

Marketers would invest even more budget in influencer marketing if more reliable statements could be made about the business impact. 32 percent say they would invest more if the impact of influencer campaigns on company sales were more transparent. There are already many good approaches and tools here, but if the hype around the topic of influencer marketing is to continue, progress is needed across the board.

Influencer preferences of the Germans

German consumers follow influencers not only for the entertainment factor (47 percent). Many followers also want to discover new brands and products (45 percent) and want explicit buying recommendations (44 percent).

The primary focus on the entertainment factor is reflected in the preferred topic areas: 45 percent follow influencers from the entertainment industry, for example actors and musicians, 42 percent follow fashion influencers and 40 percent follow gamers. Technology influencers, on the other hand, are followed by only 25 percent, DIY influencers by only 14 percent and finance influencers by only 13 percent. The most popular influencer platforms in this country are Instagram (69 percent), YouTube (67 percent) and Facebook (51 percent). Twitter (25 percent) and Snapchat (22 percent), on the other hand, play a minor role.

The goal of the collaboration is to promote and acquire B2B customers for the comparison platforms Fahrlehrervergleich.ch, Zahnarztvergleich.ch, Anwaltvergleich.ch, Treuhandvergleich.ch and Coiffeurvergleich.ch, which were recently acquired by Localsearch, Swisscom Directories. The first results of the collaboration between Localsearch and Four will appear this spring, according to the release. 
 

The essence of 150 pages of expertise can be found since last fall on Environment-switzerland.ch. The microsite, designed and implemented by Bold, provides information on the core topics of nutrition, living and mobility in an easy-to-understand and entertaining way. The result is nominated for a Best of Swiss Web Award 2019.