The publisher and book expert Max Friedländer (1879 - 1976) published the first issue of ORGANISATOR on April 1, 1919. This meant that there was a magazine in Switzerland that regularly offered practical help for companies on management issues. This year, what is probably the most established SME trade magazine in German-speaking Switzerland is celebrating its 100th anniversary.

This principle applied then as it does today. In each issue, ORGANISATOR presents key topics for managing directors and managers of SMEs. Surprisingly, the topics have hardly changed in the last 100 years: It's all about organization, leadership, marketing, employment law and much more. What has changed, however, are the technologies used: Whereas in 1919 a well-managed card index formed the nerve center of a company, today this is handled by digitally based CRM and ERP systems. The ORGANIZER has always succeeded in anticipating developments and trends or even setting them itself.

The editorial team is using the anniversary year 2019 as an opportunity to look back into the past. Articles from the archive will be published in every issue. These are sure to elicit a smile or two from readers about the "good old days". In three issues, individual aspects will be explored in greater depth. The April issue, for example, will deal with the topic of "Corporate management in transition". The June issue will be dedicated to the topic "From business letters to social media marketing" and the October issue will feature a special section on "Employee management yesterday - today - tomorrow". For each of these focal points, a link to the present will be established, with comparative moments to be noted.

"Then - in 1919 - as now, companies faced major challenges. What was the final breakthrough of industrial mass production and the beginning of mass consumption immediately after the First World War is now the digital transformation," says ORGANISATOR Editor-in-Chief Thomas Berner. "The constant adaptation to changing conditions accompanies companies every day. This has hardly changed in the 100 years of ORGANISATOR's existence." And publishing manager Rolf Gubelmann adds: "Then as now, managers in SMEs need specialist information tailored to their needs. The founders of ORGANISATOR made this their mission. We want to continue to meet this demand - adapted to today's reading habits."

"We are delighted that someone who uses creativity in a very targeted and business-oriented way will be joining us. Ralf Kostgeld's great brand experience, particularly in the premium and luxury sectors, is extremely interesting for us - as is his omnichannel and design expertise. This combination will help our brand to develop further," says Spiros Margaris. The entrepreneur is regarded as the world's number one influencer in the areas of fintech, artificial intelligence (AI) and blockchain. He was the first to be ranked first in all three disciplines (Triple Crown by Onalytica) and is also the number two InsurTech influencer.

"Using the latest and future technologies creatively and successfully for companies will be one of the key tasks in the coming years. I want to be at the forefront of this. Even if it becomes more technological in the future: It's a wonderful playground for creativity. The art lies in the perfect and simple implementation of great ideas," says Ralf Kostgeld in a press release.

After two years at watch manufacturer IWC Schaffhausen, the ADC member has decided to take on a new challenge. "My time at IWC with the many talented employees from all over the world was extremely inspiring. The diverse communication and design measures for the product families as well as the successful anniversary campaign were exciting, intensive and a lot of fun. I'm now looking forward to my vacation and to my new field of activity from May," adds the brand specialist.

Ralf Kostgeld has won more than 190 national and international creative and efficiency awards, most recently gold at the World Luxury Award 2018 two months ago with a very good team performance for the 150 years of IWC film "The Watchmaker". With his association Unite Classics and his life partner, concert pianist Tamara Kordzadze, he is also committed to classical music and supports young musicians internationally.

Following the successful 2018 edition, the 29th edition of the "Jahrbuch Marketing 2019" will be published for the first time with articles in German and French. The print run will also be increased by 30% to 8,500 copies in order to reach decision-makers in marketing and opinion leaders in French-speaking Switzerland.

The digital revolution is forcing companies to reinvent themselves. Now no professional field can escape the question: What should we do to get it right? In order to better understand this change, 33 marketing managers from 11 sectors (banking, insurance, retail, luxury goods, services, industry, leisure, media, etc.) from German-speaking and French-speaking Switzerland have their say in the 2019 yearbook and report on their experiences in this phase of upheaval. How are they implementing new knowledge? How do they train their employees? How has digital technology changed their working methods? How do they communicate with their customers?

For decades, the yearbook has been a source of information and inspiration or quite simply a reference work for entrepreneurs, strategists and leaders in marketing.Kömedia AG dates back to 1912. As a media company, it publishes and markets numerous media, including the marketing/communication magazines "Marketing + Kommunikation", "Werbewoche" and "Cominmag.ch".

"Facebook Marketing Consultants is a beta program for advertisers and service providers who specialize in providing Facebook marketing services to clients. Facebook intends to offer its advertising customers added value by consolidating service providers who are qualified and certified to offer optimal Facebook marketing solutions in a select partner program.

The name Hutter Consult has stood for expertise and know-how in the field of Facebook marketing and advertising in German-speaking countries since 2009. But also social media strategies, search engine advertising (Google Premier Partner), integration of social media tools, as well as workshops and seminars on a variety of topics and focuses, are an elementary part of the offer. Hutter Consult advises and supports clients such as AXA Versicherungen, Phantasialand, ZKB, Schweizer Radio und Fernsehen, WIR Bank, ifolor and many more - in the short, medium and long term.

Hutter Consult AG currently consists of a colorful team of 21 employees from over 12 different nations.

In addition to the formal simplification to a new logo version valid for all national languages, the AAIB conveys the cohesion of the language regions. As the Swiss competence center for accident prevention, the AAIB is committed to safety throughout the country. In the new logo, the three names are united nationally, cross-linguistically and collectively. Based on the position of the language regions on the Swiss map, the three names appear slightly offset one above the other. Like a seal of quality, they will make the AAIB recognizable as a catchy word mark in the future.

With the new brand identity, the BFU is also adapting its color scheme. The existing colors green and orange will be more forward-looking and somewhat cooler. In this way, the AAIB wants to better reflect its status as the Swiss competence center for accident prevention. The colors are calm, scientific, competent and visionary.

At the same time, the BFU creates a new image world. This works with different zoom levels. In corporate communication, which reflects a well-founded overview, images are used from a bird's eye view. For deeper and more specific analyses, the images zoom in closer and closer to what is happening.

The new appearance is also a return to existing values of the BFU. The newly created word mark is based on an element of an earlier BFU logo. The agency Noord from Bern is responsible for the development of the new brand identity.

For economic and ecological reasons, BFU refrains from a big bang when introducing the new brand, but implements it on an ongoing basis. Existing publications and business documents will continue to be used and gradually renewed. The website will be completely redesigned with the relaunch by late summer.

Responsible for the new brand identity on the part of AAIB Jürg Beutler (Head of Communications, Member of the Executive Board) and Marc Bächler (Project Manager, Head of Publications Department) as well as on the part of Noord Nicole Trasatti (Branding Strategy/Partner), Roger Mazzucchelli (Creative Director/Partner), Lorenzo Geiger (Senior Designer) and Simon Baumann (Designer).

Effective immediately, KOMET Werbeagentur LSA is responsible for the marketing communication of Swiss Lotto, the popular and traditional Swiss lottery classic, EuroMillions, the European lottery with the mega jackpots, and Subito, the 5-minute pub lottery.

Since its foundation, Swisslos has generated over 7 billion Swiss francs for charitable and non-profit purposes. Swisslos is thus one of the most important promoters of culture and sport in Switzerland.

 

In times of decreasing attention spans and a declining willingness to read, it is more and more videos that companies are using on social media platforms such as Facebook and Instagram, as well as in online stores, to gain the interest of potential customers. At the same time, videos also contribute to better search engine rankings. But exactly what kind of videos are in demand here?

The current Youngcom survey "Video Content 2019" provides an answer. When asked which product videos interest 16- to 25-year-olds, the most frequently cited videos (62.9 percent) were "by and with real users using the product". Typical examples are FAQ videos, unboxings and tutorials.

Question: What kind of videos of products and brands are you interested in?Multiple choice with 6 answer options; n=3073

 

Commercials, on the other hand, were rated as interesting by only 17.8 percent in this age group. This is actually obvious when you consider the question of why potential customers should even watch a (product) video in an online store or on a social media platform, or even search for it directly: As soon as it is relevant to them. In the form of experience reports, help and instructions.

Question: Do you watch a video before you buy a product?Multiple choice with 6 answer options; n=3218

 

When asked whether they watch a video of the desired product before making a purchase, over 40 percent of respondents in the target group of 16- to 25-year-olds agree. 24.9 percent of respondents state that they do not watch videos before buying. Compared to the older target groups, it is clear that the younger the age group, the more important videos become when making a purchase decision. The channel on which most product videos are consumed is YouTube with 43.1 percent (16- to 25-year-olds), followed by Instagram with 33.9 percent.

The IAB Switzerland Digital Marketing Award will be presented on April 11, 2019. Once again this year, outstanding achievements will be honored in the two categories Digital Agency of the Year and Digital Marketer of the Year. In addition, the IAB Academy's Digital Newcomer of the Year will be chosen. The awards ceremony will take place as part of IAB Switzerland's new digital marketing conference, DEX - Digital Experience. As of now, applications can be submitted at www.digital-marketing-award.ch Companies and agencies to be nominated for the 2019 Digital Marketing Awards. In 2018, Sir Mary was named Digital Agency of the Year. Digitec Galaxus AG secured the Digital Marketer of the Year award last year.

The awards honor top performers in the Swiss digital advertising market who have stood out in the past year. The Digital Marketer of the Year category, which is awarded in cooperation with the Swiss Advertisers Association (SWA), honors a company or project in which digital marketing has enjoyed a very high strategic status for several years. The Digital Agency of the Year award, which is presented jointly with LEADING SWISS AGENCIES, goes to an agency whose projects are at the cutting edge of technology, business and advertising. The Digital Newcomer of the Year award goes to the IAB Academy graduate with the best exam result in the last course year.

Nominations for the two categories Digital Marketer of the Year and Digital Agency of the Year can be submitted from now until March 6. Once the nominated companies and agencies have been announced, the winners will be chosen by an election committee consisting of the IAB Board of Directors, the IAB Customer Specialist Group and the IAB Agency Specialist Group, the SWA Digital Committee and the SWA Media Group, as well as a LEADING SWISS AGENCIES panel.

In his new role, Tom Schneider will continue to drive forward the digital development of the NZZ, its products and technological processes, and will be responsible for cross-company technology projects. "Our goal is to further expand the digital transformation of the NZZ and to make the digital NZZ offering even more attractive for our readers. As a proven digital expert, Tom Schneider will be able to provide us with significant support in this regard. I am very much looking forward to working with him," says Eric Gujer, Editor-in-Chief of the Neue Zürcher Zeitung.

Tom Schneider has been Head of Digital and Member of the Editorial Board at Somedia since 2016. Previously, he worked for three years as Senior Web Developer and Project Manager at Newmedia, Somedia's web agency. After his training as a computer scientist, the trained chemical technician set up his own business very successfully for several years. He first founded the company schneiderinformatik, before co-founding the e-marketing agency Abteilung für Gestaltung. Schneider holds a Master of Advanced Studies in Business Administration.

The aim was to communicate the strategy, which includes the market environment, the target image, the corporate values and the strategic business areas, to the employees. The focus was on communicating the strategy in a comprehensible and lively manner.

BRANDKITCHEN developed the "Polaaris" program in order to be able to integrate the topics into everyday work in an easy-to-understand manner. "Polaaris" as a symbol for the guiding star that sets the direction and serves as orientation. To make the project attractive, BRANDKITCHEN designed measures on different levels. For example, a "logbook" with all the important content on the strategy, a website based on the mobile-first principle that quickly conveys all the important information, and a teaser video. The "Polaaris" story is also told by means of posters and workshop documents to support the gradual anchoring in the company.

Migros Aare decided to work with BRANDKITCHEN with the statement: "The program for communicating the new strategy should be attractive and exciting, arouse curiosity, convey belonging, accompany and support. BRANDKITCHEN managed to create an illustrative and stimulating experience under this basic idea."

Responsible at BRANDKITCHEN Spreitenbach: Helmut La (Managing Director), Peter Scherrer (Creative Director), Andreas Fiersbach (Account Director), Dominik von Däniken (Head Production), Dusan Vukovic (Head Digital), Martin Fritsche (Copywriter), Jakub Deja (Art Director), André Kostov (Web Programmer), Sheyla-Sole Spiess (Project Manager)

Responsible at Genossenschaft Migros AareSalome Brunner (Project Manager Corporate Development), Karin Grossen (Project Manager Corporate Communications)

Psychologist Prof. Dr. Peter Michael Bak provides answers to these and many other questions in "Advertising and Consumer Psychology" from Schäffer-Poeschel-Verlag. The second edition of this compact and easy-to-understand introductory work takes current developments into account: new topics include online marketing, influencer marketing and multisensory advertising.

For students and practitioners alike, Bak's "Advertising and Consumer Psychology" offers well-founded, overview-like and interdisciplinary information. First, the author focuses on advertising, advertising objectives, different forms of advertising and advertising strategies. This is followed by an in-depth look at consumers and the psychological concepts that are fundamental to understanding the effects of advertising: from processes of perception and memory to types and ways of learning, motivation, emotion and specific social conditions and processes.

Other topics include advertising design tools and their impact, the special features of intercultural marketing, advertising ethics and the importance of brands. How can theoretical knowledge be put into practice? The author addresses this question in the chapter "Planning and implementation". The most important steps that ensure the success of an advertising campaign are explained here: from the definition of marketing and communication goals and target groups to the determination of the copy strategy and media planning. All chapters are peppered with short reminders to help you remember what you have learned.

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