Media Focus published the Brand Trend Switzerland on Thursday, the most comprehensive publication on overall communicative visibility in the Swiss brand landscape.

Key Facts:

• Visibility 2.4 billion: Ø 4.6 million per fire
  • In the first half of 2020, the total measured visibility of the 523 brands is 2.4 billion gross francs.
• Corona crisis noticeable in second quarter
  • In the first quarter, total visibility was already around 14 percent below the previous year's level. In the second quarter, the decline amounts to 28 percent.
• Coop & Migros responsible for 12 percent of visibility of all Swiss brands
  • The top sector, Retail & Food, achieves an impressive total visibility of 555 million gross Swiss francs. This corresponds to around 23 percent of the visibility of all sectors in the Swiss advertising market.
• Brand visibility: 56 percent not controllable
  • Paid visibility (44 percent) is below earned visibility (56percent) in H1 2020.
• As in 2019: Retail trade & vehicles most visible sectors
  • At 310 million, the Vehicles sector achieves the greatest earned visibility. Retail & Food generates the highest advertising pressure with 356 million.
• Only cleaning sector in positive territory
  • The cleaning industry can noticeably increase the industry visibility in the first two quarters of 2020 compared to the previous year. The paid-earned ratio is very one-sided, with 94 percent paid visibility.
• Q1 vs. Q2: Strong differences between the sectors
  • The high overall visibility of the retail sector is almost identical in Q1 and Q2 (+1 percent). The biggest increase compared with the starting quarter was in beverages in Q2, with an increase of 16 percent. The most significant decline was recorded by personal supplies (-52 percent).

Total Industry Visibility: Vehicles still on top

A look at the total industry visibility shows that the vehicles sector is the undisputed leader in earned media presence. In terms of paid visibility, the vehicle sector only has to admit defeat to Retail & Food. The Fashion & Sports sector has a similar paid-earned ratio to the automotive sector. Retail & Food achieves the highest total brand visibility due to the strongest advertising pressure and the third-highest earned media value of all sectors.

Top 10 Brands Visibility: Coop beats Migros

The ten most visible brands account for around a quarter of total brand visibility in the Swiss advertising market. In 2019, Coop was already ahead of its big competitor Migros in terms of total visibility at the halfway point of the year. At the end of the year, however, Migros was just ahead. It is interesting to note that while 81 percent of Coop's brand visibility is achieved through paid media, the figure for Migros is only around 52 percent.

Credit Suisse takes the bronze medal. Alongside UBS in 5th place, it is one of two representatives of the financial sector in the top 10. SBB is ranked 4th between the two big banks.

With VW (rank 7), Mercedes (rank 8) and BMW (rank 10), all scoring mainly with deserved visibility, three car manufacturers make it into the ranking. Swisscom in 6th place and Apple in 9th complete the ranking.

Top 10 Brands Virality: BMW overtakes Nikon

The virality ranking is in the hands of two types of companies: On the one hand, six car manufacturers are represented, and on the other, three camera manufacturers. Why is that? Cars are popular subjects and stimulate discussion. In addition to virality, this is also reflected in the extraordinarily high earned share of the automotive sector. Camera manufacturers, on the other hand, benefit greatly from customers who supplement their photos and videos with links and hashtags to the camera manufacturers.

As in the previous year, the measured virality values across brands are significantly higher in the starting quarter than in the second quarter of the year.

Nike also makes it into the virality ranking for the second time. In addition to its high virality values, the sporting goods manufacturer is also characterized by a strong predominance of earned media over paid media.

As in past editions of Markentrend Schweiz, Media Focus has once again directly compared two industry rivals in three "Battles of Brands," each in terms of brand visibility. This time, the "Twin Analysis" highlights the strategic twins of discount grocer Denner - brands that have a similar distribution of visibility across all earned and paid media.

Battle of Brands: V-Zug vs. Electrolux

Digital & Household: 31 Brands

Two competitors in the household electronics sector, the Swiss company V-Zug and the international giant Electrolux, have almost identical overall visibility. Only just 0.1 million gross francs lie between 15th (V-Zug) and 17th (Electrolux) place in the Digital & Household sector ranking.

V-Zug has a good twice as high earned visibility as Electrolux. Electrolux almost makes up for the resulting difference of 0.4 million with its higher paid visibility. The Paid-Earned ratio for both competitors is very one-sided in favor of Paid Media. The bottom line for total visibility is 4.6 million gross Swiss francs for V-Zug and 4.4 million gross Swiss francs for Electrolux.

Both V-Zug and Electrolux show clear potential for improvement in the earned area. While Electrolux is a frontrunner in TV advertising (rank 3) and out-of-home (rank 11), it ranks between 20 and 29 on all earned media channels. V-Zug shows a similar picture, with top 10 placements in print, TV and out-of-home advertising and ranks beyond the 20 mark on earned media channels.

Battle of Brands: Adidas vs. Nike

Fashion & Sport: 43 Brands

The comparison of the direct competitors Adidas and Nike is always exciting. In the overall market, Nike, with a visibility of 6.6 million gross francs (rank 88), is just ahead of Adidas with 6.1 million gross francs (rank 96). Within the fashion & sports sector, this means rank 6 (Nike) and rank 7 (Adidas).

As is common in the industry, both competitors achieve the majority of their brand visibility through earned visibility. While the Paid-Earned ratio at Adidas is at the one-sided ratio of 5:95, the trend towards Earned Media at Nike is also very clear at 7:93.

Nike is ahead of Adidas in the paid channels print, TV and Internet. Adidas, on the other hand, is strong in the earned area, especially in valuable print reporting.While Adidas is one rank ahead of Nike in Influencer, it is the other way around for online news. Also striking is Nike's first place on social media, which testifies to the brand's high virality.

Battle of Brands: Pfister vs. Livique

Building, Industry, Furnishing: 19 Brands

With a lead of 0.5 million gross francs, Livique achieves slightly higher overall visibility (7.2 million) than its direct competitor Möbel Pfister (6.7 million). Both furniture stores make it into the top 5 most visible brands in the sample. Livique is in 3rd place, while Möbel Pfister is in 4th place.

Around 28 percent of total visibility in the Construction, Industry, Furnishings sector is generated by earned media, while paid visibility accounts for around 72 percent. Both Livique and Möbel Pfister are well below the industry average, with earned shares of around 4 and 9 percent respectively.

A look at the individual channels shows that Pfister is strong in the paid area in TV, radio, out-of-home and Internet advertising. The only area where there is still room for improvement is print advertising, where it ranks 11th. In the earned area, Pfister achieves the best rankings with influencers and on social media.

Livique, on the other hand, occupies podium positions in both print and Internet advertising. In online news, the company is also in a strong 7th place. Apart from SEO and Online News, Pfister lags behind Livique in all earned channels.

Twin analysis first half of 2020: ZKB

Omnichannel Mix Twins

The Volvo and Opel car brands show a comparable distribution of total visibility across the individual channels as ZKB. The percentages of TV advertising, print and online news are particularly similar.

Paid-Earned-Ratio Twins

When looking at ZKB's paid-earned ratio, Jaguar stands out as a strategic twin. The ratio is identical at 37:63, while the total visibility is around 3 times smaller. Online fashion retailer Asos also has a similar ratio between paid and earned visibility.

Paid Mix Twins

The sample does not show a confusingly similar paid distribution to that of ZKB. At Apple, the shares look similar - but TV is even more in the foreground, while print receives less attention. At C&A, only the TV share is at a similar level.

Earned Mix Twins

ZKB's earned visibility is primarily made up of mentions in print and online news and, to a small extent, social media mentions. BP and Daihatsu, a representative of the energy sector, and a car brand show similar distributions.

In the new hybrid power plant, commercially renewable gas is produced from waste and wastewater - a novelty in Switzerland and one of the first projects in collaboration with Grip. Among other things, the agency from Stadelhofen in Zurich created the design of the Project website and created all content. In addition, Grip supported the implementation of the groundbreaking event.

Also created in the process was the power-to-gas mascot "Metha, which represents the energy source. The character, which was developed with Vaudeville Studios, is used as a power-to-gas ambassador in various communication media.

In the future, Grip will assist Limeco in all communication matters such as communication strategies, development and implementation of communicative ideas, branding, digital presences, SEO, up to support in crisis communication as well as manage its social media channels on LinkedIn, Instagram and Facebook.

At a staff event via livestream on Wednesday, SRF Director Nathalie Wappler provided information on the next steps of the previously announced savings program.

The employees would be informed about the concrete measures within the departments from mid-January. From that time on, the notices of termination would also be issued.

The goal of the layoffs is not only to reduce costs due to the corona-related slump in advertising revenues. By replacing some of the staff, SRF is also to become a more modern media company with more digital content.

116 jobs to be cut by 2022

Therefore, while the first 66 positions will be eliminated, SRF will add 89 full-time positions at the same time. It is unclear how many employees will be able to switch from an "old" function to a "new" one. These new positions and job descriptions are necessary for the digital transformation at SRF, the company says.

A social plan is being drawn up for those who have been made redundant. Negotiations between SRG and the Syndicate of Swiss Media Professionals (SSM) are still underway. Both sides are expected to inform about the results in mid-December.

SRF plans to cut 211 jobs by two years from now, while replacing 95 positions with new functions. The bottom line is that 116 jobs will be cut by 2022 (Werbewoche.ch reported). (SDA)

As Executive Director Strategy & Consulting, Barbara Flury is responsible for customer support and the further development of strategic topics. She holds a Master's degree in Digital Management from Hyper Island.

Markus Hammer is responsible for the agency's communicative and creative output and is a creative of the digital age. He is responsible for major campaigns for clients such as Swiss, Opel and Otto.de, has played a leading role in developing the content brand Fooby from the very beginning and is also responsible for performance campaigns, such as CSS's fall campaign. Hammer studied visual communication and is a creative who has won numerous national and international awards.

The two freshly minted Equipe partners share a high affinity for technology coupled with communicative and creative potential.

In November 2020, the new Maserati MC20 was presented exclusively to selected guests at a preview event in Switzerland. USP supported Maserati in the planning and implementation of the Swiss preview at a total of three locations in Lausanne, Zurich and Lugano. As part of the event, Maserati wanted to offer the target group an exclusive, personal and emotional experience with the new MC20 in order to arouse interest and anticipation for the soon-to-be-available super sports car.

Event interpreted as an exhibition

The focus of the event days was the brand-appropriate staging of the new vehicle. Simple branding and communication materials rounded off the overall appearance. After a warm welcome, the new super sports car was unveiled in a lavishly staged setting. After a professional introduction of the MC20 and presentation of the most important features by a trained product genius, the event was all about "discovering for yourself": sit behind the wheel, feel the materials and experience the vehicle live.

The private preview was rounded off by an atmospheric lounge area where guests could chat about the brand's new products with the trident over a glass of wine and round off the event in a relaxed atmosphere.

Brand-appropriate experience in compliance with the protective measures

A comprehensive protection concept was developed for the Private Preview Days in order to take account of the current Covid-19 situation and comply with all the associated requirements. Instead of planning large daytime and evening events with many invited guests at once, the Consumer Journey was divided into one-hour slots with a maximum of five to 15 guests. This meant that a maximum of eight groups could be received per day. Thanks to generously planned locations with plenty of space and the small number of people per slot, the one-hour experience could be carried out at any time in compliance with the applicable distancing rules - and also created an even more exclusive visitor experience for the guests due to the small number of people

In the first phase of the strategy process, which lasted several months, the Poolprofi managers worked together with the agency on a differentiating market positioning. A purpose was developed as a strategic and operative control instrument, according to which the future offer will be aligned and the brand presence will be built up.

The first concrete measure is the comprehensive relaunch of the brand. Yellow's designers have gently modified the figurative mark, which is established and registered in the market, and embedded it in a flexible design and color system. The new look is optimized for the greatest possible flexibility, which facilitates rolling adaptation to all applications for the SME. The Arizona Pool brand was also adapted to the strategic realignment and integrated into the world of the umbrella brand.

You can simply enjoy a good wine for yourself. Or - if you want - you can also philosophize about it at length. In the process, words often come up that you don't understand as a simple connoisseur, because wine science is almost a language in itself. Thjnk Zurich uses this fact to promote Denner's new digital wine advisor with its various functionalities.

Two spots each show a protagonist in her world of thought, in which she tries to understand the wine language quite innocently and to assign the terms - she only succeeds in a slightly absurd way. But that doesn't matter, because the wine consultant from Denner helps you find the right wine: On the one hand, you can create your own enjoyment profile and get suggestions for the right wines for your specific taste. On the other hand, the wine consultant helps with one of the most important questions in the wine universe: Which drop goes with which food? With the wine consultant, laymen should also benefit - and be able to avoid possible pitfalls.

The spots will run on TV and the web from now until the new year.

General search terms

The global pandemic is the number one search term of the year in Switzerland. No other topic moved people as much as the coronavirus. The US elections follow in second place. Searches for "weather tomorrow" experienced an all-time high in the Swiss vacation year.

1. Coronavirus Switzerland
2. US Elections 2020
3. Weather tomorrow
4. Kobe Bryant
5. Joe Biden
6. Coop at Home
7. iPhone 12
8. Zoom
9. Dow Jones
10. PlayStation 5

Coronavirus

Since "Coronavirus" dominated the lists like seldom a topic before, Google Switzerland has created an additional list of search queries related to Corona this year.

1. Coronavirus
2. BAG
3. Coronavirus Tips
4. Coronavirus News
5. Corona Data
6. Corona symptoms
7. BAG List
8. FOPH media release
9. Federal Council Switzerland
10. Quarantine List Switzerland

Personalities Switzerland

Darius Rochebin, the former presenter of RTS television in western Switzerland, moved the minds of the Swiss. The other podium places are occupied by two personalities associated with the Corona pandemic: Alain Berset and "Mister Corona" Daniel Koch.

1. Darius Rochebin
2. Alain Berset
3. Daniel Koch
4. Erika Hess
5. Elena Miras
6. Ueli Steck
7. Marc Hirschi
8. Hausi Leutenegger
9. Andy Hug
10. Jason Bruegger

Personalities International 

People in Switzerland were interested in the newly elected US President Joe Biden. He is the number one "trending" international personality of the year. The other top places are also dominated by politicians: Kim Jong Un takes second place, followed in turn by the new U.S. Vice President Kamala Harris. Two actors, Tom Hanks and Joaquin Phoenix, also made it into the top 10.

1. Joe Biden
2. Kim Jong Un
3. Kamala Harris
4. Boris Johnson
5. Melania Trump
6. Tom Hanks
7. Laura miller
8. Kanye West
9. Joaquin Phoenix
10. Dietmar Hopp

Headlines

Even though the coronavirus caused quite a stir, there were numerous other topics that made the headlines this year. Economic topics are represented here with Wirecard as well as the movement on "Black Lives Matter".

1. Coronavirus
2. US Elections 2020
3. Zoom
4. Kim Jong Un
5. Beirut
6. Wirecard
7. Echinaforce
8. Darius Rochebin
9. Short-time work Switzerland
10. Black Lives Matter

In the search for answers to everyday and not so everyday questions, not only individual terms are entered into the Google search, but also entire questions. Many of these are also characterized by the theme of Corona this year.

How-to questions:   

1. How many Corona cases in Switzerland?
2. How long does Corona last?
3. How many countries does the world have?
4. What is my IP?
5. How many inhabitants does Switzerland have?
6. How long is Corona contagious?
7. How does Twint work?
8. How many weeks are in a year?
9. Coronavirus how much longer?
10. How long does flu last?

What-Questions: 

1. What is short-time work?
2. What does emergency mean?
3. What to do wasp sting?
4. What does Lockdown mean?
5. What does curfew Switzerland mean?
6. What is a pandemic?
7. What is ammonium nitrate?
8. What is a Billabong?
9. What is sour cream?
10. What is Tiktok?

When-Questions: 

1. When will the borders open again?
2. When is Black Friday 2020?
3. At what point does one have a fever?
4. When is Halloween 2020?
5. When will the Federal Council provide information?
6. When do I have to go into quarantine?
7. When is the full moon?
8. When will it be possible to fly again?
9. When do the schools open again in Switzerland?
10. Flu vaccination 2020 from when?

Do it yourself

In a year in which we all spent a lot of time at home, there was an increased search for recipes. The Swiss were looking for recipes for pizza dough and yeast, but also for instructions on how to make sushi or hamburgers themselves. Likewise, many Swiss wanted to know how to make disinfectant and Advent calendars themselves.

1. Make disinfectant yourself
2. Make pizza dough yourself
3. Make yeast yourself
4. Advent calendar make yourself
5. Make yogurt yourself
6. Make pizza yourself
7. Make sushi yourself
8. Make slime yourself
9. Make hamburger yourself
10. Make gnocchi yourself

Movies

Movie hits such as Platzspitzbaby and Parasite were the talk of the town this year. Films such as Black Panther or Contagion also rose in favor among seekers.

1. Platzspitz baby
2. 365 Days
3. Parasite
4. Tenet
5. Black Panther
6. Contagion
7. Enola Holmes
8. 1917
9. Bad Boys 3
10. The Old Guard

Goodbyes 

Basketball star Kobe Bryant died in a tragic accident with his daughter and other people at the beginning of the year. A farewell that deeply touched people worldwide and also in Switzerland. Equally moving were the events surrounding George Floyd, which triggered the Black Lives Matter movement worldwide. With the media personality Mike Shiva and the ski racer Doris De Agostini, two Swiss personalities are also represented in this list.

1. Kobe Bryant
2. Naya Rivera
3. George Floyd
4. Sean Connery
5. Chadwick Boseman
6. Mike Shiva
7. Doris De Agostini
8. Kirk Douglas
9. Gigi Proietti
10. Caroline Flack

Feuillet has extensive experience in consulting, creating, testing and implementing tracking and analytics concepts, as well as designing and building reporting dashboards, according to the release.

He has spent the last seven years working in various positions at Mediaschneider and its subsidiary Hoy. There, he built and expanded the Tracking & Analytics team in Hoy, which was awarded "Agency of The Year" in 2019. As a project manager, he successfully implemented extensive tracking & analytics projects for clients such as Swisscom, Wingo, BMW, Basler Versicherung, Feldschlösschen, Edelweiss and Swiss, gaining broad knowledge in the entire marketing analytics field in a wide variety of verticals.

Data management is increasingly becoming the heart of contemporary marketing. The analysis, management and optimization of marketing data are the basis for getting the most out of digital marketing activities. With the addition of Sandro, Equipe strengthens its practice in this area.

"With Sandro Feuillet, we can ideally complement the team and meet the requirements of the advertising market even better. His openness and collaborative way of working also fit perfectly into our agency set-up," says Hauke Broschat, Head of Media & Analytics.

Many current and potential clients of the members of IG Kommunikationsagenturen Graubünden are under pressure. Some of them are taking action, others are paralyzed and waiting. Still others are fighting for survival. And many are afraid to ask for help. The members of IG Agenturen Graubünden would like to help companies find possible ways to overcome the current difficulties.

Joint information campaign as a hook

The central message is "We support companies with creativity, experience and new ideas in a special time and find promising paths together". The campaign was developed for the first time as a joint product by various Graubünden agencies. The advertising material not only talks about the way out of the crisis, it also illustrates it by turning negative statements into positive ones. The style sets a counterpoint to the BAG warning colors that currently characterize the communication. The campaign is being played out as advertisements, posters, TV commercials and on regional online platforms.

Focus on concrete assistance for companies

At the same time, specific offers are published on the IG Agencies website. For example, starting in January, three impulse webinars will be held on the first Wednesday of each month, at which the agencies will demonstrate possible methods for optimizing marketing, answer current questions and provide specific tips. Packages will also be offered. For example, companies can take advantage of a professional website analysis or a review of communication measures for a fixed price. An analysis of the entire corporate image or a management workshop can also be booked.

To find out where Japan ticks similarly, Heads asked the Japanese ambassador to Switzerland for an interview. Kojiro Shiraishi, who agreed to be interviewed, is used to very different print circulations. Until 2019, he was president of the Yomiuri Shinbun media conglomerate, which includes the daily newspaper of the same name. With a circulation of over ten million copies, it is the newspaper with the highest circulation in the world. The ambassador comments in the magazine on the many opportunities for cooperation. And he does not hold back with his personal opinion: As much as the "picturesque beauty of the Alps" inspires him and our punctuality, safety and friendliness also remind him of Japan, he is irritated by the many graffiti and graffiti in our cities.

What he is excited about, on the other hand, are the opportunities available to our two countries. For example, the combination of Japanese precision technology and Swiss design innovations that have the potential to conquer the world market. The examples of the watch brand Minase, which relies on Swiss movements, and the watch brand Oris, which has an unusual watch strap produced in Japan, show how well such collaborations can work.

Because of its growth amid industry-wide turmoil, strategic focus on cross-border collaboration, continued commitment to inclusion and thriving healthcare marketing practice, the agency network was named Adweek's Global Agency of the Year 2020.