Yahoo Germany outlines the topics that will occupy marketers in the future.1. storytelling for brands:"Content marketing is booming. According to a Yahoo study, growth of 330 percent is forecast for Germany alone by 2020: More and more brands are recognizing the value of content and playing it out online. At the same time, the cost of creating and distributing content is falling. Yahoo Storytellers therefore helps advertisers to produce high-quality content in all digitally relevant narrative forms and distribute it in a targeted manner across all end devices."2. strategies for a mobile-first world:"The smartphone sets the pace in advertising. According to a Yahoo study, mobile displays have the strongest emotional appeal to users - those who are relaxed and have their cell phone in their hand are more open to a brand's content. This opens up new business opportunities and underlines the importance of cross-screen native advertising and content marketing. Modern marketers should definitely include multi-screen formats in their media planning."3. the future of Native:"Native advertising is the success product for advertisers: In contrast to traditional forms of advertising, native ads can be integrated into the publisher's environment. Thanks to their editorial presentation, they offer users real added value. This is well received: In Europe, spending on native advertising will almost triple by 2020, according to a Yahoo study. In Germany alone, ad requests in the Yahoo partner network have risen by more than 3,000 percent to 81.7 billion. The boom will continue."4 The future of programmatic:"Programmatic advertising is the path to maximum advertising success - but it's not a sure-fire success. In order to play out ads automatically and successfully, advertisers need to know what risks new forms of advertising in particular entail. How can you prevent ads from being displayed in a thematically inappropriate environment and damaging the brand? If programmatic is approached correctly, the risk can be completely eliminated."5. video advertising:"Videos are moving the web, including in advertising: consumers are increasingly using smart TV and mobile devices. Advertisers will therefore only be successful in the future if they develop creative formats that users enjoy watching online and on mobile devices."

The StarLounge is the new and exclusive hospitality area in the Hallenstadion.The Hallenstadion has been the top address for exciting sporting events, international music stars and renowned shows for over 70 years. With an average of one million visitors per year and over 120 top national and international events, Zurich's Hallenstadion is the world's number one event venue in its category.With the StarLounge, the Hallenstadion is opening a new, exclusive hospitality area: five existing boxes have been converted into a stylishly furnished lounge. The StarLounge offers space for up to 60 people and consists of a club bar, a lounge area and a dining room. "The StarLounge is a new, innovative concept. It offers a unique VIP experience that does not exist in this form in any other arena in Switzerland," explains Felix Frei, CEO of the Hallenstadion.Exclusive location with a touch of glamor - for celebrating and networkingThe heart of the new StarLounge is the club of the same name. For an annual fee of CHF 12,000, 60 club members can enjoy an unforgettable package at various events: with a reserved parking space and no queuing, members can access the StarLounge via a separate entrance and elevator. In keeping with the name, a high-quality buffet of delicacies from the catering team awaits them there under a "starry sky". This is accompanied by sparkling champagne, elegant long drinks and exquisite red and white wines à discretion. The impressive view of the roaring crowd and stage from the box balcony is the icing on the cake and rounds off the exclusive VIP experience. With a maximum of 60 memberships, the StarLounge Club is deliberately kept very exclusive, explains Felix Frei: "The StarLounge Club is aimed at guests with high expectations of events, comfort and gastronomy who want to combine private interests with business concerns. The StarLounge is therefore an ideal place to meet new people before, during and after the show and to experience an unforgettable evening together with customers and partners.Inauguration at the Red Hot Chilli Peppers concertHot and fiery: what better way to kick off the new StarLounge Club than with a concert by the rock legends from California on October 6? The VIP kick-off event will be followed by further StarLounge Club events: Concerts by Zucchero, Elton John and Status Quo, as well as the popular Art on Ice can be enjoyed from the StarLounge in future. Club members will benefit from a total of 20 admissions to top events with national and international stars every year.Supplementary target groupsThe offer is also aimed at other target groups outside of club membership: the lounge can be hired by companies for individual events or product presentations, including exclusively during or outside of event operations. And private individuals who want a VIP experience for once can get hold of individual tickets for selected events.

Daniel Suter (Director of Campus Sursee), Guido Graf (Member of the Government Council), Werner Messmer (President of the Foundation Board of Campus Sursee), Werner Roth (Mayor of Oberkirch)In the presence of government councillor and sports minister Guido Graf, mayor Ernst Roth from Oberkirch and general planner and architect Rolf Mühlethaler, Werner Messmer, former National Councillor and President of the Sursee Campus Foundation Board, symbolically broke ground with a solar excavator. The presence of representatives from the federal government, canton, municipality and associations shows the importance of this meticulously planned, complex large-scale project, which will ultimately also have a lasting impact on the sporting orientation of the Lake Sempach region.comparable projects in Bern, Basel, Fribourg, Winterthur, Kreuzlingen and other Swiss cities have already failed in the planning phase in recent years. This made it all the more important for the current project to make far-sighted decisions with the involvement of the most important stakeholder groups. The milestones of land acquisition, rezoning, crop rotation area replacement, architectural competition, project planning, financing, building permit and awarding the construction contract to the general contractor Implenia were only possible in a comparatively short time thanks to the commitment of all those involved.Daniel Suter, Director of Campus Sursee, is confident that the construction phase, which has now been launched with the ground-breaking ceremony, and the subsequent operation can be implemented successfully in business terms: "We want to prove that an indoor swimming pool can be operated in an energetically smart and economically sustainable way. This has required a lot of persuasion over the past four years. I would describe the complex decision-making and approval procedures as the biggest hurdle. But we managed to get the project ready for construction in an unprecedentedly short time. "The fact that the client is a private-law institution for the first time for an indoor swimming pool project of this size seems to be a key success factor. The Campus Sursee Foundation of the Swiss Association of Master Builders is acting as a private investor with CHF 50 million. The Swiss Confederation is contributing CHF 4 million (NASAK 4) and the Canton of Lucerne CHF 4 million (sports fund) to the investment volume. In this private-public partnership, the private partner assumes responsibility for the economic provision of services in a delegation of responsibility, while the public sector ensures that goals oriented towards the common good are achieved. At the official ground-breaking ceremony, everyone had the last opportunity to meet "on the green field" before the excavators roll in on October 3. The new sports arena is due to open at the end of 2018.

Centrally located and easily accessible by public transport and car, the building, built in 1919, offers space and logistics for events of all types and sizes.The true power of a house lies in its versatility. The BallyHouse in Schönenwerd is a wonderful example of this. The villa was built 97 years ago in the middle of an enchanting park as a boarding house for Bally employees. Today it serves as a location for exclusive events of all kinds. Despite all the years of change, the magnificent building has not lost its fascination for visitors, and this fascination was also the focus of the redefinition of the appearance. "We wanted an external image that reflected the spirit of the building," explains Martin Lüscher, who has developed the BallyHouse into an exclusive event location over the past three years with his company Lifestyle adventure.Lüscher and his team developed a new communication concept together with media maker Jean-Pierre Ritler in order to capture the soul of the building and communicate it properly to the outside world. A task that was as exciting as it was challenging. "The building with its great history is a challenge. It wasn't easy to find the right tone for the communication," admits Lüscher. Under the slogan "Where dreams come true", the BallyHouse presents itself to the public with a new logo and a new website. The new website places great emphasis on videos and the use of social media channels such as Facebook, Pinterest and TripAdvisor. The visual figurehead is jazz singer Jasmin Schmid from Aargau, who plays the leading role in both the image film and the pictures and also acts as an ambassador for the BallyHouse, but the new image is just the beginning. Behind the scenes, the infrastructure of the BallyHouse is constantly being improved and the house is opening up to even more guests of all kinds. The popular BallyBrunch will take place again on October 30 (theme: The Bally Story) and on New Year's Eve there will be a big gala with an exclusive dinner, accompanied by a musical and comedic foray with Jasmin Schmid. On March 11 and 12, 2017, the second edition of the successful wedding fair "Sage Ja" will once again open its doors at the BallyHouse.

At Food Zurich from September 8 to 18, 2016, connoisseurs and the curious will get their money's worth.The first edition of Food Zurich will conclude with a party on Saturday, September 17 at Zurich's Engrosmarkt. With free admission, visitors will discover three culinary worlds in different halls. At the Eat-In, personal commitment is required. Anyone who would like to share something they have cooked themselves is invited to bring their own food and sit down at the large table in the old slaughterhouse hall at Letzigrund. Talkative people get their money's worth at the marmite talk. At this after-work event, people can exchange ideas on the topic of food start-ups.The Food Party ZurichOther parties may have two floors. The FOOD ZURICH party takes place in three halls. In Hall 1, visitors will find a colorful mix of 40 market stalls from mainly local manufacturers who produce sustainably - curated by Marktladen Berg und Tal. The market invites visitors to stroll around, taste and talk to the vendors. Hall 2 is home to the Soul Food Club with international delicatessen food stands - from Vietnamese banh mi to Zürisee whitefish caviar. DJs ensure a party atmosphere here until the early hours of the morning. The portions here and in the pub are kept small so that you can try as much as possible. The pub with 20 chefs from Zurich's best restaurants and hotels is located in Hall 3, where you can sit and enjoy the delicacies at a long tavolata. By the way: children won't be bored either. The play corner makes sure of that.The Eat-In in the old slaughterhouse hallOne day later, on Sunday, September 18, Slow Food Youth invites young and old to an Eat-In at a long table in the old slaughterhouse hall. Anyone who is interested can contribute to the event and enjoy the food they have brought along. The aim is to be inspired by what is currently on offer at the market, buy something delicious from the local store or conjure up something tasty from the leftovers in your own fridge. But it also aims to draw attention to the people who grow, produce, sell and prepare the food we all eat. Of course, the aim is also to minimize waste. We therefore ask you to bring your own glasses, plates and cutlery. Leftovers should not be thrown away either, so bring your own containers and if there are any leftovers, you can help yourself at the end.The marmite talk on the topic of food start-upsWhether it's insect bars, urban farming or food trucks - the question remains: How does an idea become a business? What is the appeal of food start-ups and when does it become clear whether the project will flop or take off? At the marmite talk, these questions are explored with two talk guests and in the company of gourmets and curious people. Ideas are discussed, visions are launched and at the end of the event, everyone enjoys an aperitif from the marmite kitchen.

The Grand Casino Lucerne has remodeled its gaming area.A total of 19 play premieres await guests, including 9 Swiss premieres, 7 premieres in German-speaking countries, 2 European premieres and a world premiere, made in Lucerne, on September 16. Special highlights: The new IGT Crystal slot machines offer breathtaking graphics thanks to dual-screen technology and interactive game content. On the AXXISTM TRUE 3D machines, the hit "Plants vs. Zombies" can be experienced in three dimensions for the first time in Europe - without glasses, on an impressive 39-inch display. A special gaming experience is provided by the Tournament Manager, which is unique in German-speaking countries and allows guests to compete against each other in exciting slot tournaments, while exciting Swiss game premieres such as "Aladdin's Fortune", "Majestic Gorilla" and "Hot Roulette" ensure a varied, entertaining range of games and highly attractive winning opportunities. Customer Club members can be the first to try out the latest games via the "Exclusive Preview" and the Grand Casino Luzern is also launching the "Indian Summer Auto Jackpot" just in time for the start of autumn. Anyone who wants to make their autumn golden has the chance to win one of 3 Mini Cooper S with a total value of CHF 105,000.CEO Wolfgang Bliem is delighted with the successful redesign: "The picturesque location directly on the shores of Lake Lucerne and the historic architecture have long made the Grand Casino Luzern a special entertainment hotspot. The new features in the gaming area enhance the atmosphere even further." To give as many people as possible the chance to experience and benefit from the new offer, admission to the Grand Casino Luzern is free from September 8 to 30.

Programmatic buying is still far from being familiar to all marketers.The aim of the survey was to explore the current corporate state of knowledge around programmatic buying in order to better understand how it is implemented within the various corporate advertising strategies. 43 percent of participants have never heard of programmatic buying. The proportion of the online advertising budget spent on programmatic buying is generally less than 20 percent. However, the majority of participants plan to increase their advertising spend using this technology.

Inventory quality has the greatest influence on the programmatic purchase of advertising space. The lack of transparency in the relevant media market is also considered important, particularly in French-speaking Switzerland. Other key issues: Brand safety (inappropriate environments on the Internet) and ad fraud (click fraud).

As far as models are concerned, it seems that in-house and hybrid models could become the trends of tomorrow. On the other hand, it seems that full transmission will lose ground.

241 Swiss marketers took part in the study. The composition of the sample is as follows:

The data for the study was collected using the tool LeFAC.ch elaborated.

The Post places critical comments on gingerbreadMany customers of the Post complain on social media that receiving parcels is a hassle these days because parcels are often delivered when people are not at home. Yet there are so many services offered by the Post that solve this problem: You can leave your package with a neighbor, have it sent to a 24-hour ATM or a PickPost location on your way to work.Post picks up on such critical social media posts in its new online film, surprising senders by delivering the response to comments via one of these services. In this way, the critic not only learns that there is a solution to his problem, but also that Swiss Post cares about its customers.Anyone who would also like to have a gingerbread sent to the place of his choice by post can register for Swiss Post's practical parcel services on the microsite created especially for the campaign. You have to be quick, though: The number of personalized gingerbreads is limited.Responsible at PostLogisticsRuth Mathias (Head of Communications), Martin Gonzenbach (Head of Marketing Communications), Christian Suter (Project Management)Responsible at Jung von MattRob Hartmann, Marco Zimmerli (Creative Direction); Johannes Dörig (Art Direction), Samuel Wicki, Ennio Cadau (Text); Kurt Bösiger (Junior Art Director), Marco Dettling, Monika Arnold, Philipp Siegenthaler (Consulting); Stefan Näf, Romana Weber (Strategy); Ursula Christen (Development), Ralf Brändli (Technology), Sarida Bossoni (Art Buying)External partnersFilm production: Who's McQueen, ZurichDirected by Jonty Toosey https://www.youtube.com/watch?v=TZvZ5fhLe-E

Three out of four marketing decision-makers believe that the demonstrable effectiveness of campaigns is becoming increasingly important for successful marketing.The survey results show that the marketing industry is currently looking for new strategies, but is facing various challenges: How can proprietary customer data (first-party) be used effectively? How can users remain recognizable when they move fluidly between many different devices? And above all: how can all this information be analyzed and made usable for future campaigns?

Digital communication is also in demand in the healthcare sector.The Internet and social media in particular are becoming increasingly popular. Opportunities and new ways of addressing target groups are opening up. In the healthcare sector in particular, however, there are also risks in the social media area, as thematically sensitive situations can arise. Against this background, Weidmannpartner surveyed a total of 19 care institutions, 14 clinics, 12 hospitals and six other institutions. The results provide an up-to-date situation analysis of the actual usage behavior of Swiss-German healthcare institutions in the social media area.Five key findings of the online study:1. potential recognized - utilization significantly lower than in other industriesAlthough social media are considered important to very important communication tools by over two-thirds of the healthcare institutions surveyed, so far only six out of ten institutions are exploiting this potential. This is far below the cross-industry percentage of 89 percent users that emerged from this year's social media study by the Bernet PR agency in collaboration with the ZHAW. However, there are major differences when comparing institutions: for example, clinics top the list with 13 users out of 14 participants, followed by hospitals, where eight out of 12 participants are active. Of the 19 nursing institutions surveyed, only six are represented on social media.2. growing importance undisputed - acceptance still low The respondents agree on the development of communication within the next two years: 79.3 percent of the users as well as 81 percent of the non-users think that there is an increasing need for both social media and classic communication channels in the Swiss-German healthcare system. Compared to other channels, however, social media are losing importance. When ranking various communication tools on a scale of one (very important) to seven (not important at all), most respondents put their corporate website and print media such as brochures or annual reports at the top of the list. In the midfield are public and media relations and e-mailing. Advertising, newsletters and social media are at the bottom of the rankings (see Fig. 1).3. Facebook as the clear frontrunnerFacebook is used by just under two-thirds of the users surveyed and is thus the most frequently used with a company page. Twitter, on the other hand, is used very little. In addition, platforms with a focus on images, such as Instagram and Flickr, remain almost unused. Xing and Linkedin are now treated equally in the other sectors, but Xing is clearly ahead in the healthcare sector and is one of the three most popular social media channels.4. backlog in monitoringAlthough more than half of the users consider regular evaluations of their social media activities to be important to very important, there is a need to catch up in terms of implementation: Around 70 percent of all surveyed healthcare institutions that use social media manage their channels without measuring the success of their activities, meaning that valuable information remains unused.5. non-users: a majority wants to become active or is still undecidedFor 57.1 percent of non-users, social media activities are already being planned or they are still undecided. In particular, hospitals and clinics that do not yet operate social media channels are planning corresponding activities. Only the nursing institutions are still reluctant: only two of the 13 non-users are planning to start using social media and two are still hesitating. Nine nursing institutions currently see no need for action.Evaluate potential and use positive effectsThe decision not to have a social media presence must be well considered in the competitive healthcare industry. The main reason given by most non-users for not using social media is that their target group is not active on social media. This assessment should be re-evaluated as usage patterns are constantly changing. The latest Facebook monitoring from July 2016 by the agencies Bernet PR and Equipe shows, for example, that the group of Swiss people over 50 is growing, while the growth of younger people is stagnating. In addition, social media channels offer many advantages, which most respondents have also recognized. More than two-thirds of users pursue the goal of increasing their awareness in this way. Other positive effects are: Attracting new employees and patients, increased reach and increased web traffic. Unlike most traditional communication channels, they also offer real-time data monitoring. With a well-structured management, social media are an efficient and promising enrichment of any cross-media strategy - for many institutions in the healthcare sector an incentive to re-evaluate and use their own potential.The complete evaluation report can be viewed here:WP Online Study 2016/issuu

The joint goal of SBB and the Canton of Zurich is to reduce suicides and attempted suicides. In collaboration with other partners, a communication campaign is being launched to break down taboos. Havas Worldwide Zurich was commissioned to develop a national campaign on this topic, incorporating the emptiness that every suicide leaves behind into the visual language of the campaign by depicting a family whose father appears as a white void. This conveys in a catchy way that several lives are always affected by such a death. The campaign motto "Talking can save" aims to remove the taboos surrounding this sensitive topic. In life crises with suicidal thoughts, it is crucial to talk about problems - whether in a personal setting or with specially trained people, such as the counselors at the Dargebotene Hand (Tel 143). Talk about it: This applies not only to people in crisis, but also to those around them. After all, it is not true that talking about suspected suicidal thoughts will give someone the idea all the more. The nationwide campaign is set to run for three years and is focusing in particular on raising general awareness in the first wave. The central platform for this is www.reden-kann-retten.ch. The website with lots of background information and specific tips for people in crisis and for those around them is being promoted to the public with a broad banner campaign.Responsible at SBB AG: Reto Meissner (Head of Marketing Communications), Marco Serratore (Communications Manager), Michelle Rothen (Head of Communications Consulting), Tobias Ebinger (Project Manager), Sabine Walther (Media), Christina Brändli ( Suicide Prevention Coordination Office) Responsible at Prevention and Health Promotion Canton of Zurich: Sibylle Brunner (Canton of Zurich Representative for Prevention and Health Promotion), Annett Niklaus (Canton of Zurich Representative for Prevention and Health Promotion), Annett Niklaus (Canton of Zurich Representative for Prevention and Health Promotion). Sibylle Brunner (representative of the canton of Zurich for prevention and health promotion), Annett Niklaus (responsible for communication and campaigns).Responsible at Havas Worldwide: Frank Bodin (overall responsibility), Folker Wrage (Chief Creative Officer), Michael Kathe (Creative Director), Bruno Manser (Digital Creative Director), Peter Schäfer, Lukas Bossart (Strategy), Priska Meyer (Art Director), Mathias Bart (Text), Caroline Ronzani, Nuria Büchi (Consulting), Tobias Müller-Theis (Havas Digital), Toni Gadza (Production Manager d+p), Noemi Rubera (Polygrapher).Photo image: Felix Schregenberger (image processing)

3D printing is a new and spectacular technology with the potential to change entire industries. However, it does not operate in a legal vacuum, even though most of the current regulations were not intended for this technology and its possibilities. Copyright, liability and many other aspects become acute when dealing with print templates, 3D models and spare parts from the 3D printer. How can you best protect your intellectual property? How can you take action against unauthorized imitations? Who is liable in the event of damage? Andreas Leupold and Silke Glossner deal with such questions in their book. As a lawyer and a judge respectively, they are familiar with the legal aspects of their subject matter. They guide the reader through the legal jungle and sensitize him to the relevant rules and laws in Germany. Thanks to illustrative practical examples and pleasantly simple language, the book is easy to understand even for laypeople. getAbstract recommends it to anyone who comes into contact with the topic of 3D printing in planning, design, production or logistics.getAbstract rating: 8Feasibility: 7Degree of innovation: 9Style: 7Publisher: Vahlen VerlagYear of publication: 2016Pages: 311ISBN: 9783800651498