SEMINARS On international "World Water Day", Aare Hotels Thun is launching the new H2O seminar inspiration. The Hotel Freienhof and Hotel Krone are integrating the theme of water into everyday seminar life in a creative way. (more…)

1. you could swap your smartphone with someone else's for a day. Would you? And if so, with whom?
Steven Spielberg. However, what he is supposed to do with my cell phone is beyond me.

2. what would you work for free?
I already do: for our dog charity Citydogs4Streetdogs, where my wife and I, together with a tireless team of volunteers, find Romanian street dogs a new, happy home.

3. what does not come to the office under any circumstances?
Dishonesty. Resentment. Inaction. The latter is a real plague. We always try to get to the point quickly with our partners and customers. For me, there's nothing worse than meetings in which people beat around the bush, aimlessly and without action.

4. was there a moment in your life when you thought: Wow. This is great. And it's from me!
My (still unfinished) wedding video.

5. what are you sorry for?
When I offend people with my sometimes direct manner.

6. what do you see as the biggest challenge for advertising at the moment?
With new forms of storytelling like virtual reality, a new era of the moving image is dawning. An entertaining story that is relevant to the customer, as well as the correspondingly high quality craftsmanship, are crucial in order to be noticed in the content overflow. For us, this is first and foremost an opportunity.

7. do you fall for advertising? When?
We all fall for advertising. Always and everywhere. Otherwise I would be out of a job.

8. a buzz word that gets on your nerves?
One that doesn't get on my nerves, but has incomprehensibly become a buzz word: storytelling. If storytelling is just a buzz word and thus a short-term hype, then I'm seriously worried about future commercials.

9. where and how have you ever bluffed in your life?
At the poker tournament table.

10. what are you determined to achieve?
A work-life balance where I spend enough time with my wife and family while producing films that get to people's hearts.

What role do awards play in the advertising industry?
Awards serve as good indicators of where we stand with stories in the market. Craft awards should also not be underestimated. They enable the appreciation of creatives who usually operate in the background.

12. when you have an idea, how do you know it is good?
If I'm surprised when I first read it or simply spontaneously feel like doing it, there's usually something to it.

13. what do you think about ad blockers?
They are a good thing. They force us to present advertising in such an entertaining and innovative way that the consumer doesn't even want to block it. So ad blockers are just a brief pit stop on the way to more innovative forms of advertising with product-relevant, emotional (watch out buzz word!) storytelling.

Tobias Fueter is director and co-owner of the Zurich film production company Stories. Together with his team, he has been realizing a growing part of television advertising in Switzerland since 2010. Fueter was born into filmmaking: As scion of the Fueter film dynasty and son of film producer Peter-Christian Fueter, he founded Stories together with producer Yves Bollag and film music composer Adrian Frutiger. In their award-winning TV campaigns and commercials for national and international clients, they successfully rely on branded entertainment and emotional storytelling.

The "13 Questions" appear both online and in the print edition of Werbewoche

Implementation 13 Questions: Thomas Häusermann

ONLINE MARKETING CONFERENCE On Thursday, August 18, 2016, the fourth edition of the Online Marketing Conference will take place at UniS in Bern. (more…)

The four target groups digital moms, shopping queens, tech freaks and hipsters tested online stores.Store or flop? This was the question posed by Swiss Post as part of an online campaign in January 2016. As Swiss Post has a strategic focus on the growing e-commerce market, the aim was to use a campaign to raise awareness of services for online retailers and highlight the importance of services for online stores and delivery.Target groups test storesTo this end, Swiss Post conducted a live test of online stores for the first time in Switzerland. Online retailers were able to test their store for three days free of charge by a selectable target group (Digital Moms, Shopping Queens, Tech Freaks or Hipster) and watch the reactions of the "customers" live via webcam. If they wished, they were then advised by an e-commerce expert from Swiss Post. The following target groups were selected:2200 Swiss Post customers with an online store were contacted via a specially designed e-mail and invited to the live tests. On the microsite www.post.ch/live-test they were able to select from the four test groups the one that best suited their clientele.Deficits in deliveriesThe live tests showed that ordering from most stores was quick and easy. It was the first campaign of its kind in Switzerland, so implementing it was a challenge," says Christian Suter, project manager for marketing communications at PostLogistics, the division of Swiss Post responsible for the campaign.Campaign is successfulThe campaign was a success. For the online retailers, it was valuable to observe the testers live and hear their comments. "Interestingly, the testers often put their finger on the very points that the online stores themselves considered optimized or improved," says Suter "Many online retailers were also surprised that the testers value different delivery options when shopping online."

PACKAGING Packaging Innovations has a special goodie for designers, brand owners, product managers and packaging fans this year: the first Packagingcamp Zurich. (more…)

Irene Fischbach (*1972) is Head of Corporate Communications at Swissgrid. She has many years of management experience in various corporate communications functions. She previously worked for Swiss Life, where she was responsible for all marketing and communications activities of the international division from 2009.Irene Fischbach studied law at the Universities of Geneva and Zurich, where she obtained her law degree. Four years later, she completed a part-time Executive Master of Science in Communication Management at the University of Lugano. She was head of the winning project at the Swiss Award Corporate Communications 2015. Communication runs like a thread through her career: the lawyer gained her first professional experience as Communications Manager at Zurich Financial Services and remained loyal to the insurer for almost six years. In 2004, she made a brief detour into the world of building materials as Assistant to the Head of Corporate Communications at Holcim, before taking the reins herself in the same year at the leading provider of pension and financial solutions. At Swiss Life, she rose from Head of Public Relations to Head Marketing & Communications of the International Division. Since June of last year, she has been Head of Corporate Communications at the transmission system operator Swissgrid.Always open to the transfer of knowledge in both traditional and digital marketing and communications areas, her strong sense of justice also plays a role in her private life. For example, Irene Fischbach is an advocate for children and for economically disadvantaged groups. Education, culture, the environment and politics are just as close to her heart as health, which she cultivates with running, cycling and as a hobby cook.

Oliver Stäcker (*1972) is founder and CEO of Gotomo GmbH, a specialized provider of mobile solutions and mobile consulting. As the former owner of an advertising agency and various board and advisory mandates in mobile tech startups, he has the necessary all-round view to effectively coordinate marketing and mobile applications.Oliver Stäcker learned how information can be experienced visually at the Kunstgewerbeschule St. Gallen. To bring it impressively to smartphones and mobile devices, he added up-to-date technology knowledge to his design know-how. After training as a graphic designer, Stäcker initially began working as an art director in the advertising and communications world. In 2001, he and a partner created Transformer Werbeagentur AG, which he led as creative director for 13 years. With the Transformer Mobile Lab, which he founded, he developed interactive concepts that optimally harmonize classic media, mobile devices and the mobile Internet. For example, Stäcker helped mobile tagging gain greater acceptance and brought the SBB regional timetable to cell phones via QR code as early as the end of 2007. In order to be able to develop and market products from the areas of communication, mobile, mobile services and the Internet, the entrepreneur with an interest in the mobile ecosystem founded rondevoo GmbH, which he transferred to gotomo GmbH at the turn of the year 2014/2015. Since then, the mobile expert, who has also been in charge of business development at mobile solution provider Xeebel AG since 2010, has been synchronizing analog and digital media for his agency and SME clients. In addition to demanding technologies and complex tasks, the versatile entrepreneur also has a soft spot for Iceland and Amsterdam and enjoys skiing Telemar-style.