SOCIAL MEDIA Small and medium-sized enterprises (SMEs) are also increasingly recognizing the value of digital advertising measures. 38% of all companies surveyed state that they use social media as a digital advertising measure. (more…)

The trio Eiger, Mönch and Jungfrau is the landmark of the Bernese Oberland.MICE PEAK is the new international MICE event for event planners from Germany, Austria and Switzerland who regularly organize events worldwide. Around 30 exhibitors meet 60 event planners. The exhibitor mix in each case is 50% from the host destination and 50% other international MICE suppliers. This promises for 2016 not only numerous and exciting MICE information from Switzerland, but in addition further international MICE & industry highlights - presented live on site and at first hand.The course of the event is divided into three program modules. PEAK Performance stands for product mediation through group and individual presentations, the PEAK Experience for site inspections, sigthseeing and networking, the PEAK Training for keynotes and workshops on relevant topics and trends.

The view from the Kursaal Bern, a venue of the MICE Peak.PEAK Performance will take place on March 4, 2016 at the Kursaal Bern. The exhibitors present themselves interactively to the meeting planners in small groups and work together. PEAK Experience on the following day leads in the morning to the mountains of the Jungfrau Region for activities in the snow followed by a cheese fondue for lunch. In the second half of the day, PEAK Training invites you to the historic Congress Centre Kursaal for an interactive presentation.

The historical Theater hall in Congress Centre Kursaal in Interlaken.Program overviewThursday, March 3, 2016Individual arrival in Bernconnection to PEAK Experience: guided city tours in Bern20:00 MICE PEAK Kick-Off Event & Networking EveningFriday, March 4, 201609:30 PEAK Performance - Group Presentations13:00 PEAK Performance - One to One Meetings19:30 MICE PEAK Event in InterlakenSaturday, March 5, 201609:00 PEAK Experience - active social program in groups15:00 PEAK Training - workshop on MICE-relevant topics19:30 MICE PEAK closing eventSunday, March 6, 2016individual departure

The MICE PEAK will take place from March 3 - 6, 2016 in the Bern-Bernese Oberland region. For more information, please visit: www.madeinbern.com/micepeak

1. what would you work for free?
Only for OndadeMar, the cult swimwear brand from Colombia. Well, not quite free: I'd get paid in bikinis.

2. where and how have you ever bluffed in your life?
Cartagena. At last year's Art Cartagena art fair, I extended my last name for the tabloids. Martin became Martinéz.

3. what would you most like to promote?
For coffee. My dream would be to launch the Juan Valdez brand, which is still unknown in this country. In the U.S., the Colombian coffee brand has long been known and has its own stores in New York.

4. what advertising should be banned?
Those annoying banners that often sprawl across editorial space.

5. if you had not become an advertiser - what then?
I have no idea. I was lucky enough to be able to turn my passion into my profession at the age of 15. My cousin Claude Martin, who was Creative Director at Publicis at the time, supported me on my educational path. I owe him a lot.

6. what was the most fun lunch partner? Why?
Matthias Mächler from "Die Magaziner". With humorous people, lunch becomes a feast.

7. what do you see as the biggest challenge for advertising at the moment?
Today, we live in a total media overload. It is therefore crucial to separate the important from the unimportant and to communicate clearly and concisely. Less is more!

8. Do you fall for advertising? When?
In the women's WC. I like to take the hand cream minis with me and try them out.

9. a buzz word that gets on your nerves?
Crowdfunding. What was actually a good idea has now taken on inflationary traits. Everyone has a project that they think is worthy of support. Even if it's still half-baked.

10. what is impossible for you to do without?
Here's to coffee, music and avocados.

11. What inspired you to enter the advertising/communications industry?
As a 15-year-old, I wanted to change car advertising. I found the lasciviously lolling women on the hoods of cars clumsy and sexist. Today, car advertising largely gets by without girls, but it still hasn't gotten any better. One would wish this industry more ideas, humor and style.

12. name a campaign that has recently caught your eye in a positive way - but did not originate with you.
There are a few: The UBS retirement campaign "Getting older starts earlier than you think" by Publicis. The new Switzerland tourism film with Buzz Aldrin by Havas Worldwide. And the new campaign by Ruf Lanz for the Haus Konstruktiv museum. All cleverly conceived and excellently made.

Which professional colleague would you take with you to a desert island?
My life partner Markus Ruf.

Catherine Martin was selected this year by Lürzer's Archive as one of the 200 best packaging designers 2015/2106 worldwide. Since 2012, the Swiss-Colombian dual citizen has been working as an independent graphic, brand and editorial designer as well as an art director for direct clients and for advertising agencies. Her direct clients include the Zurich Doctors' Ball, the Education Department of the City of Zurich, Otto Fischer AG and several start-ups.

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

Implementation 13 Questions: Thomas Häusermann

ONLINE CAMPAIGN On behalf of the Building Services Industry Association, jim & jim—an agency specializing in «Youth Marketing»—designed and implemented a video campaign incorporating social media elements (more…)