The agency developed a content strategy with a solid architecture for the launch. Identity, graphic charter, WebsiteThe invitations and jury report are intended to highlight every facet of the ambitious real estate project.

Agence Trio's creative team was also responsible for the entire event, which specifically involved presenting the winners of the architecture competition to journalists, partners and competitors. Due to the planning uncertainty associated with the current situation, a great deal of flexibility was required to digitize the event. At the same time, Agence Trio organized a public exhibition to allow the Geneva public to view the images, maquettes and plans of the eight participating projects in the same place for a week. The whole event was accompanied by a PR campaign to publicize the information to a wide audience.

Pocket knife manufacturer Victorinox and the World Wildlife Fund are also among the top three with 77.4 and 73.8 points respectively. According to Globeone's "Purpose Readiness Study," NGOs, retailers and selected premium brands in particular position themselves credibly in terms of their corporate purpose. They are generally seen as particularly honest, authentic and responsible and benefit from a high level of day-to-day customer proximity.

The situation is different for companies from the commodities, pharmaceuticals and finance industries and for corporations that have come under public criticism, as the chart produced by Statista (image above) also shows. Brands such as Credit Suisse, Philip Morris and Glencore, for example, bring up the rear in the ranking. Companies from these industries suffer from a lack of purpose credibility, which is affected by public skepticism about sustainability, honesty and a clear profit motive. Health and environmental impact thus play a crucial role in the assessment of these companies.

Crises strengthen awareness of Purpose

According to Niklas Schaffmeister, Managing Partner of Globeone, urgent current challenges, such as climate change or the Corona crisis, are increasing awareness of the importance of Purpose and are also reflected in the public perception of brands. "We observe that more and more companies are currently defining their Purpose - also as a reaction to the tense social climate. Some are succeeding better, some worse. It is therefore gratifying to see that Swiss companies perform significantly better in terms of their Purpose credibility compared to the results in Germany," Schaffmeister was quoted as saying in a statement. "This is a key prerequisite for successfully communicating Purpose to customers, employees and society."

The new format offering is designed to reach users who listen to content on YouTube with audio-based creatives, Google said in a statement. During the beta phase, the audio ads will be sold on a CPM basis with tCPM bids and are expected to offer the same targeting options, bidding strategies and brand lift measurement features as YouTube video campaigns.

The dynamic music packages, also called "music lineups" in English, are designed to offer advertisers an easy way to reach music fans on YouTube worldwide and place the brand in an effective environment - in this case, music.

Streaming of music videos has reached an all-time high on YouTube, according to the company. According to internal data, more than half of logged-in YouTube users consume music content for more than 10 minutes a day. In addition, more than 60 percent of music consumption on YouTube occurs on mobile devices, with more than 85 percent of that occurring in the foreground. In addition, more than 2 billion logged-in viewers watch a music video on YouTube each month. In the music category, the viewing time of live music on TV screens also increased by more than 100 percent between July 2019 and July 2020, he said.

Google subsidiary YouTube now has more than 30 million paying subscribers to its YouTube Music and YouTube Premium services and more than 35 million, including those using free trials. (pd)

A family needs room to grow, an environmentally conscious single wants to drive on electricity, a young couple is looking for urban mobility, a group of friends is reminiscing. As different as the life situations are, so different is the suitable car model. Based on a questionnaire, OSW created a campaign from this idea that shows employees of Abt Automobile with their matching cars, thus addressing the people behind the purchase.

The subjects are broadcast both digitally and analogously, and in some cases closely programmed geographically. All employees were photographed together with the matching Mini or BMW car model at locations in Abt Automobile's catchment area.

For this year's Swiss Packaging Award, there were 41 entries in six categories and two special awards. The sustainability category has increased due to the social debate about sustainable packaging and the European Union's requirements for recycling plastic packaging. It was on par with the marketing and technology categories this year. Companies are investing heavily in the development of new packaging solutions. Accordingly, monomaterials, material savings and alternative packaging materials were a big topic.

The Swiss Packaging Institute SVI was particularly pleased to once again receive three applications for the Young Talent Award, according to a statement issued on Wednesday. The SVI hopes that this trend will continue.

The judging had already taken place at the end of February in the auditorium of the School of Applied Forest and Food Sciences HAFL of the Bern University of Applied Sciences in Zollikofen. For two days, the jury examined and evaluated the submitted packaging. New to the jury is Patrik Geisselhardt, managing director of Swiss Recycling. He brings his expertise in the evaluation of sustainability aspects.

Sustainability category

Wafer thin PET 20my film for Emmi

• Sender: Nyco Flexible Packaging
• Manufacturer: Nyco Flexible Packaging
• Client/User: Nyco Flexible Packaging
• Design: Emmi Switzerland AG

Category Convenience

GSK Voltaren - Easy-to-open closure

• Sender: Hoffmann Neopac AG
• Manufacturer: Hoffmann Neopac AG / Kutterer Mauer AG
• Client/user: GSK
• Developer: GSK / Hoffmann Neopac AG / Kutterer Mauer AG
• Design: GSK

Design category

Passion & Time wine packaging

• Sender: Schelling AG
• Manufacturer: Schelling AG
• Client/user: Andreas Meier & Co. vine nurseries/vineyards
• Developer: Stefan Fricker
• Design: Megura AG Advertising Agency ASW

Marketing category

Dispenser Knoppers nut bar

• Sender: Swiss Pac AG
• Manufacturer: Swiss Pac AG
• Client/user: Storck (Schweiz) GmbH, Zurich
• Developer: Streuplan AG/Swiss Pac AG
• Design: Streuplan AG, Zurich

Technology category

Refill packaging

• Sender: Bachmann Forming AG
• Manufacturer: Bachmann Forming AG
• Client/user: Curaden AG
• Developer: Bachmann Forming AG
• Design: Bachmann Forming AG

Category construction

MaClair packing

• Sender: Schelling AG
• Manufacturer: Schelling AG
• Client/user: Läderach (Switzerland) AG
• Developer: Stefan Hofmeier
• Design: Baldinger & Baldinger advertising agency

Young Talent Award

Treats to-go

• Naïm Hanhart
• Lorena Märki
• Lucas Santos
• Lea Strässle
• Lucas Tschannen

Audience Award

Tinplate packing Lällekönig

• Sender: Andreas Kopp AG
• Manufacturer: Andreas Kopp AG
• Client/User: Jakob's Basler-Leckerly
• Developer: Andreas Kopp AG
• Design: Jakob's Basler Deliciously

In an entertaining conversation, Rainer Maria Salzgeber and Viktor Giacobbo humorously set out on the trail of transformation and the art of constantly reinventing oneself. In addition, former Scottish Formula 1 driver David Coulthard chatted out of the secrets of the Formula 1 world: about groundbreaking developments and achievements that have an impact far beyond the race tracks.

Afterwards, thought leaders and practitioners from the marketing and communications scene got to the bottom of the transformation. For example, futurologists Matthias Horx and Oona Horx-Strathern thought aloud about how the future is created. The answer is as simple as it is obvious: The future begins in the mind. So basically, we humans are the ones who make the future.

The tenor was similar in the two panel discussions chaired by Johannes Hapig, editor at m&k. Leaders from Facebook, Adobe and Salesforce discussed the question of how digital companies are dealing with change. In a "Swiss round," representatives of Swiss brands such as Emmi, SV Group and Chocolat Camille Bloch revealed the secrets of transformation.

The moderator team Rainer Maria Salzgeber and Gülsha Adilji put it in a nutshell: "A lot of things are not the same this year as in the past. In keeping with the event motto "Transformation - out of the box," Direct Day was unceremoniously transformed into a new format."

The recordings of the various thematic blocks will be available from Friday at Post.directday.ch/mediathek.

Based on a pitch won in March, Brandpulse was awarded the contract for a comprehensive brand analysis of the three companies Tineo, Nexellent and Netrics. As part of the brand decision as to which of the three brands should appear on the market in the future, Brandpulse developed the brand strategy, according to which the merged companies will operate under the common brand Netrics in the future.

In a next step, Brandpulse developed the positioning of the new brand. Based on this, the agency developed the brand image in line with the "digital first" approach and implemented the most important touchpoints, including the communication concept, business stationery, company presentation, website design and sponsoring measures.

The current Admeira study "AdRecall-Uplift" evaluates the influence of the factors ad block length, station environment and advertising impression on the advertising impact contribution of TV advertising. Using new technical research possibilities, Admeira and Createxy experimentally examined the three factors and measured the advertising impact.

While the test persons watched a TV program with TV commercials in five different settings of 60 persons each, the eye contact and the emotions of the test persons were recorded with the laptop camera. In the run-up, the existing assessment of the broadcasting environment was questioned and afterwards it was determined how the subjects had perceived the commercial break ("advertising impression") as well as which spots they could still remember ("recall value").

The five experimental groups were exposed to a nine-minute TV program clip. The program was followed by the commercial trailer of the corresponding station and a uniformly composed commercial break with different commercial break lengths. The commercial break lengths of the respective stations corresponded to the real average commercial break lengths.

SRF: positive emotions and good memory

Of the channels tested, SRF 1 and SRF two have the shortest commercial breaks. Therefore, the spots on these channels receive more visual attention than elsewhere. The longer the commercial break, the lower the attention. The SRF commercial breaks trigger around 80 percent less negative emotions, which is explained by means of the facial coding results.

In the "SRF 1" and "SRF zwei" test groups, significantly higher unaided recall is also achieved. On average, advertising recall is 56 percent higher in the SRF advertising blocks than in the other three test groups.

The study thus shows that recall performance in the form of recall is closely related to the advertising appeal of TV stations and the commercial break length.

While advertising impression has an impact on reactance, short commercial breaks increase the probability that advertising messages will be consciously remembered. According to the study, the two SRF stations SRF 1 and SRF zwei therefore have important influencing factors that generally favor the communication of advertising message and thus fulfill the basic prerequisite for influencing deeper advertising impact goals such as brand preference or sales.

According to the report, revenue in January-September 2020 fell by almost a third year-on-year to $2.52 billion. At $697 million, the net loss was more than double that of the same months last year. The company said the pandemic could continue to hurt revenue going forward.

Effects of the pandemic

According to insiders, Airbnb is looking to raise $3 billion in its expected December IPO and hopes to achieve a company valuation of more than $30 billion. Airbnb has had to virtually reinvent itself in the Corona crisis, shifting from subletting private apartments in major cities to vacation rentals. Like the hotel industry, the online portal is suffering from tighter restrictions in the pandemic.

In the spring, Airbnb cut back on marketing and laid off about a quarter of its workforce. To get through the crisis, the company received a $2 billion capital injection in April from investors including Silver Lake and Sixth Street Partners. In the process, Airbnb was valued at $18 billion. Before the outbreak of the pandemic in America, the valuation had been significantly higher at 26 billion. (SDA)

Michael Sutter has worked for Groupe Gassmann as Commercial Head of Radio & TV and a member of the Executive Board since 2010 and has been Managing Director of Radio, TV & Digital since 2018. In his previous activities, the federally certified marketing planner and sales manager has followed the rapid development of the advertising and media industry. He started his career at Publicitas and later moved to Espace Media (Tamedia), where he held various sales and management positions.

In his new role at the outdoor advertising company, he will have central responsibility for sales management in the Central, Central and North regions and will work closely with the regional managers Ostelio Schifano, Head of Sales Consulting North, and João Coelho, Head of Sales Consulting Central. Michael Sutter will report to Andy Bürki, Head of Advertising Market and member of the Executive Board.

Following Micheal Sutter's induction, Andreas Steltzlen will concentrate fully on managing "Transport Advertising", which he has headed since October 2020. This unit within the "Advertising Market" division at APG|SGA focuses on the marketing of advertising in public transport. Andreas Steltzlen is a federally certified sales manager and has worked in various areas at APG|SGA for over 20 years. After five years as a poster sales consultant in the Central Region, he was jointly responsible for the development of APG|SGA Traffic as Regional Manager Mittelland and was also Deputy General Manager from 2010. From June 2019, he was responsible for the Central sales region at APG|SGA.

BlueGlass prevails in a multi-stage pitch and wins the search engine marketing budget of the electricity company of the city of Zurich. The interdisciplinary BlueGlass team was able to convince with a data-driven, user-centric approach. The synergies between search engine advertising and search engine optimization are used to increase visitor numbers as well as product sales on Ewz's own online channels.

The mandate includes strategic consulting and operational support for the SEO, SEA, Programmatic Display and Native Ads channels. Search and display campaigns for products and services are continuously optimized and reported across channels. Joint workshops will guarantee an active transfer of know-how.

Cumulatively, this corresponds to an annual advertising print of 4,068.3 million gross Swiss francs. With a decline of 15.4 percent (YTD), the consequences of the Corona crisis are still clearly visible. This development is also reflected in the media groups. The only surprise remains the Out-of-Home media group, which can again increase year-on-year. All other media groups continue to lag well behind the previous year's figures.

Out-of-Home proves to be a stable media group

Out-of-Home was again able to increase its advertising print in October compared with the previous year, and thus once again proved the most resistant to the consequences of the Corona crisis. Radio and the Internet, which also saw lower advertising pressure in October than in the previous year, also seem to be recovering at least somewhat.

Now that movie theaters are closed again in some cantons, this is also reflected in the media group's advertising print, which is down more than 50 percent year on year. TV and print also show lower figures again in October.

Retail trade only sector with double-digit increase

Only three of 21 sectors increased their advertising print in October, the month with the highest advertising print to date.

After the food industry was able to achieve higher advertising pressure in September, the retail industry shows up again in October with the strongest YTD advertising pressure and the largest increase in the current month. Compared to the previous year, the sector is able to increase by 25.5 percent in October and records the only double-digit increase this month. Energy (+9.5%) and Tobacco (+3.7%) also saw slight year-over-year increases in ad pressure, but are well behind YTD.

18 of 21 industries reduce advertising pressure in October

In October, the effects of the Corona crisis continue to have a strong impact on advertising pressure in the events industry (-53.6%), which has thus more than halved its YTD advertising pressure compared to the previous year in 2020. As expected, no recovery can yet be observed in transportation (-59.3%), media (-45.3%) and leisure, hospitality and tourism (-32.9%) either.

View of the top 10 advertisers

New in the top 10 is Blue Entertainment from Swisscom. The public company not only took 10th place among the top advertisers, but with Blue TV also delivered the most advertised product in October. As in October last year, Coop, Migros and Procter & Gamble secured the podium places.