BOOK TIP Products are created in companies, values in the mind. This is the guiding principle of Mario Pricken's new book. He describes how products position themselves in a valuable way and names 80 strategies. (more…)

Fantastic snowy landscapes in the canton of Bern offer a worthy setting for meetings and events (here Hotel Aspen in Grindelwald).In five themed worlds, the offers from eight Bernese destinations are brought closer to the guest on the website: BE Top, BE Natural, BE Happy, BE Traditional, BE 2 B. Under the latter area BE 2 B, a large selection of top event locations for all types of events can be found. What speaks for the region is its central location, the multifaceted contrasts from the cozy yet urban atmosphere and hustle and bustle in the federal city of Bern, to the lovely landscapes around Lake Thun and Lake Brienz, to the majestic peaks of the Bernese Alps.Customized offersCustomers receive professional advice and customized offers for any type of event throughout the canton. The contact point is BE! Tourismus AG, which then takes over the coordination with the Bernese destinations. Various attractive seminar packages from the destinations are clearly presented on the website. They offer packages in three- to five-star hotels with the latest infrastructure, as well as more unusual venues for holding the meeting, such as on a stylish ship with modern furnishings, in a tropical house with an exotic atmosphere or in a football stadium.

Networking on the ship creates a special atmosphere for the guests (here Kulturschiff.ch).Wide range of congressesFor congresses with participants from all over Switzerland, the city of Bern has the advantage of good and fast accessibility from all parts of the country and is a preferred venue for large events thanks to the Kursaal Bern and Bernexpo. The Kursaal Bern congress and cultural center is one of the most spectacular in Switzerland and is suitable for events for up to 1500 people. Hotel, casino, gourmet restaurant - everything can be found under one roof at the Kursaal Bern.

The Kursaal Bern can host events for up to 1500 people.An architecturally and acoustically exceptional auditorium awaits guests at the Zentrum Paul Klee. Product presentations are perfectly staged here and guarantee a complete success.

The Paul Klee Center impresses with its spectacular architecture.The Bernese Oberland also offers a perfect backdrop for eventful congresses and successful events. Together with the Thun-Thunersee region, Interlaken has specialized in the segment of events and congresses. An exemplary example of a successful event in the focus of international publicity is the Swiss Economic Forum (SEF), which takes place once a year in the Congress Centre Kursaal in Interlaken.

The Swiss Economic Forum is held annually at the Congress Centre Kursaal Interlaken.Inspiring prospectsThe alpine region hides further pearls for the realization of events and especially incentive activities. Inspiring views of the Eiger, Mönch and Jungfrau in Grindelwald guarantee a varied and sustainable meeting with a high experience factor. The homely chalet village atmosphere and the touch of glamour in Gstaad give every event a glamorous setting. And after the meeting, the possibilities are almost unlimited: Hiking, archery, paragliding, balloon flights, river rafting, bike tours and much more.

Archery is one of many possible leisure activities after a meeting (here on Glacier 3000).Proximity between city and mountainsThe canton of Bern is blessed with all the ingredients needed for a successful event. Thanks to the geographical proximity between the city and the mountains as well as the good public transport connections, seminars, congresses and events can be ideally combined with supporting programs in impressive natural surroundings. An all-round service at the highest level is guaranteed at all levels and makes the Bern-Bernese Oberland region a preferred MICE destination.www.madeinbern.com/BE2B

1. you could swap your smartphone with someone else's for a day. Would you? And if so, with whom?
With my little son. I get his plastic dummy phone. And he throws mine on the floor until it doesn't work anymore. Wonderful!

2. what does not come to the office under any circumstances?
Crocs. Has fortunately never been tried.

3. what would you most like to promote?
Clearly for Nike. Mr. Dan Wieden, I am still waiting for your call.

4. was there a moment in your life when you thought: Wow. This is great. And it's from me!
Yes, that happens from time to time. This includes the birth of my two children, for example. Or the penultimate meatloaf - the last one turned out okay, but something was just missing.

5. the best self promotion
If you did a campaign that made another customer come in and say, "I'd like something like that."

6. who was your most fun lunch partner?
Pablo Schencke, my team colleague at Leo Burnett Switzerland. We've been having lunch together at least four times a week for almost five years and have never been bored.

7. what do you personally think about the effect of advertising?
I think you should always assume that no one is interested in advertising and that it is absolutely ineffective. And then make sure that it appeals to and convinces quite a few.

8. if you had not become an advertiser - what then?
Probably a lawyer. I'm glad every day that I didn't continue my law career after graduation. (And so are the clients, I'm sure).

9. what do you see as the biggest challenge for advertising at the moment?
That it doesn't take place for months on some charts in Power Point. You should invest more time again in what people see out there.

10. what can you impossible to do without?
Music. In the office, at home and on the way in between. As MP3, on vinyl, CD, Spotify - it doesn't matter, the main thing is that music is playing.

11. what do you never want to have to hear about yourself?
It's not passionate.

Have you ever thought about leaving the advertising industry?
Of course, every now and then. You can't expect a creative to always be curious and then leave everything cold that he discovers. But somehow I'm drawn back to advertising.

13. what are you determined to achieve?
Mr. Dan Wieden, please call me.

2012 was John Raggio Executive Creative Director at Leo Burnett, where he has already spent two years as Creative Director. Before that, his creative stations included Advico Y&R and Jung von Matt/Limmat. Raggio has received numerous national and international awards. His most successful campaigns include, for example, the name promotion for Micasa and the worldwide appearance of Victorinox.

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

Implementation 13 Questions: Thomas Häusermann