What social media communication really brings

Editorial - October 30, 2014

The German full-service provider for alternative advertising "webguerillas" has developed a new social SWOT analysis together with scientists. The aim is to demonstrate the benefits of brand communication. (more…)

New press review for the communications industry

Editorial - October 30, 2014

MEDIA The digital media magazine Medienwoche expands its editorial offering and launches the media monitoring service Medienmonitor. (more…)

Swisscom wins, Sandra Studer sings

Editorial - October 29, 2014

The GfM Marketing Prize was awarded for the 30th time on Tuesday, October 28. The prize went to Swisscom for its participatory campaign. (more…)

Swiss executives: less harmony and more expertise

Editorial - October 29, 2014

SWISS EXECUTIVES have an acute need to catch up, particularly in terms of communication and professional competence. This is shown by the current study "Switzerland leads?!", which gets to the bottom of leadership behavior in Swiss companies. (more…)

Event Canteen Aisle 4

Editorial - October 28, 2014

EVENT On Wednesday, October 22, around 100 former and current graduates of the Event Manager course and event enthusiasts met in the KV Zurich Business School auditorium for the event canteen. This year, the focus was on "dramaturgy and staging". (more…)

Ex Libris repositions itself

Editorial - October 28, 2014

STRATEGY Since 2010, Ex Libris has consistently developed its online offering in the direction of cross-channel and mobile shopping. The media retailer is now repositioning itself. Stores and online platforms will be visually harmonized. The new store concepts are intended to be brighter, friendlier, warmer and become an emotional buying experience. The official introduction is planned for early summer 2015. (more…)

Successfully mastering digitization

Editorial - October 28, 2014

Over 120 decision-makers met for the fifth Smart Business Day at the Gottlieb Duttweiler Institute GDI in Rüschlikon. The focus was on the digital transformation process. (more…)

"We just wanted to finance our studies"

This time, the «13 Questions» are directed at Michael Hählen, CEO and partner at the agency In Flagranti. Among other things, he reveals which advertising mediums—besides bathroom doors—he finds appalling.

Editorial - October 28, 2014

1. what would you work for free for one month?
We work for customers such as the "Foundation for the Cerebral Palsy Child" at reduced rates. And personally, I have been supporting sports clubs and the Bielersee winegrowers with unpaid commitment for years.

2. what does not come to the office under any circumstances?
Potted plants that look like a Desert Storm after a week.

3. the best self-promotion?
We publish ZaK, the newspaper for stimulating communication, twice a year. It always surprises me how many people we don't know want to subscribe to ZaK.

4. do you tell other people how much you earn?
No, I'll leave the complaining to others.

5. who was the most fun lunch partner?
My partner. Over and over again.

6. what do you personally think about the effect of advertising?
It exists!

7. if you had not become an advertiser - what then?
Head teacher? Kindergarten teacher? Fireman? Butler? I often feel like a little bit of everything.

8. what do you see as the biggest challenge for advertising at the moment?
Digitization. We are only at the beginning, and it will not only turn the advertising world completely upside down.

9. what is it impossible for you to do without?
My partner. My business partners. Friends. Family. Co-workers. Customers.

10. a buzz word that gets on your nerves?
This has changed over the years: from reason why to insight to storytelling to content marketing. The question is always the same: How do we shape the relationship between people and brands?

11. can you give us a little secret betrayed?
24 years ago, Lorenz Schmid and I only wanted to finance our studies with In Flagranti. And at first, we had no intention of becoming a successful agency.

12. which advertising medium do you find abominable?
Shirt collars. Ties. Cheap pens. WC doors.

13: Why would you advise or advise your children not to seek a career in advertising/communication?
I think the opportunity to take on responsibility at a young age, the versatility of the job and the diversity of the people you meet are unique.

Michael Hählen was founded in 1990 in flagranti in Lyss. Today, the owner-managed agency employs around 30 people and is number three in the Mittelland region according to the BSW ranking. In flagranti's clients include the Lungenliga, Die Post, BKW, and Hauert. Hählen has been a member of the BSW board since 2012 and was nominated for the title of Advertiser of the Year in 2014.

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

Realization: Thomas Häusermann

Professional guerrilla marketing

Editorial - October 28, 2014

BOOK TIP The authors Katharina Hutter and Stefan Hoffmann define guerrilla marketing as a further development of traditional marketing, which has become too expensive or too inefficient. Using examples, they present successful guerrilla campaigns. (more…)

Swiss advertisers are increasingly focusing on entertainment

Editorial - October 28, 2014

MEDIA & ADVERTISING In the current edition of the "Quality of the Media" yearbook, the Research Institute for the Public Sphere and Society sees a clear shift in advertising revenue towards the entertainment industry. SWA Director Roland Ehrler comments on the results. (more…)

Art against Food Waste

Editorial - October 27, 2014

FOOD WASTE For their diploma thesis at the Lucerne School of Art and Design, the two art graduates Valentin Beck and Adrian Rast collected kilos of discarded food and preserved it in 2,000 preserving jars. (more…)

"Blended Learning": Digitization revolutionizes training

Editorial - October 27, 2014

DIGITIZATION In the second series of articles "Digital - from Talk to Walk", Christoph Oggenfuss* talks to experts from business and research about the implementation of the digital transformation. The third interviewee is Dr. Stefan Michel, Professor of Marketing at IMD in Lausanne. (more…)