After the launch and implementation of the "20 Minuten Youth Lab" two years ago, next year the "Tages-Anzeiger Youth Lab" will take place. In 12 workshops - expected to run from January to April 2021 - editors, product developers and marketing experts will discuss their work with a group of young people aged between 15 and 18 on a weekly basis - be it specifically on the content and preparation of news, new product ideas, the design of campaigns or even topics such as fake news or social media. At the same time, the young people get the opportunity to get to know everyday life in a media house and to slip into the role of a journalist, a video reporter or a social media manager themselves.

Once again support from Sandra Cortesi

The conception and implementation of the "Tages-Anzeiger Youth Lab" is supported by Sandra Cortesi. The Swiss national, who grew up in Colombia, has headed the Youth & Media Project at the Berkman Klein Center for Internet & Society at Harvard University for ten years. She already accompanied the Youth Lab of 20 Minuten.

31-year-old Inga Konen has been employed at Porsche Switzerland since 2015 and is directly involved in shaping communications. Her position as Press and Public Relations Officer was most recently followed by acting head of the department. She started her career in the communications department of Porsche in Stuttgart-Zuffenhausen and at Porsche Middle East and Africa in Dubai, among others. She studied PR and communications management as well as corporate communications in Cologne and Stuttgart.

At the heart of the campaign are headlines in the form of a question that formulate a need that can hardly be met. In response, the campaign claim "Impossible is impossible." points out that on Wlw.ch, every inquiry meets a solution. In the online advertising media, the claim is additionally supported by a possible hit rate on Wlw.ch supported.

Programmatic online display approach

The campaign focuses online on the programmatic playout of display ads in the DACH region in combination with targeted placements on social media channels from the B2B sector. Print ads in selected German trade media complement the media mix. The media budget used for the campaign in November and December 2020 is in the mid six-figure range. Further stretches of the campaign are planned for 2021.

The strategy was developed by Saatchi & Saatchi Pro from Berlin, which prevailed in a multi-stage pitch process. Daniel Walloch is responsible for the strategy, while Tim Schneider is in charge of the creative work. The media planning was done by Spark Foundry, also part of the Publicis agency group, under the direction of Pascal Ruiz-Moreno.

Campaign supports Wlw relaunch

Back in September 2020, parent company Visable gave its Wlw platform a comprehensive relaunch. The name was simplified from "Wer liefert was" to Wlw. The new brand claim "Einfach. Better. Decide." is intended to sum up the platform's self-image.

The "Impossible is impossible" campaign pays tribute to the technical innovations and aims to anchor the platform in the minds of the target group as an option for the best shopping decision.

Tamedia told the Keystone-SDA news agency on Thursday that the project of closer cooperation would start in April. The publisher is aiming to maintain both newspaper titles and continue to position them differently.

The Covenant should be more urban in orientation, the Bernese Newspaper rather rural. The reason for the project is structural: advertising sales of printed newspapers are falling continuously. Sales of subscriptions are also declining.

In August of this year, the TX Group company, to which Tamedia belongs, announced a loss of CHF 106 million in the first half of 2020. TX Group announced at the time that it would cut several dozen journalistic jobs.

Unions see Berne model in danger

The online magazine Republic wrote on Thursday that Tamedia was laying off the editorial teams of Confederation and Bernese Newspaper together. This was also the view of the media union Syndicom and the journalists' professional association Impressum, as they wrote in a statement.

Under the title "The End of the Bern Model?" they write that until now the so-called Bern newspaper model with two titles from the same city has guaranteed a certain diversity of opinion in the region. Two competing daily newspapers had provided thematic breadth and attitudes with their reports. "That could now be an end."

Markus Dütschler, co-chairman of the joint staff committee of the Bund and Berner Zeitung, spoke on request of a surprising announcement by Tamedia managers and a shock for the editors.

One could speak of an end to the Bern model in the sense that up to now, both newspapers had often reported on one and the same event. This was the case, for example, with theater premieres and parliamentary debates. Tamedia's publishing management clearly stated at a personnel briefing on Tuesday that there would no longer be any capacity for this in the future.

When asked whether the two editorial teams would be merged, Tamedia and the TX Group respectively said that no further comment would be made. (SDA)

Have sustainability and CSR degenerated into empty words? Is sustainability marketing perceived as greenwashing? One brand species succeeds in clearly communicating its mission and its motives for its socio-ecological behavior - and consumers are willing to pay up to 17 % more for this: These are impact brands, such as Tony's Chocolonely, TOMS or Patagonia. BrandTrust's study examines their success factors and discovers potential opportunities in positioning and communication for established brands.

Brands have the power to change

Companies and brands are challenged and should be motivated, because 72 percent of respondents attribute to them the competence and also the possibilities to eliminate the causes of global grievances. 87 percent even expect brands to use their influence for this purpose.

Impact brands do just that: their profitable business model is focused on remedying a grievance in the world and aims to permanently change stakeholder behavior.

Sustainability" label alone is not enough (anymore)

71 percent consider it very important or important that brands do not harm the environment or people with their offerings. This figure shows that sustainability has become a minimum requirement. And: 62 percent even expect responsible action beyond products and services. At the same time, the study reveals that by no means all activities and statements get through to the buyer or potential employee or are not credible. "The way sustainability is used as an attraction driver in marketing needs to change. Without a credible link to the core values of the brand and specific proof of performance, sustainability remains colorful actionism or irritating figures, as in many a CSR or sustainability report," comments study author Sarah Böhmer of BrandTrust.

Consumers want to make a contribution

59 percent of those surveyed consider it important to act in a socially and ecologically responsible manner themselves. And 61 percent believe that every personal contribution, no matter how small, has a positive effect in the world.

Brands with a clear mission achieve a price premium

Brands that demonstrate a clear stance and have the purpose of solving a global challenge are held in higher esteem, which is also expressed by a greater willingness to pay a higher price. According to the study, an average 13.5 percent premium would be accepted for products from impact brands; millennials and Generation Z would even accept up to 16.8 percent.

"People want to hand over responsibility, they delegate it to brands and are willing to pay for it," explains study initiator and BrandTrust founder Klaus-Dieter Koch.

Sustainable and meaningful investment is attractive

And sustainability does not only play a role in consumption. Investors would accept up to 18 percent lower returns for a sustainable and meaningful form of investment. This attitude is shared by 60 percent of respondents with higher incomes of 4000 euros or more, or 8000 Swiss francs in Switzerland. Impact investing has entered the vocabulary of bankers and investors.

Live differentiation, leverage innovation potential

The abundance of Sustainable Development Goals (SDGs) makes it difficult to focus communication. For impact brands, the focus is on the desired effect, i.e. the elimination of a concrete grievance, not the product and service. "This reverse process unleashes completely new innovation potential - even for established brands," notes brand expert Klaus-Dieter Koch.

Opportunities for sustainability communication

The study also shows in which industries or product segments sustainability is relevant for purchasing decisions. In Austria, for example, food comes first, energy is top in all DACH countries, and pet food is ahead of baby food in Germany and Switzerland.

The study also provides information on positioning potential: There are topic areas that consumers see as being addressed by few companies, for example housing shortage, education in Germany, water supply in Switzerland, and commitment to the topic of marine pollution is also perceived as rather low, in contrast to climate protection.

It also highlights deficits in the provision of information. 68 percent of people who actively search for information on environmental and social compatibility, for example, say it is difficult to find these facts.

Doing good and still earning money: Why impact brands are attractive

The focus of the study is on impact brands such as TOMS (for every pair of shoes sold, one goes to needy children), Tony's Chocolonely (abolition of slavery in chocolate production), Patagonia (we are in the business to safe the world) or GLS Bank (living sustainability in financial matters and investments). They have a clear mission and do not just rely on appeals, but offer solutions. And yet they are not social entrepreneurs: doing good and making a profit are not mutually exclusive. The study shows that consumers have no problem with this.

For its magazine, the Swiss online retailer portrayed the transformation of drag artist Vitor Hugo Souza into the fictional character Victoria Shakespears. The photo impressed the jury and the public alike and achieved the best overall rating for Switzerland. It also took second place in the portrait category. It was photographed by Thomas Kunz.

"With this portrait, we wanted to give a very personal insight into the world of drag queens," explains Thomas Kunz, photographer at Digitec Galaxus and creator of the image. "We were allowed to follow Vitor's transformation into Victoria - for a total of five hours. During this time, we learned a lot about make-up and styling, but also about creativity, courage, rejection and hostility. With this contribution, we therefore also want to call for more tolerance and openness."

Video award ceremony due to Corona

This year, News Aktuell is announcing the winners of the PR Image Award via video due to the coronavirus pandemic. In the clip, the jury members announce the winners in the categories Lifestyle, NGO Photo, Portrait, Travel, Social Media Photo and Stories & Campaigns as well as the best PR image of the year from Switzerland, Germany and Austria.

This year's winner for Germany was the image "Tetris Challenge - 1800 things that save lives", submitted by Malteser Hilfsdienst and photographed by Alexander Licht. The best PR image of the year from Austria is the photo "Patients made of plastic" from the University of Veterinary Medicine Vienna (Vetmundi Vienna), photographed by Stephanie Scholz.

Competition for qualified specialists is constantly increasing. For Aargau as a canton between the urban centers of Zurich, Bern and Basel, this manifests itself in a special way: Over 110,000 skilled workers commute out of Aargau every day. The skilled labor and image platform Worklifeaargau.ch raises the profile of Aargau companies and offers them an opportunity to present themselves as attractive employers with a company portrait.

The various target groups - commuters, young potentials, single professionals, part-time workers, etc. - are specifically addressed and referred to the platform with target group-controlled programmatic ads and social media ads on the Facebook, LinkedIn and Instagram networks. An advertising and poster campaign is also being planned for spring 2021 in order to also target offline channels.

Ford's vehicles prove themselves not only on city streets, but also on more challenging terrain. When you buy the Kuga, Edge, Explorer, Mondeo, S-MAX and Galaxy models this fall, you get a free all-wheel drive upgrade.

Ogilvy promoted the campaign with an eye-catching campaign urging city dwellers to break out of the city. The striking visuals show what simply belongs to the extended radius thanks to all-wheel drive - more dirt.

The 360-degree campaign includes advertisements, radio spots, banners, social media and dealer measures. The campaign is valid until the end of the year.

From November 1 to 3, a TV program lasting more than 20 hours, more than 20 venues throughout Switzerland, and various online events will provide more than 400 free offers to engage with digitization. Especially for this event, Ringier Advertising produced a special magazine for the fourth time in a row. This time, the magazine comprises 84 pages with a circulation of over 420,000 copies. On Thursday it is enclosed with the Handelszeitung, on Friday with Le Temps and on Sunday with SonntagsBlick and il Caffè. It is also online retrievable.

Focus on effects of the Corona pandemic

The big topics in the current issue revolve around home office, the impact of the Corona pandemic on urban development and gender equality issues, as well as school teaching in the process of digitization. In an interview, Federal Chancellor Walter Thurnherr, who is responsible for the federal government's competence center for digitization issues, talks about Switzerland's digital fitness. Marc Walder, founder of Digitalswitzerland and CEO of Ringier, also has his say: among other things, he talks about Switzerland's digital strengths and weaknesses, and his biggest digital mishap.

The content and design of the magazine for the Swiss Digital Days was realized by the Ringier Brand Studio under the direction of Fabian Zürcher.

This was more than analysts had expected. The streaming provider, which was originally particularly strong in Europe, has now also succeeded in attracting new listeners in India, the Middle East and, most recently, Russia. Spotify therefore leads the market unchallenged. Apple Music is lagging behind with less than half of Spotify's customers. In the important final quarter, the Swedes want to increase the number of Premium subscribers to between 150 and 154 million.

In the third quarter, sales climbed by 14 percent to 1.98 billion euros. Analysts had expected two billion. According to Spotify, the advertising business also grew again, which had previously been impacted by the coronavirus pandemic and the resulting pause in advertising campaigns. Customers who do not have a premium account can access Spotify, but must watch or listen to advertisements. (SDA)

With around 60,000 visitors each time, the Fespo & Golf Fair is the largest tourism platform in Switzerland. The next edition at Messe Zürich would have been scheduled for January 14-17, 2021. Due to the current development of the Corona pandemic, the travel industry is in an extraordinary situation. Due to quarantine regulations, entry bans and the risk country classifications, a large number of travel providers lack the basis for launching their offers. Due to the pandemic, travelers' behavior is also increasingly characterized by caution, which means that Bernexpo Groupe cannot ensure a successful staging of the exhibition in 2021. The organizer has therefore decided to postpone the Fespo & Golf Fair to 2022 after the Holiday Fair in Bern.

The next Fespo & Golf Fair is scheduled for the end of January 2022.

In the course of the new Corona measures, which the Federal Council decided in the media conference of Wednesday afternoon, the coronavirus campaign of the FOPH changes again on red, after it had changed on orange nearly two and a half weeks ago. In addition to the previous indications, the current message is: one should hit as few people as possible.

The current subjects are on the Coronavirus landing page of the FOPH available for download. (swi)