Kantar publishes the world's first "Global Ad Equity Ranking". The ranking measures consumer attitudes to advertising in various environments and is published as part of the "Media Reactions" study. The ranking is led by TikTok - the social media platform that is currently at the center of global attention.

The Media Reactions study surveyed 4,000 consumers and over 700 senior marketers. It provides an "ad equity" metric* for selected media channels as well as social media and content-focused media brands, such as Netflix or Spotify. Detailed analytics also enable advertisers to understand the impact of different platforms on their advertising and their brands.

The gap between online and offline

Consumers perceive advertising on offline channels to be of higher quality, more trustworthy and less intrusive - however, users do respond positively to individual online platforms. Overall, consumers prefer advertising on offline channels because they tend to view them as higher quality, more trustworthy, less intrusive and less overly targeted compared to online channels. Consumers indicated a more positive attitude toward advertising on the following media channels:

Table 1: Consumers' preferred advertising channels worldwide

• Cinema advertising tops the list in four of the seven countries surveyed (Australia, Germany, the UK and the USA). In Brazil and China, sponsored events top the list. Print media and digital out-of-home ads also rank highly with consumers.
• While online formats are generally less popular than offline formats, consumer attitudes toward branded influencer content, podcast ads and streaming TV advertising are generally more positive.
• Across all formats, consumers are most frequently exposed to advertising on TV and video platforms. Across the variety of environments and formats measured, some conflicting views are evident among consumers. The study reveals that advertising in some environments is seen as fun, high-quality, relevant and trustworthy, while other environments are disliked for oversaturation and repetition.
• Despite consumer preference for offline ads, the marketing community's focus remains on digital engagement. Marketers' platform priorities are therefore at odds with consumer preferences. The industry's preferred ad platforms are (in order) online video ads, TV ads, social media newsfeed ads, streaming TV ads, and social media stories.

Global ranking of digital platforms 

Across a selection of global digital platforms, Kantar also measured consumers' views of advertising on the social/content platforms they use. Based on eleven variables, TikTok achieved the highest global ad equity rank. The top five digital media for advertising from a consumer perspective are:

Consumers' preferred digital advertising platforms worldwide:

1. TikTok
2. Instagram
3. Snapchat
4. Google
5. Twitter

In the digital environment, consumers and advertisers agree on established digital platforms such as Google, Instagram and Twitter. However, consumers are generally more positive about advertising on newer platforms such as TikTok, while advertisers prefer more established brands such as YouTube.

In contrast to the overall channel rankings, ad equity is generally higher for global digital media brands than for local (offline) media brands. It seems that the "general weaknesses" of online ads are less problematic for most of the premium digital environments in our study.

Outlook: Advertising Spending 

During the COVID 19 pandemic, 60 percent of companies reported reducing their marketing spend - 30 percent significantly**. The pandemic has led to a greater focus on brand purpose and digital transformation. Possibly as a consequence, marketers are now evaluating campaign appropriateness and advertising receptivity over ROI and cost considerations when making media budget decisions.

The spending shifts are largely in line with the changing media habits of consumers, who turned more to online during the pandemic than before. Budget/resource allocations to digital channels have increased as a result of COVID-19. Investments in offline media have decreased in response to the lockdowns in most countries.

The shifts of 2020 are likely to accelerate further in 2021, especially for online video. Global platforms such as YouTube, Instagram, TikTok and Google will certainly benefit most from this. Television is expected to recover along with digital outdoor advertising. For most other offline media, the challenges of 2020 are likely to continue into 2021.

"Understanding where great advertising can best flourish is becoming increasingly important," commented Duncan Southgate, Global Brand Director, Media at Kantar. "Our research shows that consumers are differently receptive to advertising across different media channels, platforms and formats. The rush to digital channels is understandable given the targeting and measurement opportunities, but oversaturation, repetition and excessive targeting in some environments can make this approach counterproductive. Advertisers and agencies need to develop a more quantifiable understanding of "medium as message" and the impact of their chosen media channels and platforms on their brand objectives. Media platforms need to manage the value of their advertising offering with both consumers and marketers in mind. That means they must regularly offer innovative ad formats to meet the needs of advertisers - while entertaining consumers and securing their attention."

After nine years as a digital strategist, journalist and community manager at Schweizer Radio und Fernsehen SRF, the 31-year-old set up his own business at the beginning of September. "I want to support people so that they can perceive the changes positively and retain their curiosity in the transformation process," said Weber in a statement.

Understanding digitalization as a cultural change

Looking at the Swiss economy, Weber notes that only a few companies have well-founded digital processes in place. "Customer needs often only play a subordinate role in the development of new products, services and structures". The much-cited agility is also often only present in theory in the newly developed processes. This is where Konrad Weber wants to start. As a consultant and coach, he sees strategy work as a collaborative work process in which implementation is jointly supported: "Only a holistic approach leads to success. Changes to processes, structures and the culture of an organization must be comprehensible," says Weber. For Konrad Weber, the focus of his strategy consulting is therefore primarily on people, because: "It's not just the boardroom that has to understand the change, but every single employee should be able to support the change out of conviction."

Weber was able to build up his expertise during his more than twelve years in the media industry. From start-ups to large companies, he has always seen himself as a bridge builder between content and new technologies. Weber is convinced: "Other industries can benefit enormously from the lessons learned from the digital transformation in the media and communications sector."

At the time of the 100 percent takeover of Admeira by Ringier in February 2020, it was announced that the marketing of Ringier's own print and digital offerings would be handled by Ringier itself in the future and that Admeira would focus exclusively on TV marketing (Werbewoche.ch reported). The corresponding teams have since been transferred to the newly established print and digital marketing unit Ringier Advertising. The Ringier Brand Studio, which specializes in the further development of advertising formats such as native advertising and content cooperations, will also be integrated into the new Ringier Advertising unit.

Thomas Passen will head Ringier Advertising as Managing Director from October 1, 2020. Passen is responsible for advising clients on the conception, creation and distribution of content-based communication concepts (Brand Sales). The management team of Ringier Advertising also includes marketing professionals Roger Baur (Reach Sales), Admeira CEO Frank Zelger (Operations) and Fabian Zürcher (Ringier Brand Studio). A total of 165 employees work for Ringier Advertising. At Ringier Group Executive Board level, Alexander Theobald is responsible for the marketing unit in his function as COO Ringier Switzerland.

Uncertainty, high development dynamics and new forms of collaboration pose challenges for many companies. There is often a lack of orientation and a culture that enables transformation. Against this backdrop, translating strategy into effective communication and making it tangible within the company becomes a key factor. This transformation communication creates orientation, creates meaning and thus opens the way for change.

Holistic solutions instead of isolated solutions

"Over the past 15 years, I have supported and accompanied strategic changes at the interface of strategy, culture and communication," says founder Gregor Herbst. The aim: holistic solutions and connectable platforms that create more meaning, more impact and more value. Because the time for isolated solutions from silos is over, for corporations and SMEs alike, Herbst explains in a press release. "This is where I want to contribute to success with my know-how and my experience from large projects".

One example of his work is Mobiliar's strategy communication, which Gregor Herbst developed and implemented at MetaDesign. The multi-stage transformation campaign initiated change throughout the company and prepared Mobiliar for the digital transformation. Other examples include employer branding for Swiss Post, in which internal branding, community building and HR content marketing were merged, and the introduction of the newsroom organization, where culture, organization and communication had to be harmonized in a moderated process.

Success factor close cooperation

Complex challenges require partners who can translate the most diverse requirements into coherent solutions. "My clients often give me the feedback that they appreciate the way I work in a networked way across all disciplines - and that I think in a visionary way and also implement pragmatically," says Gregor Herbst. He is used to working closely with clients, always in the role that serves the project: "Depending on requirements, I develop strategies and concepts, advise and support managers as a co-pilot or complement the internal or external team as a co-creator".

The new consulting and services company offers services ranging from purpose development, strategy and transformation communication, HR and content marketing to newsroom development. Current clients come from the finance, service and culture sectors.

Alan Wey is a Brazilian-Swiss dual citizen, comes from Lucerne and is a model. He combines "the Brazilian fire and charm with the Helvetic seriousness and reliability," according to a statement Monday. "The Swiss-born gentleman" has "worked his way up with a lot of ambition from a construction worker to a sales consultant in the insurance industry."

Other interesting facts: Wey keeps fit with Latin American dancing and soccer, is always in a good mood, has a family of 100 (mostly in Brazil) and the Brazilian joie de vivre in his blood. He dreams of having his own family with children. Requirements for the necessary woman: humorous, spontaneous, adventurous.

The interested TV audience will find out whether there is a suitable candidate and whether Wey will find his happiness in the coupling show from Monday, October 19, 8.15 p.m. on 3+. (hae)

In addition to a name change, new member categories were introduced, a code of values adopted and a new certification process approved. The former Alliance of Swiss Advertising Agencies ASW is now called the ASW Agency Network. And although hardly a stone was left unturned, the voters stuck to the basic rule of "owner-managed communication agencies".

Network as a model for the future 

The change of name from Alliance to Agency Network is intended to better reflect the actual purpose of the association: An association of different agencies that connect with each other, exchange ideas and thus benefit each other.

"We are convinced that the move from an alliance to an agency network is the right one and that member agencies will be able to benefit even more in future. Not only in the area of further training and legal issues as before, but especially in the exchange among each other," says President Ivan Zumbühl.

In future, the ASW agency network will have an interdisciplinary structure. The agency compartment will be opened up and the network will thus offer space for specialized agencies.

New member categories

The ASW agency network now recognizes two new member categories, namely lead agencies and focus agencies. While lead agencies have a proven command of all instruments in the communications universe, focus agencies concentrate on specific segments of this universe, or to put it more strikingly: lead agencies can write coherent scores for a variety of instruments, conduct the entire orchestra and inspire the audience, while focus agencies stand for individual groups of instruments, for example wind instruments, percussionists or strings.

The code of values as a fundamental commitment 

Unique in the industry is the Code of valueswhich the members of the ASW agency network have adopted and which also applies to future members. This code of values forms the basis for subsequent certification.

New member categories

The ASW agency network now recognizes two new member categories, namely lead agencies and focus agencies. While lead agencies have a proven command of all instruments in the communications universe, focus agencies concentrate on specific segments of this universe, or to put it more strikingly: lead agencies can write coherent scores for a variety of instruments, conduct the entire orchestra and inspire the audience, while focus agencies stand for individual groups of instruments, for example wind instruments, percussionists or strings.

The code of values as a fundamental commitment 

Unique in the industry is the Code of valueswhich the members of the ASW agency network have adopted and which also applies to future members. This code of values forms the basis for subsequent certification.

Certification instead of entrance exam

"Our clients want guidance and investment security," explained Ivan Zumbühl, President of the ASW agency network. "That's why we have retired the previous entrance exam. It has been replaced by a transparent certification process. It consists of 20 certification fields, all of which are publicly visible. This allows our members' clients to see that they can trust agencies whose qualifications are well above average."

However, this also means that membership for life is over; in future, recertification will be due every three years, Zumbühl added.

Advertising service contract became agency service contract

Rather incidentally, the industry standard was renamed Agency Service Agreement, revised in parts and made available at the new URL Agenturleistungsvertrag.ch.

Executive Board and office

The members have already elected the new Board of Directors at their Annual General Meeting on June 12, 2020 in Lenzburg and there will be no changes to the responsibilities at the head office.

The 39-year-old Laura Meyer has already been a member of the Board of Directors since 2019 and is therefore already very familiar with the travel company. She also brings extensive digital and entrepreneurial experience to the future of the Hotelplan Group. "The travel industry is undergoing an unparalleled structural change towards digitalization due to the serious consequences of the corona virus. I am convinced that Laura Meyer, thanks to her background of experience in this area, will provide important new impulses for the future of the Hotelplan Group that are oriented towards the needs of customers," explains Fabrice Zumbrunnen, President of the General Management of the Federation of Migros Cooperatives and Chairman of the Board of Directors of Hotelplan Group.

Meyer holds a Master of Law from the University of Zurich and a Master in Business Administration INSEAD. Most recently, she was Executive and later Managing Director and Head of Digital Distribution & Analytics at UBS Switzerland since 2015.

Thomas Stirnimann has led the Hotelplan Group since November 2012. He will continue to lead the Hotelplan Group until the end of the year, pending a change of CEO, which has been planned for some time, and will then strengthen its Board of Directors from January 1, 2021.

CH Media and Galledia are further strengthening their partnership: as of October 1, 2020, Galledia will take over all association media from CH Media (Persorama, Swiss Music Newspaper, Swiss optician) and the rights to manage third-party orders in the publishing business for other titles. All employees will be taken over. The parties have agreed not to disclose the purchase price.

For Galledia, the transaction is a sensible addition to its existing portfolio: the company is strengthening its positioning as a specialist in association and publishing services. "CH Media's association publications are established titles that are well established on the market and represent a real enrichment for our publishing portfolio. We are convinced that together with this organization we will be able to further develop the association media business unit in a sustainable and innovative way," says Daniel Ettlinger, CEO of the Galledia Group, which also includes Werbewoche.ch, the Advertising Week and m&k belong.

"The sale of the association media is in line with CH Media's strategy of focusing on the two main pillars of publishing and entertainment. With Galledia, we are handing over the magazines to a strong partner whose great expertise will ensure the continued existence of the titles and their marketability in the long term," says Roland Kühne, Chief Operating Officer and member of the CH Media Executive Board.

CH Media and Galledia already work together in the regional newspaper business. In addition, CH Media sold all shares in Multicolor Print to Galledia in June 2020 with retroactive effect from January 1, 2020.

The lecturers include Tobias Zehnder from Webrepublic, René Schwarz from Jung von Matt, Michael Hinderling and Dan Nessler from Hinderling Volkart, Tom Zeller from Google Zoo London and Robert Andersen from Jung von Matt/nextAlster.

At two online info evenings on September 29 and November 18, both courses will be presented in more detail. Due to the current situation, these info evenings will take place online via MS Teams. Registration takes place via the Ad School website.

Lessons with safety concept

The courses themselves will take place as face-to-face classes, and the HWZ's Covid 19 security concept will be applied. However, one is prepared for all cases that hopefully will not occur, says Peter Brönnimann, president of the Ad School.

Both courses are recognized by the HWZ Hochschule für Wirtschaft Zürich as "Certificate of Advanced Studies ZFH (CAS) in Creation and Strategic Planning".

In April 2020, the first social media formats were launched on Instagram and Facebook on the community's individual work situation and with digital hacks. From August 2020, Jung von Matt/Limmat and the telecommunications provider ignited the next stage of the campaign: A limited number of cell phone cases were designed from a huge Wingo advertising banner in collaboration with the young Zurich label Powch. In addition, Wingo launched its own podcast, which portrays people who have gone their own way and achieved something on their own. The new Social-Driven Creativity team from Jung von Matt/Limmat is largely responsible for the Hero Content. (Werbewoche.ch reported).

Recycled Phone Bag by Wingo and Powch

The phone cases were given away via Instagram and Facebook, a landing page, and 20 Minutes Lifestyle and an influencer campaign starting in August 2020. The limited-edition collection focuses on the reuse of a mega-poster that is no longer needed - the Powch label typically works with leather scraps left over from upholstery work in its own collections. The result is 100 cell phone cases, all of which are unique due to the pattern of the poster.

Unfiltered insights

Together with Zurich podcaster Mélanie Breitinger, Wingo presents a monthly podcast featuring people who have successfully forged their own path. The first guest is Christina Tobler Obregoso, owner of the Barranco restaurant in Zurich, which she opened against all odds in her mid-20s. Future guests come from various industries such as retail, sports, design, start-ups, and music and entertainment. "#unfiltered: The Wingo Podcast" can be subscribed to on Spotify and all popular portals.

For the appearance of the event, a subject was developed that stylishly and pointedly stages the fashion metamorphosis that visitors can experience during the Fashion Days: with moving images on e-boards, Insta-Story, posters, banners and at the POS.

The willingness to provide first aid is high among the population - but only every second person feels able to do so. These are the findings of a recent study by the Swiss Red Cross and health insurer Helsana. The reason for this is a lack of or outdated knowledge.

Providing help, saving lives

With a national campaign created by Jung von Matt/Limmat, Helsana is raising awareness of the importance of first aid among the Swiss population. The aim of the emotional campaign is to encourage everyone to get to grips with the subject of first aid and refresh their own knowledge. The 30-second TV commercial tells the story of a young man who unexpectedly becomes a first aider at the bus stop in the morning.

The narrative mechanics of the film are completely backwards: The film begins with the first aid situation and then shows the first aider's journey from the scene of the incident to home. The images are shot in slow motion and accompanied by composed music - the sound effects are played backwards like the moving image. "Are you ready to help?" is the question at the end of the TV commercial, addressing viewers directly.

A commercial designed to shake things up 

Each and every one of us can suddenly find ourselves in the same situation as the first aider in the movie: you start the day without knowing that you will soon be providing someone with vital help. This is a wake-up call and raises awareness of the importance of first aid. The commercial will be shown on TV, in cinemas, online and on social media.