Nursing professionals, midwives, occupational therapists, and physical therapists receive the tools they need to enter practice with a bachelor's degree at the ZHAW. The ZHAW would like to encourage more of them to additionally tackle a Master of Science degree in order to meet the diverse challenges in healthcare.

The new short clip takes a tongue-in-cheek look at the limits that professionals with a bachelor's degree can encounter and invites them to take a closer look at a master's degree program.

Seed developed and realized the film in close cooperation with the ZHAW's study program managers. The film will be shown online and at information events.

Hardly any other industry has been hit as hard by the coronavirus crisis as the meetings business. Naturally, the "new normality" will therefore also be a topic at the 9th Conference Arena. "There are many questions that are currently affecting our industry," explains Managing Director Roger Schaer. "How can effective meetings be organized even under the conditions of the pandemic? What are the best protection concepts for event organizers and venues? What about the digital infrastructure for hybrid meetings or purely online events? We want to provide answers to these questions on February 10."

For the first time as a hybrid trade fair

The Conference Arena has also adapted to the new conditions. For the first time, visitors will have the opportunity to participate in the trade fair not only live on site, but also completely digitally in the livestream via the Plazz mobile event app and interact with the exhibitors. The hybrid trade fair is part of a comprehensive protection concept. The aim is for visitors to be able to experience the full diversity of the MICE industry without any worries, explains Roger Schaer. In addition to business locations such as the Cambrian Adelboden or the Dorint Hotels & Resorts, numerous social activity providers with supporting programs such as ice carving or blowpipe shooting, caterers, technology providers such as SmARTec and inspiring keynote speakers will also be presenting themselves at the trade fair.

2nd International Speaker Slam

The 2nd International Speaker Slam, which is organized in collaboration with Speakers Excellence and hosted by Sven Epiney, will also be held. 20 speakers will compete against each other in five-minute inputs to convince the jury.

In collaboration with Carbon-connect, the Conference Arena is one of the first trade fairs in Switzerland to be completely climate-positive.

The completely redesigned website is the last implementation of the new look that the Casino Theater gave itself last year (Werbewoche.ch reported). This unites the three mainstays stage, restaurant and events in a playful way.

With its modern tile design, the site offers intuitive visitor guidance according to target group. The audience does not have to do without proven elements such as Responsive Design or the possibility to order tickets online in the playbill. "The new site clearly visualizes the three pillars of the theater and underscores the diversity of our cultural activities," says Beat Imhof, Managing Director of the Casino Theater.

The relaunch was designed and implemented by the Zurich agency Art.I.schock. This agency was already responsible for last year's relaunch and also designs all of the Casino Theater's advertising materials.

Switch was established in 1987 as a foundation under private law by the federal government and the then eight university cantons and is an integral part of the Swiss university community with core competencies in network, security and identity management. As an independent partner, the foundation networks and bundles the know-how of all stakeholders within and outside the academic world. Together with them, Switch develops and improves holistic ICT solutions.

"Heads convinced us with the depth of their analysis and their approach. We are now looking forward to using Brand Profiling to track down our brand essence and position ourselves even more successfully vis-à-vis our stakeholders," says Christine Lanner, Head of Business Unit Management Services and Deputy Managing Director of Switch.

Jung von Matt/Limmat launches a young team of creative content creators. Their social-first mindset is the foundation for social-driven creativity and is designed to take brands where they want to go: Directly into the feeds, minds and hearts of their target groups. Together with their clients, they design relevant branded content, implement it in-house and optimize the content on an ongoing basis. Digital and social communication is understood as a playground for brands to tell stories authentically and at eye level. The team is already supporting its first brands.

The "Starting Seven

Jonas Bayona was most recently Head of Communications at Openair Frauenfeld. Before that, the 32-year-old was co-founder, creative director and co-team leader of the Izzy Magazines is responsible for the creative processes and the commercial as well as editorial content of the medium.

Christoph Kinsperger has already had dark green blood for seven years. Most recently, he was Executive Project Director Content & PR at Jung von Matt/Limmat. Before that, he was Head of Communications at Blofeld. Before his time at the agency, the media science graduate worked as a journalist for various music and culture media such as Viva Schweiz, Word or Most Magazine.

Alexander Thöny has been working in the social media sector for ten years and has been responsible for successful social campaigns for clients such as GIMS, swisspatat and Wingo for two years as a concept developer and project manager at Jung von Matt/Limmat.

Over the past four years, Jeannine Schnetzler's social campaigns have made the Swiss sneaker store Titolo one of the most important addresses on the global sneaker market. She holds a CAS in Design Leadership.

Laura Meister studied political science and organized, among other things, the Digital Switzerland Day. She was also responsible for the social channels of the most important Swiss digital event.

Raymi Mendoza is a trained graphic designer and JvM returnee. In addition to his work at Jung von Matt/Limmat, he has his own clothing label and is responsible for his own party series.

Adam Keel worked, among others, as a video producer at SRF and at Izzy. As part of his diploma thesis at the ZHdK, the storyteller and tinkerer launched the Mobilejournalism.ch explanation platform.

The Xaver Award of Expo Event Swiss LiveCom Association takes place for the first time in autumn instead of spring as usual due to the Corona crisis (Werbewoche.ch reported). Due to the current situation, Expo Event is limited to a redimensioned realization on October 1 in Zurich's Maag Hall. Among other things, this has an impact on the number of attendees; this year, only 300 people - invited guests as well as event staff - can be on site.

Strong safety concept, streamlined program

The event will be flanked by a watertight protection concept that goes far beyond the requirements imposed by the federal government for events with 300 people. This should have a signal effect for the entire event industry, as the association's president Eugen Brunner explains in a press release. It is with a heavy heart that Expo Event is also giving up its very popular networking platform in the form of an aperitif or after-show party, as well as the newcomer format Xaver neXt.

"Spotlight on" for the best events of 2019 

As special as the times are, one thing remains the same: the high quality of the projects vying for the coveted Xaver awards this year. In total, the 37 Inputs from the previous year. No pre-selection of nominees was made in advance, so there is high tension for all participating project teams until the day of the awards ceremony.

The projects will be judged by an international jury of experts made up of representatives from a wide range of sectors and fields such as industry, services and science. Matthias Kindler, keynote speaker and consultant for live communication, brand experiences and event marketing, will act as jury president for the last time. New to the panel this year is show producer, director and choreographer Nadine Imboden.

As usual, the public can vote for the Public Xaver from all the nominees. Interested parties can also participate on Xaver-Award.ch. Due to the limited number of guests, the Xaver Award will be broadcast as a livestream for the first time on October 1, starting at 7:00 pm.

"At Advery, they train young people in difficult situations. They know the challenges for young adults around new media. Of course, this fits perfectly with our project," explains Regine Rust, head of the Stiftung Suchthilfe St.Gallen. The original idea was to go to schools with an information stand and distribute double-sided cards, each with a question on the front and an answer on the back. As a result of Corona, however, this idea had to be abandoned.

Accordingly, an online solution for this action has now been developed together with Advery. The cards are now available on the website Appschalten.ch and can be easily used via smartphone. When the card is tapped, it rotates, revealing the answer.

In a first step, Advery developed the naming. Finally, the name "AppSchalten" was chosen for the project - a name that picks up on the theme with a wink. In a second step, Advery created the corporate design for all campaign instruments. This includes the information stand with rollups and posters, table displays for the refectories and online displays. The design with the speech bubbles is based on the display of WhatsApp messages. Bright colors were chosen for the background to support the friendly, playful character of the campaign.

Since Monday and until Thursday, the experts of the addiction center are with their action at the KBZ St.Gallen and thus start AppSchalten officially.

According to the survey, more than half of consumers completely ignore brands when they misrepresent themselves on the social web.

"Being different for attention"

"Brands face many difficulties in terms of their personality. They have to express themselves, but not offend anyone. They have to be different and attract attention, but also show a friendly and professional tone when customers have a problem," says Adzooma.

The analysts conducted the survey among 378 consumers. 57 percent prefer to buy from brands with strong personalities. 35 percent prefer a friendly tone. In each case, 13 percent prefer to see a professional or a funny brand character. Only 2.4 percent like a sarcastic tone.

"Personality is a tool"

According to Adzooma, brands should definitely not try to use youthful language or memes in order to keep up with the times. Only a few companies, such as the US fast food chain Wendy's, are able to build a convincing social media identity in this way. The target group and context are also important for the tone. 31 percent of respondents want brands to have a mix of different personalities that adapts to the relevant situation.

"Brand personalities are not permanent. They are a tool used to attract the attention of customers and strengthen the relationship with them. However, they cannot be used in all areas of business. Nor should we expect them to, because brands are not individual entities. They are made up of different people, which is why they need many facets," says Adzooma. (pte)

The spread of the novel coronavirus and its impact on the global economy has left consumers feeling uncertain about their financial future and unwilling to make large purchases. Car manufacturers have also suffered from disruption to their supply chains as production has been shut down in different countries at different times. With the pressure on supply and demand, car brands slashed their advertising budgets as the severity of the crisis became clear. The months of April and May saw the sharpest decline in most markets. Since then, year-on-year declines have eased and Zenith expects to see a gradual recovery as the year progresses.

"In Switzerland, the picture is even more dramatic in an international comparison. Here, the market for automotive advertising has collapsed by 38.8% this year, which is significantly more than the global average," explains Maria Brinkmann, Managing Director of Zenith Switzerland. "Spending is down by double-digit percentages in all media categories. Cinema is losing the most (-70.4 percent). Digital advertising got off relatively lightly with a drop of 29.8%."

Above-average growth in advertising revenue expected in the coming years

For 2021 and 2022, Zenith anticipates above-average growth in automotive advertising spend of 10.5% in 2021 and 11.4% in 2022. Initially, this year's sharp decline will ease the comparison in 2021, but delayed purchasing decisions and a continued reluctance to use public transportation are expected to lead to the first increase in car sales since 2017. This motivation will also spur continued growth in automotive advertising in 2022.

Nevertheless, automotive advertising in 2022 will not yet return to the level of 2019, but will be 2.8% lower than in the year before the coronavirus outbreak despite a rapid recovery. Automotive advertising will therefore recover less strongly than the overall market, which is expected to be only 0.6% below the 2019 level in 2022. In the years after 2022, automotive advertising has the potential to outperform the market again.

"For Switzerland, we expect a strong increase in automotive advertising investments of 29.7% in 2021 and another moderate 0.9% in 2022. However, the 2019 level will not be reached here either by 2022. There is a gap of 100 million francs," says Maria Brinkmann.

Car brands invest largely in digital advertising - but less than the market 

Digital advertising is the single most important channel for automotive brands. Nevertheless, automotive brands invested around 42% of their budget in digital channels in 2019, while the average brand across all sectors spent 49% digitally. Automotive brands are also less prominent in magazines and out-of-home.

Television is the second largest channel for automotive advertisers. This is where they spend significantly more of their budget (32 percent) than the average brand (27 percent). Television remains an important platform for building brands for their mass audiences, although premium digital environments are starting to take over this role for some audiences. Car advertisers are also spending more money on cinema, which is good for brand building with a young, relatively well-off audience. They also invested in radio advertising, as radio is often listened to in the car and therefore proves to be a particularly relevant medium for motorists.

Worldwide, automotive brands invest significantly more in newspaper advertising (11 percent) than the average brand (7 percent). This is mainly due to two markets: Germany and India. In both countries, newspapers still have a wide reach among well-educated, affluent readers. Car brands are capitalizing on their ability to communicate more detailed information such as brand values, specifications and accessories.

"In Switzerland, too, car manufacturers invest the most, namely around a third of their advertising budget, in digital measures," explains Maria Brinkmann. "The second strongest channel is TV at 27%, closely followed by out-of-home advertising at 22%. In our view, out-of-home advertising will even overtake TV by 2022."

Digital advertising: the only channel forecast to grow 

Zenith predicts that the digital channel will be the only channel where car brands will spend more in 2022 than in 2019. Brands will focus more on premium digital video to offset declining primetime ratings and make better use of their customer data to better target digital advertising. Even before the pandemic, digital channels were becoming increasingly important in the path to purchase, and the pandemic has only accelerated this trend. Zenith expects this to continue in the coming years. Car brands are forecast to spend around nine percent more on digital channels in 2022 than in 2019.

In Germany, digital channels will not recover as quickly, meaning that investments in them will not reach the 2019 level in 2022 either.

Newspapers and magazines have been losing market share for years as their readers migrate to the internet. Zenith predicts that by 2022 they will barely regain any of the advertising revenue they lost in 2020. Newspaper advertising revenues will therefore be 27% lower in 2022 than in 2019, and magazine advertising revenues will fall by 28%. In contrast, out-of-home and cinema will recover strongly in 2021 and 2022, following even greater losses in 2020. Nevertheless, Zenith expects out-of-home advertising to decline by a net ten percent between 2019 and 2022, while the number of cinema ads is expected to fall by 16 percent.

Television and radio will remain important media for automotive advertising, with relatively modest declines of six and seven percent respectively between 2019 and 2022.

Australia and Canada as pioneers in digitally led automotive marketing 

Australia and Canada are the most advanced markets for digital advertising in the automotive industry, each spending more than 70% of total spend on digital channels. Even here, there is potential for further growth - the share of digital spend in Australia is expected to increase from 75 percent in 2019 to 79 percent in 2022 and from 72 percent to 75 percent in Canada.

In other markets, the growth potential is even higher, especially in those that are currently lagging behind. Zenith forecasts that the digital market share of car advertising in India will increase from 15% in 2019 to 23% in 2022, in Switzerland from 27% to 33% and in the USA from 31% to 38%.

"The coronavirus recession has hit automotive brands particularly hard, making it especially important for them to adapt to changing consumer behaviors and needs," says Jonathan Barnard, Head of Forecasting at Zenith. "Brands that have moved closer to their customers online by investing in first-party data and personalized communications will be well positioned to benefit from the resurgence in demand during the recovery."

In Richter's show "What to watch," everything revolves around entertainment. Together with fellow presenter Vania Spescha, Frank presents the latest blockbusters, streaming gems and highlights from linear TV. The live show is enriched with games, gossip and interactive elements. "It's not a classic TV show. The show is extremely entertaining. Vania and I complement each other perfectly. It will be very funny for the viewers, ...hopefully," says the comedian.

The first episode of "What to watch" airs Oct. 9 on Blue. The faces of the new format include Frank Richter and Vania Spescha as well as Anthony Ackermann and Serap Yavuz.

The last few years have shown that companies are increasingly no longer committing to one sales strategy alone, but are also using other forms of integrated sales alongside franchising in order to achieve sustainable growth. The reasons for one distribution system or another can be complex: either the system provider wants to grant the distribution partner more rights and freedom, or not.

According to the association, an opening beyond franchising proved to be obvious, as integrated distribution models have similar subject areas. Swiss Distribution would now like to start at this point and promote the discussion about integrated distribution systems.

What is the new association doing?

Swiss Distribution promotes discussion among members on all issues relating to integrated distribution and works with educational institutions to provide training and further education for distribution experts. Topics such as sustainability in corporate management are also on Swiss Distribution's agenda.

Strong growth in the association

In addition to the already proven team of McDonald's Suisse represented by Thomas Mosimann and RE/MAX Switzerland represented by Rainer Jöhl, the association is gaining strong new members on the board with Coca-Cola HBC Switzerland represented by Martin Kathriner, Läderach Switzerland represented by Marco Heyn, and Valora Switzerland represented by Pierre-André Konzelmann. Rainer Jöhl, CEO of RE/MAX Switzerland, will take over the chairmanship. Dr. Christoph Wildhaber and now Melanie Käser together with Barbara Kehl will manage the board.

Selligent Marketing Cloud, a B2C marketing automation platform, released its third annual Selligent Global Connected Consumer Index on Tuesday. The international MarTech provider surveyed 5,000 consumers worldwide about how the pandemic is affecting their consumer behavior and how their expectations of brands have changed. What is important to consumers today? What do they expect from brands in the future? How can marketers better meet those expectations? The study not only offers deep insights into the personal values of the respondents, but also shows what impact the economic and social consequences of COVID-19 have on purchasing and consumption behavior.

Less work, more focus on the essentials

Short-time work, layoffs, wage cuts - these have affected 75 percent of consumers. As a result, a majority (60 percent) have changed their shopping habits to focus on essentials such as food and hygiene products. In addition, consumers now shop online more frequently (36 percent do so weekly) - before COVID-19, 28 percent did so. After the initial shock, lockdown and self-isolation, many respondents seem to have adjusted to the "new normal." Most expect to stay home even longer. In fact, 58 percent of consumers firmly anticipate a home office future, and 56 percent said they will soon be making new purchases to make remote work still possible.

Understanding, patience and closeness: The new values

The past few months have not been easy for anyone: consumers are aware of this. 38 percent agree that brands have made significant efforts to improve the overall customer experience over the past year, and they understand the impact of the pandemic on customer service response times: 93 percent expect a response within 24 hours - a decrease of 3 percent from 2019. And customers would like to feel that same understanding from brands: 81 percent appreciate goodwill when it comes to returns or cancellations. And respondents' fears and anxieties should be addressed by brands: 76 percent want clearly communicated security protocols and 64 percent want mobile and contactless pickup or check-in options.

Communication: digital, real-time and relevant please

When everything is out of control, omnichannel communication becomes more important than ever: 76 percent of study participants expect real-time updates from brands via app or cell phone (59 percent) or email (33 percent) to inform them of delays or changes regarding a purchase. 71 percent want the ability to see product availability before ordering online or going to the store. Reliance on telephone customer service as a first point of contact has dropped ten percent this year to 33 percent, underscoring the importance of customer service that is available through all channels - including email, chat, social media and SMS.

When brands interact, the interests and needs of customers should be paramount. Although customers appreciated empathy at the beginning of the pandemic, they have grown tired of all the empathetic messaging. Consumers want action, not words. Two in five respondents said they have unsubscribed from at least three email lists in the past six months, with 55 percent citing "too many emails" as the reason. Fifty-four percent reported that sales and special offers are the most valuable content to receive - especially in light of consumers being more cost-conscious and value-oriented. This also has a critical impact on loyalty: although customer experience is still key to brand loyalty, price (24 percent) and product and service quality (26 percent) influence shoppers ahead of brand name (8 percent). 51 percent believe free products and perks are the best ways for brands to show compassion.

An exciting development can be seen in the data protection question: In view of the shift to online shopping, seamless experiences are becoming increasingly important. While the majority of consumers (64 percent) still believe that data protection is more important than online experience, this figure fell by ten percent compared to the 2019 study.

"Knowing how drastically the pandemic has changed consumers, marketers will be able to better predict and address the unique needs of their customers," said Karthik Kripapuri, CEO of Selligent Marketing Cloud. "With an ear for the customer, a nose for opportunities to meet their customer needs, and programs that reward buyers for their loyalty, businesses will be able to not only survive, but thrive in these challenging times."