"A Cappuccino in Bed" from Galaxus is the most popular commercial among YouTube users in Switzerland. However, the online retailer is also represented with two other commercials in the top 10 of the annual "YouTube Ads Leaderboard" ranking. Second and third place go to Switzerland Tourism with "Ich brauch Schweiz" and the FOPH with "Jetzt nicht nachlassen".

Galaxus leads the ranking in 2020 with entertaining storytelling from everyday life: Two spots from the series about the cappuccino in bed at the crack of dawn are represented in the ranking. With the humorous 2020 advertising campaign, which was created in-house, Galaxus expresses its claim "We have the products, you have the life" as authentically as usual.

Lots of storytelling & education

Dennis Tietz, Strategic Partnerships Manager & Video Lead at Google Switzerland, comments on the importance of YouTube as an indispensable platform for brand communication in Switzerland: "Over six million people in Switzerland now use YouTube every month. YouTube now plays an increasingly important role in the everyday lives of many Swiss people, especially in challenging times like last year. YouTube has also become an important platform for advertisers and agencies to communicate information and brand message. I would like to congratulate all the winners of the YouTube Ads Leaderboard who have managed to reach their respective target groups on YouTube through different creative concepts - and even appeal to or even entertain them in a creative way last year."

The other places in the Switzerland 2020 ranking include Switzerland Tourism with 2nd place, the FOPH three times with 3rd, 7th and 9th place, Galaxus another two times with 4th and 6th place, Fiat with 5th place, Frankly with 8th place and Denner with 10th place.

1. galaxus - A cappuccino in bed- galaxus tv spot

2. MySwitzerland - I need Switzerland.

3rd BAG OFSP UFSP - Don't slack off now.

4. galaxus - Thank you! - Galaxus TV commercial (extended version)

5th Fiat - The new Fiat 500 la Prima | All-in with Leonardo DiCaprio

6 Galaxus - The early bird catches the worm - Galaxus TV commercial

7th BAG OFSP UFSP - New Coronavirus - Isolation

8 Frankly. - Don't let just any kangaroo touch your private pension plan

9. BAG OFSP UFSP - Together - BAG Coronavirus

10. denner - The witch - Directors Cut

The aging brand presence of Fundus underwent a complete rebranding. In addition to developing the new logo and the entire corporate design, Teil.ch implemented the online and offline communication tools.

The new responsive website offers clearer user guidance so that site visitors can quickly find their way around. A timeline with text, images and soundtracks was developed to bring the company's history to life. A newly designed job website is intended to support the recruitment of qualified team members. Other products are currently being implemented, including the new annual report.

In the working world, communication is more digital, but also more personal, selective and direct. Never before have there been so many podcasts, virtual spaces for exchange, and digital chats. "Inspiring dialog with others, being perceived and appreciated as an individual, being allowed to be authentic, and communicating at eye level are current desires of people in the modern working world - but also in professional networks," says Sabrina Zeplin, Managing Director of Xing. This is also shown by the network's study, which surveyed its members about their personal communication behavior and wishes in professional social networks.

More space for personal communication desired

The increased desire for more individuality is also reflected in members' communication behavior. Asked about their communication preferences, 8 out of 10 of the Xing members surveyed say they feel more comfortable in small, protected communication spaces or in individual dialog. Of those who feel more comfortable in protected spaces, around half say they would want to communicate more actively in professional networks if there were more room for individual communication.

At the same time, 67 percent of respondents believe that those people who are best at presenting themselves particularly well are most likely to be given a stage in professional networks. Only 27 percent think that professional expertise is the decisive factor.

"The traditional world of work continues to promote conformity instead of individuality and diversity. Social networks often add to this when they reinforce pure self-promotion and unreflective applause within filter bubbles. This discourages all those who are interested in authentic exchange and genuine conversation from becoming active themselves," Sabrina Zeplin is convinced. "We take our members' wishes very seriously and are already working on developing new solutions that will offer more room for individual communication in the future."

Individual relevance counts

When asked about their wants and needs, relevant job suggestions - even for those who are not looking - are at the top of the wish list for 56 percent of members, followed by the desire for suggestions from companies that are a good fit (53%) and an interest in exciting people and contacts (51%). Qualitative and relevant news content is what 45 percent of professional network members want.

The common denominator lies in the individual relevance for each member. Professional social networks thus become places of exchange, of being oneself, and of authentic presentation of the members. That's why Xing is currently working on providing its members with precisely those content offers, contact suggestions, or tips on jobs or events that will help them get ahead at that particular moment. Members should be able to benefit from genuine and enriching exchanges with their network.

The change in the Weltwoche Board of Directors has been entered in the Zurich Commercial Register. The personnel matter was reported on Friday by the Small Report.

The two new board members are well-known and well-connected in the media industry. Bollmann was co-founder of the commuter newspaper 20 Minuten and sat on the board of Tamedia Verlag and Basler Zeitungshaus AG. Engeler is a journalist and was editor of the Weltwoche until 2013. (SDA)

Advertisers worldwide are investing more and more advertising money in digital channels. In the process, customers, agencies, publishers and marketers are facing a variety of challenges along the digital value chain, the associations wrote in a statement on Friday.

For this reason, the IAB Switzerland Association IAB and the Swiss Advertisers Association SWA launched a so-called "transparency initiative" for Switzerland two years ago. Within the framework of this initiative, various measures have been realized so far (Werbewoche.ch reported). This included the disclosure of visibility values and unwanted traffic (ad fraud), a brand safety report, and the publication of white papers. The agency association Swiss Leading Agencies LSA has also been supporting this initiative for a year.

Now, the three associations have launched the association "Digital Ad Trust Switzerland" at the beginning of February, giving the joint transparency initiative a new name and its own legal form. Digital Ad Trust Switzerland is intended to ensure greater transparency and security in digital advertising. According to the associations, this year publishers with Swiss inventory will now have the opportunity to certify their advertising inventory with the new "Digital Ad Trust" label. Such certified publishers would guarantee their customers and agencies a high-quality inventory with maximum security.

Marketers such as Audienzz, Goldbach and Ringier Advertising have already confirmed their participation, according to the statement. The label is open to all publishers with Swiss traffic and can be acquired for the areas of visibility, ad fraud, brand safety and user experience.

The first president of Digital Ad Trust is Roland Ehrler, Director of SWA. The board includes two representatives from each of the three associations: Catherine Purgly (LSA), Beat Krebs (LSA), Urs Flückiger (IAB), Roger Baur (IAB) and Roger Harlacher (SWA).

"CommTech" means that organizations use digital tools, techniques and data to build and develop their relationships with all dialog groups. Among other things, this enables far-reaching usage and impact control and thus a new level of efficiency. In specialist literature and teaching, this had been demanded for decades under the catchword "integrated communication"; only now, however, are such demands feasible and controllable thanks to the quantifiable and flexible instruments of accelerated digitization.

On Thursday, the association ComImpact was launched by the founding board. "The initiative wants to contribute to shaping the cooperation between marketing and communications in a contemporary way," Cyril Meier, founding president of ComImpact, was quoted as saying in a statement. "In particular, the environment, objectives and instruments in their growing complexity require sound CommTech competencies." The association sees itself as a network platform for marketing and communications departments of innovative companies, agencies with digital competencies and communications service providers of all kinds.

The first activities of the association include the preparation of the symposium "Key Competence CommTech" on June 10, 2021, as well as a program of evening events for practitioners. Information about the activities of the association is currently provided by the Website.

The founding board of ComImpact:

• Alice Chalupny (the Mobiliar)
• Andreas Jäggi (Project Manager)
• Daniel Jörg (Farner Consulting)
• Cyril Meier (HWZ)
• Ueli Weber (Media Focus)
• Tobias Zehnder (Webrepublic)

Netflix and the like use an algorithm to show users what they supposedly want to see. But there is much more. But it is often difficult to catch this content. Tamedia's culture editorial department wants to remedy this situation and is therefore presenting a curated selection of series and films that can be streamed in Switzerland online every month. Readers of the Tages-Anzeiger, Berner Zeitung and Bund will be given the opportunity to submit their personal ratings.

The best premieres from Netflix, Apple, Amazon, Disney+, Sky, Mubi and Swiss providers such as Play Suisse, as well as other recommendations, for example on classics, are presented by culture editor Pascal Blum in the new "Watch It" newsletter. In it, he also presents the editorial team's streaming favorites as well as the user vote winner. The newsletter can be subscribed to free of charge on the news sites of the three newspapers.

"A Wikipedia article is never complete: Authors can make changes or add information at any time - anonymously," explains Peter Montag, Wikipedia expert at Aufgesang. "Things get tricky when people who are hostile to the company see the openness of Wikipedia as an opportunity for vituperative criticism. Monitoring is urgently recommended in order to recognize unobjective comments at an early stage."

"Large companies like to delegate the task to their PR department, which also takes care of a correction if necessary," adds Markus Franz, Managing Director of Sucomo. However, this harbors risks because they treat Wikipedia as one of many channels, even though the encyclopedia works very differently to Facebook and the like. "A Wikipedia service provider who is familiar with the community can reliably evaluate changes and react more quickly to problematic content. This is a particularly sensible option when a large number of articles and several languages are involved, as is the case with corporations, for example."

Tip: Wikipedia monitoring for Outlook

With a "Watch list" you can set up a notification when there are changes to individually selected articles. To create a watch list, it is first necessary to register with Wikipedia. If you do not make any changes to the content, you can choose any user name for your monitoring account. If an article is called up, it can then simply be added to the watch list by clicking on the star in the top right-hand corner - and removed again in the same way. Once all relevant articles have been added, the watch list can be imported into Outlook as a newsfeed. A link on the left in the vertical navigation bar leads to the corresponding web address.

The display of changes to articles is limited to a 30-day period by default. A practical feature is that there are also notes on new posts on the discussion pages of the articles - the list can also be formatted to hide small changes and bots. The watch list is a useful tool that makes it much quicker to find changes - but it is no substitute for checking and evaluating content.

Three quarters of the registrations came from companies based in Switzerland, according to the Handelszeitung writes. This is followed by companies from the USA (7.6%), Germany (4.3%) and the UK (2.0%).

As in the previous year, the company with the most trade mark applications was Baar-based S. Malhotra & Co. of Sandheep Malhotra. He was responsible for no fewer than 526 trademark applications in 2020, 84% more than in the previous year. It was followed by the pharmaceutical company Novartis (423; up 69%) and London-based Suebi Ltd (155; up 216%), which is backed by a Swiss trademark attorney. The only company in the top ten with a decline is Migros (75; down 31%).

Unruly's research revealed that Toyota's commercial featuring Paralympian Jessica Long was the best ad campaign of this year's Super Bowl. The ad evoked intense emotions in viewers with exceptional frequency and had a remarkably positive impact on brand and performance metrics.

The company, which is part of Tremor International, measured consumer reactions to all major Super Bowl LV commercials using its content testing tool UnrulyEQ and then evaluated them using the "UnrulyEQ" score. According to Unruly, the combined metric describes a campaign's ability to engage consumers and influence key KPIs such as brand preference and purchase intent.

Toyota emotionalizes the most

Four of the 44 commercials tested achieved an outstanding score of 8.1 on the 10-point scale. However, pole position went to the Toyota car brand, whose one-minute commercial generated more emotional engagement than any other commercial in this year's Super Bowl.

"The Middle", Jeep's call for national unity starring Bruce Springsteen, and Bass Pro Shop's tribute to nature, "Get Back To Nature", came in joint second place. Both spots triggered intense emotions in 60 percent of viewers. The M&Ms spot "Come Together" and the NFL spot "As One" came fourth and fifth.

Other brands in the top 10 of the ranking are Doritos, DoorDash, Anheuser-Busch and Cadillac. The Amazon, Bud Light and Pringles commercials did not make it into the top ten.

Spots generally rated positively

This year's Super Bowl ads were remarkably well received overall. They achieved an average UnrulyEQ score of 7.4, which is almost three points higher than in 2020 (Werbewoche.ch reported). The commercials also generated intense emotional responses 53 percent more frequently than in the previous year.

The Toyota commercial tells the story of Team Toyota athlete Jessica Long, which begins with her adoption by an American couple from a Russian orphanage. The video made it to first place in the ranking - according to Unruly, around 63% of viewers had an intense emotional reaction to the content. This makes "Upstream" the most inspiring of all the Super Bowl commercials tested. It also created intense feelings of joy, surprise and amazement.

These intense emotional reactions have a significant impact on the brand metrics. Together with Doritos, Toyota was the most likely to make consumers want to know more (70%). Brand preference (66%) and purchase intention (66%) are also well above the US norm.

The commercials "Legends" by Bud Light and "It Wasn't Me" by Cheetos were the most likely to make people laugh. 17 percent of viewers, more than four times the norm, found the content funny.

"This year's Super Bowl was an emotional firework display," explains Sebastian Buss, Insight & Solutions Director Germany at Unruly. "More people felt intense emotions than at any of the five previous Super Bowls we have tested. The performance and brand metrics were also far above what we've ever seen at the Super Bowl before."

"It's really interesting to take a closer look at the ads that made it to the top of our ranking," adds Jens Oberbeck, Managing Director DACH at Unruly. "While many of the campaigns feature celebrities trying to make us laugh, some of the top performers deviated noticeably from this tried and tested formula. Instead, they focus on big emotions and stories that capture the zeitgeist, such as overcoming obstacles together, experiencing freedom and nature and being good to each other. Toyota's commercial, for example, is all about the bond between mother and child, embedded in the life journey of an athlete striving for success. Similarly, Bass Pro Shops eschews celebrity endorsements and focuses on epic images of outdoor adventures. All things that move us in these uncertain times, characterized by new challenges and major restrictions."

The commercials of the top 10

On May 19, 2021, the Sales Power trade conference will be held in digital form. Marketing Day will be held in Zurich for the first time on June 29, 2021. With a new concept, in hybrid form and as a premiere event in the newly renovated Kongresshaus. This will be followed in the fall of 2021 by the Sales Power conference in live format. The three events are being planned and realized by Swiss Marketing Forum in collaboration with Standing Ovation. The partners are back at the starting line together after Standing Ovation's two-year creative project break and the event break due to Corona.

New challenges

"We are excited about the renewed collaboration and look forward to the new challenges related to the hybrid event format," says Michael Dancsecs, Partner of Standing Ovation. Uwe Tännler, President of Swiss Marketing Forum, also appreciates the proven teamwork for future events: "The common basis for our always forward-looking collaboration is formed by the values of partnership and transparency."

Standing Ovation will drive the strategic and conceptual development of the two event platforms and be responsible for implementation

Standing Ovation already developed, designed and realized the Swiss Marketing Day between 2005 and 2016. Following the reorganization and rebranding by Standing Ovation, the Marketing Tag and Sales Power events of the new umbrella organization Swiss Marketing Forum presented themselves for the first time in 2017 with a new look.

The reason for this is twofold. First, a pervasive and growing fear of data protection. According to a report by PwC, Swiss consumers are more concerned about data security and privacy than people in the rest of the world. Second, using AI for marketing solutions requires a unified data strategy. These obstacles are not insurmountable, and some Swiss companies such as Swisscom and Nestlé Dolce Gusto are leading the way in implementing successful marketing solutions.

A stronger relationship, a greater need

In this environment, the digital customer experience has never been more important. Customers and clients are becoming accustomed to the convenient, immediate nature of digital services. In turn, companies generate recurring predictable revenue. Subscription models can lead to deeper and longer customer relationships, but require more effort. A service must constantly change and improve to remain relevant to customers.

If you want to compete in customer relationship management, it's about delivering an engaging one-to-one customer experience - personalized, agile and fast - despite the lack of face-to-face interaction. You need to be ambitious, whether that means delivering AI-driven chatbots with deep customer understanding or an integrated data view that enables customer service representatives to respond to every inquiry.

However, traditional customer systems are too often siloed. They lack an intelligent process that guides the customer through their journey and ensures they receive a relevant, satisfying outcome at every step.

Big Data for a truly personalized experience

Successful brands are those that gather information at every interaction and know their customers intimately so they can communicate with them personally. This is at the heart of a transformation and is categorized as the "Experience Economy." To take advantage of this new reality, unified customer intelligence platforms can help.

By instantly capturing online and offline marketing, sales, and service data, applying machine learning algorithms to that data in real-time access, and then presenting appropriate offers to each customer, providers can not only make their customers happier and more loyal, but also position their business to be more profitable.

The big challenge: data protection

Data security has a huge impact on customer trust. Companies must ensure they have the right security protocols in place as they expand their use of customer data. As cyber threats become more sophisticated, security must be an ongoing priority in all areas of the business. With the right technology, first-party data can be linked to third-party data from the Oracle marketplace, for example, in strict compliance with all national and international regulations. In turn, companies can deliver seamless experiences and hyper-personalization - prerequisites for competing in the Experience Economy.

When you have the back office under control, you win on the front line

A customer is an individual whose needs change every day. So how can a service or a company change with him? First of all, there needs to be a holistic view of the customer and also of the company itself.

There is no universal solution. However, companies should aim for a fully integrated and intelligent infrastructure. An infrastructure that connects the front and back office via a single, networked data platform. The goal must always be to support account managers and developers so that they can make faster and more targeted decisions.

Once upon a time - in the not-too-distant past - back-office functions were of little importance to customer experience managers. The need to quickly retrieve technical customer data has changed that. However, many companies are still stuck in the past. They have separate front- and back-office systems that can't be connected without expensive third-party integration. As a result, they can't manage their inventory, supply chains, or service to meet customer needs.

In contrast, a unified solution can capture and analyze customer interaction data from both the front and back office. This helps service providers better understand changing buying behavior and preferences. It enables them to quickly introduce new offers and products and create adaptable service that delights customers.

This integrated data layer also forms the basis for intelligent, AI-powered automated systems that can scale quickly and intelligently to customer needs and requests. This minimizes the complexity of customer management, reduces human error, and instead allows employees to focus on what's really important: actually serving customers.

Swiss success stories include Swisscom, Nestlé Dolce Gusto and Bata. Swisscom has embarked on a digital transformation journey to ensure, among other things, that they can continue to provide the best service to their customers regardless of their location. To enable this, they are working with Oracle to provide the right platforms to support the best possible service for their customers.

In Switzerland, Nestlé Dolce Gusto uses Oracle's cloud-based email marketing application to reach, adapt, and cross-sell to consumers worldwide. Nescafé Dolce Gusto understands that it's not just about launching campaigns, but setting goals and improving message relevance. The technology goes far beyond just sending emails and provides excellent dashboarding to achieve this goal. Now, one-third of the brand's e-commerce sales come from leads enabled by this technology.

Another example is international footwear retailer Bata, which serves more than one million customers daily in 5,500 stores in 70 countries. The retailer is rolling out an implementation of retail-specific technology across the globe to deliver a more consistent and satisfying shopping experience with better insight into customer preferences and demand at the store, regional and country levels.

For its Special.T brand, Nestlé has implemented a multi-channel customer service platform based on the cloud. This cloud solution is tailored for use in customer services and allows the company to integrate different aspects of customer data: Chat, Customer Portal, Knowledge Base and Social Media Listening. Today, these are highly integrated and interconnected. Today, it is important that customers receive everything quickly and, if possible, in digital form.

Swiss companies are moving in the right direction. Customer intelligence platforms that work with machine learning and AI are not just the latest tools that marketers can use to segment markets, automate campaigns, or qualify and convert leads. They provide exactly the infrastructure brands need to ensure their long-term competitive advantage.

Overcoming customer complexity

In today's economy, it is easier and more effective for companies to pay for access to services than to build and maintain the infrastructure to deliver those services. Yet service providers can't take anything for granted. The subscription and "as-a-service" space has never been more competitive, and it's becoming increasingly difficult to stand out from the crowd. That's why all companies operating or moving to a subscription-based model need one thing: a unified infrastructure.