The University of Applied Sciences and Arts Northwestern Switzerland FHNW has "Digital Trust Radar" project published. The tool offers a collection of international ethical guidelines, legal requirements and other documents on AI regulation for different target groups. According to the Digital Trust Radar website, the guidelines are based on the findings of companies, associations, governments and alliances. The Digital Trust Radar offers developers, operators and users of AI-based innovations guidance and trust for the sustainable design of innovations.

The Digital Trust Radar's graphical user interface can be used to narrow down the search according to various criteria. It is possible to filter according to the target industry, guideline areas, areas of application and governance, risk & compliance (GRC) categories. The relevant documents can be found with just a few clicks. This saves time and effort.

The Digital Trust Radar was developed at the FHNW from October 2023 to September 2024. The FHNW Foundation and the Institute of Information Systems at the University of Applied Sciences supported the project. In particular, employees of the Digital Trust Competence Center were involved, but also of the FHNW Institute of Information Systems.

This article first appeared in Netzwoche.

Agency C distributes Bible verses on posters in Switzerland. It commissioned its contractual partner APG|SGA 2022 to place advertising in and on buses at STI Bus AG. The transport company rejected this at the end of August 2023 and referred the agency to its contract with APG.

They also stated that they did not consider it necessary to issue a contestable ruling, as the agency had requested.

The agency's lawyer subsequently approached the Office for Public Transport and Transport Coordination of the Canton of Bern, which did not wish to comment on the matter. This is the result of a ruling by the Federal Administrative Court published on Thursday.

Not responsible

The denial of justice appeal to the Federal Office of Transport (FOT) did not help the agency, as the office is not responsible for handling the case and forwarded it to the Federal Administrative Court.

This did not occur, as the 30-day deadline for submitting such an appeal has expired. The court writes that the appellant, who was already represented by a lawyer in August 2023, should have submitted her appeal after the letter from STI Bus. The appeal to the Federal Supreme Court is now still open. (SDA/swi)

Mtel Deutschland is an offshoot of the Telekom Srbija Group, which now wants to conquer the German mobile communications market with the Mtel brand after Austria and Switzerland.

Standing out in the competitive German telco market is not easy. You have to come up with something big - or not. For the first brand image launch of the telco brand Mtel, TBWA\Zürich designed a new brand platform including a launch campaign based around the most frequently used filler word when making phone calls: "Eeeehm."

Everyone knows the feeling of not having an answer ready straight away. This moment of hesitation is usually filled with an "eeeehm". And thanks to Mtel's flat rates, everyone can now afford this hesitation on the phone, according to the message.

Under the new claim "All the time for your world", the campaign dramatizes precisely this advantage by means of many "eeeehms" in various situations. The campaign uses the "eeeehm" not only as a delay sound, but also as audio branding for the first letter of the brand name to make the still unknown telco provider Mtel known in a memorable way.

The centerpiece of the campaign is a film for which the agency was able to engage British director Dan French. Internationally known for fast-paced transitions and rather fictional stories, he and the agency struck a calmer and more emotional narrative tone without sacrificing a contemporary production. The film is flanked by a (D)OOH wave, media-coordinated with the Mtel stores in Germany, numerous digital measures and social media as well as the sponsorship of VFL Bochum.

Winning the account from Mtel is a very special one for TBWA\Zürich, as the agency announces. Because it means advertising for the German market.

Responsible at Mtel: Bojan Tomić (Marketing Manager & Project Leader). Responsible at Telekom Srbija: Miloš Dukić (Head of Marketing Communications unit), Miloš Kukurić (Marketing Communications Manager). Responsible at TBWA\ Zurich: Manuel Wenzel, Sabrina Brandenburger and Mark Taylor, Bettina Klossner, Jan Krohn, Carla Hauser (creation), Chynchia Fabeck, Daphne Weingartner (consulting), Lukas Diem, Julia Lenauer (strategy). Responsible at Biggie: Gerrit Holz, Silvana Imperiali, Lennert Nilles, Taulant Ramadani, Zbynek Zapletal. ProductionSimon & Paul (Producer), Simon Fessler (Executive Producer), Fabian Weigt (Producer), Dan French (Director), Vibe Audio (Music).

In October 1959 View the start and shook up the audience with his reporting. "media landscape", as the media title writes. The new type of journalism was not well received by everyone. For example, the Federal Council feared it would have a negative impact "on the intellectual attitude" of readers. Over the years, the newspaper has established itself as a permanent fixture in the Swiss media market and has continued to evolve: on paper, online, in the app, in moving images and on social media.

For the anniversary View its readers a special edition that provides 65 insights into 65 years of View offers. For example, the relationship between former Federal Councillor Adolf Ogi and View and the secret of news reporter Ralph Donghi's success, as well as how ChatGPT performs as a relationship guide.

"We report authentically and focus on emotional and straightforward storytelling. We don't lack the courage to tackle controversial topics, launch debates and present different points of view. This closeness to the people - in a positive sense - is the pillar of our identity," says Steffi Buchli, Chief Content Officer View.

The 72-page special edition, which is the responsibility of Fabian Zürcher, Director Ringier Brand Studio and Andreas Dietrich, Editor-in-Chief View Print, is available free of charge on Saturday View and on Sunday the SonntagsBlick with. The special edition will also be distributed at the weekend at the main railway stations in Zurich and St. Gallen and in the city centers of Lucerne and Basel.

Following an in-depth analysis of the existing image and target groups, the Evoq team created a new brand identity for City Parking Zurich. The typical yellow floor markings form the groundbreaking design element and are intended to create a clear and eye-catching identity. "City Parking stands for security and convenience in the heart of the city. The new branding makes this visible," says Samuel Blum from City Parkhaus AG.

Seamless signage and well thought-out information design guide visitors intuitively from their car to the city and back again. As a visual bracket, the abstract markings facilitate orientation in the parking garage and at the same time form a flexible design system that can be used from the app to the clothing to the advertising in unchanged conciseness.

The website, which was also developed and programmed by Evoq, comes with an optimized user experience and numerous additional functions. In addition to real-time information on available parking spaces, other services such as an escort service, umbrella rental and route planner are also available.

Responsible at City Parkhaus AG: Samuel Blum. Responsible at Evoq Communications: Adrian Schaffner (mandate management and consulting), Markus Wohlhüter (concept, art direction), Gianluca Flütsch and Kira Riccius (graphic design), Corinne Brunner (UX/UI design), Marcel Marty (programming).

Victorinox's management wanted a brand presentation that could be used flexibly, whether as a stand-alone brand presentation or as part of a corporate presentation. The aim of the project was to create a basic understanding of the Victorinox brand among both internal and external audiences and to strengthen the emotional connection to the brand.

Based on Victorinox's new brand strategy, Brandpulse developed a visual and content-based brand showcase and an emotional brand movie that emphasizes Victorinox's authentic character. The implementation ranged from the concept phase and the creation of a storyboard to the programming of the brand presentation and the final film production, including sound and editing.

Have you come across the suffix recently? It is pronounced: "isch". And unfortunately it doesn't mean what it means in Swiss German, but exactly the opposite. The Swiss German form of the verb "sein" in the third person present, i.e. he/she/it "ist" - or "isch", means that something is. Definitive. Unchangeable. The equally pronounced English suffix "-ish", on the other hand, is an informal form for "approximately", "something like" or "perhaps". The ending is now used so frequently that "ish" can be considered a word in its own right. You can answer the question "Let's meet at 8" with "Ish" to leave yourself some flexibility.

Why has it become so hip in Switzerland to suddenly forget everything? The Swiss are so conscientious and punctual when it comes to keeping appointments that there is no room for vagueness.

Exactly how wide this temporal spectrum is depends heavily on the cultural origin of the person in question. For people from the USA or the UK, "-ish" is the same as "plus minus 10 minutes", which is common in German-speaking cultures. It should be noted, however, that the Swiss tend to arrive too early in order to avoid being unpunctual, which, if I may say so, is also unpunctual.

Speaking of tardiness, there is also the academic quarter of an hour, which academics like to use as an excuse for lateness. It's actually just an indication that lectures at universities start a quarter of an hour later than stated - but it can be a bit embarrassing in a private setting. In Latin countries, people are more relaxed. Here, the "hora latina" applies, which means that everything up to 30 minutes after the agreed time is completely fine. And English-speaking people from India even see "-ish" as the time between the hours. "Let's say 8ish" therefore means that the meeting will take place sometime between 8.00 and 8.59.

The height of non-commitment

However, "-ish" does not only mean unpunctuality, but also non-commitment. While the Swiss "isch" in the sense of "to be" represents a commitment, the English "-ish" is exactly the opposite. Are you stressed? "-ish". Do you have a lot to do? "-ish". How are things going? "-ish". And so on. But adjectives are also given the trendy ending. And this is where it becomes problematic in German-language usage. While the ending has become something of a metaphor for non-commitment, in uncertain times it is precisely commitment that would be important. What good is it if everything that wants to be presented and daring is neutralized with an "-ish"? Nothing at all. It would be appropriate for clients and client managers in agencies to strengthen their decision-making authority and take a clear stance instead of making imprecise decisions that sound cool. Instead of attaching a fashionable appendage to every assessment, it would be better to be consistent and clearly state how things are. Or just "ish".

* Benno Maggi is co-founder and CEO of Partner & Partner. He has been eavesdropping on the industry for over 30 years, discovering words and terms for us that can either be used for small talk, pomposity, excitement, playing Scrabble, or just because.

This means that "20 Minuten" is completely disposing of its holdings in Austria. The parties have agreed not to disclose the sale price. However, thanks to the transaction, the TX Group will be able to post a positive one-off effect in the single-digit million range in the consolidated income statement, according to the statement. (SDA/swi)

The 21-member jury, made up of members of the German "CMO of the Year" Council and selected marketing and media experts from publishing houses, TV, universities and agencies, voted Daniel Grieder "CMO of the Year" 2024 in Germany. Grieder has been CEO at Hugo Boss since 2021 and is responsible for the Metzingen-based fashion company bucking the market trend and getting back on the road to success.

"I am delighted to receive this award, which is a great recognition of what we have achieved as a team at Hugo Boss over the last three years," says Grieder. "With our comprehensive brand renewal and our digital-first marketing approach, we have made 'Boss' and 'Hugo' relevant again, won over new target groups and positioned the brands well for the future."

As CEO at Hugo Boss, Daniel Grieder is not only responsible for corporate strategy and product development, but also for global marketing. Under his leadership, the core brand Boss and the younger brand Hugo 2022 were given a new brand identity, implemented by Brandpulse (Markt-kom.com reported). This has been very well received in designer circles and is primarily aimed at a younger target group. Intensified digital activities and testimonials such as sports and fashion icon David Beckham and social media stars like Bella Poarch have turned Boss and Hugo into 24/7 lifestyle brands - so successful that the company doubled its turnover between 2020 and 2023, two years earlier than originally planned.

Prof. Dr. Sven Reinecke, Executive Director of the Institute for Marketing & Customer Insight at the University of St. Gallen and spokesperson for the jury, explains the choice of CMO of the Year: "The Swiss Daniel Grieder has succeeded in repositioning Hugo Boss as a desirable brand - from a traditional premium brand to a growing lifestyle brand with its finger on the pulse of the times."

From ten nominated top CMOs the jury selected the winner. The jury used dossiers compiled by the Institute for Marketing & Customer Insight University of St. Gallen on the top 10 CMOs as the basis for its assessment. The laudatory speech for the new "CMO of the Year" was given by Sabine Zantis, CMO of Deichmann. Presenter Bella Lesnik hosted the festive CMO Award Night, which opened with the keynote speech "Beauty of Nature - Beauty of Brands" by Daan Roosegaarde.

Lifetime Achievement Award for Hoechter

The "CMO Lifetime Achievement Award" was also presented for the second time. This year, the award for special marketing achievements for a brand over a longer period of time went to Stefan Hoechter, Managing Director of Adelholzener Alpenquellen until the end of 2024. "Under Stefan Hoechter's leadership, the company has undergone an impressive development: from a local mineral spring brand to the national best brand in the non-alcoholic beverage market," says Florian Haller, CEO of the Serviceplan Group, explaining the jury's decision, "With iconic campaigns over the years and pioneering innovations such as Active O2, he has had a lasting influence on the industry and at the same time shown that it pays to anchor brand work at the highest management level."

The market research institute Media Focus is launching the new "Advertising Compass" platform. This is intended to provide a comprehensive overview of the Swiss advertising market, according to the institute. The free and interactive advertising compass helps advertisers, agencies, media providers and those interested in advertising to better navigate the dynamic advertising environment.

The Advertising Compass was inspired by the "Advertising Primer", which was once considered the standard work in the advertising industry. As a platform that flexibly adapts to new developments and thus always remains up-to-date, the Advertising Compass marks a future-oriented further development.

"Not only can users access relevant content quickly, they can also get in touch with our media and association partners directly," says Media Focus CEO Ueli Weber. "The platform provides an overview of the most important forms of advertising, which account for 80 percent of the advertising volume in Switzerland. In addition, there is information on current advertising prices, technical terms and showcases, which are constantly updated by the partners and associations." (Dylan Windhaber/cka)

The Dentsu Ad Spend Report published in June revealed a presumed improvement in the Swiss advertising market. Read more can be read here.

This article first appeared in Netzwoche.

The latest in a series of campaigns to inform the Swiss population goes on air under the motto "Think about your radio". The campaign focuses attention on radio listeners and their receivers, not only in the message but also visually. The aim is to persuade the last remaining FM radio listeners to switch in good time so that they can continue to use the medium.

At the same time, the campaign also offers practical support for the changeover. In the moving image, it provides information on how radio listeners can check their devices for DAB+ reception. On the DAB+ website This support continues with tutorials on testing, operating and receiving DAB+ radios, fitting DAB+ adapters to FM devices and an AI-based chatbot. The switch-off date is also clearly displayed on all advertising materials.

The orchestrated campaign was developed in close cooperation with the radio stations, the cross-industry DigiMig working group and Bakom and is now on air throughout Switzerland in high-reach media such as TV, OOH, digital and radio in order to reach as many radio listeners as possible.

As OFCOM's mandate ends at the end of this year, the broadcasters will take over broadcasting responsibility and continue the campaign on their own channels from January 1, 2025. Also to inform their listeners about their own FM switch-off dates.

Responsible at Bakom: Kathrin Kluser (project manager). Responsible at Scholz & Friends Zurich: Barbara Hartmann, Franziska Stäger, Zara Velchev, David Fischer, Christian Vosshagen (creation), Monja Mangieri (desktop publishing), Véronique Forster, Victoria Kirsch, Elodie Caucigh, Sabrina Elsässer (consulting), Mathias Rösch (overall responsibility). Film production: Shining Film. Directed by Mitch Bekk (TV spots), Ari Zehnder (tutorials). Audio: Jingle Jungle. Photo: Jonathan Heyer. Radio: Building props, Fabian Lüscher. Media: Mediatonic.

The city of Zurich was the first Swiss city to sign the "Circular Cities Declaration", adopt a circular economy strategy and approve a corresponding package of measures. With the aim of promoting the circular economy, ERZ is planning a temporary circular economy facility to prevent and reduce waste on the Josefareal site, near the former waste-to-energy plant between Hardbrücke and Viadukt. The facility is scheduled to be in operation from 2025 until the end of 2028.

In order to give the area and the new offer the necessary communicative power, create awareness and generate identification and involvement, ERZ looked for a creative agency for future collaboration as part of a pitch. Stuiq won the selection process and is currently in the middle of development and implementation.

In addition to the naming, purpose and visual appearance, the tasks primarily include communication relating to the circular economy offering. In future, the entire site will also become a place for people to meet and exchange ideas - with gastronomic and recreational offerings. To this end, ERZ is planning an opening in 2025 together with Stuiq, as well as awareness-raising measures with information dissemination.

The idea is to pass on items in good condition and lend out rarely used items at the car-free Josefareal. There are also repair offers for defective goods. The focus is on avoiding waste so that indirect greenhouse gas emissions can be reduced.

The temporary service acts as a testing ground to test and further develop new services in the circular economy. A modular offering is planned, which can change continuously during the four-year operation. ERZ will collaborate with third parties for the various services. Interested parties who would like to place their circular economy services on the site and rent space temporarily can contact Entsorgung + Recycling Zürich.