...is of course not this one. And yes, the title is not only wrong in terms of content, but also orthographically. This error is one of those that could soon make it into the Duden dictionary - not as an error, but as what we call an "alternative spelling". Unlike alternative facts, the same applies here: If you say it often enough, it will become true after all.

The overly well-intentioned superlative is of course not the only (höhö) phenomenon. There's also the je-je-Jojo (for example: the more wrong, the better) or the Verhunz gendering, as in the ever-popular "Kund:innen". Nothing against gendering, but that's just wrong. And of course the infamous "idiot apostrophe" among dozens of other corpora delicti. Are mistakes actually cultural brutalization or somehow linguistic progress - or even art?

The crucial question

Dealing with language rules really is a crucial question, a veritable battlefield of beliefs: Do you want to flaunt your own educated bourgeoisie? Do we put ourselves above others by rubbing their noses in it? Do you see language as a mirror of society and therefore see breaking the rules as betraying it? Is it a question of respect and care - and are spelling mistakes therefore disrespect? Or is everything allowed that does not harm others? Or only what is fun? Or is everything just constructed anyway and you make up your own rules, and rules are overrated and linguistic rules are overrated anyway?

The line between demonstrated idealism and ignorance or lack of care is difficult to recognize: Some people virtually celebrate their inability to spell or even turn it into something like social criticism or even art - the best example is misspelled tags and graffiti: the better the spelling, the more likely it is to be intentional.

Is that art or can anyone do it?

In advertising language, you can do anything if you do it well (and on purpose). That's why unintentional mistakes are amusing at best, but embarrassing - intentional mistakes are rhetorically valuable and sometimes high art. And, as with high art, not everyone can do that.

With graffiti, the appeal of the mistake also lies in the fact that it's not always so clear whether it's good humor or carelessness. In advertising, everything is a bit more clumsy. The fear that a mistake that is too subtle will not be recognized as intentional is simply too great. If mistakes are to be made, then they should be obvious. That's why clumsy spelling mistakes in advertising are usually just that: simple spelling mistakes. In dubio pro reo, of course.

Analyzed since 2025 Sarah Pally In her column "Blossoms and Pearls", she comments on industry-related terms with a personal touch, from a linguistic perspective - as well as with a precise view of developments in the industry. Pally is a partner in the Partner & Partner agency in Winterthur. She has been working in the fields of content marketing, text/concept and storytelling in the communications and marketing sector for 15 years.

Ever since Tesla CEO Elon Musk showed himself to be an enthusiastic supporter of Donald Trump's policies and was also appointed as a special advisor, some Tesla owners have felt more and more like an unwanted political figurehead. At times, this went so far that some actively distanced themselves from Tesla by affixing an anti-Musk bumper sticker to their Tesla.

PAM picks up on this in the current Polestar campaign: A prominently placed cover ad in the Weltwoche praises Polestar as a stylish alternative to avoid political discussions. On the back of the front, it is dryly emphasized that Polestar 100% is electric and 0% is political.

In addition to the Weltwoche- The campaign is also being used as YouTube ads, display ads and social ads to promote Nordic driving fun without American megalomania.

Responsible at Polestar: Nadine Romero (Head of Marketing). Responsible at PAM Advertising: Parvez Sheik Fareed, Miro Pfister (overall responsibility and creative direction).

The agency Ace2Ace, which specializes in outdoor advertising, has a self-developed database with over 125,000 photos of billboards across Switzerland from all poster providers as well as access to all target group-relevant placements. It currently serves over 800 customers. To convince even more companies to make specific poster bookings, Ace2Ace is relying on a poster campaign designed by Rosarot.

Posters that stick

Ace2Ace has always relied on strong and unmistakable branding for its own advertising: a handwritten headline always appears on a black background.

To ensure that the USP of Ace2Ace sticks with companies, the well-known Hangman game was used - and the simple message "Posters are seen" was turned into a real eye-catcher by means of omitted letters. Because puzzle games want to be solved - whether at the kitchen table or on a poster. And so the campaign does exactly what posters do: they stick in the mind.

Responsible at Ace2Ace: Daniel Huwyler (location evaluation), Simon Portmann (graphics/design). Responsible at Rosarot: Matthias Koller (overall responsibility), Franz Neugebauer (concept/text).

According to the latest "Digital Ad Trust Report" for the first quarter of 2025, the visibility of display advertising rose to an average of 74.6% - an increase of 3 percentage points compared to the previous quarter. Mobile formats in particular contributed to the positive development: Their viewability rate increased by 3.7 percentage points to 71.7%. The 320×416/480 format reached a new record of 79.6%. Progress was also made on the desktop, with the 300×600 format leading the way with a visibility rate of 88.8% (+5 percentage points).

The rate of fraudulent ad impressions (Sophisticated Invalid Traffic, SIVT) remained at a stable low level of 0.54%, according to the report. On mobile devices, the ad fraud rate fell to 0.29%, while desktop ads stood at 0.92%. Very good values were also achieved again for brand safety: the blocking rate fell to 0.01%.

The visibility of video ads was 81.5% in the quarter. Mobile outstream formats performed particularly strongly, increasing by 11.1 percentage points. Desktop in-stream advertising, on the other hand, recorded a slight decline to 81.4%.

"The consistently positive developments in the first quarter of 2025 - particularly in mobile visibility and video advertising - are a strong signal of the quality and transparency of the Swiss digital market," summarizes Roland Ehrler, President of Digital Ad Trust Switzerland.

People in Switzerland are increasingly okay with authorities using AI tools for communication. These are the findings of a study conducted by Gfs.bern on behalf of the Federal Chancellery. The research institute conducted surveys to find out how the Swiss population views the use of AI in communication with authorities. The study takes into account both the personal use of AI and views on the use of this technology in public administrations, as reported by the Federal Administration.

According to the authors, the targeted use of AI for tasks such as translations, text simplification and summaries is widely accepted. When asked about their personal use of AI, 40 percent of the more than 1,000 people surveyed stated that they do not use ChatGPT and the like.

When it comes to the use of AI in communication with public authorities, the assessment varies depending on the task. For example, 80 percent of respondents support the use of AI for translations. Only 44 percent, on the other hand, would approve of AI being used for the automated writing of responses to citizens. At the same time, it is important to many that AI results are always checked by experts.

There are also regional differences in terms of trust in the authorities, according to the report. A total of 60 percent of all respondents stated that they trust the authorities. In French-speaking Switzerland, the figure is as high as 68 percent, but only 43 percent in Italian-speaking Switzerland. Younger people are significantly more likely to trust the authorities than older people - with a figure of 75 percent.

Concerns of the population and strategy of the administration

The study also shows that data protection, responsibility and transparency are central to the acceptance of AI in government communication. Accordingly, the majority of respondents demand that authorities continue to take responsibility for AI-based processes and that the results are reviewed by competent employees. Respondents also expressed concerns about dependence on international tech companies, according to the Federal Administration

Since March 21, 2025, the Federal Administration has had its own strategy for the trustworthy and competence-based use of AI systems. The associated implementation plan is currently being developed by the Federal Chancellery in close coordination with the departments. The development of AI skills is only one part of this. (Filip Sinjakovic/rja)

This article first appeared in Netzwoche.

As part of the wide range of measures, Migros is planning a nationwide campaign with direct customer contact this coming weekend. Employees will welcome customers with drinks such as the new non-alcoholic "non-sparkling wine", Migros Ice Tea or coffee from the Coffee-B system. A newly created apricot tartlet will be handed out at the checkout and children will receive craft materials - while stocks last. In addition, selfie walls in 80 larger locations and musical contributions will create an atmosphere.

The campaign is intended as a gesture of appreciation in the anniversary year. According to Migros, it is intended to emphasize the proximity to customers and show that even small gestures can have a big impact.

Wirz's anniversary campaign for Migros went live at the beginning of the year. More here.

Advertising material from the period July 2024 to June 2025 can still be submitted. Participation is free of charge and is open to agencies, creative professionals and advertising companies. All advertising material created by an agency, a graphic designer or a company responsible for the concept in Switzerland or the Principality of Liechtenstein is eligible. Work that was conceived abroad, but expressly and exclusively for Switzerland, can also be submitted. The entries will be judged by an independent jury of experts and the shortlist will be published at the end of June. The award ceremony will take place on September 4, 2025 in Zurich.

Awards are presented in five categories with trophies in gold, silver or bronze. The main prize "Campaign of the Year" honors the best outdoor advertising campaign of the year. The competition is organized by the industry association WOOHW. Registration takes place via the Online tool.

A good 120 guests accepted the invitation on Friday to celebrate the 30th birthday of the agency, which was founded in 1995. In addition to the DeLorean, participants were treated to a buffet - including St.Gallen curry bratwurst - and a studio converted into a club, where DJ André 2000 added the perfect time travel soundtrack.

To be continued in 975 years

The creativity of Beni Bischof, who worked as a designer at Festland before his career in the international art world, can also be found in the time capsule that was unveiled at the party. The sculpture is intended to "accompany and inspire Festland's continued journey through time". However, its contents will remain sealed until further notice, as the agency writes: According to the artist's plan, the capsule may not be opened until January 1, 3000.

The international agency network Havas and the market research company YouGov are intensifying their strategic partnership. The cooperation, which began four years ago, will now be extended to a total of 30 countries. The focus is on data-based targeting in the areas of media, creative and health. In addition to first-party data from customers, YouGov panels, for example on chronic or seasonal illnesses, also form the basis.

As part of Havas' "Converged Strategy", which aims to more closely integrate data and technology, the findings are integrated into the in-house, AI-supported Converged Operating System. The aim is to automate the creation and activation of target group profiles on a global level. The connection with YouGov data should not only enable greater precision, but also achieve shorter activation times and better conversion rates. According to Havas, the models used have led to an increase in performance of over 50 percent in customer applications.

"We were able to increase performance for our customers while ensuring data protection at the same time," explains Dan Hagen, Global Chief Data and Technology Officer at Havas. At the same time, automation enables more efficient processes, allowing employees to focus more on strategic tasks.

YouGov CEO Stephan Shakespeare also emphasizes the strategic value of the cooperation with Havas: "The deepening of our partnership shows how much they appreciate the value of our high-quality and networked data, our pioneering products and our comprehensive expertise." The aim is to further expand the collaboration in order to understand consumer behavior even more precisely in the future.

The communication offensive developed by Scholz & Friends accompanies Salt in the ongoing development of new regions. It strikingly shows in which cities and municipalities Salt Home is now available - and turns the place names themselves into the stage for the high-speed message: whether "STAAAANSSS", "GOOOOSSAU" or "MATRAAAN" - the typographic place name staging of the motifs combines Salt's promise of speed with local relevance in an appealing way.

The orchestrated campaign with hyperlocal motifs is now on air in numerous cities and municipalities. The measures include OOH, DOOH, display banners, social media and mailings.

Responsible at Salt: Fabrice Allegro (Chief Marketing Officer), Christoph Schwarz (Director Brand Management & Marketing Communication), Fabiola de Luca (Communication Specialist). Responsible at Scholz & Friends: Franziska Stäger, Barbara Hartmann, Christian Vosshagen (creation), Ramon Zahnd, Paula Strittmatter (consulting), Krystian-Julian Zabuski (illustration), Monja Mangieri (desktop publishing), Mathias Rösch (overall responsibility). Media: Context.

Psychiatric nursing is more than a profession - it is a vocation. But especially in a tight labor market, it takes more than a vocation to attract and retain specialists. Psychiatrie Baselland has therefore decided to strategically sharpen its self-image as an employer - and to develop an employer positioning together with Dear Creative that focuses on meaningfulness, cohesion and development prospects.

The result is an employer value proposition under the motto "Shaping the future together", which is consistently conceived from the perspective of the employees. It forms the basis for all HR communication - from the website to job advertisements and social media. The campaign kicked off with six emotional subjects with headlines such as "Together. For what really matters." or "Committed. For meaningful work." deliberately focus on the intangible values that characterize a job at Psychiatrie Baselland.

The image and video campaign was produced with real employees at original locations and authentically expresses PBL's human, approachable self-image. It is visible regionally in print formats on public transport, in online formats on platforms such as 20 minutes, View and BaZ and on social media such as Instagram and LinkedIn.

Responsible at Psychiatrie Baselland: Michel Boesiger (Head of Human Resources), Susanne Albiez (Head of Corporate Development), Thomas Lüthi (Head of Communications), Nadja Hugle (Communications and Marketing Specialist). Responsible for Dear CreativePhilippe Knupp (Director), Louise Ruggaber (Senior Designer), Andrea Bissig (Senior Designer). Photography and video: Daniel Hager.

Spring marks the start of the hay fever season for many people - and for A. Menarini, it is the perfect time to make the anti-allergy drug "Bilaxin Lingual" visible in a targeted manner. In collaboration with Fachwerk Advertising, the company is relying on a programmatic DOOH campaign that reacts to the pollen count in real time.

The trilingual campaign uses data-driven marketing and is played out when pollen counts are high or very high. The basis for this is current pollen data from MeteoSwiss, which ensures that the advertising material is activated with pinpoint accuracy - precisely when the target group is most affected.

In addition, the campaign includes pharmacy screens that are integrated into regular postings and are also amplified programmatically as soon as the pollen count exceeds a critical threshold. In this way, the visibility of "Bilaxin Lingual" is maximized when the symptoms are at their most intense.

The campaign runs during the months of April and May 2025 and shows how modern technologies and the targeted use of data enable efficient and precise communication with the target group. The advertising material was adapted on the basis of existing materials from A. Menarini.

Responsible at A. Menarini: Nathalie Le Mée. Responsible at Fachwerk Advertising: Angela Lerch (Senior Consultant), Stefanie Schnyder (Consultant), Dave Seiler (Motion & Graphic Design).