According to the report, global advertising investment will increase by 5% in 2024 to an expected net investment total of USD 754.4 billion by the end of the year. Everything points to a continuation of this growth. A closer look also shows that this reflects the improved investment prospects in the UK, Germany, the USA, Japan and France. However, the US presidential election, which is expected to account for around a third (USD 11 billion) of the additional advertising expenditure in 2024, will also give an additional boost to the development of global advertising expenditure.

Lots of growth in America

When looking at advertising growth in the strongest regions of the global market, the Americas stand out as the fastest growing market this year with growth of 5.9 %. At 4.2 %, growth in the Asia-Pacific region is above the figure of 3.7 % forecast for 2023, with China, the largest advertising market in this region, potentially growing by 4.8 %. India, one of the most dynamic markets in the region, is at 6.8%.

Situation in Switzerland to improve

In Switzerland, which faced a challenging year for advertising spend in 2023, the situation is expected to improve significantly in the current year, the report shows. Despite factors such as geopolitical tensions and the associated economic impact, Dentsu analysts expect advertising spend to grow by 1.8%, which could be the starting point for a recovery in the advertising market.

The forecast for rising advertising investment in Switzerland relates most strongly to digital media. They account for 59.6% of total advertising expenditure, thus maintaining their position as the number one advertising channel and are expected to grow by 4.0% in 2024. Print has suffered losses in advertising expenditure in recent years and is also recording a decline this time (newspapers: -4.7% / magazines: -2.6%).

Advertising expenditure for TV will also fall by -2.0%. By contrast, the trend for out-of-home (OOH) is more encouraging: the Dentsu experts expect growth of 3.0% here. In contrast, a slight decline in advertising spending of -0.7% is expected in the audio segment, which has also enjoyed rising figures in recent years. Cinema, which suffered the most in the coronavirus years alongside OOH, is still on an upward trend with forecast growth of 1.5%.

"Despite the current global geopolitical tensions and economic challenges, we are observing that the current growth forecasts are now developing more positively than initially assumed," comments Lara Jelinski, CEO of Dentsu Media Switzerland. "Although major political and sporting events are driving the development of advertising budgets for 2024, both globally and nationally, they cannot be viewed in isolation. The last advertising year ended with a weak performance. The growth of 1.8% that we see for this year in Switzerland must therefore be put into perspective. However, the trend is promising."

The semi-annual Dentsu Ad Spend Report is based on data from 56 markets in North and South America, Asia-Pacific and EMEA.

In the new "Generative AI Superpowers" training program from the Metaverse Academy in collaboration with KImpact, the aim is to learn about AI with the help of AI. A dedicated AI avatar answers all questions in natural language via text and voice.

According to Gustavo Salami, founder of the Metaverse Academy, this is just the beginning. "AI agents matching the modules accompany the training. We apply a wide range of tools and use cases with practical tasks." There is also further content on the "Road to Knowledge" community platform even after the program has been completed. "In the spirit of lifelong learning," explains Salami.

Work smarter with the "10x Mission"

The mission of KImpact and the Metaverse Academy: "Work 10x smarter by increasing productivity and output". The focus is therefore not primarily on technology, but on conveying a fundamental practical understanding that goes beyond structured knowledge and has immediate application.

Prompting and the creation of audiovisual content only form the basis. From automation with chatbots to the use of advanced AI agents, the learning content covers both breadth and depth with live demos and cases.
According to the sponsors, the credo here is "learning from the 'nerds'". All experts in the program have their own in-depth practical experience in the use of AI and have their finger on the pulse of developments.

New skills for the AI world

"In view of the scope of the change brought about by AI, not just in a few years' time - but step by step today - I am always amazed at how superficial the discussion and practical experience often still is," says Roger Oberholzer, CEO of the Metaverse Academy. The AI training courses act as an eye-opener: "For most of the more than 150 participants we have welcomed to our training courses in recent months, it has created a completely new perspective on the future of work and triggered a personal dynamic for change," continues Oberholzer.

"AI Superpowers shows the possibilities and limitations of AI, so that you get a realistic understanding of how it can be implemented. This is the only way to turn AI from hype into an everyday tool," adds Chris Beyeler, President of KImpact. "Within the association, we are sensing that there is a growing interest in getting to grips with AI in a more concrete and practical way. Together with the Metaverse Academy, which deliberately takes an alternative approach to traditional knowledge transfer and, in addition to its experience in conducting AI training courses, also understands the convergence with other new technologies such as the Metaverse and Web3, we can further expand our contribution to innovation in Switzerland."

The "AI Superpowers" training course takes place in Zurich and starts in September. More information can be found on the Website of the Metaverse Academy.

The opening of the first cinema in French-speaking Switzerland marks a "significant strategic milestone", according to a Blue Cinema press release. "With our first cinema in Geneva, we are not only strengthening our presence on the Swiss cinema market, but also opening up new opportunities and markets in this dynamic region," says Ophélie Döbler, Chief Product Officer at Blue Cinema

According to the press release, the cinema will have six rooms of different sizes and a stylish bar in a central location in the city center. Further details on the opening will be announced at a later date.

There are few words in marketing that can be interpreted in as many ways as merchandising. But the short form merch only knows one. But more on that later. The Duden dictionary has two. Firstly, the entirety of the sales-promoting measures and activities of the manufacturer of a product (product design, advertising, customer service, etc.). Secondly, the marketing of certain products associated with a movie, sport or similar.

However, there are many more interpretations. In retail, for example, merchandising means everything from product development to sales. The word includes everything from the placement and presentation of goods to store design. Job advertisements are looking for specialists such as visual merchandising/activity co-workers. In addition to the fancy job title, they are also advertised with statements such as "Are you creative, reliable and flexible? Then become part of the Boost family and get started in merchandising". And with less fancy tasks such as "replacing advertising posters, implementing special campaigns, attaching advertising elements to sales shelves". The collective term "merchandising" covers all POS communication, from shelf stoppers and the use of in-store media to interactive multimedia terminals. It's hard work, but anyone can choose what they like to do.

Driven by trade

Anyone who talks about merch today is usually talking about themselves and means something very specific. The cool abbreviation just stands for promotional items. Advertising for oneself and one's cause. Despite society's sustainability efforts, the term is extremely en vogue and what it means is very annoying. Every podcaster, influencer, half and half celebrity distributes or sells them. Merch is produced for every stag party, bridal shower or birthday party. "From 500 pieces" is usually written under prices such as 0.10 francs from suppliers such as BB Trading, Trikora, Temu, Source & Co. A bargain. Even if only 20 of them are needed. The rest can be thrown away. But the ballpoint pen for 10 centimes is at least made from recycled paper.

When it comes to merchandise, the motto seems to be: The main thing is availability in large quantities at low prices. Everywhere and by someone, these things are being thrown at you. Be it at concerts or events, after lectures or seminars, at train stations or in letterboxes (yes, they still exist) or at the above-mentioned private events - you are handed goods from low-wage countries without being asked. From the aforementioned ballpoint pens to drinking cups, bike pumps, microfiber cloths and hoodies or caps with printed or embroidered logos. All of this then piles up on the countless shelves in homes and offices before disappearing unused into the garbage after a while.

In the past, it was at least reserved for large corporations to have such things produced. Their marketing managers saw it as their main task to spend weeks leafing through the suppliers' catalogs and having designs created in the internal graphics department. The SKA cap or less popular, white paper SBG jackets from the 1970s send their regards and can almost be described as sustainable because they are still being auctioned off 50 years later for over 200 francs. Although the words sustainability and merch didn't even exist back then.

* 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.

In addition to consulting mandates, Patrick Lienert will also head up the copywriting division at Transformer and will be a member of the agency's management and board of directors. He previously worked as a copywriter/concept developer and creative director at agencies such as Publicis, FCB/Lowe, Springer & Jacoby and SeilerDDB.

Simone Jung has a marketing background and has worked as a senior consultant in various agencies. Before joining Transformer, both worked at the Unikat agency for several years, Patrick Lienert as co-owner of the agency among other things.

As Unikat and Transformer have been working together for some time, this double job change is "a flying change in the sense of a transformation", as the agency writes.

On Thursday, the SSM unveiled its new corporate design at the delegates' meeting, which includes a new logo as well as a new logo. a new website includes. The visual makeover underlines "the SSM's commitment to continuous development and renewal", the media union writes in a press release. Even after 50 years, the union is not tired of facing new challenges and standing up for the interests and rights of media professionals in Switzerland.

Proud history and a look into the future

Since it was founded in 1974 in Origlio TI, the SSM has been fighting with its members for good conditions in the media industry and a strong public media service. A look back shows that wages, equal working conditions, media diversity and public service are recurring core issues that have shaped the SSM's trade union work.

"Much of what we take for granted today is thanks to the tireless efforts of the trade unions," says Co-President Salvador Atasoy. "Shortly after the SSM was founded, the collective labor agreement (CLA) with SRG was a key issue, and the introduction of the 40-hour week in 1988 marked a significant milestone in the improvement of working conditions."

Co-President Rafaël Poncioni adds that there is still a lot to do: "Especially in view of the attack on the public media service by the halving initiative."

At the Assembly of Delegates, the SSM adopted resolutions on the defense of the public service and the implementation of the agreement on working conditions.

Altermatt and Fluri have been Co-Editors-in-Chief of the Solothurn newspaper, of the Oltner Tagblatt and of the Grenchner Tagblatt (Werbewoche.ch reported). Previously, they worked as editors for the Swiss media newspapers.

The 40-year-old Lucien Fluri studied history and Latin philology, completed the Swiss School of Journalism Maz and an investigative course at the Columbia Journalism School in New York. He was awarded the Aargau/Solothurn Media Prize in 2015 for his research into irregularities in the awarding of state contracts.

Sven Altermatt, 30, completed an apprenticeship as a mediamatician with a vocational baccalaureate and also attended the Maz School of Journalism in Lucerne. Among other things, he received the Swiss Press Award in 2018 for research on the militia system and is a board member of the Investigativ.ch research network.

At the beginning of May, the Woz launched a new subscription campaign (Werbewoche.ch reported). Now the current issue of the Woz as a creative media production during one week on Time Online free of charge. The highlight: a newspaper within a newspaper. Selected articles from the issue can be read and scrolled directly in the banner.

Independent quality journalism is more important today than ever before. Woz and Time have a number of things in common, such as journalistic quality, a critical approach and a commitment to certain social values. That's why the idea was a good fit for both.

Readers:inside from Time Online and Spiegel.de from June 6 to June 12, 2024, five articles from the current Woz-issue directly and free of charge in the special banner format. The banner remains visible and accessible for one week.

Responsible at the Woz: Claudia Gillardon, Camille Roseau (Marketing and Advertising), Dinu Gautier (Social Media Editor). Responsible at Friendly regards: Samuel Textor, Pascal Deville (Creative Direction), Andrea Aegerter (Consulting), Sandro Matter (Programming), Pascal Pfohl (Animation). Production: Visual Fantastix. Media: Stailamedia.

Prior to Ringier, Marieke Bos-van den Berg was a member of the CEO transformation team at the Adecco Group, where she was responsible for group-wide reorganization and cultural change. Prior to that, she was responsible for HR in Northern Europe and the DACH region at Adecco. She has also gained experience in various HR positions. She started her career as a management consultant at Willis Towers Watson, formerly Towers Perrin.

Marieke Bos-van den Berg holds a Master of Law (LL.M.) and a Master of Science in International Business (MSc). She is a Certified Professional Co-Active Coach CCPC, a Birkman Certified Professional and a Gallup StrengthsFinder Coach.

Four new members of the Board of Directors were elected at Mediapulse's Annual General Meeting in mid-May. This followed the resignation of three previous members of the Board of Directors due to the statutory term limit or age limit.

Peter Scheurer succeeds Jürg Bachmann for the private event organizer group. Michi Frank takes over the position of Alex Duphorn for the advertising industry. Florian Wanner succeeds André Moesch for the Private Broadcasters TV Group. All other existing Board members were confirmed. Ladina Heimgartner was also elected to the Board of Directors.

The current Board of Directors of Mediapulse consists of:

• Peter Urs Naef, Chairman (to date)
• Nathalie Wappler, Vice President, SRG SSR Group (to date)
• Roland Ehrler, Advertising Industry Group (to date)
• Michi Frank, Advertising Industry Group (new)
• Ladina Heimgartner (new)
• Peter Scheurer, Private Organizer Group (new)
• Katarina Stanoevska (so far)
• Bakel Walden, SRG SSR Group (to date)
• Florian Wanner, Private Organizer Group (new)

A conscious approach to the environment is also becoming increasingly important in the cosmetics industry. With shampoo and body care in solid form - free from plastic - Ghilli wants to set an example for an environmentally friendly bath and shower experience. The Allink agency supported the Zurich-based beauty start-up in its strategic direction and designed the branding and packaging. This is intended to convey not only the sustainable promise and handmade quality of the products, but also Mediterranean sensuality and joie de vivre.

The essence of the brand should be reflected in the sensual packaging design. "Ghilli stands out in the otherwise often minimalist beauty segment," explains Creative Director Christoph Schlatter. Elegant color codes, matching the respective fragrance, bring a Riviera feeling into the bathroom at home. High-quality cardboard packaging is in line with the brand values and ensures a handmade flair: the solid hair and shower care is produced by a family business in the south of France.

The emotional branding is intended to evoke memories of casual summer days. The imagery is also emotional and authentic: analog photographs against a summery Mediterranean backdrop convey the liberated body feeling that Ghilli stands for.

Responsible at Ghilli: Daniela Steiner, Michelle Schmid, Alessia Landolt (founding team). Branding and packaging design: Allink.

More and more companies and organizations in Switzerland are organizing their communication in the style of a newsroom model. The establishment and expansion of corporate newsrooms has been accompanied by a series of technological innovations in recent years, not least in the field of artificial intelligence (AI). The Institute of Communication and Media Studies (IKMB) at the University of Bern has taken this development as an opportunity to examine corporate newsroom structures in Switzerland in an exploratory study. The study sheds light on the developments and challenges of newsroom-based corporate communication in the age of artificial intelligence (AI).

The study conducted in collaboration with the Bern-based agency Newsroom Communication shows, among other things, that AI is already being used in many corporate newsrooms for routine tasks and experimental pilot projects. Applications range from idea generation, text production and translation to automated indexing and impact measurement. A large number of the organizations surveyed plan to introduce comprehensive guidelines and institutionalized use of AI technologies by the end of 2024.

A learning organization with its own identity

The introductory phase of a newsroom structure is often concerned with finding its own culture and identity within the organization. Only after a certain period of time does it show its full impact, as study director Tobias Rohrbach explains: "In the first two years or so after introduction, newsrooms mainly strive to secure their internal positioning within the company; only afterwards does the focus turn to the external communication effect." The study came to the conclusion that corporate newsrooms function as learning organizations that continuously adapt to specific requirements and technological change. Clear topic orientation, central control and agility play a central role in this.

Need to catch up in impact measurement

Newsroom organizations still have some catching up to do when it comes to impact measurement. The tools used to measure the impact of communicated content still mostly follow the classic channel logic. This presents newsrooms with the challenge of drawing conclusions from fragmented metrics for cross-channel planning that still takes into account the specifics of individual channels. When selecting a suitable editorial tool, it was found that existing project management programs do not fully do justice to topic-oriented planning. This is where dedicated topic management tools can provide a remedy.

The results of the study were presented on Wednesday as part of a newly launched series of events. "Newsroom Insights" was presented to 30 newsroom users from Swiss companies in Bern. The results of the study are available at Newsroominsights.ch/#study retrievable.