With the successful completion of the CAS Event Management, the 33 graduates are equipped for the staging of events, media relations and sponsoring. Business management topics such as finance and project management, ecology and event law are also covered in this course.

After the official welcome by Luzi Heimgartner, co-director of the Higher College of Tourism & Management at Academia Engiadina, this year's guest speaker, Daniel Schärer from ZugSports, addressed the graduates. The independent event and strategy consultant gave those present valuable tips and advice from his wealth of experience as an event manager, including as head of the Zuger Seefest organizing committee.

The celebration came to a fitting end in the evening with an aperitif and dinner at the Hotel Nira Alpina in Silvaplana-Surlej. The evening was rounded off with a live concert by the local band "Dog on the Feet". Jasmin Oberholzer (Eschenbach SG) and Vanessa Hungerbühler (St. Gallen SG) received special awards for the best diploma theses, as did Tanja Bergamin (Lucerne LU) for the best overall grade.

The extra-occupational CAS Event Management course is run as a cooperation between the University of Applied Sciences Graubünden and the HF Tourism & Management at Academia Engiadina. The six modules are spread over just as many different locations. They all take place live at events organized by the practice partners. These include the Summerdays Festival in Arbon, the Seaside Festival in Spiez, the Suisse Caravan Salon in Bern, the Annual General Meeting of the St. Galler Kantonalbank and the Swatch Beach Pro Gstaad beach volleyball tournament. The next CAS Event Management course will start in January 2025.

The graduates of the CAS FHGR in Event Management 2023/24

Michelle Albrecht, Chur GR; Alexandra Bacher, Planken LI; Franziska Bachmann, Wetzikon ZH; Cyrill Bannwart, Rapperswil SG; Daniela Baumberger, Chur GR; Tanja Bergamin, Lucerne LU; Sandra Bricker, Flüelen UR; Silke Brunner, Schaan LI; Tessy Chilton, Birmensdorf ZH; Elia D'Antuono, Flims Dorf GR; Tamina Etter, Basel BS; Elena Eyholzer, Naters VS; Jeanice Frei, Lausen BL; Livia Halbeisen, Ostermundigen BE; Michèle Hersperger, Maur ZH; Madlaina Hui, Engelberg OW; Vanessa Hungerbühler, St. Gallen SG; Nicole Messerli-Haldi, Rüfenacht BE; Jasmin Oberholzer, Eschenbach SG; Céline Oertle, Herisau AR; Melanie Pohl, St. Moritz GR; Salome Purschke, Neukirch TG; Lea Riesen, Pieterlen BE; Gioia Rossel, Chur GR; Alina Saracino, Wettingen AG; Simona Schürpf, Sulgen TG; Karin Spychiger Müller, Einigen BE; Livia Studer, Arlesheim BL; Robin Trochsler, Schaffhausen SH; Claudia von Siebenthal, Schönried BE; Chiara Ladina Walther, Erlinsbach AG; Kim Wirth, Wil SG; Canan Yilmaz, Sils GR.

The bilingual full-service communications agency "Agence Trio" combines a wide range of expertise in the areas of consulting, creation and realization in its team. The agency, which has been operating since 1931, can boast many national and international successes - the agency's major clients include Ikea, Ovomaltine and Omega Speedmaster. The agency currently looks after brands such as Migros, Kägi, SBB, Swiss Wine and PubliBike.

By adding Agence Trio to the agency network, Myty is strengthening its portfolio of specialized agencies and facilitating "close cooperation with the Swiss-German Myty agencies", according to a press release. The development of a network in French-speaking Switzerland is an important step, as the French-speaking region is a "special market with great potential for customized communication activities".

Trio CEO Michael Kamm sees many opportunities in the partnership with Myty: "Thanks to Myty, we can offer our customers deeper and broader expertise. At the same time, we see our many years of expertise in French-speaking Switzerland as adding value to the Group and are delighted to share this knowledge." The cooperation will enable the agency to take further steps towards growth and expanding its expertise, while at the same time maintaining its identity, culture and operational independence.

Founded just under a year ago, Navada's mission is to empower women, other underrepresented groups and young talent in the advertising industry. Under the leadership of Managing Partner and Executive Producer Mariska van Lavieren and Managing Partner Laura Šerić, Navada is committed to breaking down barriers and telling stories in a way that is authentic, inspiring and transformative.

Bonaparte from Berlin shares the ethos of promoting diverse talent and pushing boundaries in different formats. This is why the two production companies have decided to start a collaboration.

In future, Navada will represent the directors and photographers of its new partner in Switzerland and connect them - in some cases exclusively - with local agencies and clients. Conversely, Navada will enter the international market step by step. In doing so, it will support Bonaparte with an international network and many years of experience in the international market and productions.

Young drive meets an international network

According to the press release, the two companies intend to retain their independent identities as part of this collaboration and will continue to operate independently in their respective home markets. Navada brings fresh energy, a deep understanding of Swiss culture and values, and creativity. Bonaparte, in turn, brings significant international production experience and resources. Together they form a fusion of diverse talents and perspectives.

The collaboration between Navada and Bonaparte goes beyond traditional film production. Equipped with local insights and an international outlook, they aim to produce engaging content for the whole world: From long-form narratives to impactful seconds on social media. The aim is to create transnational projects between Switzerland, Germany and the USA.

Mariska van Lavieren, Managing Partner of Navada, is looking forward to the collaboration: "This partnership enables us to tell stories that resonate not only locally but also globally."

With Cryptonow, cryptocurrencies can be purchased instantly and locally in retail outlets throughout Switzerland. The purchased cryptocurrencies are exchanged for voucher credits via the website and can be stored securely on the Cryptonow wallet.

While the Bitcoin price has been rising again for months and the upcoming halving marks a significant event in the Bitcoin blockchain, access to cryptocurrencies remains a challenge for many people. Cryptonow has launched a campaign to show how easy it is to buy crypto.

To this end, the Nord DDB agency developed the "Easier than" concept, which focuses on small everyday challenges that we overcome on a daily basis. With this clear message, Cryptonow wants to emphasize the user-friendliness of the product.

The Forward media agency ensures that the advertising reaches the target group in the right context: screens at busy train stations greet commuters at rush hour with the message "Easier than finding a seat on the train". In cinemas, the poster proclaims: "Easier than choosing a snack during the break". Other advertising measures include window stickers in streetcars with the slogan "Easier than not missing your stop" and context-related banners in digital media. The aim is to position Cryptonow as an uncomplicated solution for buying cryptocurrencies.

Responsible at Cryptonow: Marina Arnold, Andrea Lämmler. Responsible at Nord ID (Nord DBB): Alex Gjers, Livia Cives, Eddie Wernholm. Responsible at Forward Advertising: Sonam Wieland, Naomi Habisreutinger.

In particular, the areas of leadership, collaboration and understanding of work are the focus of this study, which is based on a survey of almost 1,000 employees from various industries, both with and without experience in dealing with AI.

Overall, the report identifies a perception gap between AI users and those respondents who are not yet using AI. "This is due to the fact that respondents from different industries have very different levels of experience in dealing with artificial intelligence. On the one hand, there are the inexperienced, whose assessments are based on hearsay. On the other hand, the experienced ones already have several pilot projects behind them and know exactly what they are talking about," says Alexander Heise, Hays CEO Germany and CEMEA.

Majority see relief through AI

The study focuses on the readiness of organizations for artificial intelligence, especially as a cultural challenge. In terms of employment effects, a total of 76% of the study participants are convinced that AI can be used to completely take over light analysis activities and tedious routine tasks.

In this context, it is interesting to compare the response behavior of AI users and non-AI users. Only 30 percent of AI users believe that AI will lead to a decline in employment. Among those who do not yet use AI, 46% believe this to be the case.

AI leads to an increase in qualifications

However, 59% of respondents also assume that the qualification requirements for employees will increase, which in turn should lead to more positions with a higher level of qualification. Respondents who already use AI are more likely to assume this (68%) than those who do not use AI (49%).

This is also accompanied by the assessment of polarization effects, i.e. the increase in demand for lower and higher qualifications at the same time, which would be socio-economically problematic. 57% of AI users assume this, and 42% of non-AI users.

Human-AI interaction sets new standards

The fact that the effects of AI integration only become clear after personal experience is also shown by the differences in participants' responses to the question about the impact on corporate and management culture. 37% of AI users expect an increasing symbiosis in the interaction between humans and machines as well as a significant change in communication structures (31%), as the automation of subtasks can ideally speed up processes.

Don't forget the people behind the numbers

However, opinions also differ when it comes to AI-supported decision-making: 40% of those with AI experience see this as an opportunity, but only 27% of those without. The reduction in the workload of managers through increased employee responsibility is also seen as positive by 27% of AI users, but only 13% of the comparison group. 34% of the decision-makers surveyed believe that the main challenge is not to lose sight of the "people behind the numbers". And a full 46% see the task of increasingly addressing employees' fears in connection with AI, supporting them in the change process and motivating them to deal with AI.

Many fear disenfranchisement through AI

Employees take a pragmatic view of the use of AI: they expect to save time (43%) and reduce stress by making work easier (37%). However, this should not lead to them being disempowered by AI (45%). These concerns are expressed particularly frequently by non-AI users (52%).

The complete HR report by Hays, in collaboration with the Institute for Employment and Employability (IBE), can be downloaded from the Website of Hays can be downloaded.

"With Joyn, we can offer Switzerland a comprehensive entertainment package with numerous exclusive contents and lots of content on demand - and all for free," says Andrea Haemmerli, Managing Director at Seven.One Switzerland.

In future, Joyn will form the heart of Seven.One Switzerland's digital entertainment presence, Haemmerli continues: "With a strong focus on the offerings from the media library and a comprehensive live streaming area, Joyn in Switzerland will build on the established concept of Joyn Germany and Joyn Austria and continue the success story of Zappn."

Zurich public transport operator Verkehrsbetriebe Zürich (VBZ) and Livesystems, a provider of digital outdoor advertising, have decided not to pursue the digitization of Zurich's Bahnhofplatz any further. This decision was made by mutual agreement, the two companies announced in a press release on Wednesday. No reasons were given for the termination of the contract.

The 64 analog spaces on Zurich's Bahnhofplatz will be marketed by Livesystems until the end of July 2024.

At this year's Sechseläuten, the "Böögg" was spared due to strong winds - a first in the history of the traditional Zurich event. Ringier Advertising's Brand Studio reacted to this situation with lightning speed, adapting the existing campaign from the previous year without further ado - and playing it out with a very contemporary twist.

Instead of being burned at the stake, the Böögg once again made the journey to the Bernese Oberland in the Jungfrau Ski Region. Already two years ago the Zurich cult figure embarked on a journey to promote the newly launched SBB line. Today, as then, it was a comfortable IC81 direct from Zurich main station to Interlaken Ost.

The spontaneous campaign reportedly elicited many positive reactions. The timing was also perfect: The weather in the mountains will soon be perfect again and the Jungfrau Ski Region is open until the end of April.
The campaign was rolled out online and on social media from Tuesday morning.

Responsible at Jungfrau Railways Management: Giulia Müller (Head of Marketing Communication), Remo Käser (CMO), Anna-Lea Huber (Social Media Manager). Responsible at Ringier Brand Studio: Fabian Zürcher (Director Brand Studio), Daniel Marx (Head of Video), Katja Preisig (Motion Design), Ivo Tuchschmid (Social Media), Adrian Schulthess (Deputy Director Brand Studio).

The online retailer from the St. Gallen Rhine Valley, Fraunkenspalter.ch, was founded in 2008 and offers a wide range of products. The products are also available in six stores throughout German-speaking Switzerland. Andfrank has implemented an extensive marketing campaign for Frankenspalter.ch in order to raise awareness outside its "home region".

The concept of the campaign is based on the fact that life presents us with new challenges and situations every day that need to be overcome. For almost every daily challenge Frankenspalter.ch offers the right solution. With the campaign slogan "Always a good opportunity", the brand aims to create a subtle link between everyday moments and its products, which not only solve challenges but also prove to be a good opportunity in terms of price.

In addition to the four films, which can be seen on TV, as OLVs and on social media, the campaign is supported by twelve key visuals using (D)OOH on highly frequented poster sites, various digital advertising media such as HTML5 display banners and performance ads as well as a comprehensive social media concept.

Responsible at Frankenspalter: Andreas Bleisch (Online Marketing Manager), Alanis Schönenberger (Mediamatician), Jasmin Mattle (Digital Marketing Manager), Ricarda Schneider (Junior Marketing Manager). Responsible at Andfrank: Ramon Alder (Creative Director), Katie Eugster (Junior Art Director), Tobias Röben (Copywriter & Concept Designer) Vivian Darges, Amanda Eisenhut, Ian Spahr, Manuel Eichmann (Graphic Designer), Florian Bieniek (Brand Director & Media), Nico Strässle (Managing Director), Lorenz Wahl (Image Processing). Responsible at Company Production: Gregor Brändli (Director), Lukas Wälli (DoP), Michael Gloor (Producer), Christopher Graage (Producer), Nicola Duppenthaler (Photographer), Evelyn Steigbügel (Editor), Rodo Works (Postproduction), Mastasound (Sound Studio). Media planning and realization of all advertising media: Andfrank.

Trust is based on long-term commitment. According to the 24th brand study "Trusted Brand 2024" by Reader's Digest, the winning brands from the previous year were able to maintain their position in the respective 15 product categories. In nine product groups, more than half, the order of the top three brands even remained unchanged - in the categories of sweets, hearing aid manufacturers, cough and cold remedies, muscle and joint complaints, natural remedies/homeopathy, optician/glasses brands, vegan/vegetarian products, insurance and vitamin products.

The top trio in terms of nominations

The strength of some of the winning brands is particularly clear. According to the study, Fielmann achieved the most mentions of all categories with 791 mentions (optician/glasses brands), followed by Ricola with 695 votes (sweets). In third place is Nivea (cosmetics) with 543 mentions.

Particularly striking: the bank Credit Suisse remains in seventh place in terms of trust in banks/financial service providers with 63 votes. After massive outflows of funds, the bank was taken over by its competitor UBS last year.

According to the study, the Swiss population has become more optimistic overall: A clear majority of 61% of respondents are confident that 2024 will be a good year for them personally. In 2023, the figure was 57%. "The fact that consumers are once again looking ahead with more confidence is a welcome development," explains Andreas Karl, Managing Director of Reader's Digest Germany, Austria and Switzerland. "Above all, however, our study shows how important it is for brands to invest in their customers' trust - with high-quality and sustainable offers."

Mixed feelings about AI

A mixed picture emerges from the first survey of Swiss people's attitudes towards artificial intelligence (AI). Almost a quarter, 22%, view brands that use AI more positively, primarily when it comes to individual product design or protection against hacking and misuse. However, significantly more than a third (39%) have a more negative perception of the brands in question. 40 percent of respondents stated that they are indifferent when it comes to trusting a brand that uses AI.

The 2024 frontrunners at a glance

• Banks/financial service providers: Raiffeisen Bank
• Candies: Ricola
• Household/kitchen appliances: Miele
• Hearing aid manufacturer: Amplifon
• Cough and cold remedy: NeoCitran
• Cosmetics: Nivea
• Health insurance companies: CSS
• Muscle and joint pain: Voltaren
• Natural remedies/homeopathy: Similasan
• Optician/glasses brands: Fielmann
• Swiss vacation regions/places: Ticino
• Pet supplies/pet food: Qualipet
• Vegan/vegetarian products: V-Love (Migros)
• Insurance: Mobiliar
• Vitamin products: Burgerstein

The independent brand study "Trusted Brand" is used by Reader's Digest has been conducted since 2001 and, according to its own information, is one of the largest and best-established consumer studies in Europe. In Switzerland, 2,300 consumers were surveyed. All questions about the brands were asked in an unsupported manner, i.e. without specifying names. In 15 product categories, participants spontaneously named the brand that they personally trust the most and would recommend to family or friends. A total of 1984 brand terms represent the strong competition for consumer favor.

"Media companies need to become radical and leave their comfort zone. They need to become bolder and rethink traditional revenue streams, target new audiences, redefine roles within the media value chain and move into completely new industries," says John Peters, Managing Director in the Media & Entertainment division at Accenture.

According to the study, more than a third of media users (36%) say that they find it difficult to find something entertaining and 52% say that the recommended content does not match their interests. Almost 60% cancel and re-subscribe to services depending on what content they want. In 2023, 47% of consumers canceled more subscriptions than the year before.

User-generated content in vogue

Two thirds of consumers consider user-generated content to be just as entertaining as traditional media. In all scenarios presented to respondents, such as "When I want something fun" or "When I want to relax", social media and social video platforms were consistently named as the media of choice over video streaming services.

The study also shows opportunities for media companies to expand beyond traditional content offerings, including aggregation platforms and lifestyle bundles. A majority (83 percent) of consumers say they would be inclined to use a single app to access all their digital services - both in terms of media and non-media categories.

Furthermore, Accenture predicts that lifestyle bundles will reach a volume of 3.5 trillion dollars by 2030, with technology brands being better positioned than traditional media brands. In order to make its film offering much more diverse, streaming giant Netflix has begun a massive internal reorganization and cut costs in the process, as the news portal Press release reported. (pte/swi)

For the Study by Accenture were A total of 6,000 people in ten countries were surveyed about their media use.

The nationwide telecom provider Thurcom has just revised its product range. The adapted "Neo" product range is intended to set new standards. In order to communicate this in an easily understandable way and at the same time address new customer regions, the Souffleur agency modernized the corporate design, among other things.

Rainbow colors and monoliths

The rainbow colors are intended to reflect the light that shoots through Thurcom's own fiber optic network and enables fast Internet. At the same time, however, they are intended to stand for Thurcom's freshness and customer proximity, which have contributed to the high reputation of the telecom provider.

The use of these emotional colors in a form that resembles a monolith is intended to support Thurcom's self-confidence and technological know-how as well as to allow a clear information design, which is essential in the communication of telecommunications offers.

The new image replaces the old design and is being rolled out to the market via the current campaign, which focuses on the internet and TV. The most important channels and advertising media for the animated and static content include the website and landing pages, Google, social media and online channels, posters, advertisements, TV and cinema commercials, newsletters, flyers and direct mailings, store design and labeling, competitions, trade fair stands, giveaways and more.

Responsible for Thurcom: Peter Trüby (Head of Thurcom). Responsible for Prompter: Jouni Epper (Managing Director), Julia Henauer (Graphics).