In an industry that likes to work with bait-and-switch offers, Stuiq wants to show in the B2C campaign that iWay takes a different approach and that bait-and-switches don't stand a chance with them. The aim is to strengthen iWay's image and increase awareness. In humorous yet melancholy commercials, a personified decoy is shown who is bored and disillusioned in a world without a job at iWay. After all, he has become unemployed and completely useless.

"The telecommunications market is often somewhat homogeneous in terms of communication. We were looking for the characteristic iWay way and wanted to show that iWay is different," says Anna Kindlimann, partner and CD of Stuiq. "It was important to us to emphasize iWay's honesty in a humorous and likeable way. That's how we came up with the decoy, who we all love as a tragic anti-hero."

Campaigning and film production were carried out in-house at Stuiq - including the character design of the protagonist. For the personified decoy bird, a lot of drawing was initially done to create a sympathetic and somewhat pitiable character. The result was a bird with a funny and heartfelt expression, an insecure stature and a pinch of silliness. But functionality and variability were also important requirements for the shoot. Several versions of eyes, movable mouth and removable eyebrows were used to achieve a surprisingly wide range of facial expressions.

Cool pastel tones and high-contrast images emphasize the tragic-comic situations from the decoy's super boring everyday life. The multimedia campaign will be played out on various channels - including TV, out-of-home, cinema, radio, social media and other digital channels.

Responsible at iWay: Francesco Caiafa (Head of Marketing and Product Management), Fabienne Ita (Deputy Head of Marketing, Marketing Coordinator), Amanda Fuchs (Senior Designer), Jessica Lucio (Content Marketing Manager). Responsible at Stuiq (Campaigning/Film): Hannah Dobbertin (director), Kevin Mike Minder (actor), Anna Barbara Friedli (costume designer), Gian-Paul Lozza (photographer), DubDub Studios (sound design), Davide Greco (grading).

The current campaign is intended to showcase "the king among the Prügelis", the Munz Prügeli Weiss, and stages the pleasure of white chocolate and praline filling.

The campaign will be launched throughout Switzerland from February. Classic billboards, e-panels, advertisements and numerous digital assets will be used.

Responsible at Maestrani: Cordula Glasmacher (Lead Branding & Communications). Responsible agency: The answer. Image processing: Lily Metzker. Motion Design: Senic.

As Brand Director, Koch will take on a key role at Mood Studios, as detailed in a press release. His tasks will include brand consulting, customer consulting, the development of creative concepts, the management of campaigns and the implementation of productions. With his expertise in brand development, Fabian Koch will further strengthen the position of Mood Studios.

The basis for both projects was a review of existing examples and guidelines, research for inspiration and findings from several workshops with Victorinox.

The detailed concept for Victorinox's new visual world included the development of image ideas and subjects, the creation of mood boards and the elaboration of the visual language and application principles. Various categories such as corporate visuals, product photography, lifestyle photography, social media and other sub-themes were taken into account. The imagery was then developed and prepared as a guideline for Victorinox's internal and external digital brand guide.

Verbal identity adapted to brand strategy

The verbal identity was completely revised and adapted to the new brand strategy. The aim of this project was to create a uniform, memorable and authentic language for Victorinox's various target and stakeholder groups that would reflect the new positioning.

In the detailed concept, the existing verbal guidelines were aligned with the new brand strategy and application principles were derived. The content structure of the existing verbal identity guideline was revised and a tone of voice was defined for Victorinox as a brand and as a company, in which the new positioning as an expert is communicated. In addition, guidelines for addressing customers in different languages were developed, taking gender-inclusive language into account. Other principles such as the use of emojis and emoticons and the use of humor were also defined. The verbal identity was developed and didactically prepared as a guideline for Victorinox's internal brand design guideline tool.

With the new visual language and the new verbal identity, Victorinox wants to strengthen its brand perception and represent the innovative mindset of the brand, in line with the new brand strategy and brand positioning.

During a year-long investigation, Izzy figurehead Cedric Schild pretends to be an elderly person and supposed victim on the phone. This not only makes for a few laughs, but also drives the perpetrators crazy - at the same time, the editorial team penetrates deep into the structures of the criminal clans.
Using more than 1200 minutes of recorded conversations from real shock calls, the Izzy film "Die Enkeltrick Betrüger" shows all the tricks used by fraudsters for the first time and aims to make an important contribution to prevention. In cooperation with the law enforcement authorities, the perpetrators are arrested in front of the cameras.

"The scammers' tricks are extremely perfidious and the perpetrators are very well organized. Never before have we been pushed to our limits during a production like this," explains Cedric Schild. "It makes me all the happier that we were one step ahead of the criminals in the end and that the release of this film will at least make their lives a little more difficult."

The 80-minute Izzy film "Die Enkeltrick Betrüger" has been available exclusively for streaming since Monday for CHF 3.90 at Enkeltrickbetrueger.ch or available for Blick+ subscribers on Blick.ch.

Companies are confronted with increasing competitive pressure, new business areas, unstable supply chains and the battle for talent on a daily basis. With "SME IT Solution", Swisscom offers a one-stop shop for IT, network, Internet and telephony to help SMEs better meet these challenges.

The Zurich agency Bühler&Bühler translated the jointly developed value proposition quickly and comprehensibly into various subjects. In addition, the campaign was customized for Swisscom's partner marketing in order to maximize reach and inform customers personally. The campaign for the new B2B solution is primarily played out via social media and dialog marketing channels.

Bühler & Bühler has developed an independent moving image concept with the help of AI. Initially, the videos show a glitch that quickly dissolves and is intended to illustrate the advantages of "SME IT Solutions". The visuals represent the entire spectrum of the SME landscape.

"Bühler & Bühler succeeded in getting to the heart of the strengths of the service in a striking campaign. The fact that the visuals were generated with AI fits in with the zeitgeist - just like the new overall solution," says Roger Rietmann, Marketing Manager at Swisscom.

Responsible at Swisscom: Roger Rietmann (Marketing Manager ); Esin Emanetoglu (Marketing Manager). Responsible at Bühler & Bühler: Doris Bühler (Creative Direction); Vasco Bickel (Art Direction); Sofia Hornung (Design & Concept); Ronda Miller (Consultant); Joséphine Rohrer (Text & Concept); Clemens Fachinger (Text & Concept).

Frank Keidel has been Senior Communications and Media Relations Manager at Straumann in Basel for a few weeks now. At the company, a global market leader for dental implants and aesthetic dentistry, Keidel now works as a Group spokesperson with a focus on global financial and sustainability communications. He also supports internal communications. A total of six people work in Communications at the Straumann Group. The team is "small but mighty": "Six employees is certainly not excessive in view of sales of more than CHF 2 billion."

The Würzburg native, who has held a Swiss passport for over ten years, knows Straumann from his time as a financial journalist. "I've always found the company exciting." Now he is looking forward to being part of this "35-year success story". When he started in mid-January, the first thing that struck him was the positive corporate culture. When you join the company just before the finalization of the annual report and annual communication, like he did, you get to see all your colleagues in the flesh. "Everyone I've dealt with so far has been unpretentious, collaborative and results-oriented," says the communications specialist. Advertisingweek.ch even elicited a "wow!".

Despite his move to the Rhein-Knie, Keidel will remain in Zurich Witikon with his wife and two children, but has found himself a "pied à terre" in Basel. "I'm looking forward to getting to know the border triangle better. And as a former French high school teacher, I'm particularly looking forward to being able to take the streetcar to France."

Switch from chocolate to dental treatment

Frank Keidel was "Senior Media Relations Manager" at Swiss chocolate manufacturer Barry Callebaut until his resignation last August. As the sole spokesperson at Group level, he was the "go-to guy for everything in external communications". "There was never a dull moment." After the recent change of CEO, the family man, who lives in Zurich, felt it was time for a change. "I have fond memories of the team and the many colleagues at Barry Callebaut, from Zurich to Côte d'Ivoire."

In the past, Frank Keidel has also worked as a media spokesman for Swiss Life, Zurich Switzerland and the Zurich Group. He previously worked as a journalist for Borsalino, Cash.ch, and then for the weekly newspaper Cash active. Shortly after his move to Swiss Life as spokesman, Ringier moved to Cash the plug. That was a great pity, but he didn't see it coming, he tells us Advertisingweek.ch.

But Keidel has no regrets about switching "to the other side". "I love language, dealing with people and I love writing." This has benefited him as a journalist and, for many years, as a speaker. "I like representing a company to the outside world, but I wouldn't want to miss out on my experience as a journalist," he adds.

The Swiss electrical wholesaler Otto Fischer was founded in 1899 and can look back on 125 years of company history and success.

The company enlisted the creative energy of Ruf Lanz for the anniversary campaign. The creative agency already launched "Build Smart" in 2020, the platform for intelligently networked building technology (Werbewoche.ch reported).

The current anniversary campaign commemorates inventions and events that originated in the year Otto Fischer was founded and links these to OF's services in building technology.

The PUR connection cable from Otto Fischer was chosen as the stylistic device, which is well-known in the industry for its qualities, but also for its eye-catching orange color. PUR is an abbreviation for polyurethane. This is a tear-resistant, flame-retardant plastic that is ideal for insulating cables.

The pared-down, literally pure anniversary campaign is intended to "stand out from the otherwise rather shirt-sleeved communication in the electrical industry" and differentiate Otto Fischer in style. It appears in static and animated form in trade media, at the POS, at trade fairs, anniversary events and in various digital channels.

Responsible at Otto Fischer: Pascal Grolimund (Head of Marketing, Member of the Executive Board), Marcus Aeberhard (Head of Communications), Besjana Lokaj (Marketing Manager and Events). Responsible at Ruf Lanz: Markus Ruf (Creative Direction), Catherine Martin (Art Direction & Illustration), Gian Marco Juon (Head of Consulting), Armin Arnold (DTP). CGI: Tobias Stierli, Flaeck. Motion design: RoDo Works.

According to the survey, almost half (46%) of the 350 decision-makers surveyed expect the online advertising market to grow - albeit to varying degrees. 34 percent expect slight growth of up to five percent. Around seven percent of respondents anticipate growth of up to ten percent, while a further six percent expect market growth to exceed this mark.

However, there are also more skeptical forecasts: one in five predicts stagnation, while around one in four anticipates a drop in the online advertising balance. Five percent even see the industry plummeting by more than ten percent. One in ten are currently unable to assess the situation.

According to Thomas Mosch, Director Conference at DMEXCO, the survey results provide important impetus for the next DMEXCO: "The results show the heterogeneous mood in the market and the differentiated expectations. However, the majority are starting the new year optimistically, relying on advertisers' increasing willingness to invest in online marketing."

Around one in two experts forecast budget increases, particularly in the areas of social media (52.9%) and search engine marketing (46.5%). Around a fifth of respondents explicitly classify influencer marketing as the fastest-growing segment. Collaboration with influencers is playing an increasingly important role, especially for the 30 to 39-year-olds surveyed: 26% would invest more here. In terms of gender distribution, one figure stands out: 31% of female experts would plan to invest more in influencer marketing - compared to just 9% of men.

Top trends AI, sustainability and social responsibility

Artificial intelligence will remain the top trend in digital marketing in 2024. Sustainability and social responsibility are in second place and social commerce in third place. What is striking is the different assessment of the topic of mixed reality among the age groups of respondents. 62% of 18 to 29-year-olds rate VR, AR and other mixed reality applications as highly relevant for online marketing - a figure that is many times higher than the average across all age groups (11.3%).

"Artificial intelligence and sustainability are two megatrends that will shape not only our industry but society as a whole in 2024. AI is about business models, potential applications along the value chain and how we take people with us in this transformation. Sustainability is increasingly becoming a hard currency this year and is gaining a stronger foothold in the digital economy. We will help shape both developments in the BVDW and at DMEXCO," explains Carsten Rasner, Managing Director of the German Digital Economy Association (BVDW).

According to Thomas Mosch, the current study shows an increasingly heterogeneous mood in the industry compared to previous surveys. Fortunately, however, optimism prevails: "Effective marketing is crucial for navigating dynamic markets. Last year, we tended to confirm the suitability of artificial intelligence for everyday use in marketing. At DMEXCO 2024, we will see many concrete projects that demonstrate how productive and disruptive AI can actually be," concludes Mosch.

On behalf of DMEXCO, the market research company Civey surveyed a total of 350 marketing and advertising professionals online between November 23, 2023 and January 2, 2024.

A deep dive into the results can be found in the free whitepaper.

In collaboration with the ARE, Kernbrand has developed the platform Toolbox-agenda2030.ch conceived, designed and programmed. A visual world was developed and explanatory videos and animations were created.

The digital platform consists of two separate websites, each geared towards the needs of the cantons and municipalities as well as companies. The toolbox brings together a large number of practical examples, goals, measures and tools in the area of sustainability. The variety of topics is very broad and ranges from energy efficiency, supply chains, inclusivity and structure plans to public transport and settlement areas.

Users can use filters to find the content relevant to them and also submit content themselves. Statements from experts from all over Switzerland are also integrated. The sustainability goals point the way to a sustainable world. The toolbox is intended to help mobilize and raise awareness among stakeholders so that they can effectively implement the 2030 Agenda and the Federal Council's Sustainable Development Strategy 2030 (SDG 2030) based on it.

"We are proud to be able to contribute to a more sustainable Switzerland with our digital and design expertise," says Nicola Lutz, Senior Consultant and Deputy Managing Director at Kernbrand.

Responsible at ARE: Mirjam Walker Wedekind, Stephan Kägi (cantons and municipalities); Fabrice Burri (companies). Responsible for core fire: Nicola Lutz (consulting), Sandra Green (project management), Samira Büchler, Jeanine Moser, Janis Inauen, Mia Engeler (design), Stefan Kellenberger (development).

Kleinbasel residents were asked what acts they consider to be acts of domestic violence and in which cases they would intervene as outsiders, as detailed in the report published on Wednesday. Report entitled "Civil courage and attitude towards domestic violence in Kleinbasel" is called. The survey and the associated "Halt Violence" awareness campaign were launched at the end of 2022 (Werbewoche.ch reported).

There was a broad consensus in the assessment of various offense areas. "Shouting at each other, slamming doors" was rated as unacceptable by 84 percent of respondents, while acts such as "child abuse, love abuse, self-harm" or "choking or hitting someone" were rated as "not okay at all" by 96 or 100 percent of respondents.

Strong need for sensitization

There is a strong need to raise awareness of how outsiders should behave, the report continues. The question about civil courage showed that 75 percent of respondents would intervene in the event of violence against people they did not know and 94 percent would intervene in the event of violence against people they knew. However, quite a few respondents were also afraid of doing the wrong thing, such as unnecessarily alerting the police.

The survey results are a valuable indicator for the "Stop Violence" project. They should help to develop further targeted measures and campaigns that raise awareness of domestic violence and encourage active intervention.

So far, around 400 people have taken part in workshops and strengthened their strategies for civil courage, writes the cantonal police. And through outreach work, over 700 people in Kleinbasel have been involved in conversations and provided with information.

Responses from 387 people were evaluated for the survey. The response rate was a low 7.74 percent. (SDA)

The Business Audit Committee investigated why the house was in disarray at Bern's Inselspital in recent years due to restructuring.

The commission had also wanted to hear from the managers of Insel-Kliniken. However, the government council blew the whistle on the GPK, the committee criticized in a press release on Friday. It considers itself "substantially obstructed" in its overall supervision.

The government council promptly rejected the accusation. It admitted that it had pointed out to the GPK that the questioning it had planned was not expedient in its view. In addition, the government council had asked the commission to discuss such a measure with the management of Inselspital, according to a statement.

Ultimately, however, it is the sole responsibility of the Commission to decide whether or not to carry out these surveys.

Discontent and uncertainty

Restructuring at the Inselspital has caused displeasure in recent years. Insel director Uwe E. Jocham is known to be pursuing ambitious goals. He has resorted to numerous cost-cutting and restructuring measures. The Chairman of the Board of Directors of the Insel Group is Bernhard Pulver, a former member of the Bernese cantonal government.

A rift opened up between the hospital management and some of the staff, as the Bernese Tamediablätter reported at the end of 2021. A new salary system caused unrest at the time. There was also criticism of the working culture and financial pressure. The audit committee of the Bernese cantonal parliament began to investigate.

Poorly communicated

These revealed that the dissatisfaction and resistance are closely linked to these changes. The GPK gives the Insel management credit for one thing: after the introduction of flat rates per case, the hospital group had no choice but to reorganize the company structurally and financially.

However, the GPK criticizes the hospital management's communication. "Here, the Insel management made mistakes that massively impaired the trust of the staff," the commission wrote in a statement on Friday.

It is not enough just to communicate. Form and content are also crucial. In the opinion of the GPK, this includes, for example, creating transparency and informing staff about decisions of major importance at an early stage and giving reasons for them. Employees should also be involved and ideas and suggestions taken seriously.

The Commission has therefore urged the Government Council to exert its influence on Insel Gruppe AG and ensure that communication is improved. After all, the government council is ultimately the politically responsible party.

With regard to other cantons, the GPK notes that Insel Gruppe AG is likely to represent one of the greatest financial risks for the canton at the moment because the hospitals are under great financial pressure. It is therefore important that the cantonal government exercises its supervision.

The Insel Gruppe remained vague about the criticism it received on Friday. In a statement to the Keystone-SDA news agency, it said that it was in a constant process of improving internal communication. And: "The Board of Directors and the management of the Insel Gruppe are doing everything they can to clearly communicate these changes and their necessity to employees."

The cantonal health directorate merely stated that it was taking note of the comments made by the audit committee. The directorate is in regular contact with the management bodies of the Insel Group. (SDA)