The aim of Mach Strategy is to map all relevant media types in the analog and digital sectors. The two new media categories of podcasts and e-mail marketing complement the inter-media comparison in the digital sector.

Podcasts particularly popular with young people

Since the coronavirus pandemic at the latest, the range of podcasts has been steadily expanding and a wide variety of formats are reaching their listeners. In addition to streaming groups in the audio sector, the use of podcasts can now also be analyzed in Mach Strategy. While the digital market is otherwise dominated by images, podcasts often position themselves with a broad audience through longer formats.

Overall, podcasts reach around 11.9% of the Swiss population on a regular basis. People aged 14 to 34 in particular state that they listen to podcasts at least several times a week. These people have a high level of education and have a high affinity for using audio contributions as a source of information for vacations, entertainment electronics or further education.

Newsletter as a source of information

Email marketing offers the possibility of personalized communication of information and advertising to individuals or groups of people. Mach Strategy now collects the four forms of business emails, newsletters from media offers, newsletters with offers or promotional emails and advertisements.

The two newsletter forms in particular are regularly followed by at least half of the over 35s in their age group. This genre can also be compared as a source of information for different product categories. Accordingly, addressed advertising emails about clothes and shoes attract the most attention among users of both newsletters from media offers and newsletters with offers.

Diverse intermedia comparison

As a tool for strategic planning, Mach Strategy enables a targeted analysis and implementation of the optimal media mix of press, cinema, TV, radio, web offerings, social media, streaming (audio / video), podcasts, out-of-home, DOOH, digital signage, public transportation, direct mail and e-mail marketing.

The Mach Strategy 2023 was published on Thursday with the innovations mentioned above. These are part of the Intermedia Study and can be analyzed using the established Wemf data portal. The Mach Strategy Upgrade Social Media can be purchased for an additional charge.

Another new feature concerns the definition of the population of the Mach universe. This has been adjusted slightly. Since the autumn 2023 publication, this has included the population group of non-linguistically assimilated persons. The purpose of this adjustment is to harmonize the Mach universe with that of other Swiss currency studies, making the inter-media comparison simpler and fairer.

The main prize of the new Swisslos product "EuroDreams" is big: CHF 22,222 per month over 30 years. Webrepublic and Wirz as agency partner BoB managed the launch of the new game in German-speaking Switzerland and Ticino from start to finish.

Unlike Lotto, Bingo or EuroMillions, EuroDreams is clearly aimed at a younger target group that has previously had little contact with lottery games.

Central to this is the app, which complements the classic games at the kiosk or on the website. Unic is responsible for the design and implementation. The in-app game generates numbers for the next draw in a playful way.

Parallel Co-creation from the app to the poster

As the project lead, Webrepublic was responsible for coordinating the numerous workstreams between all the agencies involved and the client Swisslos. The approach was not - as is usually the case - sequential, but parallel. This means that the creative process, app development and campaign planning influenced each other and were therefore optimally coordinated.

This created a consistent user journey across all touchpoints, from the mega poster to the game. The ads humorously show what you can do with EuroDreams - no matter how crazy a wish may be. The main thing is that the lucky winners can pursue their passions.

The large-scale awareness campaign can be seen on display ads, social media and (digital) out-of-home in German-speaking Switzerland and Ticino. The paid channels are supplemented by various organic measures such as a landing page and flyers at points of sale.

Responsible at Swisslos Intercantonal National Lottery: Markus Fischer (Head of Marketing & Distribution), Alona Jovanovic (Head of Product Management at Lottos), Sophia Michaelis (Product Management at Lottos), Kim Scheidegger (Head of Project Management), Patrick Heinimann (App Specialist). Responsible for Webrepublic: Tobias Zehnder (Partner), Julian Kaufmann, Margarita Kostopoulou, Silja Achermann (Strategy), Natacha Zurflüh-Khalifé, Nadine Schuler (Account Management), Stephanie Belvedere, Manuel Ritsch (Concept, Creative Director), Alex Laitenberger, Simone Lagomarsino, Neal Boschung, Fanny Ruf, Marina Knezevic (Multimedia Design), Roman Soom, Pascal Fust, Pablo Buettikofer (Media Buying), Sadhbh Sullivan (Social Media), Silvan Burnand (Digital Analytics), Philipp Hiemer, Pascal Misala (UX), César Desales, Paco Hobi (Software Engineering), MYGOSH (Video/Photo Production). Responsible for Wirz: Simone Jehle (Partner), Julia Ewers (Strategy), Florian Siegrist, Adrian Busse, Corinne Räber (Creation), Yussef Serrat (Production). Responsible for Unic: Philippe Surber (Partner), Roman Haag (Partner, Software Architect), Fabian Oehler (Account Manager, Project Management), Marco Schliesser (Lead Software Engineer), Tobias Kreutzer, Maciek Czmuda, Kacper Piwowarski (UX Concept and Design & 3D, heimoto).

This applies, for example, to cases in which the impression is falsely created that a real person has said or done something, Meta explained in a blog post on Wednesday. This also applies to situations in which recordings of real events are altered or even artificially created.

AI-based software can generate realistic images partly from verbal descriptions alone. This makes it easier to create photos - and soon videos - with false information. Online platforms such as Facebook and Instagram from Meta, Elon Musk's X and TikTok recently came under scrutiny from the EU Commission following reports of fake images relating to the Gaza war.

If advertisers do not label the relevant use of AI in their images and videos, Meta will reject the ad, it added. A penalty could be imposed for repeated violations. Minor AI changes such as adjustments to the image size or colors do not have to be declared as long as they have no influence on the content of the ad. (SDA)

At M-way, everything revolves around the "moustache" in November - not only as an accessory on men's faces, but also in the form of the e-bike brand Moustache from France. In November there are therefore Discounts on selected e-bikes and accessories. For every e-bike sold in November, 10 francs will go to the Swiss Cancer League. For every Moustache e-bike sold, M-way will donate a further 100 francs to the Swiss Cancer League.

Full commitment from employees

The entire M-way product management team was involved in the current campaign. Some of them grew a moustache especially for the photo shoot and had their hair stylishly styled by barber Claudio Martella. "This shows the commitment of our employees at M-way and the entire Swiss E-Mobility Group. One employee even went so far as to dye his moustache in M-way green," reports Alfonso Patermo, Art Director at M-way in Zurich. "The campaign embodies the joy of riding an e-bike with a wink and a pinch of humor." The TikTok-style video clips were created using a custom-built, swivel camera base that allowed the seven-kilogram camera to swing effortlessly from right to left.

Beard care events

There are also special events and promotions in three M-way stores in November. A barber will reveal tips and tricks on how to care for your upper lip beard. In cooperation with Intelligentfood, El Tony Mate will be served free of charge at the events.

Responsible for M-way: Elyne Hager, Head of Marketing; Alfonso Patermo, Art Director; Eva Wakonig-Brunnenmeister, Marketing Manager; Melanie Brunner, Marketing Specialist; Andreas Stopp, Digital Marketing Specialist; Stefanie Lüttmann, Marketing & Event Specialist. External partners:inside: Production: Utsumi.ch: Nathalie Utsumi (producer), Ricardo Utsumi (director, cameraman & video editor); Daniela Rütimann (graphic designer); Nicholas Burri (photographer); barber shoot: Claudio Martella (article); barber events: Zum Haarmanns; copywriter: Clau Isenring (slogans.ch); drinks events: Intelligentfood.com; Daniela Rütimann, graphic designer.

To Movember: In November, the "Movember" foundation draws attention to the topics of men's health, suicide prevention, prostate cancer and testicular cancer. Actions and awareness campaigns take place worldwide with various partners.

In his professional career, Adriano Beti has already held management positions in companies of various sizes, from SMEs to major international corporations. His particular strength lies in managing technologically demanding and data-driven projects and companies. This was reflected in his role as Head of Sales in power plant construction at ABB Switzerland, as well as at Leoni-Studer Cables, where he successfully drove forward the transformation to "digital construction" as the overall international manager for building technology. He also made a significant contribution to the growth and internationalization of the start-up Adaptricity, a spin-off from ETH Zurich that enables the digital planning of future-proof power grids through big data analytics.

As COO at Kilchenmann for the last four years, Beti implemented the corporate and digitalization strategy and mastered demanding challenges, especially during the Covid pandemic, which involved retaining highly qualified staff as well as new business models. He is an electrical and industrial engineer and holds an EMBA degree.

"Adriano Beti will further expand Livesystems' technological leadership in the digital out-of-home advertising market. I would like to thank Nadine Hauser and Daniel Bodmer for their competent interim management of Livesystems," said Oliver Egger, Chairman of the Board of Directors of Livesystems, in a press release.

Podcasts offer a welcome break from screens and are easily accessible, says Mackay in conversation with Anna Kohler. However, there is still a need for more education on how to use podcasts. She also emphasizes the importance of storytelling in corporate podcasts. She encourages companies to tell stories that have not yet been told in order to attract new listeners.

Moreover, a podcast is not just another social media platform or marketing tool, but a unique medium with its own purpose and target group, Mackay makes clear. In the next interview, she explains to Anna Kohler the role of podcasts in the overall marketing strategy and the importance of KPIs. Mackay also gives advice for start-ups that want to include podcasts in their marketing mix - regardless of budget.

The podcast was published in Tablecast Audio and video podcast studio produced by Soltmannowski Kommunikation on behalf of m&k Werbewoche.ch.

Cheyenne Mackay is co-managing director of Podcastschmiede. The podcast agency helps companies to develop a content strategy that tells stories and conveys their desired message.

The jurors for the ADCE Awards 2023, the "Champions League of Creativity", have been announced: A total of 56 creatives from 21 European countries will debate the best creative work from across Europe and award gold, silver and bronze as well as the Grand Prix, the European Star-Johannes Newrkla, the Genius Loci, the Green Star and the new Equal Star Award. Among them are three Swiss ADC members.

Stefanie Huber, ADC Switzerland Vice President and independent Creative Director, judges the entries in the "Integrated & Innovation" category. Dominique Magnusson, ADC Switzerland member and Creative Director at Jung von Matt Limmat, will judge the entries in the "Design" category. And Michael Hinderling, ADC Switzerland Board Member, founder and Creative Director at Dept & Hinderling.com, will act as a jury member in the "Interactive & Mobile" category.

The juries will meet in Barcelona on Thursday and Friday to deliberate on the best creative work from across Europe. The medals will be announced during the ADCE Festival on Friday, December 1, 2023.

The "7 principles for dealing with AI-supported work tools" are intended to serve as an ethical and legal guide for both its own members and other agencies in their day-to-day work, the agency network wrote in a press release on Tuesday.

The principles deal with the responsibility of using generative AI, where the tools should and should not be used, and that the output should always be checked.

Members of the agency network also receive a decision matrix that offers them certainty in the ethical classification and legally unobjectionable use of generative AI models.

"These AI principles tie in seamlessly with our code of values and are a clear commitment to responsibility and transparency towards all stakeholders," Nadine Huggel, President of the agency network ASW, is quoted as saying in the press release.

The AI principles can be found on the Website of ASW viewable.

AI principles of the ASW agency network Download

The independent financing of the magazine was not successful. It was not possible to attract enough members and other financial resources, according to the press release from Cult.

The magazine went online in 2021. Since then, it has employed a total of ten people. The decision "hurts", as the management and team wrote in the press release. After all, the primary goal had always been to run a critical, humorous, diverse and consistent online magazine. (SDA)

Landesmuseeum? Kunsthaus? Sure, but Zurich's museum landscape has much more to offer. A total of 64 museums offer their visitors a wide range of knowledge, inspiration, experiences and surprises.

The current Heads poster and online campaign builds on this narrative: No matter who you are and what you are interested in - everyone will find something to inspire, engage, touch or enrich them in Zurich's diverse museums.

The campaign starts with subjects of five people in five museums.

Responsible at Verein Zürcher Museen: Brigit Wehrli-Schindler (President VZM), Nicole Mayer (Managing Director VZM). Responsible at Heads Corporate Branding: Simone Raubach (consulting), Ralph Hermann (text), Marco Simonetti (concept/design), Roman von Arx (production). Photography: Nici Jost, Caroline Minolle.

In the course of the coming year, the German-language section of "Frapp" and the digital news channels of the Freiburg News will be merged, according to a press release. A mixed form of free and paid content in a subscription model is under discussion.

"We want to launch a marketable Fribourg digital platform and thus strengthen the media landscape of German-speaking Fribourg in the long term," explains Damien Piller, Chairman of the Board of Directors of Mediaparc. "The region is too small for two providers. It's time to pool the expertise and resources available on both sides and thus join forces for a convincing product," adds Daniel Schorro, Chairman of the Board of Directors of Freiburger Nachrichten. Piller and Schorro also agree that there is only a realistic prospect of economic success in a comparatively small catchment area such as German-speaking Fribourg with a joint platform.

With their declaration of intent, both parties have agreed to analyze the details of the project in greater depth in the coming weeks. The formation of a joint company to bundle the digital activities is under discussion.

The primary goal of the partners involved is to preserve independent quality journalism, to strengthen the private Fribourg media in the long term and to ensure that the German-language Fribourg media remain in Fribourg hands in the future.

On Saturday, the copper-colored SOB streetcar in Zurich was transformed into a concert stage for Dabu Fantastic. Passengers were to be offered an unforgettable musical journey. The tickets were raffled off exclusively via the social media channels of Schweizerische Südostbahn SOB and the media partners Radio24, Radio Pilatus and Züri Today in the weeks leading up to the event.

During the event organized by Fe and Gadget Abc Entertainment Group, fans and media had the opportunity to meet the band in person and get autographs. The SOB streetcar, used as a "moving stage" on this day, has been running in the city of Zurich since the beginning of April 2023 and will continue to do so until mid-January. With its eye-catching design, it advertises a public transport service - from home to the destination of the SOB lines.

Ambassador for all tourist lines

The event marks the beginning of the collaboration between SOB and singer Dabu from Dabu Fantastic. With his management, booking and label Gadget, Fe and the SOB are gaining an established partner with a large network and expertise in the entertainment industry. Dabu is a passionate train passenger, because "I can work or let my mind wander while traveling by train. That's when things happen that wouldn't happen otherwise."

Hiking, traveling, making music with Dabu

The podcast "Dabu Hikes", in which the musician and Nik Hartmann set off on a rain hike on the Voralpen-Express, has already been realized. On the Treno Gottardo from Zurich to Locarno, the musician encouraged his followers to take a trip to Ticino. And with "Find Dabu", the singer could be located on a specific train with more and more clues - with an exclusive song premiere as a reward for the finders. A bouquet of activations for the upcoming SOB campaigns is planned. Other creative projects are also in the pipeline.

Responsible at Schweizerische Südostbahn: Reto Ebnöther (Head of Marketing & Sales); Andi Huber (Product Manager Treno Gottardo); Conradin Knabenhans (Media Spokesman). Responsible at Gadget Abc Entertainment: Sherlyn Müller (Brand & Partnerships). Responsible at Fe Agentur: Karin Renold (management); Patric Neeser (concept and project management); Janine Bachmann (art direction); Danusha Kuchtova (text).