The ocean is a fascinating ecosystem - and existentially important: Among other things, the oceans produce half of the air we breathe. Anyone who breathes - and we all do so around 23,000 times a day - must take an interest in the survival of the oceans. With this universal insight and an integrated campaign, Greenpeace Switzerland is raising awareness for marine conservation among a new target group.

After around 20 years of commitment, Greenpeace succeeded in getting the UN to adopt an ocean treaty in March 2023. The treaty protects parts of the oceans from overfishing and pollution. Greenpeace Switzerland's campaign communicates this historic opportunity with a message that should leave no one cold.

"If you breathe, you need the sea" - the simple yet impressive message is communicated on all relevant channels. For the TVC and radio spots, Farner also uses the acoustic potential of the concept and raffles off vacations in the "Swiss sea air" as an activating highlight.

The bilingual campaign can be seen and heard from the end of October 2023 as DOOH, on TV, as a weekly series on Radio1 and on various online channels.

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Responsible at Greenpeace Switzerland: Linda Burger (Online Fundraising), Michael Eck (Online Fundraising), Claudia Forcellini (Fundraising Overview), Heidi Thomi (Direct Marketing Fundraising). Idea & Concept: Farner. Responsible at Shining Film: Stefan Bircher (Executive Producer), Chandra Marquart (Line Producer), Antonia Grosse (Production Support), Raul Rendon (Trainee), Yannis Petrone (Director), Tim Holder (DP), Kevin Prinz (1. AC), Sarah Gmür (HMU), Sven Wedekind (Gaffer), Pascal Holzer (Post Producer), Martin Luchsinger & Yannis Petrone (Editor), Gian Niggli (Research and Mood), Nicolas Küng (Post / Edit Assistant), Simon Hardegger (Colorist), David Haisch (Casting), Gabi Benz (Casting). Responsible at Jingle-Jungle: Federico Bettini (senior sound designer), Nina Cutkovic (junior sound designer), Alessandro Marinelli (junior sound designer). Distributor: Lighting equipment: Tyma-Film, Camera equipment: Eberle Filmequipment, Grip: Blowup. Cast: Anastasija Baumeler, Valeria Kientz Violetta Buggel, Annalena Miano, Jessica Fuchs, Dennis Prinz, Rocco Pimoceri, Elie Baslio, Doris Cordero-Rosales, Marianna Pisano, Amira Meier, Paula Grubenmann, Tamara Fryand, Bryan Pellegrino, Said & Yara, Michael Prinz, Serena Schmucki, Salvatore Petrone, Sarah Gmür, Sebastian Samek, Chandra Marquart, Raul Rendon.

The specializations at the FHNW School of Engineering enable students to study at the interface between people, technology and the environment. The current campaign attracts attention by showing what happens when the skilled workers are absent and a "blackout" occurs. Strategically, conceptually and design-wise, the campaign is intended to achieve maximum impact based on clear minimalism.

Close to the target group

The campaign takes place where the target group of tech-savvy young adults spends time: On the web, at schools and on public transport. With the regionally played out subjects, attention can be drawn precisely to the exciting courses of study and invitations to the information days can be sent out.

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Responsible at the Hochschule für Technik FHNW: Sascha Runser (Head of Marketing and Communications). Responsible at Eyeloveyou: Rafael Dietschy (concept, creation), Benedikt Lachenmeier (text), Martin Sautter, Alain Fiechter (animation), Zoe Bensmann, Veronica Cartillone (consulting), TWMedia (media).

Since mid-October, more than 15,000 players have been competing in the stock market game of the business medium Finance and economy in investing. In the game, a portfolio can be put together from SMI stocks and actively managed. In addition to weekly winnings, the main prize is 10,000 Swiss francs. This prize is awarded to the player who achieves the best performance with his portfolio after eight weeks.

The campaign to promote the stock market game was created by the Neu agency - formerly Heimat Zürich (Werbewoche.ch reported). Target groups are addressed via digital channels and advertisements with performance measures designed to motivate them to register.

Finance and economy belongs to Tamedia. The medium, which specializes in business news and background information, wants to reach new target groups with the stock market game and motivate them to engage with content from the world of business. As part of the stock market game, players are therefore given ongoing access to editorial content that opens up an in-depth perspective on economic topics and is thus intended to facilitate conscious decisions in the management of the game portfolio.

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Responsible for Finance and economy: Moritz Ackermann, Britta Mickeler. Responsible agency: New. Media: Webrepublic.

Education is the key to development and fulfillment. The teaching profession goes far beyond imparting knowledge and giving homework. Qualified teachers inspire, motivate and shape the future of students. Nevertheless, the "teacher shortage" dominates the headlines of the Swiss press when reporting on our educational landscape. The reasons for said shortage are manifold. Last but not least, the profession also suffers from an image problem.

For this reason, the cantons of Bern, Fribourg, Lucerne, Schaffhausen, Schwyz, St. Gallen, Thurgau, Zurich and the educational region of Northwestern Switzerland, consisting of Aargau, Basel-Land, Basel Stadt and Solothurn, are launching an intercantonally coordinated campaign for the first time. It is intended to counteract this image problem and to bring the beauties of this basically fulfilling activity back into focus and show them.

Inspiring tomorrow's dreamers today

All campaign measures are geared to the fulfilling and meaningful facets of the profession. These are conveyed with emotional statements that are intended to put the actual image of the teaching profession back into the light it deserves. Teachers are role models and as such assume a significant responsibility in our society.

Ultimately, interested parties should refer to the Campaign website where more detailed information on the various courses of study at the relevant universities of education can be found. The declared goal of the campaign is to increase interest in the profession among young people, but also to inspire career changers.

Individualized on all channels - in half of Switzerland

The predominantly moving advertising media are played out cross-medially both as display and social ads, but also in public spaces via DOOH sites. In collaboration with Goldbach Publishing, the media strategies were individually adapted to the regional needs of the individual cantons. For the canton of Zurich, for example, we not only created our own subjects (teach tomorrow's financial experts 1×1 today or offer tomorrow's Viktor Giacobbos a stage today), but also made appropriate additions to the media planning (including cinema advertising with the subject Heute den Filmschaffenden von morgen Perspektiven bieten).

 

 

 

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Responsible with the cantons: Erwin Sommer (Bern), Romy Villiger (Lucerne), Daniel Wirz, Martin Stürm, Yvonne Kind (Zurich), Regula Inauen (St. Gallen), Tanja Grimaudo Meyer (Schwyz), Romina Loliva, Ruth Marxer (Schaffhausen), Andreas Maag (Fribourg), Beat Brüllmann (Thurgau), Adrian Juen (Bildungsraum Nordwestschweiz). Responsible for communication: Christoph Balsiger (Creative Direction), Nicole Balsiger-Gerber (Consulting), Roman Sterchi (Project Management & Coordination), Luca Balzli (Campaigning), Aline Schneiter (Content Creation), Jorge Martinez, Naima Kurzen, Lara Schnider (Motion Design).

 

Michael Wanner, CEO of CH Media since April 2023, is restructuring the company, according to a statement. The Entertainment unit, which previously comprised TV national, TV regional and radio, will be split into the two units TV national and regional electronic media. The ICT unit will also be newly created.

Florian Wanner will join the Executive Board as Head of Regional Electronic Media from January 1, 2024. As before, he will be responsible for the regional TV stations, the radio stations and the Today portals.

Greuter comes from Mobility

As of April 1, 2024, Alex Greuter, who was most recently with the car-sharing company Mobility, will join the company's management as Chief Information Officer. In the course of the restructuring, Roger Elsener, Managing Director Entertainment, will leave the company at his own request.

Elsener had been responsible for electronic media at CH Media - formerly AZ Medien - since 2013. CEO Michael Wanner was quoted as thanking Elsener "for his valuable efforts and his great commitment to CH Media's current position in the Swiss media market. He is pleased that with Alex Greuter and Florian Wanner, "I have been able to win over two strong leadership personalities for my team." With the reorganization, CH Media wants to realign itself to future needs by the first quarter of 2024, it said. (SDA)

Psychological and physical violence is a reality in family households in Switzerland. This is shown by the latest results of a study by the University of Fribourg on the frequency of violence in parenting.

But there is always an alternative to violence. Child Protection Switzerland is politically engaged and also actively contributes to the transfer of knowledge and thus to the solution of the problem. One possible solution is Emmo: In conflict situations, children's feelings and needs are sometimes not seen, or they are not properly understood. Emmo, the plush monster, is intended to give a voice to children who do not find the courage or the right words in difficult situations.

A simple alternative

In the current campaign, Jung von Matt Limmat and Child Protection Switzerland show that Emmo is a simple alternative to violence. The centerpiece of the campaign is a digital spot that uses Emmo's colors to illustrate the traumatization caused by experiences of violence. A language potpourri is used on the soundtrack. This additionally underlines the fact that conflicts occur in every Swiss household.

"Children are at the mercy of adults' emotions in such situations. They overwhelm them and leave them defenseless against their parents who can't control themselves. That's why Emmo exists. Emmo gives children a voice and lets them recognize emotional situations before they escalate," says Tamara Parham from Child Protection Switzerland about the current campaign.

The campaign launches on Tuesday together with the national conference "gewaltfrei erziehen" and will be placed throughout Switzerland in digital, moving image and OOH in a language-neutral manner. The Jung-von-Matt agency June Corporate Communications is responsible for the media work.

The plush figure Emmo is on Childprotection.ch available.

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Responsible at Child Protection Switzerland: Tamara Parham (Head of Communications), Matea Petrovic (Communications Specialist). Responsible at Jung von Matt Limmat: Jessica Gözoglu (Text), Jan Theus (Art Direction), Nick Schoberth, Katja Klee, Tina Mons (Consulting), Sarah Schmidt, Natascha Imfeld (Agency Producing), Annette Häcki (Managing Creative Director), Luitgard Hagl (Managing Creative Director and Agency Lead). Responsible at June Corporate Communications: Nathalie Eggen, Raffaela Ackermann, Melanie Kälin (PR). Responsible at Jung von Matt Impact: Gabriela Oetliker, Carina Müller (Media). External partners:inside: Mirjam and Lukas Fröhlich (direction and photography), Timon Schäppi (DoP) Shining Film, Nathalie Maibach, Stefan Girtanner (film production), blish (prepress), Setaprint (printing).

Nowadays, not only marketing budgets but also people's attention spans are getting smaller and smaller. With their agency, the three founders want to offer their customers bigger ideas that achieve a broader reach through "shareability. And relieve their budgets with earned media. THEGUYS" is led by Gianni Peng as Managing Director and the established creative duo Johnny Grubenmann and Gaston Filippo as Creative Directors.

Peng has already been self-employed for several years as the owner and managing director of "Pengworks" and as a freelance photographer. Most recently, he was able to implement projects for Wincasa, PH Graubünden and Economiesuisse. At TheGuys, the native of Graubünden with a background in business administration wants to focus on the agency's "customers and coal". Grubenmann and Filippo have been an established creative duo for almost six years. In recent years, they have worked for brands such as McDonald's, Nissan, Mobiliar, Samsung, Credit Suisse, Swisscom and SRF Virus at renowned agencies in Zurich and Dubai. And have been honored several times by top juries of national as well as international awards. "But as co-managing directors of creation at TheGuys, we are now our own toughest jury," says Filippo. The two have also been part-time creative directors at Publicis since September (Werbewoche.ch reported).

Next-Gen in focus

With their agency, the three guys want to "dust off the Swiss advertising scene once and for all. That's why they are increasingly focusing on "next-generation" ideas for their clients - instead of "old-fashioned boomer formats" such as TV and radio: "In this way, we want to create a buzz among the most important generations of the future: Y, Z and now even Alpha," explains Grubenmann.

The agency's services range from strategic brand management and consulting to digital storytelling and 360-degree campaigns to PR stunts and virals. But the top priority is always creative excellence according to their "impactivity" approach. With this, TheGuys want to create added value for the target groups of their clients that gets around. Whether it's entertainment, inspiration or knowledge transfer, the agency operates according to the motto "We turn brands into cult".

Brave customers welcome

Since the end of summer, the agency has been working at full speed on its first customer projects. And it is happy to welcome new clients who "finally want - or need - to be pushed out of their comfort zone. Because there is never a lack of big and forward-looking ideas at the agency, says Managing Director Peng: "As a client, you simply have to be brave enough to stand out.

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INTERVIEW

"We saw an ideal condition for our own path".

The trio recently launched their own agency. Johnny Grubenmann, Gaston Filippo and Gianni Peng (from left to right) talked to Werbewoche.ch about "TheGuys".

Werbewoche.ch: What made you decide to set up your own agency?

Gianni Peng: At our first meeting, we talked about various projects and experiences in the advertising industry. Even then, we realized that we could achieve a lot together - and, above all, have fun doing it. I've already been self-employed for five years and have therefore often dealt with the areas of consulting and strategy. Gaston and Johnny, on the other hand, have been a successful creative duo for almost six years. We saw this as the ideal prerequisite for our own path.

Johnny Grubenmann: Furthermore, over the years Gaston and I were able to acquire valuable knowledge at various top agencies at home and abroad and develop it further with a holistic perspective. This eventually led to a shared vision of a new kind of creative agency, one that increasingly focuses on unconventional "next-gen" ideas alongside traditional approaches. Something we're big on at TheGuys.

 

What do you want to do differently with your agency?

Gaston Filippo: Because nowadays not only marketing budgets but also people's attention spans are getting smaller and smaller, we, unlike other agencies, offer our clients more unconventional ideas that achieve a broader reach thanks to "shareability". In this way, we address the problem of the ever-shrinking attention spans of the target groups. And with earned media, we relieve the pressure on marketing budgets.

 

You want to "dust off" the Swiss creative scene. Where are the biggest dust collectors?

Grubenmann: In Switzerland, a large proportion of all advertising campaigns run loosely along the lines of "It's always been done that way, so let's not change anything about it." So the biggest dust has settled on the desire for new and fresh ideas. And that's what we're allergic to at TheGuys.

 

Can you reveal more about the "impactivity" approach?

Bang: The word combination "Impactivity" combines the greatest possible "Impact" with excellent "Creativity". We use our high creativity standards to create a real added value for the target groups of our clients, which gets around and thus becomes "unskippable" in the best case. Be it with entertainment, inspiration or knowledge transfer. In short: This is how we turn brands into cult.

 

What makes your ideas more "shareable" than those of other agencies?

Filippo: Our position in the agency landscape. We are young and far from the laurels, but we would never rest on them. Our top priority is to go beyond the limits in every project and to challenge our clients at all times.

 

Gianni Peng, you have been an independent entrepreneur for several years. How will TheGuys affect your work for Pengworks?

Bang: In the beginning, it will certainly be intense in terms of time, because there is no lack of work on any of the fronts. But since I'm now completely committed to a freelance business model, we can work very efficiently with Pengworks. This is not only great for our clients, but also means that I can be relatively flexible with my time. Nevertheless, Pengworks is already in initial talks with people for a potential co-management.

 

Johnny Grubenmann and Gaston Filippo, you recently started working part-time as creative directors at Publicis Zurich. How does the agency feel about you running your own agency on the side?

Grubenmann: Since our first talks with Rob Hartmann and Matthias Koller, it was always clear that we would come out with TheGuys. In fact, it was one of the main reasons Publicis Zurich wanted to bring us on board. Because very quickly we realized that we could mutually benefit from each other and that our unconventional way of thinking also complemented Publicis' future plans well.

 

Do you offer everything for this from a single source? Or is there a network?

Bang: For the beginning, we are very happy that we have a strong network of partners for each discipline. Of course, we want to grow sustainably in order to be able to offer as much as possible from a single source in the future.

 

So there are plans in place to grow the team?

Grubenmann: We clearly want to expand. But we don't yet know exactly when we will hire the first employees. But in our industry, as we all know, things can move quickly if we can win one or two new mandates. We are currently in talks with various creatives, (media) strategists, consultants and other experts from different professions who could support us in the future.

 

So you want - despite agency name [engl. the boys, editor's note]. - Know people of any gender on board.

Filippo: Absolutely! Our agency may be called "the guys" in German, but interested parties should not be misled by that. The name came about because Johnny and I were always and everywhere referred to as the "Guys". In Dubai we were even the "Swiss Guys". And anyway, the term is used in English in a gender-neutral way and can refer to people of any gender. If we already take it so exactly (laughs with a wink).

 

How do you divide up responsibilities in your current constellation?

Bang: Basically, we try to divide our work as sensibly as possible. That is, Johnny and Gaston take care of the creation and I can be found more in the areas of consulting and strategy.

Filippo: Nevertheless, there are many interfaces where all our opinions and expertise come into their own. Because at TheGuys, we believe in the power of diversity. Even though there are currently only three of us and we are jointly responsible for building and managing the agency.

With the current campaign "Travel that writes stories," Wirz wants to sharpen the profile of Travelhouse/TPT and is further developing the tour operator's communication. For Simon Göldi, Director Marketing at Hotelplan Suisse, the idea and implementation were crucial: "Wirz convinced us relatively early on with a clear and coherent campaign strategy. The creative central idea is incredibly strong. We see great potential in the tonality derived from it to position our brand as a travel specialist and further consolidate it in the Swiss market."

Personally tested trips

Each subject of the campaign differentiates Travelhouse/TPT from the competition and thus from classic beach vacations. Self-assured statements are combined with images of special travel experiences and are intended to bring exciting stories to the mind on all channels from posters to social posts. Here, travel enthusiasts already benefit in the campaign from the experiences of the experts, who ultimately tested each trip and found it to be good.

Generate and use leads

However, inspiration in the campaign alone is not enough. This is ensured by the media planning, for which Wirz is also responsible. "Thanks to the smart linking of our proof points, the campaign will not only contribute to our branding, but will also activate new leads," explains Simon Göldi. The newly established lead management system will also lay the data foundation for future campaigns.

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Responsible at Travelhouse & TPT: Nicole Pfammatter (CEO Hotelplan Suisse), Simon Göldi (Director Marketing), Andreas Leuzinger (Team Leader Marketing Travelhouse & TPT), Steven Eichenberger (Planner Travelhouse), Katarina Chollet (Planner TPT), Camille Cheseaux (Planner TPT), Alessio Büchi (Content Marketing Specialist), Antoaneta Tetimova (Planner Direct Mailing & Analytics), Lukas Karrer (Director Direct Business), Stephanie Tschopp (Direct Commerce Project Manager), Lukas Rohner (Direct Commerce Project Manager), Sabrina Iten (Product Owner). Responsible at Wirz Group: Caspar Heuss, Jannic Mascello, Patric Franz, Björn Bippus, Evelyn Schellenberg, Elena Gabriel, Laura Starace, Laura Hüppi, Nico Schläpfer, Adrian Busse, Morris Lötscher, Mark Stahel, Florian Siegrist, Simone Jehle, Kim Ulbrich, Carolina Jiménez, Miya Aschwanden, Julia Ewers, Julia Keller, Ruwanie Hayoz, Nico Keramaris, Ria Meghji, Martin Hufschmied, Bastian Heer, Giovanni Bucca, Rahel Signer, Corinne Räber, Oliver Fäs.

The rejection took place at the meeting on Monday with 65 to 108 votes. The postulate demanded a concept from the government council, with which direct and indirect support measures the media diversity and quality in the canton of Zurich could be secured.

The demand was supported by the Greens, the SP, the EVP and the AL. The government council already spoke out against it in its written statement.

The first signatory, Karin Fehr Thomas (Green Party, Uster), justified the motion with the massive pressure that the media houses in the canton of Zurich are also under. The slump in advertising revenues is leading to job cuts and less media diversity.

Opponents of the postulate referred, among other things, to the federal government, whose responsibility it is to promote the media. The government council also referred to the federal government's funding measures. In addition, the Zurich University of Applied Sciences (ZHAW), which is largely financed by the canton of Zurich, offers solid professional training for journalists. (SDA)

The provider of financing solutions and services is using its first round anniversary as an opportunity to refresh its brand identity. Exactly ten years ago, the Swiss bank, with over 100 years of history, went public with a new name and brand. As part of its strategic transformation into a more digital business model with an expanded offering, the positioning was sharpened and the brand further developed.

The bank deliberately refrained from a complete rebranding. Core elements were retained and new ones were introduced with a clear purpose to make the Cembra brand more digital and accessible. The result is a modern brand identity with a revised logo, new design elements as well as a fresh color and image world that shows Cembra as experienced, human and alive. At the same time, the brand architecture was simplified.

"The Cembra brand has its conceptual roots in the Latin name for the Swiss stone pine: 'Pinus Cembra'. A strong tree for a strong brand. A symbol that makes our origin, experience and commitment tangible," explains Christopher Moll, brand manager at Cembra. "Today, Cembra is a well-known and appreciated brand in Switzerland that, like our range of intuitive and flexible solutions, is constantly evolving. With the constant goal of creating a distinctive brand experience for our customers."

Implementation of the revised brand identity will take place gradually over the course of the next year.

For this group of people at increased risk of complications from both infections, the federal agency is launching a targeted, nationwide Vaccinate Against Influenza and Covid-19 Campaign. It starts on Monday and lasts until November 19, according to the FOPH.

The corresponding notices appear in various magazines, on screens and online in the environment of health topics. People over 65 years of age and people with pre-existing conditions are to be addressed.

Almost all persons in Switzerland have already come into contact with the coronavirus and their immune system has come to grips with the virus. In persons without risk factors, the current virus variants tend to cause mild courses of the disease. However, those who are particularly at risk have an increased risk of a severe course.

The flu is also not always harmless. It can sometimes lead to serious complications. The annual flu vaccination protects against this, as the FOPH wrote. It is also recommended for people with an increased risk of complications. (SDA)

Internet group Meta is introducing a paid subscription for ad-free use of Facebook and Instagram in Europe. Anyone who wants to use the two social networks without advertising will have to pay ten euros a month in the European Union, Switzerland, Iceland, Liechtenstein and Norway. Meta made the announcement in a blog post on Monday.

For an additional linked account - for example, if someone wants to use both Facebook and Instagram ad-free - an additional six euros will be due after a transition period. Until March 1, 2024, the first subscription covers all linked accounts in a user's account center.

The prices for subscriptions taken out on the smartphone are higher. There, the subscription will cost 13 euros instead of 10. Meta is thus passing on its commission payments to app store operators Apple and Google to end customers.

Meta responds to regulation in Europe

Meta is responding to the changing data protection situation in Europe with its paid subscriptions. Following court rulings and decisions by regulators, it is being enforced more strictly, among other things, that users' permission is required for the use of their data to personalize advertising. Also, data from different services under the umbrella of a group may only be combined with the express consent of users.

The option to purchase an ad-free subscription takes into account the requirements of European regulators, the blog post continues. At the same time, the option gives users a choice and allows Meta to continue serving everyone in the EU, the European Economic Area and Switzerland.

At the beginning of the year, the Irish data protection authority had imposed a fine of 390 million euros on Meta for breaches of data protection regulations. In the process, Meta was banned from using the so-called contract legal basis to play out personalized advertising based on tracked user activity. The group then announced that it would ask users in the EU for their consent before allowing providers to serve targeted ads. Those who accept personalized ads can now continue to use the networks free of charge. For all others, the subscription model is to be an alternative. (SDA)