After more than 20 years at WPP, including five years as CEO of Ogilvy and three years as Chairman of Wunderman Thompson, Jonathan Schipper is stepping down at the end of the year to treat himself and his family to a six-month trip around the world.

As CEO of Ogilvy, Schipper has left a lasting mark on the agency and led it back to success, according to a statement. "Ogilvy is very well positioned today, economically successful and ready for the future. I am all the more pleased that Martin, my ideal candidate, will continue to lead the agency," Schipper is quoted as saying.

Keller will take over as Managing Director at the beginning of November. The former Managing Director is considered a visionary leader and has been responsible for Healthcare and PR at Ogilvy since 2020. He earned his doctorate at ETH Zurich and subsequently worked as a strategy consultant in the areas of marketing and sales operations, growth strategy and organizational development at the Boston Consulting Group, among others. "We all respect Jonathan's decision and thank him for his longstanding commitment to Ogilvy," said Keller. "Borderless creativity remains our credo. And our ambition is to continue to operate internationally and be the leading creative agency at the intersection of advertising, brand strategy, health, social media and experience."

Executive Creative Director Bruce Roberts is a long-standing ADC member and has been on the management team at Ogilvy since 2022. Born in South Africa, he has previously worked for national and international creative agencies and has received numerous awards for his work.

Christine Rainford joined the Executive Board in 2020 as Business Director Advertising, Brand & Content and is now responsible for the expansion of new client business and the collaboration of specialist teams within the agency group as Managing Partner Business Development & Operations. She has many years of experience in national and international creative agencies and is a member of the International Advisory Board of the Berghs School of Communication in Stockholm.

Gisela Widmer is the new Managing Partner Client Services. At Ogilvy, she has been operationally responsible for the local and international expansion of the healthcare sector and will now be in charge of the entire business unit. She has many years of experience in the industry and has managed major national and international accounts for renowned agencies in Germany and abroad.

The previous member of the Executive Board and Head of Strategy Matthias Müller is responsible for brand and communication strategy. Müller is an ADC member and has played a key role in shaping the agency group's strategy and social expertise over the past five years.

Nestret Salihi is a new member of the Executive Board as Chief Financial Officer with many years of agency experience. Together with the Client Service Team, he will be the contact person for client-side procurement and, in addition to internal financial processes, will also drive forward the areas of innovative pricing models and offshoring sourcing.

As the Fög on Monday at the presentation of the latest yearbook on the quality of the Swiss media announced, only 29 percent of the Swiss population would read articles generated entirely by AI. This is shown by the responses of 1254 people from German- and French-speaking Switzerland who took part in the Fög survey in July of this year.

For texts written by media professionals without the use of AI, on the other hand, the readiness rate is 84 percent. "For the audience, the role of journalists in reporting is still central," summarized Fög research director Daniel Vogler at the presentation of the study in Zurich.

Acceptance depends on the topic

The survey also shows that the acceptance of AI in the media depends on the topic: In the case of news about the weather, sports and stock market prices, or about well-known people, respondents can more readily imagine reading AI-generated articles. By contrast, acceptance is significantly lower for news about politics, business, science or culture.

Another finding: only around ten percent of respondents would be willing to pay for media articles written entirely with AI. A clear majority of respondents also want media entrepreneurs to be compensated by AI providers when text robots such as ChatGPT access journalistic content.

The Fög recommends that Swiss media declare when they use AI. "This is the only way journalism can distinguish itself from the growing number of dubious offers," says director Mark Eisenegger, according to the statement. The survey showed that more than 80 percent of respondents want media content generated with AI declared accordingly.

Co-study author Linards Udris from Fög explains details of the study in an interview with Werbewoche.ch.

More and more "news deprived

In its annual yearbook, the Fög also writes that the number of so-called news deprived people in Switzerland has continued to grow. It now reaches 43 percent of the population. This refers to people who hardly ever read, listen to or watch news. Asked about the type of news that interests Swiss people, many mention "positive" or "constructive" journalism, which takes up positive news or not only presents problems but also discusses possible solutions. An expansion of constructive journalism could therefore counteract increasing news deprivation.

On the other hand, the Fög also notes that the quality of reporting by the Swiss media has reached a new high since 2015. The Corona pandemic and the Ukraine war contributed to this, according to the center. According to the Fög, the top places in media quality are occupied by public radio and television, ahead of private television, online subscription newspapers and SRG online platforms.

In the current yearbook, the media researchers specifically examined the quality of news posts on social media such as TikTok and Instagram. The conclusion was that the Swiss media publish more classified articles on these platforms than on their news platforms. This is also positive, Linards Udris of the Fög told the media.

To ensure that the number of news deprived people does not increase, journalism should also include positive news. The research center recommends not only describing problems, but also pointing out possible solutions.

Since the first edition in 2010 of the "Jahrbuch Qualität der Medien" (Yearbook of Media Quality), the Research Center Public and Society (Fög) at the University of Zurich has been providing current key figures on media quality, media use, media concentration and the development of the Swiss media system on an annual basis. All media genres are examined. The researchers also classify trends and current events. The main findings of the current issue can be viewed here. (SDA/pd/swi)

As Head of Editorial Departments, Rolf Cavalli will directly lead all specialist departments - News, Politics, Business, Society/People and Mobility. Cavalli has spent the last twenty years as an executive in Swiss newsrooms. From 2014 to the present, he worked at CH-Media, first as Head of Digital and most recently as Editor-in-Chief of the Aargauer newspaper.

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Cavalli previously worked at Ringier from 1996 to 2014. Among other things, as head of news at the SonntagsBlicks, as deputy editor-in-chief of the Blicks and of the SonntagsBlicks and finally as the first digital head of the Blick Group. "The strategy and goals of the new Blick Group are very convincing to me. I am looking forward to helping shape the new era and actively tackling the challenges together with Steffi, Sandro and the entire Blick team," says Cavalli on his return.

The Blick Group adds another member to its management team with Cavalli's arrival. The newsroom was restructured from the ground up under Buchli and Inguscio. The organization is based on a division into Content and Digital & Distribution (Werbewoche.ch reported).

Dhe Blick Group under the umbrella of "Ringier Medien Schweiz

On the content side, the management team includes Andreas Dietrich, Editor-in-Chief Blick Print, Sandra Fröhlich, Head of the Audiovisual Competence Center, Emanuel Gisi, Head of Sports, Michel Jeanneret, Editor-in-Chief Romandie and Reza Rafi, Editor-in-Chief Sonntagsblick.

The Digital & Distribution division is headed by Sandro Inguscio. Raffael Aebli, Head of Product & Innovation, Christian Bischoff, Head of Blick.ch, Daniel Egli, Head of Newsroom Coordination, and Conny Tovar, Quality&Production, report to him. The position of Head of Growth Management is to be filled.

In mid-September, Ringier acquired Axel Springer's stake in the Swiss joint venture Ringier Axel Springer Schweiz (Werbewoche.ch reported). Ringier is thus the sole owner of the portfolio with a total of 20 magazine and journal titles. Subject to Weko approval, the acquired titles will in future be managed together with all Blick titles under the newly created umbrella of "Ringier Medien Schweiz". The designated CEO is Ladina Heimgartner, who was previously Managing Director of the Blick Group.

The Zurich agency conceived the complete strategy for the bowling communication and also developed the visual character design for the animated and three-dimensional pin testimonials. The cinema operator relies on a full multitainment program in its large locations, which offers many other action-packed options in addition to blockbusters and the latest cinema films.

In Emmenbrücke near Lucerne, the new bowling alley opened at the beginning of October 2023. The big Swiss premiere of the five 3D pins also took place as part of this event. The dangerous bowling ball "Baddy" wants to make life hell for the pins. As an eye-catcher, the complete troupe forms an overall communication strategy that should increase visitor numbers at all locations in the future.

The pins are being used in a broad awareness campaign that is being played out primarily OOH, on digital channels and on social media. In addition, promotions with XXL figures of the characters took place to increase reach and awareness right from the start. The XXL bowling at Lucerne HB focused on the involvement of the general public and thus created a hands-on brand experience.

The personalized pins will also be used for cinematic storytelling. As a cinema and TV spot on the big screen as well as on all digital channels, the bowling pins are also used three-dimensionally and animated.

Responsible at Blue Cinema: Rahel Künzle (Head Marketing Cinema), Linda Turan (Marketing Manager). Responsible agency: Stuiq.

In the modular spots, a wide variety of characters reveal why they like playing scratch cards. The whimsical and funny productions introduce viewers to the colorful world of scratch cards, are intended to convey scratching fun, and implicitly demonstrate the variety of scratch card products.

A clear visual bracket connects the different stories and should ensure quick recognition over the years. The eye-catching scratch entry serves as an intro, and after the variable middle section, the go animation together with the claim "Pack deine Chance" provides a clear and activating call-to-action.

The spots are supplemented with radio spots, POS communication and DOOH.

Responsible for Swisslos Intercantonal National Lottery: Markus Fischer (Head of Marketing & Distribution), Anouk Grünert (Head of Product Management Lots), Pascal Niederberger, Daniela Zwick, Fabia Leu (Product Management Lots). Responsible at Erdmannpeisker:Gabriel Peisker (Creative Direction) Christina Weisser, Jenny Ziörjen (Art Direction), Selina Helbling (Consulting), Markenfilm Schweiz, Florian Studer (Executive Producer), Micky Suelzer (Director), Olaf Gardeler (Post-Production Markenfilm), Jingle Jungle (Sound Studio), Tobias Gromatzki (Photos), Zipmedia (Media Planning).

The idea was to develop an activity that would attract attention and create unforgettable moments for the public - all in the context of breast cancer awareness. From October 18 to 21, the National Museum in Zurich shone all in pink, with the centerpiece of the activation being the eye-catching pink roller skating rink in the shape of a bow, the symbol in the fight against breast cancer, in the museum courtyard.

For three days, visitors were able to roller-skate for a good cause on the Pink Ribbon track, relax with a drink or visit the various information booths regarding information on breast cancer prevention. Each roller skate rental went directly as a donation to the Breast Cancer Research Foundation.

The highlight of the activation was the Breast Cancer Campaign VIP Event on Thursday evening. Numerous Swiss celebrities showed up, some dressed entirely in pink, to take a spin on the Pink Ribbon on glittering roller skates. The Spitz restaurant served the flying dinner on rollers in the completely cleared out restaurant. Alexandra Maurer led through the evening.

The aim of the action was both to collect donations and to raise awareness for breast cancer. Judging by the many positive reactions, "Roll in Pink" - despite the rainy weather - was a complete success.

Responsible at Estée Lauder: Corinne Delli Gatti (Head of Earned Owned Media & Corporate Communications), Laura Zanni (Earned and Owned Media Manager Estée Lauder | Aerin | Origins), Gabriela Martinovic (Earned & Owned Media Executive). Responsible at Jeff Zurich: David Barral (Project Lead), Loredana Briner (Concept), Kia Lehmann (Concept), Nicolas Jakob (Creation), Tobias Harbeke (Creation), Janina Hermann (Digital). Other responsible parties: Venon projects, Hektor, Thekitchen.agency.

"Campfire's team had an excellent understanding of our needs and demonstrated an approach that convinced us," says Trix Sonderegger, Head of Communications at Claraspital Basel, explaining the decision.

The goal of the Clara Hospital is to communicate the range of services and the values of the hospital in a way that is appropriate for the target group, as well as the use of contemporary, future-oriented technologies. The hospital's new corporate website aims to offer all users contemporary access to the content and services that are relevant to them, thus creating genuine added value.

According to current figures from the statistics portal Statista advertising spending on video advertising has risen sharply worldwide in recent years. This makes video advertising an increasingly relevant form of advertising. Now the Digital Ad Trust association also offers video certification of Swiss publishers. 

Goldbach is the first company to be awarded the newly launched certificate in the area of video advertising since October 2023. This means that the video inventories of Goldbach Audience and 20 Minuten meet the requirements of the cross-association Digital Ad Trust initiative in the areas of brand safety, ad fraud, visibility and user experience. The current certification is valid from October 1, 2023 to September 30, 2024. 

As a seal of quality in the Swiss advertising industry, the digital ad trust label aims to strengthen trust in digital advertising. "We know how important advertising security and brand reputation are for advertising companies these days. The Digital Ad Trust certification underlines our continuous efforts to offer our customers a safe and high-quality advertising environment and to set high industry standards together with our publishers," says Stefan Wagner, Managing Director of Goldbach Audience.

Founded in 2021, the Digital Ad Trust is an initiative of the IAB Switzerland Association, Leading Swiss Agencies LSA and Swiss Advertisers Association SWA and is committed to greater transparency in digital advertising. In June 2021, the first participating companies were awarded the Digital Ad Trust certificate for display inventories.

What an inviting word! It describes the quantification of the time spent or staying in a particular place. The word is so inviting that it should confidently be used more in marketing: for example, as the length of time spent in person with a customer. Or as a dwell time that becomes a treat when observing people or nature for new ideas. Or as dwell time invested in a non-job-related conversation with a co-worker. In short: any dwell time that doesn't take place on a smartphone or in front of a screen. Because there it is frighteningly high.

Who doesn't know this great horror when, on Monday morning, it is ruthlessly shown where we have been again the last seven days and how much time we have spent on it. The screentime report. It mercilessly reveals the time spent in the individual apps on the smartphones.

Don't know it? By all means, set it. It's to their mental health what the pedometer is to their physical. What good are 10,000 steps a day if they spend hours wandering through social media at the same time - with no timing or sense of time? But what does wander mean here? After all, scrolling through social media is more like trying to climb up a slick, slightly curved cliff of messages while constantly sliding down. Always hoping to discover a slightly better, funnier, or more relevant message. The hours fly by that we could actually use more sensibly. For example, hiking. It's supposed to be wonderful, especially in the fall.

Time as currency

Screentime - or dwell time - is hated on the smartphone, but very popular in agencies' online reporting and marketing departments' internal reporting meetings. Example: If you decide to end your dwell time in this column now, there would be consequences. For me, not for you. Because in addition to the number of clicks, the length of time spent on a website, an article or even a column is also measured. And that's what you get paid for. And if this dwell time is not long enough, you're in trouble. Then there's trouble - or no money. After all, along with access and bounce rates, dwell time is what really counts in the digital world.

Even if the reports are full of further figures that usually no one understands and only a few are interested in. In the end, it's all about whether what advertisers and media professionals produce is of interest to the target audience. Are you still there? That makes me happy. For you and for me. Because statistically they increase their time for information gathering and hopefully decrease the time for nonsense at the same time. But maybe it's both. The main thing is that you pay for it. If not with money, then with the data that you have just left on this website and/or your smartphone. And that is processed into reports, analyzed and often misinterpreted. Thank you for your attention.

* 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.

Post Advertising's trade magazine for dialog marketing and cross-channel marketing is sent specifically to executives, decision-makers and increasingly also to practitioners in the advertising world. DirectPoint includes editorial articles, interviews with experts and practical tips to make everyday work in marketing and communications easier. In addition to inspiration DirectPoint illustrative best cases and current trends.

The magazine is produced in two languages and has a circulation of 40,000 copies. To reach target groups on different platforms, the print edition is supplemented by a Hub and a newsletter supplemented.

The first issue has just been published in a new design. Noord modernized the layout and developed a suitable image concept - taking into account Post Advertising's "Yellow Edges" brand manual. The current issue is dedicated to "Advertising in uncertain times". The topic is explored in depth in various articles and enriched with images from Studio Attila Janes. The project was commissioned by Post Advertising and realized in close cooperation with the agencies Infel and Klarkom. Further issues are planned.

Safety. Joie de vivre. Satisfaction. Everyone wants to have these elementary needs met - seniors included. For the residents of Tertianum, these feelings are part of everyday life.

Several guests from German-speaking Switzerland, Ticino and French-speaking Switzerland describe in videos of around two minutes how they experience pleasure in everyday life. As so often in life, it's the little things that make the difference: Honest attention, a brief conversation, a friendly smile.

An emotional campaign was created from short video clips. This motivates interested parties to pay a non-binding visit: seniors and caregivers can easily and quickly book an appointment on the respective landing page. The complete clips can be found on the Tertianum website.

Responsible at the Tertianum: Frank Nehlig (Head of Communications & Marketing), Nadine Stadelmann (Marketing & Media Planning Specialist), Cindy Hameed (Senior Digital Marketing & Campaign Manager). Responsible at Transformer: Sandro Kümin (creation), Gaby Neyer (consulting and media), Clara dos Santos Buser (text). Film production by Sascha Felix (kameramann.ch).

The two-time overall World Cup winner Marco Odermatt and Sunrise, since May 2022 the Main partner of Swiss-SkiThe two companies have agreed on a long-term collaboration in which Sunrise will act as Marco Odermatt's premium partner in the future. Already last season, Marco Odermatt let his fans participate in the daily racing routine as part of the Sunrise video series "Marco-on-Tour" and was part of the Sunrise advertising campaign. According to the announcement, this partnership will now be further intensified in the coming years.

For André Krause, CEO of Sunrise, intensifying the collaboration with Marco Odermatt makes sense for many reasons: "Marco Odermatt is currently the best ski racer in the world and is stringing together success after success. With his ambitions and successes, Marco lives the Sunrise motto 'Dream Big. Do Big' every day and we are convinced that the intensified cooperation will be a win-win for both us and Marco."

Odermatt can be seen in Sunrise's current advertising campaign promoting the Smart WiFi pod. Sunrise is also giving ski fans a personal insight into Marco's world this season, for example with the first social media episode of "Marco On Tour ", which will be broadcast shortly before the planned start of the season in Sölden.