The world of advertising has changed since digital out-of-home (DOOH) advertising entered the scene. As an innovation driver in the Swiss media industry, the market research institute intervista, together with the digital out of home provider Livesystems, uses state-of-the-art measurement methods to deliver precise advertising solutions. Despite the high level of innovation, they do not lose sight of the goal of longevity.

Always up-to-date data thanks to continuous measurements

Semi-annual data surveys ensure realistic performance values and transparency in the inventory.

The company makes the measured data freely available to its customers and agencies in its intuitive Inventory Finder planning tool. Thus, for each campaign planning, all relevant performance data such as the net reach, the frequency in which the target group of the campaign is exposed, and the gross contacts can be evaluated.

Advertisers receive reliable values

"We certainly don't want to build a tool and then sit back," says Philipp Egli, Head of ICT Operations. "Customers want to understand the benefits of their campaign. The data quality that we strive for today will make the crucial difference in the future. Sustainability and longevity are cornerstones of our strategy. With accurate data and relevant content, we want to create long-lasting relationships between brands and consumers," Philipp Egli continues.

Complex technology simply applied

The Footprint Panel from intervista tracks the advertising contacts of around 3,000 people who use the Footprints Research app. Various measurement technologies record contacts in public transportation, on streets and squares, and in stores and gas stations.

Different measurement technologies are used in the app for the various Livesystems advertising networks: Contacts with screens in public transport and with city screens on streets and squares are accurately recorded using GPS tracking and data from the smartphone's motion and rotation sensors. Advertising contacts in stores, at gas pumps or at multi-story objects such as train stations are registered via beacons, which are integrated into Livesystems' screens.

Despite the complexity of the measurement methodology in the various environments, the DOOH provider has succeeded in working with the market research institute intervista to establish a reliable, long-lasting way of accurately collecting its performance data.

Ancient though, nevertheless the cuddly term should also get its stroke once. Kudos, you are a super word! It is a Greek word (κῦδος) - really old - and means "praise" and "glory". The term made the leap into English usage, it is believed, through the poet Robert Southey in a formal speech describing King George III. A tribute or homage of sorts, it both extolled and criticized the ruler's virtues, achievements and positive qualities. It was not until the 19th century that students and British politicians picked up the term again. And today it is part of everyday language. Even if not used by everyone.

Kudos is a kind of virtual pat on the back and is thrown at each other like stuffed bears, especially in gaming, forums and online projects.

Kudos means praise, honor, or recognition for achievements or successes. Now, praise is just an informal expression used to express approval or appreciation for a person's efforts, accomplishments, or actions, and to acknowledge them. Kudos is the same thing, just more empathetic. It's something we all need. Especially anyone involved in complex projects with sprints, milestones, and deep dives seems addicted to it right now. A hearty-sounding "Kudos" like that helps keep your spirits up, and the recipient is happy that someone is giving them praise or recognition for their work. And it sounds warmer than a "Chapeau!", a "Well done!" or a "High five".

Praise is a question of age

Too little praise is bad. Baby boomers can tell you a thing or two about that. For them, the rule "nothing said is praised enough" still applied. In the past, feedback was always negative, and positive feedback was superfluous. Fortunately, this generation is heading straight for retirement.

Generation X grew up with a 1:1 ratio between praise and criticism. It was easier to live with that. And those who are now in charge in many places in our rather young industry, namely the Millennials, are, in terms of kudos, Generation "W," which means praise-criticism-praise-criticism-praise ratio. And they are used to a 3:2 ratio.

And those who would like to be in control and who are sometimes allowed to take the controls briefly as advisors, prophets, explainers or for amusement, namely the GenZers, need a ratio of praise to criticism of about 5:1. And that's a good thing.

Why? Each of us needs praise. In today's world, with all the uncertainties, this is even more pronounced than it used to be. And, praise is good for you. Try it out instead of snotting over the cuddly Kudos. Let yourself be infected by the cute things. If that is too soft for them, then it can also be a banal "Häsch guet gmacht!" or a strong "Stark von dir! Simply focus more on the positive. That will probably not be easy for many people. But it is necessary. It costs nothing. And it works wonders. But be careful: Please do not use praise to compensate for neglect by spoiling. Everyone who has children and/or doesn't like spoiled children knows this.

* 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.

According to the UNHCR, there are currently around 110 million displaced people worldwide - more than ever before. In Germany, more than two million refugees have currently found protection. At the same time, the issue of refugees continues to be the subject of controversy. In light of repeated attempts to restrict access to territory and asylum procedures for people seeking protection, UNHCR, the United Nations refugee agency, is calling for a clear commitment to refugee protection. To this end, Foundry has developed an attention-grabbing campaign for Germany that is designed to impress with its empathy. The campaign "Refugees need solidarity" was developed by Foundry in close cooperation with UNHCR Germany and Wall.

"Refugees are people without choice. They have been displaced and need international protection - regardless of origin and destination. It wasn't long ago that many Germans also had to flee. This may contribute to the fact that so many in Germany are committed to refugees today," explains Chris Melzer, Senior External Relations Officer at UNHCR Germany.

"We often forget that Germans themselves had to flee war and persecution in the past. By working with the UNHCR, we were able to delve deeply into the topic," explains Foundry CEO Sacha Moser. "Images from the World War II era and current images show startling parallels." People fleeing with what little they could save. Families in front of destroyed houses. Mothers comforting their children. People along railroad tracks or in mass transports. Children holding on to their only toy. These striking similarities form the basis for the creative realization of the campaign.

Over 80 years - from World War II to the present day - these parallels have been juxtaposed in images. Analog lenticular printing and digital animation were used to capture this transformation. Each photo was carefully selected and researched by the team. The concept was completed in collaboration with Wall, which donates its digital billboards to the UNHCR.

The Wall and Foundry team was present at the UNHCR launch in Berlin. The publication was also accompanied by four women from different generations who once had to flee themselves.

Wall is showing the campaign at hundreds of OOH locations in Berlin, Hamburg, Düsseldorf, Dresden, Ludwigshafen, Bremen, Dortmund, Stuttgart and other cities.

Responsible for UNHCR Germany: Chris Melzer (Senior External Relations Officer - UNHCR Germany); Matthias Wichmann (Senior External Relations Assistant - UNHCR Germany). Responsible at Foundry Berlin|Zurich: Sacha Moser (Creative Partner, CEO); Nishant John (Creative Director); Gustavo Frazao (Head of Art); Gregor Wollenweber (Head of Production); Maximilian Lange-Brandenburg (Text); Rachel Pirthauer (Client Services). Partner Production and Media: Wall.

Before the big annual meeting with advertisers, agency and media representatives, the 60th General Assembly of the IAA took place. Andreas Widmer, co-founder of the coworking space Westhive, who led the IAA as president for eleven years, has decided to step down from this role.

"As President of the IAA Swiss Chapter, I was proud to lead the association for a full eleven years. Together with the dedicated board, the talented IAA Young Professionals and the well-managed IAA office, we have achieved a lot during this time. We have realigned our positioning, welcomed numerous new members to our club, gained partners and sponsors, developed innovative event formats and further expanded our international network. Now it is time for me to hand over the role of IAA President," the outgoing president was quoted as saying in a statement.

The IAA Board put Matthias Kiess, CEO of TBWA Switzerland, up for election as the new President. Kiess has been an IAA member since 2015 and on the IAA Board since 2018. He was unanimously elected as the new President of the IAA Swiss Chapter.

"We are very pleased about the election of Matthias Kiess. As CEO of TBWA, he has extensive experience and is very familiar with the challenges and opportunities of the industry," says Chantal Landis, Managing Director of the IAA Swiss Chapter.

As President of the IAA Swiss Chapter, Matthias Kiess wants to use his broad network to further strengthen national and international networking and exchange between the various players in the industry. In doing so, he will also advocate for a sustainable and ethical development of the industry. "In the future, the IAA Swiss Chapter will want to take on even more of a thought leadership role in order to engage in dialogue around the challenges in our industry and to identify possible solutions," says Kiess.

Changes in the Board of Directors

Guido Trevisan, CMO of the Goldbach Group, was newly elected to the board of the IAA Swiss Chapter. "With the election of Guido Trevisan, we are expanding our board with a dedicated marketer who has a large network. We are very much looking forward to working with him," explains Matthias Kiess.

Board members Markus Bucheli (Head of Marketing & Communications Helvetia), Nathalie Diethelm (Co-CEO Mediaplus), Markus Ehrle (CEO APG), Silvana Imperiali (Deputy Managing Director Gamned!), Borja Marin (Marketing Director JTI), Corinna Rota (Director Account Management Ringier Advertising), Natasja Sommer-Feldbrugge (Public Affairs Manager The Coca-Cola Company) and Andreas Widmer (Co-Founder Westhive) were unanimously confirmed for the next two years.

Michi Frank, CEO of Goldbach Group, and Christoph Timm, CMO of Swisscom, left the IAA board at their own request, but remain loyal members of the association.

Come to stay: AI as a growth engine

On the Trendtalk stage of the fully booked event in Zurich was the speaker, researcher and AI expert Prof. Dr. Claudia Bünte. The keynote speaker works, researches and teaches on AI in business - always with an eye on practicality and feasibility. Werbewoche.ch spoke with her on site.

Bünte spoke about the benefits and limitations of AI. She used various AI best cases to present where the journey is heading in marketing worldwide. Nadine Schade, who acts as Conversational Marketing Manager in the chatbot environment at Helvetia, was also on the Trendtalk stage and presented the Switzerland AI case "Clara" from the insurance company. A customer service based on OpenAI's ChatGPT technology.

After the fully booked IAA Trendtalk, the IAA invited its guests to an extensive networking brunch on the sun terrace of the Sorell Hotel Zürichberg. Members and guests enjoyed networking among industry colleagues in the best weather.

In a visually stunning commercial with lots of spectacle and wit, Family tells how much Gamrfirst.ch really puts its heart and soul into offering players the chance to find their own luck. The story revolves primarily around the elaborate hunt for Lucky, Cherry and Co, the "Slotys".

The 360-degree campaign developed by Family can currently be seen throughout Switzerland and, in addition to the two-minute main spot, includes short versions for online and TV as well as various display ads. Further measures around the "Slotys" will follow.

Responsible at Gamrfirst.chClement Govinda, Sandro Patronaggio, Matthieu Vidier, Marion Pecatte, Stephane Auffret, responsible for FAMILYClaudio Catrambone, Marion Gwerder, Jan Walser, Anina Trachsler, Alexandra Niggeler, Marc Ambühl; Film production: Bubbles & Sons, Papaya Films London; Directed by: Lonan Garcia; Music: 86Tales, Gordian Gleiss.

"Everyone is talking about energy supply, but sacrificing protected natural treasures like the Maderanertal or Val Roseg are extreme and unnecessary measures," was read on the platforms Facebook, Instagram, LinkedIn and Twitter. Jonas Schmid, Communication Advisor at WWF, thinks: "Let's focus instead on our buildings, facades and infrastructures for solar power - there is a huge untapped potential there - also for winter electricity."

The video posts were played out in German and French on all four platforms over a longer period of time to a target group with an affinity for politics. Hera Zimmermann, agency owner of Tings, is satisfied: "We generated over two million video views with this strategic campaign."

Social media agency meets environmental protection organization

The political landscape has changed dramatically in recent years. The Internet has played a significant role in this change. Social media, in particular, now has a significant influence on political campaigns and the way people form their opinions on certain issues. So it's no surprise that companies have recognized the value of social media agencies and are working together to champion their causes, the Tings agency is convinced.

This year, the festival received nearly 900 submissions from more than 45 countries worldwide. All submitted productions were carefully evaluated and screened by a 70-member jury. In the process, 200 productions received a shortlist nomination, of which 130 received a Dolphin trophy.

The Film "Studying is what you make of it!" by Seed was able to convince the jury due to the contemporary and multi-faceted presentation of the University of Applied Sciences Northwestern Switzerland, and was awarded the Grand Prix for Corporate Media. "Simply a brilliant realization from start to finish. Perfectly shot, great editing, the script to the point. Without a doubt the best in the competition," the jury reasoned. The Grand Prix for Documentary went to Austrian-based production company Terra Mater Studios for their documentary "Once Upon a Time in Tsavo - Episode 1: A Time of Plenty," which recounts the relationship between elephants and termites as they create water holes.

In addition to the Grand Prix, Seed was able to secure gold for the FHNW film in the "Image Films" category. Furthermore, the corporate film "Fail Forward" for CTC Analytics was awarded a Finalist Certificate in the category "Human Resources".

Overall, the DACH region made a strong statement, securing over 50 Dolphin trophies at this year's edition. Among them were the two Grand Prix trophies and the blue Dolphin for Best Production Company. This makes the DACH region one of the strongest regions in this year's edition.

A total of 17 awards went to Switzerland.

A simple idea was used for this: Mrs. Eggli, the laying hen, applies to Lukas Debrunner, the organic farmer in Mettendorf TG. This gives him the opportunity to tell everything about the working conditions at an organic egg producer. From the husbandry to the food to the jobs. In French-speaking Switzerland, the same story was realized with Madame Villenœuf and the farmer Stéphanie Moret in Vuisternens-Devant-Roman FR.

The films are available on the Thomy website in the latest PLANEThomy story embedded. To promote the application, a trailer was created for social media with the question, "Will Ms. Eggli get the job?"

Responsible at Nestlé Suisse: Jeanne DuPasquier (Communication & eBusiness Manager Thomy), Tobias von Rohr (Head of Marketing Food Switzerland). Responsible at KSP: Stephanie Waldvogel (concept, direction, camera, editing), Marie Auer (graphics, editing), Wolfram Scherer (concept, text), Uwe Schlupp (creative direction), Claudia Imholz, Patrick Plüss (consulting).

"Morten Freidel is an outstanding political journalist with a clear, civic-liberal profile. I am very much looking forward to working with him," says Marc Felix Serrao, Editor-in-Chief of the NZZ Germany. According to the statement, the newly created function is an important step for NZZ. "We still see great growth potential in the German market, and we want not only to continue our successful path, but to accelerate it," Serrao said.

Freidel worked most of the time as an editor at the Frankfurter Allgemeine Sonntagszeitung FASwhere he is now responsible for the cover stories, among other things. For some time he was in the newsroom of the Frankfurter Allgemeine Zeitung FAZ active. One of his main topics is energy policy; his first book on the subject will be published soon. The 39-year-old studied history and German literature in Freiburg im Breisgau and at the German Literature Institute in Leipzig. He then completed a traineeship at the FAZ. Morten Freidel is married and father of two children.

Flow thanks to #LikeABosch

Regine Schoeller, Brand Communication Manager Central Europe at Bosch Hausgeräte, provided insights into the world behind the hashtag #LikeABosch. The bold video clip, which went viral after a tech trade show in Las Vegas, has grown into a company-wide movement that flows through all areas and levels of branding - and gives the brand a whole new flow.

Team Flow thanks to Frontify

Roger Dudler, founder and CEO of Frontify, brought market-fresh insights from Lisbon, where his company discussed current brand management paradigms with leaders of global brands. But the keynote also included a look inside Frontify's "AI Lab." Here, artificial intelligence is being trained to make brand management even more consistent.

Brand Flow by Mainland

Mainland strategist Marco Casile presented to the guests the beta version of the Frameworks "Brand Flowwhich gave the session its name. From the combination of strategy and creativity, the agency develops the core elements of brand management with its clients. Walter Meier, a provider of industrial manufacturing solutions, served as the current case study. Claudio Sohm, Head of Marketing at Walter Meier, emphasized the special value of brand flow for B2B brands, especially in strengthening the brand internally.

The kick-off event of the Swiss Hospitality & Marketing Association SHMA at the Ameron Zurich Bellerive Au Lac was characterized by fresh ideas, great motivation and lively exchange. Under the new board of directors, the association is realigning itself and is focusing above all on networking between experienced professionals and young professionals in the sales and marketing sector of the Swiss hospitality and tourism industry.

"It is a matter close to our hearts to strengthen the sales and marketing community of our industry and to revive the SHMA," said Stefan Hannig and Karin Breitenstein in their welcoming speech at the kick-off event in Zurich. Together with their board colleagues Gina Domagala and Sven Häberlin they had invited to the Ameron Zurich and informed about the new orientation of the association, which was already founded in 1972. Around 40 people accepted the invitation.

SHMA President Karin Breitenstein described the main goals of the network as follows: "We want to show young people the diversity of the industry, offer interested players a platform for exchange and thus ultimately retain skilled workers in tourism." To this end, individual and corporate members are to be recruited to support the idea - initially in the greater Zurich area, and in the medium term throughout Switzerland.

SHMAward for young talent

The SHMAward, which has been awarded since 2019 in collaboration with the IST, Higher College for Tourism & Outdoor in Zurich, for the best diploma thesis on the subject of sales & marketing, is to be continued. The prize is endowed with 1000 Swiss francs.

Many advantages for members

Membership in the non-profit association SHMA costs 79 francs for individuals, 349 francs for companies and 49 francs for students. Among other things, members receive access to the SHMA Sales & Marketing Hubs, which will be held four times a year in the future. There, participants can expect interactive opportunities for the exchange of experiences and knowledge transfer between potential young professionals, university graduates and industry professionals.

Next networking events

The next dates for the SHMA Sales & Marketing Hubs in Zurich are Dec. 18, 2023; March 25, 2024; June 24, 2024; Sept. 30, 2024; and Dec. 16, 2024, each at 6 p.m. A Talent Event - including presentations on the topic of talent development and promotion - is also planned for 2024.

The three daily news broadcasts will no longer exist as of Monday, but this is anything but the end of Blick TV, a spokesperson for the Ringier publishing house told the Keystone-SDA news agency on Thursday.

Earlier, CH Media reported that Blick TV would air its three daily formats "Blick am Morgen," "Fokus" and "Der Tag in fünf Minuten" for the last time on Friday.

Video is and remains a priority for the Blick Group, the spokesperson added. Blick currently achieves around one million video views per day. In the future, the focus will be on event highlights, such as the recent live broadcasts from the Unspunnen in Interlaken BE. Blick will also continue to offer videos on demand for important events, special broadcasts and new formats such as the current "Beni da richtig?" or "Adela, bitte wähl mich!

Scherrer and Spiess remain

Blick TV's leading lights Reto Scherrer and Sylwina Spiess are to continue appearing in live broadcasts. The shows "Achtung, Reto, los!" and "sichtbar" are also to continue.

The employees of the Blick Group were informed about the changes and restructuring in a plenary meeting on Tuesday. Blick TV will disappear from the organization chart as a unit.

It was initially unclear how many of the 48 people committed at the launch are now affected. There will be shifts along the reorganization in the newsroom, the spokesman said. He did not provide details. "We will communicate details when we have clarity," said Ladina Heimgartner, CEO of Ringier Medien Schweiz, in an interview with Personal.com.

On air since 2020

Blick TV went on air for the first time in February 2020. The digital-only station built new studios for it in the Ringier press building in Zurich. Since then, it has broadcast a news and entertainment program daily from 06:00 to 23:00.

From the very beginning, Blick TV was integrated into the Blick newsroom in terms of content and space and covered the entire range of Blick topics. Journalists from the Blick editorial team worked as correspondents and experts for television. For international reports and live streams, Blick entered into a partnership with the US news channel CNN. (SDA)