As a new media agency, Sir Mary is responsible for awareness and always-on communication. A full-service partner was sought for the entire media distribution. The aim of the collaboration is to raise awareness of Energie 360°'s offerings in Switzerland. The focus is on customized content and campaign distribution.

"In Sir Mary, we have found a partner who shares our demands in terms of collaboration, consulting and media handling and, with her motto 'Excellence in Execution', places great value on first-class implementations," says Daniela Mininni, Head of Communications at Energie 360°, explaining the decision. "Our goal is to take media distribution holistically to a new level."

Fabian Habisreutinger, Partner and Strategy Director Media & Data at Sir Mary, is delighted about the future collaboration: "The mandate assigned is ideal for us in terms of scope and depth of detail. We can offer our holistic offering across all channels and develop this further together with Energie 360°."

Saturday, September 23, 2023, is World Sign Language Day. SRF dedicates this day several broadcasts and contributions. In addition, the self-produced "Signes" program with Natasha Ruf on the topic of "A Life for the Farm" is available for advance viewing on Play SRF.

At In general, SRF and SRG contribute to the deaf community. Currently, SRG subtitles 83 percent of its broadcasting time, or 49,000 hours. The offer is to be continuously expanded in the following year.

In addition, SRG already offers a wide variety of broadcasts in sign language; today it is 1050 hours, not including the media conferences. By 2024, however, this share is also to be expanded to 1100 hours.

Best Ager Marketing

How to understand and reach the target group 50plus.

• Author: Hartwin Maas
• Publisher: Haufe Verlag, 2023
• Pages: 254
• ISBN: 9783648169667

People over 50 are the consumer group with the highest purchasing power. But a large proportion of them do not feel addressed by advertising. Hartwin Maas explains in detail how companies can tailor their marketing measures to Best Agers. In doing so, he not only provides interesting information from generational research, but also gives a lot of basic information on marketing concepts and strategies. Those who follow his suggestions will put their best-ager marketing on a solid footing.

Successful career strategy

The path to the dream job.

• Author: Sven Sommerlatte
• Publisher: Springer, 2022
• Pages: 186
• ISBN: 9783662648421

Everyone is responsible for their own career. If you're smart, you set a distant career goal and work consistently toward it instead of letting career advancement come to you. Indeed, those who have their dream job in mind can develop a strategy to achieve it. The author, an old hand in personnel development, provides numerous tips for successful career management. The book is therefore ideal for career starters before or at the beginning of their career.

Create top-class webinars in 6 steps

That's how you wow your audience.

• Author: Raffaele Sciortino
• Publisher: GABAL, 2023
• Pages: 176
• ISBN: 9783967391381

Webinars differ significantly from conventional seminars because the leader and the participants are not in direct contact with each other. It is a virtual communication with several special features. The author explains what these are. He also shows how speakers and lecturers can proceed in order to master the technical and didactic challenges in designing their own webinars. An understandable guide for anyone who wants to get the best out of their webinars.

Quiet people - strong words

The communication training for introverted personalities.

• Author: Sylvia Löhken
• Publisher: GABAL, 2022
• Pages: 180
• ISBN: 9783967391008

Introverts are often determined, focused and empathetic. However, they quickly feel overwhelmed in group situations. In order to succeed at work, they must learn to use their strengths. At the same time, they need to overcome their own passivity and conflict aversion when dealing with colleagues and superiors. In her book, communication trainer Sylvia Löhken provides many useful tips with easy-to-implement exercises. Her great empathy and understanding for quiet personalities make the guidebook a valuable read - even for extroverts.

Adobe has completed the beta phase of its Firefly generative AI model and released it for commercial use. Firefly is newly integrated into Adobe Express, Creative Cloud and Experience Cloud applications, the company said Thursday. The commercial version also includes the new Firefly Web app, which allows creative minds to access Photoshop, Illustrator and Express workflows, it said.

Another new feature is the introduction of the "Generative Credits" payment model. The credits are tokens that users can redeem to create images and videos with text-based prompts, according to the release. The credits are available for the paid versions of Photoshop, Illustrator, Adobe Express and Firefly.

Adobe GenStudio for enterprise

Adobe is also introducing Adobe GenStudio, an application that enables companies to optimize their content supply chain with Firefly AI, according to the release. With the linkage in Creative Cloud, Firefly, Express and Experience Cloud, creative departments could create and deliver new and modified content faster.

This article first appeared in the Web Week.

Berner Mobiliar Insurance relies on ChatGPT. More precisely: on a privacy-compliant version of the chatbot from OpenAI. The AI application is intended to support employees in their tasks and contribute to customer service, Mobiliar says.

The service, called Mobi-ChatGPT, is based on Microsoft's Azure OpenAI service, according to the announcement. The application is designed to create, edit and summarize texts, but also to provide ideas and answer questions.

"I am pleased that we found a solution so quickly to take advantage of ChatGPT while protecting our data," says Mobiliar CEO Michèle Rodoni, adding that the purpose of the chatbot is to make work easier for the insurer's employees.

Mobiliar says it has been using AI applications for several years. For example, artificial intelligence supports customers in recording claims. E-mails received by the subsidiaries Mobi24 and Protekta are forwarded to the right place by the AI. The company also relies on AI for translations. Further applications are in the planning stage, the statement continues.  (Dejan Wäckerlin/jor)

This article first appeared in the Web Week.

More than two thirds of the agricultural land in Switzerland is grassland. While this grass is not edible for humans, the meadows provide cows with the best fodder for nutrient-rich dairy products. In short: Switzerland is a grassland and therefore ideal for milk production.

This core message is conveyed in the current campaign by Swissmilk and Jung von Matt Limmat. In a wide range of touchpoints - a TV spot, online and social content, and two key visuals played out OOH and DOOH - an enthusiastic Charles Nguela explores the wonders of grassland Switzerland.

The spots are inspired by the legendary animal documentaries of the Briton David Attenborough. Director Nalle Sjöbald and Markenfilm are responsible for the implementation. The key visuals of the campaign were realized using the Tiny Planet effect: Charles and Lovely are thus not only standing on a green field, but on a whole grass planet.

The campaign can be seen throughout Switzerland until the end of September.

Responsible at Swissmilk: Stefan Arnold (Head of Marketing), Martin Rüst (Head of Advertising & Key Account), Daniela Schmutz (Team Leader Basic Campaign / Campaign Manager Sustainability), Ursina Schärer (Project Manager Communication Sustainability). Responsible at Jung von Matt Limmat: Dominique Magnusson, Jacqueline Rufener (Creative Direction), Philipp Klink (Text), Sebastian Danielsson, Luigi Vitello (Art Direction), Sarah Schmidt, Natascha Imfeld (Agency Producing), Romana Peterschmidt (Strategy), Annika Baur (Account Management), Luitgard Hagl (Managing Creative Director and Agency Lead). External partners:inside: Blish: Jessica Kottmeyer (Media Realization), Jana Weber (Account Management), Jlona Kopf (Managing Director). Markenfilm Switzerland: Nalle Sjöblad (Director), Mikael Gustafsson (DOP), Joel Scheidegger (Executive Producer). Visualeyes International: Carioca Studio (Still & Video), Katrin Lohmann (Producer). Ceres Media: Michael Richner, Alessandro Giuliano. Leading actors:inside: Lovely, Charles Nguela.

The three fall colors Ticino Chestnut Brown, Gandria Olive Green and Mogno Marble White form the basis of the collaboration. For each of the three colors, Walder has selected a range of shoes and accessories in matching colors.

In a variety of measures, consumers can discover the trend colors and be inspired - whether for discoveries in Ticino or in the Walder range.

In the Walder stores, attention is drawn to the cooperation on the presentation tables, in the shop windows and on digital screens. In addition, Gazosa Fizzy is available for customers in the Walder Lounges.

A multi-day storytelling format on Instagram shows the trending colors, their history and their derivation for the latest Walder collection. Also part of the digital strategy is a quiz and special e-newsletters to selected target groups. They all lead to a Landing page, which is the center of the campaign.

The cooperation takes place in all 26 Walder branches in German-speaking Switzerland.

Responsible at Ticino Turismo: Manuela Nicoletti (Director of Marketing). Responsible at Schuhhaus Walder: Sabrina Meier (Marketing Manager), Stella Kizildag (Marketing Manager), Eliane Fehlmann (Marketing Specialist). Responsible at Zimmermann Communications: Christoff Strukamp (Creative Direction), Sonja Zimmerli (Digital Art Direction), Christoff Strukamp, Sonja Zimmerli (Text), Sonja Zimmerli, Rolf Zimmermann (Project Management), Rolf Zimmermann (Overall Responsibility, Strategy and Media).

The lavishly designed magazine-style Tourasia catalog serves as a source of inspiration, packed with tips on how to turn a trip to Asia into a dream vacation. Interested parties will find suggestions for accommodations, round trips and special excursions that add spice to the trip. Because Tourasia assumes that readers also want to know what the inspiration costs, the prices are also always given.

"In our magazine, we go into details that travelers often overlook," says Tourasia managing director Stephan Roemer. "Experience and shopping tips and many other references to attractive offers will reveal new dimensions to Asia travelers." The magazine is intended to allow people to immerse themselves deeply in Asia even before they travel, which should heighten their anticipation.

"Poppy and timely"

According to information, agents are enthusiastic about the new concept. "Once again, Tourasia is breaking new ground and has developed a very exciting, interesting catalog concept. The presentation comes across as pop and contemporary," said René Bättig of RMR Schaffhausen. "The catalog arouses emotions and a desire to travel. The fact that customers need the support of a professional travel agency when planning their dream trip suits us."

Simon Schnellmann of Travel Worldwide adds: "We no longer pass on catalogs from tour operators to our customers. But I think Tourasia's new work is very successful, and I'm sure the new concept will go down well with customers."

The Tourasia travel magazine is available now at Tourasia.ch available.

Just at the start of the season of the Swiss ice hockey championship, an acronym is to be dealt with here, but it has nothing to do with it. Although the first impression of winter sports enthusiasts might suggest that. No, HCD does not mean the Prättigau Ice Hockey Club, despite its history and charisma throughout the world. HCD is the abbreviation of "Human-centered design".

In German it is called "menschenzentriertes Design", but it is never mentioned in this language, only in English. According to the professional definition, it is a problem-solving technique that places people at the center of the development process. If you now ask yourself "Who else?", you are right to do so. Who else, if not humans? Dogs, machines, artificial intelligence, aliens perhaps?

Let's get to the bottom of this. HCD is mostly used and praised in our industry for developments in the digital domain. It is supposed to enable designers to develop products and services that are tailored to the needs of your target audience.

The goal would be to take users' wishes, problems and preferences into account at every stage of the process. As a result, they would ideally get more intuitive, more accessible products. So much for the intention. But the reality is different.

Not being able to see the puck for all the buzzwords

Some time has passed since the term began its triumphal march from the American West Coast out into the world in the 1950s. Products were no longer developed by engineers simply to exist, but to be user-friendly.

Steven Jobs is considered a kind of MVP of the HCD. In countless articles, books and case studies for students, the successes with his Apple products are celebrated like victories of a sports team in a permanent playoff. He is also considered one of the founders of Design Thinking (another buzzword). Or of Service Design, the process for designing services.

No matter what design is hip in meetings right now: In most cases it is still understood as "designing" in the sense of "painting". Of course, something else is diligently explained and celebrated in the training centers. Human-centered design is understood as an approach to problem solving that includes the human perspective in all steps of the problem solving process. And taught. Service Design as the methodology of developing customer and market-oriented services in close cooperation with the client. Interaction Design as a multidisciplinary field that focuses on designing the interaction between users and digital products, systems or services. Etc. User Experience (UX), User Interface (UI) Design, Motion Design... There are so many design buzzwords that you can't find the solution because of the design. Or one is developed for which there is actually no problem at all.

Everyone who has ever participated in a Design XY course or process knows that at the beginning there is the problem statement. This is the formulation that is supposed to show exactly what a solution is supposed to be designed for.

Here in this column, such a problem statement is at the end: How do we solve the problem of learned behavior not remaining the rule (= boring = always the same) and behavior not yet learned being perceived as user-friendly (= innovative = I can't figure it out)?

A seemingly almost insoluble problem. To solve this, managers like to start briefings with the quote "If I had asked people what they wanted, they would have said faster horses," by Henri Ford. But then, when the innovative ideas are presented, they simply don't remember it. But designers also have to take a hard look at themselves when they once again only "paint" instead of "design" or only do something differently, but not better.

* 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.

The tried-and-true and a lot of new: The stations are not only relying on the familiar live formats, reality and casting shows, but are also promising a variety of exciting and new advertising environments.

After the welcome by the two hosts, represented by Alexander Duphorn, CEO of Goldbach Media Switzerland and Admeira CEO Frank Zelger, the event got underway with a concentrated load of entertainment. In the following video, Roger Elsener (CH Media), Alexander Duphorn (Goldbach) and Frank Zelger (Admeira) share highlights of some of their offerings presented at the screen-up.

New formats at CH Media

CH Media revealed the stars of the fifth season of "Sing meinen Song - Das Schweizer Tauschkonzert". The new host, reggae singer Dodo, invites singer and musician Marc Sway, power woman Cachita, exceptional talent Nemo, singer and pianist Eliane, pop singer Vincent Gross and singer-songwriter Marius Bear to the swap concert in Cran Canaria.

Presenters Marco Fritsche and Nik Hartmann, together with Managing Director Roger Elsener, also announced the continuation of in-house productions such as "Jung, wild & sexy," "First Dates" and "Der Bachelor," in addition to the completely new originals of the streaming service Oneplus, the reality format "Reality Island" and a comedy format, and welcomed on stage Anatole Taubman and Silvana Synovia, two stars of the new Michael Steiner thriller "Early Birds," co-produced by CH Media.

NFL: New TV era for RTL Germany

Inga Leschek, Managing Director of Programming at RTL and RTL+, and Oliver Schablitzki, Executive VP Multichannel at RTL Deutschland, hosted the RTL show. Content highlights include the NFL on all RTL Deutschland channels and platforms. In the show segment, "The Traitors," one of the biggest current international reality hits, comes to RTL, hosted by Sonja Zietlow. Elton premieres at RTL, hosting the Stefan Raab show highlights "Blamieren oder Kassieren" and "Schlag den Besten.

Vox starts the new season with new heads and the highest ever share of its own formats in prime time. In addition, Daniela Katzenberger returns. On RTL and RTL+, soccer fans can continue to follow the German representatives on their journey through the UEFA Europa League as well as the UEFA Europa Conference League. Nitro also offers the top matches of the European Championship qualifiers and shows selected international matches of the European Qualifiers for Uefa Euro 2024 live on free TV.

RTLzwei announces the highlights of the upcoming season with the following words: "There are no fictional dream worlds here, RTLzwei faces are like you and me - in docu-soaps, daily soaps and shows, as well as in documentaries and reports."

TV Total on stage at Seven.One Media

Seven.One Media unceremoniously transformed Hall 622 into a "TV-Total" studio after the first break. Host Sebastian Pufpaff led the screening of the ProSieben, Sat.1, Kabel Eins and Sixx stations. TV highlights include the BFF dating show "Date My Best Friend" and the fourth season of The Masked Singer Switzerland - both on ProSieben Schweiz. Sat.1 has secured the rights to "The Floor," a quiz duel. On "Stranded on Honeymoon Island," couples have to live alone and without cell phones for two weeks on Honeymoon Island right after saying their vows. "Paradise quickly brings every couple to very emotional spheres," promises the station Sat.1.

Swiss1's appearance was dominated by its own production "Swiss1 Schwinget" - with lots of Swissness, alphorn players, flag-wavers and the wrestling king Nöldi Forrer on stage. A preview of the coming program year also promises big Hollywood movies, an XXL Christmas program and new spin-offs of the reality documentary "Dating without Borders". Under "One more thing," Swiss1 announced another sporting event: The exclusive TV broadcast of the FIA Awards from Baku.

TRC's appearance was dominated by "Mensch Meier". In the new regional TV format, presenter Vanessa Meier visits people with the last name Meier throughout German-speaking Switzerland. TRC also focuses on the sport of wrestling. A further expansion will give Swiss sports an even stronger presence on regional TV stations from the start of next year's wrestling season.

Lots of entertainment and live programs on French channels

The French TV stations also had a lot in store for the screen-up. Groupe M6 has acquired the rights for various event formats: from fiction to documentaries, there is a wide range of formats. In the sports sector, Group M6 announced, among other things, the Rugby World Cup on M6, Uefa Euro 2024 or the Europa League on W9.

Groupe TF1 announced various novelties defined along its own DNA: Live, Entertainment and Local. These include mini-series such as "Brocéliande" or "Manga's Cat's Eyes", and in entertainment there are several novelties, including Dream Team or Time To Love, in addition to the emblematic return of brands such as Star Ac or Koh-Lanta. Finally, the sports season kicks off with the Rugby World Cup in France.

Tschugger, sports highlights and federal elections on SRG

Finally, a diverse ensemble of protagonists led through the SRG program. Swiss sports journalist and presenter Rainer Maria Salzgeber accompanied the presentation. Well-known faces such as actor Cedric Schild, Annalena Milano from the "Tschugger" cast, Mona Vetsch and Tina Weirather met on stage. The third season of "Tschugger" with the cult cop from the Valais will start in November.

In addition, SRG also unveiled new series such as "Davos," "School of Champions," "Délits mineurs" and "Alter Ego. The 2024 European Football Championship, the return of the Champions League from fall 2024, the Olympic Games in Paris, and the top moments in Alpine skiing in Adelboden, Wengen, Kitzbühel and Zermatt are just some of the sports highlights on SRF.

Starting in the fall, SRF will have two new flagship formats on Sunday evenings: "Die Sendung des Monats" and "Late Night Switzerland. The whole thing will be rounded out with shows around "40 Years of SRF 3" and "20 Years of Music Star," which will provide additional entertainment. And of course, coverage of the 2023 federal elections is already on the schedule for the fall.

This year, the breaks were again bridged with short sofa talks. Moderator and Co-Editor-in-Chief of m&k advertisingweek.chJohannes Hapig, talked to Moritz Schneider, CEO of Mediaschneider und Hoy, Oliver Schönfeld, Managing Director of TWmedia, and Tanja Hackenbruch, CEO of Mediapulse, about current industry topics.

Frank Zelger, CEO of Admeira, is looking forward to the TV year 2024 with excitement: "TV is and will remain the number one live medium. The consistent focus on consumers and the creation of high-quality environments will be evident in the coming year with coverage of the US elections and the sporting highlights of the Summer Olympics in Paris and the European Football Championship in Germany, among others. Our customers can expect an outstanding year."

"A firework of emotions, new shows and important news around television, which is now also advertised time-shifted with the ReplayAds," adds Alexander Duphorn, CEO of Goldbach Media Switzerland. "We are pleased to provide a strong environment for effective campaigns for our clients. The broadcasters have shown that they are doing everything they can and will continue to invest to strengthen TV in its success with top formats and attractive advertising opportunities."

The canton of Basel-Landschaft is embarking on the digital transformation of its administration. This will require many new ICT specialists. The personnel market is currently dry and the canton has tight guidelines for compensation.

The Basel West agency has therefore developed a campaign under the "BL digital+" brand that focuses on identification with meaningful work. Punchy video clips tell of the advantages of a job with the canton. For this purpose, a Landing page set up with arguments and a link to the advertised positions. Employees of the canton are informed via their own landing page and other media and motivated to distribute the videos in their environment instead of a scatter budget.

According to the agency, the campaign resulted in numerous applications within a few weeks. It will be continued on an ongoing basis.

Responsible at Canton Basel-Landschaft: Rolf Wirz (National Chancellery/Head of Newsroom BL digital+); Bartolino Biondi (Finance and Church Directorate); Carmen Brun (Security Directorate); Manoj Thanathethu (Economic and Health Directorate). Responsible for Basel West Corporate Communications: Markus Siegenthaler (consulting); Thomas Aerni (conception); Willi Näf (text); Roman Albertini (design); Florian Moritz (videos).

The startup SEMS offers independent consulting and planning for innovative solar power projects. The founders know their field and have a clear vision. This had to be applied to the digital presence and ensure that SEMS is also sustainably represented on the web. The positioning is based on a thorough market and competitor analysis. Through intensive discussions and sound insights, the essence of the brand was captured and a clear direction for the company was developed.

A clear concept

The branding for SEMS includes, in addition to the Website also any kind of external appearance. The ideas work not only on the web, but also for presentations, in social networks or analog. Cab designed this process in an agile and lean way - with constant feedback loops.

During the elaboration of the design, different pages were visualized. A style guide defines typography, color schemes as well as the components. The advantage of a style guide for a website is that it ensures a uniform and consistent appearance, which leads to an improved user experience. Since a flexible CMS is used in the implementation, the editorial team can use different components on the pages in the future. Limits are specifically set on the editing options in order to take SEMS's CI into account at all times.

Choosing the right CMS

After a thorough analysis of the needs and requirements as well as the budget constraints, it quickly became clear: A user-friendly and cost-efficient CMS solution was needed that was also easy for the editor to understand. The intuitive and scalable Storyblok headless CMS was chosen.

Responsible at SEMS Engineering: Luis Garabito (CEO). Responsible at Cab: Michael Gerber (strategy); Daira Brack (consulting and project management); Niklas Dunke (concept, creation and design); Janson Cheeramkunnel (technical implementation and consulting).