Jürg Neuenschwander was most recently overall responsible for marketing, communication and sales and a member of the management board at the Hotelfachschule Zürich HF. Prior to that, he worked as a consultant and senior consultant at several renowned agencies, including Farner Consulting and Startbahnwest. He also worked as a freelance consultant.

Neuenschwander comes from a manufacturing background, which gives his overall experience a strong foundation. According to KSP founder Daniel Krieg, his broad strategic and operational experience is a substantial reinforcement for KSP: "He makes us even fitter for the future. Especially with regard to 'Purpose, Sustainability and Diversity', KSP's differentiation and success theme. We are very pleased that Jürg is newly on board with us."

The Zurich-based agency KSP recently relocated. Click here for the video report on Werbewoche.ch.

When did sports cars become more important than sports, selfies more important than self-care, and followers more important than real friends? When did we start finding everything else more important than our own health? The questions posed in the current Swica campaign are intended to make us think. They focus on all forms of health - physical, mental and social.

As part of the campaign, health insurer Swica takes a clear role: "Your health. Our main concern." This attitude is intended to raise awareness of health in all its facets and finally put it back in first place.

Customer focused approach

The questions asked in the campaign reflect the authentic experiences of customers and illustrate the commitment to the well-being of the insured.

Matthias Koller, CEO of Publicis Zurich, is very pleased about the client win and the new campaign: "We have worked hard to be allowed to work for and with Swica and are now hugely excited about the first campaign. And I am convinced that many viewers will answer one or the other question with 'yes, that's actually true'".

Credo is more than just advertising

Swica implements its campaign slogan in everyday life with a wide range of support services that go beyond traditional insurance benefits. The Benevita app's health coaching or the santé24 telemedical consultation are just two of many examples that are also communicated under the campaign umbrella.

A campaign as broad as the target group

Since February 2023, Publicis Zurich has been Swica's new lead agency and is responsible for the large-scale campaign, which has been on display throughout Switzerland since the end of August and will be played out on various channels over several weeks until the end of November.

The TV spot, which brings together all aspects of health in 30 seconds, and various channel-specific online measures kick off the campaign. Various OOH and DOOH implementations have also been live since Monday. Thus, a campaign has been created that is as holistic as its health support.

Responsible at Swica: Reto Dahinden (CEO), Joy Müller (Head of Market Department, Member of the Executive Board), Maria Porsche (Head of Marketing, Member of the Executive Board), Helena Gubernale (Head of Online Marketing), Romano Sartori (Head of Dialog Marketing), Gabriela Chinazzo (Marketing Automation Expert), Giovanna Oezdemir (Responsible for Brand Management), Florence Schelling (Online Marketing Specialist), Astrid Hagena (Brand Strategy & Campaign Specialist). Responsible at Publicis Zurich: Rob Hartmann (Executive Creative Director), Christine Hansjosten (Creative Director), Sebastian Danielsson (Senior Art Director), Philipp Klink (Senior Copywriter), Désirée Stocker (Copywriter), Merlin Obrero (Junior Art Director), Laura Binkert (Graphic Designer), Cathy Nyffenegger (Business Director), Freyja Hablitz (Account Director), Ilgin Aydemir (Junior Account Manager) and Matthias Koller (CEO, overall responsibility). Responsible for Prodigious: Image Editing, Advertising Production, Carol Maag (Art Buyer / FFF Producer), Film and Music Production: Shining Film AG: Caroline Braun (Executive Producer), Yanik Müller (Senior Producer), Antonia Grosse (Line Producer), Lukas Kärcher (Postproduction Coordinator), Pascal Holzer (Head of Postproduction), Gonzaga Manso (Director), Fabio Tozzo (DoP), Jenni Tschuggmell (Styling), Nerea Mugüerza (Edit), Simon Hardegger (Grading) and Aimar Molero (Composition/SFX).

The SVP cantonal councillors had criticized the following wording: "It is not permitted to erect and affix voting and election posters as well as voting and election advertisements on or to public property in administrative assets". The majority of the population is not aware of what is meant by "administrative property".

SVP faction spokesman Beat Künzli spoke on Wednesday of "insufficient work" by the government council and the state chancellery. He said it was "almost scandalous" that such changes were made so shortly before the national elections. "This mess could have been avoided," Künzli said. The representatives of the other parties countered that the SVP was abusing the issue for the election campaign.

In its response to the veto, the government council had written that the term would still be explained with examples in the ordinance. It is no longer permitted to put up posters on "administrative buildings, work yards, school buildings, prisons and all associated structures and installations such as fences, shelters, barriers, protective equipment or poles".

Adhere to previous practice

Instead of on September 13 as planned, the Cantonal Council - at the request of the Greens - already dealt with the SVP veto on September 6. With the rejection, it is now clear that the new ordinance is valid. This means that election posters may be put up as early as Saturday morning, September 9, and not only on Sunday as under previous rules. In addition, a slightly larger format is allowed.

The government council had argued that already in the past no voting and election advertising had been hung up at schools, city halls or prisons. The new regulation simply defines this practice more precisely. In the event of unauthorized billposting, the municipal or cantonal authorities could "informally request those responsible to remove the posters within a reasonable period of time or to relocate them to another site. (SDA)

According to Fritz Gerber, regional manager of Coop Gastronomie Bern Nord Region, "Anyone eating at Thai Street should feel as if they are in the middle of Thailand," was the aspiration for the new gastronomy offering. Kreisvier also pursued this goal in developing the new brand identity. In keeping with the authentic taste of the curry dishes, noodle soups and grilled dishes on offer, an image was designed based on the model of Far Eastern street kitchens.

Thai-style typography was used for the logo, which was combined with neon letters in various applications. Analogously, a cheerful color scheme was implemented for the opening communication. This included advertising materials such as the website and online banners, as well as banners, wall tattoos, in-store spots, bonflyers, in-house screens, LED frames, window lettering, stickers, menu texts and much more.

Responsible at Coop Gastronomy: Barbara Paula Felix (Head of Marketing & Support Coop Gastronomy), Martin Wasserfallen (Head of Services Gastronomy), Moritz Poli (Head of Specialist Consulting Gastronomy), Kaspar Wittwer (Head of Gastronomy). Responsible at Kreisvier: Sinia Brugger (creation concept & website), Andreas Erfert (text), Sybille Gundry (DTP), Meret Moor (consulting).

It's hard to imagine everyday family life without social media. Take, for example, the handling of family and children's pictures and videos. Who doesn't like to share beautiful moments with their community? Many mom or dad influencers go one significant step further and commercialize part of their everyday family life. Companies and platforms have also discovered the advertising and click potential of children's or family content, but are usually afraid to face the consequences. The rights of children are often forgotten.

First and foremost, parents are responsible for their children, but social media platforms and companies should also rethink their role. The protection and well-being of children and young people should always come first. However, social media is developed by adults for adults and is still not a child-friendly place. Unfortunately, this leads to the fact that children's content is not specifically protected and can be easily redistributed. Advertising guidelines are also not clearly regulated and vary greatly from country to country.

The Conscious Influence Hub has therefore set itself the goal of promoting a respectful exchange in the digital world and discussing precisely such topics with the players and experts involved and working together on guidelines and solutions. This is exactly what he will be discussing with content creator and father Fabio Zerzuben, a company and an expert from Child Protection Switzerland on November 9, 2023 at the WebStage Masters Social Media Conference in Engelberg as part of a panel.

The WebStage Masters is the largest social media marketing conference in Switzerland. The sixth task will take place on November 8 and 9, 2023, in a breathtaking setting in the middle of the mountains of Engelberg. The village can be reached from all major Swiss cities in less than two hours. Do you also want to be there? Then secure your ticket now on www.webstage-masters.ch/tickets

"In Switzerland, legislation has not yet dealt with the topic to any great extent. This is partly because the reach of Swiss influencers is often limited due to the size of our country and the fact that it is quadrilingual. Things are different in France, for example, which was the first European country to introduce laws explicitly for influencers. In Switzerland, there are few mechanisms to effectively protect children from economic exploitation in the area of social media advertising. International agreements and guidelines, on the other hand, already provide a fairly clear direction here, and the platforms themselves are also gradually issuing rules and guidelines on this topic. We should therefore also urgently discuss children in influencer advertising in Switzerland. We definitely have some catching up to do. Exposing children on social media can bring up far-reaching discussion points. We need to think about fundamental rights (basic rights of children, also before parents), data protection law (DSGVO), labor law (child labor) and personality rights (right to one's own image)," says Isabelle Wildhaber, Professor of Private and Commercial Law at the HSG and Advisory Board Member at the Conscious Influence Hub.

Child Protection Switzerland is a partner of the Conscious Influence Hub and provides valuable tips and offers on the topic of "Children on the Net" and "Sharenting": https://www.kinderschutz.ch/eltern-und-erziehungsberechtigte/kinderbilder-im-netz

How do influencers deal with it

In the beginning, influencer marketing was mainly used in the lifestyle and beauty industry. As digital platforms have grown, so have the advertising opportunities on social media and for influencers. As the community has aged and become parents, new advertising opportunities have emerged for influencers. Thus, the phenomenon of the kidfluencer was born - managed by Mommy or Daddy. Although it's not really new, it's comparable to child stars.

Especially in the USA, "kidfluencers" represent a significant branch of industry and generate an industry value of around 8 billion dollars. It is therefore not surprising that there are four children's channels among the top ten YouTube channels and that the two Youtubers Ryan Kaji of "Ryan's World" (12 years old and earning 30 million US dollars) and Anastasia Radzinskaya of "Like Nastya" (9 years old and earning an estimated CHF 83 million) are among the top earners. In Switzerland, the business with "kidfluencers" is not (yet) booming. There are only a few children's channels. Moreover, Swiss influencers handle their children in very different ways on their feeds or in advertising collaborations. Some don't show them at all, others show them occasionally in the feed but make them unrecognizable, and still others show them deliberately and also build up their collaborations with them.

"You shouldn't just use the 'kidfluencer effect' for no reason - or just because. You see a lot of kidfluencers abroad. However, we wouldn't set up our own channel for our kids. In TV advertising, families/kids have been around for decades, so I'm convinced that advertising with kids can also have a place in the social media world. If a good set of rules and guidelines are given, this can be implemented professionally. In the meantime, there are many brands that deliberately don't want children in the picture. As a creator, you can be creative enough and have ideas to find other ways to create family content for promotional posts - without showing the kids," says Fabio Zerzuben, content creator and father, describing his experience.

How do companies deal with it

Baby food, diapers, toys or insurance, families and children are a popular target group for companies. Through social media, they have found a fast-growing sales channel. Advertising aimed at children is a huge business worldwide. It's no surprise that the fastest-growing genre on YouTube is videos for young children, which are naturally peppered with advertising. In Switzerland, companies spend millions of francs on advertising directed at families and children. (Swiss) companies have recognized influencer marketing with families as a lucrative advertising environment and are striking more and more advertising deals with parents promoting toys, food or other items. Whether or not the mom and dad influencers show their kids in these collaborations is not always left up to them. Some companies deliberately want the kids to be shown and actively involved in the content. Other companies, such as Unilever and Lindt, are consciously adapting their advertising guidelines and no longer targeting children under the age of 16.

Guideline on privacy protection with Racha from CI Hub

What does the Conscious Influence Hub do

The Conscious Influence Hub promotes respectful exchange in the digital world. The goal is to strengthen the core values of respect, empathy and transparency in the social media world together with influencers/creators. Since its founding in 2020, the association, with the support of experts from academia, media, civil society and the influencer industry, has developed a Code of Conduct developed. This provides ten easy-to-implement principles that offer Swiss influencers and social media actors a guide for responsible and respectful behavior. The Conscious Influence Hub invites all actors in the influencer marketing ecosystem to take an active role in shaping responsible behavior on social media and especially when dealing with children. To learn more, visit: www.consciousinfluencehub.org/partner

* An article from Anja Lapčević, Executive Director of the Conscious Influence Hub. The article was created in collaboration with WebStage Masters. 

Advertising influences purchasing decisions and leads to more consumption. The research and consulting office Infras has calculated for Greenpeace Switzerland for the first time how much CO2 emissions and environmental pollution are caused by advertising-related increased consumption in Switzerland. The result: up to 7 percent of Swiss greenhouse gas emissions - including imports - are attributable to advertising. In terms of environmental impact, the figure is up to 10 percent.

Migros and Coop spend the most money on advertising. In 2021, Coop spent CHF 385 million and Migros CHF 241 million on supermarket advertising. Including subsidiaries, they are responsible for 16 percent of Switzerland's advertising-related emissions.

The study also shows that not every advertising dollar spent by Migros and Coop has the same impact on the climate and the environment. One advertising franc for animal products causes four times more greenhouse gas emissions than one advertising franc for vegan substitute products. In 2021, the Coop Group advertised animal products with about six times more money than vegan substitute products, the Migros Group with about three times more.

Greenpeace calls for advertising ban on products harmful to climate and environment

"Coop and Migros have a great influence on our consumer behavior through their advertising. Instead of just pointing the finger at us, their customers, the two retail giants must take their responsibility. In view of the study results, their disproportionately high advertising expenditures for animal products are not justifiable," says Barbara Wegmann, expert for consumption and advertising at Greenpeace Switzerland. "We demand that Migros and Coop issue comprehensive and binding advertising regulations. The goal: A stop to advertising for products that are harmful to the climate and the environment."

In use at trade fair stands or events wear digital activations help to promote interaction with the visitors. They serve as icebreakers and stimulate target groups with fun and interactivity. They convey messages in a playful way and ensure lasting enthusiasm. It's no surprise that more and more people are attracted to these fascinating technologies.

Reach and personalization as added value

Compared to traditional physical activations, digital formats offer a variety of benefits. One of the main benefits is that once content has been created, it can be used flexibly on different devices and in different locations. This multiplication leads to a considerable increase in reach. Digital content can also be updated with little effort and adapted to new topics as required. This puts any development costs into perspective and ensures that the content is always up to date.

Customer demands and personalization can also be implemented well in the area of digital games. In interactive games, for example, the graphics, animations and messages can be individually adapted to the company. This results in simple and effective activations that can be seamlessly integrated into the respective corporate identity.

Another major advantage lies in the automation and personalization of lead generation. Digital contests or surveys can be used to generate leads as well as valuable insights into the target group. With these new insights, offers can be tailored even more precisely to their needs.

Success with digital storytelling

Messerli uses the most innovative technologies and trends for digital storytelling to tell stories in an original and exciting way at all touchpoints. This results in the real and digital worlds becoming a holistic experience that appeals to all the senses and transports visitors into another world. A successful example that demonstrates the combination of different activation formats is USTER Technologies' trade show appearance at ITMA 2023 in Milan. At Reference case find out how the Swiss textile technology company was able to make its trade fair presence more innovative and successful and generate more qualified leads in the process.

Discover digital solutions in the Digital Lab

Do you also want to immerse your company in the digital world and present your messages in a new and innovative way? Messerli has set up a 350 m2 large Showroom has been set up. Here visitors can access Registration discover the latest innovative rental solutions and technologies.

The digital experience professionals at Messerli are pleased to have Your contact, to work with you to develop customized digital solutions for your next appearance!

messerli.live/digital-experience

The LiveCom industry award, organized by the Expo Event Swiss LiveCom Association, celebrated its 21st edition this year and presented 16 awards on Tuesday evening to creative, innovative and impressive projects from all over Switzerland. They were joined by the Public Xaver Award, which is presented on the basis of a public vote, and the Lifetime Achievement Xaver Award for an outstanding person from the LiveCom industry.

Gold for the Novartis Pavilion and the Trauffer World of Experience

This year, two projects won gold, both in the category Best Brandworlds & Temporary Installations and Exhibitions. One award goes to the Novartis Pavilion, implemented by the agencies Atelier Brückner, Iart, AMDL Circle, Michele De Lucchi and Kpm3. Jury president Dany Waldner calls the project "a real showpiece, inside and also outside." The public place of exchange between science and the population consists on the inside of an exhibition in which visitors learn more about the history and future of medicine. But the façade also carries these messages to the outside: it consists of 7500 photovoltaic panels that collect energy during the day and reuse it at night in a spectacular LED light show.

The second Gold Xaver goes to the Trauffer Erlebniswelt, implemented by Aroma in collaboration with Brigitte Trauffer, Marc A. Trauffer, H2U and Mood Studios. The exhibition around the wooden cows of the Oberland dialect singer convinced the jury with a well thought-out concept that shows visitors the manufacturing process from the wooden board to the finished cult toy. Waldner also praises the diverse use of the infrastructure: "If the museum store serves not only for sales, but also as a post office and village store, that's worth a golden Xaver."

5 Silver and 9 Bronze Xaver

Furthermore, five Silver Xavers were awarded in four different categories at this year's award show, including the World record attempt by the Rhaetian Railway, implemented by NEP Switzerland.

There were also nine bronze medals in six different categories.

Trauffer world of experience also convinced the public

With the Trauffer Erlebniswelt, Aroma was able to win twice on Tuesday evening. The winner in the category Best Brandworlds & Temporary Installations and Exhibitions was also able to convince the public in the online voting and wins the Public Xaver.

Lifetime Achievement Xaver for Carlo Bommes

The Lifetime Achievement Xaver honors outstanding personalities in the LiveCom industry. Since Tuesday, Carlo Bommes has also been part of the group, which includes people such as André Béchir, Peter Habegger and Schoscho Rufener. About himself, the 61-year-old says he is a "total realist, who is hardly upset by anything." This is one of the reasons why the owner of Appalooza Productions, Chairman of the Board of SC Bern and former head of the Gurten Festival can look back on numerous successful implementations over the past 25 years. Among the projects realized are the opening of the new Bundesplatz in 2004, the 2011 European Figure Skating Championships in Bern, all ten executions of the SRF fundraising campaign "Jeder Rappen zählt" (Every cent counts), championship celebrations of SC Bern and Berner Young Boys, three Federal Wrestling and Alpine festivals and many more. SCB boss and laudator Marc Lüthi: "Carlo is a doer through and through. The events he has organized have probably aroused more emotions and remained in people's minds longer than many a romantic tearjerker. He more than deserves this award."

The responsible parliamentary commissions want to relaunch parts of the failed media promotion reform. The National Council's Commission for Transport and Telecommunications KVF-N has approved two different parliamentary initiatives from the Council of States, as the parliamentary services announced on Tuesday. The Commission of the Council of States can now draw up corresponding amendments to the law to strengthen media diversity.

Press Council, Maz, Keystone-SDA

These include new support measures for the electronic media. For example, the federal government should be able to support "long-term practical training and continuing education for editorial staff," such as at the Maz School of Journalism. The Press Council should also be able to apply for funding on request.

And support for news agencies such as Keystone-SDA is also to be given a new legal basis. Financial compensation should be available for "audiovisual content of national importance that guarantees an equivalent offering in German, French and Italian. The financial need would have to be justified. The distribution of dividends would be prohibited for the duration of the federal subsidies.

According to the text of the initiative, all funding measures may cover a maximum of eighty percent of the costs. The contributions are to be paid from the proceeds of the radio and television tax - more precisely: a maximum of one percent from this pot.

Promote peripheral areas

The National Council Commission also believes that the Swiss Radio and Television Company SRG should receive less money from the pot of the radio and television levy in the future. Accordingly, six to eight percent should go to regional radio and television stations.

The National Council Commission considers this distribution change an important step to strengthen media diversity without having to make adjustments to the amount of the levies, it wrote. This should ensure media diversity in the best possible way, especially in peripheral areas. The Council of States commission can now deal with the details.

In addition, the National Council Commission has begun implementation work on another initiative from the ranks of its Council, which aims to provide increased indirect support for small regional newspaper publishers - for a limited period of seven years. According to the press release, the drafts are to be prepared immediately by the administration so that the consultation process can begin this year if possible.

Need for action little disputed

These proposals take up elements of the media package that was rejected by the people at the ballot box on February 13, 2022. During the referendum campaign, the tenor of the parliamentary committees was that it was undisputed that small regional media publishers deserved more support. Indirect funding to ensure the continued existence of the regional daily press is indispensable.

The situation of the media continues to be tense. The difficulties lie primarily in the sharp decline in both advertising revenues and subscriber numbers at the print media, and in the very limited willingness of the readership to pay for online media consumption. (SDA)

ICT expert and trade journalist Christian Bühlmann moves as Editor-in-Chief from Topsoft to Computerworld. Bühlmann began his career as an ERP project manager and business engineer. As a marketing and communications manager, he worked for various software manufacturers.

At the Topsoft platform, Bühlmann was most recently Editor-in-Chief, responsible for the development and editing of the trade magazine. "With the change to Computerworld, I associate the goal of making the importance of the Swiss digital industry even more transparent and at the same time concretely presenting the potential of digitalization," says Christian Bühlmann about his change. The author of numerous technical articles, case studies, videos, and podcasts, he focuses primarily on the applicability and usefulness of the published content.

In 2016, Heimat Zurich started as part of the Heimat Group, which belongs to the global TBWA network and thus to Omnicom. The managing directors since then have been strategist Simon Rehsche and creative Nico Ammann.

Over the years, Heimat Zürich has been able to work with many well-known clients and quickly position itself in the Swiss agency landscape.

Now, after just under eight years, a management buy-out is followed by a surprising step: At the end of August, Heimat Zürich separated from the network TBWA, which until then held the majority of shares, and thus becomes an independent, owner-managed agency. Nico Ammann and Simon Rehsche will hold all shares in the future. The parties have agreed not to disclose the purchase price, as Heimat Zürich announced in response to an inquiry from Personal.com says. Nor are any job cuts planned, he adds.

According to Heimat Zürich, the goal of separating from the globally active Omnicom Group had materialized over the last few years for various reasons. By going it alone and gaining entrepreneurial independence, the agency can now focus even better on what the agency has always loved to do: Ideas for communication that make brands interesting for people and enjoyable for everyone involved.

Heimat Zürich is the lead agency responsible for campaigns for Bank Cler, Swiss Post, Sky, Wingo and Wernli, among others. In addition to developing and implementing campaigns for other clients across all industries, the agency also works for political clients and NGOs.

Switzerland's strongest thermal sulfur spring has been bubbling up in Bad Schinznach since 1651. Today, the offer includes a rehabilitation clinic, the four-star spa hotel Im Park as well as the thermal baths Aquarena Fun with sauna area and the Thermi Spa.

The three films by Seed provide insights into the special features of the offerings. While the Aquarena Fun thermal bath focuses on fun and relaxation, the Aquarena Sauna invites visitors to alternate between saunas, steam baths and cooling down. The Thermi Spa offers those seeking peace and quiet a wellness experience in a stylish and historic ambience.

The films will be used on social media, on the website and on screens on site.

Responsible at Bad Schinznach: Daniel Bieri, Marcus Rudolf, Heidi Feuz. Responsible at Seed Audio-Visual Communication: Luzian Schlatter (script, direction, camera, editing), Jan Holgersen, Kevin Feuz (camera assistance), Christian Strahm (lighting), Amanda Samantha Brooke (styling, make-up), Bardo Eicher (sound design, sound mixing), Claudio Garovi (production/recording management), Felix Courvoisier (producer).