Cision's media analysis examined posts in traditional media as well as on Twitter (now X), Facebook, Instagram, YouTube, Reddit, forums and Tumblr. For comparison, the experts also examined posts in English, Spanish, French and Italian.

"Companies are constantly becoming more transparent, also because of the increasing ESG reporting requirements, and at the same time are easily confronted with accusations of greenwashing. In terms of communication, they should show a clear stance on ESG issues and provide concrete examples of their progress," says Manuela Schreckenbach, Head of Insights Consulting DACH at Cision. Even if consistently only about one percent of ESG reporting in Germany is associated with DAX companies, communicators must remain vigilant.

ESG focuses strongly on environmental issues in Germany

In Germany, ESG topics became even more visible in the first half of 2023 (+36 percent) than on average over the previous three years. The focus is very much on the environment and climate: In the same period, ecological topics increased by 74 percent, social topics by eight percent and topics relating to corporate governance by six percent.

Environmental topics already accounted for 51 percent of ESG coverage in German-language media reports in 2020, rising to 70 percent in 2023. The focus of environmental topics is on climate protests, heat waves and politics with the new climate protection law and the heating dispute. 29 percent of emotions and sentiments in all ESG media mentions are negative, characterized by anger, disgust, sadness or fear.

The agenda looks different in the international comparative markets: There, social issues lead the way throughout the analyzed period, with values around 70 percent of ESG coverage. The media report and discuss human rights violations, racism, LGBTQ rights and "wokeism.

It is striking that in all the languages analyzed, the topic of corporate governance features very little in the context of ESG reporting. However, the analysis clearly shows that protests and politics dominate the ESG agenda. Incidentally, 7.9 percent of ESG reports are related to political parties - seven to eight times as much as to Dax companies.

Declining willingness to consume environmentally friendly products

For the analysis, not only media were evaluated, but also other studies and surveys. "By combining the data, we can add more depth to the classic media analysis and point more directly to concrete recommendations for action," explains Jonas Kolbe, Senior Insights Strategist at Cision. For example, according to the Global Web Index GWI, in 2023 only 53 percent of respondents said, "I would pay more for environmentally friendly products," a full 5.9 percent less than in 2020. In contrast, coverage of environmental issues in German media increased by 74 percent over the same period.

Overall, the study shows that ESG issues - despite multiple crises - remain very present in traditional media and social channels. When cross-referenced with survey data, the analysis shows that despite consumers' decreasing willingness to pay more money for environmentally friendly products or less interest in whether companies are taking social responsibility, public discussions in media and on social platforms around ESG issues have increased between January 2020 and June 2023. In addition, discussions around environmental and social issues have been shown to be more heated and politically charged.

The complete media analysis "ESG: Trends in Coverage in Germany's Media." is available in German and English with tips for companies on the Cision website.

At Tages-Anzeiger Anja Burri will work as daily head of the newsroom and at the same time "concentrate on researching journalistic contributions" as editor in the domestic department, according to a statement on Tuesday.

Since Jonas Projer in June 2023 as editor-in-chief of the NZZ on Sunday had leftBurri will lead the editorial team on an interim basis as part of a team of four. Previously, she worked as a background editor and page maker, among other things, before taking over as head of the domestic department in 2020. (Werbewoche.ch reported). In January 2022 it became the Deputy Editor-in-Chief appointed.

Burri already wrote from 2013 to 2016 for the federal house team of the Tages-Anzeiger. The change back to the Tagi is also "a return to many of her journalistic companions. She is looking forward to "writing more" again.

The growing importance of digitization is having a significant impact on brand communication. More and more target groups are being addressed online. "The demand for moving images is increasing," explains Tony Mola, founder and CEO of Black Frame. "Companies are realizing that video formats can be used in an interdisciplinary way. The same video can thus be used in internal communications as well as for recruiting or on social media."

Black Frame has produced corporate storytelling in the past. This has already resulted in portraits and reportages that show brand values and identity. This area is now becoming strategically more important and is intended to reposition Black Frame in the market.

For this move, the video production company has brought Andrea Joss on board. Joss was most recently Global Director of Content and Brand for facility services group ISS. She draws on years of experience in PR for the new challenge. Joss took up her new role on August 1, 2023.

Marketing specialist Céline Denz joined APG|SGA in May 2019. After holding various positions in key account management and marketing, she now assumes responsibility for the team of six, which is responsible for all communication measures for the APG|SGA product and service portfolio. This includes sales promotion and communication measures, organization of events, and all online marketing activities. The scope of duties also includes the further development of APG|SGA's social media channels with LinkedIn, Facebook, Instagram and YouTube.

"I am very pleased that in Céline Denz we have found a dynamic and creative personality who will set new accents in the communication of APG|SGA's diverse portfolio of products and services, thus underpinning APG|SGA's position as market and innovation leader in the out-of-home media market," says Beat Holenstein, Head of Marketing & Partner Market.

The goal is to put game streaming technology and the controller to the test, Netflix announced in a blog post Monday. The test is initially running "with a small number" of users.

Only two games are initially available in the cloud test. They can be used on TVs from Samsung and LG as well as streaming boxes from Amazon, among others. Windows PCs and Apple's Mac computers are also supported.

In cloud gaming, the games do not run on the users' devices, but on servers in the network - and the data is transferred via the Internet. The principle requires a fast online connection with high speed and fast response times. Netflix's many years of video streaming experience should help at the same time.

Netflix had already started its entry into the video games business a few years ago, but is taking its time. The service had already made its first games available to subscribers on smartphones at the end of 2021. (SDA)

The trend toward silo decision-making has been exacerbated recently by major shifts in the labor market, as job changes and layoffs lead to longer sales cycles and lower win rates, according to the study. "The study results show that marketing decision makers are under increasing pressure to perform. Lack of resources and time make it difficult to develop a full-funnel marketing strategy - but that's exactly what brands need to do to stay top of mind," explains Henrik Ihlo, Director Enterprise Solutions Group DACH at LinkedIn.

Software selection is not a team decision

The proportion of sole decision-making responsibility when purchasing software for customer communications and customer data management is also relatively high: 57 percent of respondents from the EMEA region make decisions primarily on their own. Just one fifth involve other departments such as sales, advertising or finance in the decision-making process.

Price is the deciding factor when buying software

For almost six out of ten marketing managers in EMEA (59 percent), the price of software is the most important factor in their purchase. In Germany, the figure is 48 percent. There, the data protection factor (41 percent) plays a significantly more important role than in the EMEA region surveyed (34 percent). The same applies to customer testimonials as a decision criterion: in Germany, they are relevant for 35 percent of marketing decision-makers when purchasing software.

Understanding customers better: Only four out of ten respondents use analytics tools 

Marketers in the EMEA region face major challenges: They need to retain existing customers (39 percent) and create engaging and relevant content for potential customers (37 percent).

To meet these challenges, it is important to analyze the customer base. However, the study shows that only four out of ten respondents (38 percent) use analytics tools and dashboards for this purpose. This is especially true for larger companies with 100 or more employees. Marketing automation software is used by a third (31 percent). Another 29 percent say they use CRM software to better understand customer behavior. Striking: In markets such as Ireland (34 percent), the UK (33 percent) and France (30 percent), the proportion of marketers using CRM software for customer analysis is higher than in the DACH region (25 percent).

Josephine Wick Frona, Head of Marketing DACH at HubSpot, says on the occasion of these figures: "Marketers should be aware of the importance of valid data. Every aspect of a company's technical marketing infrastructure depends on accurate customer data. It's time to prioritize data and data analytics. On top of that, there's the big challenge of harnessing artificial intelligence to gain further insights into customer behavior and needs."

In EMEA, 27 percent of respondents are already using AI-powered tools to gain insights about their target audience or clientele. However, respondents see implementing an AI model by purchasing tools as challenging. This assessment is significantly lower in DACH (15 percent) than in Ireland (25 percent) and the UK (21 percent).

Extent of use of data sources varies widely

To make marketing decisions, managers access different data sources. Sales data from the sales department (47 percent), data from the company website (38 percent) and internally collected data from surveys and market research (36 percent) are the three most frequently used data sources in the EMEA region. The DACH region often brings up the rear when it comes to the use of data sources. For example, only 22 percent of marketers use their company's social media accounts as data sources to make informed decisions. In the UK, Ireland and France, on the other hand, the figure is more than 40 percent in each case.

To make marketing decisions, 36 percent of marketers in the EMEA region use their own data (DACH: 34 percent). 54 percent (DACH: 59 percent) rely on a mix of their own and third-party data.

The study "The Future of Marketing in EMEA." was conducted in March 2023 by Nielsen on behalf of HubSpot and LinkedIn. For this, 2,016 decision-makers in marketing, CEOs and other decision-makers from B2C (44 %), B2B (27 %) and B2B2C companies (30 %) were surveyed. In the DACH region, 640 people were surveyed, 500 from Germany, 80 from Austria and 60 from Switzerland.

The study included the following topics: 

• Marketing channels used
• Challenges, priorities and growth areas
• Involvement of various stakeholders in the budgeting process
• Software usage
• Data sources for marketing decisions
• Factors for the purchase of software/tools

Interested parties can download the study download here.

The digital posters show a hand with a rainbow dildo dancing to a techno beat. The accompanying headline: "You want nz, nz, nz and then bang, bang, bang". The message is meant to directly tell it like it is, while drawing attention to what Amorana has to offer.

As part of this activation, the new brand claim "Feel Amorana." appears for the first time, positioning Amorana as a brand for sexual wellbeing and sexual empowerment.

According to the Family agency, the reactions to the humorous poster were mostly positive. Various passers-by shared the image on social media and expressed their opinions.

As part of this campaign, Amorana has launched special Street Parade discounts and promotions. This is to ensure that the party does not end after the parade.

Responsible at Amorana: Isabelle Schmid, Vivien Wehrli, Renato Gross. Responsible for Family: Claudio Catrambone, Tabea Mader, Marion Gwerder, Jan Walser, Hanja Heuss, Vitalli Peters. Responsible at Mediaeffects: Myrtha Hafner

In the States, Firehouse Subs have long been a tradition: Once founded by two firefighters in Florida, the company is now part of the RBI Group, which also includes Burger King, among others. Now the fast-food chain is expanding across the pond for the first time and has set up store in the heart of Zurich: the first branch outside the US mainland has opened at Stauffacher. More are in the pipeline.

Salt & Water wins mandate

To ensure that the whole of Zurich gets really hungry for tasty sandwiches, the opening was accompanied by a comprehensive online and OOH campaign. The Zurich-based agency Salz & Water was responsible for this, securing the account after a multi-stage pitch.

Campaign to give pleasure and hunger

What is special about this is that Firehouse Subs is currently undergoing a complete rebranding. Salz & Water therefore worked closely with RBI's internal branding team and was now able to present the world's first campaign in the new look and feel.

"We not only provided communications support for the store opening, but also translated the brand for its successful expansion into Europe. And translated it all into a refreshing, authentic campaign with hyperlocal relevance," says Matthias Kadlubsky, Executive Creative Director at Salz & Water.

Extensive digital campaign with poster eye-catchers

In addition to the usual digital platforms such as Facebook, Instagram, Google Search, YouTube and TikTok, Salz & Water also opted for a (D)OOH media mix at the most important hubs around the Stauffacher - including two special posters.

Responsible at RBI: Ryan Ramseier (General Manager, Firehouse Subs EMEA), Julien Desrez (Senior Director, Head of Marketing, Firehouse Subs International), António Brandão Marques (Chief Brand Officer), Shira Bell (Director, Global Brand Design), Leonor Pais Antunes (Manager), Paula Dignoes (Manager), Fabio Cragnolini (Senior Manager). Responsible at Salt & Water: Frédéric Praplan, Christian Schickler, Matthias Kadlubsky (overall responsibility), Liisa Kivirähk, Hannah Tomlinson, Nadine Federspiel, Mihai Sovaiala, Torsten Maas, Jonas Habermacher, Hendrik Sommerfeld (creation), Emily Swantee, Raffael Gava (consulting & project management). Responsible at Navada: Horatiu Sovaiala (photography & DOP), Mariska van Lavieren (executive producer), Tugba Temel (line producer), Esther Egli (food styling), June Fischer (hair & makeup); Patrick Salonen (post production). Responsible at Outdoor Media: Rick Meier (Partner, GL), Valentina Nuñez (Media Planner), Candida Risi (Key Account Manager).

Invia is committed to a smart networking of all public transport in the canton of Graubünden and in the neighboring regions. From the beginning of August 2023, Yes! wants to demonstrate for four weeks with a summer campaign that young people can also travel much more cleverly by public transport.

The current campaign is based on the two previous campaigns with the twin sisters ÖV-Tina and Auto-Gina (Werbewoche.ch reported). But now the focus is on a young man who promotes the new GA Night. Yes! again staged various scenarios from the everyday commuting life of young people. The main character is a convinced public transport driver and encourages the target group to travel by public transport and to take part in the draw for 50 GA Nights: "Public transport? Logical. Schuel, Schaffa, Training, Usgang." The 19-year-old Amel Adjovi from Chur was recruited as a performer. The clips were produced by the Chur production company Moviemaint.

The cross-media campaign includes moving images and is actively distributed mainly via social media. In addition, it will be accompanied by cinema and radio spots, passenger TV spots, display and video ads, and a broad-based OOH and DOOH campaign.

The main target group comprises young Graubünden residents up to the age of 25 who want to get to their destination smartly, quickly, cheaply and flexibly.

The campaign has been running since August 8: "The summer vacations will soon be over, and for many people it's now back to commuting to school or work every day. This is exactly the right time to raise young people's awareness of a public transport pass and public transport in general," says Sabrina Meister, project manager of Graubünden Invia.

Responsible at Invia: Sabrina Meister (Product Manager Commuter Traffic and Tariff Networks, Rhätische Bahn AG), Alexandra Menzi (Team Leader Marketing Services East, PostBus AG). Responsible at Yes! Creative Digital Marketing: Dominik Kurmann (Concept, Art Direction), Shirin Luchsinger (Project Management), Erina Dvorak (Campaign Management), Mena Dressler (Text), tipic (Web Development), Moviemaint (Video), Riccardo Götz (Photography).

As part of the ongoing digitization process, the Federal Administrative Court has also scrutinized its website. Since Wednesday, the website is now online with a modern design, increased user-friendliness and up-to-date technology. According to the Federal Administrative Court, the relaunch was developed in collaboration with a web agency from the region.

Four modules and half as many pages

The core objectives of the Federal Administrative Court's new website were to adapt the design and increase clarity. The project managers reduced the number of content pages by more than half. Compared to the previous version, the BVGer website now uses the entire width of the screen, which is particularly beneficial for the expressive header images.

But also technologically a lot has happened in the relaunch. Modules for the media releases, the blog, the reference judgments or the staff directory are intended to enable easier content management and help find the desired information more quickly. "We have succeeded in building a website for our court that comes across as modern and at the same time serious," says project manager Lukas Würmli, digital communication specialist at the BVGer.

Decision database also revised

A few weeks before the go-live of the website, the new BVGer decision database was also unveiled. The IT Service Center redesigned the search interface and cast the database in a contemporary design. The court's main communication channel can be accessed via the home page of the new website at Bvger.ch retrievable.

Every year, more than four million hikers use the Swiss network of hiking trails. But who actually makes the hiking trails that make these experiences possible? Swiss Hiking Trails, the national hiking authority, explains in its campaign: "People can enjoy their hiking excursions without any worries, and we are committed to providing the necessary infrastructure and everything else related to hiking," explains Andrea Boillat, Head of Marketing and Communications at the umbrella organization.

Over 90 percent of the Swiss population is familiar with the yellow signposts. However, only 10 percent know who takes care of them. Since 1934, the Swiss Hiking Association with its 26 cantonal hiking trail organizations has been responsible for the signalization of the hiking trail network. "Many people are not aware that the existence of hiking trails and their signalization are not simply a 'public service'," Andrea Boillat gives as food for thought. To raise awareness among hikers, Swiss Hiking Trails is launching a national branding campaign.

Clear message, impressive images

The Bern-based agency Bold, with which the association has been working for several years, is responsible for the campaign concept.

The subjects show hiking trail users in Swiss landscapes. They experience versatile hiking adventures and do not have to worry about the hiking trail infrastructure, because the Swiss Hiking Trail Association does everything for the trails.

The campaign focuses on large image formats with reduced but concise text elements. The distribution focuses on public transport and online channels. The images will be published as an animated version on rail e-boards in highly frequented train stations in the largest cities in German, western and Italian-speaking Switzerland and as a static version on rail posters in trains.

The measures also include an online ad campaign. The Swiss Hiking Trails are relying on playable ads, among other things, which the Brame company has been contracted to implement. Communication channels of association partners complete the package of measures. Interesting information and a hiking game with prizes tailored to the campaign can be found at the Campaign landing page.

Versatile range of tasks

The Swiss Hiking Trail Association is mandated by the Federal Roads Office to support the cantons in the planning, construction and maintenance of hiking trails. "While implementation is the responsibility of the cantons, we coordinate at the national level," explains Andrea Boillat.

The cantons often pass on their tasks to the municipalities or to the cantonal hiking trail organizations. The latter, in turn, are part of the Swiss Hiking Trail Association. "In many of the cantonal hiking trail organizations, volunteers take on the task of installing and maintaining the hiking trail signs. Sometimes they also carry out simple maintenance work," Boillat continues.

Furthermore, Swiss Hiking Routes develops technical bases, working aids and training material for those responsible in the cantons and supports them in the management of geodata. Providing information on hiking in Switzerland and raising awareness and inspiring hikers are also among the association's tasks. In addition, Swiss Hiking Trails advocates for the concerns of hikers at the political level.

Responsible for Swiss Hiking Trails: Andrea Boillat (Campaign Project Management, Head of Marketing and Communication. Concept, graphic realization: Bold. Media planning: Twmedia. Game, Playable Ads: Brame.

Every year, 900 children and adolescents are involved in road accidents, 40 percent of them on their way to school. Four children are killed on average over several years, as the BFU announced on Wednesday.

Parents' cabs, however, are not the best way to prevent accidents. For children, the journey to school is an important factor in their social development. They also need to learn how to behave properly in traffic.

According to the BFU, the way to school is basically the responsibility of the parents. To prevent accidents, it is important that everyone involved pulls together. With the new picture book at both the school and home levels, the BFU offers a hand to this cooperation.

Among other things, the picture book shows that children are better off walking on the safe inner side of the sidewalk if they don't want to get splashed when it rains. In addition, it picks up the old principle "wait, loose, luege, laufe".

The rules are conveyed by the characters Lia, Luca and the parrot Pep. In the school version, the picture book is enriched with songs, tasks, games and other teaching material. BFU also advises parents to practice walking to school with their children and to choose the safest route.

Crossing as a source of danger

Five organizations are addressing the Stop for School Children Campaign to motorized traffic. Most accidents involving children occur when they are crossing the road. In 55 percent of cases, drivers disregarded the right of way of children on foot.

The organizations appeal to drivers to not only slow down, but to stop and remain stopped until a child has crossed the road.

Hand signals should be avoided. This was the conclusion of a survey conducted by the Schulwegkampagne. More than 50 percent of 1,500 regular drivers said that they almost always give a hand signal at pedestrian crossings. But this is not a good idea: if a child trusts the hand signal, he or she no longer pays attention to other traffic.

Behind "Stop for Schoolchildren" are the Swiss Traffic Club, Swiss Foot Traffic, the police corps, the umbrella organization of teachers and the Road Safety Fund. In addition to the national languages, the corresponding information is available in seven other languages. (SDA)