At the end of 2021, three Basel entrepreneurs presented their idea to the Yellow agency. In order to be able to exploit the full potential of the project, the client and the agency opted for a greenfield start. The task for the strategists at Yellow had several dimensions. First, a foundation had to be laid that would allow the company to diversify in all possible directions while remaining true to its purpose. Second, a brand had to be created with which young people between the ages of 12 and 18 could identify and by which they would feel credibly understood.

The entire development, strategy and creative process was managed using the agency's own "Like" system. Focus groups with young people and mothers as well as online surveys via social media channels were used to gather insights. The agency and startup jointly defined the purpose as making it easier for young people to grow up.

The result is Vivage, which is primarily a platform by young people for young people. Communication takes place exclusively via Instagram and TikTok, where the company's own creators discuss topics that affect their peers in adolescence on a weekly basis.

As its first physical support, Vivage recently launched a product for which Yellow was fully responsible from package design to webshop to launch. The results can be seen on Vivage.ch, in social channels and selected print titles.

Responsible at Vivage: Alex Locher. Responsible agency: Yellow. Partner: Monami, Open Interactive.

At the beginning of June, the CLA negotiations for minimum standards for all employees in the delivery industry were successfully concluded, as the negotiating partners announced on Tuesday. The new CBA provides for binding minimum wages and is to apply to the entire delivery industry.

Until now, the Postal Act has provided certain minimum requirements for services. However, only for employees who accept, sort and deliver addressed letters, newspapers, magazines and parcels weighing up to 30 kilograms. The new CBA also applies to employees of subcontractors and to employees who accept unaddressed advertising and free newspapers.

The Syndicom trade union and the Transfair staff association sat at the negotiating table on the employees' side and the Swiss Delivery Association, which includes the largest employers such as Swiss Post or Planzer as well as several employer associations.

In a next step, the bodies of all negotiating partners must approve the CLA. Ratification is expected to take place in the course of 2023, according to the statement.

An application for general applicability is then to be submitted to the State Secretariat for Economic Affairs (Seco). If the Federal Council approves the CLA, it can enter into force. The timing of this is still uncertain. It depends on how quickly these processes progress, it said. (SDA)

With its new Atupri Basic supplementary insurance, Atupri wants to demonstrate that modern supplementary insurance not only closes gaps in coverage, but also promotes health and is easy on the wallet. With a low premium starting at CHF 13.50 per month and benefits such as coverage of the costs of emergency transport as well as subsidies for sports subscriptions and international protection, the insurance is positioned as a fair supplement to basic insurance that protects and promotes health.

This customer-centric promise of fairness becomes the guiding principle of the campaign. It plays on the idea that life is not always entirely fair with our health. So it's all the better if the benefits and price of the supplementary insurance help in a fair way.

The digital campaign, which covers the entire customer journey, is now on air with measures such as digital banners, online video, social ads, native ads and accompanying competitions, paid posts and landing pages.

Responsible at Atupri: Michael Wüthrich (Head of Corporate and Marketing Communications), Thomas Wyss (Content Marketing Strategist), Seda Atalay, Alana Bienz-Ruchti, Sarah Tanner (Communications Specialists). Responsible at Scholz & Friends: Patrick Bucher, Joana Faria, Franziska Stäger, Aster Loerli, David Fischer, Christian Vosshagen (creation), Elodie Caucigh, Ramon Zahnd, Mathias Rösch (consulting), Susi Miller (strategy). Media agency: ZipMedia.

Jung von Matt Brand Identity has developed a new and future-oriented brand identity for the private laboratory Labor Team. Labor Team, originally "Team W", is one of the five largest medical laboratories in Switzerland and was founded in 2001.

In order to position the company for the challenges of the future and to profile itself as a pioneer of individual diagnostics in the private laboratory sector, the first step was to define a clear brand strategy. With the help of workshops and various stakeholder analyses, the self-image was sharpened to a quality and competence positioning. The development of a new brand name and a brand identity that has been revised in all areas are intended to send a strong signal to internal employees and external stakeholders.

The new appearance is accompanied by a concise and flexible design that stands out strikingly from the often soberly sterile design of the competition and is optimally conceived for use in the digital field. The individual elements were inspired by everyday laboratory medicine and are based on the amorphous shapes of cell cross-sections under microscopic magnification. These can be found as concise form elements in all of the company's physical and digital applications.

User friendly website

In parallel, Jung von Matt Tech dedicated itself to the relaunch of the Lab Team WebsiteThe agency integrated the new brand identity into the website and developed innovative solutions for an improved user experience.

The focus of the website relaunch was on improving the information architecture and content. The results of the modernized website include an introductory animation to the new Labor Team presence, a generous header, and an intuitive analysis finder. Other benefits that come with the new website include a modernized career presence, a variety of content modules, and a user:inside-friendly CMS.

The new digital design system is intended to combine functionality and aesthetics and positions Labor Team as an innovative and leading brand in laboratory medicine. Modern animations are designed to give the website a dynamic and modern look and feel. In addition, Jung von Matt Tech carried out a content transformation that reflects the new brand mentality and also created a variety of new content to provide end-customers and applicants with even more information.

Responsible at Laboratory Team: Alain Cahen (CEO, Strategy), Walter Jenni (CIO, Systems), Domenic Buschor (Project Management, Head of Marketing), Marco Bont (Technical Connection), Corinne Zangger (Content/Implementation). Responsible at Jung von Matt Brand Identity: Thomas Deigendesch (Strategy), Christina Widmann (Design Lead), Pablo Scheidegger, Loraine Olalia (Design), Diana Geissel (Project Management), Inna Schill (Consulting). Responsible at Jung von Matt Tech: Mergime Raci, Christoph Boy (UX Concept), Vitalli Peters (Art Direction), Emmanuel Denier, Joel Rohland (UX/UI Design), Christian Koop (Technical Direction), Patrik Ruchti, Stefanie Pfeffer (Consulting/Project Management), Stefan Bruggmann (Managing Director, Development), Michelle Scholz (Managing Director). Responsible at Jung von Matt Impact: Matthias Wobrock (Analytics), Philipp Bühler (SEO), Hagi Süssmann (Client Direction). Responsible at 180HB: Piotr Kamiński (Lead Web-Development), Piotr Skwira, Paweł Malinowski, Marcin Gregorczyk, Krzysztof Zjawin (Web-Development), Paweł Nowak (QA). Responsible at Ese Agency: Severin Gamper (Art Direction), Livia Rainolter (Project Management).

The campaign, developed and programmatically played out by the Basel agency Mona and Mateo, advertises under the claim "Basel liest BaZ" with various current and relevant topics for more subscribers.

The reading eyes and bright colors, which were already used in the previous campaign, should ensure attention and recognition. (Werbewoche.ch reported). In addition, there is an animation that imitates the viewer's reading flow and supports it dramaturgically. The result is a loud advertising medium that conveys the content of the BaZ and encourage people to buy a subscription. The campaign has been running on social media, YouTube and as display ads since last week.

Responsible at Tamedia: Katerina Wardakas. Olivier Goetschi. Responsible with Mona and Mateo (concept and implementation): Sheena Czorniczek, Hannah Mey, Luc Sohm, Joëlle Frutiger, Otis Horiuchi, Mona Fluri, Mateo Sacchetti.

After about 18 years of operating under the "Swisscanto" brand, the Swisscanto Collective Foundation and the Swisscanto Supra Collective Foundation decide to make their independence more visible again. To this end, the two pension funds return to their founding names - just in time for their 50th anniversary: Servisa Collective Foundation and Servisa Supra Collective Foundation.

An extraordinary case

By returning to its original name, Servisa is treading an unusual path, but one that makes sense in terms of brand strategy. The foundations want to reaffirm their independence and at the same time demonstrate continuity - because there is no change to the long-term business strategy. Scholtysik carefully examined the perception, quality and legal enforceability of the original brand name beforehand and, in close cooperation with WalderWyss' trademark attorneys, is developing a multi-stage approach for the reintroduction of the brand.

"Innovation and transformation drive us all and people reflexively look for something new. But it can be worthwhile to stop for a moment and look at what you already carry in your portfolio," explains Lukas Staudenmann, naming expert at Scholtysik. "For Servisa, this meant a six-month time gain and cost savings in the high five figures."

Appearance that reflects the attitude

Together with the Servisa management team, Scholtysik identifies the brand essence of the pension fund and uses it to develop a market-differentiating image that reflects the attitude of the foundations. The name Servisa is intended to express the personal customer service with which the pension fund wants to distinguish itself from others.

The new figurative mark is intended to symbolize strength, cohesion and security. Illustrations also deliberately add a human touch to the reduced, straightforward design. With subtle humor, they are intended to make abstract pension topics accessible and easier to understand for policyholders. This is the responsibility of illustrator Till Lauer, whose work for The New Yorker, The Economist, The Guardian Weekly or also The time attract international attention.

Launch accompanied by communication

Scholtysik is also responsible for coordinated launch communications on the Monday deadline to the various stakeholder groups such as employees, insured persons, affiliated companies, brokers and the media. Scholtysik develops the communication strategy and supports Servisa's managers in media relations and coordination with the partners involved.

Philipp Griesser and Tobias Scholz are responsible for Digital Marketing as Managing Directors, while Stefan Tan as Managing Director and Yann Wanner as Director of Business Development are in charge of Design & Technology. Country responsibility lies with Beat Muttenzer as Managing Director Switzerland. Simone Bobst continues as Director People & Culture.

The founders Michael Hinderling (Creative Director), Severin Klaus (Tech Director) and Lukas Stuber (Digital Ethics Ambassador) are already no longer part of the management since the turn of the year and focus with their wealth of experience on solutions and projects for customers. Hinderling-Volkart co-founder Michael Volkart has left Dept to take a creative break.

In the next few months, the agency plans to redesign its Zurich office in the Schlotterbeck area to adapt it to the new-work reality and flexible working (time) models.

Myclimate's goal was as simple as it was clear: The voters should say yes to the climate law on Sunday. To ensure that the result of the vote on the CO2 law two years earlier was not repeated - a "yes" vote was predicted then, but the law narrowly failed at the ballot box - the campaign developed by Jung von Matt Limmat was based on three central insights from that very vote (Werbewoche.ch reported).

Success with the right learnings

First, the young, urban, potentially "yes" voters were to be better mobilized. Secondly, the middle-class voters had to be convinced: two out of three FDP voters: inside had still voted No in 2021 - despite the party's Yes slogan. And thirdly, it was necessary to emotionalize instead of inform.

To encourage young people from the cities to cast their ballots, Jung von Matt Limmat created a screen installation with Putin's face and an integrated mailbox. When the ballot paper was inserted, a sensor triggered an animation showing Putin with a red head, gasping for breath. The sequence was filmed with a double of Putin and then tailored even more precisely to the Russian president's physiognomic features using deepfake AI. Voting was thus transformed into an interactive experience using gamification. At the same time, all passers-by pulled out their smartphones and the oversized logo on the carpet spread the message #putinyourvote rapidly via social media channels, direct messages and Whatsapp.

Civic voters were addressed in that the campaign did not focus on the topic of climate protection, as is usually the case for Myclimate, but on the fact that the Swiss business location would be supported with the acceptance of the law.

Emotional reactions

The fact that the campaign not only informed but also emotionalized was demonstrated, among other things, on the second morning of the campaign: around 10:30 a.m., a Putin sympathizer attacked the screen with a hammer and destroyed the security pane and LED modules, which were replaced the same day.

On the evening of the second day of the campaign, federal government reacted: The head of DETEC, Federal Councillor Albert Rösti, intervened with Swiss Post. Until then, the Swiss Post had provided Myclimate with a mailbox as a logistics partner, but was never part of the campaign. As a result of the Federal Council's intervention, the #putinyourvote campaign was set up in Bern and Geneva without a letterbox. Instead, two signs showed the way to the nearest mailboxes.

With the campaign #putinyourvote, Myclimate was able to significantly influence the discussion about the climate law in the media for one week. Not only the press reacted to the campaign realized by Jung von Matt Limmat, but also political celebrities like Mattea Meyer and Cédric Wermuth, Fabian Molina and Katharina Prelicz-Huber shared the action on their social media channels.

After intense weeks, Myclimate achieved its goal: The climate bill was approved on election Sunday with an approval rate of 59 percent.

Parties involved: Myclimate, Jung von Matt Limmat (concept, campaign, PR), Analogdigital.tv (animation), Jeff (overall responsibility screen installation/event), Metall Werk Zürich (steel special construction), Lang Baranday (screen/sensor technology).

On Friday, the agency officially opened its second office, in the immediate vicinity of Enge station and in the middle of Zurich's agency hotspot. The agency started as a start-up in Zug in 2013 and now has over 30 employees. On Friday evening, the agency celebrated a welcome party together with clients, friends and family.

With the opening of the new creative workshop, the agency is bringing its flat-rate model to Zurich. According to the agency, it has already made a name for itself in Zug. The model is designed to help clients get a better grip on their marketing budget and produce more efficiently. Responsibility for the marketing budget is transferred to the agency, and the clients can concentrate on their core business.

Last year, the Tincan agency underwent our agency check. Click here for the article.

With the expansion of the management team by Patrik Brändle and Fabrice Lalive, Drop8 is laying the foundation for further sustainable development in the future, according to a statement on Monday. Growth is not the first priority. First and foremost, the company wants to be able to offer its clients qualitative and innovative implementations in the area of programmatic advertising campaigns - and that includes agility and speed.

Both Patrik Brändle and Fabrice Lalive had started their careers at Drop8 with a traineeship. Now they have been promoted to the management team.

Brändle will assume the position of Director Campaign Management. According to Drop8, his experience and expertise built up over the years would have contributed to the implementation of numerous successful and innovative campaigns for clients.
In his new role, he will lead the Campaign Management team as well as be responsible for strategic issues for the company.

Fabrice Lalive will newly serve as Director Innovation & Technology. In this role, he will lead the company into an innovative future by identifying and implementing groundbreaking technologies and solutions. He will also play a key role in the development and implementation of forward-looking strategies. One focus will be on sustainability in digital advertising, in particular on measuring and reducing the CO2 emissions of programmatic advertising campaigns.

Jann Andrea Roffler started at GKB in 2004 and worked first as Project Manager Sponsoring & Events, then as Senior Project Manager Marketing & Communication. Since 2015, he has headed the Creation & Crossmedia department and is responsible for the bank's brand management, among other things.

Roffler holds a Master's degree in Marketing Communication and is currently completing the EMBA in Digital Leadership. He will take up his new role as Head of Marketing & Communications on July 1, 2023.

Hans-Peter Rest is stepping down as head of the division - after a total of 30 years in management - in order to "make room for new perspectives," according to a statement. He will remain with GKB as PR manager.

Projer had only been editor-in-chief since May 2021 of the NZZ on Sunday and member of the Executive Board. He leaves the newspaper with regret, but also gratitude, he was quoted as saying in a statement.

The former "Arena" presenter is leaving due to "strategic differences," the statement added. Projer has initiated important steps to take the newspaper into the next digital phase, NZZ Board President Isabelle Welton is quoted as saying.

Projer's departure is not the first unexpected change in the German-speaking Swiss editorial teams this year. Ringier Axel Springer parted company with Werner de Schepper, editor-in-chief of Interview by Ringier, View-Chief Executive Officer Christian Dorer had to take six months off and Tamedia replaced editor-in-chief Arthur Rutishauser with Raphaela Birrer.

Four successors ad interim

Projer's successor at the NZZ on Sunday has not yet been clarified, the Board of Directors has initiated the search. Four journalists are taking over the reins on an interim basis: Anja Burri, Head of the Domestic Department, Daniel Foppa, Head of the Background/Opinions Department, Christoph Zürcher, Senior Page Editor, and Thomas Stamm, Head of Digital.

Before his time at the NZZ on Sunday Projer was editor-in-chief of the newly established "Blick-TV," and before that Brussels correspondent and "Arena" presenter at Swiss television SRF. (SDA/swi)