New youth offers and the new GA Night are intended to enable an active leisure life with many unforgettable experiences. The fact that this leads to emotions is the starting point of TBWA\ Zurich's new youth campaign. In it, various young worlds of experience are marked with SBB's classic blue station signs.

The signs do not show local destinations, but the emotions that the trips there are supposed to trigger. Shortened words such as "Sheesh," "Slay," or "Wyld" that are commonly used in the target group are intended to capture young people's emotions in a spontaneous and fresh way.

In this way, the campaign transforms experiences and emotions into destinations, picking up young people in five short films and six static subjects on precisely those interests that are relevant to late teens as well as early twens - people between the ages of 20 and 30.

The campaign is accompanied by various other measures. To kick off the campaign on Thursday, "Sign Spinners" will be found at various stations in Switzerland, spinning signs to draw attention to GA Night. On the evenings of June 9-10 and 16-17, a TikTok Dance Challenge will then take place in major train stations. There will be a GA Night and tickets for a rave to be won.

The Day Rave under the name "The Tunnel" can be reached exclusively with two extra trains to "somewhere". Where to, is not revealed. Only known is that it is a remote location. On the line-up are international and regional DJs like Andrea Oliva, Animal Trainer, Patrischa as well as a surprise act. Various influencers are also expected to make the mysterious rave a topic of conversation.

The advertising media will be programmatically staggered according to experience fields and will be specifically visible only to young people between 16 and 25 - apart from the accompanying measures such as print, posters and DOOH around train stations. In addition, various social media campaigns, often in collaboration with selected influencers, will draw attention to the offers. The campaign starts on Thursday and runs until early fall.

Responsible for SBB: Sandro Borrelli (Head of Marketing), Nicole Tschanz (Head of Marketing, Commuting & Regular Customers), Nicole Thiele, Andrea Heller (Senior Marketing Communications Manager), Andrea Nehls, Sabine Walther, Heike Kamieth, Vlera Kamberi, Cedric Ogg, Florian Roost (Marketing Communications Manager), Martina Messerli (Text), Petra Pfluger, Aina Heiniger (Graphics), Urs Plattner (Production), Simon Nägelin, Dimitri Magnon (Mediamatiker). Responsible for TBWA\ Zurich: Manuel Wenzel, Michael Kathe, Martin Stulz, Hanning Beland, Maude Mahrer, Sabine Grossmann, Massimo Dalla Palma (creation), Lukas Diem, Clara Burki (strategy) Karin Schweizer, Estelle Ganz (consulting) Toni Rubera, Carolina Alpiger, Karl Hofmann, Fabrice Studer (ViDo); Social media: TBWA\ Buzz. Production: Visualeyes International, All IN Production, Patrick Wulf (Director & DoP); Timmo Schreiber (Photographer); Sevengreen Picture Works (Image Editing). Programming: Eg+ Dusseldorf. Live Comm Partners: Jeff Zurich. Influencer Management: Kingfluencers. Media: Havas Media Switzerland.

Maeder was elected at an extraordinary general meeting, Ringier announced on Saturday. Mobiliar holds 25 percent of Ringier shares and has two seats on the board of directors. The second Mobiliar seat is held by Michèle Rodoni.

The 60-year-old Mäder has been an independent member of the Board of Directors of Schweizerische Mobiliar Holding since 2017. He has been a member of the Board of Directors of Schweizerische Mobiliar Genossenschaft since 2013. The economist holds other directorships, including at Schroder & Co. Bank and at Compenswiss, the AHV/IV/EO compensation fund. Until 2017, Mäder was Chief Financial Officer and a member of the Executive Board at the Swiss stock exchange operator SIX Group.

The 72-year-old Urs Berger was elected by the Annual General Meeting as an independent member as well as Vice Chairman of the Board of Directors of Ringier. Berger succeeds Uli Sigg, who has been a member of the Ringier Board of Directors since 1999 and its Vice Chairman since 2003. The 77-year-old Sigg will remain a member of Ringier's highest body until fall 2023, according to the statement. (SDA)

The 2023 general meeting of the IGEM electronic media interest group unanimously confirmed the president Stephan Küng of TWmedia as well as all board members standing for re-election. On the occasion of the 25th anniversary, the media agencies JBW Media and ZipMedia joined the interest group. This brings the total number of IGEM corporate members to 45.

IGEM President Stephan Küng is delighted about the new members: "We are pleased about our many long-standing and loyal member companies. At the same time, the fact that we are still able to welcome new members after a quarter of a century is a confirmation of IGEM's importance for electronic media in Switzerland."

IGEM is committed to diverse and liberal advertising opportunities - especially in the changing media landscape. Stephan Küng emphasizes: "Digitization is transforming all electronic media into digital media and posing completely new challenges. Our annual Digimonitor study creates transparency there and is being published for the tenth time this year. The Digimonitor is an important basis for strategy development."

After the general meeting, the IGEM celebrated at the Carlton Restaurant in Zurich with around 160 guests from the industry. their 25th anniversary. The festival offered food and drink, a comedy interlude by Rob Spence and party atmosphere with the band "Take This". Beat Hürlimann from m&k advertisingweek.ch filmed on site. The guests congratulated IGEM on its anniversary and were unanimous regarding the past achievements of the interest group: "Keep up the good work!"

The IGEM Board 2023

• Stephan Küng, TWmedia (President)
• Alexander Duphorn, Goldbach (Vice President)
• Christof Kaufmann, Weischer.Cinema
• Florian Wanner, CH Media
• Frank Zelger, Admeira
• Jochen Witte, Goldbach
• Jonas Eliassen, Havas
• Raoul Gerber, Goldbach
• Roger Baur, Ringier
• Roger Elsener, CH Media
• Sandra Fehr, Nova Impact
• Xavier Reynaud, GroupM

The GVB has set up the Natural Hazards Unit. It supports the people of Bern in protecting their homes from storm damage. With practical tips, advice and support contributions for protection against natural hazards. A campaign is now to communicate these offers widely.

Weather curses in dialect

Whether hail, storm, rain or bad weather in general: the key visuals of the current 360-degree campaign expressively take on the travails of bad weather. The subjects curse the weather in broad Bernese German as well as in French.

Multi-channel campaign at the start

Starting on Monday, the subjects will be seen in the canton of Bern on billboards, print, DOOH and online measures, as well as on regional radio. A landing page and various direct marketing and social media measures will ensure dialog. In terms of live communication, the specially designed event trailer with information and entertainment is also on the road.

Responsible at GVB: Daniel Hofer, Communications Team. Responsible agency: Bold. CG Artist / Image Editing: Linus Schneider, Deny Fousek. Recording studio: Nice Noise.

The new leisure portal is intended to inspire with suitable ideas for the next excursion, according to a statement on Friday. The selection includes seasonal tips for experiences, hikes and restaurants in the region and throughout Switzerland.

"Interest in hiking is booming, and we have always served this perfectly with our brands. Just in time for the long holiday weekends, there is a great new destination for our users, especially for the topic of leisure," says Jolanda Riedener, project manager and responsible editor at CH Media.

With the launch of the new portal, CH Media bundles tips for leisure activities in one place for its readers. The launch is in eastern Switzerland: Established Daily Gazette-Formats such as the "At the Table" restaurant section and the popular hiking tip are also part of the new offering.

Representatives of professional image providers in Switzerland celebrated the 30th anniversary of the Swiss Association of Picture Agencies and Archives SAB at its annual meeting on Wednesday at the Zunfthaus zur Meisen in Zurich. SAB President Stephan Werder and his predecessor Stefan Wittwer briefly reviewed the most important milestones of the past 30 years.

The SAB was founded in 1993 by 23 agencies and transformed from a loose working group into an association. Even then, its goal was to promote Swiss photo agencies and to set guideline prices for photographic material. Werder, a member of the SAB, emphasizes the continuing importance of fee and condition recommendations, especially in light of digitization and related developments in the image licensing industry. He also notes the growing importance of issues such as artificial intelligence and its impact on the visual industry. The SAB is becoming more involved in addressing these new developments and clarifying copyright issues for AI-generated images.

SAB, together with other associations of the image industry, had already actively and successfully campaigned for the protection of photography without individual design during the partial revision of the Swiss Copyright Act. Since April 1, 2020, the protection of photographic images is finally also in force in Switzerland. However, SAB is also internationally networked and maintains the exchange of knowledge across borders. Thus, SAB is a founding member of the Coordination of European Picture Agencies and Libraries CEPIC.

Together with the other CEPIC members, SAB is fighting to ensure that the legal adaptations of copyright to the realities of the communication society are not at the expense of creators. Last week, SAB board members attended the CEPIC Congress 2023, the largest network for companies in the visual world, in Antibes, France.

Finally, at Wednesday's anniversary celebration, Sylvie Fodor, CEPIC's executive director, was also present as a guest of honor. Vis-à-vis Advertisingweek.ch she says, when asked about artificial intelligence and its effects: "We didn't see it coming. The entire interview, including assessments by Stephan Werder and Alexandra Mächler, Head of Picture Content Management at Keystone-SDA-ATS, can be seen in the following video contribution by editor Beat Hürlimann.

INTERVIEW

"It is quite possible that new business models will emerge for all players"

Beat Hürlimann spoke with President Stephan Werder about the work of the Swiss Association of Picture Agencies and Archives SAB.

Werbewoche.ch: Stephan Werder, what do you particularly like about your job?

Stephan Werder: As owner and manager of the Dukas photo agencywhich is mainly active in the news and celebrity sector, I love having my finger on the pulse of the times. As President of the SAB, I can benefit from the exchange with the members. As a representative of the SAB on the CEPIC board, I also experience the development of the image industry on an international level and can help shape it, at least to a limited extent.

What is the core task of the SAB?

The focus is on advising members and, in particular, on the regular publication of fee and condition recommendations for image providers and image users. These recommendations have established themselves as an integral part of image sales in Switzerland and offer image providers as well as image customers guidance in pricing.

For whom is it useful to become a member of the SAB?

For all those who work professionally in the image sector and are concerned with the problems of image sales, image rights and licensing. Especially picture agencies and photographers with archives are addressed here.

As an association, what added value do you offer your membership?

Our members benefit from professional exchange, legal advice, support in all areas of the image business, international contacts and exchange with national associations in other European countries through CEPIC, of which SAB is a founding member.

What is your biggest challenge at the moment?

Bringing uncertainty to the image market with AI-generated images. These are becoming increasingly important. Manufacturers of such images are mainly large IT companies, which will certainly also achieve a certain market share with them. How large this will be is an open question. It is quite possible that new business models and opportunities for use will arise for all players as the applications advance.

How does AI affect the way we handle image rights in today's digital world?

At the moment, the discussion about image rights in this area is primarily causing uncertainty among those involved. For this reason, we as an association are also participating in the discussion about how copyright and data protection aspects are taken into account. After all, even in the case of images generated with AI, it is important to ensure that the images do not contain protected content or make inappropriate use of personal data. What the solution to this complex problem will look like one day, how far we want to count on the self-responsibility of the players or whether regulatory adjustments will have to be made, is still completely open at the moment.

After several years of relying on online, Muntagnard ventures the next step and now relies on a modern multichannel strategy with its first store in its home canton. Muntagnard positions itself above all with a rigorous approach to sustainability. Therefore, it was a major goal of the Grisons-based company from the very beginning to make the product developments tangible in its own store.

In the meantime, this flagship store has been successfully opened. In order to increase awareness of the brand and the store, a two-week poster campaign, created in collaboration with the BrinkertLück Schweiz agency, will be launched in Chur in parallel with Monday's opening. The campaign is designed to reflect Muntagnard's brand values.

"Nowadays, most companies seem to look for all solutions in the digital environment. Since we, as an originally purely online brand, are already breaking new ground with our flagship store, we also wanted to complement the usual digital marketing in our advertising. We are therefore all the more proud of the stylish and also Grisons-humorous implementation of our first poster campaign. Now we are very excited to see how it will be received by our customers," says Dario Grünenfelder, co-founder of Muntagnard.

The result is a contemporary logo that cleverly combines the "F" with the district's coat of arms. Art director Anatole Comte, who is responsible for the new design, explains: "When redesigning the logo, it was important to us to retain the history of FC Wollishofen and honor traditions. That's why the old community and current neighborhood coat of arms - a symbol for Wollishofen - continues to form the basis after the redesign. The most important thing about the new logo is that it immediately creates a connection, a commonality between the viewer, the club and its members, and the neighborhood."

CEO Matthias Koller is also pleased with the result: "Being allowed to design a new brand identity is always a great project. For the 70th anniversary of FC Wollishofen, I offered a board member to redesign the club logo, which was getting a bit long in the tooth. Of course, without anything in return, because as the father of a junior, I value the club's work and the commitment of its coaches and officials enormously."

However, the project was not implemented entirely without a quid pro quo; for a short time now, a poster directly under the Sonnau sports field scoreboard and an advertisement in every match booklet have been drawing attention to the services of Publicis - and the Publicis logo is emblazoned on the first team's jerseys.

The new logo can now be seen on all FC Wollishofen jerseys as well as on the locally posted match sheets.

Responsible at FC Wollishofen: Michel Korzepa (FCW Board Member). Responsible at Publicis Zurich: Anatole Comte (Art Director), David Lübke (Creative Direction), Matthias Koller (Overall Responsibility).

The parties SVP and FDP, the Parti radical romand (PRR), the GLP as well as the chamber of commerce and industry, the Bieler KMU and the EHC Biel do not want a language obligation in Biel, as representatives:inside said on Friday in Biel before the media. They spoke of an international stand alone advertising ban.

Article 5 of the new regulations says: "All advertisements must ( ..) be designed in the two official languages". Andreas Sutter (FDP), who spoke in favor of promoting bilingualism, was disturbed by this mandatory formulation. For him, an optional formulation would be more appropriate.

For Sutter, it is also unclear how the new regulations could be enforced. In his eyes, it is not even possible, because it is unclear how violations are to be dealt with.

PRR representative Bryan Manzoni also expressed the opinion that bilingualism should be promoted in Biel, but not with these regulations. The economic freedom is to be weighted higher. One could not dictate to the companies how they should advertise.

In addition, the opponents advocate, among other things, the preservation of the freedom of language and art. In their opinion, internationally active companies would no longer be able to present their English-language advertising slogans in Biel. This would result in a loss of advertising revenue in Biel. The Biel City Council approved the new regulations at the end of April. (SDA/swi)

Artificial intelligence (AI) or machine learning is currently making rapid progress: Photo-realistic images can now be generated within seconds - of well-known Swiss politicians, for example.

To show how deceptively real these images are, Feinheit has launched the "Fake or Not" AI experiment. She gives an AI generator the task of creating portrait images of the 46 members of the Council of States. The basis for this are photos of the politicians from Google searches, which the generator extracts. Everything is completely automated. On the "Fake or Not" page from Feinheit real and generated images can be compared. The result is amazing - and with minimal human intervention, the results would be even more striking.

The idea behind it: Enlightenment

With this experiment, Feinheit wants to raise awareness of how quickly large quantities of photorealistic images can be created today that are also of high quality. Anyone with Internet access can do this. Because now you don't have to know anything about image editing programs or invest a lot of time.

Moritz Zumbühl, Chairman of the Feinheit Board of Directors, emphasizes: "AI brings with it fantastic opportunities that we are excited about. But we also see the big risks, especially when machine learning is used for political negative campaigning." For example, the agency recently published in the SRF Kulturplatz demonstrateshow machine learning can be used to show a party leader rioting, for example.

Request to the parties

Fake pictures of politicians can be produced quickly, and AI-generated texts can be written quickly. If these are strategically disseminated in the election campaign to harm people, this can affect public debate and opinion-forming. Angela Müller, head of AlgorithmWatch CH, says: "It's not about banning AI. But we need clear legal rules under which conditions AI systems may be developed and used."

However, no such rules will be in place until the national elections in the fall. That is why Feinheit and AlgorithmWatch CH are calling on the Swiss parties to create transparency in the election campaign - and in particular not to use artificial intelligence for negative campaigns.

Adjusted for special items, depreciation, amortization and impairment losses, shareholders incurred a loss of 15 million euros in the first quarter, compared with a profit of 38 million euros in the prior-year period, the company, which is listed on the German MDax share index, announced on Friday. Sales fell by 13.3 percent to 816 million euros in the same period.

Customers are still finding it difficult to place advertising for their products as a result of the consumer slump. However, the mood should brighten for the rest of the year, said Group CEO Bert Habets confidently: "We are already seeing significant improvements in advertising bookings in June compared to the previous months." Accordingly, adjusted operating profit (EBITDA) for the second quarter should be in the mid to high double-digit million euro range.

For the full year, the manager continues to expect sales of 3.95 billion to 4.25 billion euros and adjusted earnings before interest, taxes, depreciation and amortization of 550 million to 650 million euros. Compared with the new adjusted prior-year figures, the results could be both better and worse. (SDA)

After 15 years, the two partners and managing directors Chris Lalive d'Epinay and Kevin Luginbühl have decided to take on a new professional challenge and sell their shares in Gold Interactive to the Neustadt Group.

According to the announcement, Gold Interactive will remain an independent company as a sister company of Neustadt. Michael Dietiker, Christian Ruhstaller and Watezz Bleuer will take over the management of the agency, which will remain headquartered in Zurich.

By merging with Gold Interactive, Neustadt is investing in the group's growth and can now access new workspace in Zurich as well as additional expertise in digital branding, web development and design, it adds.

The Neustadt Group was formed in January 2022 from the merger of the Lucerne-based agencies Mexan and Digital Heroes. The group also includes the professionals from Janmaat Photography, Motion Inn and Authentiq Digital.