Together with the Hüsler Nest team, four Jung-von-Matt companies contributed to a clear alignment of the brand for the next growth phase and thus ensured that the new Hüsler Nest brand identity results in a harmonious whole. And this across all communicative touchpoints, offline as well as online.

Good night, good day

Important steps in the transformation of Hüsler Nest into a digital and customer-centric organization were the clarification of the corporate strategy and the sharpening of the brand positioning. The management consultancy Leap Partners was responsible for the former. The sharpening of the positioning was done in collaboration with Jung von Matt Brand Identity.

Based on workshops and a clear strategic roadmap, Jung von Matt Limmat developed Hüsler's communicative appearance. The central idea is "Good night. Good day." This extends the relevance of the brand to the entire day and is based on an unspoken truth that we all know: A good night's sleep starts a better day.

The independent appearance is rounded off through a timeless visual languagePeople and Hüsler Nest products are at the center, and warm light visually announces "good day". Headline subjects for OOH, advertisements and the Hüsler Nest website play with the central idea in different contexts.

The digital implementation of the Hüsler Nest brand experience was realized by Jung von Matt Tech. The result is a harmonious premium weaving experience with smart tools that transports Hüsler's unique brand world harmoniously in the digital space as well.

---

Responsible at Hüsler Nest: Susanne Erlacher (Head of Marketing Communications), Patrick Egloff (CEO). Responsible at Jung von Matt Limmat: Dominique Magnusson, Jacqueline Rufener (Creative Direction), Elif Soysal, Tobias Peters, Brian Rossbach (Text), Ayleen Friedrich (Art Direction), Christian Omlin, Helena Amor (Strategy), Sebastian Kaps (Project Management), Nick Schoberth (Account Direction), Luitgard Hagl (Managing Creative Director, Agency Lead). Responsible at Jung von Matt Brand Identity: Alessandra Bally, Julius Jäger (Strategy). Responsible at Jung von Matt Tech: Vitalli Peters (Art Direction), Emmanuel Denier (Screen Design), Mergime Raci (User Experience), Stefanie Pfeffer (Project Management), Michelle Scholz (Managing Director, Creation & Experience). Responsible at Leap Partners: Mattias Weber (Managing Partner). External partners:inside: Frame Eleven, Gold Interactive, WorldSites, Gango Luege.

Together with Thalwil original Helmi Sigg and Thalwil student Vanessa Romero, Bank Thalwil launched a three-part advertising campaign over a period of months to promote the regional bank's new headquarters.

In the first campaign wave in March, questions such as "Häsch mer no en Stutz?" or "How much Thalwil must it be?" were emblazoned on dark posters that showed only the outline of an older man or a young woman. In April, the posters were replaced with statements such as "Thalwil Forever!" or "Old and sexy!". This was followed in mid-April by the resolution communicating the opening days of the new headquarters on May 11-13, 2023.

Questions about money and society

"The idea was to use a classic teaser campaign over a period of months to arouse curiosity, mobilize the population and thus get people talking about our relevant topics and later about Bank Thalwil," says Beat Ruch, Head of Communications and member of Bank Thalwil's extended Executive Board.

With Helmi Sigg, the ideal cast for the planned marketing campaign was found. The native of Thalwil looks back on an impressive career as an artist, comedian, radio producer, author and actor. In conjunction with the opening of Bank Thalwil's new building, the multi-talented artist is publishing his latest book, "Thalwiler Geldgeschichten" ("Thalwil Money Stories"), which he wrote together with Vanessa Romero, a budding linguist and literary scholar. Vanessa Romero, who has lived in Thalwil for 14 years, subsequently also volunteered to be the face of the campaign. The project was implemented by the Thalwil agency Aqa.

---

Responsible at Bank Thalwil: Beat Ruch (Head of Communications, Visual & Text Concept). Responsible at AQA: Urs Benz (Design & Graphics), Jannik Marti (Image Editing), Nadja Kümin (UX Design). Photography: Barbara Sigg. Media Planning: Juan Manuel Fernandenz (Advendo). Cast: Helmi Sigg, Vanessa Romero.

The centerpiece of the Coop barbecue campaign created by TBWA\Zurich is a film that stages a perfect barbecue day from the point of view of a friendly, relaxed bumblebee. Together with the insect, viewers take a trip across town and country - musically accompanied by Mungo Jerry's song "In The Summertime," whose refrain foreshadowed Coop's "Tsch-Tsch" brooding sound.

Like the fire-breathing dragon and the hungry bear from the barbecue myths campaign 2022 the slightly clumsy bumblebee was also created by the CGI artists of Postoffice Amsterdam. Attracted by the aromatic scents of the barbecue, it finally flies to a safe distance around an idyllic barbecue round the campfire, observes the action with interest and bobs merrily along to the beat of the music. The Feelgood spot is meant to convey: No matter which "Tsch Tsch" you fly to, you can find everything for the perfect barbecue summer at Coop.

In the print motifs, the attractively arranged barbecue is shown in a realistic snapshot look. Other advertising media such as banners, bumpers, DOOH, POS measures and a radio spot round off the campaign, which starts on Monday.

---

Responsible at Coop: Sacha Zuberbühler (Head of Marketing Communications), Vanessa Finzer (Head of Advertising), Simon Bohnenblust (Head of Advertising Sales Promotion/Promotions), Benjamin Reiss (Project Manager Advertising Promotions/Sales Promotion), Stephanie Stähli (Project Manager FOOBY), Florian Lanovic (Head of Social Media/Online Campaigning), Michel Bannier (Project Manager Social Media), Oliver Pursell (Project Manager Social Media), Anja Nowak (Project Manager Online Campaigning), Simon Flatt (Head of Media), Karin Rieth (Head of Media Classic), Lukas Schmid (Project Manager Media). Responsible for TW MediaStephan Küng (Overall Responsibility), Manuela Brunner (Media Planning), Pearl Kathriner (Senior TV Planner), Damiano Vitali (Head of TV), Sven Däschner (Head of Online), Nina Hudetz (Online Media Planner), Aaron Salzgeber (Digital Campaign Manager). Responsible at TBWA\Zurich: Manuel Wenzel, Susanne Weeber, Michael Kathe, Jan Krohn, Susanna Fill, Naomi Gulla, Maude Mahrer, Severin Miszkiewicz, Nico Hediger, Massimo Dalla Palma, (Creation), Esther Ortega, Verena Rainer, Marija Suvajdzic, Ilenia Peluso, Estelle Ganz (Consulting), Carolina Alpiger (DTP). Responsible at Shining: Leonardo Sanfilippo (Executive Producer), Yanik Müller (Senior Producer), Christos Dervenis (Line Producer), Andreas Bruns (Director), Simon Drescher (DP), Michael Koch (Foodstyling), Randy Looser, Joel Tweitmann / Atelier Lohmann (Head of Art Departement), Pascal Holzer (Online Post Coordination Shining), Jan Murer (Onlining Shining). Jonathan Heyer (Photographer), Antonia Grosse (Production Management), Michèle Aschmann (Image Editing). Responsible at Postoffice Amsterdam(VFX): Guy van der Hoop (Producer), Boyo Frederix (Head of VFX), Ritchy Wattimena, Bram Buddingh, Bram Vleugel, Stijn Sanders (VFX), Patski (Grading). Responsible at HitMill: Fred Herrmann (Producer, Mix), Roman Camenzind (Executive Producer), Claudia Pfiffner (Project Management), Song by Mungo Jerry, Ray Dorset. Responsible at Cover Media: Baschi Thommen, Angelina Belintani (producer), Baschi Thommen, Stefan Sommerhalder, Rainer Ammann (sound recording and sound design).

As the associations Aussenwerbung Schweiz, KS/CS Kommunikation Schweiz and the Schweizer Werbeauftraggeberverband SWA announced in a joint statement on Monday, they criticize the revision of the regulations in particular the "compulsion to be bilingual" for advertisements in Biel. The "Biel advertising ban," as the associations say, would stand alone internationally and have negative effects.

The associations see five reasons against bilingual advertisements. First, advertisers would be restricted by the regulations. Second, the revised regulations violate the Federal Constitution. The constitution guarantees economic freedom, advertising freedom, freedom of expression and artistic freedom, the communiqué stated.

Thirdly, it is not expedient for advertisers to design a separate bilingual campaign for the Biel location. Fourth, bilingualism is often not feasible for design reasons. And fifthly, fewer campaigns would be realized in Biel as a result of the revision.

The municipal council wants a total revision of the 21-year-old advertising regulations. The council also wants to ensure that posters and advertisements do not impair the quality of life and safety in public spaces. After the discussion in the city council next Wednesday, the electorate is expected to decide on the regulations on June 18. (Werbewoche.ch reported). (SDA/swi)

Daniel Lee recently became Burberry's new creative director - and what do you do as the new head of a brand? Exactly, you first clear away the visible signs of the predecessor and create something new - in this case the logo.

Interestingly, this one is not new at all. The so-called "Equestrian Knight" won a design competition in 1901. In 2018, Ricardo Tisci had disposed of the logo. Now the "Equestrian Knight" has been unceremoniously elevated back to its brand pedestal, and the "without" era has been made out to be a five-year fashion faux pas. So much for politics.

Two things in particular are very exciting about this: Firstly, the decision to abolish the recently introduced grotesque lettering again and replace it with an elegant historical antiqua pours oil on the fire of a debate that is ongoing in specialist circles. At issue is the fact that many fashion brands have replaced their unique logos with simple block letters in recent years under the guise of internationality and digital visibility - including Balmain, Balenciaga, and most recently Boss (Werbewoche.ch reported). Some, like Saint Laurent, have already rowed back. Now also Burberry.

Is the Antiqua era dawning? It's probably too early to say. But it brings me to the second interesting point: it is striking that the new Burberry appearance, including the new campaign by Tyron LeBon, breaks with a globalized brand look and deliberately stages historicizing Britishness in an almost romantic way. It's as if the brand wants to reflect on itself again and defy egalitarianism. Downright chivalrous!

Tisci and Lee's predecessor Christopher Bailey had already proven in the 2000s that a traditional brand can indeed be extremely innovative and internationally successful, precisely because it is consciously located. And indeed, this principle works very well again in today's crisis-ridden times. The illusion of the global community seems to be dissolving and national (in)virtues are booming again. Positively speaking: Identity is back in fashion - that's a good sign.

---

* Heinrich Paravicini is founder and creative director of Mutabor.

According to Media Focus' Advertising Market Trend, the spring month closed with a strong figure of CHF 572.1 million gross. This represents an increase of 30.5 percent compared to the previous month. Nevertheless, compared to 2022, March is 16 percent behind.

Overall, the entire first quarter of 2023 brings momentum back to the Swiss advertising market and closes with 1,444.2 million gross Swiss francs.

Advertising pressure in the overall market

Development of advertising print as of March 2023 in millions of gross Swiss francs

Transport companies record significant increase

At 72.2 percent, the transport sector increased its gross value print the most. This was followed by the events sector, which increased by 20.6 percent. The financial sector was also among the winners in March, with an 18.6% increase in gross advertising volume. The automotive (+13.4%), beverages (+5.6%) and food (+3.4%) sectors also followed suit.

Total decline of 15 sectors in total

A total of 15 sectors reported a decline in gross value added in February. The cleaning sector was hit hardest, with a drop of 58 percent. This is followed by Personal Needs with a decline of 43.3 percent. In addition, the sectors Energy (-43.1%), Telecommunications (-40.4%), Digital & Household (-39.3%), Construction, Industry, Furnishings (-33.8%), Media (-29.4%), Services (-27.3%), Leisure, Catering, Tourism (-23.9%), Cosmetics & Personal Care (-19.5%), Pharmaceuticals & Health (-15.8%), Retail (-15.2%), Fashion & Sports (-15.1%), Initiatives & Campaigns (-11.8%) and Tobacco (-2.3%) the gross value print.

Top Advertisers & Products

The top advertisers and most advertised products and services (excluding assortment image advertising and collective categories) in March.

Media Mix for the month of March

Samuel Rhyner and Fabio Aresu have been interested in concrete applications of AI systems for several years. "We kept exchanging ideas and thinking about how AI could be used for real-world implementations in everyday interactions," explains Samuel Rhyner, who runs the web agency Code Crush. Suddenly, things moved quickly. "With ChatGPT, we now have a platform that is so powerful that you can really use it as a foundation." And so came the idea and the opportunity to develop a tool that delivers measurable efficiency gains and is easy to use.

Personalized recommendations through own data

But how does the "Destibot"? "In very simplified terms, we combine different databases, from which ChatGPT extracts the correct answer," explains Aresu, who at Destibot is mainly responsible for the user experience in addition to marketing. Language, content and form are automatically adapted to the wishes of the user.

According to the developers, illogical responses are virtually impossible. The platform is flexible in its applications and can be used via messengers such as Whatsapp, via the website and via the company's own apps. Current weather, capacity utilization and timetable data, as well as reports on ski slopes or the number of guests on hiking trails, can also be queried using the corresponding interfaces.

The platform supports multiple languages and can switch languages within a dialog. In addition, users can make reservation requests directly from the dialog. Voice messages are also understood and can be answered. Individual data can also be retrieved by means of verification, similar to a login. Soon, it will also be possible to purchase tickets directly from the chat using digital payment methods.

Already ready for use

The Destibot is based on a proprietary development called CodaCore, which is capable of analyzing, combining and correctly outputting virtually all types of existing information. This makes the platform interesting for municipalities, organizations and training institutes. Besides, he said, Destibot is just one of the options available. "However, we are initially focusing on destinations and tourist offers, as the Destibot has been specifically trained for this and we can practically start immediately," says Rhyner, who is responsible for the development and programming.

The tool is fully developed and is already being used in initial test applications.

For 75 years, Comet has been developing high-tech components and systems in the fields of X-ray and high-frequency technology. Today, suitable employees are sought at twelve locations worldwide. Not least as a result of the pandemic, the shortage of skilled workers has also become drastically more acute for Comet. In terms of recruitment, the Comet Group has to hold its own against the strongest employer brands in the highly competitive technology market.

Curiosity differentiated

Heads already supported Comet Group in 2018 with the strategic brand positioning and reorganization of the brand architecture and was now commissioned to define an authentic and differentiating "Employee Value Proposition" EVP. The strategic starting point was a comprehensive global analysis process. This revealed that "Curiosity" is the key differentiator in the employer market. Comet employees on all continents are united by their pronounced curiosity and joy of discovery. This is already part of the brand DNA and is also reflected in the existing claim: "Led by experience. Driven by curiosity".

And as economic science proves, curiosity is also important within a company, as it strengthens innovation and growth processes and thus the company's future viability. The developed EVP combines these aspects: "Your curiosity helps you and us to grow".

"Glocal" recruitment campaign

From the EVP, Heads developed a recruiting campaign that challenged talent rather than chummed it up: "We are curious. Are you?"

In keeping with the 75th anniversary, a mood film tells the story of curiosity at Comet. The message is supported by a new image tonality that shows curious people making observations. The campaign design takes into account regional differences in the perception of curiosity. If curiosity is seen primarily as a key to better performance in one cultural region, elsewhere it is seen as a path to deeper understanding or represents people with a pronounced zest for discovery.

With its different subjects, the campaign will be used at a wide variety of contact points - including the careers website, social media profiles, and trade show booths. And with questions such as "How can you make the best solution even better?" the LinkedIn campaign planned for May will arouse the curiosity of young professionals as well as experts.

---

Responsible at Comet Group: Catherine MacGillivray-Prantl (Global Head Talent Management & Culture). Responsible at Heads: Ralph Hermann, Simone Raubach, Sina Frank (Consulting/Strategy), Marco Simonetti, Roman von Arx (Design/Graphics). Text/Concept: Markus Rottmann (Freelancer). Film production: Prodigious Zurich (Publicis Communications Switzerland).

The Belimed company offers product and service solutions for sterilization, disinfection and cleaning of medical and surgical instruments. In a medical device reprocessing unit (AEMP) in a hospital, the focus is always on capacity expansion, efficiency, reliability and, of course, absolute cleanliness - and often in the tightest of spaces.

The Belimed WD 390 multi-chamber washer-disinfector is designed to meet precisely this need: modular cleaning solutions with the same space requirements. The multi-chamber system can be individually configured to meet the capacity needs of hospitals.

In the current campaign for Belimed, Freundliche Grüsse shows this with an abundance of medical tools such as kidney dishes, scissors, tweezers, knives and other items, all of which find a place in the cleaning chamber. The concept is being implemented as an ad and in a film and is aimed at hospitals and AEMP facilities.

---

Responsible at Belimed: Beat Meier (Head of Global Marketing & Communication), Lisa Nohl (Marketing Assistant). Responsible at Friendly regards: Pascal Deville, Marion Schwager, Samuel Textor (overall responsibility), Norihito Iida (creative and art direction), David Elmiger (text / concept), Eva Brun, Andrea Aegerter (consulting). Responsible at Spacebar: Humberto Rapelli (3D visualization and animation), Lorenz Wahl (image editing).

Google Switzerland has a new boss. Christine Antlanger-Winter takes over the management as Country Director at the Zurich location, as Google writes in a statement.

Antlanger-Winter had already taken over the leadership post on an interim basis in November 2022. At that time, the previous Google Switzerland boss Patrick Warnking had taken over the management of Google's Eastern European business (Werbewoche.ch reported).

Apart from the role as Country Director for Switzerland, Antlanger-Winter assumes overall responsibility for the Alpine region as "Regional Director Switzerland and Austria".

Before joining Google Austria, Antlanger-Winter was CEO of Mindshare in Vienna. She holds a degree in Software Engineering in the field of Media Technology and Design from FH Hagenberg.

Anyone who experiences or observes sexist, queer-hostile and sexualized harassment in public spaces should be able to report it anonymously and safely. The web address Bernschauthin.ch was presented on Monday.

Harassment is still part of everyday life, especially for women and queer people, it said at a media conference. There is also a need for action in Bern.

Those who are harassed rarely report it to official agencies such as the police or victim support. The reporting tool is intended to contribute to illuminating the large number of unreported cases and to further develop preventive measures. Those affected and observers can also find support offers and possibilities for action in the tool.

"No one should be afraid"

"In Bern, everyone should be able to move safely and freely," said City President Alec von Graffenried. "No one should be afraid of harassment or violence." That sounds like a matter of course, he said. But the reality is different, as the city's 2019 population survey made clear.

Comparatively more women than men said they felt unsafe in public spaces at night and avoided certain public spaces - for example, the Grosse Schanze, but also deserted places in the city center and in neighborhoods.

The "Bern is watching" campaign concerns the entire population, von Graffenried emphasized. "Everyone should participate." An important goal is that harassment, stupid remarks and physical assaults are no longer accepted as "normal" by anyone.

With the tool, Bern implements a mandate of the City Council from October 2021. The tool was developed by the Zurich is watching" campaign adopted and slightly adjusted.

"Anonymity guaranteed"

Anyone who wants to report an incident can easily click through an online form to define, among other things, the location, time and type of incident. The data is used by the city for statistical purposes. Anonymity is guaranteed, according to the authorities.

If someone reports a potential crime, the tool automatically points it out and offers legal information and addresses for advice centers and police stations. Users can then decide for themselves whether they want to report the incident to the police.

For the time being, the tool is only available in German. A French and an English version are being planned, it was said at the media conference. (SDA)

Prof. Dr. Stefan Michel, IMD EMBA, opened the event with his keynote address. With his provocative question: "Do you have a marketing strategy? Are you sure?" he bridged the gap from Darwin to Netflix to the daily challenges for local marketing professionals. Digital transformation and new technologies offer unimagined opportunities and fuel FOMO - the fear of missing out. But those who want to do it all ultimately ruin themselves, because the eierlegende Wollmilchsau remains an illusion, according to Michel. If you want to be successful in the long term, you have to know what's going on, make tough decisions and implement them. After all, it's not the strongest who survive, but the one who can adapt best.

Be open to new things

In his keynote presentation, Dr. Urs Ch. Hofmeier of Schweizer Salinen showed how a traditional business can implement bold new ideas that can develop the business in a new direction while solving existing challenges. For example, in 2018, Schweizer Salinen pioneered the sustainable farming of shrimp in Switzerland with the start-up "SwissShrimp." A classic case of the right idea at the right time with the right partner for sustainable solutions.

Focus Talks: Transformation at all levels

In the first part of the focus talk on "Change The Business", Julia Gamma from BLS, Katja Schönenberger from Pro Juventute, Sibylle Marti from Tilsiter, and Pascal Jenny from KMU Checkup discussed how SMEs can adapt to today's challenges without losing their focus.

Sustainability is still too little present in many SMEs. But a strategy that ignores the topic of sustainability has no future. Entertainment should also have its place, and you should show some courage and show some edge.

Transformation is also an organizational issue. Hierarchies are becoming flatter, and employees are being given more freedom and responsibility. This promotes agility, because the days of annual planning are over. Organizations cannot avoid moving toward their target group. However, not every trend makes sense for every company. The important thing is to always keep your finger on the pulse and try out new things according to the motto "trial and error".

Thinking outside the box

In the second part of the focus talk, Joséphine Chamoulaud from Smile Versicherung, Nadine Gloor from Jucker Farm, Verena Mönig from Skinmed, and Peter Waltenspühl from Kuhn Rikon picked up the thread again. Marketing always remains the same at its core: What are the customer needs and where are the touchpoints? What is new is that companies today have to constantly reinvent themselves.

A look outside the industry can be helpful. However, the focus must not be lost. This is especially true for small teams that cannot afford or do not want many tools. Intuition and customer proximity are important drivers here.

MGB wins Marketing Excellence Award

The Marketing Excellence Awards were presented again this year (Werbewoche.ch reported). Moderator Vanessa Meier presented the awards to the lucky winning teams to great applause. The big winner this year was the Migros-Genossenschafts-Bund, which won the award in the category large companies as well as the audience award. In the SME category, Graubünden Ferien won over the jury. And Bühler won the special prize for its B2B approach.

Audio advertising conquers Switzerland

In his keynote speech, Ralf Brachat of Swiss Radioworld presented how the medium of radio is reinventing itself through digitization and how radio advertising is conquering new distribution channels. Thanks to new targeting possibilities, advertisers can profit maximally even in a small multilingual market like Switzerland. Brachat also gave the audience a glimpse into the future of audio advertising in podcasts and games.

Breakout Sessions: Insights into practice

The various breakout sessions then went into depth. Marketing professionals from a wide range of industries offered instructive insights into their everyday lives. They presented practical solutions on topics such as new paths in content marketing or the use of artificial intelligence. The audience learned how personality and preferences for advertising content are connected and how they can enchant their customers with a little magic.

Purpose: More than just a buzzword

In her keynote address, Annette Häcki, Managing Creative Director at Jung von Matt Limmat, urged companies to ask themselves the question of meaning. Corporate purpose can be like a North Star for a brand. But to do so, you have to take it seriously and prove it again and again through your actions - both externally and internally. A brand with attitude generates loyalty and arouses emotions. This is not always positive, as the example of Nike shows. Nevertheless, it's worth it, because "whoever doesn't have an attitude will have it attributed to them."

Hero stories are transformation stories

Personality trainer and coach Cristián Gálvez dedicated his keynote to the hero's journey and how to keep focus in times of great change. Every person is permanently searching for three things: Security, self-worth and commitment. A brand must be able to deliver on these promises. The wheel in marketing turns faster and faster and thus brings us again and again to the point where we have to jump into the deep end and leave something behind. Our attitude - our Purpose - sets the direction and helps us tackle the right kite in a world full of them.

Media Talk: An industry in upheaval

Moderator Urs Gredig welcomed media professionals to talk about an industry that is experiencing the greatest upheaval since Gutenberg's time. Matthias Ackeret from Personal, Markus Diem Meier from the Handelszeitung, Bernhard Brechbühl from 20 minutes, Tom Hanan from Webrepublic, Anna Kohler from m&k advertisingweek.chMichael Wanner of CH Media, and Susanne Wille of SRF discussed the important questions: How can the media be led into the future? How can the balance between print and online be found? How can money still be earned with the journalistic offering?

There's life in the old dog yet

The question of how long print will exist was asked 20 years ago. Despite the massive decline in print media, however, the panel is optimistic. It is important to find a balance between the physical and digital product, because both have their right to exist. However, they are critical of the development of bubbles via Google and social media. Young people in particular are consuming less and less news. There is a lack of classification, "the broad information."

Young target groups in particular need different formats, and information must be presented differently. For them, the only thing that counts is relatability, or in other words: What's it to me? The difficulty for the media lies in planning for the future and not forgetting the core audience.

Not to mention that journalism also has to earn money. There are no cross-subsidies from other lucrative business models. Those who are not profitable disappear. It therefore needs new recipes and the courage to try things out. Nevertheless, the panel firmly believes that journalism has a future.

"You are your calendar"

Dr. Peter Krenz from Rebels at Work showed in his keynote how we play by the wrong rules in our everyday work and sabotage ourselves in the process. Nowadays there is no longer an agreed common goal, the rules are constantly changing. To survive here, you need Z.F.D.B. - Time for the Pear.

The everyday life of managers is characterized by hectic and pressure, mostly they can only react. But as Bill Gates said: "Busy is the new stupid". Therefore, clear your calendar to be able to think and keep a not-to-do list. Say no, because that's the only way to keep control over yourself. By the way, this also applies to brands. Because the core of a strategy is also to determine what you don't do. This allows you to focus on the essentials.

Marketoonist: Marketing in adolescence

The finale was provided by marketoonist Tom Fishburne, who always takes the marketing industry for a ride with his cartoons. For him, the digital transformation is a kind of puberty, in that we have many new technologies and tools at our disposal, but our brains can't really keep up with them. Humor helps us focus. The new sparkly thing is not yet a strategy; avoid the funnel view; be led by data, not blinded; and last but not least: Marketing is too important to leave to the marketing department.

What remains - focus

The conclusion of a long and intensive marketing day: It takes focus to choose the right one from the huge range of options, tools and channels. This includes the willingness to think outside the box and the courage to try out new things, to show attitude and not to shy away from tough decisions.

Surprise guest Kurt Aeschbacher is an example of all this. He has dared to do something new and, with Kurts, supports a platform that puts its heart and soul into promoting good Swiss quality.