Some people will be familiar with this feeling: You look at your new outfit in the mirror and realize how incredibly good you look in it. When all the details are perfectly coordinated, it's a great feeling. Exactly this real-life insight served as the idea basis for the commercial, which was conceived by Asap and produced by Marty-Trezzini. Humorous and of course a bit exaggerated, the whole story is told in just six words.

The new spot will be seen on TV, online, on social media and in cinemas.

Responsible at Jucan: Johannes Ucan, Titian Scheidegger. Responsible at Asap | Alder Strässle And Partner: Ramon Alder, Nico Strässle. Responsible at Marty-Trezzini: Yves Marty, Tim Rüegg, Gianluca Trezzini.

In the meantime, the Gisler Protocol Association is managed by an eight-member board of directors and Consists of already 126 member agencieswho commit to the charter to act sensitively in the implementation of campaigns, to advocate diversity in advertising, and to implement inclusion as well as diversity among customers. Co-founders Nina Bieli and Annette Häcki are proud of how the initiative has developed.

m&k: Nina Bieli, 126 agencies from all over Switzerland have now joined the Gisler Protocol. Would you have thought that when you started exactly two years ago?

No, not at all! (laughs) Our focus at the time was primarily that we do it better as Jung von Matt, work less with clichés and communicate more inclusively. And that, in the best case, a few agencies would join us. I looked at my agenda today: On July 13, 2021, the first members met for the first time for a "Gisler Summit" - back then, it was still a small get-together of about ten agencies. The fact that we have now, two years later, been able to trigger so much and that so many people and agencies are enthusiastic about the topic really makes me very happy.

As an association, where do you see the biggest challenges in terms of diversity in advertising?

We notice time and again that the first reaction to the topic is characterized by the fear that it must constantly be about right and wrong. That one can only make mistakes. As Gislerprotokoll, we try to show that the path to a more diverse, inclusive advertising is just that: a path. A path on which we are moving together and accordingly do not have to turn everything upside down today or tomorrow. This means that as a company, I don't have to introduce the gender star overnight - but I should look at how I can communicate more inclusively in the future. The same is true in the image: In part, it just helps to put a woman behind the wheel of a car - surprisingly, something you still see relatively rarely.

What exactly do the agencies that join the Gisler Protocol profess to do?

These agencies commit to five pointsThe focus is on inclusive language, multifaceted role models, and sensitizing customers to the topic. In concrete terms, they are working to ensure that we in Switzerland communicate less stereotypically and with more facets.

What can guests of the first Gisler Summit expect?

The Gisler Summit is our first big event - and actually already the second one with this name, as I found out today. The event is meant to be an occasion for inspiration and exchange on the most diverse facets that exist in the DEI cosmos. [Diversity, Equity and Inclusion, editor's note]. there. This includes, for example, the discussion of the topics "trans" and "queer" or the role and representation of fathers in our society. We have invited speakers such as Peter Schneider and Anna Rosenwasser. And we also have the pleasure of welcoming Ringier's EqualVoice initiative, which makes me very happy.

Where do you see the club in a few years, what are the long-term goals?

When I look at our "relaxed" start two years ago, I almost have to say: No big (laughs). But the last two years have also shown us what is possible and what still needs to be done. A bigger issue that we as an association board will be addressing in the coming months is corporate membership. So far, the Gisler Protocol has been geared toward agencies. However, we have consistently received feedback from advertising companies that they are interested in membership as well. This is possible in principle, but we would like to explicitly create an offer that also takes into account the needs and circumstances of companies.

Stereotypes in advertising don't just affect women. Men, too, are increasingly complaining about being the dorky father or the awkward relationship partner. 

Absolutely. That's why the Gisler Protocol explicitly addresses the stereotypical portrayal of both genders, as well as raising awareness that there is more than just this binary gender order. I think diversity is ideal when it is not a paint job. When both the people and the roles we show in advertising have different facets - and the whole thing is ideally implemented in a relatively unagitated way. Just as it suits the brand in question. And just as we know it from our everyday lives.

The Gisler Summit will take place on March 23, 2023. Interested parties can register at Gisler protocol.ch log in.

Urs Meier became a Fifa referee in 1994 and refereed at numerous major tournaments. In 2004, he stepped down due to age after 883 games. Between the end of 2007 and June 2011, he was head of the Swiss referees - and from 2005 worked in parallel for ZDF as an expert. In 2006, together with Johannes B. Kerner and Jürgen Klopp, he received the German Television Award for the best sports program for his analyses. He remained with ZDF until 2018.

Today, he comments on tricky scenes in the Champions League for Blue Sport, and from now on he will be keeping a very close eye on the Super League for the Blick Group.

"There are always controversial scenes. I will take a close look at the referees' decisions and classify them professionally with clear statements," says Urs Meier about his new role as Blick referee expert.

Blick sports director Steffi Buchli is counting on the newcomer: "VAR rage and referee anger keep us busy virtually every match day. All the more reason for us to look forward to Urs' clear expertise and his assessment of contradictory decisions."

According to a Report of the AllBright Foundation since September 2019, there are more women on German boards than men ... named Thomas or Michael. Yes, you read that right. With all the female empowerment efforts of recent years, that sounds like a bad joke. But it's a fact: Equal rights are making progress in Germany, but often at a snail's pace in many areas. This seems paradoxical when you consider the speed at which digitization has swept through our working world in recent years.

Of course, the Corona virus is not entirely innocent in this. It has played a key role in driving the development of our digital working methods. It is alarming that it took a pandemic to break up the old methods and patterns of our working world. Dramatically, however, gender-stereotypical thought patterns have remained largely unaffected. What would it take to give women equal opportunities in our working world without exception?

Gen GE is in the starting blocks 

There are developments that give cause for optimism. Workers up to the age of 30 apparently make fewer differences between the sexes than their older colleagues, as a IZA study shows. Of course, this result is first of all a generalization, because young people are not a homogeneous group. But it is a trend that gives us hope.

It's a nice thought that the next generation - a "Generation Gender Equality" - could rid the world of work of antiquated gender stereotypes at a rapid pace. At least, as soon as their share of the workforce increases significantly in the next few years.

The reality of life for people under 30 is naturally different from that of older population groups. They grew up in a time when equality was increasingly taken for granted. Equality is not a foreign word for them. And therein lies an unprecedented opportunity. With the current generational mix and upcoming generational change in the workplace, a new native understanding of diversity and equality will take hold in companies.

Change is near, young talent is scarce

This means that the company needs a sufficient number of younger employees to make the switch. In view of the impending shortage of skilled workers, however, this is becoming increasingly difficult. Demographic change will lead to a massive loss of workers in the coming years as many baby boomers enter retirement. According to estimates by the German Federal Statistical Office, by 2036 the German labor market will have around 12.9 million fewer skilled workers than in 2021 - a drop of around 30 percent. As a result, companies have little choice but to introduce hybrid working models in order to be attractive to potential, young employees.

Digital = Equal Natives 

This leads us to the next beacon of hope: digitization! It has not only revolutionized our working world. It also offers new opportunities for equality, especially by enabling more flexible work models like Virtual First. Instead of the outdated 9-to-5 office job, Virtual First allows concentrated desk work and thinking to be done undisturbed in the home office, while the trip to the office is only necessary for meetings. This makes it much easier to combine work and family life, an advantage - even today - for women, as they often have even heavier family commitments than men.

As more and more men take time off to raise children and run the family household as the generations change, new forms of work bring great benefits to both genders in not losing their participation in the labor market. Hybrid or remote work models offer greater opportunities to diversify a company's workforce. As an example, people living far away from the company site today can be digitally integrated into work processes and teamwork in such a way that everyone feels as if they are in the same place. So why not think digitization even further ahead in terms of diversity and equality?

Digitization has evolved rapidly in recent years, and companies have created digital tools and features that allow us to communicate more sensitively and diversely. Increasing diversity and openness to innovative ideas or visions are spurring technology companies to consciously think about equality and diversity as early as the product development stage.

Courage to DigitALL Equality 

When digitization, gender equality and diversity are thought of together, our companies and our entire society win. Right now, this change is within our grasp to fully exploit the opportunities of digitization. We just need to have the courage to let the spirit of Generation Gender Equality work in our companies. We will all benefit from this - not just us women!

* Andrea Trapp is, Vice President Business International at Dropbox and leads her international teams out of Munich. The economics graduate and change management expert has spent 22 years - at times abroad - in pan-European management or board positions at international tech and PropTech companies. Her focus has always been on digital leadership and the optimization of transformation processes.

Good skilled workers and qualified employees are in short supply in Switzerland. In some sectors, such as nursing staff or pedagogical professions, the situation is already dramatic. The city of Biel is also desperately seeking suitable employees and has therefore invested for the first time in an employer campaign to motivate Biel residents to work for their city.

As a basis for the online advertising media, Erdmannpeisker, in cooperation with the city of Biel, defined the most important insights for working in and for Biel. The message follows the purpose principle and focuses on the strongest insight of the target group - and that in the typical Biel language slalom: "Work for the city que tu aimes."

With the moderate budget, an eye-catching and recognizable look is even more important. With the collages and cutout a fresh and dynamic style was found, which underlines the informal attitude of the city in a sympathetic way.
The campaign will be aired on LinkedIn and Instagram and will be complemented with spots at EHCB home games as well as selected also with billboards in Biel.

Responsible at the city of Biel: Ruth Perracini-Liechti (Head of Human Resources), Andrea Künsch-Wälchli, (Co-Head of Human Resources and Organizational Development & Responsible for Vocational Training), Julien Steiner (Deputy City Clerk), Nadine Broggi (Communications Officer). Responsible at Erdmannpeisker: Gabriel Peisker (Creative Director and Text) Selina Helbling (Consulting), Laura Fässler (Film and Motion Design), Jenny Ziörjen (Art Direction), Attackera (Media Planning).

Federal Councillor Karin Keller-Sutter has appointed Pascal Hollenstein as the new Head of Communications at the Federal Department of Finance FDF as of mid-May 2023. The 51-year-old comes from the canton of Thurgau and brings with him broad experience in the media. He worked as a journalist for many years, including at the NZZ on Sunday and the SonntagsZeitung. Hollenstein has held management positions for ten years, first at the NZZ media group and most recently as Head of Journalism and member of the management of CH Media. He is currently Head of Communications at the Federal Office for the Environment FOEN.

Hollenstein succeeds Peter Minder, who is retiring. Isabelle Rösch, who currently heads the communications service on an interim basis, remains deputy head of communications.

At Gomagazine managers have their say and want to encourage people to think. It sets a counterpoint to the hectic world of business, comes across as visually calm but of high quality, and goes into depth in terms of content. In each issue, a key topic is examined from different angles. The magazine can be subscribed to and is available at airports and hotels in Germany, Switzerland and Austria. It has won numerous awards, including BCM, Fox and Cover of the Month.

The Basel agency Basel West has modernized the magazine and renewed the website. The website features articles as well as an overview of current events and digital talks with the magazine's protagonists.

Responsible for IVCG publications: Thomas Aerni (Publishing Director). Responsible at Basel West Corporate Communications: Simon Jahn, Stephan Lehmann-Maldonado (chief editors); Michael Aerni (design and web development).

Renato Graziano, 53, has been Managing Director of the newly founded Iventa Swiss since January 2023 and is returning to the HR industry. A native of Switzerland, he brings to the company over 25 years of experience in the media, HR tech and HR marketing industries. From 1997 to 2000, he managed the job market of the New Zurich Newspaper. He then spent five years as Head of Sales at Publicitas in Uster, before returning to the New Zurich Newspaper as key account manager. From 2008 to 2021, Graziano worked at Prospective Media Service, six years of which as a member of the management team. His responsibilities included the development and maintenance of media relations, the development and conception of own media products as well as process consulting for HR tenders and media consulting for all types of recruiting media.

"With Renato Graziano, we were able to gain an experienced and well-known industry expert. Market know-how and 32 years of Iventa history are the best prerequisites to take off and be successful on the Swiss market. We are looking forward to a promising cooperation", says Annemarie Kriegs-Au, Managing Director Iventa Media & Tec DACH.

Graziano grew up in the Zurich Oberland and, in addition to training as a marketing planner at SAWI, completed training as a media manager at the Media Institute of the Swiss Media Association. In 2015, he received the Certificate of Advanced Studies in Digital Marketing.

The repositioning, including the name change to "Therme Zurzach," is intended to meet modern customer needs after almost 70 years. This is also to be manifested in the digital presence.

Rosarot created a new, modern branding and design concept for it. After a logo study, a new trademark was designed. Likewise, an own image and color world was determined. According to the newly conceived wireframe, the design of the responsive Website. A wave was taken from the logo as the central design element. This is visible as a line throughout the corporate design. The newly defined design in the brand style guide was also adapted for CRM mailings and newsletters as well as for the signaling. Rosarot also prepared all templates for offline media such as flyers and postcards.

"The repositioning of the Therme is based on a new strategy that includes an integrated brand personality as well as a leading digital customer journey," explains Tim Zahlten, digital marketing manager on behalf of Therme Zurzach. "The Rosarot team's work has combined both brilliantly, setting a whole new benchmark for the industry."

Responsible at Thermalbad Zurzach Betriebs AG: Tim Zahlten (Digital Marketing Manager), Tanja Monllor (Marketing + Communication Specialist). Responsible at Rosarot: René Karrer (Creative Direction), Labinot Gashi (Director Digital), Isabelle Niemann (Project Management Digital Marketing), Sarah Därendinger (Art Direction), Stefanie Steimer (Graphic Design), Flavia Hänni (DTP).

Overall, Rivella sold 99 million liters of soft drinks and fruit juices in 2022, significantly more than in the previous year, generating sales of 132 million Swiss francs. This is 12.2 percent more than in the previous year, as the Swiss family-owned company announced on Tuesday. Sales also rose thanks to the encouraging performance of the "Focuswater" vitamin water. Since the launch of the brand in 2019, sales of vitamin water have increased fivefold, it said.

Meanwhile, there are personnel changes. 38-year-old Silvan Brauen, currently Head of Marketing, will be Co-Managing Director "Markets" from May 1, 2023. Erland Brügger, the current Managing Director, will reduce his workload; the 57-year-old will take over as Co-Managing Director "Operations". "Together, we will provide fresh impetus to the organization," says Silvan Brauen. "We want to show: Participative leadership that integrates the strengths of all team members is also possible at the executive management level."

Brauen has worked in various functions in the Rivella Group since 2011. Among other things, he was responsible for setting up the internal business development platform and for integrating the vitamin water brand Focuswater. Brauen holds a degree in economics from the Universities of Fribourg and Gothenburg. (SDA/swi)

Direct Mail Company DMC specializes in the delivery of unaddressed direct mail and is a subsidiary of Swiss Post. It operates throughout Switzerland and supplies around two million private households and companies with printed advertising materials. As of May 1, 2023, Daniel Truttmann will take over as CEO of the company. He replaces Daniel Hügi, who will focus on managing Presto Pressevertriebs AG in the future.

Truttmann brings over 20 years of experience in the advertising market and has profound knowledge of delivery logistics. With 15 years of experience in various management and executive positions at marketers and publishers such as Publicitas, NZZ and Axel Springer, he brings extensive know-how. He has been Head of Sales & Marketing at DMC since 2015, during which time he has successfully implemented the new sales and marketing strategy, launched the marketing of new product lines such as Profital and Livesystems, and significantly driven the development and expansion of digital offerings.

Consent marketing is a multi-layered topic that combines the revision of the Swiss Data Protection Ordinance, the end of third-party cookies, and the increased interest of consumers in data protection. These are all relevant topics that companies currently have to face. On the one hand, customers may, should or must give their consent to data processing and may feel disturbed by the Consent Banner; on the other hand, companies are afraid of data loss and thus the possibility of being able to optimize their marketing activities.

About a year ago, Zürcher Kantonalbank introduced an opt-in banner where cookie preferences have to be set in order to use the website. ZKB sees itself as a responsible partner that transparently shows its customers what happens with their data. Through marketing mix modeling, it was still possible to correctly classify the marketing success despite less measurable data. Through this statistical modeling, it is still possible to conduct data-based marketing and to identify new KPIs.

As part of the LSA Live Talk, Christof Zogg spoke with Tobias Zehnder and Boris Meier from Webrepublic and Alexandra Rahm from Zürcher Kantonalbank about the cantonal bank's privacy-first approach and how decisions can continue to be made on the existing data basis.