Closer networking with partner companies and the targeted approach of new customers are tasks to which the new head of the Moccamedia site in Switzerland wants to devote himself primarily. The 32-year-old Mostafa Abazahat studied economics and business administration, is very familiar with media planning and speaks four languages fluently. He has been working for Moccamedia Germany for six years, most recently contributing his know-how to international project management. In March, Abaza will start in his new area of responsibility, at the same time moving Moccamedia's Swiss headquarters to Zurich.

"We want to be as close to our customers as possible," says Managing Director Cornelia Lamberty, explaining her Switzerland strategy. "Our regular customers are mainly located in the Zurich area." For her, being close to customers also means speaking the same language, being rooted in the same culture, and knowing exactly what the special challenges of local marketing are. "Only in this way can we act close to local needs and offer highly effective measures to increase demand and sales," says Lamberty.

In Switzerland, Moccamedia supports, among others, a group of companies active in the automotive trade and has implemented various always-on campaigns for major brands.

"I don't want to go!" - many parents know this cry of protest from their children. There is also so much to discover at Bern's Museum of Communication that there is usually not enough time to savor it all. The campaign by the Bernese agency Kleinstadt and the design studio Volta Studio ties in with this feeling - and retorts: "Then just come again!"

The Museum of Communication's Family Card costs 75 francs a year and therefore pays for itself on average from the second visit "en famille". The circle that counts as a "family" is also deliberately kept generous: The card is valid for two adults and a maximum of four children. This can include the godchild or granddaughter, the neighbor's girl or the Hüetibueb. "The offer is extremely attractive, but until now many families simply didn't know about it, even if they often go to the museum," says Florina Schwander from Kleinstadt. The agency's mission was to raise awareness of the Family Card with isolated improvements in communication and a targeted campaign.

This mission has been accomplished, says Nico Gurtner, head of communications and marketing at the museum. The measures launched at the end of November have already had an impact, even though not all the resources have been used. "We have roughly doubled sales compared to the same period last year," says Gurtner. Streetcar trailers with the current motif were on display in the Museum Tram, which ran in the city of Bern until the end of February. In addition, interested families can obtain sticker postcards with the motif at the ticket office. Animated ads and Insta stories were also developed and used on various platforms. Further measures for the current year are being planned.

Visually, the campaign addresses both the children and the parents, with a stylized child crying on one eye and bouncing happily at the same time. Ambivalent like many things in everyday life with children. "The design concept is multi-layered in thought and does not address any stereotypes," explains Isabelle Linder of Volta Studio.

Responsible at the Museum of Communication: Nico Gurtner (overall responsibility). Responsible at small town: Florina Schwander, Sarah Pfäffli. Responsible at Volta Studio: Isabelle Lindner, Selina Muth.

The fashion store Glore wants to gradually expand its digital presence - and contrast it with the loud glossy appearances of large fashion stores. To promote the online store and the store in Zurich Wiedikon, Glore is now teaming up with the Flin agency.

The first step is to increase the frequency of visitors with advertising on social media and Google. "In order to show that there is an alternative to fast fashion, we need to expand our digital presence in a targeted way," explains Rebekka Sommerhalder, owner of Glore. "With Flin, we have a partner who brings experience in e-commerce and in marketing sustainable fashion labels."

Authenticity instead of glossy production

Glore would already have a large community that is regularly served with high-quality organic content. The current online advertising campaign builds on the style of such user-generated content. "In this way, we ensure an authentic appearance and create a differentiation from the glossy appearances of large stores," explains Lukas Günter, Partner at Flin.

Launch on Google and Instagram

In a first step, the campaign focuses on marketing the store in Zurich Wiedikon via Instagram and by means of a Google Local Campaign. This is supplemented by Google Search campaigns to promote the products in the online store. The agile set-up of the campaigns should enable rapid insights and the quick integration of new formats and channels.

What is the incentive for a Private Safari customer to discover the Arctic by ship with Kuoni Cruises in the near future after the impressive safari in Africa? Why will the Dorado Latin Tours returnee from Rio de Janeiro be happy on his next trip even if he books a vacation in the far north with Kontiki Reisen? And why is it, despite different vacation preferences, easy to reconcile when it's sometimes Frantour to Paris and then Asia365 to India? Because the travel experiences of the specialist tour operators under the Kuoni Specialist umbrella brand are only completely different at first glance: The polar bear is in (almost) no way inferior to the lion in majesty. The sugar loaf can be embedded - with a little imagination - quite in the beautiful fjord landscape of the Lofoten. And the basilica Sacré-Coeur de Montmartre and the Taj Mahal are not without a certain similarity on closer inspection.

If the tour operator's current campaign is anything to go by, Kuoni Specialists' trips are "same, same but different". The slogan is intended to draw attention to the diverse range of products offered by Kuoni Specialists. The multimedia campaign is visible in three waves online, on social networks, on a dedicated landing page, in the windows of Kuoni travel agencies and, at a later date in 2023, on posters, in newsletters and as advertisements in print media. The brands and travel experiences recognizable on the campaign visuals will be replaced on a regular basis.

"Our Kuoni Specialists provide access to the world's most breathtaking travel experiences. In addition to this message, we want to raise awareness of our specialty tour operators and their umbrella brand Kuoni Specialists, which was created around two years ago. I am also pleased that the close cooperation among the brands is now visible in the form of mutual recommendations," explains André Plöger, Chief Marketing Officer at Kuoni brand house DER Touristik Suisse.

Responsible at DER Touristik Suisse: Stefanie Günthard (Marketing Manager), Nicole Widmer (Head of Marketing Retail & Events), Nadia Peter (Head of Branding, Campaign & Digital Marketing), Heidi Raff (Creative Director), Michaela Sy (Graphic Designer). Involved productions: Denny Spirig DC Pictures (production & editing), René Schöpfer (cinematography), UKO The Audio Suite (audio post-production/sound design).

After three years on Rob Nicolas' social media team, Jasmin Suter now joins the agency's management team. Together with founder Robin Mark, Suter will be responsible for the agency's social media expertise. Mark will also drive the agency's further development together with Head of Digital Advertising & Data Rahel Egli.

"Having witnessed the development of the agency already in the last years was very exciting. I am looking forward to the new challenge and to realizing successful projects together with existing and future clients," says Jasmin Suter about her new position. She studied Digital Business Management at the University of Applied Sciences Graubünden.

Alongside Rahel Egli, Jasmin Suter and Robin Mark, Christian Ritz, as Head of Content, is responsible for the production and creation of digital content - from Instagram reels and TikToks to programmatic banners.

With sustainable and innovative solutions, Property One wants to create more value for customers and inspire them for real estate. The competencies include investment, financing, development, execution and marketing as well as real estate and family office. For the tenth anniversary celebrations, the agency Rosarot was able to prevail in a pitch with the idea "Property One turns Ten" and was appointed anniversary concept designer.

As part of the project, Rosarot created and applied a brand identity for the anniversary year under the sign of ten - for the invitations, for the photo shoot of the employees carried out by Rosarot and for the anniversary magazine.

Print Power for Property One

So that people will still be talking about Property One's ten-year anniversary in ten years' time, the magazine was Property One turns Ten The website is designed to be a "ten" website in which, among other things, experiences are presented, the history is illustrated, and the team is introduced. The number ten runs like a red thread through the design and the content.

Responsible at Property One: Kevin Hinder (Co-Founder, CEO), Nadia Smaldore (Head Marketing & Communication). Responsible at Rosarot: René Karrer (Creative Direction), Evelyne Stöckli (Consulting), Bianca Berger (Art Direction), Stefanie Steimer (Graphic Design), Flavia Hänni (DTP), Sarah Pietrasanta and Franz Neugebauer (Text and Concept).

"Expressive images have the ability to tell stories unfiltered and create special emotions in us. It is precisely such valuable motifs and the performance of the companies and agencies that put their heart and soul into PR photography that we want to honor with our award," says Eljub Ramic, Managing Director of News Aktuell Switzerland. "Now, as an industry, we are also observing changes in society and, as a result, putting new topics in the focus of communication. For the PR Bild Award team, it was clear that this new range of topics should also be reflected in the categories for 2023."

That's why the best PR images of this year will be honored in seven categories. The categories "Health & Beauty" and "Mobility" are new additions. "With the expanded categories, we also want to give a worthy stage to the topic areas around well-being and innovative mobility concepts, which can no longer be ignored," Eljub Ramic continues.

Images for the PR Image Award can be submitted now via the official website Pr-picture-award.ch be uploaded by April 19, 2023. Any number of images can be submitted in the seven categories "Health & Beauty," "Lifestyle," "Mobility," "NGO," "Portrait," "Stories & Campaigns" and "Tourism. The only requirement is that the photos must have been produced and used for PR and media work in Switzerland, Germany or Austria in the past twelve months. If communications agencies or photographers wish to submit photos of their clients, they must clarify in advance with the respective client whether the photo may be submitted and who the submitting company is. Participation is free of charge.

After the application deadline, the winners will be determined in a two-stage selection process: First, a jury of experts evaluates which images make it onto the shortlist. Then the professional public votes on the favorites. At the end of October, News Aktuell will announce the winning images of the PR Image Award 2023 from the individual categories as well as the PR Image of the Year for Switzerland, Germany and Austria at an awards ceremony.

The jury 2023

• Matthias Ackeret, Editor-in-Chief Personal
• Christina Eistert, Head of Marketing & Communications M.M.Warburg & CO
• Boris Entrup, Hair & Make-up Artist
• Anja Görzel, Head of Communications, Südwestrundfunk (SWR)
• Roland Heintze, Managing Partner Faktenkontor Holding and Managing Director PER Agency
• Isfried Hennen, Head of Product Communication Ford-Werke
• Marcus Heumann, Head of Academy News News
• Pia Hillbrich, Partnerships Manager DACH Danone; Top #30u30 by PR Report
• Silva Imken, Director Marketing & Communications Ananné Swiss Mountain Organics
• Hans-Peter Junker, editorial director and deputy editor-in-chief of Gala
• Susanne Marell, Divisional Director of Corporate Communications and Corporate Responsibility Schwarz Group
• Oliver Mattutat, Uber media spokesperson; Top #30u30 by PR Report.
• Eldi Nazifi, Head of Sales News Aktuell Switzerland
• Johann Oberauer, publisher Verlag Johann Oberauer
• Michael Ostermeier, Head of Entertainment PR DACH Amazon
• Judith Pöverlein, Deputy Head of Corporate Communications Wort & Bild Verlag
• Marianne Radel, Head of Communications Swatch Group Germany
• Lanna Riese, Head of Corporate Communications Aldi Süd
• Rüdiger Scharf, Jury Chairman PR-Bild Award 2023 and Head of Public Relations / Media Spokesman DAK-Gesundheit
• Julia Wippersberg, Managing Director APA-OTS Original Text Service

People should feel like venturing out onto the sports field in Switzerland themselves and start running. After all, running is the easiest sport in the world - at least if Ochsner Sport's current campaign has its way. But it also requires the right equipment and the right shoe. In addition, the inner pig dog must also be overcome.

The current spot is intended to convey that at Ochsner Sport runners and all those who want to become one get their money's worth. By means of dynamic running analysis, everyone can find the perfect shoe and there is a wide range of running gear. With the running app "Runtime", which only allows you to listen to podcasts when you run, European marathon champion Viktor Röthlin accompanies runners on their runs. The fastest Swiss marathon runner Tadesse Abraham also swears by it - and therefore has an appearance in the film.

The film can be seen on TV, at the point of sale and in various online formats. In addition, subjects were implemented under the involving motto, which are used online and in print.

Responsible at Ochsner Sport: Marco Greco (Head of Marketing), Patrizia Fiechter (Team Leader Classic Communication), Claudio Keist (Team Leader Content & Social Media). Responsible at Thjnk Zurich: Alexander Jaggy, Pablo Schencke (GF Creation), Lukas Amgwerd (Creative Direction), Lukas Frischknecht (Art Direction), Josephine Jeanguenin (Graphic Design), Andrea Bison (GF Consulting), Andrea Häfliger (Consulting), Gordon Nemitz (GF Strategy). External partners: Hillton (Production Film), Mona Bertschinger (Production), Animals (Director), Daryl Hefti (Cinematography), Martin Luchsinger (Edit), Telephone by Annie Taylor (Music), Jingle Jungle (Sound Design & Mix), Alex Gregory (Grading), Pascal Schelbli (VFX) Adrian Bretscher (Photography).

The most important facts in brief:

• The nominees for "Advertiser:in of the Year" 2023 are Andy Lusti, Manuel Wenzel, André Hefti and Andrea Bison.
• The subscribers of the Advertisingweek.ch/m&k-newsletter and the "Werber:in des Jahres" jury each have a 50 percent share in determining who will be named "Werber:in des Jahres" 2023. If you have not yet subscribed to the newsletter, you can register here.
• The online election started with the newsletter on Friday, February 24, 2023 and ended on March 3, 2023 at 23:59. All subscribers who subscribed to and received the newsletter during this time were eligible to participate.
• For each newsletter subscriber a Vote counted. Forwarding your own newsletter to other people does not work either: Each voter must have subscribed to the newsletter with his or her own e-mail address.
• Ship ahoy: The award night will take place March 27 on Lake Zurich.

The award will be held as a stand-alone event for the second time in 2023. On March 27, the m&k and Advertisingweek.ch anchor and choose the "Werber:in of the Year" 2023 with invited guests on Lake Zurich.

At the beginning of December 2022, in a lively online discussion moderated by Anna Kohler, Co-Editor-in-Chief and Publishing Director of m&k advertisingweek.chThis year's four finalists represent the broad spectrum of the industry and do justice to its current diversity. It is now clear that "the" typical advertiser no longer exists.

After 2020 and 2021/22 Andrea Bison has been nominated for the third time: Under her leadership - together with partner and "Advertiser of the Year" 2014 Alexander Jaggy - the agency Thjnk Zurich has established itself within a few years as a relevant, successful player in the Swiss creative landscape.

Also nominated is the independent creative director Andy Lusti. He penned "Pistenfarbe" for Swisscom, one of the most acclaimed campaigns of the past year.

As head of marketing for Switzerland Tourism André Hefti celebrated various successes over the past two years. With the support of international celebrities Roger Federer, Robert De Niro and Anne Hathaway, the tourism organization landed several viral hits. Two more than good reasons to send Hefti into the race for the "Egon", according to the jury.

Manuel Wenzel has been solely responsible for creation at TBWA\Zurich since 2019. Together with agency colleague and TBWA boss Matthias Kiess, who was also nominated for "Advertiser of the Year" in 2020, the creative is committed to young talent in the industry. He solves real client problems in a creative way, has actively shaped the growing success of TBWA\Zurich in recent years, and has made it a sought-after address for good creatives and clients. The jury honors this transformation with a nomination as "Advertiser of the Year" 2023.

The election procedure

Also this year, the decision is made up of two factors, each accounting for 50 percent: the jury vote (each member has 1 vote) and the election of the Advertisingweek.ch-readership (online voting, each newsletter subscription has 1 vote).

All subscribers to the Advertising week/m&k-newsletter. The vote can be cast directly in the e-mail newsletter.

Per subscriber:in each a Vote counted. Forwarding your own newsletter to other people does not work either: Every voter must have subscribed to the newsletter with his/her own e-mail address.

The Award

The title "Advertiser:in of the Year" is awarded by the Advertising Week since 1977. You can find all previous "Werber:innen des Jahres" in the Hall of Fame.

At the beginning of February 2023 reported Advertisingweek.ch based on a study by the market research institute Link on trends and developments in the brand and advertising performance 2022 of brands from the financial and insurance sector. Now come selected highlights on 100 brands from the retail and consumer goods industries. The basis for this is provided by around 13,000 online interviews per brand and year.

Expansion of XXXLutz does not (yet) lead to more satisfied customers

In general, it can be said that the retailers Migros and Coop not only lead the awareness ranking. In other categories such as special trustworthiness, consideration, offline and digital advertising and media perception, the two brands are also in a neck-and-neck race, with Migros always slightly ahead of Coop in first place.

In addition, a lot has happened in 2022, particularly in the Swiss furniture sector, which is clearly reflected in the results. A notable absolute increase in awareness in 2022 was recorded by the Austrian furniture retailer XXXLutz (+5.1 percentage points), which is hardly surprising given that the company is on an expansion course and at the beginning of 2022 the Swiss furniture chain Lipo acquired and had opened a second branch in Dietikon ZH in August.

What is striking here is that customer satisfaction is not yet on an expansion course at XXXLutz. With 19 percent, the furniture store occupies one of the lowest ranks in average, special customer satisfaction - among its direct competitors, only the furniture store Conforama, which has was taken over by XXXLutz, of all companies, at the beginning of 2023, a lower value (16 percent). Customer satisfaction at XXXLutz has also been trending downward since September 2021.

When looking at the increase in "Consideration" - the probability of being a customer (again) in the future - it is striking that the two furniture stores Livique and Jumbo 2022 were able to position themselves particularly positively with an increase of 5.2 percentage points each.

Brand Children in the Media Spotlight

The media perception figures reflect society's reaction to the latest news about various brands - this is particularly evident in 2022 with the Kinder brand as an example. Starting in mid-April, the perceived media reports among consumers increased significantly and peaked in mid-May. This is likely to be related to the Salmonella infections in European factories of the manufacturer Ferrero were reported at the time. Also a possible result of this reporting is the lower consideration of the Kinder brand over the year as a whole (-4.1 percentage points), which fell particularly sharply over the period from April to May.

Toblerone also had a conspicuous peak in media perception when it became known in June that part of their production moved from Bern to Slovakia is being made. As a result, the brand suffered persistently in terms of various key figures - including brand trust, perceived Swissness, quality perception and willingness to buy more - and was only able to recover somewhat in some areas. By June, for example, around 40 percent of the Swiss population had a particularly high level of brand trust in Toblerone; in July, it was still around 32 percent. Towards the end of the year, this rose again, but is still slightly below the values before the announcement.

Coop acquisition strengthens Jumbo brand

At the end of August 2022, it became public that the Jumbo DIY stores, which have been owned by Coop since 2021, would be merged with the own brand Bau+Hobby and the Branches to be continued under the Jumbo brand. The available data clearly shows that this has led to a strengthening of the Jumbo brand among consumers: for example, Jumbo 2022 recorded a consideration increase of 5 percentage points, a trust increase of 4.5 percentage points and a satisfaction increase of 4.6 percentage points.

Lindt and Zweifel dominate the majority readiness

Finally, in terms of willingness to pay more, Lindt and Zweifel are clear high performers, which are also at the absolute top outside the retail and consumer goods industries. In 2022, more than 20 percent of the population were willing to pay more for products from the two brands Lindt and Zweifel than for comparable products from other brands.

The two brands thus stand out in particular from the other retail and FMCG brands surveyed, all of which failed to achieve figures above 20 percent throughout the year. Ovaltine was the only FMCG brand to come close to this mark, with an average of around 17 percent.

About the methodology of the link study

• Population: Swiss resident population aged 15 to 79 years
• Total sample size: n= approx. 52,000
• Around 250 interviews per brand per calendar week and brand segment; for this annual review, rolling moving averages were formed over the last four calendar weeks in each case, i.e. approx. n=1,000 per data point and brand
• Confidence interval for total sample: max. +/- 3.1 percent (for 50% distribution).
• Research method: online interviews
• Quotation/weighting: by age, gender and region (interlocked)
• Random samples from the Link online panel, 100 percent of which is actively recruited through representative telephone surveys, reaching more than 97 percent of the relevant population; survey participants are excluded from follow-up surveys for at least three months at a time
• Survey period: 1.1.2022 to 31.12.2022

Due to the tense energy situation, street lighting was reduced in many places in 2022. As a result, the dark season this winter became even darker than usual - and the risk of accidents increased even more. This particularly affects adolescents and young adults: Compared to other age groups, they are often on their bikes or on foot at night and thus more exposed to road traffic risks.

Touring Club Switzerland tackled this problem with "Made Visible," its lifestyle prevention brand for better visibility and safety in road traffic. For this, a dance video was produced together with professional dancer and influencer Alanah Moergeli. At the heart of the choreography are three dance moves. These are danced on TikTok as #ShineOutChallenge and offer - when performed with reflective clothing - unique images.

The music for the challenge was composed by musician Jonathan C. Meier.

Responsible at TCS: Barbara Sutter, Christophe Nydegger, Audrey Faure, Veronika Tamfal, Adrian Suter. Responsible at Farner: Philipp Skrabal, Irena Grunder, Mathias Kröbl, Manuel Jordi, Lisa Widmer, Rebecca Kessler, Blueglass. Responsible at Shining: Stefan Bircher, Dimitri Siegrist, Sven Probst, Stéphane Kraji, Lauren Isabel Fuhrimann, Dunja Schwery, Celia Benoni, Lukas Graf, Nicolas Bechtel, Simon Hardegger. Music: Jonathan C. Meier. Light/camera equipment and grip: Alex Herzog/BLOWUP Studio, Eberle Film Equipment. Location: TCS Training & Freizeit AG Betzholz Center. Choreography and dance: Alanah Moergeli. Dance: Samuel Jordenkhangsar, Venance Gwladys, Ismael Lorenzo, Lisa Perissinotto.

The small "Büssli" autonomously delivers goods from A to B, initially in a six-month trial project in Ebikon. Schindler employees can shop at Migros and have the goods delivered to their workplace by the "Loxo Alpha.

At 30 kilometers per hour, Loxo drives across pedestrian crossings, over traffic circles and past sidewalks, in the normal course of everyday traffic. The deliveries are monitored from an operations center, where an "operator" can intervene at any time if necessary.

Great potential

The potential of the startup, which grew out of the University of Applied Sciences Fribourg, is great. Several European countries are already interested, the application possibilities are diverse, flexible and above all correspond to the spirit of the times.

Startup accelerator PXP Ventures also recognized this in mid-2022: "We believe this is what the future of last-mile home delivery services will look like - Loxo simply solves problems," says Luc Holzach, co-founder of PXP Ventures. The accelerator is invested with marketing-related services, which are implemented by its sister company Partner & Partner in Winterthur. These include product design and branding, the website, various events, content marketing and numerous other services.

"With Partner & Partner, our technology gets a cool, contemporary branding and we have an experienced communications and marketing team on our side as a founding team," says Lara Amini, co-founder of Loxo.

"In a way, we provide Loxo's marketing department, because startups often can't afford the right resources or don't have the necessary know-how internally. And we wanted to take the opportunity to participate in this project. That's why we decided on this model together," says Luc Holzach.

PXP Ventures is also involved in other projects with similar models, such as Customer Metrics, which has recently been launched and offers standardized scoring models for measuring customer satisfaction - thus allowing conclusions to be drawn about internal and external areas for action in addition to benchmarking.