The Association of Outdoor Advertising Switzerland AWS is focusing on intensified, collaborative genre marketing. This includes the industry event "Woohw!" with a creative competition, which will be held for the first time on September 13, 2023 at the Stage One Event & Convention Hall in Zurich. The event will start with a specialist conference for registered guests, followed by the presentation of the Swiss Out of Home Awards in front of an invited audience. There will be a party at the end.

"The biggest players in Out of Home Media have joined forces to launch a new, broad-based and national creative competition," explains Christian Brändle, jury president and director of the Museum of Design Zurich. "The Swiss Out of Home Award brings together the best posters and most promising ideas in digital outdoor advertising. An expert, multilingual jury with representatives from culture, agencies, media planning and major advertising clients will select the best works of the year from all over Switzerland, which will be celebrated at the award ceremony in September."

The jury of experts is composed as follows

• Christian Brändle, Jury President and Director Museum of Design Zurich
• Jonas Eliassen, CEO of Havas
• Melanie Felder, Head of Marketing Volkswagen Passenger Cars at Amag Import
• Elise Gaud de Buck, Visual Communication Designer at Plates-Bandes
• Pam Hügli, CEO & Partner at Serviceplan Suisse
• Michael Kamm, CEO of Agence Trio
• Heike Kammerer-Vercelli, Head of Marketing & Consumer Communication at Nestlé Suisse
• Dennis Lück, Owner & CEO of Brinkertlück Creatives
• Monica Märchy, Partner & Creative Guide at Studio Way
• Dang Nguyen, Global Head Strategy, Brand & Advertising at Credit Suisse
• Marco Rose, Co-Owner & Head of Strategy at Mediatonic
• Jonas Voegeli, Head of BA Visual Communication at ZHdK
• Manuel Wenzel, Chief Creative Officer at TBWA\Switzerland
• Thomas Wildberger, President ADC Switzerland and Partner at Prophet

Six competition categories

For the awards, the sponsors are looking for outstanding, intelligent, creative, groundbreaking and excellent analog and digital outdoor advertising campaigns. Relevant and surprising ideas are encouraged. In addition to gold, silver and bronze in each of the following categories, one "Campaign of the Year" will be awarded as the overall winner.

• Culture
• Commercial National
• Commercial Local & Regional
• Digital Out of Home
• Out of Home Innovations
• Public Service

Registration platform will be opened in March

Participation in the Swiss Out of Home Awards is free of charge. Analog and digital campaigns created by an agency, a graphic design studio, individuals, freelancers or a company with conceptual responsibility in Switzerland or the Principality of Lichtenstein are eligible. From March 1 to May 30, 2023, work can be submitted online that was posted or broadcast between January 1, 2022 and June 30, 2023.

The judging and publication of the shortlist will take place in June. Winners will be selected at the award ceremony during the Woohw! industry event on September 13, 2023.

Details on registration, competition regulations and judging will be available from March at Woohw.ch published. Details on the industry event Woohw! are to follow later.

The restructuring is intended to reflect the increasing relevance of digital content, according to a statement from Seven.One.

Managing Director Andrea Haemmerli sees the move as a logical consequence: "Given the dynamic environment, now is the ideal moment to also adapt our organization to the changed market conditions and place even greater emphasis on digital content."

The former Head of Business Development Raphael Holzer will now be responsible as Head of Marketing & Digital Products for strategic marketing planning as well as communication of the Swiss shows and streaming apps.

Sabine Körner, Deputy Head of Marketing, will continue to work in Marketing B2B and will also take over PR. Both have been with the Seven.One Entertainment Group for several years.

Yasmine Sihite joins the team as Senior Social Media Content Producer & Community Manager and is responsible for developing and implementing platform-specific content strategies and social media guidelines that are aligned with the company's overall objectives. Most recently, she worked for several years at SRF as Digital Content Producer.

They will take over as co-CEOs of the Group Executive Board, while continuing to head their national companies, according to a statement on Thursday. Both have been at the helm of the Group since 2020 in Switzerland and Germany respectively.

Bernhard, who is stepping down, is handing over the reins at his own request after around ten years as CEO. However, he will remain with the company as delegate of the board of directors. In this position, he will continue to be responsible for strategic development, investor relations and M&A at Mobilezone, it says.

Bernhard is to be elected to the Group's Board of Directors as early as the Annual General Meeting on April 5, 2023. He will replace Peter Neuenschwander, who will not stand for re-election.

Chairman of the Board of Directors Olaf Swantee thanks Bernhard for his "profitable" efforts over the past years. Thanks to his leadership, the group has expanded its market-leading position in Germany in the online business and in Switzerland as an independent telecom specialist through various acquisitions, Swantee said in the communiqué. (SDA)

Good news for the marketing and sales industry: Marketing Tag, with the presentation of the Marketing Excellence Award, is back in action after two years of live absence due to the pandemic. As the largest Swiss industry event, Marketing Tag 2019 was held for the last time at the KKL Luzern. Difficult times followed, and not only for the event industry. But the new beginning is approaching in big steps. The sponsor of the Marketing Excellence Award and the Sales Excellence Award will be AZ Konzept. This is an important step for the future of both awards and will have an impact on the entire industry. Anna Kohler and Johannes Hapig, Co-Editors-in-Chief of m&k advertisingweek.ch, talked to SMF President Uwe Tännler about Marketing Day 2023.

Link to podpage

Over the course of 2022, the market research institute Link conducted more than 25,000 interviews to observe 50 of the most important banks, banking apps, (health) insurance companies and payment providers from a consumer perspective. The total sample is evenly distributed across calendar weeks and is representative per week by age, gender and region.

Twint occupies the top position in many cases

The first thing that stands out in the results is how positively the Twint brand has developed in the perception of the population. In 2022 as a whole, the mobile payment provider is the leader in terms of brand awareness score, brand consideration and customer satisfaction, among other things. Twint also outperforms big brands such as Raiffeisen, the cantonal banks, Die Mobiliar, and CSS.

In addition, Twint made further significant gains over the past year, further increasing its already high awareness (+3.1 percentage points) and consideration (+4.3 percentage points). These are indicators that the Amount of commercial transactions via Twint after doubling will continue to develop very positively in 2022.

KPT posts strong gains

In December 2022, the NZZ reported on the enormous customer growth at KPT. So it comes as no surprise that it is the main winner among the health insurers in the past year. According to the link analysis, KPT also recorded the greatest growth in brand awareness and consideration of all 50 brands surveyed (+9.2 and 5.0 percentage points respectively).

It still ranks well behind the largest health insurers such as CSS and Helsana, among others. However, the gap has been significantly reduced, and providers such as Assura and Concordia have already been overtaken in terms of desirability.

Banking apps benchmarked

With its intensive communication around Key4, UBS did manage to increase its market awareness and interest over the year, but at a comparatively low level. The "digital neighbors" Frankly, Yuh, CSX, and Zak are already much better received by the population in terms of brand awareness and appeal.

In terms of brand consideration, however, they are all surpassed by Revolut. Despite a lack of Swissness and only low advertising awareness, around 8 percent of the Swiss population can imagine becoming a customer of the British neobank.

CS and Raiffeisen under media pressure

Raiffeisen and Credit Suisse have attracted the most attention from the Swiss population in 2022 through media reports. Their perception peaks are around the Start of the Vincenz process respectively around the CS "Suisse Secrets as well as the new shares announced by the CS Quarterly losses and restructuring in the fourth quarter.

The events, which were heavily publicized in the media, left their mark on both brands: At the end of the year, fewer Swiss people were interested in becoming customers of theirs (CS: -4.0 percentage points; Raiffeisen: -2.2 percentage points). Brand trust in both banks also declined significantly over the year (CS: -7.2 percentage points; Raiffeisen: -5.2 percentage points).

Advertising pyrrhic winner PostFinance and Mobiliar

When asked about brands that Mr. and Mrs. Swiss remembered through advertising in the respective last calendar week, the activities of PostFinance and Mobiliar stand out in particular when aggregated over the year 2022. The former can be remembered particularly around the start of the season and
-In the final of the highest Swiss ice hockey league, the company successfully draws attention to its own brand, so a connection with the corresponding sponsorship commitment is obvious.

However, neither PostFinance nor Mobiliar succeed in improving their most important image values in the long term: Both lose ground in brand consideration, brand trust, and quality perception over the course of the year.

About the methodology of the link study

• Population: Swiss resident population aged 15 to 79 years
• Sample size: n=25,908
• 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%
• Research method: online interviews
• Quotation/weighting: interlocked by age, gender and region
• 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
• Project management: Stefan Reiser, Managing Director Marketing Research at Link

According to a joint announcement, the two companies would ideally complement each other in terms of offerings. While Xtendx focuses on video management, events and webinars, 3Q is particularly strong with its enterprise content delivery network, infrastructure and self-service platform, it said.

The partnership is expected to enable the two companies to offer their customers an even broader range of solutions - from webcasting, live streaming, video on-demand and over-the-top services, asset management to browser-based video conferencing and more. On the sales side, Xtendx will be responsible for representing sales of 3Q solutions in Switzerland, while 3Q will offer Xtendx's products in its traditional market in Germany.

According to Xtendx CEO Charlie Fraefel, the development cooperation with 3Q will bring various synergies: "Thanks to 3Q's development power, we will be able to implement innovations more quickly in the future and better meet new requirements." Fraefel said one important aspect of the partnership relates to compliance with the data protection directives of the European Union and Switzerland, respectively. "All of our customers' content is processed in compliance with the highest technological security standards and the respective data protection guidelines in Germany or Switzerland," says Julius Thomas, CEO of 3Q.

According to the Mediapulse Streaming Data report, traditional TV continues to score with the highest daily reach figures in the fourth quarter of 2022. These are identical to the fourth quarter in 2021 and thus follow a similar seasonal trend as in the previous year. Compared to the last quarter, classic television is again characterized by significantly higher reach figures.

A similar pattern can also be seen with Netflix and YouTube and, for the first time, TV usage via small-screen devices. These have seen analog reach growth since the last quarter. The other streaming platforms Disney+, Amazon Prime and Apple TV+ still reach comparatively few people.

Daily reach per quarter in percent

In terms of usage time, traditional TV continues to lead the field and retains both the entire Swiss population and its effective users the longest. This is followed by the streaming platform Netflix, which has a high dwell time - followed by TV via small-screen devices. Compared to Netflix, YouTube has a lower dwell time but a higher viewing time.

Daily dwell and viewing time Q4 2022 in minutes

Svizzera Italiana ties for most viewers

As already seen in the previous quarters, significantly more people in Svizzera Italiana are reached via traditional TV via big screen than in the other language regions of Switzerland. In contrast to the last quarter, this picture is also evident in TV usage via small-screen devices. In contrast, there are hardly any differences between Suisse Romande and German-speaking Switzerland.

Daily reach Q4 2022 by language region in percent

TV achieves highest reach in almost all age groups

The fourth quarterly report 2022 shows that traditional TV has the highest daily reach among almost all age groups. Only among 15-29 year-olds does YouTube score with the highest reach. YouTube tends to be popular with the middle age groups and increasingly also with older age groups, while Netflix primarily reaches the middle and younger age groups.

Daily reach Q4 2022 by age and gender in percent

Daily reach Q4 2022 by device in percent

As part of its TV research, Mediapulse publishes a quarterly Streaming Data Overview with the aim of providing an independent, cross-platform and comparable database for the use of TV and other moving image offerings. The distribution and use of relevant video and streaming platforms will be quantified and compared with the corresponding figures for TV use.

All quarterly reports and evaluations can be viewed on Mediapulse.ch.

For the 28th IHF Men's Handball World Championship 2023, held in Poland and Sweden, the venue had to be adapted to the sport and its fans. Long before the kickoff of the World Handball Championship, Krister Bergström, CEO of the Swedish organizing committee, announced online his vision of an unforgettable World Championship, saying: "We will place great emphasis on the event atmosphere on the final weekend in Stockholm. Our goal is to make the world stand still when the matches are played."

In order to create this event atmosphere, the project team from Nüssli Germany developed its own smaller World Cup arena within the Tele2 Arena football stadium for the nine matches of the Handball World Cup at the venue in Stockholm. On the one hand, the existing infrastructure of the Tele2 Arena could be used for the big event. On the other hand, the arena in the stadium did not offer half-empty spectator stands due to an oversized venue.

Construction work began just under two weeks before the Games in Stockholm. 26 trucks delivered a total of 450 tons of system material. Within 10 days, the project team erected a temporary spectator stand with 8,000 seats, which was integrated into the stadium's existing grandstand system and, with its rows of seats, formed its own custom-fit arena around the handball court. In total, 22,000 seats were created with the best line of sight for the fans.

Today handball grandstand, tomorrow medal podium

The decision to use the infrastructure of an existing stadium and temporarily adapt it to the needs of one's own event should contribute to sustainability. In addition, the material used for the stands and the other temporary infrastructures moves in a continuous cycle from event to event over the years. In the system construction method, any type of temporary structure can be flexibly planned and implemented for any size of event and dismantled after the event without leaving any residue. Thus, construction elements that just formed the grandstand at the World Handball Championships may be in use weeks later in the medal podium of a ski world cup race.

The Gisler Protocol is an initiative for the multifaceted representation of gender in marketing, advertising and communication. The Gisler Protocol 2021 was launched by Annette Häcki and Nina Bieli from Jung von Matt (Werbewoche.ch reported).

In the meantime, the Gisler Protocol is an independent association with over 120 members and an eight-member association board, in which various regions of Switzerland, different agency sizes and the Leading Swiss Agencies are represented.

In a survey, the association asked its members why they are involved and what has changed with the Gisler Protocol since they joined.

Why are you involved in the Gisler Protocol?

"There needs to be a change in thinking and old patterns need to be broken. That's where a sign is needed. That's why!" - Boff Film Production and Video Production

"Representation is important and natural for us. That's why we pay attention to points of protocol during internal feedback loops." - Carmen Schoder, Partner & Communications Consultant at Feinheit

"It's not enough to include women*! The Gisler Protocol creates more awareness in our copywriting." - Giant Red Communication

"Because it is important that diversity and true equality become consciously visible and perceptible. Always and everywhere." - Marlies Eggen, consultant & owner at Me.kommunikation

"With the Gisler Protocol, we create more awareness and sensitization for the topic - in the team and with our clientele." - Desirée Moor, Head of Services at Whatwedo

"To agree is not enough. The protocol helps us in the SME segment to show that certain ideas are outdated. And it gives our feedback more weight." - Andi Gentsch, Co-Managing Director at Office for Refreshment

"The protocol reinforces my attitude to always point out the importance of inclusive language in text and images to clients." - Jrene Rolli, UX Writer & Copywriter at Hello Jrene

"'No man is a potted plant' - what an apt image in one sentence! This principle on imagery has further sensitized us." - Raphael Bühler, CEO & Partner at Bühler & Bühler

"The concerns of the Gisler Protocol are important. Our awareness has increased and we are questioning certain things more." - Thomas Frommelt, Owner & CEO at Propaganda Marketing

What has changed for you since you joined?

 "We try to map protocol in our ideas, concepts and stories - whether it's through language or appropriate gender representation." - Newsroom Communication

"We have a responsibility because we reach a lot of people. There has been a real increase in awareness with us. Not just externally, but internally as well." - Diff. Communication

"Inclusive language and breaking stereotypes are important not only in advertising, but also in digital products and the IT industry." - Apps with love

"Wherever possible, we want to raise awareness among our customers! And also internally we have more exchange on the Gisler Protocol topics since joining." - Nina Vagli, Consulting & Member of the Executive Board at McKinivan

"The Gisler Protocol represents an important message to drive change. It supports us to continue the way we are going." - Premotion

"The protocol serves as a guardrail for us in developing ideas. And it helps us argue for gender-diverse copywriting with clients." - Laura Marti, Copywriter & Owner at Inyourface

"It's a good way to sensitize our team. We're much more mindful of language and stereotypes." - OnlineKarma

"Using inclusive language and avoiding role stereotypes - that's important to us as a political communications agency." - Polsan

"We see it as our responsibility to make a positive impact with our work. Since we've been a member, we talk about it more - even with clients." - Ogilvy

"Thanks to the Gisler protocol, our commitment is now more visible. It has also led to greater commitment from all employees." - Patrick Zinsli, Key Account Management at Cmsbox

"By joining, we are committing to inclusive communication. We are more aware of the Gisler Protocol issues in our work." - Core Fire

"The engagement in the Gisler Protocol helps us to create awareness for the topic internally and to show its importance." - Daniel Frischknecht Knörr, Managing Partner at Eyevip Cloud

"I was shocked at how advertising has transported role models in recent years. With our engagement, we can influence it from now on." Lea Masserini, Head of Communications at Zone B

"The issue of equality is becoming more consciously part of everyday life - and I know that I'm not alone in my efforts." - ropetexts.ch

"With every assignment, I consciously also think about the implementation with 'Gisler Protocol glasses'." - Rea Wittwer, Copywriter, Concept Designer & Journalist, Rea Wittwer Text und Konzept

"It's good to know that something is happening in society and in the communications industry - that we are part of a movement that is changing the world." - Adrian Hanselmann, Copywriter & Strategist at BMQ Partners

"Internal awareness and active engagement ensure multi-faceted gender representation in our work." - Pink Ideas Network

"Because the cliché kink is long overdue and we as agencies can - and must - all actively do something about it!" - Elmar Müller, Partner and Strategy Director at Solid Identities

"Inclusive language should not be seen as extra sausage, but as a matter of course. Let's get the potted plants talking! :)" - Nathalie Stöckli, owner/copywriter at Minestrone PR & Communications

On three colorful poster sujets and in various moving image formats for DOOH, web and TV sponsoring, the Swiss online retailer Brack.ch shows that it also supplies the right product for people with great hobbies and passions. Whether for convinced BBQ chefs in impressive outdoor kitchens, obvious lovers of avocados or gamers who not only live for the latest trends on Twitch and Co. but have long since developed a soft spot for good old 8-bit retro classics: Brack.ch positions itself as a company that supplies the right products for very different people in Switzerland.

Together with the artist collective "Golden Retriever", three colorful and entertaining worlds were created under the direction of Zimmermann Communications and Compresso. The OOH subjects and the associated films and TV billboards are intended on the one hand to show Brack.ch's impressive product diversity and depth of range, and also to convey the joy and excitement when the right product is delivered quickly and easily and unpacked at home.

The three OOH subjects and films can be seen in German and French-speaking Switzerland.

Responsible at Brack.ch: Simon Thoma (Head of Marketing), Sandrine Knechtli (Head of Marketing Communications), Olivier Pasche (Head of Marketing Creation). Distribution: Corina Räber (Head of Communications), Stefanie Zimmermann (Marketing Manager Communications), Viktoria Wörndl (Head of Social Media), Pierre Bohren (Head of Media), Claudia Schären (Marketing Manager Media). Responsible at Compresso: Fridolin Stauffacher (overall responsibility), Michelle Müller, Luisa Villiger (consulting/project management). Responsible at Zimmermann Communications: Rolf Zimmermann (Strategy/Art Buying), Christoff Strukamp (Creative Direction), Julia Hofmann (Art Direction), Lara Cavelti (Project Management). Production: VisualEyes (Natalija Fallocca, Nathalie Furrer), Photo/Film/Postproduction: Golden Retriever, Stockholm (Niklas Alm, Per Björklund, Philip Tolgén), Karin Frey (Styling Set).

After the regions of Eastern Switzerland (FM1Today), Central Switzerland (PilatusToday), Aargau (ArgoviaToday), the regions of Zurich (ZüriToday) and Bern (BärnToday), the regional Today content is now also available for the regions of Solothurn, Oberaargau and Olten on 32Today.

A diverse team with strong roots in the region has been recruited for CH Media Entertainment's latest Today platform, according to a statement. The editorial team, which works convergently, will be led - as was already the case at the communicated last year - Manfred Joss, who also acts as Editor-in-Chief of Electronic Media Solothurn. The 43-year-old has already been working for Radio 32 since 2011, most recently as program and editorial director. In his new role, he is responsible for the current eleven-strong Radio 32 and 32Today editorial team and reports to Oliver Steffen, Editor-in-Chief Regional Electronic Media.

The EqualVoice United network was launched a year ago to advance gender equality in business (Werbewoche.ch reported). The network is from the Ringier initiative EqualVoice which campaigns for more visibility for women in the media.

On Tuesday, another five Swiss companies - Credit Suisse, Farner, Energy Group Switzerland and On - committed to working together to make gender equality a reality in the Swiss workplace. They join the ten companies that have already been part of EqualVoice United since its inception in January 2022: Bank Cler, Ebay, Insel Group, ISS, Mastercard, Migros, Oerlikon, Swiss Post, Sunrise UPC and Ringier Axel Springer Switzerland.