Together, Standing Ovation and the industry association developed a communication concept that will have an impact far beyond the anniversary year. The starting point for the collaboration was the realization that "we are living in the safest time in history - but it doesn't feel that way". At a time when objective security and subjective perceptions of security are becoming increasingly disconnected, trust is becoming the central currency.

The answer to this challenge is: "Safety is more than just a feeling." People can feel safe even though there are risks - or feel unsafe even though objectively there is hardly any danger. The idea makes this contradiction visible and encourages people to question safety in a new way. The SIA acts as an active bridge builder between the industry, politics and society. The concept is intended to show what role insurance companies can play in social change.

Cross-media concept

At the heart of the campaign is an integrated, cross-media concept that creates a variety of touchpoints: from specialist talks and educational content formats to initiatives in the field of educational work.

With the concept developed, the SIA is staging its 125th anniversary not only as a retrospective, but above all as an occasion for a future-oriented dialog. Jan Mühlethaler, Head of Public Affairs and Communication at the SIA, explains the strategic framework for long-term communication: "Today, security is redefined on a daily basis. As the Association of Swiss Private Insurers, we are committed to creating optimal framework conditions so that customers experience our industry as a prudent, innovative and trustworthy partner."

"Together, we used the SIA's 125th anniversary as a strategic milestone - not just to celebrate, but as a moment of repositioning," adds Thomas Volprecht, Head of Strategy at Standing Ovation. "With the guiding principle 'Safety is more than a feeling', we not only initiated a relevant social discussion, but also laid a solid foundation for future communication."

For several decades, web search engines worked according to a well-known basic principle: they presented a series of websites that matched the search terms. Users then looked for the information they were looking for themselves. However, this is changing with the rise of artificial intelligence. This is becoming clear at the latest now that the most popular search engine for years, Google rolls out the "AI search" function. The new principle: instead of presenting a list of possible results, the AI scans the pages itself and generates an answer text. Although Google lists the relevant sources, it is not uncommon for the AI answer to be sufficient for the user, so that they do not need to visit the source page.

Drastic decline

Fears to this effect had been voiced for some time, but only as a hypothetical scenario. However, with the roll-out of Google's AI search, it has become clear that this is more than just a theory. Small, independent website operators in particular are complaining about a sharp drop in traffic. This is reported by T3nwhich is based on a paywall article by Bloomberg refers to. The report features family businesses that lost 70 percent or more of their web traffic.

This loss is often accompanied by a decline in revenue, as can be seen in the case of the operator of a portal for outdoor and mountain tours. He explains in the report that in 2023 he was still generating a turnover of 250,000 US dollars, while he was now receiving welfare benefits. Bloomberg even mentions a travel blog that had to close down completely after its revenue fell by 90 percent within a year.

These losses are doubly painful because the AI models of Google and Co. draw on the content of these damaged website operators, among other things. T3n notes that Google met with a few website operators in the fall of 2024 to discuss the matter. The company apologized and praised the content, but did not present a solution, summarizes T3n summarizes the reactions of the participants. (René Jaun/dda)

This article first appeared in Netzwoche.

 

What ChatGPT, Perplexity, Gemini and co. generate is partly based on journalistic content. Access to this content is "usually without the consent of the rights holders, without transparency and without remuneration", as the Swiss Media Publishers Association VSM writes.

The fact that AI models are fed with journalistic products without clear rules is not only a thorn in the side of the local association, but also the publisher organizations from Germany, Austria and Luxembourg. At their annual DACHLUX conference, the associations therefore adopted the "Zurich Declaration". In it, they call on politicians and AI providers to act: they should create clearer rules for the use of AI with journalistic content.

What is the "Zurich Declaration" about?

Specifically, this concerns obligations in the areas of transparency, disclosure of sources, remuneration, responsibility and equal treatment of media. According to the paper, the demands stand for fair competition, which will continue to guarantee the supply of information to society in a responsible and legally compliant manner in the future. In the press release, the associations warn: "Without clear rules for the handling of AI with journalistic content, the journalism business model will erode. Intellectual property must be fully respected and the copyright protection of journalistic content must also be guaranteed in the digital age."

The five rules of the "Zurich Declaration" in full:

1. Journalistic content may only be used in compliance with the rights of the copyright holder and with full transparency regarding the type of use.
2. The sources of this information must be explicitly stated and linked in all search results and downstream offers.
3. The platforms must adequately remunerate the use of journalistic content. This should apply to both training and all techniques for the further development of generative AI applications such as RAG (Retrieval Augmented Generation).
4. The platforms and media publishers must enter into a dialog in order to find joint solutions against deliberate misinformation and disinformation for the purpose of manipulating users. International online platforms must take responsibility for their influence in the public sphere.
5. International online platforms must respect journalistic plurality and remain neutral towards it; they may not privilege their own content or the content of individual media; this does not affect the priority of content from editorially independent media that adhere to recognized editorial standards over content that does not meet such standards.

(René Jaun/dda/swi)

Declaration from Zurich

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This article first appeared in Netzwoche.

The "Minergie" label has been ensuring comfort, efficiency and climate protection for 27 years - in new buildings and renovations throughout Switzerland. Prejudices about the Swiss building standard have persisted for just as long. For example, it is said that you can't open the windows in Minergie buildings. The opposite is true: Minergie ensures a pleasant indoor climate all year round - with pleasant coolness in summer and cozy warmth in winter.

The Basel agency Kreisvier has created a campaign for Minergie that aims to charmingly refute these prejudices and get to the heart of the numerous advantages. It gives a voice to those who know best: the Minergie houses themselves. They become likeable testimonials and tell first-hand why Minergie is the climate-friendly solution for new buildings and renovations. It was important that the "faces" of the houses are clearly recognizable and at the same time remain architecturally credible.

The campaign is aimed at private clients as well as architects, planners, investors and real estate developers. It can be seen on social media, online and in trade journals.

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Responsible at Minergie: Rahel Guidice (Head of Marketing & Communication), Maja Dzakulin (Project Manager Marketing & Communication), Selina Heimann (Project Manager Marketing & Communication). Responsible at Kreisvier: Désirée Fuchs, Lisa Apolloni (Consultant), Nissrin Asri, Kristina Rieder (Interactive Media Designer), Amaru Eslava (Senior Art Director), Moritz Staehelin (Creative Director, Text).

As an experienced board member and entrepreneur, Bührer Fecker brings in-depth knowledge in the development of new business models as well as a deep understanding of consumers and social trends. Her perspective will help Tibits to remain innovative in the future and take advantage of new opportunities in the growing market for plant-based nutrition.

"We are delighted to have Regula Bührer Fecker, an outstanding personality, on board. Her experience and flair for contemporary developments are of great value to Tibits, especially at a time when sustainable nutrition and conscious consumption are becoming increasingly important," says Daniel Frei, Chairman of the Board of Directors of Tibits.

In the following interview, Regula Bührer Fecker talks about her new position on the Board of Directors, her perspective on the Tibits brand and the opportunities for companies in the field of sustainable gastronomy.

 

m&k: Regula Bührer Fecker, you are a new member of the Tibits Board of Directors. What motivated you to take a seat there?

The vision of Tibits has inspired me since it was founded: to make vegetarian and vegan food not only widely available, but also enjoyable and natural. I am delighted to be able to help shape this mission with my colleagues on the Board of Directors in the future.

 

What challenges can you provide help and advice on?

With everything that keeps Tibits busy. The task will be very varied and exciting.

 

You have been shaping the Swiss advertising industry for decades. What motivated you to take the path of communication strategy?

When I started working in advertising, I didn't even know that "strategy" existed as a discipline in its own right. Even at one of my first employers - Jung von Matt, then still "Honegger von Matt" - there were no dedicated strategists around the year 2000. It was consultants with an affinity for strategy who developed briefings, concepts and presentations. It was precisely this part that fascinated me from the very beginning. So I focused on it: I trained further, gained experience abroad and consistently deepened my strategic thinking.

 

Your approach is based on human insights and innovative concepts. How do you find the balance between creative innovation and the need to address target groups effectively?

It is clear to me that relevance for the target group is non-negotiable. That's where the scope for creativity lies, like we reach people. Innovation often arises when we take a close look at what really moves people - and then find a surprising, new way to respond.

 

In your career, you have supported numerous companies - from start-ups to large corporations. What challenges do you see in developing communication strategies for different company sizes?

I like switching between worlds - but it requires empathy and adaptability. You always have to rethink yourself: the culture, the resources, the objectives. There are always competitors with bigger budgets or sectors with louder voices. My job is to show organizations how much they can achieve with their resources - and how courage can multiply these resources.

 

You are described as one of the most astute and creative advertisers in Switzerland. What qualities do you think are crucial for success in the industry?

The courage to get to the heart of the matter, to trust your own opinion and to expose yourself. Without buckling at the first headwind.

 

You repeatedly emphasize the aspect of humanity in communication. How do you define this term - and why is it so important for the success of brands?

Humanity means triggering resonance. The best campaigns touch us - they strike a chord within us. This requires a keen sense for the zeitgeist and nuances, for real needs.

 

Your work often involves supporting transformation processes in companies. What role does communication play in successful change?

A central one. Change triggers uncertainty - good communication can provide orientation, create trust and release energy. If it is honest, clear and close to people, it becomes a lever for real change.

 

Your company, La Stratégisteis known for its customized solutions. Can you give us an example of a particularly challenging project?

No, it's still too early. I started two months ago.

 

You are celebrated as a role model for young women in the industry. What role does mentoring play in your work and how do you promote young talent?

Thank you very much for your kind words. I think I'm good at listening and getting to the heart of things, even if it hurts sometimes. Once this point has been overcome, it's about thinking together about solutions that suit the other person and the challenge.

 

You have a keen sense for social trends. What trends do you see in the communications industry that companies should take into account in the coming years?

Many companies are stuck in a performance corset - everything is geared towards short-term KPIs and the money is tied up too much in Silicon Valley. As a result, long-term brand development and the connection to the Swiss public fall by the wayside. I believe that Swiss advertisers urgently need a new balance between performance and local relevance. And more self-confidence and courage again.

 

What are the values that you live by every day at "La Stratégiste" and incorporate into your work - and how are these reflected in the projects?

It makes me happy when customers say goodbye and tell me that we were able to solve something together and that my contribution has helped them noticeably.

In the podcast, Clarissa Haller emphasizes the growing importance of stakeholder management, internal communication and personalization in order to involve employees and use them as ambassadors. To this end, AI should not only generate texts or provide translations, but must also be used more strategically.

An example from her time at Siemens illustrates this: There, she developed an AI tool that suggested personalized content from internal communications to employees - an approach that Haller believes is still unused in many companies.

Haller does not see the role of communicators as being threatened by AI, but rather expanded. Creativity and strategic thinking remain indispensable, while AI takes over repetitive tasks. She sees new opportunities in internal communication in particular: in times of working from home and a shortage of skilled workers, it will be crucial to address employees in a targeted manner and make the corporate culture tangible.

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The video podcast "AI and Society - Paths into the New World" is produced by the Swiss Text Academy, which also offers courses on artificial intelligence. Two episodes are published monthly, on Spotify , Youtube and other podcast platforms.

As part of the strategic realignment under Director General Susanne Wille, SRG has created the new position of Head of Transformation. Vincent Aebi will take over this position with immediate effect. The decision was made on Wednesday by the Board of Directors at the nomination of Susanne Wille. In his new role, Aebi will be responsible for the operational management of the ongoing "Enavant SRG SSR" transformation process, which includes key sub-projects in the areas of offering, organization, ecosystem, technology and finance (Markt-kom.com reported).

A graduate in finance and economics, he most recently worked as an independent entrepreneur in various sectors. Prior to that, he worked for Infront Sports & Media for several years, where his roles included Chief Operating Officer of Infront X and Director Business Development with a focus on rights acquisition and M&A. Aebi began his career in 2010 at McKinsey & Company in Zurich. He holds a Master's degree in Banking and Finance from the University of St. Gallen and an MBA from Insead Business School.

CEO Susanne Wille praised the appointment: "Vincent Aebi has a clear view of the future and an entrepreneurial mindset. He not only brings with him a wide range of professional experience and extensive specialist knowledge, but also the ability to make a difference in complex changes."

Pernet remains involved

Aebi will take over the operational management of the "Enavant SRG SSR" project from Nicolas Pernet, Director of Radiotelevisiun Svizra Rumantscha RTR, who has held the role on an interim basis since the start of the project. Pernet will remain involved in the transformation project.

With the appointment of the new function, SRG is pursuing the goal of further developing its structures in a targeted manner as part of the ongoing transformation - without increasing the number of staff in the Directorate General.

Three new double-sided City ePanels have recently been installed in the old town of Schaffhausen. These were installed as part of a ten-year concession agreement between the city of Schaffhausen and APG|SGA. The digital advertising media provide space for both commercial advertising and urban content - half for each.

The six high-resolution 75-inch screens are located at highly frequented locations in the old town. Programmatic booking options allow advertising content to be displayed flexibly and in a targeted manner. At the same time, the city uses the screens to inform the public about current events and cultural offerings.

The content is managed by the city itself via the APG|SGA content management system. This allows references to cultural events to be adapted quickly and easily - a function that is particularly useful for changing programs or announcements at short notice.

APG|SGA sees the project as a contribution to networked, sustainable outdoor advertising. The digital City ePanels are powered by 100% green electricity and require no investment from the city. At the same time, the solution enables local, national and international advertisers to have a presence in the old town of Schaffhausen.

Jung von Matt Impact joins Zurich agency The Generation Media. The move marks the continuation of a collaboration that has grown over the years and has already seen over ten joint client mandates. The two agencies bring different strengths to the table: Jung von Matt Impact stands for digital marketing solutions, while The Generation Media pursues a broad all-media approach.

The merger will enable customers to benefit from cross-channel consulting and implementation - from social media, display and video to traditional media and performance marketing. The 27 specialists involved will continue to work in well-coordinated teams at two locations.

As part of the investment, Jung von Matt Impact is acquiring shares in The Generation Media. However, the two agencies will retain their "boutique character" and their operational structures, as stated in the joint press release. Matthias Städeli will become Managing Director of The Generation Media, Petra Kreussler will remain President of the Board of Directors.

"Like The Generation Media, Jung von Matt Impact is fully committed to customer success. We are united by the aspiration to generate the highest quality every day," says Kreussler. Benjamin Herz, Managing Partner of Jung von Matt Impact, also emphasizes the strategic fit: "With this step, we are combining two media agencies in such a way that they ideally complement each other in their services for our clients: The digital power house Jung von Matt Impact with the all-media approach of The Generation Media."

This year's sessions focused on topics such as AI-supported tools, new content formats and innovations relating to VR, AR and new media. Meta offered insights into its AI systems for automated creative generation, while Google presented the latest advances in Gemini. These technologies are not only changing the world of advertising - they also demand a new understanding of creative work and data-driven strategy.

AI as a key competence

The lesson learned: Those who want to remain relevant in the future must not only use AI, but also be able to apply it correctly. Prompting, creative automation and strategic data interpretation will be key success factors. The Dreifive agency sees itself in the role of enabler here - with in-depth expertise, direct platform access and a willingness to break new ground.

Inspiration through diversity: focus on customer cases

A highlight of the trip were case presentations from companies such as ÖAMTC, Rossmann and C&A. The strategies and learnings they presented showed how versatile modern campaigns can be today. They also reflected how important it is to have the courage to test and adjust - and to set new standards in the process.

For Dreifive, the trip to Dublin confirmed once again: if you want to be successful in digital marketing, you need tools, strategic thinking, innovative spirit and platform proximity that enables you to recognize trends at an early stage, critically evaluate them and translate them into market-relevant strategies.

The audio advertising broker Swiss Radioworld is expanding its offering to include Energy's digital audio inventory. This includes the streams of the Energy radio stations in Zurich, Basel, Bern, St. Gallen and Lucerne as well as exclusive web-only channels.

The streams are "Shake Me enabled". With this interactive function, users can trigger reactions in the stream through various actions, such as shaking the device. It is often used to offer personalized advertising and interactive audio content.

"The integration of our digital audio inventory into the Swiss Radioworld network offers us the opportunity to further increase the visibility of our content. We see great potential in the expanded collaboration and are convinced that this partnership will offer national advertising customers clear added value," says Kevin Gander, CEO at Energy.
"The extended partnership with Energy enables us to significantly expand the portfolio for our customers," adds Ralf Brachat, Managing Director at Swiss Radioworld. "By integrating the digital audio inventory, we can address the needs of our customers in an even more targeted manner while further strengthening our competitiveness in the cross-media advertising market."

The Digital form of the annual report enables a new multimedia experience: a good mix of text, images and video should bring the content to the point in a media-friendly way and with a sharpened target group focus. Tabbed browsing creates a better overview and enables target groups to find the information relevant to them more quickly.

According to Heinrich Leuthard, CEO of NKB, this innovation further strengthens the expansion of NKB's digital channels and creates real added value for its stakeholders.

In addition to hard facts such as key financial figures, annual financial statements and management report, the storytelling surrounding the financial year is also shown to its best advantage: under the motto "More of life", various highlights and the diverse commitment of NKB are presented in the form of exciting short stories. A separate sustainability report is also included for the first time.

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Responsible at Nidwaldner Kantonalbank: Daniel Fuhrer, Head of Marketing & Communication; Simon Zumbach, Head of Communication. Responsible at Blueheart: Olivier Kilchherr, CD Art; Hanno Lietz, CD Text / Concept; Daniel Bachmann, CDO; Vanessa Mentha and Gregor Meyer, Consulting; Marianne Kieser, Marina Botic & Paula Di Battista, Graphic Design. Responsible at Previon Plus: Haris Besic, Head of Customer Success.