The Hallenstadion Zurich hosts concerts, shows and spectacles. "We are pleased to continue working with APG|SGA and to create new synergies for unique advertising presences," says Philipp Musshafen, CEO of Hallenstadion Zurich.

In the coming months, the multifunctional event areas will be completely digitized in stages. The plan is to provide advertisers with over 100 event e-boards from summer 2023. The locations are to be strategically distributed at various levels and in future will accompany the target groups with an affinity for consumption with moving images throughout their visit to the event.

The Corona virus, the climate crisis, the war in Ukraine, the demonstrations in Iran and the energy crisis inspired Swiss cartoonists this year. Almost 50 of them, French- and German-speaking, exhibit five of their works each in the museum.

Pointed and easy to understand, they dare to bring satire to a crisis with a meaningful image. It's like a medicine for all these crises, said museum director Jacqueline Strauss.

The association Gezeichnet has organized an annual exhibition of the best press drawings of the year since 2008. For the eighth time it is now held at the Museum of Communication. The exhibition lasts until February 26, 2023.

Drawn 2022 is under the patronage of the satire portal Petard. At the vernissage on Thursday, Federal Councillor Viola Amherd and National Councillor Flavia Wasserfallen will be guests of moderator Sandro Brotz. (SDA)

 

The same US parent company holds a stake in Hellofiber as in the telecoms provider Sunrise. Hellofiber provides fiber-optic networks to private households, businesses and public institutions. In a very short time, Evoq developed the brand identity and the complete marketing strategy with the corresponding communication media.

The core of the design concept is the brand flower, the light dots and a series of primary and secondary colors, which are intended to ensure a diverse and eye-catching appearance. A specific marketing toolkit was put together for marketing. It contains tools, processes and resources based on the S, M and L principles. Depending on the expansion area and the task at hand, marketing measures can be implemented quickly, efficiently and in line with local requirements. The respective campaign planning is structured in three phases.

First, the brand is to be made known in the clearly defined target area. Then the product portfolio is penetrated and the uniqueness of the offer is emphasized. Finally, the phase of scarcity follows with time-limited promotional offers and benefits according to the principle of "now or never".

Communication takes place via digital channels such as the website Hellofiber.com and digital advertising media, but above all also via OOH measures, scatter mailings, direct mailings, and advertisements in local media.

Just in time for the Christmas season, Basler Zeitung presents its gift idea in a programmatic sales campaign. The design originates from the Previous campaignbut receives a Christmas update and shows the product as a hero. This is how shimmering promotional products made of Christmas ribbons and mobiles are created to attract attention and create a Christmas mood.

The campaign has been running on social media and DOOH in the Basel region since the end of November.

 

 

 

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Responsible at Tamedia: Isabella Wohlwend, Olivier Goetschi. Responsible with Mona and Mateo: Sheena Czorniczek, Luc Sohm, Tabea Ott, Hannah Mey, Otis Horiuchi, Joëlle Frutiger, Mona Fluri, Mateo Sacchetti. Photography: Matter of opinion. 3D animation: Studio Yang. Overall animation: Visual Fantastix. Media: Dept Agency.

Cross-country skiing is fun, even if you can't do it (yet). This is the motto under which the Lenzerheide vacation region is launching its cross-country skiing campaign this year. To create an incentive to try out this sport for the first time, the vacation region Lenzerheide raffles a cross-country skiing weekend for two personsThe biggest cross-country skiing muffle and his companion, including cross-country skiing course as well as fondue and mulled wine fun.

Prominent support of the "comedy men

Comedian and presenter Stefan "Büssi" Büsser and his colleague Michael Schweizer have also never been on cross-country skis before. The two ventured onto the narrow slats for the first time as part of the cross-country skiing campaign of the Lenzerheide vacation region in collaboration with Salomon. As expected, little practiced, but all the more amusingly commented. With the support of biathlon pro Selina Gasparin, however, the two still managed to complete an entire lap in the Roland Arena in Lantsch/Lenz.

Baden and the region has a lively cultural scene and stands out as both a conference and recreation destination. Baden's extensive offerings are popular with guests and locals alike.

In order to better exploit this potential, tourism stakeholders have joined forces in the new TourismusRegion Baden AG (TRB). The foundation was completed on Wednesday evening. The founders wrote in a press release that a new age of tourism is dawning: "The joint-stock company will not only actively market the unique diversity of the destination, but will also bundle the forces of service providers, local authorities and economic partners in an efficient and dynamic way.

Partners from tourism, business and politics on board

"Strong key partners from a wide range of sectors will be an essential factor in the success of the new organization," explains TRB Board of Directors Chairman René Kamer. In the new AG, the business community and other stakeholders are directly involved and bear corresponding responsibility.

The new shareholders include IG Hotels Region Baden, the City Com association, the Bad Zurzach + Baden Health Promotion Foundation, the Grand Casino Baden, the Kulturaktiv association and Eglin Immobilien. They are all convinced that the joint marketing of the Baden & Region destination will greatly increase its profile and popularity. The municipality of Baden is not a shareholder in the AG. There is a performance agreement between the municipality and TRB, which is intended to ensure cooperation and also the right to a say through the seat of Markus Schneider as mayor on the board of directors. The service agreement is initially limited to four years.

"Added value for all"

TRB wants to present the cultural and spa city as lively, warm, innovative and enjoyable. With innovative spirit and commitment, the new, innovative organization should strengthen the destination, position it better, use synergies and thus increase the added value in the region.

"I am pleased, the marketing will be done jointly in the future - this not only strengthens tourism, but leads to added value for all," the newly elected TRB Managing Director Mirko Capodanno is quoted in the release. Finally, this joint, open and holistic thinking will create a genuine culture of welcome and hospitality.

The tourism organization founded on Wednesday will now start its activities and the operational outsourcing from the city promptly. All employees of the competence area tourism of the city of Baden will transfer to the new organization. The board of directors is composed as follows:

• René Kamer, Chairman of the Board of Directors ThermalBaden, Chairman of the Board of Directors
• Susanne Slavicek, Member of the Board Verein Kulturaktiv, Vice President
• Jessica Schmiederer, IG Hotels Baden + Region
• Michael Wicki, President City Com Baden
• Rainer Blaser, Director Health Promotion Foundation Bad Zurzach + Baden
• Michael Böni, CEO, Grand Casino Baden
• Werner Eglin, Board of Directors Eglin Group and representative MICE
• Markus Schneider, Mayor of the City of Baden

The managing director of the TourismusRegion Baden is Mirko Capodanno and the deputy managing director is Stephanie Kiener, who previously headed the tourism competence area at the city of Baden. The tourism team also consists of six other employees.

The shortage of skilled workers is also noticeable in Langenthal in the Upper Aargau. The family-owned company Güdel, which offers solutions for industrial automation, is also affected by this shortage. But instead of moping around or outsourcing mandates after grueling pitches, the company has taken matters into its own hands and launched two recruiting campaigns, which it says have been very successful.

Both campaigns focus on the call for action and the authentic ambassadorial role played by the company's own employees. The first campaign in late fall focused on "I'm looking for you", the second since mid-December on the call to "Come to Güdel". In the implementation, OOH measures, classic flyer campaigns and various social media channels are targeted and in-house media and info screens are used.

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Responsible at Güdel: Till Güdel (Director Marketing & Communication), Matt Roth (Digital Marketing & Communication Manager), Lars Lanz (Global HR & Transformation Manager), Ivo Chiarotti (Communication Designer), Daniela Uebersax (Head of Apprentice & HR Business Partner), Pascal Gilomen (HRM Intern) and Fiona Dooley (Marketing & Communication Intern).

Werbewoche.ch: Nicolas Hostettler. Since a few weeks, you are Managing Director - or conservatively speaking: Managing Director - of Sir Mary. The position was created for you; previously, you worked at the agency as Strategy Director and member of the Executive Board. What tipped the scales for the promotion?

Nicolas Hostettler: Good question (laughs). Until now, as you rightly said, I was in charge of our strategy team - that was a very exciting task, combining more traditional advertising and digital topics. But because I'm also a member of the management team, I've also been able to exchange ideas with my colleagues on an ongoing basis: What does the agency need? How can we optimize our processes? And a few months ago, it became clear to us that there now had to be someone who could take over the day-to-day management of the agency. After all, we've grown a lot ...

 

If I am informed correctly, Sir Mary currently has 40 employees.

It even goes up to 45, and that of course needs different structures and different processes than five years ago, shortly after the founding. We don't want to get into the typical processes of large agencies, we don't want to establish a bureaucracy. In my opinion, our special spirit is still the main reason why customers come to us - but we have to optimize our organizational framework. And that's what I'm responsible for now.

 

Does that go together? Scaling, structured process management - and still a "spirit" of the beginning?

The good thing is that I am very lazy (laughs). My mother always told me, "Nicolas, it's insane what a minimalist you are!" It sounds strange, but I really believe that the combination of minimalism and ambition is just right for my new role. On the one hand, I don't want to be a part of anything, don't want to create anything that bores me. On the other hand, I don't feel the need to create complex processes at all, but always want to keep everything as "lean" as possible - so that we remain faster than most of our competitors.

 

Do you want Sir Mary to grow even further - or are you keen to maintain the status quo?

We don't have to keep growing at any price; scaling as an end in itself has never been our strategy. Nor, by the way, when we launched five years ago: We never set a target and said, "So, by the end of 2022, we have to have more than 40 people on the team!"

 

... but the agency has grown organically, with your budgets.

Yes. If you want to make really good stuff that you can be proud of afterwards and that really works, then today you need many different specialists working closely together. And if more and more exciting brands want to work with you, then the team grows quite automatically. Our approach is also hard to implement in a small team.

 

Can you elaborate on that?

We are active in different fields that belong together for us today. We are a creative and media agency and follow the credo "digital first" in everything we do. Sounds simple, but it's incredibly complex to implement. "Preservation" is the completely wrong word to describe our approach. Fortunately, we are constantly changing in order to guarantee the best and most up-to-date offer for our customers.

 

"Ageism" is in order neither one way nor the other, yet one can hardly avoid addressing your age: at 31, you are already Managing Director of a medium-sized company. Do you sometimes wonder yourself how quickly that has happened?

I am incredibly grateful for my career path. I think my greatest good fortune was that I knew very early on what I wanted to do. And with my first job, I found the people who believed in me and with whom I still enjoy working today. That's the best gift you can get. But yes, I understand the question and it was even rather uncomfortable for me for a while! I became a partner at Sir Mary when I was just under 25; even before that I was handling very large accounts. Sometimes before pitches or important meetings I would get a queasy feeling, "What if someone questions your competence based on your age?" Today, the next generation uses "being young" as a USP. For me, it's simply not an exciting topic, except when I tease my business partners about our age difference (laughs).

 

What kind of atmosphere should prevail in your agency - with your involvement as Managing Director - to enable excellent work?

An atmosphere of courage. We want to be as "encouraging" a workplace as possible. That means being empowered in your own ideas; daring to speak up, daring to rebel against the status quo and try new things. At the end of the day, we're service providers, sure, and that makes us to some degree other-directed. But within that alienation, we want to establish as much self-determination as possible. This is already evident in the change in our spatial structures: In the beginning, we virtually all worked at one long table; there was a lot of friction, a lot of energy, everything was insanely close together. Today, people can work from wherever they want. As long as they feel they can deliver the best work there.

 

What milestones in the past five years at Sir Mary do you look back on with particular fondness?

I will never forget our early days. I remember well that we didn't even have an office yet and in the kitchen of Flo [Florian Beck, Co-Founder and Chief Creative of Sir Mary, ed.] sat when the first call came - it was Samsung with the request to challenge the name for the then new Samsung Hall. Disclaimer: It has remained with exactly this name (laughs). Then our first major campaign for Sharoo, for which we were able to recruit Stephan Remmler from Trio ... there I was standing on the set and thinking: "Crass, this is all really happening". One manifestation of how far we've already come since then was the result in this year's advertising agency rankings. First place in the digital and consulting categories, a razor-thin second in the overall ranking. That made me very proud.

 

We are living in enormously challenging times - crisis, war, recession and inflation are also affecting our country. How do you think the communications industry in Switzerland will develop in the coming years?

At the moment, everyone would like to have a crystal ball - me too. But we all can't predict what's going to happen. Of course, if the economy as a whole takes a turn for the worse, that will have an impact on the communications industry. That's why it's safe to assume that our business won't get any easier. But I see plenty of cause for optimism for Sir Mary. Our claim "We decomplex digital." is still highly topical. The entire world has become enormously complex, and the challenges have multiplied. Our mission remains the same: we must find new solutions for dealing with complexity, different demands, and even contradictions in day-to-day business. And we have to do this at the content level, where we have to translate difficult topics for the target group into implementations that are as simple as they are ingenious. But also on a process level, where creative excellence has to work faster, cheaper and more tailored. So we'll probably even have more work to do.

 

Let's formulate the look into the future as a vision: When we meet again for an interview in five years, what will we talk about then?

By then, a lot will have happened. You will ask me: "What is the human being still doing? What does the machine do? And wouldn't an AI make a better managing director?" (laughs) In general, we will talk a lot about artificial intelligence: I just showed the adschool student:in the results of different versions of an AI tool for image creation - and of course asked: "How much time do you think passed between the development of version 1 and version 4 of the tool?" The qualitative differences of the images are enormous, so the average guess was a period of several years. In truth, however, it has been only months! It is hard to imagine what will actually happen in five years, when you see the development of the last weeks and months. People will not become obsolete, but they will get a lot of machine help. Which, by the way, we will also need in order to master the complex challenges even better and faster.

 

What about your wishes?

My wish for the agency is that we will talk about many fascinating works, that you will ask me about our secret, why both employees and clients have been working with us for so long and that I will still be able to give the same answer: it is because of the Sir Mary Spirit.

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* Nicolas Hostettler studied media science and combines various communication disciplines in his career: Digital consulting, creation and media. At the age of just under 25, he became a partner and head of strategy at Sir Mary and played a key role in building up the agency. Since summer 2022, he has led the agency as Managing Director. 

As it says in Tuesday's newsletter, Oliver Fuchs is giving up the editorship of Republic at the end of 2022. This was announced in a newsletter on Tuesday. He had in February taken over by Christof Moser, previously he was deputy editor-in-chief since May 2019 (Werbewoche.ch reported).

Because "every position after editor-in-chief is a strange one," Fuchs will be the Republic at the end of February, according to the newsletter. The magazine regrets that nothing permanent has resulted from the interim solution. Oliver Fuchs had "done a convincing job" and "organized a minor generation change behind the scenes with energy, alertness, and friendliness.

With Fuchs' resignation, the recruitment process for a definitive editor-in-chief, which has been underway for some time, becomes even more urgent, writes the Repubic further, hoping for "as long-term a solution as possible."

On the other hand, there is good news from the management. "Katharina Hemmer and Amanda Strub, who had taken over the management ad interim since September, are now doing so definitively," says the newsletter.

In 2012, three young Swiss software developers decided to program their own independent short message app for themselves and their friends. They wanted a chat app that they could use with a clear conscience, without having to expose themselves to commercial data collectors and government surveillance.

Ten years later, Threema says it is the world's best-selling secure instant messenger, and using the app has become a statement. The messenger is celebrating its anniversary with a short film that takes a humorous look back at the past ten years. Peppered with interesting insights - and a good dose of self-irony - those responsible make it clear that they are not prepared to compromise when it comes to security and privacy. At the same time, however, they make no secret of the fact that Threema does not always take itself too seriously, as its billion-dollar competitors from Silicon Valley sometimes do.

The film premiered at Threema's anniversary event and is now being played out on various digital channels.

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Responsible at Threema: Roman Flepp (Head of Marketing), Dieter Boller (Concept, Script, Creative Direction), Jovica (Edit, Postproduction), Aron Marty (Sounddesign), Stefan Nobir (Soundmix).

At the heart of the brand awareness campaign, in addition to various moving image formats, is a main film, which on the one hand is intended to draw attention to the current environmental problems in the fashion industry and on the other hand also to present possible solutions.

Rework wants to raise awareness for sustainability when buying textiles and has therefore dedicated itself to the re-design of second-hand clothing. Nutshell has used the guiding principle "The world doesn't need another clothing brand, but a better alternative" as a conceptual starting point, which it has further developed and refined.

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Responsible at Rework: Marcos Perez (Art Direction, CMO), Laura Weber (Design), Members of the Executive Board Responsible at Nutshell Films: Yves De Prà (Concept, Direction, Production), Aaron Markus Graf (Camera), Simon Wottreng (Head Lighting), Xheni Alushi (Lighting), Nadja Crosina (Head Set Design), Lina Doll (Set Design), Simone Enkerli (H&M), Lino Kalt (1.AC), Magnus Langset (Edit), Remote Sound (Sound Design, Mixing), Igor Burgstaller (VFX, Retouch). External partners: Scout Model Agency.

For the first time in the history of arugula, consumers were able to experience the cooking and molding process live at the point of sale. At the same time, the Ricola candy chefs imparted interesting facts about the brand.

The promotion was to focus on the quality of the raw materials used as well as their careful processing and to present them at the POS in a brand-appropriate way. A richly detailed brand presentation rounded off the experience; among other things, the 13 herbs of the Ricola herb mix were presented in a raised bed at the stand. Strong visibility elements, high merchandise pressure and matching sales offers with discounts and add-on promotions were intended to provide additional purchase incentives.

USP was entrusted with the overall responsibility for the live marketing activation and was responsible for the project management from the concept, development of the booth and brand appearance to ensuring the logistics and the professional overall appearance on the surface. The POS campaign was captured in a mood film.

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Responsible at Ricola Switzerland: Fiona Wägerle (Senior Brand Experience Manager Switzerland & Travel Retail), Eren Karakus (Senior Key Account Manager Switzerland), Björn Christ (Director Trade Marketing & B2B). Concept & overall project responsibility: USP Partner. Stand construction and logistics: Eurexpo.