In the current, saturated digital ecosystem, attention is a crucial factor. To capture consumer attention, creativity is key. A current Study Shows that advertisers can increase awareness of their ads by 49 percent by optimizing them for the environment they are in (Werbewoche.ch reported).

The "Teads Attention Program" is designed to enable brands to optimize multi-screen reporting of attention in Teads Ad Manager. By integrating Lumen and Adelaide, two attention measurement providers, as well as eye-tracking and neuromarketing study provider Realeyes, Teads is building a toolkit to enable advertisers to increase effectiveness and business success.

Investigations of Dentsu International have shown that measuring attention is three times better at predicting results than viewability. Gradually, then, attention is becoming more important. Advertisers are now able to overcome some of the key challenges they have had in terms of ad spend. But to do so, Teads says they need to evolve and prioritize attention metrics in terms of buying, planning as well as measuring campaigns.

Creativity as a driving force

Creativity is needed to attract and retain the attention of consumers. Its importance for digital advertising is indisputable. According to studies, there is a difference of up to 17 percent in brand recall between good and bad creations. It has also been shown that about two-thirds of media effectiveness depends on creativity.

Advertisers also need to consider the context of ads as well as creativity. Placing ads around relevant content increases awareness while providing a better overall experience for consumers.

Positive UX influences attention

The user experience of a website also has a significant impact on attention. Users are more receptive to ads that are presented in a high-quality, non-cluttered environment. A larger, better thought-out ad has a much more lasting effect on memory than several small ads.

Consumers welcome having their attention captured rather than being forced to consume advertising. Voluntarily consumed advertising has a more positive impact on brand loyalty metrics - regardless of how long the consumer watches the ad.

Cooperation between Teads, KHC and Dentsu International

Teads' cooperation with KHC and Dentsu International, launched by KHC media agency Carat, is to further develop the "Teads Attention Program"". To this end, Teads and Carat are using the attention model developed by Dentsu with Lumen to measure the attention of the advertising target group.

Over a six-month period, this will gather and document key insights and understandings about the drivers and metrics of awareness for KHC's products. These new metrics will enable KHC to better and more sustainably optimize digital performance for future campaigns.

For several years, various Basel-based companies such as Endress+Hauser, Roche, BIS and Bayer have been in Ginetta's portfolio. In order to be closer to its local customers, the agency is establishing a location in Basel in 2023. "We want to strengthen digitalization in the Basel area and are convinced that with our expertise in digital strategy, UX design and software engineering, we can ideally complement the thriving local digital business," says Ginetta founder Simon Raess.

Peter Whinyates will set up the new site. The 44-year-old Basel native with English roots joined Ginetta in mid-November. Most recently, he was Managing Partner at the Wondrous agency in Basel and Global Creative Strategist at Art Basel. Prior to that, he spent almost five years at Team Marketing in Lucerne, where he was responsible for the design of the UEFA Champions League. Since graduating in Process Design at HyperWerk, Whinyates has been involved with several start-ups and, since 2020, has been working on the digitalization of the art world on the side as co-founder of the association "The Literoom".

Already in the awareness phase, Stuiq's measures are intended to provide drama, mysticism, excitement and plenty of entertainment. Under the motto "Trust your eyes", Stuiq lets the central signet float atmospherically above the night sky of Chur. The video is part of a comprehensive social media strategy and was played out on numerous digital networks.

The mood, visuals and tonality of the spot are also used in all other measures. In addition, promotional activities in the city are designed to create entertaining surprise moments.

The program of the grand opening was wide-ranging and tailored to young and old: magicians, stilt performers, puppet games, billiards, light shows, jugglers, an estimation contest and much more created an opening atmosphere on the 12,000 square meters of the new multiplex cinema.

Responsible at Blue Entertainment: Rahel Kuenzle (Head of Marketing Cinema), Linda Turan (Marketing Manager), Jeannette Hofer (Marketing & Content Specialist). Responsible agency: Stuiq.

Stefan Waldvogel has over thirty years of experience as a financial and business editor. Among other things, he was head of department at Cash Invest, editor at the magazine Balance with a focus on investment topics, and head of the economics department at the Lucerne Newspaper. The passionate golfer moves to Investtrends.ch from the Golf Magazinewhich he has been editor-in-chief for the past few years. Stefan Waldvogel studied economics, business administration and politics at the University of Bern.

Hanspeter Frey will provide interim editorial support for Investtrends.ch until the end of 2022. The former deputy editor-in-chief of Finanz und Wirtschaft will then continue to work for Investtrends.ch.

Investrends.ch is published by Publicontext and was launched in 2007 by communications consultants and long-time financial editors Christian Weber and Ralph Spillmann, who continue to provide editorial and organizational support for the platform. The platform is supported by around 30 partners from the asset management industry.

For the past four months, Finna has been responsible TikTok channel of the Spitex and nursing homes Graubünden. Videos from everyday life in the nursing profession were used to improve the image and attract new employees to a career in the nursing sector.

While Finna takes over the complete production and community management, own apprentices from Graubünden are in front of the camera. They give an insight into their everyday lives, provide information on possible further training and explain what their curriculum looks like at vocational school.

With authenticity to half a million views

According to the agency, the TikTok channel reached around half a million people organically within a very short time. The videos are published weekly on TikTok and Facebook and have an average of almost 30,000 views. The most successful video on the working day of an apprentice was viewed around 166,000 times organically.

"Authenticity plays a decisive role for success here. All learners tell their stories from their own perspective and don't get a script in front of their noses - this way they represent the profession in the best possible way and ensure great recognition value," explains Noah Zygmont, Co-Founder of Finna.

The channel was commissioned by Spitex und Pflegeheime Graubünden as part of a multi-year image campaign. "In our opinion, the launch of the channel has been a success. We are very satisfied with the numbers and the feedback on our videos," says Monika Schnoz from KommunikationsArt, project manager of the campaign of Spitex und Pflegeheime Graubünden. "The many interactions on the channel are particularly pleasing. People have already asked about open apprenticeships on several occasions."

Ferry Porsche dreamed of a perfect sports car. He was driven by this dream, drawing strength and inspiration from it. The current brand campaign of Porsche Switzerland is based on this brand essence. Branders, the new lead agency of Porsche Switzerland, developed the creative idea and implemented the measures.

The campaign leaves the actual product world and encourages the audience to realize their own dreams.

The campaign is based on Porsche's current brand purpose "Driven by Dreams". It is intended to attract the attention of a new generation of potential Porsche drivers and inspire them with enthusiasm for the brand. The current campaign is also designed to achieve this goal.

Connecting Dreamers

Basel-based fashion entrepreneur and content creator Sandra Rodrigues Pinto and Zurich-based photographer and director Oliver Rust are the faces of the campaign. As identification figures, they are to convey the campaign's message authentically: It's all about getting going, tackling, stepping on the gas - just like Ferry did in his day.

The campaign videos are the linchpin of the campaign. The video worlds are complemented by print ads, digital formats as well as DOOH applications, a redesign of the brand hub Drivenbydreams.ch as well as text contributions enriched with specially shot images for the periodical magazine Porsche Timeswhich is available in all Porsche Centers and is sent to existing customers.

Responsible at Porsche Switzerland: Benjamin Bieber (Head of Marketing), Nathalie Busslinger (Communications and Trade Marketing), Katharina Heckers (Digital Marketing). Responsible at Branders: René Allemann (Creative Director & CEO), Marisa Güntlisberger (Director Omnichannel Experience), Walter Tagliaferri (Director Advertising), Sarah Hepp (Senior Brand Designer), Anita Hsieh (Brand Designer), Luana Wüstiner (Junior Brand Consultant), Lea Zaugg (Junior Brand Consultant), Oliver Schmuki (Senior Editor), Olivia Sasse (Video Journalist). Responsible at Richtig & Gut: Ariane Pochon (Producer/Director), Sandra Kobel and Florian Kadler (Production Manager), Nino Michel (DoP), Sabrina Zschenderlein (Production Design), Vlady Oszkiel (Editor, Katerfilm), Maurice Mersinger (Music/Sound Design, KlingKlangKlong), Julian Joseph (Mix/VO, Tonverein), Christoph Walther (Color Grading, Trinipix). Digital production: Guycolle. Media strategy: PHD Media.

"If you want to understand the world, you can't avoid the topic of money. I want to tell complicated numbers in good stories and look forward to many investigative researches at the SonntagsBlick"Raphael Rauch was quoted in a statement from Ringier. 

Rauch studied history, political science and Catholic theology and, after earning his doctorate in Munich, worked for the ZDF news portal Heute.de, Radio SRF2 and SRF-Rundschau.

SonntagsBlickEditor-in-Chief Gieri Cavelty on the new hire: "Raphael Rauch is an exceptionally original, versatile and clever journalist with a flair for both news and background stories."

Rarely, if ever, has SC Bern turned so many screws in the course of a season. Republica was able to influence this communicative change process on many levels: From the brand and its values to the new home dress and the SCB identity in the stadium catacombs to the pre-game show and the current campaign to present the SCB OOH and online in full authenticity.

Once SCB, always SCB

For a good fourteen years now, the slogan has been "The SCB gets under your skin - 24/7". This perpetual approach was reactivated, reinterpreted and expanded in the truest sense as part of the brand sharpening. The result is the new brand claim "Always & Forever". Those who once belong to the SCB community should be well entertained, enthusiastic and rewarded with as many successes as possible for the rest of their lives.

Winged and winged word pairs

The new claim is introduced with a campaign that also uses familiar word pairs such as "hat & hair", "harrow & edge" or "head & shoulders" - with the message that the SCB is, does and brings more than just that.

Together with the images of Bernese photographer Rob Lewis, the campaign visualizes the entire SCB cosmos, from players to staff members to fans. They are snapshots in reportage style, without incidental vegetables, without frippery and based on the club values of honesty, authenticity, dynamism and will. The entire wealth of subjects is currently present online and on public transport in Bern, as well as in the form of posters and advertisements.

Comprehensive interventions

In addition to these classic tasks, Republica was involved in the content development of the new SCB app with the integration of ticketing and subscription management as well as numerous other features. Republica also redesigned the pre-game show; including a film clip with numerous SCB fans and players as well as the new soundtrack to the film. Together with photographer Terence du Fresne, Republica also designed autograph cards to match the campaign.

Recently, the SCB plays at home in red. This change was decided together with the new SCB CEO Raeto Raffainer and with COO Rolf Bachmann. Republica is responsible for the design of the home kit as well as the away and alternate kit. Finally, the agency also trimmed the players' area in the PostFinance Arena completely to SCB and dipped it in the club colors black, yellow and red.

"We are not moving fast enough in implementing our strategy," Cirillo said. The postal strategy focuses on services in the communications and logistics sectors. The postal network, for example, is to be used more broadly as a service center.

This network opening with currently only four partners took longer than planned, Cirillo said. One reason for this, he said, was that all possible interested parties had to be given an equal chance during the awarding process and had to be informed accordingly. That took about a year, he said.

Full investment fund

The transformation of Swiss Post is taking place through investments and divestments, organic growth, efficiency improvements and price adjustments. However, due to construction delays or problems with permits, these investments are taking longer than planned. "We have enough funds in the coffers. The challenge is not to have found enough investment opportunities," the Post boss said.

"We can't grow as fast as we need to in order to compensate for declining volumes in the mail business. We will have to accelerate and continue to develop useful services for the population and do it in a sustainable and self-sustaining way," Cirillo said.

Society, but especially business customers, where 90 percent of sales are generated, are putting increasing pressure on Swiss Post to become more sustainable. In the next few months, the cities of Bern and Zurich are to be supplied completely CO2-free and by the beginning of 2025, all major Swiss cities, Cirillo announced.

Offsetting inflation with efficiency gains

Another major challenge for Swiss Post is inflation. The Group has a very large cost base, a small-margin business and does not have full control over its own prices. It will therefore need to increase its own efficiency to compensate for inflation.

Nevertheless, Cirillo announced that 2022 will be a fairly good year for the Post, with stable sales. He said the Post will have to endure inflationary pressures during a transition period, and that will put pressure on 2023 earnings. From 2025, digital services should contribute to profits. (SDA)

The stated goal of Heads! International is to find the world's best leaders who make a difference, steer change and create value. With its extensive international network of owners, board members and senior executives in a variety of industries and sectors, the brand understands the most pressing challenges in boardrooms and corporate governance.

In a comprehensive brand analysis, Brandpulse examined the market and the competition and conducted interviews with customers, managers and employees of Heads! International and categorized the market in terms of brand strategy. The outcome of the analysis led to insights into corporate strategy as well as brand strategy and brand conception.

From the formulation of the brand strategy, Brandpulse defined the differentiation potential of Heads! International and formulated the positioning with brand promise and value proposition. On the basis of the new brand strategy, the design strategy was determined and the new brand image was developed, which embodies the core competence "Board Advisory".

Brandpulse developed the branding with a new logo design, developed the claim "Placing Value creating Leaders", defined a differentiating color coding, the imagery, communication messages and implemented the website. Other sub-projects include the PowerPoint presentation, whitepapers and brochures, flyers, stationery, event touchpoints, employer branding, "Join us" website with films, giveaways and a style guide.

The new brand was launched at an international employee event in Milan in November.

In the specific case, a woman wrote to the SRF News article "Germany abolishes free Corona tests" published in 2021 that she wished the same for Switzerland. So far, she had managed well without a test or vaccination.

The editorial team deleted the post because it believed it violated the rules for social communication behavior - the so-called netiquette. The writer initially objected to the deletion with the SRG ombudsman's office. However, the latter did not feel responsible. The Independent Complaints Authority for Radio and Television (UBI), which was subsequently called upon, was of the same opinion.

In the present case, the Federal Court did not have to decide on the deletion of the commentary or its content. Rather, it was a matter of clarifying whether the SRG ombudsman's office is responsible for the complaint at all under the Federal Radio and Television Act RTVA or whether the complainant should not have turned to a civil or criminal court.

Bound by fundamental rights

The federal judges held that SRG has a public mandate from the state and is therefore bound by fundamental rights. By deleting the commentary, the SRG had interfered with the freedom of opinion of the persons concerned. Therefore, legal recourse must be open, as provided for in the guarantee of legal recourse.

The majority of the panel of judges came to the conclusion that no appropriate legal remedy could be invoked at all before a civil or criminal court. The deletion of a comment is not a violation of personality and a person concerned is also not injured in his honor.

The Federal Court concluded that the ombudsman's office had jurisdiction, even though this required an interpretation of the relevant legal provisions of the RTVA. The court overturned the decision of the lower court - the Independent Complaints Authority for Radio and Television - and referred the case back to the ombudsman's office for a substantive assessment. (SDA)

Angelika Meier, 35, will also become a member of the Executive Board, as Nau.ch announced on Tuesday. Karin Aebischer is the new deputy editor-in-chief. Yves Kilchenmann is CEO of Nau Media.

45-year-old Micha Zbinden began his journalistic career at the Bernese Newspaper started. He later worked for Swiss television and Ringier. There, he was most recently Deputy Editor-in-Chief Sports of the Blick Group. Since the starting signal in October 2017, the Bernese worked at Nau.ch as editor-in-chief.

Angelika Meier started her professional career in the PR industry. She then wrote for the Blick Group for three and a half years, most recently as Team Leader People. At Nau.ch she first headed the People department before taking over the News department as well. (SDA)