Until the new boss takes up his or her post, Schaffner will ensure a good transition, Tamedia announced on Thursday. He had already announced his desire to step back from the operational business more than a year ago.

Boselli is reportedly taking time off for personal reasons until at least the end of the year. He will then take on new responsibilities within the company. Boselli and Schaffner were co-managing directors for three years.

In connection with the change in management, there are further personnel changes. Mathias Müller von Blumencron will join the Management Board on an interim basis, where he will be responsible for the "Publishing & Product" division. Christine Gabella, until now delegate of Tamedia's management in French-speaking Switzerland, will become Director for French-speaking Switzerland.

Tamedia is an independent company belonging to the Tx Group. It employs around 1,400 people in German-speaking and French-speaking Switzerland. In addition to the Tages-Anzeiger there are, among others, the daily newspapers Bernese Newspaper, Confederation, Basel Newspaper, 24 heures and Tribune de Genève as well as several regional newspapers in Zurich. The publishing house also owns, for example, the Sunday newspaper, Le Matin Dimanche and the Swiss family. (SDA)

The aim of the "MACH Strategy" study is to cover all relevant media genres. This year's innovations represent a significant step in this direction.

Expansion in the digital out-of-home segment

The digital out-of-home (DOOH) segment was greatly expanded. In cooperation with SPR+, the research institute for OOH media and mobility, DOOH screens of 55 inches and larger were integrated. This means that, in addition to OOH analog, DOOH can now also be evaluated separately and in combination for the first time. "For the benefit of advertising clients and media planners, DOOH now represents another relevant communication channel for moving images in MACH Strategy," says Felix H. Mende, Managing Director of SPR+. "Our future data foundation deliveries will keep pace with the rapid expansion of DOOH."

In addition, Livesystems' digital signage offering, which includes post office and gas station stores equipped with screens, has also been included in the MACH Strategy. "We are pleased that in addition to Public Transport, Retail and Gas Station are now also represented in the MACH Strategy," says Philipp Wild, CCOof Livesystems.

Digital out-of-home advertising reaches a large part of the Swiss population

Figures from MACH Strategy 2022 show that almost 70 percent of the Swiss population is regularly reached by digital advertising screens (≥ 55 inches). In highly urbanized areas in particular, digital outdoor advertising is almost on a par with analog billboards.

Digital signage offerings - screens in gas stations, post offices and public transport - reach a total of around 24 percent of the Swiss population. Young people between the ages of 14 and 35 who have a high level of education or are in training are reached particularly strongly with DOOH and digital signage compared to the entire Swiss population.

14- to 29-year-olds are particularly affine for streaming

The second major innovation in "MACH Strategy" concerns the integration of streaming. This means that six streaming groups - audio, video, international, Switzerland, free and paid - can now be evaluated. These groups are based on net totals of 16 individual offers. Just under 63 percent of the Swiss population regularly streams videos, while 30 percent use audio streaming. People who regularly use streaming offers tend to be young. The 14- to 29-year-olds have a particularly high affinity. They are more likely than average to be in education or work full-time. Compared to the Swiss average, they live in larger households with a higher gross household income.

National Intermediate Study MACH Strategy

As a tool for strategic planning, MACH Strategy enables targeted analysis and implementation of the optimal media mix of press, cinema, TV, radio, Internet / web offerings, social media, streaming (audio / video), out-of-home, DOOH, transport and direct mail. The cross-media study shows with which media strategy a target group can be reached most efficiently.

The current "MACH Strategy 2022" was published on Thursday.

The best Christmas is when you're a child. For the little ones, the whole Advent season is pure magic. With this year's campaign, designed by Wirz, Migros also wants to remind adults how wonderful and carefree the Christmas season can be. You just have to look at it through the eyes of children. To achieve this, all campaign content was developed by children.

The script for the TV commercial, for example, was written in a two-day workshop with a group of children between the ages of 4 and 11. The result is a wonderfully crazy Christmas fairy tale about a dear ghost, which was filmed exactly as the children had thought it up. Right down to the smallest detail: For example, even the appearance of the monster was determined by children.

In terms of tone, the film is a marked departure from the bittersweet, emotional Christmas stories the retailer has released in previous years. How did it come about? "The last few months were mainly characterized by negative news: for example, the tense economic situation, the energy crisis and, last but not least, the war in Ukraine. That's why we at Migros wanted to bring a little more lightness back into the Christmas season this year," says Michel Noverraz, Senior Project Manager Campaigning at Migros, explaining the background.

Walking loaves of bread, yellow-green monsters and conjured-up brains: Weren't they afraid of overwhelming people with so much childlike fantasy? "We quickly came to the conclusion that we could only do justice to the idea if we remained consistent and implemented the story exactly as it was told by the children," says Lorenz Clormann, Executive Creative Director at Wirz.

What becomes immediately clear with all the crazy ideas: Those who let themselves be enchanted and inspired by children experience a feast full of wonder. "We're proud to have worked with the children to create a light-footed, caper-turning ode to the imagination that doesn't try to press the tear gland, but inspires us not to always take everything so seriously," adds Wirz Creative Director Jan Kempter. And what do the children say about their film? "I think it's good," four-year-old Flavio, inventor of the running bread, is quoted as saying.

Accompanying the main film, the making-of video is also used as a promotional tool, which not only provides insights into the making of the story, but also shows that the kids' collaboration was not limited to the TV spot. The kids also designed all the OOH posters and the tote bag for the Christmas season. They even drew the logo. In addition, the little protagonists give their advice on the social media channels and on the recipe platform Migusto. They also helped the Migros engagement team organize a surprise event for other children.

The campaign can be seen immediately on TV and cinema, on (D)OOH, print, social media and display ads as well as on POP and will be continuously supplemented until Christmas.

---

Customer: Federation of Migros Cooperatives. Responsible agency: Wirz Group. Film production: Rosas and Co Films. Postproduction VFX/CGI: Glassworks. Postproduction: Southern-t / Marko Strihic / Wolfgang Weigl / Webrepublic. Music Composer: Jorrit Kleijnen. Tonstudio: Jingle Jungle. Sound Design: Dubdub Studios. Making-of: Sandeep Abraham. Products OOH: Detail. Event Organization: TitPit. Script, design, imagination: Travis (9), Nyah (8), Flavio (4), Shane (6), Elena (9), Olivia (10), Kenai (11), Jordan (7), Evan (11), Drillon (6), Sonam (8), Eva (6), Sacha (6), Maissa (5), Quentin (10), Marvin (6), Eliel (6), Jolina (7). Skyla (8), Enza (6), Rubina (9), Azia (10). Directed by: Rogier Hesp (37).

Anja Suren has been working for Brand Publishing House in Munich since June 2017. During the company's founding period, she helped build up the Human Resources department and established the basis of today's Marketing & Communications department under the leadership of Co-Founder Dominik Wichmann.

While still on parental leave, Anja Suren returned to a newly created position in Corporate Communications in September 2021. She was then promoted to the position of Corporate Spokesperson at the beginning of November 2022. Previously, she worked for several years at Hubert Burda Media in marketing, as an officer of the Management Board, and most recently at the international innovation platform DLD. Anja Suren lived abroad for several years, worked for Axel Springer in New York City and completed her Master of Science in Sweden.

The interdisciplinary jury headed by Sven Reinecke from the Institute of Marketing at the University of St. Gallen put numerous exciting and innovative submissions for the Marketing Excellence Award through their paces. The decisive factors for nomination are holism, innovation and success. Also important are the future prospects of the submitted projects. Budgets play at most a secondary role.

The 2022 vintage features a wide selection of well-known brands and special niche cases.

The winners will be announced at the Marketing Day, which will take place on Tuesday, April 18, 2023 at the KKL Luzern. The special prize and the audience award will also be presented at the same time.

More focus

The theme of the next Marketing Day is "My Marketing Agenda 2023: Focus." When more and more is possible, less and less becomes feasible. The biggest challenge: "To run the business and to change the business at the same time".. Excellent marketing therefore only succeeds with a sharp focus.

Around 30 marketing professionals will discuss how to master the digital transformation and focus on what is necessary. Visitors can expect a highly concentrated program with keynotes, keynote speeches, break-out sessions, media talks, SME talks and, above all, plenty of time for face-to-face discussions.

Marketing Excellence Award 22: The nominees

Category large enterprises

• Bühler: The most satisfying production lines
• Involved agency: K16

 

• Migros-Genossenschafts-Bund: V-Love plants Switzerland
• Involved agency: Wirz Group

 

• Swisscom: Revolution in new customer acquisition
• Involved agency: TLGG

 

• Switzerland Tourism: No one upstages the Grand Tour of Switzerland
• Involved agencies: Wirz Communications, Sir Mary

 

• Volg: For the love of the village and its associations
• Involved agencies: Metzger Rottmann Bürge Partner, The Generation Media, Agentur Koch

 

• Yuh: Launch of the Yuh App
• Involved agency: Cavalcade

 

• Credit Suisse: CSX: Catching up
• Involved agency: Thjnk Zurich

 

• Twint: Innovation of Parking

 

• Integra Biosciences: Accelerate your career - together with Integra
• Involved agency: Brand core

Category SME

• Rimuss & Strada wine: revitalization of the Rimuss brand
• Involved agencies: Hochspannung Kommunikation, Pointbreak, Uxinio, Dialogify

 

• Valais Association of Master Builders: "Build your future" Big Valais
• Involved agency: Schnyder Werbung

 

• Hotel & Conference Center Sempachersee: Rebranding through innovation and transformation into a place of opportunities (in today's VUCA world).
• Involved agency: Seowieso

 

• André Koch: Repanet Suisse - The competence network for the car body industry

 

• Graubünden Holidays: Graubünden Ferien - vacation destination number 1
• Involved agency: Wirz Group

 

• Maestrani Swiss chocolates: Revitalization of the Lovebrand "Minor
• Involved agency: Rembrand

---

Currently, tickets can be secured at the preferential price of 490 instead of 690 Swiss francs. More info on Swissmarketingforum.ch.

Mon Argent is devoted to topics relating to saving, investing, pension funds, taxes, insurance and home ownership. The magazine aims to provide consumers with information on money matters in simple language and claims to be independent and critical.

The publishing house, which is part of the Konsumenteninfo Group, writes that the focus is always on the consumer's point of view and not that of managers, banks and directors. The independent editorial office in Lausanne will also be able to access content from German-language titles. K-Money, K-Tip and Balance fall back.

The booklet Mon Argent appears like K-Money six times a year. The annual subscription is available for 39 francs, the online monthly subscription for eight francs. For advertisers, there is the option of an advertising combination with its German-speaking counterpart in Switzerland. K-Money to book.

The fact that Caritas Switzerland is now going public with the need to fight global poverty is no coincidence: The pandemic wiped out many successes in the fight against poverty and has caused global poverty to rise again for the first time since 2020. Today, the world faces a multiple crisis. The long-term consequences of the Corona pandemic, advancing climate heating and the war in Ukraine are dramatically exacerbating the living conditions of more than two billion people worldwide: inflation is rising, food is becoming scarce and massively more expensive. This means a daily struggle for survival. Once again, it is the poorest who are hit first and hardest, even though they have hardly contributed to these crises and do not have the means to defend themselves against them.

According to the agency responsible, One Marketing, the current campaign denounces the grievances that Caritas is fighting against: "Because every child has a right to education, every person has a right to training. Every family has the right to protection and income. The subjects are intended to shake up, outrage and inspire action," it says. The subjects address the various facets of poverty with emotional "is/ought" dramaturgies.

The campaign includes F12 and F200 billboards, e-boards, e-panels, ads, display ads, social media and a Landing page. It started on Thursday with three subjects and runs until the end of the year.

---

Responsible for Caritas SwitzerlandElisabeth Karagiannis, Reto Urech, Livia Leykauf, Nicole Lehnherr, Fabrice Boulé. Responsible at One Marketing: Ruth Wagner, Stephanie Ramseier.

The new image film for Accelleron was to go beyond the usual B2B language and express the importance of the company. The audience was to develop an awareness of Accelleron and of the motivation of its employees. According to Serviceplan Suisse, "Move Further" therefore feels more like a dedicated commitment to the company's mission than an image film. In its full length of just over two minutes, the film takes viewers on a journey through the company's world, focusing on those people who make up Accelleron.

The film was shot in Hamburg and Baden and will initially be released on Accelleron's own channels. Further broadcasts are planned in the coming months.

---

Responsible at Accelleron: Magdalena Okopska (Vice President Communications), Antonietta Allocca (Head of Brand Management and Partnership). Responsible at ABB: Nicolas Ziegler (Head of Brand Management), Lena Poëll (Head of Brand Design and Governance). Responsible at Serviceplan Suisse and Plan.Net Suisse: Peter Schäfer (Chief Strategy Officer), Micha Seger (Executive Creative Director), Philipp Intlekofer (Art Direction), Henry Clarke, Joss Arnott (Copywriter), Muriel Laporta-Asté, Tom Hubli, Sylvia Kohler and Caroline Ronzani (Consulting), Pam Hügli and Raul Serrat (Overall Responsibility). Film production: Stefan Girtanner (Shining Film). Directed by: Marco Lutz.

English literature is becoming increasingly popular, especially among younger readers, thanks to videos from book influencers on TikTok. "It is also growing in popularity across all age groups. For this reason, in the summer of 2022, we launched the magazine Bookmark Marco Imholz, Marketing Manager at Orell Füssli Thalia and project manager for the Bookmark. "It is deliberately not a translation of the German-language customer magazine Read, but offers its own content specific to Anglo-Saxon literature."

Recommendations, background information and interviews

Analogous to its German-language counterpart, each issue of Bookmark an author is interviewed. In addition, a large number of new publications are presented. In addition to thematically changing recommendations, Orell Füssli's experts also have their say and present their favorite English-language titles.

"The goal of Bookmark is to provide an overview of the diverse English highlights as well as selectively deepen and offer exciting background information on the hottest authors. This means that there is something suitable for everyone who is interested," says Imholz.

The customer magazine Bookmark is published twice a year and has a print run of 10,000 copies. It is available free of charge at Orell Füssli branches or as a E-Paper.

While the benefits of investing are being touted in many places, PostFinance's current campaign deliberately focuses on the reasons why investing is still not a big issue for many people.

The basis for this is a study conducted by PostFinance and the Lucerne University of Applied Sciences and Arts on investment behavior in Switzerland. Jung von Matt Limmat accompanied the study and prepared the study results. The result: Fear, a lack of knowledge and what people perceive to be too small assets are the most common hurdles why people living in Switzerland do not invest.

These results now underpin the next phase of the PostFinance investment campaign: in the social format "True Talk", PostFinance employees respond to the reservations about investing expressed by a wide range of people. With the unvarnished format, PostFinance wants to convey social media content that is #relatable: from the new Gucci collection to foot orthotics, the reasons for not investing are surprisingly diverse.

The study by PostFinance and the Lucerne University of Applied Sciences and Arts was published at the end of October. The social media format has been live since mid-September and is played out on YouTube, Instagram and TikTok.

---

Responsible at PostFinance: Fabian Christ (Social Media Manager), Cynthia Hofmann (Marketing Manager), Isabel Furrer (Communication Manager), Tatjana Guggisberg (Corporate Communication/Media Spokesperson), Bernadette Ritler (Head of Market Research), Francisco Moreno (Head of Marketing Concept), Philipp Merkt (Chief Investment Officer). Responsible at Jung von Matt Limmat: Régine Cavicchioli (Creative Direction), Anouk Karrer (Text), Jan Theus (Art Direction), Jeremy Fennel (Graphics), Lars Näpflin (Video Production), Olivia Staub (PR), Petra Moser, Joëlle Mayenzet, Marcel Walzl (Consulting), Cyrill Hauser (Chief Client Officer), Wolfgang Bark (Managing Creative Director), Thomas Steiner (Managing Partner). Responsible at Blish: Chiara Killer, Desirée Lanz, Jlona Kopf (media realization). Responsible at Webrepublic: Michael Zenhäusern (Social Media Consultation), Lorin Vögeli (Programmatic Advertising), Luca Alex (Media Strategy). Responsible for Lucerne University of Applied Sciences and Arts - Business ZUG IFZ: Prof. Dr. Andreas Dietrich, Dr. Simon Amrein, Reto Rey. Illustration: Till Lauer.

The newly created position is intended to unite the two departments Marketing and Sales. The consolidation of the departments is aimed at enabling Livesystems to make greater use of synergies and to appear on the market with full impact.

Philipp Wild originally joined Livesystems as Business Unit Director Strategic Projects and was appointed Director National Sales about a year ago. The 30-year-old brings with him a wide range of expertise. In his professional career, he has gained experience in the OOH and digital sectors as a Sales & Product Manager. He is very familiar with the agency world from his work in media agencies. Wild also worked for several years in marketing at the insurance company Sympany. At the same time, he is active on the board of IAA Young Professionals.

Compared to the same month last year, the October figure represents an increase of 19.6 percent, and compared to the previous month of September, it is plus 20.4 percent, as Media Focus announced on Monday evening. Before the Christmas business, the 2022 advertising print is thus at a total of 5.41 billion gross francs and thus almost 28 percent higher than in 2021.

With 86.7 million Swiss francs, the retail trade remained in first place among all sectors. By contrast, the biggest increase in advertising print was recorded by the energy sector (+74%), thanks to DETEC's energy-saving campaign. According to the data, only three sectors reduced their advertising print in the month under review: Cleaning, Cosmetics & Toiletries and Digital & Household. (SDA)