The campaign film for the lactose-free milk is to show how important one's own well-being is in soulful images, fast cuts and an eye-catching motion design. The production is to be conveyed in an approachable and open manner and shows no fear of contact with ordinary people and their bodies.

The good relationship with one's own belly is also taken up in the trade ad and visualized with a wide variety of bellies. The message: No matter what your belly looks like, the main thing is that you feel good and can start the day carefree.

The communication measures are supplemented with a specific Instagram campaign, in which the messages are presented in greater depth and in a way that is suitable for the channel.

The campaign is supported and completed with display and bumper ads.

Responsible for Emmi Switzerland (Marketing): Etienne Schumpf (Head Brand and Category Management Fresh), Amir Maslic (Senior Brand Manager). Responsible at Erdmannpeisker: Gabriel Peisker (Creative Direction), Selina Helbling (Consulting), Christina Weisser, Jenny Ziörjen (Art Direction), Shining Film (Film Production), Jyri Pasanen (Director), Caroline Braun (Producer), Gabi Benz (Line Producer), Laura Fässler (Social Media Content).

Peter Düggeli studied history and English at the University of Freiburg im Üechtland and graduated in 1999. He also completed postgraduate studies in journalism at the Swiss School of Journalism MAZ in Lucerne. Düggeli has already worked for SRF from 2010 to 2021: He initially worked as a business editor on "Tagesschau," before moving to the news magazine "10 vor 10" as an editor in 2012.

From the summer of 2015 until the beginning of 2021, Peter Düggeli took over the TV correspondent position in Washington, where he reported on the 2016 and 2020 presidential elections, among other things. In April 2021, he left SRF to take up the position of Head of Communications at the Federal Department of Foreign Affairs FDFA (Werbewoche.ch reported).

Now the 52-year-old is returning to SRF. As domestic topic planner, Düggeli will take on an important role in the SRF newsroom as of January 2023, taking holistic responsibility for background content for programs such as "Tagesschau" or "10 vor 10" as well as for digital.

The industry agreement brings what it promised, announced the "Supervisory Commission Industry Agreement Intermediaries" on Tuesday. By the end of October, they had received 87 complaints in the current year, and 110 complaints in 2021.

By comparison, before the agreement came into force at the beginning of 2021, the health insurance associations Santésuisse and Curafutura reportedly received around 300 complaints per year.

Consumer protection does not see things quite so positively. It is true that the number of unsolicited advertising calls has fallen. But the industry's own supervisory commission is a shaky affair. In addition, it is using other people's feathers to adorn itself, because they have been fighting for improvements for years, wrote the Foundation for Consumer Protection in a press release. A reliable legal solution is needed to put a stop to advertising calls.

Fines in four cases

The industry agreement was concluded by the two umbrella associations, and most insurers have joined it. The supervisory commission monitors compliance with the rules and can impose penalties. In the current year, it did so in four cases, according to the communiqué.

One of the issues was the violation of the ban on cold calling - i.e., telephone advertising to people who have never been insured with the insurance company in question or who have not been insured for a long time.

However, sanctions were also imposed for violations of other quality standards laid down in the industry agreement. Among other things, this involved a consultation not being properly recorded and the agent sending the cancellation of the previous contract to the wrong insurance company.

In another case, agents contacted customers via social networks and offered them the prospect of tickets for leisure activities. According to the supervisory commission, it was not sufficiently clear that by participating in the competition, the customer had given his or her consent to a visit from a consultant.

In total, the fines and procedural costs for the insurers concerned amounted to around CHF 100,000, it said. In 66 of the 87 cases in the current year, however, no proceedings could be opened due to a lack of information.

Parliament wants stricter rules

Parliament is also currently dealing with the rules for insurance intermediaries. In September, the Council of States, as the second chamber, approved a corresponding bill. Among other things, it creates a legal basis for the ban on cold calling. However, Consumer Protection is of the opinion that the bill discussed in parliament is not sufficient, as it stated in its press release.

The new federal law will also regulate, for example, the restriction of commissions. The federal parliament is expected to finish debating it in the coming winter session. However, the industry agreement will also have significance after the decree comes into force. It is envisaged that the industry will be able to set its own standards on numerous points. (SDA)

The agency industry was able to weather the two years of crisis well and regained its footing surprisingly quickly, writes LSA in a statement. Although there is still reticence on the part of clients, the industry is feeling a stabilization. This is also shown by the sales revenues of this year's LSA agency ranking. The 97 LSA agencies generated cumulative revenues of CHF 618 million last year. This corresponds to a growth of 11 percent compared to the previous year and gives the industry a cautiously positive outlook for the future.

The ranking is based on an evaluation of the gross operating revenues (BBE) achieved by LSA agencies for 2021 and provides an overview of the communications and media agencies in Switzerland organized in the association. It is compiled annually by Leading Swiss Agencies and provides guidance in the Swiss communications market.

Top 3 LSA media agencies relatively constant

Dentsu Switzerland, MediaCom and Havas Media remain the top 3 LSA media agencies. The total of 19 LSA media agencies generated around CHF 158 million in 2021, an increase of just under 8 percent compared with the previous year 2020.

Publicis Communications at the top of the communications agency rankings

The most profitable LSA agency is Publicis Communications, followed by Farner Consulting. Merkle Switzerland is a newcomer in third place. The agency merged its Merkle Technology and Namics businesses to form Merkle Switzerland in 2021. In addition to the previous locations in St. Gallen and Zurich, Geneva and Lausanne were also added.

Publicis Groupe continues to lead LSA agency group rankings

In 2021, Publicis Groupe, based in Zurich and Lausanne, will again lead the ranking of agency groups with gross operating revenues of between CHF 40 and 50 million. As last year, second place goes to the Jung-von-Matt Group, followed by the Havas Group.

TopTen ranking: Strong commitment to promoting young talent

The TopTen ranking introduced in 2021 serves to depict the LSA agencies from a different side than just hard facts with an annually changing theme. This year, it was analyzed how many apprenticeships and internships member agencies offer in relation to their size.

The willingness to promote young talent is high: The 57 member agencies that took part in the TopTen ranking offer 244 training positions throughout Switzerland. Rank 1 among the 10 most active agencies is the Biel-based agency Erdmannpeisker. This shows that even small agencies can provide resources to train the next generation.

The gross operating income briefly explained

The BBE comprises the agency's own services charged to clients, including freelancers: fees from consulting of all kinds, compensation for textual, graphic and other work according to the income statement, excluding VAT and transitory items or income of other kinds.

Agencies are listed within each category (in millions) by effective BBE achieved.

The shopping center Shoppi Tivoli, located in Spreitenbach, in cooperation with Plan.Net Suisse, has developed its own Website The website was newly conceived, designed and implemented. In line with the Shoppi Tivoli motto "My world as I like it", the new website offers users the opportunity to plan their visit to the shopping center quickly and easily. A flat structure is designed to quickly display personally relevant content. Organizational topics such as parking spaces and opening hours are always available at first glance through icons.

On mobile, the navigation is designed to be thumb-friendly. The orientation map is now available as an interactive view and is intended to provide a better understanding of where to find the relevant stores on site. While the functions are kept businesslike, the design is supposed to bring freshness and a touch of editorial/magazine style to it. Red color accents and micro animations are used to create a connection to the individual world of Pipi Longstocking. Round elements, for example header and footer, make the appearance harmonious, are a derivation from the logo and thus give the page a very personal touch.

Responsible at Shoppi Tivoli: Saray Fischer (Deputy Head of Marketing), Kevin Zimmerli (Head of Marketing). Responsible at Plan.Net Suisse: Lorenzo Müller (UX Lead), Luca Di Francesco (Art Director), Rabea Müller (Consulting Group Leader), Kurt Schellenberger (Head of Infrastructure), Micha Seger (Executive Creative Director), Markus Leiner (Clicksgefühle).

The army had taken over subsidiary missions from the Bern cantonal police at short notice. The exercise was intended to show how well the cooperation between civilian and military forces works in an extraordinary situation.

The conclusion was basically positive, the Bernese security directorate announced on Tuesday. The cooperation was very constructive. The army could take over the guarding of critical infrastructures with future controls quickly and without major preparation time.

However, various team operations required immediate communication between the police and the army. Currently, there are no compatible means of communication between civilian and military forces.

Therefore, Polycom devices had to be specially programmed and given to the army from stocks of the Bern Cantonal Police. The Security Directorate proposes that the troops receive Polycom devices and be trained accordingly.

Disruptive actions announced

The scenario for "Fides" was that a fictitious terrorist organization had carried out attacks in several cities outside the canton of Bern. The Bernese police were asked for support by the police corps concerned. As a result, it was no longer possible for them to protect critical infrastructures in the Bern area at short notice. The army stepped in.

Left-alternative circles had announced disruptive actions against "Fides" in the run-up to the exercise. However, these failed to materialize. (SDA)

The 42-year-old journalist Maurice Thiriet will in future be in charge of the news portal Watson in Switzerland. He will take up his post on January 1, 2023, taking over from Michael Wanner, who will take up his position as CEO of CH Media on April 1, 2023 (Werbewoche.ch reported).

Thiriet is since 2016 Editor-in-Chief of Watson and, as Dirécteur des Rédactions since March 2022, is also responsible for the French-speaking edition of Watson editorial. According to CH Media Watson has developed under Thiriet's journalistic leadership into the third-largest private news portal in Switzerland and, since 2022, has also been the highest-quality commuter medium in Switzerland. Thiriet is a recipient of the Zurich Journalism Prize and was Editor-in-Chief of the Year in 2019. The search for Thiriet's successor as editor-in-chief of Watson According to CH Media, German-speaking Switzerland is underway.

"I also want to be concerned as a business leader that Watson is the first choice as an urban news medium in app, site, social and search channels in German and French and I am very much looking forward to the new task," Thiriet is quoted as saying in a statement.

Thomas Müller takes over as CCO

In addition, effective February 1, 2023, Thomas Müller will take over as Chief Commercial Officer of Watson. He succeeds Tarkan Özküp, who also moves to the management of CH Media (Werbewoche.ch reported). Müller has been appointed in 2019 for Watson most recently as Deputy CCO. He will continue the sales strategy he helped develop with a focus on qualitative consulting and co-creation. Before joining Watson Thomas Müller was Deputy Head Strategic Marketing & Marketing Communications at Credit Suisse.

The new editor-in-chief Barbara Loop, as a member of the editorial board, has already Relaunch of Annabelle co-developed. Now she is to continue the magazine continuously, further develop the formats and strengthen the traditional role of the title as a forum and platform for the concerns of women, it says in a statement on Tuesday.

"We would like to thank Jacqueline Krause-Blouin for her successful collaboration and are delighted to have found the best possible successor in Barbara Loop," Valentin Kälin, co-owner of Medienart, is quoted as saying in the statement. "Thanks to her journalistic professionalism and leadership, Barbara Loop has proven in recent years that she is the ideal choice for us as editor-in-chief."

Loop is looking forward to her task: "Annabelle reaches beyond the boundaries of individual bubbles to people from the most diverse walks of life and in the most diverse positions. With socio-political debates and smart entertainment, with fashion series and reports, the Annabelle on the pulse of the times and a committed advocate for her readers. I am taking over from Jacqueline Krause-Blouin the management of a magazine that has never been fresher, bolder and more elegant - and a well-established team that I can rely on."

Barbara Loop joined the company in 2012 as a trainee in the reportage department. Annabelle and served as editor and head of lifestyle until she was promoted to deputy editor-in-chief in March of this year. A native of St. Gallen, she studied sociology, German language and literature, and economics in Basel and Paris, and completed diploma training in journalism at the MAZ in Lucerne. She is the mother of two daughters and lives with her family in Bern.

Jacqueline Krause-Blouin joined the company in 2015 as lifestyle editor. Annabelle, became deputy editor-in-chief and editor-in-chief in 2019. She is moving to Los Angeles with her family next year and will remain with the magazine as an editor and writer. "I'm thrilled that my love story with Annabelle and I am convinced that the editorship is in the very best hands with my talented colleague Barbara Loop," says Krause-Blouin.

In a large-scale content transformation, Suva revised the content: Less text, more graphics and videos. This new and smartly structured content formed the basis for the streamlined information architecture and the optimized navigation concept. At the same time, communication with Suva's customers is consistently at eye level. Thanks to the user-centric approach, customers were involved throughout the entire project.

The website ordering process has also been completely revised: Prevention modules can now be processed without the support of Suva employees. In addition, a central access point to the download and order center will be set up in spring 2023, which should further optimize the interconnection of content and simplify user guidance.

Suva's customer portal is now called "MySuva". It is divided into two areas: "MySuva Betrieb" for online services in the company environment and "MySuva Persönlich" for online services for insured persons and accident victims.

Customers can now view their activities on the "mySuva Overview" homepage or set up access to frequently used online services. The homepage also displays important key figures about the company or offers or tips relevant to the company on the topics of prevention and occupational safety.

The design was gently refreshed for the relaunch: bold typography, consistent use of action and signal colors, more white space, micro-animations, and a helpful anchor navigation to guide visitors even better through the content.

With the death of the Queen and all the royal hoopla surrounding the Windsors, all non-blue bloods and non-Brits have once again become aware of how important belonging is for us humans. Perhaps that's why a word that has been used mainly in the gaming community for the past few years has recently spilled over into marketing departments and agencies. Suddenly, teams are calling themselves clans.

The term was once stolen from the first-person shooter computer game Quake and introduced to the e-sports community. Clan stands for the association of gamers who register together to play together. More than half a million people in Switzerland - according to a study from 2021 by the Institute of Marketing Management at ZHAW - describe themselves as e-sport players:in and many of them are organized in such clans. The influence of the gaming industry in general and e-sports in particular on our working world is great. We've known this not just since we started using Slack, but since the term gamification has been bandied about.

Only tribes will survive

Nevertheless, it is surprising that now, when we have just learned to see ourselves as teams, we already have to reorient ourselves again. But this is not new either. "Only tribes will survive" was a famous graffiti of the Zurich youth movement in 1980, meaning that only together can you be strong and overthrow the establishment. That seems to have worked, because 40 years later, many from that time are themselves the establishment, and many a person feels threatened when employees quit their jobs because they no longer feel they belong. They sheer off because they long more for a clan that suits their needs. For a Buckingham Palace instead of an empty office.

The more complex the tasks and the more turbulent the times, the greater the need for structure and common ground. That's what clans can offer. More than teams. This is how it was in ancient Scotland, where, under the harshest living conditions, large family groups separated themselves from one another and referred to a common genetic origin in order to survive. It's the same today, when the echo chambers of social media celebrate academic, geographic, or sporting affiliation as a way of setting oneself apart.

In Scotland, the word has an old tradition. In e-sports, it's a rather young one. But the clans are cool everywhere at the moment. In England, too, where Tony Blair's "Cool Britannia" may be getting on in years, but in view of Brexit and the death of the Queen, the need for closeness and belonging has risen sharply again. So it is understandable that people prefer to talk about clans rather than teams. Especially since the latter is anything but what we really long for in everyday office life due to Microsoft's platform of the same name.

* Benno Maggi is co-founder and CEO of Partner & Partner. He has been eavesdropping on the industry for over 30 years, discovering words and terms for us that can either be used for small talk, pomposity, excitement, playing Scrabble, or just because.

The Swiss Federal Council has been on Instagram since October 2022 and has created ten posts for this purpose (Werbewoche.ch reported). Bill Gates' "Content is King" from 1996 has now arrived in Switzerland at the latest. This refers to the regular creation and distribution of content in digital channels to (potential) customers and employees. The aim is to inform, entertain and inspire them with content that is relevant to them.

In terms of resources, large companies have plenty to draw on. But how do the other 99 percent of companies in Switzerland with a maximum of 250 employees deal with the issue? From July to August 2022, the agency "The Ambassadors" surveyed German-speaking Swiss SMEs with a focus on business-to-business transactions. 272 (co-)decision-makers in digital content marketing in their respective companies took part in the online survey.

Important, but not measurable?

The good news first: 87 percent of the survey participants consider digital content marketing to be important to very important for the future commercial success of their company. At the same time, only 36 percent currently see a clear contribution to commercial success, and 37 percent see little or none.

This comment is exemplary: "It is not exactly measurable for us, but we assume that it has a significant benefit in image building and increasing awareness/traceability. The agency's assessment: What is not measured cannot be controlled and runs the risk of being at a disadvantage in budget discussions in the medium term.

Gladly the fiver and the Weggli

When asked about their goals, the SMEs reveal a colorful bouquet of approaches. Interestingly, generating leads is only in third place. 82 percent want to communicate their company's expertise, 81 percent want to strengthen their brand(s) and 69 percent want to win new customers.

This "everything is important in some way" can be an explanation for the insufficient measurability. Retaining existing customers as well as employees is rated as less important. This is surprising in view of the omnipresent "war for talent" and the widespread recognition that winning customers is many times more expensive than maintaining existing customers.

On the road with the handbrake on

Seventy-four percent of the survey participants expect greater effectiveness in digital content marketing through additional time and personnel resources. An exemplary statement: "We don't have the necessary resources for digital content marketing and do it on the side.

It is true that 81 percent of the companies have dedicated resources. However, many of them have only a few percent of their staff: A third of the companies devote a maximum of 25 percent of their staff to the topic; only 6 percent of the companies devote 100 percent of their staff.

Further comments suggest two attitudes. On the one hand, one wants to be there, but not in full consequence; if it brings nothing, it does no harm. On the other hand, the "chicken-and-egg" problem; one shows first additional turnover and only then means are spoken.

Software and budget as an indication of professionalization

The fact that digital content marketing is still in the start-up phase among Swiss SMEs is made clear by the questions about the software used and the fixed budget allocated. 32 percent of the study participants stated that specific software is used. 53 percent answered in the negative, and 13 percent plan to introduce software in the near future. HubSpot is used most frequently, followed by Salesforce and Microsoft Dynamics.

55 percent operate with a fixed annual budget for digital content marketing, excluding media/reach. In terms of the resources actually used, an upper and lower league can be identified: The majority invest a maximum of fifty thousand Swiss francs per year; around 20 percent invest more.

Do it yourself or get help?

From a management perspective, the question also arises in digital content marketing: What do we do ourselves, what competencies do we build up, and where do we accelerate through external support? To this end, the study examined content marketing activities today and in the future for the next two to three years.

This much in advance: While Search Engine Advertizing/Optimization and Media are supported externally today, the need for strategy, conception and automation will increase in the future. An in-depth look at make-or-buy decisions will take place on March 1, 2023 at Marketing-sales-booster.ch will take place. Registration for decision makers from marketing and sales is now open.

* Erich Koller is a partner at the agency Die Botschafter.

* Axel Thoma is a lecturer at the University of St. Gallen and also a partner at Die Botschafter.

For this communication challenge, the financial services company relies on the bucket list. This refers to a list of things that one would absolutely like to experience. In concrete terms, Bank Cler, together with Heimat Zürich and Studio Nord, has developed a series of films that draw attention to precisely this. The four spots, each 20 seconds long, were designed for use on TikTok and Instagram and implemented in the appropriate style.

Instead of clichéd images about security or quality of life in old age, the campaign focuses on fun and big dreams that can be fulfilled after retirement thanks to private pension plans. Just as the fictional Frieda has already done in the commercials.

To ensure that the dreams on the bucket list do not fail because of money, a competition has also been launched in which someone can win up to CHF 7,056 for pillar 3a. This corresponds to the maximum amount that can be paid in with pension funds in 2023. The competition was advertised on Instagram in its own teaser film.

Responsible at Bank Cler: Gregor Eicher, Barbara Gürtler, Larissa Rihm. Responsible Agentuir: Home Zurich. Film production: Studio Nord, Nadja von Burg (producer), Valentin Kathriner (director).