With the majority stake, Swiss Post is investing in a company that is active in various areas of digitalization in French-speaking Switzerland, the Post announced on Thursday. Although Swiss Post will own 51 percent of the company in the future, T2i will continue to operate as an independent company, the statement added.

Founded in 1983, T2i is headquartered in Sierre, Switzerland, and employs 130 people and two apprentices, according to a statement.

Swiss Post has been expanding in the digital business for some time. For example, it acquired a majority stake in Swiss software company Unblu on Nov. 1, 2022, according to a statement Wednesday. In July, it also acquired Hackknowledge, a cybersecurity company based in western Switzerland. (Werbewoche.ch reported). Further it bought companies of the electronic advertising market and the Company Lifesystemswhich delivers news to numerous screens, for example on public transport. (SDA)

Tobias Kistner, joins Met Group from Axpo Group. The 44-year-old communications manager has more than 17 years of experience in corporate communications and public relations.

At Axpo, Tobias Kistner spent almost nine years in various senior management positions in external communications. His field of activity included media relations, financial communications, M&A communications and content management for the company's business in around 40 countries in Europe, the USA and Asia.

Previously, Kistner worked as Deputy Head of Corporate Communications at Sunrise and as Senior Communication Consultant at Farner.

Short distances and well-developed public transport are among the main reasons why guests recommend Switzerland as a destination, according to Switzerland Tourism's Brand Equity Monitor 2021. With the new international winter campaign "Ride&Slide" the tourism organization wants to show how well the Swiss slopes are accessible by public transport from different countries. In addition, guests with the international train ticket receive discounts in various Swiss winter destinations.

The campaign is targeted at Germany, France, Benelux, the United Kingdom, and Italy - countries that are among ST's winter focus markets. The face of the campaign is the well-known freestyle skier and world champion Andri Ragettli.

The campaign is now being played out in the form of short clips on various social channels such as Snapchat, TikTok and Instagram. Accordingly, the sequences are kept short and show Ragettli, for example, performing various tricks on a snowy plateau - and riding directly into the train waiting for him and taking a seat. With "Ride&Slide," ST wants to position the Swiss winter in a sustainable and rejuvenated way and, together with the industry, is investing in the next generation of guests.

Focus on Gen Z

In addition to "Ride&Slide," Swiss tourism advertising is also targeting Gen Z in Switzerland with attractive offers. "Snow25" offers the afternoon ski pass as well as the arrival and return journey by public transport. At "Sleep25" includes a bed in a Swiss youth hostel and a breakfast buffet. Both offers were developed by ST together with SBB, participating mountain railroads and Swiss Youth Hostels. The aim is to revive enthusiasm for winter sports among teenagers and young adults under the age of 25.

An unconventional presentation with social media promotions, including on TikTok, and attractive price-performance ratios set the tone here and meet the needs of this target group. The offers can be booked from the beginning of December.

In a detailed strategy process for positioning, Brandpulse analyzed competitors and benchmarks and examined the customer profiles of existing neobanks with regard to the attractiveness of the offering, the needs of the target groups, and pain points. Together with further insights from a brand architecture analysis, Brandpulse developed the brand strategy with integration of the new digital service offering as a sub-brand in the bank's umbrella brand CIC.

The competitive analysis provided additional results regarding differentiation potential and messaging strategy for the new bank brand. From the segment strategy thus developed, Brandpulse derived the positioning, defined the value proposition and the message hierarchy.

When developing the name, Brandpulse focused on the digital connotation, the attractiveness for the target group of young professionals as well as on the usability under trademark law.

This was followed by the development of a design strategy and brand design concept as well as a communication concept. For the implementation, Brandpulse created guidelines with application principles, the design of the debit card, the key messages as well as an image campaign for the Cleverinvest offer module.

The launch of CIC ON is scheduled for September 2022.

From January 2023, the new team at the helm of Le Temps consist of Madeleine von Holzen, Editor-in-Chief since January 2021, and three Deputy Editors-in-Chief: Laure Lugon Zugravu, Vincent Bourquin and Grégoire Nappey, in office since summer 2022. Paris correspondent Paul Ackermann remains deputy editor-in-chief.

Two-time book author Laure Lugon Zugravu is currently a journalist in the Geneva section of Le Temps. Prior to that she worked for La Liberté, Le Nouveau Quotidien, L'illustré, Le Matin and Bilan active.

Vincent Bourquin, currently head of the Swiss section of Le Temps, has been working at the newspaper since 2020. Previously, he worked for twelve years at RTS Radio, where he was parliamentary correspondent in Bern for seven years and later became deputy editor-in-chief. In addition, he had, among other things, seven years at 24 Heures worked.

Serge Michel, who is working with great commitment on the implementation of the new editorial strategy at Le Temps is leaving the editorship and will in the future concentrate 100 percent on the Heidi.news dedicate.

The "Teena" project commissioned by VE Valley Electronics was implemented by Milk Interactive. Teena convinced the 56-member jury, the readers of Netzticker and the audience at the award night. In addition to the title "Master of Swiss Apps 2022", the project also won gold in the categories Innovation, Design and Functionality and silver in the category UX & Usability.

59 awards in ten categories

With the increasing importance of mobile apps and web apps, the requirements for them are also changing. The 195 project entries included numerous innovative use cases that demonstrate the diversity of the Swiss app landscape. Of the 195 project entries, the following made it to the top 45 on the shortlist. The 56-member jury of experts selected ten gold, 20 silver and 29 bronze winners.

The ten gold projects at a glance

1. Business Impact Category: Pando
2. Campaigns" category: Grand Tour of Switzerland
3. Design" category: Teena
4. Category "Enterprise": QField
5. Extended Reality Category: Woodtec AR Utility
6. Functionality" category: Teena
7. Innovation" category: Teena
8. Category "Mobile Web": Kunsthaus Zürich Visitorguide
9. Category "User Engagement": Rivella bottle hunt
10. Category "User Experience & Usability": SBB Mobile

Caroline Fink will take up the position in January 2023, succeeding Reto Camenisch, who retired this year. "With Caroline Fink, we were able to fill this important position perfectly. With her broad repertoire - from images to film, multimedia contributions and text - as well as her excellent ratings as an Maz lecturer, she meets the requirements in an ideal way," says Maz Director Martina Fehr happily.

The 45-year-old has made a name for herself in the Swiss media industry as a photographer and in the fields of film, multimedia and text for over 20 years. Her contributions - focusing on mountains, people in the mountains and mountaineering - have appeared in publications such as the NZZ, GEO Switzerland, the Observer or the Swiss family as well as in special interest publications and on news platforms. Caroline Fink has also published several books and films. In recent years, she has also taught at the Maz, the Leica Academy Switzerland and the Kirchenfeld Gymnasium in Bern.

Caroline Fink studied sociology, journalism, and New German Literature at the University of Zurich and intensively studied the concept of the public sphere as well as Theodor W. Adorno's theory of the culture industry. She completed her studies with a licentiate thesis on "Democracy - Cultural and Structural Factors in Contrast".

"Smash" is the youth word of the year 2022, but what does smash actually mean? Migros customers found out at the Limmatplatz branch - from Migros apprentices or from signs.

Even store announcements were spoken by young people. Customers were also surprised by TikToker and comedian Young Gustav - at the checkout and throughout the day in the store. Only for the day, the learners also developed an interactive game called "Smash or Pass".

By young people - for young people 

"We wanted to pack as much authenticity into the project as possible. So, without further ado, we decided to hand over the lead to those who really know about youth language. Namely our apprentices," says Michel Noverraz, Senior Project Manager Campaigning at Migros. The extraordinary day was documented and disseminated on social media and in the press.

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Responsible at Migros-Genossenschafts-Bund: Cécile Heinrich, Naxhije Ametovska, Svenja Dittli, Cheyenne Amato (apprentice), Désirée Strassmann (Head of Department Campaigning Umbrella Brand), Michel Noverraz (Senior Project Manager), Christian Keller (Media). Responsible at Wirz Group: Emma Ulrich, Lana Zumbrunnen, Valentin Caflisch (apprentice), Hannah Züttel, Evelyn Schellenberg, Adrian Busse, Elena Gabriel, Francesca Kleinstück, Laura Schädler, Fabienne Hug, Yussef Serrat. Responsible at Boom: Annina Zimmermann, Paula Liszko (Boom):Carmen Walker (Edit); Lukas Maeder (Director); Jonas Steinbacher (Director of Photography); Julian Joseph (Sound); Lukas Maeder (Photography); Jonas Stirnimann (Lighting); Ian Oggenfuss (Color Grading); Vincent Neuhaus (Motion Graphics). Setting: Gregor Rosenberger (dubdub). Responsible at Heimoto: Technical implementation: Tobias Kreutzer (Creative Producing), Maciek Czmuda, (3D, Motion, Interactive Design), Lukas Bereza (Programming). Hardware: Richnerstutz.

m&k: Matthew Bull, you were born in England, grew up in South Africa and now live with your family in New York. Movement and change seem to be a constant in your life. How has that shaped you as a person?

Matthew Bull: Yes, movement does indeed play a big role in my life. The move from England to South Africa was formative. But we also moved around a lot within South Africa, I often changed schools, my mother had different partners, there was a lot of instability. I instinctively felt that I couldn't sink into a negative mindset. I had to face new situations, turn towards them; wanted to be part of the community I lived in. I was always interested in the people and culture around me. The constant change in my life was hard - but also great.

 

Why don't you tell us a little bit more about it?

Life gave me resilience and confidence. Every time I moved, I thought, "Oh, my God, will I ever be happy again? Will I ever make new friends?" The answer was "Yes!" every time. I grew from my challenges. And I can use the lessons I've learned in my job as a creative and consultant every day. I know about setbacks, I know what it's like to step out of your comfort zone - it takes courage and confidence. And a willingness to take risks, to venture into new territory.

 

You describe yourself as someone, who loves change, but values stability. Does that fit together?

Yes, in my eyes it is. One is values that I live by. Principles that I have. In relationships, for example. Have I still made mistakes? Yes, of course, I have also betrayed these values. That was bad for me, but above all for those around me. But the older I get, the better I manage to be the person I want to be. I value loyalty very much, both in my private life and in business. I've had the same customers and the same employees for years. We value honesty and trust.

Your resume as a creative is full of superlatives. You've won countless awards, you're one of the top five marketers in the world, what does that do to you?

I think I'm getting a God complex with age (laughs) ...

 

Excuse me? (laughs)

I'm kidding. Oh dear, I hope my wife doesn't read the interview, she kills me (laughs). What I mean is, these things used to mean a lot to me. Awards, accolades; I wanted to be seen and celebrated. Today, I like to take a back seat. I'm proud when I can create an environment where creative excellence is possible. Awards are the appreciation for that. The team wins. In Cannes, I didn't go up on stage with AB inBev when we were named Marketer of the Year. I sent the team up and was happy. Everyone worked hard to catapult the brand forward like that. Their pride makes me proud.

 

Does your understanding of mentoring also have something to do with your own development?

Yes, you speak to something true there. I was bad at school - and it didn't get better the more I had to change schools. But then there was this principal, Warren Boden, who saw something in me and encouraged me. He gave me the chance I needed to blossom. We're still in close contact today. But also professionally, I didn't have a lot of confidence in myself, I didn't believe I was any good. I moved to the Hunt Lascaris TBWA agency. Unfd found my mentor. John Hunt. He saw my hidden potential, created an environment where I could grow and thrive. And look at me today, I've grown so much that I can afford a god complex (laughs loudly). No, seriously: I never look at people's career vita, always only at the existing or even the still hidden creative potential, that's what I learned from John.

"In Cannes, I didn't go up on stage with AB inBev when we were named Marketer of the Year. I sent the team up and was happy. Their pride makes me proud."

You started your career as a journalist. What made you switch to advertising?

As a boy, I loved watching commercials, it fascinated me. But I preferred to be a journalist. Write, do research. Until I realized that wasn't exciting enough for my character profile: I was a "bullshit artist" as a young man. I could "conjure up" the craziest ideas, stories and visions out of thin air and fascinate everyone around me with them. Imagine, I made my fellow students at boarding school believe that I would play for the Manchester United youth team! (grabs his hand in disbelief)
Head)

 

And from the "bullshit artist" have Made you a no-bullshit artist,

You said that well, yes, that's true. There is no bullshit with me. I'm strict in my work. My favorite phrase is, "You can do better." It takes time for me to be satisfied with the output, but it's worth it. Tough on the issues, but engaging in my dealings, that's my leadership mentality. People need a hug just as much as honest criticism. Then they can live out their creativity freely.

"As a young man, I was a "bullshit artist." I could "conjure up" the craziest ideas, stories and visions out of thin air and fascinate everyone around me with them."

If you look at your career in advertising with a distance: Was everything better in the past?

But no. I think everything is always good the way it is right now. When I first started, we created content for television, radio, print and outdoor. It was wonderful; everything was very simple. There was a language spoken, so to speak, that I understood. And then technology took over, the Internet came, then social media. In the beginning I hated it, because I didn't understand the new channels of communication. Suddenly, advertising was no longer a "one-way street," but a dialogue developed with the audience. But being me, I embraced the change and learned to love it. The creative possibilities are endless. Even now, with the emergence of "Web3".

In your opinion, is the "Web3" the future?

The technology isn't there yet, but that's only a matter of time. Tools such as AI glasses are still too heavy. It's like just before the emergence of the smartphone: Remembering
you remember the first cell phones? They were suitcases that you lugged around with you, and it's like that again right now. But there's a new world emerging, and I say, "Don't be afraid, get out of your comfort zone, get into change." There's only one challenge in doing that ...

 

And what would that be?

Creativity must not fall by the wayside. It is and remains the magic. After all, I work as a consultant for the client side, so I know that profit comes first for the client. But I don't compromise on creativity. Nor do I compromise on the social structure within the companies I manage - or for which I work.

 

What does that mean in concrete terms?

When I set up my first agency in South Africa, I brought in the most creative people. Women, people of color, members of the LGBTQIA+ community: it was like a little "island of the blessed" where we could escape the oppression of what was still a racist, homophobic, patriarchal world in many areas. We created an environment that was diverse and allowed creativity to run free. We had an open mind and an open heart. That's the world I feel comfortable in, that's the condition I set when I'm advising a company today and putting together the team.

What else is important to you so that you can really as an advisor in a project get in?

Once the creative environment has been created and the players feel comfortable, the customer needs to be willing to take risks. The courage to make mistakes, the courage to go out on a limb, to go out on a limb. Courage to try what seems impossible. But it is just as important to ask questions; to enter into a dialog. You can only do that if you ask "why".

 

Why?

When we ask ourselves "why" in conversation, we give the other person the opportunity to explain himself. And can thus also explain ourselves. In this way, we narrow the gap between us and begin to build bridges. In this way, we can make the world a little better in the best case.

 

How do you transfer your world view to the advertising?

Today, brands can and must engage in dialogue with their customers. Put a smart, empathetic person at the intersection of brand and community. When the shitstorm hits because we defend LGBTQIA+ rights or rethink the recipe for hamburgers, do as Michelle Obama said, "When they go low, we go high." Engage in conversation, take your counterpart seriously. That's what makes the difference. Put people at the interfaces who know their stuff, who have emotional intelligence. People who are interested in other people, who want to understand why things are the way they are. Honest people who don't judge other people, don't pigeonhole them and elevate themselves above them. Eye level, respect, trust, honesty: If we show this to people, to clients and consumers, then we have done our job. That's what I see as my job. The awards are simply a bouquet of flowers at the end of a hard day, a thank you. A symbol that we have struck the right note.

 

Let's take another step back. When you are hired, to turn a fire into a "love fire". make - what are the questions that you face with the team?

We start by becoming aware of what we want to achieve together. What is the vision? If I know where the journey is to go, then from there we go back to the beginning. To the core. What is the brand's claim? What has made it successful? We have to be honest: Is that core still relevant today? If we answer "no" to this question, there is a good chance that the brand or product will have to be allowed to die. This rarely happens, but it can happen if you analyze honestly and sincerely.

 

And when it's clear that the path is worth taking?

Then we take that core and connect it to consumers. Modernize the core, make it contemporary, and communicate it on all channels that are relevant.

"Magic without logic is meaningless, logic without magic is dull".

How do you do it?

Take our Cannes winner this year, AB InBev. The brewery. How did we make the Budweiser brand a "love brand" with the community? Today, material things are still important, but much more important today are intangible assets: relationships, "quality time." Perfect for a beer, right? (laughs) So I said to my team, let's figure out how to communicate this idea to consumers both logically and with a touch of magic.

So it takes magic and logic - in the Interaction?

Oh yes! I stole this from a wonderful South African advertiser. "Magic without logic is meaningless, logic without magic is dull." It takes both. Logic is the strategy, the core purpose, the promise. We have to nail that down, that has to sit, not for a few years, no, for a century. Big brands like Apple, Nike, they've identified that logic. Then we sprinkle the magic topping on it. The magic is what people turn to, what they stay loyal to, what they act as enthusiastic brand ambassadors for.

 

One CEO said of you, "Matthew Bull acts like an enema during creative Constipation." The creativity released but must also be distributed wisely become. How to reach your target groups most effectively?

(laughs) You actually need a smart sales strategy. You have to know: Brands and people operate in parallel. Brands are only as good as the people who talk about them. So we make sure we tell the story we want to distribute widely to the right person in the village. The one we know he or she will influence. Let's make sure our story is retold everywhere. "Word-of-mouth" is the safest channel there is. The modern village square is social media, the metaverse; after all, the village square today is always wherever the target group happens to be.

"A brand should be radically honest with itself and cover only those topics that are identifiable with its core."

The world today seems in many ways respect have gone off the rails. Can brands be an anchor for the Be society?

Absolutely. People are loyal when they trust. This applies to relationships between people, but also to relationships between people and brands. Brands should recognize that they have a responsibility. They can make people feel good, satisfy their need.

 

Is there anything brands should definitely not do?

Brands should not overestimate themselves. A brand should be radically honest with itself and cover only those topics that are identifiable with its core. Johnson and Johnson can talk about motherhood, that is their core topic; Budweiser can talk about community, but ... please not about space travel! (laughs) That's not something we would associate with beer. At the end of the day, we want to make life a little easier for consumers: A beer should refresh, a Kraft-Heinz product should nourish, a car should get them from A to B safely. That's it. Nothing more, nothing less.

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Matthew Bull founded Lowe Bull South Africa and built it into one of the 50 largest creative agencies in the world. After 17 years, he sold the company, served as CEO of Lowe London before becoming Lowe's Global CCO. Bull founded The Bull-White House in New York, served as CCO of Mcgarrybowen New York. In late 2017, he founded SoloUnion.

A total of 88 projects were submitted for the Effie Awards Switzerland 2022, for which two jury rounds were held. First, 50 jurors selected 41 finalist projects. Then 21 jurors - each under the leadership of jury president Peter Felser - selected a total of 24 winning projects. Which projects are involved here, has Advertisingweek.ch unveiled in various stages over the past few weeks, including six bronze, twelve silver and two gold Effies.

The first two Gold Effies were won by Publicis/Notch and Webrepublic as well as Rod Kommunikation (Werbewoche.ch reported). We continue with Wirz, Sir Mary and Rod Kommunikation:

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Switzerland Tourism "No Drama" (Category: Highlight)

"No Drama" has generated over 440 media articles and 800 million media contacts worldwide.

"When you need vacation without drama. You need Switzerland." Wirz and Sir Mary staged this message in an intimate conversation between Roger Federer and Robert De Niro. Federer wants De Niro to star in his promotional film for Switzerland. De Niro refuses, because Switzerland may be lovely, impressive and fantastically beautiful, but there is neither danger nor drama here. These are precisely the elements that are so central to De Niro's work.

But drama, in the face of Covid, is what society least wanted - and so a film that was never realized turned out to be a charming and self-deprecating advertisement for Switzerland. Because if you need a vacation without drama, you need Switzerland. Unless, of course, you're Robert De Niro.

• Client: Switzerland tourism
• Lead Agency: Wirz Group / Sir Mary
• Other agencies / companies: Pumpkin Film / Ballad / Per Kasch / BaconX and Southern Light

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HEKS "Corona Donation Campaign" (Category: Doing Good)

Increase in all relevant KPIs: The targeted ROI was exceeded to 2.6 at +33%. Donation revenue increased by 16 percent compared to the benchmark, and per capita giving increased by 40 percent.

How do you get people in Switzerland to donate to the less privileged - at a time when everyone was worried about themselves? The cross-media campaign for HEKS aims to get people to see the everyday Corona Rules from a completely new perspective and thus empathize with the problems of those affected. And it does this by integrating the familiar FOPH icons directly into the donation messages.

The extremely reduced subjects aroused empathy - and with measurable success: Although the willingness to donate in Switzerland declined during the Corona crisis, the donation level was maintained and the expected donations were even exceeded. The high donation per household of +40% compared to the expected benchmark indicates a high mobilization. The campaign effectively moved Switzerland.

• Client: HEKS - Relief and Works Agency of the Swiss Protestant Reformed Church
• Lead Agency: Wunderman Thompson
• Other agencies / companies: Magic Kitchen Marketing Solutions

After the Departure of Gilles Dind from Vaud, previously Head of Markets West, it became necessary to fill this important position at ST. At the end of an elaborate recruitment and selection process, Corinne Genoud, who has been an integral part of ST's global management team for decades, prevailed. Both professionally and personally, she ideally meets the requirements of the Market Management West.

As a Romande and a Valais native, Genoud has the required networks in French-speaking Switzerland, and as a long-standing and experienced market manager, she is firmly anchored in the international work of Swiss tourism advertising in its branches around the world.

Genoud started in 1993 at the then Swiss Traffic Center SVZ in the information and later the communications department. She then worked for ST's global markets from 1999. Prior to her responsibility for the Nordic countries from 2019, she headed the local markets of the United Kingdom and Ireland, as well as the Netherlands, which are so central to Swiss tourism.

Markets West - from the Americas to Western Europe

Corinne Genoud will assume overall responsibility for the markets of North America, Brazil, the United Kingdom and Ireland, Benelux, Spain and Portugal, France, Italy, as well as the home market of Switzerland from January 1, 2023. This market portfolio reached 27 million hotel room nights in 2019, with year-on-year growth of almost three percent. This corresponds to an overall market share of 67 percent.
Genoud is together with Simon Bosshart, Head of Markets East since January and also a member of the GL, is responsible for the planning and target achievement of all ST markets and branches.

In each episode, Steffi Buchli expresses her views on topics that are currently on her mind. The short two-minute clips can be about sports, but also about current news and trends. The first episode of "Buch(li)gfühl" is about the The trials and tribulations of FC Lucerne.

"We were looking for a maximum digital format that fits our DNA," explains Steffi Buchli. "Blick stands for a clear stance. I know that our female sports users also have strong opinions, and I hope for a lively exchange with the community. It's already working out wonderfully with the first issue on FC Luzern."

"Steffi's opinion is trenchant and her view goes far beyond the realm of sports. Her feel for topics that move people is worth its weight in gold. So it's all the more gratifying that her book(li)feeling is getting its own distinctive video format," says Sandro Inguscio, Editor-in-Chief of Blick.ch & Blick TV.