For the annual report - as in previous years - one of the many traditional Emmental crafts was interpreted as a hook: This time the watchmaking craft of Ueli Zürcher in Wasen. The delicate craft, which master craftsman Zürcher has been practicing for almost 50 years, requires a great deal of patience, experience and skill - just as the production of original Emmentaler AOP requires.

Unexciting news from the valley

The current issue of the members' magazine focuses on well-known personalities from the world of original Emmental cheese: dairy farmers Carmen and Hansruedi Müller, the brothers Marc and Thomas from the Neuenschwander cheese dairy in Güttingen, and also the 160th anniversary of distribution partner Lustenberger & Dürst.

In addition, readers can find out more news about Emmentaler AOP: be it the promotion of young talent by Schwinger patron and brand ambassador Mättu Sempach, the digital orientation of the Emmentaler show dairy, as well as an overview of marketing activities and much more.

In the spirit of solid craftsmanship, great importance was attached to careful design, selected uncoated paper and fine print finishing in the creative implementation and realization.

Responsible at Emmentaler Switzerland: Alfred Rufer (Commercial Manager, Vice Director), Stefan Gasser (Director), Regina Miesch (Project Manager), Sandra Wiedmer (Marketing & Communication Manager). Responsible at Zimmermann Communications: Christoff Strukamp (Creative Direction), Julia Hofmann, Ramon Alder (Art Direction), Marietta Mügge (Text), Lara Cavelti (Project Management), Dominik Mätzener (GF Consulting), Rolf Zimmermann (Strategy). Photography: Ramon Alder, Adrian Ehrbar. Printing and finishing Business report: Haller+Jenzer. Printing member magazine: Egger.

Tom Capital was founded in Zurich in 2011 and is fully owned by the team. Its systematic approach to active investment management relies on science and machine learning. Based on scientifically proven concepts, the firm's algorithms identify patterns from macroeconomic, fundamental and price data, construct the portfolio and provide trading inputs within a strict risk management framework.
After ten years on the market, the management decided to develop a contemporary redesign. KSP developed the new appearance for Tom Capital, from the logo to the claim to all appearances, especially the new website. Tomcapital.ch.

The new "Fingerprint Tree" was created from the existing walnut tree in the logo, which was intended to symbolize solidity and consistent yield over three years. The new logo combine the original symbolism with individuality and digital attitude.

Responsible at Tom CapitalSabrina Herold (Partner, Sales & Client Relations), Dr. Christian Gloor (Partner, Research & Portfolio), Steven Van Winkel (Partner, Research & Models), Dr. Artem Chakirov (Partner, Research & Data), Thomas Stämpfli (Founder, Board of Directors), Dr. Urban Müller (Partner, Board of Directors). Responsible at KSP: Céline Goldschmid, Jelena German (design), Barbara Sarras (text), Manuela Pasanen (DTP), Melanie Hanimann (consulting), Simon Kaserer (website implementation), Uwe Schlupp, Daniel Krieg (strategy and creative direction).

iIn November 2021, the Gallery of Hi Switzerland was officially inaugurated. After further events this spring, the agency opens its doors again on Wednesday.

The "HI Insights" offer invited guests impulse presentations on competence topics such as signaling or brand development. The aim is to transfer knowledge in a personal setting. At the subsequent aperitif, the guests can exchange ideas and round off the evening.

The first event on the topic of signaling in architecture will take place on Wednesday. Architects can register for the event "Signaletik versus Designanspruch". This connection between orientation and design, which can be recognized in the title, is emblematic of the agency's attitude.

Further events are to follow before the end of the year. In addition to the Gallery in Lucerne, the focus will also be on the cultural and conceptual space "Ink" in Appenzell. This will be used for events, keynote speeches and exhibitions, among other things.

The Alliance SwissPass is the public transport industry organization that is largely unknown to end consumers. As an association of 250 transport companies and 18 associations, it is committed to harmonized and comprehensible fare regulations, modern and attractive sales solutions, and customer-oriented product ranges throughout Switzerland. But that is just the tip of the complex iceberg.

Reduce to the Max

In close cooperation with Alliance SwissPass, Kargo untangled the tangled thicket of seemingly incomprehensible organizational structures and broke down the entity into the relevant core tasks. The result was a stringent script as the basis for a detailed but easily understandable explanatory film.

The emphasis was not only on simplicity of content, but also on visual reduction. With the film, the Alliance SwissPass wants to provide easy access to ÖV Schweiz and insights into its everyday work.

Responsible at Alliance SwissPass: Thomas Ammann (Head of Communications / Media Spokesman); Responsible at Kargo Communication LSA: Christoph Balsiger (Creative Direction), Pasquale Herren (Illustration) Konrad Mazanowski (Motion Design), Roman Sterchi (Concept and Project Management).

Coffee machine manufacturer Jura is promoting three current products worldwide in 2022 - again with brand ambassador Roger Federer. The three new spots build on the story platform launched in 2017, which is why this time, too, everything revolves around Roger and his illustrious neighborhood.

The first spot focuses on a young mother and her tech-savvy kids. In the second spot, Roger is welcomed by an astrophysicist who is a fan of the Milky Way. And in spot number three, Roger meets a Himalayan explorer who is hosting a very special guest in his super-cooled apartment.

The three films advertise three different device features, including the "Cold Brew" and "Sweetened Milk Foam" functions. Freshly ground, non-encapsulated coffee is the unifying element throughout all the films.

The spots have been translated into 18 languages and are now available on TV and online.

Responsible at Jura Elektroapparate: Emanuel Probst (CEO), Meinrad Kofmel (Head of Communications & PR), Xavier Hadorn (Head of Marketing Services & Communications). Responsible at Halder Record: Ralph Halder. Production: Pumpkin Film. Directed by: Kasper Wedendahl. Camera: Filip Zumbrunn.

Maybaum Film has made it its goal to live a holistic, sustainable corporate philosophy. "We want to work with both our employees and our customers on a long-term basis," says Laurent Ulrich, Managing Partner and Producer at Maybaum Film. "That's why we also question all other areas of the company with regard to sustainability. Handing out dusty giveaways as company gifts doesn't make sense for us."

The Aargau-based production company has therefore unceremoniously planted 5,000 trees as a thank-you for their success. With "One Tree Planted", they are relying on a trustworthy non-profit organization as a partner for the implementation of this project, with which other Swiss companies such as the textile manufacturer Nikin are already cooperating.

The NGO works with local reforestation projects around the world, creates jobs and makes a decisive positive contribution to the climate with over 40 million trees planted. Maybaum's customers receive a certificate that identifies them as a tree sponsor and provides more information about the reforestation project.

Brand Safety is one of the key topics for Digital Ad Trust Switzerland, which was founded by the three associations IAB Switzerland Association (IAB), Leading Swiss Agencies (LSA) and the Swiss Advertisers Association (SWA). The current Brand Safety Report, produced in collaboration with Zulu5, is another comprehensive report.

The digital advertising of the 100 largest Swiss advertising clients and exposed industries was examined and analyzed with regard to brand safety. The report distinguishes between legal safety - advertising environments that violate the law or advertising guidelines - and brand suitability, which refers to brand-specific safety requirements. Zulu5 used an outside-in approach to search the Internet in the first half of 2022, combing through a large number of websites to audit them and record which ads appear on potentially brand-damaging pages.

The analysis showed that the majority of 52 of the top 100 advertisers in Switzerland fall into a low exposure range of between 0.1-2 percent with their advertising placements. 0.1-2 percent of the observed advertising placements were thus played on potentially harmful environments, which would only require limited measures depending on the risk profile.

The situation is more critical for advertisers with 2-5 percent of exposed cases. Here, 17 market participants were found, 16 fewer compared to the second half of 2021. A total of 31 advertisers were even exposed to an extent of more than 5 percent of their advertising placements. This is still five advertisers less than in the second half of 2021. According to Digital Ad Trust, both categories require active measures to reduce.

Overall, however, the picture has improved compared to the second half of 2021. For example, the number of advertisers that advertised below 2 percent of all cases in potentially critical website environments increased by 67 percent, from 31 to 52, while the number of cases above 2 percent decreased by 30 percent, from 69 to 48.

Most cases of potentially brand-damaging ads come from the finance, telecommunications, services and retail sectors. According to Digital Ad Trust, this is hardly surprising, as the greatest advertising pressure of the top 100 advertisers is in these sectors. In general, it can be said that the risk of advertising in potentially brand-damaging environments correlates with increased advertising pressure and, above all, broad distribution.

The Digital Ad Trust Switzerland association will inform the heavily affected advertising clients individually about their respective results, according to a statement.

In the period from January to June 2022 Zulu5 and Digital Ad Trust monitored over one million national and international potentially trademark-damaging Internet domains and examined them for advertising placements by the top 100 Swiss advertising clients.

The current Brand Safety Report can be downloaded from the Digital Ad Trust website can be downloaded.

Relevant, rapidly produced digital content is also taking on an increasingly prominent role in the opinion market. Compared to other countries, however, Switzerland is still operating with the handbrake on in this area. The strategic partnership between Andy Was Right and Furrerhugi should enable the two companies to address this gap in the best possible way.

"Our communication solutions increasingly require digital content in today's environment. If you talk traditionally about the opinion market, we notice the trend towards social media. Foreign countries are leading the way. Thanks to the partnership with Andy Was Right, we can continue to offer our existing customers the optimal solution in the future," says Andreas Hugi, CEO and Managing Partner at Furrerhugi.

"The competence required of agencies in today's digital environment is constantly growing and becoming more complex. You can't and can't stand still here, and you have to constantly question and develop your offering expertise," explains Roger Hämmerli, founder and Managing Partner of Andy Was Right. Hämmerli is certain that the partnership with Furrerhugi represents a further important expansion of services for customers.

Joint projects planned

In addition to the exchange of know-how and experience, joint projects are to be increasingly implemented in the future and synergies are also to be profited from in the area of customer acquisition. Andy Was Right and Furrerhugi have already worked together in the context of the referendum campaign for the Yes to the Transplantation Act to activate the young population via TikTok.

"Partnering with Furrerhugi allows us to move even further into socially relevant areas of communication - an important area for us as we strive to become the leading digital content provider," said Leonard Wehrli, Editor-in-Chief at Andy Was Right.

Various joint projects are already planned in the context of the 2023 national elections.

A great employer and no one notices? That's exactly what the software company Opacc wanted to avoid. In the fall of 2022, the company launched a recruitment campaign together with Emarket.

Like many companies in the IT industry, Opacc is facing a shortage of skilled workers. Recruiting new employees is no longer easy these days. But the company has already achieved initial successes with its fresh recruitment campaigns.

"The new visual concept brings a breath of fresh air to our recruiting. As a result, we are receiving many good applications, which we are very pleased about," Urs P. Amrein, Partner and Marketing Manager at Opacc, is quoted as saying in a statement.

Creative implementation instead of empty promises

Opacc and Emarket have already collaborated on various projects. For example, the Employer Value Proposition for Opacc was developed in strategy workshops several years ago and an ambassador program was launched.

Through repeated collaboration, both parties know each other well, also in terms of values and the corporate cultures. This meant that Emarket was able to focus entirely on developing creative, visual guiding ideas when implementing the campaign, because the foundations had already been laid.

With a focus on the visual

It was particularly important during implementation not to make empty promises. Rather, the aim was to provide a realistic insight into everyday life and the team.

For example, no models were ordered for the photo shoot; instead, employees were photographed in the company. In addition, the person viewing the photo is actively addressed. In combination with illustrative elements and modern colors, the aim is to create an authentic and appealing mix of styles with which applicants can identify.

Responsible at Opacc: Urs P. Amrein (Marketing Manager, Partner, Extended Executive Board), Daniel Arnold (Head of Corporate Development). Responsible at Emarket: Roy Müller (Managing Director Switzerland), Selina Muth (Graphic Design), Jana Kunz (Project Management), David Avolio (Photography, One Idea).

Compared to the previous month, the gross value print of 639.7 million Swiss francs represents a renewed increase (+45.4%) and the advertising market also increases year-on-year (+5.2%). 15 industries increase in advertising pressure this month, contributing significantly to the overall increase. Among the most advertised products without Search are McDonald's restaurants.

Advertising pressure in the overall market

Development of advertising print as of September 2022 in millions of gross Swiss francs

Retail trade reduces advertising pressure for the first time in 2022

Only six industries reduce advertising print in September. The biggest percentage reduction was in cleaning (-33.1%), followed by cosmetics & personal care (-24.8%), vehicles (-16.5%), food (-8.4%), retail trade (-7.5%) and fashion & sports (-5.3%). The Retail Trade sector thus recorded a decline in advertising pressure for the first time this year. Nevertheless, Retail Trade can easily defend its first place in the overall annual ranking.

Tobacco products with significant increase

15 industries increased their web printing in September. This includes tobacco products, with a significant increase of 88 percent. Nevertheless, the sector still brings up the rear in the ranking comparison. The energy (+76.1%), telecommunications (60.8%), services (26.9%) and construction, industry & furnishings (+23%) sectors also increase their advertising pressure significantly.

Top 10 Advertisers & Products

The top advertisers and most advertised products as well as services (excluding assortment, image advertising and collective categories) in September 2022.

Media Mix for the month of September 2022

The city will transfer 40,000 francs to the sponsoring association as a contribution. In addition, fees in the amount of around 345,000 francs will be waived.

In the City Council, several speakers emphasized that the EuroGames offered the opportunity to make the LGBTIQ community visible and to promote equality and inclusion. The GB/JA faction failed with the demand to impose regulations on the catering offer and to prohibit commercial advertising.

The council majority also did not want to know about another proposal by the Greens, according to which a maximum of 25 percent of the people performing at the opening ceremony may be "white, non-disabled, dya-cis men". The city council finally approved the proposal by 59 votes to 0 with 14 abstentions.

The EuroGames have already taken place once in Switzerland: in 2000 in Zurich. At that time, the event was still called the European Gay Sports Games. Since 1992, the games have been held every year, with the exception of the years in which GayGames take place.

The EuroGames will be held in Bern from 26 to 29 July 2023. The city council expects between 3000 and 3500 participants, mostly from neighboring countries. As usual, there will be a Pride event at the end. (SDA)

Past, present and future are linguistically fixed tenses. In life and especially in the professional life of our industry, however, these seem to be fluid. Therefore, it is understandable that words describing time periods are used differently here, but they still seem strange. For example, when students of communication and marketing talk about "earlier" while scrolling through social media on the way to college or university, but actually mean "yesterday," or when advertisers call something "legendary" just because it is "recurring.

At the moment, the word "epochal" is doing the rounds. It's not just futurologists who use the adjective when they want to describe what they see in the crystal ball. Sounds good and promising. After all, something that is described as epochal is significant beyond the moment and has an impact on the future. And that's what we all want to achieve somehow with our work. It is therefore understandable that we strive to make things not only ubiquitous, but also as epochal as possible.

Only useful in the world of yesterday

In view of the current world situation, such words are popular but should be used with great caution. Corona was epochal, as was the introduction of the iPod - which recently passed away. Whether it will be the coming winter or the blocking of third-party cookies, we can only guess, we just don't know yet. Because whether something is epochal can only be recognized with absolute certainty in retrospect.

But there are exceptions. For example, Stefan Zweig's work "The World of Yesterday," which is currently highly topical again. Not only is it epochal, but it describes epochal events from a perspective of the present day. The author's memoirs convey the attitude to life of a citizen of the world in the first half of the 20th century, and much in it is frighteningly reminiscent of today. Zweig lived from 1882 to 1942 and experienced two world wars. He was a child from a good family, which is what all of us living in Switzerland today are. Our society here has never been as well off as it is today, despite the war in Ukraine, inflation and the electricity crisis. Okay, the golden years of advertising are long gone and the descendants of the generation of Gredingers, Gislers, Strittmatters, Aebis, Suters and Co. still suffer from the reputation of being wasteful, but hand on heart. The industry is still doing well compared to others. Or would anyone like to switch to the healthcare sector, the airline industry or an electricity company? Exactly.

And if you look at the current campaigns, we all seem to have assets that we are supposed to invest somehow and with someone instead of saving. The losses or gains may be epoch-making, but neither the advertisers nor the financial advisors know it. So please use the word only in retrospect, if we don't want to make fools of ourselves one day. Thank you.

* 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.