Sören Schmidt will support the company as Executive Producer. With his many years of experience as an international producer at Sterntag Hamburg and Palma Pictures Mallorca & Barcelona, among others, the 46-year-old will also take on the expansion of the international, exclusive directing portfolio as well as the lead in the New Business area.

Senior Producer Paula Liszko joins from Rotor Film, where she most recently headed the business unit in Zurich. With her many years of expertise in VFX and post-production, she will continue the award-winning animation department in addition to producing moving image formats. She will also be responsible for scouting and promoting up-and-coming directors and Swiss talent.

With the expanded constellation in producing, Boutiq intends to continuously strengthen and expand its directing offering in particular. The portfolio has already been expanded to include many new, experienced, international directors such as Jason Smith from England, director John O'Hagan, who grew up in Ireland, the Wolfberg directing duo from Prague and Florian Meimberg from Germany.

Boutiq also wants to focus specifically on female directors. To this end, the advertising film production company has brought Anne Weigel and Julie Kreuzer on board. The Boutiq team (from left): Mike Huber, Paula Liszko, Annina Zimmermann, Chantal (Gugger, Sören Schmidt, Martin Sautter, Joel Habermacher, (missing: Manuela Kukan, Christoph Lohri). Photo: Vera Hartmann

Since 2020, Boutiq has expanded its premises and set up new edit and grading suites with its move to Limmatstrasse 65 Zurich. In addition, the new offices include a studio for castings or fittings.

Boutiq looks back on seventeen years of experience in the fields of classic advertising and image films. With the new Boom Creative Studio division headed by Annina Zimmermann, a new corporate brand for digital content was additionally created (Werbewoche.ch reported). Together with Boom, Boutiq offers a broad range of products for every film-related customer need, as well as a playground for storytellers.

Bärlocher, who held the post for eleven years, excelled "in orchestrating the pandemic-related restructuring and transformation" of the airline, the statement added. He has also been a strong driver of digital transformation.

CEO Dieter Vranckx thanks him in the press release on behalf of the Board of Directors and the Executive Board. The search for a successor will now be initiated. (SDA)

In recent years, more and more platforms have developed that offer advertisers innovative and targeted mobile native advertising. There are also providers who play native advertising in the context of shopping and purchase planning for consumers.

Why purchasing planning in particular? This is so crucial for the shopping process, because consumers make purchasing decisions at precisely this moment and deal intensively with products and brands. This means that this part of the shopper journey should not be neglected by advertisers.

The shopping list app Bring! is particularly successful here, offering brands and retailers a variety of effective native advertising formats in the context of shopping planning. "Our shopping list app Bring! accompanies millions of people every week through all phases of shopping - from inspiration, to planning, to in front of the supermarket shelf," says Nadine Müller, Head of Sales at Bring! "With different mobile native advertising solutions, we enable FMCG brands to effectively reach their customer:s at the moment of purchase decision through targeted product placements along the entire shopping process."

Remarkable Native Ad Campaign: Emmi Achieves Record Values

The success of this concept is demonstrated by a campaign from the Swiss dairy product manufacturer Emmi. With the clear goal of activating additional target groups and sustainably increasing brand awareness, the popular dairy products manufacturer worked together with Bring! Central components of the campaign were a sponsored category and sponsored products as native ad formats in the Bring! App.

In order to promote Emmi Genusstage particularly effectively, a special category called "Dairy Products" was created in the Bring! App with the name "Dairy products". This category was displayed directly to users of the Bring! App and was thus able to attract a lot of attention.

Anyone who searched for certain suitable keywords on Bring! to put them on their shopping list was shown Emmi Caffè Latte, for example, as a separate product tile. With just one click on the tile, the entire range of varieties opened up, making it possible to plan purchases in an even more personalized way.

The campaign was supplemented by various formats to raise awareness as a source of inspiration. The results were fully convincing: 10.04 million impressions and 25,674 engagements clearly exceeded expectations.

"Our campaign for the Emmi Genusstage with Bring! proved how effective the ad formats in the Bring! App are. For this reason, we are currently planning further marketing campaigns. Bring! is our partner when it comes to effective attention-grabbing sales promotion measures!"

More information about the advertising platform of Bring! can be found on the website: Getbring.com/en/advertising/home

 

Capture Media offers products such as Site Engagement and Ad Engagement, as well as the tracking and analytics solution Fusedeck, which works without cookies and may be used in a privacy-compliant manner without user consent.

In order to provide stronger support for existing customers in Austria and to further expand its customer base, the company has decided to open a branch office in Vienna. In his new role as Business Director, 32-year-old Hannes Wurzwallner is responsible for market expansion in Austria. Most recently, he was responsible for marketing as Head of Business Development at Noodles Agency. Previously, he was New Business Development Manager at Adverserve Digital Advertising Services and Spotify Product Lead at Httpool.

"With Hannes Wurzwallner we have found the ideal person for Capture Media Austria," Michel Mariani, Chief Business Officer at Capture Media, is pleased to say. "He has the optimal mix of digital marketing expertise and technical know-how."

"What makes Capture Media special is the focus on engagements, which offers creative opportunities and produces more performant campaigns," says Hannes Wurzwallner about his new position. "Combined with Fusedeck, data and insights are gained that are essential for advertisers. I'm very pleased to be able to build the Austria site with an exceptionally competent team and with such an innovative company as Capture Media."

A total of 88 projects were submitted for the Effie Awards Switzerland 2022. A total of 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. The names of these projects will be published in the Advertisingweek.ch unveiled in various stages over the coming weeks. On November 10, 2022, this year's winners:inside will be announced at the Award show in Zurich's Kaufleuten chosen.

We start this week with the first bronze winners Jung von Matt Limmat, Wirz and Inhalt und Form:

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Zalando "The Last Run" (Category: PR)

With an emotional PR stunt, Jung von Matt Limmat brought the online giant Zalando, known as a "fast fashion retailer," onto the front pages of Switzerland and into the social channels of its residents.

How can a PR-rich idea be developed under the brand bracket "Free to Be" that credibly positions the online retailer Zalando, known as "FastF ashion," as a destination for winter sports gear?

The leverage: borrow credibility from someone who has it in both areas and embody winter sports expertise and free spirit attitude.

Iouri Podlatchikov stands equally for winter sports and a strong "Free to Be" attitude. After his surprising retirement, the model free spirit and professional snowboarder is dedicating his last halfpipe run to Zalando. In a spectacular live event, broadcast on Youtube.com/zalando and 20min.ch, Zalando celebrates Iouri's free spirit attitude - at the same time Iouri presents his favorite winter sports outfits in a fashion campaign.

In doing so, Zalando not only struck a chord and won the hearts of the Swiss:inside, but ultimately also boosted sales of winter sports equipment.

• Client: Zalando
• Lead Agency: Jung von Matt Limmat

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Content and form "Züribrätt" (Category: Doing Good)

The exclusively produced ladder game generated a donation of 72,296.50 Swiss francs and awareness for the nightlife industry beyond the country's borders. In addition, the game set a sign of cohesion in a difficult time.

The Corona crisis hit nightlife particularly hard. Countless establishments had to close their doors. Twice. This is a sad and challenging situation, because the reserves have long been tapped, even used up - nervously as well as economically.

That's why the agency Inhalt und Form has decided to support the Zurich Night morally, politically and financially - pro bono and without a media budget. Alone with the belief in the effectiveness of the longing for the Zurich nightlife and together with equally thinking Zurich artists, institutions and 11 notorious locations. For an industry that is usually thought of last when it comes to financial support. But it is enormously important for people's mental health and plays a major role in determining Zurich's flair.

• Client: Content and form
• Lead Agency: Content and form
• Other agencies / companies: Bar & Club Commission Zurich, Vision 11 Zurich, Katrin von Niederhäusern

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Migros-Genossenschafts-Bund "Support your Sport" (Category: Activation)

Migros surprised Switzerland with a novel and innovative promotion, activating a large part of the Swiss population with over 33 million redeemed club vouchers.

• Client: Federation of Migros Cooperatives
• Lead Agency: Wirz
• Other agencies / companies: Mutabor, Dynamo, Stories, Rosenberger Productions

Werbewoche.ch: Since the beginning of the year, Web3 has been a hot topic in the agency world. Why is Jung von Matt launching the Metaverse offer only now??

Robert Iken: Quality just takes time. Seriously, even if everyone is afraid of being too late, Web3 is still in its infancy. We have consciously used the last few months to bundle the power of our entire ecosystem and incorporate it into the offering. And we have very concretely implemented a project internally that has enabled our people to take their first steps in Web3. With success: half of our employees now have an NFT wallet.

 

How did you do that?

Argun Uysal: We created a limited NFT collection with pizza pieces, taught all our employees about Web3 and NFT ownership in a focus week, and then opened the "race" on the NFTs. The collection sold out within ten minutes and everyone who had one of the coveted pieces in their wallet automatically became a member of an exclusive NFT Owners Club. We call the whole thing "Pizza Metavese Club". We ourselves were surprised by the great interest that people had and still have in the subject.

 

What do you think was the reason for the big "run" on NFTs?

Luitgard Hagl: The utility of owning an NFT was unbeatable: Free pizza! (laughs) The internal project was a great example of how to get people excited about the topic who had not yet had any contact with it. The commitment within the agency was huge, everyone wanted to secure their NFT. And are now eagerly awaiting the second round. And what's more, the whole thing was just a lot of fun.

 

What conclusions do you draw from this for your Offer for your customers?

Iken: One of the key findings was that it is worthwhile to get your own employees up to speed on the subject. This reduces inhibitions and frees up space for ideas. How am I supposed to present myself as a brand in Web3 if no one in my organization has ever had any experience with it? The second realization was something we actually knew from the beginning and had confirmed to us: The power of our interdisciplinary approach. From the concept idea to the creative execution of the NFT artwork, the NFT development and the creation of a minting website, we did it all in-house. We want to pass on this experience.

 

What characterizes this power of interdisciplinary approach?

Hagl: We combine business building know-how, creative excellence and an understanding of pop culture with a full focus on customer empowerment. And that in our Swiss network as well as with our German colleagues from Jung von Matt Nerd.

 

What exactly does the collaboration with Jung von Matt Nerd look like?

Uysal: As an agency for nerd and pop culture, Jung von Matt Nerd brings a great deal of knowledge about the community and supports companies in the implementation of global Web3 projects. In addition, the team has a great deal of expertise in the field of gaming - and this is where many developments in Web3 come from. The collaboration with Jung von Matt Nerd enables us - and above all our customers - to understand the various international use cases and trends and to translate them into the Swiss market at an early stage.

 

To the offer: What will you offer customers in the future?

Iken: One example is our Metaverse Masterclass, in which we enable customers to explore the possibilities for their company on the Web3 - and to implement them right away. Within the framework of this implementation, we offer end-to-end services along the entire value chain. From education, ideation, strategy, creation, technology to community building.

 

Who should attend the Metaverse Masterclass?

Hagl: One should rather ask: For whom is it nothing? As Robert has already said: Web 3.0 is still in its infancy, and its potential is far from fully explored, let alone exhausted. In other words: There is something for every company that has an appetite for disruption in its own industry - or beyond.

 

Does the masterclass only deal with the metaverse?

Iken: No. Even though "metaverse" is the word of the moment - not least because of Marc Zuckerberg and Facebook's renaming - there is much more to Web3. So the masterclass journey takes us from blockchain to cryptocurrencies, NFTs, metaverse, DAOs and many more topics, all with an eye on market trends, best practices and the culture behind them.

 

And is Jung von Matt already in the metaverse?

Uysal: Sure! Our Pizza Metavese Club has its club rooms in the Metaverse and also otherwise we have special rooms here in the agency - for example our in-house pub, the "Rössli", or our gaming room - already replicated in the Metaverse.

 

Let's go back to the NFT collection that you mentioned in connection with the Pizza Metavese Club. Did the employees have to pay for it?

Uysal: No, all the fun didn't cost employees anything, of course - the important thing for us was that we were all able to gain initial experience with Web3 and NFTs together. And to enable our employees to advise customers accordingly.

 

And yourself? How much time do you spend in the metaverse?

Hagl: Every now and then, I drop by one of our six Jung von Matt rooms. Especially to see what wild outfits the avatars are wearing today. (laughs)

Iken: It's like real life, actually: You visit a place to meet people. It's exactly the same here at the agency as it is in the Metaverse. We will focus on getting our employees fit for their appearance in the metaverse - i.e. how do I create an avatar, what can I experience in different rooms - and then deliberately hold communication events for all employees in the metaverse from time to time.

 

What are your three learnings so far?

Hagl: First: Know your audience. Knowledge about the Web3 culture, for example about specific terms, about how to build a community in Web3 and an understanding of the effective demand are central. Second: The early bird catches the worm, but the second mouse gets the cheese. Although we find a certain looseness in dealing with the topic important, we advise against overhasty (strategy) exercises. There are still a lot of first-mover advantages to be realized. And thirdly: The story has to be right. Even if it's only free pizzas...

 

Three pieces of advice that you give your customers on their way through the Web3?

Iken: You have to come to the Masterclass for that! (laughs) No, there is a very short answer to that: credibility, utility, community. The step into Web3 should be in line with the company's values, the benefit why I as a consumer should follow my brand into Web3 should be clear and meaningful, and I as a company should invest a lot in building a lively community in Web3. This can also mean simply starting internally - for example, with a pizza club!

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How do you position a brand in the metaverse? Do NFTs make sense and does the intended target group even use cryptocurrencies and channels like Discord? These are the questions that the Metaverse Masterclass launched by Jung von Matt and Morrow Ventures aims to answer. (Werbewoche.ch reported).

Web3 has come to stay. Everyone is talking about the metaverse, NFTs and DAOs. The hype is great, the fear of missing out almost even greater. But how do you position a brand in the metaverse? Do NFTs make sense and does the intended target group even use cryptocurrencies and channels like Discord? These are the kinds of questions the Metaverse Masterclass launched by Jung von Matt and Morrow Ventures aims to answer. Luitgard Hagl, Robert Iken and Argun Uysal have Advertisingweek.ch in an exclusive interview already revealed a little more about it.

A team of experts, consisting of creative and business building professionals from Jung von Matt and Morrow Ventures, wants to enable customers to explore the possibilities for their company in Web3 - and to implement them right away. The team from Jung von Matt Nerd, the agency for nerd and pop culture from Germany, which has, among other things, implemented a Web3 case for the watch manufacturer IWC, is also taking part.

From Masterclass to Master of the Metaverse

The Metaverse Masterclass is part of a Web3 PracticeIn this project, customers are supported by an interdisciplinary team, from their own Web3 strategy to NFT collections and their own presence in the metaverse. On the one hand, the aim is to set trends in the fast-moving Web3, but also to develop long-term strategies for the role that one's own brand can play in Web3 in the future. And this along the entire value chain: from education and ideation to strategy, creation, technology and community building.

"The hype around Web3 is huge. And the question of how companies should deal with it is everywhere. The main thing is to understand what Web3 can do and how it fits in with your own company. This raises questions such as: How do I activate and win over the Web3 community for my company when it's no longer on Instagram or TikTok?" said Robert Iken, Managing Partner of Morrow Ventures. "Our goal is to work with customers to find out where the journey in Web3 can go - and where it can't."

Luitgard Hagl, Managing Creative Director of Jung von Matt Limmat, adds: "With the Web3 Practice, we are fully relying on the 'Power of Many' of different experts. And we do this both in our Swiss network and with our German colleagues from Jung von Matt Nerd. This means that we combine business-building know-how, creative excellence and an understanding of pop culture in a unique offering. And with a full focus on the empowerment of our clients."

"I love my mother. And my mother loves horror movies, a workout now and then, and dirty jokes - it's only when it comes to finances that she sometimes has a mess": With a declaration of love to all parents, the current TV commercial from Pro Senectute Switzerland puts family caregivers in the spotlight in an emotional and approachable way. After all, they do a great job day after day in caring for their aging parents and relatives so that they can grow old in a self-determined manner within their own four walls.

Growing need for support

Despite the need to be there for their loved ones, relatives often lack the time, strength or knowledge to cope with these situations. In these cases, Pro Senectute is there to help: every year, more than 700,000 elderly people and their relatives count on the relief and visiting services as well as other concrete support for everyday life. In order to be able to meet the growing need for support at home, Pro Senectute relies on donations, which the Fundraising campaign with a television commercial, posters and an accompanying mailing.

Competition on Energy

The realistic fundraising campaign and declaration of love to all aging parents is also aimed at younger relatives. In a theme week, the presenters of all Energy stations will be looking for the most beautiful declaration of love to grandpa or granddad between October 6 and 14. The winner will receive a nice dinner with their favorite person.

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Responsible for Pro Senectute Switzerland: Alain Huber (Director), Sandra Kathriner (Head of Marketing Services), Martine Olinger (Project Manager Fall Collection), Peter Burri Follath (Head of Communications), Tatjana Kistler (Media Officer). Responsible agency: Bold. Responsible at Stories: Michèle Seligmann (Executive Producer), Nathalie Maibach (Line Producer), Janic Halioua (Director/DOP), Christina Welter (1st AC), Caspar Brog (Gaffer), Jonas Stirnimann (Lighting), Julian Joseph (Sound), Emilie Fischer (AD/Styling/Mask).

From Tuesday, compulsory advertising will be introduced on time-shifted TV on German-language private stations. Specifically, this means that when a program starts on replay TV, an advertising report of 5 to 7 seconds will be displayed that cannot be skipped. Likewise, forced advertising is displayed when the pause button is pressed.

Finally, there is a commercial break with two to three spots of a maximum of 130 seconds, which is played if viewers want to fast-forward through the much longer commercial break during the replay. The broadcasters can now prevent rewinding during commercials for up to a maximum of four minutes per broadcast hour.

This is being introduced at 19 German-language private stations. These are almost all channels from RTL Deutschland (RTL, Vox, Nitro, RTLZWEI), the Seven.One Entertainment Group (ProSieben, SAT.1, Kabel Eins, ProSieben Maxx, SAT.1 Gold, Sixx, Puls 8) and CH Media (TV24, TV25, S1, 3+, 4+, 5+, 6+, 7+/Nick Schweiz). From next year, they will be joined by more than a dozen Swiss regional stations, as well as N-TV and Super RTL.

TV stations complain about advertising losses

So starting next week, customers will have to endure advertising on German-language private TV stations when they fast-forward through commercial breaks, or pay more. Salt will charge an additional 6 francs per month for this.

However, the telecommunications provider had already introduced an additional charge of CHF 3.95 per month for seven-day replay TV in May. The previous replay of 30 hours was already abolished for new customers in March.

Two weeks ago, the competitors had already announced their prices for time-shifted television without compulsory advertising. Swisscom charges CHF 6.90 per month for skipping commercial breaks, Sunrise CHF 7.90 and Sunrise's low-cost brand Yallo CHF 7.95.

At the cable network Quickline, skipping commercial breaks costs 5 francs, as does Teleboy. The streaming provider Zattoo continues to offer replay TV at no extra charge in the most expensive subscription.

Over 200 stations without forced advertising

The reason for the additional fees is the industry agreement reached last year by TV broadcasters, collecting societies and TV distributors on the so-called Joint Tariff 12 (GT12). With this, TV stations want to compensate for the advertising revenues that are lost due to the fast-forwarding of commercial breaks.

However, Salt pointed out that of the approximately 260 channels it offers, replay and recording functions would remain unchanged for all other approximately 240 channels. (SDA)

Since 2019, Ochsner Sport has been focusing more on performance and sports expertise. Since then, the sports retailer has constantly developed its brand identity. The company is positioning itself under the idea of "Accessible Aspiration" and is increasingly gearing its range of products and services towards people who themselves do or want to do sports at a higher level.

To meet the demands of these athletes, the focus is on skiing, run & train, outdoor and biking. According to Ochsner Sport, it has the best range of products in these four focus sports and is constantly expanding its expertise.

In the area of running, for example, there is a whole universe that is offered to runners. From dynamic running analysis, running groups around European champion Viktor Röthlin, running events and marathons to the company's own running app "Runtime" with a unique podcast that only plays when you run yourself.

The claim "Switzerland is our sports ground" is firmly anchored in the company's DNA and has been cemented and repeatedly dramatized with various campaigns. Now Ochsner Sport has developed a new logo in collaboration with the Loved agency from the Thjnk Group and Thjnk Zurich. According to the company, the rebranding is the next consistent step towards the "Performance and Sports Competence" strategy.

The new logo should reflect performance and a sovereign, powerful self-confidence. Transported by the very clear and geometric typography "Galano Grotesque" set in bold Bold. Sportiness, performance, speed and competition come into play through the moving digit, reminiscent of a stopwatch from sports and movement in general.

The new logo will be rolled out in stages from Friday. First, it will be seen in all stores at over 80 locations throughout Switzerland.

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Responsible at Ochsner Sport: Marco Greco (Head of Marketing), Patrizia Fiechter (Team Leader Cl. Communication), Patrick Käser (Team Leader Content & Social Media), Andreas (Züger, Cl. Communication & PR), Nathalie Brunner (Cl. Communication), Jan Schmitter (Content & Social Media), Janina Stettler (Content & Social Media), Tavi Venzin (Content & Social Media). Responsible at Thjnk Zurich: Alexander Jaggy, Pablo Schencke (GF Creation), Gordon Nemitz (GF Strategy), Andrea Bison (GF Consulting), Lukas Amgwerd (Creative Direction), Lukas Frischknecht (Art Direction), Marie Vuilleumier, Andrea Häfliger (Consulting). Responsible at Loved: Maik Beimdieck (Executive Creative Director), Nicolai Diekmann (Art Direction), Valentina v. Cramm (Account Director), Lilli Oldag (Account Manager).

The Group is planning a savings program of at least 10 percent, writes the Wall Street Journal. Meta declined to comment on the report when asked, but referred to statements made by Zuckerberg in late July.

At that time, the Group had suffered a decline in sales for the first time in its history. In the second quarter of 2022, sales fell 1 percent year-on-year to $28.8 billion. Profit slumped 36 percent to $6.7 billion.

Weak economy slows meta

Meta is suffering from the current turbulence in the global economy and from competition from the video platform TikTok. Like TikTok, the Group is now increasingly focusing on short videos that are recommended to users with the help of a powerful algorithm.

Apple's measures to better protect privacy on the iPhone also upset the business model. At the same time, the focus on virtual worlds - the "metaverse" - entails development costs in the billions.

Zuckerberg sees the future of the Internet in the metaverse, virtual worlds where users work, play and communicate using avatars. That's why he renamed Facebook Meta a year ago (Werbewoche.ch reported).

Cautious planning

He had hoped that the economic trend would have stabilized more by now, Zuckerberg said, according to Bloomberg. But since it doesn't look like that, Meta wants to plan more cautiously. There are to be budget cuts across various areas, he said.

Meta had grown rapidly in recent years, partly to meet requirements for security and filtering out hate speech. As of June 30, the Group had 83,553 employees, up from 63,404 a year earlier. (SDA)

Executives are currently aware of the changes that the pandemic and the accompanying introduction of home office regulations will bring to their organizations. In doing so, they underestimate that something else is disrupting their organizations much more insidiously, because it is not imposed by the federal government, but rather self-determined: Slack.

There's probably not an agency or marketing department in the industry now that hasn't used slack for all it's worth. Developed as an internal communication tool for gamers, the tool is now not only the most popular chat and productivity program in the world, but it is also changing the communication culture of the companies in which it is used. And it's doing so in a big way. It's now used by more than 70 percent of all "Fortune 100" companies, and the growth continues unabated. And even more so since the company was taken over by Salesforce, which has only just begun to make a real impact on marketing.

The English "to slack" or "slack" has long been dialectized in everyday life and means to exchange text and image messages, documents, gifs and emojis via this very channel. In the language of origin, the word is used in a more versatile way: As a verb, it means to dawdle, slack off, dawdle, relax, slack off. As a noun, it stands for idle, slack, sagging, or listless time.

Perhaps that's why Slack is more popular with employees than with bosses. While the latter complain that work ethic, concentration and verbal communication could atrophy, the former think it's great that you can get together in countless channels to form groups and exchange ideas, and that something is always "on" because someone somewhere is sure to have something to report. This is a challenge that will probably keep us busy for a long time to come.

When work becomes play

To understand why we all slack, we need to go back to the origin of this phenomenon. It's a wild story that begins with a strange, failed video game. Behind Slack is initially a developer, Stewart Butterfield, who, along with his former boss Cal Henderson as well as a few others, parted ways with the Flickr company to try his hand at creating a multiplayer, non-combat online game called Tiny Speck.

The thing failed grandiosely. But the need to develop a tool that would playfully change how people would have to work had grown. Not a modest aspiration, which they were then able to actually fulfill years later. The brand has long since become a verb and a household name, both of which are virtually the accolade of branding. The secret here: don't take software and work too seriously!

Slack is not only the fastest-growing software-as-a-service startup in history, it actually fundamentally changed the way we communicate and work with each other within five years.

We haven't made phone calls in a long time. E-mails are so 00s. SMS and DMs are also 10s and no longer in. With Slack, we move in living channels - always immediately and simultaneously in different ones. We learn to communicate in parallel worlds and bubbles and to anticipate their moods and opinions. That's why all of us - whether employers or employees - shouldn't dilly-dally or slack off, but rather align our organization and our behavior with it. Otherwise, bullying, bashing, celebrating and the like threaten to take over. And in terms of management, that's a completely different challenge than home office.

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* 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.