Although the headline gives pause at first, it quickly becomes clear why it fits into the current campaign. It's about investments in renewable energies, plants in the recycling industry, companies that promote the circular economy, and companies that assume ethical, social, and ecological responsibility - in other words, investments in scrap or things that no one needs anymore. 

Sustainability is already an economic driver with highly attractive investment opportunities and will undoubtedly become stronger and stronger as a growth market. However, the new fund "BLKB-LO Fonds Future Shift" is not only a logical next step for BLKB, but also an expression of the cantonal bank's expertise, values and responsibility, according to the bank's own statements.

The sustainability fund campaign started with a moving image strategy on digital channels and was complemented by an out-of-home campaign.

---

Responsible at BLKB: Jutta Langlotz, Francesco Vazzano, Yves Ekmann (main responsibility). Responsible at Karlie (branding): Sarah Martin. Responsible agency: Brinkertlück Switzerland.

Women often put themselves under pressure, are strict with themselves, indulgent and pay too little attention to their own care, but the role relationships within the family and the demands of companies also lead to women being worn down between family and job. If the pressure of suffering becomes too great, there is a danger of falling into a negative spiral that often leads to burnout.

Linda Rasumowsky has specialized in these topics in her practice. The psychologist and psychotherapist accompanies women, but also couples, on their way to questioning and reshaping society's expectations, expectations of themselves and the traditional distribution of roles between men and women.

In the new episode of the video podcast "off the record" Anna Kohler talks with Linda Rasumowsky about high-performing women who learn to be considerate of themselves, not to demand too much of themselves, and to let go of the demand for perfection from themselves and the environment. She advises couples on questioning role relationships, building trust and formulating needs. The focus is on the division of labor so that each member of the family has enough space to relax.

Audio version on Spotify

Audio version on Apple Podcasts

Of The Record Podpage with all previous episodes

 

 

Influencer marketing in Switzerland is conquering classic TV. Starting Wednesday, Kingfluencers is teaming up with TV marketer Admeira to launch a new advertising format and thus a cross-media synergy between social media and TV. With the "Influencer TV Spot", brands of any size can bring their already created social media content from Instagram or TikTok directly to Swiss TV and other TV stations.

"Influencer TV spots" consist of up to three short clips in the style of a TikTok video or a reel on Instagram. The short videos, lasting a maximum of 15 seconds, are then prepared as a TV spot and placed in the desired commercial break on SRG stations or, for example, on the French station TF1.

The first "influencer spot" runs on Wednesday and comes from Ochsner Shoes. Frank Zelger, CEO of Admeira, is pleased: "This new form of advertising optimally extends the social media campaign and, thanks to the strength of TV, generates additional reach with high purchase intent." According to Mediapulse, TV usage by people aged 15 to 29 is quite high at 108 minutes. "On our channels, advertisers like Ochsner Shoes get a perfect advertising environment also for the young target group," Zelger continues.

With closeness and authenticity can reach the TV audience

"The essence of what makes influencer marketing so effective, namely proximity, authenticity and relatability, is now being transferred to television with this premiere," says Yoeri Callebaut, co-CEO of Kingfluencers. This new form of advertising would give brands another opportunity to make all the authentic stories of their most successful influencers accessible to an even larger audience.

Green electricity is nothing more than the organic carrot or the Fairtrade banana for the wall socket. At least that's what EKZ says in a recently launched 360-degree campaign in Wädenswil. The campaign was designed to improve understanding of the natural power products that have been available nationwide since last year. In the process, an ecological upgrade can be purchased for the entire household or just for individual areas such as the kitchen or home office.

EKZ, as one of the largest energy suppliers in Switzerland, relied on the already high awareness for organically or at least regionally produced products when purchasing food. For this purpose, Art.I.Schock developed four summery subjects with fruits and vegetables.

In addition to direct mailings, small posters, landing pages, social media posts and online ads, the core of the campaign was two on-site campaigns to get in direct contact with the population. The highlight of these visits to the market and the lido was a smoothie bike that interested people could use to generate their own electricity. EKZ plans to carry out the campaign at other locations as well.

---

Responsible at EKZ: Nathalie Pfister (Sales Funnel Manager/CX Manager), Mattias Gienal (Head of Marketing). Responsible at Art.I.Schock: Sylvia Brüggemann (conception), Nadine van den Berg (consulting, project management), Lukas Koller (graphics), Tanja Richli (graphics).

1st Happy Birthday! For the fact that Rod is already celebrating its 15th birthday as an agency, your work has remained remarkably fresh. What is the "creative secret" behind this?

Pablo Koerfer: Thank you for the flowers. Since our founding, we have consistently focused our work on our target groups. Because they are constantly changing, perhaps the work also remains fresh?

 

2 Let's look back together: How do you remember the beginnings of Rod - was it a good, wild, especially challenging time? What do you think back to most often?

Regula Bührer Fecker: It was a very good time. We were a small, tight-knit group, worked a lot, laughed a lot and had lunch together almost every day at Bederhof, the pub around the corner from us. Ikea, Sanitas and 20 minutes were our launch customers and kept us on our toes right from the start. Without them and their trust in us, Rod would probably not exist today.

 

3. Regula Bührer Fecker has been "Advertiser:in of the Year" twice with Rod, and David Schärer once. Does Rod have a culture that makes the agency a WdJ hotbed?

Koerfer: Regi as a full-blooded strategist and David as a PR specialist are neither the classic "advertisers of the year. Before them, mostly creatives or agency managers were awarded. The fact that Regi and David were awarded as specialists proves how relevant advertising strategy and PR / Amplification have become in recent years.

 

4. when you joined forces with Farner in 2019, a murmur went through the Swiss communications industry: some feared the combined expertise, others complained about increasing consolidation in the market. How have the three years since the start of the "partnership in independence" with Farner been for you?

Koerfer: We didn't have that much time to deal with ourselves, because shortly after the merger came Corona, the BAG-Corona mandate, and with it, in terms of communications, the biggest challenge we've ever had to deal with. We were able to access many of Farner's specialists on client projects - that made life easier. We have retained and continue to cultivate our own identity, the location, the customers.

 

5 You have become valued experts in campaigns in times of crisis: For the FOPH, you raised awareness in Switzerland for protective measures and covid rules during the pandemic. What "key learnings" did you draw from this activity - and has your agency changed as a result?

David Schärer: The mood of the population changed constantly as the pandemic progressed. We had to develop campaigns in real time that met people's current communication needs. This real-time campaigning meant that we worked very closely with the FOPH team for months, as a "One Team". This interlocked work was extremely constructive and instructive.

 

Many agencies complain about an increasing lack of courage on the part of their clients. The paradox was recently described to me as follows: "Something 'new' is constantly being created ... but it has already worked three times! Do you also observe this phenomenon? What can you do about it?

Schärer: Fortunately, we rarely experience this paradox. But if you have really created something completely new, you simply need good arguments so that the customer feels comfortable with innovations and experiments.

 

If you could change one circumstance, one fact, one circumstance within the Swiss communications industry to your liking - what would it be?

Fecker: My personal watchout is that the appreciation of film and photo productions in Switzerland has been suffering massively for some time. It has become normal that for a fraction of former budgets today the multiple has to be produced. And these pictures, films etc. should then stand out in an oversaturated advertising landscape and reach visually overstimulated people. This calculation doesn't add up. I think that too often, money is saved in the wrong place, and that has become the norm. I don't want this to be understood as nostalgic whining, but you simply can't get excellence at a bargain price.

 

The talent market in Switzerland is considered to be almost dry. How do you get the next generation of advertisers to use their skills for Rod, of all things?

Koerfer: "If you can't take a joke, you can get out of my house" is written on a poster in my office. We have a special and very active team culture: friendly and amicable, so many people immediately feel at home at Rod and stay for a long time.

 

9. what are the prerequisites of Rod's customers with whom cooperation works best?

Schärer: It may sound simple, but it's true: We have the best customer relationships with customers who challenge us creatively and trust us that we only want the best for them and the task at hand. It shouldn't be a struggle and a spasm. It should be challenging and fun to deliver the best.

 

10 More and more small and medium-sized agencies are disappearing from the market. Can you still be successful at all without a network or a "big partner" behind you?

Koerfer: The market has been in motion for a long time, and consolidation around three or four agency groups in Switzerland took place a long time ago. Anyone who wants to cover the entire value chain needs a certain size. But there are so many small and micro agencies successfully serving their clients that I think it's fair to say: There is room for both.

 

Is Swiss advertising international enough - and can our country even be the starting point for global campaigns?

Fecker: Absolutely. We have smart, creative people, can offer the highest quality, and know how to think about an idea beyond language barriers. That makes Switzerland competitive when it comes to global campaigns.

 

When you look at the work of international colleagues - at awards ceremonies, in agency ratings, in the media: Which idea of the past years would you really have liked to have had yourself?

Schärer: There is no one idea. I find it extremely exciting that purpose-driven marketing is experiencing an absolute moment. There are many creative examples of this, especially internationally. Because we are also following this movement at Rod, I find these cases the most exciting.

 

13 Cannes Lions was held live again for the first time this year; however, one believed to feel a certain "fatigue" on site. Will the industry's attitude to awards change fundamentally?

Schärer: We all come out of one pandemic tired and are already being challenged by the next one. I feel that this is a bit of an emotional stop-and-go situation. I find it understandable that this was also felt in Cannes. Nothing is "normal" in 2022. I still believe it's important for the creative industries to come together to compete and learn from each other.

 

Assuming you were allowed to choose one for global expansion: Which country markets do you find most exciting for the communications industry right now?

Koerfer: I'm interested in Korea because the level of digitization is simply impressive. But maybe the interest also has to do with my daughters' taste in music.

Schärer: I have always had a soft spot for good design and am fascinated by Lisbon, San Sebastian, Biarritz and Bordeaux. Cities by the sea attract exciting people, which makes for creatively fascinating biotopes.

 

I would like to close with a question or a book title by the lyricist Howard Luck Gossage: Can advertising still be saved?

Fecker: Oh, dear. If advertising were dead, I'd wonder why we're all so busy.

The Female Innovation Forum took place this year for the fifth time in a row. Previously, female founders and startups had already been supported for another five years with the "Angels For Ladies" format. The founder and president of the jury Sandra-Stella Triebl emphasizes: "The Female Innovation Forum stands for a support network that takes hold. Together with all partners, we have created the largest ecosystem for young female entrepreneurs, which continues to grow."

In addition to BMW and Kurz, sponsors include Swisscom, DQSolutions, and the Canton of Zurich in the form of the Equal Opportunities Office and the Department of Economic Affairs. Co-sponsors such as USM, Calida, Walderwyss Attorneys, Emediately and Oppenheim & Partner also underline the broad support that the forum enjoys. As every year, the jury consists of 22 female founders, entrepreneurs, business angels and journalists, who will act as contact persons and companions for the winners after their election.

Intensive, inspiring day program

At the event, 250 innovation drivers, investors, business angels, entrepreneurs and startup founders exchanged ideas and listened to presentations on topics ranging from autonomous goods delivery and healthcare to the latest innovations in the sustainable reduction of CO2 emissions through climate technology. The crowning finale of the day was the award night in the form of a gala dinner.

Stefanie Flückiger-Mangual is Innovator of the Year

Stefanie Flückiger-Mangual is co-founder and CEO of the biotechnology company Tolremo Therapeutics. Carole Ackermann, co-chair of the jury, is enthusiastic about the entrepreneur and her ETH spin-off: "The company is pursuing a novel approach to prevent resistance to cancer drugs and to treat aggressive tumors in a variety of cancer types."

Flückiger-Mangual received a unique piece by Swiss artist Gabriela Brunner as an award, a BMW for a year, and a year of mentoring by BMW marketing manager Melanie Reinwald.
The one-year mentoring is an important part of winning in all categories. This is because the Female Innovation Forum also wants to support the start-ups beyond the once-a-year format.

"Recognition Award" for Nathalie Moral from "Clima Now

Nathalie Moral, co-founder and CEO of Clima Now, doesn't want to wait for the future, but to shape it. "The non-profit association was brought to life by Moral together with a group of people who want to assume their responsibility towards future generations and pool resources to do so," says Swiss-Ladies-Drive CEO Sandra-Stella Triebl. The purpose of the foundation is to counteract climate change and its negative consequences.

Nathalie Moral also receives a one-year mentoring by Doris Mancari, CEO of Kurz, and was delighted to receive a piece of jewelry from Chopard.

For the winner of the Social Innovation Award, Claudine-Sachi Münger, CEO of Tanne Schaffhausen, top chef Tanja Grandits is available as a mentor. The award for the best digital innovation of the year goes to Petra Marty of Netpathy.net. She is supported by mentoring from Dave Gleixner, he is a member of the Executive Board of DQSolutions. The award in the category "Diversity & Inclusion" was presented to Johanna Seeliger from Diversify; she is coached by Roger Wüthrich, member of the Group Executive Board at Swisscom. Sophia Borowka from Aison Technologies, Cristina Rossi from B-rayZ and Rhiana Spring from Spring Act also received the Newcomer Award.

Just at the halfway point of the year, a word creeps into our vocabulary that couldn't be more appropriate: semi. The current state of the industry? Semi. The work of industry colleagues at juries? Semi. Juniors' proposals for the next pitch? Semi.

It is primarily the young people in the industry who have brought the word into circulation. When the old-timers talk about their long-gone exploits, Generation Z doesn't even roll its eyes anymore, but looks at the world in perplexity. What are they talking about? They find it semi-amusing or semi-interesting.

The prefix "semi", which as a determiner originally weakens or halves adjectives or nouns, has long since become independent. Probably because, without a base word, it leaves open what exactly it denotes. Neither outstanding nor bad. Neither innovative nor oldschool. Simply semi. That sounds more positive than "so-so" or "so-so" and more binding than "interesting," but above all much more motivating. Which brings us to the topic of Generation Z. While the "older generation" - meaning Boomers and Millennials - are used to commenting on current events from an intellectual half-distance, the Gen Zers always go all in.

Basic motivation (self-)satisfaction

This new generation is now hitting the job market in full force. In the agencies and with the customers. It motivates itself from a seemingly infinite reservoir of self-confidence and presentation skills. That's why a lot of things are "semi": It doesn't matter if it's good or bad, the main thing is that it's right for you and positive.

Old management principles no longer apply. Old evaluation schemes even less so. When executives then desperately invite Generation Z experts to workshops, it is usually out of a mixture of great perplexity and forced curiosity. When asked "So, how was the workshop?", the answer is now "semi". This is because they have not only learned a new word, but also experienced a feeling that could not be described any more lucidly than "semi.

On the one hand, there is the enthusiasm about this unbelievable energy and motivation, which is sprayed at you by Gen-Zler:innen, and on the other hand, there is the skepticism about their self-satisfaction. "Millennials and boomers with a "semi" usually shrug their shoulders and protect themselves, saying, "Well, that's not so innovative after all.

---

* 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 Zurich Literature Festival, presented by Kaufleuten Kultur and Literaturhaus Zürich, will take place for the 10th time next week in the Old Botanical Garden. Celebrating its anniversary with a new design and a Web platform - conceived, designed and programmed by the agency Haeberli office.

Program, stream, store on one platform

Online festival visitors can use the platform intuitively and can purchase tickets or access the live stream with just one click. All events will now also be broadcast live. The audience can therefore decide for themselves whether they want to be there live on site or via live stream.

Dip and turn

The new key visual remains deliberately ambiguous, sensual, leaves room for interpretation and is intended to symbolize immersion in new - literary - worlds. The typography and the logo play with twists and reversals. The festival becomes the location for the new streaming offer.

Every year, the festival attracts a wider audience of more or less literature-savvy people with international authors and its own music program. There are now various ways for this heterogeneous audience to experience the festival.

The "Swiss Poster Award" organized by APG|SGA and the "DOOH Award" initiated by Clear Channel Switzerland will be integrated into a new competition integrated. This will give the "Out of Home" medium and the entire communications and creative industry a platform with national appeal and broad sponsorship, according to a statement issued on Friday. Neo Advertising and Horizon join as equal partners.

In the coming weeks, the AWS, together with the designated jury president Christian Brändle, director of the Museum für Gestaltung Zürich, will define the award categories and assemble an expert jury.

In order to give outdoor advertising an adequate showcase, the poster competition "Swiss Poster Award" and the contemporary honor for the best digital poster campaigns "DOOH Award" are uniting to form a new, dynamic award and event called "Woohw! The name is made up of the words "Wow!" and OOH and is intended to combine the expression of enthusiasm and the power of fascination of Out of Home.

The initiative for a new, joint platform "Woohw!" is also intended to underline the formative and lasting importance of the poster - whether in classic or digital form - in the intermedia competition and rewards the quality of the design work, the innovative strength, the creativity, and the impact of outdoor advertising.

FS Parker has implemented the climate protection campaign "Greenfestivals" together with Aroma Switzerland and Black Frame Studios. A V.E.P. - Very Ecological Person - lives festival feeling and deals consciously with energy. Access to the V.E.P. zone including a festival pass, can be won by sending in a creative video showing how to protect the climate.

Gusti aka @jounggustav, video creator and TikToker from Zurich, is at the center of the explanatory video about the V.E.P. Zone. With the statement "Mir sind de Afang, nöd de Schluss." he wants to motivate Generation Z to do something for the environment.

"The cool thing about the campaign is that we were completely free to create and implement the design from V.E.P.," said Mascha Schweizer, junior graphic designer at FS Parker. "We are mega proud that the promotional clip will be so highly visible at the festival."

---

Responsible for FS ParkerBenjamin Franz (Creative Director), Michaela Aerne (Consulting / Project Manager), Jan Espig (Graphic Designer / Illustrator), Mascha Schweizer (Junior Graphic Designer), Jonas Bürgi (Senior Graphic Designer).

Werbewoche.ch: Tanya König, congratulations, you are the new presenter at G&G (Werbewoche.ch reported). What does that mean for you?

Tanya König: It means an incredible amount to me! I am a happy person when I present in front of the camera. I've been able to turn my passion into a profession for a long time, but this is now another next step, because until now, very little has been live. The tension of live TV is much greater. Maybe you can compare it to when a soccer player finally gets to play in a championship after a lot of training.

 

How did the collaboration come about?

It's quite simple: The position was advertised and I applied for it, was invited to the casting and prevailed. During the casting, I had to conduct an interview, among other things, and apparently I beat out my competitors.

 

You have 20 years of experience in the moderation business. How excited are you before your first show?

Exactly, I had my first TV experience at 15 and then did some youth TV. In the last 20 years, however, I haven't been in front of the camera or on stage all the time. I first advanced my journalistic career as a video journalist and columnist. About ten years ago, presenting became a regular thing. I'm still very excited, because the SRF audience is of course much broader and bigger than I've had before. So if things go pear-shaped, a lot more people will catch on. I'll definitely have to take a few deep breaths before my first show.

 

You hosted people like the CEO of LinkedIn, the co-CEO of Netflix and Hollywood star Ryan Reynolds in front of 2,400 people in the hall at the Cannes Lions. Are the preparations for live moderations different from those for television? 

The preparation is similar, because I have to research the guest or the topic in each case. But the tone of the moderation is different. On stage, I feel the audience directly and try to interact. On TV, I don't see my audience and I don't get live feedback. That also changes the way I present.

 

What accents would you like to set at G&G?

In my last job at CNN Money Switzerland, my focus was mainly on the business side of art and culture and in the finance and startup world. I interviewed many art dealers and got an insight into this opaque world, at the same time I also talked to CEOs of financial institutions. I can imagine that I will also bring a few stories from these social areas.

 

How much leeway do you have in choosing stories?

I don't know the exact scope yet, because I don't have my first day of work until next week. But I would say that it's like any other newsroom: every member of the editorial team has to pitch inputs and ideas.

---

Tanya König will be a guest on G&G at 6:30 p.m. on SRF 1 on Thursday evening. 

www.tanyakoenig.com

For more than five years, Kilian Spinnler and Dominique Dreier have been producing music and audio for moving images in the commercial and independent sectors. In addition to classic audio post-production with sound design, mixing and voice recording, the focus of their work is on music production and composition for branding and advertising campaigns. Stereotyp's work has already been honored with an Edi and a Swiss Music Award.

Until the end of 2021, the duo including the recording studio was at home in Olten. "Our customers are delighted with the new location in the middle of Zurich," says Spinnler. The two producers immediately took the studio construction into their own hands.