Since Friday, same-sex couples are allowed to get married in Switzerland. And thus also officially sound Mendelssohn's "Wedding March" for the first time. This morning, a 30-piece Lucerne Festival orchestra surprised newly married same-sex couples in front of the Zurich registry office with the "Wedding March for All". Under the direction of conductor Kirsten Milenko, the musicians from all over the world provided emotional moments for the wedding parties present.

Old civil law books as sheet music

That the "Wedding March" now really applies to everyone is to be shown by the score that the conductor used for the piece: marriage passages for exclusively heterosexual couples from the Civil Code book were used in snippets as a basis to create new paper. Felix Mendessohn Bartholdy's composition was then printed on it. Michael Haefliger, artistic director of Lucerne Festival, who himself tore up the pages, said: "We are very pleased that we can make our motto 'Diversity' audible and also tangible on this important day."

The campaign thus heralds a comprehensive online sales and radio campaign for Lucerne Festival, whose summer festival will take place in Lucerne from August 8 to September 11, 2022. With the motto "Diversity", the festival is setting an example for equal opportunities regardless of skin color, gender, religion, social origin or sexual orientation.

Online, the campaign's messages aim to show the audience the experience of seeing a top classical music star live at an unbelievable price. Instead of artists' names, interesting facts about the musicians and pieces of music are advertised. Thus, it is not a ticket for the Vienna Philharmonic or the London Symphony Orchestra that is advertised, but an orchestra for which even the royals stand in line or a piece that was composed in Lucerne and then became famous worldwide. On the other hand, orchestral highlights are used on the radio and on Spotify that end abruptly just before the climax to make the target group want to keep listening.

Cognitive Biases

With this approach, the campaign mechanics rely on Bias-based Creativity, an approach developed by Jung von Matt and HSG (Werbewoche.ch reported). The potential confusion of the extensive program is deliberately countered by a reduction in the complexity of decision-making. At the same time, the reduced information available stimulates curiosity about the festival program.

The campaign is running now. It is being managed by the media experts at Jung von Matt Impact, who are relying on data-driven targeting to achieve the greatest possible relevance for the target group.

Responsible at Lucerne Festival: Michael Haefliger (Artistic Director Lucerne Festival), Bettina Jaggi (Head of Marketing and Digital Development), Danièle Gross (Commercial Director), Nina Steinhart (Head of Press and Public Relations), Christiane Weber (Head of Artistic Office), Jovana Bozic (Marketing and Digital Development Staff), Anna-Barbara Rothen (Marketing and Digital Development Staff), Katharina Schillen (Press and Public Relations Staff). Responsible at Jung von Matt Limmat: Dominique Magnusson (Creative Direction), Frederik Dreyer, Elif Soysal (Text), Nicole Vizcardo, Sebastian Danielsson (Art Direction), Mutasin Grabenhorst (Animation), Ayleen Friedrich (Graphic Design), Christian Omlin, Joséphine Ducret (Strategy), Michel Nellen (concept/implementation PR), Fabienne Weidmann (consulting), Vera Riemeier (executive project director, overall responsibility), Nathalie Eggen (executive empowerment director), Luitgard Hagl (executive creative director), Wolfgang Bark (executive creative director). Responsible at Jung von Matt Impact: Ladina Baumann, Jean-Paulo Chaveiro (Media Planning), Dominik Habermacher (Managing Director). External partners:inside: Film Tannery (film), Smartec (stage construction).

Ground handling and air freight logistics provider Swissport International operates at 285 airports around the world. With the dynamic recovery of air traffic after the Corona pandemic, Swissport faces the challenge of finding tens of thousands of new employees around the world within a very short time.

Chris Rayner, Chief People Officer at Swissport International AG: "At Swissport, we are proud to be able to offer exciting jobs in aviation. We were able to convey this very effectively with our video clips on social media."

Together with Swissport's communications team, led by Christoph Meier, Farner implemented a flexible recruitment campaign that primarily uses videos on social media to address the appropriate target groups around airports. The short films are intended to provide authentic insights into the working worlds surrounding flight operations. The campaign deliberately plays on the unbroken fascination of aviation. It translates everyday situations and elements of "ordinary" working life into the world of aviation - from small talk and the company car to the morning team meetings and trouble shooting. In this way, the crucial difference between normal jobs and working at the airports of this world becomes apparent.

The videos will be played out by Farner around the globe, country by country and airport by airport, over the spring and summer of 2022. In the UK, Ireland and the US, the first target markets, the social media campaign generated more than 3,000 applications in just four weeks. In the next phase, Farner will roll out the campaign in Australia, Germany and Switzerland.

Responsible at Swissport International: Christoph Meier (Head of Communications & Brand Management), Maria Künzi (Communications Manager). Responsible at Farner Consulting: Kurt Rossi (Client Lead), Elena Fuchs (Project Management), Philipp Skrabal (Creative Direction), Mathias Kröbl (Art Direction), Lukas Günter, Alina Leiendecker, Nadine Schuler, Eva Witschi (Digital Campaign Management), Aleksandar Sofranac (Motion Design).

Calum MacKenzie studied Eastern European studies in Zurich, Bern and Moscow and has worked as a freelance journalist reporting from the region. In addition to Russia and the Caucasus, he has also traveled to Belarus and Central Asia. He is fluent in Russian and also speaks Georgian.

As Russia correspondent for Radio SRF, MacKenzie will also follow political and economic developments in the Caucasus and the Central Asian republics. "Through his studies and various stays in the region, Calum MacKenzie is already familiar with the reporting area and very well equipped for this challenging correspondence," says Philipp Scholkmann, who heads Radio SRF's foreign desk on an interim basis.

Calum MacKenzie will start on the foreign desk in the fall of 2022 and replace the current Russia correspondent David Nauer at the beginning of next year. Nauer has been back from Moscow since the beginning of 2022 and has since been covering the area as a travel correspondent on an interim basis from Bern.

Under the claim "You belong in a museum." Heads 2021 launched a campaign for the Zurich Museums Association. Now Heads is turning it into an activation campaign for Zurich's museums this summer. Under the slogan "Stell dich aus." museum visitors are motivated to put themselves in the spotlight in Zurich's countless museums.

To give the activation momentum, the agency cooperated with two photography classes at the Schule für Gestaltung Zürich and sent the budding graphic designers out on the runway. Barbara Keller from the Schule für Gestaltung was sure that good subjects would emerge: "This is a century-old class at our school."

According to Heads, highly creative subjects were indeed created. Six of them will be used in the campaign, the others will be published on Instagram under #stelldichaus. Marco Simonetti, Head of Design at Heads: "We were impressed by the variety of good subjects that left us spoilt for choice. But we were particularly pleased with the very different perspectives and approaches that were found - after all, it's precisely the great diversity that makes up what Zurich's museums have to offer."

Responsible at Verein Zürcher Museen: Brigitt Wehrli-Schindler (President), Nicole Mayer (Managing Director). Responsible on the agency side: Ralph Hermann (strategy, concept), Marco Simonetti (creative direction), Simone Raubach (strategy, consulting), Roman von Arx (realization), Dominique Kaiser (graphics - as a graphics trainee at Heads, link to the photography class at the School of Design).

Corinne Schlatter joined Schweizer magazine as an editor in 2011. LandLovewhen it had just come onto the market. She has been writing on topics relating to nature, gardening, agriculture and animals as part of Editor-in-Chief André Frensch's team for almost twelve years. The journalist knows what she is talking about: at a young age, she studied biology for several semesters and is also connected to agriculture. She regularly helps out on the family farm in Aargau's Fricktal and markets the fruit harvested there. Before she became a LandLove she worked as a sports editor at the NZZ active.

Corinne Schlatter is now deputy editor-in-chief of the LandLovewhich is published by Ringier Axel Springer Switzerland. "Corinne lives the LandLove-spirit. She understands the subject matter like no other. She not only writes about LandLovetopics, it also lives them," says André Frensch, editor-in-chief of the LandLove.

In the future, everyone and everything will be networked. And this future has already begun. At least for Digital Republic's customers. What all suddenly becomes possible when mobile subscriptions are designed from the ground up for a connected world is humorously illustrated by the mobile provider's current campaign. From cats that share their location, to toothbrushes that leave the chat, to dogs that reject friend requests.

Digital Republic's co-created campaign "Mobile Internet for everyone and everything" will be seen on digital and analog channels in Zurich in July 2022.

Responsible at Digital Republic: Marco Arnold (Co-Founder), Ali Soy (Co-Founder), Dimitri Salzgeber (Marketing Manager), Aileen Marbacher (Marketing Manager). Responsible at SHB+ (Strategy): Tobias Baumann. Responsible at Whatif (concept): Bettina Klossner, Cyrill Wirz. Responsible at Studio Wanner (Branding): Lukas Wanner, Stefan Cecere.

The owner-managed agency Kargo specializes in branding and is one of the most renowned agencies in Bern. Christoph Balsiger started in 2002 with the foundation of a graphic design studio. Today, the agency has 16 employees.

Simple and good ideas are what the Bern agency calls its most important asset. That's why it relies on a strong conceptual performance before embarking on creative implementation. The agency's core competence is "digital branding", the positioning and building of a brand in the global online environment. This includes content as well as visual and audiovisual signals and social media conversations.

Kargo's biggest customers include PostFinance, Switzerland Cheese Marketing and Airport Casino Basel AG.

"The admission means a lot to us and challenges us to grow into a leader among the Leading Swiss Agencies," says Kargo owner and creative director Christoph Balsiger about the LSA membership.

The new PostFinance Card is combined with Debit Mastercard. For this reason, the previous cards are now being replaced piece by piece with the new PostFinance Card. This will enable customers to pay wherever they see the Mastercard or PostFinance logo. There will be no additional costs for them.

PostFinance chose Wunderman Thompson's campaign after a pitch. For the agency, the challenge was to cover all target groups and subject areas with a single core message and campaign mechanics. That's because in addition to the general information of switching cards, the card's multiple uses must be emphasized: For payment in online retail, in gastronomy, the service sector and abroad.

To convey the message, the message of the PostFinance main campaign is taken up, but instead of claiming "It's normal, isn't it?" as there, the question is asked "Is it normal?".

The idea is that PostFinance does not know what is normal, because everyone should decide for themselves. But what PostFinance does know for sure: "Paying everywhere with the new PostFinance Card - that's now normal".

The campaign has been on-air since mid-June and consists of five different subjects that were specifically designed for moving image channels as well as print and OOH and are played out in all common formats, both digital and analog.

Responsible at PostFinance: Manuela Leuenberger (Head of Market Development), Jacqueline Gerber (Campaign and Communication Manager), Sascha Steinmann (Team Leader Market Development), Tiziana De Nuccio (Social Media Manager). Responsible at Wunderman Thompson: Marika Magnuszewska (Art Direction), Berni Brungs (Text), Samuel Wicki (Creative Direction); Kathrina Seiler (Production); Sandro Tschuor (Business Director), Franziska Saxer (Senior Account Director). External partners: Shining Film (film production), Leonardo Sanfilippo (executive producer), Yanik Müller (senior producer), Jyri Pasanen (director), Daryl Hefti (camera), Jonathan Heyer (photographer), Wolfgang Weigl (edit), Simon Hardegger (grading), JingleJungle (sound studio). Responsible for Havas Media (offline media): Georges Bérard (Client Service Director), Claudia Gantenbein (Account Manager). Responsible at Webrepublic (online media): Vanessa Pinter (Client Solutions Associate), Lorin Vögeli, David Rubeli (Programmatic), Michael Zenhäusern (Social Media), Daniela Ertl (SEA).

"Both the NZZ as well as Le Temps stand for quality journalism and liberal values. The readership is very similar, and accordingly we also work the same customer segments in the advertising market - a strategic partnership was therefore an obvious choice," explains Felix Graf, CEO of the NZZ, the step.

The print and digital marketing of Le Temps will be replaced from 2023 onwards by NZZone and Audienzz are controlled. The two marketers will be responsible for Le Temps target potential national and international advertising customers, covering the entire German- and French-speaking market. The regional advertising customers will be served directly by Le Temps The publisher is setting up a team specifically for this purpose. Zeynep Ersan Berdoz, Director of Strategy and Development at Le Temps, welcomes the partnership with the NZZ: "It's built on solid foundations and has been built on absolute trust, and I'm sure it will last."

In addition to marketing print and online advertising, the two media companies will also cooperate on inserts from next year and jointly drive their further development. In the future, the NZZ-inserts therefore also via Le Temps distributed in French-speaking Switzerland.

The technology developed by Audienzz was also a decisive factor in winning the cooperation. With access to the Adconsole, Audienzz's all-in-one solution for managing multimedia advertising jobs, receives Le Temps like many other publishers, has full transparency over the performance of all ongoing campaigns and can simultaneously handle operational processes efficiently and automatically. "Our systems and proprietary developments are also used for Le Temps The new technology will be put to profitable use," says Remo Baumeler, Managing Director at Audienzz.

In the event sector, too NZZ and Le Temps will increasingly work together in the future. For example Le Temps recently became an official media partner of the national sustainability initiative Sustainable Switzerland, which was launched by the company NZZ was launched with the aim of advancing sustainable development in Switzerland.

Christoph Glaus was responsible for the Esports & Gaming division of Red Bull Switzerland for over two years, Jon Baumann currently serves as President of the Swiss Esports Federation SESF.

The 36-year-old Glaus looks back on a varied career in communications, PR, consulting and project management. In his role at Red Bull, he built up the group's Esports & Gaming engagement in Switzerland from scratch. At Microsoft and Jung von Matt, he was able to gain additional experience in various industries and positions. At Stark, Glaus will dedicate himself to the further development of consulting as well as the support of new clients.

Baumann, 31, was most recently in charge of regional development & location promotion for the Oberaargau region. Previously, he was responsible for political advocacy and communications at a Swiss insurance company and then at the Swiss Media Publishers Association VSM. Baumann is responsible for the implementation of a fresh corporate communication for the 1337 Group and supports the individual brands in communicative matters.

The two newly created functions are intended to relieve the Group-wide management team around Michael Bieri and Dennis Andreas Nirtl and to further advance the professionalization of the divisions.

Accordingly, retouched and otherwise manipulated appearances in paid advertisements must be marked with a circular uniform notice. This includes body shape, size and skin, for example changes in facial shape, broader shoulders and narrower hips.

The measure is intended to help make consumers aware that people are not always shown in advertising as they look in reality. Ultimately, the aim is to portray less idealized bodies in advertising and thus protect younger people in particular. "At last we are getting a powerful measure against unhealthy body pressure to which children and young people in particular are exposed," said Norwegian Minister for Children and Families Kjersti Toppe.

The labeling obligation applies to all traditional and social media and expressly also to influencers and other people who post advertising online on the Internet and in social media. Those who do not comply will face a fine. The notice should account for around seven percent of the image area and be placed in a clearly visible position in the upper left-hand corner of the advertisement. Both those who have created the advertisement and the advertisers who want to earn money with it can be held responsible. (SDA)

After two years of virtual meetings, the association once again held this year's General Assembly physically at the Restaurant Razzia in Zurich, which all those present considered extremely positive.

The impact of the pandemic on association revenues was somewhat less positive last year. This was explicitly evident in the area of the IAB Academy, whose revenues fell again compared to the previous year. Likewise, no events could be held in the first half of the year. However, thanks to rigid cost control and a reduction in the number of staff at the office, some of which had already been implemented in the previous year, the IAB was once again able to report a positive result.

It is also positive to note that the association was again able to increase the number of members compared to the same period of the previous year. The sold-out DEX LIVE conference held in November 2021 also contributed to the positive result.

More presence, expansion in the area of events and training

At the General Assembly, Managing Director Urs Flückiger outlined the planned measures for 2022, some of which have already been initiated. The association wants to be much more present this year and is striving for a substantial expansion in the areas of events and training as well as in the working groups.

President, Executive Board and Advisory Board re-elected

Elections were again on the agenda of the General Meeting. Martin Radelfinger (Goldbach Group) was unanimously re-elected as Chairman, Roger Bauer (Ringier Advertising) and Christian Hermle (Amag Import) as Board members, and Advisory Board members Siri Fischer (IGEM), Catherine Purgly (LSA), Roland Ehrler (SWA/ASW) and Gregor Doser (Google) were each re-elected for a period of two years. The General Meeting also approved all other proposals of the Board and granted it discharge.