Werbewoche.ch: Fabian Habisreutinger, dhe Switzerland-Tourism clip to the "Grand Tour of Switzerland" with Anne Hathaway and Roger Federer has cracked the 100 million views mark on YouTubet. Did you expect such success?

Fabian Habisreutinger: We didn't necessarily expect it - after all, the hundred million mark is unique, and not just for a commercial. However, it became clear in the first few days that we would achieve an extremely good performance with these values. Our assessment was supported by our AI forecasting widget, with which we at Sir Mary can calculate the campaign success from various parameters with a high degree of accuracy and predict it relatively early on. But we were still overwhelmed when it really happened. However, the campaign does not only consist of the clip. The other measures, especially through Switzerland Tourism's markets worldwide, which lead to engagements on Myswitzerland.com and even downloads of the new Grand Tour app, are also running very successfully.

The Wirz agency drew atm Clip for creation, Sir Mary responsible for media distribution. What strategy did you and your colleagues:inside proceeded thereby?

Vanessa Habisreutinger: We focused on a digital-first strategy, with all measures fully paying off on this clip. Together with Switzerland Tourism, we decided on a full-screen sound-on experience with Roger Federer and Anne Hathaway for users all over the world and from everywhere. This way, people didn't necessarily feel like they were watching commercials, but rather taking part in a special moment. The distribution strategy focused on YouTube, Twitter and LinkedIn. This created a triad between reach, custom audiences and opinion leader segments. In addition, the campaign was strengthened with global visibility thanks to Switzerland Tourism's market activities. In addition to the digital sphere, the "real" world was also played - in shop windows such as New York's Times Square or at airports in Indian mega-metropolises.

Would also be a clip like thathe with Hathaway and Federer - tDespite mega-celebrities as testimonials and Switzerland as the theme - without a media strategy at some point "Organic boundaries" encountered?

Fabian H: Definitely. To achieve this kind of penetration with a commercial message - and on a global scale - it takes more than just "the good idea" today. When I mention factors like information overload and fragmented user behavior, I'm not telling anything new. But what can be said for sure is that superstars like Roger Federer and Anne Hathaway, and of course Switzerland with the backdrop of the Grand Tour of Switzerland, help to achieve the marketing goals set faster.

What is more important for communication to succeed - a creative message or the way that message is played out?

You could argue for both sides, but in the end both are firmly linked and conditional on each other. It should be noted that such success is not possible without close collaboration at eye level between creation and media. All the creative minds, both at the client Switzerland Tourism and in the agencies involved, must constantly work closely together in all phases; that is indispensable.

You have forr Switzerland Tourism already in the past successful campaigns played out - for instance in the context of the Corona pandemic, where you have worked with complex personas. Can you tell us a bit more about this process?

Vanessa H: The recovery campaign of Switzerland Tourism, which started after the first pandemic year, was particularly formative. At that time, we had to adapt the distribution very sensitively to the circumstances and do a lot of plug-and-play work. With eight different personas, we mainly made the multi-layered offer more tangible. From a media perspective, the personas serve as a basis for defining segments. The latter provide us with the information to choose the right targeting and channels for the respective offer.

How can clients make their distribution particularly efficient? What media mix and what approach would you use to keep costs low and impact high?

In fact, this depends strongly on the question and the starting position. The most important step is a clear definition and focus on qualitative and quantitative goals. When it comes to hard sales targets, it often helps to do "reverse planning" to first see what data is available and how it can be used in a targeted way. In other cases, it makes sense to start on the other side and work something out together with the media. That's how you get this very special experience that is very tailored to the user base and doesn't necessarily feel like advertising. Simple ads can't create that at all. In the end, it always remains the case that the users are at the center of all measures and set the direction.

On Wednesday, the Swiss HR Award 2022 was presented at the HR Festival in Zurich. A total of six awards were presented in six different categories. In the Employer Branding & Recruiting category, the Pomcanys the race - together with the University Psychiatric Services UPD Bern and the jointly developed career website Upd.jobs. The With the versatile career website, which clears up clichés and misconceptions surrounding psychiatry, the agency was able to prevail over Swisscom in the final. Under the title "(d)ein Ort der vielen Möglichkeiten" (a place of many possibilities), UPD Bern presents faces, stories and gamification and presents itself in eleven videos and 32 minutes of film. In a quick application, interested parties can also apply easily, quickly and individually.

For Pomcanys it is already the second award in the field of employer branding and recruiting after the HR Excellence Award in 2020.

Responsible at UPD Bern: Kristina Schneider (Head of Employer Branding & Recruiting), Jacqueline Rohrbach (Director Human Resources). Responsible at Pomcanys: Daniel Beyeler (consulting), Nola Battelli & Adrian Schneider (project management), Marie-Sophie Pascher (UI/UX), Jörg Buckmann (text conception).

Global brands such as Patagonia, Ben & Jerry's and Weleda are already B Corp certified. "B Corp" stands for "Benefit Corporations," companies that meet the highest standards for audited performance, accountability and transparency. "B Corp" companies strive to use business as a force for good, and that comprehensively measure and manage their social and environmental impacts. Those who achieve this certification must withstand an extremely rigorous assessment of their company's environmental and social impact and governance.

New also belongs to the Swiss online market Farmy joins the ranks of B Corp certified companies. The certification recognizes, among other things, the promotion of regional and organic value chains as well as the strong links with regional organic farming and customers in the metropolitan regions of Zurich and Lake Geneva.

Farmy also scores points for taking into account and satisfying customer needs, for example with regard to data protection and the regular integration of customer surveys. The innovative and effective processes of the operational business are also recognized, including the avoidance of food waste.

In terms of operations, Farmy has already set itself further milestones: Examples include the expansion of the e-fleet for the fine distribution of food, and the health and safety concept for employees is to be further expanded. In addition, cooperation with producers will continue to be strengthened with regard to optimizing the value chain.

What does B Corp mean?

The name of the certification is made up of the "B" for "benefit" and "Corp" for "Corporation". B Corp certification is a sign that a company meets high standards for audited performance, accountability and transparency. Companies that have been awarded B Corp certification have been audited for the highest social and environmental criteria, transparency and accountability. From the value chain to input materials, donations to non-profit organizations and employee bonuses, the company is holistically scrutinized. The social-ecological impact of the core business as well as operations is measured through a comprehensive set of 200 questions in five different impact areas of the B Impact Assessment, or BIA - governance, employees, community, environment and customers:inside. A verified score of at least 80 out of 200 is required for a company to be certified and accepted into the B Corp community.

Long-term commitment

In addition to achieving at least 80 points on social and environmental performance, Farmy had to undergo a risk assessment and legally commit to a corporate governance structure. This structure is designed to make Farmy transparent and accountable to all stakeholders, not just shareholders.

Furthermore, Farmy should give his consent for information about the company's social and environmental performance to be made transparent. This can be viewed in his B Corp profile in the B Lab online B Corps directory. Re-certification takes place every three years.

In the 2021 annual report the building cooperative presents on the one hand what it has achieved in this financial year. At the same time, however, it is already looking confidently further into the future. The focus here is on the comprehensively practiced sustainability, in the sense of which the ABZ is already setting the course for the coming years.

The result is a colorful and lively report that takes readers on an entertaining tour of the ABZ's major current topics - the adapted strategy "105⁺", upcoming construction projects, applied biodiversity, committed settlement projects and the newly launched ABZ bond.

TBS was responsible for the design concept and supported the ABZ in its implementation. In interviews, reports, moving images and photo spreads, the culture of the cooperative and its contribution to a lively neighborhood life are coherently conveyed. The moving images, photographs and illustrations were realized in-house by TBS.

In particular, it should have been about supporting education and training institutions, news agencies such as Keystone-SDA and self-regulatory organizations, as well as IT investments. In addition, the share of levies in favor of private radio and TV stations should have been increased.

This was proposed by the Commission for Transport and Telecommunications of the National Council (KVF-N) with a parliamentary initiative. It was about the expansion of proven measures, said spokesman Philipp Kutter (center/ZH). But the Council said on Thursday with a narrow majority no, with 92 to 87 votes and six abstentions.

The additional support for the media system from reception fees had failed at the ballot box in February - as an uncontroversial part of a heavily criticized bill. Up to 23 million francs more than the current 5 million francs should have been allocated, among other things for training and continuing education, news agencies such as Keystone-SDA, media IT projects and the Press Council.

The minority led by Gregor Rutz (SVP/ZH) thus prevailed. Many reasons had led to the rejection of media funding, and younger people in particular had voted no, said Rutz. The media are important for the functioning of democracy, but it is just as important in a democracy to accept the results of votes.

Spokesman Kutter argued that the Commission was taking account of the "No" vote in the referendum by dispensing with the controversial points from the media package. The expected federal government's outline of future media subsidies will not resolve the political differences.

With the National Council's No vote, the initiative is off the table. (SDA)

Schönbächler has worked in various capacities for Swiss radio and television since 2001. From 2001 to 2011, she was a freelancer for "Regionaljournal Zentralschweiz". Since 2007, she has been working as a radio journalist specializing in equestrian sports and gymnastics for SRF Sport and has also been commentating on various sports on TV since 2012 - currently equestrian sports, swimming, curling and orienteering. In addition to her new commitment as head of talks for "Persönlich," she will continue to work on radio and TV as a sports editor and commentator.

The 41-year-old from Obwalden succeeds Sonja Hasler, who has decided to hand over the moderation of "Persönlich" after seven years (Werbewoche.ch reported). The 54-year-old will continue her commitment as a morning producer at Radio SRF 1 and will thus remain with the program. Sonja Hasler will host her last "Persönlich" show on Sunday.

The Work Smart Initiative was launched in 2015 by the association of the same name. The members and partners of the network support each other in the introduction and establishment of flexible, new forms of work. Through the Work Smart Initiative, they share knowledge, experience and expertise and reach an increasingly broad, interested audience.

New requirements for companies

The new world of work, which is in a constant state of flux due to the Corona pandemic, brings with it new demands in terms of infrastructure, collaboration, culture, leadership and personal responsibility. It has long since ceased to be just about establishing home offices. What needs to be considered when introducing hybrid work models? How can smart working promote motivation? What does new leadership mean? How does new work influence our well-being? The initiative aims to provide answers to these diverse questions and support Swiss employers in successfully shaping the working world of the future by networking with each other.

New office and new look

Since January 2022, the CRK agency has been running the office of the Work Smart Initiative. It supports the board in day-to-day business and is responsible for communication, member management and finances.

The refreshed appearance is an expression of the initiative's repositioning. It consists of a new logo, fresh and modern colors and a new website. The line in the redesigned logo symbolizes the link within the broad network. Relevant content on the topics is added on an ongoing basis.

"The changes in the world of work are happening faster and stronger than ever before. The Work Smart Initiative also has to rethink and reposition itself for the world of work in order to continue to point the way to the working world of the future. We are now demonstrating this with our new image," say Claudia Giorgetti and Susanne Häcki, co-presidents of the initiative.

New FlexWork study in planning

This year, for the fourth time after 2014, 2016 and 2020, the state of mobile, flexible working in Switzerland will be examined. For the study, Swiss companies in German- and French-speaking Switzerland will be surveyed on the one hand, and employed persons on the other. It will be conducted in collaboration with the FHNW. The study results should be available in November 2022.

To the website of the initiative

The ITS team currently has 25 employees. As part of the anniversary measures, the company has adapted its logo and had an animated image film produced. The animated film is intended to show in a simple and likeable way that ITS is not a giant corporation, but that the team is nevertheless fully committed to managing large, complex and international projects in the field of transportation. Regardless of culture and language, the animated film is intended to draw the attention of customers worldwide to ITS.

Idea, story & project managementJenny Settembrini (YComm). Animation & Illustration: Nino Christen.

The new films for the dealership will be broadcast on the local channel Telebasel and on social media. How already their predecessor versions the newly produced commercials are once again intended to convey team spirit, closeness to the people and respect. Vehicles from the brands Ford Commercial Vehicles, Land Rover, Jaguar F Type and Land Rover are shown.

Consulting, concept and direction: Thomas Rauch. Camera and light: Roman Linder.

FS Parker was founded in 2009 and currently has 15 employees in Zurich. The agency positions itself as a leading boutique agency for branding, communication & digital content and serves national and international clients.

The agency's service offering includes Strategic Brand Communication, Digital Content & Storytelling and Brand Activation - always under the premise "We leave a unique mark for your long term brand success".

FS Parker's most important customers include Raiffeisen Switzerland, Ringier, Bosch Siemens Home Appliances, Diwisa, Vifor Pharma, GC Frauenfussball.

Christoph Schmidt, CEO & Managing Director of FS Parker, is pleased about the LSA membership: "For some years, our philosophy was to do excellent work in the background and mainly to shine with our customers. Our time in the home office has reminded us of the value of sharing within our industry. That's why we're proud to be part of the LSA and to help shape the future of our industry together."

The Museum of Communication has published its 2021 annual report in the form of a Hidden object which allows visitors to explore the year's themes in a playful way. With more than 80,000 visitors - despite two months with closed doors - the Museum of Communication looks back on a successful year, it says in a statement on Wednesday.

The financial damage caused by the pandemic is also limited, according to the press release. Thanks to cost-cutting measures and the Covid compensation from the public sector, the deficit amounts to slightly less than 25,000 Swiss francs. This is "within manageable limits," according to the museum management.

In order to reduce costs, the museum has extended its exhibition "SUPER - the second creation" on the topics of biotechnology and digitalization. It can be seen until July 10. From November, a new exhibition will focus on the challenges of the ecological crisis. (SDA/swi)

Faber is the head of the Live Marketing Solutions (LMS) division and has been with the company since 2009, MCH announced Wednesday. He is therefore very familiar with the company, the industry and the needs of customers and the market.

Faber's predecessor Beat Zwahlen will be available for the handover and to the company in a general advisory capacity until the end of March 2023, the statement added.

Former CFO Zwahlen was appointed in January 2021 to lead the company on an interim basis until mid-2022. He had to step in at the time because the then CEO Bernd Stadlwieser had thrown in the towel after just under two years in office. (SDA)