"We want to make a contribution to alleviating the suffering of the Ukrainian population and specifically help the people who are fleeing, but also those who have lost their livelihoods in the country itself. And this help will continue to be needed regardless of how the conflict progresses," says Reto Leder, CEO of Trafo Baden.

Therefore, Leder has taken the initiative and mobilized its network of partners, suppliers, customers, friends, employees and their family members to organize and hold a charity brunch.

ABB Kinderkrippen, Habegger, Henry's Sport Bar, Grand Casino Baden, Weinkellerei Aarau, Jeggli Weine, Mundo, Transgourmet, Metzgerei Köferli, Druckerei Suhr, Interpunkt and other companies have already pledged their help.

So now the kitchen crew of Trafo Baden around chef Martin Liefeith together with many volunteer hands will put together a brunch buffet on Sunday, April 10, which can be enjoyed from 10:30 am to 4 pm.

For 50 francs per person - children up to 12 years pay half price - there are Ukrainian specialties, breads, salmon, meat, pâté, fruit, vegetables, juices, coffee and a glass of prosecco (for adults) per person. There will also be live music with various bands. For the children there will be a Kid's Corner with clowns, and a raffle will generate additional income for the good cause. Hall 37 offers space for 480 people. Reservations can be made via Eventfrog.ch/brunchukraine.

All proceeds from the charity brunch will go to Swiss Solidarity. Swiss Solidarity's aid is currently focused on supporting refugees in Ukraine's neighboring countries and is continuously adapted to humanitarian needs. When the security situation permits, Swiss Solidarity will expand its support for relief projects directly within Ukraine.

Benefit brunch "Ukraine": event information

• Date: Sunday, April 10, 2022, 10:30 a.m.-4 p.m.
• Venue: Trafo Baden, Hall 37, Brown Boveri Platz 1, 5400 Baden
• Brunch buffet: Ukrainian specialties, breads, salmon, meat, pate, fruit, vegetables, juices, coffee,
• 1 glass of prosecco per person (from 18 years)
• Program: Live music, raffle, Kid's Corner
• Cost: 50 francs per person (up to 12 years: 25 francs)
• Seat reservation: https://eventfrog.ch/brunchukraine
• Arrival: By bus to Trafo stop; from Baden West train station 3 minutes on foot; parking in Trafo parking garage (other parking garages in the area).

The aim of the campaign is, on the one hand, to raise awareness of Baker McKenzie Switzerland as an employer and the claim "#LawFirmLikeNoOther" in the target group of law students and, on the other hand, to draw attention to vacancies in the field of "Trainee Lawyership" and "Legal Short-Term Traineeship".

Using targeted targeting in the desktop and mobile environment, law students are made aware of Baker McKenzie's position as the only international full-service law firm in Switzerland during the HSG Talents conference in St.Gallen.

In order to reach the law students in the best possible way, several strategies are used for the campaign. On the one hand, GPS geo-targeting is used around the HSG. On the other hand, contextual targeting is used to ensure that the campaign is only played out in thematically relevant environments. This includes news articles that deal with the HSG Talents conference or the legal focus of the law firm. All measures are fully handled by Drop8 via Xandr's programmatic demand site platform.

"Drop8 took our goals and needs and developed a campaign strategy that allowed us to reach the next generation of law talent with precision and without wastage," said Anja Zöllner, Marketing & Communications Manager at Baker McKenzie. "The team was very engaged in the collaboration and was also able to bring their vast experience to the production of the display formats as well as the tracking."

The Effie has a special position among the awards in the industry and focuses on what really counts: The effectiveness of communication and its value contribution to the success of a company. The Effie is also a platform for exchanging ideas about marketing effectiveness with experts from clients and agencies, market research, science and the media.

Now the Submission deadline for the Effie Awards Switzerland 2022 has been launched. All marketing activities carried out in Switzerland between December 1, 2019 and December 31, 2021 are eligible. There are some innovations in 2022.

Four new categories and simplified submission

The previous categories are supplemented by four new categories: Influencer Marketing, Marketing Automation, Performance Marketing and Social Media.

In addition, the submission is simplified: only the following sections need to be completed for the initial submission.

• Section 1: Challenge, Context & Goals (23.3% of total points).
• Section 2: Insights & Strategy (23.3% of total points).
• Section 3: Bringing the idea to life (23.3% of total points).
• Section 4: Results (30% of total points).

In addition, an overview of the investments and a creative show case in the form of a PDF must be submitted - the submission of a case video is not required for the first submission.

This year's Effie Awards ceremony will take place in Zurich on November 10, 2022.

The key data for the Effie Awards Switzerland 2022

• Call for entries: March 2022
• Entry deadline 1: April 20, 2022
• Entry deadline 2: May 11, 2022
• Entry deadline 3: May 25, 2022
• Final Deadline: June 3, 2022
• Effie Award ceremony: November 10, 2022

Over the past two years, Violetta Digital Craft has given the "BnB Switzerland" brand a completely new face on all digital channels. The name was changed from "Bed and Breakfast Switzerland" to "BnB Switzerland", as well as a comprehensive rebranding and the creation of a new design system. At the beginning of the process, the agency worked with the client to define a comprehensive content strategy and the technological framework for the project.

The goal was to get the maximum out of the available resources - and if possible, a little more. While the international competition is present all over the world and has to allocate its resources, BnB Switzerland can focus fully on the Swiss market.

Proven values reinterpreted

Don't destroy what works: This motto also applies to BnB Switzerland. The red recognition board, which hangs in the shape of a house roof on BnB accommodations throughout Switzerland, is well-known. That's why the best elements were taken from the existing presence and given a comprehensive facelift.

Navigation and information architecture

Users are guided through the various websites via clever navigation. New offers are displayed from each page, which the customer can book directly. The structure was developed and built based on a keyword analysis and with user experience in mind.

Seasonal stories, news and tips can be integrated as needed. This is to give the offers more context and depth. In addition, each "category" functions as a separate landing page. This gives customers numerous entry points to the BnB Switzerland website.

Responsible at BnB Switzerland: Dorette Provoost (Managing Director), Jennifer Provoost (Deputy Managing Director / Product Management). Responsible at Violetta Digital Craft: Elias Emmenegger, Lukas Hausammann (concept, design & overall responsibility). External partners: Hayloft IT (Application), Fourward (Google Ads).

At Thurgauerstrasse 80 in Zurich North, CH Media's entertainment division has built its new central location over the past 18 months. After the employees of the Schlieren (3+) and Limmatstrasse (Radio 24) sites have already moved at the end of 2021, the TeleZüri employees are moving in today. In addition to the national TV and radio stations, Radio 24, TeleZüri and ZüriToday, the new streaming service "Oneplus" will also be operated from Thurgauerstrasse.

Modern audio and video production facility

According to CH Media's central location, the most modern audio and video production facility in Switzerland has been created. The latest technology and even more efficient workflows are intended to enhance the quality of existing products, create ideal conditions for new products and further increase the efficiency of the organization and technical infrastructure.

At the heart of the new infrastructure are Switzerland's most modern TV studios, CH Media adds. A modular studio setting with two virtual reality-capable studios and robotic cameras enable flexible studio use for regional, national and digital moving image productions.

The radio studios are also equipped with the latest technology. In three broadcasting studios, two production studios and two layout studios, all of which have been in operation since the end of last year, the programming of Radio 24 and that of the national stations Flashback FM and Virgin Radio Switzerland is operated from Zurich. In addition to live programming, the new studios are also equipped for other audio formats, such as podcasts. Two of the new studios are also integrally equipped with cameras, enabling audio productions including moving images.

Basis for trimedial editorial offices

According to CH Media, the move into the new entertainment hub will create the conditions for convergent cooperation between Radio 24, TeleZüri and ZüriToday in the Zurich region. CH Media Entertainment's fourth regional news platform ZüriToday already launched at the beginning of February. Together with the teams from Radio 24 and TeleZüri, the trimedial editorial teams operate in the newsroom, where daily news journalism is produced, as well as in the other editorial offices, where non-daily topics are handled.

On Monday, a TalkTäglich special on the major relocation project will be broadcast at 6:30 p.m. on TeleZüri.

After the award ceremony had to take place in an alternative creative way for two years, it was finally possible to toast together again on Wednesday: Around 80 attendees celebrated the winning teams in the categories Film, Outdoor and Direct to great applause at Club Zukunft.

The 25 or so teams of participants had an exciting task to complete from this year's main sponsor "Swiss Post": The task was to develop ideas to reduce stop-advertising stickers on mailboxes.

"Despite a challenging task, we were thrilled by the diverse and creative work. The standard was very high this year - compliments to all participants. The winners were able to convince with a clear idea and great implementation," says Martin Bütler, Head of Marketing and Sales Solutions at Swiss Post.

The 2022 awards ceremony was hosted for the first time by Céline Werdelis, who most recently stood in front of the camera for "Tele Züri" and behind the microphone at "Radio 24" and will be joining the SRF 3 presenter team as of April (Werbewoche.ch reported).

ADC Young Creatives Award 2022: The Winners

Category Film: Sebastian Danielsson & Philipp Klink

Category Outdoor: Johnny Grubenmann & Gaston Filippo

Category Direct: Alina Biedermann & Cedric Fuchs

shortlists, but there was no winner award in the Cyber category. "Unfortunately, the quality of the ideas could not convince the jury this year. The contrast to the excellent winning works in the three other categories would have been so great that the jury decided not to select a winning team," announced Rob Hartmann, ADC Member and this year's Jury President of the Young Creatives Awards.

In addition to the Young Creatives Awards, the winners can look forward to a membership in "Young ADC" and are thus part of ADC Switzerland. The special thing about it: The Young Professionals receive a "ticket" to join the jury at the next ADC judging and thus decide on the Shortlist and Bronze Awards on the first jury day.

In addition to the main sponsor Swiss Post, 2022 sponsors included Blick, APG|SGA Out of Home Media, Swissfilm Association and Keystone SDA, while the event partner was the LSA Leading Swiss Agencies association. Media partners are m&k advertisingweek.ch and Personal.

The medal table of this year's ADC Young Creatives Award is available at Adc.ch.

On Thursday, the startup announced the partnership with the ESC singer in a statement. The collaboration between Marius Bear and Eventfrog gives the singer access to an ideal advertising platform for his album and associated tours in Switzerland, it said. "I'm really looking forward to the collaboration and to becoming a brand ambassador. Eventfrog is committed to the cultural landscape and us artists. I can wholeheartedly stand behind that and champion the event revolution," Bear says of the collaboration.

Connecting values and goals

Marius Bear is not the first ambassador of Eventfrog. Guitarist Zlatko Perica, better known as Slädu, joined the startup back in 2021. According to Slädu, the reason why Marius Bear was chosen as ambassador is obvious: "For me, Marius Bear stands for the same values as Eventfrog: a visionary, innovative, fierce, and culturally engaged. The match is more fitting for me than I could have dreamed. Just like Eventfrog, he's a likeable, up-and-coming underdog with international potential."

Marius Bear, whose real name is Hügli, grew up near Appenzell. He only came to music in his early 20s after receiving compliments on his voice at recruit school. Initially, he tried his luck as a street musician before being drawn to London to study music at the British and Irish Modern Music School. In 2019 he was awarded the Swiss Music Award, and in 2022 he will represent Switzerland at the Eurovision Song Contest.

As last in 2019, SWA President Roger Harlacher opened the big annual meeting as host. In his introduction, he briefly looked back at the first fictions of human-machines and addressed the state of today's technologies. Whether humanoid robots or the monitoring of elderly people by systems with artificial intelligence: The fields of application of new technologies are limitless and already show science without fiction.

For Harlacher, the future is therefore more "man and machine" or "man and technology. This makes it all the more important for marketers to take a close look at this technological development. As an association, the SWA wants to put people at the center and accompany its members on this challenging marketing journey into the future.

Regarding the association, Harlacher explained, as previously at the 73rd General Meeting, that most advertising companies and the SWA had come through the pandemic well. In the process, the SWA was able to quickly convert its services and offerings to digital and achieved new attendance records with its webinars, for example.

Another milestone last year was the founding of "Digital Ad Trust Switzerland" together with Leading Swiss Agencies and IAB Switzerland. (Werbewoche.ch reported). With the certification of websites in Switzerland, advertising clients thus receive more security and transparency in the areas of ad fraud, viewability, brand safety, and user experience. Clients and agencies should therefore definitely rely on such certified websites in the future.

There are currently few changes in the composition of the Board of Management. This is because four new members were elected to the Board most recently in October (Werbewoche.ch reported). Due to numerous new members in 2021 as well as in the current year, the association has now grown to over 200 members.

Speaker on AI in marketing and communication

The speaker, scientist and author Professor Peter Gentsch from Berlin brought in the scientific view. For him, AI is a particularly powerful tool for marketing and communication. But unfortunately, many marketers often lack imagination. Many companies today still look too closely at how AI can be used to optimize existing processes. What he finds exciting, however, is the question of how to improve product experience. This would open up new business models with AI! Finally, he touched on professions that more or less have to worry about AI competition. Teachers and dentists will hardly be affected by AI in the future. People in sales and service are more likely to have to worry. New professions will emerge, such as Head of Bot Creative, In-world Marketing Architect, Memory Augmentation Therapist or Machine & People Ethics Manager.

The AI expert and book author Mieke De Katelaere from Brussels assessed artificial intelligence from an engineer's perspective. For the Belgian, AI is not something you believe in more or less, but a tool for which no task can be complex enough. This includes designing 360-degree customer experiences. AI is good, bad and ugly. She has written about this and the responsibilities involved in her book. Guests at the annual meeting were able to take the first German edition home with them in a goodie bag.

The transformation expert Thomas Ruck by Accenture Interactive from Zurich started with Nasa engineers who put on their AR glasses in the morning to send Mars robots on a journey. Is such a future also conceivable for advertisers? He then took the audience on a virtual streetcar ride along Zurich's Weinbergstrasse, which is abundantly flanked with billboards. AI helps to recognize which poster creations are comparatively better noticed and remembered. With numerous other examples, he showed what AI can do today and concluded by asking whether the audience was ready for AI or not.

"Advertiser of the Year" David Schärer on AI and Covid

As a surprise, SWA offered the reigning "Advertiser of the Year", David Schärer a short platform. In the talk between the moderator Patrik miller and Rod's co-founder was about more than just the FOPH's Covid communications. He talked about how BAG campaigns were realized on short notice and where AI is already being used in the agency. As an advertiser, he is naturally opposed to advertising bans on legal products and thinks the industry should be influencing public sentiment and legislation much earlier.

Afterwards, SWA Director Roland Ehrler led over to the standing dinner. After all, many advertising clients, agency and media representatives had only met virtually for many months. All the greater was the pleasure of all the personal encounters and exchanges until late in the evening. The traditional SWA goodie bag with contents from sponsors and members was gladly taken home.

The next SWA Annual Meeting will be held at StageOne on March 15, 2023.

As if dilemmas weren't difficult enough, to add to all the misery in the world, trilemmas are popping up everywhere. Not only in world politics, the global economy or the world climate debate, but increasingly also in more banal realms such as advertising and marketing.

The "trilemma" is a newly launched, linguistically ancient expression used to supplement an already existing word (dilemma) - just as with "proactive", for example. So anyone who wants to proactively address a trilemma had better be distrusted. For the use of such exaggerated neologisms always has something boastful and exclusionary about them. They are perceived as apt for a certain time and spread furiously before they sink back into meaninglessness - usually rightly so.

The dilemma, on the other hand, holds its own bravely, especially in our industry. And not just since Henry Ford's attributed quota "Fifty percent in advertising is always thrown out. But you don't know which half that is." Even if this "rule" has lost much of its charm in the age of data-based marketing, it was at least reliable.

A new word at the right time

Whereas with the good old dilemma we only have to decide between two options, the situation becomes massively more complicated with the trilemma. Nevertheless, as we all know, agencies still tend to propose three routes each when presenting naming, branding or campagning solutions to clients.

In doing so, they usually overwhelm not only themselves, but also the customers. This is because choosing from three options, each of which is unacceptable, often leads to the emergence of a fourth, which is a toxic mixture of the three.

Although everyone hopes that the result will be convincing, the opposite always happens. Even in the better case, the selection from three good proposals, where in the end only one can be chosen, it remains difficult. In the end, it is often the arbitrariness of superiors or customers that decides.

Therefore: Avoid trilemmas and rather work out only one proposal. Because the "real" world is already full of true trilemmas: political, economic, ecological and psychological, there is no need to create artificial ones.

* 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.

With the current revision of the Tiptopf, Schulverlag plus gives the cookbook new freshness and finesse. The basic recipe remains the same: Tiptopf is intended to awaken the joy of cooking with basic recipes that are sure to succeed and to retain its place in Swiss kitchens as a reliable reference work. That is why the classic cookbook, first published in 1986, will be relaunched in the spring of 2023.

Over the last few months, a community has been continuously built up on social media. Currently, the campaign is being launched on a wide range of channels to promote the new competition page. Deintiptopf.ch leads.

The second phase of the competition will start later under the motto "Turning fans into advertisers. From the submitted recipe ideas, the suggestions of the users will be used for the banners and posters. Admire is responsible for planning, design and realization.

The final marketing phase is to start in time for the launch of the book in order to boost book sales. Admire relies on marketing automation and uses the many e-mail addresses gained from the cooking competition.

Responsible at Schulverlag plus: Alexander Hofstetter, Bettina Biedermann, Anita Stettler, Gabriela Hänggi. Responsible at Admire: Oliver Hofer (overall responsibility), Vanessa Mazzei, Boris Aebi, Claudia Osman, Ivan Perera, Nina Repond, Kevin Freitag, Ben Thomann, Victor Zollikofer.

The second largest regional company of PR Suisse held its annual general meeting on Wednesday afternoon. After an interruption of two years, President Nik Eugster was finally able to review the past year face to face again in the Old Tram Depot in Bern.

Corona kept the BPRG event organizers busy in 2021, and thanks to the use of virtual and hybrid event formats, all twelve events were held despite the pandemic.

For President Nik Eugster, it was therefore a complete success: "Despite many hurdles, the BPRG mastered the past year with flying colors and ensured that networking within the communications and PR industry in the Bern region did not come to a standstill despite the pandemic."

Rebranding for BPRG

The "BPRG" brand was thoroughly reviewed and modernized by the board in 2020 as part of a strategy process. In addition to new visual elements, a new brand promise was created with "BPRG - Berner Netzwerk für Kommunikation", which is also visible to the outside world. This is intended to communicate the purpose of the association even more effectively: BPRG is the professional association of public relations professionals in the Bern region. Over 400 active members cultivate the exchange of experience among communications professionals.

Two new board members and a new office manager

With Irene Baumann from Zentroom and Abhinay Agarwal from Viva Management, two new members were elected to the board. They succeed Claudia Vernocchi from the Swiss Association of Master Bakers and Confectioners, Marla Eva Moser from Nau.ch and Philippe von Bergen from iQual, who are leaving the board.

After twelve years on the board, four of them as head of the office, Thomas Jauch of Schutz und Rettung Bern has also decided to participate in the Bernese network of communication only as a member in the future. Franzisca Ellenberger from Pipapoo will take over the position of the office with today's general meeting.

The Board of Directors of the Berne Public Relations Society 2022

• Nik Eugster (President, Gecko Communication / Euxtr Enterprises)
• Benjamin Blaser (Vice President and Webmaster, Newsroom Communication)
• Franzisca Ellenberger (Head of BPRG Office, Pipapoo)
• Abhinay Agarwal (Viva Management)
• Tina Balmer (Building Insurance Bern)
• Irene Baumann (Zentroom)
• Federica Castellano (Migros Aare)
• Mike Petermann (SBB, Passenger Traffic)
• Célia Rohrer (CSL Behring)
• Claudio Engeloch (Strategic Advisory Board, BlickpunktNORD)

"With local know-how and our personal network on the ground, we bring great added value to our growing number of clients in French-speaking Switzerland," Kilian Borter, founder and partner of Open Up, was quoted as saying in a statement. "The move into French-speaking Switzerland, which we as a multilingual agency previously served from Zurich, fits perfectly with our quality and growth strategy."

The new office in Geneva will be headed by Nabila Bouzouina, who can look back on more than 20 years of experience with Swiss and international agencies. With its own office in Geneva, the agency says it can serve its clients even better on the ground and develop communication strategies that are tailored to local characteristics. This step would also open up new customer segments in French-speaking Switzerland.

Open Up, which recently celebrated its 20th anniversary, ranked 2021 in the magazine's PR agency rankings. Swiss journalist:in first place for the third time.