In December 2018, Sandro Proietto merged AdSpot with EyeonX to create TheIndustry. After three years in the making, TheIndustry was sold on Wednesday to Yoc, a publicly traded company based in Germany.

DAB Display Ad integrated in Mediabox

With immediate effect, Sandro Proietto is thus returning to the Mediabox agency, which he founded together with his long-time business partner Florian Biafori in 2001. With this step, the newly launched medium DAB Display Ad will be integrated into the Mediabox offer structure, as Proietto writes in a statement.

This year's briefing event for the ADC Young Creatives Award took place online on Wednesday evening. Philipp Skrabal, Chief Creative Officer at Farner and ADC Vice President, welcomed the 140 interested parties with a preview of what awaits the youngsters if they win an award: As always, there are four ADC Young Creatives Awards to be won in the categories Film, Outdoor, Direct and Cyber.

The winners of the Young Creatives Award can also become members of the "Young ADC" and thus part of ADC Switzerland. The special thing about this is that 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.

At the online event, Karina Chodorowska, Head of Marketing Advertising at Swiss Post, and strategist Urs Krucker followed with background information on the briefing as well as this year's briefing strategy. Afterwards, as always, there was plenty of time for questions and initial food for thought.

For those who missed the event, the briefing is available on Adc.ch download. The deadline for entries is February 23, 2022.

Around 1.7 million Swiss people use TikTok regularly, especially Generation Z and young millennials. Mobiliar also wants to reach these users even better and enter into a dialog with them at eye level. The digital content newsroom Andy Was Right therefore jointly developed with the Mobiliar a content strategy tailored to the target group, which will also be used independently by the insurance company in the future.

The content revolves around the uncomplicated and personal corporate culture, the working environment and the everyday life of apprentices at Mobiliar. In a first step, several videos were produced by Andy Was Right in collaboration with Mobiliar's apprentices. For this purpose, the ideas were developed in workshops and the team of learners was trained in video technology and conception. The subsequent videos were produced directly by Mobiliar, while Andy Was Right provided support as a supervisor and input provider.

"We are delighted to have been able to bring the TikTok world to Mobiliar. The collaborative approach was a complete success," said Jil Sutter, project manager of Andy Was Right. "It was clear to us from the beginning that we didn't want to build a single TikTok face, but rather show Mobiliar's diversity," explains Editor-in-Chief Leo Wehrli.

"This type of collaboration was very profitable for us. The learners benefited from Andy Was Right's professional guidance and were thus able to further develop their skills in storytelling, conception, video shooting and editing," says Silvan Gertsch, Head of Social Networks & Platforms at Mobiliar.

As a parliamentarian, you are not always laid out on flowers, even in this country, writes the committee in a statement on Wednesday. The Swiss media landscape can be mercilessly critical - and that is a good thing. The media are the public watchdog and the fourth estate in Swiss democracy.

An entertaining campaign video by the supporters of the media package aims to show that Swiss media are not always nice, but always important. Based on the established YouTube format #MeanTweets, SP National Councilor Jacqueline Badran, Center National Councilor Martin Candinas, SP National Councilor Jon Pult, Green National Councilor Lisa Mazzone and FDP National Councilor Kurt Fluri read and comment on critical media articles about themselves. And thus show that the Swiss media take their independent role seriously and keep a close eye on the powerful in the country.

To position Zurich Airport as an attractive center for shopping and fashion, the agency worked with the client to develop a campaign and produce moving image content for digital communications. The focus was on the airport and the stores, restaurants and bars located within it. The brands promoted in the videos are Grieder, H&M, Bayard, Hallhuber and Jelmoli.

The eight-part video series "What's your style?" is designed to motivate the community to create its own content. The fashion series shows eight different looks from five fashion partners at eight different locations at the airport. The target group is to be inspired to put together their own style in the stores at the airport and to stage it in extraordinary locations. A dedicated hashtag and "instagrammable locations" are to provide user-generated content on various social channels. Digital steles at the airport connect the on-site experience with the digital community.

Zurich Airport wants to position itself as an attractive destination and experience in Switzerland. For this purpose, the commercial partners are staged, current products are placed and insights into the world of the airport are provided.

Jim & Jim was responsible for strategy and creative implementation - from concept development to photo and video production, the agency managed the entire fashion campaign from a single source. It also advises Zurich Airport on social media marketing.

Responsible at Zurich Airport: Mevina Studer, Erich Brändle, Hanspeter Hunger. Responsible at Jim & Jim Fabio Emch (Overall Direction), Bianca Stofer, Andrin Buchli, Melanie Luu (Idea and Concept), Matthias Kappeler (DOP), Melanie Luu (On-set Production), Bianca Stofer (Director), Jonas Stirnimann (Gaffer), Stefan Müller (AC), Chiara Hess (Runner), Bianca Stofer (Photography), Kim Steiner (Hair & Make-Up), Bianca Stofer (Post-Production and Color Grading:). Model agency: Visage International Model Agency.

The survey shows that a large majority of companies have experience with ethically controversial projects. This relates primarily to the handling of collected data that enables data analyses and evaluations involving customer data (77%). Other experiences with controversial projects include datafication in the workplace (33%) and dealing with new technologies (32%).

Increasing awareness

Companies are not only sensitized to the responsible handling of data. The survey further shows that ethical issues have already been integrated into internal policies and processes in several companies: Every second person states that the data management (51%) as well as the data strategy (46%) contain corresponding specifications. An ethics policy often exists (38%) or is at least planned.

According to Cornelia Diethelm, head of the study, there is a general trend toward standardization: "Large companies have guidelines for data management and data strategy, and they have an ethics policy. Regardless of size, however, many companies are working on ethical guidelines, which our new survey has once again confirmed. "

Ethics is a matter for the boss

The survey also shows that digital ethics is present at the executive level: management is one of the most important internal advocates. "Digital ethics is digital responsibility in action. For companies, it is a far-sighted investment in good customer relationships," says Ralph Hutter, Head of Product Development and Research at HWZ IDB.

However, the central drivers of digital ethics in companies are people from data protection. Differences make it clear that within a company, goals are also pursued that contradict each other. "Consciously addressing digital ethics can help to systemically address internal conflicting goals. Business practices must be aligned with ethical guidelines that reflect the company's values and are also perceived accordingly from the outside," Diethelm emphasizes.

Customers want data security

The survey makes it clear that companies take the expectations of their customers seriously. Companies can position themselves as attractive employers if they take the issue of digital ethics seriously. Those who handle data responsibly are not only investing in good customer relationships. The company can also gain a competitive advantage by positioning itself as a trustworthy company, especially in the face of foreign competitors.

According to the study, there is a general lack of the necessary knowledge on how to integrate digital ethics into one's own company. The demand for training and continuing education on integrating ethical aspects into companies is increasing.

The Digital Ethics Sentiment Barometer measures the digital responsibility of companies in Switzerland and was conducted by the HWZ together with the Centre for Digital Responsibility (CDR). The author is Cornelia Diethelm, head of the CAS Digital Ethics course at the HWZ. 225 people took part in the survey, which was conducted from mid-November to the end of December 2021. The survey takes place annually.

Local families, travel enthusiasts and globetrotters habitually plan their summer activities at the beginning of the year. In order to meet the needs of all those who attach particular importance to booking security and smooth vacation enjoyment in pandemic times, IST Coop 2022 is advertising with the claim "Simply book carefree.

With a media mix that includes a classic print campaign as well as social media and YouTube films, ITS Coop and Fünfstern want to get people in the mood for a "summer like back then" at the cold gray beginning of the year.

The campaign will be in operation in January and February 2022.

Responsible at ITS Coop Travel: Marcel Eisele (Head of Marketing and Sales). Responsible at Five Star: Gregor Fitz (CD/AD, text); Nissrin Asri (production); Olivia Nachbur-Beutler (consulting/strategy); Marcel Krebs (overall responsibility/media).

Based in Rheinfelden, Feldschlösschen supplies 25,000 customers in the catering, retail and beverage trade with a range of more than forty of its own Swiss brand beers and a comprehensive beverage portfolio ranging from mineral water to soft drinks and wine.

Since January 2022, the global brand Pepsi, the second most valuable soft drink brand in the world according to a survey by Brand Finance, has been a new addition. Feldschlösschen brought Yellow on board with the aim of strengthening the brand's presence in Switzerland.

Yellow's remit is to develop measures in the areas of brand awareness, product experience and sales support. The first results of the collaboration between Feldschlösschen and the Basel-based agency for the Pepsi brand will be seen in the coming weeks.

Responsible at Feldschlösschen: Andreas Locher (Director International Premium Brands, Water & Soft Drinks), Claudia Leuenberger (Brand Manager), Stefanie Marxer (Brand Manager), Michael Hirsig, Massimo Galvani (Customer Development). Responsible agency: Yellow.

It is in the nature of things that marketing communication is mostly where beauty dominates: In the creation for perfect and innovative products that make successful people happy. But there is also another, far less flawless world in which advertising tends to remain invisible. This also results in other tasks for communication.

Communication about sensitive topics

What if the creation has to deal with failure, powerlessness, fear and being at the mercy of others, and the aim is not to generate clicks but to overcome complex behavior patterns, addictions or shame barriers? We are talking about advertising for organizations that care for people whose everyday lives are marked by illness, addiction or experiences of violence: addiction counseling, victim support, life counseling or even organizations for people with mental or physical suffering. How can targeted advertising be designed for such clients and is there still room for aesthetics, design and beauty?

Finding the right promise

Such communication tasks are tricky. The question quickly arises as to what promises can be made. What can be achieved at all? What are realistic behavioral steps? In order to be able to clarify these questions, it is necessary to deal intensively with the topic and to engage in a dialog with the experts on the client's side. In this environment, creatives are particularly challenged.

Use the self-motivation

In the case of the current campaign for the Addiction Center Zurich, the decisive factor for Gestalten's concept development was the fact that most clients seek help on their own initiative. This fact and the associated will to take change into one's own hands are crucial for success.

With this awareness, the advertising for addiction counseling focused on a single promise: We support everyone in changing their personal behavior through their own efforts.

"Gestalten asked many questions in order to properly understand our work. This resulted in the concept, which sums up the success factor of our work in a refreshing and striking way," says Sabin Bührer, Head of Prevention and Communications Officer at the Addiction Center Zurich.

Raise awareness

Sometimes considerations can also lead to placing communication at the very front of the behavioral process. Because in many cases, the people concerned are not even aware that a certain behavior could be problematic. According to Gestalten, a big step has already been made if the chosen advertising media succeed in raising these questions and motivating the people addressed to reflect on themselves.

No fear of light fare

There is often the opinion that sensitive topics must be treated with appropriate restraint. However, a light-hearted approach can help to break down inhibitions and shame and integrate the topic into everyday life. One example of this is the international "Dry January" initiative. The initiative is designed to motivate people to abstain from alcohol for a month. This is the first step toward reflecting on one's own consumption behavior.

Gestalten is taking an unusual approach with its awareness campaign for the Zurich victim counseling center. Using comparisons from film and comics, it aims to show how ambivalent the treatment of violence is in our society and to demonstrate how serious the consequences are for those affected.

"Professionals are used to dealing with victims of violence in a sensitive and reserved manner. The strong idea of making violence visible in an exaggerated way shakes things up and opens the eyes of a broad public," says Fedor Bottler, head of the specialist unit at the Zurich Victim Support Foundation, with conviction.

The decisive factor is respect

It doesn't matter whether addiction problems, violent experiences or psychological and physical suffering are involved. The key is to approach people as individuals who are capable of taking action, to take their problems seriously, but at the same time to motivate them to bring about change through their own efforts. This requires one thing above all: respect for the people affected.

* Thomas cancer is the owner of the Zurich-based agency Gestalten. Krebs' fascination with communicative challenges and human destinies - regardless of their orientation - inspired him to write this guest article.

Blick launched the news portal in French-speaking Switzerland in June 2021 (Werbewoche.ch reported). Just six months after its launch, Blick Romandie reports over 1.4 million visits per month. With its own app called "Blick I fr", the Blick Group's latest product is set to take another step forward.

Developed internally

The new app was developed by an internal IT team. The content and features of "Blick I fr" are based on the Blick Group's brand values: clear, bold, pioneering and close. It aims to offer faster access to all relevant content and exclusive news through push notifications. The range of videos and podcasts from its own Creative Lab will also be even easier to find.

One week after its launch, "Blick I fr" is already at the top of the news download charts in the app store and has already received positive ratings from users.

Launch campaign in the starting blocks

A major advertising campaign is being rolled out in French-speaking Switzerland to mark the launch. From Monday, various images on the themes of crime, ice hockey and football will be used to promote the app.

In addition to posters, advertising on screens, advertisements and mobile and social ads, the campaign can be seen on over 700 posters on public transport. In February, a seven-meter-wide mega poster will be on display at the Lausanne Flon metro stop.

The Biel-based agency Sayhey wants to support brands and NGOs in presenting themselves in the market. To do this, the company relies on a combination of storytelling, content production and design work - whether digital or offline.

At the moment, new agencies are springing up everywhere, the founders write in a press release. But they did it anyway: "Because we are convinced that a creative duo like us brings many advantages. We are young, fresh, modern and sometimes cheeky," explains co-founder Jason Schoch. "We have short communication channels, flat cost structures and broad expertise - and we focus on what we can really do."

According to Schoch, both have their strengths and play to them. These include idea generation, creation and production of content and stories across different formats and channels, as well as areas ranging from film production to branding and classic design.

Campaign on your own behalf

With the campaign "We are new and horny for customers" Sayhey wants to draw attention to itself. On the one hand through pure honesty, on the other hand striking and a little provocative.

"We believe that sometimes you have more success with messages that don't fit the norm," explains Svenja Tschannen.

Good stories don't need a million-dollar budget

According to Schoch and Tschannen, good and effective storytelling is often associated with a big budget. But the creative duo is convinced that the opposite is true. The idea and the implementation are often more important than the amount of money. A smaller budget can suffice for a campaign. In addition, the costs are more transparent and affordable with a two-person team.

With and not against agencies

The agency its strengths, other agencies theirs. Therefore Sayhey will realize certain orders in cooperation with other agencies throughout Switzerland.