Peter Hossli studied history, film studies and communication. In 1995, he was part of the founding team of the news magazine Facts an. For a long time, he worked as a freelance correspondent in the USA. After his return to Switzerland, he joined Ringier as a reporter at the SonntagsBlick-After that, he launched the iPad magazine "the collection" for Ringier.

Until 2017, the 52-year-old was chief writer for the Blick Group and headed the writers' pool. His reports, investigative research, portraits and interviews revolve around politics, business and society. From 2018 to 2021, he worked as a producer and presenter of the program "Club" on SRF. Currently Peter Hossli is a reporter at the NZZ on Sunday. In addition to his journalistic career, he has published two books.

The Ringier School of Journalism, located on the Römerhalde in Zofingen AG, was founded in 1974 and is supported by the Hans Ringier Foundation. (SDA/swi)

With their basic communication, Swiss farmers have also been shaping the advertising landscape in Switzerland for a long time. To do the same in the future, the "Swiss Farmers" brand underwent a strategic realignment last year, in the course of which a new partner agency was sought. The clients are the Swiss Farmers' Union SBC and the Agricultural Information Service LID.

In the multi-stage pitch, the young agency Mona and Mateo has now prevailed. "The requirements for the participating agencies were high. Mona and Mateo convinced us with their understanding of brand building and management. The agency is bubbling over with ideas and relies on close cooperation with our team to develop the new measures," says Mäggy Stark, Project Manager Communications at LID.

The new measures are a continuation of the earlier image communication with Swiss personalities in Edelweiss shirts and replace the campaign "From here. From the heart." campaign, which was used until the end of 2021.

As of now, the Basel agency is responsible for the Basiskommunikation campaign and the new appearance of the "Swiss Farmers" brand on all channels, as well as the redesign of the website. The first works can be seen from spring.

A European agency group is being built around the Farner brand. The positioning as a partner-led, integrated communications consultancy with a strong digital, creative and technology focus is to be rolled out in several European countries.

Farner sees this step as a response to a growing need among clients for complete communication solutions in various markets. "We have been gaining experience with pilot projects for some time and have come to the conclusion that the prospects for Farner in Europe are promising," says Roman Geiser, CEO of Farner Group. "We believe that the integrated and digital approach with the specialized mix of creative, behavioral design, relevant content and creativity will inspire customers."

Farner wants to grow in Europe

Farner was looking for a suitable partner for its future plans and found one in the independent investment company Waterland. "Waterland, which is based in Zurich, has excellent knowledge of the communications market, great digital expertise and has successfully supported an impressive European growth case with the digital agency Dept," says Geiser, explaining the choice of growth partner.

"Farner is a brand and group of companies with an origin and a concept for success for today and for tomorrow. We entered into this partnership with full conviction and look forward to further accelerating the growth of recent years together on the basis of today's positioning," says Philippe Moser, Managing Director of Waterland in Zurich.

Forward with the existing management team

The existing management and the Farner partners want to drive the business forward in Switzerland and, with further support, tackle expansion into Europe. The co-shareholders Regula Bührer, Nina Krucker, Karin Ryser, Roman Geiser, Michel Grunder, Markus Gut, Daniel Heller, Daniel Jörg, Pablo Koerfer, Urs Knapp, David Schärer, Philipp Skrabal and Martin Zahner will continue to shape this strategy in leading positions and as partners.

International role for Roman Geiser, Grunder and Koerfer become Co-CEOs Switzerland

Michel Grunder and Pablo Koerfer have been appointed as the designated management team of the Farner Group in Switzerland. After the gradual handover of agency management in Switzerland to this two-person team by fall 2022, Roman Geiser will drive the expansion strategy as Executive Chairman and CEO of Farner International. Philippe Moser, representing Waterland, will join the existing Board of Directors of Farner Consulting, which will continue to be led by Martin Zahner.

INTERVIEW

"We have desire, are well organized and ready to go for Europe".

Farner goes Europe. As of fall 2022, Pablo Koerfer and Michel Grunder will take over the co-management of the Farner Group in Switzerland, while still-CEO Roman Geiser will drive the expansion strategy as Executive Chairman and CEO of Farner International. In an interview with Anna Kohler from m&k, he reveals why Farner is expanding.

Anna Kohler: Roman Geiser, you have been responsible for the business of Farner Consulting since 2012. Farner has grown, acquired agencies and worked its way to the top as the most complete agency in Switzerland. Are you bored now?

Roman Geiser: (laughs) There is no question of boredom - on the contrary. Switzerland is an excellent market for communications and we will continue to keep our headquarters here. Farner Switzerland sees itself accordingly as a flagship in an internationally growing group. But we have the desire to grow, are well organized and ready for a well-prepared adventure. Which, by the way, we are not doing alone.

Who is on board?

We were looking for a partner for the expansion and found one in the independent investment company Waterland. Waterland knows the communications market inside out, has great digital expertise and has already successfully supported a European growth case with the digital agency Dept.

Isn't that a Dutch company?

Yes exactly, with an office in Zurich, that makes it additionally practical, I love short distances.

You've been on the road internationally before, and have now spent ten years driving the Farner Group in Switzerland on an expansion course. What do you hope to achieve by "going to Europe"?

I leave the hoping to others. We have prepared ourselves for this step as well as possible, all partners are helping to build the international group. I do not hope, but I am convinced that this is a daring but perfectly chosen moment for an expansion into Europe. In recent years, several agencies have opened a branch in Switzerland, but no well-known agency has taken the opposite path and expanded out of Switzerland. I see no reason why this should not be possible.

No one in the communications industry has been able to do this for a long time. What makes you so sure?

Switzerland is one of the most competitive, international and innovative economies in the world. In this environment, Farner has grown to become the dominant Swiss champion. This platform and the international recognition of the brand provide a good starting point for international expansion. Time and again, Swiss companies have succeeded in expanding internationally from Switzerland. There is no reason why this should not also be the case in the field of communications.

However, it had not worked out for GGK, WHS and Trimedia.

There are three differences to these failures: The world has become much more globalized in the meantime. Switzerland's geographical location in the heart of Europe and its multilingual culture make it the ideal place to do business. Second, Farner's management is internationally experienced. I myself have already managed a European network in a previous function. And thirdly, we are not doing this alone, but have deliberately looked for a partner who brings not only capital but also experience with European growth strategies.

With Michel Grunder and Pablo Koerfer, two long-standing partners are following in your footsteps. Wouldn't a more diverse dual leadership have been an option?

We all discussed the succession of my person for Switzerland together, as it should be with partners. It was a question of who had the best qualifications and the necessary ambitions for the post. The choice of this male co-leader is supported by everyone. We are also working on our diversity goals independently of this. Karin Ryser was newly admitted to the partner circle. Nina Krucker will play a key role in the agency's new leadership model as COO, and we will soon elect another woman to Farner's Board of Directors.

In a humorous mockumentary, ski stars from the last 20 years discuss piste color. And about how Swisscom was able to keep this giant coup to itself for so long. Even former Olympic champion Julia Mancuso calls former world champion Bruno Kernen from the USA to ask what's up with the story.

Ski reporter legend Berni Schär almost can't believe that he didn't notice anything during his 33 years in the ski circus, and cult coach Karl Frehsner, two-time world champion Michael von Grünigen, ex-ski racer Fränzi Aufdenblatten and current downhill world champion Corinne Suter are also eagerly discussing the cheeky marketing campaign.

20 years main partner of Swiss-Ski

Those responsible at Swiss-Ski and Swisscom also have their say: Annalisa Gerber, head of sponsorship at Swiss-Ski, was already surprised when the contract was signed in 2002 that the new main sponsor was so strongly committed to the blue color of the slopes. At the end of the mockumentary, Swisscom CCO Stefan Nünlist, who personally signed the first sponsorship contract 20 years ago, tells new surprising details about Swisscom's big coup, putting the legend in perspective for all ski legends and all ski fans.

1TP5Piste color online and offline

The TV spot "Piste Color" and the dissolving mockumentary are supported by a social media campaign. Under the hashtag #pistenfarbe, everything on the Instagram, TikTok and Facebook channels of the athletes, Swiss-Ski and Swisscom revolves around the blue and red colors of the piste - and Bruno. The original piste painter from the Lauberhorn lets users share his work on TikTok and, with his inimitable style, should become an absolute hit with even the youngest ski fans.

In the context of the Swiss World Cup classics Adelboden and Wengen, fans are invited to participate with their own videos and pictures in the clever sponsoring campaign for Swisscom's 20-year partnership with Swiss-Ski. "The special thing about this snowsports campaign was certainly how it came about" tells the Andy Lusti, the creative mind behind the slope color. "The dialogue and collaboration with Swisscom's internal teams was eye-to-eye right from the start. In co-creation, we developed the legend of the piste color further and further until we had several tailor-made and creative solutions for each media channel and stage.

Responsible for Swisscom: Marketing, Communication, Sponsoring, Online and Social Media Teams. Responsible agency: Andy Lusti (Creative Direction, Strategy, Concept, Text, Creative Consulting, PR). Responsible for Who's Mcqueen Picture (film production): Fabian Weber (Director), Daryl Hefti (Cinematographer), Glenn Breda (Editing), Philipp Petersson (Executive Producer), Clemens Petersson (Executive Producer), Alexander Wyssling (Line Producer), Jürgen Kupka (Grading), Tonstudio Z (Sound Recording), Girts Apskalns (Social Media). Protagonists Mockumentary: Bruno Böhlen (Lauberhorn piste painter), Karl Frehsner (coaching legend), Bruno Kernen (1997 world champion), Julia Mancuso (2006 Olympic champion), Fränzi Aufdenblatten (professional skier 2000 to 2014), Michael Von Grünigen (1997 / 2001 world champion), Corinne Suter (2021 downhill world champion), Berni Schär (ski reporter 1987 to 2021), Annalisa Gerber (Swiss-Ski since 1983), Stefan Nünlist (CCO Swisscom).

The "Up" business model is a global community of experienced communications experts who work closely together using cloud-based technologies. For projects, teams are put together with specialists who have the specific market and technical knowledge for the task at hand and promise the best solution. The majority of projects are carried out virtually, while direct and personal contact with the customer is still guaranteed.

"Up" was founded over ten years ago and is headquartered in Stockholm. The agency has already been working for companies in Switzerland for several years, for example Galderma, Tecan, Schindler or Basel Area. "We are convinced that Up's business model offers added value and fills a gap in the Swiss agency landscape. Innovative, international companies in particular are recognizing the benefits of our digital, time- and cost-efficient way of working," says Lawrence Masle, CEO of Up.

David Burkard heads Swiss branch

The Creative Hub at Grafenauweg 8 in Zug is headed by David Burkard (pictured). The Swiss team has many years of experience, particularly in the areas of brand strategy, brand design, advertising and integrated communications. "Up offers the right model for that company that wants to benefit from many years of international expertise on the one hand and is open to a new, digital and thus more cost-efficient collaboration with an agency on the other," says Burkard.

Marcel Siegenthaler, 53, has previously worked for the Blick Group as head of news and as head of sports from 2004 to 2007. He then moved to the commuter newspaper as deputy editor-in-chief. .ch and was later editor-in-chief of the SportWeek. He has been running his own company Textension in Dübendorf ZH for a good ten years.

Siegenthaler is working part-time as print day manager, replacing Guido Schätti, who left the company on April 1. NZZ on Sunday changes (Werbewoche.ch reported).

"With Marcel Siegenthaler, a journalistic thoroughbred professional joins the paper's team, who has a good feeling for the important topics and their gripping implementation in the newspaper," says Christian Dorer, Editor-in-Chief of the Blick Group.

"I am looking forward to the old familiar and yet new task, to old familiar and many new faces. Making an attractive newspaper with strong journalism in interaction with all channels of the Blick Group is in line with my passion, which is not waning," says Marcel Siegenthaler about his new task.

Weber is the competence center for construction, trade and industry in southeastern Switzerland and the Principality of Liechtenstein. The company operates a site in Chur, a branch in Schluein and the subsidiary Prevost in Thusis.

Weber carries a range of over 500,000 immediately available products and offers comprehensive solutions to problems at fair prices. On this background, Pengworks has developed and realized the new image film.

Beautiful images and rich colors were in the foreground, and there was also a focus on a no-frills and informative component.

Responsible for Weaver: Oliver Hohl (Managing Director and Owner), Stefanie Scarpatetti (Administration - Member of the Executive Board), Manuela Huonder (Assistant to the General Manager / Marketing). Responsible for Pengworks: Gianni Peng (overall responsibility / creative director), Dario Schmieder (camera & editing).

At the age of 27, Andrej Isler founded X-act and helped shape the development of the event marketing and live communication scene in Switzerland. With "The Happening LCC", Isler wants to take two steps further in the field of event and brand experience. "Immersive Experiences" is the subtitle of his new company. With the support of multimedia and digital media, event participants will be able to immerse themselves in multisensory worlds. Brand messages would be made tangible there with the illusory stimulus and remain better in the minds of the participants. "The focus of The Happening is not on technology, but on people, their needs and sensations," explains Isler.

The wording "The Happening" comes in origin from New York action artist Allan Kaprov. "The interactive way Allan Kaprov lived out his art is inspiring," Isler continued. "It's always about the moment. It's moments that shape, that are remembered, and that's where we pick up with The Happening. We're using our years of knowledge and leveraging new technology capabilities to engage all six senses and create a powerful, focused and high-quality momentum." In addition to events and brand experiences, The Happening also offers interactive exhibitions, show productions, cultural and art experiences and other events.

With "Creating Future" to company transformation

Under the motto "Inspire. Activate. Change," Andrej Isler wants to help companies reposition themselves with "Creating Future. A cultural change and psychological empowerment of employees are at the center of this, he says. "The formats of "Creating Future", activation campaigns, transformation consulting and Future Labs, take a holistic approach and focus on people as a success factor for successful change," Isler elaborates. "In this way, stakeholders' creative competence and ability to cooperate are promoted and the emotional acceptance of change is increased."

In "Creating Future," interactive formats with playful elements are intended to stimulate new thinking and intrinsic motivation. In addition, the focus is on developing a vibrant corporate culture in which strategies are made effective through a high level of commitment. "This activation of human resources creates a sustainable basis for innovation and resilience in the company," Isler emphasizes.

Creating Future" is organized as an agile competence and creative hub with a network of industry experts and futurologists. Depending on company-specific goals, an interdisciplinary team and program are put together.

For over 12 years, the slogan "Lidl lohnt sich" (Lidl is worth it) has also been used in Switzerland. What was initially understood as a price message has developed over the years into a multidimensional brand promise.

A new campaign now aims to highlight the various benefits of Lidl Switzerland and how the retailer meets the demands, expectations and needs of existing and potential customers.

One campaign, two levels

The current campaign, which at its heart addresses four elementary focus themes, is designed to be multidimensional so that it can be used across all possible communication channels. The main communication tools are films on the themes of freshness, simple and uncomplicated shopping, Swiss origin, and the new regional brand "Typically Switzerland.

All content is additionally deepened on a second - factual - level by so-called "Lidl facts". In six online videos with a documentary character, consumers learn everything they need to know about the suppliers and get a glimpse behind the scenes.

All campaign content and further information on the focus topics and the facts about the brand promises can be found on the microsite Typical-lidl.chwhich functions as a campaign hub. The long-term campaign has been running since Sunday in all parts of the country as TVC, online video, as display advertising, at OOH locations, on digital screens at POS and on social media.

Increased campaign impact

A stringent style with a memorable style, which is used in the films and conveys the messages optimally, is intended to ensure maximum campaign efficiency and recognition. The content is adapted in each case to the corresponding theme - freshness, choice, home and simplicity. When it comes to the freshness of the products, the films close with the statement "If you love freshness, you love Lidl" or, in the case of the breadth of the range, with "If you love choice, you love Lidl".

Strategy first

The basis for the development of this new quality offensive is a comprehensive strategic analysis carried out by the strategy department of Havas Zurich together with Lidl Switzerland.

"We have constantly developed over the past 12 years in Switzerland and with this new campaign we want to present our resulting advantages for customers* in a refreshing way," explains Raphael Werner, Head of Marketing at Lidl Switzerland. "That Lidl Switzerland offers the best quality at the best price is learned. But we have also steadily expanded our product range. In general, we already generate over 50 percent of our sales with products from Switzerland - and the trend is rising. In addition, our stores are currently being further modernized, giving them a real market character."

 Responsible for Lidl Switzerland: Raphael Werner, Nathalie Forrer, Nicolas Cadonau. Responsible at Havas Village Zurich: Nathalie Diethelm, Patrick Beeli, Olivia Schläpfer, Pascal Herzog, Dominik Brülisauer, Sophie Güntensperger, Nick Sohl, Helen Ingold, Dominik Cattaneo, Claudia Sigg, Rolf Hunziker, Adrian van Velsen, Marcel Benz, Georges Bérard, Oliver Nater, Nicolai Abel, Katharina Frede, Marcela Hänel. Film Production Focus Topics: Paul Butterworth (Director, Mygosh). Film production facts films: Reto Salimbeni (Director, Manifesto). Photography: Cyrill Matter.

In Switzerland, almost 24 percent of 17-year-olds already smoke regularly, the Commission for Children and Youth Affairs (EKKJ) wrote in a statement Monday. However, those who do not smoke until they reach the age of majority are very unlikely to ever start. For this reason, prevention measures against tobacco consumption are aimed at ensuring that people do not start smoking in the first place.

The tobacco companies, on the other hand, would specifically target children and adolescents with their advertising, the commission writes. For this reason, any advertising for tobacco products that can reach minors must be banned.

On February 13, the electorate will vote on the tobacco ban initiative. The initiative calls for a ban on tobacco advertising wherever children and young people can see it, for example in the press and on posters, at points of sale such as kiosks, at wholesalers and gas station stores, at events such as festivals, and on products such as bathing balls and sun umbrellas.

Regardless of the outcome of the vote, a new Tobacco Products Act will come into force. This means that advertising for tobacco products and electronic cigarettes will be banned on posters and in cinemas throughout Switzerland in the future. Tobacco companies will also no longer be allowed to give away free cigarettes or sponsor international events in Switzerland. For the initiators, however, this does not go far enough. (SDA)

In addition to a reunion with Beni Thurnheer as host, the colored balls, the dance and sketch troupe Friends and "great show acts" would also make an appearance on October 15, 2022, Reto Peritz, head of entertainment at Schweizer Radio und Fernsehen (SRF), told the Keystone-SDA news agency on Monday in response to a query.

Swisslos, however, will not be involved. Further information will be announced at a later date. Blick Online had first reported on the comeback.

"Benissimo" ran on SRF from 1992 to 2012. The show was one of the most successful regularly broadcast programs on Swiss television. Since its launch, it has been watched by over 100 million viewers.

Following the great success of the new edition of "Wetten, dass..." in November 2021, SRF audiences will once again be treated to one edition each of the show with host Thomas Gottschalk this year and next. Betting proposals can be submitted now, according to SRF's newsletter on Monday. Information on the venue and a broadcast date are to follow in the coming months. (SDA)

Brechbühl will take over the management of the Group at the beginning of August 2022. He succeeds Marcel Kohler, who will retire from the operational business as of August.

The new appointment comes as Emmanuel Fleig, for family reasons, is not coming to Switzerland as planned and announced to succeed Marcel Kohler as Managing Director of the 20 Minuten Group (Werbewoche.ch reported). Instead, Fleig will continue his work as managing director of Edita/L'essentiel in Luxembourg, writes TX Group in a statement.

After ten years, Bernhard Brechbühl is returning to the company where he began his career as a reporter. From 2005 to 2012, he was a member of the editorial board and page maker of 20 minutes and from 2008 also worked as head of entertainment. Later, Brechbühl founded Storyfilter, a publishing and consulting company specializing in social media.

In October 2016, he became a member of the Executive Board of Energy Switzerland (Werbewoche.ch reported). He built up the digital content business for the radio and entertainment group and, in parallel, launched and managed the young media brand Izzy for Ringier for three years. As Chief Digital Officer at Energy, Brechbühl is currently in charge of Content, Digital Marketing and Technology. He is also Head Content & Publishing Innovation of Ringier's Global Media Unit, the strategy and management body for media activities in twelve countries.

Brechbühl studied economics at the University of Zurich, graduating with a licentiate in 2003, and completed an MBA in media management at the Steinbeis School of Management and Innovation in Berlin in 2011.