Making bread is a traditional Swiss craft. The Swiss Bread Association VSB is honoring this with the introduction of a new label. Against the background that more and more foreign bread is being consumed in this country, the new brand is intended to separate precisely this chaff from the domestic wheat.

The new logo may be used by anyone who uses at least 80 percent Swiss raw materials. In addition, 100 percent of the products must be manufactured in Switzerland. Partners who meet these requirements receive access to a wide range of POS material via a free brand platform.

The brand launch is accompanied by a mailing to members of the Swiss Association of Master Bakers and Confectioners.

The aim is to whet consumers' appetite for Swiss bread with over 20 radio spots. Short, humorous radio plays focus on seasonal events, traditions, origin, diversity, and the value chain of Swiss bread. The same themes will also be presented in display ads, on Facebook, Instagram and Pinterest.

Responsible at the Swiss Bread Association: Stephan Scheuner, Martina Pieren. Responsible agency: In flagrante delicto. Photographer: Andrea Campiche.

Juliane Merz has taken over overall responsibility for local and national sales as Director of Sales as of January 1. The Bavarian native, previously Director of Sales in the national area, has already been working for Weischer.Cinema Switzerland since 2015. The background to the reorganization is the long-planned merger of the two sales units due to the retirement of the former Director of Local Sales.

At the beginning of June, Mike Baur joined Weischer.Cinema as Deputy Director of Sales German-speaking Switzerland. In addition to the film industry, Mike Baur has already gained sales experience in the travel and sports industry. Since his employment at 20th Century Fox, the film world has never left him. In French-speaking Switzerland, Alexis Ehretsmann has been appointed Deputy Sales Manager.

Sabrina Süsstrunk joined Weischer.Cinema Switzerland as National Sales Manager at the beginning of October. She is deeply anchored in the media industry thanks to her last job at APG and Goldbach. Ismail Wicki also joins the sales team from Goldbach. From the beginning of December, he will work as Senior Manager National Sales at Weischer.Cinema Switzerland and will now bring his expertise in the placement of moving image campaigns to the cinema advertising marketer.

Swiss Post's 22nd Direct Day was dedicated to the topic "Prove your Value! Marketing between Purpose and Performance". Due to the cost pressure after Corona, many marketing teams are focusing on quick success and return on investment. At the same time, more and more companies are aligning their values to the long term, including marketing, and are asking themselves what their goal is - their "purpose". So how do you reconcile these conflicting priorities?

Speakers and panelists from Germany and abroad addressed this topic at Direct Day and presented various approaches to solving the problem. Statements such as "The big goal is not a number," "Knowledge costs 500 euros, goose bumps 10,000 euros," or "Don't pitch your brand as the hero, but turn each and everyone of us into the heroes of your own lives" provided plenty to talk about.

Guests at this year's Direct Day included entrepreneur and bestselling author Tijen Onaran, Purpose expert Frank Dopheide, bestselling authors Hermann Scherer and Thomas Kolster, media scientist Dr. Martin Andree, and former art forger Wolfgang Beltracchi, with whom Johannes Hapig from m&k had recently conducted an in-depth interview.

At the event, the eloquent three-person moderation team, consisting of Rainer Maria Salzgeber, Gülsha Adilji and our m&k editor-in-chief Johannes Hapig, through the day and provided some entertainment.

In the run-up to this year's edition, there was an m&k special issue on Direct Day with many exciting articles and interviews. Download here for free!

As a top dog, Ewb has strong ties to the capital. This strong local connection is also to be reflected in the online spots for the promotions for Ewb.Internet and Ewb.TV. No wonder, then, that in these spots Ewb employee Jérôme communicates the very Bernese offers directly from the Ewb service car or the snack break in the neighborhood.

As a sponsoring partner of SC Bern, for example, this is currently the case: The more penalty minutes the SCB concedes, the more discount it gets - an announcement with which Jérôme surprises no one less than SCB veteran Eric Blum in the accompanying commercial.

Because promotions are only valid for a limited period of time, Komet created a spot directly from the construction site that can be used throughout the year and is intended to fill the communication gaps in between with humor and also refers to the Ewb website.

Responsible at Ewb: Cornelia Berger, Marketing Communications, Lukas Zellweger, Product Manager Telecom. Responsible at Komet: Jeff Gerber (CD), Claudio Parente (AD), Daniel Müller (Text), Corinne Hert (Client Service Director), Claudia Shatri (Consulting). Film production: Allmenfilms. Media: Mediaschneider Bern.

In August and September 2021, Goldbach Media and the electronic media interest group IGEM conducted the study "Media Bias: Media Use of Marketing and Media Professionals Compared to the Swiss Population" with over 650 media professionals - referred to in the study as "Ad People". Participants were asked about their media usage behavior as well as their assumptions about general media usage. The questions on electronic media were taken from the IGEM Digimonitor questionnaire, so that there was comparability with the survey of media use by the population as a whole. For print usage, the MA Strategy was chosen as the comparative study.

The study is intended to show whether and to what extent the media usage behavior of ad people and their assumptions about general media usage differ from the actual usage of the population. This is intended to start a discourse in the industry in order to become aware of the possibly distorted perception and its consequences in media planning.

Estimates off by 10 percentage points on average

As the study shows, the media usage behavior of ad people differs in part significantly from that of the overall population, with ad people using media more on average. While both groups make very heavy use of traditional media - print, TV & radio - the newer media - streaming services, social media, messenger services and others - are used much more by ad people.

However, the usage behavior of ad people differs depending on age, professional experience and hierarchical level. The greater the professional experience and the higher the hierarchical level, the greater their use of classic media - the exact opposite is true for most newer media.

The key finding of the study is that ad people are off by an average of 10 percentage points in their assessment of the media usage of the population as a whole: Underestimating traditional media and overestimating newer media. These results should underline the importance of conducting media usage research and using the data for marketing decisions.

The most important results and findings

Other usage patterns lead to distorted estimates, whereby classic media tend to be underestimated and newer media tend to be overestimated. This makes it all the more important that decisions in media planning are fact-based, drawing on research data.

• When estimating usage, the ad people are off by around 10 percentage points on average across all media offerings. There are significant differences depending on the medium. For example, the use of traditional media tends to be underestimated.
• The biggest difference between estimates and actual usage is in the print sector. Here, the professionals are off by 35 percentage points (newspapers) and 39 percentage points (magazines). Translated to the total population, they thus underestimate 2.6 million users. For radio, the figure is 25 percentage points or 1.7 million users, and for TV, 18 percentage points or 1.1 million.
• For the newer media offerings, especially social media platforms, it is just the opposite. Here, professionals overestimate effective usage: TikTok by 19 percentage points (1.3 million users), Instagram by 15 percentage points (1 million users) and LinkedIn by 9 percentage points (around 600,000 users).

Ad people use significantly more media than the Swiss population as a whole. Classic media continue to be used heavily overall. However, ad people use these media less frequently than the general population.

• Classic media such as print (newspapers and magazines), TV and radio are used very heavily by both groups (ad people & total population). The majority of users of these media are far ahead of newer media offerings.
• 94% of both groups use TV at least occasionally. However, in the general population, the frequency of use (65% daily use) is significantly higher than among Ad People (42%). Ad People, on the other hand, use time-shifted TV more (85% at least occasional use) than the general population (72%).
• At least occasional radio use is again at a similar level in the total population (91%) as well as among ad people (89%). However, the frequency among ad people is also significantly lower (45% daily use) than among the total population (62%).
• 100% of Ad People use the Internet daily, compared to 83% for the total population.
• The clearest user differences are in print: Newspapers and magazines achieve significantly higher user shares in the total population (newspapers: 75%, magazines: 77%) than among ad people (newspapers: 38%, magazines: 48%).

Ad People use newer media offerings and technologies significantly more than the general population.

• Among the total population and the ad people, classic radio has significantly higher user shares than music streaming services. However, the latter are used at least occasionally to a much greater extent by the ad people than by the total population: 35% of the total population use YouTube Music at least occasionally, while the figure for Spotify is 33%. Among ad people, significantly more use Spotify (75%) and YouTube Music (48%).
• The picture is the same for video streaming services: At least occasional use of YouTube is 68% among the total population, 93% among ad people. The difference is even greater for Netflix: total population: 42%, ad people: 81%. In the area of moving images, however, the traditional medium of TV also has a higher user share among ad people than streaming services.
• Ad people make very heavy use of social media platforms. For virtually all channels, they have higher values than the overall population for at least occasional use: LinkedIn (Ad People: 88%, Total Population: 26%); Instagram (85% / 37%); Facebook (84% / 45%); Pinterest (43% / 23%). Twitter, Tiktok and Snapchat also have higher user values among Ad People.
• Ad People use messenger services slightly more than the overall population. The main messenger service is WhatsApp (at least occasional use by ad people: 98%, total population: 84%). Alternative messenger services such as Telegram, Signal and Threema achieve user values of just under 20% among ad people.
• In terms of video conferencing tools, it is also evident that a significantly larger proportion of Ad People use these tools: Microsoft Teams (Ad People: 89%, Total Population: 37%), Zoom (75% / 39%) and Google Meet (52% / 10%).
• While the smartwatch (12%) and smart speaker (4%) are hardly used in the overall population, 29% of Ad People use a smartwatch and 11% use a smart speaker.

"There are some commonalities and many challenges that we have to master together," Hansjörg Schneider, chairman of the board of Lenk-Simmental Tourism LST, was quoted as saying in a statement on Tuesday. The new contract takes this special situation into account.

In their joint communication, the organizations emphasize that cooperation requires a basis of partnership, acceptance of each other's needs, communication at eye level and constructive exchange.

The tourism organization Adelboden-Lenk-Kandersteg recognizes the autonomy of the tourism organization Lenk-Simmental. This includes, for example, the independent brand presence, the mutual agreement on press releases or the cooperation with Gstaad-Saanenland.

Furthermore, the agreement also regulates the use of the cantonal lodging tax. After deduction of the contribution to the cantonal tourist marketing organization "Made in Bern", the funds are used for the promotion of the ski region "Adelboden-Lenk...dänk!", for market development in Switzerland and abroad with a focus on hotel promotion and for digital projects.

Conflicts over here and over there

Conflict-ridden years lie behind the tourism organizations in the western Bernese Oberland. The tourism organization Adelboden-Lenk-Kandersteg came into being in 2018 as part of a destination consolidation. Lenk-Simmental Tourism, however, refused to join. Under pressure from the canton, a cooperation agreement was concluded instead, which Lenk-Simmental Tourism terminated again in 2019.

At the same time, Lenk-Simmental flirted with a switch to the destination Gstaad-Saanenland. However, the canton did not allow this step: The destinations were legally binding in 2018, they said. If not a change of destination, then a selective cooperation with the Saanenland, they said to themselves in Simmental and took action.

Last May, the tourism organization Adelboden-Lenk-Kandersteg suffered a scandal. The entire board of directors and the director resigned in unison following demands from shareholder circles for a restructuring of tasks and responsibilities. The management saw this as a withdrawal of trust and drew the consequences.

Meanwhile, the Adelboden-Lenk-Kandersteg tourism organization has new strategic leadership. In late summer, Chairman of the Board René Müller spoke of involving the top performers more in the future. "We are increasingly relying on a bottom-up strategy," Müller said in an interview with the Bernese Newspaper. (SDA)

Since the first playout of DAB Display Ads in August 2020, the DAB Network has seen steady revenue growth, which has now culminated in the record month of November. According to the company, constant optimizations and further developments in technology and service have contributed to this. The DAB Network portfolio now includes customers such as Sunrise, Twint, Red Bull and others. It is also nice to see that the customers and their creative agencies align their subjects perfectly with the medium and the target group.

Growing reach

The medium can also record strong growth in terms of reach, as DAB Network continues. In Switzerland, for example, just under 20,000 new cars were registered for road use in September 2021. The daily reach has increased by over 100,000 to approximately 500,000.

As the effects of the measures to contain the coronavirus are still being felt, even stronger growth can be expected after the crisis. The figures are collected in February each year and communicated in the spring.

DAB Network was created from the company TheIndustry. DAB Network is responsible for the development of the DAB Display Ads and holds the contracts with the individual radio stations. TheIndustry markets the company's offering.

The "Youth" subscription has just been launched together with Tamedia's All-Access subscription (Werbewoche.ch reported). With short videos on TikTok, Snapchat, Instagram and the dating platform Tinder, the aim is to show Generation Z the personal added value of the new digital "Youth" subscription for the Tages-Anzeiger, the Bernese Newspaper, 24 heures as well as all other Tamedia newspapers. "Gen Z no longer wants to be bombarded with boring promotional content, you have to pick them up where they are and with the language they speak," agency owner Hera Zimmermann is convinced.

The face of the campaign is Chiara Temmel. As a 19-year-old, she acted as the most important idea driver: "Communication often bypasses us young people. If only because the wrong channels are used," says Temmel.

Responsible at Tamedia: Nicolas Baumgartner (Project Management & Project Manager Growth), Samantha Wenger-Sbocchi (Head of Growth), Isabella Wohlwend (Head of Campaigning). Responsible at Hera Zimmermann Consulting: Sebastian Dudli (Project Management & Head of Creative), Hera Zimmermann (Storytelling Expert & Managing Partner), Chiara Temmel (Campaign Face & Trainee), Alexandra Müller (Lead Paid Marketing), Sandro Widrig (Performance Manager).

With over 280 marketed websites, Audienzz is yet another media company that has taken on the challenges of Digital Ad Trust certification and received the certificate for all categories - viewability, ad fraud, brand safety and user experience.

"I congratulate Audienzz on the certification. Now it is up to advertising clients to pay attention to the certificates when awarding contracts," says Roland Ehrler, President of Digital Ad Trust. "This should now be an incentive for other Swiss publishers and marketers to become certified in order to also meet the requirements of advertising clients and agencies in terms of transparency and security," adds Urs Flückiger from IAB Switzerland.

Interested parties can register for the next wave of certifications at any time. The registration area and additional information can be found at Digitaladtrust.ch.

Under the claim "Too much of the best," TBWA\Zurich stages an entertaining story about a family struggling with a challenge of a special kind. Because the new media library offers so much content, from films of almost every genre to series and exclusive titles, that just listing a small portion of these titles took up a whole five TV spots. The five films and social media formats were realized together with Stories

The campaign is flanked by online, social media, DOOH and megaposters. On social media, the campaign is supported with a backstory of clips matching the film. The campaign will run until the end of November.

Responsible agency: TBWA\Zurich. Film production: Stories. Directed by: Samuel Morris. DoP: Pascal Walder, Mirko Ries. SoundDesign & Mix: Recording studioZ. Media: Mediaschneider.

At a time when the world is in the midst of a climate and environmental crisis, sales like "Black Friday" would encourage even more excessive thoughtless shopping, the NGO writes in a statement. This "senseless overconsumption" generates more CO2 emissions and intensifies the exploitation of natural resources.

The pressure on prices in the rich countries of the North also has a detrimental effect on millions of workers in the producing countries, who manufacture the bargains at starvation wages. The flip side of absurdly high discounts is inhumane wage depression in the low-wage countries.

Petition to Christa Markwalder

Therefore, Solidar Suisse launched on Tuesday the "Stop Black Friday" petition. The organization is calling on Christa Markwalder, President of the Swiss Retail Federation, to actively campaign for the abolition of "Black Friday".

Together with national organizations, associations and politicians, Solidar Suisse is fighting to stop consumerism and the associated wage dumping, poor working conditions and exploitation: Climate Strike Switzerland, members of the SP such as Tamara Funiciello and Carlo Sommaruga as well as Green Switzerland President Balthasar Glättli support the campaign.

Campaign aims to raise awareness among the population

In order to raise awareness among the Swiss population and call on them to sign the petition, Solidar Suisse is conducting a broad-based campaign. This includes a video showing the disastrous ecological and social effects of excessive consumption on "Black Friday". In addition, there are prerolls on Youtube, native ads and social media, as well as email journeys. Further actions are planned. All measures lead to the Landing page, where several thousand signatures were collected already on the first day of the campaign.

Responsible at Solidar Suisse: Benjamin Gross (Head of Marketing + Communications), Fabienne Widmer (Campaigns), Katja Schurter (Publications), Lionel Frei (Media Spokesperson Romandie), Melanie Wirz (Media and Web D-CH). Responsible at Spina's Civil Voices: Lorenz Spinas (CD), Nicolas Stark (AD), Beat Egger (text), Gaby Füchslin and Lorenz Spinas (strategy), Andrea Oertle (consulting). Sound: Hastings Zurich. Media: Capturemedia, Google.

A bank that is not on Paradeplatz? That's quite normal. Wearing sweatpants to an investment meeting? That's quite normal. Founded Twint, but didn't use it? That's quite normal. Together with Jung von Matt Limmat, PostFinance is launching an image campaign centered on a message taken from everyday language. It is intended to show that many things are "quite normal" for PostFinance.

The music spot with the specially produced track at the heart of the campaign and the visual assets show the multifaceted nature of the Swiss population in spontaneous snapshots. Snapshots from life in which not everything is always perfect. Quite normal, in fact.

The slogan "Ist doch ganz normal" is used prominently in the image campaign and always appears in conjunction with a concise statement that is intended to express PostFinance's self-image.

The image campaign was implemented in record time through close collaboration between the PostFinance and Jung von Matt Limmat teams: "The teams came together in a very short time to form a unit that worked as equals and with great common understanding," says Thomas Steiner, Chief Client Officer of Jung von Matt Limmat.

Wolfgang Bark, Executive Creative Director of Jung von Matt Limmat adds: "With the motto, we have created a communicative bracket that is timeless and universally applicable. Both internally and externally. It bridges the gap between self-evidence and courage and puts Postfinance customers at the center."

The campaign has been running since Monday in all parts of the country as TVC, online video, on the radio, at OOH locations, as display advertising and on social media. It was also prominently placed in the Sunday press and is being creatively interpreted on TikTok together with Collaborators.

Responsible at Postfinance: Dennis Lengacher (Head of Marketing Conception), Francisco Moreno (Head of Marketing Conception/Communication), Florian Grützner (Marketing Manager), Jelena Mesic (Marketing Manager), Rose Portmann (Social Media Manager). Responsible at Jung von Matt Limmat: Regine Cavicchioli (Creative Direction), Anouk Karrer, Tobias Peters (Text), Jan Theus, Mutasin Grabenhorst (Art Direction), Ian Musgrove, Jeremy Fennel (Graphics), Christian Omlin, Manuela Brunner (Strategy), Marianne Sauter, Sebastian Kaps, Marlies Doppelhammer (Consulting), Jonas Bayona (Social Creative Direction), Wolfgang Bark (Executive Creative Direction), Thomas Steiner (Chief Client Officer). Responsible at Jung von Matt Play: Constantine Wrage (Agency Production). Responsible at Jung von Matt Services: Jlona Kopf, Chiara Killer, Fabrizio Rutishauser, Lisa Moser (media realization). External partners: Baris Aladag (Director), Stephan Burchardt (DoP), Production: DerDerler, Jens Derler (Executive Producer), Südlich-t AG (Postproduction), Flavio Karrer (Photography), Music Production: AHOImusic & White Horse Music; Media: Havas Media , Claudia Gantenbein, George Bérard.