The campaign tells the stories of four women affected by violence who took the courageous step of fleeing to a women's shelter and, as representatives of many other affected women, draw attention to their situation. The stories are not told by their words, but by the few objects the women carried in their bags - emotionally and impressively visualized in four subjects.

The snapshots of these women's escape will be placed in the middle of society with megaposters in Zurich, Bern, Lausanne and Lugano. In addition, the stories of Aylin, Natasha, Laura and Samia* will be seen as online ads, on social media and in selected streetcars.

In parallel to the campaign, Sotomo has conducted a population survey on the topic of violence in couple relationships. The results of the study and the campaign were presented to journalists at a media conference on Tuesday.

"The key findings from the study are unfortunately not surprising to us. But they underscore the need for policymakers to take concrete action in the fight against gender-based violence," says Lena John, secretary general of DAO. "80 percent of respondents see domestic violence more as a societal problem and would welcome concrete measures from policymakers."

Responsible at DAO: Lena John, Susan A. Peter. Conception, creation and realization: Rod Communication. Media: Zip Media. Lithography, image processing and DTP: Blue Horizon. Photographer: Philipp Schmidli. Digital: Iqual. Study Partners: Sotomo.

From the silken thread to the common strand

A business novel about the 7 steps to becoming a dream team.

• Author: Eberhard Schmidt and Steffen Karneth
• Publisher: Wiley-VCH, 2021
• Pages: 245
• ISBN: 9783527510757

The authors believe in the power of stories. That's why they present the Growth River Operating System they advocate in novel form. They explain the seven steps of the system and fill their explanations with life. They succeed amazingly well. The system becomes vivid and comprehensible, and the book - unlike many other attempts to present business topics narratively - is downright entertaining and exciting to read. On the other hand, it fails to provide evidence for the effectiveness of the Growth River System - its success is simply invented.

No objections

This enables you to achieve outstanding closing rates even with skeptical customers.

• Author: Jeb Blount
• Publisher: Wiley-VCH, 2021
• Pages: 208
• ISBN: 9783527510818

Selling is an unnatural profession: You deliberately put yourself in situations where you are met with rejection again and again. Jeb Blount has a whole cornucopia of practical tips and examples of formulations at the ready for the reader to use. However, the author does not provide a rigid script, nor a magic formula for 100 percent closing rates. Because every sales situation is different. But anyone who wants food for thought, examples and background information on the psychology of selling will certainly find what they are looking for here.

Modern reputation management

The good reputation as the key to success.

• Author: Florian Müller and Ulrich Bihler (Eds.)
• Publisher: Springer Gabler, 2021
• Pages: 180
• ISBN: 9783658326395

Today, a company's reputation is its greatest intangible asset. Top investors are increasingly basing their decisions on how companies are perceived by the public. The authors of this book show how companies can influence this perception. In doing so, however, they remain quite abstract. Concrete examples are largely missing. However, the book also explicitly sees itself as a general guide. As such, it competently deals with the challenges of modern reputation management and the use of digital technologies.

Virtual Selling

The definitive guide to using video-based technology and virtual communication channels for successful selling.

• Author: Jeb Blount
• Publisher: Wiley-VCH, 2021
• Pages: 304
• ISBN: 9783527510627

The corona pandemic also hit sellers hard: For a long time, they had to stay at home just like buyers, and face-to-face interactions were impossible. Sales professionals must therefore expand their skills to include virtual selling. Jeb Blount explains what intelligent virtual selling requires and how to effectively use a variety of virtual channels. He discusses how to combine virtual sales activities with traditional face-to-face selling to maximize sales, commissions, and customer service. Required reading for salespeople!

Founded in 2006 by Inga Koster, Nicolas Lecloux and Marco Knauf, True Fruits was the first smoothie supplier to conquer the German market and has been one of the market leaders since 2015. With its outspoken communication, the smoothie manufacturer repeatedly generates attention and publicity in Germany. In this country, True Fruits smoothies are available in Migros and Spar, among others.

"We are curious to see how neutral the Swiss will be towards our German juice store," said Nicolas Lecloux, co-founder and CMO True Fruits. To that end, True Fruits tapped PAM Advertising, which will help True Fruits conceptualize and develop bottle copy and designs for the Swiss market.

"We will not spare a fruit leaf to help True Fruits achieve shelf fame and emptiness in this country," said Parvez Sheik Fareed, co-owner and creative director of PAM Advertising.

The first Swiss special edition is scheduled for release in early 2022.

From now until February 3, 2022, clients and customers from all over Switzerland can submit their best web projects of the year. Participants have the chance to win buoys in eleven categories, which will be presented at the Award Night on April 7, 2022, in front of around 1,000 guests.

Due to the Corona-related postponement of the award night of Best of Swiss Web 2021, the waiting period between the last award ceremony and the launch of Best of Swiss Web 2022 is reduced from six to only two months.

Hostpoint is new sponsoring partner

Hostpoint is now the sponsoring partner of the two awards Best of Swiss Web and Best of Swiss Apps. "As Switzerland's largest web hosting provider and domain registrar, we follow developments in the Swiss digital scene very closely and would like to do our bit to ensure that the best projects are also visible and can be celebrated," says Claudio Röllin, Co-Founder of Hostpoint. The company thus joins previous sponsors and partners Goldbach, Dot.swiss, Magnolia, Opacc, Teambox and Digicomp.

Submissions for 18th Crossmedia Award already started

Goldbach already opened the submission window for the year's best cross-media campaigns on Friday (Werbewoche.ch reported). As in previous years, the best cross-media campaigns will be honored at the Best of Swiss Web Award Night in 2022.

Dot.swiss is looking for the best .swiss websites for the third time

All websites with a .swiss extension once again have the opportunity to win an additional special prize: Best of Swiss Web, in cooperation with Dot.swiss, is awarding the "Best of .swiss" award for the third time. The second buoy in federal red went to Kln.swiss in September 2021 (Werbewoche.ch reported). Projects are evaluated which use a URL with the ending .swiss.

Internet and mail addresses with .swiss are globally and immediately understandable and particularly distinguish Swiss companies and organizations. Each allocation is checked by the Swiss government. The use of the extension .swiss is a commitment to the values of quality, innovation, and reliability.

The projects are judged on their quality of craftsmanship, but also on whether they implement in their visual design and impression the characteristics of innovation, quality and reliability that are considered typically Swiss. The jury, which is chaired by Fabian Unteregger, will award a single project as the best .swiss project of the year. The responsible team will be presented with an exclusive BoSW buoy with dot.swiss logo in federal red at the award ceremony.

With the subscription, readers have access to digital content from all twelve Tamedia daily newspapers. This includes in particular Basel Newspaper, BZ Bernese Newspaper and its regional editions, The Covenant, Tages-Anzeiger, Zurich regional newspapers and the daily newspapers 24 heures and Tribune de Genève in the French-speaking part of Switzerland.

In addition to the cross-title subscription, Tamedia now also offers the "Youth Abo" subscription for young people. With this, young readers up to 25 receive discounted digital access to a Tamedia newspaper of their choice. And with the family subscription, families and apartment communities can use several accounts in one subscription and set them up individually. (SDA/swi)

In 2020, the Swiss Women's Audiovisual Network SWAN took the first stock of the representation of women in Swiss commissioned films. The results were sobering: on average, only 4 percent of the nominees in creative positions were female.

In 2021, unfortunately, the situation does not look any better: Also this year were at the 21st Edi. less than 10 percent of nominees in creative positions are women. Only among producers is there an overall ratio of 50/50. However, when the numbers are broken down by category, it is noticeable that in Commercials - the category with the highest budgets and greatest reach - the ratio of women in production drops from 50% or higher to 33%. In creative positions, the female quota in Commercial drops as low as 0%. This is a trend that is already known from the feature and documentary film sector: the Gender Map 2021 of the Federal Office of Culture has shown that women are more likely to be requested for smaller films with sensitive themes, while the large feature film budgets go to men. A thesis that is also evident in commissioned films: The higher the budget, the lower the proportion of women.

Disadvantage on several levels

According to SWAN, female discrimination behind the camera brings with it various disadvantages. Not only for women but also for companies and society as a whole: "The images we see in advertising convey an image of the society we live in. When this image is predominantly shaped by the view of male actors, sexism, biased stereotypes and misrepresentations of marginalized groups in society and minorities are largely perpetuated," says producer and SWAN co-president ad interim Azra Djurdjevic.

The disadvantages are also economic: 50 percent of film and design graduates are female. However, the proportion of women in the corresponding occupational fields is falling significantly. If people are educated and trained but not given the opportunity to work, trained talents remain unused. Furthermore, women make up 51 percent of the Swiss population and are behind 53 percent of purchasing decisions. Adequately addressing this target group would therefore also have to be in the interests of companies.

SWAN wants to further sensitize the industry

How can the existing imbalance be counteracted? Azra Djurdjevic elaborates: "At SWAN, we see several steps to achieve change. These include raising awareness in the industry, collecting data, promoting the visibility of female filmmakers, and countering unconscious bias."

As a first step in this direction, SWAN launched the first database for female filmmakers in Switzerland in January (Werbewoche.ch reported). In 2022, further data surveys and a campaign on unconscious bias are planned. In addition, SWAN intends to continue and seek dialog with production companies, agencies and customers in order to further raise awareness of the issue.

The new AZ Medien unit will work closely with Watson and CH Media's media while operating independently in the market as an "open platform," according to a statement from AZ Medien. AZ Concept will also work with other publishers and with media and advertising agencies.

"We cover a great need for comprehensive marketing consulting: from the identification of the communicative challenge to the selection of channels and creation of content to the measurement of success" explains Tarkan Özküp, Managing Director of AZ Konzept. "At AZ Konzept, we work with specialists directly on the medium. In a nutshell: we help you tell your story."

Currently six employees

At the start, the AZ Konzept team will comprise six employees. In addition to Özküp, who will head the unit and remain Chief Commercial Officer at Watson in a dual role, the team is made up as follows:

• Marcel Weibel, Sales & New Business (most recently Head of Sales at Swiss Marketing Forum)
• Beat Wyss, Strategy & Conception (most recently Managing Director Awarenics)
• Tharek Murad Aga, Digital & Methodology (most recently Head of Digital Marketing Credit Suisse Switzerland)
• Patrick Senn, Creative Direction & Storytelling (most recently Executive Creative Director at Saatchi&Saatchi)
• as of December 1 Andi Welti, Project Management & Controlling (most recently Expert Finance Controller at Credit Suisse)

After a short introductory period, 21-year-old Yanick Eschler will be reporting live from the national soccer stadiums as an outside presenter starting next year, and will be catching votes for Switzerland's biggest sports broadcaster. Previously he worked for Radio BeO as a presenter.

"This job is a dream come true for me. I'm really looking forward to this new challenge and to gaining a foothold in the world of television," Eschler was quoted as saying in a statement.

The jury around Claudia Lässer, Chief Product Officer Blue Sport & News, Blue soccer expert Marco Streller and Tobias Wedermann, Head of 20 Minuten Sport were impressed by his skills and his appearance in front of the camera: "Yanick convinced us with his great expertise, his good feeling for language and his strong effect in front of the camera. We are pleased that the audience also honored Yanick's talent by voting for him. The quality of the performance of all four finalists was impressively high, the decision was very difficult for us. It's fantastic what great talent we have in Switzerland," says Claudia Lässer.

Over the last few months, the jury selected the best talents from around 90 candidates. Yanick Eschler has now won through in three casting rounds. In addition to the jury, the audience also had a say in the final decision.

The poster was illustrated by Carina Kienzle, Art Director at Serviceplan Suisse, and used as part of the #DillyGalloppChallenge (Werbewoche.ch reported). With this challenge on TikTok, the company DillySocks promoted its 2-for-1 offer - and challenged the community to gallop like a horse with four socks on their feet and hands. According to Serviceplan, the campaign achieved over 12.5 million views on TikTok and brought DillySocks over 15,000 new followers in one fell swoop.

For the Launch of "Oneplus a creative concept was developed to unite the product features, the brand core and the brand values and to communicate them to the outside world. The focus should be on the diversity of the product range and the passion for the best entertainment. To this end, CH Media Entertainment decided on a testimonial concept and developed nine "Oneplus Heroes".

The "Oneplus Heroes" act as ambassadors for "Oneplus", each representing a genre and standing for the diversity of the streaming offer of "Oneplus" in its entirety. Each of the nine "Oneplus Heroes" acts as an expert for a specific genre and is the streaming focus of all communication measures. The characters present their favorite genres in the classic communication measures and curate their genre on the social media platforms and in the newsletters. The 360-degree concept is rounded off with integration on the "Oneplus" streaming service, where users can select one of the new "Oneplus Heroes" as their profile picture.

The campaign, which launches on Monday, includes radio, TV and cinema spots, OOH and below-the-line measures, display and video ads, social paid and SEA, as well as special advertising formats in print and on digital platforms. The creative core team behind the campaign consists of Denise Hildbrand from CH Media Entertainment, she is responsible for the brand & campaign strategy, media designer, art director Oliver Fennel, who is responsible for the concept and design, and motion artist & character designer Neil Stubbings, who created the "Oneplus Heroes".

Responsible at CH Media: Denise Hildbrand (Head of Marketing & PR), Lorin Segrada (Brand Manager), Vanessa Trieb (Polygrapher). External partners: Oliver Fennel (Art/Creative Director), Neil Stubbings (Character Design, Animation & Sound Design), Adrian Strebel (Audio Producer, UKO The Audio Suite), Jeffrey Baumann (Audio Producer, UKO The Audio Suite), Markus Kenel (Audio Engineer, UKO The Audio Suite) Alessandro Marinelli (Sound Designer, UKO The Audio Suite), Sebastian Harms (Motion Design), Christoph Hess (Text), Jingle Jungle (Sound Effects).

Every few decades, the time has come: insourcing is booming and the term "in-house" is on everyone's lips. It means: developing something within one's own company or - more antiquated - in-house.

Instead of increasing spending and fees for external parties, there is currently a lot of haggling in the budget rounds for in-house resources or - more modernly - pitching for an increase in FTEs in marketing and communications. Always with the argument: We can do that ourselves.

The pioneers of the current in-house wave, Digitec and On, are often cited as examples. With intelligent marketing, creative advertising, and clever communication, among other things, the former will clearly lead the Swiss e-commerce market in 2020 with 1,826 billion, while the latter has just catapulted itself onto the New York Stock Exchange. All this without agencies - at least that's the popular myth currently circulating through marketing departments. "We can do it ourselves," they say - and actually mean "better" in a self-overestimating way.

Together against mediocrity

The last big wave of insourcing was triggered by a clumsy DIY spot on a local radio station. Today, Digitec and On, rather than an elderly gentleman in a white coat, must serve as the argument for insourcing.

What is forgotten yesterday, as it is today, is that top performance requires the right conditions. In the case of the ON-Shoes brand, these are above all the skills and experience of the three founders and their ability to combine and multiply them by creating a working environment that attracts motivated professionals. At Digitec, it's the self-developed store engine and ERP, as well as the clever logistics behind it, but also an organization that leaves decisions to those with expertise.

Such conditions are what create the breeding ground for exceptional marketing and consistently implemented advertising. If these are right, then in-house can become a success story. If they are not, the pendulum will swing back to outsourcing. And that this is not the solution either is shown by the current quality of market performance in our industry. Therefore, instead of whining about insourcing, agencies should work with their clients to create an environment that enables top performance on both sides.

* 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.

On Thursday, the most influential and important influencers in Switzerland came together for the SIA at the Kaufleuten Klub in Zurich. The following nine influencers were honored in all-stars categories:

• Lifestyle category: Mimoza
• Category Entertainment: AdiTotoro
• Category Food: Oluyomi Scherrer
• Category Music: Baschi
• Category Sport: Andri Ragettli
• Category Beauty: Briann
• Category Family: Christina Gheiceanu
• Category Fashion: Kris Grippo
• Category Travel: Larisa Topalo

The Newcomer award for the most promising Best Young Talent went to Marion Reber. Everyone could apply for this category via TikTok and Instagram. Reber prevailed among 1000 up-and-coming influencers as Best Young Talent.

"After last year's event unfortunately couldn't take place due to the Corona pandemic, I was especially happy to discover and award many new very talented and creative Influencers*," said Fabian Plüss, founder of SIA and Kingfluencers.