As a result, the 51-year-old will join the management team together with the new CEO Moritz Schneider take on a central role, according to a statement issued by the agency on Friday. Rufener will take over the management of the consulting groups and will use his skills in personal consulting for Mediaschneider customers. His know-how and knowledge will be an important advantage for internal training, the agency further writes.

Christian Rufener worked for seven years as Consulting Group Leader and Managing Director at Mediaschneider Zurich and for the last two years as CMO was jointly responsible for the development and expansion of the platform business model Beem,. In April 2021, Swisscom had discontinued the interactive advertising platform again (Werbewoche.ch reported).

Rufener holds a Master of Advanced Studies in Digital Business and is a federally certified communications manager. The media expert brings years of experience in consulting.

The online platform Facebook itself and subsidiary services like Whatsapp and Instagram will keep their current names, Facebook founder Mark Zuckerberg announced Thursday. Meta will serve as an umbrella for all these offerings and more. "Our apps and their brands will not change," Zuckerberg said at an annual developer conference.

With the new name, Zuckerberg wants to focus on the new virtual environment "Metaverse," in which he sees the future of digital communication - and also of his company.

He also wants to lead the group more strongly out of the shadow of its original and so far most important platform Facebook. In addition to Instagram, the group also owns the chat apps WhatsApp and Messenger.

"We are now seen as a social media company, but at our core we are a company that connects people," Zuckerberg said. As a result, he said, the Facebook name could no longer reflect the group's full range of offerings.

Successor to the mobile Internet

According to the 37-year-old Facebook founder, the "Metaverse" will bring together physical and digital worlds. Zuckerberg is focusing on virtual reality (VR), in which users can immerse themselves in digital worlds with special glasses on their heads. The Facebook Group also owns the VR company Oculus.

However, the Facebook founder also sees so-called augmented reality (AR) as a "metaverse" component, in which digital content is superimposed on the real environment for the viewer on displays or with the help of projector glasses.

"We believe the Metaverse will be the successor to the mobile Internet," Zuckerberg emphasized. Facebook is expanding its virtual "Metaverse" worlds under the name Horizon.

Accusation of distraction

The online magazine The Verge had already reported last week that Facebook wanted to give itself a new name. The plans were immediately met with ridicule and criticism on the web. Facebook was accused of trying to distract from its problems with the renaming.

The Internet giant has been accused for some time of not taking sufficient action against the spread of hate messages and bullying on its platforms, violating the privacy of its users, serving as a loudspeaker for dangerous misinformation, and harming the well-being of young Internet users.

Most recently, revelations by whistleblower and former Facebook employee Frances Haugen caused a stir. Haugen accuses her former employer of putting its own profits above the safety of its users and the common good. Facebook has firmly denied the accusations.

Google already sprinted ahead in 2015

Facebook is not the first Silicon Valley company to change its corporate name to signal that the company's focus has expanded. In 2015, for example, Google placed a new holding company called Alphabet over the group.

The Internet company wanted to signal that it not only operates a search engine and cloud business, but also has ambitions in driverless cars, healthcare solutions and other high-tech areas. However, almost all of Alphabet's revenue is still generated by Google, and the other companies only make losses on the bottom line. Google CEO Sundar Pichai is now also at the helm of Alphabet. (SDA)

Sahli studied journalism and communication sciences at the University of Fribourg. He also completed the Ringier School of Journalism. Before joining Regionaljournal, he worked for the Stapferhaus Museum in Lenzburg, for Radio SRF 3, for the newspaper The Covenant and the radio conveyor belt.

Thanks to his many years of experience in journalism, Sahli is very familiar with the political processes in the city and canton of Bern and the workings of official communication, writes the Bern municipal council in its press release.

Sahli will replace Walter Langenegger, the current head of information in the city of Berne, who is retiring at the end of October. (SDA)

"Healthy is what makes you feel good." With this guiding principle, Scholz & Friends has been placing people's individual needs and personal satisfaction at the center of the concept of health for Atupri since last year. (Werbewoche.ch reported). Now starts with Atupri SmartCare a fully digital basic insurance for people who like to take charge of their health in a self-determined and digital way.

Not least the Corona pandemic has shown that today many things can be done quickly and easily digitally - including a large part of conventional doctor's visits. Atupri SmartCare saves time and money for all those who like things to be uncomplicated, flexible and efficient. The new service offers a reliable symptom check and medical video consultation conveniently via smartphone - around the clock and regardless of location.

Under the motto "App to the doctor," the campaign translates many customer benefits for very different sub-target groups along the customer journey. The fully orchestrated, multi-stage campaign with a digital focus ranges from out-of-home, TV and online video formats to radio spots, context- and environment-specific dynamically generated banners, social media and native ads, how-to videos, multiple landing pages and accompanying direct mailings. The campaign was launched in mid-October and will be successively expanded.

Responsible at Atupri: Michael Wüthrich (Head of Corporate and Marketing Communications), Silvia Stauffacher, Joel Buri, Nadine Graf, Julia Bruchez (Communications Specialist). Responsible at Scholz & Friends: Luca Stancheris, Maira Weidmann, Joana Faria, Aster Loerli, David Fischer, Christian Vosshagen (Creation), Freyja Hablitz, Lena Altorfer, Mathias Rösch, Tobias Händler (Consulting & Strategy), Kerstin Mende, Michaela Edl (Art Buying, FFF). Film production: Rosas and Co Films. Postproduction: South-t. Recording studio: Jingle Jungle. Media agency: ZipMedia; Converto.

The aim of the magazine, conceived and realized by Zimmermann Communications in collaboration with Emmentaler Switzerland, is to give Emmentaler Switzerland's members and stakeholders a look behind the scenes and to present the people who contribute to the production of Emmentaler cheese.

In the current issue, the focus is once again on people from the three Emmentaler Switzerland interest groups. Namely the two cheese makers Albert and Silvio Schöpfer from the cheese dairy Kleinstein, farmer Thomas Bachmann from the stable community Ehrenbüel and Beat Hostettler from the cheese trading company Cremo.

The magazine also contains many interesting and entertaining facts about Emmentaler AOP. For the little ones, there is also a children's puzzle in which entries for the King's Trail including a snack in the restaurant of the Emmental show dairy can be won.

The second issue of the magazine has been published in printed and electronic form and can be be browsed online.

Responsible at Emmentaler Switzerland: Alfred Rufer (Commercial Manager, Vice Director), Sandra Wiedmer (Marketing & Communication Manager). Responsible at Zimmermann Communications: Christoff Strukamp (Creative Direction), Ramon Alder (Art Direction), Marietta Mügge (Text), Lara Cavelti (Consulting), Rolf Zimmermann (Strategy); Photos: Emmentaler Switzerland, Ramon Alder, Hugo Grossenbacher, Lena Hogekamp, Manuel Lopez, Manuel Rickenbacher; Illustration: Konrad Beck.

More and more investors are paying attention to sustainability on the stock market. Climate change has awakened in many the desire to do good with their investments.

What is a relatively new trend on the stock markets has been around for a long time at VBZ. Every VBZ ticket has always been a security with which one invests in a climate-friendly way.

As early as 1894, smart Zürichers were able to get a place on the electric streetcar. And according to the campaign, it's still worthwhile today. This is because it is a direct investment in climate-friendly electromobility with modern streetcars and trolleybuses. What's more, the dividend is a considerable saving in time and nerves, because you can forget about red lights and the search for a parking space.

For the realization, Ruf Lanz unearthed a multitude of historic VBZ tickets and united them in the transparent folders of a collector's album. The result is a journey through time on double- and full-page ads in 20 minutes, on the driver back posters in all streetcars and buses, and on social media.

Responsible at Verkehrsbetriebe Zürich VBZ: Silvia Behofsits (Head of Corporate Communications), Florence Craman (Project Manager Corporate Communications). Responsible at Ruf Lanz: Markus Ruf (Creative Direction), Mario Moosbrugger (Art Direction), Armin Arnold (DTP), Markus Ruf (Text), Sylvia Kohler, Miro Poffa (Consulting). Photography & Composing: Mario Moosbrugger.

Even the campaign word mark "Switzerland with a difference. This is Basel." is intended to emphasize that Basel does not conform to stereotypical ideas. With a "Denglish" wink, the campaign proudly shows the internationality of the city of 200,000 inhabitants.

The interplay of abruptly clashing German and English parts suggests the regional, clichéd on the one hand, and modernity and cosmopolitanism on the other: with a rich cultural offering of every stripe, Basel self-confidently offers a contrast program to Switzerland's common alpine folklore image.

The campaign, focused primarily on billboards, is extended digitally through DOOH, banners, social media, web and owned media.

Responsible at Basel Tourismus: Christoph Bosshardt (Head of Marketing), Sarah Bruhin (Social Media & Online Manager), Aline Franklin (Text & Content Manager), Silvio Iacconi (Digital Marketing Manager). Responsible at Kreisvier: Alexandra Kellenberger, Andula Swendrowski, Mirjam Birrer (consulting), Ann-Kathrin Vogel, Bianca Kury, Carmen Stähelin, Dario Bonarrigio, Michael Schmidt, Ramon Niederhauser, Sinia Brugger, (creation), Imke Fichter, Lorena Wissler, Sybille Gundry (DTP), image editing: Sturm. Responsible at Gamned (media consulting, media planning and activation): Silvana Imperiali, Fabrizio Tudisco, Zbynek Zapletal, Granit Sermaxhaj.

Biel has been under a thick layer of ice since the teaser phase before the start of the season. In August 2021, In Flagranti had started the icy campaign (Werbewoche.ch reported). Now, before every home game, the EHCB's field hockey players rush across the bitterly cold pitches of the Seeland metropolis.

To keep field hockey fever high throughout the qualifying period, e-panels, billboards, advertisements, PassengerTV, social media channels, as well as web and app applications remind fans of home games.

Responsible at EHC Biel: Daniel Villard (CEO), Thomas Burkhardt (Marketing Director), Amanda Winter (Communication Manager). Responsible agency: In flagrante delicto. Film production: Crunch. Photographer: Stephan Boegli.

After studying at the Lucerne School of Art and Design, Guler began his career as a graphic designer at Lars Müller Publishers in Baden. Shortly before the turn of the millennium, he switched continents and signed on as a senior graphic designer at Landor Associates in San Francisco. After a stint at Spiekermann Partners in Berlin, he came to Zurich in 2003, where he worked at Külling & Partner, Schneiterpartner and TBS Marken Partner, among others.

Guler has already worked on brands such as FedEx, Hewlett-Packard, Pfister and Chopfab. He is a specialist in brand/corporate design, editorial/book design and communication design.

Frank Bodin, Deeptrue, Kingfluencers and Furrerhugi on Wednesday night released the latest results of the brand study "Brand Indicator Switzerland" (BIS) presented. The study forecasts the future development of brands based on consumer and influencer ratings. The aim is to support brand and marketing managers in recognizing developments at an early stage and making the right decisions.

As part of the study, 280 brands from the retail, e-commerce, mobility, telecom and media sectors, as well as political parties, were assessed with 1,600 consumer and over 300 influencer surveys.

A look into the future of brands

The BIS measures the two brand factors "relevance" and "emotionality", which are decisive for the actual success of a brand. While most brand studies depict the present, the "Brand Indicator Switzerland" also aims to provide an outlook into the future. This is done by comparing the opinions of the population as a whole with the views of influencers.

Because influencers are often ahead of the times and constantly influence their followers, the opinion of these influencers is a good indicator for predicting the future success and appeal of brands or industries. For example, the most relevant brands of the future are WhatsApp, Google, Instagram, Post, Twint and Migros.

Some brand insights per industry 

Migros and Coop remain the top brands in the Swiss retail trade, according to the study. Aldi, followed by Lidl, are definitely established in the Swiss brand world, but their future momentum has diminished. The study also shows that Digitec Galaxus is the leading e-commerce brand in Switzerland - and proof that differentiating, creative advertising with a consistent central idea leads to success. Amazon and Scout24 are also rated extremely positively.

Unsurprisingly, SBB belongs to the club of the strongest mobility brands, together with Swiss and TCS. The Lufthansa brand falls surprisingly short in comparison.

WhatsApp, YouTube and Google are among the big winners of the brand study and will continue to be among the strongest brands in the future. However, there are significant differences between the age segments in the social media platforms, not only in terms of usage, but also in the assessment of brand relevance. SRF and 20 minutes remain the strongest media brands in Switzerland. However, media titles generally score moderately among the population as a whole. Their rather poor brand relevance is a further sign of the continuing media crisis. On a positive note NZZ and 24heures have a promising future momentum.

Among the banks, the cantonal banks, Raiffeisen and Post Finance show positive values in terms of relevance and emotionality, while the big banks UBS and Credit Suisse score weakly among the population as a whole. According to the study, customer proximity therefore seems to pay off. Despite negative headlines, however, UBS and Credit Suisse perform surprisingly strongly among influencers. The Twint brand has taken Switzerland by storm and has now even overtaken Mastercard.

The fact that political parties know how to make insufficient use of modern marketing mechanisms is demonstrated each time new elections are held. It can be argued that factual politics has nothing to do with the low points of a brand promise. But the weak relevance scores are a clear indication that the parties need to reform, especially in communications. From a brand perspective, the Greens are the only party with a clear future momentum as a brand.

Pandemic fueled two brand trends

The pandemic has accelerated digitization: Digital brands are conquering Switzerland across the board, even in older target groups, and are displacing traditional brands, as shown by the performance of Instagram, Google and WhatsApp in the rankings of the brand study: In the future ranking, 50 percent of the top 16 brands are new, digital brands, and that's in relevance and emotion. The environmental theme has also caught on with all brands. This is also made clear by the supplementary survey with an extremely clear result of 86.1%. Labels such as Fairtrade and Migros Bio are among the top 16 brands.

The "Brand Indicator Switzerland" (BIS) was realized by Frank Bodin, Deeptrue, Kingfluencers and Furrerhugi. Companies and organizations interested in the positioning and sustainability of their brands can contact Bodin.consulting, Deeptrue, Kingfluencers and Furrerhugi.

The transfer of the advertising business comes as Goldbach is being integrated into TX Group and Doodle is focusing on its appointment scheduling subscription business, according to a statement from the two companies on Thursday. "As part of our consistent focus on product development and subscribers, we at Doodle have made a conscious decision to separate the advertising business from the core business," said Renato Profico, CEO of Doodle.

In Switzerland, Goldbach Publishing will take over the marketing business, and the agreement with Goldbach Audience will remain in place. The advertising products that Doodle has previously marketed itself are to remain unchanged. 

As part of the transfer of the marketing mandate, two employees in Switzerland will move from Doodle to Goldbach Publishing, according to the statement. Tiziano Obrecht will take on the role of Sales Director Doodle/TXMA, Luca Maier will become Head of Sales Doodle/TXMA. 

The new signet reflects "the further development of the content of the broadcasts," SRF announced on Thursday. After SRF in the news broadcasts on TV and in the content on the online platform and in the social media already since mid-December 2020 under "SRF News". the acoustic appearance of the radio news is now also moving closer to this competence brand.

The previous sound design of "News" had been in use since Radio DRS was renamed Radio SRF in December 2012 (Werbewoche.ch reported). (SDA)