The duo has held various management positions at Blick TV since the start of the program. Sandra Fröhlich was most recently responsible for the day managers and reporters, while Daniel Egli was head of planning. With the newly established program management, content responsibility and development will now come from a single source thanks to dual leadership, according to a statement from Ringier. In the future, the two program managers will accompany the stories at Blick from the idea, planning and research to the final implementation. And they will also drive the further development of the employees.

Under the leadership of Digital Editor-in-Chief Sandro Inguscio, the Blick.ch and Blick TV units were merged into a single unit and the other management functions were filled with proven personnel.

In recent years, Habegger has continuously expanded its Creation services. As part of the succession planning for Samuel Röthlisberger, who previously headed the department, Creation was given a more customer-centric focus and staffing was increased. To enable the creative staff to devote their full attention to customer projects, an overarching position of Head of Creation has been created, focusing on strategic, process-related and structural issues.

Experienced management team takes over

Jan Imberi is the new head of the Creation department. He holds a degree in design and a master's in fine arts from Goldsmiths College in London. He brings valuable experience from the fields of media scenography and exhibition design as well as film and stage technology.

Imberi will be joined by the established creation team consisting of Christoph Runne, Senior Show Director & Team Leader Show Direction, Eloisa Avila, Creative Director & Team Leader Creative Consulting, and Stefan Frick, Senior Producer & Team Leader Production. According to Habegger, there are also plans to expand the individual teams. Jan Imberi will take up his position at the beginning of November.

Röthlisberger changes

The previous Director of Creation Samuel Röthlisberger has left Habegger at his own request with concrete plans after 20 years. After an extended language study trip, he joined the FE agency in Baden this fall, where he specializes in digital event formats and communication campaigns.

By switching to a communications agency, Röthlisberger wants to focus his work on digital live communications, as Habegger writes.

Through the cooperation and the associated development of a TikTok channel, the comparison portal Comparis.ch should be able to better reach their young target group. Ikea Switzerland's TikTok channel is primarily about attracting young learners. Zeam is assisting the company with the conceptual design and implementation.

When building a TikTok channel, the agency team selects a person to represent the client and its brand on the social media platform. The appropriate person, who is representative of the target group for the videos, becomes the exclusive TikTok face of the client and is the focus of the content produced.

Various customers such as Engadin Tourism, A. Vogel and National Councilor Andri Silberschmidt already count on Zeam's help. Ikea Switzerland has now been able to record a successful TikTok launch, as the agency writes in a statement. In the process, all channels are built up purely organically - meaning there are no costs for distributing the content.

"Zeam speaks the language of young people, knows their needs, but also their sense of humor and the issues that concern them. With TikTok, we want to enable communication between young people," explains Nadja Fracassi, Employer Branding Leader at Ikea Switzerland. "TikTok is meant to be a channel by young people for young people. Zeam offers a combination as coach and creator, which means they introduce the learners at Ikea to the world of TikTok and accompany them during their shooting days. The goal is for the learners at Ikea to be able to film the posts themselves and give an insight into their working day at Ikea."

 

According to Patrizia Lamprecht, Integrated Media Manager, Ikea Switzerland, MediaCom convinced with an extremely committed and competent team, which showed the current challenges of Ikea Switzerland in a simple and inspiring way and derived concrete approaches in a well-founded way. "The comprehensive media strategy not only contained a very good balance between brand building and performance marketing, but will also play a guiding role for the next financial year," says Lamprecht.

"Retail today faces disruptive challenges in communicating and interacting with multi-layered customer segments, for which the best possible solutions must be found," said Markus Bettler, Managing Director Clients MediaCom Switzerland. "We are delighted that Ikea has chosen MediaCom as its agency partner."

Today it is known that plastic threatens marine life. What few people know, however, is that much of it is invisible: A large part of it is barely visible. Around 1.5 million tons of microplastics enter the oceans every year via wastewater and rivers. Also from Switzerland. The Rhone and Rhine rivers, which both flow into the sea, are heavily polluted with tiny plastic particles. The main sources include car tire wear, cleaning agents and synthetic clothing.

Kyma has launched a petition to demand concrete measures against microplastics from Swiss politicians. Rebel Communication designed and implemented the trilingual multichannel campaign - from advertising to landing page.

The eye-catching key visuals are designed to highlight the fact that microplastics in wastewater pose a direct threat to marine life. The subjects are used as filler ads and social ads for petition promotion, also in animated form.

Those who want to get involved finally arrive at the landing page Stop microplastics.ch - with background information and the possibility to sign the petition. "After only a short time, over 6,000 people responded to our call. We are more than satisfied," says a delighted Sandra Ludescher, Kyma's campaign manager.

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Responsible at Kyma sea conservation & research: Dr. Silvia Frey (Executive Director and Marine Conservation Biologist), Sandra Ludescher (Campaign Manager). Responsible at Rebel Communication: Kris Goricanec (overall responsibility), Guido Huwiler (text / concept), Wanda Michel (art direction / web design), Sina Grass (frontend development), Christian Scherer (visualization).

According to Digital Swiss, the level of digitization in the healthcare sector is just 20 percent. Paperwork is often still the order of the day. So it's not surprising that handwritten, cryptic doctor's prescriptions have long since entered the meme culture.

Data specialist Trivadis has taken inspiration from this in its new campaign to promote digitization offerings for the healthcare sector: The core element of the campaign is posters showing an oversized, illegible doctor's handwriting with the question "Paracetamol or Bisacodyl?" - the former a painkiller, the latter a laxative. The solution: "Digitize now and have clarity."

"The healthcare system is 'ailing' in various places. The automation of processes and the intelligent use of data can provide a remedy. In this respect, there is also a 'recipe' for healthcare," says Ivana Leiseder, Head of Marketing & Communications at Trivadis.

The posters will hang throughout Switzerland in the immediate vicinity of private clinics until the beginning of October. The poster campaign is being carried out in collaboration with Microsoft and is accompanied by other cross-media elements.

Around 350 selected trade partners of BSH Hausgeräte were invited to experience the tradition, innovation and functionality of Gaggenau's high-end appliances in all their facets. Various activities awaited them in the spectacular setting around Villa Honegg: A trail let them immerse themselves in the brand promise "The difference is called Gaggenau" by smelling, feeling, seeing, hearing and tasting at five individual stations.

Star chef Thomas Bissegger enchanted the sense of taste at his station with a trio of parsnips, while Marc Almert - awarded "Best Sommelier of the World 2019" - took care of the sense of smell with an olfactory wine tasting, allowing guests to experience the multi-layered aromas of wine even more intensively.

Nail smith Bertille Laguet also offered a live demonstration of her craft: a symbolic staging of the history of Gaggenau, which began almost 340 years ago with the establishment of a hammer and nail forge. Finally, guests came closer than ever to today's Gaggenau appliances at the touch station, where all the details of an oven - which had been completely disassembled into its individual parts for the event - were not only made visible, but could also be touched and studied in detail.

The final part of the tour was devoted entirely to the ear and lured the guests to an intimate violin concert in a clearing in the woods. The musicians themselves were initially hidden behind a smoke-filled glass wall and only became visible after the audience had already gathered: by activating the Gaggenau fume hood.

Jeff Zurich comprehensively accompanied the team of Gaggenau Switzerland over several months and was responsible for the conception, the consulting as well as the implementation of the event. Through a mixture of brand experience and product training, the interactive, multi-sensory program, authentic moderation by the technical experts as well as the wow effect of the mountain panorama, the brand promise "The difference is called Gaggenau" was made tangible, a unique memory was created for the guests and the enthusiasm for the brand was sustainably ignited.

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Responsible at BSH: Susanne Mang (Project Management, Brand Communication), Reto Bernet (Live Communication), André Franz (Head of Marketing BSH Hausgeräte AG). Responsible at Jeff Zurich: Lena Koschek (project management), Jonathan Urech (co-project management), Jasmin Muff (support concept & implementation), Florian Klein (design), Olivier Mächler (supervision), David Hubacher (photo), Kevin Ringli (film). Event Partner: Hplus, Blasto. Catering & Location: Hotel Villa Honegg.

Trends around health are popular and a constant theme in advertising. The new campaign from Wirz is no exception. At least as far as topics like nutrition, exercise and mindfulness are concerned. The Swica claim "Because health is everything." also makes it possible to go one step further than others in the creation.

Hemp as a modern method of therapy

Thus, the films stage in a new way how people keep themselves healthy. The elderly lady plants hemp in the garden in addition to vegetables. The message is to be understood with a wink. Because Swica does not support hemp cultivation, of course, but is constantly testing new therapy methods, which include the use of cannabis.

Let off steam and dive

In line with the strategy of Wirz and Swica, health and people with their strengths and weaknesses are at the center of the communication: the overworked office worker who frees himself from stress and displeasure on his hike with a loud cry. And the mother in the thermal bath, who also sometimes dives down to be alone. The spots are meant to touch through simplicity, closeness and directness.

New look with visual and claim

The visuals for OOH and web should also speak a clear, natural language. This is supported by text that is reduced to the claim and the logo. Whether in a hammock, canoeing, doing yoga for the family or eating healthy - Swica is up for anything. Because health is everything.

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Responsible at Swica: Michael Schneider (Head of Marketing), Remo Tanner (Head of Marketing Services), Giovanna Oezdemir (Marketing Services Specialist), Helena Gubernale (Head of Online Marketing), Florence Schelling (Online Marketing Specialist), Nadine Müller (Online Marketing Specialist). Responsible at Wirz: Caspar Heuss, Artur Faria, Anna Leudolph, Jannic Mascello, Yannick Schaller, Björn Bippus-Brender, Luigi Vitiello, Lia Bellini (creation); Magdalena Zbiec, Erasmo Palomba (agency production); Catrin Bewersdorff, Manuela Bührer, Jelena Vujcic, Luana Tonoli (consulting); Marleen Diener (Strategy); Andrea Bosshard, Nathalie Reichmuth, Anina Eugster (Production); Thomas Peller, Desirée Guzzo, Eros Montagnani, Oliver Fäs, Karin Gartmann, Angelo Mabellini, Rahel Signer (Media Realization). Rocket Film, Christopher Novak (film production); Niklas Weise (director); Michael Saxer (director of photography); Marko Strihic (edit); TonTon GmbH, Roman Huber (music); Tonstudios Z, Tom Wenger (sound design/scoring); Felix Wittich (photographer); Julia Waldmann (photo agent).

The myth of storytelling

Although the term "storytelling" is constantly (over)used in marketing circles, it sometimes feels like a mythical creature that many talk about but few have ever actually seen.

Nevertheless, one thing is certain: stories work. People have been telling each other stories since before they even invented the words to formulate them properly. So storytelling is more than just a buzzword - in marketing, but also beyond. In marketing, however, the question now is: What is storytelling all about and how can it be done effectively and efficiently in today's digital omnichannel world?

All about the hero

Good stories stimulate the listener's imagination and lead to emotional identification. In the case of brands, stories help customers imagine themselves wearing a pair of shoes or enjoying a stay in a luxurious hotel.

The Hero's Journey is the foundation of many compelling stories. Brands should see their customers as heroes of their own story. When people feel like a hero*, even if only briefly, who are empowered by the brand, some magic is already happening. Brand perception is the key to people respecting, trusting, and ultimately buying from a brand.

Social media are great for interacting with each other, making them the perfect place for marketing. If you do effective storytelling on them, you can change how customers perceive the brand and the surrounding issues, and ultimately increase sales. This is an element of "social influence." The more this storytelling is integrated into the marketing, communications and channel mix, the greater its potential impact.

But what are the secrets of good storytelling and how can you make the customer the heroine of your story?

What kind of heroes do customers want to be?

A very important question is what kind of heroines the target audience would like to be. Whether they want a perfect smile, a clean home, or a culinary adventure, they expect to be protagonists in moments big and small. So how can you explain to customers that you will do just that for them? How can you ensure that the audience absorbs the right message? The answer is simple: with successful storytelling.

To tell a good story, some principles must be followed. These principles serve as a foundation on which to build the story. Without a solid foundation, the story becomes either unstable and therefore not very believable or uninteresting. The four principles are purpose, emotion, relevance, and continuity.

1. purpose: start with mission and vision

One should start from the brand's mission, vision and values and ensure that all marketing initiatives are consistently aligned with them. Every story must be traced back to your purpose: Why does the brand exist and what is it about? This way, you create a common thread that allows people to get to know the brand better and get an idea of who the brand is and why you like it or even love it (or at least why you should).

2. Emotions: Being authentic and creating emotional connections

It's very simple. When you talk about people, you talk about emotions. Successful brands connect with consumers and build a relationship. This relationship leads to short-term conversions, but also long-term loyalty and even brand advocacy. The best way to stand out from the crowd and connect is with emotion, empathy and authenticity. You can cultivate brand love by focusing on people and telling creative stories that unlock emotions.

3. Relevance: The target group, should find themselves in it

You have to consider how the product or service affects different members of the target audience and then find connections so that all posts are engaging. The more the target audience can empathize with the situations you describe in posts, the more likely they are to identify with the brand and ultimately buy its products.

4. Continuity: progress over time

The story should progress over time, rather than consist of several random posts. Solid, ongoing stories can captivate the audience, generate engagement, and even make them want to seek out the next posts in the future.

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What does this mean for marketers?

Kingfluencers will present the most exciting cases around the topic of omnichannel storytelling on November 4, 2021 at the Dolder Grand in Zurich. The largest social media marketing conference in Switzerland will take place there - the WebStage Masters.

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Example case Corona beer: The Swiss Limetrack

Some brands are more than just suppliers of products: They represent a lifestyle, a way of thinking, a philosophy. Corona is one of these brands with a strong identity and a clear message.

To strengthen its presence in the Swiss market, Corona worked with Kingfluencers to develop an influencer marketing campaign that increased its local appeal and appealed to Swiss consumers on an emotional level.

Kingfluencers assembled a team of influencers - "The Limetrack Squad" - and developed a series of creative activities and steps that enabled the influencers to tell a compelling story over 3.5 months. The Limetrack Squad took the audience on a summer journey where each consumer could become the hero of their own story by following the Influencers' posts, and gave away dozens of Corona kits through interactive challenges and contests - preparing the winners for their own adventures.

Give the brand a voice, create dialogs and generate more brand love

Brands can increase emotional appeal by engaging in both people-oriented and creative storytelling and advertising. Using brand advocates and influencer marketing to tell stories puts a face on the brand that people can identify with and creates more emotional connections. Influencers can tell their own unique stories with emotion, giving products a face people can identify with.

In addition, social media and influencer marketing provide agile, real-time communication channels with consumers. Brands should interact with their consumers and aim for effective two-way communication. You can transform storytelling from brand monologues to conversations by encouraging participation and interaction and incorporating user-generated content.

Influencer marketing has excellent potential for interactive campaigns. Influencers' close relationship with their communities is ideal for engaging audiences.

According to the Swiss Influencer Marketing Report 2020, around half of the marketing managers surveyed estimate the return on investment of their influencer campaigns to date to be higher than for alternative forms of advertising.

Music connects - the first Swiss TikTok advertising song story

Evian-Volvic Switzerland worked with Kingfluencers to build on their central themes of freshness and authenticity. For this, different storytellers were used and so the first Swiss music video was created especially for TikTok (Werbewoche.ch reported). The video "Volli box has received more than one million clicks by the beginning of September. With tailored rap lyrics, it features a lineup of Swiss TikTok stars from dance and comedy, including comedian "Kiko" from eastern Switzerland.

"Since Volvic teas are much more natural than other tea-based soft drinks, with no additives and much less sugar, authenticity was doubly important to us in this project," said Nina Heller, marketing manager Evian-Volvic. Kiko added, "The whole project has to be as fresh as the Iced Tea: from the song to the video to the people... I see the project as a kind of cultural promotion with advertising."

Be smart and consistent and connect the dots

Omnichannel storytelling is not without its dangers, however. The core principle that brand identity and messaging should be consistent everywhere means that brands need to make connections not only between channels, like the website and Instagram, but also between stories. Even in separate posts and across channels, posts should function as ongoing conversations in a segmented, yet connected way.

Stories also reinforce the brand message, and research shows that a consistent brand message across all channels significantly increases brand trust and purchase intent. Content can still be optimized to better fit the different channels, but it must maintain an underlying core consistency.

About the WebStage Masters

For the fourth edition, the Swiss social media industry will meet at The Dolder Grand Hotel Zurich on November 4, 2021. The 400 visitors from the fields of marketing, communications, media and PR will be offered a lineup that is quite something on three stages in parallel. Among others, Facebook, Heineken, Groupe Mutuel and the University of St. Gallen will share their latest insights with the audience. In addition to the "classic social media topics" such as social commerce, LinkedIn updates and sustainability communication on Instagram, speakers on topics such as messenger marketing and podcasts will round off this year's program.

Details about the program and the speakers as well as tickets are available at Webstage-masters.ch.

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This article was created as part of a media partnership between m&k Werbewoche.ch and Webstage Masters.

Workday unveiled the results of a new diversity and inclusion (D&I) survey on Monday. The survey was conducted in spring 2021 by Sapio Research on behalf of Workday among more than 2,200 HR managers and executives from 14 European countries to understand motivations, actions and progress in the area of belonging and diversity - B&D for Belonging & Diversity.

The investment and progress of the initiatives differ greatly among the organizations surveyed in Europe.

Three out of four respondents stated that their management teams consider B&D to be important: The highest score was recorded in Spain with 84 percent. Germany and Switzerland came in at 76% and 74% respectively, with Austria at 62%. The lowest proportion of supporters is found in Norway with 46%.
In addition, three out of four respondents stated that they have a budget to fund D&I initiatives. More than 41 percent want to maintain this, despite the current economic challenges. Over a third even plan to increase it. In Germany, 74 percent and in Switzerland 76 percent of respondents currently have financial resources for these initiatives. Increases are also planned for the coming year in both countries. Austria shows the highest figure for companies without a budget (27%) and only 18% of respondents see opportunities for an increase in funding.
Almost all organizations are also implementing at least one B&D initiative, but more than a third do not have a strategy in place. A fifth have taken initial steps to develop one. In Germany, 37 percent have no strategic approach and 21 percent are changing this. In Switzerland, 40 percent are currently without a fixed concept, while 23 percent would like to take a more planned approach in future. Austria is the country in Europe where most of the companies surveyed do not have a strategy (57 percent) and only 8 percent are taking steps to change this.

Measures are taken based on data

Data evaluations enable comparisons and changes, and make successes visible. Of all respondents, 75 percent trust their organization's D&I data to take measures on this basis. Denmark and Spain trust their data the most (85% and 83% respectively), while Switzerland and Germany are just above and below the European average at 77% and 70% respectively. Only 55% of Austrians have confidence in their data.

There is clear potential in all countries surveyed when it comes to measuring the impact of D&I initiatives on business success: this data is only collected by 17% of respondents. Here too, Spain (24 percent) has the highest figure, while Germany is in the middle of the field with 15 percent, with Switzerland (9 percent) and Austria (8 percent) at the bottom of the table.

The survey found that of the companies surveyed in Europe, 92% use technology to support D&I initiatives to some degree. In comparison to Europe, only 88 percent in Germany, 85 percent in Switzerland and 83 percent in Austria rely on technology.

Concrete and sustainable measures are needed to generate benefits for organizations and their employees. To achieve this, it is advisable to consistently embed the concept in the corporate strategy and implement information systems that enable effective management. A fact-based approach can help organizations move from good intentions to lasting change.

"Far-reaching social changes have led us to rethink how we want to work and interact with each other. Topics such as employee wellbeing, diversity, belonging and inclusion have automatically become the focus of attention," explains Daniela Porr, EMEA HCM and D&I Specialist. "We wanted to use the study to find out more about the progress, but also the challenges, that companies see when implementing a culture focused on diversity and belonging. The results make it clear that it is important to convince both management and employees to implement D&I initiatives in order to achieve sustainable change. This can only succeed if companies view D&I as a central component of their corporate strategy and embed it in their corporate management. The use of innovative products and solutions can accelerate cultural transformation by bringing together the relevant information and developing strategic approaches to diversity and inclusion."

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The Study was conducted by Sapio Research in fourteen countries among more than 2,200 HR managers and executives with an influence on D&I. These include Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Italy, the Netherlands, Norway, Spain, Sweden, Switzerland and the UK. The interviews were conducted by Sapio Research in February and March 2021 via email invitation and online survey. 

The Report "The state of ED&I in Europe: from good intentions to lasting change" can be found on the Website of Workday can be downloaded. 

For several years now, the Bern agency has been promoting the BZ Bernese Newspaper and its head sheets with the slogan "Always the region first. Now the agency has been commissioned to create something new - extended to Zurich's regional newspapers. In doing so, it faced the challenge of creating a new slogan for all seven of Tamedia's regional titles from Zurich and Bern - namely BZ Bernese Newspaper, BZ Langenthaler Tagblatt, Thuner Tagblatt, Bernese Oberland, The Land messenger, Zurichsee-Zeitung and Zürcher Unterländer - Develop an overarching message and execution, as well as equally relevant subjects.

The result is a comprehensive advertising campaign centered on the new claim "Deine Region ganz gross. It is intended to reflect Tamedia's locally anchored quality journalism, which is always close to the readers and at the same time interesting beyond the region.

This is demonstrated on the one hand by posters, advertisements, public transport hanging boxes, Ciné pictures, displays and social ads with scenes from the most important departments in which small plastic figures play the leading role, and on the other hand by a series of radio commercials with very large soundscapes.

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Responsible at Tamedia: Robin Tanner (Publishing Director Regional Media German-speaking Switzerland), Patrick Linder (Head of Campaign Management Regional Media), Tobias Studer (Digital Specialist Campaign Management Regional Media). Responsible at Komet: Jeff Gerber (CD), Claudio Parente (AD), Daniel Müller (Text), Melanie Schlunegger (DTP), Corinne Hert (Client Service Director), Claudia Shatri (Consulting). Photos: Terence du Fresne. Radio spot: Bluebox Recording Studios. Banner production: Detail, Zurich + Banner Office.

Products with an AOP ("Appelation d'Origine Protégée") or IGP ("Indication Géographique Protégée") label are traditional Swiss specialties that have a strong connection to their region of origin. They have been produced for generations by cheesemakers, bakers, butchers and distillers.

The team of Openroom has developed the latest motif for AOP-IGP and lovingly realized it with the Brazilian illustrator Sattu Rodrigues, who according to "Lürzers Archiv" is one of the best 100 artists in the world, using all the products of the quality label.

The creative team at the Zurich agency drew inspiration for the image subject accompanying the product campaign from the famous Renaissance painter Giuseppe Arcimboldo. The work will appear in the national Sunday press until the end of the year and give a face to the country's best products.

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Responsible at AOP-IGP: Alain Farine (Director). Responsible at Openroom: Eric Voser (Creative Direction/Strategy), Andreas Konrad (Art Director), John Leuppi (Text), Dagmara Garner (Consultant Social Media Marketing), Sattu Rodrigues (Illustrator), Patricia Matiskei (Int. Production Coordination).