For the 17th time, the Goldbach Crossmedia Award was presented on Monday evening as part of the Best of Swiss Web Award Night. In compliance with the BAG-3G event concept, the best cross-media campaigns of the year were allowed to be celebrated in the Samsung Hall.

The 13-member jury of experts was again spoiled for choice this year. The Case "My AUTOgram" from Farner was finally able to win the race.

"My AUTOgram" is a commitment of Auto-schweiz, the association of Swiss automobile importers. With its communication measures, Auto-schweiz wanted to show that individual motorized mobility is the driving force behind our lives. For this purpose, Farner Consulting developed an integrated campaign that uses the need for freedom associated with the car as an emotional anchor: Namely, the freedom to do things spontaneously and go one's own way. (Werbewoche.ch reported). On the specially developed Content Hub, the many facets of the car were packaged in entertaining stories, car-life hacks as well as ideas for road trips. The most important element of the content-centric campaign was the reality format "My AUTOgram," in which Swiss celebrities duelled each other by car stop to get to a common destination. On the autograph hunt, they portrayed Switzerland's relationship with cars and individual mobility.

In addition to the gold winners, the second and third place winners were also appropriately recognized. With the campaign "The Last Run" by Zalando Jung von Matt Limmat took second place, and Farner Consulting - in addition to the first place on the podium - was awarded the Case "SBB "Back to Business was also happy about the bronze medal.

Due to its great popularity, the Audience Award was also presented in 2021. For several weeks, the Swiss advertising industry was able to vote for their favorite campaign. Over 1,000 people cast their votes, with the most online votes going to the launch and digital app marketing of "Frankly" of the Zurich Cantonal Bank were received. This case was jointly realized by Jung von Matt Limmat, Webrepublic and The House Agency.

A complete overview of the winning campaigns as well as those on the shortlist can be found on the Website of Goldbach viewed be

Until October 10, an OOH megaposter of the Axa women's soccer campaign will adorn the facade of Zurich Airport and greet travelers from all over the world.

According to Axa, it is the first time that an advertising space of this size has been occupied by Swiss women's soccer. "The league absolutely deserves so much visibility and reach," says Tatjana Haenni, Director of Women's Football at the SFV about the megaposter.

Believing in oneself plays a central role in top-class sport, which is why Axa wants to use this marketing measure to bring its brand promise "Know You Can" to life and generate more attention for women's football. This measure is supported by megaposters from the international Axa brand campaign, which show a female referee and will be on display at eight high-traffic premium locations in Switzerland during the same period.

Season opener campaign

To coincide with the start of the new 2021/2022 soccer season and the kick-off of the Axa Women's Super League in August 2021, Axa also relaunched a nationwide marketing campaign with commercials on TV and in the digital environment. The aim is to encourage women to believe in themselves even in male-dominated sports. "I think we are only at the beginning of the journey. We've achieved quite a bit, but there's always room for improvement. Women's football should receive the same recognition as men's football," says Antonia Lepore, Head of Marketing Communications Axa Switzerland, explaining the commitment.

The centerpiece of the campaign for the start of the season is the 30-second commercial, which emotionally dispels prejudices and positions Axa as a supportive partner of the league. In addition, new video productions featuring AWSL players as well as Axa employees who have a special connection to women's soccer will air on all social media channels.

For even more visibility of women's football in the Swiss media, Axa has also teamed up with Watson in German- and French-speaking Switzerland have joined forces. The media partnership is intended to generate content-relevant articles on women's soccer as well as round summaries of all AWSL matches in sports reporting.

Responsible at Axa: Claudia Suter (Head Brand & Advertising), Vera Hager (Advertising Manager), Sandro Singer (Brand Manager), Ilona Fäh (Content Manager), Julia Wunsch, Fathima Ifthikar (Social Media), Levina Kaspar (Video). Creation & Production: Publicis Zurich (creation & production), Hillton (production), Samuel Morris (direction), Pat Aldinger (camera), Mona Bertschinger (producer), Marko Strihic (editor), Marina Starke (grading), Patrice Gerber (visual effects), Gordian Gleiss, Niko Floss (music), Jingle Jungle Tonstudio (sound design), Monami (TikTok productions), INeedContent (social media productions), Raphael Just (photography), Motion (production partner for PrePress), Prodigious Zurich (design and production consulting). Media: Mindshare: Client Service: Christina Schumann, Michael Diehr, Katharina Paulini; TV: Benjamin Korten, Sarangan Nanthakumar; Digital: Rahel Wirth, Lorena Scottoni, Tarek Alfaiech; Campaign Manager: Sojo Nagaroor; Programmatic: Moska Asif; Social: Manuela Twrsnick Wavemaker: Martina Kratt (Client Service Director), Edwina Gescheidle (Head of Operations), Tim Goldschmidt (Digital Director).

The annual reporting of Allgemeine Baugenossenschaft Zürich ABZ was redesigned from the ground up. The new digital platform is designed for several years in the spirit of a sustainable solution, and what has been achieved can be experienced in a multimedia and interactive way. At the same time, the ABZ is to become accessible to a broader audience of internal and external stakeholders.

Doing instead of talking

Through ABZ's consistent participatory approach, much is accomplished each year. On the strategy 100⁺which is continuously being developed together, is followed by concrete measures.

However, the ABZ not only plans its activities with its members, but also implements them together with them. The annual report uses real measures and implemented projects to show how the major goals are being achieved. In this way, the annual report also motivates further co-creators to actively participate.

The guiding principle "Making an impact together" will thus become the overarching theme for the coming years and will be reinterpreted again and again via varying thematic focuses. In 2020, this will take place confidently under the motto "Making. After all, far too often there is talk about visions, goals and sustainability, but at the end of the day, very little of it is actually implemented.

Lively annual reporting

The sustainability and financial report is to become tangible via relevant topics from the everyday life of the ABZ. The doers - initiators and project managers, the board of directors and the committed residents - are brought to the fore. The projects and protagonists show the diversity and complexity of ABZ activities and are intended to inspire for the coming year. A mix of reports, photo spreads, interviews and infographics creates new perspectives and variety. Video and podcast formats are used to exploit the possibilities of digital channels for an attractive and entertaining presentation of the topics.

TBS and ABZ work closely together in planning the topics and implementing the content. ABZ contributed all editorial texts, while the platform's UX design, videos, images and illustrations were implemented in-house by TBS.

Invitation to participate

In addition to a digital platform, a print booklet was produced that provides an overview of what has been achieved - and at the same time invites people to take a closer look at the topics on the online platform. The booklet was sent to all members of the cooperative with the invitation to the general meeting.

In September 2020, the FemBizSwiss was hosted for the first time in Switzerland (Werbewoche.ch reported). Whether founders or designers from SMEs or corporations - the mission of the award is to honor women in Switzerland who are significantly shaping innovation and digitization. The initiator of the award is Tijen Onaran, founder of Global Digital Women.

Now, on Saturday, the award was presented for the second time.

FemBizSwiss Award 2021

The winners

Category (Sponsor)	Nominated	Winner
Communication (Swiss Re)	Aileen Zumstein, aizu communication Yael Meier, blogger Olga Miler, CEO SmartPurse	Olga Miler
Innovation	Ella Cullen, Co-Founder & CMO Minespider Jolanda Spiess-Hegglin, Managing Director #NetzCourage Linda Armbruster, Managing Partner, Spark Works AG	Jolanda Spiess-Hegglin
Leadership	Anja Wyden Guelpa, CEO civicLAB Susanne Laurentia Häcki, Intrapreneur New Work & Mobility SBB Yasemin Tahris, Co-Founder FLOWIT AG	Susanne Laurentia Häcki
IT-Tech (Accenture)	Myriam Lingg CEO macu4 Rhiana Spring, Founder and President Kona Connect Sylvia Stocker, Founder CEO Arabesque LLC	Myriam Lingg
Diversity (Salesforce)	Frederike Asael, Managing Partner & Co-Founder, Impact Hub Bern Valentina Velandia, Co-Founder and Partnership Curator, Capacity Xiao Jean Chen, CEO & Founder Venture Pole AG	Xiao Jean Chen
Digital Transformation (Swiss Post)	Federica Suardi, Big Data Architect Leonie Flückiger, Co-Founder and CTO Adresta AG Nicole Wenger-Schubiger, Co-Founder Swiss Online School GmbH	Federica Suardi

Source: FemBizSwiss Award

While urban regions are increasingly focusing on technology companies or the service industry, rural regions still offer the necessary space for the second sector - such as soap, adhesive and furniture manufacturers, award-winning confectioners and glass producers. "It is precisely this economic engine that is central to our communities - regardless of whether we are talking about corporations such as Vetropack, hidden champions such as Kyburz Switzerland or young, fast-growing beer or soap producers," says Dariush Daftarian, Co-Managing Director of Standort Zürcher Unterland.

Support for Setaprint and Clear Channel

This economic strength is now to be publicized in and around the region. The Zürcher Unterland is receiving support from Setaprint, which is also based in the Zürcher Unterland and is supporting the initiative with a substantial amount. In addition, over 150 top poster sites can be used in collaboration with Clear Channel.

Authentic local entrepreneurs and creative artists

The poster statements were deliberately created in dialect. "We are setting a counter-trend in today's marketing world with many English expressions and portraying authentic local entrepreneurs and cultural workers," says Nicole Pfaller, Project Manager for Culture at Standort Zürcher Unterland. "In this way, we want to draw attention to leisure activities and cultural offerings in the region."

The posters are supplemented with video sequences on social media.

In a study, the organization Werbungtreibende im Markenverband OWM analyzes regulatory and competitive developments from the perspective of advertisers in a cookie-free world. The study addresses the question of how digital advertising campaigns can be purchased, managed, optimized and measured across marketers, browsers, devices and sessions in the future.

According to the study, it is primarily the cross-publisher digital advertising campaigns that are affected by market developments, while all direct bookings with a publisher or platform are not affected or are only temporarily affected.

This is due to the fact that platforms mostly work with their own first-party data of high quality and coverage in sovereign-controlled systems, some of which require logins. This means that they are hardly affected by regulatory and technological changes.

The study participants were almost unanimous in their view that market developments will further strengthen the platforms in their market position. The open market, on the other hand, must succeed in repositioning itself. Today, it is dependent to a relevant extent on advertising revenues based on third-party cookies and equivalents.

According to OWN, various measures are necessary here. On the one hand, the focus should be on the company's own user and usage data, including a forced log-in strategy (publisher first-party data strategy). In addition, ID solutions should be implemented in order to become independent of third-party cookies and equivalents. Companies should also try to establish focused, cross-publisher ID solutions and standardizations in order to remain competitive with platforms. Last but not least, there should be a shift from traditional browser-based ("client") data communication to a server-based interface architecture in order to guard against further technological restrictions imposed by browser and operating system manufacturers.

For advertisers, it is therefore a matter of strategically deciding, as part of their own first-party data strategy, which ID solutions they will work with in the future to activate their own data for their own marketing activities.

"We know that the third-party cookie system is suboptimal: even now, only a third of users can even be reached via this due to ad blockers, browser tracking prevention and matching losses," says OWM CEO Arne Kirchem. "The decisive factor will be whether the market succeeds in creating alternative offers that can at least keep up with today's third-party cookie world, and ideally are better. The upcoming upheaval offers us the chance to completely renew the current system and we should take advantage of it! We must avoid a jungle of ID solutions that only cover certain areas or cleanroom silos, the penetration of which is only possible for advertisers with considerable technical and resource expenditure. OWM appeals to the market to create an ID solution that complies with data protection law, has a wide reach and is platform-independent. We offer our support here."

Christine Diener, Head of Digital at OWM, also urges people to use the time they have left: "While we have gained time with Google's announcement that it will not block third-party cookies in the Chrome browser until 2023, this only has value if the time is used. We know that our members have already started building first party data. They have also set up strategies or developed tools to be able to run campaign optimization under future changing conditions. We recommend that our members continue to push these developments strongly and think that the recommendations for action from the study can provide valuable impetus."

On behalf of OWM Joachim Schneidmadl of JS Consulting & Equity has been awarded a Study was carried out. The study involved extensive market research and the evaluation of expert questionnaires from companies in the digital marketing, advertising technology and ID solutions sectors.

The results of the study will be discussed at the OWM panel at DMEXCO 2021 at 12:40 p.m. Wednesday.

The agency at Helvetiaplatz Heimat Zurich has been awarded the budget for the development and implementation of Swiss Post's positioning campaign for the coming years. The campaign is an integral part of the Group strategy "The Post of Tomorrow," according to a statement on Monday. In this context, a suitable agency partner was sought through a multi-stage process.

"Heimat Zürich convinced us with its close integration of strategy and conception, which made the agency the perfect sparring and development partner for us in this exciting phase," says Alexander Fleischer, Head of Communications at Swiss Post, explaining the choice.

With Swiss Post, Heimat Zürich wins a prestigious account for its 5th anniversary. "Few brands are as closely associated with Swiss identity as that of Swiss Post. The fact that we, as a young agency, were able to prevail in the pitch for such a prestigious account and win the trust of those responsible is a huge success that we are incredibly pleased about," the agency said in a statement.

The collaboration will start immediately and the first results will be seen in 2022.

The Sunnemetzg is an important interface for children and young people with its activities as a leisure facility and youth club. The offer ranges from activities and events to help with topics such as violence, sexuality, addiction and health.

The municipality of Küsnacht turned to Marty/Trezzini to address the topic of suicide prevention among young people and implement it visually. With the help of the stories of seven young people - conveyed by the Sunnemetzg leisure center - the interview sequences draw a narrative thread through the film in an honest and emotional way. The young people give an insight into their everyday lives, show their favorite places and, with a critical view of society, tell us what needs to be done differently.

The short filmic insights are supported by illustrations and drawings inspired by the emotional world of the protagonists.

The film "Heb der Sorg" will be published on the online channels of the municipality of Küsnacht, such as the Instagram channel @jugendtreffkuesnacht.

SG Value Partners is an independent asset manager specializing in deep value equity investments. The investment team is led by Sven Sommer and Gregor Trachsel. This is the origin of the initials "SG" in the company name, which stand for the first names of the two long-time companions.

The team of SG Value Partners does not consist of financial engineers, but of investors with a lot of experience and a long-term service and partnership to the customers. This should be noticeable in the brand DNA and communicated to the outside world.

Sofies Kommunikationsdesign has now developed the appropriate brand strategy for this. The visual appearance should convey a stable and noticeably valuable basic attitude, but also the search for the other, the certain something. The logo is to be restrained and convincing - in its composition of initials - as a trustworthy anchor. The diversely developed brand design is stringently carried through in the communication.

With the foundation of the brand, naming, brand design, business stationery, website, newsletter, image & service brochures as well as various mailings and give-aways were implemented in a first phase.

"The final projects of the various project teams have shown that the 39 talents have made great strides forward, both strategically and creatively, in recent months and have more than earned the certificate," school board president Peter Brönnimann was quoted as saying in a statement Monday.

CSS Insurance could be won as a sponsor for the final project. In the briefing, the students were asked to develop a campaign for "MyCSS". The teams, consisting of creatives as well as strategists and consultants, presented their final projects to the Ad-School jury and representatives of CSS Versicherung. The winning teams were announced on Saturday in the context of the ADC Gala awarded with a cube.

The 39 graduates of Ad School 2021 include Amanda Possa, Benjamin Eugster, Damian Del Fabbro, Jelena Vujcic, Larissa Walther, Linda Inauen, Martina Mach, Matthias Schnüriger, Patricia Kuster, Romina Plesca, Samuel Balsiger, Sarah Mager, Sidonie Bauer, who completed the course with specialization in strategy.

Alex Stürzinger, Alexander Raschle, Alina Biedermann, Davide Schenker, Dennis Zoller, Eric Kohler, Hannah Zuettel, Jacqui Villiger Morón, Janine Zundel, Jannic Mascello, Jonas Sispele, Julian Riegel, Katja Schädler, Katrin Deubelbeiss, Luca Ferrari, Mara Schwegler, Marika Magnuszewska, Martina Stadler, Nicole Jara Vizcardo, Nils Sager, Ondrej Kolacek, Patrizia Fani, Ramon Alder, Remy Steinmann, Selina Engeli and Yannick Lippuner.

The award-winning theses and teams

Gold for the "Real Feel Age" campaign

Janine Zundel (Farner Consulting), Jannic Mascello (Wirz Communications), Jelena Vujcic (Wirz Communications), Nicole Vizcardo (Wirz Communications), Ramon Alder (Zimmermann Communications) were honored.

Silver for the "Now I'm in charge" campaign.

Alexander Raschle (Kernbrand), Martina Mach (STUIQ), Marika Magnuszewska (Wunderman Thompson Switzerland), Nils Sager (In Flagranti), Patricia Kuster (gin works) were honored.

Bronze for the Health Mode Campaign

The winners were Benjamin Eugster (TBWA Switzerland), Davide Schenker (Wunderman Thompson Switzerland), Hannah Züttel (Publicis Zurich), Julian Riegel (Gruber & Ianeselli), Yannick Lippuner (Inhalt und Form Werbeagentur)

The Swiss Brand Observer analyzes the perception of a wide range of brands in various segments, such as financial services, retail, FMCG and services. To this end, Link conducts a weekly survey representative of Switzerland with 2,000 interviews. With this novel study format, Link and the Institute for Marketing & Analytics IMA at the University of Lucerne are strengthening their research cooperation, which has been in place for several years.

Innovative tool for research and practice

The data generated by the Swiss Brand Observer is intended to benefit both science and, in particular, the brands operating in Switzerland. Scientifically based methods are used to measure the awareness and perception of brands as well as attitudes toward them with a high degree of regularity.

According to Link, the Swiss Brand Observer offers new opportunities for the marketing, strategy and branding divisions to monitor, manage and develop their own brands. "The weekly survey offers marketing managers, for example, a comprehensive picture of both their own and competing brands and thus enables continuous measurement of the success of their own marketing measures," explains Stefan Reiser, Managing Director Marketing Research at Link. The Brand Observer collects a total of 18 relevant variables on brand perception and brand evaluation every week, resulting in a comprehensive, customer-related and weekly updated picture of the brands. In addition, the perception of specific characteristics or associations with a brand is surveyed: this includes topics such as sustainability, innovativeness, or other criteria such as "Swissness.

Continuous insights via self-service dashboard

The study design was conceived in advance by Link's marketing and brand experts and operationalized with scientific support from the IMA. The weekly results of the surveys can be accessed via a self-service dashboard for a license fee.

The major advantage is the weekly representative data collection, which is unique in this form. "For the first time, it is possible to compare marketing expenditures with the development over time and to analyze the effectiveness of measures in a modern approach. At the same time, the tool creates transparency, as the dynamic competitive environment has been less included for most brands up to now," explains Reto Hofstetter, Professor of Digital Marketing at the IMA.

However, the scope and timeliness of the data collected would not only provide excellent opportunities for brands and those responsible for them, but also a good basis for further research projects in digital marketing.

Interested marketing managers - on a national as well as international level - can apply directly via Website contact Link.

Blick.ch's wine channel is all about wine: knowledge about grape varieties, which wine goes with which food or everything about tasting as well as lifestyle topics such as the most beautiful wine bars or vineyards in Switzerland, as well as portraits about winemakers.

Shirley A. Amberg writes for the Wine Channel

Together with wine journalist Nicolas Greinacher and the budding wine academic and Blick photo chief Tobias Gysi, wine journalist Shirley A. Amberg will introduce the readers of German and French-speaking Switzerland to the world of wines with 20 to 30 articles and videos every month.

Third channel on Blick.ch

The wine channel was made possible by a cooperation with Coop Mondovino. The channel complements the existing offer on Blick.ch, which already consists of the sustainability channel Green as well as the real estate channel. "We are pleased to be able to implement the third vertical with a strong partner with the 'Wine Channel'," says Thomas Passen, Managing Director Ringier Advertising.

"With our verticals, we fulfill user needs. With the 'Wine Channel', we offer our users additional added value on our platform and we are very pleased that this is possible thanks to the cooperation with Mondovino," explains Katia Murmann Amirhosseini, Chief Product Officer and member of the management board of the Blick Group.

The "Wine Channel" was conceived by the Blick editorial team together with the Ringier Brand Studio. The wine channel is managed by the editorial team, while the Ringier Brand Studio of the Ringier Advertising unit creates the strategy as well as the branded content for Coop Mondovino.