Top Gun is an American fashion and lifestyle brand for men, women and children. The brand was founded in 1996 in Queens, New York. The special character of the high-quality outerwear is inspired by the style of the military and meets the same high standards in material and workmanship.

With authentic content and curated collections, the Top Gun brand was to be given greater prominence in terms of brand awareness. This was realized via a virtual brand store, the Brand Home, which offers space for brand presentation and storytelling. This brand store can be integrated into all 22 Zalando stores in the relevant national language - including English. Comparable products from other manufacturers are not displayed in the Brand Home, which makes it a real home for the brand.

The Ad Agents agency created two brand homes for the Top Gun brand, one for the men's and one for the women's collection, with specific content for the respective target group. Each brand home is designed with an attractive landscape header and presents special brand content. Interested parties receive inspiration and news about the brand at this point and can follow it in the sense of followership in order to be the first to be informed about new articles and collections.

The Brand Home has been expanded to include Collections. These are individual compilations of products for a theme or category. Ad Agents developed various collections for the Top Gun Brand Home Men and Women. Using the associated content management tool, content was adapted, products selected and grouped into brand-appropriate categories and themes. Four shades of gray are available by default so that the color coherence fits into the overall visual picture. The tool creates further matching color suggestions based on the uploaded product images, which were selected individually.

For the Top Gun brand, the results were more than satisfactory on all levels. Since switching to Brand Homes at Zalando, the Top Gun brand has been able to present itself consistently in its self-contained brand space, resulting in more visibility than before. Whether via the web or the Zalando app, along the entire customer journey the appearance is consistent and the number of followers increased by 300 percent. As a consequence, the measures described led to a 25 percent increase in sales via the Zalando platform.

"We are thrilled with the development on Zalando. Our products now have the visibility they deserve. On Zalando, we can now present our customers with a holistic brand experience," says Stefan Schmid, General Management eCommerce at JCC Ledermoden Vertriebs GmbH.

Open and close - a simple matter. You might think. But Gilgen's sliding, hinged and pivot doors are packed with technical expertise, adaptable design and high-quality materials that ensure long-term smooth operation.

Gilgen Door Systems from Schwarzenburg has entrusted Maybaum Film with the task of bringing their work to life in a corporate film. Without a look into the company's rear view mirror, but with international reference works.

Maybaum illuminates the essence of the door from a philosophical perspective and, in the film, lets the engineer ponder the multitude of considerations and hours of work that go behind a flawlessly functioning door. His thoughts accompany the developers and assemblers, illuminating mechanisms and materialization, looking at design and use under extreme conditions. In the high-contrast and color-reduced corporate film, reflections and unusual lighting situations are intended to create suspense.

Since no international projects could be filmed by Gilgen due to Corona travel restrictions, Maybaum accompanied the engineer as well as the production and assembly staff in Switzerland. The new detail, documentary and drone footage was supplemented with existing footage from projects abroad. Set to music in five different languages, the corporate film gives the whole world personal access to Gilgen Door Systems.

Responsible at Maybaum Film: Michel Frutig, Laurent Ulrich (concept and screenplay); Laurent Ulrich (direction and drone); Nikolas Reigel (camera and editing).

Facebook had been able to link the accounts to Fazze, a subsidiary of a UK-registered marketing company whose activities were mainly run from Russia.

"This (Fazze) campaign functioned like a disinformation laundromat," Facebook's transparency report states. "It created misleading articles and petitions on various forums such as Reddit, Medium, Change.org and Medapply." The content was then shared via fake accounts on social media - including Facebook and Instagram - to spread and amplify it, it said.

"Crude spamming tactics" were also used, it added. "However, the crux of the campaign appeared to be to get influencers with pre-existing audiences on Instagram, YouTube and TikTok to post content and use certain hashtags without disclosing the origin of the posts." (SDA)

Fitness chain Basefit.ch, which now runs 41 fitness clubs in Switzerland, has launched a digital activation. "Fitness for everyone - no matter what your motivation," is the message of the campaign, which includes three videos produced by Chocolate Films and directed by Fabian Weber.

The videos show that with fitness you can improve your personal life, recharge your batteries, improve your results in other sports with fitness as an add-on. In addition, you can also gain time and focus for yourself and meet new people in group classes.

The campaign will be seen on Basefit.ch's online channels and as a digital campaign in the coming weeks in Switzerland.

After 25 years with "Kassensturz," including nine years as deputy editorial director, and a total of 37 years with Swiss Radio and Television SRF, 61-year-old Ueli Schmezer has decided to pursue new career paths, SRF said in a statement Wednesday. Schmezer has not yet decided on his future activities.

"With the departure of Ueli Schmezer, an era will come to an end. For 25 years, together with the editorial team of 'Kassensturz', he has stood up for consumers in Switzerland and has thus become, so to speak, the 'advocate of the public'. This cannot be appreciated enough. I regret his departure and thank Ueli Schmezer very much for his great commitment to the public service," says Tristan Brenn, Editor-in-Chief Video.

Ueli Schmezer is expected to host his last "Kassensturz" show before Christmas 2021 and will leave SRF at the end of January 2022. His successor has not yet been determined and, according to SRF, will be settled in the coming months.

From discovery at a talent show to audience advocate

In the early 1980s, TV producer Toni Wachter saw Ueli Schmezer at an event for up-and-coming talent in the show business and invited him to a camera test, where he impressed. Since 1983, Schmezer has worked in various capacities for Swiss radio and television.

At the same time as working for Swiss television, he was also an editor and presenter for various programs on Radio DRS from 1984 to 1995. He was even a co-founder and the very first host of the talk show "Focus.

Finally, in 1996, he moved to "Kassensturz," where Schmezer has been the face of the magazine for 25 years and, together with the editorial team, has championed the concerns of consumers. From 1999, he also served as the magazine's deputy editorial director for nine years. During his time at "Kassensturz," however, he repeatedly appeared in front of the camera for other TV formats.

Quick Guide Trend Management

How to leverage trend knowledge in your business.

• Author: Jörg Blechschmidt
• Publisher: Springer Gabler, 2021
• Pages: 116
• ISBN: 9783662624005

Trends have an enormous impact on companies. Be it global megatrends such as digitization or local and industry-specific trends. In order to take advantage of opportunities and identify risks early on, a methodical and strategic approach to trends is required. In his book, Jörg Blechschmidt explains how trend management helps to set the right course for the future. The clearly structured guide gives a good overview of common methods and at the same time provides many practical tips for their application.

Facts tell, stories sell

Present, convince and sell effectively with storytelling.

• Author: Michael Moesslang
• Publisher: Remote Publishing House, 2020
• Pages: 199
• ISBN: 9783948642136

Stories play an important role in the business environment - for example, when it comes to presenting new ideas, motivating employees or convincing customers. Those who fail to engage their audience or miss out on emotions are giving away valuable potential. The author uses many examples to explain how to reach people with stories and gives readers numerous tips for professional storytelling. An entertaining and entertaining guide for all those who want to convince with stories.

Content Marketing for Dummies

• Author: Fabienne Petry
• Publisher: Wiley-VCH, 2021
• Pages: 350
• ISBN: 9783527717804

Let's face it, who still believes the promises of glossy brochures and advertising banners today? Modern customers are looking for the best solution themselves - online, of course. Consequently, companies have to present themselves in the best possible way on the web. Fabienne Petry explains how to do this with a veritable fireworks display of tips on platforms, content formats and tools. The level of prior knowledge required varies widely, from beginner to professional. Basically, the book is suitable for all entrepreneurs who want to turn the tables: from customer hunter to customer magnet.

Purpose & Vision

How companies successfully realize purpose and goal.

• Author: Franz-Rudolf Esch
• Publisher: Campus Verlag, 2021
• Pages: 221
• ISBN: 9783593513676

What is the deeper meaning of your work? What values do you create for your customers or for society? Employees often don't know the answers to such questions. And not only them: Franz-Rudolf Esch complains that many companies don't even know their raison d'être. In his book, he gives tips on developing and implementing mission, vision and goals, and explains them with the help of examples from his own consulting practice. Esch is convinced that a purpose can be found for any work - if you only look hard enough for it.

The vacation apartment renters are among the most important tourism service providers in the Aletsch Arena. With around 1,800 properties available for commercial rental, they make a significant contribution to the overall value creation within the destination.

Parahotellerie as a central pillar of the Aletsch Arena tourism economy

40 percent of the 4,600 residential properties in the Aletsch Arena are available to guests for tourist use. Vacation apartments generate an average of 580,000 overnight stays per year for the Aletsch Arena as well as 3 million Swiss francs from spa and tourism promotion taxes for regional tourism. 48 percent of the Aletsch Arena's overnight stays are generated from the rental of vacation apartments. Due to the systemic relevance of the industry, the Aletsch Tourism Association, which represents all of the region's service providers on the Aletsch Arena Board of Directors and Shareholders, decided to establish a vacation rental commission of active landlords within its structures.

The decision arises from the need on the part of Aletsch Tourism and Aletsch Arena to receive the consolidated voice and opinion of the vacation apartment renters in matters of tourism within an official body. The wishes, expectations and needs of this important sector should thus be taken into account in the strategic and operational decision-making processes of the destination.

Ten major landlords from the Aletsch Arena met in mid-April 2021 to discuss the project of the tourism organizations of the Aletsch Arena. In the following weeks, Dominik Martig from Bettmeralp was elected as an enthusiastic, committed and competent chairman for the commission. At the end of June, the board of Aletsch Tourism approved the constitution of the sponsorship within its association structures.

Interested parties can participate

Aletsch Arena and Aletsch Tourism call on all vacation apartment owners in the destination who are interested in participating, Get involved in the commission and join.

The holistic strategy includes sharpening the company's digital communication vision and campaign conception. In addition, Webrepublic supports Six in continuously expanding the digital knowledge of their employees. "As Six's strategic sparring partner, we apply all our digital marketing expertise to the design and implementation of their campaigns. At the same time, we promote the expansion of their internal knowledge," explains Tobias Zehnder, Partner at Webrepublic.

The objective of the campaigns, based on the Zurich agency's own framework, enables the very specific, heterogeneous target group - from employees to potential customers - to be optimally picked up at their online touchpoints. The playout via social media, programmatic advertising and digital out-of-home is accompanied by ongoing SEA and SEO measures. This also ensures a presence in search queries.

According to Webrepublic, initial results show that the strategy is working. The campaigns are having a positive impact on Six's communication goals. The activities are continuously analyzed; the insights gained from this flow directly into next measures to ensure efficient optimization and further development.

Not everything in the industry has become completely clear-cut, just like that. Why is that? The term originated in broadcasting technology. But it would be presumptuous to hold Roger Schawinski responsible for the fact that this word is currently so popular. Even if, thanks to his efforts against the FM switch-off, the 60,000 signatures for a petition were obtained within a very short time, which reminds nostalgics in the industry of the good old 80s. At that time, unlimited budgets could be squandered without separating the results. Instead, the word is experiencing its hype because of the emerging importance of statistics and its language rules within marketing and communications.

In statistics, "selective" means "precisely distinguishable, distinct from other results". In our industry, where ideas for #MeToo campaigns, imagery and media strategies are part of everyday life, this in turn is very much justified.

Despondent instead of innovative

What the common consumers of the various channels are subjected to in the way of uniform advertising and communication mash borders on torture. Whether it's major distributors, banks, insurers, or consumer products - within the respective industries and between the elaborately produced campaigns of the individual competitors, the target groups can hardly tell the difference. Which brand was that again? Doesn't matter. Or not. Unfortunately, it's of little use when, in meetings between client and creator, people talk more and more about not being able to distinguish between what's there and what's not, and by that they actually mean that they're despondent instead of innovative. The word "wishy-washy" used for this purpose in the 1980s was already a clearer distinction between good and bad.

* 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.

The Küng Group has developed into the Swiss market leader in the puzzle sector over the past 20 years under Thomas Küng and is showing very healthy growth, according to a statement issued on Tuesday. The company includes Küng Verlags AG, with its range of puzzle magazines, books and digital publishing products, and Rätsel Agentur, which supplies the B2B sector with print and online puzzles in three national languages and offers its customers prize-game services.

Sole owner Thomas Küng sees the sale to Keesing as the logical continuation of his company: "Also for reasons of age, I have been patiently searching for years for a suitable successor that would offer my company and my employees prospects for the future. In the highly competitive market, a sale to a weighty competitor was always one of the realistic options. Keesing has long stood for a long-term strategy in the puzzle segment. This is another reason why my decision was ultimately made in favor of Keesing."

"I am very pleased that we were able to take this step into the Swiss market. Until now, we were only active in the French-speaking part of Switzerland with our Megastar brand," says Philip Alberdingk Thijm, CEO of Keesing. "Over the years, Thomas Küng and the Küng Group team have built his company very successfully. They have built a strong market position through their passion for manufacturing and selling great products. We are eager to support the team in their next phase of growth by continuing to expand in both the print and digital puzzle markets."

The purchase was concluded as of July 1, 2021. The parties have agreed not to disclose the purchase price.

The Commission for Transport and Telecommunications of the National Council (KVF-N) demands that the Confederation examine in depth what the consequences would be of abandoning the shutdown of FM radio stations. This was announced by the parliamentary services on Tuesday.

Previously, the commission had heard representatives of the radio industry and the responsible Federal Office of Communications Bakom. The commission will discuss the shutdown again at the end of August, according to the statement. Schawinski had mobilized against the end of FM radio.

SRG plans to switch off FM in one year

In the course of the transition from analog to digital wireless terrestrial radio broadcasting, the FM frequencies are to end by January 2023 at the latest, according to an agreement of the private radio operators. SRG plans to switch off its FM stations in August 2022 and broadcast only via DAB+.

At the end of July, Schawinski submitted a petition with more than 60,000 signatures against the shutdown to the federal government. A premature shutdown of all FM transmitters would violate the freedom of reception guaranteed in the Radio and Television Act, Schawinski argues.

In recent years, the Federal Council created the legal basis for the switch from FM to DAB+. During a transition phase, the stations are to receive financial support. FM radio licenses expire at the end of 2024. (SDA)

The global insurance group has long been committed to giving people the courage to face whatever comes their way: Its commitment ranges from activities for more inclusion and diversity in the workplace to support for the new Formula E and long-term sponsorships of athletes from various disciplines and countries. The idea behind it: Successful people always have someone standing behind them, giving them confidence and self-assurance for everything they tackle.

"Who sparks your confidence? - or "Who has your back?" - Allianz is now asking athletes and spectators in its new campaign, which was first seen during the Tokyo 2020 Olympic Games. As far as the creation for this is concerned, the long-standing Swiss budget holder Sir Mary is behind Allianz. The goal was not a classic campaign, but a digital activation that constantly offers new points of connection. With the construction kit, the markets can regionalize the concept as needed.

#sparkconfidence: Activation with top athletes

Three short documentaries about athletes who have been sponsored by Allianz for several years will kick off the series: Cate Campbell, Australian swimmer with five Olympic medals, Matt Stutzman, American para-archer and silver medalist, and Clarisse Agbegnenou, French judoka and five-time world champion, talk about their setbacks, encouragement and victories in very personal moments.

This will be followed by other countries with interviews and films about the personal careers of exciting personalities, employees and athletes - first and foremost Leroy Sané, Thomas Müller and Robert Lewandowski from FC Bayern Munich. The activations of the individual markets converge under the hashtag #sparkconfidence.

Responsible at Sir Mary: Florian Beck, Andi Portmann, Adrian Merz, Constantin Camesasca, Peter Stephen Blass, Paul Gutjahr, Nicolas Hostettler, Alexia Siegwart, Katharina Günther, Jennifer Meier, Britta Hartleb, Jacqueline Willimann, Daniel Zuberbühler. Film production: doity, Exec Producer: Sascha Pollack, Producer: Therese Scholz, Kathi Kümmel, Director: Jason Evans, DP: Andrew Gough, Julien Teissier, Sam Cutler-Kreutz, Music: James Smith, Moritz Staub, Sounddesign: Moritz Staub, Editor: Andrej Gontcharov, Production FC Bayern Content: Mediamonks