Burgdorf-based agency Hella Studio was invited by Rivella to pitch a design implementation in the spring and came out on top against three competitors.

Rivella is always thirsty for something unique and Hella Studio provided the creative ideas - so two have found each other who can pull together. According to the agency, the collaboration is already in full swing, with more information to follow soon.

"Because fake news is a huge problem on social media, researchers are working hard to find ways to use AI to systematically identify and block clickbait," says Shyman Sundar, head of the Media Effects Research Laboratory at Penn State. However, the latest studies would suggest that it is not so easy to track down fake news in this way. "Some believe that you only need to solve the clickbait problem to solve the fake news problem. But our studies show that clickbait is much more complicated than we thought."

"One of our initial questions was whether certain clickbait features can generate more clicks than others," explains Maria Molina, Assistant Professor in the Department of Advertising and Public Relations at Michigan State University. These include, for example, headlines with question marks at the end or with exaggerated negative or positive superlatives. The result surprised the experts themselves. "When we analyzed this in more detail, we found that there were no significant differences. People even seem to find normal headlines more appealing than clickbait," says Molina.

Three investigations carried out

The team from both universities conducted three studies. In the first, 150 people were shown one of eight randomly selected headlines on various topics and checked whether they subsequently read or shared the associated articles. In the second, 249 participants were recruited and shown eight headlines on the same topic - only one of which was clickbait. "In both studies, the clickbait articles did not receive more hits than the normal texts," says Molina.

A third study aimed to clarify whether AI can help to automatically detect clickbait in order to combat the spread of fake news. Various systems and machine learning models were tested for this purpose. "These systems only agreed on what could and could not be classified as clickbait in 47 percent of cases. So people who see clickbait headlines as an element for detecting fake news should reconsider their assessment," says Sundar. (pte)

It's hectic, it's loud. This year's Cannes Lions Festival is history. In the midst of the cleanup, Tanya König talks to Susie Walker, VP Awards & Insights at Cannes Lions, about three campaigns that particularly cleaned up in her latest exclusive vlog for Werbewoche.ch.

The Cannes Lions 2021 on Werbewoche.ch

• Behind the Scenes of Cannes Lions 2021: Preliminary Interview with Tanya König
• Cannes Lions Vlog 1: Tanya König in the hotel quarantine
• Cannes Lions Vlog 2: Insights into the rehearsal day
• Cannes Lions Vlog 3: Half Time!

Tele-1 presenter Sedrina Schaller already left the TV station in central Switzerland at the end of February. Since the beginning of May, Schaller has been working in team management at German Bundesliga club Borussia Mönchengladbach.

Editor Irene Müller left PilatusToday at the end of January for Swiss Regiomedia, where she has been writing and editing for the Luzerner Rundschau since March.

Andrée Getzmann has also resigned. At the news portal PilatusToday, the 40-year-old worked mainly at the desk and was the day manager there. Getzmann "wants to seize the opportunity" and will start at SRF in the online news department on July 1.

Monica Gambuti has also handed in her notice of termination. Gambuti had been working in sales at Radio Pilatus / Tele 1 since 2007.

Primetime host soon away from the microphone

Maik Wisler was on the team at Switzerland's second most listened to private radio station for even longer. The morning show host is leaving the station after 16 years. "I've decided to go full throttle once again," Wisler tells Werbewoche.ch. The 39-year-old will continue to work at Radio Pilatus until the end of July. He can't say where he's moving to yet: "I'm totally into entertainment, and in this sector I've now received an offer tailored to me that I'm extremely excited about!" Whether his new employer will be Energy Lucerne, which will be launched in AugustWisler left it open. Roger Spillmann, Chief Radio Officer of Energy Group Switzerland, also doesn't want to be seen in the cards yet. "We will provide information about the Energy Lucerne team in due course."

Also on the move at Radio Pilatus is editor Giulia Jung, and in the TV division Remo Krapf and David Ramseier will soon be leaving CH Media. Video editor Krapf is joining his father's glaziery, and advertising producer Ramseier will only be working at Grips, CH Media's video and audio production company, until the end of June.

Team not satisfied with wages

Since 2015, David Ramseier has been responsible for public reports for clients from the Lucerne region at Tele 1. The 36-year-old has now resigned to work as a multimedia producer at a bank in Zurich. As Ramseier says, he had not been satisfied with the salary at CH Media for some time. "They were always demanding more from us, but weren't accommodating the team in terms of wages."

"Job changes are part of every professional life and are also important and right, so that the employee can further expand his or her wealth of work experience," says Florian Wanner, the radio manager at CH Media. In the case of the employees mentioned, the reasons for changing jobs are individual.

But if you listen to the employees of Radio Pilatus, PilatusToday, GRIPS and Tele 1, you will register a certain dissatisfaction. Team members at Radio Pilatus in particular complain, for example, that since the departure of long-time CEO Joachim Freiberg, there is no longer any sense of leadership. The accusation is that nobody knows what's going on in the back and vice versa, which repeatedly leads to major problems. After 23 years as CEO of Radio Pilatus, Joachim Freiberg had played a major role in shaping the Central Switzerland radio station, explains Florian Wanner. "When new management takes the helm after such a long time, it inevitably leads to changes in leadership."

Not physically present in Lucerne

The Head of Radio at CH Media does not have an office in Lucerne and, according to the team, is only very rarely seen on the premises of the Maihof in Lucerne. Because Wanner is responsible for a total of nine radio stations at the media group's five locations, he says, it is not possible for him to be physically present at every site every day. "However, I am in regular contact with all sites and always have an open ear for the concerns of every employee," the 32-year-old emphasizes to Werbewoche.ch.

At each of the CH Media locations, there would be an editor-in-chief (Matthias Oetterli in Lucerne), an editorial manager Radio/Today (Yanik Probst in Lucerne), a program manager (Thomas Zesiger in Lucerne) and a sales manager (Sascha Vonesch in Lucerne). They would be responsible for the media on site and would be the direct contact persons for the employees.

Is too much being expected of employees?

Some people at CH Media's electronic units are apparently suffering from the trimedial work. Today, they have to do radio, TV and the Internet at the same time, which repeatedly leads to great stress. Is Wanner asking too much of his staff? With the expansion of the Today portals, convergent editorial teams have been continuously introduced at the respective locations. Pilatus Today went live a year ago in March (Werbewoche.ch reported). The main difference, he says, is that a story that used to be produced for one vector is now played on all three. "Here, however, we are mindful that employees are deployed where their skills lie," explains Florian Wanner. "The well-being of our employees is our top priority."

Florian Wanner has been responsible for Radio Pilatus since November 2019, and PilatusToday was added in March 2020. Colleague Pascal Scherrer, Head of TV Regional, is responsible for Tele 1. As Wanner further notes, all eight departures at Radio, TV and Online will be newly filled.

A phenomenon that has gained great popularity through the Covid pandemic has now also received a name in our country, albeit an English one: the phenomenon of first-person projects.

Or just Pet Projects, which literally translates Pet project means. Given that the home office period will soon be coming to an end, this translation is not entirely far-fetched either. But it is worth taking a closer look at the term and the phenomenon surrounding it in two respects.

Firstly, linguistically: as if we were suddenly all animal lovers, the English term pet project is applied instead of the German equivalent favorite or private project. This may have its origins in the fact that Millennials are slowly taking over.

According to a study by U.S. market research firm YPulse, 7 percent of Millennials said they adopted a pet during COVID-19 so they wouldn't be alone during the quarantine. But even without the pandemic, they are a generation of pet parents: 76 percent of 20- to 38-year-olds in the U.S. have a pet, 50 percent of whom have a dog and 35 percent a cat.

Projects that go to the dogs or are for the cat

Which brings us to the second point, the content: The term is used to describe a project that primarily serves the personal satisfaction and less the goal or the importance of a task. So if you call a project your pet project, you run the risk of being looked at askance by your clients and superiors. Either because they do not know what is meant by this, or because they fear that too much self-interest is put into it and the actual goal is forgotten. In order for pet projects to be successful from an entrepreneurial point of view and not to go to the dogs, a good mixture of self-interest and self-motivation is required, as well as a willingness to provide services. The latter is sometimes forgotten when the stroking of one's own ego takes precedence over the success of the project.

* 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 analog and digital advertising spaces in the destinations of Anzère, Grächen and Ovronnaz in Valais, "Arosa Lenzerheide" in Graubünden, and Grindelwald-Männlichen and Jungfraubahnen in the Bernese Oberland are managed and marketed exclusively by APG|SGA. APG|SGA thus counts around 90 percent of all Swiss mountain railway companies among its partners.

"The fact that we can once again count on the cooperation of our long-standing partners despite challenging times is a source of great pleasure to us. In the past, APG|SGA has proven time and again that it can provide a finely tuned range of orientation systems, advertising media, and services - which contributes to the safety, information, and entertainment of guests," says Christian Gotter, Head of Partners and Operations and member of APG|SGA's Executive Board.

In each mountain destination, APG|SGA aims to individually optimize and sustainably develop the outdoor advertising offering. In this way, advertisers will have even more attractive opportunities in the future to leave a lasting impression - both on the local population and on active guests with high purchasing power who are in the mood for a vacation.

In 2021, Marketing Day will be held for the first time at the Zurich Kongresshaus. On August 19, 2021, the Swiss Marketing Forum specialists and executives from marketing, communications, production and sales finally welcome live again. The organizers are particularly proud that Marketing Day 21 will be the first event to be held in the new Kongresshaus Zurich.

The current pandemic situation has eased to such an extent that the Federal Council has decided on far-reaching relaxations as of Saturday. The organizer Swiss Marketing Forum is optimistic that the annual event can take place in the usual manner.

As part of the theme "Focus. More important than ever!", over 30 marketing professionals will discuss how they are mastering the digital transformation and focusing on what is necessary.

A highly concentrated program with keynotes, keynote speeches and break-out sessions awaits the guests. In addition, the Marketing Excellence Award 21 will be presented again this year. The two TV presenters Kiki Maeder from SRF and Vanessa Meier from TeleZüri will lead through the day, as well as Matthias Ackeret from Personal.

As of July 1, 2021, Gloria Karthan will take over the co-management of the Lifestyle channel of 20 minutes. On an interim basis, Gloria Karthan has already held the co-leadership since the end of 2020 as a maternity replacement for Geraldine Bidermann (-Schläpfer), in addition to her duties as editor of the lifestyle channel Body & Soul.

Geraldine Bidermann will return from vacation on July 1, 2021. She is relinquishing the co-leadership at her own request and will take over Gloria Karthan's previous role as editor of Body & Soul.

Karthan joined the magazine back in 2014 as an intern. 20 Minutes Friday. After completing her journalism studies at the ZHAW in Winterthur, she headed the editorial team of the lifestyle portal Femelle.ch for two years before joining Friday permanently in 2019. During the founding of the lifestyle channel of 20 minutes in summer 2020, Gloria Karthan took over editorial responsibility for the Body & Soul channel, and was promoted to Deputy Co-Head Lifestyle in December 2020. She is also a member of the Social Responsibility Board of 20 minutes, which advocates non-injurious journalism (Werbewoche.ch reported).

In the newly created position of Advertising Manager (Europe), Petzold will be responsible for the sales and business development for Confectionery in Europe and join the team that is responsible for both Monocle and Confectionery-The company is responsible for the advertising customers in the DACH region, according to a Monocle press release.

The on-site presence is intended to help Monocle and Confectionery enable even more personalized customer relationship management and easier accessibility.

Petzold moves from the NZZ to Monocle and Confectionery. At NZZ, she headed all luxury and lifestyle clients for six years, including the NZZ on Sunday and the Z-magazine. She brings extensive experience in the premium segment as well as in magazine marketing.

It is not only in terms of space that the agencies are to come closer together. The goal is to create a diverse working environment in order to respond even better to customer and consumer needs, according to a joint statement.

From now on, creative lateral thinkers, tech virtuosos, healthcare specialists, PR, brand and social strategists will all be working in the same building. This should not only offer customers, but also employees new opportunities for daily collaboration.

New management team at Wunderman Thompson

At the same time, the management of Wunderman Thompson will be restructured. Giselle Vaugne and Swen Morath will lead the agency together as Co-CEOs with immediate effect; Jonathan Schipper will become Chairman.

Giselle Vaugne has been leading consulting at Wunderman Thompson as Chief Operating Officer since the beginning of 2019. Prior to joining Wunderman Thompson, she was Head of Marketing at VW Switzerland and worked for international corporations such as Ford and Microsoft. She has extensive knowledge of the automotive and technology industries as well as a great understanding of customers. "I am extremely excited to work closely with Swen in a co-CEO role. We have opposing perspectives on things and often argue with each other with a lot of joy and enthusiasm (laughs). We've become really good at that. And that's a big advantage, because this friction results in very good solutions, for the problems of our customers as well as our agency."

Swen Morath joined Wunderman Thompson - formerly Advico Y&R, Futurecom, Wunderman - as creative director in 2015 and has led creative as chief creative officer since 2017. "Wunderman Thompson's DNA is equal parts creativity, technology and strategy. These competencies are consistently integrated at WT to create impactful solutions - across the entire customer journey. Experts from the respective areas are not just under one roof with us, but sit at the same table. We call this "Collison", a unique collaboration developed by us within the agency and with the client, which leads to innovative and effective communication solutions," Morath is quoted as saying in the release.

Jonathan Schipper, CEO of Ogilvy Switzerland since mid-2018, will also become Chairman at Wunderman Thompson and support the new Co-CEOs Vaugne and Morath in further anchoring the Wunderman Thompson brand and the excellent service offering in the market and driving collaboration between the agencies: "The agencies will retain their legal entities, their teams, their infra and server structure, their identity, their culture, their specialization and their relationships with clients and their networks. On the other hand, the exchange of know-how and the exploitation of synergies will be encouraged. This is going to be a real powerhouse and I'm really looking forward to co-developing it and seeing its potential unfold," said Schipper. "I'm also really looking forward to the new place of work, or rather the return to the old workplace, because I already worked at Hardturmstrasse - at Y&R Group Switzerland - between 2010 and 2013 and have only the very best memories of it."

Expansion of cooperations

According to the press release, the cooperation with Burson Cohn & Wolfe (BCW), which has already moved into Hardturmstrasse in 2020, will be further strengthened so that all communication and marketing disciplines can now be offered from a single source. In addition, the focus will be on expanding international cooperation.

By linking activities in real space with digital possibilities, the company aims to Warp activate the target group of companies and brands in the two most important channels: real and virtual as well as on and offline.

The services range from the development of strategies and concepts to social media & content marketing, web design and programming as well as performance marketing, which, paired with high-impact live marketing, POS merchandising and promotions, is intended to offer its customers a concentrated charge of thrust towards achieving their goals. Customers can choose whether they want holistically integrated activities or only selected services, as the founders write in a statement.

The new agency is based at Seestrasse 93 in Thalwil, Zurich. Warp plans to show its first work for clients shortly.

Experts in their respective fields team up

Dominik Nyffenegger is majority owner and CEO of USP Partner. He holds a master's degree in economics with a major in marketing and entered the agency business in 2014 after holding various management positions in brand management and trade marketing for FMCG brands as well as in event management. Since 2014, he has led USP as CEO, of which he took over the majority of shares in 2017.

Niklas Strohmeier is the founder and CEO of [Kju:] Digital Solutions, a full-service digital agency based in Vienna. As founder and owner, he can draw on over 20 years of experience with long-standing clients, primarily from the FMCG, finance and arts/culture sectors.

"We were repeatedly asked by our USP clients whether we could offer digital marketing solutions to complement our live marketing activities, which we had previously thought of primarily conceptually for our measures, but implemented in each case with external partners - which did not exploit the full potential in concepts and involved unnecessary interfaces," says Dominik Nyffenegger, Co-Founder and Managing Partner of Warp. "We generate 6-digit, sometimes even 7-digit contact numbers for brands with live marketing activities in real spaces in larger implementations. If we can now also transfer these contacts to digital channels and process them there for our clients, we increase the already high contact value many times over. With Warp, we can now offer exactly that from a single source."

In projects already realized together for various joint clients in Switzerland, the two founders realized that via activities in live & digital marketing conceived from the outset and holistically - from the main idea to the realization - there is huge potential in the processing of the two most important marketing channels and offers enormous added value for their clients. From this sprang the idea of Warp.

The requirements that have been in force since the beginning of 2020 are thus fulfilled for the most part, as Bakom announced with regard to the first review on Thursday. If a private radio station wants to receive a license, it must commit to broadcasting at least half an hour of regional information daily during prime time. For regional television, 150 minutes of regional information per week during prime time is a prerequisite for a license.

Relevant regional information services are considered to be information on politics, economics, society, culture and sports, provided that the topic occurs or has an impact in the concession area.

According to Bakom, many radio stations offer their audience far more than the required minimum of 30 minutes of regional information daily during the defined prime time of eight and a half hours. Five radio stations in French-speaking Switzerland broadcast the most regional information, four of which are co-financed by the radio and television levy.

However, ten of the 30 radio stations measured do not yet meet the requirement according to the program analysis, as Bakom further writes. Of the 13 licensed regional television stations, 11 stations meet the requirements, including all stations in French-speaking and Italian-speaking Switzerland as well as the bilingual region of Biel/Bienne.

Broadcasters who do not broadcast enough regional information will be given the opportunity to comment on the results of their program and discuss their program performance with Bakom, the authority writes. The goal is to ensure that the population in these areas will also be provided with sufficient regional information services from next year. Sanctions are not foreseen.

The full program analysis report is expected to be published in September 2021. (SDA)