In a ruling published on Friday, the Federal Administrative Court states that the Federal Communications Commission Comcom correctly assessed the criteria for all applicants when awarding the new license.

The information on the relevant criteria had been clearly communicated during the tender procedure and the applicants' attention had been drawn to this. According to the Federal Administrative Court, Dabcom received the best rating for the criteria of media diversity and economic efficiency. (SDA)

Glas Trösch's new mission statement should be one thing above all: quickly anchored in the minds of all employees and a practical tool to inspire potential candidates for the company. Interpunkt has developed a film concept that should enable a quick understanding of these central values.

Video production from A to Z

For Glas Trösch, it is clear that its success story is largely based on its good employees. The Interpunkt film concept therefore combined the two supporting elements of the glass specialist: people and glass. Based on the storyboard, the film set required a great deal of creativity. With only three glass plates and a few props, different sceneries were created.

The difficult conditions due to the corona pandemic required additional skill in organizing the actors. Nevertheless, the agency managed to realize the complete production in only six weeks. The entire production, from conception to filming and editing, was handled by Interpunkt.

The new Glas Trösch mission statement is presented as an entertaining video and an off-voice additionally underpins the central factors on the audio track.

Responsible at Glas Trösch Holding: Andreas Scheib. Responsible at Interpoint..: Fabian Koch (concept, film production, editing), Daniela Andres (concept, texts), Christoph Zimmermann (concept, film production).

Closed store doors mean that online trade is booming. Cyber criminals have found a perfect target to sell their fake products via amazingly real-looking stores. With 500 million users a day, Instagram has become a veritable shopping paradise for fake branded goods. This is precisely where younger shoppers like to be tempted to buy sneakers, clothes and accessories.

Together with Stop Piracy, a non-profit association to which the Swiss branded goods association Promarca also belongs, TBWA\Zurich has reacted to the currently wildly discussed problem and developed "Fakefluencer" - an Instagram campaign aimed at sensitizing Generation Z in particular to the dangers of counterfeit products online.

"Fakefluencer" did exactly what usually only scammers do: they copied the identities of well-known Swiss influencers and diligently advertised watches, perfumes and nutritional supplements that were not available for purchase at all. Potential online shoppers, however, did not end up in dubious online stores, but rather on the Stop Piracy website, which informed them about the problem of fake products.

Influencers* involved in the campaign Elvira Legrand, Gabirano, Adela Smajic and Lerocquemusic along with their agency Kingfluencers were in on the action, making followers aware of copyright infringement online while speaking out in support of Stop Piracy's work.

Thanks to the reach of the bloggers, the campaign reached at least 693,000 followers. The campaign ran from March 07, 2021 to March 31, 2021 and, according to initial evaluations, exceeded its goals by a full +760 percent.

Responsible at Stop Piracy: Anastasia Li-Treyer (President and CEO Promarca), Eveline Capol (Head of Office). Responsible at TBWA\Zurich: Manuel Wenzel, Tizian Walti, Isabelle Benz, Lisa Bolte, Pierre Copsey, Aron Meier (creation), Danijel Sljivo, Sabrina Iseli, Sascha Djabbari (project management). Responsible at Kingfluencers: Fabian Plüss (CCO & Co-Founder), Selina Gabriel (Senior Campaign Manager).

In the pandemic year 2021, consumer behavior in Switzerland has changed: Almost half of the 2300 respondents (48 percent) say they feel less inclined to store than before the pandemic. And 42 percent of survey participants say they are less likely to shop spontaneously in the supermarket and plan their purchases more in advance. However, the strength of top brands remained the same. Almost one in five (23 percent) of the 2,300 people surveyed said he or she had reached for well-known and familiar brands more often than before the pandemic.

Performance is recognized

Brands that reliably fulfill their value proposition over the years maintain their position even in exceptional times. In the Reader's Digest study, the same brands as in the previous year are at the top in 13 product categories: Raiffeisen (banks/financial service providers), Coop Bau+Hobby (construction and hobby markets), Ricola (sweets), Nivea (shower gel as well as cosmetics), Miele (household/kitchen appliances), Helsana (health insurance), Emmi (dairy products), Ikea (furniture/furnishing stores), Similasan (natural remedies), Fielmann (optician/eyewear brands), Die Mobiliar (insurance) and Burgerstein (vitamin products).

In addition, there are the winners of the four new categories. Ricola (cough and cold remedies), Voltaren (muscle and joint complaints), Qualipet (pet supplies/pet food) and Migros (vegan/vegetarian products) received the most entries. Two brands will be at the top of the podium in two categories in 2021: Nivea (shower gel and cosmetics) and Ricola (candies and cough and cold remedies).

Only in three categories did challengers displace the former winning brand: In cars, Audi is now in first place, followed by VW. Amplifon was able to challenge Phonak for the top spot among hearing aid manufacturers, and Graubünden relegated Valais to third place among Swiss vacation regions and resorts.

The criteria for the purchase decision are clear. For 65 percent of respondents, quality ranks first or second. The price-performance ratio follows with 47 percent, and needs-basedness with 40 percent.

It is striking that top brands such as Emmi or Nivea, which place great emphasis on environmentally friendly processes, each received more than twice as many mentions as the next-placed supplier.

The top performers in 2021 at a glance

The independent market investigation "Trusted Brands" is used by Reader's Digest has been conducted since 2001 and is one of the largest and best-established consumer studies in Europe. Reader's Digest, together with the Dialego Institute, Aachen, surveyed 2300 consumers in Switzerland. A unique feature of the survey is that all questions about brands are asked unprompted, i.e. without any predefined designations. In 20 product categories, participants spontaneously named the brand they personally trust most and would recommend to family or friends. A total of 2197 brand terms represent strong competition and consumer favoritism. Information on purchasing decisions and other aspects was also collected.

Advertisingweek.chMalte Hildebrandt, the Screenforce Academy is aimed at "students in the field of media and communications as well as young professionals and marketers who want to increase their career opportunities in the long term. What is offered to them, in brief?

Malte Hildebrandt: Our participants get an all-round look behind the scenes of TV and digital moving image offerings as well as the latest trends in advertising. All this is presented by real movers and shakers in our industry. What we present over the three days are not off-the-shelf lectures. All presentations are brand new and have been explicitly tailored to the needs of the young media generation. Moving image is a growth market. All doors are open to young talent.

What are the challenges of designing and delivering training programs like the Screenforce Academy "remotely"? 

By now, we're all used to participating in events virtually. The rapid developments of the past year have naturally played into our hands. University seminars have long been held remotely, and much of our work is done via video conferencing. Although I'm very much looking forward to the time when we can once again have face-to-face exchanges at events, we'll be sticking to the virtual concept at our Academy in the future, too. It has the enormous advantage that we can put together a first-class program for our participants without limiting the number of guests. We now have just under 1000 registrations. That would have exceeded our capacities as an on-site event.

Your target group for the Academy is perhaps the first generation of junior communicators and junior marketers, whose youth has been shaped more by digital media than by TV. Does that change the approach Screenforce uses to address these people? 

Not at all, because we've been taking a holistic approach for years. Just take the title of our Academy: "Backstage Total Video - Behind the Scenes of all the Screens". The decisive factor is not the transmission path, but the quality of the content.

Especially here in Switzerland, TV advertising has to deal with complex challenges, as it is much easier to skip commercials on replay TV than in Germany and Austria. Why should young communicators and marketers still rely on TV campaigns?   

When advertising is done well, when products or services are advertised that offer people concrete added value, they stick with it. More and more advertisers are focusing on the topic of purpose, for example. Consumers are interested in what a company whose products they buy stands for. What was true 20 years ago is even more true today in a fragmented media landscape: TV makes brands - as countless studies have shown.

What program highlights are you personally looking forward to in particular?

Each program item is a highlight in itself. As with the structure of an orchestra with all its instrumental groups, our three-day event is also orchestrated according to a clear scheme. Every single contribution contributes to the success of the whole. What makes me particularly happy is how much heart and soul all the protagonists put into their work in the run-up to the event, and that we were able to win Viviane Geppert as an outstanding moderator for our Academy.

"On the one hand, the name Scout24 Advertising allows us to appear independently on the market as a competent partner for digital advertising marketing. On the other hand, the new name also underscores our proximity to the leading national marketplaces of Scout24 Schweiz AG," says Philipp Benker, Managing Director of Scout24 Advertising, explaining the name change. For customers such as car importers or real estate companies, he says, advertising placement on Scout24's platforms, from which they also get their leads, is the ideal complement. This way, they would get everything from a single source.

Added value for users and advertisers

"The wide reach of the Scout24 ecosystem enables us to divide users into precise target groups, which allows us to offer our advertisers solutions tailored to their needs," says Benker. For example, a car dealer wants to be present where the target group is most inclined to buy a car. In addition, he says, this allows the target group's interactions to be directly measured through conversion insights - such as leads, clicks or transactions. This means that the advertising campaign can be optimized on an ongoing basis if necessary.

"We are currently focusing on enabling AutoScout24 and ImmoScout24 customers to set up and adjust their own advertising campaigns with one click," Philipp Benker elaborates. "In this way, customers are relieved of complex advertising booking processes and can focus on their core activities." On the other hand, users of the Scout24 platforms would receive advertising and offers that match their interests and are relevant to them at the moment. "With the name Scout24 Advertising, we are now also highlighting this customer proximity on both sides by name."

Philipp Niederberger worked, among other things, as parliamentary group secretary for the centrist parliamentary group in the Federal Parliament and was responsible in this function for the management of the parliamentary group secretariat as well as for the coordination of political business. Previously, he worked for the Political Directorate of the Federal Department of Foreign Affairs (FDFA) and - also for the FDFA - at the Swiss Embassy in the Sultanate of Oman.

The 31-year-old from Upper Valais holds a bachelor's degree in international relations and a master's degree in public management and politics. Niederberger, who lives in Valais, completed most of his studies in Geneva and Lausanne, which means he fulfills the criterion of bilingualism that is so important for association activities. "In Philipp Niederberger, we have found a worthy successor who will bring a breath of fresh air to the STV as a representative of the younger generation," says STV President Nicolo Paganini, who is delighted with the appointment.

Barbara Gisi moves to the Canton of Bern

Philipp Niederberger succeeds Barbara Gisi, who has led the STV as director for the past eight years. Gisi will leave the STV at the end of April 2021 and will take on a new role as head of the Canton of Bern's Office of Secondary Education and Vocational Training (MBA) in the summer of 2021.

The company, which is part of the TX Group, announced Thursday that the reorganization will be defined in more detail in the coming months. The two editorial teams will be involved. The job cuts will depend on the results of this consultation, it said. As far as possible, it is to be carried out through natural fluctuation.

Otherwise, a social plan will be applied. The editorial offices of Bernese Newspaper (BZ) and Confederation currently consist of around a hundred people, who fill around 70 full-time positions. In the future, about 70 people will work in 50 positions, as Tamedia co-managing director Marco Boselli told the Keystone-SDA news agency in response to an inquiry.

Tamedia intends to continue the two newspapers as separate offerings. The Covenant is to be positioned as a newspaper in which the opinion and debate sections are strengthened and in which broader foreign and cultural reporting can be found.

The BZ is to focus on more comprehensive regional reporting and on sports. According to their own figures, the two newspapers currently reach a total audience of around 420,000 with their print and online editions.

The Syndicom trade union criticized in a statement that the job cuts were being made "without necessity". Tamedia had achieved a profit before interest, taxes, depreciation and amortization of eleven million francs last year. The redundancies should be reduced to a minimum. A fair social plan should be presented for the unavoidable part of the reduction.

The end of the "Bern model

Bern's mayor Alec von Graffenried (GFL) spoke on Thursday of a "black day for Bern". The journalistic competition between two editorial teams had so far ensured a differentiated, critical and independent public debate. Now Tamedia is sacrificing this so-called "Bern model" to economic considerations.

Also for Sheila Matti of the Personnel Commission of the Bernese Newspaper the merger of the two editorial offices means the end of the "Bern model" as it is known today. It is probably not wrong to speak of a "one-size-fits-all" approach that is now threatening, Matti added when asked.

According to the statement, the Bernese cantonal government believes that there is now a risk of "impoverishment" of Bern as a media center.

Boselli did not deny on Thursday that the merger of the editorial offices means the end of the "Bern model". The new unified editorial office will report jointly on a region, not against each other anymore.

However, the Tamedia co-managing director does not rule out the possibility of future Confederation and BZ different comments appeared, for example, on voting results. However, this is still to be defined now, he said. Tamedia will remain the largest media player on the Bern square and will continue to ensure good reporting.

A new magazine in response?

Tamedia had already announced at the end of October last year that Confederation and Bernese Newspaper will have to work more closely together in the future. Previously, TX Group had announced that it would cut several dozen journalistic jobs following a loss of CHF 106 million in the first half of 2020. (SDA)

The collaboration has already started with the development of a comprehensive social media strategy. Rob Nicolas will soon develop and implement the first content formats. The agency will be responsible for content creation, social advertising and analytics, as well as for all social channels.

"We were looking for a partner who would revolutionize Migros Bank's social media presence together with us. Rob Nicolas convinced us with her strategic approach and implementation strength," says Gwen Walbert, Head of Marketing at Migros Bank.

In a new and optimistic appearance, Zurich presents itself as a caring and cooperative insurance company. The current spot shows dogs eagerly waiting at the window for their owners and focuses on the service of Zurich Help Points, where customers receive immediate professional help after a claim and - if necessary - a replacement car.

"To make the Zurich brand appear even warmer and trigger more emotional resonance, we placed a great deal of emphasis on emotionality in the current TV spot," explains Priska Kaspar, Head of Marketing at Zurich. "The new look is rather unusual for an insurance company and focuses on people and their animal friends, rather than the product." The spring campaign is intended to convey Zurich's basic attitude that the insurance company supports customers in all phases of life to be best prepared for the future.

Special attention was paid to the musical background of the TV spot. The song "By the window" is by the Swiss band Baba Shrimps and is intended to give the spot a lot of warmth and emotional resonance. With the selection of the song, Zurich also wants to support young Swiss artists* during the Covid 19 pandemic. Zurich is aiming for a longer-term collaboration with Baba Shrimps.

In addition to the spot, which will be shown on Swiss television until the end of May, there will be poster campaigns at various Swiss train stations, digital measures and social media posts. In addition, Zurich is initiating sales promotion measures for its own sales force - with a focus on personalized window posters for the general agencies.

Responsible at Zurich Switzerland: Priska Kaspar (Head of Marketing); Daniel Ravida (Head Campaign & Project Management); Gabriela Reuteler (Marketing Manager Motor); Eleni Zoubos (Digital Marketing Manager); Manuela Carl (Content & Social Media Manager); Véronique Salvi (Marketing Manager). Responsible agencies: 72 and Sunny Amsterdam (TV commercial and posters); BrinkertLück Creatives (social media creation and sales support); Equipe (digital media); Monami (social media creation and publishing).

Whether regional, discounted or organic: the subjects of the current Migros campaign put fresh fruit and fresh vegetables in the foreground and show how diverse it is in the vegetable shelves of Migros.

A look into the living rooms of the protagonists of the TV commercials shows that this variety is interpreted in very different ways. While some fully enjoy the new attitude to life thanks to colorful smoothies, others focus on natural enjoyment and thus save themselves one or two preparation steps.

For more ideas around balanced feelgood food, the online ads link to the campaign hub with matching recipes and useful tips.

The campaign has been on air since Monday.

Responsible at the Federation of Migros Cooperatives: Alexander Herrmann (Department Manager Assortment Profiling); Catia Pérez (Project Manager Assortment Profiling); Teresa Allesch (Brand Manager Organic); Tanja Krause (Sales Promotion); Valeria Marra (Media); Naomi Romanutti (Digital). Responsible at Wirz: Lorenz Clormann, Marcus Josty, Yannick Schaller, Zara Velchev (creation); Cosima Lang, Laura Saner (storyline); Adrian Huwyler, Nico Keramaris, Björn Bippus, Nathalie Reichmuth (XLAB); Erasmo Palomba, Nadja Kilchhofer, Ruwanie Hayoz (Agency Producing); Ella Papadakis, Katharina Erdrich, Laura Schädler, Lena Kast (Consulting); Marleen Diener (Strategy); Giovanni Bucca, Thomas Peller, Yussef Serrat, Andrea Bosshard, Oliver Fäs, Désirée Guzzo, Corinne Räber, Karin Gartmann, Sonja Jegen, Eros Montagnani, Robin Schuler, Sherif Ademi, Philipp Tschirren (Media Realization). Production: Stories (Production): Micha Lewinsky (Director); Jan Mettler (DoP); Florian Nussbaumer (Executive Producer); Joel Scheidegger (Producer); Chenyi Yu (Production Coordinator); Peter Scherz (Production Design); Pascale Suter (Styling); Wolfgang Weigl (Editing); Fabian Sturzenegger, Adrian Frutiger (Music); Jingle Jungle Sound Studios (Mix); Family (Executive Production): Chuck Studios (production); Kristy Snell (direction and photography); Svenja Hässig (executive producer); Ronald Hietbrink (producer); Marc Ambühl (edit); Tristen Mackenzie (color grading); Jingle Jungle Tonstudios (mix). Media: Dynamo Team from Dentsu Switzerland, Webrepublic.

In the meantime, however, the talks have ended. The reason for this is unclear. Twitter, known for its short message service, would not comment on the report. Clubhouse did not respond to a request for comment.

Twitter wants to keep users happy 15 years after its founding and offers some innovations like Fleets - short messages that disappear again. In addition, the short message service is testing an audio app similar to the new popular format Clubhouse.

San Francisco-based Clubhouse is an audio-based social network app that allows users to talk about a wide range of topics in audio chat rooms. According to its own information, it has around ten million active users per week. Clubhouse recently gained popularity after billionaires Elon Musk and Mark Zuckerberg appeared on the site. (SDA)