Business Ethics

Fundamentals and practical implementation.

• Author: Elisabeth Göbel
• Publisher: A. Francke Publishing House, 2020
• Pages: 368
• ISBN: 9783825287702

The topic of business ethics is now largely established in the business world, but it has been given an additional boost by the Corona crisis and appears in a different light. Ultimately, it can be boiled down to the question of whether life and health or profit and prosperity are more important. In her book, Elisabeth Göbel takes up these and other questions, deals with them extensively and in a differentiated manner, and has presented a well-founded book that those interested in ethics will not be able to avoid.

Digital friends

How companies can use chatbots successfully.

• Author: Sophie Hundertmark
• Publisher: Wiley-VCH, 2020
• Pages: 297
• ISBN: 9783527510368

Chatbots are the future of corporate communications - or at least an important part of it. This becomes more than clear in Sophie Hundertmark's book. The reader receives the necessary background knowledge, a guide to developing a chatbot strategy, and countless concrete tips for implementation. In doing so, the author scores with proven expertise. Her book is one of the first and certainly one of the most comprehensive German-language titles on the topic of chatbots. A clear recommendation for marketing managers.

Sustainability as brand purpose

With the relevance method to more responsibility in marketing.

• Author: Kai Platschke
• Publisher: Springer Gabler, 2020
• Pages: 210
• ISBN: 9783658280505

Sustainability must be practiced holistically in companies. Kai Platschke makes this clear and calls on company departments such as marketing, production and purchasing to take responsibility. His book provides detailed methodological guidance for establishing a sustainable way of working. Included: some eye-openers and inspirations. Behind it all is the crucial question: how can non-sustainable products be produced at all today? A recommended read for corporate and marketing managers.

Design Thinking for Dummies

• Author: Christian Müller-Roterberg
• Publisher: Wiley-VCH, 2020
• Pages: 270
• ISBN: 9783527716906

Products, services, business models and concepts: All of these can be developed with design thinking. This method consistently focuses on future users. You analyze their needs, formulate a task, look for solutions, visualize them and test prototypes early on. Depending on the feedback, you develop further, adapt or go back to the start. Christian Müller-Roterberg describes the process comprehensively, sometimes repetitively. Design thinking is now part of the innovation standard that every manager should master, and the book offers an excellent explanation.

To mark the launch of the new umbrella brand "Migros Commitment", the three sponsorship funds Migros Culture Percentage, Migros Pioneer Fund and Migros Support Fund will receive a new digital home as well as new logos to emphasize their togetherness.

From now on, all projects and topics of the Migros Group's social commitment will be communicated on the new joint platform. The spectrum ranges from access to culture, education and health to projects in the areas of coexistence, climate and resources, and technology and ethics.

"We would like to make the diverse offerings of our social commitment even more easily accessible to a broad population," Sarah Kreienbühl, member of the General Management of the MGB and Head of the Department of Human Resources, Communication, Culture, Leisure, was quoted as saying in a statement. "We are convinced that access to culture, education, health and diverse social offerings strengthens social cohesion and that this makes an important contribution to jointly overcoming the challenges of our time."

In Wirz's current campaign, the two ibexes meet a feathered friend along the way and thus experience a little natural spectacle, of which there are to be many on the Alpine Circle. The circular tour leads to the most beautiful sights such as the Landwasser Viaduct, the Rhine Gorge, the Swiss National Park and the Diavolezza. In addition, it is enriched with ten side trips. The Alpine Circle is available in three variants: Ruta focus, Ruta centrala and Ruta cumpleta. They can be traveled by bike, on foot, by train or by car.

The aim of the campaign, which has been running since Thursday, is to put the entire vacation region on the "bucket list" of all Alpine guests and to show visitors to Graubünden how much there is still to discover in the canton. On a map created by Graubünden Landing page the routes can be explored. The spot will be broadly publicized on TV and online.

By using Goldbach's SynchScreen service, Wirz was able to close the media gap between offline and online measures. Online ads are precisely coordinated with the TV schedule and optimally activate the target group via their second screens. In addition, a new site bar was developed in which the highlights of the Alpine Circle and the routes could be experienced interactively.

Responsible at Graubünden Ferien: Manuela Ruinatscha (Head of Segment Management), Marc Held (Marketing). Responsible at Wirz: Alain Eicher, Jannic Mascello, Florian Siegrist, Evelyn Schellenberg, Elena Gabriel, Adrian Busse (Creation); Nico Keramaris, Björn Bippus-Brender, Angelo Mabellini, Anina Eugster (XLAB); Erasmo Palomba, Nadja Kilchhofer (agency producing); Daniela Fischer, Fabian Nold, Janna Löhr (consulting); Marleen Diener (strategy); Sherif Ademi (media realization); Sehsucht (film production); Jingle Jungle (sound studio).

In recent years, the Blick Group has continuously developed in terms of content and digitally. To support this continuous transformation after Blick has undergone a rebranding process to make itself more visible to the outside world. As of Wednesday, the Group is presenting itself with a new, contemporary logo, a refined brand promise and a refreshed design of Blick.ch. "Blick's new visual identity underscores our story and what makes us tick," Ladina Heimgartner, CEO of the Blick Group, was quoted as saying in a statement. "As brand values, we have written 'clear, bold, pioneering, close' on our banner. They formed the basis for the development of the new logo and will serve as a beacon for the entire Blick Group in the future."

The new Blick logo is classic and modern at the same time. The lettering specially developed for the logo is intended to appear loose and friendly, with curved "l" and rounded dot on the "i". With white lettering on a red background, the logo remains true to the brand's tradition. "The new design of the logo is future-oriented. Despite rounding, it continues to show corners and edges - and does not forget the roots of the look." says Astrid Gartenmann, Head of Commercial Management at the Blick Group and responsible for the rebranding, which was carried out together with brand expert Frank Bodin. The logo works on all channels - digital, TV, social media and print. An audio signet will also make Blick acoustically unmistakable in the future.

Refresher from Blick.ch

The transformation of the Blick brand will also be reflected in the appearance of Blick.ch from tomorrow: The adapted UX design was further developed on the basis of user surveys. The new online presence is intended to be clear, concise and yet powerful - which is to be reflected in the font variants and sizes as well as in the color. "The new, user-friendly design underscores what Blick is today: the leading digital news platform in Switzerland, where anyone and everyone can find information and entertainment," says Katia Murmann, Head of Digital at Blick Group and Editor-in-Chief of Blick.ch. "We are fast and go into depth, explain, classify and comment. With the new appearance, we offer our users the best possible experience - and will continuously develop our products for them."

The new claim "Blick. I'm in." is intended to clearly express Blick's intention to put readers at the center, and at the same time ties in with the legendary slogan "Blick was there. As of June 1, Blick is launching its online offering for French-speaking Switzerland.

Islam and media scholar Amira Hafner-Al Jabaji had been part of the "Sternstunde Religion" moderation team since 2015. She is now ending her collaboration with SRF at her own request, as she would like to focus more on her own interfaith projects in the future, according to a statement from SRF.

"With Amira Hafner-Al Jabaji, 'Sternstunde Religion' is losing a competent presenter and Islamic scholar," Judith Hardegger, head of "Sternstunden," is quoted as saying in the statement. "Her know-how was an enrichment for the whole team, for which I am very grateful."

The diverse issues surrounding interreligious and intercultural coexistence would remain important at SRF, according to the statement. For this reason, the specialist editorial department for religion is to be strengthened again.

Time saved, no more typing, no more paperwork, always and everywhere, banking only needs a smartphone, The list of arguments used to persuade people to download apps from service providers is long. And well-known.

Under the motto "Banking finger-light", the campaign for the new PostFinance app therefore aims to convince with ease, a few simple relevant functions and the good gut feeling that you don't have to worry about the security of your money. The top-heavy benefits are not neglected, but are only addressed in the commitment phase on social media and on the campaign website.

In close collaboration, PostFinance and the creative nomad agency Contexta have forged an innovative and bold campaign. It was launched nationally and cross-medially on Tuesday with an ambitious download and usage target.

Responsible at PostFinance: Rémy Spicher, Marco Serratore, Samira Boujamil, Philip Gasser, Tom Zimmermann, Dennis Lengacher. Responsible agency: Contexta. Production: Sehsucht Munich. Directed by: Nico Knudsen, Martin Sjöström (StyleWar).

He calls himself "unmanageable." Being employed and reporting to a boss? Not with Oliver Stoldt. The CEO of Premium Speakers and the Mice Service Group is a driven man. Always on the ball, always with people, always curious, hungry. The Corona pandemic is grueling for him and his business, but fortunately he is broadly positioned and can earn good money with Premium Speakers even in hybrid times, his speakers are in great demand for online conferences, especially in Corona times.

Oliver Stoldt knows the event business like few others. He is undeterred when it comes to his "Circle Conference" event on July 1 in the Convention Hall of the "Circle" at Zurich Airport. "There's no plan B," he says with a laugh. "We'll go through with it, of course, if the Federal Council allows events of that size again by then." Stoldt wants to bring the MICE industry together on this July 1, to talk about the future, to make plans, to give courage, to arouse enthusiasm for the time when the pandemic is over and the event industry can plan again.

None other than Mister Tagesschau, Florian Inhauser, will moderate the Circle Conference. The line-up of speakers is long. Among others, Daniel Koch, former BAG head of crisis management, will speak about the future, in which we must be better prepared for crises.

Anna Kohler, Editor-in-Chief of Werbewoche.ch and m&k, met Oliver Stoldt for the video podcast "Off The Record".

As if there wasn't already enough pressure on the advertising industry, a principle is now being circulated among creatives that seems new to many and is causing fear here and there: These are so-called constraints. Translated, this means having the ability to deliver a top solution within bottlenecks and constraints.

The Israeli physicist Eliyahu M. Goldratt has long since racked his brains for us on how to achieve this. In addition to many theories, non-fiction books and business novels, he caused a sensation in his career in the 1970s, particularly with his company Creative Output Inc. With this company, he developed software to optimize production processes, which is still considered the source of the Theory of Constraints today. The recipe? Take a pinch of scarcity of time, add resources whose performance determines the process speed, define fixed search fields, condense the problem and boil it down to the highest profitability standards. All with the aim of achieving better solutions faster and therefore more cost-effectively. The fact that creative professionals are now also turning to this fast food should be worrying in two respects.

Creative services become commodities

Firstly, because today's creative directors scare their crews by telling them that they have to perform under pressure. This may sound cool in the phrase "with constraints", but in reality it tastes a little stale. After all, even in the 1970s, the mother of all Swiss advertising agencies, GGK, was rumored to be using methods that instilled fear and sweat in creative people at the time, according to rumors about its congenial head - Paul Gredinger. So nothing new.

And secondly, because no one would ever have thought that creative output could become a standardized commodity. Because that is what the Theory of Constraints seeks in its perfection: increasing capacity and changing the process flow to increase efficiency. So no more dawdling.

In general, the creative industry should perhaps take a closer look at how it will deal with the situation in the future if it is not itself but digitalization that accelerates creative output and turns its results into commodities. That would definitely mean the end of fun.

* 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 agency Jim & Jim, which specializes in NextGen marketing, started with the development and elaboration of the strategy, included the production of the content pieces, planning of the posts and campaigning, and ended with community management. The aim was to make the best possible use of the short time until the first vivent to put the virtual event in the spotlight.

Guerrilla marketing for the sign-up

In order to realize this, the content production mainly relied on moving images, animations and partly provocative parodies of artists or works. For the registration phase of the first Vivent, a guerrilla marketing campaign was implemented in which a number of street artworks in the Zurich area were provided with a sticker. The stickers showed the lettering "Sold" as well as a QR code that could be used to go directly to the sign-up for Vivent.

The linking of the analog QR code with the sign-up complements the digital videos, images, Instagram Stories, countdowns and votes, which are intended to additionally activate the community. Influencers from the scene also drew attention to ArtDeal in posts and stories and teased the Vivent.

Get the "next Picasso" with one click

In addition to the guerrilla action, a campaign video was produced under the motto "What if...? Claims like "What if you could dive deep into the art world with just one click?" show what the Vivent has to offer. Interested parties can take part and try to get their hands on the "next Picasso.

Another video was created to illustrate the versatility of the Instagram account and give an insight into the world of ArtDeal. With posts about the team itself, new facts about young buyers, quotes and humorous, provocative parodies of artists and artworks, the account is meant to be entertaining and informative at the same time. The content will be composed to match the video campaign and the guerrilla action. ArtDeal works together with Jim & Jim in a close co-creation process and co-develops the respective content.

Responsible at Artdeal: Sarah Schlagenhauf (CEO/Co-Founder); Mario Saladino (CPO/Co-Founder). Responsible at Jim & Jim: Fabio Emch, Bianca Stofer, Melanie Luu (overall management); Bianca Stofer, Melanie Luu, Nadine Sperb, Robin Steiner (idea and concept); Andrin Buchli, Robin Steiner (project collaboration); Bianca Stofer, Melanie Luu, Virginia Waldburger (content creation); Andrin Buchli, Nadine Sperb (media).

Since October 2020, David Elsasser has built up the new Corporate Development division on an interim basis and, in this role, was also a member of SRF's Extended Executive Board. Prior to that, he was first co-project manager for eight months and then overall project manager of the comprehensive transformation project "SRF 2024" from July to October 2020. According to SRF, the strategy phase of "SRF 2024" will be completed and operational implementation will start at the end of March 2021.

For 44-year-old David Elsasser, after a decade at SRF and the successful completion of strategy development, this is the ideal time to reorient himself professionally, SRF writes in a statement.

From 2011 to April 2019, David Elsasser headed SRF's Marketing and Partnerships division, during which time he reorganized the cooperation with Admeira in the area of sponsorship and developed new business areas. In addition, he was responsible project manager for SRG's national distribution strategy and for "Shared Content," the video offering for private Swiss media companies. From 2009 to 2011, David Elsasser worked at Swisscom in the area of business development for TV and entertainment and was involved in the strategic positioning of Swisscom TV and the Bluewin media portal.

Mental strength is already deeply embedded in the brand DNA of Fisherman's Friend. But the English pastilles also have a health aspect to their history. It was an English pharmacist on the rugged northwest coast of England who invented the recipe in order to provide fishermen suffering from colds with an effective remedy.

The Zurich agency Unikat has now brought these two dimensions strikingly to the point. Three particularly popular flavors are used.

Responsible at Dabso: Marcel Rebmann (CEO); Andrea Gloor (Brand Management). Responsible at Unikat: Daniel Meier, Patrick Lienert (creation); Simone Jung (consulting).

Exemplary for the new brand attitude is a campaign for the mobile sector, which is also the first work of the new partnership between Scholz & Friends Zurich and Salt. In it, customers are called upon to rely on advertising as little as on preconceived opinions. Instead, the quality of Salt in terms of network coverage, service and price can be tested for three months without obligation and without subscription costs. In addition, a campaign was launched for the home area, which takes a stand on the speed test won by Ookla.

The two orchestrated campaigns are implemented in the comprehensively revised visual appearance by Scholz & Friends Zurich. Salt is taking a step back and at the same time several steps forward: With the consistent return to the Salt branding color black, the brand wants to return to simplicity, sovereignty and recognizability. And thus prepares the playground for a reduced illustration style that allows even complex and abstract content to be communicated in a lively, surprising and humorous way.

The illustrations form an attention-grabbing counterpoint to the lifestyle worlds customary in the industry and will be used in all forms of communication in the future: from classic appearances to the website and social media to the Salt stores.

"With the new communication appearance of Scholz & Friends, we are heralding a new era for Salt, both strategically and visually," explains Julia Kinner, CMO of Salt. "Personally, the illustrative implementations make me smile; strategically, the new overall appearance forms a contemporary, targeted and modern interpretation of the Salt brand." "For Salt, we break with industry conventions in branding and communication and credibly renew the brand from its own roots," adds Tobias Händler, CEO of Scholz & Friends. "In doing so, we support Salt in its challenger position in a differentiating and relevant way."

Responsible at Scholz & Friends: Aster Loehrli, Fabian Esslinger, Joana Faria, Luca Stancheris, Maira Weidmann, Martin Stulz, Roger Krage, Andy Lusti, Christian Vosshagen, David Fischer (Creation); Freyja Hablitz, Mara Bonorand, Tatjana Lienz, Mathias Rösch, Tobias Händler (Consulting & Strategy), Kerstin Mende (Art Buying). Illustration: Sebastian Iwohn (The Illustrators). Film production: South-t. Recording studio: Jingle Jungle. Media agencies: MediaCom, Outdoor Media. Print: Setaprint.