Kaleio is the magazine for girls aged 8 to 13 (and the rest of the world). With its creative and informative content, it inspires and empowers its young readership to develop freely and grow into self-determined women.

To further increase awareness of the magazine, the agency Mona und Mateo conceived and wrote an animated film. In it, a girl outgrows her nursery, the world and finally the solar system and meets other girls who have done the same. Eisprung Animation Studio in Bern is responsible for the realization of the film.

The campaign has been running on YouTube and social media since World Girls' Day on October 11.

Responsible for Kaleio: Marta Kosińska, Laura Simon. Responsible for ovulation animation studio: Veronica L. Montaño, Joel Hofmann. Music and vocals: Christoph Huber, Corinne Huber. Sound Design & Mix: Etienne Kompis, Noisy Neighbors. Responsible with Mona and Mateo: Hannah Mey, Meret Lauener, Mona Fluri, Mateo Sacchetti.

The aim of Mach Strategy is to cover all relevant media types in the analog and digital sectors. Since last year, the study has also included podcasts as a media category.

Tech-savvy and urban

The proportion of regular podcast users is highest in the 14 to 29 age group at 21%, compared to the population as a whole (12.8 %). This means that every third person who listens to podcasts is under 30 years old. This generation is characterized by a high affinity for new technologies and intensive use of smartphones and consumer electronics.

Podcasts are a firmly established part of digital media usage behavior, particularly among urban dwellers. There are also differences between the language regions in terms of podcast usage. At 13.3 percent, German-speaking Switzerland has a slightly higher proportion of regular users than French-speaking (11.5 %) and Italian-speaking (10.8 %) Switzerland (see Figure 2). Regular podcast users are interested in topics such as science and technology, art and culture and psychology.

New opportunities for the advertising industry and media companies

In general, the results of Mach Strategy 2024 show that podcast use overlaps disproportionately with the use of other digital channels, such as websites, social media and streaming. For traditional media, there is therefore an opportunity to tap into new customer segments via podcasts. For digital media channels, it makes sense to focus more on supplementing and expanding existing content with podcast content.

When planning advertising campaigns with Mach Strategy, the integration of podcasts as an independent media category can provide an even more comprehensive overview of the Swiss media landscape. This supports both the reach and the efficiency of cross-media advertising campaigns. With regular use by 12.8 % of the Swiss population, compared to 11.9 % in 2023, the study underlines the potential of podcasts for the advertising industry.

As a tool for strategic planning, Mach Strategy enables a targeted analysis and implementation of the optimal media mix of press, cinema, TV, radio, Internet in general, websites / apps, social media, streaming (audio / video), podcasts, out-of-home, DOOH, digital signage, public transportation, direct mail and e-mail marketing. For some social media platforms, a distinction can now be made between paid and free versions in the analysis. The category of messenger services has been expanded.

The six sister companies Neustadt, Gold Interactive, Motion Inn, Johanna Unternährer, Authentiq and Pure are merging to form the Union Group. The merger creates a group that offers holistic solutions for digital marketing, brand experience, motion design, photography, software solutions and change management.

Already represented in Lucerne and Zug, the Zurich location was also opened up in 2023 with Gold Interactive, making it an important Swiss business location.

"It was important to us to be able to offer everything from a single source and to be largely independent of third-party providers," says Martin Stauch, Managing Director of the Union Group. "This is probably unique in its breadth and depth. And it is a clear differentiation from other networks." The focus of the owner-managed group is on people and their individual expertise. Union now has "the ideal size to be able to act quickly and effectively", the statement continues. The six companies bring together almost 70 employees.

The common DNA is that all units are ultimately also data-driven. "You now benefit from different competencies in a holistic overall offering," says Cyrill Kuster, founder of the Union Group. "In order to create convincing and measurable brand experiences, we combine data-based insights with creative concepts. This combination leads to the desired business impact for our customers and everything bears the same signature."

The Union Group is headquartered in Zurich. It also has a branch in Lucerne. The Group has been operational since the beginning of October and is already managing its first comprehensive mandates.

Economic Director Kaspar Sutter (SP) described Basel's media landscape as diverse despite the generally perceived crisis in the industry. The promotion of regional media, if necessary at all, could not be the task of a canton, because otherwise they would be exposed to the danger of political dependence on the state.

This argument was also taken up by the speakers of the FDP and SVP. Luca Urgese (FDP) pointed out the problems in defining the funding criteria. And Joël Thüring (SVP) said that regional media simply had to be geared towards the needs and consumption habits of users.

The proponents of the proposal were well aware of the precarious situation of regional media and local journalism, as Johannes Sieber (GLP) put it. Lisa Mathys (SP) mentioned the training of journalists as a possible funding vehicle, which could minimize the risk of dependence on the state.

Sieber submitted the motion following the rejection of the referendum on the "Federal Act on a Package of Measures for the Media" on February 13, 2022. At the time, Basel-Stadt voted yes with over 55%. The motion was referred for reporting by the Grand Council in April 2022 by 57 votes to 33 with one abstention.

With the same ratio of 57 to 33 votes and one abstention, the Council rejected the government's request to write off the motion. (SDA/swi)

The Effie Awards Switzerland are organized by Leading Swiss Agencies, the association of Switzerland's leading communications agencies, and recognize the most effective marketing campaigns of the past two years. For this year's edition, 59 jury members selected 34 outstanding campaigns as finalists in the first round of judging. m&k was there and gained various insights from the jury (Markt-kom.com reported).

From these 34 campaigns, 20 jurors have now awarded a total of 24 campaigns with metal in the second round of judging. The judging took place under the direction of jury president Peter Felser and the Effie management.

Which 24 campaigns have won is revealed m&k currently being unveiled in various stages. The 2024 winners will be celebrated at the award show on November 13.

Now that all the bronze and the first silver winners have been announced, the final silver winners will be announced, including a second silver award for both Wirz and Farner.

History Writing (Category: Doing Good/Positive Change)

Islam started from a hopeless position on the list. Thanks to Farner's campaign, he was elected by around 10,000 more voters and made it into the National Council.

Political inclusion communication often relies on pity and is therefore not successful. The aim of Farner's campaign was therefore not to show Islam Alijaj as a person with disabilities and at the same time to empower people with and without disabilities to support him in the election campaign. Alijaj was ultimately sensationally elected to the National Council with 95,000 votes and brought unprecedented attention to the issue of inclusion in Switzerland.

• Client: Islam Alijaj
• Lead Agency: Farner / Team Farner

Denner - Dogs (Category: Brand Image)

The surprising campaign not only won the hearts of consumers, but also brought them into the store more often. With a customer frequency increase of +3.8%.

Denner proves with the Image campaign 2022 The campaign not only achieved convincing recall values (52%, +22 PP above benchmark), but also achieved a significant uplift in terms of brand sympathy (71%, +11 PP above benchmark). In addition, the campaign managed to get Denner considered more often as a place to shop (49%, +10 PP above benchmark) and, last but not least, managed to increase customer frequency by a whole +3.8% compared to the previous year - despite a declining overall market.

These figures testify to an outstanding performance in terms of creation and media orchestration, especially as Denner has to compete against advertising giants such as Migros or Coop with its limited media budget within the category.

• Client: Denner
• Lead Agency: Thjnk Zurich
• Other agencies / companies: JBW Media

CSS Fall Campaign 2023 (Category: Marketing Automation)

The CSS autumn campaign increased the number of contracts concluded for compulsory basic insurance by 45% compared to the previous year.

The 2023 campaign relies on artificial intelligence in creation and media as well as a holistic, user-centered approach across all touchpoints. A revolutionary step in insurance communication that perfectly serves every individual user behavior.

• Client: CSS Health Insurance
• Lead agencies: Digitas Switzerland / Webrepublic
• Other agencies / companies: Hutter Consult

On October 4, the final "Tschugger" season premiered as the feature film "Der lätscht Fall" at the ZFF. Shortly afterwards, the film was released in cinemas, where it has topped the Swiss-German cinema charts for the past two weeks. To mark the occasion, companions gathered for what was probably one of the most entertaining evenings in the history of Shining at Zurich's Riffraff cinema.

When advertising and cinema marry

David Constantin, responsible for the screenplay and direction, and lead actor "Bax" and "Tschugger" producer Sophie Toth from Shining Nice met at Shining. The two have a long career in commercials. Before the screening, they answered tricky questions such as "Sophie, when can we book you again for advertising projects?" or "David, your dream in advertising was to make a dolphin jump through a hoop of fire. Were you able to live it out to the full with Tschugger or is there anything you haven't been allowed to do yet?"

But probably the most burning question remained unanswered: whether and what we will see next from the Wallishofen studios of Shining remains to be seen.

What actually makes an automobile a Mercedes-Benz? The answers to this question can be found not only in the star on the hood, but also in countless details, large and small technical innovations, coupled with passion and dedication.

The car manufacturer's brand DNA is at the heart of the current "Because it's Mercedes-Benz" campaign. This week and next, passers-by in Zurich city center will experience what Mercedes-Benz cars have to be able to do to earn their star. Posters at the streetcar stop near the main station, a megaposter at Central and DOOH sites on Bahnhofstrasse explain how Mercedes-Benz puts its new models through their paces.

For these tests, Mercedes-Benz recreates different atmospheres and lets it rain from up to 1648 water jets. In addition, temperatures ranging from minus 40 degrees to a hot 60 degrees are generated in a special climatic wind tunnel. New models also have to drive over extreme terrain - from the Arctic tundra to the hot desert. This involves covering up to five million kilometers. That is the equivalent of six trips to the moon and back.

From the city of Zurich out into the world

Following the launch in Zurich city center, the campaign is being expanded regionally. With megaposters, DOOH sites and lounges at the airports in Zurich, Basel and Geneva, Mercedes-Benz Switzerland is taking the message further out into the world that a Mercedes-Benz is much more than just a car with a star. The Mercedes-Benz Switzerland marketing team teamed up with the Team X agency to implement the campaign.

The entire world of opo is brought together in one place at the trade fair. Experts from the carpentry, wood, glass and metal construction industries meet here to discover new products, trends and inspiration and to exchange ideas. "Opo World" emerged from the "Schreiner" trade fair, which has established itself as an important meeting place for the Swiss carpentry trade. The success story of the trade fair is now to be continued under the new name "Opo World" and with a broader focus.

The trade event will now have much more to offer - such as real experiences and sustainable added value. Over 5,000 trade fair visitors were able to see this for themselves this year.

Dachcom developed the new naming, brand and trade fair presence for "Opo World", including trade fair communication, trade fair signage and the design of the six Opo themed stands. The landing page Opoworld.ch bundles all the information about "Opo World", and the handy "Pocket World" trade fair guide also accompanied visitors to the trade fair.

The concise key visual of "Opo World" depicts a world in which various materials and products from the carpentry, wood, glass and metal construction industries merge into a compact whole.

The 3D animated world unfolds its effect in both dynamic and static forms and characterizes the entire trade fair communication.

Anyone traveling by train in Switzerland feels safe. This feeling is no coincidence, as the SBB Transport Police provide round-the-clock security on trains and at stations.

In the current campaign for the SBB transport police, Farner is thanking the police officers in an unusual campaign. Under the motto "Doing great things deserves great recognition", the SBB police officers received dozens of personal thank-you messages instead of the usual deployment reports. These were radioed by passers-by from two police cars that were specially positioned for the campaign at Zurich main station.

The appreciative action was documented on film to draw attention to the vacancies at SBB Transportpolizei.

Multimedia distribution

The Merci police radio campaign at the main station was staged on social media - from Instagram to TikTok and LinkedIn - to share it with a wide audience. Location-based mobile targeting - Amyo - and data-specific target group marketing - MattoGroup - were used to address the police officers in a targeted manner.

Recruiting Ads emphasize work-life balance

In addition to the appreciative campaign, the campaign focuses on the attractive working conditions at SBB Transportpolizei: SBB police officers benefit from family-friendly arrangements and flexible shifts. More room for personal needs creates a positive working atmosphere and more satisfied employees.

Responsible at SBB: Corinne Kuhn, Yves Rüegg, Stephanie Rudin, Stephanie Escher. Responsible at Farner Consulting: Philipp Skrabal, Mathias Kröbl, Claudia Vydrzel, Roger Krage, Aven Lim, Camille Zuber, Marion Wehrli. Responsible at jim & jim: Robin Steiner, Bianca Stofer, Carolina Jiménez. Responsible at Pascal Triponez: Pascal Triponez, Philipp Keusen. Responsible at Havas Switzerland Media: Agron Gjini, Johanna Powalla.

Peter Scheurer from the VSP opened and hosted the event, which was jointly organized by Swiss Radioworld, Igem and the VSP. He traced the arc from 100 years of radio to today's audio offerings.

Siri Fischer from IGEM introduced the topic and showed the importance of audio as a combination of radio, music streaming and podcasts. The latest Digimonitor 2024 study shows that 99% of the population aged 15 to 75 consume audio at least occasionally - over 80% even do so on a daily basis. This means that audio is firmly anchored in everyday life, and radio can be well complemented by streaming and podcasts.

Nicolas Peggs from Swiss Radioworld used customer cases to show that advertising recall and impact increase with increasing budgets for digital audio. This is due to the rapid build-up of reach, which means that the young target group is also easily reached.

Sven Ruppert and Florian Walz from Splicky gave an insight into how programmatic advertising as a form of advertising booking, which originally comes from online advertising, is now also becoming an issue in linear radio. This development opens up new opportunities for radio, such as more flexibility and the cross-media integration of advertising.

An interactive AI quiz also demonstrated how difficult it has become to distinguish between human and AI-generated voices. An audio spot can be produced in two minutes, as Nicolas Peggs demonstrated using a live demo with Goldbach's audio generator.

Claudio Catrambone from Family Agency presented the fresh advertising subjects for the Radiobuchen.ch generic campaign.

At the end of the event, Peter Scheurer from VSP summarized: "Today, the great potential of radio and audio advertising was demonstrated. We look forward to advertising clients making even better use of the advantages of digital audio advertising in the future".

"The figures from both the IGEM Digimonitor study and the study conducted by Swiss Radioworld show that the combination of radio and digital audio has an evident effect on ad recognition and the overall advertising impact of a campaign," adds Nicolas Peggs from Swiss Radioworld.

Siri Fischer from IGEM drew a positive conclusion: "The well-attended event shows the increasing relevance of audio in Switzerland. The individual areas of radio, streaming and podcasts have long been present at many of our member companies and we are delighted to be able to accompany the combination of these as audio into the future".

The RTS published published an article on its website in February 2023in which it was reported that Compagnie Bancaire Helvétique (CBH) had commissioned an online reputation company to cover its tracks on the Internet. In particular, this involved reprimands from the Swiss Financial Market Supervisory Authority (FINMA) for failing to combat money laundering.

This was the conclusion reached by a consortium of journalists to which RTS belongs. The company commissioned by CBH is said to have hired another company to eliminate dozens of websites and threaten a Venezuelan journalist who had been researching corruption in her country. This is the result of a ruling by the Federal Court published on Wednesday.

Distorted quote

Two days after the online article, the topic was taken up again in the "Mise au point" program. In both cases, the bank's position was presented by RTS. A lawyer specializing in digital media also had his say.

The CBH turned to the Independent Complaints Authority for Radio and Television (UBI). Despite a distorted quote from the lawyer in the article, this body found that RTS had largely complied with its obligations with regard to program content.

The Federal Supreme Court confirms this conclusion. However, it criticizes a quote attributed to the lawyer in the online article. He formulated working hypotheses in the film report. In the online report, however, the RTS put a formulation in his mouth in which he speaks of considerable risks for the bank in relation to the legal standards. (SDA/swi)

This article refers to the judgment "2C_142/2024" of September 27, 2024.

When asked about the most dangerous triggers for communication crises, one in three respondents cited disinformation as the greatest risk factor (33 percent). Nearly as many PR professionals believe that covering up mistakes is the biggest factor accelerating a crisis (32 percent). The third most commonly cited cause among respondents is personal misconduct by top management (28 percent).

For one in four people, social media backlashes are the most dangerous trigger for a crisis (25 percent); criminal acts against the company—such as a cyberattack—significantly increase the risk of a crisis for just over one in five respondents (23 percent).

About one in ten sees an increased risk of a crisis if the company is subject to a criminal investigation (13 percent), if its products are defective (12 percent), if its own employees engage in personal misconduct (12 percent), or if data protection is violated (10 percent).

Natural disasters, on the other hand, are considered less dangerous by most respondents: Only a meager 6 percent fear earthquakes or storm surges as the most dangerous triggers of communication crises. Respondents are least concerned about potential defamation by competitors (3 percent).

The Most Dangerous Triggers of Communication Crises, According to the Survey

1. False Reports & Misleading Information 33%
2. Covering Up Mistakes 32%
3. Personal Misconduct by Management 28%
4. Social Media Backlash 25%
5. Crime (e.g., cyberattacks) 23%
6. Lack of Transparency 22%
7. Failure of Top Management 22%
8. Compliance Issues 20%
9. Prosecutor's Office Investigation 13%
10. Defective Products 12%
11. Personal Misconduct by Employees 12%
12. Data Breaches 10%
13. Economic Problems 9%
14. Poor Working Conditions 8%
15. Poor Service 8%
16. Natural disasters (e.g., storm surges, earthquakes) 6%
17. Defamation by Competitors 3%

Within the framework of the PR Trend Monitors by News Aktuell and Per An online survey was conducted in February 2024 among 327 communications professionals from companies, organizations, and PR agencies in Switzerland and Germany. Respondents could select up to three options.