"Always ON: communication anytime - anywhere"

The SWA President, Roger Harlacher, first discussed the current work of the association with the many challenges on numerous fronts. For example, the prevention of new advertising restrictions on TV or the political obstruction of technical innovations such as TV targeting. In this regard, the SWA would like to see targeting quickly become possible on all TV stations.

To set the mood for the event's theme, the president showed the already somewhat nostalgic video of Steve Jobs from 2007, on the occasion of the presentation of the first iPhone, which began the new age of smartphones. As a result, media usage changed dramatically over the last ten years.

How, when, with what and above all where can the target groups still be reached efficiently with communication today? That's what many advertisers are asking themselves. Millennials in particular are online almost all the time and are difficult to reach with traditional advertising. It's no wonder that, according to the latest advertising trend survey, SWA members describe "the complexity of the channels" as the greatest challenge. This is where the SWA needs to be active, with events like this one, training workshops, discussions in the expert groups, and exchanges among members and the office.

The event was hosted by Julia Graf. As a social influencer with a successful YouTube channel, the Canadian-Swiss represented the millennials twice over and knew what it was all about. So for once she left her studio to step onto the big advertising stage for the annual meeting.

Having traveled from London, Julia Graf was the first to introduce Matt Elek, CEO Vice Media, Europe, Middle East & Africa. In 22 years, Vice has become the world's largest multichannel company for young people - "the voice of the media generation" or the mouthpiece of the "millennials," who will be the world's largest consumer community for the next 20 to 30 years. This is simply for demographic reasons. An enormously critical generation whose trust must first be earned. A generation that wants to be addressed differently. With content that fits the target group and the environment. Only then does it make sense to incorporate brands in the media.

Swiss entrepreneur, strategy and communications consultant Mike Schwede, was the second speaker to marvel at the fact that today only 12 percent of Swiss advertising spending is used online. In Great Britain, the figure is already 51.9 percent. When asked by Julia Graf which industries in particular should invest more in online advertising, he said, "All of them!" He cautioned against seeing content marketing as a magic bullet for reaching customers, because people don't read much. In cutthroat competition, he said, it's important to keep all company home pages and social media short, simple, clear and understandable. And to simplify access to personal contacts: People want to talk to people, not with forms on websites.

The final word was given by advertising client Michael Willeke, Director Integrated Marketing Communications, The Coca Cola Company, Western Europe. Willeke explained that Coca Cola offers a product range specifically aimed at adolescents. How do you win Millennials as lasting customers? By turning the global brand into a local one, sensing how teenagers tick individually and doing everything possible to participate in their social life. With many examples, he led the guests into the digital world of Coca Cola: among other things, with Coke TV, a consumer-generated competition for a new Fanta label, or Coke Freestyle, where everyone can mix their own personal drink to their own taste. But he also makes it clear that he is still a fan of newspapers, which was spontaneously applauded by the audience - after so much digital input.

After the technical part, there was much applause for the speakers and the moderator Julia Graf, before the illustrious crowd of guests talked for a long time about the conference topic and the current challenges in the advertising market over a standing dinner.

The most important facts about the SWA General Assembly

Immediately before the Annual Meeting, the 68th General Meeting of the SWA took place under the chairmanship of the SWA President, Roger Harlacher. Tarkan Özküp from Credit Suisse and Werner Bärtschi from Subaru were unanimously confirmed as members of the board for another three years. With the newly elected Marc-André Heller, Country Director, of L'Oréal Suisse, there is now again a second representative from French-speaking Switzerland on the board.

The SWA represents the interests of advertising clients. Thanks to continuity and a broad base, the association has now been able to expand its membership to over 180 companies. Since the last AGM, twelve new members have joined the association: Andros Suisse, Electrolux, Savencia Fromage & Dairy Suisse, V-Zug, Aldi Suisse, Hornbach, Mammut Sports Group, Vögele Shoes, Easy Jet Switzerland, MAN Truck & Bus, Switzerland, Düring and Energy 360 Grad. Finally, the President thanked the members of the Board of Directors and the administrative office for their work during the past and current year. The detailed annual report of the association is available at Swa-asa.ch available under "Publications".