Communication Switzerland: New umbrella organization for commercial communication

SW Schweizer Werbung didn't just use its 90th anniversary to celebrate. Together with PS Publicité Suisse, its partner organization in French-speaking Switzerland, the association also fulfilled a long-held wish: a united, nationwide umbrella organization for commercial communications. The foundation for this was laid four years ago in a letter of intent and a joint visual identity. On May 29, the birthday of SW President and Council of States member Filippo Lombardi, the members of the participating associations agreed to a transformation into regional language sections and at the same time founded a new umbrella organization under the name "Kommunikation Schweiz | Communication Suisse | Comunicazione Svizzera | Communication Switzerland". It is headed by Filippo Lombardi together with Vice Presidents Christian Merk (German-speaking Switzerland), François Besençon (French-speaking Switzerland) and Maria-Luisa Bernini (Italian-speaking Switzerland).

Broad-based Communications Council

From 2016, the previous boards of SW Schweizer Werbung and PS Publicité Suisse will be replaced by a broad-based Communications Council comprising 23 members. It will act as a mouthpiece for the entire commercial communications sector and will be responsible for all matters for which the previous boards were responsible. In addition to the previous board members of SW and PS, the following individuals complete the newly created body:

Jürg Bachmann, Head of Marketing, Communications and Public Affairs at Goldbach Group and President of the Swiss Private Radio Association (VSP)

Maria-Luisa Bernini, Owner Swiss Communication Agency Sagl (Delegate PS Pubblicità Svizzera)

Gilbert Bühler, Publishing Director Fribourg News and Member of the Board of the Swiss Media Association (replacing AZ Media Publisher Peter Wanner)

Moreno Cavaliere, Sales & Marketing Director Publicitas (replacing Alain Bandle, CEO Mediaspectrum and former CEO Publicitas)

Markus Ehrle, CEO APG (replacement for Daniel Hofer, Chairman of the Board of Directors and former CEO APG)

Linguistic regional sections

The two previously independent associations SW Schweizer Werbung and PS Publicité Suisse, like PS Pubblicità Svizzera, were transformed into language-regional sections by an amendment to the articles of association. The German-speaking Switzerland section is presided over by the former Vice President of SW Schweizer Werbung, Christian Merk, Head of Governance and Reporting, Zurich Insurance Company Ltd. The new board is formed by the three previous ADC presidents Frank Bodin, Chairman & CEO Havas Worldwide Zurich, Martin Schneider, Director publisuisse, and Urs Schneider, owner mediaschneider. The only new member is National Councilor Natalie Rickli, who is Partner Relation Manager at Goldbach Media. In French-speaking Switzerland, the board, under the presidential leadership of François Besençon, member of the publisuisse management board and former president of PS Publicité Suisse, is made up of the following members: Claude Miffon, owner Black Seven SARL, Vincent Antonioli, Commercial Director 20 minutes Suisse Romande, Edgard Lauris, General Director Lauris, Hervé Devanthéry, Director Synthese BSW, Patrick Zanello, Head of TV Publicitas. In Ticino, the corresponding functions are held by Renato Belotti, Regional Director APG (President), Maria-Luisa Bernini, Swiss Communication Agency Sagl (Vice President), Fabio Balmelli, Regional Director Publicitas, Simone Bianchi, Sales Manager Tele Ticino, Marco Cavaliere, Publicitas, Paolo Januzzi, Jannuzzi&Smith and Matteo Rezzonico, Vice Director Rezzonico Editore.

Atmospheric anniversary event

SW Schweizer Werbung celebrated its 90th anniversary together with illustrious guests from politics, business, media and communications at Fabrikhalle 12 in Bern with an atmospheric Advertising Day. In his opening address, association president Filippo Lombardi stressed how important the founding of the new umbrella association was, especially in view of impending advertising bans. "Especially in the headwind of health politicians and organizations, which is sweeping through our country ever more harshly from Brussels, it will give us stability. I am convinced: if we speak with one voice, we will be heard even in the storm.". In a witty greeting, Bernese President Barbara Egger-Jenzer then revealed herself to be a fan of apt advertising slogans such as "FIGUGEGL" - for her, as a Bernese, it is of course "BIGUGEGL" - and described the legendary saying "Freude herrscht" ("Joy reigns") by former Federal Councillor Adolf Ogi as the shortest and most apt advertising slogan.

Appeal by the media minister to the industry's responsibility

Urs Wolfensberger, Head of Marketing & Sales at AG für Werbemittelforschung WEMF, served up the net advertising revenues for 2014 as an hors d'œuvre, so to speak. Although they had continued to fall last year in a ten-year comparison, the decline had slowed. While the press continued to lose ground, both the electronic media and outdoor advertising were able to make gains. In a subtle speech, philosopher and publicist Ludwig Hasler then explained communication as the constituent of reality - "In the beginning was the word" - which made the conference motto "No democracy without communication" seem almost trivial. In her speech, Media Minister Doris Leuthard emphasized the importance of communication for the work of the Federal Council and stressed that the federal government only restricts freedom of advertising for overriding reasons. As former president of the Swiss Commission for Fairness, she admittedly always considered self-regulation to be more sensible than a ban. At the same time, she appealed to the industry's responsibility to respect the boundaries thus drawn.

First-time presentation of the Lifetime Award

The second part of the Advertising Day was a single plea for creative advertising. First, French advertising legend Jacques Séguéla used numerous commercials to show what he as a "Fils de Pub" understands by this, and at the same time stated a lack of creativity: "We have to find hope again. And we need to believe in advertising again." Martin Schneider, director of publisuisse and board member of SW Schweizer Werbung, then contrasted the French examples with a potpourri of the best Swiss TV spots from the last 50 years. The Advertising Day concluded with the first-ever presentation of a Lifetime Award for exceptional personalities in the advertising industry. The choice fell on Jacques Séguéla, who not only advertised commercial products but also earned his legendary reputation at the political level with twenty campaigns for state presidents.