In the right place at the right time

Training The Sawi, in collaboration with
with Goldbach Media and BSW Leading Swiss Agencies the first
Cross-media diplomas are now only awarded to those who attract attention,
who knows how to provide the consumer at the right time and in the right place with
the right message. The miracle weapon for this is called
Crossmedia. But in practice, how can the new media always
professionally networked across a broad range of communication measures
become? Because the need for knowledge in this booming discipline
Sawi in cooperation with Goldbach Media
and BSW Leading Swiss Agencies "the courageous step towards conquering
of this topic", as Sawi explains in its course materials.
writes.

Over a long weekend in mid-March and on a fourth day
On April 8, the above organizers hosted the Crossmedia
compressor the first condensed training on this topic in the
German-speaking countries. The intensive seminar was held under the direction of
by Regula Fecker, strategic planner at the advertising agency Jung von
Matt/Limmat. Fecker is at the Miami Ad School for strategic
planner, where she was the best of her year.
completed her studies. She gained further experience at TBWA in New
York and Berlin.

Regula Fecker was able to work on this "cross-media" course with well-known
Lecturers and professionals from the disciplines of Strategic Planning,
media, public relations and interactive media. In addition
offered communication managers, creative professionals, PR managers and media people
Exciting presentations for practical training and inspiration
for everyday working life. 

"How can you choose cross-media from a multitude of possibilities and
communication measures generate maximum synergies?" was the
Key question of the seminar. After the first three days with introductions
around the topics of strategy, toolbox, concept, the participants had
opportunity to test the methodological knowledge they had learned. Groups had to
a real practical case will be developed. This is on the last day of the course
- after a certain period of time - in front of a panel of experts
has been presented.

For this case, the participants had to work in interdisciplinary groups.
a cross-media campaign for the drink Carpe Diem from Red
Bull. All participants received a detailed
Seminar certificate. The winning team, consisting of Esther Kappenberger,
Patricia Pécourt, Christian Farronato and Mike Krüll, convinced the
jury "with a creative storyline that forms the basis for the
staging of the Carpe Diem brand via various channels," as
it says in the explanatory statement. In addition to the diploma, the team was also awarded
a Sony Playstation as a gift.

Examples from the sewing box
The final day was also the stage for two international luminaries
from the Crossmedia division. David Hackworthy, Chief Strategic Officer
of the recently founded agency The Red Brick in London and formerly
Chiat/Day New York and DDB London, presented case studies from his
campaigns as well as Gregory Duquesne from the cross-media agency Naked
Communications in Paris.

Duquesne showed how marketing can "have a conversation with the
consumers" instead of only triggering them at partial "touchpoints".
to meet. The specialist explained his theory using the example of
Nespresso. Who hasn't experienced the scene themselves, where you're told about
a host with a whole range of these colored coffee pods
and then inevitably leads to a shop talk about
Nespresso is used? A consumer becomes a medium himself. "Get
engaging", Duquesne called this effect. Another
successful model, he showed how the private number 118118 can be used for
telephone information was publicized by means of thousands of T-shirts.
The shirts with the printed number became the coveted
collector's item, found their way into the media via photo reports and
mean for Naked a successful example of "Selling Media
Creativity". The juicy detail in passing: Naked already includes the
Half of all employees work in strategic planning.
They work as so-called "channel planners", who are already known as the
new stars of the advertising industry.

The second speaker, David Hackworthy, tried to show that
Many customers give TV commercials the "respect of oil paintings"
towards them. It is therefore difficult for agencies to offer these customers something
to suggest something else. There are many possibilities, as Hackworthy explains in
the episode showed.

"Selling - not marketing" was his most important credo. He also
argued with a "networked consumer" and presented today's
Advertising in the context of "The age of engagement". As an example
For this intensive involvement, he presented an idea of the
American telecom provider Nextel. Anyone who subscribes to a cell phone
gets exclusive access to listen in on the radio via this
between the driver and the pits in the popular Nascar races.

Tangibly experiencing a basic idea" - how this works was demonstrated on
Crossmedia Kompressor also included the presentation of the winning team around Mike
Krüll. Following the motto of Carpe Diem, they staged their
Idea as a meditative event. Immerse yourself in the philosophy of the product
was required when the team presented its concept with stoic slowness.
the round.    
   

Andreas Panzeri