Adwords, BBC StoryWorks, Filippo Lombardi - Advertising Week 4/2018 is here

The ten Adwords bids

Adwords - Google's paid search hits - effectively combine supply and demand. However, this only works if the ads stand out. Adwords expert Aurel Gergey reveals ten techniques - we call them "bids" - that have proven effective in developing and optimizing Adwords ads.

Data for Storytelling

Richard Pattinson is Senior Vice President at BBC Advertising and heads the StoryWorks content department. Advertising Week met him at D:Pulse in Zurich to talk about data, storytelling and the "Science of Engagement" study. The latter examines the emotional impact of campaigns, among other things. The results help not only to make content more effective, but also to market it better and make it more accessible.

First lobbyist for the communications industry

Filippo Lombardi has been President of KS/CS Communication Switzerland since 2010. Advertising Week wanted to know from the Council of States how he sees the role of the industry umbrella organization in these times of upheaval and what the Code of Conduct and the motion to simplify the Price Disclosure Ordinance (PBV), which KS/CS launched at the end of last year, are all about.

"Facts and Data first"

Petra Malenicka, Senior Vice President Advertising Sales for Europe and America at CNN International, talks in an interview about the focus on data analysis and high-quality content. She also explains the role of the multi-platform strategy, the in-house content agency and the Swiss market at CNN.

Other topics: Andreas Zopfi is leaving his post after ten years as Managing Director of the Swiss Packaging Institute (SVI) - and is "Head of the Week". Patrick SennCD at Alpha 245, answers our "13 questions". Columnist Hans Stutz is bothered by the way the man - namely Jonas Projer - was played in the No Billag referendum campaign. Theophil Butz grumbles about political advertising: "There have long been recipes in advertising for how to advertise successfully. It's amazing how stubbornly these recipes are not followed. The world champions in this discipline are the politicians who campaign for office." Beat Hürlimann compares the work of Nobel Prize winner Ernest Hemingway and entrepreneur Elon Musk with the perfect digital advertising concept. The illustrator Sam AmreinVollkorn Illustration & Grafik, shows her artistic work in the series "Eyecatcher" and much more.