Digitec Galaxus, ABB, audio branding, AI in advertising: Advertising Week 13 is here!
Advertising Week also returns from its summer break in printed form and offers numerous exciting topics in issue 13. We tell you which ones.
The 13. Advertising week is on Friday in the letterbox. But don't worry: it brings luck. Or at least offers an exciting and varied read. Just in case your letterbox is yawningly empty: Here to the subscriptions. We look forward to seeing you!
What readers can expect in issue 13:
A visit to the Digitec Galaxus content lab:
"We are permanently trying to build credibility, honesty and authenticity"
While the media industry is struggling with structural change and cost-cutting measures, Digitec Galaxus is constantly expanding its in-house editorial team. The fact that it writes what it wants does not go down well with all manufacturers and sellers - but it does with the readership. Chief Editor Aurel Stevens is behind the consistently independent approach. The Advertising Week met with him for an interview and talked to him about journalistic standards, editorial freedom, disgruntled manufacturers, the company's content marketing strategy and the competition.
"Even if no one is indispensable, we have managed to establish our value both internally and externally over the past two years. We are a unique selling point. And you know what? A unique selling point that is damn difficult to copy. There are many online stores, but when it comes to content, there aren't many stores left."
ABB
The new eco lifestyle umbrella brand
How can an electrical and robotics company be eco-friendly? It's simple: by sponsoring the title of Formula E. The battery races have given the Swiss brand ABB a major image and awareness boost. The Advertising Week offers exclusive insights into a successful strategy.
Audio branding
Emotional glutamate Sound
The Zurich-based audio branding agency Department of Noise helps brands to design and maintain their auditory identity. How does it do this? The Advertising Week with founder and Managing Director Ph!L!pp Schweidler.
Artificial intelligence
Artificial intelligence is revolutionizing advertising...
The potential of artificial intelligence in advertising is enormous. The machine will not replace humans, but it will provide them with valuable information to better reach target groups. "Artificial intelligence takes over the backbone job by sorting and structuring all the details and bringing them to bear in the right place," says author Patrick Edlefsen in his article, in which he ventures a look into the future. Incidentally, there is probably still a long way to go before we get there. This is shown in the follow-up article using the example of marketing...
... but knowledge is still in its infancy
A recent study shows that marketing managers attach immense importance to artificial intelligence (AI) for their own work in the future. However, only very few of them have the necessary expertise, which is why they have hardly used the technology to date.
Other topics in the magazine:
- Head of the week: Fritz Gottschalk, co-founder of Gottschalk+Ash International (G+A) Zurich
- Column by Karl Lüönd: "Background journalism: humility is recommended"
- Advertising Week moth Theophil Butz is currently in Italy and is calling for a permit requirement for Swiss advertising - along the lines of the Italian bureaucracy that almost drove him mad over a car stand.
- "13 questions" to Marcel Schläfle, co-owner and CD at Schläfle Trittibach
- Advertising law (SLK/KS CS): Using third-party brand names as your own keywords - is that allowed?
- The products from Feller are among the icons of industrial design. A look behind the scenes.
- Eyechatcher: Illustrator Jürg Lindenberger presents his work
