m&k issue 4/2012

MARKETING

TITLE STORY How an idyllic mountain village became famous all over the world The advertising campaign for the Grisons village of Obermutten won the ADC Gold Award; staged by Jung von Matt/Limmat. ADC JUDGING Three other ads and posters also won ADC gold SURVEY The advertising is still important and indispensable SHOPPING CENTER FORUM "Demand is growing all the time," says Markus Mettler ASSOCIATION CONTRIBUTIONS Swiss Franchise Association Swiss Marketing

ONLINE

ONLINE ADVERTISING Great development potential for video and mobile advertising adwebster has established the largest digital advertising network in Switzerland. CEO Nigg provides information ONLINE HIGHLIGHTS Jörg Eugster talks about the latest trends on the Internet HOMEPAGE Website remains central to corporate communications

COMMUNICATION

ADVERTISEMENT 10-year comparison shows where advertising is headed MK has collected the figures and talked to four media experts about the breakdown of advertising spend. NON-RECORDED EXPENSES The Swiss Advertising Statistics Foundation provides information MK'S BEST EFFIE 2012 Campaigns that have been awarded the Swiss EFFIE XAVER OF THE YEAR The Knie family receives this year's XAVER Award ASSOCIATION CONTRIBUTIONS Swiss Dialog Marketing Association Swiss advertising

MEDIA

INTERVIEW "A combination of methods - new to Europe's reader research." WEMF AG revises the MACH research system. Reason: changed framework conditions and need for allmedia. MEDIA SELF-ADVERTISING "Today, there are hardly any big campaigns for media" How do media and media companies promote themselves in the user market, and on which channels do they address potential readers? MEDIA AGENCIES Internationally interlinked, locally active in the media business MediaCom AG can celebrate its 20th anniversary in Switzerland. ASSOCIATION CONTRIBUTIONS Swiss Association of Advertisers

EDUCATION

FURTHER EDUCATION Permanent education is also central for communication Appearance, image, growth and prosperity are directly related to the quality of corporate communications. 3 QUESTIONS - 3 ANSWERS Companies and agencies express their views on continuing education The CEO of the Kuoni Group, heads of advertising agencies take a concrete stand on the subject of further training in the creative field. MARKETING STRATEGY The challenges of international marketing What does a globalized brand strategy look like? NEWS IAB launches "Digital Marketing Course Various news from the field of education and training.

HEADLINES

Portrait Meeting Points Hotel of the month Source of supply index Scene

COVER

4/12 Cover photo: clicdesign ag, Bern