DirectDay 2022 delivers inputs for more advertising impact
After more than 20 years in Bern, Swiss Post’s DirectDay 2022 was held for the first time at the Kongresshaus in Zurich. On November 15, more than 500 people from the marketing and advertising industries took the opportunity to benefit from expert insights on how to increase the impact of advertising.
With this year's relaunch, DirectDay not only changed its venue. As host, Post Advertising also launched new speaker formats and focused the traditional trade event even more sharply on the advertising market.
That's why DirectDay's "Bold is Gold" theme was devoted to a question that is one of advertising's perennial favorites: How do companies find the right messages and channels to reach people and trigger concrete action? Oliver Egger, managing director of media and advertising market logistics services, noted: "Advertising and communications today have to be bold - bold, eye-catching, different, so that they stand out from the flood of information."
But how can this be achieved? Speakers and panelists from Switzerland and abroad provided various interpretations, opinions and tips. The personalities at DirectDay 2022 included tennis prodigy Martina Hingis, "Advertiser of the Year 2021/22" David Schärer, retail queen Mary Portas, media expert Tom Goodwin and youth researcher Simon Schnetzer. Due to the high demand for tickets, Swiss Post broadcast part of the presentations free of charge as a livestream.
