Lucas Bally works as a strategy and communications consultant at Feinheit. He has extensive experience in public administration. Bally worked for the City of Zurich for nine years in the building construction department, most recently as head of communications. As a result, the 47-year-old is very familiar with the political system, the media landscape and administrative processes. "What appeals to me about my new role at Feinheit is that I can act beyond the municipal political scene and work on new topics," says Lucas Bally.

Important reinforcement

The appointment of Lucas Bally comes at the right time for the agency: Feinheit announced at the beginning of 2024 that it would be strengthening its political strategy consulting for authorities, organizations and companies. "Lucas is the ideal addition to the existing team. With him, we can make even better use of our strengths in political analysis, strategy and communication," says Isabelle Bamert, Partner at the agency.

Born in Basel, he brings with him numerous other skills that he can put to good use at Feinheit: After completing a master's degree in journalism, sociology and computer science at the University of Zurich, he initially worked for an internet start-up. He then moved to Swiss Radio and Television, where he managed online projects and introduced the first cross-departmental social media strategy.

The aim of Caritas Switzerland's 2023 cross-media Christmas campaign was to generate donations and raise awareness of the non-profit organization's (NPO) work abroad. Caritas Switzerland combined several channels to achieve this: Direct mailing, OOH, DOOH, print ads, email, display, social media ads and SEA.

The impact study conducted by Exactag on behalf of Post Advertising examined how well this cross-media mix worked and which channels generated the most donations. It was compiled with the help of "marketing mix modeling" - a "complex but particularly informative methodology", according to Exactag.

"The findings of the marketing mix modeling help us to use the media budget for the next campaign in a more targeted way and to address the relevant target groups even more precisely," says Christoph Keiser, Co-Head of Fundraising + Marketing at Caritas Switzerland.

Valuable insights for all industries

Marketing mix modeling is based on a large amount of data, most of which is confidential. This is why the results are hardly ever published. "The fact that Caritas Switzerland is providing an insight into the results of this study is remarkable," says Daniel Schönmann, Head of Advertising Research & Communication at Post Advertising. "As a large NPO, it is deliberately making the findings of the study accessible to smaller organizations and companies from other sectors. This means they can also benefit from it and optimize their cross-media campaigns."

Direct mailings are particularly effective

The impact study shows that well over 50 percent of the donation volume during the campaign period can be attributed to the cross-media advertising campaign. These additional donations are also referred to as incremental donations. It is the net increase in donations that would not have been expected without the advertising measures. Direct mailings make the greatest contribution to the impact of the media mix, which confirms their dominant role as a medium that triggers action in fundraising. OOH and DOOH also have a disproportionately high impact on the generation of donations with appropriate advertising pressure.

Increased cross-media increases efficiency

In addition to the effectiveness of the channels, the study also examined the efficiency of the campaign. In the 2023 Christmas campaign, Caritas Switzerland increased its net campaign costs by ten percent compared to the previous year, thereby increasing incremental donations by a disproportionately high 37 percent. As a result, the return on advertising spend (ROAS) rose by 24%. This higher efficiency is primarily due to the increased cross-media approach - the cleverly expanded media mix. According to the efficiency analysis, direct mailing is the top performer in terms of ROAS, followed by DOOH and display advertising. These three channels reinforce each other.

Three recommendations for the cross-media strategy

The study derives three key recommendations for NPOs and companies from other sectors to optimize their cross-media strategy. Firstly, they should utilize the synergies between the three top performers direct mailing, DOOH and display advertising. Such a realignment of the media mix increases the overall effectiveness of their campaigns. Secondly, the study recommends optimizing campaigns regionally: Data & Analytics can be used to identify regions of great importance. If advertisers specifically increase their advertising pressure in these areas, they not only increase the impact but also the efficiency of their campaigns. Thirdly, optimizations in campaign setting and media mix should be made in small steps in order to continuously monitor the effect.

The Impact study by Exactag on behalf of Post Advertising is based on marketing mix modeling. This combines three methodological steps: long-term analysis, campaign analysis and intra-channel analysis (environments). The procedure was closely coordinated with Caritas Switzerland. The data came from various sources, was anonymized and validated together with the NPO. By using statistical methods and machine learning procedures, patterns could be identified in the data. Correlations between advertising expenditure and donation income became visible, enabling targeted optimization.

The industry magazine Swiss journalist:in annually determines which journalists have done exceptional work in the year. In the 2024 election, 1126 participants voted.

This year's winner was Susanne Brunner, foreign editor and head of the foreign desk at Radio SRF. "A very nice recognition after an extremely turbulent year in the Middle East and other regions of the world: not just for my work, but for SRF's foreign reporting," says Brunner about her award.

The Lifetime Achievement Award 2024 goes to Roger de Weck, Media Manager of the Year is Mark Dittli. In addition, 14 other journalists were honored in various categories. The winners are as follows:

• Editor-in-chief: Dominique Strebel (Observer)
• Politics: Philipp Loser (Tages-Anzeiger)
• Reporter: David Nauer (SRF)
• Economy: Reto Lipp (SRF)
• Research: Adrienne Fichter (Republic of)
• Company: Mona Vetsch (SRF)
• Column: Anna Rosenwasser (Republic of)
• Culture: Simone Meier (Watson)
• Sport: Florian Raz (Tamedia, from December View)
• Newcomer: Gina Bachmann (NZZ on Sunday)
• Local journalism: Simon Jacoby (Tsri.ch)
• Photo/Video: Laurent Gilliéron (Keystone-SDA)
• Audio/Radio: Salvador Atasoy (SRF)
• Editor of the year: Woz

The award ceremony will take place on March 24, 2025 at the Museum für Gestaltung in Zurich.

Based in Zurich's lively Kreis 4 district, the 44-strong agency serves companies such as Swiss, Ochsner Sport, Edelweiss, Helsana, Sunrise and, since 2024, Migros. The guiding principle "One thought has the power to change everything" is both Thjnk's motto and lived philosophy, which manifests itself in "pioneering strategies and comprehensive communication solutions", according to a statement from the LSA.

Thjnk's range of services includes strategy, campaigning, design, content, performance and AI. With its visionary thinking and a deeply rooted understanding of transformation, the agency has carved out a place for itself as a pioneering player in the Swiss communications landscape.

Andrea Bison, co-founder and CO-CEO of Thjnk and "Advertiser of the year 2024"is delighted to be joining the LSA: "It will be exciting to tackle the issues and challenges of our industry together with the other LSA agencies and thus actively shape the future of the Swiss communications world."

The large chamber rejected the parliamentary initiative by Baptiste Hurni (SP/NE) by 122 votes to 71. Hurni submitted the initiative while still a member of the National Council. Today he is a member of the Council of States. He argued that health insurance premiums were rising and rising, but health insurance companies were advertising on a grand scale. This "unnecessary expenditure" should be stopped.

The National Council's Social Security and Health Committee (SGK-N) approved the initiative at the beginning of this year. However, the Council of States' sister committee did not agree with this decision, so the initiative was returned to the SGK-N.

The committee has now requested that the proposal be rejected. Commission spokesperson Kris Vietze (TG/FDP) said in the Council that, in the view of the Commission majority, a ban on advertising would prevent health insurance companies from advertising new offers. This would inevitably hinder innovation, the diversity of offers and competition.

Implementation problems are also to be feared, as many health insurance companies are active in both the basic and supplementary insurance sectors. In addition, the health insurance companies' advertising expenditure accounted for around 0.4 percent of the premium volume. There would therefore be no significant savings. (SDA/swi)

Lidl continues its successful sports sponsorship journey and becomes an official partner of the UEFA Women's EURO 2025. After commitments such as the UEFA EURO 2024handball and cycling, Lidl once again demonstrates its role as a holistic promoter of an active and healthy lifestyle.

"Sport is an important part of our long-term commitment to health and conscious nutrition," explains Nathalie Forrer, Head of Marketing at Lidl Switzerland. "We are particularly pleased that this summer highlight is taking place in Switzerland and that we can celebrate it together."

The tournament will be held in eight Swiss cities - including Zurich, Geneva and Bern. Lidl is planning a variety of on-site activities for visitors and is using the platform to combine sport and nutrition for a wide audience.

Guy-Laurent Epstein, UEFA Marketing Director, added: "As one of Europe's leading food retailers, Lidl is an ideal partner to help us bring the energy and excitement of UEFA football tournaments to an even wider audience."

With fresh products, plant-based alternatives and whole grain options, as well as its support for sporting events, Lidl not only promotes a conscious diet, but also an active lifestyle.

The Zurich agency Brain & Heart Communication is bringing an innovative approach to the spotlight with its case study on reception marketing. The work was published for the first time in the renowned Book "Essentials of Modern Marketing" by Prof. Philip Kotler and Kotler Impact.

The concept of reception marketing makes it possible to use big data, algorithms and AI to reach target groups exactly where and when they are receptive to messages. The case study shows how Schweizer Berghilfe optimized its digital campaigns thanks to the "Content Catalog" software. The organization doubled its online donations, achieved 1000 impressions for only CHF 0.45 and increased its website traffic with a CPC of only CHF 0.06 - results far below industry benchmarks.

"This new marketing strategy is the next step beyond interruption and permission marketing," explains Peter Erni, CEO of Brain & Heart Communication. The case study shows how data-driven approaches and innovative technologies can help companies become more efficient and competitive.

The completion of the new Festhalle Bern is progressing and is already making its mark: The shimmering façade, the 500-metre-long arcade and state-of-the-art technical features such as a 150 m² LED wall make the multifunctional building a real eye-catcher. "Both completion and marketing are proceeding according to plan," explains Tom Winter, CEO of Bernexpo AG.

With the Stage concert hall and the Cube congress center, the Festhalle combines two flexible event spaces and offers stars such as Gotthard, Felix Lobrecht and international congress organizers an impressive stage. Sustainability was also taken into account: the architecture not only creates space for major events, but also for local meeting places such as markets or a record-length tavolata.

In addition to the multifunctional facilities, highlights include events such as the World Cheese Awards and the Muv Festival. "With the new festival hall, we are revitalizing the Bernexpo site in the long term and strengthening Bern's international appeal," says Winter.

Christmas spending on toys in Switzerland continues to fall: on average, consumers are planning to spend 373 Swiss francs this year - significantly less than the 500 Swiss francs in the record year of 2022. The decline shows the noticeable impact of the rising cost of living and economic uncertainties on purchasing behavior.

Online shopping remains popular: 71% of respondents shop both online and in bricks-and-mortar stores, with the proportion of online-only purchases growing slightly. Market expert Kurt Meister emphasizes: "The positive trend in online Christmas shopping is likely to continue."

Promotional days such as Black Friday are also playing an increasingly important role. 21% of respondents take advantage of special offers - an increase of 5% compared to 2022. "People are making more targeted purchases and paying more attention to promotions," says Meister.

The study is based on a representative survey in German-speaking and French-speaking Switzerland, which was conducted from December 5 to 10, 2024.

The ban on symbols associated with the Third Reich is particularly urgent, Justice Minister Beat Jans told the media in Bern on Friday. This is because anti-Semitic incidents have increased significantly, both worldwide and in Switzerland. The symbols representing hatred, violence and suffering must disappear from the public sphere.

Context decides

The mere display of Nazi symbols in public is not a punishable offense today, said Jans. However, the symbols are prohibited in connection with advertising for the ideology they stand for or if they are used against people or groups in a derogatory manner.

The Federal Council wants to ban not only swastikas, Hitler salutes and SS runes, but also numerical codes such as "18" and "88", which could be read as "Adolf Hitler" or "Heil Hitler". The context should decide when such symbols are punishable.

The figures printed on a football or basketball shirt could still be displayed, said Jans in response to a question from journalists. A legal practice must be established for the use of these numbers, among other things. Incidentally, fines issued could be appealed against.

The Federal Council is planning exceptions to the ban for educational, artistic and journalistic purposes. For example, media reports on anti-Semitic incidents would be permitted. They would also be permitted in history lessons, satirical and historical presentations.

Consideration for other cultures

The Federal Council is also planning exceptions for symbols of existing religions. The swastika is a very old symbol, he writes. In Asia, and particularly in India, it is often associated with Hinduism, Buddhism or Jainism, he writes in the draft message.

Called the swastika in Sanskrit, the swastika has the meaning of a sun sign in these cultures and is seen as a "lucky charm". The Federal Council therefore wants to exclude existing religious symbols that look similar or identical to Nazi symbols from the ban from the outset.

The Federal Council expressly wants to ban the use, wearing, display and dissemination of National Socialist symbols. It also wants to prohibit swastika graffiti on posters or house walls, for example.

Preserving freedom of expression

The new criminal provisions must respect the fundamental right to freedom of expression, said Jans. However, it is about setting clear limits to an ideology that does not want to allow freedom of expression, that spreads hatred and injustice and that virtually fights against respect for minorities.

According to the Federal Council, the ban would also apply in virtual space. The problem is that in such cases the perpetrators are often anonymous and it is difficult to find them.

With this law, the Federal Council wants to fulfill a mandate from Parliament, at least a first part of it. The councillors also called for a ban on extremist, racially discriminatory and violence-glorifying symbols of other ideologies. The Federal Council intends to implement this in a later step.

Independent law planned

The Federal Council is proposing a separate law to enforce the ban. It writes that this is the quickest way to close the gap in the legislation. And it would be possible to punish violations by means of administrative fines.

If the standard were written into the Criminal Code instead, public prosecutors and courts would have to deal with bearers of Nazi symbols. In the eyes of the Federal Council, this would make the existing overload of the justice system worse.

The consultation on the law banning the public use of National Socialist symbols will last until March 31, 2025. (SDA/swi)

True to the motto "Showing how it's done", the work honored by the ADC serves as a role model and compass for the communications industry itself as well as its talents and clients. The ADC jury is made up of the leading creatives in the communications industry as well as the most competent specialists from the creative industry. Together, they discuss and evaluate the submissions and define the benchmarks with their assessments. The jury will judge work that was conceived in Switzerland between January 1, 2024 and February 28, 2025 and published in Switzerland and/or abroad. The Submission deadline ends on April 1, 2025.

Various innovations

By merging the Film & Audio Craft categories and splitting them off from the idea-driven categories "Audio" and "Film", it should now be possible to evaluate the submitted works even more competently. From the jury's point of view, the respective specialists from these genres will be able to use their expertise in a targeted manner.

And whether there are creative content creators who meet the ADC's standards? ADC President Thomas Wildberger has only come across "a few really brilliant influencers" so far: "It's still a relatively young discipline that could simply be left to its fate. But I believe that as ADC, we have an obligation to include this category and improve it by judging it." A new category, the Creative Influencer Award, was created for this purpose.

There are now multiple gold awards

From 2025, it will also be possible to receive multiple gold awards in different categories for the same work. For example, a commercial that is worthy of gold in "Film", "Film Craft" and "Art Direction" could win the triple. The same applies in green to an ad that earns - and receives - the highest award once in both "Text" and "Ad".

With the "Gender Compensation" initiative, which was launched last year, it is still possible to highlight the underrepresentation of women in creative leadership positions by using the tool to list the percentage of credits among men and women in the work submitted. An imbalance can be compensated for in monetary terms. In this way, the club is aiming for an excellent 50:50 reality, which will still not be achieved in 2025, according to the report.

An overview of the ADC Switzerland submission guidelines are to be found here. And Click here for the participation platform.

The agency ranking of Leading Swiss Agencies LSA is based on an evaluation of the gross operating income (GOP) generated by LSA agencies for 2023 and provides an overview of the communication and media agencies in Switzerland organized in the association. The association compiles the ranking annually as a guide to the Swiss communications market. Within the respective category, the agencies are listed according to the actual ARR achieved.

Publicis leads two rankings

The most profitable LSA agency this year is Publicis Communications, consisting of Publicis Communications Zurich/Lausanne, Saatchi & Saatchi and Publicis, with gross operating income of between CHF 75 and 100 million. Farner Consulting follows in second place with Rod Kommunikation and Webrepublic is now in third place.

In addition, Publicis Groupe continues to lead the ranking of agency groups. As last year, the Jung von Matt Group is in second place, ahead of Omnicom Media Group Switzerland, which has now moved up to third place.

EssenceMediacom tops media agency ranking

EssenceMediacom, with gross operating income of between CHF 17.5 and 20 million, is now the most profitable media agency among the LSA media agencies. Second place goes to Publicis Media Zurich/Lausanne, and Biggie Zurich/Geneva is now in the top 3.

The BBE is made up of the agency's own services invoiced to clients, including freelancers: fees from consulting of all kinds, compensation for copywriting, graphic and other work according to the income statement, excluding VAT and excluding transitory items or income of a different nature.