The new ordinance sets out the general principles for inclusive communication in the city. The Biel/Bienne City Chancellery has drawn up two language guidelines to implement the ordinance, as it wrote in a press release.

One guideline regulates the use of plain and simple language for city administration texts, while the other regulates inclusive language use. This provides the city administration with a clear and common guideline.

The city intends to gradually adapt its websites, as was also reported. The original pages will not be replaced, but supplemented with new, easy-to-read versions.

The new ordinance takes into account the expectations of inclusion of non-binary people and the needs of people who have difficulties with reading comprehension, according to the City Chancellery.

The new ordinance replaces the old guidelines from 1993 and takes account of developments in language and society. (SDA/swi

Sponsorship is the heartbeat of Swiss sport, emphasized Hans-Willy Brockes, Managing Director of the ESB Marketing Network, at the 30th anniversary of the Sport Forum Switzerland. For three decades, the forum has been bringing together experts from the worlds of sport, sponsorship and marketing to promote the future development of Swiss sport. This year's event focused on how sponsors, as central pillars of sport, can guarantee financial stability and promote young talent. At the same time, sponsorship needs to evolve and drive market development through data-based, conversion-oriented strategies.

Studies such as the Experience Marketing Barometer by ESB and StrategyOne show that emotional brand communication in sport is no longer enough. Sponsors are under increasing pressure to achieve concrete sales results, according to study director Patrick Seitter. New approaches such as the sponsorship dashboard presented by Media Focus or the use of artificial intelligence, presented by the DFL, illustrate the trend towards data-driven strategies. These technologies allow sponsors to evaluate fan interactions in detail and design more targeted engagements.

Another highlight of the forum was the presentation of the RED.Sport Network, whose streaming media offering opens up new sources of revenue for Swiss leagues and clubs. Together with Reto Wolf from Mastercard, the participants discussed how storytelling and creative partnerships can strengthen Swiss sport at a local level. The Sport Forum Switzerland impressively underlined the importance of sponsors for sport and showed innovative ways in which they can contribute to success.

Stations and trains should be places where everyone feels safe and comfortable. According to SBB, regular surveys show that passengers feel safer on trains and in stations than in other public spaces. Nevertheless, verbal or physical aggression occurs on public transport every day, and in some cases has become more serious in recent years. SBB and its social partners SEV, VSLF and transfair are therefore launching an awareness-raising campaign under the motto "Respectfully on the move together". This campaign is an important step towards raising awareness among travelers and employees and promoting mutual understanding.

In close collaboration with Contexta, a creative campaign was developed that targets the emotional core of the issue and sends a strong message for greater appreciation and consideration. The campaign uses a subtle but concise approach: it shows that SBB takes this issue seriously without apportioning blame or stirring up fears. Instead, the aim is to encourage travelers and employees to reflect on their own behavior.

The campaign will be displayed on posters and digital advertising spaces (DOOH) in stations and trains from November 11. A QR code will take interested parties to the landing page sbb.ch/respekt, which offers further information and points of contact on the topic of respect and safety on public transport.

Responsible at SBB: Matthias Bütler (Head of Marketing and Market Development and member of the SBB Passenger Transport Market Management Board), Sandro Borrelli (Head of Marketing), Carole Gerber (Head of Marketing Commuting & Regular Customers), Daniel Haldi (Campaign Manager); Responsible agency: Contexta; CGI production: Flaeck.

Since November, the company Farvel has been offering stylish, sustainable urns that combine modern design with environmentally conscious materials. The urns are made from biodegradable wood fibers in Zurich using 3D printing technology and are suitable for burials or as mementos for the home. In collaboration with social institutions, they also offer personalization options such as engraving and a selection of lids made of wood and marble. Their aim is to modernize and individualize the funeral culture.

Swiss funeral market has some catching up to do

Founders Katharina Hogg and Sebastian Kuhn-Prohic are committed to a change in funeral culture and want to create offers that enable a more personal and conscious farewell. The first project - to reshape the traditional funeral market with modern, aesthetic and environmentally friendly urns - was launched this week. The idea for Farvel arose from the experience that there were hardly any urns that met the requirements of contemporary aesthetics. This gave rise to the desire to create modern and stylish alternatives that reflect both sustainability and individual taste. The founders of Farvel quickly realized: "The Swiss funeral market has some catching up to do, especially in terms of individuality and sustainability. We want to expand the range so that the bereaved or those making provisions do not have to make any compromises. The urns are the starting signal, we have lots of ideas."

A new generation

Around 70,000 people die in Switzerland every year - and the trend is rising. Up to 90% are cremated. The generation of millennials is dealing intensively with questions of sustainability and reflecting more strongly on their own death and the legacy they leave behind. "Our generation is getting older, the topic of death, farewell and remembrance is becoming more present. Our lives are shaped by digital spaces, social media, global aesthetics and the breaking of taboos. In our view, there is still plenty of room in the funeral market in terms of the range of products and services on offer," says Sebastian Kuhn-Prohic. "And that's exactly where we come in: We want to approach the topic proactively and think in an unbiased way," adds Hogg.

Diverse creativity from Zurich

They were supported in the design process by Zurich industrial designer René Odermatt. Together with him, three urn models were developed. The brand was developed with Artur Deyneuve, and Yves Bachmann was hired to take the photos. "All talented people from our generation," says Hogg. The two founders, who met 16 years ago at the University of Zurich, are from outside the industry, which they see as an advantage. "Of course, we don't know everything and we might be ridiculed a little. But we ask the right questions. We are sure to develop exciting answers for the final chapter of life," says Kuhn-Prohic.

Closing the cycle with sustainable funerals

The urns from Farvel meet the high standards of sustainability, as they are made from wood fibers that are fully biodegradable and can therefore be returned to the natural cycle. The lids, which are made from European wood, are manufactured at the St. Jakob Foundation in Zurich, which integrates people with disabilities back into working life. The organic cotton ash bag in which the urn is delivered is sewn in the tailoring workshop of the Heimstätten Wil Foundation.

Farvel is aimed at people who are looking for modern, ecological and aesthetic solutions when dealing with death. Every person has their own story. Farvel urns and future solutions are designed to honor these stories and keep people's memories alive.

On Thursday, the best commercial moving image formats in the German-speaking world (Germany, Austria and Switzerland) were awarded the Die Klappe trophy for the 44th time in the historic setting of Hamburg's Speicherstadt warehouse district.

The jury, chaired by Christine Wolburg, Head of Sales/Marketing at Berliner Verkehrsbetriebe (BVG) and Christian Rätsch, CEO of Team BBDO The Marketing Group from Düsseldorf, presented a total of 60 of these awards (in 2023, there were 48). She awarded gold eleven times, silver 20 times and bronze 29 times.

The biggest winner of the evening was Heimat TBWA from Berlin with the campaign "Every square meter deserves to be the best in the world" for long-standing client Hornbach. It won gold four times, silver three times and bronze once. Gold laudator was Dörte Spengler-Ahrens, Non-Executive Creative Chairwoman of Jung von Matt in Hamburg, who duly paid tribute to the winner of the evening.

The other seven golden trophies were presented by the judges Kristine Holzhausen, CCO Leo Burnett Germany and Katja Metz, Teamlead Global Marketing at E.ON.

The Managing Director of Markenfilm, Oliver Hack, was delighted as the laudator with the 20 winners of the silver flap. Other jury members presented the bronze trophies to great applause.

245 submissions this year

Stefan Schulte, Creative Director of Thjnk in Berlin, once again honored Tony Petersen Film, also from Berlin, as Production Company of the Year. It was also the production company behind the Hornbach campaign that won the award. In total, the agencies submitted 245 entries for Die Klappe this year. In addition to the 60 awards, there were also nine shortlist placings for them.

In total, Die Klappe was awarded in eleven categories. A new category is "Future Ready", which recognizes the pioneering use of new technologies in commercial film formats. The first winner is now Jung von Matt from Hamburg with "The most inclusive Christmas speech" for Offen für Vielfalt - Geschlossen gegen Ausgrenzung e.V..

After all the prizes had been distributed, the jury chairpersons Christine Wolburg, Marianne Heiß and their successor Christian Rätsch were bid farewell by Florian Möckel at the end of the award show after three years in office in accordance with the regulations of the Bundesverband Markting Club.

Edi. the Swiss Commissioned and Commercial Film Award is under the patronage of the Federal Department of Home Affairs and is organized by the SWISSFILM ASSOCIATION.

Once again this year, outstanding works were submitted, 38 of which were nominated for the shortlist and 14 of which were awarded an Edi.

You can find the winning films here.

The parent company Audienzz focuses on the marketing of digital advertising environments and its specific advertising technologies such as adconsole, semantIQ and Yaleo. The programmatic buying unit AdFact will be integrated into the subsidiary Attackera, which specializes in this business area. This step will strengthen the core competencies of both companies.

A key component of the strategic acquisition is the synergy effects in the technology sector. The development expertise of audienzz's 40-strong software engineering team will also support Attackera's digital agency business in the future. This will enable Attackera to establish a leading role in the technology-driven digital advertising market, which will undergo lasting change, particularly as a result of developments in the field of artificial intelligence. This will create a clear perspective for sustainable growth and innovation for Attackera. Attackera will continue to operate independently on the market and provide services in its core competencies of digital advertising, data analytics and strategic consulting.

Remo Baumeler, CEO of Audienzz, says: "By acquiring Attackera and focusing on the respective core competencies of audienzz and Attackera, we are ensuring that we make optimal use of our resources to achieve our strategic goals. We have been working successfully with Attackera for a long time and value their professional work. We are very pleased to welcome our colleagues as part of the audienzz family."

Stephan Frey, founder, former majority shareholder and CEO of Attackera, will remain in his management role. He says: "In Audienzz, we have found the ideal new owner for Attackera. Our long-standing business relationship works very well on both a professional and personal level. I look forward to continuing our collaboration and am convinced that the agency is in good hands with audienzz. Together we will continue to exploit the potential of digital advertising and contribute to the success of our clients."

Audienzz is one of the leading specialists in the field of digital advertising. A team of over 100 international experts ensures the success of advertisers and publishers with an effective combination of technology and marketing know-how. audienzz was founded in 2016. Attackera is a digital agency based in Zurich. It specializes in digital advertising, data analytics and strategic consulting and is one of the Swiss pioneers in programmatic advertising.

The busy city center is located directly above Bern railroad station, where numerous companies are based. PostParc is a central component of urban development thanks to its excellent connections to various means of transportation.

Livesystems is installing digital screens in the PostParc as part of the digitization process. The outdoor advertising provider is relying on a combination of landscape format screens (F12D) and portrait format screens (Cityscreen) to achieve maximum visibility.

Connection between busy zones

"It's brilliant that our DOOH screens are located directly in the new city center. The pedestrian zone forms the perfect link between various busy areas, from the train station to the Postbus station, from Grosse Schanze to Hirschengraben and from Schanzenstrasse to Laupenstrasse. Thanks to the attractive mix of offices, stores and restaurants, we expect a high footfall and look forward to offering our customers a platform where their advertising message will be seen," says Christian Imhof, COO of Livesystems.

A total of 10 F12D screens and 4 Cityscreens will be installed around the short-stay parking lot, on the parking terrace and in front of the Schanzenpost. Livesystems is thus significantly expanding its digital network in the capital. Recently, Livesystems has already installed several digital advertising spaces at the Käfigturm. The Käfigturm is located directly in Bern's old town, which is a UNESCO World Heritage Site and a popular meeting place for locals and visitors alike. The numerous public transport services that pass by every day ensure optimal connections to the rest of the city and guarantee maximum visibility for advertising campaigns.

The Livesystems inventory comprises 65 city screens in the canton of Bern, 24 of which are in urban areas, 15 in the agglomerations and 26 in the extended area of the canton. For the F12D large format, there are a total of 28 screens in the canton, 7 of which are in urban areas (including the 4 new screens in the Postparc), 3 in the agglomerations and 18 in the extended cantonal area. Together, these locations generate over 3.5 million gross contacts and 672,000 net contacts in absolute terms with 5.2 average contacts (OTS) within 2 weeks.

As a partner of Aletsch Bahnen AG, Feratel Schweiz AG markets a diverse and interesting range of high-quality advertising spaces (Big Poster, F12P, Entry Poster at the turnstiles, Big Flags branding and floor branding). In addition, individual special implementations at highly frequented locations round off the offer.

Valentin König, CEO of Aletsch Bahnen AG, says: "We have a friendly, loyal, professional and successful partnership with Feratel Schweiz AG. We look forward to continuing to realize interesting and innovative advertising projects together with Feratel Schweiz AG."

The analysis of user behavior on a single website often only offers a limited perspective, as interactions across different domains are not linked. For example, if a customer reaches a landing page via an advertisement, fills out a form there and is then redirected to another domain to complete a purchase, this user is recorded as a separate person in conventional analysis methods. If such journeys can be viewed in a coherent manner, campaigns can be optimized in a more targeted manner by focusing on and improving effective channels and measures. Cross-domain tracking is a particularly valuable tool for the e-commerce sector and for companies that operate multiple brands: it makes it possible to ensure a consistent customer experience throughout the entire sales process, even when users switch between different platforms in their own ecosystem.

If a personalized approach is sought across the entire customer journey, a comprehensive view of a user's behaviour and preferences across all touchpoints is essential. The personalized approach thus becomes a differentiating feature that increases customer satisfaction and customer loyalty.

Server side tagging in the context of cross-domain tracking

Server side tagging plays a central role in the context of cross-domain tracking. It enables a more reliable and data protection-compliant collection of user data. By moving the bundling of data to the server instead of the browser (server side tagging), user data is also collected consistently and securely across different domains and ultimately allows an extended assignment of user interactions to the actual origin of the journey, as well as to relevant data points in between.

Thanks to its specialized technology, fusedeck can offer a comprehensive solution that not only minimizes the hurdles of technical implementation, but also represents a data protection-compliant approach to cross-domain tracking. In addition to the consistent recording and aggregation of user interactions across different domains, the tool also supports server-side tagging and ensures that all relevant data points are connected across the entire customer journey and can be used for personalization.

Conclusion

The combination of cross-domain tracking and server-side tagging forms an ideal basis for the implementation of effective personalization goals, especially in conjunction with user segments in third-party systems - even for advertisers who do not yet pursue a first-party data strategy.

If you want to learn more about the benefits of these technologies and how you can use them effectively to achieve your goals, you shouldn't miss the Crack The Code event organized by fusedeck on November 12 in Zurich. Experts from various industries will discuss the practical benefits from their perspective in an exciting discussion.

Click here to register for free: https://fusedeck.com/de/crack-the-code-anmeldung/

The word "statement" is itself a statement. A public announcement, proclamation or declaration. About something. For something. Against something. The word is derived from the Latin statuere, meaning to establish, to set down, it found its way into English via French and from there into American.

Many statements are currently circulating on the political stage across the Atlantic. Perhaps this is why the word has found its way back into the old world and into German. Here, too, we are hearing and reading many statements about what is going on over there. But more on that later. In the colloquial language of our industry, the word has secretly developed into a verbal bestseller. Everything is suddenly a statement, albeit sometimes unintentionally: one-word headlines, color gradients or motion blur for creatives, the abolition of the home office, reframing advertising agencies as creative business partners or the reintroduction of short-time work and the conversion of employment contracts into freelance agreements for agency bosses. Unfortunately, these are often statements of helplessness and helplessness. Everything outside the advertising bubble is also a statement: white sneakers, oat milk, the gender star and much more.

Why we need fewer statements

Social media ensures that we can share and communicate everything. That's not a bad thing in principle, because it's for everyone, in solidarity and liberal. But if, after 20 years of Facebook (yes, it's been around that long), this solidarity has long since turned into manipulation and egoism, narcissism and individualism dominate, then something seems to have gone wrong. Why is it that people today can hardly wear, eat or visit anything without having to tell everyone else?

In the past, this was only reserved for a few, often very special characters. They were called chatterboxes, chatterboxes or chatterboxes and were often ostracized. Particularly in rural areas, where people tended to be quiet. And now it is precisely these areas that tipped the scales in the US presidential election. Often an anonymous statement made at the polling station, which may not be congruent with those on social media. But one with a major impact on their own country and the world.

Unfortunately, politics today is characterized by statements instead of the state. This is the entity that originally had the task of ensuring the permanent and orderly coexistence of people living in a certain defined territory. Preferably in a democratic way. Currently, however, the autocratic idea seems to be gaining the upper hand everywhere. This is achieved through simple and catchy statements that often follow three rules that Trump also uses: always attack, never admit wrongdoing and always claim victory. At least that's how the new president is quoted in Ali Abbasi's film The Apprentice. That could be fun. It seems as if someone who everyone in this country (except perhaps Roger Köppel) shakes their heads in disbelief at has become the biggest influencer in the world. Let's just hope that not all statements lead to actions.

* Benno Maggi is co-founder and CEO of Partner & Partner. He has been eavesdropping on the industry for over 30 years, discovering words and terms for us that can either be used for small talk, pomposity, excitement, playing Scrabble, or just because.