This series of 3 one-minute films, animated by Aurélien Malagoli, introduces viewers to three fascinating research projects presented in an accessible and engaging way through creative animation and a thoughtful script.

Since 2018, the Swiss Animation Industry Award - SAIA for short - has been presented in collaboration with the Swissfilm Association for the best commissioned animated film. The winners also receive a nomination for the Edi Award.

The festival jury praised the film, saying, "This year's top award goes to a spot that shows creative excellence in every way. With compelling storytelling and writing, dazzling narration, refreshing humor and admirable mixed-media art direction, every detail - from the rich graphics to the playful animation to the sound design - has been carefully crafted. Above all, the originality of the concept and the innovative approach to the theme make this work truly outstanding. It not only fulfills the brief, but is also very entertaining."

Successful scientific popularization

Imaginastudio has succeeded in popularizing science in an entertaining way by dealing with complex topics such as coexistence in urban areas, the overprescription of medicines or the life of bacteria. The narrative voice of Lucas Thorens, presenter at RTS, known for programs such as "Pentagruel" and "Dis, pourquoi ?", brings additional humor and pedagogy to the film.

This award confirms the talent of Imaginastudio and its expertise in the production of high-quality animated films. It also underlines the importance of scientific popularization and the use of animation as an effective means of communication. This success is a great recognition for the entire Imaginastudio team and for UNIL. It puts the spotlight on the creativity and dynamism of the animation scene in French-speaking Switzerland.

Imaginastudio has mastered the art of telling stories through images. Since 2007, the team of around ten creatives has been designing tailor-made films, ranging from award-winning short films to effective advertising campaigns. Based in Lausanne, the studio has established itself at the intersection of communication and film in the Swiss audiovisual landscape, offering creative and compelling content for an increasingly discerning audience. Their work has been recognized at prestigious festivals and events such as the GRAND Prix de la création romande, the Meilleurs de la Pub as well as in the film world at the Swiss Film Awards and even the César.

In the age of AI, real experiences continue to gain in importance. Personal events that will be remembered require not only creative ideas, but also perfect planning. This is exactly where Blasto comes in: With its combination of tradition, a sense of style and modern online technology, it makes it easier to organize events - from small family celebrations to large corporate events.

New online inquiry tool: Simple, fast and individual

One highlight of the new website is the user-friendly online inquiry tool, which enables intuitive planning. Users can filter specifically for rental furniture, view suitable combination suggestions and compile their wish list with just a few clicks. A special feature is the personal login area, where event projects can be managed and customized.

With the new platform, Blasto not only offers modern technology, but also tailor-made solutions for every event. Whether chairs, tables, lighting or tents - everything can be selected and combined online according to color and functionality.

"Our new website reflects our commitment to innovation and customer satisfaction," says Rosanna Lopomo, Managing Director of Blasto AG. "We want to offer our customers not only the best products, but also a platform that allows them to plan their events efficiently and stress-free."

Blasto AG, which is based in Rapperswil-Jona (SG) and has another branch in Pratteln (BL), has been in the market for the leading provider of rental tents and rental furniture in Switzerland for over 40 years. The company stands for for quality, flexibility and exceptional customer service. 

Between July and September 2024, 18 posts for the influencer campaign "Gatorade fuels you forward" on Instagram and TikTok reached a total of 1.5 million video views.

To show the diversity of Gatorade, the House of Influence agency chose influencers from a total of seven different sports: tennis, dance, cheerleading, kick-boxing, swimming, athletics and football. This allowed a broad target group to be reached. But there was also a collaboration among the influencers. The 6-time kick-boxing world champion @janoschnietlispach and the tennis player @served.by.dave show each other their sports and train together.

The most exciting sporting moment of the campaign: @noamyaron_ from western Switzerland planned to be the first person to swim the 180-kilometre distance from Calvi in Corsica to Monaco without any support. He would have swum continuously for 60 hours. He set off from the port of Calvi on August 24. However, he had to abandon his attempt after 100 kilometers due to unexpected currents and headwinds.

Under the claim "Gatorade fuels you forward", all eight influencers showcased their personal top performances and goals. Athletics athlete @caroline.agnou gave an insight into her daily training. Cheerleader and runner @tonimacaroniii shared her preparations for her first half marathon and a day at cheerleading camp in Barcelona, while footballer @elenirittmann gave her community an insight into her training session.

"The activities of our influencers in various sports illustrate in an authentic, individual way how Gatorade can support athletes as an optimal training companion and help them to reach their full performance potential. Gatorade is not just a drink, it provides the body with the perfect amount of minerals, carbohydrates and fluids that you lose through sweating during training," explains Nicole Brunner, Brand Manager of Gatorade. The Reels and TikToks achieved a total of 1.5 million video views during the campaign period.

Responsible at House of Influence: Tanja Herrmann (overall responsibility and strategy), Athina Sommer (project management support)
Responsible at Gatorade: Nicole Brunner (Brand Manager Gatorade, Aproz Sources Minérales), Celin Meyer, Carmen Habermann (Social Media, Davies Meyer)

Founded in 2017, the Swiss influencer marketing consulting agency is based in Zurich's Seefeld district. The multilingual team advises clients on their influencer projects and builds their own pools of content creators to suit their industry, language and goals. From strategy and conception to selection, fee and contract negotiations, campaign management and customized reporting and workshops, the agency offers all influencer marketing services from a single source. In addition to the campaigns that WebStages implements for clients such as Migros, Helvetia, SWISS and Mercedes-Benz, WebStages is now also the organizer of two conferences. The largest social media marketing conference in Switzerland: the Social Media Summit, which will take place again in Engelberg on November 6 and 7, 2024. And the first Swiss AI marketing conference: the AI in Marketing Conference on March 27, 2025 at The Circle in Zurich.

m&k: Mr. Vasic, I'd like to start with a personal question: you have had an impressive career at Swiss - what do you think? We have already written about this. When we last spoke, the pandemic was "raging" and the airline had to suspend a large part of its marketing activities. All its communication was focused on "safety". How did you experience the months - the years - of the pandemic as a former flight attendant and current SWISS Head of Marketing; what do you remember in particular?

Stefan Vasic: Looking back, this was an extremely challenging and, in many respects, emotionally stressful time. As a globally operating airline, we were forced to constantly adapt our communications to the ever-changing conditions. During this phase, our marketing was completely focused on providing information to our customers. Instead of large campaigns, social media activities and events, the focus was on dealing with the various requirements of health authorities around the world. Our primary goal was to ensure that our guests always receive the information relevant to them and feel safe and in good hands on board our aircraft. As the pandemic subsided and we gradually returned to normality, our core business in marketing was able to return to center stage, which was a source of great joy for my employees. The emotional strain resulted in particular from the uncertainty of how things would continue. Even though I personally didn't know exactly how the situation would develop, I always believed that things would continue. I tried to pass on this confidence and positive attitude to my team. After the initial downsizing of the marketing department, we gradually began to rebuild it in small steps. This process required a high level of motivation, leadership skills, clear communication and, last but not least, a lot of energy. Looking back, I would say that we have succeeded impressively in rebuilding the department, as we are performing better than ever in terms of both quality and quantity. I am extremely proud to lead such a dedicated team and would like to take this opportunity to thank all Swiss Marketing employees for their tireless efforts and enormous commitment. Without them, we would not be where we are today.

Now people are traveling again, you have a new agency - you have switched from Publicis to Thjnk Zurich - and while "safety" is and remains important, new narratives are taking hold: What were the strategic considerations behind the decision to choose the new claim "Swiss all the way"?

In recent years, people have changed the way they look at many things in life. This affects areas such as work and leisure, nutrition, but also travel. More is expected. Not only on board, but also in everything before and after. "Swiss all the way" takes this development into account by extending our quality promise to the entire customer journey - from booking in the app, to the warm welcome at check-in, the Swiss Schöggeli, the extra mile of our cabin crews, to the "Uf Wiederluege" at the destination - our guests can expect superior Swiss service quality at every point of the journey.

What were the key factors that led to establishing this slogan as an expression of Swiss' brand identity - was the pandemic one of them?

Of course, the pandemic was ultimately a turning point for the entire airline industry. In addition to the aforementioned considerations, we have used this time as an opportunity in terms of corporate strategy to sharpen our brand identity and highlight a differentiating factor that is deeply rooted in our DNA: our role as a host that wants to offer all passengers a comfortable and high-quality travel experience - attentive to detail, warm in our dealings and authentic in our appearance. This emphasis on interpersonal relationships is certainly a factor influenced by the pandemic. After all, we have all sharpened our senses in recent years for what is really important.

The spelling of "Swiss all the way" is special - the distances are of course intentional, symbolizing for me as an outsider the path, the stations along which the "Swiss-ness" becomes tangible. But aren't you worried that you've built in a "reading brake"? 

No, quite the opposite! This is a brake on over-reading and underpins our claim to do one or two things differently from our competitors.

The campaign relies heavily on emotional and cinematic imagery. Which target group is it aimed at in particular, and what reactions are you hoping for from customers?

With our campaign, we want to inspire people, remind them of the magic that flying still exudes and appeal to all those who know that good travel is not just defined by the number of films in the entertainment system or gold applications in the cabin interior. It is the countless little moments between crew and guests, the warmth, the feeling of being at home above the clouds - or in our lounges, for example. And that in all travel classes, from Swiss Economy to Swiss First.

Every idea, no matter how tired, that gets so-called earned media coverage is now called a PR stunt. Why is that? As if it were a dangerous, acrobatic feat to get the media to report on something without paying for it.

Public relations? Of course... advertising would be more appropriate

The fact that everything that is not classic paid advertising is called a PR stunt is probably more to do with the fact that two terms are linked here, with huge scope for interpretation. Firstly, there is the PR term - how often have we talked about public relations in meetings when we actually meant advertising? No explanation of the meaning can follow at this point, but a recommendation to all experts among the readers: Please be precise in your statements when you talk about PR.

In the age of TikTok, Instagram, LinkedIn, public reports, paid content, content cooperations and the like, the boundaries between paid and unpaid content are blurred beyond recognition anyway, so it helps if you speak a clear language and show how classic PR works. But what are the media's own journalistic services and what is paid and ready-made content from companies and advertisers that is published as content? And what content is initiated by companies and advertisers, but is so relevant that it is also published (voluntarily and unpaid)?

When content is increasingly supplied or dictated by advertisers, political pacesetters and investors, it comes as no surprise that the TX Group recently wrote in a press release via its subsidiary Tamedia that 90 editorial jobs are to be cut. What is more surprising is that the press release went on to say: "[...] Advertising revenues at Tamedia and 20 Minuten [...] declined." The attentive readers are wondering what is and what is not booked under "advertising revenue" at Tamedia, given the large amount of paid content in 20 Minuten. It feels and reads more like much more is paid for content than is shown in the books. But that's another story.

* 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.

Digital brochures and the role of the email inbox is the title of the study. 6000 online users aged 18 to 69 in the DACH region were surveyed for this purpose.

Those who are familiar with digital brochures also use them regularly. In Germany in particular, two thirds of respondents use web brochures at least once a month. In Austria and Switzerland, this applies to just over half of respondents. In the DACH region, digital brochures are most frequently accessed via smartphone (81 %). The web advertising leaflets of supermarkets/discounters are used particularly often (84 % Germany, 80 % Austria, Switzerland 70 %). Drugstores follow in second place in Germany (41 %) and Austria (34 %), while clothing stores take second place in Switzerland with one third (33 %).

Sustainable and always available

The top three reasons for using digital brochures are similar in all three countries: less waste (Germany 72 %, Austria 73 %, Switzerland 70 %), environmental friendliness (Germany 68 %, Austria 68 %, Switzerland 64 %) and constant availability on the smartphone (Germany 59 %, Austria 62 %, Switzerland 55 %). The ability to select which digital brochures they want is a decisive factor for 55% of respondents in Germany and Switzerland, and 58% in Austria. The fact that they always arrive on time and not crumpled or wet is important for 56% in Germany, 54% in Austria and 49% in Switzerland.

"Digital brochures are perceived by users as environmentally friendly and practical - a clear image gain for mailers. The digital version also has a number of advantages in terms of efficiency, such as punctuality and a targeted approach. Thanks to first-party data and our TGP targeting technology, we can deliver messages precisely to the desired target group," says Rasmus Giese, CEO of United Internet Media.

Newsletters are the most important channel for digital brochures

Half of the respondents in the DACH region who are aware of digital brochures see newsletters as the most important channel for the perception of online advertising leaflets (50 %). Digital brochures on apps from stores or retailers are seen by 44% of respondents, and on their websites by 43%. News or content in the email inbox, such as advertisements, reach 41% of users.

More than half (55 %) of those who are aware of online advertising leaflets have already become aware of digital brochures in their email inbox. Of these, 71 percent in Germany, 63 percent in Austria and 62 percent in Switzerland regularly use Internet brochures via their e-mail inbox. Overall, 65% stated that they use digital brochures in their email inbox at least once a month, and 61% have already purchased a product after noticing it in a digital brochure in their email inbox.

"The study shows a high willingness to buy products that are advertised in a digital brochure in the email inbox. Brochures in newsletters or the Inbox Ad on WEB.DE and GMX with direct links to stores and special offers can significantly shorten the customer journey," says UIM CEO Rasmus Giese.

Scroll and zoom function are at the top of the wish list

The requirements for digital brochures vary slightly between countries. In Germany, the scroll function is most important for more than half of respondents, followed by the zoom function and the display of nearby products and discounts. In Austria and Switzerland, on the other hand, the zoom function is in first place, followed by the display of products and discounts. The scroll function is in second place in Austria and only in third place in Switzerland.

United Internet Media (UIM) is the media marketer of United Internet AG. The specialist for branding and dialog products offers the Group's own portals WEB.DE, GMX and 1&1 as well as the partner portals Gelbe Seiten, Das Örtliche and Das Telefonbuch. 

Swisscanto is expanding its fund range in September with three new sustainable thematic funds "Circular Economy", "Digital Economy" and "Healthy Longevity" - these complement the long-standing sustainable funds "Water" and "Climate", which are popular with customers. According to a press release, Swisscanto intends to strengthen its positioning as a provider of innovative, high-performance actively managed funds and pension solutions with "100% Swiss made Asset Management". The thematic funds each focus on investments in companies with above-average growth opportunities that tackle a sustainability problem and can therefore "contribute to a better tomorrow".

Together with TBWA, a new, creative umbrella concept for the communication of various product segments was developed for Swisscanto in collaboration with Zürcher Kantonalbank and applicable to several country markets. Following this strategic groundwork, a new B2B/C campaign was developed for the launch of new themed funds. The result is five subjects with different personalities, each taking a symbolic step forward in an environment appropriate to the fund and asking the question: "Why not now?". Since September, these subjects can be seen on various media channels as well as moving stills for the sponsorship of the TV program "SRF Börse".

"Lights out" for the launch of the Swisscanto theme fund campaign

Webrepublic developed a customized media strategy based on a targeted target group analysis. This enables Swisscanto's messages to be optimally placed in the relevant target markets of Switzerland, Germany and Italy along various stages of the sales funnel. A particular focus is placed on digital channels such as LinkedIn and leading news platforms in the financial and business sector. The media mix is supplemented by Publi reports, which are published in all three country markets in order to maximize reach. Zürcher Kantonalbank was supported by blish in the image editing, layout design and creation of the advertising material.

A highlight of the campaign is the media stunt at the start of the campaign: as part of "Earth Night" on Friday, September 6, the lights will be switched off for the benefit of the environment. Swisscanto accompanied this campaign and darkened the leading business platforms in Switzerland, Germany and Italy with Brand Days.

At the same time, Swisscanto is causing a stir with a creative social stunt that will be published on LinkedIn in all three countries in mid-September - with the aim of positioning Swisscanto as an innovative and sustainable player in the fund sector. Thanks to CGI (Computer Generated Imagery), the main building of Zürcher Kantonalbank on Paradeplatz is virtually transformed into a colorful flower oasis - an impressive metaphor under the motto "Letting the portfolio and the environment blossom". With a great deal of creativity, Swisscanto brings the topic of sustainability to the fore in a playful way.

Responsible at Zürcher Kantonalbank (campaign): Jan-Hendrik Völker-Albert, Melania Molinari, Bernhard Gschwandtner, Dominik Streich, Sandro Moccetti. Responsible at TBWA\Zurich (creation): Manuel Wenzel, Angelo Sciullo, Naomi Gulla, Selina Engeli, Claudia Sigg, Sina Gelin, Toni Rubera. Responsible at TBWA VIDO (Production): Stefanie Bereiter, Domenico Catena, Fabrice Studer, Maurice Haas. Responsible at Webrepublic (Media): Amanda Possa, Kevin Haab, Sandra Fischer, Andrea Giovanoli, Javier Sanchez, Chiara Naunheim, Beatrice Krischan. Responsible at blish (realization): Jlona Kopf, Jana Weber, Fabrizio Rutishauser, Rebecca Gerritsen, Jessica Kottmeyer, Roman Aebi, Martin Sautter, Jasmin Knecht.

In the new marketing initiative, which has now been launched, UBS and Fraser of Switzerland present an emotional cross-section of all five focus areas: education, sport, culture, entrepreneurship and sustainability. Six real talents are used to highlight their path to the top. In addition to aptitude, discipline and perseverance, long-term partners who recognize and systematically promote their talent are also needed.

UBS thus provides additional reasons why it is "A Bank for Switzerland". As a long-standing partner, UBS has been investing in the systematic promotion of talent for decades. Be it with Swiss Skills for apprenticeships as an important pillar of the Swiss economy and Swiss SMEs, in sport with the promotion of Swiss athletics from the UBS Kids Cup to the World Class in Zurich, Lausanne or Bellinzona, Swiss football at Kids Camps, the women's and men's national team, in culture at the Locarno Film Festival, the Zurich Film Festival, or in classical music at the Zurich Opera House and the Lucerne Festival). As well as in terms of sustainability (Net Zero, UBS Helpetica with volunteer work for the Swiss common good or the promotion of entrepreneurship with partnerships with ETH, EPFL, HSG, the SEF incl. Growth, Women's Award or the Swiss Venture Club), to name just a few examples.

Client: UBS Switzerland AG, Zurich, Aydin Sahin (Head Marketing & Digital Sales), Sonja Kingsley-Curry (Head Initiatives & Innovation), Melanie Säuberli (Strategic Initiatives), Rita Vozarova (Head UBS Engagements), Sandra Caviezel (Head Brand Activation, Sponsorship & Events) Sebastien Rouiller, Tanja Iseppi, Michael Rütti, Adrian Wyss (Brand Activation, Sponsorship & Events), Oliver Vedolin (Head Digital Communication & Growth), Joel Frey (Head Content Marketing & Client Communication), Sascha Meissner (Content Marketing), Benjamin Fehrenbach (Head Social Media), Annina Speich (Social Media), Chloe Hindes (Digital Marketing), Kristel Henggeler (Media Strategy), Mehmet Odabas (Creative Director) Agency: Fraser of Switzerland, Nadja Stickl (Managing Director), Morgana Stolz (Senior Project Manager), Fernando Barbella (Managing Director Creation & Partner FRASER GmbH), Andreas Schwitter (Creative Director), Heiko Freyland (Creative Director), Karen Le Roux (Digital Design), Mikhail Gany (Senior Design) Media: Publicis Media Switzerland, Zurich ,Martina White (Business Director), Florence Angstmann (Digital Account Manager), Attila Kovacs (Senior Account Manager), Antonia Joura (Account Executive) Production: Shining, Gonzaga Manso (Director & DOP), Paco Ponce de Léon (Director Assistant), Leonardo Sanfilippo (Executive Producer), Dimitri Siegrist (Junior Producer), Gustaf Richter (Line Producer), Nathalie Maibach (Line Producer), Gabi Benz (Line Producer), Adi Imholz (Production Assistants), Nina Zogg (Production Assistants), Marino Denk (Production Assistants), Robin Fessel (Artdepartment), Damaris Eigenheer (Styling), Noémie Bellwald (Casting), Mel Afflenbach (Location), Giacomo Prestinari (Editor), Cloudscape (VFX), Nadia Khairat Gómez (Colorist), Aimar Molero (Music & Sounddesign), DubDub (Audio Postproduction).

Fachwerk Advertising is delighted to welcome Nina Suma to the team as its new Senior Client Director. With Nina Suma, the advertising agency is gaining a marketing strategist who will strengthen the team in Sursee from September. In her new role, she will drive forward the acquisition of new clients and the strategic development of existing business relationships.

Nina Suma has a special connection to the agency, as she knows the working methods and collaboration first-hand. As the former managing director of Wellness-Therme Fortyseven in Baden, she was responsible for the implementation of the strategy, brand development and positioning in the Swiss market - a project that was realized in close partnership with Fachwerk Advertising.

"I really appreciated Fachwerk Advertising's work as a client and am impressed by their strategic approach and creative skills. Now I'm looking forward to expanding this expertise together with the team and helping our clients move forward," explains Nina Suma.

As an ASW member, Fachwerk Advertising focuses on creative excellence and innovative approaches in the digital and analog advertising world. The portfolio includes customized strategies, concepts and implementations in the areas of branding, campaigning, employer branding, pharma & health marketing and media. 

The Gerety Awardsnamed after the legendary copywriter Frances Gerety, once again honored the most innovative and effective campaigns in the advertising world this year. At the 2024 edition, judged by over 200 jurors from 47 countries, a total of seven Grand Prix, 24 Gold, 94 Silver and 71 Bronze were awarded, with a further 198 entries making the shortlist.

The award-winning Grand Prix campaigns include "Runner 321" for adidas by FCB Canada, "We Are Ayenda" for WhatsApp by CreativeX, Meta US and "The Square Meter" for HORNBACH by HeimatTBWA\ Germany. Particularly impressive was "The 100th edition" by Frankfurter Allgemeine Zeitung, which won two Grand Prix - both in the Craft CUT (Photography) and Communication CUT (Print) categories.

The most successful countries at this year's Gerety Awards include Germany, the USA, the UK and France. Jung von Matt was named Global Agency of the Year thanks to powerful campaigns such as "The first trademark that stops trading Nazi merchandise" for Laut gegen Nazis and other striking work for brands such as Edeka, BVG and BMW.

Prof. Sybille Sachs from the HWZ and her co-author Sharon Alvarez from the University of Pittsburgh were honored with the prestigious Best Paper Award 2024 from the Academy of Management Review (AMR) in Chicago for their groundbreaking research on the emergence of stakeholders and new ventures. In their study "Where do stakeholders come from?", published in AMR issue 48(2) of 2023, they explore the early stages of start-ups from a novel perspective. Rather than looking at the formation of ventures purely in economic terms, the authors apply the psycholinguistic theory of common ground to explain how stakeholder commitment is fostered through the development of a shared language, identity and vision.

This innovative approach was particularly highlighted by the AMR jury, who praised the clarity and comprehensibility of the complex theoretical concepts. "This award is a wonderful confirmation of our work and shows how important it is to develop new perspectives in management research," explains Prof. Sybille Sachs. "I am particularly pleased that our theory on the emergence of stakeholders and companies was received so positively. It is a topic that is very close to my heart, as it is of great importance for both practice and academic research."

The AMR Best Paper Award is presented annually to outstanding scientific papers that make a substantial contribution to the advancement of management science. Alvarez and Sachs' paper came out on top in a strong field of applicants, which underlines the international recognition of their work. The award was presented at this year's Academy of Management conference in Chicago and confirms Prof. Sybille Sachs' excellent scientific achievements and her outstanding role in international management research.

EWS Energie AG is the most important infrastructure operator in the Aargau Süd region with responsibility for the entire drinking water supply, as well as being the market leader in energy supply and a provider of telecommunications solutions. The Andreas Räber communications agency has now secured the company's mandate - and is presenting its first work.

 "Dynamic appearance across all touchpoints"

The results of the collaboration can be seen, for example, in a brand experience strategy that translates the brand values and the resulting guiding principles into a dynamic appearance and can be used flexibly at all touchpoints. EWS should convey to the outside world what the company represents internally - with new, inspiring style elements; typography that evokes attention; vibrant and natural colors, an extensive illustration library and a new digital platform that puts people at the center and thus makes information easily accessible to everyone.

"It is incredibly exciting to be able to accompany this company and to continuously refine the requirements of the brand and its communication," said Andreas Räber in a press release.