{"id":36991,"date":"2025-03-19T08:15:45","date_gmt":"2025-03-19T07:15:45","guid":{"rendered":"https:\/\/www.markt-kom.com\/?p=232085"},"modified":"2025-05-02T07:18:40","modified_gmt":"2025-05-02T05:18:40","slug":"75-jahre-swa-jahresmeeting-zum-thema-next-gen-marketing","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2025-03-19\/75-jahre-swa-jahresmeeting-zum-thema-next-gen-marketing\/","title":{"rendered":"75 ans de SWA : r\u00e9union annuelle sur le th\u00e8me \"Next Gen Marketing"},"content":{"rendered":"
\"\"<\/a>\r\n
Full house au StageOne : la r\u00e9union annuelle de cette ann\u00e9e marque le 75e anniversaire de l'ASA. (Photo : zVg.)<\/figcaption>\r\n<\/figure>\r\n

Lors de la r\u00e9union annuelle anniversaire de l'ASA, il a \u00e9t\u00e9 question des tendances et des d\u00e9fis du marketing de demain. Dans son discours de bienvenue, Roger Harlacher, pr\u00e9sident de l'ASA, a d'embl\u00e9e soulign\u00e9 combien les choses avaient \u00e9volu\u00e9 dans le domaine de l'IA depuis l'ann\u00e9e derni\u00e8re : \"Le d\u00e9veloppement est gigantesque - l'IA a d\u00e9finitivement pris sa place. Il faut maintenant une 'plong\u00e9e profonde' dans les nouvelles technologies et dans le marketing du futur\".<\/p>\r\n

Selon Harlacher, la vitesse est le plus grand d\u00e9fi, mais la r\u00e9flexion est \u00e9galement n\u00e9cessaire. Car dans un monde o\u00f9 il est possible de faire toujours plus, toujours plus vite, les valeurs et la fiabilit\u00e9 deviennent plus importantes pour les marques, et l'orientation et la confiance gagnent en importance. D'o\u00f9 son appel au public : \"Laissons-nous inspirer par les nouvelles possibilit\u00e9s et les tendances technologiques pour les marques, mais prenons aussi suffisamment de temps pour la r\u00e9flexion\".<\/p>\r\n

Un SWA fort en cette ann\u00e9e de jubil\u00e9<\/h3>\r\n

L'ASA a \u00e9t\u00e9 fond\u00e9e en 1950 et f\u00eate aujourd'hui son 75e anniversaire. Roger Harlacher s'est particuli\u00e8rement r\u00e9joui du fait qu'\u00e0 75 ans, l'ASA reste la voix forte du march\u00e9 publicitaire suisse - et m\u00eame plus forte que jamais. Apr\u00e8s une ann\u00e9e de succ\u00e8s pour l'association, avec de nombreuses activit\u00e9s telles que des webinaires, des rencontres de groupes d'experts et diverses initiatives, l'ASA a pu annoncer un nouveau nombre record de 215 entreprises membres actives.<\/p>\r\n

Cinq d\u00e9parts ont eu lieu au sein du comit\u00e9 directeur et quatre nouveaux membres ont \u00e9t\u00e9 \u00e9lus. Le comit\u00e9 directeur, compos\u00e9 de 11 personnes issues de diff\u00e9rents secteurs, est donc \u00e0 nouveau au complet.<\/p>\r\n

Un changement surprenant est intervenu au sein de la pr\u00e9sidence. Roger Harlacher a ainsi annonc\u00e9 qu'il avait d\u00e9cid\u00e9 de se retirer de son poste de pr\u00e9sident. Apr\u00e8s 16 ann\u00e9es de succ\u00e8s, il a estim\u00e9 que le moment \u00e9tait propice \u00e0 un successeur. Il l'a tout de suite fait monter sur sc\u00e8ne en la personne de Jan De Schepper, Chief Sales and Marketing Officer de Swissquote. (Markt-kom.com a rapport\u00e9)<\/a><\/em>. Jan De Schepper a remerci\u00e9 l'assembl\u00e9e pour son introduction et se r\u00e9jouit des th\u00e8mes et des d\u00e9fis passionnants qui attendent l'association. Au nom du comit\u00e9 directeur, il a \u00e9galement annonc\u00e9 que Roger Harlacher avait \u00e9t\u00e9 nomm\u00e9 pr\u00e9sident d'honneur pour les services qu'il a rendus.<\/p>\r\n

Le directeur de SWA, Roland Ehrler, n'a pas non plus manqu\u00e9 de prendre cong\u00e9 de Roger Harlacher comme il se doit. En guise de cadeau d'adieu, il a re\u00e7u un tableau sp\u00e9cialement cr\u00e9\u00e9 pour l'occasion par son fils, l'artiste ind\u00e9pendant Luca Harlacher. Apr\u00e8s le d\u00e9part \u00e9mouvant de Roger Harlacher, Johannes Hapig a accueilli les invit\u00e9s en tant que pr\u00e9sentateur et a anim\u00e9 la soir\u00e9e avec humour et charme.<\/p>\r\n

\"\"<\/a>\r\n
Un d\u00e9part plein d'\u00e9motion : le pr\u00e9sident sortant de l'ASA Roger Harlacher (\u00e0 gauche), avec son fils Luca Harlacher et son cadeau d'adieu.<\/figcaption>\r\n<\/figure>\r\n

Kemp-Robertson et Polomski : ce que l'avenir nous r\u00e9serve<\/h3>\r\n

Le premier intervenant \u00e9tait Paul Kemp-Robertson, Chief Content Officer chez Lions, qui a pr\u00e9sent\u00e9 au public tendu \"44 Ways to Win in 2029\". Il a \u00e9galement soulign\u00e9 qu'il n'y a pas qu'une seule voie qui m\u00e8ne au succ\u00e8s, mais de nombreuses voies. En plus de quelques id\u00e9es pr\u00e9visibles comme \"Unterstand your emerging buyers\" ou \"Win the internet every day\", Kemp-Robertson a \u00e9galement pr\u00e9sent\u00e9 quelques conseils surprenants que les marques peuvent utiliser \u00e0 l'\u00e8re de l'IA pour se d\u00e9marquer : \"Focus on what will not change\" et \"Over-Index on trust\".<\/p>\r\n

En outre, Kemp-Robertson a soulign\u00e9 l'importance de la cr\u00e9ativit\u00e9 et de la vision. Son conseil au public : \"Be a visionary, not a creator\". Et il recommande au management : \"Don't kill creativity in the name of efficency\". Car il est certain qu'une chose sera toujours vraie en 2029 : \"It is creativity that makes brands famous\". Non sans ironie, il a conclu en disant aux invit\u00e9s : \"Ignore predicitons about the Future\". Car c'est \u00e0 nous tous de d\u00e9cider comment nous allons affronter l'avenir.<\/p>\r\n

Le deuxi\u00e8me orateur principal, Jens Polomski, LinkedIn Top Voice pour l'IA et cofondateur de SnipKI \u00e0 Cologne, \u00e9tait pr\u00e9sent sur la sc\u00e8ne du SWA pour la deuxi\u00e8me ann\u00e9e cons\u00e9cutive. Il a rappel\u00e9 au public que l'IA est plus qu'un simple g\u00e9n\u00e9rateur de texte et a montr\u00e9 des exemples impressionnants de ce que l'IA peut faire non seulement dans le domaine audiovisuel, mais aussi en m\u00e9decine et dans la recherche sur les mat\u00e9riaux.<\/p>\r\n

Polomski a soulign\u00e9 les possibilit\u00e9s que l'IA nous offre pour mettre en \u0153uvre des id\u00e9es rapidement et \u00e0 moindre co\u00fbt. M\u00eame sans connaissances en programmation, il est possible de construire et d'int\u00e9grer soi-m\u00eame des outils. Et ce, \u00e0 une vitesse \u00e0 peine croyable. Il a fallu un peu plus de huit minutes \u00e0 Polomski pour cr\u00e9er son propre g\u00e9n\u00e9rateur d'images avec l'IA. En guise de conclusion, il a conseill\u00e9 aux invit\u00e9s : \"Il n'y a plus d'excuses pour ne pas mettre en \u0153uvre des id\u00e9es\", et en ce qui concerne l'avenir, il est certain que \"nous allons encore en voir de toutes les couleurs\".<\/p>\r\n

Table ronde et ap\u00e9ro riche<\/h3>\r\n

Apr\u00e8s les deux conf\u00e9rences, Johannes Hapig a anim\u00e9 le \"Next Gen Marketing Podium\". Outre Jens Polomski, la table ronde \u00e9tait compl\u00e9t\u00e9e par la \"publicitaire de l'ann\u00e9e\" Andrea Bison (Thjnk), Ya\u00ebl Meier (Zeam) et Jan De Schepper (Swissqoute).<\/p>\r\n

Pour finir, le directeur de SWA, Roland Ehrler, a remerci\u00e9 le public pour sa patience et a encha\u00een\u00e9 rapidement avec le d\u00eener festif debout. Le m\u00e9lange d'invit\u00e9s, de clients, d'agences et de sp\u00e9cialistes du marketing, ainsi que le 75e anniversaire, ont aliment\u00e9 les conversations pendant longtemps.<\/p>\r\n

\"\"<\/a>\r\n
R\u00e9seautage dans une ambiance de jubil\u00e9. (Image : zVg.)<\/figcaption>\r\n<\/figure>\r\n

La prochaine r\u00e9union annuelle de l'ASA aura lieu le 19 mars 2026 au StageOne \u00e0 Zurich.<\/p>","protected":false},"excerpt":{"rendered":"

Plus de 400 annonceurs, agences et repr\u00e9sentants des m\u00e9dias ont r\u00e9pondu \u00e0 l'invitation de l'Association Suisse des Annonceurs \u00e0 la traditionnelle r\u00e9union annuelle de l'ASA au StageOne \u00e0 Zurich. Apr\u00e8s deux keynotes sur le th\u00e8me \"Next Gen Marketing - l'avenir du marketing et de la communication\" et une table ronde passionnante, un d\u00e9licieux d\u00eener debout a permis de faire du networking jusqu'au bout de la nuit.<\/p>","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"SWA Jahresmeeting 2024","_yoast_wpseo_metadesc":"75 Jahre SWA: Keynotes, Podium und Networking. 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